Over the last 18 months, produce associated with the name “Oppenheimer” has become an increasingly familiar sight.  Forklifts can be seen unloading pallets stacked with Oppenheimer’s sturdy, colorful boxes from trucks into retail warehouses. Produce staff throughout the U.S. and Canada are building store displays with Oppenheimer’s family of branded packs. Individual vegetables and pieces of fruit are appearing wearing a signature blue label. Gradually, the Vancouver, B.C.-based marketer has been phasing-in a brand of its own.

Now, over 40 percent of Oppenheimer’s globally-grown products are packed under the company’s own label.  Its entire inventory of grapes, pineapples and peppers carry the Oppenheimer brand, with a portion of the items in its other key categories, like apples, mangoes, kiwifruit, and citrus also marketed in Oppenheimer branded cartons and value-added packs.

“Our brand is gaining momentum,” said John Anderson, the company’s chairman, president and CEO. “We believe a brand is so much more than a logo or label. Our packaging is just one component of the Oppenheimer experience.  We decided that the time had come to capture the purpose behind our brand and share it with the trade.”

That purpose, according to Anderson, is communicated in the simple promise, “expect the world from us.”

“Certainly there is a functional interpretation of the promise: People can expect Oppenheimer to deliver a broad range of quality produce from around the world,” he said. “But there is also a deeper meaning. We’re inviting the international produce trade to expect the world from Oppenheimer in every transaction. In choosing to work with us, our customers can count on the best produce, the best service, and the best business experience – essentially, the world. That’s our promise.”

Anderson acknowledges that this is an ambitious pledge, especially in an industry where circumstances beyond a marketer’s control, like weather or international exchange rates, can upset the best laid plans.

“We realize that we can’t promise perfection,” he said. “But expect the world from us means that we’re doing everything within our power to avoid letting our growers and customers down. It means we’re doing things right the first time, aiming to exceed expectations, and striving for excellence all along the way.”

Oppenheimer is not taking the promise lightly, Anderson continued.

About a year ago, the expect the world from us idea was shared with the staff across Oppenheimer’s dozen international offices. At the time, Anderson challenged each person to consider what the idea meant to them, and asked that they make any necessary changes to equip themselves to make the expect the world from us promise valid. 

This led to the introduction of greater discipline around key processes, individualized training, as well as company-wide educational initiatives like customer service seminars. The company will maintain its attitude of continuous improvement, constantly seeking ways to do things better, Anderson said.

“Let’s face it, Oppenheimer is one of the oldest names in the industry,” he summed up. “We’re proud of our history. We know our strengths, like enduring relationships with growers, our quality assurance protocols, and technology leadership have helped get us to where we are today. We had reached a point in our company’s lifespan that we needed a little rejuvenation. We believe the brand, and its promise, will help us become a better partner to our growers, and a better resource for our customers. And in time, people can indeed, expect the world from us.