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S P O N S O R E D B Y
13th ANNUAL MASTERS OF MERCHANDISING SUPPLEMENT
84 PRODUCE BUSINESS MARCH 2014 MASTERS OF MERCHANDISING
Every once in a while, theopportunity presents itself todo well while also doing good.Such is the case with this, ourthirteenth annual Masters of
Merchandising supplement. Theindustry owes a tip of the hat to thecollection of industry leaders whoelected to invest with us in a marketingvehicle that is both promotional andeducational.
Each vendor worked hard to producea piece of advice for the industry on howto more effectively merchandise theproduct category at hand. By sharingknowledge acquired while working withretailers throughout North America,these vendors help retailers move moreproduct, help growers find outlets forproduction and help the world byencouraging a more healthful diet.
Increasing sales of fruits andvegetables is not only a matter of bigindustry initiatives. Sales in general canincrease only if sales of specific itemsincrease. That means knowing how tobuild consumer trial and how to offerthe most effective assortment; it meansknowing how to market things on a day-to-day basis and how to do some out-of-the-box promotions just to keepconsumer interest high.
Retailers, please take the time toreview this offering carefully. When didyou last think about how to increase salesof carrots? Or papayas? Or artichokes?Here is a chance to think ofmerchandising in a different way. Whendid you last really consider how to bestsell bananas — was it when you were aproduce department manager 10, 20 or30 years ago? Here is an opportunity to
CATEGORY SPONSOR PAGE
Kiwifruit ........................................Zespri ......................................................116
Limes ............................................Vision Import Group LLC ......................118
Mangos ........................................Ciruli Brothers, LLC ..............................120
Melons ........................................Fresh Quest ............................................122
Mushrooms ................................Monterey Mushrooms, Inc. ................124
Onions ..........................................Idaho-Eastern OregonOnion Promotion Committee ..............126
Papayas ......................................Brooks Tropicals, Inc. ..........................128
Papayas, Solo ............................Brooks Tropicals, Inc. ..........................130
Salad Dressings ........................Marie’s ....................................................132
Starfruit ........................................Brooks Tropicals, Inc. ..........................134
Sweet Onions..............................Keystone Fruit Marketing, Inc. ..........136
Tomatoes......................................Village Farms..........................................138
Tropicals ......................................Turbana Corp. ........................................140
Veggie Kits ..................................Mann Packing Company, Inc. ............142
Apples ..........................................NY Apple Association ............................86
Artichokes ..................................Ocean Mist Farms ..................................88
Asparagus ..................................Peruvian Asparagus Importers Association............................90
Avocados ....................................California Avocado Commission ..........92
Avocados, Light-Skinned ........Brooks Tropicals, Inc. ............................94
Bananas ......................................Dole Fresh Fruit Company................96-97
Berries..........................................Naturipe Farms......................................100
Carrots..........................................Grimmway Farms ..................................102
Celery............................................DUDA ......................................................104
Cherries........................................Chelan Fresh Marketing ......................106
Citrus ............................................Booth Ranches LLC ..............................108
Fresh-Cut Vegetables................Apio, Inc. ................................................110
Garlic ............................................Maurice A. Auerbach, Inc...................112
Hydroponic Butter Lettuce ......Hollandia Produce ................................114
TABLE OF CONTENTSCATEGORY SPONSOR PAGE
A note from Jim Prevor, Editor-In-Chief, PRODUCE BUSINESS magazine
MASTERS OF MERCHANDISING MARCH 2014 PRODUCE BUSINESS 85
revisit tactics with a different perspective.The sponsors of this year’s Masters
of Merchandising section are a specialbreed. We spoke to many producerswho declined to participate, saying theysimply had no idea how to merchandisetheir own items effectively. When weoffered to help them research thematter, we encountered all too manyvendors who said, “That is the retailer’sproblem; we just book loads.”
Merchandising is everyone’sproblem, and in the produce industry,“The Times, They Are A-Changin.’”Retailers today are in a position toexpect more support from producers,and intellectual capital is just about themost valuable support one can provide.So kudos to our Masters ofMerchandising sponsors.
There is always a temptation to try to
YES, please send me ______ copies of the Masters of Merchandising Supplement Cost: $5 for one copy, $10 for 5 copies. Amount enclosed $____________
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PB Masters of MerchandisingP.O. Box 810425 • Boca Raton, FL 33481
keep knowledge tightly protected andcontrolled, but oftentimes what goesaround comes around, and in sharingtheir knowledge, our sponsors aregiving the industry a great gift. May itreturn to them many times over.
As an added service to our retailreaders, we’re printing additionalcopies of this guide, so if you wouldlike extra copies of the 2014Masters of Merchandisingsupplement to give to yourcolleagues, please fill out theform below and fax or mail it tous. For the cost of shipping andhandling, we’ll send you up tofive supplements, so they willbe available on a first-comebasis.
If you require larger quantitiesfor distribution to store-level
personnel, please call our offices at 561-994-1118 for information on customizedreprints. pb
86 PRODUCE BUSINESS MARCH 2014 MASTERS OF MERCHANDISING
NY APPLE ASSOCIATIONAPPLES
In this ever-changingworld of multi-mediaand instant access toeverything always, theNYAA has startedadapting to meet the needs ofconsumers. Working togetherwith retailers to utilizeinnovative digital marketingtools such as online and kioskcouponing is a sure-fire way toincrease sales.
While apples are a staple ofthe produce department,retailers can increaseexcitement and sales byfocusing on advertising local,buying local and supportingtheir local agriculturalcommunity. Two thirds of NorthAmerica’s population lies within600 miles of New York’s appleorchards, which means thatNew York apples can bedelivered more quickly and useless energy to get them to morepeople than apples grownelsewhere. Increasing consumerinterest in local and farm freshproduce turns a bit of extramerchandising into extra sales.
POINT-OF-PURCHASE AND DISPLAY
Use creative messaging tocommunicate with consumersin English and Spanish — easilydone with NYAA’s eye-catchingand informative point-of-purchase materials.
Take advantage oftechnology to reach consumerswith effective in-store videoclips. NYAA provides an easyonline link to a number ofeducational and promotionalvideos.
Provide signage highlightingvarietal name and attributesincluding flavor profile and ifgood for baking or cooking.
Link bulk apple displays tovalue-added apple productssuch as gallons of fresh, NewYork cider or impulse-catchingsingle-serve bottles, thusreminding customers of otherways to get their apples.
PROMOTIONThe NYAA offers creative and
customized promotionalprograms for retailers to use toincrease apple sales.
Promotion of health benefitsand cause-marketing is always awin for all. Over the years, weteamed up with the AmericanCancer Society and othercharitable foundations to raisecancer research funds throughthe sale of New York apples. Wepartnered with retailers acrossthe Northeast to communicatethe message to customers:“Buy New York apples and helpbeat cancer. Eating NY Apples isthe easy way to protect yourfamily everyday!”
Health oriented promotionis backed by research. NYAAhas promoted numerousresearch studies about helpingto prevent cancer by eatingmore fruits and vegetables aswell as more apples. In today’sweight-conscious world,customers can always bereminded how fresh apples area healthy alternative to otherhigher calorie or higher fatoptions.
Sampling apples at storelevel is always a draw. Focus onproviding samples of new andunique varieties to acquaintconsumers with the varyingflavor profiles of apples.
Market apples as a grab-and-go snack item byplacing popular varieties in
baskets around the store— near the sandwich orsub bar, carryout or coffee
counter, or at checkout.
Highlight LOCAL!Consumers will gravitateto local apples.
Educate customers on the
wonderful variety ofapples. Use NYAA’s variety
guide for easy informationaccess at store level.
Utilize online and socialmedia tools at the NYAA’swebsite (NYapplecountry.com).Tools include informational andpromotional videos and digitalon-line advertising.
VARIETY ANDAVAILABILITY
The NYAA supplies the bestapple variety guide available.Our 10-page New York StateApples to Apples Guide not onlygives information on New York’s20 most popular varieties butalso offers nutritional and healthfacts, apple usage and sto›ragetips, seven tasty apple recipesand cider tips and recipes.
Quick Tips
Coordinate promotionwith NYAA’s social mediaresources. Link in-storeand on-line promotionsto the NYAA’s consumervideo series. The serieshighlights a wealth ofapple informationincluding nutritionalaspects, how to betterincorporate apples intoyour diet, and a historyof cider.
Take coupons to the nextlevel! Use digitaladvertising. NYAAreports great successwith retailers usingonline click-to-clipcoupon programs,Facebook programs andinstant couponing atstore level.
Out-Of-The-BoxPromotional Ideas
NY APPLE ASSOCIATIONPO Box 350 Fishers, NY, 14453585.924.2171585.924.1629NYapplecountry.com
MASTERS OF MERCHANDISING MARCH 2014 PRODUCE BUSINESS 87
BROUGHT TO YOU BY THESE NEW YORK APPLE SHIPPERS
88 PRODUCE BUSINESS MARCH 2014 MASTERS OF MERCHANDISING
OCEAN MIST FARMSHEIRLOOM ARTICHOKES
90 YEARS OF GROWINGHEIRLOOM ARTICHOKES
In 1924, Ocean Mist Farmswas founded by Italianimmigrants growing artichokesand Brussels sprouts along thePacific Ocean’s Monterey Bay inCastroville, California. Ninetyyears later, Ocean Mist Farms isstill owned by four generationsof family farms, the largestgrower of artichokes in the U.S.,and now grows a line of morethan 30 fresh vegetables year-round in regions of California,Arizona and Baja Mexico.
HISTORY OF HEIRLOOMARTICHOKES
The Heirloom variety is the“original” variety of artichokebrought to California in the early1900’s by Italian immigrants. It isthe variety the U.S. freshartichoke industry was builtupon, and today it is still thepreferred variety of chefs andculinary foodies who cook withfresh artichokes.
WHAT MAKES IT ANHEIRLOOM ARTICHOKE?
Like a family recipe, thisunique variety of artichokegrows only from the same rootstock that has been passeddown to each generation ofOcean Mist Farms familyfarmers for more than 90 years— and never from seed.
GROWING REGION AND SEASONALITY
Ocean Mist Farms HeirloomArtichokes grow only in theregion of Castroville, California— “The Artichoke Capital.”
This variety is seasonal withpeak volume between Marchand May.
ARTICHOKECLUB.COMGot Chokes? Join the 40,000
Artichoke Club members for aweekly chance to win freeartichokes, receive monthlyartichoke news, recipe ideas andpeak of season “Arti-Alerts” forwhere to find artichokes on sale.Ocean Mist Farms features allHeirloom Artichoke retailpromotions with their ArtichokeClub members based on wherethey live.
SOCIAL MEDIASocial media tools, such as
Facebook and Twitter, allow usto communicate advertisedspecials to a targeted audience.Retailers can also leverage theirinternal corporate digital teamsfor promotional support.facebook.com/californiaartichokestwitter.com/artichokerecipe
OCEAN MIST FARMS10855 Ocean Mist Parkway, Castroville, CA 95012831.770.6435831.633.4363oceanmist.comoceanmist.com
UPC/PLU STICKERSEach Ocean Mist
Farms Heirloomartichoke willfeature a redstickerbranding thevariety with aPLU andstacked UPCcode. Thestickers(available in allsizes of artichokes)are applied in the fieldduring harvest.
Ocean Mist Farmsworked with our packagingpartner to create a special food-safe adhesive.
MERCHANDISINGHEIRLOOM ARTICHOKES
Fresh Heirloom Artichokesstack well for building large end-cap displays that will promptimpulse purchases. Usingspecial point of sale cartons,
signage or display bins will helpbuild seasonal excitement
as well — all of which isavailable to order onOceanmist.com.
Cross-merchandisingwith commonly usedingredients such as
fresh lemons, breadcrumbs, olive oil andfresh garlic will enticeimpulse purchases.
NUTRITIONINFORMATION DRIVES SALES
The antioxidant level offresh artichokes is anotherpowerful merchandisingopportunity. Seventy-ninepercent of survey respondentsnoted the fact that theartichokes are higher inantioxidants than any othervegetable. This knowledge has asignificant impact on futurepurchases.
90 PRODUCE BUSINESS MARCH 2014 MASTERS OF MERCHANDISING
PERUVIAN ASPARAGUS IMPORTERS ASSOCIATIONASPARAGUS
and dressings, with deli orseafood items, and wines.During the summer, place adisplay next to barbecue- stylemeats and fish to promotegrilling. Value packaged or tray-packed fresh asparagus can alsobe cross-merchandised withpackaged salad. Fresh andpackaged asparagus can becross-merchandised in otherdepartments to provide a mealsolution for customers.
Promote Alternatives:Selling packs of multiple colorstogether may encourageconsumers to try a new color.Retailers can also use alternativepricing methods, such as by thebunch instead of the pound, toshowcase the value of theproduct. Value-added andpackaged fresh product can beused as part of a meal solutionsoffering. Use signage to stressusage ideas including “tastyparty item”, “easy to barbecue”,“microwaveable”, and “quickand healthy snack.
Highlight Nutrition: Health-related promotion is a definitemethod of gaining sales.Asparagus contains a host ofhealth 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 provenimportant in the duplicationof cells for growth andrepair of the body.
WORK WITH SUPPLIERSTo assist retailers in
managing the category, thePeruvian Asparagus Importers
Offering asparagus yearround increases sales! Today’sconsumer wants health andconvenience and freshasparagus fits in perfectly.Promoting its nutrition, ease ofpreparation and great flavor willgrow the category all year.Asparagus from Peru, a principalsupplier, allows retailers tocomplement other seasonalsources and offer qualityproduct year-round.
At retail level, count onconsistent, quality Peruvianasparagus to build sales andprovide ample displays ofproduct throughout the year.
At food service level,Peruvian asparagus serves as aninteresting versatile side tomaximize flavor and interest onplates.
VISIBILTY MOVESPRODUCT
Make sure asparagus isdisplayed prominently. It maynot be on shoppers’ lists buteye-catching displays will resultin sales. Consider these keyelements to help boost sales:
• Showcase Color: Use ofmultiple colors makes forattractive display alternatives.Fresh asparagus is readilyavailable in green, white andpurple (all available from Peru).Showcase unique colors, likepurple or white, by adding theseproducts to displays where
fresh green asparagus isfeatured to create interestingand impactful displays.
• Visibility: Size sells!!!Strategically display thecategory to ensure consumerssee it. Many successful retailersdisplay asparagus at the front ofthe produce department andutilize island displays and cornercaps to guarantee consumerssee it. Making sure displays areespecially visible and well-positioned in the producedepartment will gain sales.
