Moxxy Marketing Elevates WP Produce's Desbry Brand; Christopher Gonzalez and Karen Nardozza Discuss
MIAMI, FL - Successful partnerships can take shape in many ways—the results produced are what matter most. WP Produce has experienced significant growth through its partnership with Moxxy Marketing as it continued to build out its Desbry tropical avocados program.
"Moxxy’s approach of basing everything they do on strategy, with a focus on growing sales, was—and is—exactly what we needed," explained Christopher Gonzalez, Vice President of Sales for Desbry and WP Produce. "We thought we just wanted a label and some sales materials for our tropical avocados, but once we began working more closely with Moxxy, we realized the benefits of expanding our marketing and sales efforts; staying consistent with our messaging; and focusing on brand consistency in-store, on our packaging, in our advertising, PR and trade show presence, and on our website and social media."
To help with brand cohesion and consistency, Moxxy stepped in with expert strategies in 2018. The marketer was hired to promote awareness and grow sales of Desbry tropical avocados, according to a press release.
Moxxy took an integrated marketing approach that included refreshing and unifying the brand across commodities to better position and reflect the quality of Desbry products. The marketer began by redesigning the Desbry logo, while maintaining a familiarity with the previous look.
"Desbry was already established as a leading supplier of tropical and exotic fruits and roots. While we wanted to upgrade Desbry with a fresh, modern image and provide a logo and graphics files with economical and high-quality reproduction across packaging and sales materials, we didn’t want to lose three decades of brand equity," revealed Karen Nardozza, President and Chief Executive Officer at Moxxy.
Moxxy supported retail and foodservice sales by first designing and crafting persuasive, yet informational buyer presentations based on consumer focus group research conducted in California and Texas. The company redesigned the Desbry tropical avocado packaging as well.
"The results have been phenomenal," recounted Gonzalez. "We have been able to develop successful programs with several large, North American retail customers, received inquiries with several major foodservice chains, and have maintained double-digit, year-over-year sales growth since we began working with Moxxy."
Moxxy used its strategic marketing approach to help Desbry increase volumes for additional products, including manzanos, plantains, Haitian mangos, breadfruit, and malanga.
"We leveraged the familiarity and trust of the Desbry brand by developing cartons, PLUs, and sales materials with individual identifying colors but with a unified look and feel," Nardozza added. "This gives consumers, who already enjoy Desbry tropical avocados, the confidence to try something that might be unfamiliar to them. And it gives retailers and foodservice providers the assurance they will be dealing with a grower they already know provides quality products and high-level customer service."
We can’t wait to see what’s next for this brand!