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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.

Pw 14502 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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