March 25, 2018

Location, Location: This Mantra Applies to Packaging Too

In the real estate game, the key to success is location, location, location. In designing packaging, a similar rule applies. The location of where and how your product will be merchandised is also important. In our work with Lone Star Growers Texas on their Winter Sweetz brand (see my Work tab for the case study), retail visits in their key markets revealed that 50% of the time, their grapefruit brands were merchandised in ‘portrait’ and 50% of the time, they were merchandised in ‘landscape’. Since most bags were graphically designed for portrait, one way for my client to stand out  
May 6, 2014

How Homemade Truffles Link To Fresh Produce Value Growth

A girlfriend of mine recently started a business making homemade truffles. These little chocolate treats are amazing – creamy, flavourful and very hard to stop at one. She decided to sell them at a local farmers market and we recently spent time discussing her pricing strategy. She currently sells her truffles for $1 each. So I asked her, how much does the competition sell truffles for? She advised they sell for $2 to $2.50 each. So I probed further about how she set her price and she advised she worked from the cost of production up to arrive at 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  
June 27, 2013

What’s The Cost of a Bad Apple

A few years ago, I spoke at a national retail grocery conference. My presentation was titled, Revolutionising The Produce Shopping Experience – What Does a Bad Apple Cost Your Business?  It raised questions about how we measure and evaluate a produce department’s success. Given the fantastic audience feedback, I realised this topic hit a nerve. Do KPI’s Effectively Measure a Produce Department’s Success? Most produce department’s measure their success using key numeric criteria: percent of store share, gross profit, percent wage cost, percent waste, etc. It is uncommon to find anything other than numbers as success measurement tools. What if