How to boost sales by 39% among young consumers

Fresh Produce Marketing Ltd, led by strategist Lisa Cork demonstrated at the 2025 Morocco Berry Conference that packaging is the produce category’s most unused sales tools. She revealed how it become a major driver of purchase decisions among Millennial and Gen Z shoppers.

A mini billboard

Despite a long-standing industry belief that “fresh berries sell themselves,” Cork’s research shows that packaging functions as a potential premium supermarket real estate, acting as a mini billboard at the exact moment consumers make their purchasing decision.

Up to +39% purchase intention with millennials and Gen Z

A packaging comparison test conducted in July 2024 among 445 with ages between 18 and 29 found that a redesigned blueberry punnet featuring nutrition benefits, sustainability messages, and modern design cues have increased purchase intent from 49% to 68%. This represents a 39% lift over a typical punnet. “Your berry packaging is the most under-utilized sales tool you have,” says Lisa Cork, Founder of Fresh Produce Marketing. “Millennials and Gen Z read labels, look for claims, and want packaging to tell them why a product is better. If you don’t give them this information, they move on — and you lose the sale.”

Generational shift driving new expectations

Cork highlighted that Millennials (1980–1994) and Gen Z (1995–2009) represent 32% of all grocery spend and influence the majority of food trends. These younger shoppers use social media and TikTok for nutrition guidance, seek “good for me, good for the planet” foods, prefer packaged produce over bulk, actively read labels and avoid “badditives”. They indeed expect FMCG-style benefit communication.

Why berry brands must adapt to catch the opportunity

While FMCG brands promote benefits such as protein, no added sugar, non-GMO, keto, whole food, nutrient dense, produce brands typically rely on generic claims like “Only the Finest Berries” or “Farmed Fresh.”

Yet berry growers and marketers already have the information consumers want: nutrition benefits, antioxidants & vitamin content, sustainability stories, recipes & usage ideas. Retailers and brands that modernize punnet design can capture younger audiences, increase sales, and strengthen brand loyalty in the fastest-growing consumer segment. For more information about how to use packaging tool that sells you can contact here or directly Lisa Cork. She is the CEO and Principal Strategist at Fresh Produce Marketing Ltd. Her expertise is helping companies develop packaging that sells. She is also an Adjunct Professor of Produce Marketing at Cal Poly State University. WhatsApp: +64 274 772 842, Lisa@freshproducemarketing.com