Understanding The Role Of Packaging In The Food Industry

By Danica Pemberton Green

For businesses involved in the manufacturing and retail of food products, the packaging is more than just a pretty container to attract the attention of buyers. It is a vital part of the product and as such, it could make or break any product launch. Unfortunately, this fact is lost on many retailers and manufacturers. The result: domestic food and beverage recalls have tripled since 1999. That is a staggering fact that should make any food-related business think more of their product's packaging.

It is not a secret that the packaging of food and beverage greatly influences the experience of consumers with your product. For instance, does it take plenty of struggling for the consumer just to get to the product? One might think that it could be a minor hassle for consumers but this little inconvenience could turn them off from your product. It is therefore important that you understand the role of packaging in the food industry.

First of all, it's most important job is to protect the product. You want your product to reach your clientele in one piece. This means that the container should stand the common stresses the package is subjected to during handling and transport of the products from the point of production to retail shelves.

Aside from protecting the product, it is important that food containers be safe. This means that it should be designed to avoid product recalls due to contamination and other health hazards. The materials used for the container should therefore be safe. Rigorous testing should be done to make sure that it would not contaminate or jeopardize the safety of the products for human consumption.

Another thing that a product container should achieve is to keep products fresh. Some food products are meant to be consumed in their freshest state. The package should keep products' appearance in the best possible way. The quality of the food product should also be maintained.

The fourth role is for branding purposes. The packaging should be designed with a concrete plan behind it. This means that you should have clear identity for your brand that you want to project. Would you go for convenience? What about appeal? The things is, no matter what you choose, you have to make sure that the packaging should be true to all its other roles.

The food industry is a competitive one especially today when products meant to be consumed on the go are becoming very popular and any business should make it a priority to maximize the branding potential of product packaging.

Danica Green is a firm believer in the importance of choosing the right retail packaging for every business. She currently writes about her thoughts on the subject about shopping bags, retail packaging, gift boxes, and other ways products are presented by businesses to their clientele.