#146 How to Make Your Packaging Sell When You're Not There Artwork

Foodpreneur with Chelsea Ford

Imagine a consumer packaged goods (CPG) industry where both small and large players coexist on a level playing field, consumers have choice, there’s integrity in what they’re buying and they experience innovative, sustainable products.

In this weekly podcast, hosted by founder, award-winning coach, consultant & small business advocate, Chelsea Ford, you'll hear interviews with incredible founders and hard-to-reach industry specialists as well as practical and actionable content that directly supports your CPG business to grow, become more profitable and thrive.

Learn more at www.chelseaford.com .

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Foodpreneur with Chelsea Ford

#146 How to Make Your Packaging Sell When You're Not There

December 04, 2025 • Chelsea Ford / Boxer and Co • Season 15 • Episode 146

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Your product is great but is your packaging selling it when you're not there? Packaging is your silent salesperson so you need to make it work.

In this episode of Foodpreneur with Chelsea Ford, I chat with Gwen Blake, founding director of Boxer & Co, a packaging design agency specialising in fast moving consumer goods.

Here's the reality: we make 95% of our decisions by instinct. Colour, shape, and typography trigger autopilot purchases - green signals healthy and handwritten fonts signal crafted and your packaging has three seconds to trigger the right instinct - or your product stays on the shelf.

In this episode, you'll hear:

📦 Why packaging is a decision-making tool, not just pretty pictures

🧠 The biggest myth founders hold onto (it has to do with the front of your pack)

🌿 If you’re a health brand, what you must ditch to get cut-through with consumers

✅ What to include in your brief to designers (and what restrictions kill creativity)

Gwen breaks down how to make packaging work within retail realities.

This episode is for brand owners who struggle to translate product quality into packaging that drives sales.

Season 15 is brought to you by Foodpreneurs Festival - a year's worth of sales and promotion opportunities under one roof.

LINKS & RESOURCES:

Season 16

Season 16, out now, is 'Planning Season' and is being presented by Foodpreneurs Festival - a must-attend event dedicated to bringing consumer packaged goods food, drink (alc and non-alc), pet and supplements brand owners, buyers, media, industry specialists, distributors and investors together under one roof.

Here’s why you should be there:

Thousands of stockists looking for new products for their shelves.
A chance to pitch for funding + mentorship to scale your brand.
Workshops tailored to where you’re at - whether you’re just starting or scaling big (THIS IS NEW!)
‘Brand Story Studio’ - 1:1 help with your messaging strategy - you'll leave with your founder story dialled in (THIS IS NEW!)
‘Distributor Lunch & Learn’ opportunity to speak directly with distributors about how they work and what they need you to do to work successfully with them.
Opportunities to get recognised and get your brand in front of brand owners, buyers, media, industry specialists, distributors and investors.
If you’re an Industry Specialist, tap into a highly engaged, niche audience.
And much, much more.

Schedule May 21-22 in your diary and click this link to see how you can be part of it.

Chelsea Ford

Host