12 thannual masters of merchandising supplement
TRANSCRIPT
S P O N S O R E D B Y
12THANNUALMASTERSOFMERCHANDISIN
GSUPPLEMENT
MASTERS OF MERCHANDISINGSUPPLEMENT
12thAnnual
60 PRODUCE BUSINESS MARCH 2013 MASTERS OF MERCHANDISING
As retailers consolidate,they are in a position toexpect more support fromproducers, and intellectualcapital is just about themost valuable support onecan provide.
Every once in a while, the opportunity presentsitself to do well while also doing good. Such is thecase with this, our eleventh annual Masters ofMerchandising supplement. The industry owes atip of the hat to the collection of industry leaderswho elected to invest with us in a marketingvehicle that is both promotional and educational.
Each vendor worked hard to produce a pieceof advice for the industry on how to moreeffectively merchandise the product category athand. By sharing knowledge acquired whileworking with retailers throughout North America,these vendors help retailers move more product,help growers find outlets for production and helpthe world by encouraging a more healthful diet.
Increasing sales of fruits and vegetables is notonly a matter of big industry initiatives. Sales ingeneral can increase only if sales of specific itemsincrease. That means knowing how to buildconsumer trial and how to offer the most effectiveassortment; it means knowing how to marketthings on a day-to-day basis and how to do some
out-of-the-box promotions just to keep consumerinterest high.
Retailers, please take the time to review thisoffering carefully. When did you last think abouthow to increase sales of carrots? Or papayas? Orartichokes? Here is a chance to think ofmerchandising in a different way. When did youlast really consider how to best sell bananas — wasit when you were a produce department manager10, 20 or 30 years ago? Here is an opportunity torevisit old subjects with a different perspective.
The sponsors of this year’s Masters ofMerchandising section are a special breed. Wespoke to many producers who declined toparticipate, saying they simply had no idea how tomerchandise their own items effectively.When weoffered to help them research the matter, weencountered all too many vendors who said, “Thatis the retailer’s problem; we just book loads.”
Merchandising is everyone’s problem, and inthe produce industry, “The Times, They Are A-Changin.’” Retailers today are in a position to
CATEGORY SPONSOR PAGEKiwifruit ........................................Catania ......................................................94
Lighting ........................................Baero North America, Inc. ....................96
Limes ............................................Vision Import Group LLC ........................98
Mangos ........................................Ciruli Brothers, LLC ..............................100
Melons ........................................Fresh Quest ............................................102
Mushrooms ................................Monterey Mushrooms, Inc. ................104
Onions ..........................................Idaho-Eastern OregonOnion Promotion Committee ..............106
Papayas ......................................Brooks Tropicals, Inc. ..........................108
Potatoes ......................................U.S. Potato Board..................................110
Salad Dressings ........................Marie’s ....................................................112
Strawberries ..............................Naturipe ..................................................114
Sweet Onions..............................Keystone Fruit Marketing, Inc. ..........116
Tomatoes......................................Village Farms..........................................118
Tropicals ......................................Turbana Corp. ........................................120
Veggie Kits ..................................Mann Packing Company, Inc. ............122
Apples ..........................................Domex SuperFresh Growers ................62
Artichokes ..................................Ocean Mist Farms ..................................64
Asparagus ..................................Peruvian AsparagusImporters Association............................66
Avocados ....................................California Avocado Commission ..........68
Avocados, Light-Skinned ........Brooks Tropicals, Inc. ............................70
Bananas ......................................Dole Fresh Fruit Company ....................72
Carrots..........................................Grimmway Farms ....................................76
Cherries........................................Chelan Fresh Marketing ........................78
Citrus ............................................Booth Ranches LLC ................................80
Dates ............................................Bard Valley ..............................................82
Dried Fruit & Nuts ......................Sun Dried Marketing, Inc.......................84
Fresh-Cut Vegetables................Apio, Inc. ..................................................86
Garlic ............................................Maurice A. Auerbach, Inc.....................88
Green Beans ..............................Apio, Inc. ..................................................90
Hydroponic Butter Lettuce ......Hollandia Produce ..................................92
TABLE OF CONTENTSCATEGORY SPONSOR PAGE
MASTERS OF MERCHANDISINGSUPPLEMENT
12thAnnual
expect more support from producers, andintellectual capital is just about the most valuablesupport one can provide. So kudos to our Mastersof Merchandising sponsors.
There is always a temptation to try to keepknowledge tightly protected and controlled, butoftentimes what goes around comes around, andin sharing their knowledge, our sponsors are givingthe industry a great gift. May it return to themmany times over.
As an added service to our retail readers, we’reprinting additional copies of this guide, so if youwould like extra copies of the 2012 Masters ofMerchandising supplement to give to yourcolleagues, please fill out the form below and fax ormail it to us.For the cost of shipping and handling,we’ll send you up to five supplements, so they willbe available on a first-come basis.
If you require larger quantities for distributionto store-level personnel, please call our offices at561-994-1118 for information on customizedreprints. pb
YES, please send me ______ copies of the Masters of Merchandising SupplementCost: $5 for one copy, $10 for 5 copies. Amount enclosed $____________
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MASTERS OF MERCHANDISINGSUPPLEMENT
12thAnnual
MASTERS OF MERCHANDISING MARCH 2013 PRODUCE BUSINESS 61
During the past decade, apple varieties haveblossomed.With the success of new “club”varietiesin the market and changing consumer attitudestoward the entire apple category, retailers areapproaching apple sales with renewed vigor. Nowmore than ever, savvy apple merchandising willgenerate huge year-round return on investment.
RECOMMENDED DISPLAY IDEASNothing attracts attention and generates sales
like a large apple display.The display should be wellsigned with variety name and flavor info and placedat the front of the department in your primaryselling location. During the peak of the season(September –December), a secondary display eitherin the department or around the store can generate27 percent in additional sales.
Color Breaks: With the large number of bi-color apples available in today’s market, color breaksare more important than ever.Using citrus to createeffective breaks can also generate impulse purchasesbetween categories.
PACKAGING OPTIONSThere are more options than ever when it comes
to displaying fruit.Clamshells,poly bags,mesh bags,display-ready boxes and high-graphic bins areamong the tools you can use to increase your applecategory performance.
IncreaseSaleswithBins: SuperfreshGrowers®has developed a sleeve-bin display that feels “loca.l.These displays drive impulse sales and generateincremental sales at the same time.Pair this displaywith our earth-friendly paper tote bags and youhave the perfect opportunity to sell apples anywherein the store.These displays are especially helpful forcross-promotions. The bins are also handy forcreating bulk or bag waterfall apple displays.
Bags: Create a separate section for your bagprogram to deliver incremental volume and sales.Poly bags like the 2-lb. Superfresh Kids™ bags areideal for smaller fruit and appeal to families andseniors who may not be able to eat a typical largeapple from the bulk display. Retailers that feature2-lb. bagged apple promotions can realize a 74.3percent volume increase (“true lift”) and generate a42.6 percent incremental volume lift!
DOMEX SUPERFRESHGROWERS
151 Low RoadYakima, WA 98908
Phone: 509-966-1814 • Fax: 509-966-3608Web: www.superfreshgrowers.com
Email: [email protected]
PROMOTIONAL/ADVERTISING IDEASMixing the ad items and types of ads maximizes
impact: Frequency of advertising has a strong impacton the effectiveness of promotion plans. Becauseapples are so popular, there’s a temptation toadvertise the same items at the same price manytimes during the season.However, experience showsthat this can have a negative effect on the promotiongoals.
Best single item ads will be the top two sellingapple varieties for a retailer. When runningcombination ads, there should be a balance betweenwhat drives a retailer’s business today, and what theywill want to drive incremental performance overtime.Combinations of mainline varieties:Gala,Fuji,Red Delicious, Golden Delicious, Granny Smith,and premium varieties — Honeycrisp, Braeburn,Jazz,Cameo, etc.— are an effective mix of items toadvertise.Advertising mainline varieties will use thestrength of the retailers’ core items, while thepremium varieties will help increase awareness ofnew segments and reach out to those consumerswho have already discovered these items.The resultis an expanded customer base for the category andthe best mix of sales and profits.
Ad Frequency: Starting September 1, it isrecommended to feature apples at a minimum everytwo weeks.Maximum sales result from retailers thatrun eight ads every quarter.
Apple-Rama:Almost any combination of applevarieties can be featured in your full-blown applevariety ads. It is recommended to run a major applead in early November as all varieties of new cropapples are available for promotion.
HealthPromos:After the Holidays, consumersare looking for healthy foods to help them reachtheir weight-loss goals. This is the ideal time for amajor ad and display push of your “healthy” apple
category. Superfresh Growers has created a 100-Calorie Snack ironman stand poster to help educateconsumers. The poster features a QR code thatconsumers can scan with their Smartphones to readmore about healthy apples on the SuperfreshGrowers website.
Holiday-Specific Ads: Christmas, Hanukkah,NewYear’s,Valentine’s Day and St.Patrick’s Day arethe traditional holidays for apples, but the holidayads that trump all others is Halloween, moving upto 11 percent more volume than Thanksgiving ads.And don’t forget to include apples in your adsaround major sporting events too.
Timing: Featuring apples year-round is a recipefor a more profitable produce department. TheSuperfresh category management team has analyzedsales data over a three-month period revealing thatstores lose volume sales and margin when theydecrease shelf space for apples when stone fruitarrives. Doing this caused gross profits from theapple category to decline more than 11 percent andvolume to decline 20 percent.However,when appleswere merchandised adjacent to stone fruit, the salesdollars increased as much as 40 percent, or more, onaverage.
DISPLAY CARE AND HANDLINGCulling several times a day along with proper
rotation are critical to building consumer interest inapples.Bruised apples or disorganized displays lowerconsumer confidence in the product and they willturn to other sources for good apples.
Temperature: Store cartons under constantrefrigeration down to 32° F with relative humidity of90 percent formaximum shelf-life and eating quality.
Rotate:Ensure oldest product is staged to moveto shelf display first.
APPLES
62 PRODUCE BUSINESS MARCH 2013 MASTERS OF MERCHANDISING
ARTICHOKE AVAILABILITYOcean Mist Farms is the only year-round
grower of fresh artichokes.Three growing areas inCalifornia, along with proprietary varieties, providea 52-week harvest schedule.
SPRING 2013 CROPMarch through mid-May is peak season for
artichokes.The crop generally starts peaking on thejumbo to large sizes in March.May is the peak forthe foodie favorite size: the baby artichoke.Traditionally, the larger sizes peak at the front endin March and April with the smaller sizes peakingin April and May.
UPC STICKERSOceanMist Farms developed a UPC sticker, the
first of its kind for bulk artichokes, to comply withthe country-of-origin labeling laws. The stickers,available on two sizes of artichokes with the currentPLU codes 4262 and 4084, are applied in the fieldduring harvest. Ocean Mist worked with ourpackaging partner to create a special adhesivethat is food-safe.
MERCHANDISING ARTICHOKESArtichokes are a natural merchandising
complementary item to use throughout theproduce department.Artichokes have a rich,deep-green color that complement otherproduce items and “stack” well for buildinglarge end-cap displays. If handled properly,Ocean Mist artichokes will look and tastefresh for up to two weeks. It is important tokeep them cool and moist.Here are some tipsto help merchandise artichokes:
•Refrigerate artichokes on display at 34°F or 1° C.•Trays or bowls with ice or water work wellas merchandising tools to keep stemshydrated.
OCEAN MIST FARMS10855 Ocean Mist Parkway
Castroville, CA 95012Phone: 831-770-6435 • Fax: 831-633-4363
Web: www.oceanmist.comMobilesite: m.oceanmist.com
•Place next to lemons and/or fresh garlic bulbsfor color blocking and to encourage impulsepurchases. Lemons and garlic are commonlyused in preparing fresh artichokes.•Create secondary displays in otherdepartments to prompt an impulse purchase asa meal solution. Artichokes make the perfectside dish for any meat, poultry or fish entree.•Side dipping ingredients such as mayo,balsamic vinegar and ready-to-eat sauces makea great cross-promotion and encourage impulsepurchases as meal solutions.
NUTRITION INFORMATIONDRIVES SALES
The antioxidant level of fresh artichokes isanother powerful merchandising opportunity.
Seventy-nine percent of survey respondentsnoted the fact that the artichokes are higher inantioxidants than any other vegetable. Thisknowledge has a significant impact on futurepurchases.
DIGITAL TOOLS SUPPORTSPRING PROMOTIONS
With less than half ofshoppers making the decision tobuy artichokes in store, itincreases the importance ofreaching out to people whenthey are not in the retailenvironment with informationabout artichoke usage,nutritionand preparation. We see anopportunity this spring withsocial media tools and ourArtichoke Aficionado Clubmembers to update artichokelovers about weekly advertisedretail specials for freshartichokes.
SOCIAL MEDIASocial media tools such as Facebook andTwitter
allow us to communicate advertised specials to atargeted audience. Retailers can also leverage theirinternal corporate digital teams for promotionalsupport.
• facebook.com/californiaartichokes• twitter.com/artichokerecipe
ARTICHOKE AFICIONADO CLUBThis Ocean Mist Farms Artichoke Aficionado
Club has more than 33,000 members nationwide.These club members are provided with recipe ideas,how-to-videos and regionalized notifications aboutwhere to find artichokes on sale.
ARTICHOKES
m.oceanmist.com
64 PRODUCE BUSINESS MARCH 2013 MASTERS OF MERCHANDISING
FIVE WAYS TO GROW YOUR PERUVIANASPARAGUS CATEGORY:
1. Go big and promote! Visibility sells!
2. Educate customers on usage! Provide recipeinformation from grilling to soups.
3. Promote alternative colors, especially for home chefs andentertaining.
4. Highlight nutrition and health! Asparagus offers multiplehealth attributes.
5. Cross-merchandise with proteins and provide a meal idea.
QUICKTIPS
packaged fresh product can be used as part of a meal solutions offering. In-storedemo programs increase consumer awareness of asparagus as an easy andeconomical dinner component.
Use signage to stress usage ideas including “tasty party item”, “easy tobarbecue”, “microwaveable”, and “quick and healthy snack.
Promote Nutrition: Health-related promotion is a definite method ofgaining sales.Asparagus contains a host of health benefits:
- Asparagus is low in calories- Naturally fat- and cholesterol-free- Good source of potassium,Vitamin A,Vitamin C- Rich in rutin and folacin, which has been proven important in theduplication of cells for growth and repair of the body.
Promotions designed to highlight nutritional benefits will lead to loyalpurchasers.Combine asparagus with other Superfoods in an in-store promotionoutlining the health attributes of these products.Health aspects appeal to a widesegment of themarket including active life-stylists,young adults,growing familiesand seniors.
CrossMerchandisingOpportunities: Fresh asparagus has numerous cross-merchandising opportunities including salad, oils and dressings, with deli orseafood items,and wines.During the summer,placing a display next to barbecue-style meats and fish is a great way to promote picnic items. Value packaged ortray-packed fresh asparagus can also be cross-merchandised with packaged salad.Fresh and packaged asparagus can be cross-merchandised with otherdepartments to provide a meal solution for customers, for example in the meat
department with steaks or in the deli with roastedchicken.
VALUE ADDEDIn an effort to increase household penetration
and reach new consumers, a number of Peruvianasparagus importers are working closely with theirsuppliers to increase the category through value-added options — including microwaveable andready-to-eat designed for both retail and foodservice.These value-added programs provide the consumerwith convenience and value.
CARE AND HANDLINGAsparagus should be bright-looking with closed,
firm tips.The butt-end of fresh asparagus should becleanly cut and sufficiently hydrated. Display underrefrigeration or with the butt-end in water ortouching a wet pad.Be sure tomonitor the conditionof water in display trays and change frequently. In thebackroom,keep asparagus cold (34-36 degrees F) andmoist (damp room) prior to display. Fresh asparagusis not ethylene-sensitive but is susceptible toabsorbing very strong odors.
YEAR-ROUND ASPARAGUS MEANS PROFITSAsparagus represents increasing potential for high ring sales in the produce
department. More andmore consumers are looking for healthy and convenientfoods, and fresh asparagus presents an easy-to-prepare and highly nutritioussolution. According to USDA-ERS statistics, per capita consumption of freshasparagus has grown and remained consistent over the past decade.
