TheinternationalmarketingmagazineforfreshproducebuyersinEurope
ByMikeKnowles
Thursday16thJuly2009,13:10GMT
Fyffesbrandmarks80th
anniversary
World'soldestfreshproducelabelsetanotablebenchmark
forthemarketingoffruitandvegetablesinEuropeand
worldwide
T
ropical
importerFyffes today
othermajormultinationalsintheinternationalfresh
celebrates the 80th anniversary of the
fruit
produce went about building up their own brand
launchofwhatisarguablyoneofthebest-
equity.
known fruit brands in the European market and
ItwasasmuchaboutraisingawarenessofFyffesasa
without question the oldest fruit brand marketed
supplier, as it was about getting people to eat more
through the retail and wholesale business anywhere
bananas. The first Fyffes advertisement appeared
intheworld.
throughouttheUKinMay1929,butthiswaswithout
On 16 July 1929, in the same year that Enzo Ferrari
thebrandlabelandreportedlylackedthepunchitso
firstputhisnametoracingcars,thedistinctiveblue
desperately needed. With the arrival of the newly
Fyffes label was placed on the company's imported
established JamaicaProducer’s Association making
bananasforthefirsttime,amovewhichshapedhow
competition in the British marketplace altogether
produceismarketedtothisday.Fromthatmoment
more fierce, the banana finger label was conceived
on,stickylabelsonfruitemergedasperhapsthemost
and, in July 1929, a press advertising campaign was
effective,mostimmediatemeansbywhichproduce
launched in support of Fyffes' national branding
marketers could connect with consumers and
reinforcetheirstandinginthemarketonthebackof
high-qualityfruit.
Fyffes' blue
announcement.
labelprojectcanultimatelybeseenas a triumph in
It is interesting to note that at the same time as
productbranding.Itwasamovewhich,backedbya
Fyffes was bringing its blue label to the masses,
pioneeringadvertisingcampaign,enabledittocreate
anotherfamousIrishconsumerbrand,Guinness,was
not only a sense of trust and loyalty among
takingsimilarsteps
consumersbut also helped to reinforce the group's
standinginthefreshproducetradeandprovedtobe
thebenchmarkbywhich
togenerateadistinctivebrandimageandbuild
Accordingtoarecentsurvey,theFyffesbrandhas
an80-yearperiodcanbeattributedtothequalityof
awarenessnotjustofitsproductsbutofitsnameand
extendeditsreachfurtherinrecentyearsandcan
thefruittowhichthelabelisattachedandthe
thekindofvaluesitstoodfor.Inmuchthesameway
nowclaimtohave90percentawarenessamong
servicelevelsbehinditwithonlythefreshest
astheDublin-basedbrewerydidduringthe1930sand
consumers,comparedwith74percentforitsnearest
produceselectedfromthemostreliableproducers
1940s,Fyffeswascreatingabuzzaroundthe
competitor."ThelongevityoftheFyffesbrand
beingpermittedtocarrythefamousFyffesblue
'goodness'ofitsownoffering.Asaresult,trade
marksagreatachievementinthehistoryofthe
label."
customersandthegeneralpublicbecamefamiliar
companyandis,initself,atestamenttothegreatcare
withaseriesofimaginative,eye-catchingandat
andattentionaffordedtothehighlyperishable
timesamusingposterscampaignswhichgenerated
productwithwhichwework,"commentsFyffes
hugeinterestintheFyffesname.
chairmanDavidMcCann."Ourendlessdedicationto
qualityensuresthatwhenconsumerschooseaFyffes
Morerecently,Fyffeshasextendeditsbrand
bluelabel-brandedproducttheyarebuyingthebest."
positioningtotelevision,radio,printandambient
media,aswellassupportingthetradepress–acrucial
Fyffesisnowadaysoneoftheworld'slargesttropical
contributionwhichhashelpedindependent
producegroups,boastingturnoverof€760mand
publishingentitiessuchasEurofruitMagazine,
involvedintheproduction,procurement,shipping,
Fruitnet.comand,intheUK,theFreshProduce
ripening,distributionandmarketingofbananas,
http://www.fruitnet.com/americafruit/article/1474/parts-of-san-diego-quarantined-as-psyllid-count-mounts
©CopyrightMarketIntelligenceLtd-Fruitnet.com2014.ThecopyrightonthisarticleandallcontentpublishedonMarketIntelligenceLtdFruitnet.comisheldbyMarketIntelligenceLtd-Fruitnet.comLimited,ajointventurebetweenMarketIntelligenceLimitedandDrRolfMWolf
MediaGmbH.Allrightsreserved.Neitherthisarticlenoranypartofitmaybereproduced,storedortransmittedinanyform,includingprintouts,screengrabsandinformationretrievalsystems,withoutthepriorpermissionofthecopyrightowners.
Journal,tocontinuemarketingtheindustry'smajor
pineapplesandmelonstoEuropeandtheUS."Over
brandstoretailers,importersandwholesalers.The
thepast80years,theFyffesbrandhasgonefrom
companyhasalsocarrieditsexperienceand
strengthtostrength,"saysLaurenceSwan,director
expertiseinthefieldofproductmarketingtoother
forresearchanddevelopmentatFyffes."The
brands,mostnotablytheIsraelilabelJaffaandthe
enduranceoftheFyffesbrandover
SouthAfricanfruitbrandsCapeandOutspan.
http://www.fruitnet.com/americafruit/article/1474/parts-of-san-diego-quarantined-as-psyllid-count-mounts
©CopyrightMarketIntelligenceLtd-Fruitnet.com2014.ThecopyrightonthisarticleandallcontentpublishedonMarketIntelligenceLtdFruitnet.comisheldbyMarketIntelligenceLtd-Fruitnet.comLimited,ajointventurebetweenMarketIntelligenceLimitedandDrRolfMWolf
MediaGmbH.Allrightsreserved.Neitherthisarticlenoranypartofitmaybereproduced,storedortransmittedinanyform,includingprintouts,screengrabsandinformationretrievalsystems,withoutthepriorpermissionofthecopyrightowners.