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merchandising review berries
Michelle Deleissegues, marketing director for Red Blossom, headquartered in Los Olivos, CA, notes there are additional ways to promote berries outside of the usual times.
“Of course, there’s high demand for berries during holidays like Valentine’s Day and Easter, but we encourage retailers to think out of the box,” she says. “Late summer and early fall can have some very nice, late season production; back-to-school can be a fun time to promote berries. Cinco de Mayo is yet another opportunity by promoting
strawberries for margaritas and various berries for salsa. Berries are versatile, delicious and an easy sell throughout the year.
Dillard says spring usually signals the start of high-volume sales, and also says Driscoll’s is particularly excited about blackberries this year.
Christian of the California Strawberry Commission notes spring and summer are ideal times to promote strawberries but reminds retailers that produce departments can keep sales steady throughout these seasons, especially around holidays from Easter to Labor Day.
“Retailers can avoid swings in sales revenue by keeping strawberries on ad the week before, week of, and week after a major holiday,” she says.
A STAR IN SAVORY DISHES
Cooking shows and websites devoted to culinary discoveries are inspiring consumers to try new ways to cook with berries.
“Consumers are learning about the versa- tility of berries and using them in new and creative ways,” says Deleissegues. “In recent years, the health industry has added some great options that are here to stay, like agua frescas and infused waters; smoothie bowls and other one-meal-bowls that often use berries as a key component. Also, the craft cocktail trend has professional and home mixologists using fresh berries in many drinks.”
Driscoll’s promotes berries by providing recipes for a variety of dishes on its website.
“All recipes have been tested with our internal culinary team,” says Dillard. “Visi- tors are looking for simple, easy-to-make recipes that showcase the berry themselves. Each berry has a top recipe, from strawberry shortcake to blackberry mojitos.”
De Bruin notes the U.S. Highbush Blue- berry Council’s 2017 study indicates consumers are experimenting with blueberries, as well.
“This is contributing to blueberries’ pres- ence in more savory dishes that are decidedly out of the norm — they’re in baked goods and in parfaits, but they’re also in cocktails and meat glazes,” says De Bruin. “This type of experimen- tation is a result of today’s foodie culture.”
Those dishes include barbecue ribs and sauces, as compotes for meats and in dress- ings, grain bowls and salads.
“The Blueberry Council’s promotional efforts are intended to continue driving tradi- tional uses and experimentation beyond what we’re already seeing,” says De Bruin.
She notes between 2013 and 2017, there was a 29-percent increase in consumers using fresh blueberries in savory dishes.
“Blueberries add a sweet-tart flavor that complement savory sauces and dishes well.”
When it comes to strawberries, Christian says shoppers are finding creative ways to get more strawberries into their daily diets.
“Snacks now supply a quarter of the daily calories consumed by Americans,” she says. “Our Get Snacking campaign reaches consumers throughout the year with give- aways, new recipes and inspiration for snacking on strawberries.”
You could say that promoting berries is smart — berry smart. pb
102 / MARCH 2019 / PRODUCE BUSINESS