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n CRANBERRIES CAN BE A STAPLE SHELF ITEM YEAR-ROUND
Cranberry producers are working, with some success, to spread the idea that their product answers questions beyond Thanksgiving.
“Cranberries are an excellent fit for most holidays as they are available year-round,” says Michelle Hogan, exec- utive director of the Cranberry Marketing Committee, Wareham, MA. “Cranberries are an excellent product for back-to- school snacks and lunches. Displaying cranberries with other recipe ingredients for back-to-school snacks and lunches, Halloween treats, and Friendsgiving and Thanksgiving recipes is an effective way to inspire impulse sales.
“For Thanksgiving, retailers can demonstrate how fresh cranberries can be used to create beautiful holiday center- pieces with store-bought floral arrange- ments or using large glass candle holders.”
The Cranberry Marketing Committee (CMC) was established as a Federal Marketing Order in 1962 to ensure a stable, orderly supply of good quality product. The Marketing Order has been amended several times since its incep- tion to expand the CMC’s ability to expand market development projects in domestic and international markets.
“As America’s Original Superfruit, cranberries are a great fit for most holiday meals,” says Hogan. “Cranberries pair extremely well with other fall fruits and vegetables, and they have a versa- tility factor that should not be underesti- mated. Displaying cranberries with other seasonal produce, along with a recipe or serving suggestion, is an excellent way to inspire shoppers to add cranberries to their meals. From sautéed cranberry and broccoli salad to roasted with sweet potatoes, or baked with pears, there are endless ways to use cranberries in holiday meals.”
Recipe cards can be a way to expand the use of cranberries, as well as some other fall produce varieties.
“Both classic favorites and new, trendy recipes that feature cranberries are great ways to help sell more cranberries,” says Hogan. “In-store signage promoting cranberries,along with point-of-purchase recipe tearpads put ways to use cranber- ries into consumers’ hands.” pb
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draw attention to this fall favorite.”
As for size of displays and individual items, especially at holiday time, it makes
sense to feature larger-size packs.
“Larger pack sizes, 32-ounce, are ideal for
holiday meals and are recommended to be stocked on shelves the weeks leading up to any holiday, such as anksgiving, for incre- mental sales and a quick and easy in-and-out promotional item,” says Whitney.
Beyond simply featuring quality produce, retailers can also boost sales by getting the word out about what they are carrying in stores.
“We work with our marketing teams to bundle ads together with items appropriate for the season,” says Maria Brous, director of media and community relations at large
supermarket chain Publix, which is based in Lakeland, FL. “Some examples of seasonal messaging are King O’ e West honeydews, strawberry themes, pumpkin themes and grower stories.”
Beyond a strict focus on holidays, produce executives should note other important fall dates and keep displays fun and inviting.
Chad Hakenbracht, vice president of production at Tastee Apple, Newcomerstown, OH, says back-to-school is a good place to begin the fall merchandising season.
“Di erent varieties of caramel apples are amenable to retailer displays during the season from Labor Day to anksgiving,” says Hakenbracht, whose family has been producing artisan caramel apples since
CRANBERRIES