Specialty Food Magazine

JUL-AUG 2012

Specialty Food Magazine is the leading publication for retailers, manufacturers and foodservice professionals in the specialty food trade. It provides news, trends and business-building insights that help readers keep their businesses competitive.

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Page 52 of 207

Placing QR Codes on food packages is very effective because there is always a point where the customer is physically holding the package—before and after the purchase. The caveat is that the content has to be valuable and executed properly. a community. This is what will help build your brand." Specialty food supplier Pacific Natural Great Products Deserve the Best Labels. Foods, Tualatin, Ore., debuted QR Codes almost a year ago on its new line of Soup Starter packages. Marketing and commu- nications manager Jennifer Herrick believes that the product lends itself to the technol- ogy. "The Soup Starters are a base that cus- tomers use to create their own recipes," she explains. "The QR coding provides recipes, cooking demos and easy-to-access shopping lists at customers' fingertips that can opti- mize their time in a supermarket." After a recent package refresh, Pacific Natural Foods has rolled out QR coding on all its soups, broths and non-dairy bever- ages. Herrick notes that customers are on the early-adopter side. "Since 20 percent of our customer usage was via our website, we knew we were dealing with people who were somewhat media and mobile savvy, so we did not worry about a learning curve when it came to using the codes," she says. The goal of the QR Codes, Herrick Watch new product videos at www.primeralabel.com/videos Primera has everything you need to print and apply gorgeous, full-color labels for your products. Our LX-Series Label Printers, an industry standard, are now complemented by the new AP-Series Label Applicators and DX-Series Label Dispensers. Better looking labels, applied straight and without wrinkles, helps you sell more of your products! Call us at 1-800-797-2772 for more information and a FREE sample label package. Visit us at www.primeralabel.com or email to sales@primera.com. shares, was to extend usage with its cur- rent customer base rather than attract new customers. "We also want to show our cus- tomers that there are more ways to use our products than just the obvious," she adds. "The codes, linking to recipes and short demos can give a broader reach." Herrick cites Pacific Natural Foods' non-dairy bev- erages as an example. "People might not be aware that they can use them for soup bases or in baking," she says. Setting up the codes is easy and free. Two Carlson Parkway North Plymouth, MN 55447-4446 USA 800-797-2772 (U.S.A and Canada only) Phone: 763-475-6676 Fax: 763-475-6677 www.primeralabel.com ©2011 Primera Technology, Inc. Primera is a registered trademark of Primera Technology, Inc. All data and company names used in sample outputs are fictitious. Creating the experience behind the codes— such as launching a website and hiring a web agency—is where a company incurs the cost. "The launch of the QR Codes coincided with our package refresh, so there was no extra expense there," Herrick notes. "If you are adding codes to existing packaging, it is often just a printer-plate change and not too costly." Tempo Strategic's Cason advises using QR Codes in meaningful ways. Content 38 ❘ SPECIALTY FOOD MAGAZINE ❘ specialtyfood.com

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