Adding eye and opening appeal

Earlier this year, the Selma, CA-based beef processor worked with local designer Zylka Design to develop new graphics for its lidding from Curwood. The film itself now has a matte finish and has incorporated Curwood’s EZ Peel® opening feature.

“We were attempting to create a whole new look that would really highlight the product itself,” says Bruce Berven, Harris Ranch vice president of marketing. “We eliminated a lot of the darker colors of our former design for a lighter background that makes the photography jump out.” Zylka worked with a local photographer and food stylist on the images.

The lidding film consists of a 48-ga oriented polyester with eight-color reverse-printed graphics that’s laminated to a proprietary coextruded film incorporating ethylene vinyl alcohol (EVOH) and the EZ Peel sealant layer. A corner tab on the lidding calls attention to the easy-opening feature.

“We also went to a matte finish because in display with fluorescent lighting, there can be a glare with glossy films,” Berven notes. “Not only can that make it difficult to see the images, but it also accentuates any wrinkling from the sealing process.” Harris Ranch makes its own trays on a thermoform/fill/seal line.

The line’s eight products are vacuum-packaged inside the black trays and can be microwave-heated in seven minutes. Distribution is primarily in the western United States, along with some divisions of national chains in the Midwest. “Supermarkets like the changes we’ve made because we’re offering the consumer features we didn’t have before,” says Berven. But he adds that with a 90-day freeze-by date, products in the new packaging are just beginning to reach stores. —AO