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. cleE 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 displays will justify generous space allocations in every produce Carry an extensive Display Care And Handling department. The four building blocks of an 2 selection of varieties. Don’t think of apples as “hardware” — apples effective apple display are multiple varieties, need refrigeration and bruise easily if they are multiple packs, tie-in items and ease-of-use items. Refrigerate to maintain dumped on the display or are allowed to fall to With about 20 commercial varieties of apples, 3 quality. the floor. Apples also are hurt by high-temperature a department should be carrying as large an lighting directed on the apple display. assortment as space allows, certainly no less than Educate consumers as to the If apples are dull or greasy looking, they a dozen at peak season. The varieties chosen 4 difference between varieties. should be removed from the display, as should should always include red, yellow and green apples with bruises or soft spots. Proper rotation apples with reds in various striations. Use consumers’ predisposi- procedures both in the back room and on display Large bulk displays of apples are beautiful and 5 tion to see apples as health- are crucial to maintaining the quality of your apple will create that farm-stand feeling. The same ful and market them as such. display. Do not mist apples. varieties can be displayed in different sizes and grades by selling tray-wrapped and bagged apples Backroom Receiving And which, combined with the bulk, Preparation Procedures communicates a plethora of consumer choice. Crispin/Mutsu, Empire, Idared, Jonagold, Remember that apples are ethylene producers Tie-in items include dips and caramel or Jonathan, McIntosh, Pink Lady, Rome, and should not be stored or transported with candy-apple kits, which promote usage. Winesap/Stayman and York, are usually ethylene-sensitive items. The refrigeration chain Ease-of-use items for apples include peelers, abundantly available in the fall and winter but should not be broken. This is especially important corers and sectioners, which help overcome may be unavailable in spring and summer. with controlled atmosphere fruit, as it is most objections to buying apples. In addition, fresh-cut A few varieties, such as Gravenstein, can have susceptible to becoming mealy. apple slices are becoming more and more more restricted availability. popular, although these are often displayed Although Washington State is the No. 1 Cross-Merchandising Opportunities separately with fresh-cut fruit. producer of domestic apples, the state does not In addition to dedicated tie-in items, apples Ideally, apples will always be refrigerated. grow all varieties, and apple quality and pricing can be promoted with all baking items, make Large dry tables and waterfall displays can can differ depending on where the apples grow, excellent promos with peanut butter and make a increase sales substantially, but as apples out of so buyers must be certain to consider all available perfect promo item with cheese and grapes for refrigeration decay 10 times faster than sources of supply. cheese trays. Apples are often commonly cooked refrigerated apples, allowing apples to sit with protein items such as pork, and supplemental unrefrigerated can both increase shrink and Promotional/Advertising Ideas displays with recipe cards are advisable in the reduce customer satisfaction with the product. Apples have traditional association with fall meat department for major holidays. promotions, and National Apple Month is a Point Of Purchase/Signage 3-month-long promotional campaign covering Out-of-the-Box With so many varieties on the market, the key September, October and November during which signage needs are first to differentiate the varieties apples should receive special attention. Promotional Ideas of apples, second to explain the taste and usage of Smaller apples make ideal “back to school” each variety. Signage should also be used to tie promos, and apples can be promoted for dipping Have an apple-bobbing contest in the different elements of the display together. games at Halloween parties; candy and caramel store with prizes for the children. For example, put a sign above the caramel and apples traditionally are tied in with Halloween candy-apple kits pointing out that the tart taste of and Thanksgiving. a Granny Smith is the perfect counterbalance to Health-related promos are logical due to Demo varieties consumers are not as the sweetness of a candy or caramel coating. apples’ traditional association with keeping the familiar with. doctor away. Tie-ins with 5-A-Day The Color Way Variety And Availability Guide are easy as apples fall into several colors. Demo candy and caramel apples with Domestically grown apples are commonly During holiday time, make sure to promote placed in controlled-atmosphere storage to apples for baking. Baked apples are a classic, and different varieties of apples. provide continuous availability of many varieties apples are also used for making a plethora of such as Braeburn, Cameo, Fuji, Gala, Golden cakes, pies and cookies. Hold “apple tastings” at which Delicious, Granny Smith and Red Delicious. In different varieties are sampled like addition imported apples, particularly from New Ripeness Recommendations Zealand, often appear on the market if domestic A good apple is crisp and juicy. Pick an apple fine wines. prices are adequate to support the import. too early and it lacks sweetness; let it get Other varieties, including Cortland, over-mature and it won’t crunch and may be 4 PRODUCE BUSINESS / MARCH 2007 / MASTERS OF MERCHANDISING Reader Service # 9 KINGSBURG ORCHARDS Phone: 559-897-2986 Fax: 559-897-4532 www.kingsburgorchards.com [email protected] Q UICK T IPS

