Page 56 - 0519

between Memorial Day and Labor Day typi- cally defines summer, produce departments can get in the summer spirit even earlier.
“We find the summer season is really dictated by weather,” she says. “As warm weather approaches, we start to see growing conditions for summer produce shape up nicely and shopper demand increase for fruits and vegetables.”
Still, she says those key holidays offer a great window to promote specialty produce at a time when consumer interest in outdoor entertaining is spiking.
“According to a recent survey from [Chicago-based] C + R Research in partner- ship with Frieda’s, 55 percent of consumers are looking to serve recipes that feature unique fruits and vegetables this summer,” says Berkley. “Merchandising specialty items in holiday-related sets is a perfect way to drive incremental sales.”
GET PATRIOTIC WITH AVOCADOS
Jan DeLyser, vice president of the California Avocado Commission, says the California avocado season falls right in the “sweet spot” of the season, around Fourth of July. Last year, the Fourth of July saw $52.9 million in sales,
56 / MAY 2019 / PRODUCE BUSINESS
nHOW ABOUT A WATERMELON CONTEST?
Few fruits say summer like water- melon. It’s a staple of backyard barbe- cues and pool parties. This summer, the National Watermelon Promotion Board, Winter Springs, FL, will offer produce managers an opportunity to maximize this big fruit.
“Our display contest is a win-win for both the customer and the retailer,” says Juliemar Rosado, director of retail and international marketing for the Watermelon Board. “Watermelon is the biggest item in the produce section, so use it! Produce departments can get creative with their displays during the months of July and August. This ultimately attracts the customer to purchase watermelon.”
Another promotional opportunity is utilizing “Watermelon Queens.” Eight state queens and one national queen are sponsored by various watermelon associations, and they serve as trained ambassadors who educate customers about watermelon and bring excitement
PHOTO COURTESY OF NATIONAL WATERMELON PROMOTION BOARD
to events.
“Watermelon Queen in-store promo-
tions continue to have great success at retail level,” says Rosado. “These young women are smart, educated, bring something unique to the produce department and can also educate that hesitant customer on how to choose the best watermelon. As always, promoting health benefits is a constantly great way to spur sales.” pb