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Positioning and differentiating your produce : How to Compete Smarter in Local and Global Markets

In an increasingly competitive and fast-changing global food system, fresh produce growers are facing more pressure than ever before. Local markets are crowded, export markets are demanding, and the old model of competing solely on price is no longer sustainable.

  • Hilton Taghazout Bay - Agadir

  • 2 days ( 14 - 15 November 2025 )

  • 12500.00DH

Objective
Program
Speakers
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Objective

This 2-day training is designed to empower professionals and entrepreneurs in the berry sector to differentiate themselves in a competitive market. Through a combination of theory and hands-on sessions, participants will learn how to develop a strong brand identity and define a strategic position that aligns with their market and audience. LISA CORK is a seasoned professional in agri-food branding and international marketing. With extensive experience in brand development,Lisa brings both strategic vision and field expertise to guide participants toward impactful market presence.

Participants will engage in group discussions, hands-on exercises, and real-world case studies to deepen their understanding and apply new concepts to their own businesses. Whether you’re targeting local markets, high-end retail, export channels, or direct-to-consumer sales, this workshop will give you the tools to move beyond commodity thinking and compete strategically. You will leave with a clear action plan, a fresh perspective on your market potential, and the language and confidence to express what truly makes your product, and your business, different.

 

Program

DAY 1 MORNING: UNDERSTANDING THE MARKET AND WHY POSITIONING MATTERS

09h00 – 10h30｜Session 1: The Commodity Trap – Why Competing on Price is Risky

  • What makes produce unique versus all other products
  • Global and local realities facing fresh produce growers
  • Case studies: Growers who moved beyond commodity pricing
  • Discussion: Your observations from your markets

11h00 – 13h00｜Session 2: How Buyers and Consumers Make Decisions

  • Understanding your sales and distribution channels & defining your target market
  • Using ‘category management’ to increase category & buyer understanding
  • The role of your category: retail importance and consumer importance
  • Standing in the buyers' shoes – understanding their needs
  • Competition analysis – local and international

DAY 1 AFTERNOON: FINDING YOUR UNIQUE STRENGTHS

14:00 - 15:30｜Session 3: What Makes You Different? (And Why It Matters)

  • Understanding differentiation and why it is important
  • Ways to create ‘meaningful differentiation’ in fresh produce
  • Guided worksheet: What makes you/your company/your product unique

16:00 - 17:30｜Session 4: Creating and Determining Your Value Proposition

  • Restating what makes you unique
  • Understanding trends and how they influence your positioning
  • Creating your value proposition: now versus future
  • How to express your difference simply and clearly
  • Small group or individual work: Drafting your value proposition

 

DAY 2 MORNING: BUILDING YOUR POSITIONING STRATEGY

09:00 - 10:30｜Session 5: Positioning Your Produce in a Crowded Market

  • Claiming and communicating your niche
  • Determining your focus: trade versus consumer
  • Positioning matrix exercise: Where are you today vs. where could you be?

11:00 - 13:00｜Session 6: Turning Positioning into Practical Actions

  • Marketing ‘meaningful differentiation
  • How to bring your positioning to life (packaging, labeling, communication, relationships with buyers)
  • Examples of low-cost/high-impact improvements

DAY 2 AFTERNOON: ACTION PLANNING AND NEXT STEPS

14:00 - 15:30｜Session 7: Building Your Differentiation Action Plan

  • Simple framework: Goals, Actions, Measures
  • Review of action plans (peer or individual)

16:00 - 17:30｜Session 8: Overcoming Barriers to Change

  • Addressing common challenges (limited budgets, buyer resistance, lack of brand knowledge)
  • Discussion: What support and resources are needed to move forward?

Closing : Key Takeaways and Commitments

  • Each participant identifies one positioning improvement they will make within the next three months.

Speakers

Lisa Cork

Lisa Cork is a fresh produce marketing expert and industry thought leader. With 30+ years of experience in the fresh produce industry, Lisa specializes in strategy, branding, packaging design, and new product development, working with growers and marketing companies around the world.

She is a past winner of the PMA Australia-New Zealand Marketer of the Year Award, is a regular columnist in Vision Magazine, and is an Adjunct Professor in Produce Marketing at Cal Poly State University in California. Lisa was selected by Produce Business Magazine as one of 35 Industry Vanguards for her contribution to marketing and branding within the fresh produce industry

For more information, visit:
www.freshproducemarketing.com
www.linkedin.com/in/lisacork

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Lisa Cork

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