While effective marketing can increase returns by both boosting sales and raising price points, a good idea based on sound market research is not always a sure-fire recipe for success.
Or such was the case for US fresh produce marketer Pandol Brothers when it released its innovative quick-rinse cube packaging system for grapes.
Speaking at session two of the Asiafruit Congress this year, company representative John Pandol gave a candid account of its launch of the new style of packaging.
On the face if it the design seemed ripe for success with a rinse and shake lid, grab and go handle, abundant ventilation and sturdy stackable construction that afforded exceptional product visibility.
In reality, however, the design work and time invested in bringing the product to market, did not translate into profits. As Mr Pandol put it “people still like to buy grapes as they did when Jesus walked the earth”.
Martin Kneebone of Australian fresh produce analyst Fresh Logic was on hand, however, to point out some of the areas where produce marketing could generate sales and return increased profits.
He highlighted how changing lifestyles were creating opportunities for pre-packaged branded produce.
As people lead busier lifestyles they were less sure what they would be doing from one night to the next, he explained. This meant they were shopping more frequently, buying food to cook for that night and deciding what to cook whilst in the store. Consumers were also throwing out fresh produce they had not cooked, he explained.
This has lead to a situation where consumers were looking to buy smaller portions of pre-packaged items and were prepared to pay more to do so.
Also contributing to the session Nature’s Pride managing director Shawn Harris talked about her company’s success in providing ready to eat produce, such as mangoes and avocados, as well as the importance of sourcing fruit in an ethical manner.
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