Standing Out in the Produce Aisle: The Power of Brand Marketing

As a fourth-generation leader in the fresh produce industry, I’ve seen firsthand how the landscape has evolved — and how critical brand marketing has become to our success. In a world where quality is expected and competition is fierce, it’s not enough to simply grow great products. We have to tell our story, build trust, and create lasting relationships with our customers.

For me, it always comes back to the consumer and the customer. I’ve learned that people will always return to a brand they resonate with. If you’re marketing your brand correctly, you’re going to establish yourself and build a loyal following. Some brands even develop a cult following, and that’s not by accident.

I’ve seen how people recognize a brand — they know the quality, they know the story, and they understand what they’re getting. There’s no question in their mind. When a customer is looking to buy for their store or restaurant, they don’t have to think twice or second-guess their decision. They know what they’re buying, and they’re confident in their choice. And the same is true for diners or supermarket shoppers.

LESSONS FROM THE INDUSTRY

Take Driscoll’s berries, for example. When someone buys Driscoll’s, they know they’re getting the highest quality and standard. People love it, and there’s a real following. In my own company, which developed the Andy Boy brand, I’ve seen customers specifically ask for our romaine hearts. They won’t settle for another brand. We’ve received letters from consumers saying, “This is the best. The quality stands up. I can buy it, it has a long shelf life. The sizing is good. I’m getting a good bang for my buck. I’m not being shortchanged.”

But I also know that even the best product can be overlooked without strong marketing. You can have the best product on the planet — it could cure cancer — but if you don’t know how to market it, people won’t know about it, and it won’t be purchased.

MODERN MARKETING: BEYOND THE NEWSLETTER

The way we market has changed dramatically. With all the technological advancements available, it’s easier than ever to provide analytics and show results — from grower to consumer. Social media has been a game changer. There are so many new avenues to reach consumers and customers who go beyond traditional methods.

The future of our industry depends on our willingness to adapt, innovate, and keep our brands relevant for the next generation of consumers.

But it’s not just about posting something and calling it done. There has to be a strategy. It’s become more sophisticated, but at its core, it’s about understanding your audience — how they communicate, how they receive information, and how you can educate them about your brand. It’s about offering different options and making sure your message is clear and consistent.

For those who are hesitant to invest in brand marketing, don’t be afraid to learn from the experts. The companies that are doing it right are outsourcing to agencies, learning from them, and then bringing that knowledge in-house. It’s like taking a crash course in marketing. You don’t have to keep the agency forever, but you do need to understand the basics so you can build on them.

Authenticity is key. Don’t just chase the biggest influencer on Instagram. Find someone who’s growing, who resonates with people, and build a real partnership. You want them to believe in what you’re selling, because your audience can tell when it’s just a paid ad. Real belief and real connection matter.

NOT ROI, BUT ‘RETURN ON OBJECTIVE’

Brand marketing isn’t just a “nice to have” anymore — it’s a necessity. I always say, “It’s not a return on investment. It’s a return on objective.” In a world where consumers are bombarded with choices, the brands that tell their story, build trust, and engage authentically will be the ones that thrive.

One thing I’ve learned over the years is that change can be uncomfortable, especially in an industry rooted in tradition like fresh produce. But embracing new marketing strategies doesn’t mean abandoning what’s always worked — it means building on that foundation.

I’ve seen firsthand how even small steps, like experimenting with new social media platforms or collaborating with up-and-coming influencers, can yield big results. It’s about being open to learning, staying curious, and not being afraid to try something different.

The future of our industry depends on our willingness to adapt, innovate, and keep our brands relevant for the next generation of consumers. In fresh produce, how you tell your story is just as important as the product you’re selling.

Gabriela D’Arrigo is vice president of marketing and communications at D’Arrigo New York, a premier produce distributor located at the Hunts Point Terminal Market in New York City.