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“Sweet corn is always going to sell well during Memorial Day,
Fourth of July and Labor Day, but there are windows of opportuni-
ty in between those holidays to promote sweet corn aggressively.” — Jimmy Carter, Parker Farms
Turek Farms/Cayuga Produce’s Turek says retailers do merchandising sweet corn well. “Especially when it’s regional and seasonal, they really do a good job of getting it up front and placing it in front of the consumers,” he says. “With those large displays with that farm-fresh look of corn piled high, people can’t help but want to stop and peel a few ears.”
Sickles finds price always affects sales. “No matter what it is, the people who love it, and have the money and have access to great product will always want it,” he says. He recommends cross-promoting with compound butters, succotash recipes and the accompa- nying ingredients, and tomatoes.
Some consumers possess negative percep- tions that sweet corn can be “expensive and hard to prepare,” notes McFadden. “It is losing market share due to the time involved in cooking.”
Retailers can let consumers know that recipes are available online, through in-store displays and in online advertisements when the product is available. “Retailers can also build large, eye-catching displays, selling sweet corn in large multiples and pricing it correctly for the demand,” says Florida Department of Agriculture’s Moalli.
CROSS-MERCHANDISE FOR SUCCESS
Positioning sweet corn in other store areas helps lift sales of both categories. “Cross-mer- chandise with the meat department through steaks and hot dogs, and other items,” says Wanless. “Display butter squares with the refrigerated bulk displays; corn skewers and/ or grilling displays should feature fresh sweet corn.”
Retailers can promote a number of Fresh from Florida options together in salsa using
fresh sweet corn kernels with tomatoes, peppers and onions; in low country boils with Florida potatoes; in any of the Fresh from Florida online recipes; or with barbecue sauce, explains Moalli.
Many choose to erect large, standalone displays featuring fresh sweet corn with the husk on as the main focal point. They posi- tion tray-pack corn and complementary items around the fresh corn. Supplementary items might include spray butter, corn holders, salt and pepper or other items that could accom- pany the corn.
Most consumers tend to look for sweet corn in the summer months when grilling season is starting to gear up, especially in cool-weather states, says Moalli. Retailers can benefit greatly from promoting sweet corn as an ingredient in dishes such as soups, chow- ders and salsas before the summer months, especially during winter and spring. She recommends retailers highlight the alternative uses and early season of sweet corn.
Parker Farms works to provide ample volume to handle large-scale promotions throughout the spring, summer and fall, to cover retail ads during the major sweet corn holidays and other times. “Sweet corn is always going to sell well during Memorial Day, Fourth of July and Labor Day, but there are windows of opportunity in between those holidays to promote sweet corn aggressively,” says Carter.
Sweet corn’s prime consumers remain the older generation, those 45 years and older. Marketing should be directed to all groups, including children, adults and ethnic groups. June through August remain the best months for movement. “Pushing locally grown can help a bit,” says McFadden. pb
62 / MARCH 2019 / PRODUCE BUSINESS