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Industry analyst and consultant Anne-Marie Roerink of 210 Analytics is an expert on marketing produce from farm to retail. Her travels take her to stores around the world. Every week in SPW, Anne-Marie shares one of her favorite retail displays or grower marketing success stories with a photo and her thoughts on why these are Ideas Ripe For The Picking.
WHAT I LOVE ABOUT THIS:
Well, for one, my carboholic self loves potatoes, but beyond that…reusable and recyclable packaging to minimize package waste is growing on the shopper radar, challenging the industry to innovate.
With a rising importance on taking care of our planet, shoppers are increasingly aware of our packaging choices and package waste.
Recent headlines have included shopper complaints about their mounting stacks of shipping boxes from online orders, criticizing Amazon and others for shipping items in multiple packages or excessively large boxes.
Early on, meal kit delivery companies were praised for their model focused on delivering convenience to the front door, but rapidly had to hear about the amount of packaging used to ship the product.
The amount of packaging is one consideration in produce merchandising, but shoppers, particularly organic shoppers, are also looking for better alternatives, such as environmentally-friendly (52%), resealable (49%), packaging focused on reducing food waste (47%) and reusable packaging (30%). Among organic produce shoppers, these numbers are significantly higher.
I was reminded of these stats a few months ago, when visiting a little produce store in my home town of Didam, the Netherlands. Instead of the standard roll of plastic bags, shoppers scoop their potatoes into pre-labeled paper bags.
Other companies call out 100% recycled plastic on their clam shells or use cardboard rather than plastic. In this competitive environment, highlight your efforts in environmentally-friendly choices, recycling efforts and package waste as one more way to differentiate your product or your store.
Anne-Marie Roerink specializes in quantitative and qualitative market research. Prior to launching 210 Analytics, she served as the Director of Research for the Food Marketing Institute (FMI).