Tree to Me is a company with an innovative distribution model – a model that enables fruit to be on the consumer’s table within 24 hours of being picked.
Change helped build this brand from the ground up, using an Audit Build Communicate process.
In our Audit, we discovered this was a fairly unique idea – today’s fruit delivery model favors convenience over freshness, with fruit being picked ‘green’, stored, then artificially ripened prior to sale. Our review of best practices, however, revealed boutique fruit vendors in Japan, Europe and the US selling naturally ripe, premium fruit as luxury items.
In our Build, we brainstormed on the best means of selling the fruit. It was determined that a ‘Dean and Deluca’ boutique blended with a ‘country store’ would create a unique, welcoming atmosphere. The Tree To Me name was also created, along with a brand book and several advertising ideas.
Tree To Me launches in the summer of 2010.
|
