Page 57 - index

pomegranates merchandising review Profit From Pomegranates, Arils
Six ways to increase sales
of this uber-healthy fruit that still hasn’t gone mainstream.
BY CAROL BAREUTHER
The pomegranate, remarkable for its ruby-red outer husk and jewel-like arils inside, has held a place at the table since before recorded history.
This unique fruit figured prominently in Greek and Roman mythology, drew royal fa- vor from kings and queens and was even cul- tivated by an American founding father. Over the past decade, there’s been a resurgence of interest because of the pomegranate’s rich nu- trient content and reputation as a superfruit.
“The pomegranate is still relatively un- known,” says Jeff Simonian, president of the Simonian Fruit Company, in Fowler, CA. “Less than 20 percent of Americans have tried this fruit, so there is plenty of room to grow. Fueling this growth in recent years is counter-seasonal availability, organically grown fruit and value-added arils.”
Here are six ways to pump up sales of the pomegranate category.
1. TARGET EVERYONE
Years ago, pomegranates were primarily purchased by shoppers of Middle-Eastern,
Southeast Asian, and tropical African heri- tage, regions where this fruit is native and has been cultivated for centuries. Today, this de- mographic has expanded to the health-con- scious, foodies and the culinary adventurous, and the influential Millennial demographic.
“Pomegranates are sweet, juicy, have beau- tiful coloring and add that extra bit of color to any dish or glass of champagne,” says Ste- fanie Katzman, fourth-generation member and manager at S. Katzman Produce, Inc., in Bronx, NY, which sells packaged pomegran- ate under its Bloom Fresh label. “They can be enjoyed on their own as a healthy and deli- cious snack or added to almost any recipe.”
Indeed, pomegranate consumers span coast-to-coast, according to Tom Tjerandsen, manager of the Sonoma, CA-based Pome- granate Council. “Sales are concentrated in the Northeast and West, followed by the South and Midwest. Retailers particularly like pomegranates because they are low-shrink, there’s no trim required and they’re a high impulse purchase with a good ring.”
2. FEATURE YEAR-ROUND
The chief selling point for domestic pome- granates lies within its seasonal appeal, says Ray England, vice president of marketing for the DJ Forry Co., headquartered in Pismo Beach, CA. “Pomegranates come into volume at a time of year when retail produce opera- tions are looking to bridge the gap between
summer sales and the holiday push.”
The domestic pomegranate season starts in mid-August and runs through the end of December or early January, according to information provided by the Pomegranate Council. Early-season varieties are lighter in volume, the fruit size is smaller and husk color less vivid than when heavier volumes of the larger, more vibrant-colored Wonderful variety start harvest in early to mid-October. California is the primary U.S. production state, with a small number of pomegran- ates grown in Nevada, Utah, Arizona and Georgia. Production out of California has decreased to approximately six million boxes over the past two years because of rain during harvest that leads to cracked fruit unsuitable for fresh market sales. This weather-related issue has led some growers to convert pome-
granate acreage to almonds and walnuts. “The key to moving the needle on pome- granate consumption is the nearly year-round availability we now have,” says Levon Ganaji- an, director of retail relations for Trinity Fruit Sales, headquartered in Fresno, CA. “This availability means we can work toward get- ting consumers to start putting pomegranates
on their shopping list.”
Offsetting the mid-August through Janu-
ary domestic season, Chile exports its pome- granates to the United States from May through July. At S. Katzman Produce, arils are imported from India and available year-round.
ABOVE PHOTO COURTESY OF DORIGNAC’S FOOD CENTER; BELOW PHOTO COURTESY OF POM WONDERFUL
PRODUCE BUSINESS / AUGUST 2018 / 57