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40 / MARCH 2019 / PRODUCE BUSINESS
also like to do cross-promotional, in-store sampling, and we use peel-off recipe cards so shoppers can easily locate recipe items that may be in different areas of the store. We have some mouth-watering recipes for the holiday, including Coconut Lime Black Beans, Pulled Pork Tacos with Citrus Salsa and Fresh Citrus Flan.”
Additionally, says Chamberlain, “Megan Roosevelt, aka The Healthy Grocery Girl — and also our Limoneira ‘One World of Citrus’ spokesperson — is a registered dietitian and has some wonderful tips and recipes for Cinco de Mayo and easy, to-the-point videos that shoppers will find on our YouTube, Instagram and Facebook channels. We also share this information in a geo-targeted shopper foot- print with our retail partners.”
An aggressive front-page ad on the chain’s weekly circular is one way Cady at Tops Friendly Markets promotes Cinco de Mayo. “We’ll feature avocados, tomatoes, onions and cilantro, for example, and tie in other items throughout the store such as chips.”
Finally, promotional produce organizations such as AFM aid in retail Cinco de Mayo promotions by implementing national shopper campaigns, consumer sweepstakes, digital engagement with recipes, consumer savings opportunities, in-store displays, signage and cross-merchandising.
“This holiday, we are displaying consistent, eye-catching creatives all around the theme ‘Your Cinco Starts Here.’ In addition, AFM is cross merchandising with Tostitos to offer 1.5 million coupons on Tostitos bags, along with featuring an image of guacamole on the front of the bags and including a guacamole recipe on the back of the bags,” says Le. pb