Fresh Produce Packaging That Sells
Stop Treating Your Produce Packaging as Just 'Product Protection'
Too often, fresh produce packaging is treated as nothing more than a container. But in reality, it’s your most persuasive sales tool. It’s the only marketing asset guaranteed to reach consumers at the point of decision — and its power to influence purchase is significant.
When you start treating packaging as a strategic asset, it stops being a cost center and becomes a driver of sales, brand loyalty, and margin.
I am Lisa Cork. I Don’t Just Market Fresh Produce. I Help Companies Rethink Packaging as Strategy.
For over 25 years, I’ve worked across the fresh produce industry helping growers, marketers, and category leaders tell their story in ways that resonate with customers and shoppers. Along the way, I’ve learned something powerful:
Packaging is the most underutilized sales tool in fresh produce.
It’s the only brand touchpoint guaranteed to land in a shopper’s hands. Yet too often, it’s treated as just logistics—a box, a bag, a label—rather than as a persuasive sales tool.
My superpower is helping companies see packaging differently. I connect the dots between brand story, consumer psychology, and packaging execution so your brand doesn’t just look good on the shelf—it sells.
My Approach
I don’t see myself as a designer. I’m a strategist. The design is the output of the strategic thinking I do with you. My role is to uncover the insight, the positioning, the “aha” that transforms how your brand is perceived and purchased.
I call this my Persuasive Packaging Pathway™:
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Positioning: Uncover your unique brand story and point of difference.
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Persuasion: Turn packaging into a silent, persuasive salesperson
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Premiumization: Elevate your brand to better margins, loyalty and category leadership.
When we work together, I bring both the high-level strategy and the practical understanding of what works in produce. The result: packaging that drives sales, branding that differentiates, and teams that start thinking about packaging in an entirely new way.
Why Clients Trust Me
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Experience: 30+ years across multiple fresh produce categories, working with global and regional brands.
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Impact: From kumara to citrus to leafy greens, I’ve helped reposition categories, grow margins, and strengthen customer loyalty.
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Clarity: Clients trust me to cut through complexity and deliver a clear, actionable strategy.
I’m passionate about fresh produce because it’s more than a product—it’s a story of growers, communities, and nourishment. Helping those stories reach shoppers in more compelling ways is what excites me every day.
When I’m not advising clients, you’ll often find me traveling, exploring food cultures, or sharing insights through writing and speaking.
Working Together -
Strategy-First Services That Transform Packaging Into Profit
Fresh produce businesses don’t always need a re-brand to improve. They need strategic clarity—a way to connect packaging, branding, and shopper behavior so their products stand out and sell. That’s where I come in. My services are designed to help you think differently about packaging—so every design choice is backed by insight, positioning, and a clear sales strategy.
Packaging &
Brand Strategy
Advisory
Packaging is not just for decoration or protection. It’s persuasion.
I work with leadership teams to reposition packaging as a sales tool. Whether you’re launching a new product, refreshing a category, or protecting a premium brand, I bring the frameworks and clarity that ensure your packaging strategy drives results.
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Boardroom-level strategic advisory
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Packaging audits and opportunity mapping
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Long-term brand + packaging roadmaps
For companies ready to elevate packaging from cost to competitive advantage.
Driving Brand
Differentiation
In a crowded produce aisle, sameness kills.
I help companies uncover their unique story and translate it into packaging that persuades. Using my Persuasive Packaging Pathway™, I guide you through Positioning, Persuasion, and Premiumization—so you don’t just look different, you sell different.
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Clear brand positioning that resonates with shoppers
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Packaging that persuades at shelf and online
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Premiumization strategies that deliver stronger margins and category leadership
For brands who refuse to be seen as commodities.
Executive
Workshops &
Conference Keynotes
Packaging should be on every strategic agenda.
I deliver tailored sessions for leadership teams and industry events that shift the way people think about packaging. My talks and workshops are practical, thought-provoking, and rooted in 25+ years of fresh produce expertise.
Topics include:
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Packaging as your most persuasive sales tool
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How to unlock brand differentiation in fresh produce
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The future of packaging strategy: trends that will shape the next decade
For boards, marketing teams, and industry groups ready for a fresh perspective.
My Work - Persuasive Brands That Sell
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Fresh Thinking: Insights on
Packaging and Branding Strategy
Trusted by Produce Companies Globally
Produce Client Testimonials
Locky Wilson, CEO
Delta Produce
Where we as growers just saw a brand refresh, Lisa and her team saw whole new opportunities to reposition kumara as a more consumer friendly vegetable. As a result of her vision, we have completely changed the way we market and pack our kumara and our growers are making more money as a result.
Joe Kosareff, CEO,
JK Farming
April Flowers,
Lone Star Citrus
Working with Lisa, even across the miles, was easy. She was strategic, clever and innovative and took charge of the whole process, enabling me to get on with growing. My bottom line has benefitted from her expertise already.
We were able to mamixmise marketing opportunities through existing avenues we had not previously seen as valuable or available. I would highly recommend Lisa to any produce business - she is the best at what she does.
Zoe Dichiera.
Co-Owner,
Borderland Farms
Lisa is highly creative and not afraid to revolutionise a category. She understands the needs and expectations of growers, consumers and distributors and the dynamics that connect them. Lisa is insightful and visionary, but most important she truly cares about delivering beyond the expectations of her clients.
It's Time to Think Bigger About Packaging
If you’re ready to stop treating packaging as a cost of doing business—and start leveraging it as your most persuasive sales tool—let’s talk.
Head Office: Auckland, New Zealand