Recommended Display Ideas fruit on smooth-paved roads to take them to our Though apple pears, pluots and white-fleshed 1 Color Splash. Give your state-of-the-art packing facility. stone fruit may appear to be unrelated, there are produce display some color. At store level, merchandisers should show several characteristics uniting them: Carry multiple Pluot great respect for the fruit, by not dumping the 1) All of these items are upscale alternatives varieties at once. All fruit from the box, but hand-placing the fruit in to the conventional items sold in the produce different, all delicious! order to continue the chain of presentation department. Therefore, they are extremely all the way to the consumer. effective at positioning your department 2 In-store demos: One bite of and store as leaders in variety and in keeping our fruits & you’re hooked! Cross-Merchandising Opportunities consumer interest. Apple pears, pluots and white-fleshed 2) These items are relatively unknown to 3 Cross-merchandise: Asian stone fruit are not only perfectly suited for consumers so when merchandising, you should Pears & Pluots are GREAT in eating out-of-hand, but they are also excellent always have them sliced open so consumers can salads and desserts. dessert items. All three fruits offer a unique taste see the interiors of them. This is particularly impor- many dinner guests may not be familiar with, tant for the white-flesh fruit, where it is the mar- so the following suggested dessert options keting key is the distinction of the flesh. and complementary product pairings will 3) Many specialty items are interesting but encourage sales: lack the flavor necessary to bring back the • After dinner, try fresh apple pears with consumer for more. The flavor of apple pears, Stilton cheese pluots and white-fleshed stone fruit, however, is • Pluot and white-fleshed fruit tarts — don’t delicious and interesting. As such, sampling and forget the pie shells demos are to be highly recommended. • Fruit suspended in Jell-o All three of these items offer the retailer the • Pluot and white-fleshed fruit sorbet makings chance to increase the total dollars spent in the • Ice cream goes well with apple pears, pluots produce department by offering consumers a and white-fleshed stone fruit. Offer coupons higher priced, higher value alternative. The key attracting shoppers to the frozen dessert is to merchandise the items to emphasize their aisle and vice versa distinction and quality so the consumers are • A new twist on salads these days is happy to pay more. incorporating sweet fruit in mixed-greens salads. All three of these fruit lend Point Of Purchase/Signage and apricots on the other illustrate the bridge themselves well to salads. In thousands of letters received from between the two stone fruit varieties. consumers who have sampled apple pears, For apple pears, retailers can conjure up pluots and white-fleshed stone fruit, the three images of an exotic voyage of the apple pear Out-of-the-Box most-used descriptions are: 1) Great tasting, 2) coming across the ocean to North America. Juicy and 3) Crunchy. Signage reflecting these White-fleshed peaches and nectarines also Promotional Ideas attributes will increase impulse sales. have a unique story to tell: Instead of Mother Nature taking the time to make the fruit colorful, Variety And Availability Guide all her efforts are put into the flavor of the fruit. Apple pears are available year-round, with Grower GUARANTEE! Our family supplies mainly coming from California, Washing- Ripeness Recommendations growers guarantee with every bite of ton, Oregon, Chile, Japan and New Zealand. Apple pears, pluots and white-fleshed stone our EXCLUSIVE fruits, your shoppers Pluots are available May through September. fruit are picked with optimum ripeness and will with encounter a “WOW” experience. If White-fleshed peaches and nectarines are retain high sugar levels throughout the sales not, have them fill out our “WOW” available May through September. process. These tree-ripe fruit are sweet and crunchy all the way to the consumer’s counter. guarantee card and one of our growers Promotional/Advertising Ideas will hand select and mail a box that will Promoting these items can be fun! Lots of Display Care And Handling go to their home. Create a “nothing-to- interesting stories can be told of how Mr. Plum Remember, as in all fruit, apple pears, pluots lose” mindset in your produce depart- met Miss Apricot and how the delicious Pluot was and white-fleshed stone fruit are perishable, so ment. born. Consumers love apricots and plums for their work your displays accordingly. At Kingsburg uniqueness. Now you can give consumers a little Orchards, we go to great lengths in the field to twist of the unique flavors of a plum with the harvest the fruit in cotton gloves, wrap the fruit in special characteristics of an apricot. Displays tissue, place the fruit in small individual boxes so having pluots centered with plums on one side the fruit does not bruise and then transport the APPLE PEARS, PLUOTS AND WHITE-FLESH FRUIT 6 PRODUCE BUSINESS / MARCH 2007 / MASTERS OF MERCHANDISING Reader Service # 10 CALIFORNIA AVOCADO COMMISSION 38 Discovery, Suite 150 Irvine, CA 92618-3105 Phone: 949-341-1955 Q UICK T IPS Fax: 949-341-1970 www.avocado.org 1 Visit avocado.org/retail for

