In Packaging, The Devil Is In The Details



I read an interesting stream from my Fresh Produce Google Group recently about ASDA adopting an innovative traffic light colour coding system for their avocados. You can read the original article here: http://ljxxx.ajhvbsejbo.cjdp.cjvl.nl4.gsr.awhoer.net/lifeandstyle/2012/jul/16/supermarket-colour-coding-buying-avocados.

The article describes how a green box will be used for lovely, brown ripe Hass avocados that are ready to eat, an orange box will be used for avocados a few days away from being ripe and a pink box will be used for not ripe avocados. I applaud this initiative to colour code because let’s face it, avocado ripeness is a mystery to most shoppers.

However, the devil is in the details. Maybe it’s just me, but isn’t it counter-intuitive to put a ripe avocado in a green box, because green is the colour of an unripe avocado? Does it run the risk of confusing the shopper? Does green = green or does green = ripe?

Food for thought…