August 10, 2013

Great Mango Pack Steals My Heart

I love it when I come across a great fresh produce pack. It thrills me to my toes to see effective on-pack marketing in action. I was recently in Singapore doing some retail strategy work for a client and I stumbled across this fantastic Pakistan mango pack. What makes it so good? Lots of things. First, it educates shoppers on mango ripeness. I believe as produce growers and marketers we have a duty to educate shoppers so they can be successful with our products. This pack, through using the simple colour guide for ripeness, educates shoppers exceptionally well. Second it  
August 6, 2013

What Does A Man, A Chook and a Sticker Have To Do With Fresh Produce Branding?

That is a great question. I know I go on and on ad nauseam about niche marketing – about picking a target audience and then talking specifically to them. If you are an avid reader of this Packaging Matters blog, you will know I think one size fits all marketing is old school…passé’, yet it is the norm in fresh produce. One could potentially argue it was the norm in poultry as well…until…the chicken marketers in NZ set out to reinvent chicken…for men. Take a look at this photo. It is simply a fresh whole chicken (chook down under) but  
August 4, 2013

Russian Dolls and a Single Minded Purpose

  Often in marketing, you will hear people talk about the need to have a ‘single minded purpose.’ Basically, the meaning is know who your audience is…and know what you want to say to them. These days, with consumers expecting more and more customisation, the more you can tailor your product and your message to a niche market, the more value you can get. At least, that’s the theory anyway. The More You Niche, The More You Drive Value Growth I wrote about this a few blogs back when I covered the difference in health messages between Vital Vegetables and  
August 2, 2013

Confusion or Clarity – A Sticker Can Make All The Difference

I’ve just returned from a retail conference/trade show. These events are always fruitful in terms of seeing new products and learning about new fresh initiatives. One of the new products that caught my eye was a beautiful new melon. On the outside, it looks more like a vegetable. It has a rough-ish, marrow like outer skin with the deeper, darker colouring of a vegetable. Yet inside, it is not a vegetable at all. It has sweet, delicate, honeydew like flesh. It is light and beautiful to eat. From a marketing point of view, it’s one of those products you want