The trade fair centred on presenting our products to supermarket managers and fresh produce managers. This was familiar territory for Ferry, who has a strong network and long-standing relationships. For Kim, it was the perfect opportunity to get a closer look at the practical side of things.
“It’s good to do this together,” says Kim. “Ferry knows the people and the commercial side. I, on the other hand, look at behaviour, presentation and how products come across. That combination works really well.”
For Kim, there was an added challenge on the trip: the language. “My German isn’t great,” she laughs. “But in the end, you get quite far. Sometimes in English, sometimes using hand gestures or simply by tasting things together and reacting. That also makes it light-hearted and personal straight away.”
What struck Kim most were the reactions to our mango. “People were genuinely surprised by the flavour,” she says. “But above all by how we determine when a mango is perfectly ripe. It makes sense to us, but apparently it does require a fair bit of experience.”
It is precisely this difference in knowledge that presents opportunities. We can help our customers to develop in this area and really make a difference:
• When is a mango truly ready to eat?
• Information about different countries of origin and varieties
• How can we work together to convey this knowledge to consumers?
This requires support from marketing, for example through simple tools, explanations or point-of-sale materials.
The way in which brands in other product categories presented themselves was also striking. Many stands conveyed a single, clear narrative, with strong visual repetition and focus.
“We have quite a wide range on our stand, so we have to be careful not to spread ourselves too thin,” said Kim. “Nevertheless, we managed to bring a sense of focus to the stand with our brands, which led to positive reactions from visitors.
A visit to a shop confirmed just how important the practical aspect is. “Products were often still in their boxes on the shelves,” says Kim. “So your packaging has to serve as shelf display straight away: ready to sell, eye-catching and appealing.”
Our packaging for Eminent and Discovered ties in well with this and catches the consumer’s eye. At the same time, it shows that there are further opportunities here to make an even greater impact on the shop floor through smart packaging choices and clear communication.
The personal interaction at the trade fair makes all the difference. Tasting, chatting and seeing people’s reactions helps to build connections.
“Handing out mangoes generated lots of positive reactions,” says Kim. “Those are the moments when you really connect with people.”
For Kim, the conclusion is clear: marketing belongs in the market.
“You see and hear things that you would otherwise miss. Things that we take for granted turn out not to be so at all. That’s precisely where the opportunities lie.”
What really sticks in the mind is the value of entering the market together. By seeing for yourself how products are received, strategy and practice come closer together.
And that is precisely where, as an organisation, you make the difference.
