Welcome to Food Trend TV. I'm everyday innovator, Dana McColley. Today I want to talk to you about packaging changes. Do you think they can be an innovation? I do. I think they can be very innovative and they can really drive a business. For instance, Picardi recently looked at their business, they examined the competition, and they looked at the people who used their products the most, their best customers, and they discovered they could make some changes that would really build loyalty. The first thing they did is they changed the label. So instead of having Picardi white, it's now Picardi long gold, which is Spanish, so that gives it a sense of place, and speaks to the origin and the history of the company. That was smart, but the really brilliant thing they did is they looked at the shape of the bottle. They discovered that their bottles were hard for bartenders to use, so they lengthened the bottle, made it slimmer, so it fits in someone's head perfectly. Super smart when you think about your best customers, enjoying using your product, then also be more apt to recommend it. So the more I let this story, know your competition, but know your best customers. That's how you can really drive your business. Thanks for tuning in to Food Trends TV. I've got a question for you that you can answer in the comments below. Is there something that you buy on a regular basis because you love the package? If so, what is it? Thanks so much, please subscribe, and I'll see you next Monday with another episode of Food Trends TV.