A Rockit a day? Why it pays to brand fresh produce

  • Voices
  • August 14, 2017
  • Perry Sansom
A Rockit a day? Why it pays to brand fresh produce

Imagine 25 years from now when you use your drone or another piece of technology invented by Amazon to get to the local supermarket to do your weekly shopping (assuming food isn’t directly printed inside your fridge by then). No matter what timeframe you’re in, the tenets of healthy eating will always be important. So, you stock your shopping trolley full of Halos, Gold Kiwis, Envys, and Rockits to make sure you’re ticking off your fresh fruit and vegetable needs.

At the moment, this means nothing to the average person. But a branding boom in the global fresh produce industry means names like mandarins, apples and bananas may soon be a thing of the past. Fruit is heading the way of soda, embracing individual brands like Coca Cola, Sprite, L&P and Pepsi in the competitive landscape of who brands, wins.  

Having an identifiable brand immediately differentiates it in the market. Consumers will make the connection with your brand if the expectation of quality is exceeded – not to mention an idea of company values and identifying with the story behind their brand.

An example of the power of fruit branding is Envy Apple’s recent win in the US Apple Association’s Apple Madness Tournament. The brand was crowned America’s favourite apple after being pitted against 32 other varieties, with votes from passionate Envy fans ensuring it took out the title over several veteran apple brands and newcomers.

And it doesn’t just stop at apples. Halos are the latest release from The Wonderful Company, who are masters at branding their produce in fun, catchy ways that grab the hearts and minds of adults and children alike. Halos are mandarins with a specific, cutesy marketing rollout that aims to capitalise on parents and kids looking for something to go in the lunchbox.

This is an increasingly common trend in the fresh produce landscape, one that could see individual names of fruit and vegetables replaced with names describing their specific characteristics. It could be that kids will soon ask their parents for Halos rather than mandarins, or G3’s – a brand of golden kiwifruit from Kiwi company Zespri that have gained international acclaim for their high yields and appeal to consumers.

Another local example of fruit branding is Rockit Apples, which have developed an image around being a healthy, convenient snack food.

The three selling points listed on the company's website are health benefits, flavour and convenience. With this focus, the company has naturally cross-bred the world’s first miniature apple and packaged it in a Rockit tube, which makes it easy to grab off the shelf and convenient to store at home.

A big challenge in fruit branding is consistency. Firstly, is the product available throughout the year? If a brand can’t provide consumers with year-round goods, it risks losing them to another brand. Since beginning with two orchards in the Hawke’s Bay, the Rockit brand now has licensed growers in the UK, USA, Australia, Belgium, Italy, Germany, France and many more to keep up with demand. Rockit apples are also now available for all 12 months.

Secondly, can the brand offer consumers a consistent product for each sale? A key factor in this is how the fruit is graded and sorted. Rockit uses Compac’s Spectrim technology, which analyses approximately 300 images of every piece of fruit to ensure it meets the brand’s standards. Nothing turns consumers off a brand faster than receiving an inferior product, and that’s why grading and sorting is so important when it comes to managing a fresh produce brand.

In mid-2016, Rockit announced it was experiencing 250 per cent growth year-on-year. By tapping into an untouched market and creating a strong brand that ticks the boxes for a number of different walks of life, Rockit has become synonymous with quality, consistency and convenience.

Looking at the success of Rockit apples and Halos, it’s clear there’s an increasing demand for fresh produce. There are many societal influences on this trend, as people become more interested in healthy eating while also wanting to maintain an active, healthy lifestyle.

In the past, food that was considered ‘convenient’ was likely to be processed. The modern, health-conscious consumer has moved away from accepting processed foods and is now demanding produce that is fresh, healthy and convenient – the market is responding with branded fruit and vegetables that meet these needs.

It’s an exciting time to be involved with the fresh produce industry. As consumers begin looking for products that reflect their lifestyle and values, branding will continue to grow into an essential part of producers marketing plan.

