Stronger private labels if retailers and sector work together

Private labels are becoming increasingly popular among consumers. How can the fruit and vegetable sector collaborate with retailers to market their products even better? In chapter two of this series, we take a look at how both parties can join forces. Through sharing knowledge and experience, the position of private labels can be even further strengthened.

For private labels, retailers each have their own vision

Every retailer has a personal vision when it comes to their private label. Some retailers focus on healthy options, while others go for seasonal or local products. The new generation gets involved too. By inspiring children to choose fresh produce, the future is becoming a bit healthier. The enjoyment of cooking together is also encouraged. This trend was already visible before the COVID-19 pandemic forced the world to stay at home.

Global Tomato Congress to share latest insights

Inspiring consumers through retailers, that is what Prominent has been doing for years. By doing extensive research in the Netherlands, Germany and the United Kingdom, we know exactly which campaigns suit current needs. These insights were shared during the Global Tomato Congress, that recently took place. To encourage consumers to enjoy tomatoes more often, the Tomato Times campaign was launched some time ago. Through inspiring video’s, in-store promotions and a red food truck with a one-and-half metre bench, new snacking moments were introduced, with the tomato taking centre stage.

Making better choices by sharing knowledge and experience

Let’s say a retailer wants to use his private label to focus on sustainability and therefore, asks his supplier for organic tomatoes. But is this really the most sustainable option? Sharing knowledge and experience will prove that tomatoes grown within a closed system are even more sustainable. In a controlled environment, no raw materials are wasted, they are recycled even, which leads to increased efficiency. As this inside information is not widely available yet, it is up to the fruit and vegetable sector to share it.

Fruit and vegetables perfectly suit today's healthy trend

Campaigns like ‘week without meat’ and a growing interest in healthy alternatives provide chances for the fruit and vegetable sector. Fresh produce is a healthy choice by definition. It is up to producers and suppliers to keep inspiring retailers. This should not be limited to the products themselves, but also applies to packaging. Which materials and designs enable you to make a statement? So, consumers ultimately choose your products?

Through collaboration, consumers can be adequately informed and inspired. With the objective that they will instantly choose private labels while shopping, without even considering the well-known brands

Growers United / Prominent keeps informing and inspiring the market. Curious to know how we can join forces? Do not hesitate to get in touch with Wim van den Berg of Growers United / Prominent: w.vandenberg@growersunited.nl of +31 (0)6 5756 4346.

Prominent is a brand of Growers United UA. This organisation is responsible for the sales, marketing and quality control of the product.