Beyond the Logo: Tools to Build Strong Produce Brands

In today’s marketing landscape, brand building has evolved into both an art and a science — one powered by technology, data and creativity. As an industry, we collectively invest tens of millions of dollars each year promoting our company brands, and it’s paying off. From Avocados from Mexico’s award-winning Super Bowl campaigns to Driscoll’s Berry Mobile traveling the country spreading “berry love,” fresh produce marketers are telling vibrant, emotional and memorable stories that connect with consumers in new ways.

The fresh produce industry, long known for its authenticity and vitality, now has more tools than ever to shape how consumers see, feel and experience our products.

WHAT ‘BRAND‘ REALLY MEANS

The word “brand” is often used casually, but its meaning runs much deeper than a logo, slogan or label. Experienced marketers understand that a brand represents the collective sum of every detail, interaction and emotion tied to a company or product.

An authentic brand is built on purpose and vision, carried through tone, storytelling and consumer experience. Every touchpoint — from a product’s packaging to a company’s social media presence — must reflect a consistent identity and intention. In this sense, brand building is not just about marketing; it’s about creating trust and emotional connection that turn customers into advocates.

THE RISING IMPORTANCE OF BRANDS

Looking ahead, brands in the fresh produce sector will only grow more relevant and valuable. We live in an age where information is instantaneous, and today’s consumers are more informed — and more curious — than ever. They want to know where their food comes from, who grows it, and how it’s handled. They seek authenticity, transparency, and alignment with their personal values.

To succeed in this environment, every decision we make must start with the consumer. Are we selecting varieties that deliver consistently great taste and visual appeal? Is our packaging both functional and beautiful, while clearly communicating information about the product? How does our packaging look on the shelf, and does it stand out in a competitive environment?

These are not small questions — because, ultimately, our branded products end up in millions of kitchens, influencing how families eat and how they perceive our industry.

THE CHALLENGES OF BRANDING

Yet, branding fresh produce for consumers presents unique challenges. In many retail environments, a key element of consumer branding — choice — is limited. Shoppers often select from whatever the retailer’s buyer has chosen, rather than choosing among multiple branded options.

Complicating matters, the quality, flavor and appearance of fresh produce can fluctuate due to seasonal changes or weather conditions. In many cases, retailers also require that value-added produce be sold under private-label brands, limiting growers’ and marketers’ ability to build and reinforce their own brand identities on the shelf.

As a result, most consumers have become conditioned to purchase produce based on their visual appeal rather than brand loyalty. They pick what looks freshest, not necessarily what carries a recognizable brand name. Changing that behavior requires marketers to think differently and find creative ways to connect with consumers before and after the in-store experience.

DIGITAL TOOLS TRANSFORMING BRANDING

The good news is marketers now have an unprecedented range of tools to help shape their messaging, strengthen their brands, and directly reach consumers. The rise of digital marketing and data analytics has revolutionized how we understand and engage with our audience.

Companies that embrace artificial intelligence (AI) are gaining a decisive competitive advantage. AI tools can analyze consumer trends, uncover emerging preferences, and help craft targeted, effective messaging. Platforms such as ChatGPT can assist in generating creative content ideas, optimizing copy for different audiences, and identifying the emotional tones that best resonate with specific consumer segments.

Social media has also become an indispensable platform for storytelling. Through engaging content, visual storytelling, and partnerships with social media influencers, brands can now directly reach consumers, bypassing traditional retail gatekeepers. Influencers bring authenticity and trust, amplifying brand messages to communities of loyal, engaged followers.

Retail data is another game-changer. By collaborating with supermarkets and leveraging shopper loyalty data, produce marketers can pinpoint buying habits and target shoppers with personalized offers, coupons, or educational content. Scan data, though still evolving in precision, continues to improve and provides valuable insights into regional preferences, national sales trends, and product performance.

In addition, organizations like the International Fresh Produce Association (IFPA) are contributing critical industry intelligence, offering national and global consumer research that helps marketers align local strategies with broader market trends.

When combined, these tools create a powerful ecosystem that allows marketers to move beyond guesswork toward informed, strategic brand management.

MEETING NEXTGEN EXPECTATIONS

The next generation of shoppers will demand even more from the fresh produce they buy. For them, beauty alone isn’t enough. They expect bold flavor, convenience, nutrition, and authenticity — delivered through a seamless experience that bridges both physical and digital spaces. Whether in-store or online, these consumers want brands that reflect their lifestyles and values, offering not only quality products, but also meaningful connections and experiences.

The marketers who succeed in this new era will be those who harness data, technology and creativity in equal measure, viewing brand building not just as promotion, but as an ongoing relationship between the company and the consumer. With more powerful tools than ever before, our industry is poised to elevate the fresh produce brand story to new heights, inspiring trust, loyalty, and, most importantly, greater consumption of the products we grow and love.

Mark Munger is vice president of marketing and business development for IPR Fresh, Nogales, AZ.PB