Time was that Sunkist oranges, Dole pineapples and Chiquita bananas were the only branded items in the produce aisle. But those days are gone. Today the old timers share space with a plethora of branded upstarts ranging from Foxy lettuce to Frieda's gourmet sun-dried tomatoes. In the go-go world of high-stakes product marketing, produce branding is hot. And for good reason. Despite the difficulties of branding commodities, more and more suppliers are finding that branding is the way to go ...

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