For many agro-processors, product development receives the lion’s share of attention. Entrepreneurs spend months perfecting formulation, refining the flavour and sourcing raw material. Yet one of the most important business decisions often comes after the product has been made.
Packaging.
Packaging is often the final step before a product reaches consumers, but it should never be treated as an afterthought. The right packaging protects the product. The right label communicates the brand. Together, they help create confidence in the marketplace and support long-term business growth.
According to Colin Porter, Manager of Technical Services at the Jamaica Business Development Corporation (JBDC), packaging serves a much bigger purpose than simply making a product look attractive on a shelf.
“Packaging is extremely important for several purposes,” Porter explains. “One, it is to contain and preserve or ensure that the product remains fresh and within its shelf life and isn’t contaminated by any exterior factors or matter.”
Simply put, if the packaging fails, the product can fail.
Many entrepreneurs think of packaging as the container that holds the product. While the container is important, Porter says one of the most overlooked components of packaging is the label itself.
“The label is a part of your packaging solution,” he notes.
Far too often, entrepreneurs select a bottle, jar or pouch first and then attempt to fit a label onto it afterwards. However, the most successful brands treat the label and packaging as a single, integrated solution.
The shape of the container, the design of the label, the colours, typography and messaging should work together to create a seamless look and feel that reflects the brand’s identity.
A premium product, for example, should have packaging that communicates quality and sophistication. A family-oriented product may require a different visual approach. In every case, the packaging should help consumers immediately understand what the brand represents.
THE LABEL DOES MORE THAN SELL
You may see a product label as just a tag with information about the product, But Colin Porter explains that it’s more than that. “It’s the product’s introduction to the consumer. It tells you who made it and what exactly it is, almost like a first impression. Labels convey critical information, such as the product’s ingredients, its origin, any safety warnings, and specific instructions for use.”
For consumers, this information helps them make informed purchasing decisions. For manufacturers, it demonstrates professionalism, transparency and compliance with industry standards.
Many products can be packaged in a variety of formats. Beverages, for example, may be packaged in glass bottles, plastic bottles or metal containers. Sauces may be packaged in traditional bottles, squeeze containers or stand-up pouches.
The decision ultimately depends on the product, the target market and the brand positioning.
According to Porter, entrepreneurs should consider how packaging can help differentiate their products from competitors. Sometimes this may involve selecting a unique container. Other times it may mean choosing a different package size or introducing a non-traditional format that captures consumer attention.
For example, instead of packaging a condiment in a conventional bottle, an entrepreneur may choose a squeeze pouch with a resealable cap. The product remains functional while creating a distinct visual presence in the marketplace.
However, appearance should never be the only consideration. Some products require packaging that protects against light exposure. Others may need specialised seals to maintain freshness. The technical characteristics of a product should always guide packaging decisions.
HOW JBDC SUPPORTS PRODUCT PACKAGING AND LABELLING
True to its mantra, ‘From Concept to Market’, the JBDC provides production space for Agro-processors through the Agro-processing Incubator, as well as experts to assist with various business and product development processes.
For food products, a Food Technologist works with the entrepreneur to ensure that all technical and regulatory requirements are met. This includes guidance on mandatory label information, ingredient declarations and other compliance considerations.
Once the technical requirements have been established, JBDC’s graphic designers work closely with clients to develop labels that are visually appealing, market-ready and aligned with the entrepreneur’s brand vision.
Through its close working relationship with the Bureau of Standards Jamaica (BSJ), the JBDC helps entrepreneurs navigate the label approval process. Clients are provided with a referral letter that grants a 25 per cent discount on the BSJ’s label assessment fee, helping to reduce costs while ensuring products meet industry requirements.
Located at Unit 10, 76 Marcus Garvey Drive, the Agro-processing Incubator is an affordable space for small businesses to manufacture food products or upgrade your packaging in compliance with regulatory standards speak to a Product Development Officer or book the Incubator call 876-928-5161 or visit www.jbdc.net.
