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scary for shoppers. We show consumers what products look like when cut. For example, our jackfruit tag shows the cut fruit and describes how to go about cutting and eating it. A water- melon radish stand-up pouch shows that these odd, green, turnip-like radishes have a stun- ningly bright pink interior.”
“We package and market some of our popu- lar-size items at a consistent price through a UPC scan rather than a PLU label,” explains Robert Schueller, director, public relations, Melissa’s, Los Angeles. “The customer knows the price, and the items are quicker to scan.”
KEEPING CAUSES TOP-OF-MIND
Companies are looking for ways to balance consumer desire for packaged produce with concern about the environmental impact. Yerecic Label became aware of an issue with labels and packaging contaminating rPET at recycling plants. Its SustainLabel! easily comes off during the recycling process, allowing more food-grade rPET to re-enter the system.
“Consumers are more aware and committed to environmental responsibility,” says Lori Taylor, chief executive of education media company The Produce Moms, Indianapolis. “Labels like EFI’s Farmworker Approved, or
Naturipe Farms’ new logo and branding are great examples of labels that indicate sustainability and social responsibility. Plas- tic-reduction solutions like
Wada Farms’ potato starch bags and Rockit Apple’s recently-launched biodegradable paper packaging garner positive feedback and sales.”
Melissa’s strongly supports the environment with its packaging. “We use recyclable labels, food-grade stickers, recyclable plastics and card- boards,” says Schueller. “We offer everything from bulk to select package sizing, whatever retailers ask of us to fit their department.”
Produce for Kids encourages marketing for a cause with information on the label. “When comparing similar products, today’s shopper tends to purchase the item that gives back in some way or showcases corporate responsi- bility,” says Amanda Keefer, managing director.
PACKAGING TO ATTRACT
Power of Produce 2019 examines the appeal of label and package features to specific demo- graphic groups. Millennials, particularly those with children, prefer packaged produce more than pick-your-own displays. Health-focused label callouts resonate with shoppers in high- er-income households, particularly when chil- dren are present. Origin information, whether
48 / MAY 2019 / PRODUCE BUSINESS
Sev-Rend packaging
“One of the biggest factors is being able to see the product. Pretty labels are fine, but prod- ucts and quality have to shine through the package. I also look for biodegradable packing that is environmentally friend- ly. And don’t overpower the package with one bright color. ... I don’t want to feel like I am at a garage sale.”
— Mike Roberts, Harps Food Stores
the country, region or even farm, rises with age. “For kids, character branding is not a trend; it’s a proven strategy,” says Taylor. “From traditional licensing with properties from media giants like Nickelodeon and Disney to propriety properties like Sun Pacific’s Mighties kiwi character, character packaging draws in parents and children and most definitely drives sales. A great example is a recent private label product, Kroger’s new Adorbs mandarins, that leverages kid-friendly vernacular in the brand name and an inviting character on the package.” Dole is well-recognized in the industry for its character-based partnerships. “Dole strives to improve America’s nutritional health through increased consumption of fresh fruits and vegetables,” says Bil Goldfield, director, corpo- rate communications. “Putting favorite charac- ters on fresh produce is an incredibly effective way of boosting affinity for and consumption, particularly to kids. Research has shown that favorite characters influence acceptance and behavior among children. In fact, when kids see favorite characters promoting fruit and vegetable consumption and healthier eating, they are more likely to choose fresh fruits and
vegetables themselves.”
TIME FOR A CHANGE?
How often should a company change the look of its packaging? “Competition has short- ened the cycle for labeling and packaging,” observes McDill’s Hansen. “Any dip in sales could mean that packaging is not doing its job; labeling and packaging need to evolve and grow over time.” Hansen encourages testing new concepts with consumers using online surveys and other simple tools, and then sharing posi- tive consumer reaction with retailers.
“Refresh your packaging if it looks old and outdated, or you face competitors who are trying to emulate and steal your equity,” advises Sagon. “If your audience no longer is as recep- tive, communicate flavor, taste, and texture on the packaging, or change graphics and copy to bring out the personality of the brand.”
A DIFFERENCE FOR RETAILERS
“Packaged produce provides solutions for shoppers and retailers,” says Berkley, of Frieda’s. “Shoppers say packaged produce is safer, while for the retailer, packaging helps extend the shelf life of specialty products, reduces miss-rings for items with no PLU, and increases basket rings.”
Dole encourages produce managers to extend its healthy-living messages via price cards, produce signs and promotional materials. Goldfield notes “this can grab the attention of even more kids and their parents, and lead to increased sales year-round. Constantly changing stickers, tags and packaging creates a sense of freshness in the campaigns.”
Ultimately, packaging and labeling need to move produce for the retailer. “Many consumer buying decisions are made at the point of purchase, so package design and label information can influence whether or not a product goes in the cart,” says Shari Stein- bach, MS RD, retail consultant, Grand Rapids, MI. In today’s world of transparency, shop- pers want to quickly assess the quality of the product and identify where the product was grown. In addition, callouts such as organic are important to many consumers, and nutritional attributes and/or product usage tips can also help drive sales.”
“One of the biggest factors is being able to see the product,” says Mike Roberts, Harps Food Stores, Springdale, AR. “Pretty labels are fine, but products and quality have to shine through the package. I also look for biodegrad- able packing that is environmentally friendly. And don’t overpower the package with one bright color. I am a big brand guy, so a consis- tent brand and label build confidence and keep the department looking cleaner. I don’t want to feel like I am at a garage sale.” pb