July 16, 2013

Using Trends to Influence Your On-Pack Message

I am currently working on a speech I am going to deliver at the PMA’s fresh produce packaging conference in South Africa. While my core subject is getting growers, packers and marketers to think about their packaging differently, I always try to bring new ideas and insights to every speech I deliver. One place where I find new packaging ideas and case studies for my speaking is I study food and health trends that are topical in any given year. Simply Google “food trends” and you will get a million plus hits taking you to a range of sites telling  
July 15, 2013

In Produce Packaging, Does Size Matter?

This column, we are going to take a look at one of my favourite packaging communication tools – the sticker. This little beauty has to be one of the most underutilised tools in a produce marketer’s arsenal. I love stickers because a good one, in a market crowded with bad ones, can get you cut through and drive incremental sales. How many of you currently use PLU stickers? For those of you that ship your produce internationally, I realise the world of stickers has changed significantly in the past few years. The new bar code style of sticker definitely limits  
July 11, 2013

The Role of Packaging In Compounding Your Sales

I find many growers and marketers feel like passive bystanders when it comes to increasing their produce sales. Once the product is grown, packed and shipped into a retail channel, it becomes hard to influence the sales outcome. I realise growers contribute to marketing and retailers put products on promotion, but long term sales increases seem illusive. This is where packaging has a significant role to play, especially when combined with a compounding sales strategy. Compounding Sales Is Easier Than You Think I once attended a marketing seminar and was taught the compounding sales formula. To increase your sales, you  
July 9, 2013

Re-Stating the Obvious On Your Fresh Produce Packaging Costs You Dollars

Packaging communication optimisation. It’s a mouthful, but it’s where fresh produce packaging is trending in today’s competitive retail environment. So what is it and what does it mean? Packaging communication optimisation is about putting a message on your produce packaging that reflects what shoppers want to buy. Re-Stating The Obvious Costs You Dollars In produce, it is common for value-added sweet corn to be sold in packs like the one shown in the photo. The grower likes this pack because ‘value’ has been added and the pack should earn a higher return. The retailer likes this pack because it’s a