Asparagus from Peru, a principal supplier, allows retailers to complementother seasonal sources and offer quality product year-round.Retailers can counton consistent, quality Peruvian asparagus to build sales and provide ampledisplays of product throughout the year. To assist retailers in managing thecategory, the Peruvian Asparagus Importers Association (PAIA) has developeda Category Management Plan Outline for Fresh Peruvian Asparagus, availablefrom any PAIA member or the association office at [email protected].
VIBRANT, BOLD DISPLAYS MOVE PRODUCT!The year-round availability of asparagus supports programs designed to build
the category not only during peak holiday periods but throughout the year.Focuson the following key areas to boost sales:
• VibrantColors:A variety of colors are available fromPeru.Use ofmultiplecolors makes for attractive display alternatives.Fresh asparagus is readily availablein green, white and purple. Showcase unique colors, like purple or white, byadding these products to displays where fresh green asparagus is featured tocreate interesting and impactful displays.
• Visibility: Size sells!!! Strategically display the category to ensureconsumers see it. Many successful retailers display asparagus at the front of theproduce department and utilize island displays and corner caps to guaranteeconsumers see it. Making sure displays are especially visible and well-positionedin the produce department will gain sales. Advantageously cross-merchandisingasparagus with other grocery items will build asparagus sales and add additionalring for the department.
• Variety: Fresh asparagus now comes in awide variety of sizes and packaging to enhancedisplay practices and meet consumers’ needs. Besure to display several different packaging optionsto increase convenience for customers. Largedisplay tables of different product forms (wholespear bunches, microwave tray-packed trimmedspears, packaged green and/or white asparagus,packaged asparagus tips,white and purple asparagus)will increase sales and add profits to the producedepartment.
UTILIZE MULTIPLE PROMOTION AIDSFresh asparagus is a great item to promote for
entertaining and holidays, especially during Easter,Thanksgiving and Christmas. Retailers should alsocapitalize on the opportunity to promote asparagusduring the summer for picnics or barbecues.
Promoting multiple colors of Peruvian asparagustogethermay encourage consumers to try a new color.Retailers can also use alternative pricing methods,such as by the bunch instead of the pound, toshowcase the value of the product. Value-added and
PERUVIAN ASPARAGUSIMPORTERS ASSOCIATION
Phone: 817-793-3133Contact: Priscilla Lleras
Email: [email protected]
• Use in-store demos to push impulsesales.
• Put asparagus front and center witha good price point.
• MIX and MATCH colors for morevibrant displays.
• Promote value-added and packagedfresh product as an easy convenientside dish.
OUT-OF-THE-BOXPROMOTIONAL
IDEAS
ASPARAGUS
66 PRODUCE BUSINESS MARCH 2013 MASTERS OF MERCHANDISING
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MASTERS OF MERCHANDISING MARCH 2013 PRODUCE BUSINESS 67
CALIFORNIA AVOCADOS12 Mauchly, Suite L
Irvine, CA 92618-6305Phone: 949-341-1955 • Fax: 949-341-1970
Web: CaliforniaAvocado.com/RetailEmail: [email protected]
AVOCADOS
MERCHANDISE CALIFORNIAAVOCADOS TO HELP MAXIMIZECATEGORY PERFORMANCERecommended Display Ideas:
1. Position your primary display of CaliforniaAvocados in a prominent and permanentlocation
• Display ripe and breaking fruit toincrease category performance
2. Merchandise California Avocados next totomatoes and onions for a colorful display
3. Position a second or third display ofavocados in a featured location to lift shopperawareness
• Bagged California Avocados may beused as an excellent secondary display
• Offer a two-sized program to provide achoice for all of your customers
INSIST ON CALIFORNIA AVOCADOSVisit CaliforniaAvocado.com/Retail or contact
your CAC Retail Marketing Director for moreinformation and to order your Hand Grown inCaliforniamaterials.
AMERICAN SUMMER HOLIDAYS =CALIFORNIA AVOCADO SALESOPPORTUNITIES
Traditional Summer Holidays (Memorial Day,Flag Day, Father’s Day, the 4th of July, and LaborDay) are the perfect time to promote the All-American Avocado — California Avocados. Retailvolume grew +95% and retail dollars grew +67%from 2007 during the 4th of July holiday.
2007* is an estimate – was not available in the restateddata setRetail Data Source: SymphonyIRI Group / FreshLook Marketing
(data restated in July 2)
AVOCADO NUTRITIONINFORMATION AND RESEARCH
California Avocados are a tasty choice for ahealthful diet.They’re irresistibly rich in flavor andavocados also provide vital nutrients andphytochemicals. There are 13 vitamins that thebody absolutely needs: vitamins A,C,D,E,K andthe B vitamins (thiamine, riboflavin, niacin,pantothenic acid, biotin, vitamin B-6, vitamin B-12 and folate). Avocados naturally contain manyof these vitamins.
California Avocado nutrition informationand recipes are available online atCaliforniaAvocado.com/healthy-living.
CALIFORNIA AVOCADOS —CONSISTENTLY RELIABLE QUALITY,LOYALTY AND MARKETING SUPPORT
Quality, loyalty and marketing support are keyreasons to merchandise California Avocados. Ofretailers surveyed in 2012:
• 87%* said California Avocados haveConsistently Reliable Quality (the highestscore in the survey)
• 62%* said the California AvocadoCommission’s (CAC) Marketing Support isone of the most important reasons theymerchandise California Avocados
• 62%* said they are Loyal to CaliforniaAvocados, which is another important reasonthey merchandise California Avocados*Among retailers that merchandise California Avocados
CONSUMER MARKETING ANDRETAIL SUPPORT HELP PROMOTECALIFORNIA AVOCADOS
CAC’s award-winning marketing programsprovide retail support and resources to help promoteCalifornia Avocados. Radio, TV, and outdoorbillboard advertising (in select markets); in-storemerchandising support such as in-store radio,display bins, point-of-sale and recipes; print ads intrade, culinary and lifestyle publications; onlinecommunication on blogs,popular consumer websitesfeaturing recipes and nutritional information; adedicated mobile website; and exceptional socialmedia outreach with over 149K Facebook fans helpcreate demand for California Avocados.
Hand Grown in California Avocado Growerstories and graphics, in-store Point-of-Sale andmore are available at CaliforniaAvocado.com.
Call the California Avocado Commission for all of youravocado retail support: rolling crop forecasts, ripening
information, consumer and merchandising research, Hand Grownin California Grower stories, recipes, promotional opportunities, retailsales data and information resources.
QUICKTIP
68 PRODUCE BUSINESS MARCH 2013 MASTERS OF MERCHANDISING
1. Your customer mayexpect the SlimCado toturn black — like otheravocados — as they
ripen. SlimCados staygreen. If you can give it a
squeeze and it gives a little, it’sready to eat. If it gives a lot, it’sready for guacamole.
2. Keep SlimCados cool but not cold.To ripen, keep them at roomtemperatures.
3. To ripen faster, put in a paper bag.To ripen even faster, put in a paperbag with an apple or a banana.
4. For additional nutritionalinformation and recipes:www.brookstropicals.com/SlimCado.
INCREASE AVOCADO CATEGORY SALESWITH SLIMCADOS®
It’s the green-skinned avocado from SouthernFlorida with less fat and fewer calories.* TheSlimCado’s large size complements your currentavocado offering,grabbing attention from the value-conscious customer and even the dieter— normallyan infrequent visitor in the avocado aisle.
Don’t forget your Hispanic shopper, who willappreciate having a wider selection of a favoritefruit.
Avocado aficionados were thrilled to hear thatavocados contain “good” fat. Still doctors suggesteven “good” fat be eaten in moderation (70 caloriesa day). Those 70 calories go much further withSlimCados. SlimCado’s distinctive light avocadotaste can be added to:
• Green salads — morsels of SlimCados tossedin make each forkful more delectable.
• Hot soups — cold cubes of these avocadosfloating on the top push the soup’s zest appealover the edge
• Chunky guacamole — mashed SlimCadosbecome the party favorite of the buffet table.
• Sandwiches or hamburgers — diced intosandwich spreads or sliced thin to top the dish,these green-skinned avocados make baggedlunches hard to beat.
• SlimCado bowls — cut in half and filled withyour favorite seafood salad.
• Finally, there’s the simple joy of a Floridaavocado cut in half with just a squeeze of limeon top and eaten with a spoon.
So it’s official, avocados aren’t just for parties.Any meal can be made into a little celebration with
SlimCados. Besides being lower in fat and calories,these Florida avocado are also rich in vitamin A,high in potassium and cholesterol-free. SlimCadosare not genetically modified — they come by thesecharacteristics naturally.
PROMOTIONAL IDEASMake a big splash in mid-July to kick off the
SlimCado season.Look for promotional volumes of12-count fruit in July and 10-count in August —just in time for chopping up into salads that maketheir yearly debut during summer barbeques.
Garnish in-store cooked food demonstrationswith a piece of Slimcado. The food’s heat willslightly melt the SlimCado for an added treat.
POINT-OF-PURCHASE/SIGNAGEYour consumers want to know if this large
avocado is GMO; it’s not.You’ll pique their interestby letting them know how this avocado has less fatand fewer calories.* They’ll be glad to know it’sgrown in the U.S.A and has been by Brooks for over80 years. It’s a lot to put on a sign, use our QR codefor consumers to scan a download a SlimCadosmartphone website for all the details.
DISPLAY CARE AND HANDLINGDisplay enough to sell in one day, roughly 15 to
30 pieces (depending on the traffic in your store).When replenishing, rotate any leftover day-old fruitto the front.
Remember, avocados are sensitive to ethylene.
OPTIMUM SHELF LIFEBrooks’ Continuous Cold Chain® keeps
SlimCados at their best from the field to your store.The first link in the chain is the hydro-cooling thatis done immediately after harvesting.Hydro-coolingtakes the tropical heat out while keeping the fruit’sfreshness in.The chain continues with these green-skinned avocados being stored in dedicated coolersset at optimum temperature and humidity levels.The final link is the refrigerated loading docks thatallow SlimCados to be shipped to your store atoptimum freshness.
As the largest grower, packer and shipper ofgreen-skinned avocados, Brooks Tropicals has areputation for delivering this fruit with the best
QUICKTIPS
• Think big at the beginning of theseason. Big displays, big signs alertthe SlimCado aficionado that theirfavorite avocado is back in season.As the season progresses, createsmall multiple displays to cross-merchandise with bagged salads andguacamole ingredients.
• Promotional volumes are availablein mid-July for the SlimCado 12-count, just in time for a healthyaddition to barbeque menus. InAugust, it’s the 10-count thatreaches promotional volumes.
• The tailgate parties of fall alwayswelcome avocado salads,guacamole or a Florida version ofthe Caprese salad with SlimCadoslices partnering with mozzarellaand tomatoes.
OUT-OF-THE-BOXPROMOTIONAL
IDEAS
shelf-life. SlimCados have approximately a 4-dayshelf life with the fruit being ready to eat for anotherone to two days.
BACKROOM RECEIVING ANDPREPARATION PROCEDURES
Store SlimCados by keeping their environmentcool and humid, between 42° and 48° F. Do notstore below 40° F. Optimum humidity is between85 percent and 95 percent.
SlimCados are UPC/PLU-coded and boxed inflats, doubles and bruces.
RECOMMENDED DISPLAY IDEASAdd SlimCados to your avocado section and
give your customers a choice of great avocado tastes.But don’t stop there. Place SlimCados near othersalad ingredients. These green-skinned avocadosmake delicious sense in salads.When the avocadosare displayed near bagged salads, your shoppers havea quick and easy way to make their salads special.
When you’re rounding up ingredientsfor your guacamole display, make sure to includeSlimCados for a fresh-tasting dish.
Merchandise Florida avocados, targeting yourSouth and Central American customers.This is theavocado of choice for many Hispanic dishes.
VARIETY AND AVAILABILITYAvailable July though January,Florida avocados
are generally pear-shaped and green-skinned.Theirweight can vary from 14 ounces to a hefty 34ounces.The avocado will vary in size from four to 12inches long and up to six inches wide.
SlimCado fields, harvesting crews, packinghouse and distribution center are all audited for foodsafety by Primus Labs, a third party auditor.
*50% less fat and 35% fewer calories than the leadingCalifornia avocado.SlimCado, Continuous Cold Chain and the BrooksTropicals logo are registered trademarks of BrooksTropicals, LLC.
AVOCADOS - LIGHTSKIN
BROOKS TROPICALS18400 SW 256th Street, Homestead, FL 33090
Phone: 800-327-4833 • Fax: 305-246-5827Web: www.brookstropicals.comEmail: [email protected]
70 PRODUCE BUSINESS MARCH 2013 MASTERS OF MERCHANDISING
72 PRODUCE BUSINESS MARCH 2013 MASTERS OF MERCHANDISING
DOLE ENCOURAGES AMERICANSTO “PEEL THE LOVE” IN 2013Dole’s upcoming “Peel the Love” campaign
represents everything there is to love about DOLE
Bananas: their sun-shiny color, sweet taste,
nutritional goodness, affordability and peel-ability.
Like unwrapping a present, peeling a banana feels
special every time. That’s why from classic
snacking to new and different ‘nana ideas, Peel the
Love unwraps the potential and versatility of our
favorite yellow fruit all summer long. It seeks to
teach Americans there is a lot more to bananas
than to have them for breakfast or an out-of-hand
snack and to ultimately create new sustainable
banana habits.
DOLEOne Dole Avenue
Westlake Village, CA 91362Phone: 818-874-4000 • Fax: 818-874-6501
Web: www.dole.com/bananas
BANANAS
DOLE’S PEEL THE LOVEFOOD TRUCKThroughout the summer Dole will tour a Peel the
Love food truck in the streets of banana loving
cities across the US. The tour will inspire
consumers with a new-found, broader
understanding of how the DOLE Bananas they
love can be incorporated into delicious-easy-to-
make recipes where they work, shop and play, (i.e.
workplace intercepts, retail locations, and lifestyle
events). Consumers will enjoy entertainment,
giveaways, and a nutritious break from the day.
These grassroots efforts and on-site interactions
capitalize on the trends of food truck popularity
and culinary interest and will integrate into Peel the
Love social media and public relations campaigns
to engage communities and virally expand the
reach of DOLE Banana’s new usage message.
BANANAS
MASTERS OF MERCHANDISING MARCH 2013 PRODUCE BUSINESS 73
Dole will work with retailers across the country to develop in-store promotions, point-of-sale materials,
sampling events and other activities that support the summer truck tour to teach consumers there is a lot
more to our favorite yellow fruit.
Your Dole representative can provide materials and help you schedule a Peel the Love food truck retailer
visit during the campaign.
1. Offer a completeselection of value-addedGrimmway carrotproducts.
2. Promote the healthfulattributes of carrots.
3. Highlight carrots through seasonalpromotions and secondary displays.
4. Key in on value and diversity ofoccasion usage of carrots.
GRIMMWAY FARMSPO Box 81498
Bakersfield, CA 93380Phone: 661-845-9435
Web: www.grimmway.com
consumers struggle with trying new carrot dishesoutside of their comfort zones. Point-of-purchasematerials allow for effective communication on freshmeal solutions, nutritional messaging, as well ascreative calls to action, such as, “Just Crunch ‘Em.”
The return of in-store signage is aneffective way tomerchandise carrots.Grimmway Farms canprovide retailers withcustomized point-of-sale
materials.
VARIETY AND AVAILABILITY GUIDE:Grimmway California carrots are available year-
round with consistent quality. California’s abundantsunshine and premium growing regions produceapproximately 85 percent of the nation’s carrots.
PROMOTIONAL ADVERTISING IDEASEvaluate your category insights to develop a
strategic promotional plan by quarter. Grimmway
QUICKTIPS
• Develop interactive contest/sweep-stakes that require the consumers tovisit your social media channels.
• Share successful lifestyle stories thatencourage others to develop healthyeating and snacking habits.
• Develop in-store creative displaycontests a few times a year aroundkey occasions. Back-to-School canfeature a special secondary displaythat promotes carrots as the perfectlunch-time snack.
• Make QR recipe codes readilyavailable offering a variety of recipesand craft ideas.
