Berry Gardens

Naming to Consolidate a European Business

The Business
In 2005 three major players in the UK, Spanish and US berry markets took the decision to formalise their European operations into a single business. Each brought with it specialist skills but very different cultures – Driscoll’s was a major consumer brand in the US, KG Fruits was a consortium of 70+ growers in the UK and Alconeras was a family owned Spanish business with farms in southern Spain and north Africa. The Naming Strategy
With such diversity as the starting point, Brand Architects Naming had to first establish the scope for the new name. The name had to operate primarily in the UK as a trading name but would also be used throughout Europe. It was concluded that an English word, which would also be easily understood in other Europe languages, was required.

The name had to contain the word “berry” to communicate that they were solely in the berry marketplace and that berries were their specialism and passion. The word “gardens” was also chosen to indicate the care and attention that they take in growing the berries – as if you were growing them in your own garden to feed your own family. The plural, gardens, was used to indicate that the berries are grown in a number of locations.

To convey their unique position, as the very best berry experience, the strap line “best breads to best berries” was created and locked into the logo. The whole process was also represented graphically in a roundel. This has become the signature of the combined businesses under the Berry Gardens name. The name was extensively researched and trademarked across Europe to ensure that this intellectual property was completely protected prior to launch



The Value
The combined business relaunched in February 2007 and now accounts for over 40% of the UK sales of berries. It is also growing fast within northern European retailers with total revenues of well over £200m. The business, based in Breda in the Netherlands, is fast becoming a reference point in the industry with Nick Marsden, Managing Director being invited on the BBC’s Food programme in August 2008 as an industry spokesman. Berry Gardens has also won the Chartered Institute of Marketing’s Food, Drink and Agricultural Group award for Excellence in Marketing 2008.



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