Positioning Kalera as the go-to choice for premium greens.
Kalera needed to translate its innovative vertical farming technology into meaningful consumer benefits. Through extensive research with over 7,000 category shoppers, we uncovered that while sustainability matters, the primary purchase drivers were cleanliness (76% importance), freshness (66%), and enhanced nutrition (64%).
The repositioning centered on “World’s Cleanest Lettuce” – a unique and ownable claim that resonated strongly across consumer segments. New packaging design amplified this positioning with imagery and messaging focused on pristine growing conditions and superior quality.
Results exceeded expectations:
- 25% expansion in retail distribution including Kroger and HEB.
- Category-leading velocity in specialty lettuce segment.
- 50%+ increase in purchase preference vs category leaders.
- Strong performance among both conventional and organic shoppers.
The Kalera redesign demonstrates how deep consumer understanding can transform technical innovation into compelling consumer benefits, driving both trial and repeat purchase in a commoditized category.