{"id":4371,"date":"2018-12-01T12:57:26","date_gmt":"2018-12-01T12:57:26","guid":{"rendered":"https:\/\/www.keelingsknowledge.com\/?p=4371"},"modified":"2025-10-06T10:38:27","modified_gmt":"2025-10-06T09:38:27","slug":"branding-fresh-produce-sector","status":"publish","type":"post","link":"https:\/\/www.keelingsknowledge.com\/en\/branding-fresh-produce-sector\/","title":{"rendered":"Branding in the Fresh Produce Industry"},"content":{"rendered":"\r\n<h2>Fresh producers can make their business more sustainable by creating a brand to reach a wider audience with their messaging<\/h2>\r\n<h3><em>By Eamonn Flynn, Managing Director, Keelings Knowledge ERP<\/em><\/h3>\r\n<h2>\r\n\r\n<\/h2>\r\n<p class=\"wp-block-paragraph\">Branding is opening your soul, putting your values out to the consumer and waiting to see if what you represent resonates with them: for fresh producers, this is the risk and the great opportunity! Branding exists at a strategic level of an organisation; how you communicate these characteristics is what defines your brand. Branding is the representation and communication of the values, culture and vision of your organisation to a global audience.<\/p>\r\n<p>\r\n\r\n<\/p>\r\n<p class=\"wp-block-paragraph\">If consumers believe in what that branded product represents, it\u2019s up to each of them to decide: are its values similar to theirs? Is it something they\u2019d like to support or recommend? Today\u2019s consumer has more information than ever available to them through social and traditional media, allowing them to make more educated decisions.<\/p>\r\n<h2>\r\n\r\n<\/h2>\r\n<h3><em>Think change, think Keelings Knowledge<\/em><\/h3>\r\n<h2>\r\n\r\n<\/h2>\r\n<p class=\"wp-block-paragraph\">Understanding your market is key in any industry; for the fresh produce sector, it\u2019s pivotal. Many fresh producers believe the retailer to be the end customer; ultimately, everyone is selling to the consumer.<\/p>\r\n<h2>\r\n\r\n<\/h2>\r\n<p class=\"wp-block-paragraph\">So, what are their needs? Consumers are living longer and trying to be healthier by eating better foods. Nielsen\u2019s 2015 Global Health &amp; Wellness Survey found that millennial consumers are prepared to pay more for healthier products.<\/p>\r\n<h2>\r\n\r\n<\/h2>\r\n<p class=\"wp-block-paragraph\">This is on everyone\u2019s agenda, be it governments, retailers, producers, or consumers. Currently, more than 1.9 billion adults, which is almost 40 per cent of the global population, are considered overweight. According to World Health Organisation, if current trends continue, some 70 million young children will be overweight or obese by 2025, and the rate of increase is 30 per cent higher in middle and low-income countries.<\/p>\r\n<h2>\r\n\r\n<\/h2>\r\n<h3><em>Branding hits the spot<\/em><\/h3>\r\n<h2>\r\n\r\n<\/h2>\r\n<p class=\"wp-block-paragraph\">Fresh producers are in the sweet spot to address all of these converging issues, and branding is a key enabler to helping them do that.<\/p>\r\n<h2>\r\n\r\n<\/h2>\r\n<p class=\"wp-block-paragraph\">Branding also ensures sustainability for the fresh producer\u2019s business because it establishes the value they provide, separate from any other company and unique to them. It\u2019s a competitive differentiator. Branding creates awareness among consumers that stands apart from any one route to market.<\/p>\r\n<h2>\r\n\r\n<\/h2>\r\n<p class=\"wp-block-paragraph\">The benefit for producers is twofold: good branding will automatically resonate with millennials who, as we\u2019ve established, already want healthy eating options, and what could be healthier than fresh produce? And it will make the producer\u2019s business sustainable because they\u2019re no longer an unseen part of the fresh food production process.<\/p>\r\n<h2>\r\n\r\n<\/h2>\r\n<h3><em>Technology-enabled transparency<\/em><\/h3>\r\n<h2>\r\n\r\n<\/h2>\r\n<p class=\"wp-block-paragraph\">It\u2019s becoming increasingly important to have a brand strategy that supports your company&#8217;s values in order to give you that advantage. In the fresh produce industry, quality and transparency are key drivers in a consumer\u2019s decision-making, so producers need to measure and control how their brand is performing in different market sectors, the costs involved in bringing products to market and ensuring they deliver on their organisational values daily. Looking at the performance of your branded products in detail, down to each SKU, is key and what will create sustainability.<\/p>\r\n<h2>\r\n\r\n<\/h2>\r\n<p class=\"wp-block-paragraph\">Producers need to be in control of their brands, know what lines are performing, what lines are challenges, what lines to drop, what types and varieties they have used in their product and how they have performed. For example, has a particular variety of fruit performed better and led to increased sales? Capturing all of the critical cost-driven data accurately for the product life cycle can be the difference between success and failure.