About the company

• Fresh Del Monte Produce Inc. is one of the world’s leading vertically integrated producers, marketers and distributors of high-quality fresh and fresh-cut fruit and vegetables

• DEL MONTE brand is a symbol of product innovation, quality, freshness and reliability since 1892.

Vision• To be the most trusted and innovative

provider of branded fresh vegetables and processed food products

MISSION

• Building brands that ride on the ‘Freshness, Wellness & Convenience’ platforms

• Focusing on select products and consumer/customer segments which offer higher potential for value-addition

• Focusing on select markets with a sharper focus on the domestic market

• Creating high impact on the society at large and our local environment in specific

Competitive Scenario

Justification

REASON 1• The target consumer for Del Monte is the

youth. youth today are more favoring non

carbonated drinks and thus makes a logical choice.

REASON 2• The packing used by all the brands in the juice

category was common in form of tetra packs. However Del Monte introduced two new packaging styles: cans and PET bottles

• This helped them to compete in terms of space with carbonated drinks.

REASON 3• Innovative products have been Del Monte’s

forte. They always experiment and create different flavors which gain a lot of popularity in the market. Flavors like four seasons have done well in the Indian market.

REASON 4• For the B2B segment, they work very closely

with national key accounts, offer institutional packs and even customize the products as per their requirements.

• They have their own quality assurance personnel, food technologists, nutritionist and corporate chef, who work on customizing products for key customers

REASON 5Del Monte is the only company that supplies

both fresh and processed fruit. It has got pineapples from the Philippines,

peaches from South Africa, olives from Spain, and prunes from California.

This gives them a lot of options with expertise in supply chain

REASON 6• As cola sales have fallen dramatically after

rising health concerns associated with it and this seem to have benefited the fruit beverage industry.

• Tetra packs, pet bottles and cans have emerged as a boon for providing practically fresh and preservative-free juice.