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  
July 8, 2013

Produce Positioning and the Impact on Packaging

Let’s talk about positioning produce. I don’t mean the physical interpretation of positioning, as in where to put it, but the marketing interpretation of positioning, as in what does a product own in the mind-set of the shopper. You see, I believe most fresh produce items have a unique ‘position’ in retail. Let me tell you what got me on to this thought process. I was in Australia a while back meeting with some avocado growers and we were doing store visits. Shepherd avocados were just in season. We visited two retail stores (within the same banner) and these stores  
July 5, 2013

It’s What’s On The Inside That Counts

I had a very interesting conversation with a produce buyer recently. We were talking about product confidence. The buyer stated that of all the hundreds of produce items he purchased throughout the year, there was only a handful of products he purchased he felt 100% confident in putting his stores’ name to. “Only a few?” I asked. “Only a few,” he replied. “Day to day, week to week, month to month and year to year, there are only a few products I buy I feel I could stand behind and guarantee 100%, all of the time.” He went on to  
July 2, 2013

The Art of Marketing Food

Have you ever thought about what separates fresh produce marketing from the marketing of other grocery items? Aside from the obvious differences like perishability, varietal variation and seasonality, there is a real gap that exists in how we manifest the marketing, branding and packaging of produce compared to how the grocery industry markets, brands and packages their FMCG (fast moving consumer goods) items. Take Away Compelling Packaging…And What Is Left? Imagine walking into a supermarket and noticing that none of the grocery products had any marketing messages on their packaging. For example, imagine… In the cereal aisle, rather than saying Cocoa Puffs with