Produce Gets a Branding Push

The everyday apple and other fruits and vegetables are getting a glow up thanks to reimagined packaging and marketing strategies that borrow from big CPG brands, reports The Wall Street Journal.

“Without a brand we weren’t able to be in shopper marketing, we weren’t eligible for press, we had no partnerships,” said Tenley Fitzgerald, vice president of marketing of Yes! Apples, the marketing arm of grower agency New York Apple Sales.

The 105-year-old company introduced Yes! Apples to retailers around four years ago in an attempt to grow retail sales.

Its apples are packaged in paper totes, high-end red boxes and plastic bags that feature its cursive logo. Fitzgerald also created a website so that consumers could buy from the brand directly. 

Ecommerce sales in the six months ended February 2024 were more than double those in the same period the year prior, she said, declining to share dollar figures. Full Story (Subscription Required)