How EarthFresh Turned Every Potato Package Into a Consumer Experience
24%
2 min
50 States
About
EarthFresh
Founded in 1963, EarthFresh is an international produce company with operations across the U.S. and Canada. Vertically integrated from seed breeding through to packing and distribution, EarthFresh is a market leader with the largest stock of exclusive potato varieties in North America. When it came time to launch their flagship premium product line - Butter Potatoes - EarthFresh wanted to go beyond the traditional produce playbook and create a digital experience that would connect with consumers directly from the shelf.
The Challenge
For decades, produce brands have faced the same fundamental limitation - once the product leaves the packing facility and lands in a retail display, the connection to the consumer ends. There's no way to tell your story, share recipes, or build a relationship with the person who actually buys your product. The data sits with the retailer, not the brand.
EarthFresh understood that the launch of Butter Potatoes - available in Butter Golds, Butter Reds, and Butter Russets - was a rare opportunity to change that. They needed a way to transform their packaging from a static bag into a gateway for direct consumer engagement. But they also needed a solution that their marketing team could own and operate independently, without relying on developers or external agencies for every update.
The ProQure Solution
What made this project stand out was the three-way collaboration between partners who each brought something essential to the table:
EarthFresh brought the brand vision, premium product story, and a marketing team ready to take ownership of the digital experience. Kwik Lok provided the physical packaging infrastructure - printing QR codes directly onto their closure labels using their existing automated bag-closing technology, making deployment seamless across EarthFresh's production lines. ProQure delivered the no-code digital platform that powered the consumer-facing experience behind every scan.
The process started with a one-on-one onboarding session between our team and Lisa Pugliese, Creative Marketing Manager at EarthFresh. We walked Lisa through the Consumer Experience Builder and helped her design the core experience. From there, we set her free to explore the platform and editor on her own.
The result? Lisa built a stunning, on-brand digital experience - without writing a single line of code. The experience includes chef-curated recipes and videos from luxury catering chef Yann Nury, detailed sensory notes for each Butter Potato variety, cooking tips, and rich visual content that turns a simple potato purchase into a premium kitchen companion.
Using Kwik Lok's existing closure-label printing capability, EarthFresh attached QR-coded labels to every bag on their automated packaging lines - no new equipment, no production slowdowns. The codes were also placed on in-store displays for additional touchpoints.
The Result
The campaign launched alongside EarthFresh's Butter Potatoes debut across North American retail, and the results speak for themselves.
24% returning visitors - nearly one in four consumers who scanned came back for another visit, a remarkable indicator that the experience is genuinely valuable and not a one-time novelty.
2 minutes average time spent on the digital experience - an extraordinary engagement metric for a consumer who just picked up a bag of potatoes at the grocery store. For context, most QR-driven landing pages see seconds, not minutes.
Nationwide reach in under a month - scans came in from across all U.S. states and Canadian provinces, reflecting EarthFresh's coast-to-coast distribution and proving that consumers across the continent are ready to engage with connected packaging.
But perhaps the most significant outcome is the first-party data. For the first time, EarthFresh has a direct connection to the consumers who actually buy their products - not through a retailer's loyalty program, not through a third-party data broker, but through genuine, opt-in engagement from people scanning products in their own kitchens. That data is theirs to keep and act on.
Lisa also highlighted how easy it was to create and continue iterating on the experience using ProQure's builder. With zero coding experience, she built and continues to build engagement on her own - updating content, adding new recipes, and expanding the experience to additional product lines including EarthFresh's Potatoes of the World range.
"This platform really transforms potatoes from a commodity to a premium kitchen companion. We don't want the potato shopping experience to stop at checkout."
What's Next
The Butter Potatoes campaign is still going strong - and growing. EarthFresh is now expanding the connected packaging experience to additional product lines, with more QR-enabled Kwik Lok labels rolling out across their portfolio. What started as a single product launch has become an ongoing consumer engagement channel that EarthFresh owns and operates independently.
This partnership between EarthFresh, Kwik Lok, and ProQure has created a blueprint for the produce industry: you don't need a massive tech team or a custom development budget to build world-class digital experiences. You need a great product, a compelling story, and the right platform to connect them directly to your consumers.
The potato shopping experience no longer stops at checkout.