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'Farm-to-fork' drives consumer packaging

The consumer trend toward locally grown fresh food has infiltrated the mass market. Learn how to utilize your packaging to convey premium, farm-fresh authenticity.

Farm-to-fork product names just say it like it is. Take, for example, Ronnybrook Farm milk, from Ronnybrook Farm Dairy in the Hudson Valley
Farm-to-fork product names just say it like it is. Take, for example, Ronnybrook Farm milk, from Ronnybrook Farm Dairy in the Hudson Valley

’Farm-to-fork’: It’s the foodie buzz term of recent years, the hip culinary expression on everyone’s lips. New restaurants boasting farm-fresh ingredients are popping up in neighborhoods all over the country, greenmarkets are hotter than ever, and farm-to-fork ambassadors like chefs Dan Barber of Blue Hill, British sensation Jamie Oliver, and Alice Waters of Chez Panisse have become bona fide celebrities.


And now, this movement is starting to infiltrate the mass market.


It’s no surprise. With E. coli outbreaks happening every few months (it seems) and books like The Omnivore’s Dilemma making people fearful of what they put in their bodies, today’s consumers want to know exactly where their food comes from. Farm-to-fork delivers on that need. It is defined as “food that has come to your table from a specific farm,” and more often than not, these are greenmarket-bought fruits, vegetables, and meats that come from farms within a certain distance from one’s home.


Sure, it seems that consumer packaged goods would be the antithesis of farm-to-fork, but the truth is that certain CPG brands—such as Land O’Lakes and Ocean Spray—have been offering farm-fresh products for years. Now other brands, many with the word “farm” in their names, are pinpointing a need in the market to not only use the highest-quality, farm-fresh ingredients, but also to provide consumers with information about the origins of those ingredients.


There are a few different ways that companies are interpreting farm-to-fork for the mass audience. Some brands, like Green Giant, focus on the farm-fresh aspect, while others, like Cabot Creamery dairy products from Vermont, focus on local. Kashi—whose tagline is “seven whole grains on a mission”—is all about sourcing authentic ingredients from around the world. Häagen-Daz’ Five ice cream brands and Yoplait’s Simplait yogurt are stripping down the ingredients to the bare essentials.


Conveying farm-fresh through packaging


A lot of brands have been conveying the “farm-to-fork/local/sourced/simple ingredients” aspects of their offerings through advertising, but how are they communicating the fresh, farm-to-fork aspect of their offerings through their packaging? For starters, they’re making it more premium. Consumers seem to be willing to pay a bit more for the quality aspect of farm-to-fork offerings, and the upscale design of these products reflects this. Quite simply, the products cost more because people are willing to pay more. But there are many more ways that brands can capitalize on this trend to try and seize some of the $860 million worth of unmet demand for farm-fresh products (according to Farm2Table Co-Packers [http://farm2tablecopackers.com], a company in upstate New York).


Here are five lessons the “big boys” can learn from some of today’s smaller, but well-established, farm-to-fork brands.

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