Fruitful Ventures underlines quality standards with Bloom brand relaunch

Dutch company Fruitful Ventures has unveiled a new brand identity for Bloom, the exclusive private label used by its subsidiaries Olympic Fruit, Hoofdman-Roodzant, and Fresh-Pride.

Originally launched in 2012, Bloom has built a reputation over the past 13 years for consistent, premium-quality fruit – a dependability summed up in its slogan: ‘The best surprise is no surprise.’

Loes Al, marketing manager at Fruitful Ventures, says the brand itself was in need of a refresh. “The high quality standards remain unchanged, but we’ve updated Bloom’s visual identity to feel more contemporary and sharpened the brand guidelines,” she explains.

Subtle changes have also been made to Bloom’s luxury visual identity. “The updated design feels modern yet still familiar and recognisable to our customers,” Al adds.

Conveying consistency

Dick Donker, commercial manager at Fresh-Pride, says the new design will help to emphasise the reliability of service and quality that customers can expect from the brand.

“We believe in fruit you can always rely on for consistently high quality. No matter which Bloom product you choose, the quality is always premium and the taste outstanding,” he comments. “That’s what Bloom customers trust, and it’s what has made the brand loved and recognised around the world.”

According to the company, new brand guidelines clearly define the standards that Bloom products must meet in terms of flavour, variety, food safety, and packaging.

“We work closely with growers to ensure a consistently high level of quality that perfectly meets our customers’ expectations,” says Donker.

One of Bloom’s strengths is its wide assortment of fruit and vegetables – whether it’s grapes, ginger, cherries, or blueberries, he says, customers can always count on top-grade quality and flavour.

And this means that some products may not always be available under the Bloom label. “If the fruit doesn’t meet Bloom’s quality standards, we don’t sell it under the brand.”