Doodlers identified a recurring packaging defect with Old World Popcorn bags that was generating negative Amazon reviews. The root cause was traced to zipper-style bag closures failing during shipping. The team has moved to a self-packing model using longer, heat-sealed bags without zippers to resolve the issue.
Frequent bag failures on Old World Popcorn products were driving negative Amazon reviews. Nearly all complaints centered on bags breaking open in transit — a frustrating but non-safety-critical issue (popcorn doesn't spoil). Left unaddressed, the review damage posed a risk to organic rankings and conversion rates on the Amazon listing.
The previous workflow sent product to a third-party packer (TS), which added cost and used bags with zipper closures that were prone to failure.
Doodlers will self-pack Old World Popcorn going forward using a new bag format:
This change trades packing speed (they lack TS's machinery) for cost savings and quality control.
| Item | Decision |
|---|---|
| Amazon imagery update | Not required — bag appearance is close enough to existing photos |
| Packing location | Doodlers self-pack (no longer sent to TS) |
| Cost | Saves money vs. third-party packing |
| Expected outcome | Fewer defect complaints; improved Amazon review trajectory |
This change was discussed during the [1] following Mark's in-person visit to the Doodlers farm. The packaging issue was flagged as a meaningful drag on the Old World Popcorn Amazon listing's review score.
Jason (Doodlers' primary packing and farm operations contact) will handle the self-packing. Note that Jason is also responsible for combining crops, so packing capacity may be constrained during harvest periods — see [2] for related operational considerations.