Consumer Insights

We start with consumers. PVM works through an in-depth process in order to understand what consumers want now and what they will likely want in the future.

Polls get feedback from a wide range of consumers, which provides powerful information that can be used to fine-tune brand development, logo and packaging designs, and other marketing materials. Focus groups drill down into what consumers think about a new variety and how brands can create an emotional connection with them. Surveys inform strategies for marketing campaigns, retailer partnerships, promotions, and selling strategies. And they help us discover future trends that will be meaningful to our target audience so that long-term marketing plans can be developed.

We engage with consumers at the beginning and the end of our Value Chain to ensure that it generates the most value for everyone involved.

Breeding and Testing

We closely work with breeding programs to create and test new fruit varieties, ensuring that the development process is both efficient and effective. Breeding programs typically begin by selecting parent plants with desirable traits, such as improved flavor, disease resistance, or better yield potential. We help manage this process by overseeing the evaluation of new varieties, using a combination of field trials, lab testing, and sensory analysis.

Through our global network of partners like AIGN® (Associated International Group of Nurseries), we’re able to assess the performance of new varieties across various growing environments worldwide. This rigorous testing phase ensures that only the most promising varieties make it to market.

Nurseries

We collaborate with nurseries early in the process, sharing proprietary research and licensing data so that nurseries can propagate and grow the exact volume of certified plants a grower will need. This coordination is governed by strict intellectual‑property and licensing agreements that ensure both compliance and accurate tracking.

Our Idyia™ software platform allows nurseries to easily generate grower contracts that are tied to GPS coordinates. As a result, growers can confidently order and receive the precise number of healthy, licensed trees they need. And product sales can be tracked back to the exact planting location.

Growers

We support growers of new fruit varieties by streamlining the licensing process and providing resources and training to produce the highest quality fruit possible. Our software platform Idyia™ allows growers to easily manage and track licenses.

We also provide a range of resources and hands-on training, from orchard management best practices to postharvest handling techniques, designed to help growers produce high-quality fruit that meets brand standards. This support system ensures that growers not only meet legal obligations but also succeed in delivering premium fruit to market.

Packers

We work closely with fruit packers to help them meet brand quality standards and get the most value from every box of fruit. We provide clear guidelines and training to ensure that packed fruit meets the appearance, taste, and quality standards required by each variety’s brand.

In addition to sharing research about storage and handling best practices, our Quality Team visits packing facilities to inspect conditions on-site and offers suggestions on how to improve. We also provide support in designing packaging that is attractive and follows the brand’s requirements.

This helps packers maintain the highest levels freshness and quality, which allows the brand to receive higher prices at market.

Sales Desks, Wholesalers, and Retailers

We provide sales desks and wholesalers with aggregated data and insights to help them make informed decisions about how to best present each fruit variety in the marketplace. By analyzing trends across regions and retail channels, we offer guidance on the most effective size, grade, and type of packaging for different markets. This data-driven approach helps marketers tailor their strategies to consumer preferences, reduce guesswork, and improve sales performance. We also provide online tools to automate the licensing of exporters and importers.

For retailers, we provide in-store training, marketing materials, and product information so their teams understand each variety’s unique qualities and can confidently promote it to customers.

Branding and Packaging

We build every fruit brand from the ground up to resonate with consumers and support high-volume sales. We design distinctive logos, packaging, and visual identities that help each variety stand out in a crowded retail environment. With so many new options on the shelf, clear and memorable branding is key to capturing attention and driving trial.

Our goal is to create an emotional connection between the consumer and the brand—because that first spark of recognition is the foundation of brand loyalty. When consumers feel connected to a variety, they come back for it, helping ensure the long-term success of the brand and everyone who grows, packs, and sells it.

IP Management

We manage the full scope of intellectual property (IP) protection for new fruit varieties to ensure their long-term value and integrity. This includes securing and maintaining plant patents, Plant Breeders’ Rights (PBR) or Plant Variety Rights (PVR), and registering trademarks for variety names and brand identities. We utilize the Hertha™ Database and other software tools to manage the complexities of plant IP. By handling the legal and administrative aspects of IP across multiple countries, we help protect the interests of everyone in the Value Chain.

Our careful management ensures that only authorized partners can produce, export, import, and sell each variety. This maintains high quality standards, supporting brand consistency, and preserving the competitive advantage of proprietary fruit in the marketplace.

Consumers

We believe that consumers are both the beginning and the end of the value chain. Their preferences shape the direction of every decision we make—from variety selection to branding, packaging, and marketing.

With the consumer at the center, we’ve developed a “pull” model that focuses on creating strong demand from the retail shelf back to the orchard. Instead of simply pushing fruit into the market, we build awareness, trust, and excitement around each new variety, encouraging consumers to seek it out by name.

This consumer-driven approach is what fuels lasting success for the variety and delivers the most value to everyone along the supply chain.