Most fresh fruits and vegetables are unbranded. However, buyers are assisted with brands when purchasing most other grocery products. Brands have the potential to be of value to buyers and to the organisations that own them. However, research has shown that brands are only valuable to buyers when the attribute being sought fluctuates and is hidden from them at the time of purchase. Such as tastes with respect to apples. On this basis, for example, brands are relevant for apples, oranges, rockmelons and grapes, but not for potatoes, onions or mushrooms. However, it may not even be possible to develop successful brands with products for which they are relevant. This is due to the difficulty of reducing fluctuations in the attributes sought and hence being able to present a consistent product to the buyer as well as the difficulty of the organisation investing in the brand receiving some benefit. Thus, many fresh fruit and vegetable products are likely to remain unbranded.