• Variety: Fresh asparagusnow comes in a wide variety ofsizes and packaging to enhancedisplay practices and meetconsumers’ needs. Displayseveral different packagingoptions to increase conveniencefor customers. Large displaytables of different product forms(whole spear bunches,microwave tray-packed trimmedspears, packaged green and/orwhite asparagus, packagedasparagus tips, white and purpleasparagus) will increase salesand add profits to the producedepartment.
KEY PROMOTION AREASHoliday Opportunity: Focus
special promotion on freshasparagus at holiday time,especially during Easter,Thanksgiving and Christmas.Retailers can also capitalize onthe opportunity to promoteasparagus during the summerfor picnics or barbecues.
Pair It Up: Advantageouslycross-merchandising asparaguswith other grocery items willbuild asparagus sales and addadditional ring for thedepartment, including salad, oils
Association (PAIA) hasdeveloped a CategoryManagement Plan Outline forFresh Peruvian Asparagus,available from any PAIAmember or the associationoffice at [email protected].
To increase householdpenetration and reach newconsumers, a number ofPeruvian asparagus importersare working closely withsuppliers to increase thecategory through value- addedoptions — includingmicrowaveable and ready-to-eatdesigned for both retail andfoodservice. Ask your supplierabout the available options.
CARE AND HANDLINGAsparagus should be bright-
looking with closed, firm tips.The butt-end of fresh asparagusshould be cleanly cut andsufficiently hydrated. Displayunder refrigeration or with thebutt-end in water or touching awet pad. Be sure to monitor thecondition of water in displaytrays and change frequently. Inthe backroom, keep asparaguscold (34-36 degrees F) andmoist (damp room) prior todisplay. Fresh asparagus is notethylene-sensitive but issusceptible to absorbing verystrong odors.
FIVE WAYS TO GROW THE CATEGORY
1. Visibility sells! Build large,prominent displays.
2. Highlight simplicity.Communicate easy preparationinstructions such as steaming orgrilling to customers.
3. Promote alternative colors,especially for home chefs andentertaining.
4. Cross-merchandise withproteins or dressings.
5. Focus on nutrition andhealth.
Provide customers ameal idea by displayingasparagus and a proteintogether.
Promote mixed-colorpacks for holiday orsummer entertaining.
Offer value-added orpackaged fresh productfor an easy convenientside dish.
Out-Of-The-BoxPromotional Ideas
PERUVIAN ASPARGUS IMPORTERS ASSOCIATIONContact: Priscilla [email protected]
MASTERS OF MERCHANDISING MARCH 2014 PRODUCE BUSINESS 91
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92 PRODUCE BUSINESS MARCH 2014 MASTERS OF MERCHANDISING
CALIFORNIA AVOCADO COMMISSIONCALIFORNIA AVOCADOS
increased 17 percent from2009 during the 4th of Julyholiday*. Add signage toyour California Avocadodisplay to maximizecategory performance duringthe American Summer Holidayseason. Position a second orthird display of avocados in afeatured location to increaseshopper awareness. BaggedCalifornia Avocados are also anexcellent secondary or tertiarydisplay.
*IRI/ FreshLook Marketing DataRetail Data Source: SymphonyIRIGroup / FreshLook Marketing
4th of July 2013 = Week ending7/7/13
INSIST ON CALIFORNIA AVOCADOS
Visit CaliforniaAvocado.com/Retail or contact your CAC RetailMarketing Director for moreinformation and to order yourHand Grown in Californiamaterials as well as otherpromotional tools.
CALIFORNIA AVOCADOS –LOYALTY ANDMARKETING SUPPORT
Sixty-three percent ofretailers that merchandiseCalifornia Avocados indicatedthat loyalty and marketingsupport were key reasons forcarrying California Avocados.
*2013 California Avocado RetailSurvey
CALIFORNIA FRESHSNACKING IS A KEY INITIATIVE
Consumers are eating snacksthroughout the day and somesnacks are replacing mainmeals. The demand for guilt-freesnacks is on the rise. Retailerscan capture a larger share of the“buy and consume” behavior byrotating the types of itemsstocked near the entrance orcheck-out counter to align withthe time of day. CaliforniaAvocados are a perfect ready-to-eat option as a tasty choicefor a snack that fits into ahealthy lifestyle. They’reirresistibly rich in flavor and arenaturally cholesterol andsodium free, containing thegood fats the body needs.
Snacking with CaliforniaAvocados is being promotedwith the development of new100-calorie recipes, and asnacking microsite. AdditionalCalifornia Avocado nutritioninformation and recipes areavailable online atCaliforniaAvocado.com/ healthy-living.
CONSUMER MARKETINGAND RETAIL SUPPORT TO PROMOTE CALIFORNIA AVOCADOSFOR BREAKFAST
Promoting avocados forbreakfast is a growthopportunity for avocadoconsumption. Retail sales of
CALIFORNIA AVOCADO COMMISSION12 Mauchly, Suite L, Irvine, CA 92618-6305949.341.1955949.341.1970CaliforniaAvocado.com/[email protected]
Did You KnowCalifornia Avocados are beingsupported with breakfast-themed promotions. Breakfastprovides an important start tothe day, and avocados make agreat addition to any morningmenu. They work well for springmerchandising events includingEaster, Mother’s Day and Cincode Mayo.
California Avocadosencourage demand byincreasing awareness of thebreakfast meal with a Wake Upto Breakfast with CaliforniaAvocados recipe booklet, whichcan be ordered atCaliforniaAvocado.com/retailers.Retailers can include thebreakfast recipe booklets ontheir California Avocadodisplays. California Avocadosare also being promotedthrough online and social mediaoutreach to support thebreakfast marketing initiativewith a microsite that featuresfast recipes for use during theweek and special weekendbreakfast recipes, as well asnutrition information.
AMERICAN SUMMERHOLIDAYS = CALIFORNIAAVOCADO SALESOPPORTUNITIES
American Summer Holidays(Memorial Day, Flag Day,Father’s Day, 4th of July andLabor Day) are the perfect timeto promote the All-AmericanAvocado – California Avocados.Retail volume increased 98percent and retail dollars
California producesabout 90% of thenation’s avocado crop.
Avocado householdusage is nearly 80%and 82% in the PacificMountain andSouthwest regions,respectively.
Avocado volume hasincreased nearly 53%since 2011.
94 PRODUCE BUSINESS MARCH 2014 MASTERS OF MERCHANDISING
BROOKS TROPICALS
INCREASE AVOCADOCATEGORY SALES WITHSLIMCADOS®
With less fat and fewercalories*, SlimCados deliver adelicious choice for the avocadoaficionado, the healthy-mindedand the diet conscious. ManyLatinos choose SlimCadosbecause they're the avocado ofchoice in their native cuisines.
The SlimCado is an attentiongrabber. Its large sizecomplements any avocadodisplay, and it is an avocado thatwill interest your value-conscious customers.
Avocados are a growthcategory. Expand sales with awider selection. After all, youdon’t eat just one variety ofapples. Why limit your sales toone variety of avocados?
Avocado aficionados werethrilled to hear that avocadoscontain “good” fat. Still, doctorssuggest that even good fat beeaten in moderation (70 caloriesa day). Those 70 calories gomuch further with SlimCados.SlimCados’ distinctive, lightavocado taste can be added to:
• Green Salads• Hot Soups• Chunky Guacamole• Sandwiches or
HamburgersOr SlimCados can be simply
enjoyed with a squirt of lime.Any dish can be made into alittle celebration withSlimCados. Besides being lowerin fat and calories, these Florida
avocados are also rich invitamin A and high inpotassium. They arecholesterol-free. SlimCados arefood safety certified from thefield to the store. They are notgenetically modified —SlimCados come by their size,lower fat content and fewercalories naturally.
POINT OFPURCHASE/SIGNAGE
Consumers want informationabout what they eat. Signageshowing the SlimCados’nutritional information(highlighting the lower fat andfewer calories of the fruit) paysoff. Emphasize that this fruit isnon-GMO and has been grownin the U.S. for more than 80years by Brooks Tropicals. It’s alot to put on a sign; include ourQR code so consumers can use
BROOKS TROPICALS18400 SW 256th Street, Homestead, FL 33090800.327.4833305.246.5827brookstropicals.cominfo@brookstropicals.com
The SlimCado season is in full swing by mid-July, just in time forsummer’s outdoor eating events. Look for promotional volumesof 12-count fruit in July and 10-count fruit in August — justin time for chopping up into the salads that make their yearlydebut during summer barbeques.
During demonstrations, garnish in-store cooked food with apiece of SlimCado. Any heated dish will slightly melt theSlimCado for an added treat.
Celebrate avocados' "family tree." Display the fruit with otheravocado varieties in a tree shape using guacamole mixes, limesand other tropicals as the display's trunk and ground.
Avocado displays can be a sea of dark green. Break it up withbright green-skinned SlimCados.
Guacamole displays work, but don’t stop there. Salsa displayscan also entice SlimCado buyers.
Out-Of-The-Box Promotional Ideas
a smartphone to scan anddownload details from theSlimCado website.
DISPLAY CARE AND HANDLING
Display enough to sell in oneday, roughly 15 to 30 pieces(depending on the traffic in yourstore). When replenishing,rotate any leftover, day-old fruitto the front.
Remember, avocados aresensitive to ethylene.
OPTIMUM SHELF LIFE
Brooks’Continuous ColdChain® keepsSlimCados at theirbest from the field
to your store. Thefirst link in the chain is
the hydrocooling that isdone immediately afterharvesting. Hydrocooling takesthe tropical heat out whilekeeping the fruit’s freshness in.The chain continues with thesegreen-skinned avocados beingstored in dedicated coolers setat optimum temperature andhumidity levels. The final link isthe refrigerated loading dockthat allow SlimCados to beshipped to your store atoptimum freshness.
As the largest grower, packerand shipper of green-skinnedavocados, Brooks Tropicals hasa reputation for delivering thisfruit with the best shelf life.SlimCados have approximatelya four-day shelf life, with thefruit being ready to eat foranother one to two days.
BACKROOM RECEIVINGAND PREPARATIONPROCEDURES
Store SlimCados by keepingtheir environment cool andhumid, between 42° F and 48° F.Do not store below 40° F.
AVOCADOS/LIGHT-SKIN
Optimum humidity is between85 percent and 95 percent.
SlimCados are UPC- andPLU-coded as well as boxed inflats, doubles and bruces.
RECOMMENDED DISPLAY IDEAS
Add SlimCados to youravocado section and give yourcustomers a choice of greatavocado tastes. But don’t stopthere. Place SlimCados nearother salad ingredients. Thesegreen-skinned avocados makedelicious additions to salads.
When you’re rounding upingredients for your guacamoledisplay, make sure to includeSlimCados for a fresh-tastingdish.
VARIETY ANDAVAILABILITY
Available June thoughJanuary, Florida avocados aregenerally pear-shaped andgreen-skinned. Their weight canvary from 14 ounces to a hefty34 ounces. Avocados will varyin size. They can be from four to12 inches long and up to sixinches wide.
*Contains 50 percent less fat and35 percent fewer calories than theleading California avocado.
SlimCado and the BrooksTropicals logo are registeredtrademarks of Brooks Tropicals, llc.
96 PRODUCE BUSINESS MARCH 2014 MASTERS OF MERCHANDISING
DOLEBANANAS
DOLE’S 2014 “PEEL THE LOVE” SUMMER TOURS
In 2013, Dole took its healthy-eating-can-be-
fun message to banana-loving cities across the
U.S. In all, the pink-and-turquoise food truck
handed out more than 107,000 recipe samples
made from more than three tons of DOLE®
Bananas at 147 tour stops at supermarkets,
special events and other local venues.
After last year’s success, Dole is now
embarking on two simultaneous national “Peel
the Love” Tours featuring Banana Cabana events
throughout summer 2014 to accommodate
increased demand — one starting in New York
City and a second launching in Dallas. In all,
Dole will travel
nearly 12,000
miles, visiting
more than 25
cities coast-
to-coast to
show residents
how to enjoy
bananas in easy-
to-make recipes
perfect for work, home
and play.
These Banana Cabana events will offer close
brand interaction and engagement with
consumers including staff cooking
demonstrations, dish-preparation highlights,
recipe booklets, games and visits from Bobby
Banana®.
Throughout, a steady stream of social media,
DOLE ENCOURAGES EVENMORE AMERICANS TO “PEEL THE LOVE” IN 2014
Dole’s “Peel the Love” tour campaign was
such a hit in 2013 that the produce leader is out
to make fruits and vegetables even more fun in
2014. Again this year, the focus will continue to
be on all there is to love about DOLE® Bananas:
their sun-shiny color, sweet taste, nutritional
goodness, affordability and peel-worthy fun.
Like unwrapping a present, peeling a banana
feels special every time. That’s why, from
banana shrimp kabobs and banana coffee
smoothies to tropical banana bruschetta, “Peel
the Love” 2014 unwraps the potential of
America’s favorite fruit. Now more than
ever, bananas aren’t just for breakfast
anymore. They can add fun, recipe
versatility and great-tasting nutrition
any time of day.
PR and blogger interactions will announce and
report Banana Cabana events in each city and
seek to expand the usage message by engaging
even more banana ambassadors.
As always, Dole will partner with retailers to
collaborate on in-store promotions and provide
point-of-sale materials, local community event
MASTERS OF MERCHANDISING MARCH 2014 PRODUCE BUSINESS 97
support and other activities to prove that there
is a lot more to our favorite yellow fruit.
To help drive traffic and encourage
transactions, consumers who visit the Dole®
Banana Cabana at “Peel the Love” retailer stops
and show proof of a 3-lb. DOLE® Banana
purchase, will receive a special giveaway.
We welcome everyone to get
inspired by some of our favorite
“Peel the Love“ recipes at
dole.com/peelthelove.
Keep your eyes on the road!
DOLEOne Dole AvenueWestlake Village, CA 91362818.874.4000818.874.6501www.dole.com/bananas
DOLEBANANAS
100 PRODUCE BUSINESS MARCH 2014 MASTERS OF MERCHANDISING
NATURIPE FARMSBERRIES
advantage of this fact and getcreative with holidayopportunities such as long stemstrawberries for Valentine’s Dayor a red, white and blueberryflag cake for the Fourth of July.
Create additional excitementand drive sales by featuringNaturipe Selections: the nextgeneration of healthy and bettertasting berries through ourinternational plant breedingprograms. Highlight these greatnew varieties with terms that
BERRIES ARE TRENDINGAccording to the U.S.
Highbush Blueberry Council,U.S. consumers are two timesas likely to purchase blueberriesin 2014 compared to last year.Blackberry has been dubbed“Flavor of the Year” by flavorexperts at Firmenich, noting thatblackberries have been gainingpopularity as health continues togrow as a priority forconsumers.
