Perspectives from South Africa, Mexico and the Netherlands

This week’s BrandStorm event, organized by United Fresh, featured a variety of webinars on marketing trends and strategies. One of the discussions on Wednesday dealt with the global trends in marketing. This session was chaired by Max MacGillivray, Editor-in-Chief at Beanstalk.Global and featured Marius Du Plessis from South Africa-based citrus company Clemengold International, Alies Padding from Netherlands-based packaging company NNZ Inc. and Mónica Moreno from marketing agency Grupo PM in Mexico.

Above: Max MacGillivray and Mónica Moreno. Below: Alies Padding and Marius Du Plessis.

Branding in products
Clemengold® has developed several brands for its citrus products within the company, including LemonGold®, HoneyGold® and NavelGold®. Du Plessis explains the role that branding plays in the company: “Our vision began in the southern hemisphere here in South Africa. We work with like-minded growers who share the same vision as us when it comes to branding and realize that customers want to see a brand of the store for 12 months a year. So we have suppliers in Spain, Morocco and even in competitor countries in the southern hemisphere. We have created a brand ecosystem and built on this ecosystem with our partners. “

Clemengold employs 4,500 people in South Africa and has a total of 15,000 to 20,000 employees within the framework of its global partnerships. They have 130 customers in 47 countries and 37 different ports. Nonetheless, the company’s brand remains the main focus: “Most of the job is the brand. A brand is a language, an identity, it’s the way you talk to the customer. We spend a lot of time transferring brand knowledge not only to the customer, but also to the people in our packing houses and orchards. This creates intuitive decision-making as we market up and down to keep the brand strong. “

Branding in the packaging
NNZ Inc. is based in the Netherlands and offers a variety of packaging solutions for the fresh produce industry around the world. The packaging helps convey the branding to the customer and consumer not only through the messages printed on the packaging, but also through the style and material that is used for the packaging. “The changes in packaging and the pursuit of sustainable packaging have been going on for 4 to 5 years,” says Padding. “It was politically driven, but it was also driven by consumer perceptions.”

At NNZ, the packaging is approached holistically. Padding explains, “We have a fact-based tool that examines the needs of the customer and their product and aligns them with our various options. How much space will the packaging take up? How will it help maintain shelf life and thus avoid food waste? Most importantly, we take into account consumer insights. Our research shows that while many consumers value sustainability, they still have a lot to do to help them understand sustainable packaging. When asked what the most sustainable packaging option would be, they often choose a cardboard option. However, plastic trays are used in stores because the product is clearly visible inside and the cost is lower. Hence, it is very important to consider these factors. “

Communication with the consumer
While many companies in the industry are making the move to sustainable packaging, Moreno believes it is very important to communicate this shift to consumers as well. “If you are packaging your products sustainably and working to help the environment, you have to tell this story. Consumers are no longer just concerned about what they eat, they also worry about the story behind it, such as the packaging. Adds Padding, “Make it clear on the packaging itself how this purchase will help the consumer make sustainable choices, such as: B. that the packaging uses 22% less CO2 in its production. “

Communication with the customer and the consumer also goes beyond the packaging, says Moreno. “The first step in developing a strong brand is figuring out what you want to convey to your audience and narrowing down who exactly is in your audience. We need to understand what they are looking for and then let them know how exactly we are meeting their needs. Go beyond health – of course our products are healthy, so we need to go beyond that in our marketing. Tell them about the taste, history, and who grows the fruit. “Du Plessis agrees:” Brands often try to tell consumers what we think – we are the experts after all – but we need to listen to customers more and be humble. Customize and customize your brand with your customers. “

Today is the last day of the BrandStorm event. To register to participate, click here.

For more informations:
Mary Coppola
United Fresh Produce Association
Tel .: +1 (202) 303-3425
Email: [email protected]

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