Dec_2018_uk

Ten brands
Aartsenfruit currently has ten private labels:
UNO, Capito, Grandezza, Yami, Greenz,
Hollands Glorie, Mamba, Tooty, Smile and
Okuku. These individual brands are covered
on the following pages. First, we will focus on
the brand strategy and the development of
the brands.
Brand strategy
Each brand is linked with a specific country of
origin. This is a very deliberate choice which
relates to aartsenfruit’s role in the market.
The company mainly sells its products to
retailers and wholesalers. These companies
then sell the products on. The purpose of
aartsenfruit’s different brands is diversification,
to ensure that the individual brands are not
linked too strongly to aartsenfruit. The company
name is never shown on the packaging.
This strategy is paying off fruit for both partners
and clients. Recently, aartsenfruit expanded
its brand portfolio further to include Okuku,
Grandezza and Greenz.
For partners
It might sound odd, but the most important
thing isn’t what the brands do for aartsenfruit
itself. It’s what the brands do for partners
and clients that is important. Aartsenfruit is
a marketing organisation which focuses on
achieving the right price for producers, wherever
they are in the world. Aartsenfruit also provides
its partners with advice on these matters.
While participation in an aartsenfruit brand
might be the right advice for some partners,
it might be completely wrong for others. It is
just an advice, a form of collaboration. In the
end, the decision is jointly made after extensive
consultation.
For clients
On the other hand, there are the wishes of
the clients to think about. This is the reason
why aartsenfruit carefully considers the image
it wants each brand to convey. The company
takes a very close look at the market, current
trends and listens to its clients. One example is
UNO. Clients can have UNO products in their
range all year round, so it’s important that they
know exactly where they stand. The brand has
a trendy image, as required by today’s market.
Development of a new brand
Aartsenfruit develops new brands in its own
unique way. The people at aartsenfruit really
enjoy this kind of work. The process starts
with a country which offers sufficient potential.
Without this vital ingredient, not even the
greatest brand you can think of, will ever be
successful.
In the first instance, the commercial staff are
asked to come up with a name for the new
brand. This is followed by a shortlist from which
the relevant staff can choose. Once the name
(which must also have international appeal)
has been chosen, the next step is the image.
This is established in close collaboration with
marketing partners and includes the font,
colours, logo and packaging. The commercial
staff is involved in the definitive decision once
again. Eventually, a joint decision is made.
This is followed by the most difficult and also
the most challenging stage, which is when the
commercial team introduces the brand to the
partners. They need to be convinced to work
with aartsenfruit to build the brand, even though
the brand is new, has no reputation and is
completely unknown. Starting from scratch is
a huge challenge for all the parties concerned.
Similarities within the portfolio
Apart from the high quality level, the brands
also have other things in common. In general,
they all have short brand names. Although all
the brands have a basic image, they are all real
eye-catchers. The image that the packaging
conveys must be perfect, even when the boxes
are stacked on pallets. The brand must also
be identifiable from a distance of ten metres
and the whole package must be distinctive.
Aartsenfruit does not operate in the mid-market
segment. In that segment, the price is often the
only thing that matters and aartsenfruit is simply
not willing to compete on price. Its products
exist on a higher plane.
No consumer brands
Aartsenfruit develops and markets wholesale
brands. However, UNO has recently also
deployed means of communication aimed at the
end consumer. This developed out of a demand
on the part of the clients. If aartsenfruit can help
its clients, it will. However, this absolutely does
not mean that the company is currently thinking
of developing its brands into consumer brands.
In addition, it is very difficult to develop a
consumer brand for fruit and vegetables.
Consumers are generally only aware of the
major banana brands, although exceptions
include Zespri and Marlene (of which aartsenfruit
is the exclusive distributor). In many cases,
large retailers wish to sell a basic product
(for example unbranded or under their own
brand). Given that most of the market is in the
hands of major retailers, it is very difficult to
establish a brand.
Typically aartsenfruit
Developing, launching and marketing ten
strong house brands is typically aartsenfruit,
as aartsenfruit is probably the only company
doing so at the import level. Not choosing the
easy way out is also typically aartsenfruit!
nonstop
fresh/ 11