In various parts of the world, such as China, Europe and the USA, retailers supply their consumers with grower- or marketer-branded products, particularly in the fresh produce sector. Alternatively, retailers can deliver their fresh-commodity offer to their customers by way of a private label platform. Both have their pros and cons, but ultimately one should ask, what is it that the customer wants? We believe that – aside from value – they look for “a consistent product experience, ideally year round”.