I had a very interesting conversation with a produce buyer recently. We were talking about product confidence. The buyer stated that of all the hundreds of produce items he purchased throughout the year, there was only a handful of products he purchased he felt 100% confident in putting his stores’ name to. “Only a few?” I asked. “Only a few,” he replied. “Day to day, week to week, month to month and year to year, there are only a few products I buy I feel I could stand behind and guarantee 100%, all of the time.” He went on to
Have you ever thought about what separates fresh produce marketing from the marketing of other grocery items? Aside from the obvious differences like perishability, varietal variation and seasonality, there is a real gap that exists in how we manifest the marketing, branding and packaging of produce compared to how the grocery industry markets, brands and packages their FMCG (fast moving consumer goods) items. Take Away Compelling Packaging…And What Is Left? Imagine walking into a supermarket and noticing that none of the grocery products had any marketing messages on their packaging. For example, imagine… In the cereal aisle, rather than saying Cocoa Puffs with
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.
I love meeting people on airplanes. The conversation is always diverse and interesting. On a flight to Melbourne recently, I sat next to a very engaging business woman and we had a great conversation about produce packaging. Even though I consider my packaging thinking cutting edge, I am always open to someone else’s thoughts and opinions. Melissa and I got to talking about cereal marketing (my favourite subject!) and how cereal companies optimise every square millimetre of their packaging with targeted, “buy me” messages that appeal to segmented groups of consumers. We compared this to the fresh produce category, where