Meat+Poultry - April 2021 - 40

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beef. However, the company believes its " registered " film differentiates it
from the competition.
Vacuum-sealed brick packaging typically uses a non-forming film for
the back of the package and a forming film for the front. Printed labels
are then adhered to both sides. Verde rolled out its " registered " version of
this in mid-March and eliminated the need for labeling on both sides.
The term registered means the image used as the label is printed on
the non-forming film which becomes the front of the package. The printed
design also contains a small white box the packaging line uses to register
the position to perfectly align the image on the product.
" By using registered film, we're able to flip the typical process on
its head to provide a much higher quality visual image and enhanced
branding, " said Pete Lewis, vice president of marketing at Verde. " We do
this by literally flipping the product orientation: what is typically the back
of the product becomes the front. Instead of applying a label, we now
print an image directly onto the non-forming film. This gives us a much
larger primary display panel - 230% larger in fact - that allows our brand
to stand out and clearly communicate our key attributes at the shelf.
Printing on film also allows for a high-quality image that is more durable
in cold and damp conditions in the refrigerated supply chain. It has also
allowed us to create a transparent 'window' for the consumer to see the
product without picking it up. "
Lewis expanded on packaging's crucial role in overall product value.
" We knew using registered film would provide differentiation from
competitors, spotlight Verde's attributes on the shelf, and enhance our
brand image, " he said. " For many brands, especially premium, packaging
is one of the best marketing tools. Most consumers will become aware of
brands at the shelf, so first impressions are critical. "
Verde knew it would change to registered packaging for its new
plant that opened August of 2019 in Mullica Hill, NJ. As the new plant
has grown into its capacity and capabilities, Verde has consolidated its
processing there from co-manufacturing partners.
" Launch of the film was originally planned for Fall 2020, but the
pandemic threw us some curveballs on timing, " Lewis said. " We had to
make some minor modifications to our code date printers and labeling
machines to work with the new format, but these weren't difficult to
execute, and the process is running smoothly as a result of our trials. "
Tyson Fresh Meats understands the important role packaging plays
in marketing and as the primary method brands use to communicate
with consumers. Because of the way packaging influences shoppers, the
company continually evaluates and adjusts its packaging accordingly. A
recent change in ground beef specifically has been a complete revamp of
ground beef chub design, spanning lean points, primal types and weights.
" Packaging plays an essential role in the shopping experience, "
Harrison said " Research shows that if a consumer touches a package, they
buy it more than 80% of the time. This is why packaging is such a priority
to us, because we think of it as the way our product is brought to life. "
Tyson's use of research and consumer surveys represents an allencompassing and ever-evolving strategy for its decisions regarding
packaging. Especially with the " new normal " of today's overall food
experience, buying habits and preferences can quickly change.
" Gauging consumers' priorities can be tricky when designing
packaging for ground beef products, " Harrison added. " For example,


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Meat+Poultry - April 2021

Table of Contents for the Digital Edition of Meat+Poultry - April 2021

Meat+Poultry - April 2021 - 1
Meat+Poultry - April 2021 - vdg - 1
Meat+Poultry - April 2021 - vdg - 2
Meat+Poultry - April 2021 - 1
Meat+Poultry - April 2021 - 2
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Meat+Poultry - April 2021 - Marel - 1
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http://digital.meatpoultry.com/sosland/mp/meatpoultry-april-2021
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