AVOCADOS [email protected] merchandising information, materials and retail support. What Makes This Category Important To The Cross-Merchandising Opportunities Produce Department? 2 The avocado category has • Promoting California avocados along side • The growth of the avocado category seen growth in every region complementary foods provides more buying continues to soar, up 145 percent in same- of the country. options for shoppers and maximizes sales store volume over the last 5 years.** opportunities. • Consumer demand is at an all-time high — 3 Offering a two-size program • California avocados provide several and growing. is an effective means to help cross-merchandising opportunities with other build the California avocado grocery and produce items: limes, lemons, Promotional/Advertising Ideas category. peppers, snacks, bagged salads, sandwich • Special occasions and events drive avocado and hamburger items, soups, pizzas, ethnic sales: Super Bowl, Cinco de Mayo, Fourth of 4 Promote Ripe California foods, wines and more. July, Mother’s Day, Labor Day, St. Patrick’s avocados regularly to Day, Final Four Basketball, Memorial Day, Tail- increase shopper awareness Display Care And Handling gating opportunities, World Series, Thanksgiv- and category growth. • Rotate and refresh displays daily. ing, New Year’s, other events and holidays. • Never display avocados near misting systems, • Consumers think of avocados as a celebration 5 Visit avoHQ.com for on wet-racks or on refrigerated displays below food. Everyday is an opportunity to promote the most current crop 42° Fahrenheit. — 365 days a year! information, category data • Handle avocados gently to avoid bruising. • Ripeness Recommendations and marketing information. — Display ample amounts of Ripe Hass Backroom Receiving And avocados to capitalize on your shoppers’ Preparation Procedures demand for ripe avocados (as much as Signage • Bring the avocados inside the store four to one over firm fruit).* • Use “Ripe” and “Ready to Eat” signage on immediately upon arrival. • Research indicates that 77 percent of displays of Ripe Hass avocados. • Place boxes with soft fruit on top and those shoppers purchasing avocados plan to eat • Feature recipes and usage ideas to spark with hard fruit on the bottom. them within 48 hours.* consumer purchase. • In general, firm preconditioned fruit can be — “Ripe” stickered fruit can outsell non- • Draw your shoppers’ attention to displays of held at room temperature for three to five days stickered fruit by as much as 28 percent.* Organic California avocados and Lamb Hass and breaking to ripe fruit for two to three days. — When advertised and promoted, “Ripe” avocados with point-of-sale signage. • Breaking and ripe fruit may be stored in a cooler. stickered avocados can increase sales by • Avoid chill damage; do not store hard, 44 percent.* Nutrition non-breaking fruit below 45° Fahrenheit. • Provide nutritional information to encourage Recommended Display Ideas purchase: Variety And Availability Guide • Display California avocados in a prominent, — One-fifth of a medium avocado, or • Hass avocados represent well over 90 percent permanent location and in a secondary about one ounce, has 50 calories of the total category volume. impulse location. and contributes 20 beneficial nutrients • Other delicious California varieties include • A two-size strategy (selling both large- and to the diet. Lamb Hass (a summer Hass-like variety), Bacon, small-size avocados) can increase category — Avocados act as a “nutrient booster” by Gwen, Fuerte, Pinkerton, Reed and Zutano. volume and sales by nearly 100 percent.* enabling the body to absorb more fat- • Organic California avocados continue to gain • Position a secondary display of avocados in soluble nutrients, such as alpha- and favor with consumers. a featured location to boost shopper beta-carotene as well as lutein, in foods awareness and sales. that are eaten with the fruit. Contact the California Avocado Commission — Bagged California avocados may be — Avocados are a good way to get more for more information about: used as a secondary display. lutein into the diet. An ounce of avoca- • Nutritional research and studies — Bags may generate sales up to 53 more do contains 77 micrograms of lutein. • In-store ripeness audits units per store, per week than stores — Avocados can help consumers meet the • Best practices merchandising research without bags.* dietary guidelines of the American • Avocado business reviews • Display Ripe and breaking fruit to increase Heart Association, which are to eat a • Promotional opportunities sales volume by nearly 7.3 percent and sales diet that is low to moderate in fat. The • Co-marketing programs by over 10 percent.* fats should be primarily unsaturated • Customized promotions • Display California avocados with tomatoes and low in saturated fat and cholesterol. • Point-of-sale material and onions for a colorful display and The avocado is virtually the only fruit • Consumer advertising increased sales: that has monounsaturated fat. — When displayed with tomatoes, sales — When used instead of other fats, *Based on California Avocado Commission Best of California avocados can increase avocados can be a satisfying addition Practices Research up to 12 percent.* to a calorie-reduced diet. ** IRI/FreshLook Marketing 2005 8 PRODUCE BUSINESS / MARCH 2007 / MASTERS OF MERCHANDISING Reader Service # 7 BROOKS TROPICAL 18400 SW 256th Street Homestead, FL 33090 Phone: 305.247.3544 Toll free: 800.327.4833 Q UICK T IPS Fax: 305.246.5827 www.brookstropicals.com 1 Think big displays at the beginning of the season. Introducing SlimCado® SlimCado aficionados wait and salads of tailgate parties with the Florida It’s the green-skinned avocado from Southern for its arrival. As the season avocado’s tropical taste, which goes well with Florida that can grow category sales without progresses, create small mul- autumn’s typical fare. taking up a lot of space. With half the fat and 35 tiple displays to cross-mer- Traditional holiday favorites can be high in percent fewer calories than the leading California chandise with bagged salads calories and fat. SlimCados make a healthful avocado, SlimCados complement your current and guacamole ingredients. alternative side dish for those special meals. avocado offering, giving health-conscious customers an alternative. Ripeness 2 Remember the SlimCado Larger in size, these Florida avocados draw in mid-July; the 12-count is A Florida avocado stays green as it ripens. It’s plenty of attention. They have a distinctively light available in promotional ready to eat when it gives to gentle pressure. avocado taste that is often described as nutty or volumes. It’s a great spark SlimCados ripen quickly at room temperature buttery. for summer produce sales. and are sensitive to ethylene. Knowing this Florida avocado’s nutritional In August, ask about value will tempt consumers to use avocados more promotional volumes for Display Care And Handling often and in many more ways. the 10-count. Display enough to sell in one day, roughly 15 • Green salads get noticed when tossed with to 30 pieces (depending on the traffic in your morsels of SlimCado. store). When replenishing, rotate any leftover 3 Point customers to the • Small cold cubes of SlimCado floating on Brooks Tropicals Web site for day-old fruit to the front. the top of hot soups provide an appetizing nutritional details and dichotomy of cold vs. hot and zesty vs. additional information. The Optimum Shelf Life fresh. Web address is on the label. Brooks’ Continuous Cold Chain® keeps • Large Florida avocados make chunkier SlimCados at their best from the field to your guacamole. When this party dip has less fat store. The first link in the chain is the hydrocooling and fewer calories, consumers will enjoy it that is done immediately after harvesting. Hydro- more often. Recommended Display Ideas cooling takes the tropical heat out while keeping • Nothing tops a sandwich or a hamburger Add SlimCados to your avocado section and the fruit’s freshness in. The chain continues with better than thin slices of a Florida avocado. give your customers a choice of great avocado these green-skinned avocados being stored in • Cut a Florida avocado in half and fill it with tastes. dedicated coolers set at optimum temperature your favorite seafood salad. This avocado is But don’t stop there. Place SlimCados near and humidity levels. The final link is the refrigerat- big enough to use as a bowl, allowing two other salad ingredients. These green-skinned ed loading docks that allow SlimCados to be distinctive tastes and textures to be savored avocados make delicious sense in salads. When shipped to your store at optimum freshness. in each spoonful. they are displayed near bagged salads, your As the largest grower, packer and shipper of • And finally, there’s the simple joy of a Florida shoppers have a quick and easy way to make green-skinned avocados, Brooks Tropicals has a avocado cut in half with just a squeeze of their salads special. reputation for delivering this fruit with the best in lime on top and eaten with a spoon. When you’re rounding up ingredients for shelf life. SlimCados have approximately a 4-day Avocados aren’t just for parties. Any meal can your guacamole display, make sure to include shelf life with the fruit being ready to eat for be made into a little celebration with SlimCados. SlimCados for a fresh-tasting guacamole. another one to two days. Besides being lower in fat and calories, the Merchandise Florida avocados targeting your Florida avocado is also rich in vitamin A, high in South and Central American customers. This is the Backroom Receiving And potassium and cholesterol free. SlimCados are not avocado of choice for many Hispanic dishes. Preparation Procedures genetically modified — they come by these Store SlimCados by keeping their environ- characteristics naturally. Variety And Availability ment cool and humid, between 42° and 48° F. Do Available July though February, Florida avoca- not store below 40° F. Optimum humidity is dos are generally pear shaped and green skinned. between 85 percent and 95 percent. AVOCADOS, GREEN-SKINNED, SLIMCADOS AVOCADOS, Their weight can vary from 14 ounces to a hefty SlimCados are UPC/PLU coded and are boxed 34 ounces. Overall, the avocado will vary in size in flats, doubles and bruces. from 4 to 12 inches long and up to 6 inches wide. SlimCado, Continuous Cold Chain and the Promotional/Advertising Ideas Brooks Tropicals logo are registered trademarks of Make a big splash in mid-July to kick off the Brooks Tropicals, Inc. SlimCado season. Look for promotional volumes of 12-count fruit in July and 10-count in August— For a handy pocket care guide for SlimCado® just in time for chopping up into salads that make Avocados, send an e-mail to: their yearly debut during summer barbeques. [email protected]. Add gusto to the guacamole, hamburgers

