Packaging Solutions for Produce

Labels and bags step into bigger produce merchandising roles.

Packaging and labels are more critical than ever in retail fresh produce merchandising and sales.

To capture sales, growers and retail buyers should understand how today’s packaging must transcend branding by attracting shoppers and clearly communicating information, including topics such as sustainability.

“Graphics are doing more work today than they used to,” says Victoria Lopez, marketing and business development manager for Fox Packaging, McAllen, TX. “Shelf impact still matters, but packages also need to communicate nutrition, origin, and recycling instructions in a way that is clean and accurate. Consumers pay more attention to that information than they used to.”

The latest developments in produce labeling are centered on sustainability and shopper engagement. Labels and bags increasingly communicate product origin, details, nutrition, recycling instructions, traceability data and other information in a simple manner that can stand out in produce aisles, displays and shelves.

“Packaging is our ’silent salesperson’, working 24/7 at shelf to answer questions, build confidence and make trying something new feel easy,” says Alex Jackson, vice president of sales and marketing for Frieda’s Branded Produce, Los Alamitos, CA. “Of course, we meet all regulatory requirements, but we also see every pack as a chance to inspire and that’s where the magic happens.”

INFORMATION, PLEASE

The increase in demand for data transferring is changing how bags and secondary packaging, including trays, are labeled, says Tamara Muruetagoiena, vice president of sustainability for the International Fresh Produce Association (IFPA), Washington, D.C.

“It’s critical that suppliers, growers or packers understand the importance of labeling and bags, and fitting their information in that space.”
— Tamara Muruetagoiena, International Fresh Produce Association, Washington, D.C.

“There are higher demands than ever, from a data standpoint, from the late part of the supply chain, and that data needs to be transmitted from the supplier,” says Muruetagoiena. “There’s an evolution of more data needed to be cramped into that space, evolutions from barcodes and QR codes.”

Marketing through packaging is also vital, and “branding has never been more important,” says Alysha Lowe, marketing specialist with Sev-Rend, Collinsville, IL.

“As consumers become more selective and values-driven, brands must clearly communicate their story, quality and differentiation,” Lowe emphasizes. “Effective branding on produce packaging builds recognition, conveys trust and communicates key selling points instantly.”

“Packaging is often the first — and sometimes only — brand touchpoint in-store.”
— Alysha Lowe, Sev-Rend, Collinsville, IL

The global food packaging market size was estimated at $422 billion in 2025 and is projected to reach $599 billion by 2033, growing at a 4.3% Compound Annual Growth Rate (CAGR) from 2026 to 2033, according to Grand View Research.

RETAILER EXPECTATIONS

Harps Food Stores Inc., a Springdale, AR-based chain that operates more than 140 stores in Arkansas, Oklahoma, Kansas, Missouri, Louisiana and Mississippi, evaluates packaging and labeling on sell-through, shrink control and ease of execution at store level, says Mike Roberts, vice president of produce operations.

“At Harps, labeling is important when it adds clarity and helps drive the sale,” he says. “Simple, easy-to-read information like variety, usage or key attributes is what resonates most with our customers. If it becomes too complicated or cluttered, it tends to lose effectiveness.”

Packaging can directly affect shelf life, product integrity and retail arrival. For example, films blocking most visible and UV light reduces greening and extends potato shelf life, while mesh provides breathability that keeps product, including onions and citrus, fresher longer through the supply chain, says Fox Packaging’s Lopez.

EARLY PLANNING ADVISED

“Matching the right bag to the right product is not just a packaging decision, it is a quality decision that pays off from the packhouse to the consumer,” says Lopez. “The bag is the one direct touchpoint between a brand and the consumer at the point of sale, and it gets treated as an afterthought more often than it should.”

Produce marketers shouldn’t consider labeling an afterthought, Lopez adds. “The operations that do it well decide early what the package needs to communicate and build around that, rather than adding elements one at a time until the space runs out.”

Limited label space is one of the most common practical problems that arises, particularly on mesh bags.

“Produce labeling should be treated as part of the overall packaging strategy, not just a required component,” says Destiny Buccieri, marketing manager of New Kensington, PA-based Yerecic Label. “A well-designed label supports shelf presence, shopper communication, and broader brand and sustainability goals.”

