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OPN Connect Newsletter 192 · November 12, 2020

Fox Packaging Understands Importance of Label Communication


Fox Packaging, based in McAllen, Texas, understands that packaging labels are essential for helping customers identify products and determine product value.

“While technology has advanced on the press and production sides, the core functions of label communication have deviated in design and delivery rather than application,” said Keith Fox, president of the company. “The central goal of the label is to display the brand owner’s contribution to the consumer’s lifestyle while highlighting their mission, product highlights, and general messaging.”

Stemilt January 2021

Keith Fox, President, Fox Packaging

After all, in today’s landscape, many consumers want reassurance that the brands they support are responsibly navigating their operations in terms of their health, environmental, and social impact.

“Today’s communication through packaging labels is critical as brands have moved forward in broadcasting their corporate social responsibility agendas to offer peace-of-mind purchases,” Fox said. “Integral to brand building is transparent messaging that captures consumer attention during decision-making, encourages potential buyers to purchase, provides convenient product information, and communicates end-of-life recycling methods.”

“The central goal of the label is to display the brand owner’s contribution to the consumer’s lifestyle while highlighting their mission, product highlights, and general messaging.” -Keith Fox

Chelan Fresh January 2021

Fox Packaging is in an advantageous position to do this as it works alongside its sister company Fox Solutions.

“Through our equipment solutions, we have been able to test and engineer machines to adapt to the material and packaging designs for various commodities,” Fox said. “For example, our FSPB2 pouch bagger can pack various dimensions, supports weights up to 5 pounds, and is gentle enough to handle even apples or avocados.”

Fox Solutions FSPB2 pouch bagger

Chris Gonzalez, vice president of sales for WP Produce, noted Fox Packaging has been a vital part of its packaging team for about a year.

Valent January 2021

“Successful packaging requires a cooperative and coordinated effort between our internal employees who have to get our avocados into the bags, our marketing agency partners at Moxxy Marketing who develop our branding and messages, and Fox, whose packaging innovations and experience are essential to selecting the best materials and producing the physical container,” Gonzalez said. “Once everything is engineered and designed, Fox prints and produces the film and mesh packaging we use.”

Chris Gonzalez, Vice President of Sales, WP Produce

“Integral to brand building is transparent messaging that captures consumer attention during decision-making, encourages potential buyers to purchase, provides convenient product information, and communicates end-of-life recycling methods.” –Keith Fox

Shenandoah Growers Jan2021

WP Produce sells tropical fruits and root specialty crops, many of which might be unfamiliar to the average grocery shopper.

“Our packaging and labels allow us to include educational information about the products and add recipes and usage examples to encourage consumers to place the items in their cart and try them,” Gonzalez said. “In recent years, we have moved beyond on-fruit PLU stickers (which are still effective on large items such as breadfruit because there’s a lot more ‘real estate’ to work with) to using high-graphic bags. It’s like having little billboards in the produce department to get attention and increase sales.”

Desbry Tropical Avocados 2-count bag

“Our packaging and labels allow us to include educational information about the products and add recipes and usage examples to encourage consumers to place the items in their cart and try them.” -Chris Gonzalez

Naturesafe January 2021

The 2-count bag for Desbry Tropical Avocados that Fox is producing for the company is a great example. “Tropical avocados are three to four times the size of the more familiar Hass variety. Their size alone catches attention, but consumers need to know more before making an initial purchase,” Gonzalez said. “A combination of mesh and film in a stand-up pouch, this package stops shoppers in their tracks and allows us to tell the story of this familiar but different fruit while ensuring each sale is a minimum of two avocados, greatly increasing sales volume.”

Rachel Atkinson-Leach, Category and Brand Manager, RPE, Inc.

Rachel Atkinson-Leach, category and brand manager for RPE, Inc., said the company has worked with Fox Packaging for more than a decade, and when RPE decided to rebrand its Tasteful Selections line of products in Q4 2018, it worked with Fox Packaging on a new labeling strategy.

“Fox Packaging has really stepped up for Tasteful Selections in providing top-quality, innovative packaging for our products, and [we] recently partnered with Fox Packaging on a new bag,” she said, explaining that Fox updated the logo and redesigned the packaging. “It’s a fully recyclable gusseted pouch bag. Since it is so unique, it took some time to iron out some issues to get it to run on the equipment. Their customer service rep has done a great job, working with our team to get what we need, when we need it, especially during this pandemic.”

Tasteful Selections fully recyclable gusseted pouch bag

As a member of the Sustainable Packaging Coalition and the How2Recycle program, Fox Packaging has aligned itself and its packaging recommendations to recycle-friendly materials. Fox noted the How2Recycle label was created to provide consistent and transparent on-package recycling information to consumers in North America.

Starr Ranch

“Our teams at Fox Packaging and Fox Solutions are devoted to working alongside our customers,” he said. “Ultimately, our goal is to protect fresh produce while maintaining its shelf life with recycle-friendly packaging, which can ultimately be given a second chance at life through post-consumer recycled materials.”

Global Organics Group January 2021

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