Packaging workshop encourages fresh view of produce packaging
Packaging workshop encourages fresh view of produce packaging
HOUSTON -- Packaging in fresh produce aisles can easily be overlooked since the majority of consumers buy 15 percent or less of their produce in packages, and a panel convened, here, at the PMA Fresh Summit, suggested that retailers may want to look at their produce department with a fresh set of eyes.
Ron McCormick, vice president and divisional merchandise manager of produce and floral for Wal-Mart Stores Inc., who moderated the discussion, said that primary packaging -- what the consumer takes home -- is what the industry understands the least.
"We've not been able to make a dramatic increase in consumption of fresh produce," Mr. McCormick said. "We are not keeping up with Canada." In part, that shortcoming is due to a lack of appealing packaging and presentation, he said.
"Consumers are saying packaged can be fresh," Mr. McCormick said. "Cut fruit can be fresh. Packaging, in many cases, reassures the customer that the item is fresh." The industry has to help consumers with solutions so that they buy fresh produce, he said.
Shannon Boase, president of Earthcycle Packaging LTD in British Columbia, said that selling change has been the biggest challenge for her two-year-old company. Earthcycle's packaging lends itself to a wrap, not a hard clamshell. The company's packaging has the wording "renewable, backyard composting" on its label.
"We ask the customer why they've bought our package," Ms. Boase said.
Gary Dziekan, produce merchandiser for Springfield, MA-based Big Y Foods Inc., said that when it comes to refrigeration space, Big Y "tries to create more space in the same area." He said that Big Y has created a "convenience wall" that places fresh items together.
Kip Martin, produce and floral supervisor for Elk Grove, CA-based Raley's Family of Fine Stores, said that his chain "wants to make sure we're introducing the right item for neighborhood marketing." He said that while bulk produce accounts for 76 percent of consumer purchases, "packaging will come on" and that it's important to him "to integrate packaging."
Ms. Boase gave a nod to Wal-Mart's efforts on behalf of the environment. "In Europe, the government tells people what to do," Ms. Boase said. "Here we don't have government -- we have Wal-Mart."
Mr. McCormick responded by saying that Wal-Mart follows "many smaller retailers."
Mr. Dziekan agreed that "eco-friendly technology is important" and that when packaging is biodegradable, that message needs to be relayed to consumers. Ms. Boase said that there is a need for packaging, and she hopes consumers don't "wake up one morning and want to get rid of packaging."
She added, "Almost everything in fresh produce is packaged in Europe and there's no issue."
Mr. Martin said that with cut fruit and cut vegetables, there is a certain point at which consumers will "go back to bulk when the price gets high."
Mr. McCormick said that new packaging requires everyone in the supply chain to get on board, and only then will retailers respond.
Mr. Dziekan said that Big Y loves packaging "because it gives us a better ring." As an example, he pointed to clementine sales, which have grown "a hundredfold in the last five years."
Ms. Boase said that there are instances where "sustainability is trumping convenience" for some consumers.
Mr. McCormick said that convenience is something consumers see and that sustainability is something they don't see. The consumer doesn't realize that the package equates to a long shelf life. He said that best-if-used-by and best-if-sold-by dates are almost as valuable to retailers as they are to consumers.
Messrs. Dziekan, Martin and McCormick all said that for various reasons, their chains don't get directly involved in cutting fresh produce that they could then package for the consumer.
"Take a trip to a new state-of-the-art fresh-cut plant and you see all the steps involved," Mr. McCormick said. "We can't duplicate that safety and consistency that the fresh-cut people do."
Ron McCormick, vice president and divisional merchandise manager of produce and floral for Wal-Mart Stores Inc., who moderated the discussion, said that primary packaging -- what the consumer takes home -- is what the industry understands the least.
"We've not been able to make a dramatic increase in consumption of fresh produce," Mr. McCormick said. "We are not keeping up with Canada." In part, that shortcoming is due to a lack of appealing packaging and presentation, he said.
"Consumers are saying packaged can be fresh," Mr. McCormick said. "Cut fruit can be fresh. Packaging, in many cases, reassures the customer that the item is fresh." The industry has to help consumers with solutions so that they buy fresh produce, he said.
Shannon Boase, president of Earthcycle Packaging LTD in British Columbia, said that selling change has been the biggest challenge for her two-year-old company. Earthcycle's packaging lends itself to a wrap, not a hard clamshell. The company's packaging has the wording "renewable, backyard composting" on its label.
"We ask the customer why they've bought our package," Ms. Boase said.
Gary Dziekan, produce merchandiser for Springfield, MA-based Big Y Foods Inc., said that when it comes to refrigeration space, Big Y "tries to create more space in the same area." He said that Big Y has created a "convenience wall" that places fresh items together.
Kip Martin, produce and floral supervisor for Elk Grove, CA-based Raley's Family of Fine Stores, said that his chain "wants to make sure we're introducing the right item for neighborhood marketing." He said that while bulk produce accounts for 76 percent of consumer purchases, "packaging will come on" and that it's important to him "to integrate packaging."
Ms. Boase gave a nod to Wal-Mart's efforts on behalf of the environment. "In Europe, the government tells people what to do," Ms. Boase said. "Here we don't have government -- we have Wal-Mart."
Mr. McCormick responded by saying that Wal-Mart follows "many smaller retailers."
Mr. Dziekan agreed that "eco-friendly technology is important" and that when packaging is biodegradable, that message needs to be relayed to consumers. Ms. Boase said that there is a need for packaging, and she hopes consumers don't "wake up one morning and want to get rid of packaging."
She added, "Almost everything in fresh produce is packaged in Europe and there's no issue."
Mr. Martin said that with cut fruit and cut vegetables, there is a certain point at which consumers will "go back to bulk when the price gets high."
Mr. McCormick said that new packaging requires everyone in the supply chain to get on board, and only then will retailers respond.
Mr. Dziekan said that Big Y loves packaging "because it gives us a better ring." As an example, he pointed to clementine sales, which have grown "a hundredfold in the last five years."
Ms. Boase said that there are instances where "sustainability is trumping convenience" for some consumers.
Mr. McCormick said that convenience is something consumers see and that sustainability is something they don't see. The consumer doesn't realize that the package equates to a long shelf life. He said that best-if-used-by and best-if-sold-by dates are almost as valuable to retailers as they are to consumers.
Messrs. Dziekan, Martin and McCormick all said that for various reasons, their chains don't get directly involved in cutting fresh produce that they could then package for the consumer.
"Take a trip to a new state-of-the-art fresh-cut plant and you see all the steps involved," Mr. McCormick said. "We can't duplicate that safety and consistency that the fresh-cut people do."
