The public's growing interest in the ethics and provenance of fresh produce means there may be new possibilities for developing brands.

Only a few companies currently have powerful brand equity, such as Florette and Capespan. But is the public's desire to know the environment a product was grown in fertile enough for new ones to emerge? And what factors will drive them - or stifle them?

Certainly the absence of brands and the relentless presentation of produce as a commodity has shocked many in the industry, going as it does hand in hand with low supplier margins and a focus on discounting as the chief promotion. "The absence of brands is absolutely stunning," says John Bowes, head of Fairtrade importer Agrofair.

"I think we've lost something," agrees Peter Miller, MD of Del Monte UK. "There were recognised names in fresh produce and had they been developed and pursued they could have given people confidence about the products they were buying."

In the past the industry has faced resistance to brands from the major multiples. Several players think the supermarkets are now taking a more benign view of fresh produce brands because they differentiate a product from the anonymous commodity and add value for the whole chain - but this does come at a price.

"You have to find the investment, and you only have to look at the generic promotion Eat in Colour to see how hard funds are to come by," says Marin Dunnett, trading director of Capespan. "But there are now opportunities that should be taken to get behind specific products to sell them."

Some brands have managed to maintain their power with only occasional advertising. The Man from Del Monte has tremendous recall with the public despite being on screen rarely.

"Del Monte has extremely high recognition thanks to the work done with The Man from Del Monte'," says Miller, who says the brand's strength is its consistent quality. "Consumers know exactly what they're going to get with us. Everyone's gone into a retailer in February, bought own-label peaches and thought - they're horrible."

Sub-brands or varieties can be enough to resonate with consumers and more are appearing. Jazz apples are one example, and their success in the UK has been tempered only by a shortage of raw material.

Rooster potatoes have also done well. Grown and marketed by Albert Bartlett, Rooster is actually the potato variety but has the power of a brand on the packs. n