Rainier Fruit Company recently had a killer idea - why not make it easy for consumers to find their product?! With this in mind the popular fruit company has redesigned their organic blueberry clamshell label, making the "organic" area larger and easier to see. This redesign should really help assist customers with easier identification of organic product. As you can see below, Rainier has really pumped up the organic status.
Suzanne Wolter, Rainier Fruit Director of Marketing, notes that on a recent shopping trip she had a difficult time differentiating organic from conventional berries, stating, "I had to visit the display three times to locate the organic package. The subtle label differences made it difficult to easily identify. I can only imagine a consumer's frustration during a shopping trip."
Wolter is not wrong. I've been writing about (and eating) organics for years and years, yet even I have issues with organic vs. non-organic packaging at times. Design teams seem to aim for clever, not easy, but that mistake could drive away customers and lower organic sales, especially with so many bunk "organic" labels around.
Wolter further notes, "Our goal was to visually draw the consumer to our brand and prominently position the organic identification." An excellent plan, and one that most organic companies should follow in my opinion. The new package will debut with the start of the Rainier blueberry season June 19th, which will be substantial as Rainier Fruit will harvest nearly 6 million pounds of blueberries this season, a 50% increase over last year.
Learn more about consumer education and packaging:
- Is it Your Job to Provide Organic Education for Consumers?
- 8 Reasons Why Consumers Should Buy Organic Food
- Consumers Trust Organic Label Not 'Natural' Label
- 10 Frequently Asked Questions About Organic Labels
Photo courtesy Rainier Fruit Company