Progressive Grocer

SEP 2016

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Page 128 of 167

Produce Fresh Food "B randed produce has changed the consumer dialogue about fresh fruits and vegetables," asserts Mary Coppola, senior director, marketing communications for the Wash- ington, D.C.-based United Fresh Produce Association, who sees brands as a vehicle for helping the consumer differentiate between choices in the produce department. "As real estate in the department becomes more and more valuable due to the addition of new and different SKUs, branding becomes even more critical," she continues, noting that it builds loyalty and communicates trust, familiarity and consistency. "Branded produce is quite important today, because trust, safety, quality and reliability are how consumers make their choices, and that's what brands convey," affirms Coppola. According to "Fresh Facts on Retail," a report from United Fresh and Nielsen Perishables Group, products such as salad kits and value- added vegetables, both of which are widely branded, continue to drive growth in the produce department. Meanwhile, value-added fruits contribute 5 percent of dollars to total produce. A Brand Idea Eye-catching displays, clever campaigns are making a name in fresh fruits and veggies. By Jennifer Strailey September 2016 | | 129

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