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3 Flexible Retail Packaging Qs Decision Makers Afraid to Ask

decision_makersI’ve been in this business for over 30 years and I’ve been fortunate to have seen some very cool trends in food marketing come and go.  I’ve seen paperboard packaging evolve from down and dirty plain corrugated bins holding plastic bags to full litho color wrapped boxes as well as folding cartons and clamshells and now flat bottom flexible box bags and large capacity spouted stand up pouches for liquids that are made to replace gallon jugs.  The point is, food marketing is a moving target and pertains not only to the product itself but the consumer and just as important to the retailer.  You can have a great product that consumers want but if you haven’t satisfied the major retailers or hit their price points, you are in trouble.  Or, if you have a great relationship with retailers but have packaging that is clunky and not consumer friendly, your chances of retail success are limited.

Having recently returned from PLMA, the Private Label Manufacturer’s Association and Pack Expo shows in Chicago, I was fortunate to have interviewed many decision makers of companies large and small.  I would ask questions about their retail packaging.  These people were not Buyers, they were VPs of Operations, Marketing Managers, Brand Managers, and New Product Development folks.  I was amazed at how intimately involved and interested in their packaging they were.  This wasn’t like the old days where the Buyers at their firms handled all the details, these people were well aware of their packaging requirements, what type of protection their product needed, and even how much room certain retailers give them on store shelves.  Food marketing to these folks was something that they thought about 24 hours a day and 7 days a week.

But something was interesting as I questioned them.  It was clear to me that they were extremely careful and even tight-lipped about how their company came to use a particular type of packaging.  They either didn’t know why they chose a certain style over another or a certain factory to have their packaging made, or were not up-to-speed with potential cost cutting measures that could greatly impact their bottom line.  Again, to be clear, certain parts of their packaging these people knew everything about, other parts they just shook their heads and assumed that’s the way it has to be.  This happened time and time again and I personally asked well over one hundred different people from an assortment of companies in different food categories (snacks, spices, jerky, cheese, baking mixes, etc).

So here are the 3 questions I am convinced these people (VPs of Operations, New Product Development people, etc) want to ask me about our flexible retail packaging solutions but for whatever reason cannot pull the trigger so-to-speak.

Can I save my margins?

We have a very unique position in the food marketing arena.  We sell custom printed flexible packaging and instead of focusing on the large massive quantity runs that everyone else does, we really try to go the opposite direction.  We certainly run large volume but have found that running smaller orders allows us to help companies more.  Our focus is on the trial orders, the new flavors and versions a company needs to test to see if they’ll even sell from a local level before rolling out nationally.  We are talking 5000 pieces instead of 50,000 and we are doing it with the same print quality and material we would use for our larger orders.  We are convinced that if we help a company grow their business by producing incredible results on a smaller scale the chances of us keeping that business long term are very good.

We have factories in the US and overseas and our overseas factories have the ability to run high quality printed packaging with very small minimums…something that cannot be done in the states.  Domestic suppliers (not just ours) are unable and unwilling to run smaller quantity.  Many companies just don’t understand that this option (overseas and smaller trial orders) is even possible.  They assume that we are taking some sort of shortcut or are not providing the same material and quality they are used to receiving.  To be clear, our factory is every bit as qualified as our domestic factories, we are ISO 9001 and ISO 14000 certified, use only food grade FDA approved film, and can print up to 12 colors!

Food marketing at retail is cut-throat and brutal.  Many companies are just hammered at every turn for precious margins and pennies saved can make all the difference.  My suggestion to these people is to consider looking at your flexible packaging (what you are paying, where you are having it made, etc)…you just might be surprised at the results.  Overseas factories are willing to be aggressive and even provide printing cylinders free of charge for existing printed pouches, which is unheard of for domestic suppliers.  So the answer to this question is YES, using the right supplier for your printed flexible packaging can in fact save your margins and even increase them.

An overseas factory at a lower per piece price can make a difference, but what if you had a US partner that held your packaging in stock for immediate release so you could run your inventory down to nothing and release as needed…would that be a cost savings as well?  Absolutely!  That’s another benefit and option that will add to a company’s bottom line and something many fail to take into consideration. 

Can I save my job?

This sounds silly but it’s true, this is a real fear and a worry of many of these folks.  Off the record, they’ve told me this.  If they make a mistake or make a change on their packaging and it doesn’t work…they could very easily be out of a job.  Wow, that’s pressure, no wonder they are worried to make any change.  Better the devil you know than the devil you don’t.  So instead of creating an environment for a New Product Development Manager to test and try new things, employers are leaning on their folks so much he or she is afraid to make a mistake.

When making a change to printed flexible packaging whether it’s your first product or 20th, you should be commended for using something this is not only protecting your product but helping you build your brand and save our environment, as this type of packaging is landfill friendly and recyclable. 

Frankly, we have customers that have turned around struggling product categories and lines just by choosing flexible retail packaging from our Supply Chain program with the cost savings and efficiency savings being THE difference maker.

Will I look like a hero or a goat?

Printed flexible packaging continues to be one of the fastest growing segments of the packaging industry.  With material structures ranging from clear, metalized film, and foil, your product will be protected for sure and with available printing up to 12 colors, your brand awareness will soar!

  • Lower per piece price
  • As good as if not better barrier protection
  • No risk trials
  • Test orders and Sample Runs
  • Small runs then scale to larger as needed (without any change in quality)
  • US support and Supply Chain for inventory management (so you never run out)
  • Lead times as few as 2 days!

You tell me…would you be a hero or a goat?

In closing, choosing flexible retail packaging for your food marketing can make a huge difference between winning and losing at the retail level.  Major retailers squeeze suppliers at every turn and we believe that a change to your packaging could provide the margins and efficiency your company needs to not only survive but to thrive!New Call-to-Action

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