How I Help Produce Companies Sell More
Too often, fresh produce companies treat packaging as protection, brands as decoration, and strategy
as optional.
I help boards, executives, and leadership teams rethink their packaging, branding, and strategy — seeing it not as a cost, but as their competitive advantage.
Every project I take on is grounded in frameworks like the Persuasive Packaging Pathway™ and supported by proprietary tools such as the Consumer Cue Framework™ and the Functional vs Emotional Matrix™.
Here are some of the questions I’m most often asked — practical starting points that frame how I can help you get better results.
1. “We’re planning a rebrand — where should we start?”
Problem: Too many rebrands are cosmetic. Logos update, colors change — but positioning, differentiation, and consumer relevance are ignored. The result? Expensive tweaks that achieve little.
My Strategic Approach: I guide leadership teams through rebrands using my Persuasive Packaging Pathway™. Together, we uncover your brand story, clarify positioning, and define functional and emotional benefits that resonate with consumers. Then we design packaging and messaging that persuade — so your rebrand becomes a strategic growth driver, not a design exercise.
Outcome: A rebrand that justifies its investment, commands differentiation, and positions your company for long-term relevance and premium margins.
2. “What should my packaging say if it was designed to sell?”
Problem: Most produce packaging states the obvious — “Blueberries,” “Raspberries,” “Premium Quality.” It protects the product but fails to persuade shoppers.
My Strategic Approach: I work with leadership teams to evaluate packaging through the lens of persuasion. Using tools like the Consumer Cue Framework™ and the Functional vs Emotional Matrix™, I reveal what’s missing: shopper cues, benefit claims, and on-pack storytelling. Then I deliver a roadmap for packaging that works as a silent salesperson in the produce aisle.
Outcome: Packaging that communicates value in three seconds, persuades shoppers at the point of decision, and drives measurable sales growth.
3. “How do I know who’s buying my fruit - and what they care about?”
Problem: Most companies don’t know which demographics are buying — or not buying — their fruit, nor what these consumers value. They assume quality and freshness are enough. They’re not.
My Strategic Approach: Drawing on consumer research, retail data, and Gen Z insights from my teaching at Cal Poly, I help companies understand their core buyers and their unmet needs. Then I translate those insights into brand positioning and packaging communication that target the right audience with the right message.
Outcome: Clarity on your most important consumers, packaging and brand strategy aligned with their needs, and confidence that your marketing is aimed where it will make the biggest impact.
4. “How can I get my board or team to see packaging differently?”
Problem: In too many companies, packaging is left to marketing or operations. Leaders see it as a cost, not a strategic tool. Opportunities for brand differentiation, premiumization, and growth are lost.
My Strategic Approach: I design and deliver boardroom workshops and executive sessions that reframe branding and packaging as strategy. Using global case studies and my proprietary frameworks, I show leadership teams the margin, category, and growth opportunities they’re missing.
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Outcome: Alignment at the highest level of your organization, practical frameworks to guide smarter decisions, and leadership equipped to prioritize packaging and branding as drivers of competitive advantage.
5. “What’s possible for my brand and category that I’m not seeing?”
Problem: When you’ve done things the same way for decades, it’s hard to imagine new possibilities. Most produce categories have barely evolved in 50 years. The risk? Remaining stuck in commodity thinking while consumer expectations race ahead - resulting in lost sales.
My Strategic Approach: I work as a strategic partner, bringing fresh eyes, global perspective, and future-focused tools to help you see beyond the status quo. From premiumization opportunities to overlooked consumer cues, I uncover growth paths your team may never have considered.
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Outcome: Bold ideas grounded in research and strategy, new growth opportunities, and a clear roadmap to transform how your brand and category are perceived.
Ready to Rethink Your Packaging and Brand Strategy?
Let’s talk about how I can work with your leadership team to make packaging, branding, and strategy your strongest competitive advantages.
Let's discuss how I can help you.
