Building Fruit Brands That Consumers Trust | Ep. 150

This podcast is proudly sponsored by Agrarius. Find out more: ⁠https://www.agrarius.co.za/?ref=recR9vP8u5CYfEOek&utm\_source=lucentlands&utm\_medium=referral&utm\_campaign=LucentLandsPromo⁠ Visit our agricultural stock site: https://lucentlands.smugmug.com/ This August, the Lucentlands Podcast celebrates Women’s Month with a special series featuring women making an impact across agriculture.In Episode 150, Dewald Kirsten and Louise Brodie speak with Liza Matthews, Marketing Manager at TopFruit (Pty) Ltd and incoming Managing Director of Greenhouse Creative Brand Studio. Liza shares the story behind the growth of Pink Lady® apples, explores the importance of quality, branding, packaging and consumer trust, and explains why marketing should form part of the journey from the very beginning. She also introduces Greenhouse Creative Brand Studio, a new TopFruit-affiliated marketing agency that will use its agricultural expertise to help businesses build and grow strong brands. Key insights from this episode•Why marketing should form part of the strategy for a new fruit variety from the beginning. •How a quality agricultural product becomes a trusted consumer brand. •Why tastings are valuable when introducing consumers to unfamiliar products. •How Pink Lady® developed strong consumer recognition in South •Africa and other African markets. •Why quality and brand consistency matter to informal fruit traders. •The relationship between Cripps Pink, approved mutations and the Pink Lady® trademark. •Why clear brand guidelines support long-term brand growth. •How packaging influences consumer attention and perceptions of value. •Why branded fresh-produce packaging has become increasingly important in supermarkets. •How specialist agricultural knowledge strengthens marketing strategy. •The services Greenhouse Creative Brand Studio will offer agricultural businesses. •The range of career opportunities available throughout the agricultural value chain. Connect with us: Website: https://lucentlands.co.za/ Instagram: https://www.instagram.com/lucentlandsmedia/ Facebook: https://www.facebook.com/lucentlandsmedia LinkedIn: https://www.linkedin.com/company/lucentlandsmedia/ Podcast LinkedIn: https://www.linkedin.com/showcase/lucentlandspodcast Support this podcast by buying us a coffee: https://buymeacoffee.com/lucentlands?new=1