Why does fruit need to be branded for the consumer. Branding should be aimed at the retailer only - because they decide what to buy. The only 'branding' needed then is on the boxes they are packed in.

Branding individual pieces of fruit just unnecessarily adds to costs. And with plastic stickers, adds a small piece of environment damage and buggars up my compost.

Leave the branding and the purchase decision to the retailer. Then the consumer decides where to buy based on the quality/price/sustainability matrix that matches what they want.

If the un-thinkers only want to buy the large and curved so called perfect bananas that ColesWorth have decided we all want, that's their choice. In our family we seek out the bent, fat, slightly bruised and often small bananas - dramatically reducing what the poor growers have to turn back into compost. And whenever available, we choose the smaller and tastier versions of all fruit. And of course farmers markets - which are usually and increasingly 'authentic', but not always, just like 'organic'.