<\/p>\r\n<h2>\r\n\r\n<\/h2>\r\n<p class=\"wp-block-paragraph\">Branding can make our food healthier \u2013 it holds the producer accountable to today\u2019s consumer, who demands transparency. Technology is the tool to deliver that accountability and transparency. The question for fresh producers is, do they have the information today to give them knowledge and a competitive edge?<\/p>\r\n<h2>\r\n\r\n<\/h2>\r\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.keelingsknowledge.com\/en\/contact\/\">Contact us<\/a> to find out more about us or our industry-specific ERP software solution for fresh produce companies.<\/p>\r\n<h2><\/h2>","protected":false},"excerpt":{"rendered":"<p>Fresh producers can make their business more sustainable by creating a brand to reach a wider audience with their messaging By Eamonn Flynn, Managing Director, Keelings Knowledge ERP Branding is opening your soul, putting your values out to the consumer and waiting to see if what you represent resonates with them: for fresh producers, this [&hellip;]<\/p>\n","protected":false},"author":6,"featured_media":2678,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[1],"tags":[],"class_list":["post-4371","post","type-post","status-publish","format-standard","has-post-thumbnail","category-news","entry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.2 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Branding in Fresh Produce Sector | Keelings Knowledge<\/title>\n<meta name=\"description\" content=\"Find out more about Keelings Knowledge and how branding is an important aspect of the solid growth of the entire Keelings Group.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.keelingsknowledge.com\/en\/branding-fresh-produce-sector\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Branding in Fresh Produce Sector | Keelings Knowledge\" \/>\n<meta property=\"og:description\" content=\"Find out more about Keelings Knowledge and how branding is an important aspect of the solid growth of the entire Keelings Group.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.keelingsknowledge.com\/en\/branding-fresh-produce-sector\/\" \/>\n<meta property=\"og:site_name\" content=\"Keelings Knowledge\" \/>\n<meta property=\"article:published_time\" content=\"2018-12-01T12:57:26+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-10-06T09:38:27+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.keelingsknowledge.com\/wp-content\/uploads\/2018\/12\/Keelings-Knowledge-Case-study-2.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1920\" \/>\n\t<meta property=\"og:image:height\" content=\"1080\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Shay Cloherty\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@Knowledge_ERP\" \/>\n<meta name=\"twitter:site\" content=\"@Knowledge_ERP\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Shay Cloherty\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.keelingsknowledge.com\/en\/branding-fresh-produce-sector\/\",\"url\":\"https:\/\/www.keelingsknowledge.com\/en\/branding-fresh-produce-sector\/\",\"name\":\"Branding in Fresh Produce Sector | Keelings Knowledge\",\"isPartOf\":{\"@id\":\"https:\/\/www.keelingsknowledge.com\/en\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.keelingsknowledge.com\/en\/branding-fresh-produce-sector\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.keelingsknowledge.com\/en\/branding-fresh-produce-sector\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.keelingsknowledge.com\/wp-content\/uploads\/2018\/12\/Keelings-Knowledge-Case-study-2.jpg\",\"datePublished\":\"2018-12-01T12:57:26+00:00\",\"dateModified\":\"2025-10-06T09:38:27+00:00\",\"author\":{\"@id\":\"https:\/\/www.keelingsknowledge.com\/en\/#\/schema\/person\/13feb6fa6972cd45244b8dc97bd81f69\"},\"description\":\"Find out more about Keelings Knowledge and how branding is an important aspect of the solid growth of the entire Keelings Group.\",\"breadcrumb\":{\"@id\":\"https:\/\/www.keelingsknowledge.com\/en\/branding-fresh-produce-sector\/#breadcrumb\"},\"inLanguage\":\"en-IE\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.keelingsknowledge.com\/en\/branding-fresh-produce-sector\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-IE\",\"@id\":\"https:\/\/www.keelingsknowledge.com\/en\/branding-fresh-produce-sector\/#primaryimage\",\"url\":\"https:\/\/www.keelingsknowledge.com\/wp-content\/uploads\/2018\/12\/Keelings-Knowledge-Case-study-2.jpg\",\"contentUrl\":\"https:\/\/www.keelingsknowledge.com\/wp-content\/uploads\/2018\/12\/Keelings-Knowledge-Case-study-2.jpg\",\"width\":1920,\"height\":1080,\"caption\":\"Keelings Knowledge Branding\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.keelingsknowledge.com\/en\/branding-fresh-produce-sector\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/www.keelingsknowledge.com\/en\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Branding in the Fresh Produce Industry\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.keelingsknowledge.com\/en\/#website\",\"url\":\"https:\/\/www.keelingsknowledge.com\/en\/\",\"name\":\"Keelings Knowledge\",\"description\":\"ERP Fresh Produce Solutions\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.keelingsknowledge.com\/en\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-IE\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/www.keelingsknowledge.com\/en\/#\/schema\/person\/13feb6fa6972cd45244b8dc97bd81f69\",\"name\":\"Shay Cloherty\",\"url\":\"https:\/\/www.keelingsknowledge.com\/en\/author\/shay\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Branding in Fresh Produce Sector | Keelings Knowledge","description":"Find out more about Keelings Knowledge and how branding is an important aspect of the solid growth of the entire Keelings Group.