c:Fresh Harvest Products Inc. Adds Organic Food Distributors, Begins Sustainable Products Program and Brand Extension

Building and expanding brand awareness is a program that all consumer-related product companies need to follow if a product and business is to succeed. Extending a brand is a larger task that ultimately capitalizes on initial brand awareness to enhance revenue. The process is not an easy one; but companies that can make it happen are the one’s that will profit handsomely.

Fresh Harvest Products Inc., a wholesale and retail organic foods supplier, offers organic food products to wholesale and retail food outlets. Its primary product areas include: coffee, snacks and fruit products offered through its Wings of Nature brand. The company’s products are certified “organic” and vegan in nature - where possible - omitting dairy related items.

In a recessionary environment, the company has been having respectable results with the national and regional rollout of its products. Two national distributors have been signed as have several regional distributors. As the company increases its market penetration, costs will/have increased to a certain extent - owing to the capital requirements associated with such an expansion. Overall, however, the company has been able to reduce debt by approximately $750,000.00 as this expansion occurs. As the company continues on its current path, additional product offerings associated with a healthy and “green” lifestyle should allow the company to further pay down any current existing debt as the economy allows.

Clearly, the company is targeting a fairly tight market niche that has a certain commitment to healthy eating and environmentally sound living. Although not generally considered a mass market, this targeted group does have solid buying power and brand loyalty once established. Bolstering awareness about the company’s commitment to this group has become a key marketing element of the company – past general corporate responsibility – and should play well to a fairly committed target segment. Following this strategy, the company is planning further product introductions targeting green customers for products other then food related items. In this sense, the company is extending its brand reach – with appropriate documentation – into an environmentally conscious lifestyle brand designed to expand its relatively narrow organic food lines. At present, there is room to grow in this portion of the environmental products market and Fresh Harvest Products is positioning itself to become a leader. How the overall market plays out over the next 10-20 years is certainly unknown, but if even a small fraction of today’s customers are retained, the company will be positioned to profit nicely.