Page 42 - January_2019

n MERCHANDISING WITH A SPECIALTY TOUCH
Because many potential consumers are not familiar with the unique qualities of these varieties, they are best merchandised with a special touch.
“Advertise pricing to promote first trial of the item, and demo the item,” advises Robert Schueller, director of public rela- tions for Melissa’s/World Variety Produce in Vernon, CA. “I don’t think specialty citrus is a term understood by consumers. There are so many exciting varieties that most don’t even know what is seasonally available.”
It is worth extra effort to familiarize consumers with these unique varieties and let them know how they are best used.
“Promotions, product demos and education, providing tips and recipes for product use, and nutritional benefits help consumers overcome the fear factor,” says Kim Flores, vice president of marketing and business development at Pro Citrus Network, Visalia, CA. “Most grower-ship- pers are willing to work with retailers, to provide the right tools and support needed to promote items at the retail level and gain exposure with consumers.”
When introducing customers to these new and interesting flavors, there is no substitute for sampling.
“We have learned through research that once consumers taste specialty citrus, they love the unique flavor profiles and come back for more,” says Julie DeWolf, director of marketing at Sunkist Growers, Sherman Oaks, CA. “People want to know what they are purchasing, which is why signage and education are essential to specialty citrus marketing. Understanding its importance, we have created a variety of in-store mate- rials, including header cards, clip cards, channel rails, secondary display units and a flavor map of all citrus varieties that highlight their flavor profiles, nutritional benefits and recipes.”
Bold graphics can draw attention to this specialty fruit, which often looks unique, even before the first taste.
“Calling out the fruit’s characteristics and supporting those details with photos, are wonderful ways to educate the consumer regarding specialty items,” says Monique Bienvenue, director of communications at Bee Sweet Citrus, Fowler, CA. “Most of the time, consumers can’t tell the difference between varieties like Navel oranges or a
Cara Cara, so providing them with inviting messaging, like recipe cards or POS mate- rials, can help ease confusion when shop- pers are looking for specific citrus fruits.”
Because interest in specialty citrus is likely to be strongest among younger consumers, social media should play an important role in promotion.
“Inclusion of social media platforms and digital marketing for promoting is important,” says Flores. “The traditional paper circulars are not as effective in creating interest or a buzz among the more adventurous consumers such as foodies or Millennials.”
Effective communication with younger consumers can have a beneficial carry over among people of all ages.
“The new generation of produce consumers is hungry for authentic expe- riences and wants to discover new things while being very conscious about what they buy and put into their bodies,” says DeWolf. “The best and most progressive retailers focus on connecting Millennials with the brands they carry through all forms of communication, both on the shelf and online. This approach benefits all consumers, regardless of generational demographics.”
These unique varieties bring a buzz to the citrus section, and the entire produce department. Their value is more than the added ring.
“Specialty citrus items, such as Cara Cara Navels, Heirloom Navels, blood oranges,
PHOTO COURTESY OF WONDERFUL CITRUS
and Gold Nugget Mandarins, offer some- thing new and seasonal that builds excite- ment and trial amongst consumers,” says Zak Laffite, chief sales officer at Wonderful Citrus, Los Angeles. “Ultimately, adding these newer specialty items provide incre- mental growth opportunities with both existing and new consumers.”
Wonderful was so successful with branding for its Halo tangerine that the variety went from specialty to mainstream commodity practically overnight.
“Branded and clever point-of-sales displays help educate consumers about the variety of specialty citrus available to them seasonally at their local retail stores,” says Laffite. “Wonderful Halos Grove of Goodness point-of-sale displays, which introduced a new fruit stand display to the collection this Mandarin season, is a great example of how retailers are intro- ducing fun, interactive in-store displays to bring that ‘farm-to-table’ vision to life for shoppers.”
Wonderful is a giant among grow- er-shippers, able to invest $30 million in a Halos marketing campaign that includes television ads and a Times Square billboard, but smaller shippers find more economical ways to deliver their message.
“The sticker on the fruit is large, attrac- tive and it communicates what the fruit is,” says Quentin Roe, president of Noble Citrus, Winter Haven, FL. “It’s old school, but it works.”
42 / JANUARY 2019 / PRODUCE BUSINESS