Two South African brands are demonstrating how focused branding activities can transform the fresh produce sector, with ClemenGold soft citrus and Flash premium Gala apples leading the way in cultivating trusted brand names that command premium prices and build consumer loyalty.
With the fresh produce sector facing increased competition, two South African brands are showing the way forward in focused branding activities.
After another successful South African soft citrus season, ClemenGold International has reaffirmed its strategic focus on serving the fresh fruit needs of retailers, wholesalers and food service companies in South Africa and across selected Northern Hemisphere and African markets.
Now the owners of Flash, the brand for premium BigBucks Gala apples, is emerging as a compelling case study in how branding can transform not just a product but an entire market segment.
“We are not merely marketing a new apple; we are meticulously cultivating a brand destined to sit alongside the most respected names in the category,” explained Conrad Fick, marketing director at Tru-Cape.
In terms of fresh produce branding, the South African industry has completely transformed from the era 25 years ago when the two internationally renowned produce brands, Cape and Outspan, dominated world markets.
Now the branding initiatives are moving to those linked to specific cultivars of fruit categories.
ClemenGold is recognised as an acclaimed soft citrus brand, while the South African Gala category is completely transforming the country’s Gala campaigns.
Another successful branding activity that has changed the fresh produce industry in South Africa is Pink Lady, which this year again achieved new levels of success.
Flash Gala is now breaking new ground, proving that strategic brand-building can elevate a fruit variety beyond the constraints of seasonality and anonymity.
Tru-Cape said market analysts and academics agree that fresh produce is one of the few categories in retail where branding has not fully taken hold.
“Yet a strong brand gives you an edge. It encourages consumers to choose your product over a competitor’s and allows you to command premium prices without losing loyalty. It directly impacts the bottom line through long-term trust and preference,” noted Regine le Roux, founder and managing director of Reputation Matters.
Flash Gala is steadily becoming a respected and preferred name in global markets.
“In an age of food scepticism, a recognised brand acts as a seal of quality and safety,” Fick continued.
”We are not just selling an apple; we are investing in a system of trust that begins in the orchard and resonates at the checkout counter.”
According to Chris Moerdyk, one of South Africa’s most respected marketing analysts, branding in fresh produce is long overdue.
“Globally, consumers are wary of unfamiliar produce brands, but that’s precisely why we need branding – to build confidence and familiarity,” he outlined.
“It takes time to grow a brand, and you have to be smart about it. Traditional advertising doesn’t work anymore; modern marketing is rooted in PR, social media, and strong retailer relationships.”
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