Coming up rumps
Silver Fern Farms packing an award

The Silver Fern Farms Lamb Rump retail pack – part of the company’s lamb and venison retail pack range, created by Designworks as part of a wider branding programme, have just taken out the “Zespri Product Innovation Award for Food Packaging” category at the 2010 New Zealand Food Awards.

This comes hot on the heals of the packaging receiving a Bronze award for graphic design at last month’s Best Design Awards.

Silver Fern Farms’ retail range was launched in November 2009 to respond to a gap in the market for smaller portioned products that could meet the modern needs of an ageing population, smaller families and those seeking healthier lifestyles.

“Silver Fern Farms’ packaging is designed to deliver the perfect lamb experience” says Marketing Manager Sharon Angus. “We have put a lot of work into ensuring that our packaging achieves the right balance between convenience, maintaining the integrity of the product and providing information about how best to cook and serve the product, whilst still allowing consumers to see the lamb and venison within. We’re thrilled to see that effort rewarded”.

The judges of the 2010 New Zealand Food Awards had this to say: “Functional packaging with barrier properties to ensure freshness of the chilled meat product, a clear panel to show product quality and iconic New Zealand graphics and branding make this package attractive for both local and export markets.”

Silver Fern Farms’ innovative range of premium quality lamb and venison cuts are thermoformed (vacuum packed) for optimum freshness and hygienic storage. This provides a longer shelf life so they can last in a consumer’s fridge for up to 2-3 weeks. “All of the packs also contain a simple recipe, prepping, cooking and serving instructions, as research told us that New Zealand consumers lacked confidence in selecting, preparing and cooking lamb and venison” said Ms Angus.

The awards top off a great year for the Silver Fern Farms brand. Earlier this year, the company’s television campaign was a finalist in the CAANZ Axis awards for creative excellence. “The campaign has really struck a chord with New Zealand consumers. Building a strong consumer brand is a long term strategy, but it’s very satisfying to achieve recognition for the fact that we’ve made a promising start and that we’re absolutely on the right track” said Ms Angus.