SPC’s new packaging shows customers the origin of their food

SPC’s Goulburn Valley has redesigned its packaging with a new GPS labelling system showing the coordinates of the product’s provenance on the front of their packaging.

Created by Leo Burnett and its design arm LBD, the packaging now allows consumers to look up exactly where their food came from.

Leo Burnett has also launched Goulburn Valley Food Tours, a website which allows people to explore the district’s orchards with 360 degree view as well as other locations which the company sources its product from.

Reg Weine, SPC Ardmona managing director, said in a statement: “It’s crucial people understand and trust where their food is produced. Putting the GPS coordinates of our orchards on pack signals to consumers that we are exactly who we say we are.

“The tourism aspect gives much greater meaning to our name. By enabling anyone to visit our beautiful valley from anywhere, it takes our credibility to a whole other level.”

Jason Williams, chief creative officer at Leo Burnett Australia, added: “People are smart, they want to know more. That’s why we’ve gone further and created a labelling system that’s accurate and true. That, coupled with the Food Tours, is empowering consumers like never before.”


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