Abstract

Despite growing recognition that branding strategies for fruit and vegetables can promote value for the customers and growth opportunities for agricultural companies and for agribusiness in general, in Italy the unbranded offer still prevails and the brand plays a limited role in the consumer purchasing decision-making process. A proper understanding of the difficulties of consumers in recognising the distinctive features of fresh foods brands can support marketers operating in the agricultural food chain to implement effective marketing strategies in order to improve consumers’ brand knowledge and trust. The purpose of this paper is to explore the factors that can trigger the level of consumers’ franchise in fruit and vegetable brands (i.e. consumers’ awareness of, their favourable attitudes towards, and their willingness to (re) purchase a brand). Qualitative data gathered through focus groups were analysed to grasp the plus and the minus of fruit and vegetable brands in the perceptions of consumers and the areas in which brands can improve in order to create value for the customers. The results provide in-depth knowledge of what consumers value today and useful insights to better promote and support brands in the fruit and vegetable market.