Join Carlo Magni, Global Consumer Insights Director at FORWARD Insight & Strategy, and Kate James, Business Development Manager at VentureFruit, as they share their expertise in this insightful IFPA webinar on marketing and brand building.
In this session, Carlo and Kate dive into the process of identifying and commercializing new produce varieties and building successful brands. Carlo walks us through the market research process once horticulture varieties have been identified and screened, discussing the strategic approach to brand creation and how new varieties evolve from concept to shelf.
Kate shares her expertise on the commercialization process for new varieties, highlighting a collaborative case study on VentureFruit's Tutti variety - the world’s first ever hot-climate apple. She discusses the steps from field to retail, shedding light on the work VentureFruit and FORWARD did together to bring Tutti to market.
By the end of this webinar, you'll gain a comprehensive understanding of the process behind horticulture variety selection and the complexities around brand building, with key takeaways applicable to growers, marketers, retailers, industry service providers, and more.
Guest Presenters