New retail brands keep emerging as the demand for fresh produce continues to increase. In fact, branded produce sales are expected to reach almost US$7 billion by 2018, up from $5.6 billion in 2013.
To meet this demand and differentiate themselves from competitors, fresh produce brands are looking to build brand loyalty and illustrate value using a variety of marketing and advertising channels to reach and interact with their consumers — and that means increasing their focus and investment in marketing.
As consumer trends shift towards healthy eating, fresh produce is challenging processed food as the first choice for consumers, marketing themselves in spaces that are traditionally dominated by junk food. Consider Super Bowl XLIX where advertisements for fast food and cars shared the platform with a 60 second avocado ad (costing nearly US$4 million), funded by a Mexican non-profit avocado organization that co-ordinates the marketing activities for their growers.
A new EU study reveals that the EU would need 19 million more hectares of farm land to produce the same amount of food without innovation in plant breeding.
In 2016, US processing tomato acreage, production and price declined—and will continue to do so until excessive inventories are reduced over the next two to three years.
Two of the main markets in the Arabian Peninsula, the United Arab Emirates and Saudi Arabia, have registered a positive evolution for the export of Spanish fruits and vegetables.
The Wholesale Market of Belgrade