Body & Brains: A new concept in the marketing of berries

14/11/2016

Berries in general, whether blueberries, raspberries or currants, are delicious fruits and loaded with nutrients that are beneficial for health. In recent times, several of these small fruits have become more popular worldwide, however, a Dutch company wants to go further with a new marketing concept: Body & Brains.

"People in general know that they should eat healthy, but they easily forget. The idea of the Body & Brains concept is to remind the end consumer daily of the importance of healthy eating based on fruits and vegetables"Explains Pablo Henríquez, key account manager of Growers Packers Direct BV, at Portalfruticola.com, during PMA Fruittrade Latin America, recently held in Santiago, Chile.

The company markets all types of berries, but Henríquez explained that "We were looking to differentiate the product that is currently the boom in the whole world. We want to occupy that strength to make it even bigger".

"We know that berries have spectacular nutritional properties, and that is why we are working with nutritionists who carry out scientific research and studies in this regard, to further investigate the issue".

He also indicated that the logo was developed with the idea that the final consumer thinks and lives in a healthier way.

"The concept was launched two months ago at Fruit Logistica Hong Kong, where it was very well received, it was a 'boom' among new customers and right after we made the first shipment to Asia under this brand with Polish fruit", he pointed.

pablo-henriquez-300x224 In addition to this logo, the company has developed packaging differentiated from those currently offered in the market. Containers easy to use and striking in appearance to achieve greater acceptance by children. It should be noted that the company has the exclusivity for these packaging.

These are recipes that follow a natural and healthy line, and that for example do not include preservatives of the category "E", since these are harmful to health.

These are recipes that follow a natural and healthy line that does not include preservatives of category "E", since these are harmful to health.

Within the gastronomic field, recipes are also being devised mixing berries with other foods that help to enhance the properties of each one.

On the other hand, the containers have an associated QR code that directs to the website so that consumers can know the origin of the product and also, "achieving an experience as a consumer of what is eating".

The fruit that Growers Packers Direct markets comes from Spain, Portugal, Poland, Argentina and Chile. This year they will also start with Morocco, marketing annually around 3.5 million kilos.

Henriquez said that although they are not currently marketing in Latin America, there is already a strategy to enter the continent with this new concept that brings together berries, health and innovation.

Source: Fruit Portal