The public debate “CIBARIA – How Not to Bore the Consumer?” took place on October 26, organized by the National Association of Women in the Fruit and Vegetable Sector – Puglia Regional Coordination, with the sponsorship of the Municipality of Sammichele di Bari, as part of the 7th Edition of the Agriculture Fair.
The meeting represented an important opportunity to discuss communication and promotion strategies for Italian fruit and vegetables, with the aim of finding new ways to engage consumers, make them more aware, and encourage more informed purchasing choices.
Among the speakers was Elisa Vergassola, Sales Representative of Ghelfi Ondulati S.p.A., who shared the company’s experience in the field of sustainable and communicative packaging, illustrating how packaging is no longer just a container but a true communication tool capable of expressing both the product and the brand’s values.
Packaging and Perception: The Invisible Language That Guides Choices
During the event, a research study titled “How Not to Bore the Consumer” was presented, highlighting how much packaging influences purchasing decisions.
The data are clear:
-
65% of Italian consumers state that packaging directly influences their product choice.
-
60% of food-related decisions are determined by the packaging.
-
On average, consumers spend just 7 seconds choosing a product at the shelf — the pack must communicate in less time than an Instagram story.
-
68% prefer sustainable packaging, and products with natural designs or “green” messages see sales increase by up to +20%.
Today, packaging represents a fusion of functionality, logistics, and communication, and serves as a crucial touchpoint for building trust.
Success lies in the ability to integrate visual aspects (color, readability, balance), narrative aspects (authenticity, storytelling, brand coherence), and sensory aspects (materials, texture, transparency, sustainability).
Ghelfi Ondulati: Innovation That Communicates
Ghelfi Ondulati’s presentation offered concrete examples of how personalized and sustainable packaging can become a strategic marketing tool.
The boxes and packaging displayed during the event showcased the evolution of corrugated cardboard into an integrated communication medium capable of conveying identity, values, and environmental and social commitment.
Today, 70% of consumers say they are willing to pay more for customized packaging, and digitally printed campaigns can effectively reach target audiences, achieving measurable results in engagement and customer loyalty.
Communication and Brand Value
The CIBARIA event demonstrated how dialogue between producers, institutions, and companies is essential for innovating the supply chain and improving communication with consumers.
When well-designed, packaging is not just an aesthetic element, but a visual and tactile story that accompanies the product from the field to the table.
Ghelfi Ondulati’s participation reaffirmed the importance of combining sustainability, functionality, and storytelling, confirming the company’s role as a strategic partner for the fruit and vegetable sector.
