Hessing Supervers, a leading Dutch fresh produce processor, has unveiled its new brand for fresh-cut fruit – 'Just'.
According to the company, which boasts an annual turnover of €200m and sells around 250m packs every year, the Just brand is original and experimental that 'equals purity and naturalness'.
It follows on from a summer in which Hessing took over the fresh-cut fruit activities of Chiquita, and subsequently opted to drop the Chiquita brand in order to offer consumers a wider assortment and to maximise the opportunities in fresh-cut fruit.
Just is an experimental brand with a clear message: be the most loved convenience fruit brand by doing things better and differently, Hessing outlined, highlighting that the brand is keen on innovation and adaptability to meet changing consumer needs.
'The growers are our heroes and we strive for intensive partnerships by which we try to source as much local fruits as possible,' said Daan Vatters. co-creator of the Just brand. 'Doing things differently also means we constantly maximise our efforts to treat our resources in a sustainable manner. For example we use recycled PET packaging and we transform our food waste (peels and seeds) into bio gas.
Hessing has opted to apply a clearly separated duo-branding strategy with the new Just brand and the existing brand, Fresh Quality, which offers a wide range of fruit salads with added juice for the Foodservice market. In addition, the private label retail range will continue to exist, according to Hessing.
