About
The role of Packaging
Are we selling
packaging or fruit?
Sustainability Reports
Consumer sustainability reports show increasing gravitation towards sustainable packaging as a strong, ancillary purchasing driver. While packaging composition is growing in importance, product quality and appearance remain the primary drivers that influence purchases. Many companies have taken an aggressive approach to labeling, placing more emphasis on the outside of the package, rather than the contents of the package, with large sustainability communications — oftentimes more prominent than the actual variety labeling.
CMI’s Difference
At CMI Orchards, we take tremendous pride in growing premium, high quality apples, pears and cherries— we want to leave as much focus on our fruit as possible. Excessive information about packaging, on packaging—while timely and topical for sustainability conversations—distracts customers from the delicious fruit inside (i.e. the primary purchasing driver!).
Information Overload
I want to know I’m making a
good choice
Do we recycle, compost, reuse, or dispose of our packaging?
There is a litany of information out there about packaging and how to handle it. At the end of the day, consumers want to feel good about the products they are buying and know they are helping make a difference.
Sustainability is increasingly important to shoppers.
Yet the word carries a lot of ambiguity and has been diluted due to greenwashing tactics applied by some companies taking a more subjective approach to what it means. Sustainability claims on packaging are often loosely defined and barely understood. Consumers are still drawn to the word “sustainable” but it’s not necessarily impacting their purchasing decisions as much as it could with the word representing such an amorphous cliche. This can impact consumer engagement by deflating sentiment from excitement and buy-in, to a perfunctory experience. It doesn’t stop there. That discounted experience of apathy and indifference can lead to devastating mistrust.
consumers and policy makers demand accountability for sustainability claims.
At CMI Orchards, we seek to lead this new era of accountability to not only comply with what little regulation exists, but to forge a path forward where it does not.
CMI’s Relax!™ program takes an amorphous, overused term and gives it a crystal clear, concise definition delivering authenticity, integrity, substance, and a candid call-to-action for our consumers – all while delivering peace of mind.
