Seth Pemsler, vice president, retail/international for the Idaho Potato Commission, based in Eagle, Idaho, says consumers want to buy branded produce in the same way they want to buy certain brands of packaged items. Articles ( 1, 2) from Grocery Headquarters magazine explain what’s going on: This trend seems to be fueled by the intersection of the needs of the consumer with the needs of the retailer. But in produce, the reverse seems to be happening.
In practically every other aisle of the grocery store, manufacturers’ brands are feeling the pressure from the store’s brands – the increased quality and consumer acceptance of private label is causing branded goods to lose facings or lower their prices. It’s curious, especially given the recent growth of private label product. In many cases, these branded products cost more than their “generic” counterparts – and yet, despite these recessionary times, people seem willing to pay for them. In addition to Cuties tangerines, products like Cherub tomatoes and Bunny Luv carrots have sprouted up. not.īut lately, I’ve noticed a trend toward more branded produce. Have been promoted through the years, but most category behavior is driven by price – and in more recent years, by source - organic vs. Generally speaking, produce is not a category in which brands have played a strong role. I stopped to consider what had just happened – and it got me thinking about the role of brands and commodity categories.
In the split second of surveying the item, I realized they were in fact a different brand of tangerines and so I decided I didn’t want them. You see, the product was a box of tangerines and none of contents had a Cuties sticker like the ones I had noticed on tangerines I had purchased previously. My change of heart was prompted by a ½” inch square – or actually, the absence of it. That momentary act wasn’t strange because I’m generally a decisive person - but rather because of what caused me to reverse my actions.
The other day I found myself doing something quite curious – after having placed an item into my grocery cart, I turned around, took it out, and returned it to the shelf. 3.29 2010 a little sticker makes a big difference
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