There is no escaping the fact that promotion costs money. If you want to get a message across to consumers, or even the trade, the unwritten rule is that you have to put your hand in your pocket.
However, Freshfel are looking to tear up that rulebook and launch a new healthy eating message which they hope will stretch the length and breadth of the European Union, and all on the kind of budget which would make a shoestring look expensive.
But are they biting off more than they can chew?
At the moment, for most consumers, there is no escaping the healthy eating message. Everywhere you turn there is a logo, a sign or a news report informing us of the fact that fresh produce is good for you. We are even starting to see signs telling consumers that it is quite nice to eat as well.
But as ever, with all such schemes, are we in danger of turning the consumer off? Confusing them with too much information, too many conflicting logos, too much conflicting advice?
That is part of the thinking behind Freshfel’s logo, which was unveiled at Fruit Logistica last month.
At the moment, the number of logos in use throughout the entire European Union appear impossible to quantify, but it is safe to say that they run into the hundreds.
Freshfel, the European trade body for the fresh-produce industry, is looking to unite the entire industry across the continent and throughout the UK to use a single, self-explanatory logo, one which can translate across all countries.
The new symbol depicts an edible plant of no particular type or origin indicated by the leaves at the top. And the shape is designed to be loosely interpreted as a heart and therefore linked to health.
The human outlines are of different sizes to show that the products are good for people of all ages.
The association is aiming to use the logo to reduce consumer confusion and hopes it will prove a worthwhile endorsement for campaigns to increase consumption and promote fruit and vegetables across Europe, such as 5 A DAY in the UK market.
Yes, another logo, the cynics in the audience may be thinking, but the ultimate aim, as far as Freshfel is concerned, is to have the entire industry, across Europe, unite under one logo.
“Some detractors have said, we already have so many logos,” says Laurence Swan, chairman of Freshfel’s working group on promotion, “but we think adding one is not going to make matters worse, and if this is used as the main one then that’s got to be good.”
However he acknowledges that the concept is not going to take off overnight. “We have always taken the long-term view on this one,” he admits.
Swan points to the fact that while different logos are used in different European markets, products often circulate beyond their national borders, with consumers often coming across Spanish or French promotional logos on their products.
A single, unified scheme would cut back on that confusion.
Of course, Swan and the Freshfel team are not naïve enough to expect everyone in the sector to drop what they are doing and flock to their scheme.
As John Giles, of Promar International, says: “The history of people dropping their own logos in favour of someone else’s is mixed. They will only drop their logo if they can see a benefit, so it’s up to Freshfel to show that its logo can make a difference.”
Freshfel says the main benefit behind the use of the label is simple - increased consumption. “Despite most consumers, being aware that they should eat more fresh fruits and vegetables, not enough products are eaten,” says the association.
“We miss an opportunity if we present mixed and varied communications. Adopting this logo is one way to better our chances of increasing consumption,” it adds.
But again, a wholesale change is not expected overnight, says Swan. “We don’t expect everyone who has spent time and money developing their own systems and logos to simply say, ‘fine, we’ll tear up all that money’. However, when things come to an end, we hope they will consider our scheme, either on its own, or alongside their own.”
He acknowledges that, in the UK specifically, the timing has been poor with regard to the launch of the Fresh Produce Consortium’s Eat in Colour campaign. “If we’d been a year ahead of ourselves it would have been better, but Nigel Jenney [FPC chief executive] needed to go ahead with Eat in Colour and couldn’t wait for us.” However, he’s hopeful that the FPC view their logo sympathetically.
A key advantage of the scheme is the degree of flexibility it allows to participating companies.
While the image of the logo must be retained in its overall form, Freshfel is keen to encourage uptake by allowing the colours to be adapted, for example to sit better with individual organisation’s corporate colours, and the wording of the message to be altered or adapted, either to suit a particular market, or a particular language.
“People can change the wording, and put it in their own language. The phrases obviously need to be short and snappy, and of course, they are subject to Freshfel’s approval,” says Swan.
The cost is also an incentive, with Freshfel members able to acquire the licence to use the logo for just €1 a year, while non-members will be able to pick it up for €365 a year.
It is not just the suppliers Freshfel is aiming for either, Swan is hoping the retailers will also get on board. “We would like the UK supermarkets to support it, but they’re all hell bent on pursuing their own schemes, albeit for good commercial reasons. But in the long term, we hope they’re going to use it. However that’s another day’s work.”
He is confident the rest of the sector will sign up: “There is already a good indication within the industry that many bodies could be prepared to adopt a new single logo in the medium term.”
His own organisation, Fyffes, has already set an example, with the use of the logo on it’s pineapple boxes. “We’re considering putting it on our bananas and melons as well, although no decision has been made on that.”
Of course, the biggest sticking point for the whole scheme is funding, and cash remains something that is in short supply. Giles says that could prove crucial. “It has to be well funded. This kind of activity is effectively going up against some of the big food brands and their advertising campaigns, which all have significant budgets.”
However, at the moment, funding remains sketchy and Freshfel certainly does not have the cash to promote on the scale necessary. However, while Swan is hopeful that those taking part will support and back the logo’s promotion, he says there could exist the potential for funding further down the road. “The European Commission is interested in the scheme, and it has the funding to get these kind of message across. The whole labeling issue is getting a lot of attention [in Brussels] at the moment.”
He says to achieve any EU funding however, Freshfel and the industry must demonstrate some success over the next few years. “We’re going to spend the first year getting those who are keen to get onboard signed up, then we’ll spend a further two years focusing on the more reluctant.” After that, he says they will address the “really tough nuts”.
“Once we’ve demonstrated there is some take-up in the sector we may well be able to tap into some of the European funding to promote the logo.”
The success of any logo is dependent on the strength of the standards behind it and the criteria in which the logo is used, and Freshfel is determined to maintain a steady grip on its new scheme.
“There is a strong and strict criteria behind its use,” says Swan. “We want to retain control, but at the same time also want people to use it.”
The association is determined to ensure the logo is only used on fresh fruit and vegetable products, and also on pre-packed fresh fruit and vegetable products.
However, fruit and vegetables in the form of canned, bottled or frozen products are not allowed to carry the logo. “While some processed products will be allowed, such as fresh cut pineapple, no products with any added nutrients, such as extra vitamin C, will be allowed,” says Swan.
At the end of the day, the key issue with Freshfel’s plans is time. The scheme has to take the long-term view, primarily down to the lack of funding, but also to allow the logo and its message to filter through to the consumer conscious.
At the moment, the scheme has not had a bad start. Raquel Izquierdo de Santiago from Freshfel says: “We are currently in discussions with 10 organisations who have applied to use the logo, and one of them is looking to have it printed on a range of its products. As the launch was less than two months ago, we think this is a good start.”
Giles says there are three key factors in the success of such schemes: “It must be long-term, well funded and have the full commitment of the industry. Those are the minimum factors needed for success.” At the moment, Freshfel has managed to get one of those in the bag, whether or not it can snare the other two, only time will tell.
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