OUT-OF-THE-BOXPROMOTIONAL
IDEAS
Farms can assist you with this plan through ourenhanced insights that analyze the 4Ps (productassortment, price, placement, and promotion).Through this detailed diagnostic, together we candevelop a quarterly promotional plan to optimizeyour carrot set.
Develop a creative promotional campaignfocusing on the latest trends. As our populationaspires to live healthy lifestyles, create interactivecampaigns that move the consumers to yourcategory. The Biggest Loser branding offers aninteractive nutrition platform allowing theconsumers to participate in weight loss challengesalongside their favorite characters on the show.Thisis one example of a compelling way to drawparticipation to the category.
DISPLAY CARE HANDLINGWith bulk carrots, maintain temperatures from
33° to 35° F with relative humidity of 98 to 100percent. Bulk carrots can be lightly misted, but areethylene-sensitive and should not be stored ortransported with ethylene-producing items as theygive carrots an off flavor.
The tops of bunched carrots should be fluffedto maintain air circulation. Beware that the topsdraw moisture from the carrots themselves and willcause these carrots to have a shorter shelf-life.
The whitening of carrots is caused from the airwithin drying the outer cells, otherwise known asoxidation, of the peeled carrots. Soak the peeledcarrots in ice water to bring the freshness andbrilliance back to the carrot.
Proper handling of the cold chain throughoutthe distribution channel is crucial to extending theshelf-life of processed carrots.
CROSS-MERCHANDISINGOPPORTUNITIES
The cross-merchandising opportunities areendless. Offer on-packe coupons that promotesavings across the premium dressing,dairy,premiumjuice, and meat department categories. Participatein licensing agreements that allow you to cross-promote with DVD releases that promote theretailer’s electronics section.Cross-promotions withstorage containers and/or cooking utensils are alsovery effective.
CARROTS
RECOMMENDED DISPLAY IDEASCarrots have become the “go-to”vegetable of the
produce department. As the snacking categorycontinues to grow in popularity, there are an entirehost of opportunities to display carrots. From thetraditional whole carrots, to bunch carrots, andthrough the value-added set— baby-carrots, carrotchips, shredded carrots, and microwaveable petites,the merchandising opportunities are endless.
The goal for merchandising is to drive the time-starved consumer to the value-added set in thecarrot category. Traditionally, carrots weremerchandised in a block format that included allcarrots from A – Z. Today, one should focus onmerchandising the value-added carrots toward theentrance of the refrigerated set next to the baggedsalads and premium dressings. This optimizationhighlights the occasion- based elements of carrots.Consumers can purchase the shredded carrots as atopping for their salad, purchase a bag of carrotchips to dip with their dressing, or simply purchasea bag of seasoned microwaveable petites tocomplement the protein they purchased for dinner.
The occasion-based strategy holds true for thebunched and whole carrots. These carrots areusually consumed as an ingredient in your favoritesoups or as the side vegetable to your family’s potroast. Since the purchase intent is centered oncooking,whole carrots offer the perfect complementto the bunching greens, celery, and other deepcolored vegetables in this set. This strategyoptimizes consumer purchases while introducingthem to other vegetables, as well as offering a vividcolor break within the set.
POINT-OF-PURCHASE MESSAGINGAsmany retailers have implemented clean-store
policies prohibiting point-of-purchase signage, thisis a misssed opportunity in communicating withconsumers. Twenty-eight percent of today’sconsumers don’t know how to cook, while other
76 PRODUCE BUSINESS MARCH 2013 MASTERS OF MERCHANDISING
CARE AND HANDLINGHandle cherries with utmost care to avoid
bruising and check displays frequently to removebruised fruit and rotate product.Good quality, goodlooking cherries will practically sell themselves!
Cherries should be kept cool and dry!Refrigerated displays maintain quality;however, cherries absorb water and willsoften if sprinkled so keep them off the wetrack. Cherries lose more quality in one hourat 68˚F (20˚C) than in 24 hours at 32˚F (0˚C).
Optimum storage conditions are 32˚ Fahrenheit(0˚C) and 90 percen to 95 percent humidity.Under these conditions, fresh cherries will keep
for several days.Cherries should be kept in the retail cold room
until they’re ready to be displayed. Refrigeratedisplay supplies overnight or properly rotatesupplies and put cherries back into the cold roomin the evening.
Further customer satisfaction and repeat salesby training baggers to place cherries at the top ofthe grocery bag to prevent bruising. Satisfiedcustomers will return to buy again and again!
VARIETY AND AVAILABILITYNorthwest cherries are available from early June
to mid-August and include the Sonata, Sweetheart,Rainier, Lapins, and Bing varieties.
1. Offer in-storesampling, especially withRainiers.
2. Display in a primelocation to increase
impulse buys.
3. Use secondary displays to captureimpulse sales at checkout.
4. Promote freezing . . .cross-merchandise with freezer bags.
5.Pre-book to ensure adequate supplyand strong promotions.
Northwest cherries are mainly an impulse item,which makes merchandising very important. Eventhough the Northwest cherry season lasts onlyabout eight weeks, these cherries can actually outsellother produce items that are available year-round.Cherry consumption continues to increase, andretailers can take advantage of their growingpopularity by properly displaying, handling andpromoting this highly profitable item.
RECOMMENDED DISPLAY IDEASA large, high quality display is the base of
profitable cherry sales.Display cherries in your hightraffic area. Allow ample shelf space in that high-traffic area and steadily rotate your supplies duringthe course of the day.
Remember, a display doesn’t have to bemounded to look BIG! Use false-bottom boxes toavoid crushing fruit (especially the delicateRainiers)! You can also display bulk Northwestcherries in the shipping cases.
Caution should be used in filling displays.Avoiddumping new cherries on top of old cherries as theysell down or you’ll end up with spoiled cherries at
the bottom of the display or box. As well, don’tdump sold-down cherries over new boxes. Oldercherries may not look as good as they should, andcustomers may pass by the entire display. Cherriesshould never be displayed where sunlight can shineon them.As temperatures warm, fruit becomes softand stems quickly brown and dry out.
Offering a mix of Dark Sweet and Rainier in thedisplay, including different packaging options, willgive consumers additional choices and spur extrasales. Pack types include slider bags and clamshells.Disney brand cherries are a great product to marketto kids and include the “Check it Out” seal ofapproval to let concerned parents know the healthbenefits of each product.These convenient packs areeasy to handle and display, extend shelf-life andreduce shrink.
Maintaining an ample supply of cherries iscritical for a successful cherry season. A successfulcherry plan should include securing supplies fromearly June into early August. Order adequatesupplies to avoid out-of-stock situations. Pre-booking will help ensure adequate supply and strongpromotions.
QUICKTIPS
• Disney brand cherries help momsmove the ‘nag’ factor from the candyisle. Grow future sales by influencingthe emerging taste of the young.
• Use Chelan Fresh’s promotionalpackaging highlighting the healthybenefits of cherries and incorporatingposters and POS cards.
• Capitalize on cherries’ limitedseason to create exciting “get it now”promotions.
Capitalize on the added value toconsumers brought by Disneytemporary tattoos for kids, includedin Disney brand cherries.
OUT-OF-THE-BOXPROMOTIONAL
IDEASPROMOTION
Retailers should focus on the 73 percent ofcustomers who reportedly don’t purchase cherries.The best way to win this business is by getting thefruit in their mouths through sampling.Demos willwin customers back or introduce the fruit toconsumers for the first time.
Capitalize on the excitement of one of the fewseasonal products left in the department. Thelimited availability of cherries allows a fantasticopportunity for retailers to promote a “get-it-before-it’s-gone”product.
Promoting the health aspects of cherries willincrease the fruit’s appeal to several health-consciousconsumer segments, including the elderly andparents. Stores can also take advantage of newcherry sleeves, which include POS information onnew and interesting uses for cherries in cooking,baking and serving.
CHERRIES
CHELANFRESH MARKETING
PO Box 878Chelan WA 98816
Phone: 509-682-2539 • Fax: 509-682-2651Web: www.ChelanFresh.com
78 PRODUCE BUSINESS MARCH 2013 MASTERS OF MERCHANDISING
1. At busy times of theday, oranges can movepretty fast so make suredisplays are well filled
and fresh.
2. Promote value of oranges.
3. Offer bagged as well as bulk.
RECOMMENDED DISPLAY IDEASA large display of oranges is always an attention
getter when the consumer enters the producedepartment. It’s hard to miss the bright orangecolor, and catching the consumers’ eye meanscatching their purchase. Comparatively speaking,oranges are always a real value, and therefore arealways a good mover especially in slower economictimes. Consumers appreciate the value.
Don’t forget about a second display with bags.Some consumers prefer to pick each pieceindividually, but others enjoy the convenience ofbagged oranges.Also,bags always lead to a nice ringat the register and less sales per carton than with thebulk fruit.
POINT OF PURCHASE/SIGNAGEBooth Ranches offers several Point of Purchase
options to help stimulate movement at retail.Boothoffers a dynamic high graphic bin that is a realattention getter and a great way to build a secondarydisplay outside of the produce department. Noroom for a full bin? No problem! Booth also offersa smaller pop-up display half bin that will hold twoboxes of fruit with the same distinctive graphics asour full bin, but easily set up in a smaller area. Thepop up is also great for waterfall displays. Anotheroption is our high graphic black carton which isgreat for building displays on existing shelving or touse freestanding.
BOOTH RANCHES LLC12201 Avenue 480
Orange Cove, CA 93646Phone: 559-626-7653
Web: www.boothranches.comEmail: [email protected]
VARIETY AND AVAILABILITY GUIDEOranges from California are available almost
year round.Booth Ranches Navels are in the marketfrom November through June, and Valencia’s areavailable from April through September. They canbe promoted in winter and summer.
In the winter, there’s nothing that beats adelicious Booth Ranches California Navel. Whilethere are also Navels from the SouthernHemisphere in summer months, a sweet and juicyCalifornia Valencia is a great, lower pricedalternative customers will appreciate.
PROMOTIONAL/ADVERTISING IDEASBecause of the generally competitive price,
oranges make a great promotional item any time ofyear.They are especially attractive for promotion inmid-winter, when a slice of sunshine is a welcomechange for consumers in many areas. Their value,however, suggests that an ad is a profitable idea anytime of year, including during summer whenValencia’s are in season.They offer great value!
Promotions should include large displays, andperhaps even a second display elsewhere in the store.Place a Booth Ranches high graphic bin at theentrance to the store for a display that reallygenerates sales.
RIPENESS RECOMMENDATIONSOranges are ripe and ready to eat as soon as your
customer picks them up.Unlike some other produceitems, there’s no need to wait for ripening, andBooth Ranches oranges are specially selected fortheir premium flavor.The only oranges we pack and
QUICKTIPS
• Set up secondary displays in hightraffic areas like near front registersor in the dairy department toencourage extra impulse sales!
OUT-OF-THE-BOXPROMOTIONAL
IDEAS
sell are ones we grow ourselves, giving us incrediblecontrol and consistency.
BACKROOM RECEIVING ANDPREPARATION PROCEDURES
Like all produce, oranges will display better andlast longer if the temperature is properly maintained.They are a relatively hearty piece of fruit, so they canbe easily displayed on a dry table but should berefrigerated whenever possible.
CROSS-MERCHANDISINGOPPORTUNITIES
There are lots of opportunities to cross-merchandise oranges with other items.A display oforanges with electric or manual juicers will drive thesales of both.How about a display in the beer aislenear the Blue Moon? A small display of orangesnear the leaf items can suggest a citrus salad. In themeat or seafood department, fresh orange juice canbe suggested as part of a fantastic glaze.
CITRUS
80 PRODUCE BUSINESS MARCH 2013 MASTERS OF MERCHANDISING
SOMETHING SWEET TO CHEW ONThere is a reason the naturally sweet
Medjool date has been called the “King offruits.” Medjool dates are regarded as thedate variety with the richest taste, softesttexture and perfect size.
Quite simply, there is no other datequite like the Medjool, and there is noMedjool with as high a quality and carefullycultivated as the Bard Valley NaturalDelights Medjool.
The unique micro-climate in the BardValley is warmed by the ever-present sunand nourished by a high water table,making it the best place to grow thesetimeless delicacies.And of course, the lovingcare lavished on our Bard Valley Medjoolsby our family farmers is unmatched, earningthem the famous Natural Delights name.
VITALITY SEEKERSDates are more than just good for you.They’re
perfect. And that’s why dates are popular amonghealth-conscious, active and adventure-seekingconsumers. We like to refer to date-purchasers as“vitality seekers,” because this group seeks for waysto express themselves through interesting foods thatalso support their active-lifestyles, boosting theirbodies and restoring vitality daily.
Medjools are the perfect active, healthy foodbecause they are:
• Rich in antioxidant polyphenols with moreantioxidants per serving than blueberries
• Good source of fiber, potassium and otherminerals
• Low on the glycemic index scale• Fat- and cholesterol-free• Great for both snacking and using as aningredient in recipes
• Do not require refrigeration and have aconveniently long shelf-life
DATEPAC LLC2515 S. Ave. 21⁄2 E, Suite #1
Yuma, AZ 85365Phone: 928-726-9191 • Fax: 928-726-9413
Web: www.naturaldelights.com
• Host a “smart snacking”demonstration and feature snackpack dates alongside other on-the-govalue-added products that are asdelicious as they are nutritious.
• Merchandise “Power Pregnancy”fresh produce items that appeal toexpectant mothers.
• Host a tasting demo during theholidays showcasing dates stuffedand baked with delicious ingredientssuch as pecans and gorgonzolacheese for enlightened appetizerideas.
OUT-OF-THE-BOXPROMOTIONAL
IDEAS
PROMOTIONAL/ADVERTISINGIDEAS
Prime selling months forMedjool datesare broken down into six periods:
• January – Health & wellness• February – Valentine’s Day• April – Easter/Passover• July – Ramadan• October – New Crop• December – Holiday treatsDates are at top of mind for consumers
during these months and serve as the besttimes to talk about their natural sweetnessand traditional use during key holidays.Seasonal header cards on shippers can beused and are highly recommended for thesekey periods.
Advertising from September throughDecember in areas promoting healthy livinghas proven effective at garnering up to 16.9
MM impressions. Social media and websitecan be used to inform consumers about healthbenefits and supply attractive date recipes that willstimulate trial.
CROSS-MERCHANDISINGThe newmedjool snack packs are a perfect front
end “sweet treat”item,especially when positioned asa healthy snack for children.Dates can also be soldnext to sliced bacon in the meat department, bluecheese from the deli or mascarpone and creamcheese from the dairy department, as these are idealfor stuffing and baking with dates. Peanut butter isalso a popular dip to pair with dates, and can begrouped with dates and bananas. Take care tomerchandise date rolls in shippers in highlytrafficked areas as they are ideal for “on-the-go”consumers.
VARIETY AND AVAILABILITYMedjool dates are harvested in September
through early October but they are available year-round. Year-round merchandising options havedoubled sales in the past five years in NorthAmerica. Bard Valley Natural Delights Medjooldates are offered in:
• Conventional and Organic 11-lb. bulk PLUbox with dates in tamper-resistant sealed tubs
• Snack packs for conventional pitted, coconut,almond, pistachio and chili-lime date rolls
Snack packs are new to 2013 and are ideal forretailers who wish to test the item and broaden theirdate consumers.
DISPLAY CARE AND HANDLINGStore Medjool dates in a coolor away from all
moisture. Dates must be kept cool but dry in orderto enhance shelf-life and ensure consumers have thebest taste experience. Shelf-life is 30 days at roomtemperature or cooler.When it's time to put out anew box, it's recommended that the inventory thatremains in the old box be pitted, sliced, diced andsampled.
Dates can be frozen, but it’s recommended theyare maintained in a 40 degree cooler.
DATES
RECOMMENDED DISPLAY IDEASThe shelf-stable nature of dates makes display
possibilities endless. Since we know that date-purchasers are health-conscious consumers whoenjoy fresh foods, it is ideal to display dates withother fresh fruits known for their richness invitamins and minerals.
Other display ideas include placing dates next toconvenience-package fresh snacks, pre-cut fruit orchilled health drinks. It is always beneficial to makegood use of shippers to display dates during keyconsumption periods.
