06 Jan 2020

WHY IS 125G THE WRONG FORMAT FOR THE BLUEBERRIES

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According to Myfruit'sPiccoli Frutti Observatory86% of blueberries in Italy is sold in the 125g format.

This format has several disadvantages compared to larger formats (150g, 160g, 170g, 250g, 300g, 400g, 500g, 750g, 1000g):

COSTS

  • Packaging: the incidence of labour costs for packaging is higher.
  • Packaging cost incidence: the cost of packaging varies less than proportionally with weight variation.
  • Transport: the lower the weight per unit, the lower the weight transported per unit of volume.

ENVIRONMENTAL IMPACT

  • Transport: The larger footprint per unit weight of this packaging increases its environmental footprint.
  • Packaging quantity per unit of product: the proportion between packaging quantity and product quantity is unfavourable to this format, which is therefore less sustainable than larger formats.

CONSUMPTION

  • Less than the recommended ration for one person for two days (150g-160g): the consumer buys blueberries no more than once a week and therefore a basket only partially covers requirements.
  • Not accustomed to regular consumption: once the basket is finished, it will be many days before the consumer buys another one and therefore the habit of daily consumption is not built up.

PRICES

  • Variability of retail prices as a function of market fluctuations: this dynamic may have the effect of distracting consumers who do not understand the reasons for price variability. On the contrary, it has been shown that if, when prices fall, larger formats are offered for sale at the same price, consumption increases. This increase usually has a structural component because it accustoms consumers to a more regular and daily consumption.

WE SUPPLY A LOT MORE BLUEBERRIES IN 300 G AND 500 G FORMATS IN THE BEST WEEKS AND FEWER TRADITIONAL 125 G PACKS. AS A RESULT, WE SEE THAT THE MARKET CAN SUPPORT MUCH HIGHER VOLUMES.

Harm Valckx, Berry Packing Services
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Blueberries sold in bulk in a French supermarket
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Blueberries in 750g package
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Blueberries in 360g pack (Woolworths - South Africa)



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