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 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  
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  
June 30, 2013

Fruit and Vegetable Packaging Needs to Loosen Up and Have a Little Fun

One point I make every now and then in the magazine columns I write is tell produce growers and marketers to, “loosen up and have a little fun.” Now, I don’t mean from a life philosophy point of view, but from a packaging and branding point of view. Let me explain.  Fresh Produce Is Facing the Most Diverse Buyer Demographics in History As fresh produce growers and marketers, today we are facing the most diverse buyer demographics in history. We have aging Baby Boomers shopping alongside plugged in Gen-Y’s, we have men shopping beside consumers with smart phones scanning QR