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Fruitia: The Evolution of the Fresh Fruits Brand

I’m joined this morning by Mr X Mansouri, CEO of Fresh Fruits. Mr Mansouri: Fruitia—Fresh Fruits own brand label. What was the idea here?
M: Well, at Fresh Fruits we’ve always been in the business in knowing our suppliers as intimately as possible, so it was only natural that as we expanded our business that we would eventually develop our own premium brand which reflected our values: of delivering only the highest quality produce, and at the best possible prices.

So how is knowing your suppliers an advantage to your brand?
M: It’s simply a matter of choosing the pick of the crop, if you like: we specify exactly what we’re looking for, and decide out of the premium products we source, the very best of type to be packed under the Frutia brand. With suppliers’ brands, there is always the chance that there is not sufficient consistency within a shipment for the level of quality we look for. With knowledge of who supplies us, our shippers, and doing our own packing, any doubt is eliminated. It allows us to focus on the very strictest of guidelines, and be able to guarantee a level of quality that we think is hard to beat anywhere. It allows us to unify the products we supply as Fruitia, giving us a real edge in the market, and placing us squarely as a reliable supplier of quality and freshness both with our customers, and the general public who go on to consume them. (more…)