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Article: Bittersweet harvest for brands: the fresh produce aisles of the major multiples have been low on brand presence for years. But now suppliers' efforts are beginning to bear fruit. (Branded Fresh Produce).(includes financial statistics and supermarket rankings table U.K.)
- Article from:
- Grocer
- Article date:
- June 7, 2003
- Author:
CopyrightCOPYRIGHT 2003 William Reed Ltd. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Multiple retailers have never had much time for brands in fresh produce, which is strange when you consider they represent some of the best known names around--think Jaffa, Fyffes, Del Monte, Cape and Outspan.
But the reason is simple, according to Capespan marketing manager Martin Dunnett. "Retailers have used fresh produce as a barometer for their stores," he says. "It sets the scene when you come into a store, so retailers want to stamp their names on the produce department rather than let it be dominated by brands."
Sainsbury's general manager for produce, Tony Sullivan, agrees: "When a consumer's perception of a retailer is so heavily influenced by ...