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Say Olé To Cinco De Mayo Merchandising
Americanized holiday is a good opportunity to upsell produce for festive celebrations.
BY CAROL BAREUTHER
Contrary to popular belief, Cinco de Mayo doesn’t celebrate Mexican Independence Day. That happens on September 16. What May 5 does mark is the 19th century
Battle of Puebla, a clash between Mexico and France during the Franco-Mexican War, where Mexico emerged victorious in David- style against its Goliath opponent. Today, thoughts of fighting have long faded. Instead, this Americanized holiday popular in all 50 states is centered around a celebration of Mexican culture and cuisine.
“Cinco de Mayo is a pretty good produce- selling opportunity that is growing in popu- larity, though not yet to the level of the Super Bowl,” says Jeff Cady, director of produce and
floral at Tops Friendly Markets, a 159-store chain headquartered in Williamsville, NY.
THE OPPORTUNITY
Sixteen percent of Americans are likely to celebrate Cinco de Mayo, according to a 2016-conducted survey administered by San Francisco-based Ask Your Target Market, an online and mobile survey research platform. Of these, 42 percent said their plans involved making food at home, while 17 percent were likely to host or attend a party. This same year, online recipe site Delish.com’s Top 10 Cinco de Mayo dishes included fruit- and vegeta- ble-rich guacamole, Mexican street corn, tost- ados, tacos and quesadillas.
“We have seen a 15- to 20-percent jump in
34 / MARCH 2019 / PRODUCE BUSINESS