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“Displaying fresh cranberries in rustic wooden crates further
connects the fruit with the farms and as an extension, makes the
connection with dried cranberries and cranberry juice.” — Michelle Hogan, Cranberry Marketing Committee
“Showing how easy it is for shoppers to add dried cranberries to their favorite pumpkin mu n recipes is just as impactful as featuring a baked Brie with chipotle cran- berry sauce,” she says. “Consumers are inter- ested in new twists on their favorite recipes and trying new recipes.”
Wilson agrees, saying when consumers call during the fresh season, the recipes they request most are cranberry bread and mu ns. “ ere are many uses for cranberries that include relishes, body scrubs, face masks and
“Displaying fresh cranberries in rustic wooden crates further connects the fruit with the farms and as an extension, makes the connection with dried cranberries and cran- berry juice,” she says. “To drive sales, high- light recipe and serving suggestions for each form of cranberries, so shoppers have reasons to buy all three.”
Wilson of the Cranberry Network says a couple examples of good cross-promotions with fresh cranberries are turkey, “ xings” for home- made stu ng at anksgiving, or cream cheese and crackers to go with a cranberry relish.
Wilson also cites the CMC’s Cranberry Friendsgiving photo contest that’s been running the past few years as a vehicle for promotion.
“Millennials enjoy getting together with friends and family before, during or after the anksgiving holiday,” says Wilson. “ e Friendsgiving contest requires taking a picture showing how cranberries were used during their get-together, and sending them in for a chance to win prizes. Each year the submissions have increased.”
LET THEM EAT CRANBERRIES
In-store cooking demonstrations are another e ective way to get shoppers to broaden their recipe ideas and show them how easy it is to incorporate cranberries into recipes, says the CMC’s Hogan.
“Demonstrating a cranberry cilantro salsa is an excellent way to get shoppers looking at cranberries di erently,” she says. “Providing customers with the opportunity to taste and take home a new recipe empowers them to try ingredients in new and creative ways. Featuring cranberries at the demonstra- tion table facilitates an impulse purchase, so shoppers don’t need to walk away to nd the product.”
Another impactful demonstration is to show how by combining two products, such as dried cranberries and corn mu n mix, you can easily create a new, easy and delicious recipe, says Hogan.
“Cranberries can also be promoted with any other seasonal ingredients, from pump- kins in the fall to sparkling cider around New Year’s Eve to BBQ sauce in the summer,” she says. “Cranberries are a t year-round.”
GET CUSTOMERS COOKING
Both classic favorites and new, trendy recipes that feature cranberries are great ways to help sell more cranberries, says Hogan.
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