Progressive Grocer

JUN 2016

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162 | Progressive Grocer | Ahead of What's Next | June 2016 Fresh Food Produce Yerecic Label has conducted extensive research on fresh produce packaging and merchandising trends, in part through its sponsorship of the annual FMI "Power of Produce" report, the 2016 edition of which is slated for release later this month. "One of the biggest things to emerge from our research is the importance of recipes, be- cause people aren't quite sure what to think of some produce items, and they don't know what to do with them," notes Yerecic, who points to a recent label the company created for Kalettes, the kale-and-Brussels-sprout hybrid, which features a recipe and an enticing fnished-dish photo. Further driving the need for inspiration, in the form of recipes and food photography, is the trend of using vegetables as an ingredient. "Te use of produce as a side dish is going down, while the use of produce as an ingredient is going up, with one-pot dishes, slow-cooker meals and more," asserts Yerecic. Recipes for these easy-to-prepare meals and snacks, as well as those for juicing and smoothies, are all reso- nating with shoppers, she adds. "From the research we've done, we also know that a fnished-dish photo on the package that gets the 'Wow, that looks delicious!' reaction [pulls] the consumer into trying something they haven't before," notes Yerecic. Yerecic Label conducted focus groups last year for a blueberry pack that featured a mufn recipe and photo. Participant feedback, which elicited responses such as "My mouth is watering," also indicated that the recipe and photo would inspire them to buy an extra pack of blueberries. In an efort to maximize precious packaging real estate, the company created an innovative BackFlip dual-sided label specifcally for clamshell packages. Windset Farms, in British Columbia, uses the BackFlip label for its packs of Roma Tomatoes on the Vine, Concerto Grape Tomatoes and Allegro To- matoes on the Vine. Each item features back labels, visible from inside the clam- shell, with a fnished-dish photo and a link to recipes on its website. Another major trend in produce packaging and mer- chandising is storytelling that connects grower and consumer. One example of this is the BackFlip label that Yerecic Label created for Canada's Lo- blaws Supermarkets' Farmer's One of the biggest things to emerge from our research is the importance of recipes, because people aren't quite sure what to think of some produce items, and they don't know what to do with them." —Kristin Yerecic, Yerecic Label

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