I was recently working with my son on a science project. I have realised over the past year, his natural tendency (and I think this is true for most 11 year old boys), is that ‘average’ is good enough. Unfortunately, it is not good enough in my household! The challenge however, was not to assert my opinion, but to get him to see the implications of ‘average’, decide if he was happy doing average work and then try and guide him towards excellence. I am not one of those mums that do the science project for their child – but
I read a great article the other day on packaging. It described it as the final 10 seconds of the sale. All the work done to get the customer in store and looking for your product goes to waste if your packaging turns them off…or fails to capture their attention. I love the analogy of packaging being the final 10 seconds. This directly relates to a conversation I had with a grower the other day. Once again, they were advertising their product in mainstream media (read EXPENSIVE) but their packaging was a complete turn-off from a shopper point of view.
It’s is interesting to read about branding. There are lots of people who make it sound like branding is an expensive and complicated process. There is no doubt, if you are a big corporate with lots of brands in lots of countries, I am sure it is complicated and expensive. Fresh Produce Branding Does Not Have To Be Complicated But for the average produce company, I don’t think branding has to be that complicated at all. Take a look at this gum pack I just bought. I love it – vitamin gum. Any uncertainty at all what’s in the pack?
I was approached by a group of growers the other day about a branding project. They were torn. They had a product that was selling okay in a few stores and not so well in others. They wanted to explore a packaging solution, but at the same time, they weren’t convinced it would make a difference to their sales. They were also considering using traditional media, radio advertising, but also felt uncertain it would make a difference to their sales. Then they talked about ‘the squeeze.’ Feeling ‘The Squeeze’ On the production side, they were constantly faced with increased input