Although it hasn’t enjoyed the most successful period in its history in recent years, the longevity of the Fyffes brand and the place it holds in the hearts and minds of the British public is still something to celebrate.

Awareness levels of 88 per cent for a brand that has had a reduced market presence are remarkable and illustrate once again the power of branding.

Consumption of bananas, with all the attendant labels, has spiralled in the last 20 years. But - with no disrespect to any other banana brands intended - the majority of UK consumers would still name Fyffes before any other.

Which makes it all the more remarkable that retail customers should dissuade Fyffes and its fresh produce counterparts from building on their major marketing strength. For Fyffes bananas, read Jaffa oranges and Cape apples - fantatsically powerful marques that have all seen their shelfspace recklessly cut in the last decade.

Warring on price will only take the supermarkets so far. Once the less mighty have fallen, the leaders will be looking around for the next differential. Customers will be happy with rock-bottom prices, but for how long will that be enough?

Quality is a given, we are told. But more than one industry dissenter has complained that the area that supermarkets said they would never compromise on is being sacrificed in the drive for lower prices in-store.

There may well be a discount brick wall ahead. Then a “come back brands, all is forgiven”. We can only hope that brands such as Fyffes are strong enough to survive these barren times.

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