Nurturing Trust Boosts Fresh Produce Brands

"Discover how fresh produce brands thrive by building and nurturing trust with consumers, emphasizing the importance of a strong, reliable relationship in the industry."


3/2/20242 min read

"It is very much in the wake of the cost-of-living crisis, and shopping tastes mostly weigh heavily toward value and quality propositions, where the grocery shopper goes in for items that offer great value with quality, without any severe dent on their pocket. This trend is underscored by a report from Which? pointing towards a decreasing confidence level in the grocery sector throughout 2023, the value proposition for brands will intensify in relevance for them to build their value proposition, capturing not only new customers but also developing and retaining trust with the consumers while acknowledging their financial difficulties.

Fresh Produce Brands

This behavior change: the decline in spending within premium product categories. Shoppers are turning to products of standard quality but at a more reasonable price. But with this shift, there are still some emerging brands in the market that recognize outstanding value, which continues to drive sales. However, for any brand interested in appealing to budget-minded consumers, there should be a strong, ideally unique, value proposition at the brand level and an ironclad, consistent brand message. This makes the brand closer to the heart and emotionally attached to the consumer, hence greatly influencing the purchase decision.

Take the Pink Lady apples approach: the brand invested in an attractive visual identity and developed its reputation based on the most valuable features—taste and quality. Besides, the brand ascribes paramount value to convenience, ethics, and innovation as the pillars of its brand that secure a place of high respect in the eyes of consumers. The emerging brand must communicate the value proposition in a manner that reflects the real intent for long-term commitment to be able to seek placement on the shopping trolleys of consumers.

Golden Kings, through the brand, aims at drawing new consumers to the potato segment by highlighting the selling points without necessary deep discounts. Understanding consumer challenges and showing willingness to meet them can mean much in terms of brand loyalty.

Value addition beyond the point of sale can often outweigh price concerns. Building a significant, consistent relationship with customers might have much more effect than merely competing based on cost. Brands that stand for something—like sustainability—win the backing of those consumers who are eager to back companies that align with their values with as little effort on their part as possible.

Oddbox is an example of a non-FMCG brand that successfully positioned itself by promoting its no-waste ethos, paired with building on wellness, appealing to consumer values and needs to make a product they are willing to invest in.

Katy Pook looks at what fresh produce could do even during economic hardships. Digital engagement is everything in the day and era, especially among the younger demographic. Traditional forms of advertising may not work so well on such a group compared to some innovative digital marketing that nurtures a relationship first before popping the big question of sales.

For brands like Golden Kings, it begins with core attributes, such as taste, quality, and consistent sizing, offered at a sensible price, as a base to disrupt and pull in new customers. Today, it is about establishing a dynamic, solid relationship with the consumers and gradually building their loyalty and trust.

This means that brands that can adapt to the changing customer landscape, showing value, trust, and engagement—especially in digital realms—can find opportunity even in the toughest economic times. Only by aligning with these consumer values and using the digital medium for relationship-building will the companies be able to tide over the current financial pressures."

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