Multiple retailers have never had much time for brands in fresh produce, which is strange when you consider they represent some of the best known names around - think Jaffa, Fyffes, Del Monte, Cape and Outspan.

But the reason is simple, according to Capespan marketing manager Martin Dunnett. “Retailers have used fresh produce as a barometer for their stores,” he says. “It sets the scene when you come into a store, so retailers want to stamp their names on the produce department rather than let it be dominated by brands.”

See this week’s Focus On Branded Fresh Produce in The Grocer and read how suppliers’ efforts are beginning to bear fruit.