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Hybrid Produce Brings Advertising Dollars!

Savvy companies could develop hybrid varieties of fruits and vegetables and market them as an extension of their brand. Attracting the attention of kids to healthy foods!

Photo of Demian Repucci
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Hybrid fruits and vegetables have existed and been produced for hundreds of years. Apples are a good example of this. Descriptions of apple varieties in the grocery store will tell you that this apple is a product of growers combining two different varieties to give the result a sweeter flavor that bakes well. Or that apple is the product of growers developing a fruit that is crunchier and tarter than others. What if brands used this as an opportunity to extend their identity into the produce aisle of the store?
A creative company could develop a new variety of a fruit or vegetable. They could then name it as their own and start to brand it as an extension of their products. Sprite would be an easy one. If the drink combines the taste of lemons and limes why not develop a fruit hybrid that is half lemon and half lime? It could be called the 'Limon' or the 'Sprite' lemon or any one of a number of clever names. Sprite could then advertise it and tell the story of their carefully selected fruit used for the drink which can be bought on its own.
Nestle is another good example. Instead of those super-sugary drinks that Jamie Oliver sees all of the school children drinking, why not promote the Nestle 'Quick' strawberry that is selected and grown specifically for the drink? The kids that like the drink might then be interested in eating the natural strawberries.
Campbell's Soup could also have a lot of fun. They could develop a new mushroom variety and call it the 'Warhol' mushroom, connecting it to all of the visibility Campbell's receives due to Andy Warhol's appropriation of their iconic soup can. We use carefully selected mushrooms in our soup. If you would like to use the same mushrooms you can buy them in the produce aisle.
Cherry Coke could advertise special cherries bred for their sweetness and 'fizzy' quality. Smucker's could develop a new grape and name it after the company's founder to help build a story of tradition.
The possibilities are many. The main point here is that there is a big opportunity for brands to utilize the fruit and vegetable section of the grocery store as a way to extend their identity. Naming and branding their own varieties of produce would allow companies to talk about the great natural ingredients chosen and developed to be used in their products as well as draw kids attention to the names they recognize and love that now are popping up in the vegetable aisle. Which would hopefully get them interested in eating the fruits and vegetables that their favorite snacks are made from.

Age of kids. The solutions to changing kids’ eating behaviors will vary depending on their age. What works for a toddler won’t necessarily fly for a teenager, although we suspect some concepts might be appropriate for all ages—even adults! Which age bracket does your concept address (tick all relevant boxes)?

  • Elementary (Kids) 5-10
  • Middle school (Tweens) 11-13
  • High school (Teens) 14 -18
  • Young adults 18-21

Hurdles to success. Helping kids make smarter food choices comes with a variety of hurdles that have to be addressed in order for a design solution to be successful, which of these do you think that your Concept overcomes (tick all relevant boxes)?

  • Peer Pressure
  • Lack of Knowledge

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Photo of Fei Xin

Great idea! It could attract more and more kids to eat healthy food. It is a good way to educate kids how to choose healthy eat, and educate have a good healthy eating habits for them. I am looking forward to know more informations about that.

Photo of Demian Repucci

Jorge, Thanks for the comment! Yes, I think there is such great opportunity here for brands to extend their presence into the fruit and vegetable category. 'Owning' their key product's foundational fresh ingredients could really make great strides toward building kid's awareness of and interest in fruits and vegetables. I am not sure why it hasn't already been done! Thanks again!

Photo of Jorge Eduardo Alba

I think it is a viable concept. Because they can educate children about healthy eating. Obviously, the products must be honest in their ingredients and their design should be fun. Should be a profitable alternative for brands and educational for children. Good idea.

Photo of Demian Repucci

Thanks Francesca!

Photo of DeletedUser

DeletedUser

I love this!

Photo of Demian Repucci

Emir, Thanks for your comment! I agree that there is a danger in tarnishing the 'fresh food experience' with brand names. But, I think that in actuality the branding game has been underway within the world of fruits and vegetables for hundreds of years now. As an example, carrots were traditionally grown in multiple colors. But in the 17th century Dutch farmers started cultivating only orange carrots as a tribute to William of Orange, the leader of the struggle for Dutch independence. Who knew a brightly colored root vegetable could be the 'branded' symbol of political freedom? As with carrots there is most probably a story behind every fruit and vegetable name and variety that we otherwise take for granted. All that I am proposing is that brands utilize that tradition to further their brand identity exposure. And attract the attention of kids to the fruit and vegetable aisle.
But you are correct in that there is quite a mythology of nature to be considered if this concept were to be developed. Thanks again!

Photo of DeletedUser

DeletedUser

the whole idea about fruits and food being named is that they are inherently embedded with the history of how they came to fruition (mind the pun), thus, branding food in this way would dilute, homogenise and weaken the power and mythology of nature.

Photo of Demian Repucci

Arjan, Thanks for the comment! Yeah... after staring at all the piles of different apples at the grocery store it hit me - why are none of these apple names branded? Fuji, Gala, Granny Smith, even Macintosh, no one really 'owns' these names. So why wouldn't a brand develop a new variety of apple and give it their own name? Heck, even Apple (the company) could have some fun and do their own apple. How about the 'Steve' apple? Apple's brand recognition would then stretch into the grocery store and be certain that everyone thought of them when they were picking out fruit. There could even be Apple Store tie-ins with 'Steve' pie baking contests at the Genius Bar. Ha ha, now I am off on a tangent. But, yes, there are lots of opportunities, I think, for brands to point their brand identity in the direction of their root ingredients. And get kids to take notice in the process. Thanks again!

Photo of Arjan Tupan

Nice out-of-the-box thinking. If a brand that has a good rapport with kids comes up with something like this, it's bound to be a succes.