Image of Fresh-Cut Toolkit Launched

United Fresh Produce Association announces the publication of the Image of Fresh-Cut Toolkit. The just-launched Image of Fresh-Cut Toolkit contains valuable marketing strategies and resources to help processors streamline their efforts to emphasize the value of fresh-cut and value-added fruits and vegetables. The toolkit was a multi-year endeavor lead by United’s Fresh-Cut Processor Board in response to market challenges within the segment.

Consumer data has indicated hesitancy towards fresh-cut produce over the last several years, so toolkit materials were crafted to deliver messages that would best showcase the positive attributes of fresh-cut produce. By considering data on how political, social and environmental issues affect produce consumers’ opinions and purchasing behavior, the toolkit provides the resources to build confidence among retail and foodservice customers and consumers, and ultimately increase market growth.

The toolkit includes generic taglines and logos for use on packaging that tout produce freshness and examples of fresh-cut promotions through corporate websites and social media. Processors are welcome to edit, adapt and customize these materials. It also provides insight to the North American retail and foodservice sectors, and prepares processors to respond to questions from customers and consumers regarding fresh-cut produce.

“The fresh-cut industry was surprised and greatly concerned about the data that conveyed negative consumer perceptions about our products,” says Jan Berk, vice president at San Miguel Produce and chairman of United’s Fresh-Cut Processor Board. “In creating a unified effort and voice on the benefits of fresh-cut produce, the industry reinforces consumer confidence and promotes increased consumption of healthy, fresh produce.”

Several industry experts from the Fresh-Cut Processor Board were selected to spearhead the toolkit working group: Ali Leon, Ready Pac Produce; Jan Berk, Fresh-Cut Board Chairman, San Miguel Produce; Tony Freytag, Fresh-Cut Board Vice Chairman, Crunch Pak Sliced Apples; Phil Gruszka, Gruszka Consulting; Minos Athanassiadis, Fresh Link Group; and Greg Wohlleb, Bunzl USA.

“There are a number of fresh-cut processors in the marketplace, both domestic and international, that vary in size from multi-national to single-facility smaller operations and may specialize in certain commodities or products. We wanted to provide a resource where these processors could see how certain marketing programs or other ideas have or haven’t worked,” says Tony Freytag, Fresh-Cut board vice chairman.

The Image of Fresh-Cut Toolkit is available to all United Fresh Produce Association member companies at no charge and for $195 US for non-member companies. For more information, please contact Jeff Oberman, United’s vice president of membership and staff liaison to the Fresh-Cut Processor Board, at

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