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CELERY
THE CATEGORY LEADER
For more than 90 years, the Duda Farm Fresh Foods family has proudly grown celery with a commitment to develop proprietary varieties that are Naturally Sweeter & CrispierTM and have less strings. Along the way, we have led the category in seed research, product inno- vation, and connecting with consumers.
Our goal is to always provide our retail customers with premium products that meet market demand, drive sales and support our value of growing for future generations.
From stalks to snacks, you can trust Duda Farm Fresh Foods for superior celery all year-round.
ETHNICITY
Celery is clearly popular across several ethnicities, as shown in the table below.
LIKELIHOOD OF CELERY USE BY ETHNICITY
51% White / Caucasian 39% Other
36% Hispanic
35% Black/African American 31% Asian
Source: The Packer Fresh Trends 2018
DIVERSIFY YOUR STALK
Celery has a unique position in the produce department because consumers buy celery to eat as a snack and to use as a cooking ingredient.
• Total celery dollar sales showed an increase of 3 percent over the same period a year ago and for the 52-weeks ending Dec. 30, 2018 (Source: Information Resources, Inc.); volume showed a 5 percent increase over the same time period. • Retailers can increase celery sales by merchandising a full line of fresh celery items, from bulk to fresh cut, then managing for out-of- stocks.
– Sixoutofninenationalretailers experienced double-digit celery stick sales growth with Dandy fresh-cut celery sticks
PROMOTIONAL/ ADVERTISING IDEAS
Duda Farm Fresh Foods provides coupon opportunities and offers addi- tional support, such as 18 promotional
Celery juicing is one of the top consumer trends for 2019. Celery juice as of recent, has been celebrated in the media as having more to offer consumers than what’s assumed; hydra- tion, natural sweetness, vita- mins and antioxidants are just the beginning. Consumers are buying celery in bulk as they juice each week – make sure to stock your shelves!
DISPLAY CARE
AND HANDLING
It’s important to merchandise fresh cut celery in the cold case adjacent to packaged salads and refrigerated dips/ dressings. Proper temperature control is paramount to the success of these items. Keep constantly refrigerated between 34°F and 38°F.
DUDA FARM FRESH FOODS
BACK ROOM RECEIVING AND PREPARATION PROCEDURES
Value-added celery should be refriger- ated immediately upon receipt. Even a few minutes at room temperature will greatly impact fresh-cut celery shelf-life and quality.
DUDA FARM FRESH FOODS
P.O. Box 620257 Oviedo, FL 32762 (407) 365-2111
(407) 365-2147 www.dudafresh.com
20 / MARCH 2019 / PRODUCE BUSINESS
MASTERS OF MERCHANDISING
Celery is a Top 10 veggie on Shoppers’ Lists!
weeks per year, that can be tailored to retailers’ individual sales goals. Duda is also socially connected via various social media tools and nurtures a network of brand ambassadors, including bloggers, food writers and editors, to connect with consumers — driving product aware- ness and inspiring celery usage ideas.
OCCASIONS AND HOLIDAYS
• The celery category is often taken
for granted, except when it comes to Thanksgiving, Christmas, Super Bowl, and that big bowl of potato salad over the Fourth of July.
• Sales of regular celery and celery hearts peak in January (key weight- loss season), Easter, Thanksgiving and Christmas while sales of fresh cut celery peak during New Year’s, Super Bowl, Labor Day, Thanksgiving and Christmas.
• If space allocation is under-sized, the category will fail to grow, despite the innovative packaging provided. Duda recommends increasing the display and providing secondary displays during peak snack seasons —espe- cially during Super Bowl week.