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Article | June 30, 2005
Switch to jars invigorates veggie brand
Steel price hikes in late 2004 motivated Ole’, a leading vegetable packer headquartered in Morrinhos, Goias, Brazil, to evaluate other packaging options besides steel cans. T
he packer entered discussions with glass packaging supplier O-I. O-I developed an affordable glass package for Ole’-brand green beans and corn. The jars carry the equivalent 200 grams of product as the packer’s conventional steel cans, are competitively priced, and feature specialized easy-open metal closures from Rojek.
Ole’ introduced the new retorted jar packaging in January 2005. It doubled the company’s share of the green bean/corn market in just three months. In fact, sales are growing at such a brisk pace that Ole’ is installing a new filling line to accommodate increased product demand. Ole’ is also adding a new product—a mix of carrots and potatoes—to the jarred line. According to Ole’ and O-I, consumers seem to like the jar option because it allows them to view the product they are buying. —Judy RiceLearn about packaging innovation at The Packaging Conference in Orlando, February 3-5, 2014
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