USPB Best Practices Packaging. February 2013

Transcription

1 USPB Best Practices Packaging February 2013

2 Best Practices Best Practices can be defined as a method or technique that has consistently shown results superior to those achieved with other means, and that is used as a benchmark. The USPB is committed to the adoption of best practices in the sales and marketing of fresh potatoes at retail, and continues to invest in the identification and validation of promising new approaches for increasing category volume and profitability. The USPB s toolkit of proven Best Practices are focused around 7 areas: Assortment Merchandising In-Store Communication Pricing Promotion Packaging Training 2

3 Best Practices in Packaging

4 Three Roles of Potato Packaging Functional Serves as a carrier for potatoes Protects potatoes from light & reduces shrink (greening, bruising, spoiling) Informative Differentiating size and type Communicate suggested uses, recipes, convenient preparation tips Provide information on type, origin or growing practices Reinforce importance of proper storage to maintain quality Brand Identity Bring the brand identity to life Reinforce the key points of difference Packaging also serves as an indicator of potato quality to shoppers 4

5 Best Practices in Packaging Objective Provide an efficient carrier for potatoes that allows shoppers to easily find what they want and know what they are buying Maximize sales velocity by attracting shoppers attention, providing information/ideas/inspiration and reinforcing brand equity Packaging Considerations Philosophies on national brands vs. shipper brands vs. store brands Brand positioning and shopper expectations (e.g. premium, mainstream or value) Packaging vendor capabilities as well as packing shed limitations 5

6 Best Practices in Packaging Packaging 1. At the minimum, potato packaging should always provide the information that shoppers want most: size, type and origin. 2. Increase sales by including preparation tips, usage and recipes as well as nutritional information on potato packages. 3. Reinforce importance of proper storage at home to maintain potato quality after purchase. 4. Utilize technology to provide easy access to additional information (QR codes and URLs that direct consumers to product info, recipes or videos). 6

7 Best Practices in Packaging Optimal Packaging: An Example Light- Blocking Material Package Size Nutrition Information Potato Type Recipe Preparation Tips 7

8 Information Sources: All Produce Packaging is the #1 source of information for fresh produce, making it critically important for building shopper equity and increasing sales 8 Source: Produce Marketing Association Online Consumer Survey, July 2011

9 Information Sought: All Produce 9 Source: Produce Marketing Association In-store Consumer Intercepts, June/July 2011

10 Priorities When Potato Shopping Q. What is most important to you when shopping for potatoes? Type (Russet, Red, White, etc.) 52% Price 36% Nutritional Information 6% Source (California, Idaho, etc.) 5% Recipes/Serving Suggestions 1% Brand 1% Shoppers look for potato types first when shopping, followed by price and nutritional information 10 Source: USPB/William Fox Munroe Online Consumer Survey, 2011

11 Information Sought: Potatoes Q. What information (on potato packaging) are you looking for? Location Grown 20% Nutritional Information 13% Weight 9% Price 5% Organic? 4% Recipes/Serving Suggestions 4% Brand 2% Origin and nutritional information are the top two items that shoppers look for in potato packaging 11 Source: USPB/William Fox Munroe Online Consumer Survey, 2011

12 Improving the Shopping Experience Q. What information would you want (on potato packaging) to make shopping easier? Type 18% Location 13% Weight 12% Recipes/Serving Suggestions 10% Nutritional Information 8% Best Before" Freshness Date 6% Increased visibility of type, origin and weight would make shopping easier for potato purchasers 12 Source: USPB/William Fox Munroe Online Consumer Survey, 2011

13 Shoppers Want Recipes & Ideas Q. If potato packaging contained recipes and ideas about new ways to prepare/serve potatoes, would that influence your decision to purchase? No, 48% Yes, 52% 13 Source: USPB/William Fox Munroe Online Consumer Survey, 2011

14 Boring Bags Make For Indifferent Shoppers Q. When shopping for potatoes, how often do you read what s on the package? Never, 8% Always, 15% Rarely, 22% Frequently, 23% Sometimes, 32% 14 Source: USPB/William Fox Munroe Online Consumer Survey, 2011

15 What Gets Checked Most Often Q. What specifically (on potato packaging) are you reading? Type (Russet, Red, White, etc.) 59% Price 50% Source (California, Idaho, etc.) 38% Nutritional Information 31% Brand 20% Recipes/Serving Suggestions 16% Other (weight, organic, expiration) 3% Shoppers who do notice potato packaging are checking types, origin and nutritional information most often 15 Source: USPB/William Fox Munroe Online Consumer Survey, 2011

16 Preventing Potato Greening 16

17 Preventing Potato Greening 17

18 Light-Blocking Packaging 18

19 Light-Blocking Packaging 19 Source: Michigan State University, School of Packaging, 2010

20 Light-Blocking Performance In a field test, light-blocking material reduced potato shrink by 50% and easily justified the investment in superior packaging 20 Source: Fox Packaging Field Performance Test, 2010

21 USPB Tools and Resources The USPB provides valuable resources for assisting you with implementing Best Practices in Packaging. The complete study conducted examining consumer perceptions of potato packaging is posted on the USPB Resource Center. USPB personnel can provide confidential assessment and feedback on your current or prospective packaging. If you are have an interest in this area, please contact Don Ladhoff at 21