DISPLAY IDEAS Take advantage of the
growth and popularity of berriesand give your customers everyopportunity to include them intotheir daily diet.
Create “Peak of the Harvest”or “Peak of the Season”displays. Feature growers inyour ads, in-store POP andsampling demonstrations topromote flavor!
Encourage more berrybehavior and purchase intent.Customers continue to buymore berries and representalmost 20 percent of total fruitsales (see chart).
Take advantage of increasingberry demand by creating a“berry destination” withstrawberries, blueberries,raspberries and blackberries.
Build secondary displaysaround health, flavor andconvenience themes.
PROMOTION &ADVERTISING
• Create an “in the field”experience: display acomplete berry patch,feature a grower and theirfamily-farm story, offerconsumer take-a-ways formore grower information.
• Use health, flavor andconvenience messagesand QR codes to helpconsumers find tips, usageinformation and recipes
• Berries on promotion or adare the best way toincrease consumerawareness and createpurchase intent.
• Promote health and flavoraspects with signage andrecipe suggestions or in-store sampling.
VARIETY ANDAVAILABILITY
Naturipe® berries areavailable year-round! Take
draw consumers and stimulateimpulse sales like: “New,”“Proprietary Varieties,” “BestTasting,” “Peak of Harvest.”
DISPLAY CARE ANDHANDLING
Strawberries, blueberries,blackberries and raspberriesshould always be stored anddisplayed with as little break inthe cold chain as possible.Berries should always be keptat 32°F.
Dark and white chocolateare always fun forcreative dipping.
Think outside of sweets,and pair blueberries withavocados and chips for asalsa; or strawberries,brie cheese and crackers.
Promote a betterbreakfast with ricecakes, Greek yogurt,honey and berries.
Out-Of-The-BoxPromotional Ideas
NATURIPE FARMSPO Box 4280, Salinas, CA [email protected]
102 PRODUCE BUSINESS MARCH 2014 MASTERS OF MERCHANDISING
GRIMMWAY FARMSCARROTS
RECOMMENDED DISPLAYIDEAS
Carrots have become the “goto” vegetable of the producedepartment. As the snackingcategory continues to grow inpopularity, there are an entirehost of opportunities to displaycarrots. From the traditionalwhole carrots, to bunch carrots,and through the value added set— Baby-Carrots, Carrot Chips,Shredded Carrots, andMicrowaveable Petites — themerchandising opportunities areendless.
The goal for merchandisingis to drive the time-starvedconsumer to the value addedset in the carrot category.Traditionally, carrots weremerchandised in a block formatthat included all carrots from A –Z. Today, one should focus onmerchandising the value-addedcarrots towards the entrance ofthe refrigerated set next to thebagged salads and premiumdressings. This optimizationhighlights the occasion-basedelements of carrots.
Consumers can purchase theshredded carrots as a toppingfor their sandwiches, purchase abag of carrot chips to dip withtheir dressing, or simply
purchase a bag ofMicrowaveable Petites tocomplement the protein on theirdinner plate.
The occasion-based strategyholds true for the bunched andwhole carrots. These carrots areusually consumed as aningredient in your favorite soupsor as the side vegetable to yourfamily’s pot roast. Since thepurchase intent is centered oncooking, whole carrots offer theperfect accompaniment to thebunching greens, celery, andother deep colored vegetablesin this set. This strategyoptimizes consumer purchaseswhile introduces them to othervegetables, as well as offering avivid color break within the set.
POINT OF PURCHASEMESSAGING
As many retailersimplemented clean storepolicies prohibiting point ofpurchase signage, this is a greatmiss in communicating with theconsumer. Twenty-eight percentof today’s consumers don’tknow how to cook, while otherconsumers struggle with tryingnew carrot dishes outside oftheir comfort zones. Point ofpurchase materials allow foreffective communication onfresh meal solutions, nutritionalmessaging, as well as creativecalls to action.
The return of in-storesignage is an effective way tomerchandise carrots. Pleasecontact Grimmway Farms foryour customized POS materials.
VARIETY ANDAVAILABILITY GUIDE:
Grimmway California carrotsare available year-round withconsistent quality. California’sabundant sunshine andpremium growing regionsproduce approximately 85percent of the nation’s carrots.
Develop interactivecontest/sweepstakesthat require theconsumers to visit yoursocial media channels.
Share successfullifestyle stories thatencourage others todevelop healthy eatingand snacking habits.
Develop in-store creativedisplay contests a fewtimes a year around keyoccasions. Back toSchool can feature aspecial secondarydisplay that promotescarrots as the perfectlunch-time snack.
Offer creative carrotrecipes with premiumphotos on companywebsites to expand theusage of carrots.
Out-Of-The-BoxPromotional Ideas
GRIMMWAY FARMSPO Box 81498, Bakersfield, CA 93380661.845.9435grimmway.com
PROMOTIONALADVERTISING IDEAS
Evaluate your categoryinsights to develop a strategicpromotional plan by quarter.Grimmway Farms can assist youwith this plan through ourenhanced insights that analyzethe 4Ps (Product Assortment,Price, Placement, andPromotion). Through thisdetailed diagnostics, togetherwe can develop a quarterlypromotional plan to optimizeyour carrot set.
Develop a creativepromotional campaignfocusing on the latesttrends. As our populationaspires to live healthylifestyles, create interactivecampaigns that move theconsumers to your category.Through various social mediachannels, we have seen greatsuccess connecting with ourconsumers to spread the“lifestyle” message. Ourpassionate consumers sharetheir success stories, challengeswith maintaining healthy habits,and great tips to staying on trackin their quest to live morevibrant lifestyles. This marketingeffort allows us to positivelyinfluence the consumers’ takeon carrots.
DISPLAY CARE HANDLINGWith bulk carrots, maintain
temperatures from 33° F to 35° Fwith relative humidity of 98 to100 percent. Bulk carrots can belightly misted, but they areethylene-sensitive and shouldnot be stored or transportedwith ethylene-producing itemsas they give carrots an off flavor.
The tops of bunched carrotsshould be fluffed to maintain aircirculation. Beware that the topsdraw moisture from the carrotsthemselves and will cause thesecarrots to have a shorter shelf-life.
Offer a completeselection of value-added Grimmwaycarrot products.
Promote the healthfulattributes of carrots.
Highlight carrotsthrough seasonalpromotions andsecondary displays.
Key in on value anddiversity of occasionusage of carrots.
Quick Tips
The whitening of carrots iscaused from the air withindrying the outer cells, otherwiseknown as oxidation, of thepeeled carrots. Soak the peeledcarrots in ice water to bring thefreshness and brilliance back tothe carrot.
Proper handling of the cold chain throughout thedistribution channel is crucial to extending the shelf-life ofprocessed carrots.
CROSS MERCHANDISINGOPPORTUNITIES
The cross merchandisingopportunities are endless. Offeron package coupons thatpromote savings across thepremium dressing, dairy,premium juice, and meatdepartment categories.Participate in licensingagreements that allow you tocross promote with DVDreleases that promote theretailer’s electronics section.Cross promotions with storagecontainers and/or cookingutensils are also very effective.
104 PRODUCE BUSINESS MARCH 2014 MASTERS OF MERCHANDISING
DUDA FARM FRESH FOODSCELERY
New Year’s, Super Bowl,Labor Day, Thanksgivingand Christmas.
If space allocation is undersized, the category will fail togrow, despite the innovativepackaging provided. Werecommend increasing thedisplay and providingsecondary displays duringpeak snack seasons —especially during Super Bowlweek.
DISPLAY CARE AND HANDLING
It’s important tomerchandise value-addedcelery in the cold case adjacentto packaged salads andrefrigerated dips/dressings.Proper temperature control isparamount to the success ofthese items. Keep constantlyrefrigerated between 34°F and38°F.
BACKROOM RECEIVINGAND PREPARATIONPROCEDURES
Value-added celery shouldbe refrigerated immediatelyupon receipt. Even a fewminutes at room temperaturewill greatly impact fresh-cutcelery shelf-life and quality.
CROSS-MERCHANDISINGOPPORTUNITIES
Key eating occasion forcelery is dinner. Inspireconsumer usage of celery forsoups, casseroles and saucesby promoting with other freshkey ingredients like onions andcarrots. Provide simple recipesand signage to spotlightcomplementary items and drive
DUDA FARM FRESHFOODS CELERY
Duda Farm Fresh Foods isthe largest celerygrower/shipper in the country;our roots with celery began in1926. We’ve built our businesson producing the best qualitycelery products, and we willcontinue to provide year-roundavailability. Duda’s Dandy®brand is the leading brand infresh-cut celery sales andgrowing.
THE CATEGORY LEADERDuda Farm Fresh Foods is
the leader in the celery categorybecause we invest in innovationto ensure the category meetsconsumer preferences for taste,quality and convenience. Thenwe work with our retail partnersto ensure each customer’scelery assortment is optimal fortheir unique shoppers. Finally,we work to raise consumerawareness about this staplecategory through high-profilemarketing communicationactivities.
RECOMMENDED DISPLAYIDEAS AND POINT-OF-PURCHASE/SIGNAGE
Celery has a unique positionin the produce departmentbecause consumers buy celeryto eat as a snack and to use as acooking ingredient. As a result,
total celery dollar sales showedan increase of 11.5 percent overthe same period a year ago andfor the 52-weeks ending Dec. 292013 (Source: InformationResources, Inc. ) volumeshowed a 5.3 percent increaseover the same time period.
Retailers can increase celerysales by merchandising a fullline of fresh celery items frombulk to value-added, thenmanaging for out-of-stocks. Usecross promotions withcomplementary items (i.e.stuffing mix, salad dressing,dips and soft cheeses) to drivesales and draw consumer focusin store with signage.
PROMOTIONAL/ADVERTISING IDEAS
Duda Farm Fresh Foodsprovides coupon opportunitiesand offers additional supportsuch as 18 promotional weeksper year that can be tailored toretailers’ individual sales goals.Duda is also socially connectedvia various social media toolsand nurtures a network of brandambassadors includingbloggers, food writers andeditors to connect withconsumers — driving productawareness and inspiring celeryusage ideas.
OCCASIONS AND HOLIDAYS
Above-average celerypurchases are occasion-andholiday-driven. Sales of regularcelery and celery hearts peak inJanuary (key weight lossseason) Easter, Thanksgivingand Christmas while sales ofprepared celery peak during
Monitor inventoriesclosely to avoid out-of-
stocks especially during
key promotional periods.
Keep displays consistent.
Use point-of-purchase
signage to draw attention
to the category and new
items in the category.
Promote, promote,promote...leverageDuda’s customer support and integrated
marketing program.
product trial and repeat sales.Fresh celery snack consumptionis growing, which createsopportunities for overallcategory growth. This behavioris growing as part of the In-Home Lunch and Carried fromHome Meal/Snack occasions.Celery should be promoted as asnack alongside peanut butter,ranch dressing, or dips to drivepurchase for this trend. A targetconsumer group is females over55 years old — especially thosewho currently snack on fruit.
Quick Tips
DUDA FARM FRESH FOODSPO Box 620257, Oviedo, FL 32762407.365.2111407.365.2147dudafresh.com
106 PRODUCE BUSINESS MARCH 2014 MASTERS OF MERCHANDISING
CHELAN FRESH MARKETINGCHERRIES
displays to avoidcrushing fruit. Also,display bulk Northwestcherries in shippingcases.
• Offer a mix of DarkSweet and Rainier in thedisplay and include differentpackaging options. Additionalchoices spur extra sales.
• Disney brand cherries area great product to market tokids. These convenient packsare easy to handle, to displayand to reduce shrink. Eachpack comes with a uniqueDisney offer to increaseexcitement!
AVAILABILITY Northwest cherries are
available from early June tolate-August with peak volumesin July.
Package types include:- slider bags- clamshells- cup of stem free cherries
with a reservoir lid for the pits
Capitalize on the excitementof one of the few seasonalproducts left in the producedepartment. The limitedavailability of cherries allows afantastic opportunity for retailersto promote a “get-it-before-it’s-gone” product.
Northwest cherries aremainly an impulse item, whichmakes merchandising veryimportant. Even though theNorthwest cherry season lastsonly about eight weeks, thesecherries can actually outsellother produce items that areavailable year-round. Cherryconsumption continues toincrease, and retailers can take
advantage of their growingpopularity by properlydisplaying, handling andpromoting this highly profitableitem.
DISPLAY IDEAS • A large, high quality
display is the base of profitablecherry sales. Display cherriesfront and center in produce toensure customers see them.
• Allow ample shelf space inthat high-traffic area and steadilyrotate supplies during thecourse of the day.
• Remember, a displaydoesn’t have to be mounded tolook big! Use false-bottom
Offer in-store sampling.
Ask for yourcomplementary Chelan
secondary display toincrease impulse sales.
Make displays visible; build
them front and center!
Offer Cup o’ Cherries as
grab-n-go in produce
and deli.
Quick Tips
Use demos to win over the 73 percent of customers whoreportedly don’t purchase cherries.
Promote health aspects of cherries to health-consciousconsumer segments, including the elderly and parents.
Moms buy what kids love, and kids love Disney! Promote Disneybrand cherries as a great snack or lunch item.
Capture the grab-n-go customer with the Fresh Cup o’ Cherriesin your cut fruit section or additional displays.
Promote heavily in July, which is peak production time!
Expand sales with secondary displays! Secondary displaysincrease sales from 10% to 70%. Use Chelan’s stand-alonedisplays to place cherries in high traffic areas and createimpulse sales.
Out-Of-The-Box Promotional Ideas
CHELAN FRESH MARKETINGPO BOX 878, Chelan, WA 98816509.682.2539509.682.2651chelanfresh.comcomments@chelanfresh.com
hearty piece of fruit, so they canbe easily displayed on a drytable but should be refrigeratedwhenever possible.
CROSS-MERCHANDISINGOPPORTUNITIES
There are lots ofopportunities to cross-merchandise oranges with otheritems. A display of oranges withelectric or manual juicers willdrive the sales of both. Howabout a display in the beer aislenear the Blue Moon? A smalldisplay of oranges near the leafitems can suggest a citrus salad.In the meat or seafooddepartment, fresh orange juicecan be suggested as part of afantastic glaze.
108 PRODUCE BUSINESS MARCH 2014 MASTERS OF MERCHANDISING
BOOTH RANCHES LLCCITRUS
RECOMMENDED DISPLAY IDEAS
A large display of oranges isalways an attention getter whenthe consumer enters theproduce department. It’s hard tomiss the bright orange color,and catching the consumer’seye means catching theirpurchase. Comparativelyspeaking, oranges are always areal value; therefore they arealways a good mover —especially in slower economictimes. Consumers appreciatethe value.
