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PACKAGING:
It’s About More Than Safety
Protect the produce
but send a message, too.
CBY BOB JOHNSON
oncerns about food safety, trace- ability and shrink figure to continue the trend toward an ever-increasing number of pack- aged products in produce. But as
they protect the food, these packages also serve as a canvas to deliver messages about the product and brand.
“Any artwork on a label or directly printed on the material is an opportunity to commu- nicate brand identity,” says Sara Lozano, marketing manager at Sambrailo Packaging, Watsonville, CA. “The structural design of the packaging a brand selects equally supports the brand.”
Sambrailo supplies many of the packages used to display the strawberries, blackberries, and raspberries from the nearby Pajaro and Salinas Valleys, and recently augmented its product list with its line of Readycycle plant- based containers that deliver a message of sustainability.
Labels well done also can play an important role in drawing the attention of consumers and increasing sales.
“Brighter packaging with a clean look tends to get picked up more than something that is generic,” says Jeff Watkin, graphics and marketing manager at Sev-Rend, Collinsville, IL. “If you’ve got some branding in place, you want to consistently use colors and graphics that are consistent with that.”
Sev-Rend produces bags, tags, labels and flexible packaging that offer a view of the product and also afford space for graphically pleasing messages.
CATCH THE EYE, CLOSE THE DEAL
A package with graphics done well can be the first step in getting the consumer to at least consider making a purchase.
“The brand and a print with beautiful
PHOTO COURTESY OF SEV-REND
PHOTO COURTESY OF SAMBRAILO
Schur Systems is a sixth-generation family company, started by Johan Wilhelm Schur in Denmark in 1846, that provides packaging, packaging machines, and packaging systems.
Although pouches are commonly used
graphics are important,” says Hans Schur, chief executive of Schur Star Systems, Carlsbad, CA. “Consistency of the graphics is important. There’s a bunch of companies that are doing a terrific job of messaging.”
PRODUCE BUSINESS / AUGUST 2018 / 41