Sustainability: Hairy Avocados; why Tesco missed a bit.

Any sustainable packaging advancement is heroic. In 270 stores Tesco is trialling laser branded avocados, I had no idea they were hairy but a small triumph!  Reportedly the change could stop almost one million plastic stickers being used. However, sustainability feels like it’s got the story here instead of it being a superb opportunity to promote the features and benefits of a fresh product as you would a sparkly energy bar. 

High in monounsaturated fats, and an excellent source of potassium and fibre, the avocado is generally good for you. Sadly, all the laser tattoo says is “Tesco” and what size the avocado is. Number one, its highly likely you will be in Tesco when you buy this avocado, and number two most consumers could guestimate the relative size of an avocado without a tape measure. A missed opportunity for the supermarket to really act on its commitment to help the nation eat more healthily. 

Despite this, it shows that there is serious potential for fresh produce growers, suppliers to start a laser powered marketing revolution. The puns and proof point possibilities are endless, and they could change the way people engage with fresh fruit and vegetables. Much needed to help transform the nation’s health. A banana that states “Packed with potassium” or a bell pepper emblazoned with “Great for glowing skin”. An avocado that says, “Smash me.”

Tesco’s missed opportunity could turn into a great one for sustainability in the category. A marketer’s fruity dream. The important lesson here is that turning thought leadership into action leadership can change culture. Marketing at its best.

Commentary from Harvey Choat, Managing Director, Nexus Communications