Circana's Jonna Parker talks branding and differentiation in produce and retail

We're delighted to welcome as our guest this week Jonna Parker, the fresh foods team lead at Circana, formerly known as IRI. Jonna specializes in analyzing sales data, consumer trends and other sources of information to find and explore opportunities for fresh foods, including (of course) fresh produce. Jonna and The Produce Retail Podcast host Ashley Nickle discuss the role of brands in grocery broadly and in produce specifically; what hugely successful fresh brands like Driscoll's and Boar's Head have done to establish strong reputations as well as awareness; the LTO opportunities presented by the seasonality of produce; considering "brand" as more than logo/company but simply what differentiates one product (or one retailer's assortment) from the next; seasonal occasions and current trends of which produce should take advantage; how retailers can be desirable partners for the best brands; and much more. Enjoy! For more episodes featuring marketing and merchandising perspective, check out this curated playlist for plenty of thought-provoking discussion.  More Playlists Executive Perspective Leadership & Training Produce Manager Perspective Podcast Background This podcast is designed to cover all things produce retail: strategy, partnerships, planning, training, leadership, communication, merchandising and beyond. Scroll through our episodes list to find conversations with vice presidents and directors of produce, merchandisers, produce managers, retail dietitians and more. Get Involved The Produce Retail Podcast is hosted by Ashley Nickle, a former trade journalist turned consultant. Have an idea for a topic or a guest? Give her a shout on LinkedIn. See omnystudio.com/listener for privacy information.