🇩🇪 Hey German speakers: Listen up!
On 22 September, I’ll be speaking at the Deutscher Obst & Gemüse Kongress (German Fruit & Vegetable Congress) in Düsseldorf about one of the biggest challenges facing our industry:
ATTENTION, TikTok Generation! How Fresh Produce Branding Needs to Reinvent Itself.
Ahead of the congress, I had the pleasure of joining Kaasten Reh from Fruchthandel Magazin for a podcast conversation about the future of fresh produce branding.
We discuss why outstanding product quality remains the foundation of success and why, in today’s world, this is no longer enough. Consumers, especially younger generations, discover products differently. They are surrounded by content competing for their attention every second and don’t respond to traditional advertising. They expect content that entertains, surprises and makes people stop scrolling.
We discuss what the fresh produce industry can learn from successful consumer brands and explore how branding can create real added value for fresh produce. From packaging and point of sale to social media and storytelling, every consumer touchpoint offers an opportunity to transform fruit and vegetables from commodities into brands that people actively choose, remember and love.
The episode also touches on the challenges currently facing our industry and how social media is reshaping the way people discover and connect with products.
A big thank you to Kaasten Reh and Fruchthandel Magazin for the engaging and enjoyable conversation.
🎧 Listen to the podcast here:
https://www.fruchthandel.de/mediathek
📖 Read the accompanying article here:
