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PHOTO COURTESY OF CIRULI BROTHERS LLC
important for this holiday,” says John Cham- berlain, vice president of marketing for Limoneira, in Santa Paula, CA.
MANGOS. Cinco de Mayo is a great holiday for mangos since they are a natural pairing with so many popular dishes, partic- ularly salsa and guacamole, says
According to Angela Serna, communica- tions manager for the National Mango Board, in Orlando, FL, “Early May is the peak of the honey mango season. Round Hadens and Tommy Atkins are also in season during Cinco de Mayo. Retailers are encouraged to offer multiple varieties, sizes and prices to present consumers with more options.”
Mangos work well when promoted in bulk, fresh-cut, in guacamole or in a tropical salsa, says Chris Ciruli, chief operating officer for Ciruli Brothers LLC, in Rio Rico, AZ. “Most people see this holiday as a time to socialize, so cross-merchandizing with spirits and liquor also works. Think of a mango margarita or mango sangria.”
SELL MORE SUGGESTIONS
The best way to capitalize on this produce- selling holiday is to start by timing it right.
On the supply side, “we start working with retailers at least four weeks in advance to send the ads and finish all the promotional work,” says Fresco Produce’s Romero, regarding limes. “Two weeks in advance, we will know roughly
38 / MARCH 2019 / PRODUCE BUSINESS
the volumes, and at least one week in advance, we start loading so we can meet commitments for ads.”
On the retail side, “in-store and digital promotions for Cinco de Mayo start at the beginning of April. During the last week prior to the holiday, there is a final, hard promotion- al-push,” says AFM’s Le.
“Retailers typically put out our sign kits, and other special signage, about three weeks prior to May 5,” notes Melissa’s/World Variety Produce’s Schueller.
Cinco de Mayo falls on a Sunday in 2019. This means there’s a chance people will cele- brate for the weekend rather than a single day.
“Holidays that occur on a weekend typi- cally experience a greater lift in sales than holi- days that occur during the week,” recommends HAB’s Gavito. “That’s because shoppers aren’t as time constrained as during the week, and they can also prepare more readily for party activities. Because of this, retailers will want to make sure they have ample supplies of Hass avocados on hand — and on display.”
The week before Cinco de Mayo is the best time to build merchandising displays centered around the holiday, says Alex Jackson Berkley, sales manager with Frieda’s Specialty Produce, in Los Alamitos. “A salsa, guacamole and/or margarita spot display is a great way to acknowledge the celebration and increase sales.”
Create an ‘all things Cinco’ display for convenient shopping, recommends HAB’s Gavito. “Cross-display avocados with chips, beverages, paper plates and other holiday-re- lated items. Consider placing bagged avocados in the salty snack aisle of the store. In the produce department, consider a display of Hass avocados, tomatoes, limes, onions and peppers.”
Bigger displays of avocados, “along with other associated produce” are
featured for Cinco de Mayo
at Keil’s Fresh Food
Stores, a two-store chain based in San Diego, according to Brian Haire, general manager.
The NMB offers in-store
bins with the brand message,
‘Super Fun Superfruit’,
to its retail partners to
support Cinco de Mayo
sales. “Place mangos with
seasonal fruit like avocados
and tomatoes. The bins are
built to last and can still be
used as the foundation of
our National Display Contest in June,” says Serna.
Colorful Cinco de Mayo shelf-talkers at point of display catch shoppers’ attention and educate, says Limoneira’s Chamberlain. “We
PHOTOS COURTESY OF NATIONAL MANGO BOARD