Don’t forget about a seconddisplay with bags. Someconsumers prefer to pick eachpiece individually, but othersenjoy the convenience ofbagged oranges. Also, bagsalways lead to a nice ring at theregister and less sales percarton than with the bulk fruit.
POINT OFPURCHASE/SIGNAGE
Booth Ranches offersseveral point of purchaseoptions to help stimulatemovement at retail. Forexample, a dynamic highgraphic bin that is a realattention getter and a great wayto build a secondary displayoutside of the producedepartment. No room for a fullbin? No problem! Booth alsooffers a smaller pop-up displayhalf bin that will hold two boxesof fruit with the same distinctivegraphics as our full bin, buteasily set up in a smaller area.The pop up is also great forwaterfall displays. Anotheroption is our high graphic blackcarton which is great forbuilding displays on existingshelving or to use freestanding.
VARIETY ANDAVAILABILITY GUIDE
Oranges from California are
available almost year round.Booth Ranches Navels are in themarket from November throughJune, and Valencia’s areavailable from April throughSeptember. They can bepromoted in winter andsummer.
In the winter, there’s nothingthat beats a delicious BoothRanches California Navel. Whilethere are also Navels from theSouthern Hemisphere insummer months, a sweet andjuicy California Valencia is agreat, lower priced alternativecustomers will appreciate.
PROMOTIONAL/ADVERTISING IDEAS
Because of the generallycompetitive price, oranges makea great promotional item anytime of year. They are especiallyattractive for promotion in mid-winter, when a slice of sunshineis a welcome change forconsumers in many areas. Theirvalue, however, suggests that anad is a profitable idea any timeof year, including duringsummer when Valencia’s are in
Set up secondarydisplays in high trafficareas like near frontregisters or in the dairydepartment toencourage extra impulsesales!
Out-Of-The-BoxPromotional Idea
BOOTH RANCHES LLC12201 Avenue 480, Orange Cove, CA 93646559.626.7653Fax: [email protected]
season. They offer great value! Promotions should include
large displays, and perhapseven a second displayelsewhere in the store. Place aBooth Ranches high graphic binat the entrance to thestore for a display thatreally generates sales.
RIPENESSRECOMMENDATIONS
Oranges are ripe andready to eat as soon as yourcustomer picks them up.Unlike some other produceitems, there’s no need to waitfor ripening, and BoothRanches oranges are speciallyselected for their premiumflavor. The only oranges wepack and sell are ones we growourselves, giving us incrediblecontrol and consistency.
BACKROOM RECEIVINGAND PREPARATIONPROCEDURES
Like all produce, oranges willdisplay better and last longer ifthe temperature is properlymaintained. They are a relatively
At busy times of the day,oranges can move prettyfast so make suredisplays are well filledand fresh.
Promote value oforanges.
Offer bagged as well as bulk.
Quick Tips
110 PRODUCE BUSINESS MARCH 2014 MASTERS OF MERCHANDISING
APIO, INC.FRESH CUT VEGETABLES
APIO, INC.PO Box 727, Guadalupe, CA [email protected]
QUALITY ASSURANCE — FROM FIELD TO FORK Apio has implemented an extensive quality assurance and food
safety program designed to minimize food safety risks and ensuretop-of-our-field quality — from the farm to the consumer’s table. ACalifornia Leafy Greens Agreement signatory. Apio utilizes post-harvest physiologists, an on-premises microbiological lab, andannual third-party food safety and quality audits. The company hasalso adopted a complete HACCP program, a vendor approvalprogram, and both GAP and GMP/Food Safety Training Programs.
RECEIVING AND PREPARATION PROCEDURES Fresh-cut vegetables should be received from adequately
refrigerated trucks and transferred immediately into storage that isideally cooled to 34 to 36 degrees F. Shelves should be well stockedand products culled with attention to code date.
CAPITALIZING ON FRESH-CUT VEGETABLES’ HOLIDAY POPULARITY
Fresh-cut vegetable sales peak at various times throughout theyear. Carrying adequate supply is essential during these weeks.
Cross-merchandising value-added vegetables with their bulkcounterparts (e.g. fresh-cut broccoli merchandised next to bulkbroccoli) can entice shoppers to trade up and lead to higher basketrings.
Value-added Vegetable Peak Sales WeekBagged Slaw...........................Fourth of JulyBroccoli....................................ChristmasCauliflower ..............................St. Patrick’s Day and ThanksgivingTrays.........................................Super Bowl, Easter, Fourth of July,
Thanksgiving and Christmas
Given the greater appeal of trays throughout the year, holiday orevent themed trays can provide a point of differentiation and catchthe attention of additional 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 ..................18 Snacking................5Meal Prep ...................7 Trays.......................3
Specifically for trays, the ideal assortment includes one largetray (32-ounces or larger) and two small tray (8-ounces - 32-ounces)items.
THE LEADER IN FRESH-CUT VEGETABLESApio is a category leader offering two of the strongest brands in
fresh-cut vegetables. The GreenLine® brand leads sales of fresh-cutgreen beans within the U.S., and Eat Smart® is the leader in fresh-cutbranded bag and tray sales. Together, Apio brands account for 12percent of fresh-cut vegetable sales. Contact us to learn more.
THE FRESH-CUT VEGETABLE CONSUMER Fresh-cut vegetables appeal most to premium,
healthy-living couples and families. These consumerstend to cook fresh home meals, but they valueproducts that serve as meal starters. Apio’s Steam inthe Bag feature is ideal for these core consumers, asthey can eat fresh vegetable side dishes at home withminimal preparation.
FRESH-CUT VEGETABLEHOUSEHOLD PENETRATION
AVERAGE VOLUME % LIFT ON PROMOTIONWhen promoted, Fresh-cut vegetables’ volume sales increase
on average 80%. Promoting during their holiday peaks can helpattract 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
AVERAGE FRESH-CUTVEGETABLE BASKET SIZE
112 PRODUCE BUSINESS MARCH 2014 MASTERS OF MERCHANDISING
MAURICE A AUERBACH, INC.GARLIC
signage to bring attention to thegarlic display.
VARIETY ANDAVAILABILITY
Garlic is available year-roundwith supplies coming fromCalifornia and outside of theUnited States, includingArgentina, Mexico, Chile andSpain. In recent years, Chinese-grown garlic has becomeprominent in the marketplace.Its use as both a seasoning andan ingredient in food means thatyear-round promotion isappropriate.
PROMOTIONAL/ADVERTISING IDEAS
Because of its comparativelylong storage life, deep discountson garlic are likely to steal salesfrom future periods. Therefore,the focus in garlic promotionshould be on usage. If it isbarbeque season,promote the use ofgarlic in salads,marinades and rubs.Suggest that consumerstry cooking whole garlicon the barbeque andserve it whole as a buttersubstitute. If the Super Bowlor another sporting event iscoming up, promotions canfocus on the use of fresh garlicto make salsa with a kick.
Salad dressing is anothergreat garlic application. Have asalad dressing of the monththat is always under promotionand always uses garlic.Suggest ways that garlic canadd flare to old favorites. Garlicmashed potatoes, for example,are a great way to jazz up a dishthat may have grown boring.And at major holidays, suggestadding an ethnic dish. Forexample, it is an old Italiancustom to serve a fish dish,almost always prepared withgarlic, at major holidays. Use thetrend to ethnic food, healthfuleating and variety to tie in garlic.
DISPLAY CARE ANDHANDLING
Garlic should not be misted,and rotation is important sincefresh garlic sitting out for longperiods will tend to dry out. Inaddition, the skins of garlic tendto shed with handling sofrequent attention to the displayto keep it clean and dry willresult in better sales.
BACKROOM RECEIVINGGarlic should be stored in a
cool, well-ventilated place andkept dry.
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 andcertified organic.
The category includes bothfresh garlic and variousprocessed and semi-processeditems, such as whole peeledgarlic, chopped garlic, mincedgarlic and a multitude of jarredproducts. There are even garlicoptions that can serve highlydecorative purposes such asbraided garlic. Garlic can beused to adorn holiday wreathsand other holiday decorations.Many items are sold in both bulkand consumer package sizes.
DISPLAY IDEASThe key to making good
garlic displays is to avoid thespecialty jinx in which a smallarea is set aside for a tiny row,or worse, a little basket of garlic.Instead, think of the romance ofgarlic: The Egyptians, Greeksand Romans all knew of garlic,and this rich heritage carriesthrough to the cuisines of today,justifying generous space with afull range of garlic productsdisplayed. It is well worth it tocultivate a garlic-buying clientelebecause garlic is neverconsumed alone. So every sale
of garlic means the sale of otheritems both in produce and inother areas of the store.
POINT-OF-PURCHASE/SIGNAGE
Signage and POP materialnear garlic should always have athree-fold message:
First, make sure to highlightvariety items, such as elephantgarlic; this attracts attention tothe overall garlic section andsparks consumer interest.
Second, always highlight thehealth benefits of garlic: fat-free,saturated fat-free, sodium-free,cholesterol-free and certified100 percent organic are allwatchwords that are permissiblewith garlic and attract theinterest of health-orientedconsumers.
Third, always provide recipesand usage ideas.
Garlic sales directly relate toconsumer use of recipesrequiring garlic, so always havea recipe next to the garlicdisplay. Also remember that afestive arrangement of garlicbraids functions as great
Display and promote a full range of garlic items
Use jarred and freshgarlic, red, white,elephant andconventional garlic andgarlic braids to makethe section intriguing toconsumers
Focus on increasingusage — the key toincreasing sales longterm
CROSS-MERCHANDISINGOPPORTUNITIES
Garlic is a cross-merchandiser’s dream as it isalways used in conjunction withother products. Cross-promotein the produce department withsalad items since garlic isfrequently tossed into salads asan ingredient as well as used insalad dressing. Put garlic next toripe tomatoes, basil, cilantro,etc., to promote salsa. Suggesta make-your-own-pasta-saucecenter with garlic, tomatoes andother ingredients.
Also consider secondarydisplays of garlic next to meatand poultry to promote as a ruband even next to baguettes inthe bakery, promoting roastedgarlic as a delicious andhealthful alternative to butter.
Quick Tips
Do a bakery demo in which roasted garlic is served withsliced French baguettes. The mild flavor will make it afavorite with many consumers and you can emphasize thehealth aspect — no fat or butter!
Educate customers about the taste benefits of rubbing theoutside of their Easter lamb with cracked garlic prior toroasting.
Provide recipes encouraging customers to insert wholepeeled garlic cloves into slits cut with the point of a sharpknife into their holiday roasts prior to cooking. Watch yourgarlic (and meat) sales take off!
Hold a sauce competition in which consumers makehomemade pasta sauce using garlic. Get a local newspaperto judge it and have the winning sauce recipes be part of a“saucy special.”
Out-Of-The-Box Promotional Ideas
MAURICE A AUERBACH, INC.117 Seaview Drive, Secaucus, NJ 07094201.807.9292 • 888.AUERPAK201.807.9596www.auerpak.com
114 PRODUCE BUSINESS MARCH 2014 MASTERS OF MERCHANDISING
HOLLANDIA PRODUCE, LPHYDROPONICALLY GROWN ORGANIC LIVING BUTTER LETTUCE
several locations within theproduce section of your store.Refrigerated free-standing islanddisplays, end-cap displays andsecond- and third-level shelvingabove the wet rack can prove tobe excellent merchandisingzones. Eye-level multiple facingsthat create attractive displayshelp generate increased salesvelocity.
Our research suggests theprime location is directly next toother leafy greens in yourorganic produce display.However, the wet-rack mistsystem nozzle directly aboveour product display must beclosed to eliminatingunattractive water spots on thecontainer.
Merchandising in the baggedsalad case show be a last resortas it may lead to buyerconfusion. The bagged saladshopper is looking for tear-and-pour convenience, and ourproduct requires processingbefore use.
CROSS-MERCHANDISINGOPPORTUNITIES
Combine offers with othersalad ingredients, from croutonsto gourmet cheeses and saladdressings, to acquaint yourshoppers with this uniquelyfresh butter lettuce.
Promote private-label saladdressing in conjunction with ourbutter lettuce to generateincreased velocity for bothcategories.
Interdepartmental cross-promotional offers, such as aBLT promotion offering the
Grower Pete’s certifiedorganic living butter lettuceprovides a repeatable freshnessexperience with every packageand is an improved categorysolution for innovative producemerchandisers across America.
With its extended shelf-lifeand a protective, interlocking,and easily merchandisableclamshell package, GrowerPete’s organic living butterlettuce saves hours ofmerchandising labor andsignificantly reduces shrinkwhile generating higher dollarrings that create increased grossmargins for your butter lettucecategory.
Grower Pete’s certifiedorganic living butter lettuce istruly a value-added offering andcan be merchandisedsuccessfully in several locationswithin the produce section ofyour store. Refrigerated free-standing island displays, end-cap displays and second- andthird-level shelving above thewet rack can prove to beexcellent merchandising
MERCHANDISINGADVANTAGES:
• USDA Certified Organic byCCOF
• Consistent uniform productquality all year-round
• xtended shelf-life andreduced shrink that helpsyou sell more units
• Attractive, see-through andeasily merchandisablepackaging
• Through harvesting withroots intact, the leafremains fresher and moreflavorful for days longer
than butter lettuceharvested in the field.Fresher lettuce meanshigher flavor profiles andgreater nutritional value
• Naturally pest-free as weutilize NOP / OMRIapproved pest controlregimes
PACKAGING INNOVATIONOur new source-reduced and
freight-saving Grower Pete’sclamshell package andaccompanying harness stylemaster carton allows for a 20%increase in units per pallets. Ourclamshell package meets andexceeds merchandising,physical protection, food safety,sustainability and transportationpackaging criteria. It provides amicro-environment around thelettuce helping it stay fresherlonger, protects each delicateleaf from physical damageduring handling, and acts as afood-safety barrier between theproduct and the consumer. Theclamshell’s interlocking featureaids maintaining a presentable,attractive display on yourproduce section shelf. Just placeand replenish the facings daily.Our clamshells are made frompost-consumer recyclables andare Level-1 recyclable, a veryimportant feature for most oftoday’s shoppers.
RECOMMENDED DISPLAY IDEAS
Grower Pete’s certifiedorganic butter lettuce is truly avalue-added offering and can bemerchandised successfully in
Be the first in yourregion to offer a certifiedorganic greenhouse-grown section in yourproduce department.
Merchandise certifiedorganic greenhouse-grown lettuce,cucumbers, tomatoes,bell peppers and herbs inone central location.
