REO, formerly REO Veiling, is a cooperative that trades more than 70 different types of fruits and vegetables across Europe, Canada, America, and Asia.

To strengthen its market position and prepare for the future, REO needed a clear and cohesive brand strategy that unites growers, buyers, and employees under one strong brand story.

Remarkable guided REO in defining and implementing a renewed brand strategy. This resulted in an updated brand model with REO as the strong parent brand, while sub-brands and quality labels were assigned clear roles. This ensures a coherent positioning, recognisability, and greater market impact.

Remarkable supported REO in structuring the brand architecture and refining the brand strategy. Through benchmarking and expert interviews with stakeholders, we identified opportunities to align the brand structure more closely with evolving market demands. There was room to strengthen and streamline the recognisability of sub-brands and quality labels.

We recommended a clear brand hierarchy with REO as the strong endorser, within which new segments focus respectively on exclusive top quality, uniquely grown products, and innovative REO products. Products outside the premium segment were also given their own positioning.

Thanks to the renewed brand strategy, REO has been positioned as a strong and recognisable player in the sector. The clear brand architecture and uniform branding support a powerful market position and a well-defined segmentation of the product range. This has resulted in more efficient communication, increased brand equity, and a sustainable foundation for future growth.

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