Smart companies know marketing is truly at the center of everything they do. Food marketing, especially, requires all participants throughout the organization to get on board and focus on delivering not only a quality product, but also a full experience to customers. On this episode of Ditch the Box, we dive into key points on protecting your brand, why flexible retail packaging can help convey the message of quality to consumers, and why brand managers, sales teams, and graphic designers should tune in and play close attention to the packaging of their company’s products.

Your product’s package is the voice of your brand, but do you know what it’s saying? When branding food, for example, packaging should tell a story. We all know the expression “don’t judge a book by its cover,” but what’s the first thing customers see when they find your product on the shelves? Customers buy with their eyes, and your packaging should draw them in while sending a clear message about your product, your company and why people should spend their hard-earned money on that particular good. Flexible retail packaging is a solution businesses across the globe are recognizing as a valuable, visually appealing way to share their brand’s story.

In this program, host David Marinac discusses the six main points to successfully purchase flexible retail packaging. These include quality, factories, printing capability, virtual design offerings, shipping and supply chain. Your packaging supplier should prove the quality of their product with properly documented certification, and they should have domestic and overseas factories, trucks and shipping options. The company you choose should work well with a graphic designer to ensure the very best communication of your brand’s message, and the supplier should offer prototypes, 3D models and samples of the packaging you order.

David discusses how flexible retail packaging is not only a key tool for branding food, but it also plays a key part in protecting your product and providing a barrier that keeps products fresh and free from damage. A key takeaway from this episode is that companies must be innovative, quality focused and customer focused. They must embrace the 3 P’s: people, products and planet — and then worry about profit. Packaging cannot be overlooked any longer — it is an integral part in the marketing and branding of your company and product. Tune in to hear the latest industry news, food marketing trends, and surprising ways companies across the globe are communicating the message of their brand with packaging.