The Power of Branding in Fresh Produce

I have spent nearly two decades watching the produce industry wrestle with a simple question: Does branding really matter in fresh fruits and vegetables? Many people in the business long believed it did not. If the product looked good and the price was right, that was good enough.

That mindset made sense in an era of commodity thinking — product, price and placement. Most consumers had only a vague awareness of who grew their food. Any label was more of a formality than a factor in a decision. They might have known the name, but they rarely had a relationship with it. The produce department carried a sense of anonymity other grocery categories did not.

That world has shifted. Shoppers want to know the company behind what they are buying and what it represents. Branding has moved from a peripheral idea to a strategic advantage.

TRUST AT THE POINT OF CHOICE

Watching shoppers, you can see how quickly they make decisions. In that moment, a recognizable name is a signal consistency. When someone picks up a branded pineapple or salad kit, they are choosing reliability and quality that remains consistent week after week and year after year. That trust is built over time through transparency, safety and integrity. Once earned, it cannot easily be undercut by price alone.

Though Mother Nature has a large influence on our products, brands must function the same way they do in every other aisle: to provide assurance. They tell consumers, “You have been here before, and it was good. You can rely on this again.”

Unbranded product competes on cost. Branded product competes on trust. That is a very different equation.

Unbranded product competes on cost. Branded product competes on trust.

Early in the rise of social media, Dole invested in building a consumer community across channels. Reaching a vanity metric of more than a million followers was not the goal. The real value was the relationship it created, which proved useful when markets tightened or conditions became unpredictable. Sharing stories solidified our values with our consumers. Retailers benefited as well, because a strong brand can elevate the perception of the entire department.

STANDING FOR SOMETHING CLEAR

A strong brand also allows you to show what you stand for. Consumers notice when a company supports causes or participates in cultural conversations. At Dole, our work with groups, such as No Kid Hungry, World Wildlife Fund, and fitness and wellness partners, helps people see our values in action. It builds a connection between purpose and purchase that feels real, not promotional.

Our collaboration with Disney shows how a clear message can move product from awareness to attachment. Using beloved characters to inspire healthier choices created a bridge between nutrition and family life. That is what great branding can do. It creates a connection that stays with people long after the display comes down.

CARRYING THE STORY INTO THE STORE

Branding power is a partnership between supplier and retailer. Most people encounter produce brands well before they reach the department. They see social posts, recipes, sponsorships, influencers promoting healthy habits, or support for causes they care about. If the brand disappears the moment they walk into the store, all that work loses its impact. The continuity has to carry through. The packaging, the signage, and even the sticker plays a part in bringing the story to the shelf.

When the message outside the store and the identity inside the store match, the decision becomes easier for the shopper. They recognize the brand and understand what it stands for. That familiarity supports purchase even in a crowded environment.

A PROMISE, NOT A LABEL

Branding, at its best, turns a commodity into a commitment. It signals the company is willing to attach its reputation to the product, saying, “We are proud of how this is grown, processed, and delivered. We are not hiding behind the label because we are the label.”

Health and wellness have become cultural priorities, and fresh produce sits at the center of that conversation. Sustainability, once a side note, is now a central purchase driver. Transparency and traceability are no longer perks; they are expectations. Branding helps us communicate purpose and articulate the values that already sit at the core of what we do and cannot be copied by store labels or unbranded alternatives.

When a shopper sees a name they recognize, they assume accountability. They believe the company behind the product has invested in food safety, responsible sourcing and continuous improvement. They may not see every certification or initiative, but they feel the confidence that branding creates.

Younger consumers place less value on brand loyalty. They are cynical about being sold to, and they often lean toward value and store brands. Even so, they respond strongly to authenticity.

This is why I remain optimistic about the future of produce branding. Our industry has advantages. We grow products that promote health and align with the values people care about. The companies that communicate those values clearly and consistently, that blend authenticity with innovation, will shape industry growth.

At Dole, we have seen how a strong brand, built on quality, trust and transparency, can elevate an entire category and create long-term loyalty. This is not only our experience, but a path that many companies can take if they choose to invest in what their brand represents.

A name in this industry is more than a label. It is a promise. And that promise, once earned, is what brings consumers back again and again.

William (Bil) Goldfield is director of global corporate communications and marketing at Dole Food Company.