Out-Of-The-BoxPromotional Ideas
HOLLANDIA PRODUCE, LPPO Box 1327, Carpenteria, CA [email protected]
Quick Tip
Place and refacefrequently; with the
clamshell package, daily
trimming and product
refreshing will benominal.
ingredients for a bacon, lettuceand tomato sandwich, can drivetraffic to several areasthroughout your store.
Use of cents-off coupons foringredients located at displaysof the corresponding items candraw meat departmentshoppers into the producesection.
HANDLING ANDSTORAGE TIPS
Maintain the cold chain at alltimes and observe suggestedtemperature ranges to extendthe product’s shelf-life.
Inspect all shipping cartonsfor the enjoy-by-date or best-if-used-by date and maintainproper product rotation in thestorage cooler and on the storeshelf.
Visually inspect eachclamshell during placement onthe shelf to insure your displayis the very best it can be. Placeand reface frequently.
116 PRODUCE BUSINESS MARCH 2014 MASTERS OF MERCHANDISING
ZESPRI® KIWIFRUITKIWIFRUIT
EXPERIENCE THEZESPRI® DIFFERENCE
Superior Taste, Quality andCommitment to SustainablePractices
Zespri® is the brand namefor all kiwifruit grown in NewZealand. No ordinary kiwifruitcan compare. Year after year,Zespri® Kiwifruit consistentlyoutperforms the competitionwith superior taste and quality,a premium consumerexperience and greater salesrates and profitability for you.
The unique “Zespri®System” ensures consistency insize, appearance and taste. Thisworld class orchard-to-retailsystem delivers delicious fruitwhile a commitment tosustainability includes usingenvironmentally consideratemethods to grow, cultivate,store and ship the fruit — allreasons why Zespri® makes abig difference!
HEALTH MESSAGING ATPOINT OF PURCHASE
A recent study found thatconsumers are 59 percent morelikely to buy more producewhen there is health messagingat point of purchase. Use thefollowing health messages atyour displays or on packaging tohelp sell more Zespri® Kiwifruit!
• Zespri® Kiwifruit is one ofthe world’s most nutrientdense fruits. It’s a nutritionpowerhouse!
• Zespri® Kiwifruit is ascientifically recognizedsuperfood.
• Zespri® Kiwifruit is high invitamin C.
• Zespri® Kiwifruit is a goodsource of folate, fiber andpotassium.
RECOMMENDED DISPLAY IDEAS
– Show Zespri® off!Increase sales up to 60 percentby displaying Zespri® Kiwifruitprominently in the front of thedepartment using Zespri’s pointof sale material or an eye-catching Zespri® displayshipper.
– Beauty sells! DisplayingZespri® Kiwifruit cut in halfallows customers to see theirbeautiful inner colors andtextures, and is a great way toincrease sales.
– The bigger, the better! Atop West Coast Retailerincreased its Zespri® displayspace and increased sales by 34percent versus the industrystandard of 14 percent.
CROSS-MERCHANDISINGOPPORTUNITIES
– Berries: Kiwifruit’s brightgreen and gold colors are agreat complement to manydifferent varieties of berries,especially strawberries. Displaycut kiwifruit next to the berrieswith a delicious fruit saladrecipe.
– Chips And Kiwi Salsa:Display chips and kiwi salsa
ingredients together in theproduce departmentaccompanied by our delicious
Consumers are 71%more likely to make apurchase based on socialmedia referrals. ConnectZespri® with yourcorporate social mediateam. Zespri® has loadsof ready to use contentto educate consumersabout Zespri® Kiwifruit.
Out-Of-The-BoxPromotional Idea
ZESPRI® KIWIFRUIT2751 Hennepin Ave. #303 Minneapolis, MN [email protected]
kiwi salsa recipe! – Summer BBQ’s: Green
kiwifruit is a natural meattenderizer. Place a basket ofkiwifruit near the meat counteralong with some educationalsignage and you’re sure tomove more kiwifruit.
EATING KIWIFRUIT IS EASY – CUT, SCOOP AND ENJOY
Many customers perceivekiwifruit as inconvenient to eatbecause they think you have topeel it, to eat it. Remind yourconsumers through displaysignage how easy it is to eatkiwifruit. All they need is a knifeand spoon.
LOOK AT PACKAGING OPTIONS
– Per Pound versus Per PiecePricing: It’s been proven byseveral retailers, when Zespri®is sold by the pound and nearother produce with similarpricing strategies, sales haveincreased.
– Zespri® offers differentpackaging options for retailers.Whether it is a clamshell, bag,bulk or environmentallysensitive packaging, Zespri®can provide informative, visuallyappealing packaging for any ofyour needs.
Quick Tips
Promote how easy it is to eat
kiwifruit. Consumers can cut
and scoop with a just a spoon
and knife!
Promote the nutritional value
of Zespri® Kiwifruit withZespri’s 10 Reasons to Eat
Brochures.
Let your customers knowthat a ready-to-eat Zespri®
Kiwifruit should give to slight
pressure.
Don’t throw away culledkiwifruit. Use it in prepared
foods, salad bars, or cut-fruit operations.
Lengthen the shelf life ofethylene sensitive kiwifruit
by displaying next to treefruit, grapes and citrus.
Display and encourage use
of Zespri’s POS materials& displays.
Use Zespri’s shelf-readyboxes to display yourkiwifruit, offering brandrecognition and ease ofmerchandising.
The VisionCompaniesSizing/Packs:
• 1-, 2-, and 5-poundbag limes
• 40-pound boxranging from 110 to 250size (PLU stickeroptional)
• 10-pound place-packedand stickered (packed byhand, highest grade andcolor level)
• Ability to pack loose 10-pound
PROMOTIONAL/ADVERTISING IDEAS
All holidays and special occasions are an opportunity tosell limes. Any occasion forhome entertaining (Super Bowl,Thanksgiving, Christmas, NewYear’s Eve, Cinco de Mayo)utilizes limes. Limes are crucial inthe summer months forbarbeques, family picnics andsocial gatherings. Every monththere is an event or holidaywhere limes play a role. Checkyour calendar and don’t miss anyopportunities.
DISPLAY CARE AND HANDLING
Clean and neat displays dowonders for lime sales.Undesirable fruit left on the standbecomes a negative focus, soensure those few are removedso the beautiful product standsout. Limes should not be an itemyour customers need to pickthrough — quality fruit isavailable all year. Keep limes at48°F; fresh limes can be held forup to four weeks after picking aslong as they are picked andstored at optimal conditions. Tomaintain optimal quality for anextended period, be conscious ofthe storage temperature in yourwarehouse and back rooms inaddition to retail displays.Optimum is 48°F to 50°F.Remember: good limes sellmore!
CROSS-MERCHANDISINGOPPORTUNITIES
Limes are extremely versatile.Place in the butcher sectionand/or seafood department withrecipe recommendations. Placein a basket in beverage aisle witha reminder: “Don’t forget thelimes!” The possibilities continuein the produce department,incremental sales andpositioning will bring limes to atop-grossing produce item.
118 PRODUCE BUSINESS MARCH 2014 MASTERS OF MERCHANDISING
VISION IMPORT GROUP
Host a “Going Green” day at your store or restaurant as anopportunity to increase environmental awareness while sellingproduct and having fun. The Vision Companies are veryconscience of environmental impacts as our livelihood comesfrom the land.
Retail stores can raise awareness by promotingenvironmentally friendly products. To keep with the theme, do a play on words and promote all of your green fruits andvegetables including limes.
Restaurants can increase community connection and fun with a“green” fundraiser or awareness event — promoting locallysourced foods and serving Mojitos made with Mojito™ limesand fresh mint. Everyone will enjoy “Going Green.”
For more information on how Food Service and Retail companiescan start or increase their lime sales simply send an email [email protected]
Out-Of-The-Box Promotional Ideas
The Vision Companies haveestablished global growerpartnerships to provide thehighest quality products andservice to our customers. Thesedirect grower-relationships makeour companies unique and allowus to deliver the highest qualityproduce at fair market price.Every one of our grower partnersoffer top quality fruit and are heldto the highest food safetystandards/certifications. Ourcustomers receive timelyinformation on productavailability, market price points,trends, weather and othervariables that influence ourcommodities.
RECOMMENDED DISPLAY IDEAS
All consumers use limes; theycannot be overlooked. Limescross over all cultures andcuisines. Make your displaysprominent, and be aggressive.Although limes in the U.S. havebeen displayed as a tropical/ethnic item in the past, they arenow mainstream! Utilize theshipping boxes, and show off thelabels to increase consumerconfidence in your quality.
POINT OF PURCHASEUSAGE IDEAS
Limes should be displayedwith recipes. Limes in particularhave the unique ability to adaptto most anything a consumer ispreparing. They are used as:marinades; the zest is often used
A little lime juice and water
can prevent cut fruit or
vegetables (like potatoes
and apples) from getting
discolored.
Limes contain uniqueflavonoid compounds that
have antioxidant, antibiotic,
and anti-cancer properties.
Allow a lime to come to room
temperature beforesqueezing — it will release
more juice.
Use limes as a healthycondiment on meats, fish
and chicken — just asqueeze of lime can change
or accentuate the flavor.
Fresh lime in drinks andcocktails can take a moment of relaxation to the next level.
Did You Know?
LIMES
in desserts; a squeeze of limeserves as a condiment to boostflavor of meats, chicken or fish;fresh lime juice enhancesbeverages from Lime-aid toMojitos. With a little direction,your customers can be usinglimes every day of the week! Forprintable recipes email us [email protected]
VARIETY ANDAVAILABILITY GUIDE
Seedless lime varietiesinclude Persian, and Bearss.Seeded varieties include WestIndian, Mexican, and Key. PersianLimes grown in Mexico have setthe highest standard and are themost desirable.
Availability: Historically, thereis lighter volume out of Mexico inJanuary through March, creatinghigher pricing than the rest of theyear. Through the VisionCompanies positive growerrelationships we are able to carrylimes 52 weeks of the year fromMexico. When needed, we utilizeour offshore relationships foradditional sourcing.
VISION IMPORT GROUPOffices in New Jersey, Texas and Florida201.968.1190visionimportgroup.comFacebook.com/VisionImportGroup
VISION PRODUCE COMPANYLos Angeles 213.662.4435Phoenix 602.256.7783Nogales 520.223.8920visionimportgroup.com
120 PRODUCE BUSINESS MARCH 2014 MASTERS OF MERCHANDISING
CIRULI BROTHERS, LLC
• Feature multiple varietiesand highlight their differenceswith POS signage.
• Display mangos at roomtemperature, not on the coldrack.
PROMOTIONALOPPORTUNITIES &AVAILABILITY
Plenty of promotionalopportunities abound withmangos. In fact, retailers whopromote early and maintainsteady supplies sell moremangos than those who waituntil peak times to startpromoting. The key is tocommunicate with your supplierto understand production peaksand gaps and to ensure yourorders are covered.
The best time of year topromote mangos is betweenJune and July. Supplies fromMexico are abundant during thistime, and the temperature iswarm, guaranteeing retailers getripe and ready to eat fruit.Mexico is the leading mangosupplier, but they are availablein the U.S. all year long with off-shore fruit, chiefly from Ecuador,Peru, Brazil, Guatemala andHaiti.
CONSUMER EDUCATION IS KEY
Because many consumershave not tried the fruit, it isimportant to educate themabout proper selection,handling, and health benefits ofeating mangos. The resourcesused to educate consumerscan be an effective catalyst indriving sales.
POS signage is greatbecause you can vary it up withinformation such as selectiontips or nutrition claims. You canalso leave recipe cards neardisplays with QR codes linking
There is plenty of growthpotential in the mango category.Improved awareness of the fruit,including information on how toselect and prepare mangos, hasplayed a key role in increasingdemand. Changing consumerpreferences, year-roundavailability and shifts in U.S.demographics will also continueto drive growing demand.Below are some great tips tohelp you grow the category.
FOCUS ON QUALITYPerhaps the single most
important thing a retailer can doto sell more mangos is to holdthem at the right temperature.You don’t want mangos to gettoo cold otherwise you riskoffsetting the flavor andappearance of the fruit; this isunattractive to consumers andnot conducive to driving sales.
You can ensure better qualityand flavor by sourcing fromshippers who areknowledgeable and consistentin their holding temperatures. Agreat way to do this is to buy inload-volume. This is an effectiveway to help fruit ripen on theway to the DCs, especially intimes of promotions.
MAKE ROOM FOR MANGOS
To propel repeat purchases,keep customers satisfied withgreat quality in prominentdisplays.
• Let mangos command apresence. Go for big displays toincrease visibility and foottraffic.
• Promote in multiples ordisplay-ready packs like unitcases or clamshells.
• Always have ripe fruit ondisplay. Soft, mature mangosare great for those who have animmediate need to consumethem whereas hard, unripemangos are best for those whowill consumer later.
• Arrange mangos byripeness stage to make it easierfor customers to select fruit.
CIRULI BROTHERS. LLCPO Box 1476, Tubac, AZ 85646520.281.9696cirulibrothers.comchampagnemango.com
VARIETY AVAILABILITY* SPECIAL QUALITIES
ATAULFO Feb – Aug Shape: Smaller, kidney-shapedFlavor: Exceptionally sweet and velvety due to minimal fibers.Key Traits: The finest Ataulfos are marketed under theChampagne® mango label. These mangos have a very smallseed and their green skin changes to a bright yellow whenfully ripe.
HADEN Feb – Jun Shape: Medium to large rounded-oval shapeFlavor: Very rich and sweet with aromatic flesh that ismoderately fibrous.Key Traits: Known for their sweet, fruity smell, Hadens havegreen and rosy skin that turns red with yellow overtones as itmatures.
TOMMY ATKINS Mar – Jul Shape: Medium to large with a round, oblong shapeFlavor: Sweet yet firm with a more fibrous texture.Key Traits:Tommy mangos have vibrant green skin with redovertones. This is the most widely available, year-round varietyin the U.S.
KENT Jun – Sep Shape: Very large and roundFlavor: Remarkably sweet and juicy with a soft texture andfew fibers.Key Traits: One of the most popular varieties due to itsexceptional eating quality. Kent mangos have minimal fibersand smooth, green skin that shows a slight blush when ripe.
KEITT Jul – Oct Shape: Large, slightly elongated ovalFlavor: Rich and mildly citrusy with a smooth, slightly fibroustexture.Key Traits: Keitts have predominantly green skin that mayshow an occasional rosy blush when ripe. They flourish inMexico as the season for other varieties fades away.
the tech-savvy consumer to acontent-rich page, whether it’son your website or socialmedia page.
Another great way toeducate the consumer is toprovide in-store sampling.Cutting demos are a veryeffective way to engage theconsumer but staff should beadequately prepped and trainedto answer questions, includinghow to tell when a mango isripe, how to cut it, and how toprepare it.
