New Pennington Seed Packages Boost On-Shelf Presence

Marketers at Pennington Seed Inc. were determined to find better ways to market their grass seed products in mass merchants and home centers. They wanted to offer a better package, stronger graphics and more efficient shelving options. In November, after months of research, the company began shipping new plastic stand-up bags and cut-case cartons that optimize typical shelving widths."This has been a nine-month process to determine exactly what we needed to do to improve our packaging, find the equipment that could achieve those goals, and modify our plants to create a flow so the process would move smoothly," says Ronnie Stapp, executive vice president of the seeds division. That process followed earlier research by the Madison, Ga.-based division of Central Garden and Pet Co. that included polling customers and retailers."Overwhelmingly, they told us that consumers don't know enough about what type of grass seed they need when they go to the store," says Stapp. "We needed to tell a better story on our packaging about what the best product was for each situation and how to use it."Typically packaged in plastic bags, the products didn't provide much of a marketing face to attract consumers or to explain the options. A former solution, packaging seeds in cardboard boxes, provided image space and a more dramatic facing on the shelf, but it was considerably more expensive to manufacture and fill, Stapp notes.The company also realized that it wasn't maximizing its shelf space because its cut cases didn't fit precisely onto most retail shelves. This insight was gained when marketing executives visited some of its retail accounts to see how the product was displayed and how customers made their purchasing decisions.To remedy those problems, the company embarked on an upgrading program that resulted in a $1 million investment in new packaging equipment for two plants in Missouri and Oregon. The equipment produces a flat-bottomed, laminated plastic package that sits upright, offering the advantages of both plastic bags and boxes. The new formats and improved efficiencies will increase capacity in the two plants by at least 40 percent, Stapp explains.The bag consists of an exterior polyester layer and an interior polyethylene layer. Graphics are printed on the interior of the polyester layer, which is then laminated to the polyethylene, sandwiching the printed matter so it doesn't smear. The printing can be done with both gravure and flexographic processes, producing a sharp, clear image. Image printing is done by M&W Packaging Inc., Jackson, Mo."This quality of printing is much better than anything we've seen in the past on this type of package," says Stapp. "The package also stands up very well, providing a flat bottom that is stable and sturdy."To take full advantage of the new package design, the company redesigned its graphics and package information. In-house designers focused on simplifying the information by using easy-to-understand terms so consumers can quickly determine which product suits their needs. The information includes a photo of the type of lawn that will be produced and one key benefit. Two to three additional points are also highlighted, including the seeding rate required for the lawn and the conditions best suited for optimal performance for each type of seed.The new packaging also gave the company freedom in redesigning its on-shelf presentation, Stapp says. "With a flat-bottomed package, you can play with the height, depth and width of the display." That meant that regardless of the volume in each package, the company could retain the same width to maintain a specific facing configuration.Pennington Seed redesigned its cut-case cartons to provide shelf displays that exactly fit the standard 4-foot and 8-foot racks available in stores. Each case was designed for a 16 inch width, with two facings of each product included in the case showing. As a result, the company can now fit six cut cases into an 8-foot system. The new cartons are produced in Springfield, Mo., at a branch of Chicago-based Stone Container Corp."To be effective, displays must use every inch of the available space," Stapp says. "This reconfiguration ensures we maximize the space we have." The cartons are also included in the company's mini-pallet program for use in aisle locations.The new packaging and cartons are being used for the company's spring selection of products.

New Pennington Seed Packages Boost On-Shelf Presence

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