POINT OF PURCHASEDates are considered a delicacy, but also a
healthy and energizing snack. Key messages toinclude on store signage should include:
• Ideal for healthy snacking•High in fiber, potassium and antioxidants• A delicious sweet treat•Delectable either fresh or in easy-to-preparerecipes
• Excellent source of sustained energy for activelifestyles
• Contains more potassium than bananas andmore antioxidants than blueberries
•Do not require refrigeration and can be storedup to a month at room temperature
82 PRODUCE BUSINESS MARCH 2013 MASTERS OF MERCHANDISING
84 PRODUCE BUSINESS MARCH 2013 MASTERS OF MERCHANDISING
1. Promote mini snackboxes and the larger 6-pack boxes as fun treatsfor lunchboxes and
school snacks.
2. Advertise as a healthy,delicious and convenient snack foradults trying to stay in shape!
3. Advertise Green Giant Fresh’smobile marketing campaign, whichoffers shoppers the ability to scan aQR code using their smart phone. Thescan instantly provides shoppers realtime information about the grower,product, farm and healthy recipes weoffer.
Dried fruit is a foundational category for anyproduce department and continues to increase inpopularity and profits as more consumers focus onhealthy eating and snacking.
Raisins come from seedless green grapes that aredried in the warm California sun.
The sun drying process gives raisins theircharacteristic deep color, texture and sweet taste.Raisins are a healthy,natural and ready-to-eat snackfor moms and kids on the go.
VARIETY AND AVAILABILITYRaisins are available year round.Raisins come in a variety of
resealable bags, canisters and boxes tosuit all snacking and baking needs.Green Giant® Fresh raisinsare sold in:
• mini-boxes• a six-ounce pack of smallboxes
• bulk packs in a 12-ouncezip bag
• a 15-ounce box, and• a 24-ounce canisterLike many other Green Giant Fresh
products, each package of raisins displays the Box
SUN DRIEDMARKETING INC.
Phone: 559-824-8474 • Fax: 559-432-0535Web: greengiantfresh.com
Email: [email protected]
Tops for Education® coupon, allowing moms andothers in the community to help raise money fortheir local schools.
CARE AND HANDLING• Store unopened raisins at room temper-ature.Refrigerate any opened containers.
• Raisins require no special preparation.
PROMOTIONAL/ADVERTISING IDEASPromote raisins as a colorful addition to slawsand lettuce salads.Raisins also make a great back
to school tie-ins, holiday baking, summertime promotions and additions tofruit and vegetable trays. Highlightproducts featuring the BoxTops forEducation coupon and use signageto remind the customer that theirpurchase helps them raise moneyfor their local schools. Cross-merchandise near other fresh fruit
like grapes, bananas and berries fora healthy fruit salad.Cross-merchandise with yogurt,peanut
butter and celery — kids enjoy making theirown snacks!
QUICKTIPS
DRIED FRUIT
APIO, INC.PO Box 727
Guadalupe, CA 93434Phone: 800.454.1335 • Fax: 805-343-6295
Web: www.apioinc.comEmail: [email protected]
FRESH-CUT VEGETABLES
QUALITY ASSURANCE — FROM FIELD TO FORKFrom our post-harvest physiologists and on-premises microbiological lab to
our annual third-party food safety and quality audits, complete HACCPprogram, vendor approval program, GAP and GMP/Food Safety TrainingPrograms, to being a California Leafy Greens Agreement signatory, Apio’steam has implemented an extensive quality assurance and food safety programdesigned to minimize food safety risks and ensure top-of-our-field quality —from field to fork.
RECEIVING AND PREPARATION PROCEDURESFresh-cut vegetables should be received from adequately refrigerated trucks
and transferred immediately into storage ideally cooled to 34° to 36° F.Shelvesshould be well stocked and products culled with attention to code date.
CAPITALIZING ON FRESH-CUTVEGETABLES’ HOLIDAY POPULARITY
Fresh-cut vegetable sales peak at various times throughout the year.Carrying adequate supply is essential during these weeks.
Cross-merchandising value-added vegetables with their bulk counterparts(e.g. fresh-cut broccoli merchandised next to bulk broccoli) can entice shoppersto trade up and lead to higher basket rings.
Value-added Vegetable Peak Sales WeekBagged Slaw: ........................................Fourth of JulyBroccoli: ..............................................ChristmasCauliflower: ........................................St.Patrick’s Day andThanksgivingTrays: ....................................................Super Bowl,Easter,Fourth of July,
Thanksgiving and Christmas
Given the greater appeal of trays throughout the year, holiday or eventthemed trays can provide a point of differentiation and catch the attention ofadditional shoppers.
HOW DOES ITEM COUNT STACK UP?Nationally, an average of 32 unique fresh-cut
vegetable items are carried per store, per week.
Side Dish: ..............18Meal Prep:................ 7Snacking: ..................5Trays: ........................3
Specifically for trays, the ideal assortment includes one large tray (32-ouncesor larger) and two small tray (8-ounces - 32-ounces) items.
THE FRESH-CUT VEGETABLE CONSUMERFresh-cut vegetables appeal most to premium, healthy-
living couples and families. These consumers tend to cook freshhomemeals, but they value products that serve as meal starters.Apio’s Steam in the Bag feature is ideal for these coreconsumers, as they can eat fresh vegetable side dishes at homewith minimal preparation.
FRESH-CUT VEGETABLE AVG.FRESH-CUTHOUSEHOLD PENETRATION VEGETABLE BASKET SIZE
PROMOTIONS IN FRESH-CUT VEGETABLES
CIRCULAR AD COUNT CIRCULAR ADMIX
AVG.VOLUME % LIFT ON PROMOTION
Fresh-cut vegetables’volume sales increase on average85 percent when on promotion.Promoting these optionsduring their holiday peaks can help attract even moreincremental sales.
Sourcing: Consumer Data Source: Nielsen Perishables Group FreshFacts® Shopper Insights Powered by Spire • Performance Data Source: Nielsen Perishables Group FreshFacts®; *Not including packaged salads
Apio is the recognized supplier of value-added fresh-cut vegetables and theretail category’s growth leader, offering two of the strongest brands in fresh-cutvegetables. The GreenLine® brand leads sales of fresh-cut green beans withinthe U.S., and Eat Smart® is the leader in fresh-cut branded bag and tray sales.Together, Apio brands account for 13 percent of fresh-cut vegetable sales.Contact us to learn more.
86 PRODUCE BUSINESS MARCH 2013 MASTERS OF MERCHANDISING
88 PRODUCE BUSINESS MARCH 2013 MASTERS OF MERCHANDISING
1. Display and promote afull range of garlic items
2. Use jarred and freshgarlic, red, white,
elephant and conventionalgarlic and garlic braids to make
the section intriguing to consumers
3. Focus on increasing usage — thekey to increasing sales long term
Garlic lies at the confluenceof all that is hot and happeningin produce. Ethnic cuisines?Garlic is key. Health-orientedeaters? Garlic is prominent.Dieters? Use garlic instead ofsalted butter anytime. Theproduct family runs the gamutfrom staple to specialty items —red garlic, elephant garlic,peeled,packaged, braided and certifiedorganic.
The category includes bothfresh garlic and various processedand semi-processed items, suchas whole peeled garlic, choppedgarlic, minced garlic and amultitude of jarred products.There are even garlic optionsthat can serve highly decorativepurposes such as braided garlic.Garlic can be used to adornholiday wreaths and otherholiday decorations. Many items are sold in bothbulk and consumer package sizes.
DISPLAY IDEASThe key to making good garlic displays is to
avoid the specialty jinx in which a small area is setaside for a tiny row,or worse, a little basket of garlic.Instead, think of the romance of garlic: The
Egyptians, Greeks and Romans all knew of garlic,and this rich heritage carries through to the cuisinesof today, justifying generous space with a full rangeof garlic products displayed. It is well worth it tocultivate a garlic-buying clientele because garlic isnever consumed alone.So every sale of garlic meansthe sale of other items both in produce and in otherareas of the store.
POINT-OF-PURCHASE/SIGNAGESignage and POP material near garlic should
always have a three-fold message:First,make sure to highlight variety items, such
as elephant garlic; this attracts attention to theoverall garlic section and sparks consumer interest.
Second, always highlight the health benefits ofgarlic: fat-free, saturated fat-free, sodium-free,cholesterol-free and certified 100 percent organicare all watchwords that are permissible with garlicand attract the interest of health-orientedconsumers.
Third, always provide recipes and usage ideas.Garlic sales directly relate to consumer use of
recipes requiring garlic, so always have a recipe nextto the garlic display. Also remember that a festivearrangement of garlic braids functions as greatsignage to bring attention to the garlic display.
VARIETY AND AVAILABILITYGarlic is available year-round with supplies
coming from California and outside of the UnitedStates, including Argentina, Mexico, Chile andSpain. In recent years, Chinese-grown garlic hasbecome prominent in the marketplace. Its use asboth a seasoning and an ingredient in food meansthat year-round promotion is appropriate.
PROMOTIONAL/ADVERTISING IDEASBecause of its comparatively long storage life,
deep discounts on garlic are likely to steal sales fromfuture periods. Therefore, the focus in garlicpromotion should be on usage. If it is barbequeseason, promote the use of garlic in salads,marinades and rubs. Suggest that consumers try
QUICKTIPS
• Do a bakery demo in which roastedgarlic is served with sliced Frenchbaguettes. The mild flavor will makeit a favorite with many consumersand you can emphasize the healthaspect — no fat or butter!
• Educate customers about the tastebenefits of rubbing the outside oftheir Easter lamb with cracked garlicprior to roasting.
• Provide recipes encouragingcustomers to insert whole peeledgarlic cloves into slits cut with thepoint of a sharp knife into theirholiday roasts prior to cooking.Watch your garlic (and meat) salestake off!
• Hold a sauce competition in whichconsumers make homemade pastasauce using garlic. Get a localnewspaper to judge it and have thewinning sauce recipes be part of a“saucy special.”
OUT-OF-THE-BOXPROMOTIONAL
IDEAS
cooking whole garlic on the barbeque and serve itwhole as a butter substitute. If the Super Bowl oranother sporting event is coming up, promotionscan focus on the use of fresh garlic to make salsawith a kick.
Salad dressing is another great garlic application.Have a salad dressing of the month that is alwaysunder promotion and always uses garlic. Suggestways that garlic can add flare to old favorites.Garlicmashed potatoes, for example, are a great way to jazzup a dish that may have grown boring.And at majorholidays, suggest adding an ethnic dish. Forexample, it is an old Italian custom to serve a fishdish, almost always prepared with garlic, at majorholidays. Use the trend to ethnic food, healthfuleating and variety to tie in garlic.
DISPLAY CARE AND HANDLINGGarlic should not be misted, and rotation is
important since fresh garlic sitting out for longperiods will tend to dry out. In addition, the skins ofgarlic tend to shed with handling so frequentattention to the display to keep it clean and dry willresult in better sales.
BACKROOM RECEIVINGGarlic should be stored in a cool,well-ventilated
place and kept dry.
CROSS-MERCHANDISINGOPPORTUNITIES
Garlic is a cross-merchandiser’s dream as it isalways used in conjunction with other products.Cross-promote in the produce department withsalad items since garlic is frequently tossed intosalads as an ingredient as well as used in saladdressing. Put garlic next to ripe tomatoes, basil,cilantro, etc., to promote salsa.Suggest a make-your-own-pasta-sauce center with garlic, tomatoes andother ingredients.
Also consider secondary displays of garlic next tomeat and poultry to promote as a rub and even nextto baguettes in the bakery, promoting roasted garlicas a delicious and healthful alternative to butter.
GARLIC
MAURICE A AUERBACH, INC.117 Seaview Drive
Secaucus, NJ 07094Phone: 201-807-9292 • 888-AUERPAK
Fax: 201-807-9596Web: www.auerpak.com
FRESH-CUT GREEN BEANS
A POPULAR SIDE DISH
AVAILABLE YEAR-ROUND
AMERICA’S #1 PACKAGED GREEN BEANSGreenLine fresh-cut green beans are America’s favorite brand, earning a
spot as the highest selling brand of value-added vegetables behind Eat Smart.GreenLine packaging ensures freshness and is microwaveable for the quick-cooking convenience shoppers want.
CAPITALIZE ON FRESH-CUT GREENBEANS’ HOLIDAY POPULARITY
Fresh-cut green beans’ sales peak at Thanksgiving, Christmas and Easter.Sales nearly triple (compared to an average week) during the week ofThanksgiving and double the week of Christmas.Carrying adequate supply isessential during these holiday weeks.
DISPLAY STRATEGIES THAT WORKUse eye-catching channel strips or shelf-talkers to draw attention.Generate
interest with periodic new sizes and types of green beans, such as GreenLine’s12- and 32-oz. green beans, or 10-oz. organic green beans.
Cross-merchandising fresh-cut green beans with their bulk counterparts(e.g. merchandised next to bulk green beans) during these key holiday weekscan entice shoppers to trade up and lead to higher basket rings.
FRESH-CUT GREEN BEANS ARE THE FASTESTSELLING FRESH-CUT VEGETABLE!
Fresh-cut green beans have the highest sales velocity of any packagedvegetable*, selling $131 per store, per week — an increase of 5 percent from ayear ago!
FRESH-CUT GREEN BEANS PURCHASE PATTERNSAVG.PRODUCE BASKET AVG.FRESH-CUT
GREEN BEAN BASKET
HOW DOES ASSORTMENT STACK UP?Nationally, an average of two unique fresh-cut green bean items are carried
per store, per week. The two most common package sizes are 12 ounces and32 ounces.
PACKAGE SIZE SHARE OF SALES
PROMOTIONS IN FRESH-CUT GREEN BEANSAVG.VOLUME % LIFT ON PROMOTION
Fresh-cut green bean volume sales increase on average95 percent when on promotion. Promoting theseconvenient options during their holiday peaks can helpattract even more incremental sales.
Sourcing: Consumer Data Source: Nielsen Perishables Group FreshFacts® Shopper Insights Powered by Spire • Performance Data Source: Nielsen Perishables Group FreshFacts®; *Not including packaged salads
Apio is the recognized supplier of value-added fresh-cut vegetables and theretail category’s growth leader, offering two of the strongest brands in fresh-cutvegetables. The GreenLine® brand leads sales of fresh-cut green beans withinthe U.S., and Eat Smart® is the leader in fresh-cut branded bag and tray sales.Together, Apio brands account for 13 percent of fresh-cut vegetable sales.Contact us to learn more.
APIO, INC.PO Box 727
Guadalupe, CA 93434Phone: 800.454.1335 • Fax: 805-343-6295
Web: www.greenlinefoods.comEmail: [email protected]
90 PRODUCE BUSINESS MARCH 2013 MASTERS OF MERCHANDISING
1. The prime location forour Live Gourmet butterlettuce is directly next toiceberg lettuce in the
leafy green section of yourproduce display.
2. Place and reface frequently; withthe clamshell package, dailytrimming and product refreshing willbe nominal.
HOLLANDIAPRODUCE, LLC
PO Box 1327Carpenteria, CA 93014
Phone: 805-684-8739 • Fax: 805-684-9363Web: www.livegourmet.comEmail: [email protected]
PACKAGING DEVELOPMENTSOur new source-reduced and freight-saving Live
Gourmet Squircle clamshell package andaccompanying harness style master carton allows fora 20 percent increase in units per pallets. The newSquircle clamshell is elegantly redesigned andsupremely functional and has won a 2011 PMAImpact Award for excellence in packaging. TheSquircle meets and exceeds merchandising, physicalprotection, food safety, sustainability andtransportation packaging criteria for the 21stCentury.Additionally, it provides amicro-environment aroundthe lettuce helping it stay fresher longer.The clamshellprotects each delicate leaf from physical damageduring handling and acts as a food-safety barrierbetween the product and the consumer. Theclamshell’s interlocking feature aids in ease ofmaintaining a presentable, attractive display on yourproduce section shelf. Just place and replenish thefacings daily. Our clamshells are made from post-consumer recyclables and areLevel-1 recyclable,a veryimportant feature for most of today’s shoppers.
RECOMMENDED DISPLAY IDEASLive Gourmet butter lettuce is truly a value-
added offering and can be merchandisedsuccessfully in several locations within the producesection of your store. Refrigerated free-standingisland displays, end-cap displays and second- andthird-level shelving above the wet rack can prove tobe excellent merchandising zones, depending uponyour store’s produce department configuration.
