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

Albertson’s Donald praises retail sector, touts organics
During an online Organic Produce Summit session, Jim Donald, Albertson’s co-chairman of the board, said that supermarket retailers and their suppliers have never operated better or been stronger than they are today as the industry has risen to the occasion during these challenging times. He also talked about the Read More ...
Chilean lemon season in full swing
Chile has become a key supply source for lemons over the summer months, shipping 55,000 tons to the U.S. market in 2019. The Chilean Citrus Committee projects similar volumes for 2020, with 23,148 tons already shipped to the U.S. through week 28.  Steady, promotable volumes will be available through September, with shipments Read More ...
Prime Time making adjustments to new normal
Early on in its existence, Prime Time established a formula for success. It has stuck to that plan for more than a quarter century. While there have been new ventures and variations along the way, the key signature items have remained the same over the years. “The value placed on quality products and consistent, premium Read More ...
Food Lion expands delivery to more than 300 stores
Food Lion, in partnership with Instacart, is making fresh and affordable shopping as easy as opening an app. The availability of its grocery delivery service expanded to 302 stores in Maryland, North Carolina, South Carolina, Virginia and West Virginia. Customers in these delivery areas can use Food Lion's To-Go website or Read More ...
Generation Farms distributing white and purple premium garlic
Generation Farms, a leading grower-shipper of organic and conventional onions, watermelon, zucchini, squash and other fresh fruits and vegetables, is continuing to expand its product line with premium garlic. White and purple garlic are available immediately in several retail and bulk pack sizes, including the following as well Read More ...
Hunts Point Produce Market on point with new branding
New York City’s Hunts Point Produce Market, the largest produce market in the world, has officially launched its rebrand and new website. After more than 200 years in the business, the market leaders collectively decided to forge into the future with a definitive purpose: to continue to meet customer needs of today while Read More ...

Market Watch

the source pro-act

Western growing regions getting hit by rain, cooler temps

floral pulse