I often find growers are a bit ho-hum about their packaging. In particular, they seem very ho-hum about their PLU type stickers. Often their thinking is…how can a sticker make a difference? To see a sticker as a marketing tool, you’ve got to change your thinking. Any message that goes on your fresh produce is a sales and marketing tool. It costs you money, so therefore it needs to work hard to help drive your sales. I am always on the hunt for great stickers, so I wanted to share this avocado sticker. Using A Sticker To Educate In much
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
I read an interesting stream from my Fresh Produce Google Group recently about ASDA adopting an innovative traffic light colour coding system for their avocados. You can read the original article here: http://ljxxx.ajhvbsejbo.cjdp.cjvl.nl4.gsr.awhoer.net/lifeandstyle/2012/jul/16/supermarket-colour-coding-buying-avocados. The article describes how a green box will be used for lovely, brown ripe Hass avocados that are ready to eat, an orange box will be used for avocados a few days away from being ripe and a pink box will be used for not ripe avocados. I applaud this initiative to colour code because let’s face it, avocado ripeness is a mystery to most shoppers. However,
I’m passionate about packaging. Whether sticker, bag, punnet or pack, I believe any produce package can be optimised to better reach out to the consumer and help drive sales. But I want to focus on PLU stickers for a moment. PLU stickers have limited space. I get that. However, the number of stickers I see that waste the opportunity to have some kind of consumer message on them staggers me. Take the mandarin stickers in this photo. While they tell me the variety, this knowledge does not help if I don’t know what the key characteristics of a variety are.