The shortest day is nearly upon us. Then days will get longer, the nights warmer, and the cicadas will start chirping loudly.
Summer must be on its way. And so are delightfully delicious Summerina mandarins! They’re the late bloomer of the citrus world — arriving at a time of year when all other oranges and mandarins are hard to peel and full of seeds. It’s this point of difference that helps them to hop, skip, and jump off the shelf with a cheerful personality.
A citrus commodity clashTraditionally, fruit is considered a commodity, with consumers perceiving little difference between products and brands. You can grow the tastiest fruit with the most sustainable processes, but unless this is communicated to consumers or buyers in a unique way, you’ll be forever competing on price alone. While there are many options in the brand building toolkit, products that sit at the more commoditised end of the spectrum usually need to work harder to find their point of difference.
