Organic food producers are at a slight disadvantage when it comes to marketing because they are competing on two different fronts: non-organic food producers on one side and fellow organic producers on the other.
The packaging must not only present the food in an appealing way but also in a way that’s in line with the organic food industry’s reputation for wholesomeness and purity. Generally speaking, organic packaging should reflect the ethos of its producer.
Here we will examine some specific qualities that organic packaging can include in order to combine sales appeal with integrity.
Organic Means Eco-Friendly
Among consumers who buy organic products, a desire for pure and healthy food often goes hand in hand with concern for protecting and preserving the environment. Therefore, one marketing strategy for organic food packaging is to use eco-friendly packaging constructed from materials that are biodegradable, recyclable, or constructed from recycled material.
Seeing Is Believing
Transparency is crucial to organic food packaging, and when we say “transparency,” we mean that in a literal as well as figurative sense. The packaging of the product can be transparent in explaining to consumers what makes it organic, where and how the product is sourced, and why organic food is a better option for them.
However, the packaging can also be physically transparent so the consumer can look into the package in order to examine the quality of the product(s) inside. One technique that can be used to achieve this effect is windowing, which makes the contents of the package visible to the consumer, and another technique is to use flexible packaging that is totally transparent.
Keeping organic packaging literally transparent comes with a particular challenge: making the package transparent while ensuring the contents remain safely packed inside and protected from environmental stressors such as moisture and oxygen
Package Quality Is Key
High-quality organic packaging helps to reassure the consumer on a subconscious level that the product within also meets the highest standards of quality, purity, and wholesomeness.
In addition to using organic, eco-friendly materials and presenting products in a manner that is both transparent and appealing, consider making design elements of the packaging, such as text and graphics, simple and straightforward. This will help you build consumers’ trust and set your products apart from their mass-produced counterparts.