The Summary
The Situation
HarvestHold launched as a breakthrough solution designed to help produce growers easily improve pack-out (the amount of produce that makes it to retailers’ shelves). Delivered as a lightweight, packable sheet, HarvestHold slowly releases a gas called 1-MCP to preserve freshness throughout the supply chain.
The Problem
HarvestHold entered a post-harvest market crowded with 1-MCP solutions that had overpromised and underdelivered. Growers were skeptical that HarvestHold would be any more effective — or easier to operationalize — than what they’d already tried.
The Strategy
Brand Pillar #1
We put growers first.
Brand Attribute: Our business is rooted in science, transparency and partnership.
Message: We won’t hide how our solution works – we help both growers and grocers understand what it can and can’t do for their produce.
Audience Benefit: For the first time, growers feel they have a partner who truly has their best interests in mind.
The Solution
Distill HarvestHold’s complex science into a single idea that growers wouldn’t need to overthink: with HarvestHold, increasing pack-out is as simple as sheet.
Our audience
We’re for growers who are tired of watching their produce spoil along the supply chain.
The apathy we overcome
Growers’ skepticism that any post-harvest solution — particularly one with 1-MCP — can extend shelf-life without increasing operational complexity.
Our brand belief
By earning growers’ trust, we can make the supply chain more fruitful for everyone.
Our brand purpose
Empower growers to nourish the world by making their produce last longer.
Our driving differentiator
We make shelf-life extension as simple as sheet.
Our easy-to-use sheet extends produce’s shelf-life by up to 50%.
The Result
Brand Pillar #2
We deliver a fresh take on 1-MCP.
Brand Attribute: HarvestHold is a lightweight sheet that slowly releases 1-MCP to extend freshness from crop to cart.
Message: We help growers increase their packout without increasing their workload.
Audience Benefit: More fresh produce reaches grocers’ shelves, meaning more money goes to growers’ pockets.
The Impact
HarvestHold’s refreshingly distinct “Holy Sheet” message established a clear, compelling and credible brand story that helped reset growers’ 1-MCP perceptions and allowed for fruitful conversations about how the product could help them.
Brand Pillar #3
We help feed more people.
Brand Attribute: HarvestHold enables food to travel further to nourish the communities that need it most.
Message: More of what you grow reaches the people it’s meant to feed.
Audience Benefit: Growers take pride in reducing waste and fueling better lives.
