Irish family business Donnelly Fruit & Veg has just launched its first consumer brand, ‘Donnelly Fresh Foods’.
Irish family business Donnelly Fruit & Veg has just launched its first consumer brand, ‘Donnelly Fresh Foods’.
According to the company, which employs 250 people and operates out a 70,000 sq ft building in St Margaret’s, in North County Dublin, it supplies 15pc of all fruit and vegetables sold at retail level in Ireland. Its customers include Superquinn, Marks & Spencer, Londis, BWG, Aldi, Donnybrook Fair and Costcutter.
The ‘Donnelly Fresh Foods’ brand will initially focus on two ranges – ‘in-season’ fresh fruit and vegetables from Ireland and around the world, and a range of fresh bagged salads.
Both ranges are now on-shelf and the company said consumers will see prominent point of sale visuals in-store and will also be able to experience in-store sampling opportunities in the coming weeks.
Ciaran Donnelly, director of Donnelly Fruit & Veg, said the new brand marks the start of a significant new phase for the company.
“We are very excited about introducing a consumer branded fresh produce range to the market, particularly a range with a unique selling point – all the produce will always be in season,” he said.
“Our livery changeover has been quite a wow on the roads and the reaction to our new bagged fresh salad range has been great. So as we continue to add to the range with our new in season produce, we are looking forward to increased sales.”
Creative Inc developed the new packaging for Donnelly Fresh Foods.
“When working on the Donnelly Fresh Food brand, we looked to traditional butchers and grocers and the old world graphical elements synonymous with a bygone era,” said Mel O’Rourke, creative director of Creative Inc. “Typefaces which encapsulated old-school craftsmanship, stripey multi-coloured awnings and brown paper bags all contributed to our vision of how the new Donnelly Fresh Foods brand should look, feel and behave.
“We initially created the key brand elements such as the mark and quality stamp and, over time, brought in secondary devices which conjures up this old world charm in a fresh contemporary context. Donnelly Fresh Foods is all about fresh, quality, seasonal produce and traditional values and we believe the new brand image is an accurate reflection of a company which has stayed true to what it believes in.”
Source: businessandleadership – Fruit and Veg Firm Launches First Consumer Brand
