Packaging sells products, former Wal-Mart executive Ken Parnell told a group of processors and suppliers at machinery manufacturer Multivac's 20th anniversary celebration.

Parnell, who is the former Wal-Mart vice president of purchasing and a former meat director for Safeway, used the introduction of retail packaged popcorn chicken as an example. It wasn't until the product was put in a unique package that customers began to perceive it had value. At that point, he said, it began to fly off the shelves.

Key features for today's retail packages include bilingual labels, preparation instructions and resealable containers. Another key factor is being first to market with the new product, Parnell said.

Responding to questions, Parnell chided the industry for not getting out in front on the carbon monoxide packaging issue. "Take nitroglycerin," he said. "It can save you or kill you," implying that the industry should have presented carbon monoxide as a "save you" process.

On why Wal-Mart is testing over-wrap packaging for case ready beef and pork, Parnell told Meatingplace.com that it was an experiment encouraged by management to see if they couldn't get a more "wet market" look to the package.

"The consumer will decide," he concluded.

Parnell is a principal in Parnell Leaton Consulting.

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