Driven by Consumer Research

We bring together the most pertinent data and research, and conduct regular interviews with customers at the shelf edge. As a result, we are continually able to analyse both quality and commercial performance and identify the required steps to move things forwards.

The fruit business depends on keeping the customer at the heart of the decision-making process. We have in-house resource trained to interview end-customers at shelf edge to maintain a dynamic view about their behaviour and tastes. Additionally we regularly work with Kantar and Electronic Point of Sale (EPOS) data to monitor trends at a market level.

We’ve also invested in a world-class technical system, Business Objects, to support with objective analysis of quality performance over time. We’re able to use big data to make the right decisions, see what the trends are, and check our fruit meets the required standard.