United Fresh retail conference explores branding - The Packer

United Fresh retail conference explores branding

06/16/2014 05:26:00 PM
Pamela Riemenschneider

Panelist Paul Kneeland, director of produce, floral, meat and seafood at Parsippany, N.J.-based Kings Food Markets, discussed the chain’s rebranding efforts over the past few years, and bringing fresh produce into other areas in the store.

“Our logo changed to a whisk to emphasize the culinary experience,” Kneeland said.

Kings started merchandising produce with gourmet tie-ins, like cheese and meat to create a meal solution.

“We can measure that effort and we’ve seen a 52% sales increase in those items,” he said.

The conference also covered branding and packaging innovations and engaging the consumer post-purchase to drive repeat demand.

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