Our research suggests the prime location for ourLive Gourmet butter lettuce is directly next toiceberg lettuce in the leafy green section of yourproduce display. This requires closing of the wet-rack mist system nozzle directly above our product
QUICKTIPS
• Be the first in your region to offer agreenhouse-grown section in yourproduce department. Merchandisegreenhouse-grown lettuce,cucumbers, tomatoes, bell peppersand herbs in one central location.
• Stress the benefits of controlledenvironment growing, uniformquality and reduced pesticide use togenerate cross-selling and upselling ofyour produce department shoppers.
OUT-OF-THE-BOXPROMOTIONAL
IDEAS
HYDROPONICALLY GROWN LIVING BUTTER LETTUCE
Since 1996, Live Gourmet brandhydroponically grown living butter lettuce hasoffered an improved category solution forinnovative produce merchandisers across America.With its extended shelf-life and protective,interlocking, and easy-to-merchandise clamshellpackage, Live Gourmet butter lettuce has savedhours of labor and significantly reduced shrinkwhile generating higher dollar rings that createincreased gross margins for the butter lettucecategory.
LIVE GOURMET BUTTER LETTUCE IS“ABSOLUTELY FRESH BECAUSE IT ISSTILL ALIVE!”
By harvesting our butter lettuce with its rootsintact,we provide each delectable leaf with a sourceof nutrition after harvest, helping the leaf remainfresher and more flavorful for days longer thanbutter lettuce harvested in the conventional manner.Fresher lettuce means higher flavor profiles andgreater nutritional value, which generates higherlevels of consumer satisfaction and helps driveincreased purchase frequency.
Live Gourmet Living Lettuce is pest-freenaturally as we utilize integrated pest management(IPM) regimes — a natural, more ecologicallysound pest control method. IPM incorporatesnaturally occurring pest regulators and beneficialpredatory insects that reduce harmful insectpopulations in the growing environment.
LIVE GOURMET ADVANTAGES• “Absolutely fresh because it’s still alive!”• Consistent uniform product quality year-round
• Naturally pest-fre• Extended shelf-life and reduced shrink thathelps you sell more units
• Attractive, see-through and easy-to-mer-chandise packaging
display, thereby eliminating unattractive water spotson the container.
We find that merchandising the product in thebagged salad case is often the area of last resort, andit may lead to buyer confusion. The bagged saladshopper is looking for tear-and-pour convenience,and our product requires processing before use. Inevery instance, eye-level multiple facings that createattractive displays help generate increased salesvelocity for our product.
CROSS-MERCHANDISINGOPPORTUNITIES
Combining offers with other salad ingredients— from croutons to gourmet cheeses and saladdressings — can help acquaint your shoppers withthis uniquely fresh butter lettuce.
Promoting your private-label salad dressingin conjunction with our butter lettuce is a great wayto generate increased velocity for both categories.Interdepartmental cross-promotional offers, such asa BLT promotion that offers the ingredients for abacon, lettuce and tomato sandwich, can drive trafficto several areas throughout your store.
Use of cents-off coupons for ingredients locatedat displays of the corresponding items can be used todraw your meat department shopper into yourproduce section and bakery goods section of thestore.
RECEIVING, STORAGE ANDHANDLING TIPS
• Maintain the cold chain at all times andobserve suggested temperature ranges to extend theproduct’s shelf-life.
• Inspect all shipping cartons for the enjoy-by-date or best-if-used-by date and maintain properproduct rotation in the storage cooler and on thestore shelf.
• Visually inspect each clamshell duringplacement on the shelf to ensure your display is thevery best it can be.
BACKROOM RECEIVING ANDPREPARATION PROCEDURES
• Observe the enjoy-by-date stamped on eachpackage and maintain a proper rotation to insuremaximum value for your customer.
• Place and reface frequently; with the clamshellpackage,daily trimming and product refreshing willbe nominal.
92 PRODUCE BUSINESS MARCH 2013 MASTERS OF MERCHANDISING
94 PRODUCE BUSINESS MARCH 2013 MASTERS OF MERCHANDISING
1. Sample, sample,sample. The best way tosell kiwi is to get it intothe customer’s mouth.
2. Don’t throw away culledkiwi. Use it in prepared foods,
salad bar or cut-fruit operations.
3. Lengthen shelf-life of ethylene-sensitive kiwi by displaying next totree fruit, grapes and citrus.
The bright internal color and unique outwardappearance of kiwifruit makes it a natural forproduce department promotions. Retailers cansignificantly increase sales of kiwifruit with a littlebit of effort as kiwi tends to be an impulse purchase.Making the fruit more visible, doing sampling andproviding usage and recipe ideas will all stimulatekiwi sales.
RECOMMENDED DISPLAY IDEASIncrease sales with prominent displays of kiwi.
Build eye-catching displays in the front of thedepartment and cut a few fruit in half to allowcustomers to see the enticing inner color.
Capitalize on impulse purchases by placingsecondary displays at seafood counter and frontcheckout of stores. Display kiwi with POS recipeand usage information to give customers additionalideas for using the fruit.
PROMOTION SUGGESTIONSTake advantage of kiwi’s fun appeal to cross-
merchandise creatively with salads, drinks, partyplatters, or other unique applications. Stimulate
M.L. CATANIACOMPANY LTD.
123 Eastside Drive, Unit 3Toronto, ON M8Z 5S5Phone: 416-236-9394
Email: [email protected]
increased purchases throughout the departmentwith additional tie-in’s like bagged salad and fetacheese.
Educate consumers on the simplicity of eating akiwi by slicing in half and scooping with a spoon.Encourage this usage for snacks or as anaccompanying lunch item.
Promote kiwi to children bysampling slices during “mom &kid” shopping times. Encourageparents to use kiwi as a lunch-boxor snack item.
PROMOTE KIWINUTRITION
Kiwifruit is a health dream. It is ascientifically recognized “SuperFood”, full ofvitamins andminerals.Merchandising should focuson promoting good health and fighting disease.Thenutrient-dense kiwifruit easily fits into a healthy
QUICKTIPS
Create a Fruit Salad Displayincluding kiwifruit, tree fruit, grapesand citrus and encourage customersto purchase a few of each to combinein a healthy fruit salad.
OUT-OF-THE-BOXPROMOTIONAL
IDEA
lifestyle and is low in calories. Focus on these healthtips:
• Kiwifruit is high in Vitamin C, an antioxidantthat has been shown to fight cancer.
• Kiwifruit is high in potassium,which can helplower blood pressure.
• Kiwifruit is a low-fat source of vitamin E,a rarecombination.
• Gold kiwi is a natural, unfortified source offoliate.
The U.S. FDA has approved the followingnutrient descriptors for kiwifruit: low-fat, saturatedfat-free, sodium free, cholesterol-free, high in fiber,high in vitamin C, a good source of vitamin E, anda good source of potassium.
VARIETY AND AVAILABILITYKiwifruit comes in two varieties, green and gold.
Green kiwi is a tangy-sweet while Gold kiwi has amore tropically-sweet flavor.Kiwifruit is available isavailable year round principally from Italy, NewZealand,Chile, and California.
HANDLING & STORAGEKiwifruit must be handled with care as it will
bruise easily.Produce personnel should be instructednot to dump kiwi onto displays, instead placing fruitcarefully into displays by hand.Also be cautious notto stack fruit too high as this will cause bruising tofruit on the bottom.
Kiwi is ethylene sensitive and an ethyleneproducer when ripe. Do not store or display kiwinext to ethylene releasing fruits and vegetables.
Kiwifruit should be stored in the backroomat an ideal temperature of 32°F(0°C) at a relative humidity of90 to 95%.
KIWIFRUITSTELLAR
DISTRIBUTING INC.21801 Ave 16
Madera, California 93637, USAPhone: 1-559-664-8400
www.stellardistributing.com
M.L. Catania Co. LtdTel: (416)-236-9394Fax: (416)-236-3992
Paul Catania • Mario MasellisSam Bertucci • Matthew Catania
Stellar Distributing Inc.Tel: (559)-275-8400Fax: (559)-275-7594
Kurt Cappelluti • Connie GilBrian Lapin • Nick Cappelluti
Catania Mexico.Veracruz, Mexico+52 232-324-1517
Alejandra Dias Romero
1. A little lime juice andwater can prevent cutfruit or vegetables (likepotatoes and apples)
from getting discolored.
2. Limes contain unique flavonoidcompounds that have antioxidant,antibiotic, and anti-cancer properties.
3. Allow a lime to come to roomtemperature before squeezing, it willrelease more juice.
4. Use limes as a healthy condimenton meats, fish and chicken — just asqueeze of lime can change oraccentuate the flavor.
5. Fresh lime in drinks and cocktailscan take a moment of relaxation tothe next level.
DIDYOU
KNOW?
The Vision Companies have established globalgrower partnerships to provide the highest qualityproducts and service to our customers.These directgrower-relationships make our companies uniqueand allow us to deliver the highest quality produceat fair market price. Every one of our growerpartners offers top quality fruit and is held to thehighest food safety standards/certifications. Ourcustomers receive up-to date information onproduct availability, market price points, trends,weather and other variables that influence ourcommodities.
RECOMMENDED DISPLAY IDEASAll consumers use limes; they cannot be
overlooked. Limes cross over all cultures andcuisines. Make your displays prominent and beaggressive. Although limes in the U.S. have beendisplayed as a tropical/ethnic item in the past, theyare nowmainstream! Utilize the shipping boxes andshow off the labels to increase consumer confidencein your quality.
POINT OF PURCHASE USAGE IDEASLimes should be displayed with recipes. Limes
• Host a “Going Green” day at yourstore or restaurant as an opportunityto increase environmental awarenesswhile selling product and having fun.The Vision Companies are veryconscience of environmental impactsas our livelihood comes from theland.
• Retail stores can raise awareness bypromoting environmentally friendlyproducts. To keep with the theme, doa play on words and promote all ofyour green fruits and vegetablesincluding limes.
• Restaurants can increasecommunity connection and fun witha “green” fundraiser or awarenessevent — promoting locally sourcedfoods and serving Mojitos made withMojito™ limes and fresh mint.Everyone will enjoy “Going Green.”
For more information on how FoodService and Wholesale companiescan start or increase their lime salessimply send an email [email protected]
OUT-OF-THE-BOXPROMOTIONAL
IDEAS
VISION IMPORT GROUPRiver Edge, New JerseyTexas • Miami (2013)
201-968-1190www.visionimportgroup.com
Facebook.com/VisionImportGroup
LIMES
VISION PRODUCEPARTNERS OF TEXAS
Pharr, Texas956-843-8790
www.visionproducetx.com
VISION PRODUCECOMPANY
Los Angeles 213-622-4435Phoenix 602-256-7783Nogales 520-223-8920
www.visionproduceco.com
in particular have the unique ability to adapt to mostanything a consumer is preparing.They are used asmarinades; the zest is often used in desserts; asqueeze of lime serves as a condiment to boost flavorof meats, chicken or fish; fresh lime juice enhancesbeverages from Lime-aid to Mojitos. With a littledirection, your customers can be using limes everyday of the week! For printable recipes email us [email protected]
VARIETY AND AVAILABILITY GUIDESeedless lime varieties include Persian, and
Bearss. Seeded varieties include West Indian,Mexican, and Key. Persian Limes grown in Mexicohave set the highest standard and are the mostdesirable.
Availability: Historically, there islighter volume out of Mexico in Januarythrough March, creating higher pricingthan the rest of the year. Throughthe Vision Companies positive growerrelationships we are able to carry limes 52weeks of the year from Mexico. Whenneeded, we utilize our offshore relationshipsfor additional sourcing.
TheVisionCompanies Sizing/Packs:• 1-, 2-, and 5-lb. bag limes• 40-lb. box ranging from 110 to 250 size
(PLU sticker optional)• 10-lb.place-packed and stickered (packed by
hand, highest grade and color level)• Ability to pack loose 10-lb.
PROMOTIONAL/ADVERTISING IDEASAll holidays and special occasions are an
opportunity to sell limes. Any occasion for homeentertaining (Super bowl,Thanksgiving,Christmas,NewYear’s Eve,Cinco deMayo) utilizes limes.Limesare crucial in the summer months for barbeques,family picnics and social gatherings. Every monththere is an event or holiday where limes play a role.Check your calendar and don’t miss anyopportunities.
DISPLAY CARE AND HANDLINGClean and neat displays do wonders for lime
sales. Undesirable fruit left on the stand becomes anegative focus, so ensure those few are removed sothe beautiful product stands out. Limes should notbe an item your customers need to pick through —quality fruit is available all year. Keep limes at 48degrees; fresh limes can be held for up to four weeks
after picking aslong as they arepicked and storedat optimal condi-tions.Tomaintainoptimal quality foran extended period, be conscious of the storagetemperature in your warehouse and back rooms inaddition to retail displays. Optimum is 48 to 50degrees. Remember: good limes sell more!
CROSS-MERCHANDISINGOPPORTUNITIES
Limes are extremely versatile. Place in thebutcher section and/or seafood department withrecipe recommendations. Place in a basket inbeverage aisle with a reminder: “Don’t forget thelimes!” The possibilities continue in the producedepartment, incremental sales and positioning willbring limes to a top-grossing produce item.
98 PRODUCE BUSINESS MARCH 2013 MASTERS OF MERCHANDISING
1. Promote early on andconsistently during theseason to boost sales.
2. In-store cutting demosincrease visibility, create
awareness and entice purchases.
3. Mix up displays by showcasingmultiple varieties and packagingstyles.
4. Maintain consistent quality andsupplies for your customers to ensurerepeat purchases.
5. Always display mangos at roomtemperature, away from ethylenesensitive products.
MARKETING MANGOS IN TODAY’SECONOMY
Short term price reductions and increasedavailability can have a positive impact on categorysales, awareness for the fruit and increasedconsumption. Mangos are available year round andthere are plenty of opportunities to promote them.
Retailers who promote early and maintainsteady supplies and promotions during the seasonsell more mangos than those who wait until peaktimes to start promoting. Every year we see moreand bigger displays betweenMarch andApril, likelysince there is less new fruit available in themarket tocompete with.
INCREASING CATEGORY SALESAsian, Indian and Latino consumers are already
familiar with and consumingmangos. To push sales,retailers need to develop markets with otherdemographics, including Caucasian buyers. Thereis increasing interest for freshmangos, in part due tomore widely available product information and yearround availability.
Research shows that female shoppers tend to bethe dominant buyers of grocery items for theirhouseholds, and factors such as nutrition, freshnessand overall well being play an important role in freshproduce purchasing decisions. Mangos are naturallyfat free; they are a good source of fiber and anexcellent source of Vitamins A andC. Retailers can
CIRULI BROTHERS, LLCPO Box 1476
Tubac, AZ 85646Tel: 520-281-9696
www.cirulibrothers.com • www.champagnemango.comEmail: [email protected]
capitalize on this information by playing upnutritional benefits in POS signage or with recipesnear displays.
In-store cutting demos coupled with attractivepricing are one of themost effective ways to increasemango sales. We cannot stress just how important itis that retailers maintain ready-to-eat inventory andbe willing to domore demos in stores. Avocados area great example of a commodity that has seenincreased sales due to consistent supplies andavailability of ripe fruit. Where avocados used to bemarketed green, you can now find them ripe, precut,and in pulp. Similarly, mango supplies should beconsistent for the consumer, equally in terms ofvariety and quality of product.
REVAMP YOUR DISPLAYSWantmore foot traffic? Increase the prominence
and visibility of mangos on display. Opt for largedisplays featuring multiple varieties. Arrangingmangos by ripeness stage and variety also makesdisplays more attractive and easier for customers todecide whether they want ready-to-eat or greenermangos.
Retailers can also make it more convenient forcustomers to buy mangos by placing themstrategically in smaller bins or baskets next tocomplimentary items or near the registers. Mangosdon’t have to be refrigerated and can be promoted inmultiples.
QUICKTIPS
MANGOS
VARIETY AVAILABILITY* SPECIAL QUALITIESShape: Smaller, kidney-shaped
Ataulfo Feb – Aug Flavor: Exceptionally sweet and velvety due to minimal fibers.KeyTraits: The finestAtaulfosaremarketedunder theChampagne®mango label.Thesemangos
have a very small seed and their green skin changes to a bright yellow when fully ripe.Shape: Medium to large rounded-oval shape.
