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MASTERS of MERCHANDISING 6Thannual 6thAnnual MASTERS OF MERCHANDISING As retailers consolidate, they are in a position to expect more support from producers, and intellectual capital is just about the most valuable support one can provide. 6thAnnual Each vendor worked hard to produce a piece of advice for the industry on how to more effectively merchandise the product cate- gory at hand. By sharing knowledge acquired while working with ASTERS OF retailers throughout North America, these vendors help retailers M move more product, help producers find outlets for production and help the world by encouraging a more healthful diet. Increasing sales of fruits and vegetables is not only a matter of MERCHANDISING big pronouncements, such as the Fruits & Veggies — More Matters! program. Sales in general can increase only if sales of specific items very once in a while, the opportunity presents itself to do increase. That means knowing how to build consumer trial and how well while also doing good. Such is the case with this, our to offer the most effective assortment; it means knowing how to sixth annual Masters of Merchandising supplement. The market things on a day-to-day basis and how to do some out-of- industry owes a tip of the hat to the collection of industry the-box things just to keep consumer interest high. leaders who elected to invest with us in a marketing vehi- Retailers, please take the time to review this offering carefully. Ecle that is both promotional and educational. When did you last think about how to increase sales of pluots? Or TABLE OF CONTENTS CATEGORY SPONSOR PAGE CATEGORY SPONSOR PAGE Apples..........................................Kingsburg Orchards ..............................................4 Mangos........................................Ciruli Brothers, LLC..............................................46 Apple Pears, Pluots, Melons ........................................Dulcinea Farms, LLC............................................48 White Flesh Fruit ....................Kingsburg Orchards ..............................................6 Mushrooms..................................Monterey Mushrooms, Inc. ..................................50 Avocados ....................................California Avocado Commission............................8 Onions..........................................Idaho-Eastern Oregon Avocados, Green-skinned ............Brooks Tropicals, inc. ..........................................10 Onion Promotion Committee ..........................52 Bananas ......................................Dole Fresh Fruit Company ..................................12 Organic Fruit................................Goodness Greeness, Inc.......................................54 Berries/Organic Berries ..............Driscoll Strawberry Associates, Inc. ....................14 Organic Vegetables......................Albert's Organics, Inc...........................................56 Carrots ........................................Grimmway Farms ................................................18 Papayas ......................................Brooks Tropicals, Inc. ..........................................58 Cherries ......................................Domex Superfresh Growers.................................20 Pears............................................California Pear Advisory Board ............................60 Chestnuts ....................................A.J. Trucco, Inc.....................................................22 Peppers, Bell................................Rosemont Farms Corp. ........................................62 Citrus ..........................................DNE World Fruit Sales..........................................24 Pineapples ..................................Turbana Corp. ......................................................64 Cucumbers ..................................Rosemont Farms Corp. ........................................26 Plantains......................................Turbana Corp. ......................................................66 Eggplants ....................................Ciruli Brothers, LLC..............................................28 Produce For Better Health ..........Produce For Better Health Foundation ................68 Fresh-Cut Meal Solutions ............Apio, Inc. ..............................................................30 Salad Dressings ..........................Litehouse, Inc.......................................................70 Garlic ..........................................Maurice A. Auerbach, Inc. ....................................32 Spinach........................................River Ranch Fresh Foods, LLC ............................72 Grapes ........................................Sunlight International Sales ................................34 Stone Fruit ..................................California Tree Fruit Agreement ..........................74 Green Onions ..............................NewStar Fresh Foods, LLC ..................................36 Sweet Onions ..............................Vidalia Onion Committee ....................................76 Herbs ..........................................Herb Thyme Farms, Inc. ......................................38 Tomatoes ....................................Eli & Ali’s Love Tomatoes ....................................78 Hydroponic Butter Lettuce ..........Hollandia Produce................................................40 Vegetable Snacks ........................Mann Packing Co., Inc. ........................................80 Kiwifruit ......................................A.J. Trucco, Inc.....................................................42 Whole Leaves ..............................Mills Family Farms, Inc. ......................................82 Leafy Greens................................Walter P. Rawl & Sons,Inc. ..................................44 Back Page ..................................Crunch Pak, LLC ..................................................84 2 PRODUCE BUSINESS / MARCH 2007 / MASTERS OF MERCHANDISING chestnuts? Or leafy greens? Here is a chance to think of things in a shipping and handling, we’ll send you up to five supplements, so different way. When did you last really consider how to best sell they will be available on a first-come basis. bananas — was it when you were a produce department manager If you require larger quantities for distribution to store-level per- 10, 20 or 30 years ago? Here is an opportunity to revisit old subjects sonnel, please call our offices at 561-994-1118 for information on with a different perspective. customized reprints. pb The sponsors of this year’s Masters of Merchandising section are a special breed. We spoke to many producers who declined to partici- pate, saying they simply had no idea how to merchandise their own items effectively. When we offered to help them research the mat- ter, we encountered all too many vendors who said, “That is the retailer’s problem; we just book loads.” Merchandising is everyone’s problem, and in the produce indus- try, The Times, They Are A-Changin’. As retailers consolidate, they are in a position to expect more support from producers, and intellectual capital is just about the most valuable support one can provide. So kudos to our Masters of Merchandising sponsors. If you would like additional copies of the Masters of Merchandising supplement, please use the order form below. If you are a vendor and would like to see your category included next year, please use the same form. There is always a temptation to try to keep knowledge tightly protected and controlled, but oftentimes what goes around comes around, and in sharing their knowledge, our sponsors are giving the industry a great gift. May it return to them many times over. As an added service to our retail readers, we’re printing additional copies of this guide, so if you would like extra copies of the 2007 Masters of Merchandising supplement to give to your colleagues, please fill out the form below and fax or mail it to us. For the cost of please send me ______ copies of the Masters of Merchandising Supplement YES, Cost: $5 for one copy, $10 for 5 copies. Amount enclosed $____________ Please make checks payable to: PRODUCE BUSINESS FOR MORE INFORMATION ... Please print legibly ... on any advertisers in this special section, please copy Name: this page, circle the number(s) below that correspond(s) to the advertiser’s reader service number, fill out the form at Company: right and fax the page to 561-994-1610. Address: City: READER SERVICE NUMBERS 13457 8 91011State/Province: Postal Code: 12 13 15 17 18 23 26 29 30 Country: 31 32 35 38 39 46 48 52 55 Phone: Fax: 56 57 58 59 67 68 71 84 87 ■ ■ ■ 89 99 105 109 Amex MasterCard Visa Credit Card Number: FOR ADVERTISERS ONLY Signature: Yes! I am interested in having my cate- Expiration Date: gory represented in next year’s Masters of Fax this form with your credit card information to: 561-994-1610 or mail with your check to: Merchandising supplement. PB Masters of Merchandising P.O. Box 810425 • Boca Raton, FL 33481 Please send me additional information. 3 PRODUCE BUSINESS / MARCH 2007 / MASTERS OF MERCHANDISING APPLES KINGSBURG ORCHARDS Phone: 559-897-2986 Fax: 559-897-4532 www.kingsburgorchards.com [email protected] Q UICK T IPS Recommended Display Ideas Carry bulk, trayed mealy. The biggest risk is retailers or consumers As a high-volume produce item available all 1 and bagged apples. letting apples sit out of refrigeration for too long. year-round, well-merchandised apple
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