March 15, 2011

Using ‘Provenance’ to Create a Point of Difference

One of most cost-effective ways to monitor food trends is to observe what packaged food companies are doing. These companies are usually big, have budgets equal to the GNP of a small African nation and they invest in research. Chances are if a packaged food company is featuring a message theme on their packaging – this is a trend you should be paying attention to. This week, I am loving Wattie’s (New Zealand) “Pick of the Crop” labelling on their canned fruits and vegetables. There are three things we can learn from their packaging. 1. Notice the frequency and prominence