July 21, 2013

Sometimes Branding Is Simple

It’s is interesting to read about branding. There are lots of people who make it sound like branding is an expensive and complicated process. There is no doubt, if you are a big corporate with lots of brands in lots of countries, I am sure it is complicated and expensive. Fresh Produce Branding Does Not Have To Be Complicated But for the average produce company, I don’t think branding has to be that complicated at all. Take a look at this gum pack I just bought. I love it – vitamin gum. Any uncertainty at all what’s in the pack?  
July 19, 2013

Can Packaging Solve The Squeeze?

I was approached by a group of growers the other day about a branding project. They were torn. They had a product that was selling okay in a few stores and not so well in others. They wanted to explore a packaging solution, but at the same time, they weren’t convinced it would make a difference to their sales. They were also considering using traditional media, radio advertising, but also felt uncertain it would make a difference to their sales. Then they talked about ‘the squeeze.’ Feeling ‘The Squeeze’ On the production side, they were constantly faced with increased input  
July 16, 2013

Using Trends to Influence Your On-Pack Message

I am currently working on a speech I am going to deliver at the PMA’s fresh produce packaging conference in South Africa. While my core subject is getting growers, packers and marketers to think about their packaging differently, I always try to bring new ideas and insights to every speech I deliver. One place where I find new packaging ideas and case studies for my speaking is I study food and health trends that are topical in any given year. Simply Google “food trends” and you will get a million plus hits taking you to a range of sites telling  
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