MANGO FACTS• Mangos contain over 20
different vitamins and minerals,including vitamins A, C andfolate.
• Mangos can be enjoyed incountless ways; as snacks, inentrees or even dessert.
• Not all varieties changecolor as they mature, so gaugeripeness by squeezing gentlyrather than by color. Softmangos are ripe and ready toeat while rock-hard mangos areimmature.
• Customers can speed upthe ripening process by placingmangos in a sealed paper orplastic bag at roomtemperature.
BACK-ROOM HANDLING• Store mangos between
52°-55°F to hold color. • Store mangos between
56°-65°F to bring on color.• Prolonged storage below
50°F will lead to chilling injury.• Store mangos away from
ethylene-sensitive products.
*FROM MEXICO
Variety photos used by permission of the National Mango Board. All rights reserved, © 2011 National Mango Board
MANGOS
The HONEYMOON is a winter melonwith summertime flavor. The exterior shellcolor is golden straw. The dense and juicy lightgreen flesh is an exquisite honey-pear flavor guaran-teed to delight your senses. HONEYMOON is available Decemberthrough April exclusively from Fresh Quest. Each fruit on average weighs 2.5 – 3.5 lbs.Packed 9ct, 11ct, 12ct and 13ct in a high graphic tray.
POINT OF PURCHASE/ SIGNAGEHigh graphics retail display tray
boxes, posters, signage displaycards and recipe booklets are allavailable upon request. Custompoint-of-purchase floor displays tobe used as secondary displayssuch as in deli and dairy depart-ments outside of the producesection will help spur impulsesales. These customized point-of-purchase programs can supportgeneral marketing efforts and/orspecific promotional opportunities.
VARIETY AND HANDLING INFORMATION
HONEYMOON is ripe and ready to eatthe moment it is harvested. The recom-mended storage temperature is 42°F. The variety, like all melons, is both anethylene-producer and is ethylene-sensitive. So take care to store anddisplay correctly. HONEYMOON shouldbe eaten at room temperature to maxi-mize its sweet and aromatic qualities.
RECOMMENDED DISPLAY IDEASFresh Quest is one of the largest producers of
Cantaloupe, Honeydew and Watermelon. AddingHONEYMOON adds a vibrant splash of golden colorthat will draw consumers to your melon display.HONEYMOON is a relatively hardy melon variety thatholds up well on display. In-Store pre-cut melons area great way to market to consumers in the singleserving market and smaller households.
FRESH QUEST, INC.Web: www.freshquest.net
Email: [email protected]: (954)316-5365 • Fax: (954)327-3739
ADVERTISEMENT
HONEYMOON™ MELONS INTRODUCED BY FRESH QUEST
“LOVE AT FIRST BITE!”
124 PRODUCE BUSINESS MARCH 2014 MASTERS OF MERCHANDISING
MONTEREY MUSHROOMS, INC.MUSHROOMS
sliced whites and browns thatprovide vitamin D benefits forthe consumer.
PROMOTIONAL/ADVERTISING IDEAS
Mushrooms needpromotional activity to helpbring shoppers to the category.However, they are not pricesensitive, so deep discounts are not necessary. Onaverage, promotionsshould be utilized 6 to 8times per quarter tomaximize overall sales.Discounts shouldgenerally be between 15to 30 percent. Three for$5, two for $4, or multiplepricing, tends to be the mosteffective method of promotingmushrooms.
PRICINGRECOMMENDATION
Consumers have shownthey appreciate added valuefrom sliced, brown, andspecialty varieties. In thecurrent national pricing range,there is little price sensitivity inchanging purchase decisions.Therefore, consumers do expectto see the following:
• 10% premium in retail forsliced product over whole
• 10% premium for criminiover white
• 50% premium for portsover crimini
• 80% premium for exoticsover ports
• 30% premium for organicsover similar conventionalitem
DISPLAY CARE AND HANDLING
Think, “eggs and ice cream.”Handle mushrooms gently likebreakable eggs. Never stackanything on top of them. Also,never let them sit on theunrefrigerated dock. Like icecream, get them in the coolerimmediately and maintain thecold chain.
RECEIVING, STORAGEAND HANDLING TIPS
Carry minimal overstock. Tocut your current shrink numbersin half, reduce your holdingcooler inventory to a 24 hoursupply after each delivery. Moststores get delivery every otherday. Fill your displays after eachdelivery and inventory onlyenough to refill before nextdelivery. Plan accordingly forpromotions. Refrigerate
RECOMMENDED DISPLAY IDEAS
A dedicated mushroomsection including all varietieslocated next to the salad section(the No. 1 use of freshmushrooms) will increase salesup to 40 percent versusseparating items by use.Demographics are important indetermining space allocation.
• Exceptional departmentsallocate 32 linear feet in themulti-deck case.
• Larger departmentsallocate 24 to 28 linear feet.
• Smaller departments, withlower income shoppers,allocate 16 linear feet.
• Small departments andhigher income shoppersallocate 20 to 24 linear feet.
SECONDARY DISPLAYSOn-going secondary displays
in the salad and the meat caseswill generate 12 percent growthin category sales. Seasonaldisplays can feature eggs,potatoes, rice, pasta, tortillas,cheese, onions and othercooking vegetables. Flexitarian,natural, and diet solutions areeffective with mushrooms.
POINT OFPURCHASE/SIGNAGE
Attention through use ofsection signage, recipe cards,shelf talkers will drive sales.Mushroom consumption growswhen consumers become moreeducated on the flexibility,nutrition, and weightmanagement benefits.Educational packaging is mosteffective.
CROSS-MERCHANDISINGOPPORTUNITIES
Achieve year-round mealsolutions by cross-promotingsliced mushrooms with baggedsalads and capitalizing ongrilling opportunities withsteaks, stir-frys and shishkabobs on the grill. Steak-Matethick sliced mushrooms areoutstanding displayed in themeat section, as are Portabellasduring grilling season.Mushrooms are an ideal item toutilize as a flavor enhancer, meatreplacement or acomplementary ingredient inpastas, soups, eggs, rice,casseroles or pizza.
VARIETY ANDAVAILABILITY GUIDE
Practice maximumassortment, including a varietyof whole and sliced, Portabellas,Organics, Baby Pearls andvalue-added, specialtymushrooms, dried and bulk.Look for new varieties, such asMonterey’s Grill-A-Bella®, and
Keep mushroomsrefrigerated and dry.
Promote mushroomsconsistently year-round and
particularly throughout the
summer. Vary promotions to
include all varieties. Deepdiscounts are not necessary.
In-store promos help, too.
Utilize multi-itemadvertising highlighting all
category segments.
Merchandise based ondepartment sales andconsumer demographics.Emphasize versatility,nutrition, and weightmanagement. Definitely add a second display ofsliced mushroom packages
in the salad section. Cross
merchandise withcomplementary items.
Promote larger pack sizes and exotics. Usepromotions to buildconsumer awareness ofspecialty varieties and trade them up.
mushrooms immediately.Additionally, store mushroomsoff moist floors, away fromwarm doorways, out of directairflow and away from odorousperishable items.
Promote andmerchandise Monterey’sGrill-A-Bella®mushrooms in the highprofile biodegradabletray. They provide 100%daily requirement ofvitamin D per serving forconsumer healthbenefits.
Sell bulk Portabellas bythe pound — salesincrease up to 300%.
Merchandise Monterey’sSliced Mushrooms with100% vitamin D in thenew biodegradablepackage. The earthfriendly packagehighlights versatile usageideas and recipes as wellas nutritional benefits.
Pictures of recipesonpack as shown onMonterey’s Bag productsand on new labels, ordisplayed in the sectionget the consumerthinking immediately,“What’s for dinner?”Serving suggestions andhealthy recipes are onevery package.
Out-Of-The-BoxPromotional Ideas
MONTEREY MUSHROOMS, INC.260 Westgate Drive, Watsonville, CA 95076831.763.5300831.763.0700montereymushrooms.com
Quick Tips
126 PRODUCE BUSINESS MARCH 2014 MASTERS OF MERCHANDISING
USA ONIONSONIONS
and 10-pound bags. Manyshippers carry the label, so askfor it on your next order!
DISPLAY CARE AND HANDLING
USA Onions are known fortheir long shelf-life. You canincrease profitability byreducing shrink if you followthese simple steps:
• Onions should be kept dry and unrefrigerated at retail.Good air circulation is critical for onions.
• Keep product rotated andremove separated and looseskins from the display bin.
RECOMMENDED DISPLAY IDEAS
USA Onions, homegrown inIdaho-Eastern Oregon, areversatile onions that may beused at any meal or in anyfavorite onion recipe. Theappeal of USA Onions is theirgolden globe shape and theirremarkably mild flavor. Idaho-Eastern Oregon Onions retaintheir texture when cooked,adding flavor and consistency toany dish.
When it comes to displayingIdaho-Eastern Oregon Onions,we say, “The bigger, the better.”The bigger and more dramaticyou can make your displays, thebetter your sales will be. “BuyAll-American Winners, USAOnions — homegrown in Idahoand eastern Oregon.”
In addition, good signagethat distinguishes the differentvarieties and versatility ofonions and onions grown in theUSA will go a long way inincreasing sales.
POINT-OF-PURCHASE/SIGNAGE
Make quick-idea recipesavailable near the onion sectionto encourage impulsepurchases.
To help consumers decidewhich onion to purchase,display an Idaho-E. OregonOnion QR Code that, whenscanned, launches consumersto the Idaho-Eastern OregonOnion website (USAOnions.com)for sizing and onion varietyinformation. For example, large-size onions reduce preparationtime while their firm flesh makesthem ideal for blooms, ringing,slicing and dicing.
VARIETY ANDAVAILABILITY GUIDE
USA Onions, homegrown inIdaho-Eastern Oregon, areavailable in yellow, red andwhite varieties. Harvest beginsin August with onion availabilitylasting from August throughMarch.
During the growing season,the Idaho and Eastern OregonOnion region providesapproximately 30 percent of thebulb onions consumed in theUnited States.
PROMOTIONAL/ADVERTISING IDEAS
In-store sampling and co-opadvertising drive retail salesand product awareness. Thearoma of onion rings sampled
in the produce department issure to draw a crowd. Contactthe Idaho-Eastern OregonOnion Committee (Idaho-E)office to learn about thepromotional opportunities foryour store.
Funds are also available toretail outlets that wish toincrease the promotion ofIdaho-E. Oregon onionsthrough creative mediaadvertising.
Plus, the Idaho-E. OregonOnion Committee has anattractive label available thatwill be sure to draw customersto a display of consumer packs
BACKROOM RECEIVINGAND PREPARATIONPROCEDURES
When onions are received,they should be placed 1 footaway from the wall for properair circulation. Air circulation iscrucial for long-term storage ofonions.
Remember not to use plasticpallet wrap on onions instorage, as the plastic wraplimits air movement.
Onions should be kept cooland dry, ideally at 34°F to 45° Fwith about 65 to 70 percenthumidity.
Onions should not be storedwith other produce that gives offmoisture, such as potatoes.
CROSS-MERCHANDISINGOPPORTUNITIES
USA Onions has a specialalliance with Weber-StephenLLC and has focused onhealthy grilling over the pastyear. The grilling theme hasproven very effective inmarketing and somethingworth trying. This promotioneffort is great for cross-merchandising onions in themeat department. USA Onionsare the perfect size for toppinghamburgers, and king-sizeonion rings will just naturallyhave your customers thinkingsteak for dinner. For summer,try merchandising onionsalong with barbeque sauces tosuggest a perfect outdoorgrilling accompaniment.
Salad tie-ins have provensuccessful, too.
Display onions right next toother salad ingredients and seehow they help sell more of yourother produce items.
USA ONIONSIDAHO-E OREGON ONION COMMITTEEPO Box 909, Parma, ID 83660208.722.5111208.772.6582www.USAOnions.com
Caribbean Reds won't disappoint when displayed by themelons. These papayas form gorgeous skirts aroundcantaloupes and honeydews.
Set up "the biggest bang for your buck" displays with CaribbeanRed papayas bringing a whole of of gorgeous red fruit to yourcustomer's bargain hunting delights.
Don't fence these papayas in. Display them outside thetropical produce section with groups of other popular recipeingredients, such as salsas or fruit salads.
A bucket of limes by the Caribbean Reds makes a greatcombination. Display a cut-in-half papaya with lime wedges anda plastic spoon both in the produce section and the meals-to-go section.
Out-Of-The-Box Promotional Ideas
128 PRODUCE BUSINESS MARCH 2014 MASTERS OF MERCHANDISING
BROOKS TROPICALSPAPAYAS, CARIBBEAN RED
BROOKS TROPICALS18400 SW 256th Street, Homestead, FL 33090800.327.4833305.246.5827brookstropicals.cominfo@brookstropicals.com
into fabulous smoothies or, asHispanics call them, batidos.
POINT-OF-PURCHASE/SIGNAGE
Ripening charts help yourcustomers know whenCaribbean Reds are ready to eat.They may not realize, they canstart enjoying the fruit at about50 percent color. Ask yourBrooks Tropicals salesrepresentative for copies ofartwork to use in your produceaisles.
Brooks Tropicals can provideother placards and tear-off padsfor your produce department.The placards provide details onthe papaya’s origin, taste, color,availability, size and quality, aswell as preparation and storagetips and nutritional information.
Caribbean Red papayas areversatile with a sweet taste andaroma. Cut in half, enjoy withevery spoonful. Team this fruitwith other melons or berries fora great fruit salad. Any salad —be it coleslaw, kale, and evenseafood salad — will sparklewith chopped Caribbean Redpapaya.
This maradol-like papayausually weighs between 2 and 5pounds. Caribbean Red papayasare non-GMO.
RECOMMENDED DISPLAY IDEAS
Display papayas as wholefruit as well as cut in half andshrink-wrapped. Use bothmethods simultaneously forincreased sales.
Whole papayas, whendisplayed with other tropicalproduce, make for a colorful,unique and interesting display,piquing the curiosity of newconsumers. Generateexcitement by displaying a largenumber of papayas — 15 ormore pieces of Caribbean Red.
Caribbean Reds won’tdisappoint when displayed bythe melons. These papayasform gorgeous skirts aroundcantaloupes and honeydews.
Set up "biggest bang for yourbuck" displays with CaribbeanRed papayas front and center.These fruit bring a whole lot ofgorgeous red fruit to yourcustomer's bargain huntingdelights.
Cutting a ripe papayalengthwise shows customersthat it might have some greenon the outside, but inside thefruit is red, juicy and ready toeat. Demonstrate that thepapaya can be eaten by thespoonful or cut up for salads,salsas or smoothies. Increaseoverall sales by selling it as anedible bowl filled with otherfruits, yogurt or salads.