After all, we live in a world where share-ability and relatability build reputation and sales – where buying decisions are influenced by the people we surround ourselves with and look up to. Strong branding lends itself well to word of mouth and being able to fulfil a gap in consumer’s lifestyles will go a long way to achieving long term, global success. 

  • Perry Sansom is the vice president of marketing and product at Compac Sort. 

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

Tourism New Zealand campaign educates on responsible camping

  • Advertising
  • December 13, 2018
  • StopPress Team
Tourism New Zealand campaign educates on responsible camping

Tourism New Zealand and MBIE have created an integrated campaign directly targeting campers to help educate and encourage responsible camping this summer.

Read more

Katie Walton becomes Spark PR & Activate general manager

  • Advertising
  • December 13, 2018
  • StopPress Team
Katie Walton becomes Spark PR & Activate general manager

Spark PR & Activate has promoted Katie Walton to general manager.

Read more

New Zealand Twitter trends for 2018

  • Media
  • December 13, 2018
  • StopPress Team
New Zealand Twitter trends for 2018

A place for sharing news, opinions and pictures of your cat, we take a look at the trends and most tweeted about on New Zealand Twitter for 2018.

Read more

Social scoreboard

Zavy and StopPress have worked together to create a scoreboard that compares how the top 25 traditional media advertising spenders in New Zealand have performed on social media over the past 30 days, updated in real time.

topics
Follow The Money
Follow The Money
Follow the money. It’s an axiom that journalists have believed in for years and a ...
Regional Rundown
Regional Rundown
StopPress takes a trip down the country to see who the audiences and agencies are ...
Beyond the Page 2018
Beyond the Page 2018
In conjunction with the MPA, the Beyond the Page series shows how some of the ...
Insight Creative
Insight Creative
Insight Creative specialises in shaping business stories out the core insights that often lie under ...
Beneath the Surface
Beneath the Surface
In this series, brought to you by Microsoft, we talk to a conceptual photographer, illustrator ...
20/20 (tele)vision
20/20 (tele)vision
Media consumption is changing. But by how much?
The Hot List
The Hot List
Our rundown of the hottest shows, brands and creators in New Zealand media. 1. magazine ...
Cannes Lions 2017
Cannes Lions 2017
All the winners, the shortlists and the drama from this year's edition of advertising biggest ...
Merger Mania
Merger Mania
All our stories on the nation's two failed mergers in one place
Bauer Beyond the Page
Bauer Beyond the Page
When it comes to creating branded content, there are few better in the Kiwi market ...
The Indies
The Indies
Over the course of this series of articles, we look at how always-nimble indy agencies ...
AdRoll on automation
AdRoll on automation
Marketing automation is tipped to eventually become the only way advertising is traded in the ...
Game Changers
Game Changers
It’s all about PEOPLE. Join us as we discuss global insights, ideas and innovations from ...
TVNZ-NZ Marketing Awards 2015
TVNZ-NZ Marketing Awards 2015
Celebrating all the winners of the 2015 TVNZ-NZ Marketing Awards.
Future Tense
Future Tense
In a new series, StopPress talks to a range of newsmakers currently trying to shine ...
Beyond the Page
Beyond the Page
In conjunction with the MPA, the Beyond the Page series shows how some of the ...
Up Country
Up Country
In conjunction with News Works, the Up Country series talks with some of New Zealand's ...
Sounding off
Sounding off
As part of a content partnership with MediaWorks, we've asked a few of the company's ...
StopPress Podcasts
StopPress Podcasts
We sit down for a chat with industry leaders to find out what they're up ...
Managing brands in an uncertain world
Sponsored content

Managing brands in an uncertain world

A value is only a value if you’re willing to let it cost you something.

