It is no secret that berries have a wide range of healthy attributes, but that might not necessarily be top of mind for consumers when they're doing the groceries. So to build on existing awareness and convert it to sales, a Dutch company is making the message a bit more conspicuous with the brand 'Body & Brains'. 

"People in general know they should eat more heathily, but they easily forget about it," said Growers Packers BV key account manager Pablo Henríquez.

"The idea of the Body & Brains concept is to remind the final consumer daily about the importance of healthy eating based on fruits and vegetables."

He said the group was looking for ways to differentiate a product which was currently witnessing a boom around the world.

"We want to take that strength to make it even bigger," Henríquez said, adding the concept was launched at Asia Fruit Logistica two months ago.

"We know that berries have spectacular nutritional properties, and that's why we're working with nutritionists who carry out scientific research and studies with respect to that, to dig deeper into the issue."

He said the brand had a good response at the Hong Kong fair with many new customers.

"Right after that we had our first shipment to Asia under this brand with Polish fruit."

In addition to the logo, the company has also developed different packaging to what the market is currently offering, with easy-to-use attention grabbing packs which is particularly designed to get more acceptance from children.

The company also offers recipes, and QR codes on the packaging lead consumers to Body & Brains website where they can learn about the origins of the product. 

Growers Packers Direct sources 3.5 million kilograms (7.7 million pounds) of product annually from Spain, Portugal, Poland, Argentina and Chile, while this year the group also incorporated supply from Morocco.

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