Peter Durose on Branding, Value & Growth in Fresh Produce
In the latest episode of TheMorePeople Podcast, our Managing Director Richard Hanwell is joined by Peter Durose, Managing Director of Twenty Degrees, formerly known as Coregeo, for a compelling conversation about branded produce, industry challenges, and the future of fresh food supply.
Peter brings to the table a wealth of experience in building and managing some of the most recognisable brands in the fresh produce sector, including Pink Lady apples and Tenderstem® broccoli. Here’s a look at some of the key insights from this episode.
Branded vs Own Label: The Value Conversation
Peter begins by breaking down a core industry distinction: own-label versus branded produce. Own-label products, often competing on price, have become “a race to the bottom,” while brands work to generate value across the entire supply chain, from grower to retailer.
“The retailer needs to see a real value return,” Peter explains, highlighting how brands like Pink Lady strive to ensure good margins for every stakeholder, making the process not just viable, but genuinely beneficial for all involved.
Building Category Value Through Relationships
Twenty Degrees occupies a unique space in the supply chain. They don’t grow or directly sell produce, they build brand value and retail strategy. That means collaborating closely with retailers to grow categories and entice consumers, rather than negotiating purely on price.
This relational approach also extends to their licensees and a select group of growers, creating a competitive but manageable ecosystem. “It’s enough to create competition, but also enough to make sense prevail,” Peter notes, emphasising the importance of sustainability in supply chains.
International Expansion and Strategic Diversification
As Peter discusses, growth isn’t confined to the UK and Europe. Twenty Degrees is seeing significant expansion in the Gulf states, with Pink Lady sales up 15–20% in recent years. These emerging markets act as “positive pressure valves” when domestic markets experience oversupply, an essential strategy in balancing global production and sales.
The cultural nuances and flexible retail environments in these regions also offer exciting opportunities for merchandising and brand storytelling, particularly in large-format stores.
Attracting Talent with Brand Power
One unexpected perk of managing strong brands? Recruitment.
“People light up when you mention Pink Lady in an interview,” says Peter. Brand recognition makes it easier to attract skilled professionals across marketing, legal, digital, and commercial roles. While fresh produce has often lacked public visibility, strong consumer-facing brands create identity and pride within the sector, and that’s helping draw new talent in.
Introducing Twenty Degrees: A Fresh Identity for a Global Vision
The recent rebrand from Coregeo to Twenty Degrees marks a significant shift. The name, inspired by the optimal temperature for seed propagation, symbolises growth, potential, and global relevance.
Twenty Degrees unifies commercial, legal, brand, and quality operations across regions under a single banner, with the UK and European divisions leading as the model for expansion. “By 2028, we expect to double in size,” Peter shares, driven by the launch of four to five new brands across continents.
AI, Agriculture & the Future
Peter recognises that AI has vast potential, from digital grading systems to marketing applications, but it’s no silver bullet. “AI is only as good as the direction it’s given,” he cautions. When used correctly, though, it can unlock efficiencies across both farming and business operations.
Challenges & Opportunities in UK Produce
Looking ahead, Peter reflects on the biggest challenges and opportunities facing the UK fresh produce industry. Top of the list: climate change and long-term viability.
As temperatures shift, regions like the UK are now growing Pink Lady apples, something unthinkable 20 years ago. But climate also introduces volatility, reinforcing the need for branding, innovation, and fair returns to keep farmers and the land profitable.
“If a farmer’s land is more valuable with solar panels than crops, that tells us something is wrong,” Peter warns. The solution? Make fresh produce a valued part of the economy through consumer education, branding, and long-term vision.
Final Thoughts
This conversation with Peter Durose highlights just how much potential lies in branded fresh produce. It’s not just about marketing, it’s about adding value throughout the entire chain, from growers to retailers, and ultimately to the consumer. With thoughtful rebranding, smart global expansion, and a commitment to both sustainability and innovation, Twenty Degrees is setting a high standard in the industry. The key takeaway? The future of fresh produce is rooted in collaboration, innovation, and clear value creation at every stage.
