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merchandising review potatoes
ere is even a sales reward for organizing the potato display with the smaller ones at the top.
“Top performing displays generate on average 1.4% lift just by organizing the shelf by potato type,” says Leach, category manager for RPE.
“Smaller sized potatoes sell best when merchandised on top of the display with larger sized potatoes on the bottom. e proper mix of varieties is white, yellow, russet and red potato in that order.”
5. CROSS-MERCHANDISING OPPORTUNITIES
ere are as many opportunities to cross-merchandise, as there are products or ingredients that go with potatoes.
“We try to cross-merchandise with items that go with potatoes, like bacon bits,” says Cox of Sun-Glo. “We have a cross-merchan- dising program with Hormel.”
Wada Farms also develops many promo- tional campaigns because of its marketing agreement as the exclusive provider of pota-
toes, sweet potatoes and onions sold under the Dole brand.
“We are cross-merchandising all the time,” says Stanger. “We’re working with butter companies (and doing) meat-and-potato cross promotions. Because of our relationship with Dole, we’ve done cross-marketing with Dole salads and Dole potatoes over the years.”
Some shippers o er displays that easily can be used to build a cross-merchandising promotion.
“ e use of a retailer’s brand merchandise with a Mountain King grill bin is always a positive for both,” says Pope. “Packaged salads, dressings, seasonings, gravies and sauces are just a few examples that we have promoted in the past.”
Some grower-shipper organizations have developed relationships with many food industry producers who are available for cross-promotions.
“ e Idaho Potato Commission has valu- able partners, which helps drive excitement and sales,” says Johnson. “Potato Lovers Month, this past February, highlighted our partnership with Hormel. Additionally, throughout the year we are running promo- tions with Fresh Gourmet and Litehouse to help drive category interest and growth.”
6. FOLLOW VALUE-ADDED TRENDS
As consumers look more and more for convenience, there is a steady stream of new value-added potato products.
“ e value-added category has seen tremendous growth in recent years, but we have seen that retailers need to be cautious to not overwhelm the consumer with too many options in the value-added section,” says Johnson. “Consumers are enjoying the value-added options in the potato category and most Idaho shippers have a solution that will t any retailers need.”
Steamable bags are moving well, according to Cox.
According to Pope, Mountain King is having success with sauce in a bag, Tuscan roaster kits and microwave packaged pota- toes; hand-selected 4-count tray packs are successful value-added products.
“Absolutely, there are value-added possi- bilities,” says Stanger. “ is is a great return for stores as the dollar per pound ring is higher and the value-added items meet the needs of those who are looking for quick and nutritious meals. e optimum display should guide the consumer to the full section of potatoes – value-added, varietal, russets and discount.” pb
66 / SEP TEMBER 2019 / PRODUCE BUSINESS