Driving change
Pink Lady® apples and Tenderstem® broccoli have been at the leading edge of branded fresh produce marketing and intellectual property management in the UK for several years.
The introduction of Pink Lady® apples to the UK market almost 20 years ago and the subsequent trail it has blazed to achieve no. 4 position by value [Kantar 2010] in the apple category is based on a model that has spawned many copycat products.
Tenderstem® broccoli is a more recent innovation and illustrates the power of a well conceived product, developed through natural selective breeding techniques, meeting a range of consumer needs, supported by the perfect blend of intellectual property management and brand marketing expertise. Tenderstem’s 7-fold increase in sales volumes over the past 6 years is testament to the effective combination and implementation of Coregeo’s strategy for Tenderstem®.
Building on trust
The success of the brand we work with has also been built on trust, the development and ongoing maintenance of strong relationships and a common purpose with all relevant stakeholders – UK retailers, growers, exporters and importers, consumers – and Coregeo’s detailed understanding of the competitive environment.
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