This is the secret to sell more. A better, more attractive, differentiating packaging. One that talks to your customers, and convince them to buy your products.
And do you want to know another secret? Most often, good packaging does not cost anything more than bad.
Apparently, the whole consumer goods world know about the selling power of a good packaging - except most fruit & vegetable producers, packers and retailers.
Run a test. Go to a supermarket. Check the fruit juice shelf – a category not far away from produce. You'll find many brands, different sizes, different packages, carton packs, plastic bottles, glass bottles, a variety of colors and messages for consumers.
Then, head back to the produce aisle. Fruit & veg are often sold loose – and in this case there's little to do for producers and packers as the whole merchandising responsibility is in the hands of the store manager.
But you'll see many produce products that are sold in packs, too. Take a look at the packs. They look almost all the same, mostly boring, not very attractive. In most cases, you don’t see any relevant message for consumers on them. You see no creativity or anything that makes them stand out. It does seem like the fruit juice shelf – as it was 20 years ago.
There's a whole world to be discovered, in produce. The world of packaging.
Pisani Fresh Marketing is a consulting & marketing and commercial services agency for the produce world. It has been founded by Maurizio Pisani, former marketing Director for Chiquita and Commercial Director for Del Monte.
For more information:
Maurizio Pisani
[email protected]
www.pisanifm.it
