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How can you sell shoppers on the idea that your product is “fresh?”

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Here are our five favorite strategies.

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Retailers and CPG companies are using visual cues of the farmers market or farmstand to evoke feelings of freshness and nostalgia.

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• Fresh-picked—on a vine or with leaves

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• Woodgrain, wicker or basket weave

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• Products within a farm/orchard container

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Touched by Hand Touched by Hand

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One step removed from the source. It’s as if the farmer/baker/butcher pulled up to the storefront and unloaded goods for immediate sale.

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• Handwritten “chalk” type on a black slate surface

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• Thin, script-y handwriting quickly dashed off with a pencil

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• Illustrations are loosely sketched

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• Labels are slightly askew—or stamped— to evoke hand-application

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ooh chocolate! The most common freshness story on food packaging is through appetite appeal.

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before before Trying to appeal to a shopper’s base sense o hun er leads food companies to develop bigger and better appetite appeal.

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after after Trying to appeal to a shopper’s base sense o hun er leads food companies to develop bigger and better appetite appeal.

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gross yum! Appetite is tricky. It’s easy for the look to be a letdown if packaging printers aren’t held to strict standards.

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The marketplace is overwhelmed by pictures of food.

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You need to be unique to stand out.

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Colorful Colorful

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It is difficult to use only color as a means of conveying freshness, but combined with other visual cues it helps a brand stand out on shelf.

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• Bold, vibrant natural colors

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• Colors found in fresh produce

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• Be mindful of color cues that shoppers associate with categories Blue = seafood Green = healthy

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Transparency Transparency

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Today’s consumers want to know the origin of their purchase. Where does it come from? Who made it?

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With product reviews a quick Google search away, a brand story should be honest and transparent.

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Any on-pack transparency story should answer at least one of the following questions:

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✓Who made it? Jaime

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✓ ✓ Who made it? How is it made? Fair Trade Beans!

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✓ ✓ ✓ Who made it? How is it made? What is it made of? Real Whole Coffee Beans!

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✓ ✓ ✓ ✓ Who made it? How is it made? What is it made of? Where did it come from? That’s in South America

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Freshness sells when it’s transparent and authentic. Choose a story and stic with it.

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If you want to improve your freshness story, get in touch with Liz. Liz Schwartz Vice President - PKG [email protected]