About PVM
Learn about how our customer-centric approach helps us create a value chain that benefits everyone involved.Who We Are
Proprietary Variety Management (PVM) Is A Full Service Global IP And Commercialization Company For New Fruit Varieties.
That’s just a fancy way to say that we are involved with all aspects of getting the best new fruits into the market so people can find their new favorites and continue to be delighted by fresh fruit.
As it turns out, that’s a really exciting and challenging process with lots of dynamic elements.
The Value Chain
The Value Chain is the foundation of our philosophy that says we strive to sell the varieties we believe customers will buy and will be valuable to all members: tree fruit breeders, fruit tree nurseries, fruit growers, fruit packers, marketing & sales, wholesale/retailers, and consumers.
Our customer-centric approach means that we devote our time, energy, and science to developing fruit brands we believe in, and will have solid viability in the marketplace.
That is what sets us apart from everyone else. We build partnerships with the growers and retailers to provide the best rootstock and the best fruit customers will want. We create a Value Chain that benefits everyone.
Consumer Insights
Through polls, focus groups, and research we only pursue fruits that will be in demand from consumers when they become ready for market.
True Fruit Breeders
We work side by side with tree fruit breeders in developing the most exciting and marketable new fruits.
Fruit Tree Nurseries
PVM ensure nurseries are developing the right number of rootstock for our grower partners.
Fruit Packers
Good fruit on the tree needs to remain good fruit in the market. We work with fruit packers to reduce loss and increase freshness for all our fruits.
Wholesale/
We work with the largest wholesalers and retailers available to ensure all fruit have sales outlets, and retailers have the knowledge to represent the fruit.
Marketing & Sales
PVM does not just get fruit trees to growers. We build an entire brand to create and support high-volume sales.
Consumers
Consumers are the beginning and the end of the Value Chain. With them in mind, PVM creates a new consumer “pull” model that creates the success of a new variety.
How does PVM bring all this to the table?
PVM has a long established background with experience in research and development, consumer focus, global intellectual property management, global licensing administration, and brand development and protection.
How can PVM assure success with a new variety?
PVM has developed an in-depth process to understand what consumers want and what they’re thinking, which is vital to the long term success of any new fruit variety.
Here’s how it works:
We start with consumers
PVM works through an in-depth process in order to understand what consumers want, and will want in the future.
We engage with consumers at the beginning and the end of our Value Chain to help shape the commercialization of bringing the best fruits forward.
Consumer Focus Groups
Consumer focus groups are an important step in developing a powerful brand for a new variety. With the help of skilled moderators, we can drill down into what consumers think about a new variety and how brands can create an emotional connection with them.
Consumer Polls
Consumer polls are also a great mechanism in getting feedback from a wider range of consumers. When you get feedback from a diverse population in a large-scale consumer poll, you have more powerful information that can be used to fine-tune brand development, logo and packaging designs, and other marketing materials.
Consumer Surveys
Consumer surveys are another tool we use at PVM to collect and analyze data directly provided by the consumer. We use this data to help us populate target audiences for marketing campaigns, retailer partnerships, promotions, and selling strategies. They are very helpful for discovering what future trends are going to be meaningful to our target audience so long-term marketing plans can be developed.
We protect intellectual property
PVM has been involved with all facets of global IP protection for decades.
Our primary resource for protecting Intellectual Property is our strong founding partnership with A.I.G.N. (The Associated International Group of Nurseries) and its proprietary tool, the Hertha Database, which allows PVM to maintain confidential varietal information and help growers share selective information with different partners.
A.I.G.N. is just one of the strong partnerships PVM has through Brandt’s Fruit Trees. Read more about our use of the Hertha Database, A.I.G.N. and the Northwest Nursery Improvement Institute (NNII) on the “PVM and Its Partnerships” page.
We develop the brand
Finding a brand that resonates with consumers is a critical initial step in developing a new variety.
When consumers can make an emotional connection to a brand, that is the first step in establishing brand loyalty, which leads to the success of a new variety.
Finding a brand that resonates with consumers is a critical initial step in developing a new variety. When consumers can make an emotional connection to a brand, that is the first step in establishing brand loyalty, which leads to the success of a new variety.
Designing distinctive logos and packaging designs is also important when differentiating between all the new varieties that consumers are presented with at the retailer.
At Proprietary Variety Management, we understand that no fruit is valuable if it does not sell. That is why we take great care to show our full investment into every variety we help develop and manage. Our expertise reduces risks for growers.
Without the growers at our side and vice versa, no fruit will reach its fullest potential. Our process, termed the Value Chain, illustrates how we take a consumer-centric approach to know what brands are best for the market before any grower plants a tree. That’s step one.
All the steps beyond support the grower through our intellectual property actions, including protection through plant patents, trademarks, and plant breeder’s rights. PVM is a partner through the entire process and helps with administering master licenses, sublicenses, royalty reporting, and collection, among other licensing activities.
