Loading…

Simple labeling changes can escalate sales

savSimple changes on a produce packaging label can drastically influence consumer purchases of that product.

Tony Cook, chief executive officer of Great Lakes Label LLC, said his customers have seen this immediately build retail sales by as much as 30 percent.

Cook, who in 1994 started the company in Comstock, MI, credits the fresh produce industry’s recent heightened sophistication to more effectively use produce labeling to boost sales. Great Lakes Label serves other sectors, including pre-cut products, private grocery labels, food and beverage companies, and quick-serve restaurants.

He noted that trade shows in other industries, which parallel the Produce Marketing Association, have a greater exhibit representation by label and packaging companies.

But in recent years, “I think the produce industry is starting to get more innovative through its appreciation of the potential of labeling,” he said.

In produce, one simple but productive change is to put recipes on clamshell labels’ adhesive side or they could use an extended content label, such as a tri-panel label. Consumers cannot read those recipes until the product is opened at home, but the top label can inform that the recipe will be seen on the interior.

“Everywhere that we’ve put in this additional message, the customers told us they had a huge growth in results,” he said. “There is not much more cost than printing just one side of the label.”

Cook advised another simple move; a company can use three similar but different lid labels — with three different inside recipes. This encourages consumers to buy a different label to get a second recipe.

Cook also suggested that produce packaging labels can maximize sales through product use suggestions. For example, if a packer ships two different commodities, such as strawberries and kiwifruit, these can be shown together in artwork on the strawberry package to suggest picking up the sister kiwifruit package. Or, of course, the same principle can be applied to crossing merchandising with complementary products.

Cook cautioned against redundancy. For instance, if strawberries are sold in a clear clamshell, consumers can see the contents. So, the label’s valuable and limited space can be put to more informative use beyond displaying a picture of strawberries.

tpn daily signup

Blazer Wilkinson launches Foxy brand blueberries
Blazer Wilkinson, a premier grower-shipper of conventional and organic Foxy brand strawberries, has announced the launch of Foxy blueberries. The company is now selling Foxy brand blueberries grown in California, Washington and British Columbia. “As we continue to aim to meet the needs of our customers and consumers, we are Read More ...
$2.65 billion food delivery deal reached
Uber Technologies Inc. and Postmates Inc. announced that they have reached a definitive agreement under which Uber will acquire Postmates for approximately $2.65 billion in an all-stock transaction. This transaction brings together Uber’s global Rides and Eats platform with Postmates’ distinctive delivery business in the U.S. Read More ...
Divine Flavor Mexican grape deal to run through July
As the Mexican table grape deal dwindles down, premium table grape grower and distributor Divine Flavor will have supplies lasting until second and third weeks of July. Normally this time of the year, grape production starts shifting from Mexico to California, but in recent seasons, Mexican grape crops have been extending past Read More ...
Raley’s pivots to satisfy digital demand
With the significant increase in demand for food and essential items via its eCommerce business, Raley’s has temporarily converted an old location in Sacramento, CA, to an eCommerce fulfillment center. The store will not be open for customers to shop or for pick up orders. The area's other stores will continue to fill Read More ...
Students gain real world experience thanks to L&M internships
The future of the produce industry will depend largely on new people being introduced to the field, which is why L&M Cos. offers internships based on seasonal needs throughout the L&M farms, warehouses and sales teams. “Intern programs in fresh produce are great exposure for young people to be a part of a vital industry,” Read More ...
New Whole Foods Market features 75 local growers
Whole Foods Market recently opened a new 35,000-square-foot store in East Austin, TX. Special features of the new East Austin store include: Produce department offering a variety of fresh fruits and vegetables, including selections from about 75 local growers throughout the year including fresh flowers, peaches and Read More ...

Market Watch

the source pro-act

Western growing regions getting hit by rain, cooler temps

floral pulse