When it comes to fresh herb packaging, consumers are long familiar with two common types of packaging–clamshells often racked in a row with the product inside or product stacked in the wet wall of herbs.
However, Soli Organic is trying something new. In the past few years, the company has focused on the growing side of the business–in June for example, it opened its most technologically advanced facility yet in San Antonio's mixed-use Brooks Community at the site of the former Brooks Air Force Base. "Now we're starting to do more with packaging as well," says Matt Ryan, chief executive officer for Soli Organic.
Doing more is packaging the company's fresh basil in "bouquets" which are held in a shipper. "Shoppers' only options are a clamshell which forces the product into a package that's often stored in refrigeration, leading it to degrade over time," says Ryan, noting that Soli Organic already has its living organic herb line which includes basil. "The living organic herb line is a strong market but not everybody wants to buy a whole plant. So then people are stuck with it stuffed into a clamshell which has all sorts of problems such as not having airflow around it, degradation over time, especially if it's not stored properly, and more." He also adds that many retailers struggle with cold chain protocol on basil. "They tend to put it in with the rest of the herbs and then it turns black because basil doesn't like the cold the way the other herbs like cold," adds Ryan.
Pairing products
Instead, the company is trying to compel retailers to display the basil bouquets by the tomato table–a duo of products or ingredients that pair well in numerous dishes.
This basil packaging development follows parsley and cilantro "bunches" packaging that the company revamped in 2023 and which allows product to be displayed without it being on the wet wall. "A lot of retailers struggle with the wet wall–there's a lot of shrinkage, it's not always the most sanitary presentation, etc.," says Ryan.
This could also lead to focusing on more packaging developments for other fresh herbs the company grows. "The truth of the matter is retailers have had herbs stuffed into clamshells for 30 years now and it's time for more innovation in that space," says Ryan.
Different types of herb buying
The bouquets also appeal to one of two types of fresh herb buyers. After all, there are two types of herb buyers: impulse buyers and non-impulse buyers. "Our potted living organic herbs are highly impulse driven–people see a beautiful basil plant and decide they want it in their kitchen or garden. On the other hand, if you have a recipe that calls for sage, you're going into the store to buy sage," says Ryan.
This leaves the opportunity for these new bouquets to also become impulse purchases–particularly if they're racked next to those tomatoes. "It's in the 'what do I want for dinner" type space when shopping," Ryan says.
The new packaging is being introduced retailer by retailer and just this week began shipping to the East Coast.
This packaging development comes at a time of year when the regions that grow basil are impacted by weather–think Florida, California, and Arizona--which leaves Soli Organic confident about its decision to grow fresh herbs indoors. "Retailers worry about the surety of supply and they worry about whether that herb set will be there completely on the shelf when they want it," says Ryan, noting it grows the herbs organically in soil rather than hydroponically.
For more information:
Soli Organic Inc.
Tel: +1 (540) 896-6939
[email protected]
www.soliorganic.com