ONE of the country's major strawberry growers has updated its branding to help customers better see the fruit in the punnet.
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Pinata Farms refreshed its strawberry brand as part of a major corporate rebrand across the entire business.
The new labelling includes lots of clear space around logo elements to allow consumers to see the fruit.
Pinata Farms sales and marketing manager Rebecca Scurr said consumers are familiar with a bright red Pinata strawberry label and the business is confident they will love the contemporary look.
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She said shelf appeal and maintaining a premium retail position were among the key drivers behind the update.
"From the farm to the shelf, we strive for quality all along the supply chain and keep upping the ante through innovation or improved practices to achieve it," Ms Scurr said.
Harvest is underway at the company's Sunshine Coast with a return to ideal growing conditions at Wamuran, south-east Queensland, following challenging La Nia-induced pre-season conditions buoying hopes for producing consistent quality, and flavoursome fruit until October.
Pinata Farms planted significantly less strawberries this season to account for the predicted conditions,
"Our post-harvest focus has been on improving steps along the supply chain to continue delivering exceptional quality fruit to our retail partners," Ms Scurr said.
It is the first season 100 per cent of the strawberries are in heat-sealed punnets.
"Heat-sealing reduces packaging by 30pc and keeps berries fresher and firmer for longer," Ms Scurr said.
Ms Scurr said strawberry prices - set by retailers - were extraordinarily high early in the season due to a shortage of fruit from Sunshine Coast growers who were impacted by flood earlier in the year and planted fewer runners as a result.
"However, with the late August peak yet to come, consumers can expect to see more strawberries including more premium Pinata strawberries on shelves," she said.
"We're confident that consumers will see the value in the eating experience and choose premium.
Pinata Farms has produced winter strawberries at the Sunshine Coast since 2000.
It also produces summer strawberries at Stanthorpe, southern Queensland and will harvest its inaugural Tasmanian crop at Orielton in late November.
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