Thursday, January 29, 2009

Piña Rica

Talking about labels (see below if you missed the Del Monte® post), this one on the right came home attached to a pineapple. I eyeballed it because it’s so well-designed. The color scheme is vivid and says “fresh.” In fact, it led me to an equally excellent website.

Bievenidos a Piña Rica. Here’s a group of Mexican pineapple growers in Veracruz state, south of where I hunt white wing doves. According to the site, 100 haciendas grow 400 tons of pineapples a month, year ‘round. The company says it’s an equally strong supporter of job creation in that part of Mexico, which is badly needed.

Family-owned Ganaflor in Alajuela, Costa Rica sells under an older “Piña Rica” label. It has an equally strong social conscience but…less evolved…brand graphics. It’s clear from the two companies’ labels that there’s some kind of connection – I’m just not certain what that connection is.

Take a break. Read all about Piña Rica in Mexico and you’ll see how the company has adapted a comprehensive brand strategy, from packaging – five to eight pineapples per box, depending on the size of the fruit, 75 boxes per pallet FOB Veracruz – to labeling to importing. Then buy a pineapple: Fresh fruit is good for you.

7 comments:

Anonymous said...

I am agree with Mister Richard, the brand has a very well design, and not only that when you test the fruit is really fresh and sweet.

Cheers

Edgar

Richard Laurence Baron said...

Thank you, Edgar: We're looking forward to tasting the pineapple itself. Best for Friday...

Caroline, Houston, TX said...

Such a nice company worried about the quality of its product and careful with customers, price and importing.

Richard Laurence Baron said...

Thanks for stopping by, Caroline. On the back of the Piña Rica label is a wholesaler's address - on Airline. I presume that's over by the Farmer's Market. Have a great weekend.

Elias Hermida said...

It is amazing how simple creative thinking can get you a fine marketing piece. It is an honest offer and you can perceive it right away. And by the way...Piña Rica's pineapples are fabulous.

Richard Laurence Baron said...

Good morning, Elias - thanks for your comments. Your understanding of the dynamics of a small business shows in your comment.

Barbara has promised to slice up the pineapple this morning so I will report directly on its taste. Its aroma is driving me crazy. Best for Super Bowl Sunday...

Richard Laurence Baron said...

And now for today’s Piña Rica Pineapple Report. Our example offered a terrific aroma and a luscious taste, very fresh.

Unlike Hawaiian pineapples, this one was not overtly sweet, In fact, the taste seemed well balanced. A touch of salt emphasized the pineapple’s natural sweetness...a great way to get your daily fruit allowance.