instore - May 2018 - 68

PACKAGING

Transparency
by Andy Nelson

T

he need for transparency in packaging
gets to the heart of one of the fundamental principles of food marketing.
"Customers buy with their eyes," says Jeff
Lucash, vice president of sales for Fitchburg, Wisconsin-based thermoformed plastic packaging specialist Placon Corp. "They
want to see the food inside the package.
They want to know the product is fresh, and
seeing is believing."
The food must be the star of the merchandising, Lucash says, and a great plastic
package helps make that possible. Placon's
GoCubes are a perfect example, he says.
GoCubes are crystal clear with a sleek design, no ribbing, and a secure-fit lid to maximize visibility of the product in the package
- even when they're stacked. They help
keep foods looking great and tasting fresh
longer, Lucash says.

"Limiting ribbing and textures on the
package allows for more clarity."

Placon relies on clear, flat surfaces to maximize transparency. Photo: Placon Corp.

And clear, flat surfaces such as sidewalls and
lids maximize transparency and allow the
product to be easily seen."

product manager. That includes removal of
ribbing, which is easier said than done.

Placon works closely with its customers to
make sure the packaging it designs meets
their needs and helps their foods stand out
on the shelf. "Our goal is to help our customers frame their food so they can sell more,"
Lucash says.

"We like to say that our containers are
invisible, that they only serve to give
shape to food."

Increasingly, consumers are focusing on
healthy alternatives and turning to fresh,
unprocessed foods. When making those
choices, there are always visual differences
between "fresher" and "a bit less fresh," Lucash says.

"Ribbing adds strength and integrity to containers, so its removal requires the use of
thicker material, adding to the cost," Cline
says. "The design challenge then becomes
how to make a structurally strong package
without significantly impacting the cost, and
our RD&E team masters that every day."

JEFF LUCASH, PLACON CORP.

The design of the package plays a big role in
making sure the foods inside are easily visible, Lucash says. "Limiting ribbing and textures on the package allows for more clarity.

"No claim, picture, message or brand can
replace the visual assessment of that fresh
food item done by the consumer at the point
of purchase," he says. "That is what drives
the demand for clear packaging."
Shelton, Connecticut-based Inline Plastics
Corp. also is committed to eliminating all obstacles to product visibility, says Carrie Cline,

CARRIE CLINE, INLINE PLASTICS CORP.

Inline's product clarity is a key source of
company pride, Cline says. "We like to say
that our containers are invisible, that they
only serve to give shape to food. Customers can easily see how much clearer our
containers are compared to other offerings.
The material we use is definitely one of our
main strengths, as it offers unparalleled

Inline uses the
clearest PET
on the market.
Photo: Inline
Plastics Corp.

