A California grocer recalled several cartons of Del Monte Cantaloupe because it may be contaminated with salmonella. I read  the story and realized I don’t spend much time thinking about Cantaloupe. In fact, I could not have been counted on to tell you Del Monte produced cantaloupe.

Imagine being a brand that fades into the background of consumers’ minds until it is placed front and center by negative news.  I do associate Del Monte with certain fruit but now I will remember they also grow cantaloupe. In the short term, I will also remember the association with salmonella.

When it comes to food, I care about organic, environmentally safe and locally grown. There are brands I associate with my food values but all the others just become fruit in the bins.

Do your consumers care about your brand or are you just one of many choices? Are they turning over the fruit looking for your label or just choosing whatever is convenient? Would it take a problem or bad news for your brand to be visible or do they know and love you now?

I don’t know about you but I don’t want to be the Del Monte of cantaloupe.