- THE MAGAZINE
- CONSUMER INSIGHT
- PRODUCT PACKAGING
- DESIGN GALLERY
As a leader in west coast pepper production, Baloian Farms has plans to introduce “Oddbells,” a value priced consumer pepper pack. The Oddbells launch is scheduled for late July.
Driven by an interest to find a market for its uniquely shaped, non-blocky peppers, Baloian Farms noted consumer trends that included a rise in bell pepper consumption, more home cooking with a greater use of fresh ingredients and a consumer emphasis on value that led them to identify a market opportunity for a value priced bell pepper pack.
Jeremy Lane, sales manager of Baloian Farms remarks, “As a company, we are always looking for new ways to add value to not only our bottom line, but the bottom line of our customers — including the consumers who ultimately take our product home. Oddbells was a great place to use ingenuity more than innovation and add value without adding cost.”
The Oddbell’s pepper pack is a 1-pound cello pack that includes three to four peppers. The aptly named product has a fun character-driven style and bright colored packaging meant to gain consumer’s attention on shelf. Additionally, on pack messaging that notes the value proposition and goal of avoiding waste helps consumers understand the value of uniquely shaped peppers.
The unique, misshapen peppers are not a new phenomenon. Caused by seasonal changes affecting pollination or crowding of peppers on plant, up to 30 percent of all peppers picked could be misshapen. In the past, much of this product, often classified as choppers, has been sold to processors and foodservice providers for considerably lower prices than traditional blocky shaped peppers.
“We believe Oddbells has a clear place in the market and will serve two very different customers and ultimately increase total sales for the category. We look forward to sharing this product with our customers and rolling out many more products that bring added value to the category,” concludes Lane.