Focus group gives insight on better labeling for fresh produce

Fulfilling consumer needs at the point of purchase is a key necessity in order for shoppers to complete the purchase. Yerecic Label strives to help produce organizations understand how consumers react to visual packaging of fresh produce. The new Produce LabelBling™ Focus Group research provides new inspiration on how to entice shoppers through strong messaging and eye-appeal.

“The reality is that fresh produce suppliers operate in a consumer market,” states Elliot Grant, Founder and CTO of HarvestMark in PMA’s October 2013 issue of Fresh Magazine. The Innovation Issue explores this year’s top trends and innovations driving the produce industry. “Unless shippers figure out how to better understand consumers’ needs, they will be unable to unlock demand and grow- especially as processed foods out-market them.”

The objective of the focus groups was to uncover the reasons why consumers try some produce items versus others and to identify the visual packaging attributes that effectively encourage additional trial of products that they are not familiar with and amplify use of the products that they already purchase.

Here are two takeaways that you should keep in mind for your 2014 labeling strategy:

With the globalization of the food market, the produce department is becoming increasingly diverse leaving consumers uninformed. Consumers want to learn about these products and how to use them.
If you’re trying to catch a shopper’s attention quality finished dish photography and printed special effects are a great way to stop them in their tracks.

For more information:
Kristin Yerecic
Yerecic Label
Phone: +1 (724) 552-7776
E-mail: yerecick@yereciclabel.com
www.YLFresh.com