The theme of the 2016 CPMA convention was growing strong and there was lots of evidence of this in Calgary. Growing strong is not limited to production. There was plenty of evidence that producers are growing strong in packaging and providing food solutions for consumers. Retailers are always looking for products that will generate incremental sales and keep the consumer in their store.

Packaging looks forward and back
    

There were some interesting new packaging options on display. Some were a retro look on organics and others were using new technology to convey a more contemporary feel.A number of producers including Sunset, Star Produce and Topline Farms are using fibre pints with a top seal on organic tomatoes. The package gives a farm market look with the fibre and the top seal protects the product from being damaged or handled.  This new option looks great and it delivers the product to the warehouse and the store in a format that works for the retailers.
    

Sun Select has launched a new grape tomato bag that looks just like a mason jar. This new die-cut bag definitely grabs your attention. I would have questioned if the bag was practical in some merchandising applications, however they also provide the retailer with an off- shelf option. The floor merchandiser is an opportunity to extend the linear footage of the shelf or even get grape tomatoes out of produce. If consumers really do see them as a snacking option the retailer could generate incremental sales close to the cash with this floor display.
    

Potato packaging continues to evolve as producers improve the story about the different varieties and uses. It was interesting to see the Earth Fresh bags with people on them. We do not see a lot of people on packaging in the produce department and they are depicting consumers enjoying the products. There is no doubt these bags will stand out in the sea of potato bags on the shelf.    
    

Consumers are looking for more information about their food and they will tell you they want to get closer to the people who supply the food for their family. They will tell you this but it doesn’t always mean they will follow through. We do see more community supported agriculture and farm markets but the vast majority of produce is still sold through the mainstream retailers. Evergreen Herbs in Surrey, B.C. is giving the retailer the option to do both. Their organic farmer’s box is a collection of organic products that will change each week depending on availability. This makes it more flexible and easier to execute than a set list of items with exacting specs. The consumer feels they are closer to the source of their food, the grower can have some flexibility in the offering and the retailer does not lose a customer to another channel.

Food solutions deliver innovation

Evergreen herbs had some very innovative offers in the herb category. We have all seen the small clamshells with one variety of herbs. They have developed herb combinations that allow the consumer to create their own marinade with fresh herbs. The products they created are marinades for specific cooking styles such as Italian or Indian and they are also sold for specific proteins including beef, pork, poultry and fish. These herb marinades are easy for the consumer and an incremental sale in the produce department. Some include spice packs and consumers just add olive oil.
    

Many consumers want to cook at home like a chef.  Mann’s have introduced a line of ‘Culinary Cuts’ which implies you are cooking like a chef. Cauliflower and Brussels sprouts are appearing on many restaurant menus and this 
prepared product removes a lot of the work. The vegetables can even be cooked right in the bag. These prepared vegetables deliver convenience and the dream of being a culinary expert all in one bag.

Use every opportunity to market your brand

Stemilt follows this philosophy with their cell phone charging station on the convention floor. I watched many people take advantage of this stand-alone unit that reinforced the message of their L’il Snappers kid size fruit. Remember to look for every opportunity to reinforce your brand, even away from your packaging and the shelf.

Peter Chapman is a retail consultant, professional speaker and the author of A la cart-a supplier’s guide to retailers’ priorities.  pchapman@gpsbusiness.ca.