10 PRODUCE BUSINESS / MARCH 2007 / MASTERS OF MERCHANDISING Reader Service # 35 DOLE – BANANAS One Dole Drive Westlake Village, CA 91362 Phone: 818-874-4000 BANANAS Fax: 818-874-6501 Recommended Display Ideas Q UICK T IPS Provide your shoppers with nutrition When building a profitable banana display at information. The Dole Nutrition Institute has retail, there are several items to take into account. developed tools that can help you communicate Brand recognition and loyalty is key. A recent inde- 1 Keep your DOLE Banana dis- to consumers the importance of eating a diet rich pendent study showed that consumers look for play fully stocked and clean in fruits and vegetables in order to live long, specific brands that they trust to buy. The study throughout business hours. healthy lives. Go to www.dolenutrition.com for found, “DOLE continues to stand out as the brand more information. consumers say they seek out and buy when avail- 2 Fun and colorful Dole POS Make sure to use good, colorful produce able.” Thirty-five percent of respondents materials will draw atten- photos in your weekly circulars. A beautiful image surveyed said they buy Dole products. The next tion to your DOLE Banana of DOLE Bananas can be downloaded from brand mentioned only received 14 percent. display and ultimately your www.multi-ad.com, by clicking on Kwikee. Your DOLE Banana display should be whole produce department. positioned in a prominent area, preferably the Backroom Receiving And front-end display unit in the produce department. 3 Have nutrition and recipe Preparation Procedures A beautifully stocked display will draw consumers information available for Dole Fresh Fruit Company provides its retail into your produce department. your customers or direct and wholesale customers with services that Stocking is important. With the busy lifestyles them to www.dole.com. improve the way products are received, handled, that most people lead today, the time that people ripened and displayed. A knowledgeable team of shop is scattered around the clock. The morning technical service representatives work directly with and afternoon will bring in the “stay-at-home- Dole customers to perfect ripening, equipment mom” crowd, as well as seniors. Both of these management and handling procedures. Our team demographic groups are loyal DOLE Banana of merchandising representatives works at retail consumers. In the evening, late at night and Promotional/Advertising Ideas stores to help develop displays that will move on weekends, you will have an influx of “Fun” is an important theme to consider more DOLE Bananas. shoppers who work full time and fit shopping when creating promotional and advertising ideas into their schedules. for your retail store. Consumers don’t associate Other Suggestions All these consumers have one thing in shopping with fun. If you make the shopping Dole is committed to nutrition education to common; they all like to buy their DOLE Bananas experience enjoyable, consumers will buy more communicate to the public the health benefits of from a neat, fully stocked banana display. If the and return to your store more often. Using eating a diet rich in fruits and vegetables. The display appears half-empty, they get the impres- Dole’s costume character, Bobby Banana, at Dole Nutrition Institute (DNI) offers information sion the fruit has been “picked through,” leaving grand openings and special store events will on the latest findings through brochures, them with the leftovers. This is why it is critical to generate fun for both adults and children within newsletters, published articles, the Web site keep your DOLE Banana display fully stocked, your supermarket. Consider theme displays, (www.dolenutriton.com), quarterly magazines, cleaned and culled throughout business hours. decorated with colorful Dole POS materials and videos and television programs. Contact your timed with store ads, to generate fun in your local Dole sales representative to learn more about Point Of Purchase/Signage produce department. DNI and its offerings. While shopping, busy consumers want quick and clear information on what they are buying and how much it will cost. Colorful Dole price cards, placed at or above eye level, will provide your customers with these details. Out-of-the-Box Dole Fresh Fruit Company has designed colorful point-of-sale (POS) materials that will help Promotional Ideas draw attention to your banana display. Dole has POS materials that feature Bobby Banana as well Bobby Banana appearance. as visuals of ripe DOLE Bananas. These fun and colorful pieces draw both adults and children to World’s largest banana display. your DOLE Banana display.

Variety And Availability Guide Create your own banana spilt. DOLE Bananas are available year-round. Aside from conventional bananas, Dole also offers baby Offer coupons for free bananas. bananas, red bananas and plantains. These spe- cialty varieties help grow the category and appeal to today’s diverse and increasingly adventurous consumer tastes. Dole also markets organic bananas, providing a choice to consumers who prefer to purchase organic products. 12 PRODUCE BUSINESS / MARCH 2007 / MASTERS OF MERCHANDISING © 2006

Reader Service # 30 DRISCOLL STRAWBERRY ASSOCIATES, INC. 345 Westridge Drive BERRIES Watsonville, CA 95076 Phone: 831-763-5000 Fax: 831-761-5988 www.driscolls.com

Recommended Display Ideas more and Driscoll's year-round availability ensures Build excitement and profits with a that you are always fully stocked with The Finest year-round, destination Berry Patch merchandising Berries in the World®. strawberries, raspberries, blueberries and blackberries in one power-packed display. Point Of Purchase/Signage Strawberries and blueberries are among your POP signage to accent your destination Berry department’s top power items. Merchandising Patch display, available from Driscoll’s, associates them together creates an irresistible consumer your store with premium quality, branded pro- draw. Adding raspberries, blackberries and even duce. The link between your store organic berries creates that much more profit and the highest quality berries available year-round creates a halo effect that extends to everything else you sell. Equating your store with top quality berries never fails to boost overall store image.

Variety Berries And Organics, All Year Long At Driscoll’s, we find the best climate to grow a particular berry variety at a particular time of the year and team with the best independent growers to produce berries that will delight your consumers. The result is year-round availability of luscious strawberries, red raspberries, plump blueberries and tasty blackberries. Consumers like having choices; this means the complete variety potential. The variety, vibrant colors and versatility berries — raspberries, of a signature, branded Berry Patch in place all blueberries and year generates berry category sales far exceeding blackberries in addition to strawberries, both con- national averages — often as high as 10 percent of ventionally grown and organic. total produce department sales. Organics can play an important role in Establish a Department within a Department merchandising your Berry Patch, giving by merchandising the Berry Patch in a consistent, consumers more options in their berry purchases. prominent location within your produce Offer multiple package sizes to increase department. Use the versatility of the Berry Patch purchase options and help boost sales volumes. to shift display allocation to take advantage of The result — add-on sales, incremental seasonal marketing opportunities while purchases and higher profits. maintaining the optimum profit mix. Many retailers find that integrating organics within the berry patch can generate incremental lift and provide a quality appeal to the assortment. Handle increased demand during promotions by establishing secondary displays in prominent locations. For best results remember that consumers are emotional about berries! That’s why Driscoll’s mission is to continually delight berry consumers with every package of Driscoll’s berries. A Driscoll’s brand Berry Patch keeps your customers coming back for

14 PRODUCE BUSINESS / MARCH 2007 / MASTERS OF MERCHANDISING Backroom Receiving And Preparation Procedures • Receive berries directly into refrigerated warehouses. • If berries arrive wrapped in plastic, remove the plastic immediately. • Optimal temperature for berries is between 32° to 34° F with humidity levels at 90 to 95 percent. • Transport to the store on refrigerated trucks. • Quickly move berries from the loading dock to the cold storage room.

Cross-Merchandising Opportunities but with a nice sheen. A leaky berry is the first Take advantage of the many sign of deterioration. Blueberries — and some cross-merchandising opportunities associated raspberries — should have a hazy, white coating with the berry category to build transaction size. (called Bloom), which is part of the berries’ Few items in the entire supermarket present as natural defensive mechanism. many cross-merchandising opportunities as the berry category. Let your creativity and imagination Build A Profitable Partnership run wild and watch the profits grow. For A Profitable Category A branded Berry Patch builds consumer Promotional/Advertising Ideas satisfaction with reliable quality and steady Appeal to the widest range of consumers by supplies year-round. Driscoll’s offers unparalleled merchandising a mixed assortment of berries and variety, availability and superior quality of the Display Care And Handling packages. Berry Patch versatility allows you to complete berry line throughout the year. • Maintain the cold chain from the receiving promote hot items, while maintaining gross Berries that delight consumers — The Finest dock to the shelf. margins for the entire category throughout the Berries in the World®. • Keep berries dry. Any moisture will year. BOGOs, multiple package and price hasten breakdown, shorten shelf life promotions all have tremendous draw for the Safety First and shrink sales. berry category, and frequent berry ads establish In addition to producing berries that delight • Make sure your Berry Patch display is fully the Berry Patch as your chain’s signature category. consumers, Driscoll’s berries are grown with stocked at all times. the highest standards of care and food safety • Remove packages with leaky or moldy Ripeness Recommendations possible. All independent farmers around the berries. One bad berry package will impact Look for brilliant, even-colored, symmetrically world that grow Driscoll’s berries must adhere to your sales and store image. shaped berries. The calyxes (green leafy caps) of the same strict GAP and EUREPGAP guidelines strawberries should be fresh and not wilted. enforced by a rigorous system of internal and Berries should be uniform in color, round and full independent third party audits second to none in — without dents or bruises — and should be dry, the produce industry.

