Page 34 - February2019
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Incredible-tasting blackberries are something Driscoll’s anticipates will be in plentiful supply this spring, says Frances Dillard, director of marketing and global brand lead of this Watsonville, CA-based berry grower/marketer. “Blackberries are a berry we continue to lead in improving  avor and growing the category. We will be re-introducing
a premium  avor with new branding that highlights the best-tasting black- berries during this season.  e Limited Edition promises to be the sweetest batch.”
Capitalize on the chance to sell more berries during spring holidays such as Easter. “Build big displays of beautiful berries with all four berries available, in both organic and conventional,” suggests Naturipe’s Roberts. “Retailers can display a full berry patch to encourage customers to pick up multiple packs. Many use secondary displays to really capture impulse sales with comple- mentary items. Additionally, advertise mix
and match and/or BOGO promotions.”  is year, California Giant is expanding its resources with a product locator on the company’s website and consumer coupon
o erings.
“Consumers will have the ability to enter
their zip code on our website to learn where they can  nd our brand near them,” says Jewell. “ ey will also be able to see what our promotional o ers are in their area and download a coupon to ensure they put our brand of berries in the cart when they shop at their local store.”
CINCO DE MAYO MAY5
Any excuse to have a party is a good time to sell produce, says Robert Fresh Market’s Esteve. “Cinco de Mayo is one of these. We run an in-store display contest for produce managers with monetary prizes.  is gener- ates a lot of creativity in the displays.  e managers build big displays with items such as pre-made guacamole, as well as avocados. We have a deal with a local company to pre-ripen the avocados for this promotion. Displays will have other ingredients, too, such as Roma tomatoes, whole corn, cilantro and limes. It’s a lot of fun.”
Spring is a special time for California avocados as it is the season when harvesting ramps up and peak availability begins,
according to Jan DeLyser, vice president of marketing for the Irvine, CA-based Cali- fornia Avocado Commission. “ e 2018-19 season forecast for California avocados is 175 million pounds. Distribution this year will be focused primarily in California and the West, and for those retailers we anticipate plenty of supply for spring promotions. Tradition- ally, Cinco de Mayo has been among the top three volume periods for avocados (the other two being Super Bowl and Fourth of July.) In-store guacamole promotions and enter-
taining ideas work well for this holiday.” Tomatoes are another essential ingredient
for Cinco de Mayo produce promotions. “ e Central Florida spring tomato deal will be at peak production in April and May,” says Michael Schadler, executive vice president of the Florida Tomato Exchange and manager of the Maitland, FL-head- quartered Florida Tomato Committee. “We’re expecting volumes in line with last season, with the full lineup of round, Roma, grape and cherry tomatoes. Florida-grown tomatoes are at their best in the spring. Highlighting U.S.-grown tomatoes and  eld-grown  avor in the spring is a way for
retailers to diversify their tomato category.” Cinco de Mayo is an excellent time to broaden the selection of Hispanic produce in-store up to three weeks prior to this holiday, recommends Robert Schueller, director of public relations for Melissa’s/ World Variety Produce in Los Angeles. “ is includes Latin vegetables such as chayote, jicama and tomatillos, dried Latin items such as tamarindo, New Mexico Chile and ancho Chile, as well as fresh peppers such as
serrano, jalapeno and Anaheim.”
MOTHER’S DAY MAY 12
Berries and artichokes are two items promoted in the spring at Redner’s Markets. “Since generally quality and availability of these items go up in the spring, that means costs come down, we can promote and gain extra sales. A good example of this is adver- tising strawberries and blueberries for Moth- er’s Day,” says Stiles.
Artichoke supplies customarily bloomed huge in the spring. No longer. In the past several years, production has smoothed out to a more consistent year-round supply because of cultivation in di erent parts of California.
Yet, there still remains a historic expec- tation of artichokes in the spring and thus a bump in supply come April, May and June that’s perfect for promotions, according to
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