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Holo label produces positives

Produce grower-marketer Ag-Mart Produce switched from a standard paper label to a reflective holographic label in September ’02 for clear polystyrene pints of its Santa Sweets-brand grape tomatoes.

“We wanted our quality product to stand out in the produce section” says Robert Meade executive vice president of sales and operations. “People don’t associate produce with a label like this that’s one of the reasons we did it.”

Meade feels that a unique product warrants a unique look. Ag-Mart Plant City FL says it’s the only company in the world that grows this particular tomato variety.

The holographic 60# paper label is flexo-printed in five colors plus UV varnish and die-cut by Consolidated Label. The stock pressure-sensitive paper holographic substrate is supplied by Spinnaker Coating. The paper substrate is microembossed and metallized in a stock “Rainbow” pattern.

Consolidated Label collaborated with Ag-Mart on the graphics design which also includes three kid-friendly characters: Tom Matt and Otto.

“We’ve received a ton of emails from parents asking about the characters for their kids along with others commenting about how they like our label and love our product” says Meade. “As a produce company we never would have dreamt of receiving emails from people on a positive note about the product but by creating a holographic label and characters we’re accomplishing that. It’s starting to really catch on.”

That comes at a cost: The holo labels cost a little more than twice that of conventional paper labels according to the supplier. Interestingly the supplier says Ag-Mart was able to justify the pricier holo label by considering it also as a marketing expense rather than solely a labeling expense.

“We’re making a statement with the product so we feel it’s well worth it to spend that cost upfront” says Meade. The holo-labeled pints are available nationally for around $2.99. —RL

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