15 PRODUCE BUSINESS / MARCH 2007 / MASTERS OF MERCHANDISING

Reader Service # 26 CARROTS

GRIMMWAY FARMS P.O. Box 81498 Bakersfield, CA 93380 Phone: 661-845-9435 www.grimmway.com Q UICK T IPS Recommended Display Ideas ethylene-sensitive and should not be stored or Carrots are among the categories that have transported with ethylene-producing items as most benefited from the value-added revolution. 1 Carry the full variety of they give carrots an off flavor. The merchandising opportunities available have Grimmway carrot products. The tops of bunched carrots should be fluffed led to dramatic increases in carrot category to maintain air circulation. Beware that the tops volumes, which justify substantial attention being 2 Emphasize the healthful draw moisture from the carrots themselves and paid to the proper merchandising and marketing attributes of carrots. will cause these carrots to have a shorter shelf life. of carrots. Some key display points: If the exterior of carrots starts to appear white, 1) Carrots sell best when they receive a high- 3 Display carrots in multiple dunk them in ice water to freshen the carrots. visibility central display that includes the full range locations in the store. Maintaining the cold chain is of prime of carrot items plus a generous secondary display importance with value-added carrots including in the produce department, tying into similar baby carrots. items and being used as color breaks throughout the department. Cross-Merchandising Opportunities 2) The main carrot display should include Carrots and fresh-cut carrots are traditionally jumbo carrots, table carrots, cello carrots, bunch Channel strips are an excellent way to grab cross-merchandised with dips and salad dressings; carrots with tops, microwavable petite carrots for the shoppers’ attention. At Grimmway.com, we one can also use peanut better, yogurt, etc. cooking, carrot chips, carrot Stixx, crinkle-cut offer a range of point-of-sale material including a Carrot cake is a favorite for everyone. So coins, shredded carrots, baby carrots, multipack set of 1" x 8" strips to add eye-catching clarity to cross-merchandise with all the ingredients. Sample baby carrots and Carrot Dippers snack packs. your carrot displays. carrot-cake cupcakes and give out a recipe. 3) A large secondary display with other Soups and stews create many value-added produce should include baby carrots, Variety And Availability Guide cross-merchandising opportunities. And signage carrot chips, carrot Stixx, crinkle cut coins, Grimmway Carrots are available year-round indicating that any salad can be enhanced with shredded carrot and microwavable petite carrots with consistent quality. California’s abundant carrots is always a good idea. for cooking. sunshine and range of growing areas produce Finally, don’t forget to suggest carrot curls as 4) In addition, both table carrots and baby approximately 85 percent of the nation’s carrots. a garnish with holiday meals. carrots, with their natural orange color, should serve as a terrific color break for use throughout Promotional/Advertising Ideas the department. Carrots, due to their brilliant orange color, 5) Don’t forget to include carrots as part of can be part of eye-catching displays. Out-of-the-Box your organic display. Our sister brand, Bunny-Luv, Carrots and carrot products are appropriate Promotional Ideas offers 52-week-a-year availability of a large range for sampling. You can keep up with Grimmway’s of certified organic carrots. Organic carrots consis- latest ad campaigns on our web site: Merchandise carrots in the deli next tently rank among the top selling organic items. Grimmway.com to fresh roasted chickens and other 6) Salad bars also benefit from a full ready-to-eat items to integrate a complement of carrot items. Grimmway offers Display, Care And Handling healthful, colorful, vegetable foodservice packs perfect for putting baby carrots, With bulk carrots, maintain temperatures from carrot chips, carrot Crisps and shredded carrots in 33° to 35° F with relative humidity of 98 to 100 meal-solution display. any salad bar. percent. Bulk carrots can be lightly misted but are 7) Finally, all juicing programs require fresh Put carrots in the meat case next to carrots to be a success — the sweet juice of the the assortment of ready-to-cook meal carrot makes it a perennial favorite for those items to remind consumers to serve ordering fresh juices. healthful fresh carrots with their Point Of Purchase/Signage protein-based main course. Carrots are a naturally healthful snack. Let consumers know that the top messages are: A display of baby carrots at the — All natural — Contains 270% DV of vitamin A seafood counter reminds consumers — No fat, no cholesterol of the need for a fresh vegetable with — The kid-friendly vegetable™ their fine fish.

18 PRODUCE BUSINESS / MARCH 2007 / MASTERS OF MERCHANDISING Reader Service # 11 DOMEX SUPERFRESH GROWERS 151 Low Road Yakima, WA 98908 Phone: 509-966-1814 CHERRIES Fax: 509-965-3088 www.superfreshgrowers.com [email protected]

Cherries are the last truly seasonal item that have cherries for the entire season. The days of cherries. Keep your cherries in your cold room both you and your customers can get excited having only one big ad during the season on the until they are ready to be displayed. Your large about. When cherries arrive, summer is here! 4th of July are over. Cherry season now extends displays may not always allow for a refrigerated Cherries are a season of joy, more so than any for multiple weeks, and your success relies in part display, so make sure you are properly rotating other item in the produce department. When on your selling plan for the entire season. Plan your supplies and put cherries back into the cold consumers see cherries in your produce early to lock in your supplies and work closely room in the evening. department they get visibly excited. How many with Domex Superfresh Growers for The seasonality of cherries creates excitement. other fruits or vegetables do your customers get merchandising ideas, point-of-sale materials Display your cherries in your high-traffic area and this excited about seeing? Cherries signify that an and packaging opportunities. draw attention to them with the merchandising exciting time for your customers has arrived — a tips previously suggested. Maintaining an ample time of outdoor activities, barbeques and picnics. Point Of Purchase/Signage supply of cherries is critical for a successful cherry Because of this, you need to make sure they know Since cherries are seasonal, it is important to season; your cherry plan needs to include securing when cherries have arrived. remind your customers that cherries are back. This supplies from early June into early August. can be done through in-store signage, your Recommended Display Ideas circulars and in-store radio, which proved popular Backroom Receiving And Nothing attracts attention and generates sales this past season. Signage is also a great way to Preparation Procedures like a large cherry display. The display should be educate your consumers on special items such as KEEP YOUR CHERRIES COLD. You gain well signed and placed at the front of the Rainier cherries, extra large cherries and more. The significant shelf life when you keep your cherries department in your primary selling location. A Rainier cherry demands a premium price and a cold as long as possible. secondary display toward the back of the quick sign identifying its super sweetness and Preparation for cherries is simple: Allow ample department during the peak of the season will unique color can help drive sales. shelf space in a high-traffic area and steadily rotate attract additional sales. your supplies during the course of the season. Make sure you offer a mix of dark sweet Variety And Availability Guide cherries and the delicious Rainier cherry. Rainier Domex Superfresh Growers cherries are Cross-Merchandising Opportunities cherries continue to grow in popularity each year available from early June into mid-August. The Cherries usually sell themselves quite well, but and are critical to successful cherry category sales. primary variety remains the Bing, and there are a good recipe for cherry cobbler or cherry pie with Be sure to offer your customers a mix of cherry several other dark sweet cherries that help extend all the fixings laid out for that family BBQ would packaging, a large clamshell for customers who the season on the front and tail ends. The Rainier really boost sales around the 4th of July. Chocolate are heavy users and a 2-pound bag for those cherry is available from mid-June through early sauce is another delicious side that blends well looking for a smaller option. August. Make sure you offer your customers a with the sweet flavor of cherries. For the consumer Finally the key to a great cherry display is to premium large cherry. Although the per-pound thinking more healthfully, a nice non-fat yogurt price might be more, once consumers with cherries cut in half makes a great combo. experience them, they keep coming back FACTS ABOUT CHERRY CATEGORY during the entire season. • Cherries remain the No. 1 dollar per square foot item in the produce Promotional/Advertising Ideas department in June and July. Cherry promotions have no limits. Whatever • The average transaction size is No. 1 in you dream, you can put together. Fourth of July is the produce department on cherries at a natural along with promotions featuring summer $3.98 per consumer purchase. and picnics. Since cherries are also known as the • The annual consumer spend rate on Diamond of Fruit, why not offer an opportunity to cherries is $8.30.† This total surpasses win a diamond or another consumer giveaway? many year round fruits including watermelon, avocados and pears. Ripeness Recommendations • Product appearance is the most Cherries are picked ripe on the trees and are important factor in triggering impulse delivered ready-to-eat to your produce depart- purchases (46 percent). ments. Dark sweet and Rainier cherries should • 53 percent of consumers make the have nice green stems and be firm to the touch. decision to buy cherries while in the store. Display Care And Handling The cold chain is king when it comes to

