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Sev-Rend leading California avocado new packaging options

California avocado packers over the last five years have shifted packaging as retailers have altered the merchandising techniques for avocados.

The produce packaging and labeling company, Sev-Rend Corp., is providing avocado grower-packers with products to meet the new trends, according to Jeff Watkin, graphics and marketing manager. The firm is based in Collinsville, IL.

With Russell Reta, West Coast sales manager, on the front line, Sev-Rend is bringing several options to California avocado grower-packers.

“Avocado packaging is moving from a header-only style bag” which is a net bag with a film top that has finger holes for carrying, “to a half-wrap style bag and to a full-wrap style bag,” Watkin said.

The main package Sev-Rend is supplying are three- and five-pound avocado mesh bags. These utilize all three types of packaging Sev-Rend offers the avocado industry. The three are Sof-Net brand, SR-film and branded direct thermal labels.

Sof-Net is Sev-Rend’s branded netting, which is preferred by avocado grower-packers, Reta noted. “The main use was green in the beginning and now companies have evolved to different netting colors to compliment branding along with identifying specific product types.” He said, for example, that, depending on the packer, purple or white netting is being used to identify organic avocados.

SR-film is material Sev-Rend uses for the overwraps of its mesh packaging. These can cover half of a bag, or provide a full-wrap around the avocado bags. Heavy-gauge SR-film is used for solid colors or a repetitive “wallpaper” print. Full-wraps have “considerable room to serve as a viable branding and marketing vehicle for these customers,” Watkin said.

He added that avocado packaging has progressively moved from a header-only style bag to a half-wrap style bag. “The half-wrap is the most popular style with avocado grower-packers right now.” But full-wrap style bags are gaining in market share.

Larger wraps allow “for more real estate on the packaging for the company to communicate” health education, product features and avocado use.

Full-wrap film around avocado bags also boosts the opportunity for brand development and retailer-driven recipe programs.

Beyond its many graphics and packaging options, because of Sev-Rend’s efficient national distribution, the firm gives packers the advantage of “allowing for speed to market with their product. This is an effective service due to streamlining the process for our customers,” Watkin said.