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Del Monte to make a 'jarring' change

An old-fashioned mason-style glass jar evokes a nostalgic feeling for buyers of Del Monte's popular Orchard Select® brand sliced fruit. But by July, the jar will have undergone some significant changes.
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FILED IN:  Package Component  > Closures
     

The current package (shown here) is a 26-oz stock jar. It takes a pressure-sensitive polypropylene label flexo printed in seven colors. It has a 70-mm finish and a threaded steel closure. In July Del Monte is moving to a 26-oz custom jar by Owens-Brockway (Toledo OH) to "personalize" the packaging more says Shiela Zimmerman associate product manager at San Francisco-based Del Monte Foods. The mason-style jar will also have cup measurements going up the sides for a home-canning look. Starting in July the fruit will be packed and retorted in Del Monte's San Jose CA facility.

Del Monte is also changing to a larger PP label. Again it will be flexo-printed but this time by Flextech (Elk Grove Village IL) and in eight colors. Originally Del Monte had been using a paper label which proved to be problematic because the labels peeled off when retailers put the product on ice. The use of pressure-sensitive PP has solved that problem. "It was an issue trying to get a label to work because it had to withstand being on ice or refrigerated. We've changed it several times and now we've got one that works" Zimmerman says.

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Printed in four colors plus gold laquer by Crown Cork & Seal (Philadelphia PA) the deep-skirted 75-mm threaded closure displays the Del Monte Shield with the phrase "Del Monte specialty-selected produce." This indicates it should be merchandised not in the grocery aisles but in the produce section of stores. "We prefer it to be on a wood rack in produce" Zimmerman says because it sells twice as fast when it's on a wood rack next to cut or fresh fruit.

Selling for approximately $3.00 each Orchard Select in its new package will roll out nationally this summer to grocery and club stores in three varieties: Sliced Yellow Cling Peaches California Mixed Fruit and Sliced Bartlett Pears.

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