20 PRODUCE BUSINESS / MARCH 2007 / MASTERS OF MERCHANDISING Reader Service # 89 A.J. TRUCCO, INC. 343-344 NYC Terminal Market Bronx, NY 10474 Phone: 718-893-3060 1-866-AJTRUCCO Q UICK T IPS Fax: 718-617-9884 www.truccodirect.com For stronger sales growth, 1 • Roasted chestnuts can be given away to attract

CHESTNUTS sell the highest quality Recommended Display Ideas product by keeping the people to the store and encourage them • Fresh chestnuts are strictly seasonal so you can cold chain intact from to purchase. create excitement when they’re available. receiving to shelf. • Their appearance in the department is an Ripeness Recommendations opportunity to make the produce department a • When kept at 34° F under proper storage 2 Remember chestnuts are special and magical place for the season. special and can make your conditions, chestnuts have a long shelf life. • Chestnuts have a high-value ring and attract department special as well. • Occasional white exterior discoloration does not big-spending consumers to the produce depart- affect the meat of the nut and can be wiped off. ment and to the store. It is worth paying special 3 In-store demos generate attention to this seasonal mainstay. sales. Display, Care And Handling • Displays should feature both bulk product and • Avoid narrow and deep displays as they suggest consumer packs, often mesh bags clamshells or to consumers an expensive specialty item. 4 Avoid treating chestnuts like D-Paks. an exotic item — no little • Offer a wide and shallow display trumpeting the • Trucco offers a NEW customizable D-Pak that’s baskets — and remember arrival of chestnuts and the holiday season. both eye catching and convenient. to keep chestnuts under • Avoid direct heat and rework and replenish the • “Chestnuts roasting on an open fire” in a classic refrigeration. display often, removing any spoiled nuts. Holiday song, making chestnuts as much a part of the Season as the Christmas trees, eggnog Backroom Receiving And 5 Direct both produce depart- and mistletoe. ment personnel and con- Preparation Procedures sumers who need more info • Keep fresh chestnuts under refrigeration at 34° Suggested Signage/POS to www.truccodirect.com to 36 ° F. • The key to boosting sales: showing the • Always rotate inventory to maintain freshness. consumer how to roast chestnuts and the versa- • Note chestnuts are among the most valuable tility of the product. items in the produce department and should be • Signage and literature should provide handled accordingly. easy-to-understand steps for consumers to fol- seasonal promotions — Columbus Day, low to prepare and open chestnuts. Thanksgiving, Christmas, New Year’s, etc. The Cross-Merchandising Opportunities • There are different ways to peel a chestnut, arrival of chestnuts after so many months with- • The most common cross-merchandising option depending on whether it is going to be roasted out them means they justify special attention. is with the various ingredients to and eaten out of hand or cooked with. Both • For the Christmas promotion, include the words: create a chestnut stuffing for the holidays. methods should be presented in in tear-off flyers. “Chestnuts roasting on an open fire...” and give • Chestnuts are used today in a range of recipes • Take-home handouts or brochures providing this out brochures with instructions on how to including cakes and muffins, soups, and as a info and special recipes are appreciated by con- prepare chestnuts both on an open fire and in a topping for fish. sumers and will help sales. conventional oven. • They can be cross-merchandised with any of the • Sampling — If your stores are in a colder area or items used to prepare these foods. Within the Variety And Availability Guide if you are selling Christmas trees outdoors, set produce department, chestnuts are often paired • Although chestnut trees once blanketed much of up an outdoor grill and roast fresh chestnuts. with seasonal favorites such as sweet potatoes the eastern United States, today virtually all and Greek figs. chestnuts sold commercially in the United States are imported from Italy. • Fresh chestnuts from Italy (castanea sativa) are Out-of-the-Box available from October through January. Promotional Ideas • Dried and frozen chestnuts are available year- round. Upcoming contests, recipe giveaways • The chestnut season commences with Columbus Day and extends through New Year’s — some and Web site tie-ins are all designed to years the season lasts a little longer. drive traffic and boost sales for retailers. • The presence of chestnuts is a great communica- tion tool. Chestnuts on the shelf tell consumers a Trucco and its grower partners also joyous time of year is upon us. offers a READY-TO-EAT retail pack of • Merchandising done in recognition of this unique status as a seasonal icon is very likely to roasted chestnuts. produce good sales and profits.

Promotional/Advertising Ideas • Chestnuts should be included in all general 22 PRODUCE BUSINESS / MARCH 2007 / MASTERS OF MERCHANDISING Reader Service # 105 CITRUS DNE WORLD FRUIT SALES 1900 Old Dixie Highway Ft Pierce, FL 34946 Phone: 800-327-6676 Fax: 772-465-1181 www.dneworld.com [email protected] Q UICK T IPS

Year-Round Supplies And Profits 1 Educate consumers to With the availability of great tasting citrus increase awareness and year-round, retailers now have the opportunity to boost sales. grow citrus sales and profits dramatically. Navel oranges from Florida, California and Texas, 2 Emphasize the health and complemented by imported navels from Australia nutritional benefits. and South Africa, lead the way for a full year of navel profits. Clementines imported from Spain, 3 Supply consumers with Morocco and Chile and domestically grown in usage ideas and recipes. California have found their way into more households than ever before because they are 4 Conduct in-store demos. easy to peel and virtually seedless.

