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Nielsen sees opportunity for brands in produce

from The Packer

Fresh produce companies have a serious opportunity when it comes to branding, according to The Nielsen Co. The branded produce dollar share continues to rise, now accounting for 38.5 percent of the category, but 55 percent of consumers shop without a brand in mind, Nielsen found. In other words, the loyalty of those consumers is up for grabs because the growth in branded produce has less to do with shoppers seeking a certain label and more to do with the benefits of packaged produce, especially convenience and space to communicate information important to consumers, like whether a product is organic. more

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