BRANDING FRESH FOOD-PRODUCTS - EXPLORATORY EMPIRICAL-EVIDENCE FROM THE NETHERLANDS

There is growing recognition that branding promotes future financial g rowth and prosperity for agricultural companies and for agribusiness i n general. Based on research among retail purchase managers in the Net herlands, this article identifies the variables that influence the lev el of consumer franchise of fresh foods brands for meat/poultry, chees e, and vegetables/fruit. The results show that both traditional succes s factors far building strong brands (i.e., order of market entry and level of promotional expenditure) and characteristics closely linked t o the nature of fresh food products (i.e., physical possibility: to br and and shelf-life) are important. Furthermore, brands with a higher c onsumer franchise have a higher financial pay-off for both the supplie r and the retailer than brands with a lower consumer franchise. Strong brands also generate more sales at the retail level.