BRANDS MAKING A NAME FOR THEMSELVES

SALINAS, Calif. -- Brand names are a familiar sight in the grocery aisles, but they are now also competing for space in the produce department.While a few notable produce companies have built a brand image around commodity items, it is value-added products that are primarily fighting for customer attention in the produce department."A brand is a compilation of positioning, quality and a fresh-tasting

SALINAS, Calif. -- Brand names are a familiar sight in the grocery aisles, but they are now also competing for space in the produce department.

While a few notable produce companies have built a brand image around commodity items, it is value-added products that are primarily fighting for customer attention in the produce department.

"A brand is a compilation of positioning, quality and a fresh-tasting product," said Steve Taylor, chairman and chief executive officer of Fresh

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