There are a series of components. The right packaging choice is packaging so that the consumer can identify and see the product. It's a visual experience to see and understand the product. Everyone turns their strawberries upside down when they purchase them.
Then you're looking at whether we are complying with the messaging around what the product is. Unfortunately, the consumer is uneducated relative to one tomato versus another tomato. That messaging and marketing component drives consumption relative to what I am getting in it. Am I getting a product with more antioxidants if it's a health message? Am I getting a product that has certain taste variations compared to other products?