Page 64 - January_2019

SAVORING
chinese new year
Promoting variety of Asian fruits and veggies will be key to successful Year of Pig.
TBY ANTHONY STOECKERT
he country just nished celebrating the holiday season, including the arrival of 2019, but it’s already time to think about the next New Year — Chinese New Year.
New Year’s is a major holiday in many Asian nations, and Chinese New Year is marked by a long celebration featuring deco- rations, reworks, parades that star dragons and, of course, food.
Unlike holidays such as Christmas or Independence Day, which take place on the same day each year, Chinese New Year varies in dates and is based on the lunar calendar. is year Chinese New Year falls on Feb. 5, but celebrations begin weeks earlier.
Traditionally, years are not marked by numbers but by the 12 animals of the Chinese zodiac, and this year will ring in the Year of the Pig, which follows the Year of the Dog.
It also provides supermarket produce sections a fantastic opportunity to promote Asian fruits and vegetables. Obviously, Asian and Asian-American customers will be shop- ping for these foods, but it’s also an opportu- nity to promote them to non-Asian shoppers, as well.
One trend among supermarkets is to bring diversity to Chinese New Year promotions. In fact, Frieda’s is now promoting the day as Lunar New Year in order to be more inclusive of all cultures that celebrate new beginnings at this time of year.
“ at is what is unique about Lunar New Year; it appeals to many Asian communities as well as non-Asian consumers who are curious or passionate about Asian cuisine,”
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says Alex Jackson Berkley, sales manager of Frieda’s, based in Los Alamitos, CA. “ e key to success is providing shoppers with trending Asian fruits, vegetables and exciting recipes to help inspire new food experiences with consumers.”
FOODS FOR THE HOLIDAY
Traditional Chinese New Year celebra- tions include families getting together for an
annual reunion dinner.
“Lunar New Year is truly an interna-
tional holiday, so popular items vary for each group of people who celebrate,” says Jackson Berkley. “Some of our top sellers include Shanghai bok choy, kumquats, dragon fruit and young coconuts.”
According to Robert Schueller, director of public relations for Melissa’s/World Variety Produce, headquartered in Los Angeles, the