I am currently in South Africa and spent much of the day yesterday visiting different retail stores. With fresh produce branding, packaging and on-pack communication being a passion of mine, I always love to get out to stores and have a look. In South Africa, a high percentage of fresh produce is retail branded. Since I was touring with other passionate produce people, this led to some interesting discussion about the pros/cons of retail branded produce. Never one to be shy in my opinion, in my mind, there are five reasons why I don’t like 100% retail branded produce departments.
I’ve spent the last week in Asia. As my goal there was to come up with some new category strategy concepts for a client, I was in full ‘observation’ mode. By that I mean, I was looking and watching and analysing and absorbing everything I could to get insights into cultures that are very different from my own. Magazine Ads Provide Insights You Can Use In Your Packaging Along with store visits and observing packaging and what’s on the shelf, I also get a feel for the culture and what’s important to consumers by looking through magazines. One of the
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
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