Supply strategies deliver success for Robinson Fresh
Supply strategies deliver success for Robinson Fresh
Jose Rossignoli, category manager at Robinson Fresh, said the company delivers on success with its pineapple program.
“Robinson Fresh’s pineapple program focuses on dual-country supply that is key to delivering superior quality and taste, but also diversifies production and provides alternate supply chain solutions to customers,” he told The Produce News. “With production in Costa Rica and Mexico, Robinson Fresh supplies the MD2 Golden extra sweet pineapple variety to retail, wholesale and foodservice customers around the world. By diversifying production areas, Robinson Fresh customers benefit from a rapidly growing Mexican pineapple program that allows customers to react quickly to shortages or unexpected demand as well as longer transit times from Costa Rica in order to ensure consistent, year-round supply.”
Production regions in Costa Rica and Mexico employ strict quality assurance, taste tests and food-safety standards that allow Robinson Fresh to bring high-quality pineapples to market.
“Although the Mexican production region isn’t as large as Costa Rica, Robinson Fresh maintains the same production standards in both regions to provide customers with consistent quality fruit regardless of origin,” Rossignoli said.
Pineapples are just one of Robinson Fresh’s strategic tropical items in the brand’s lineup of products. Robinson Fresh also offers limes, mangos, papayas and avocados in a variety of brand options, including “Happy Chameleon,” “Tropicana” and “Green Giant Fresh.”
“In a space with highly nomadic crops and a fragmented grower base, Robinson Fresh has become a market leader in the tropical category,” Rossignoli added.
Robinson’s Fresh’s “Happy Chameleon” brand logo and packaging — which sports a chameleon — incorporates bright colors.
“The changing colors of the chameleon are symbolic of the changing seasons and production cycles of produce,” he noted. “In hopes of creating familiarity with tropical items, the brand personality is approachable to consumers of all ages.”