68 * MAY 2018 * commissary INSIDER



Table of Contents for the Digital Edition of instore - May 2018

Instore - May 2018
Editor's Note - Big fun on the bayou
CONTENTS
News - NEED TO KNOW
Spotlight - BY THE NUMBERS: Pizza
Packaging - HOT TO-GO: Prepared foods packaging
Cover Story - One-on-one with Erik Waterkotte
Feature - Are you experienced?
Feature - Big Easy, big expectations
Feature - Snacking naturally
Feature - TURKEY time
Feature - Deli convenience
Merchandising - ON DISPLAY: Menu boards
Equipment - LATEST INNOVATION: Pizza ovens
Commissary Insider - May 2018
INSIGHT INSIDER: NuVue Foods
C-stores vs. business dining
NuVue Foods Fresh Brands
FOOD SAFETY - Pest Control
PACKAGING: Transparency
EQUIPMENT - Getting the most out of labeling
R&D: Organic baked goods
Product Knowledge - CATEGORY UPDATE: Sandwich Breads
Feature - What the future holds
Feature - Personalized cakes
Specialty Insights - CONSIDER: Indian foods
Product Trends - FIRST TO MARKET
Product Showcase
AD INDEX
instore - May 2018 - Instore - May 2018
instore - May 2018 - BNJ - 1
instore - May 2018 - BNJ - 2
instore - May 2018 - BNJ - 3
instore - May 2018 - BNJ - 4
instore - May 2018 - Instore - May 2018
instore - May 2018 - 2
instore - May 2018 - Editor's Note - Big fun on the bayou
instore - May 2018 - 4
instore - May 2018 - 5
instore - May 2018 - CONTENTS
instore - May 2018 - 7
instore - May 2018 - News - NEED TO KNOW
instore - May 2018 - 9
instore - May 2018 - Spotlight - BY THE NUMBERS: Pizza
instore - May 2018 - 11
instore - May 2018 - Packaging - HOT TO-GO: Prepared foods packaging
instore - May 2018 - 13
instore - May 2018 - 14
instore - May 2018 - 15
instore - May 2018 - 16
instore - May 2018 - 17
instore - May 2018 - Cover Story - One-on-one with Erik Waterkotte
instore - May 2018 - 19
instore - May 2018 - 20
instore - May 2018 - 21
instore - May 2018 - 22
instore - May 2018 - 23
instore - May 2018 - Feature - Are you experienced?
instore - May 2018 - 25
instore - May 2018 - 26
instore - May 2018 - 27
instore - May 2018 - 28
instore - May 2018 - 29
instore - May 2018 - Feature - Big Easy, big expectations
instore - May 2018 - 31
instore - May 2018 - 32
instore - May 2018 - 33
instore - May 2018 - 34
instore - May 2018 - 35
instore - May 2018 - 36
instore - May 2018 - 37
instore - May 2018 - 38
instore - May 2018 - 39
instore - May 2018 - Feature - Snacking naturally
instore - May 2018 - 41
instore - May 2018 - Feature - TURKEY time
instore - May 2018 - 43
instore - May 2018 - Feature - Deli convenience
instore - May 2018 - 45
instore - May 2018 - 46
instore - May 2018 - 47
instore - May 2018 - 48
instore - May 2018 - 49
instore - May 2018 - Merchandising - ON DISPLAY: Menu boards
instore - May 2018 - 51
instore - May 2018 - 52
instore - May 2018 - 53
instore - May 2018 - 54
instore - May 2018 - 55
instore - May 2018 - Equipment - LATEST INNOVATION: Pizza ovens
instore - May 2018 - 57
instore - May 2018 - 58
instore - May 2018 - INSIGHT INSIDER: NuVue Foods
instore - May 2018 - C-stores vs. business dining
instore - May 2018 - 61
instore - May 2018 - NuVue Foods Fresh Brands
instore - May 2018 - 63
instore - May 2018 - FOOD SAFETY - Pest Control
instore - May 2018 - 65
instore - May 2018 - 66
instore - May 2018 - 67
instore - May 2018 - PACKAGING: Transparency
instore - May 2018 - 69
instore - May 2018 - 70
instore - May 2018 - 71
instore - May 2018 - EQUIPMENT - Getting the most out of labeling
instore - May 2018 - 73
instore - May 2018 - 74
instore - May 2018 - 75
instore - May 2018 - R&D: Organic baked goods
instore - May 2018 - 77
instore - May 2018 - Product Knowledge - CATEGORY UPDATE: Sandwich Breads
instore - May 2018 - 79
instore - May 2018 - 80
instore - May 2018 - 81
instore - May 2018 - Feature - What the future holds
instore - May 2018 - 83
instore - May 2018 - 84
instore - May 2018 - 85
instore - May 2018 - Feature - Personalized cakes
instore - May 2018 - 87
instore - May 2018 - 88
instore - May 2018 - 89
instore - May 2018 - Specialty Insights - CONSIDER: Indian foods
instore - May 2018 - 91
instore - May 2018 - 92
instore - May 2018 - 93
instore - May 2018 - Product Trends - FIRST TO MARKET
instore - May 2018 - 95
instore - May 2018 - 96
instore - May 2018 - Product Showcase
instore - May 2018 - 98
instore - May 2018 - 99
instore - May 2018 - AD INDEX
instore - May 2018 - 101
instore - May 2018 - 102
instore - May 2018 - 103
instore - May 2018 - 104
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