Turn Your
Produce Packaging
into a Sales Tool

Stop treating your packaging as protection.
Start using it as persuasion.

Packaging is the most underutilized sales tool in
fresh produce.

It’s the only marketing asset every shopper touches, yet most produce companies only treat it as a container. Done right, produce packaging sells: it educates, differentiates, and convinces shoppers to buy. Companies that master this don’t just sell more produce — they build loyalty, protect their margins, and lead their categories.

Most Packaging Protects. Smart Packaging Sells.

Across the fresh produce industry, produce packaging is underutilized. What gets printed on packaging is usually just default information: a company name and logo, the product name, and the legal details. This is not because produce companies just want to identify themselves and restate the obvious — but because produce packaging has rarely been seen as a sales tool.

The result?

Millions of packs that protect the product, but do little to influence or inspire shoppers to buy.

The Persuasive Packaging Pathway™

This is why I created the Persuasive Packaging Pathway™ — a proven framework to help companies turn packaging from protection into a powerful sales driver. It consists of three main pillars:

Positioning – uncovering your unique brand story and point of difference

Persuasion – designing packaging that sells

Premiumization – elevating your brand to command stronger margins, loyalty, and leadership

Most companies don’t even realize the sales they are leaving on the table. When you see packaging through the lens of positioning, persuasion, and premiumization, you uncover opportunities that have always been there on your packaging — but have never been used.

Find out more.

Meet Lisa Cork

I’m the Founder and Principal Strategist of Fresh Produce Marketing. For over 30 years, I’ve helped companies worldwide rethink their packaging, branding, and strategy. I also teach the USA’s only university course in fresh produce marketing at Cal Poly State University. My passion is strategy: challenging assumptions, uncovering opportunities, and turning insights into action.

How I Help Clients

I work with boards, executives, and leadership teams who want their packaging, branding, and strategy to deliver real business impact. My consulting starts with the questions companies most often ask — and leads to strategic roadmaps that drive sales, protect margins, and create category leadership.

Rebrands & Refreshes – Where should we start to make it strategic?
Packaging That Sells – What should our packaging say if it was designed to persuade?
Consumer Insight – Who’s buying our fruit, and what do they care about?
Leadership Alignment – How do we get our board or team to see packaging differently?

Let's discuss how I can help you.

Trusted by Fresh Produce Leaders Worldwide

From Australia to North America, Europe to Latin America, I’ve partnered with leading growers, exporters, and marketers to create packaging and branding strategies that deliver results.