Australian Sweetpotato Growers Inc is using Result Group's Natural Branding technology in a new Hort Innovation-funded campaign, replacing conventional stickers with laser-marked messages designed to inspire consumers and promote the category.
At Hort Connections in Adelaide this week, Australian Sweetpotato Growers Inc unveiled a new marketing initiative that uses laser technology to place promotional messages directly onto sweet potatoes, eliminating the need for traditional adhesive labels.
The Sweet As campaign, funded through Hort Innovation, is using Result Group's Natural Branding technology to apply cooking cues and promotional messages directly onto the skin of sweet potatoes destined for retail.
The initiative was showcased on the Result Group stand, where PKN spoke with Michael Dossor, general manager of Result Group, Gilad Sadan, packaging consultant, and Claire Maslen of Sweet Potatoes Australia.
According to Dossor, the program builds on earlier retail trials and will significantly expand the commercial use of Natural Branding technology in the Australian fresh produce sector.
Maslen said the laser-marked sweetpotatoes carry messages including "Bake Me", "Grill Me", "Roast Me" and "Toast Me", encouraging consumers to consider different preparation methods while drawing attention to the product in store.
Bree Watson, representing Australian Sweetpotato Growers Inc through secretariat provider Bundaberg Fruit & Vegetable Growers, said the campaign is designed to encourage shoppers to engage more actively with the category.
"Quite often, when you come across sweetpotatoes in the retail store, they can just be there quietly on display," Watson said.
"We're trying to engage customers and let them know that there's so many different ways you can prepare the sweet potato."
Watson said the campaign would be supported by recipe development and point-of-sale material that links consumers to meal ideas and preparation options. A retail rollout is currently being planned.
Natural Branding uses a low-energy laser process to mark the outer skin of fruit and vegetables without affecting the product itself. The technology has been used internationally on produce including avocados, citrus and pumpkins, providing an alternative to adhesive stickers while creating opportunities for branding, traceability and consumer engagement.
For Result Group, the sweet potato campaign demonstrates how direct-on-produce marking can move beyond identification and become a marketing tool, delivering messaging directly on the product without additional packaging components.
