By Riad Beladi, Edited by James Taylor
Branding in the food industry has long been a tool to build trust, recognition, and loyalty. While it is common practice for packaged goods, fruit and vegetables have traditionally been perceived as commodities with little scope for branding. However, a recent ISN consumer survey reveals a significant shift: branding fresh produce is not only possible, but also increasingly influential in shaping purchasing decisions.
Key Findings from the ISN Consumer Survey
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Brand Trust Matters: Over 60% of respondents said they are more likely to purchase fruit and vegetables from a recognisable brand they trust.
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Consistency and Quality: Consumers value consistency. Branded fruit and vegetables signal reliability in taste, freshness, and appearance, leading to repeat purchases.
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Perceived Safety: In an era of heightened food safety concerns, 55% of consumers indicated that branding provides reassurance regarding origin, traceability, and ethical sourcing.
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Premium Willingness: A notable 40% of respondents stated they are willing to pay a premium for branded produce, particularly if linked to sustainability, local farming, or superior quality.
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Emotional Connection: Branding in fresh produce is also beginning to influence emotional factors such as family trust, health perception, and lifestyle alignment.
Analysis
Unlike other food categories, fruit and vegetables face unique challenges in branding. Variability in harvests, perishability, and consumer habits of buying “what looks fresh today” create barriers. Despite this, leading retailers and growers have proven that effective branding strategies can overcome these hurdles.
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Trust and Recognition: The survey demonstrates that consumers increasingly view branded produce as a guarantee. Much like a trusted dairy or bakery brand, branded fruit reassures buyers of what they are getting.
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Consumer Education: Branding helps communicate farming practices, sustainability efforts, and health benefits. This aligns with today’s consumer demand for transparency.
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Retail Impact: Supermarkets and grocery retailers are beginning to showcase branded fruit and vegetables more prominently, knowing it adds perceived value and loyalty.
Case Examples
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Bananas and Berries: Brands like Chiquita and Driscoll’s have already established global recognition, showing that fruit branding can work at scale.
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Local Success: Smaller regional brands tied to origin (e.g., British strawberries, Spanish oranges) illustrate how provenance and story-telling strengthen consumer trust.
The ISN survey underlines a clear trend: consumer loyalty to brands in fruit and vegetables is no longer a novelty, but a trust-driven reality. While branding fresh produce is not the same as branding packaged goods, the principles of consistency, quality, and transparency remain essential. For retailers and producers, the opportunity lies in building brands that not only guarantee freshness but also tell a story of trust, sustainability, and care.
In short, the modern consumer knows what he or she is getting — and increasingly, they want that assurance delivered through branding.