Transparency and Trust
As fresh produce continues its evolution from commodity products to brands with fans, Kevin Payne, VP of marketing for Zest Labs, San Jose, Calif., sees trust and transparency taking center stage.
“We’re seeing an increasing number of brands and types of packaging in the produce department as many leading suppliers try to differentiate themselves from commodities based on freshness, convenience, nutrition and authenticity,” Payne says. “Consumers also increasingly value transparency. They want to know and trust the supplier regarding where the produce came from and that it’s been properly handled.”
Freshness management and traceability solutions are key to brand building and traffic, Payne says. “Ultimately, this also benefits grocers who build customer loyalty by consistently offering fresher and more consistent produce,” he says.