CALIFORNIA - Packaging. While we may all endeavor not to judge a book by its cover, members of the produce industry are well aware that the way the product is wrapped and how the story is sold are crucial elements in hooking a consumer.

This combined with ever-evolving legal requirements make for a challenge when it comes to bringing produce to market. Enter Moxxy Marketing’s inaugural Produce Packaging Seminar: a touring event that will make three stops in key California cities to deliver unto you the inside track on cutting-edge, parameter-approved packaging.

“The idea started just over a year ago when the food labeling changes were implemented. We do a lot of packaging design and, in our industry in particular, it’s a balancing act between marketing, aesthetics, and what’s legally required,” Principal Terry Feinberg hits the nail on the head as he surmises the juggling act that is produce packaging.

It’s with this in mind that his team conceived the Produce Packaging Seminar–an in-depth, mini event that brings experts and members together to tackle the vehicle that differentiates products in the aisle.

Aside from Moxxy bringing its own marketing expertise, it has also enlisted two different law firms and a packaging manufacturer to help clarify the official jargon that plagues packaging and their producers. Western Growers has also signed on to help promote the seminar and provide the information to its members.

“The two law firms cover entirely different areas: Downey Brand covers regulatory work and labeling litigation, while Dickenson Peatman & Fogarty has a long background in intellectual property, trademark, and copyright,” Terry shares. “Garlock Printing & Converting, a leading manufacturer of flexible packaging, completes our program.”

With the official bases covered, Terry explains that design serves as the architect that pulls all the elements together into a cohesive sales package. “We are there to advise from a marketing standpoint on how to best present the product, while disguising what consumers might find less visually desirable.” Terry says. “How do you maintain brand consistency across packaging types, and include all legally-required information?”

These are just some of the very valid questions Moxxy Marketing’s Produce Packaging Seminar will endeavor to answer for California agriculture companies starting next month.

“We wanted to ensure that the event was within an hour and a half drive of the majority of operators in the state,” he tells me. And looking at the program, the team seems to have succeeded.

The lineup includes:

• Salinas, CA – Wednesday, May 31, 2017, from, 9 a.m. - 3 p.m.
• Visalia, CA – Wednesday, June 7, 2017, from 9 a.m. - 3 p.m.
• Sacramento, CA – Tuesday June 20, 2017, from 9 a.m. - 3 p.m.

While the amount of space is limited to about 75 attendees per session, attendance is free in an attempt to get the information out there.

“When it came to space and fees, the bottom line was that the biggest benefit to us all is to get this information out there. It’s not a commercial, it’s access to all the different assets of marketing and packaging for produce and perishables in general,” Terry tells me. “As for the amount of space, it was important we ensure that everyone have quality time to get any and all questions answered.”

With spots filling up, and a prime possibility that this program’s success could mean more phases to come for other key regions, for California and beyond, don’t miss your chance to be involved in its debut. Click here to register for the event near you.

Moxxy Marketing Western Growers Dickenson Peatman & Fogarty Garlock Printing & Converting Downey Brand, LLP