Keep an eye on your papayadisplay. Be quick to sort out any fruit that is less thancosmetically appealing. Thisfruit is still great tasting, so chopit up to add a tropical taste toprepared fruit salads or blend
VARIETY ANDAVAILABILITY GUIDE
Brooks Tropicals is theexclusive grower of CaribbeanRed papayas. Brooks grows,packs and ships these papayasyear-round with food safetyaudited fields, harvesting crewsand facilities in Belize, CentralAmerica.
RIPENESSRECOMMENDATIONS
Caribbean Red papayas areripe starting at 50 percent colorbreak. If the fruit gives whengently squeezed, it’s ready toeat.
BACKROOM RECEIVINGAND PREPARATIONPROCEDURES
Caribbean Red papayas canbe stored at 42° F to 58° F tominimize ripening. Storing themat higher temperatures willspeed the ripening process.Storing at 40° F or below for
prolonged periods maycause injury to the fruit.
DISPLAY CARE AND HANDLING
Papayas have soft skins,so they are delicate whenripe. Stack up to two orthree deep. If using wickerbaskets with unevenbottoms and sides, providea layer of protectionbetween the wicker and thefruit. Do not mist papayas.Keep them at roomtemperature. Caribbean Redpapayas have a shelf-life oftwo to five days dependingon ripeness; If possible,display papayas with thelarger more colorful end up.
Caribbean Red and theBrooks Tropicals logo areregistered trademarks of BrooksTropicals, LLC.
130 PRODUCE BUSINESS MARCH 2014 MASTERS OF MERCHANDISING
BROOKS TROPICALSPAPAYAS, SOLO
No need to go to a lot of effort. Just wrap up a Solo papayahalf with a slice of lime, a slice of starfruit and a spoon for aquick meal on the go.
Add blueberries to a scooped-out Solo papaya to make astriking fruit salad in the ready-to-eat section. Honeydew,strawberries and other berries have the same effect.
And it doesn’t have to be a fruit salad. Grow coleslaw-to-gosales using one half of the Solo as a bowl. Make a deeperbowl by chopping up some of the Solo half to go into thecoleslaw.
Try a display near the seafood counter with a tantalizingphoto of a seafood salad nestled in a Solo bowl.
Many in-store cooking demonstrations gain festiveproportions if the dish is garnished with a slice of a Solopapaya. The demonstration gains rave reviews if the Solopapaya acts as the demo’s dish.
Yogurt looks like a dessert when served in a Solo papayahalf. Add a display of this fruit and starfruit near theyogurt. Have a wrapped, ready-to-go Solo papaya half filledwith yogurt and topped with a slice of starfruit nearby.
Out-Of-The-Box Promotional Ideas
BROOKS TROPICALS18400 SW 256th Street, Homestead, FL 33090800.327.4833305.246.5827brookstropicals.cominfo@brookstropicals.com
This pear-shaped fruit withbright orange flesh, generallyweighs about 1 pound andyellows as it ripens. Brooksgrows and packs these papayasin Brazil and ships them viaFlorida to the U.S. and Canada.Solo papayas are ready to eatstarting when they’re about 50percent yellow.
This fruit answers the call forgreat fruit taste any time of theday, as a breakfast favorite,refreshing snack or desserttreat. Brooks Solo papayas alsomake a tasty bowl when cut inhalf and filled with other fruits, asalad or a seafood salad entrée.
Fitting perfectly in the hand,this fruit is perfect for singles orfor work lunches. You don’tneed a reason or recipe in mindto enjoy Solo papayas. Theybelong in the kitchen fruit bowl,ready to grab.
Brooks' Solo papayas arenon-GMO.
DISPLAY• Move over melons, Solo
papaya demand is growing, andit needs more room. Plunkdown a basket of the goldencolor fruit (with protectionbetween the basket and the soft-skinned fruit) in the midst of
way with some ready-to-eat fruitwrapped with a couple ofberries in the seed cavity, alongwith a spoon and a slice of lime.
• Thinking of a salad-ingredients display? IncludeSolo papayas, and suggestchopping some of the Solo to
your cantaloupe displays tograb attention that'll motivateimpulse buys.
• Solo papayas do wellbeyond the tropicals aisle. Theyprovide both a delicious andstriking background as berrybowls. Show your customer the
go into the coleslaw andthe rest of the fruit toserve as a bowl for thisside dish.
• Your customerswant to eat more kale,
and they’re looking forother fruits to complement
its striking taste. Make themlook no further than a Solopapaya display nearby.
• Salsa is no longer justabout tomatoes. A Solopapaya’s flavor nicelycomplements the tomato’sacidic flavors. Make sure thisfruit is a part of any salsadisplay.
KEY POINTSTaste: Similar to a melon in
flavor, it is juicy and sweet, andprovides a fragrant aroma.
Selection: Solo papayasyield to gentle pressure whenripe. Their skin should besmooth and unblemished.
Ripening: Keep fruit between70°F and 80°F until it reaches atleast 50 percent color.
Ethylene Production &Sensitivity: High
Shelf Life: Once ripe, thepapaya should be used withintwo to three days.
Brooks Availability: Yearround
Brooks Origin: BrazilStorage Temperature: 50°F
to 55°F. Solo papayas won’tripen if kept too cold.
Storage Humidity: 85percent to 95 percent
132 PRODUCE BUSINESS MARCH 2014 MASTERS OF MERCHANDISING
MARIE’S®
REFRIGERATED PRODUCE DRESSING
new products that enableconsumers to turn produceinto extraordinary meals.
TASTE ANDNUTRITION
Refrigerated ProduceDressing presents ahealthier, more wholesomedressing alternative forconsumers — attributes whichcan be promoted and areparticularly applicable to theproduce department.
The Marie’s line ofRefrigerated Salad Dressing ismade the old fashioned way,which means:
• Gluten-Free• No Artificial Preservatives • No High Fructose Corn
Syrup • No Modified Food Starch • No Artificial FlavorsEnsure your entire category
is made this way and then takeadvantage in promoting this factto your fresh-minded produceconsumers.
USAGE SUGGESTIONSSuggesting particular usage
ideas to consumers will helpincrease sales:
• Marie’s makes any ordinaryproduce item into anextraordinary meal.
• Marie’s Chunky BlueCheese works great as a dip.
• Marie’s Creamy YogurtDressing can be substituted forregular dressing for a healthierlifestyle.
Marie’s Refrigerated ProduceDressing offers additionalopportunity to add incrementalprofit to the producedepartment. Combine this highdollar margin with ease ofhandling and minimal shrink andyou have a product that will helpyou improve your overallproduce department margins.
Effective promotion is lessabout straight discounting andmore about merchandising theproduct directly adjacent to or inpartnership with fresh produce.Help the consumer recognizethe easy ways to transform yourproduce into an extraordinarymeal!
MERCHANDISINGDRESSING WITHPRODUCE
The best promotions enableconsumers to easily create agreat tasting meal or side dish.That means getting consumersto pick up a jar or bottle ofMarie’s with every producepurchase. Refrigerated ProduceDressing presents a host ofcross-merchandisingopportunities. Their locationright in the produce departmentgives produce personnel easyaccess to utilizing them in avariety of cross-promotions.
RECOMMENDED DISPLAY IDEAS
Use point-of-sale to create astrong linkage that not only
delivers consumer benefit butalso assists in driving increasedsales and profits.
Attaching a coupon or recipewill assist the consumer indeciding how to transform acommodity into a meal, but italso helps create a link betweenfresh produce and the fresh,homemade dressings.
Cross-merchandise freshproduce with produce dressingto increase the sales of both:
• Coleslaw Dressing withcabbage
• Chunky Blue Cheese withcelery
• Creamy Ranch with babycarrots
• Lemon Herb Vinaigrettewith kale
POINT OF PURCHASE SIGNAGE
POS materials and signageare an effective way to getconsumers to link the use ofdressings and fresh producewith serving suggestions andrecipes. Marie’s has a variety ofpoint-of-sale items designed tocomplement our RefrigeratedProduce Dressing. Ourproprietary recipes featureboth traditional and innovativeuses for a wide range ofproduce items.
VARIETY ANDINNOVATION
The Refrigerated ProduceDressing category deliversdelicious homemade flavor,fresh taste and product variety.With our category-leadingChunky Blue Cheese Dressing,innovative vinaigrettes such asBasil Pesto & Lemon Herb, andon-trend Yogurt Dressing,Marie’s is committed to thegrowth of Refrigerated ProduceDressing. Looking forward,Marie’s will continue to deliver
Merchandise next torefrigerated freshvegetables for anincreased produce ring
Cross-merchandise with
slower moving products
for double the benefit
Use POS throughout
the department toremind customers tocheck out the dressings
Quick Tips
Yogurt Dressing isdriving RefrigeratedProduce Dressingcategory growth.Marie’s Yogurt Dressingis naturally low in fatand calories, helping youreach health-consciousconsumers. They arepremium-positioneditems that tradeconsumers up, drivingadditional profits toyour bottom line. Makesure to merchandiseYogurt Dressing withproduce as you wouldany dressing.
Out-Of-The-BoxPromotional Ideas
MARIE’S®
40 Pointe Drive, Brea, CA 92821Contact: Matt Middleton [email protected]
134 PRODUCE BUSINESS MARCH 2014 MASTERS OF MERCHANDISING
BROOKS TROPICALS
Starfruit gets its namebecause of its star-shapedappearance when you cut it.Starfruit, or carambola, is asweet and tangy fruit that variesin size from three to six inchesin length. Its edible skin has awaxy sheen and turns fromgreen to yellow during thematuration process. It's a goodsource of vitamins A and C.Brooks Tropicals grows itsstarfruit on its coastal farm insouthwest Florida.
Brooks Tropicals is thelargest grower and shipper ofdomestic starfruit. This fruit isgrown in food safety-auditedfields, picked by audited crews,and packed and distributed inaudited facilities. Brooks'starfruit is non-GMO.
Health Note: Those withkidney problems should checkwith their doctor before eatingstarfruit.
DISPLAYDisplaying starfruit in a
basket with points sticking outgives consumers instantrecognition of the fruit's slicedappearance. Don't limit thosebaskets to the tropicals aisle.
Break up the greens of youravocado displays with thesebright fruits. Use them toseparate avocado varieties.
Give in-house fruit salads thestar treatment with starfruitslices tossed in and, of course,
strategically placed on top andaround the container's sides.Your customers will get it; starappeal can be added to almostany dish. Have a small starfruitdisplay nearby for impulseadditions for dinner that night.
Berries and slices of starfruitare the cook's way of making adish special. A basket of starfruitnear the berries display sets upan add-on sale.
Just as you'd add a couple ofberries as garnish to cut fruit, gofor some diversity and add starsto the mix. Slices of melons andpapayas look even moreappetizing with starfruit slices.
Back-to-school displays can use some star appeal. Starfruit islunchbox-friendly and makes a nice sandwich topper forlunchmeat sandwiches. Starfruit also makes a nutritious andfun after-school snack.
Barbecuing, grilling and tailgating displays include tips andideas for side dishes. Starfruit can play starring roles in itsown recipes or a supporting role topping almost any salad, fruitor vegetable dish.
Almost any in-store cooking demonstration can add to sales.A starfruit slice makes an eye-catching garnish for manysample dishes. This includes many drinks. Starfruit can besqueezed just like a lime for a great citrus flavor to add to tea,carbonated drinks, even fine wines.
Summer holidays (especially the Fourth of July) are all aboutthe stars and stripes. Starfruit has the stars part covered.Make sure your customers know it.
Out-Of-The-Box Promotional Ideas
BROOKS TROPICALS18400 SW 256th Street, Homestead, FL 33090800.327.4833305.246.5827brookstropicals.cominfo@brookstropicals.com
Add a slice ofstarfruit and limewith a spoon, and thatcut-in half Solo papayawill be hard to pass by.
Your customers wantsuggestions on how to eat moreproduce. Set up fruit saladdisplays with this fruit making itsstar appearance. Includewrapped and ready-to-eat fruitwith starfruit slices, and yourcustomers will get the idea.Attractive photos of starfruit andits slices can also do the trick.
Add starfruit to salsadisplays, fruits for chocolatedipping and snackable fruits orfruits eaten out of hand.
BACKROOM ANDHANDLING TIPS
Keep storage temperaturesbetween 48°F to 55°F.
When adding to fruit salads,take a vegetable peeler andremove the brown tips of thestarfruit. Slice the fruit andpunch out seeds, and it's readyto go.
As starfruit turns yellow, itbecomes sweeter. Displaystarfruit with varying degrees ofripeness.
KEY POINTSTaste: Similar to that of a tart
apple when green, starfruitsweetens when it becomesyellow.
Selection: Choose a firm,crisp fruit. Browning on theedges is a sign of ripeness.
Ripening: Store fruit at roomtemperature until most traces ofgreen have disappeared andribs turn brown.
Ethylene Production And Sensitivity: Low
Shelf Life:One week,depending ontemperatureand humidity.Once fully ripe,it should be eaten withintwo to three days.
Brooks Availability: July toApril
Brooks Origin: FloridaStorage Temperature: 48°F
to 55°FStorage Humidity: 88
percent to 90 percent
Starfruit is also available inclamshells called StarPac®
StarPac prevents bruisingduring transport and customerhandling; stacks easily, reducesshrinkage by controllinghumidity; tracks and scans moreeasily with UPC coding; andenhances ripening.
STARFRUIT
Sell “A Healthy Way to Add
Flavor”! Onions are highly
recommended for those
trying to preventcardiovascular disease,
cancer and infections. Also,
sweet onions are fat- and
cholesterol-free, and contain
very little sodium.
Ensure your sweet onions are
SWEET! Get them from a
reliable, authentic source.
Educate Store Personnel:
Ensure store-level personnel
are aware of how to store and
handle the product, the
difference in sweet onions
versus other varieties, and
usage ideas. They are the
front line in helping to
promote the product and
provide information to
customers.
Quick Tips
136 PRODUCE BUSINESS MARCH 2014 MASTERS OF MERCHANDISING
KEYSTONE FRUIT MARKETINGSWEET ONIONS
• Walla Walla River®available summer and fall
• Mayan Sweets® availablefall, winter and early spring
Thirty percent of consumerssay they would buy and eatmore fruits and vegetables ifthey knew how to use them, sogo ahead and help them. Storescan take advantage of variouswebsites such as Keystone’sKitchen Website, the Vidalia®Onion Association’s site, and theWalla Walla® Sweet OnionCommittee site to provideadditional information andresources for customers and toseek out new and creativepromotional ideas.
