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Packaging, McAllen, TX, notes the package development process begins with a vision, along with the reality of bag and label dimen- sions. “Once the design is complete, that vision gets sent to our art department to adjust the client’s existing art to the style of its bag. The final rendering is sent to the client for approval, and then plates are created for printing the label. The label goes into production, under- goes conversion, and is shipped to the packing location.”
PRODUCE PACKAGING EVOLVES
Mesh bags and stand-up pouches both enjoy popularity for produce packaging. Fox Packaging has combined the best of each into its Stand-Up Combo bag that offers breathability and function. “Ultimately, the aesthetic of the bag captures the eyes of the consumer, and the consumer also benefits from the protection and expanded shelf life offered by the breathable bag,” says Fox.
Fox describes another innovative product, the Fox Combo Ultra Shield bag. “This bag greatly minimizes potato greening caused by light, averted water and gas accumulation in the dehydrating process, and successfully prevents the growth of mold and bacteria to reduce spoilage and unnecessary food waste.”
“Sev-Rend’s Netting + Tag packaging type is an ideal and flexible solution for items such as onions and mini potatoes,” says Jeff Watkin, director of marketing, St. Louis. “The netting keeps the items together while allowing the product to breathe, and the tag offers space for branding and marketing. Often, film is used in place of a tag for even more real estate for branding and marketing.”
Maglio Produce, Glendale, WI, developed a Readyripe watermelon pouch that offers bene- fits for retailers and consumers. “Our pouch technology regulates oxygen, carbon dioxide and water vapor transmission rates, resulting in the quartered watermelon staying fresh for a longer period of time,” explains Sam Maglio, president. “The Readyripe pouch saves retailer time compared to overwrap, and consumers appreciate the convenience and freshness.”
SUCCESS STRATEGIES
Labeling has evolved beyond basic branding and into other features of increased importance to consumers, namely nutrition, flavor and use. “We simplify meal planning with recipe tips on an Easy Fresh Cooking label that has been shown to increase sales up to 7 percent,” says Yerecic. “Consumers want recipes to help spice up their usual recipe rotations, as well as key storage information and nutrition. Call-outs
such as “High in Vitamin A” draw attention to health benefits. You also can alternate recipes on packages or offer a bilingual recipe label to pull consumers out of their usual recipe rut with fresh new ideas.”
The Wonderful Company stands out for branding to build iconic brands. Adam Cooper, senior vice president marketing, The Wonderful Company, Los Angeles, attributes the compa- ny’s achievements to innovating packaging in a way that effectively communicates brand values and helps retail partners to merchan-
dise produce. “The one key theme you will find across The Wonderful Company brands is that our packaging features clean lines, clear messaging and transparency about how our products nourish, naturally.”
Frieda’s combines humor with other label features. “Frieda’s labels are witty and fun, which makes it easier and more delightful to include more fruits and veggies in your diet,” says Alex Berkley, sales manager, Frieda’s Specialty Produce, Los Alamitos, CA. “Our wording makes produce a lot more approachable and less
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