Brand Equity

Brand Protection

A key question most potential suppliers ask is the potential negative impact selling short-dated or even past Best Before date products has on brand equity. In fact, based on the reactions from our consumers, the opposite is true. Consumers are highly appreciative of those companies and brands that make their products available through Foodies. Any manufacturer who may be considering using our services should visit any of our retail outlets and speak directly to our customers.

In terms of promotion, we rarely advertise brands, unless allowed by a supplier. All our external promotional materials (leaflets, newspaper ads etc) feature generic unbranded products (be it rusks, pasta, cereal, canned food, jams, sauces and the like). In addition, we limit the quantities any individual can purchase to discourage any potential traders from using us as a wholesaler.

In instances where required by our clients, we will debrand products either by;

  • Removing it from the outer packaging and selling it unbranded in its primary packaging.
  • Physically blacking out the brand name and manufacturer details. If required, we can do this at the manufacturer or distributor’s premises prior to removing the stock. In certain instances our suppliers de-brand themselves before releasing the stock to us.
  • Re-packing the products ourselves.