Marketing Aquaculture Products — 1

Packages, Labeling &
Point-of-Purchase
Communications
Most physical products require packaging.
Your aquaculture product may not require
packaging, but some do. Additionally, these
guidelines also apply to your signage at
farmer’s markets, point-of-purchase materials,
fl iers, etc. Product packaging must be appealing
in order to attract and hold the consumers’
eye and attention, and serve as an effi cient
and functional shipping container. How you
approach your packaging or point-of-purchase
communications (recipe cards, information
on your products and aquaculture operation)
can greatly increase consumer confi dence and
sales.
Packaging design usually involves the box or
wrapper that contains the product. Th e primary
function is of course to hold and protect
the product, but it also is a very powerful
selling tool. In a previous section we discussed
visiting a grocery store to do some invaluable
market research. Once again, the next time
you are in a large grocery store, take a minute
to look at the packaging and labeling systems,
especially those that don’t appeal (sell) to you
and those that you deem exceptional. Take
special care to notice how point-of-purchase
devices (coupons, recipe cards, etc.) are used
to encourage consumers to try a product. You
will probably come away with some good ideas
on product presentation and packaging.
Products can have multiple packages. Th is
includes the container itself, such as a bottle,
can, or case. Th is is oft en enclosed in a box for
protection purposes. Th e product may also
Marketing Aquaculture Products — 27