The California Tree Fruit Agreement has launched a new consumer-level branding effort; PLU stickers with the industry’s distinctive new logo.
The introduction is part of CTFA’s continuing efforts to increase product awareness and build brand preference worldwide for California stone fruit.
Shippers will now be able to clearly identify California products for consumers, allowing consumers to more easily respond to promotional efforts used to encourage product trial and build consumer recognition for California stone fruits. CTFA promotional materials and advertising pieces will reinforce the logo’s familiarity, positioning it as the mark of California peaches, plums and nectarines, which are inspected both for quality and maturity.
"The new logos identify California as a point of differentiation; this helps us as we compete in the domestic and international markets," said Blair Richardson, CTFA president. "The logos have been on some point of sale pieces previously, but this is the first year we’re using it in a focused way at retail. Millions of consumers will get to know our industry brand through the California peach, plum, and nectarine stickers."
The stickers include the logo mark, fruit name, assigned PLU number, and the geographical designations "California" and USA. They are color-coded to differentiate fruit and type. Growers and shippers in California who pack and ship peaches, plums and nectarines for fresh consumption are encouraged to use the industry mark on their fruit and in materials designed for the purpose of promoting the sale and consumption of the three fruits.
The California Tree Fruit Agreement, headquartered in Reedley, Calif., administers marketing order programs on behalf of California's 2,000 fresh peach, plum and nectarine farmers. Originally established in 1933, CTFA includes the Peach Commodity Committee and the Nectarine Administrative Committee, both federal programs, and the California Plum Marketing Board, a state program.