Our product brands

UNIVEG knows that everything starts with the consumer; rather than pushing the product through the chain because it has been grown, it seeks to grow what the consumer wants to consume. "From mouth to field, rather than from field to mouth" is a sentence often used by our founder. To achieve this, the UNIVEG strategy is to team up as closely as possible with its retail customers who have the difficult task of serving millions of consumers. UNIVEG’s brand strategy is managed entirely from this perspective: brands are used as a point of differentiation in terms of product and quality level.

Thanks to their many years of consistent performance, some of these brands command clear advantages in the trade. A few examples are:

• Happy Tree: top quality deciduous fruit, mostly from Argentina
• Katopé: the finest subtropical and tropical fruits such as avocados, mangoes, litchis, pineapples etc.
• 1X1: the brand of the former Atlanta company (now UNIVEG Deutschland)
• Tradition: guaranteed quality in Dutch produce
• Alara: recognised generally as the best cherries and figs from Turkey
• Seald Sweet: the top quality in Florida citrus, for more than 100 years

In addition to these brands, UNIVEG uses proprietary tactical brands (i.e. for particular customers). Over time, some of our customers have become fond of them (e.g. Freche Früchte in Northern Germany), and they are now one of the elements of customer bonding.

UNIVEG also supplies products under its customer’s private label. In it important to note that some of these have a strategic value for the customers, and the products that carry them need to rigorously fulfil the criteria.