TVNZ-NZ Marketing Awards 2018 best utilities/communications: Genesis shines bright
news

TVNZ-NZ Marketing Awards 2018 best utilities/communications: Genesis shines bright

It’s difficult for a company to stand out in a crowded marketplace, and not let itself deteriorate among the pressure of its competitors. While Genesis was beginning to age, it decided to breathe new life and purpose into its brand with incredible results.

voices
The collaborative approach: Woods Agency's Reuben Woods on tackling the world stage from Tauranga
Sponsored content

The collaborative approach: Woods Agency's Reuben Woods on tackling the world stage from Tauranga

When Reuben and Melissa Woods started Woods Agency in their spare bedroom in Papamoa Beach back in 2004, they only had one regular client, bedroom furniture company Design Mobel. Fourteen years on, their client list spans the length of New Zealand and into the Pacific Islands. We chat with Reuben about how they built an agency that focuses on developing regional companies into world-class brands.

Rainger and Rolfe on five years of Rainger & Rolfe
features

Rainger and Rolfe on five years of Rainger & Rolfe

Last month, Rainger & Rolfe blew out five candles to top off what managing partner Ant Rainger is calling “the best year yet”. To find out why, StopPress sat down with Rainger and his managing partner Jen Rolfe to reflect on the last five years and what’s to come for the indie.

Ads of the Week: 11 December

  • TVC of the week
  • December 11, 2018
  • StopPress Team
Ads of the Week: 11 December

A round of applause for Lotto NZ, Auckland City Mission and Pak'n Save.

Read more

Creative Talk with Chris Hancock, Retail Dimension

  • Voices
  • December 11, 2018
  • The Creative Store
Creative Talk with Chris Hancock, Retail Dimension

Creative Talk is with Chris Hancock, General Manager Client Services at RD (Retail Dimension). We talk about the design team, their venture into Australia and how they tackle the mammoth projects.

Read more

Top 10 websites 2018–UPDATED

  • Technology
  • December 10, 2018
  • StopPress Team
Top 10 websites 2018–UPDATED

Nielsen has released the sites visited by the most New Zealanders this year and it's no surprise Google and Facebook remain in the top two spots.

Read more

What's the difference between creativity and innovation?

  • Opinion
  • December 10, 2018
  • Mike Hutcheson
What's the difference between creativity and innovation?

Innovation and creativity are two terms that can tend to get muddled when it comes to talking about business. Advertising guru Mike Hutcheson explores the difference between the two.

Read more
TVNZ-NZ Marketing Awards 2018 best technology: Samsung Electronics NZ
news

TVNZ-NZ Marketing Awards 2018 best technology: Samsung Electronics NZ

After the global PR disaster of the failed Samsung Note 7, Samsung Electronics NZ's marketing team wanted to make sure it could communicate directly with customers, and not rely on third-party retailers. We take a look at this year's best technology.

Stuff partners with Māori Television and SkyKiwi

  • Media
  • December 10, 2018
  • StopPress Team
Stuff partners with Māori Television and SkyKiwi

Stuff is set to increase its coverage of stories that matter to Māori and the New Zealand Chinese community through content sharing agreements with Māori Television and SkyKiwi.

Read more

Ooh Media adds Adshel's assets to its offer

  • Advertising
  • December 10, 2018
  • StopPress Team
Ooh Media adds Adshel's assets to its offer

Adshel's assets are now being rebranded to Ooh Media, following the two companies merging earlier this year.

Read more

Radio New Zealand up year-on-year despite summer season drops

  • Radio
  • December 7, 2018
  • Caitlin Salter
Radio New Zealand up year-on-year despite summer season drops

Radio New Zealand has achieved year-on-year growth in the last GfK results for 2018 – despite the numbers dropping considerably from previous results this year. StopPress talked with RNZ head of radio and music David Allan about the year that was, and what’s to come in 2019.

Read more
Next page
Results for
Topics
Jobs
About

StopPress provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2018 ICG Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.

Advertise

Contact Vernene Medcalf at +64 21 628 200 to advertise in StopPress.

View Media Kit