A marketing process for a maturing consumable product, especially one lacking a clear visual indication of maturity or ripeness, e.g. certain pears, other fruit, some cheeses, aged beef, sausages and wine, employs a visual indicator responsive to cumulative exposure to temperature, humidity, atmospheric conditions and/or other environmental conditions. The maturity indicator responds by changing its visual appearance, or providing another signal, after elapse of a condition exposure correlated with the conditions anticipated to be required for a desired maturity stage of the maturing product. Optionally the indicator can be incorporated in a label adhered to the maturing product. The indicator can employ various indicator technologies including an active chemical agent, e.g. a polyacetylenic agent, adhesive diffusion technology, an oxidative reaction, a silver salt redox reaction, an enzyme based reaction or an electronic condition exposure indicator. The visual indicator can enable a customer readily to determine the ripeness or maturity of a product without having to handle it or otherwise physically inspect it.