Labeling technology is becoming more connected to traceability, compliance, and supply chain visibility.

At the same time, labels and printed bags are increasingly expected to carry lot numbers, barcodes, QR codes and other traceability information that supports downstream requirements. This means packaging specifications need to be built correctly from the start so the design, print method and required data all work together, explains Lopez.

“Packaging design in produce has been shifting toward a cleaner, more straightforward presentation,” she says. “The right information can build trust, but unclear or unsupported language can create risk.”

Consumers want to find information quickly, and a cluttered bag makes that harder, she stresses. “A well-executed bag still drives shelf impact, it just does it with more discipline than it used to. Because packaging programs take time to develop, these conversations should happen early, not right before a regulation or retailer requirement takes effect.”

COLLABORATION REQUIRED

For effective produce merchandising, suppliers should work closely with their retail customers, collaborating on designing packaging systems that allow for co-branding, ensuring their individuality works with the supermarkets’ produce merchandising.

“Collaboration is key,” says Sev-Rend’s Lowe. “Suppliers can design packaging systems that allow for co-branding — balancing their own identity with the retailer’s brand guidelines. Flexible print technologies make it easier to adapt designs while maintaining consistency across different retail environments.”

Effective labeling and bagging is an opportunity for retailers and suppliers to make packaging feel helpful and human.

“Effective branding on produce packaging is everything. It helps a product shine in a sea of apples and bananas.”
— Alex Jackson, Frieda’s Branded Produce, Los Alamitos, CA

“When a brand is clear and consistent, it doesn’t compete with a retailer’s identity, it complements it and adds value to the shelf,” says Frieda’s’ Jackson.

Branding is increasingly important in produce, especially as more items shift into packaged and value-added formats.

“On shelf, the label is often the first and main opportunity to communicate quality, create differentiation, and influence purchase decisions,” says Yerecic Label’s Buccieri.

SALES TOOLS

Branding can build trust and help the product stand out. However, it works best when it stays clean and complementary to the overall department presentation, she says.

Harps’ Roberts agrees. “Packaging and bag printing can be effective sales tools — particularly for commodity items — but they support the bigger picture rather than lead it. The suppliers who perform best for us are those who can differentiate their product while still fitting into a straightforward, value-driven store environment. Clear messaging and simple design go a long way without overpowering the shelf.”

Food safety and preservation requirements also continue to drive technological advancements in packaging.

Currently, the FSMA is targeted at only a few produce categories, but includes processed perishable food supply chains, says Sean Watson, president and founder of Pro Label International Inc., Santa Barbara, CA.

“The perishable food supply chain will be impacted by the coming of FSMA, but also waste reduction and freshness initiatives for brand building,” Watson cautions. “All these initiatives imply more data required to enhance item level visibility using a newer, Serialized Global Trade Item Number (SGTIN) standard for item-level identification.”

SUSTAINABILITY FOCUS

The industry is seeing major retailers move away from narrowly defined packaging sustainability targets and more toward broader compliance initiatives, says Sev-Rend’s Lowe.

“Differing EPR laws from state to state are requiring retailers to shift their focus and make their packaging defensible and state compliant in order to ensure market share in these states,” she says.

Though the information transmitted through Price Look Up (PLU) stickers can replace packaging, the stickers can contaminate compostables and waste streams, prompting a global effort to ban PLU stickers.

“That is one of the biggest efforts in our entire industry on things that go beyond plastic and beyond current materials is on PLU stickers,” says Muruetagoiena. “There’s that tug of war between policymakers not understanding our industry and our industry moving forward.”

IFPA efforts are focused on the development of compostable PLU stickers as a solution, “as so many countries are threatening banning them.”

Companies are leveraging QR codes to deliver extended product information, including sourcing details, grower stories, nutritional data, and sustainability initiatives. Increasingly, QR codes are being integrated into broader data strategies, supporting inventory management, quality control and recall readiness. QR codes are also being used for traceability, allowing consumers and retailers to track products back through the supply chain.

“QR codes remain highly relevant and are evolving in their application,” says Lowe. “As consumers seek more transparency and information, QR codes provide a scalable way to bridge the gap between limited on-pack space and the demand for deeper engagement.”