July 15, 2013

In Produce Packaging, Does Size Matter?

This column, we are going to take a look at one of my favourite packaging communication tools – the sticker. This little beauty has to be one of the most underutilised tools in a produce marketer’s arsenal. I love stickers because a good one, in a market crowded with bad ones, can get you cut through and drive incremental sales. How many of you currently use PLU stickers? For those of you that ship your produce internationally, I realise the world of stickers has changed significantly in the past few years. The new bar code style of sticker definitely limits  
July 11, 2013

The Role of Packaging In Compounding Your Sales

I find many growers and marketers feel like passive bystanders when it comes to increasing their produce sales. Once the product is grown, packed and shipped into a retail channel, it becomes hard to influence the sales outcome. I realise growers contribute to marketing and retailers put products on promotion, but long term sales increases seem illusive. This is where packaging has a significant role to play, especially when combined with a compounding sales strategy. Compounding Sales Is Easier Than You Think I once attended a marketing seminar and was taught the compounding sales formula. To increase your sales, you  
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