Haden Feb – Jun Flavor: Very rich and sweet with aromatic flesh that is moderately fibrous.KeyTraits: Known for their sweet, fruity smell, Hadens have green and rosy skin that turns red
with yellow overtones as it matures.Shape: Medium to large with a round, oblong shape.
TommyAtkins Mar – Jul Flavor: Sweet yet firm with a more fibrous texture.KeyTraits: Tommy mangos have vibrant green skin with red overtones. This is the most widely
available, year-round variety in the U.S.Shape: Very large and round
Kent Jun – Sep Flavor: Remarkably sweet and juicy with a soft texture and few fibers.KeyTraits: One of the most popular varieties due to its exceptional eating quality. Kent mangos
have minimal fibers and smooth, green skin that shows a slight blush when ripe.Shape: Large, slightly elongated oval.
Keitt Jul – Oct Flavor: Rich and mildly citrusy with a smooth, slightly fibrous texture.KeyTraits: Keitts have predominantly green skin that may show an occasional rosy blush when
ripe.They flourish in Mexico as the season for other varieties fades away.
VARIETIES & AVAILABILITYMangos are primarily supplied by Mexico in the spring and summer months but areavailable year-long with shipments from Ecuador, Peru, Brazil, Guatemala and Haiti.The most popular varieties in the U.S. are:
Offering consumers clamshell packs or smallboxes also gives them more variety, productinformation and helps reduce the amount ofhandling in stores. We see the biggest value in packsthat have information such as cutting guides andrecipes than in mangos that are simply sold by theeach. Retailers are selling more and more mangosthis way.
RIPENING RECOMMENDATIONSColor is not the best indicator of ripeness because
not all varieties change color. The best way to gaugeripeness is to squeeze a mango gently. If it is rockhard, themango is immature. Alternatively,a mangothat is soft and yields under pressure is ready to enjoy.Remember to press gently, however, or you riskbruising the fruit.
To speed up the ripening process,keepmangos atan ambient temperature and away from the coldroom. Retailers can also inform their customers thatthey can speed up a mango’s ripening process byplacing them in a sealed paper or plastic bag.Mangosemit ethylene gas and when sealed, the ethylene willhelp the fruit mature faster.
DISPLAY CARE & BACK-ROOMHANDLING
In the back room,storemangos between 50-55°Fbut never at lower temperatures or you risk internalchilling injury. This causes the inside of the fruit toturn dark.
On display, keep mangos at room temperatureand away from ethylene-sensitive products. Mangosdo not need to be displayed on a cold rack nor dothey require misting. Displays should also bechecked frequently to remove overly ripe or damagedfruit.
* FromMexico
100 PRODUCE BUSINESS MARCH 2013 MASTERS OF MERCHANDISING
PROMOTE HEALTHASPECTS:1. Melons are a goodsource of dietary fiber,
niacin, vitamin B6, folateand a very good source of
vitamin A, vitamin C andpotassium.
2. All melons are rated low on theglycemic index. Diets comprised offoods low on the glycemic index havebeen shown to improve both glucoseand lipid levels in people withdiabetes (type 1 and 2). They havebenefits for weight control becausethey help control appetite and delayhunger.
The melon category represents a significantopportunity for retailers to build fresh fruit sales allwinter long.Melons pair well withmany other fruitsand even deli and dairy items increasing the store’stotal ring. Retailers can build a strong melonprogram by pairing with a reliable quality supplier.Fresh Quest has been growing and importingmelons to North America for over 20 years. Ourfarms are Primus GFS, Global G.A.P. and BASCcertified.Visit our new website to learn more aboutwhat’s new at Fresh Quest.
RECOMMENDED DISPLAY IDEASDue to their size and popular demand, Fresh
Quest cantaloupes, honeydews, watermelons andvariety melons typically command significant spacefor retail display. It’s hard to miss the contrastingdark and light striped green watermelons next tothe straw-colored cantaloupes contrasting withcream-colored honeydews in the producedepartment. If looking to further intensify thecontrast in colors, add Yellow honeydew and Galiamelons to the display to add vibrant splashesof color.
POINT-OF-PURCHASE / SIGNAGESeveral point-of-purchase options are available
from Fresh Quest that will help stimulatemovement.Custom high graphics retail display tray
FRESH QUEST INC.499 NW 70th Avenue Suite 107
Plantation, FL 33317Phone: 954-316-5365 • Fax: 954-327-3739
Web: www.freshquest.netEmail: fq-info.net
boxes, posters, signage, display cards, and recipebooklets are all available upon request. Custompoint-of-purchase floor displays to be usedfor secondary displays outside of the producedepartment are also available and help spur impulsesales.These customized point-of-purchase programscan support general marketing efforts and/or specificpromotional opportunities.
VARIETY AND AVAILABILITY GUIDEAll of FreshQuest’s melons are grown in Zacapa
and Asuncion Mita Guatemala. Our product isavailable from mid November through Mid May.FreshQuest offers an exciting SpringVarietyMelonprogram in March and April to excite yourcustomers. Consider these options:
• Italian-Type cantaloupe has a striped/ribbedexterior.The internal eating quality is sweet and veryaromatic.
• Galia melons are lightly netted melonsresembling cantaloupe, but with green flesh like ahoneydew. Fresh Quest’s exclusive Galia melonvariety, currently in production for distribution toEurope, has an irresistible pear and honey flavorprofile.
• Yellow Honeydews are bright canary yellowwith a sweet white flesh.
• Other specialty melon varieties are availablefor unique promotional opportunities.
PROMOTIONAL / ADVERTISING IDEASMelons are the cornerstone to any fruit salad.
Suggest customers hollow a honeydew for theperfect edible bowl; just add other fruits, nuts,granola and yogurt in the fresh-cut display tocomplement whole melon sales.
QUICKTIPS
• Cross-merchandise cantaloupe,honeydew or Galia melons in the deliarea to promote Prosciutto or neardairy to promote whipped cream,cottage cheese, or Greek yogurt!
• Serve ice cream in half of a smallcantaloupe for dessert! The flavorcombinations are endless.
• For Easter, use colorful melonvarieties to create your own “EasterEgg Basket” display.
OUT-OF-THE-BOXPROMOTIONAL
IDEAS
Smaller melons not only present an opportunityto target aggressive price points, but they areperfectly sized for individual consumption.
Promote melon value. On a per-pound basis,melons are one of the best deals in the entire producedepartment. Especially in slower economic times,consumers appreciate value.
Focus on flavor. Few tropical fruits are availableduring the winter months that offer as sweet a valueas the Fresh Quest melon program.
BACKROOM RECEIVING ANDPREPARATION PROCEDURES
Cantaloupes should be stored at 38F to 42F.Honeydew, watermelon and variety melons aremore susceptible to chill damage. They should bestored at 45F to 55F. If handled correctly throughthe supply chain, melons are relatively hardy andshould hold up well on display at ambienttemperatures,making melons the perfect candidatefor large displays with minimal shrink expense.
RIPENESS RECOMMENDATIONSMelons are ripe and ready to eat as soon as they
are harvested.Melons should be firm and heavy fortheir size. Melons are ethylene producers, so takecare when displaying other ethylene-sensitiveproducts like bananas, avocados and stone fruit nextto large melon displays.
MELONS
102 PRODUCE BUSINESS MARCH 2013 MASTERS OF MERCHANDISING
1. Keep mushroomsrefrigerated and dry.
2. Promote mushroomsconsistently year-round
and particularly throughoutthe summer. Vary promotions to
include all varieties. Deep discountsare not necessary. In-store promoshelp, too.
3. Utilize multi-item advertisinghighlighting all category segments.
4. Merchandise based on departmentsales and consumer demographics.Use sampling, educational info andrecipes to emphasize versatility,nutrition, and weight management.Definitely add a second display ofsliced mushroom packages in thesalad section. Cross merchandisewith complementary items.
5. Promote larger pack sizes andexotics. Use promotions to buildconsumer awareness of specialtyvarieties and trade them up.
RECOMMENDED DISPLAY IDEASIncrease up to 40% by grouping all varieties
together, providing proper space allocation andpositioning mushrooms next to the salad section.Demographics are important in determining spaceallocation.
• Exceptional departments allocate 32 linear feetin the multi-deck case;
• Larger departments allocate 24-28 linear feet;• Smaller departments with lower incomeshoppers allocate 16 linear feet;
• Small departments with higher incomeshoppers allocate 20-24 linear feet.
SECONDARY DISPLAYSExceptional versatility of fresh mushrooms
makes secondary displays effective in bringing mealsolutions to the consumer. On-going secondarydisplays in the salad and themeat cases will generate12% growth in category sales. Seasonal displays canfeature eggs, potatoes, rice, pasta, tortillas, cheese,onions and other cooking vegetables. Flexitarian,natural, and diet solutions are effective withmushrooms.
POINT OF PURCHASE/SIGNAGEAttention through use of section signage, recipe
cards, shelf talkers (on usage, selection, care &handling) will drive sales.Mushroom consumptiongrows when consumers become more educated onthe flexibility, nutrition, and weight managementbenefits.Most stores carry 15-25 varieties/packagetypes; so consumer education about various types ofmushrooms is important.
MONTEREY MUSHROOMS260 Westgate Drive
Watsonville, CA 95076Phone: 831-763-5300 • Fax: 831-763-0700
Web: www.montereymushrooms.com
CROSS-MERCHANDISINGOPPORTUNITIES
Meal solutions can easily be achieved year-roundby cross-promoting sliced mushrooms with baggedsalads and capitalizing on grilling opportunities withsteaks, stir-frys and shish kabobs on the grill.Steak-Mate thick sliced mushrooms are outstandingdisplayed in the meat section, as are Portabellasduring grilling season. Mushrooms are an ideal itemto utilize as a flavor enhancer andmeat replacementor complementary ingredient in pastas, soups, eggs,rice, casseroles or pizza.
VARIETY AND AVAILABILITY GUIDEMaintaining a full variety of white, portabellas,
specialty, and dried mushrooms will help drive sales!Practice maximum assortment, which includes avariety of whole and sliced Portabellas, Organics,Baby Pearls and value-added,Specialty mushrooms,dried and bulk. Look for new varieties, such asMonterey’s Grill-A-Bella®, and sliced whites andbrowns that provide Vitamin D benefits for theconsumer.
Mushrooms are available throughout the year, soit is important that they continue to be welldisplayed and promoted.
PROMOTIONAL/ADVERTISING IDEASMushrooms need promotional activity to help
bring shoppers to the category. However, they arenot price-sensitive, so deep discounts are notnecessary. On average, promotions should be
QUICKTIPS
• Promote and merchandiseMonterey’s Grill-A-Bella® mushroomsin the high profile biodegradabletray. Provides 100% dailyrequirement of Vitamin D per servingfor consumer health benefits.
• Sell bulk Portabellas by the eachversus pound — sales increase up to300%.
• Merchandise Monterey’s SlicedMushrooms with 100% Vitamin D inthe new biodegradable package. Theearth-friendly package highlightsversatile usage ideas and recipes andnutritional benefits.
• Pictures of recipes on-pack, likeMonterey’s Bag products and newlabels, or in the produce section, getthe consumer thinking immediately,“What’s for dinner?” Servingsuggestions and healthy recipes areon every package.
OUT-OF-THE-BOXPROMOTIONAL
IDEAS
utilized 6-8 times per quarter to maximize overallsales. Discounts should generally be between 15-30%. Two-for-$X, or multiple pricing, tends to bethe most effective method of promotingmushrooms. Multiple-item ads in the mushroomcategory generate the most volume and profit forthe category. Feature advertising should be utilizedonce per quarter to highlight mushrooms.
RIPENESS RECOMMENDATIONMushrooms are highly susceptible to breakdown
and should be refrigerated upon receipt.On average,mushrooms have a shelf life of 6 to 8 days; thereforeit is critical that backroom inventory be kept to aminimum.Mushrooms gain more flavor as they age,so white mushrooms with a tinge of brown can stillbe sold as fresh.Brown and specialty varieties usuallyhave an extra day or two in shelf life.
DISPLAY CARE AND HANDLINGMushrooms must be displayed and stored
between 32 to 36 degrees. For every five-degreeincrease in temperature, mushrooms lose a day ofshelf life. Due to their high perishability,mushrooms should never be stacked more than twohigh.
RECEIVING, STORAGE ANDHANDLING TIPS
To manage shrink effectively, holding coolersshould carry minimal overstock. Avoid out-of-stocks.Plan accordingly for promotions.Refrigeratemushrooms immediately. In addition, storemushrooms off moist floors, away from warmdoorways, out of direct airflow and away fromodorous perishable items.
MUSHROOMS
104 PRODUCE BUSINESS MARCH 2013 MASTERS OF MERCHANDISING
USA ONIONSIDAHO-E. OREGON ONION COMMITTEE
PO Box 909Parma, ID 83660
Phone: 208-722-5111 • Fax: 208-772-6582Web: www.USAOnions.com
PROMOTIONAL/ADVERTISING IDEASIn-store sampling and co-op advertising drive
retail sales and product awareness. The aroma ofonion rings sampled in the produce department issure to draw a crowd. Contact the Idaho-EasternOregonOnion Committee office to learn about thepromotional opportunities for your store.
The Idaho-E. Oregon Onion Committee alsoholds an Onion Lovers’ Retail Display Contest eachJanuary and offers cash prizes to winning displays.
Funds are also available to retail outlets that wishto increase the promotion of Idaho-E. Oregononions through creative media advertising.
Plus, the Idaho-E. Oregon Onion Committeehas an attractive label available that will be sure todraw customers to a display of consumer packs and10-lb.bags.Many shippers carry the label, so ask forit on your next order!
DISPLAY CARE AND HANDLINGUSAOnions are known for their long shelf-life.
You can increase profitability by reducing shrink ifyou follow these simple steps:
• Onions should be kept dry and unrefrigeratedat retail. Good air circulation is critical foronions.• Keep product rotated and remove separatedand loose skins from the display bin.
BACKROOM RECEIVING ANDPREPARATION PROCEDURES
When onions are received, they should be placedone foot away from the wall for proper aircirculation. Air circulation is crucial for long-termstorage of onions.
Remember not to use plastic palletwrap on onionsin storage, as the plastic wrap limits air movement.
Onions should be kept cool and dry, ideally at34° to 45° F with about 65 to 70 percent humidity.
Onions should not be stored with other producethat gives off moisture, such as potatoes.
CROSS-MERCHANDISINGOPPORTUNITIES
USAOnions has a special alliance withWeber-Stephen LLC and has focused on healthy grillingover the past year. The grilling theme has provenvery effective in marketing and something worthtrying. This promotion effort is great for cross-merchandising onions in the meat department.USA Onions are the perfect size for toppinghamburgers, and king-size onion rings will justnaturally have your customers thinking steak fordinner.For summer, try merchandising onions alongwith barbeque sauces to suggest a perfect outdoorgrilling accompaniment.
Salad tie-ins have proven successful, too.Display onions right next to other salad
ingredients and see how they help sell more of yourother produce items.
ONIONS
RECOMMENDED DISPLAY IDEASUSA Onions, homegrown in Idaho-Eastern
Oregon are versatile onions that may be used at anymeal or in any favorite onion recipe.The appeal ofUSA Onions is their golden globe shape and theirremarkably mild flavor. Idaho-Eastern OregonOnions retain their texture when cooked, addingflavor and consistency to any dish.
When it comes to displaying Idaho-EasternOregon Onions, we say, “The bigger, the better.”The bigger and more dramatic you can make yourdisplays, the better your sales will be. “Buy All-AmericanWinners,USA Onions... homegrown inIdaho and Eastern Oregon.”
In addition, good signage that distinguishes thedifferent varieties and versatility of onions andonions grown in the USA will go a long way inincreasing sales.
POINT-OF-PURCHASE/SIGNAGEMake quick-idea recipes available near the
onion section to encourage impulse purchases.To help consumers decide which onion to
purchase, display an Idaho-E.Oregon Onion QRCode that, when scanned, launches consumers tothe Idaho-Eastern Oregon Onion Website(www.USAOnions.com) for sizing and onionvariety information.For example, large-size onionsreduce preparation time while their firm fleshmakes them ideal for blooms, ringing, slicing anddicing.
