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Thomas Fresh announces new potato packaging

Following the re-branding unveiled earlier this year at the 2016 CPMA Convention, Thomas Fresh has been trying to change the visual identity of the brand in the eyes of the consumers and hope that their new packaging can help.

As potatoes make up a dominant percentage of Thomas Fresh’s total distribution, potato bags were among the first packages to be redesigned. Canadian-sourced potatoes with new Thomas Fresh branding will be arriving in stores as early as this autumn.
“In addition to rethinking the look and feel of our packaging, we really went to work determining what the grocery consumer is looking for in terms of potato pack sizes and varieties. We’re emphasizing smaller pack sizes - like 1.5lb and 3lb bags - in addition to the traditional 5lb and 10lb bags,“ says Erin Power, Director of Marketing for Thomas Fresh.

According to CEO Roy Hinchey, one of the big wins is the chance to bring Canadian white potatoes into the foreground. “We have a lot of grower partners across the country working hard to deliver quality whites to our warehouse, and we felt it was not only an opportunity, but in some ways a duty to bring these forward to the stores in a meaningful way that will attract consumers.”

The new potato bags will use the company's existing pillow top packaging technology. Welded poly bags have enough printable real estate on the front of the bag for eye-catching artwork that also helps block light to preserve the quality of the potatoes. The bag’s back will remain mostly unprinted so consumers can view every potato in the pack - a request that has come directly from consumers, who want the opportunity to see exactly what they’re buying, said Thomas Fresh representatives. The lay-flat, rectangular shape of the pillow top pack also enables easier, tidier merchandising on produce aisle shelves.

The company also reports that the packaging redesign project has opened up many opportunities for them to consider offering new products and pack sizes. They are soon to release a 6-pack mini organic cucumber; a 2-count mesh-bagged organic avocado; and a range of convenience-packed Asian produce including bok choy, long beans, lemongrass, and others.

Erin Power
Thomas Fresh
Tel : 403 236 8234
Mob : 403 542 1661
Fax : 403 236 5986
[email protected]
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