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.keelingsknowledge.com\/en\/branding-fresh-produce-sector\/","og_locale":"en_US","og_type":"article","og_title":"Branding in Fresh Produce Sector | Keelings Knowledge","og_description":"Find out more about Keelings Knowledge and how branding is an important aspect of the solid growth of the entire Keelings Group.","og_url":"https:\/\/www.keelingsknowledge.com\/en\/branding-fresh-produce-sector\/","og_site_name":"Keelings Knowledge","article_published_time":"2018-12-01T12:57:26+00:00","article_modified_time":"2025-10-06T09:38:27+00:00","og_image":[{"width":1920,"height":1080,"url":"https:\/\/www.keelingsknowledge.com\/wp-content\/uploads\/2018\/12\/Keelings-Knowledge-Case-study-2.jpg","type":"image\/jpeg"}],"author":"Shay Cloherty","twitter_card":"summary_large_image","twitter_creator":"@Knowledge_ERP","twitter_site":"@Knowledge_ERP","twitter_misc":{"Written by":"Shay Cloherty","Est. reading time":"4 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/www.keelingsknowledge.com\/en\/branding-fresh-produce-sector\/","url":"https:\/\/www.keelingsknowledge.com\/en\/branding-fresh-produce-sector\/","name":"Branding in Fresh Produce Sector | Keelings Knowledge","isPartOf":{"@id":"https:\/\/www.keelingsknowledge.com\/en\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.keelingsknowledge.com\/en\/branding-fresh-produce-sector\/#primaryimage"},"image":{"@id":"https:\/\/www.keelingsknowledge.com\/en\/branding-fresh-produce-sector\/#primaryimage"},"thumbnailUrl":"https:\/\/www.keelingsknowledge.com\/wp-content\/uploads\/2018\/12\/Keelings-Knowledge-Case-study-2.jpg","datePublished":"2018-12-01T12:57:26+00:00","dateModified":"2025-10-06T09:38:27+00:00","author":{"@id":"https:\/\/www.keelingsknowledge.com\/en\/#\/schema\/person\/13feb6fa6972cd45244b8dc97bd81f69"},"description":"Find out more about Keelings Knowledge and how branding is an important aspect of the solid growth of the entire Keelings Group.","breadcrumb":{"@id":"https:\/\/www.keelingsknowledge.com\/en\/branding-fresh-produce-sector\/#breadcrumb"},"inLanguage":"en-IE","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.keelingsknowledge.com\/en\/branding-fresh-produce-sector\/"]}]},{"@type":"ImageObject","inLanguage":"en-IE","@id":"https:\/\/www.keelingsknowledge.com\/en\/branding-fresh-produce-sector\/#primaryimage","url":"https:\/\/www.keelingsknowledge.com\/wp-content\/uploads\/2018\/12\/Keelings-Knowledge-Case-study-2.jpg","contentUrl":"https:\/\/www.keelingsknowledge.com\/wp-content\/uploads\/2018\/12\/Keelings-Knowledge-Case-study-2.jpg","width":1920,"height":1080,"caption":"Keelings Knowledge Branding"},{"@type":"BreadcrumbList","@id":"https:\/\/www.keelingsknowledge.com\/en\/branding-fresh-produce-sector\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.keelingsknowledge.com\/en\/"},{"@type":"ListItem","position":2,"name":"Branding in the Fresh Produce Industry"}]},{"@type":"WebSite","@id":"https:\/\/www.keelingsknowledge.com\/en\/#website","url":"https:\/\/www.keelingsknowledge.com\/en\/","name":"Keelings Knowledge","description":"ERP Fresh Produce Solutions","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.keelingsknowledge.com\/en\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-IE"},{"@type":"Person","@id":"https:\/\/www.keelingsknowledge.com\/en\/#\/schema\/person\/13feb6fa6972cd45244b8dc97bd81f69","name":"Shay Cloherty","url":"https:\/\/www.keelingsknowledge.com\/en\/author\/shay\/"}]}},"_links":{"self":[{"href":"https:\/\/www.keelingsknowledge.com\/en\/wp-json\/wp\/v2\/posts\/4371","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.keelingsknowledge.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.keelingsknowledge.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.keelingsknowledge.com\/en\/wp-json\/wp\/v2\/users\/6"}],"replies":[{"embeddable":true,"href":"https:\/\/www.keelingsknowledge.com\/en\/wp-json\/wp\/v2\/comments?post=4371"}],"version-history":[{"count":0,"href":"https:\/\/www.keelingsknowledge.com\/en\/wp-json\/wp\/v2\/posts\/4371\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.keelingsknowledge.com\/en\/wp-json\/wp\/v2\/media\/2678"}],"wp:attachment":[{"href":"https:\/\/www.keelingsknowledge.com\/en\/wp-json\/wp\/v2\/media?parent=4371"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.keelingsknowledge.com\/en\/wp-json\/wp\/v2\/categories?post=4371"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.keelingsknowledge.com\/en\/wp-json\/wp\/v2\/tags?post=4371"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}