Open Access

Xinzhi Yao

• The promotion of Fruits and Vegetables (F&V) is challenging, especially in the past centuries. The difficulties in branding or advertising arise from traits of the produce, making it less presentable than manufactured products. Modern farming technologies ensure better produce appearance, therefore, need to re-examine the possibilities of its promotion. The technology changed, so had the dietary trend. In contrary to modernised farming, F&V advertising that appeared to be a carry-on from the 40s had seemingly dissociated itself from consumers. This paper collected results from empirical studies. Most of the works, however, conducted experiments with manufactured products, might not apply to fresh produce. Discussions on the relevance of the sources are, therefore, necessary. This research identifies a lack of branding of fresh produce, which could be a direct causal for inactive promotion. Further examinations suggest deeper market segmentation, which helps the marketer to create a better advertisement. The research also notices many researchers regard promoting nutritional value as equivalent to effective advertising, which leads to higher consumption. Promoting nutritional value, however, appears to be merely attractive to the certain consumer. In many cases, other mechanisms, for instance, originality, health, fun and other emotional tags, could attract more attentions.