I’m joined this morning by Mr Mansouri, CEO of Fresh Fruits. Mr Mansouri: Frutia—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 Frutia, 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.
So why ‘Frutia’?
M: Naturally, there is the play on the brand name with the idea of our products being ‘fruitier’ than our competitors’ products. The psychological implication does have an impact, I believe. We were looking for a brand and a supporting logo that reflects the strength, credibility, freshness, and consumer-friendliness of what we believe Fresh Fruits represents in its brand promise.
The ‘Leaf’ motif?
M: Ah, yes. We thought for a long time about this, but in the end, in 2002, the decision was inevitable. We chose a leaf logo for Frutia due to its clear association with growing and fruit. It has a beautiful naturalness and simplicity of shape; it’s fresh and crisp, and communicates universally, transcending all cultural boundaries. When you see the Frutia logo, you are reminded of well-being, health and the natural world. There is a lushness naturally connoted by foliage, and conjures thoughts of natural vistas where there is water—perhaps a flowing river; the desert oasis and the fertility that has sprung from Dubai in the midst of its once arid nature—much as Dubai has emerged, living, and fresh from the Arabian sands. Also, by adding a white logotype, it reinforces the freshness and strength already inherent in the company name. We liked the motif so much, in fact, that we built our new operations centre building based on the very same design. Much like the leaf runs through nature, it runs through our brands, and through the very heart of what we stand for as a company.
Has it been the success you were hoping for?
M: Oh! That and more! These days, our clients insist on Frutia brand products for their premium customers. It has a reputation and brand loyalty that even outperforms our initial assessment—it’s now not just a UAE brand; its available across the whole of the GCC, and is sent to Europe and North Africa to a growing number of clients who demand that little bit extra.
And the future of Frutia?
M: As you know, we’re just expanding into our new purpose-built premises in Al Aweer’s Fruit and Vegetable Market, so we’re very confident that Frutia will go from strength to strength. We have some exciting plans for the next couple of years—but for now they’re in process, so they’ll have to remain under my hat for the moment! But, watch the press—we’ll be announcing fresh new plans very soon!
Mr Mansouri, thank you very much.
M: My pleasure.