Be sure to offer an alternative option for cus- tomers who are single or have smaller families that don’t want to buy a 5-pound box of Clementines or large bag grapefruit or oranges. Either display loose fruit by the pound or smaller sized bags. Offer 2- or 3-pound tangerines or Clementines in the bag as well. the promotion but also grows both of the cate- gories by introducing fresh citrus to the grapefruit Promotional/Advertising ideas juice consumers and Ocean Spray branded juice Citrus is an excellent holiday and post-holiday to the fresh citrus consumer. It is a win-win situa- promotional item. Strive to appeal to consumers tion. and create awareness by designing themed ads that promote the season and the benefits of Display Care And Handling including fresh citrus in their daily diet. For Keep the Clementines on a cool end cap to More specialties, such as Minneolas along Thanksgiving, create ads with fall colors and keep them fresher longer. But you’ll have to with a full line of tangerines (Fall-glos, Sunburst include large loose Sunburst tangerines or bagged replenish them often during the winter as they sell and Honeys), can bring even more profits to the navel or juice oranges. Post-holiday is a key time quickly. During the summer, keep the 5-pound lineup. And finally, delicious juice oranges from to promote adding citrus to the diet by designing cartons and 3-pound bags together so you don’t Florida are available during most of the season. ads with themes such as health and diet, cold and lose any sales to customers for whom the 5-pound Florida and Texas grapefruit offer consumers flu prevention and National Grapefruit month dur- carton is just too much. the best tasting grapefruit available in the world. ing its peak flavor time February. Offer bagged or Peak flavor often comes in January and February. club-pack ads when taste is at its peak. Backroom Receiving And However, fruit is eating well Preparation Procedure as early as late Cross-Merchandising Opportunities Cold-chain maintenance and rotation of October to November Florida juice oranges are a great way to enjoy produce is a necessity. depending on the sea- fresh squeezed orange juice at home and they are son. Pre-Christmas sweet and juicy to eat whole. A great cross-pro- large-sized fruit always motion for moms and kids might be to give away Out-of-the-Box seems to sell better. After a simple juicing apparatus (50¢-$1) when shop- Promotional Ideas the holidays through the pers buy a 4- or 5-pound bag of juice oranges. A cold winter months, great time for this is during Florida’s Valencia a 3- or 5-pound orange season; it’s the premier juicing orange vari- bag offers a good ety. Honey tangerines are also a great juicing item Conduct contests or promotional value and a con- with their incredibly sweet taste; the juicing device giveaways to drive traffic and venient way to separates the seeds from the juice itself. Kids will increase sales. take home some vit- love it. amin C. They also mix Cross-merchandise Ocean Spray fresh grape- well in fruit salads or fruit with Ocean Spray grapefruit juice or juice for cooking. drinks. This not only increases product sold during

24 PRODUCE BUSINESS / MARCH 2007 / MASTERS OF MERCHANDISING Reader Service # 3 ROSEMONT FARMS 2700 N. Military Trail, Suite 410 Boca Raton, Florida 33431 Phone: 561-999-0200 Fax: 561-999-0241 [email protected] Q UICK T IPS CUCUMBERS 1 Always have cucumbers positioned near both the Recommended Display Ideas bulk salad items and the summer treat. Remember, ideas spark usage. If Cucumbers offer an unusual opportunity bagged salad mixes. you suggest new ways to enjoy them, consumers because, although the core of the category will try the idea. functions as a high-volume staple item, a basic 2 Use the rich green color building block of the salad, other parts of the of cucumbers as part of a Ripeness Recommendations/ category function as high-margin specialty items. color break. Display Care And Handling The key to maximizing cucumber sales and Cucumbers should be maintained at 45° to profits is large bulk displays of the basic salad 50° F. Of particular importance is adequate cucumber accented with special varieties. humidity — 90 to 95 percent — as cucumbers can Large bulk displays of slicing cucumbers shrivel as a result of moisture loss. Most typically should be placed near lettuce and other Pickling cucumbers can be profitably cucumbers are waxed to retard this loss of salad ingredients. When lettuce prices are high, accented with a small reproduction pickle barrel moisture. Misting, however, is not recommended consumer substitution can occur, so extra filled with instructions on pickling. for cucumbers, as sitting water can result in large and supplemental displays may be spotting, pitting and even tissue collapse. required as well as careful attention to restocking Variety And Availability Guide Generally, attractively shaped, deep green of the displays. The U.S. grade system for field grown colored, firm feeling cucumbers are the choice of The rich green color of the cucumber also cucumbers is as follows: U.S. Fancy, U.S. Extra 1, consumers. If the cucumber is yellow, it is makes it a perfect color mate to radishes, carrots U.S. 1, U.S. 1 Small, U.S. 1 Large, U.S. 2. However, generally overripe. and other colored vegetables. the trade typically identifies the cucumbers as Cucumbers are sensitive to ethylene and high- Although slicing cucumbers traditionally are Super Select, Select, Small Super, Small, Large and ly sensitive to injury from freezing. sold in bulk, film-wrapped packages containing Plain. These terms do not refer to any USDA grade several smaller cucumbers and, more recently, standard but are common lingo in the industry. Cross-Merchandising Opportunities mesh bags filled with several cucumbers are often Buyers should be cautious to understand what • All Salad Items good sellers. Together they create interest in a standards they are actually purchasing. • Bagged Salads familiar staple. Cucumbers are available year-round. Florida, • Salad Dressings Sales also can be boosted with additional which produces a majority of the U.S. commercial • Dips varieties. English/hothouse varieties — elongated, cucumber crop, ships all year except for a brief lull seedless versions of traditional slicing cucumbers in summer. Mexico is typically the largest supply Out-of-the-Box — add a note of elegance and interest to the source for cucumbers, with especially heavy category and often support higher margins. imports in winter and spring. Canada produces a Promotional Ideas Kirby dills and other varieties can be marketed significant share of the English/hothouse cucum- Demo cucumber cooking ideas such specifically for pickling and make a store appear to bers consumed in the United States. Most states be a variety leader. In certain areas they can produce cucumbers at some time of the year. as deep fried cucumber slices served actually drive consumer store choice. with tangy horseradish sauce or hot The growth in fresh-cut has created a double Promotional/Advertising Ideas mustard. opportunity for merchandising cucumbers. First, Because cucumbers can be eaten by fresh-cut cucumbers can be included in cruditè themselves, they make an excellent choice for trays, and packages of cut cucumber can be sold demos and sampling with salad dressings. Showcase a fleet of baked and raw on their own as a snack. The key to promoting cucumbers is to build cucumber boats. Show baked ones In addition, retailers have found success with up consumption through the three basic usages: filled with melted cheeses or meats. a secondary display near the fresh-cut lettuce 1) Snacking — With weight loss on the minds Show raw boats filled with cream packages, often involving cucumbers, tomatoes, of so many, snacking on a cucumber is a great cheese or cold salads including tuna peppers, onions and mushrooms, thus reminding choice. Not only are they better than chips and consumers to add ingredients to fresh-cut mixes. cookies, but they also contain fewer calories than salad, egg salad, chicken salad, a traditional snack fruit. lobster salad etc. Point Of Purchase/Signage 2) Salads — This is the No.1 use for Consumers may appreciate a quick tip to keep cucumbers. The more interesting salad ideas Encourage cucumber snacking by partially used cucumbers fully wrapped so as to retailers put out there, the more cucumbers sell. extend the life of the product. 3) Foods — Cucumbers can be cut up and sampling cucumber slices right in the Signage near the fresh-cuts reminding con- breaded, they can be turned into baked cucumber department. They are addictive. sumers to add zest to fresh-cut salad mixes boost boats with selections of cheeses, bread crumbs sales of cucumbers and other salad ingredients. and proteins, etc. Chilled cucumber soup is a

