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produce to promote visibility of the product.” Graphics and the feel of the package play
an important role in helping to build trust. “Consistency and authenticity are two aspects my customers often communi- cate,” says Lozano. “They want to have their customers recognize them, and they want to also have their creativity reflect who their
company is and what they represent.”
The look of the package is an important part of building a long-term relationship with
consumers.
“The most interesting thing about labeling and packaging is that this is your opportunity to create long-term communication with the customer,” says Yerecic. “The package and label will exist in the consumers’ kitchen much longer than any print ad or commercial, so we always encourage customers to make the most of this opportunity to communicate your story to the customer.”
WHAT COST MESSAGING?
The use of the most effective, high-pow-
ered graphics can affect the overall price of the packaging.
“Cost in packaging is based on material, labor and machinery costs,” says Bradford. “We have seen an increase in matte over- print, an increase in special converting styles, shapes and value-added packaging. The cost to differentiate at times can be minimal and at times can be a larger investment. It all depends on how radical the concept and design is. In the end, we have found there are companies that invest in marketing and are leaders in the industry, and there are followers. The leaders seem to constantly rein- vent themselves and their brand, staying on the forefront of consumer demand.”
The price for packaging can be broken down into the components that make for the shape and graphics.
“The costs for labels can vary dependent on the label size, shape, material needed (paper or film), number of colors utilized, etc.,” says Yerecic. “Another factor on the pricing on the label is whether the label is multilayer or single layer.”
Finances and size of the producer have an impact on the packaging and graphics that make most sense.
“The image shape, font, colors, and graphics vary based on the company’s resources,” says Yerecic. “Yerecic Label offers graphic artists to build a label design at no cost, but some companies utilize outside agen- cies or their own marketing department to create the label. Many times, the colors, fonts and graphics are chosen based on the orga- nizations’ existing branding and brand story. For example, if a tomato grower-shipper wants to build a label for a new product, we would reference existing designs to stay consistent with their brand; or if they are looking for a completely new look, we would reference consumer research and brand information to develop an eye-appealing label.”
Sometimes, it is the brand that impacts cost more than the graphics and information on the packaging.
“The brand affects the price more than the messaging,” says Sev-Rend’s Watkin. “A known brand would impact the price more.”
Some messaging on the package comes at a cost, while other information can be relayed free of charge.
“Adding unique callouts to a label or package such as, ‘Great source of vitamin C,’ would not change any costs for labeling,” says Yerecic. “However, if a company wanted to use USDA-organic or Fair Wage logos, there is most likely a fee/process through those organizations.” pb
44 / AUGUST 2018 / PRODUCE BUSINESS