Hot off the press, the following column has just appeared in Produce Plus Magazine’s Winter 2013 issue. The task was to write a column on effective branding in under 500 words. Must admit – I think I achieved it quite nicely. Branding is a passion of mine – particularly produce brands that talk to the consumer. For most of fresh produce, this area is untapped. Tiz why I am on a one-woman mission to reach out to growers and help them with their branding and packaging communication strategy. Most every produce company pays hugely for packaging – but often then
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,
I’m passionate about packaging. Whether sticker, bag, punnet or pack, I believe any produce package can be optimised to better reach out to the consumer and help drive sales. But I want to focus on PLU stickers for a moment. PLU stickers have limited space. I get that. However, the number of stickers I see that waste the opportunity to have some kind of consumer message on them staggers me. Take the mandarin stickers in this photo. While they tell me the variety, this knowledge does not help if I don’t know what the key characteristics of a variety are.
I recently spoke at the PMA Australia-New Zealand Conference in Brisbane. If you have never been to a PMA event, you are missing out. Combine great networking with new ideas and you get enough ‘oomph’ to keep you going all year! But I digress… I get a huge thrill speaking at events like the PMA. I know most people don’t like to speak publicly, but I love it. The chance to throw out new ideas and test cutting edge subjects for market feedback is beyond compare. However, I do hate making mistakes when I speak. I want to fess up