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Bangkok Post (Thailand) (KRT) via NewsEdge Corporation :

Jun. 27–Tapping into the lucrative US health-food market requires attractive and informative packaging, a clear message and knowing your target market, says an American marketing expert.

Kevin Leibel, president of Innovation Management, a marketing research and consulting firm, said the US market for organic food and non-GMO (genetically modified organisms) products was currently booming.

He added that Thai food producers wanting to export to the US should innovate and design packaging with clear messages to tell consumers instantly about the product quality.

Exporters should also explore opportunities in the growing natural food market, and in niche products for the elderly, children and people with food allergies.

Thai food producers should improve their packaging design to highlight information such as nutritional supplements or non-GMOs on their product labels, he said.

He added that American consumers were weight-conscious and that local producers had introduced low-calorie soft drinks and various candy packages to appeal to the market.

Mr Leibel also recommended greater detail on the labels, eye-catching designs, easy-to-open containers and proper storage.

“Good packaging can influence consumer purchasing. Therefore, entrepreneurs should think about multiple sizes, shapes and package configurations,” he told participants at a seminar organised by Kenan Institute Asia on “Designing Your Food Packaging to Capture the US Market,” held yesterday.

Ron Farnum, founding partner of Spark Marketing Services Co, said brands and labels should discuss the product’s history and the contents in detail.

“For example, a producer of ready-to-eat rice from Surin province might explain why Hom Mali fragrant rice from the province is better than other provinces. Consumers need to know that,” said Mr Farnum.

Good packaging could mean a competitive advantage — even over products with a lower selling price, he said.

Not many Thai companies and exporters pay much attention to packaging or US consumer behaviour, he added.

<<Bangkok Post (Thailand) (KRT) — 06/28/07>>