Produce companies are missing a significant opportunity to connect to consumers according to Lisa Cork of Fresh Produce Marketing in New Zealand who spoke to attendees at the New York Produce Show and Conference's Global Trade Symposium.
"Packaging is a tool for connecting with consumers around the world," said Cork. "I've seen companies invest in product development, marketing, POS and social media, only to be let down at the very last minute by a pack that fails to deliver. The challenge and opportunity is to use your packaging as an on-site sales tool."
She cautioned companies to avoid major pitfalls to effective packaging. "We so often see the brand name dominating the package and taking space away from the 'buy me' message," she related. "We also often see the pack restating the obvious and focusing too much on the variety. It misses the opportunity to tell a story and create value."
Cork challenged industry companies to think about how packaging works and how they can harness its potential. "Your packaging is always in front of the consumer and works 24/7," she noted. "Traditionally, our industry views packaging more as a containment vessel. The reality is that our packaging can be so much more."
Source: PerishableNews.com