VARIETY AND AVAILABILITY GUIDEUSA Onions, homegrown in Idaho-Eastern
Oregon are available in yellow, red and whitevarieties. Harvest begins in August with onionavailability lasting from August through March.
During the growing season, the Idaho andEastern Oregon Onion region providesapproximately 30 percent of the bulb onionsconsumed in the United States.
106 PRODUCE BUSINESS MARCH 2013 MASTERS OF MERCHANDISING
1. Amongst fruit, papayais a nutritionalpowerhouse with amyriad of vitamins,
minerals, fiber andphytonutrients. But
papayas take nutrition twosteps further than most fruits:
1. Papayas have a digestiveenzyme called papain that aids inprotein digestion and has a mild,soothing effect on the stomach
2. Caribbean Red papayas — asindicated by their vibrant red color— have carotenoids — such aslycopene — that act asantioxidants in the body.Antioxidants reduceinflammation and are consideredcancer-fighting agents. Recentstudies show that a high intake oflycopene-rich foods, such asCaribbean Red papayas, canreduce the risk of several types ofcancers, most notably prostatecancer.For more nutritional informationemail [email protected] go to our website atwww.brookstropicals.com/getyourredon
When is a papaya ready to eat? Yourcustomer may assume the fruit has tobe all yellow. Not so, a CaribbeanRed papaya is ready to eat between50 and 100% yellow as long as thefruit gives with a little squeeze
There’s an easy way to cut upa Caribbean Red Papaya; To find outhow, go to www.brookstropicals.com/CRchop-BW.pdf
RECOMMENDED DISPLAY IDEASDisplay papayas as whole fruit as well as cut in
half and shrink-wrapped. Use both methodssimultaneously for increased sales.
Cutting a ripe papaya lengthwise showscustomers that it might have some green on theoutside, but inside the fruit is red, juicy and readyto eat.Demonstrate that the papaya can be eaten bythe spoonful or cut up for salads, salsas or smoothies.Increase overall sales by selling it as an edible bowlfilled with other fruits, yogurt or salads.
Whole papayas, when displayed with othertropical produce, make for a colorful, unique andinteresting display, piquing the curiosity of newconsumers. Generate excitement by displaying alarge number of papayas — 15 or more pieces ofCaribbean Red.
Keep an eye on your papaya display.Be quick tosort out any fruit that is less than cosmeticallyappealing.This fruit is still great tasting, so chop itup to add a tropical taste to prepared fruit salads orblend into fabulous smoothies or, as Hispanics callthem, batidos.
POINT-OF-PURCHASE/SIGNAGEBrooks Tropicals provides placards and tear-off
pads for your produce department. The placardsprovide details on the papayas’ origin, taste, color,availability, size and quality, as well as preparationand storage tips and nutritional information.
VARIETY AND AVAILABILITY GUIDEBrooks Tropicals is the exclusive grower of
Caribbean Red papayas. Brooks grows, packs andships these papayas year-round with food safetyaudited fields, harvesting crews and facilities inBelize, Central America.
BROOKS TROPICALS18400 SW 256th Street, Homestead, FL 33090
Phone: 800-327-4833 • Fax: 305-246-5827Web: www.brookstropicals.com
Email: www.brookstropicals.com/nutrition
PROMOTIONAL/ADVERTISINGIDEAS
Brooks Tropicals actively works toincrease consumer awareness.We workwith food editors, TV producers andcelebrity chefs to promote the benefitsof including papayas in healthful diets.OurWeb site, which is included on ourlabel, is a favorite go-to spot for answerson papayas.
RIPENESS RECOMMENDATIONSCaribbean Red papayas are ripe
starting at 50 percent color break. If thefruit gives when gently squeezed, it’sready to eat.
BACKROOM RECEIVING ANDPREPARATION PROCEDURES
Caribbean Red papayas can be stored at 42° to58° F to minimize ripening. Storing them at highertemperatures will speed the ripening process.Storing at 40° F or below for prolonged periods maycause injury to the fruit.
DISPLAY CARE AND HANDLINGPapayas have soft skins, so they are delicate
when ripe. Stack up to two or three deep. If usingwicker baskets with uneven bottoms and sides,provide a layer of protection between the wicker andthe fruit. Do not mist papayas. Keep them at roomtemperature. Caribbean Red papayas have a shelf-life of two to five days depending on ripeness; Ifpossible, display papayas with the larger morecolorful end up.
CROSS-MERCHANDISINGOPPORTUNITIES
Don’t fence these papayas in. Occasionallydisplay them outside the tropical produce section bygrouping with other popular recipe ingredients, suchas salsas or fruit salads.Display a cut-in-half papayawith lime wedges and a plastic spoon in the meals-to-go section.
Caribbean Red and the BrooksTropicals logo areregistered trademarks of BrooksTropicals, LLC.
QUICKTIPS
• We’ve known for some time thatCaribbean Red Papayas arenutrient- dense and help digestion.Your customers may not know ofrecent studies that show this fruit’sability to reduce the risk of severaltypes of cancer. Reproduciblematerials for in-store materialsavailable, [email protected]
• For your breakfast or lunch-to-gocrowd, cut a Caribbean Red Papayain half, fill with berries or lime slicesand add a spoon.
• The best way to display CaribbeanRed Papayas is stacked on its sidewith its ends out. This makes iteasy for your customer to select thedesired color and size.
OUT-OF-THE-BOXPROMOTIONAL
IDEAS
CARIBBEAN RED PAPAYAS
108 PRODUCE BUSINESS MARCH 2013 MASTERS OF MERCHANDISING
The United States Potato Board (USPB) is thenation’s potato marketing and research organization.Established in 1971, the USPB represents morethan 2,500 potato growers across the country andhas worked directly with food retailers for over adecade to build their potato categories. In additionto providing valuable resources such as ongoingaccess to Nielsen FreshFacts sales data,consumer/shopper research findings, videos, recipesandmerchandising materials, the USPB also workshand-in-hand with retailers to drive their freshpotato category sales through a focus on identifyingcategory trends, gaining a deeper understanding ofthe potato shopper and implementing provenUSPB Best Practices.
In our years of working with hundreds of retailerprograms, we have determined that the mostsuccessful potato category merchandising iscentered around three key areas:
1. OPTIMIZING THE POTATOPLANOGRAM
The USPB and their retail agency, NielsenPerishables Group,have proven time and again thatthe most effective arrangement for maximizing salesis consolidating all potato offerings together on onetable. Potatoes should beorganized by type and size(i.e. all Russets together andall Reds together as opposedto all bags together and bulktogether). You should avoidmerchandising potatoes inthe wet rack or on refrigerateddisplays, and ensure that thesection is oriented so thathigher margin items are firstin the shopper traffic flow totake advantage of greaterimpulse sales potential.
2. THINKING BEYONDTHE PRODUCEDEPARTMENT
USPB research has foundthat potato shoppers are moreprone to wander the aisleslooking for ideas and mealinspirations while they are inthe store. Although mostpotato purchases are planned,when potatoes are displayedoutside of the produce sectionin relevant departments likemeat, dairy and service delithey spark interest and encourage the incrementalconsumption that in turn leads to increased sales.Additionally, purchases of smaller packages ofpotatoes and specialty types are less planned, withimpulse sales accounting for up to one-third of theirvolume, making them ideal candidates for out-of-department displays. In fact, a USPB pilot programfeaturing smaller bags of potatoes displayed in thefresh meat department achieved dollar sales of thefeatured items ranging up to 78 percent, and drovean increase of over 15 percent in total potatocategory dollar sales!
UNITED STATESPOTATO BOARD
7555 E. Hampden Ave., Ste 412Denver, CO 80231
Phone: 303-873-2312 • Fax: 303-369-7718Web: www.uspotatoes.com • www.potatogoodness.com
Email: [email protected]
3. COMMUNICATIONIS KEY
When researchersasked shoppers in anational survey to comparepotato sections to othercategories in the producedepartment, they ratedpotatoes low on beinginformative, motivatingnew purchases or providingnew usage ideas. Yet otherstudies have found thatconsumers are very willingto serve potatoes moreoften if given newsuggestions for preparingthem.Taken together, thesefindings underscore theopportunity that retailershave by revamping thepotato table to become an
in-store destination for information and ideas thatdrive increased usage, consumption and sales!
The key is giving shoppers more informationabout the differing qualities of potato types andinundating themwith suggestions for serving them.Simply put, more ideas = more potato sales! Thiscan be accomplished in-store through moreconsistent use of suggestive signage and morewidespread distribution of recipes, either virtuallythrough QR codes or physically through take-onerecipe cards.
The USPB recently proved the effectiveness of
giving shoppers more ideas for using fresh potatoeswith a pilot program conducted at a leadingMidwestern retail chain.Nielsen Perishables Groupidentified a matched panel of test-and-controlstores, and we developed a recipe card holder with asimple call to action, along with 16 different recipecards that focused on potatoes for breakfast. Thenwemerchandised our recipes near three high-trafficbreakfast staples: eggs, bacon and breakfast sausage.
We engaged a third-party merchandising serviceto visit the test stores twice each week to ensure thatthe card holders were kept filled with recipe cards.To keep our recipe selections fresh, we released 4new recipe cards to shoppers every two weeksthroughout the duration of the 8-week test.Whenthe results were tallied, the sales that our littleprogram achieved were pretty sizable!
• Total potato category dollar sales were 5.6percent greater in the locations with recipe cards vs.the matched panel of control stores over the 8-weekprogram, averaging $133 per store/per week inadded sales.
• To our surprise, the test stores continued toout-perform the control stores, even after theprogram period concluded; in fact, they actuallywidened the sales gap over control stores,with dollarsales running 6.9 percent higher!
• Sales of bacon, eggs and breakfast sausage alsobenefitted from the recipe cards merchandised inthe test stores. Although we didn’t see an increaseduring the test period, sales of these three productcategories in the test stores climbed during the post-test period (just as the potato category hadresponded) to outperform control stores by 5.7percent, or an average of $346 per store/per week inadded sales.
The USPB is committed to increasing freshpotato sales volume at retail by continuing to serveup new tools and information that makemerchandising activities more effective. By takingfull advantage of USPB Retail Programs and ourmany marketing resources, retailers and theirsuppliers can ensure potatoes continue to maintaintheir leadership position in the produce departmentwhile delivering robust sales and profits!
POTATOES
110 PRODUCE BUSINESS MARCH 2013 MASTERS OF MERCHANDISING
1. Merchandise next torefrigerated freshvegetables for anincreased produce ring.
2. Cross-merchandise withslower moving products for
double the benefit.
3. Use POS throughout thedepartment to remind customersto check out the dressings.
Marie’s refrigerated produce dressing offersadditional opportunity to add incremental profit tothe produce department. Based on average retailprices across the country, a typical retailer profit isapproximately $1.50 per unit. Combine this highdollar margin with ease of handling and minimalshrink and you have a product that will help youimprove your overall produce department margins.
Effective promotion is less about straightdiscounting and more about merchandising theproduct directly adjacent to or in partnership withfresh produce. Help the consumer recognize theeasy ways to transform your produce into anextraordinary meal!
WHY MERCHANDISEPRODUCE WITH DRESSING?
The best promotions enable consumers to easilycreate a great-tasting meal or side dish.That meansgetting consumers to pick up a jar or bottle ofMarie’s with every produce purchase. Refrigeratedproduce dressing presents a host of cross-merchandising opportunities. Their location rightin the produce department gives produce personneleasy access to utilizing them in a variety of cross-promotions.
RECOMMENDED DISPLAY IDEAS• Use point-of-sale to create a strong linkagethat not only delivers consumer benefit, but alsoassists in driving increased sales and profits.• Attaching a coupon or recipe will assist theconsumer in figuring out how to transform acommodity into a meal, but also helps create alink between fresh produce and the fresh,homemade dressings.• Cross-merchandise fresh produce withproduce dressing to increase the sales of both:
- Coleslaw Dressing with cabbage- Chunky Blue Cheese with celery- Creamy Ranch with baby carrots- BlueCheeseVinaigrette with asparagus
MARIE’S®
40 Pointe DriveBrea, CA 92821
Phone: 972-569-6813Contact: Matt MiddletonWeb: www.maries.com
Email: [email protected]
POINT-OF-PURCHASE/SIGNAGEPOS materials and signage are an effective way
to get consumers to link the use of dressings andfresh produce with serving suggestions and recipes.Marie’s has a variety of point-of-sale items designedto complement our refrigerated produce dressing.Our proprietary recipes feature both traditional andinnovative uses for a wide range of produce items.
VARIETY AND INNOVATIONThe refrigerated produce dressing category
delivers delicious homemade flavor, fresh taste andproduct variety.With our category-leading ChunkyBlue Cheese Dressing, popular vinaigrettes andinnovative Yogurt Dressing,Marie’s is committed tothe growth of refrigerated produce dressing.Looking forward, Marie’s will continue to delivernew products that enable consumers to turn produceinto extraordinary meals.
TASTE AND NUTRITIONRefrigerated produce dressing presents a
healthier, more wholesome dressing alternative forconsumers— attributes which can be promoted andare particularly applicable to the producedepartment.
TheMarie’s line of refrigerated saald dressing ismade the old fashioned way, which means:
• No Artificial Preservatives• No High Fructose Corn Syrup• No Modified Food Starch• No Artificial FlavorsEnsure your entire category is made this way and
then take advantage in promoting this fact to yourfresh-minded produce consumers.
QUICKTIPS
Yogurt dressing is driving refrigeratedproduce dressing category growth.Marie’s Yogurt Dressing is naturallylow in fat and calories, helping youreach health-conscious consumers.They are premium-positioned itemsthat trade consumers up, drivingadditional profits to your bottomline. Make sure to merchandiseYogurt Dressing with produce as youwould any dressing.
OUT-OF-THE-BOXPROMOTIONAL
IDEAS
SALAD DRESSINGS
USAGE SUGGESTIONSSuggesting particular usage ideas to consumers
will help increase sales:• Marie’s makes any ordinary produce item intoan extraordinary meal.• Marie’s Chunky Blue Cheese works great as adip.• Marie’s Creamy Yogurt Dressing can besubstituted for regular dressing for a healthierlifestyle.
112 PRODUCE BUSINESS MARCH 2013 MASTERS OF MERCHANDISING
RECOMMENDED DISPLAY IDEASCreate ‘Peak of the Harvest’ or ‘Peak of theSeason’ displays. Feature growers in your ads, instore POP and QR code promotions.CreateMoreBerryBehavior.Customers continueto buy more berries and represent almost 20% oftotal fruit sales! The chart demonstrates this keytrend.Take advantage of this demand by creating a“berry category destination” with strawberries,blueberries, raspberries and blackberries.
BUILD SECONDARY DISPLAYS AROUNDTHEMESTake Back breakfast. A growing trend amongstnutritionists and restaurants is to “Take BackBreakfast”. Take advantage of this and cross-promote strawberries with breakfast items such asCereals or the Dairy Case (Yogurt & Milk).Reinforce how healthy, great tasting strawberriescan be as part of a nutritious breakfast!Don’t forget organic! Organic strawberry salescontinue to grow faster than conventional – as aresult Naturipe’s acreage has more than doubled.
POINT OF PURCHASE/SIGNAGE1. Use health messages and QR codes to helpconsumers find more information and recipes2. Usage tips and eye catching recipes are whatconsumers are asking for3. Feature growers and their family farms
NATURIPE FARMSP.O. Box 4280
Salinas, CA 93912Phone: 831-722-3505
Email: [email protected]
VARIETY AND AVAILABILITY GUIDEStrawberries are available year-round out ofCalifornia,Florida andMexico.To create additionalexcitement and drive sales, feature NaturipeSelections – such as our “1975” premier SouthernCalifornia Regional Variety. Consumers understandseasonal and limited times of some varieties.Highlight these great opportunities with terms thatdraw consumers and stimulate impulse sales: *New*,*Proprietary*, *Limited Acreage*, *Peak of Harvest*
PROMOTIONAL/ADVERTISING IDEASStrawberries on promotion or ad are the best way topull berries through the register.Feature 2-pound or3-pound clamshells during peak harvest weeks.Coordinate demand plans with your shipper toprovide ample time to secure ad volumes.The key tolarge pack ads/promotions is to allow the growersand shipper advance notice of your interest in thelarge pack. Without advance orders it is difficult forfield operations and harvest crews to planaccordingly.Plan a Summertime Sensations promotion – buildstrawberry sales in August and September around1- and 2-pound packs for Labor Day, Back toSchool and Healthy Breakfast starts for the kids.
