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Pro tips from the frontline
- Build your brand to maintain a pricing premium. Once you've developed a strong brand, use it as a competitive advantage. Even if others sell similar products or services (like "capsicums"), they can't replicate your brand. This applies equally to B2B and B2C markets.
- Be strategic with rebranding. When refreshing or rebranding, don’t discard elements that customers already recognise. For Wheeler’s, we identified their distinctive "Pink" and the "Wheeler’s" name as key assets, then built on those to reinforce their identity in the markets.
- Patience is key—don’t expect instant results. Marketing takes time to show compounding results, especially B2B. On average, it can take three months or more to start seeing substantial returns. Stay consistent, be patient, and trust the process.
Setting the scene
In 2023, capsicum growers across the board had a solid year, meaning the quality and quantity of produce were all fairly similar. But with every grower offering essentially the same product, capsicums became a commodity. Even though Wheeler's still had a reputation for premium quality, prices plummeted industry-wide, leaving them in the red (pardon the pun) by year-end.
For a fifth-generation farming family like Wheeler's, based in Bowen, Queensland, this wasn’t just a bad year—it was a crossroads. If they didn’t turn a profit in 2024, there’d be no farming the next season.
Kicking the project into gear
They reached out to our Pros. Initially, they asked for help with brochures and pamphlets to market their capsicums to wholesale suppliers and customers across Brisbane, Sydney, and Melbourne. But after a quick strategic kick off call, they realised brochures alone wouldn't cut it. Instead, a full rebrand was the way forward—one that would elevate their position and make a splash in the wholesale markets.
The rebrand included everything: new brand positioning, a refreshed logo, a bold colour scheme, and key slogans. The Pro created clear guidelines on how to apply these elements consistently across everything from packaging to promotional posters. It gave Wheeler’s Produce a unified and memorable identity that they could easily roll out from the farm to the box.
Delivering results that matter
The results speak for themselves. In just one year, Wheeler’s Produce transformed from a commodity to one of the most sought-after premium varietals on the Eastern Seaboard, that varietal is called Wheeler's Warlocks. Their red capsicums saw an impressive 33.68% price increase compared to the previous year. While factors like an exceptional growing season from the Wheeler’s family, market dynamics in wholesale fruit and veg, and inflation (6.1%1) played a part, this achievement stands out. Most importantly, Wheeler’s Produce wrapped up 2024 on a strong note, setting up for a successful 2025. Be sure to keep an eye out for their vibrant red Wheeler's Warlocks at your local grocery store!
1 ABS Q1-Q3 2024 Estimates
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