Demos add excitement aswell as an educationalcomponent. A good demo cannot only spur sales that day butbuild consistent sales on aregular basis.
Emphasize Authentic Sweetonion’s nutritional benefits andvariety of uses. Promote as aningredient for holiday or partyentertaining, includingSuperbowl, Cinco de Mayo, andsummer barbecues.
CROSS-MERCHANDISINGOPPORTUNITIES
Sweet onion usage is verydiverse, and cross-merchandising opportunities arevirtually limitless. Their sweetmild flavors make them fantasticon a hamburger or in a freshsalad — simply slice and enjoy.
Sweet onions present anopportunity for incrementalproduce sales. The health andflavor benefits are an easy sellfor consumers looking to cooktasteful food without salt andcholesterol. Sweet onions alsooffer ample opportunity forpromotion and cross-merchandising with a variety ofproducts in and out of thedepartment.
Onions are the mostconsumed produce item in theworld. Average annual onionper capita consumption in theUnited States is 21 pounds — atremendous opportunity forconsistent sales.
RECOMMENDED DISPLAY IDEAS
GO BIG! Capitalize on one oftoday’s hottest trends — freshproduce. It’s healthful, colorfuland bursting with freshness.Nothing says, “Buy Me” quitelike big, prominent bulk andconsumer bag displays. Endcaps, stand-alones, value-addedproduct offerings, multi-sizestrategies and consumerbagged displays offerconsumers multiple buyingoptions and ensure incrementalsales lift!
Establish secondary displayareas, especially duringpromotional periods, to increasesales and consumer awareness.Effective point-of-purchasematerials and signage also helpto showcase the nutritionalbenefits and outstanding flavorof high-quality sweet onions toconsumers.
FLAVOR AND NUTRITIONDIFFERENTIATION
Product differentiation givesconsumers reasons to buy withconfidence. Emphasizing thequality, flavor, and nutritiondifferences of Authentic Sweetonions over regular cookingonions will promote higher ringsat the cash register. The top tworeasons people eat fruits andvegetables are taste andnutrition. Product education andtasting demos allow consumersto experience products andalways generate sales lifts.
AVAILABILITY: YEARROUND OPPORTUNITY
Being able to ensure aconsistent sweet onion flavorprofile is an important elementfor repeat and consistent sales.Retailers can now ensure theirconsumers an enjoyable eatingexperience every time!Authentic Sweet onions areavailable 365 days a year.
Consistently purchasing thehighest quality sweet onionbrands from only reputableindustry leaders is the easiestway for retailers to provideconsumers with confidence thatthey are buying the highestquality, safest, freshest and mostflavorful sweet onions all yearlong. Forming a win-winrelationship between vendorsand retailers provides long-term,sustainable and uninterruptedsupply. Use regional freshnessas an educational vehicle toeducate consumers onuniqueness of recognized sweetonion growing districts.
As consumers increaseinterest in buying local andknowing the grower, stores cancapitalize on the fantasticregional information availablefor the various sweet onionregions. Creating brandawareness translates toconsumer loyalty and repeatsales.
Authentic Sweet onionsinclude:
• Sugar Sweets® availablespring and summer
As an ingredient they areguaranteed to enhance yourfavorite recipes; sweet onionswill take any menu offering to awhole new level! Sweet onionsare an excellent ingredientadded to any dish. Especially inguacamole, as part of salads, onhamburgers, in Kabobs, or withsteaks.
• Schedule a chef demoto show consumers newways to use healthyonions to infuse flavorinto recipes.
• Develop a “Recipe Kit”promotion which cross-merchandises all theingredients, includingsweet onions, to make an easy meal.
Out-Of-The-BoxPromotional Ideas
KEYSTONE FRUIT MARKETING11 N. Carlisle St., Suite 102, Greencastle, PA 17225717-597-2112717-597-4096www.keystonefruit.com
138 PRODUCE BUSINESS MARCH 2014 MASTERS OF MERCHANDISING
VILLAGE FARMSTOMATOES
convenient grab-n-go bags — itis the perfect snacking variety.Sinfully Sweet Campari®, Lip-Smackn’ Grapes®, and MiniSensation Cherries® are all partof Village Farms Garden FreshFlavor™ Collection. Tomatoesdo not need to be refrigerated,so opportunities for creatingeye catching displays within theproduce section and otherareas of the store are abound!
VARIETY ANDAVAILABILITY
Not all tomatoes arecreated equal!
Soilless Greenhouse grownvarieties:
• Have the benefit of beingavailable 365 days a year.
• Are vine ripened in acontrolled climateachieving a more flavorfuland consistent quality tomato.
• Do not use soil and aregrown in an enclosedenvironment mitigatingthe risk of contaminantsachieving a higher level offood safety.
• Learn more at the websitecertfiedgreen-housefarmers.com.
POINT OF PURCHASE SIGNAGE
FLAVOR is the purchasedriver!
With so many different sizes,shapes, colors, and varieties oftomatoes available toconsumers, it can beoverwhelming. POS shouldfocus not only on variety name,growing method, and countryof origin, but should include aflavor descriptor to help withpurchasing decisions. Addingsignage to include “sweet,”“savory,” “juicy” or other tasteadjectives will help theconsumer zero in on theirchoice more quickly.
Focus on Health Benefits ofTomatoes!
We know tomatoes are highin Lycopene, and vitamins Aand K, but what exactly doesthat mean? Signage should be“outcome” focused: forexample, heart healthy,cholesterol reducing, improvesvision, and reduceshypertension. Tomatoes are anoverall health elixir.
MERCHANDISING AND DISPLAY
Always display tomatoes atroom temperature. This willensure best flavor.
Quick Meal Solutionsenhanced with grab-n-go recipe
cards add interest and appealto tomato displays.
Create an inviting display oftomatoes with mozzarella, basil,and olive oil for a healthy saladoption.
Pair tomatoes with sweetbell peppers for a colorful eye-catching display; add garlic andboxed pasta for quick-readymeal solutions.
SOCIAL MEDIAPartner with Village Farms
on Facebook and Twitter tocommunicate with targetedaudiences on specials andregional programs.
SNACKING TOMATOVARIETIES RULE WITH CONSUMERS
Encourage Healthy Eating!A recent study by the
Hartman Group showssnacking accounts for morethan half of adult eatingoccasions. Close to one third ofadults who eat alone do so to“savor a high quality foodexperience.” Make sure you arecarrying a full variety ofsnacking tomatoes includingVillage Farms Heavenly VillagioMarzano® — packed in
Tomatoes, The HealthySnack: Position a displayof grab-n-go pouch bagslike Heavenly VillagioMarzano near check-outor in the snack aisle.
Out-Of-The-BoxPromotional Ideas
VILLAGE FARMS195 International Pwy, Heathrow, FL 32746907.936.1100407-708-5763villagefarms.com
Quick Tip
Locally Grown is hot.
Use POS to promoteproduct grown locally.
Village Farms newpackaging for Texasfeatures Texas Grown
on every product.
TAILOR POINT-OF-PURCHASEAND SIGNAGE
Retailers have to craft anoverarching platform that worksfor both audiences and tailormessaging to each. For themainstream audience, educationis key. Showcase ripenessinstructions, storage tips, haveinspirational food samplingsavailable in the produce areaand hand out recipes. Forthe ethnic groups,labeling the tropicalsand using signage intheir native languageas well as in English iskey. Also adding staffrepresentatives of eachof your customers’demographic that areknowledgeable about thetropicals establishescredibility and makes thesecustomers comfortable toshop in your stores.
TARGET PROMOTIONAND ADVERTISING
Due to continuous growthof minority population, theU.S. bears a resemblance to a“salad bowl” where all theingredients come together, buteach one retains its originalform and flavor. Retailersshould embrace this idea whenthinking of promotional ideas.For example, promotingmalangas during Thanksgivingand Christmas is a must, as themajority of Cubans and PuertoRicans enjoy them puréed withgarlic and lime during theholiday season.
CHANGE DISPLAYS TOKEEP IT FRESH
New displays and newproducts are appealing topotential shoppers, so addingour Turbana Tropicals is a must!Additionally, the fact that theseitems are available 52 weeks peryear, we believe alternatingthem around monthly orseasonally is a key tool to keepdisplays appealing.
CROSS-MERCHANDISEWITH CREATIVITY
Tropicals lend themselves tosome creative cross-merchandising ideas becausethey can be incorporated into anarray of menu options.Understanding this, cross-merchandising displays shouldcater to a variety of palate
140 PRODUCE BUSINESS MARCH 2014 MASTERS OF MERCHANDISING
TURBANATROPICALS
Turbana Tropicals appeal totwo very different targetaudiences — mainstream andethnic. We suggest retailers usea variety of means to reach outto them both to boost businessand improve loyalty.
KNOW YOUR CUSTOMERSuccess in any retail
business is all about knowingyour customer. Also givingfocus to the customer’sexperience is a measure ofgrowing importance. TurbanaTropicals are a value-addedproduct line, offering ethniccustomers a centralized optionfor the fresh vegetables theydemand while givingmainstream customers a newoption to incorporate fusioningredients to their meals.
EDUCATE YOUR STAFFTurbana offers retailers
different tools to educate theirmerchandisers, producemanagers and their consumers.One of these tools is a mobileapp available for ProduceManagers to learn about ethnictropical products and help themmanage the category. This appalso allows them to understandthe demographics that surroundtheir stores in order tocustomize their assortment tothe specific needs of theirmarket, as well as to beinformed of upcoming holidaysin order to promote tropicalsaccordingly.
VARIETIES• Aloe Vera• Avocado• Aji Cachucha• Batata• Calabaza• Chayote• Dry & Groovy Coconut• Eddo• Ginger• Habanero Pepper• Malanga Amarilla• Malanga Blanca• Malanga Coco• Malanga Lila• Ñame• Sour Orange• Yellow Yam• Yuca
PRICE BY UNITWeekly market pricing will
dictate price points at the retaillevel. Like plantains, tropicalsshould be sold by the “each”versus by the pound.
We encourage retailers to
educate their producemanagers and tailor the
assortment of tropicals to
the demographics of each
store.
Invest strategically inyounger customers, who are
not only early adopters of
social media and mobiledevice use, but are nowtranslating their super-user
status into trendsetters
options. Some like savory andspicy, while others like sweetand tart together. For example,why not showcase chayote andsquash next to one another?They make for an amazing sidedish. Maybe Yuca with breadand crackers to show how easystuffed Yuca balls can be made?
Quick TipsAloe Vera
Batata
Calabaza
Chayote
Yuca
TURBANA999 Ponce de Leon Blvd, Suite 900Coral Gables, FL [email protected]@Turbana@_Turbana@Turbana
142 PRODUCE BUSINESS MARCH 2014 MASTERS OF MERCHANDISING
MANN PACKING COMPANYVEGETABLE TRAYS
Mann continues to lead thecharge in producing the freshestVegetable Trays in themarketplace with differentveggie and dip configurations,as well as in-and-out seasonalpackaging options that retailersare utilizing to generate buzzand drive sales.
SUPERIOR TECHNOLOGY Mann’s fresh Vegetable Trays
feature micro-perforation(micro-perf) technology, whichallows each individual vegetablein the tray to maintain its ownatmosphere. Each ingredient iscovered in its own cell by filmwith a perforation pattern ideallysuited for its respirationrate. Most trays on the marketprovide only one atmospherefor multiple ingredients withdifferent needs. Microperforations provide betterquality by keeping veggiesfresher, longer.
The micro-perf film also sealseach cell individually, whichholds veggies in place andprevents product migrationwithin the tray.
SUSTAINABILITY — saving the planet one big pieceof black plastic at a time!
In 2012, Mann conductedresearch into what consumerswanted in fresh item packaging,and they found that 92 percentof consumers polled said they
Out-Of-The-BoxPromotional Ideas
MANN PACKING COMPANYPO Box 690, Salinas, CA 93902Phone: 831.422.7405Fax: [email protected]
Mann Holiday Tray 2013/14
PACKAGING- Veg Meat & Cheese Tray (36oz)-Vegetable Trays (18oz & 40oz)*
-Organic Veg Tray (18oz)**Also available in bilingual
packaging
did not use the black tray (lids)for serving, per the packagedesign. So they redesigned thevegetable platter/tray andremoved the black plastic “lid”of the package.
Mann’s new large tray has38% less packaging materialthan the old tray (small trayshave 43% less) — and 50%less packaging than other trayson the market, thus reducing1.4 million pounds of plasticfrom landfills annually.Additionally, removing thebottom tray allows consumersa bigger viewing window to theproducts. So it’s a win/win!
CARE & HANDLING• Receive your fresh Veggie
Trays into refrigeration• Never break the cold chain
during receiving/storing/merchandising trays
• Keep displays fresh andplentiful — remember eyeappeal is buy appeal
• Rotate trays — first in, firstout
• Practicing good cold chainmanagement will ensurethe 16-day shelf life ofMann’s fresh Veggie Trays
Also available in bilingual packaging
Great in-and-outopportunities withpromotional trays thatwill keep category freshand exciting with uniqueseasonal graphics.
Thank You!
ApplesArtichokesAsian Pears, Pluots & White Flesh FruitAsparagusAvocadoAvocado - LightskinBananasBell PeppersBerries - ConventionalBerries - organicBeveragesCantaloupeCarrotsCeleryCherriesChestnutsChili PepperCitrusCollard Greens, Kale, Mustard & TurnipGreensCornCucumbersDatesDipsDried FruitDried Fruit & NutsDried PlumsEggplantFigsFresh Cut Meal SolutionsFresh Cut VegetablesFresh-cut fruitGarlicGrapesGreen BeansGreen OnionsGreenhouse TomatoesGreenhouse VegetablesGuacamoleHerbsHydroponcially Grown Living LettuceHydroponic Butter Lettuce
THIRTEEN YEARS OF“MASTERS” SPONSORSHIPS
MASTERS OF MERCHANDISING CATEGORIES
REPRINTS AVAILABLECall us at 561-994-1118
or e-mail [email protected] pricing and information.
Hydroponic LettuceKiwiKosher FruitLeafy GreensLeavesLettuceLightingLimesMangosMelonsMushroomsNutsOnionsOrganic FruitOrganic VegetablesPapayaParty Vegetable TraysPearsPeppersPineapplesPlantainPotatoesPre-Conditioned FruitRadishesRetail MerchandisingSalad DressingSalsa ChipsSpecialty BananasSpinachSteam VeggiesStrawberriesSun Dried TomatoesSweet OnionsSweet PotatoesTomatoesTree FruitTree Fruit - Pre-conditionedTropicalsVeggie KitsVeggie SnacksWhole Leaf Lettuce
