Arbor has already enjoyed considerable success with its promotional work for tenderstem broccoli

Arbor has already enjoyed considerable success with its promotional work for tenderstem broccoli

Arbor Marketing held a launch party in Earls Court, London, last night, to mark its transformation from trading company Arbor International.

The company will be putting its nine years of fresh produce experience - and particularly its success with tenderstem broccoli - to use in the marketing arena.

Arbor chose the Seven Deadly Sins theme for the event and invited guests to move from hell into heaven for a presentation by md Dorian Perry. "Arbor International was always known for solving ‘often impossible’ situations and dreaming up innovation and advancement within the fresh produce market," he said.

“It is largely due to the heady success of trade marketing Tenderstem and generating an 800 per cent sales increase over the last four years that lead me to believe the time had come to move into another speciality area. After much to-ing and fro-ing of thought amid great excitement for what lies ahead and a little sadness for what we have had to leave behind Arbor Brand Marketing has been created,” he said.

"We all know what sells and we’re only too well aware that enticement to stimulate the eye of the consumer towards something new and exciting is crucially important to our business. If a product is marketed correctly there are no losers! The marketing company, the distributor or retailer, and last but not least that all important factor the consumer all benefit."

Arbor's outlined its marketing ethos under a Spinning a sin into a win banner. "We believe in turning negative qualities to productive positives," explained Perry.

Each of the seven sins was drawn devilishly into the marketing mix.

PRIDE: the desire to show off your company/brand/product in the best possible way

ENVY: the drive to make your company/brand/product look better than its competitors

GLUTTONY: the wish to expand your market share

LUST: the craving to pursue as many opportunities as possible

WRATH: converting adverse situations to your advantage

COVETOUSNESS: studying the competition, learning from it, bettering it

SLOTH: using company time more effectively by outsourcing specialist needs

"We believe that successful marketing is visual in colour and shape, physical to texture and touch, and stimulating to the taste buds if the brand name is suggestive of promised gastronomic delight," said Perry.

"What about re-inventing a brand that has become a little tired a little less eye catching - perhaps even a little less cuisine fashionable? In our world of fresh produce an apple is never just an apple.

"What’s in a name? Everything’s in a name if it’s a successfully branded name."

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