• Review Berry CategoryDevelopment data and executegrowth programs that are based onsound data, consumer trendsinformation and crop timing.
CATEGORYDEVELOPMENT
DISPLAY CARE AND HANDLINGIt’s best to always store and display strawberries withas little break in the cold chain as possible. Berriesshould always be kept at 32°.
CROSS-MERCHANDISINGOPPORTUNITIES• Dark and white chocolate is always fun for creativedipping• Strawberry Shortcake (Angel food cake andReddi-wip) is always popular and easy to createdisplays in-store with fresh strawberries• Think outside of sweets and pair with avocadosand chips for a salsa or brie cheese and crackers; pairwith bananas and other berries for a PowerSmoothie
STRAWBERRIES
114 PRODUCE BUSINESS MARCH 2013 MASTERS OF MERCHANDISING
• Schedule a chef demo to showconsumers new ways to use healthyonions to infuse flavor into recipes.
• Develop a “Recipe Kit” promotionwhich cross-merchandises all theingredients, including sweet onions,to make an easy meal.
OUT-OF-THE-BOXPROMOTIONAL
IDEAS
SWEET ONIONSKEYSTONE FRUIT
MARKETING11 N. Carlisle St., Suite 102
Greencastle, PA 17225Phone: 717-597-2112 • Fax: 717-597-4096
Web: www.keystonefruit.com
Sweet onions present an opportunity forincremental produce sales if merchandised. Thehealth and flavor benefits are an easy sell forconsumers looking to cook tasteful food without saltand cholesterol. Sweet Onions also offer ampleopportunity for promotion and cross-merchandisingwith a variety of products in and out of thedepartment.
Onions are the most consumed produce item inthe world. Average annual onion per capitaconsumption in the United States is 21 pounds —a tremendous opportunity for consistent sales.
RECOMMENDED DISPLAY IDEASGOBIG!!! Capitalize on one of today’s hottest
trends — fresh produce. It’s healthful, colorful andbursting with freshness. Nothing says, “Buy Me”quite like big, prominent bulk and consumer bagdisplays. End caps, stand-alones, value-addedproduct offerings, multi-size strategies andconsumer bagged displays offer consumers multiplebuying options and ensure incremental sales lift!
Establish secondary display areas, especiallyduring promotional periods, to increase sales andconsumer awareness. Effective point-of-purchasematerials and signage also help to showcase thenutritional benefits and outstanding flavor of high-quality sweet onions to consumers.
FLAVOR AND NUTRITIONDIFFERENTIATION
Product differentiation gives consumers reasons
to buy with confidence. Emphasizing the quality,flavor, and nutrition differences of Certified Sweet®onions over regular cooking onions will promotehigher rings at the cash register.The top two reasonspeople eat fruits and vegetables are taste andnutrition. Product education and tasting demosallow consumers to experience products and alwaysgenerate sales lifts.
116 PRODUCE BUSINESS MARCH 2013 MASTERS OF MERCHANDISING
MASTERS OF MERCHANDISING MARCH 2013 PRODUCE BUSINESS 117
1. Sell “A Healthy Wayto Add Flavor!” Onionsare highly recommendedfor those trying to
prevent cardiovasculardisease, cancer and
infections. Also, sweet onionsare fat- and cholesterol-free, andcontain very little sodium.
2. Ensure your sweet onions areSWEET! Get them from a reliable,certified source.
3. Educate Store Personnel: Ensurestore-level personnel are aware ofhow to store and handle the product,the difference in sweet onions versusother varieties, and usage ideas. Theyare the front line in helping topromote the product and provideinformation to customers.
AVAILABILITY: YEAR ROUNDOPPORTUNITY
Being able to ensure a consistent sweet onionflavor profile is an important element for repeat andconsistent sales. Retailers can now ensure theirconsumers an enjoyable eating experience everytime! Certified Sweet® onions are available 365 daysa year.
Consistently purchasing the highest qualitysweet onions brands from only reputable industryleaders is the easiest way for retailers to provideconsumers with confidence that they are buyingthe highest quality, safest, freshest and mostflavorful sweet onions all year long.Forming a win-win relationship between vendors and retailersprovides long-term, sustainable and uninterruptedsupply. Use regional freshness as an educationalvehicle to educate consumers on uniqueness ofrecognized sweet onion growing districts.
As consumers increase interest in buying localand knowing the grower, stores can capitalize on thefantastic regional information available for thevarious sweet onion regions. Creating brandawareness translates to consumer loyalty and repeatsales.
Certified Sweet® onions include:• Sugar Sweets® available spring and summer
• WallaWalla River® available summer and fall
• Mayan Sweets® available fall,winter and earlyspring
PROMOTIONThirty percent of consumers say they would buy
and eat more fruits and vegetables if they knew howto use them, so go ahead and help them… Storescan take advantage of various websites such as
QUICKTIPS
SWEET ONIONS
Keystone’s Kitchen Website, the Vidalia® OnionAssociation’s site, and the Walla Walla® SweetOnion Committee site to provide additionalinformation and resources for customers and to seekout new and creative promotional ideas.
Demo’s add excitement as well as an educationalcomponent. A good demo can not only spur salesthat day but build consistent sales on a regular basis.
Emphasize Certified Sweet® onion’s nutritionalbenefits and variety of uses. Promote as ingredientfor holiday or party entertaining, includingSuperbowl,Cinco deMayo, and summer barbecues.
CROSS-MERCHANDISINGOPPORTUNITIES
Sweet onion usage is very diverse, and cross-merchandising opportunities are virtually limitless.Their sweet mild flavors make them fantastic on ahamburger or in a fresh salad — simply slice andenjoy. As an ingredient they are guaranteed toenhance your favoriterecipes; sweet onionswill take any menuoffering to a wholenew level! Sweetonions are an excellentingredient added toany dish. Especially inguacamole, as part ofsalads, on hamburgers,in Kabobs, or withsteaks.
118 PRODUCE BUSINESS MARCH 2013 MASTERS OF MERCHANDISING
VILLAGE FARMS7 Christopher Way
Eatontown NJ 07724Phone: 732-676-3030 • Fax: 732-676-3032
Web: www.villagefarms.com
SNACKING TOMATO VARIETIES RULEWITH CONSUMERS
EncourageHealthy Eating!
A recent study by the Hartman Group showssnacking accounts for more than half of adult eatingoccasions. And close to one third of adults who eatalone do so to ‘savor a high quality food experience’.Make sure you are carrying a full variety of snackingtomatoes including Village Farms HeavenlyVillagio Marzano® — packed in convenient graband go bags it is the perfect snacking variety.SinfullySweet Campari®, Lip-Smackn’Grapes®, and MiniSensation Cherries® are all part of Village FarmsGarden Fresh Flavor™Collection.Tomatoes do notneed to be refrigerated so opportunities for creatingeye catching displays within the produce section andother areas of the store abound!
VARIETY AND AVAILABILITYNot all tomatoes are created equal!Hydroponic Greenhouse grown varieties have the
benefit of being available 365 days a year. Hydroponicgreenhouse grown varieties are vine ripened in acontrolled climate achieving a more flavorful andconsistent quality tomato. Hydroponic greenhousegrown varieties do not use soil and are grown in anenclosed environment mitigating the risk ofcontaminants achieving a higher level of food safety.Learn more at www.certfiedgreenhousefarmers.com’
TOMATOES
FOLLOW US ON:
POINT OF PURCHASE SIGNAGEFocus on theTaste Profile ofTomatoes!With somany different sizes, shapes, colors, and
varieties of tomatoes available to consumers, it canbe overwhelming. POS should focus not only onvariety name, growing method, and country oforigin,but should include a flavor descriptor to helpwith purchasing decisions. Adding signage toinclude ‘sweet’, ‘savory’, ‘juicy’ or other tasteadjectives will help the consumer zero in on theirchoice more quickly.
FOCUS ON HEALTH BENEFIT OFTOMATOES!
We know tomatoes are high in lyopene, andvitamins A and K,but what exactly does that mean?Signage should be ‘outcome’ focused: for example,Heart Healthy, Cholesterol Reducing, ImprovesVision, and Reduces Hypertension. Tomatoes arean overall health elixir.
OUT-OF-THE-BOX PROMOTIONAL IDEASTomatoes, the Healthy Snack: For a healthy
snack option,position a display of grab-n-go pouchbags like Heavenly Villagio Marzano near check-out or in the snack isle.
MERCHANDISING & DISPLAYAlways display tomatoes at room temperature.
This will ensure best FLAVOR.Quick Meal Solutions enhanced with grab-n-
go recipe cards add interest and appeal to tomatodisplays.
Create an inviting display of tomatoes withmozzarella, basil, and olive oil for a healthy saladoption.
Pair tomatoes with sweet bell peppers for acolorful eye-catching display; add garlic and boxedpasta for quick-ready meal solution.
SOCIAL MEDIAPartner up on Village Farms’ Facebook and
Twitter for communicating to targeted audienceson specials and regional programs.
Locally Grown ishot. Use POS topromote productgrown locally.Village Farms new
packaging for Texasfeatures Texas Grown on
every product.
QUICKTIP
1. We encourage retailersto use bilingual signageand employ staffrepresentative of this new
multi demographicbackground so that
shoppers can feel comfortable
2. If asked how the uses are similarto traditional items, retailers shoulddescribe most of the roots as potato-like, with the opportunity to mash,boil, puree, etc.
3. Think outside the (store) box.Invest strategically in youngercustomers, who are not only earlyadopters of social media and mobiledevice use, but are now translatingtheir super-user status intotrendsetters
Turbana Tropicals appeal to two very differenttarget audiences – mainstream and ethnic – and wesuggest retailers use a variety of means to reach outto them both to boost business and improve loyalty.
KNOW YOUR CUSTOMERSuccess in any retail business is all about
knowing your customer. In our case that includesthe rapidly growing Hispanic consumer, as well asother ethnic groups. Also giving focus to thecustomer’s experience is a measure of growingimportance. Turbana Tropicals are a value addedproduct line,offering ethnic customers a centralizedoption for the fresh vegetables they demand whilegiving mainstream customers a new option toincorporate fusion ingredients to their meals.Multiple tropicals,One stop.
BUILD ON SUCCESSPromote the tropical category. By grouping
several of our Turbana Tropicals together, retailersare adding variety to their displays, while shoppersare seeing the versatility of the retailer’s offering.Weassist retailers with managing the category, grantingthem the opportunity to tailor the assortment ofvarieties specifically to the store’s demographic.
VARIETIES• Aloe Vera• Batata• Calabaza• Chayote• Dry Coconut• Eddoes• Malanga Blanca• Malanga Coco• Malanga Lila• Yellow Yam• Yuca
PRICE BY UNITWeekly market pricing will dictate price points
at the retail level.Like plantains, tropicals should besold by the “each” vs. by the pound.
TAILOR POINT-OF-PURCHASEAND SIGNAGE
Retailers have to craft an overarching platformthat works for both audiences and tailor messagingto each. For the mainstream audience, education iskey. Showcase ripeness instructions, storage tips,have inspirational food samplings available in theproduce area and hand out recipes. For the ethnicgroup, labeling the tropicals and using signage intheir native language as well as in English is key.Also adding staff representative of each of yourcustomers’ demographic that are knowledgeableabout the tropicals establishes credibility andmakesthese customers comfortable to shop in your stores.
TARGET PROMOTION ANDADVERTISING
Due to continuous growth of minoritypopulation, the U.S. bears a resemblance to a “saladbowl” rather than a “melting pot” with distinctivesubcultures within the nation. In a salad bowl, allthe ingredients come together, but each item
QUICKTIPS
remains unique and different.There is a quick toss,but no blending! Each ingredient retains its originalform and flavor. Retailers should embrace this ideawhen thinking of promotional ideas. For example,promoting yellow yams during Thanksgiving andChristmas is a must, as the majority of Cubans andPuerto Ricans enjoy them puréed with garlic andlime during the holiday season.
CHANGE DISPLAYS TO KEEP IT FRESHNew displays and new products are just as
appealing to potential shoppers as fresh bread in thebakery, so adding Turbana Tropicals is a must!Additionally, the fact that these items are available52 weeks per year, we believe alternating themmonthly or seasonally is a key tool to keep displaysappealing. Adding padding and not stacking itemsthroughout displays is the final push to dazzleconsumers with a functional, yet practical display.
CROSS-MERCHANDISE WITH CREATIVITYTropicals lend themselves to some creative cross-
merchandising ideas because they can beincorporated into an array of menu options.Understanding this, cross-merchandising displaysshould cater to a variety of palate options.Some likesavory and spicy, while others like sweet and tarttogether. For example, why not showcase chayoteand squash next to one another? They make for anamazing side dish. Maybe Yuca with bread andcrackers to show how easy stuffed Yuca balls can bemade?
TROPICALS
TURBANA550 Biltmore Way, Suite 730
Coral Gables, FL 33134Phone: 305-445-1442 • Fax: 305-443-8908
Web: www.turbana.comEmail: [email protected]
Aloe Vera
Batata
Calabaza
Chayote
Yuca120 PRODUCE BUSINESS MARCH 2013 MASTERS OF MERCHANDISING
Complete your fresh-cut vegetablecategory by stocking Mann’s fresh vegetablemeal kits. Mann Packing Company, thecompany that innovated the fresh-cutvegetable category and created broccoliflorets, broccoli coleslaw, and introducedBroccolini® is bringing another new-to-theworld product to the produce department,with the first ever Veggie Mac-n-Cheesekid-friendly fresh vegetable meal kits.
They are available in four varieties:Broccoli with classic cheddar; broccoli,cauliflower and carrots with white cheddar;broccoli with bacon cheddar; and broccoliand cauliflower with fiesta cheddar.Capture more vegetable meal kit sales today bystocking andmerchandising these items along withMann’s core-vegetable SKUs.
RECOMMENDED DISPLAY IDEASCarry all four facings ofMann’s VeggieMac-n-
Cheese and watch sales soar! Merchandise the freshvegetable meal kits next to other value-addedproduce items to encourage impulse purchases. Inlarger stores,dual placement by value-added proteinitems is successful.
Build a grab-and-go refrigerated display casenear the store entrance or checkout stands forimpulse sales.
Mann’s Veggie Mac-n-Cheese freshvegetable meal kits are designed toappeal to kids, so eye-level placement iseffective. Keep displays well stockedwith product rotated by best-if-used-bydate, first in, first out. Stand-up bags areeasy to merchandise.
POINT-OF-PURCHASE/SIGNAGESKU-specific channel strips and shelf-talkers
are available to draw attention to the new items.
Point-of-sale support material can help draw theshopper’s eye and spur trial. Shelf-talkers include aQR code to lead shoppers to an interactive videowith more information about Veggie Mac-n-Cheese.
PROMOTIONAL/ADVERTISING IDEASMann’s fresh vegetable meal kits are ideal for
“build-a-meal”types of advertising vehicles.Partnerwith your store’s rotisserie chicken or other ready-
to-eat protein products and add a loafof bread: Dinner is served! Anotheridea is to incorporate them into anyweekly meal planner tools you offerconsumers.
DISPLAY CARE AND HANDLINGMerchandise fresh vegetable meal kits in the
value added produce case next to packaged saladsand refrigerated dips/dressings.Proper temperaturecontrol is paramount to the success of these items.Keep constantly refrigerated between 34° and 38° F.
FRESH VEGETABLE MEAL KITS
MANN PACKING COMPANYPO Box 690
Salinas, CA 93902Phone: 831-422-7405 • Fax: 831-422-5171
Web: www.veggiesmadeeasy.comEmail: [email protected]
1. Monitor inventoriesclosely to avoid out-of-stocks.
2. Keep displaysconsistent so consumers
know where to find freshvegetable meal kits.
3. Use point-of-purchase signage todraw attention to the category andnew items in the category.
4. Promote, promote, promote!Leverage Mann’s customer supportand integrated marketing program tobring new users to the category.
QUICKTIPS
122 PRODUCE BUSINESS MARCH 2013 MASTERS OF MERCHANDISING
TThank You!
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REPRINTS AVAILABLECall us at 561-994-1118
or e-mail [email protected] pricing and information.
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