26 PRODUCE BUSINESS / MARCH 2007 / MASTERS OF MERCHANDISING ROSEMONT FARMS CORPORATION

Toll Free: 1-877-877-8017

Plant City – Tifton – Faison – Nogales – Cobden – Ft. Worth – Boca Raton Fanatic about Results!

Reader Service # 17 CIRULI BROTHERS, LLC P.O. BOX 1476 Tubac, AZ 85646 Phone: 520-281-9696 Fax: 520-281-1473 www.cirulibrothers.com EGGPLANT [email protected] Q UICK T IPS What Makes This Category Important To During Lent season, for instance, you may 1 Educate produce personnel The Produce Department how to properly handle and display them with meat-alternative recipes, Eggplants (Solanum melongena) belong to cross-merchandise eggplant. including pasta dishes, desserts, soups or grilled the Solanaceae family, which includes items such vegetable casseroles. Eggplant is a great item as tomatoes, potatoes and peppers. Known for 2 Point-of-purchase because it is a very versatility food. When cooked, their smooth skin and vivid colors, eggplants are a communications that include eggplant absorbs flavorful seasonings very well, good source of potassium as well as chlorogenic recipes and nutritional allowing the food connoisseur to cook it in a wide acid, a powerful antioxidant. This category is content are useful for variety of meals. important to the produce department not only encouraging sales and for its nutritional benefits, but because of educating consumers Ripeness, Display Care And Handling growing popularity amongst U.S. consumers. about eggplant. Eggplant should be firm and should be From 1993 to 2003, U.S. per capita consumption maintained at a temperature between 45° and of eggplant increased from .47 pounds to .68 48° Fahrenheit. This will preserve the eggplant pounds, an increase of 45 percent (USDA and minimize scarring. Eggplant should be Economic Research Survey). smooth and firm, and produce staff should be Primarily consumed by Mediterranean, Euro- Point of Purchase / Signage educated in proper handling of eggplant. pean and Asian consumers, eggplant is becoming Point-of-purchase signs are powerful Eggplant should not be squeezed or poked since ever more popular with other ethnic groups in the marketing tools used to provide information to their skin is soft and are very sensitive to pressure. United States. Eggplant is a fresh, healthful and the consumer about a particular product. At very versatile food. Its overall appearance, includ- the retail level, they can be very influential in Backroom Receiving And ing its smooth skin and deep tone, is particularly spurring impulse purchases. They are particularly Preparation Procedures appealing to the eye of the consumer, who values useful for consumers who are not too familiar with It is important to check the product’s freshness as one of the primary indicators that an item but are willing enough to try it. Given temperature and overall appearance upon arrival. motivate purchase behavior. this, some useful information to display on signs Eggplant should be maintained refrigerated at all can include nutritional information, handling times, with 48° being the ideal setting. Recommended Display Ideas instructions and preparation ideas (including Because of their dramatic color, eggplants sit recipes and cutting diagrams). Cross-Merchandising Opportunities well in supermarkets when displayed alongside Eggplant is a great item to cross-merchandise other fresh items such as colored bell peppers and Variety And Availability Guide with pasta, bread crumbs and fresh cheese. cucumbers. The bright color surrounding the Eggplant is available to U.S. consumers in a eggplants contrasts well with their deep purple variety of shapes and sizes. Their skin’s color can tone and catches the eye, drawing more attention vary from almost white to a deep purple, with toward them. purple being the most common. Amongst the It is important to rotate the eggplant in order more popular varieties are the following, which to have nice appearance and color on display. are available from our southern neighbor, Mexico, Retailers should also instruct produce staff on the from October through May each year: Out-of-the-Box proper ways to handle eggplants, as they tend to Regular/Classic: This is the most common Promotional Ideas be fairly sensitive. It is important to touch, not variety in the United States. It has smooth skin in squeeze or press on them, as this creates bruising a deep purple hue, and a large and elongated An out-of-box promotional idea for in the eggplant later on. oval shape with a green calyx. Italian: A deep shade of mauve-purple eggplant is to mix some eggplant in the with some light streaking on the skin. It is also butcher section next to steak with a smaller and oval in shape. The calyx on this “Great for Grilling!” sticker or sign dis- variety is also green. played on or next to them. You can even Japanese: Small and longer in shape with smooth, light purple skin and a dark purple calyx. do this in the produce department and Chinese: Longer and more cylindrical in display them along with similar shape, with smooth purple calyx and skin. point-of-purchase signs for grilling Hindu: Small (just a few inches long) and (include recipes or even display a steak round with smooth purple skin. sauce to grill them with!). Eggplant, Promotional/Advertising Ideas after all, is a fantastic item to grill during Retailers may take advantage of special those summer barbeques. holidays to boost eggplant sales, including Lent and Chinese New Year’s, where eggplant should be displayed in plentiful supplies. 28 PRODUCE BUSINESS / MARCH 2007 / MASTERS OF MERCHANDISING Reader Service # 58 APIO, INC. 4575 W. Main Street P.O. Box 727 Phone: 805-343-2835 www.apioinc.com [email protected] Q UICK T IPS Introduction mealtime questions. Leverage the growing cate- Stock a variety of fresh-cut Did you know that 40 percent of U.S. 1 gory by promoting Eat Smart fresh-cut vegetables vegetables in a central consumers do not know by 4:00 PM what they will as key ingredients in store publications and recipes location to ensure shoppers eat for dinner that night? Help shoppers find to give your shoppers the tools and information find what they need quickly. healthful answers fast with Eat Smart fresh-cut they need to make healthful meal choices. Adver- vegetables. As a growing subgroup, the fresh-cut tising Eat Smart fresh-cut vegetables with hot meal Offer new and interesting vegetable category has continued to grow 2 programs such as chicken, pasta or beef provide ways to incorporate considerably. Last year, fresh-cut vegetable dollar simple one-stop shopping. To maximize impulse fresh-cut vegetables into volume grew over 12 percent (ACNielsen Market- “special occasion” sales during the holidays, pro- everyday meals. Track, Total US Grocery, 52 weeks ending mote Eat Smart Party Trays as a great addition to 12/30/2006). Apio Inc. is a recognized industry any get-together. Year-round, offer smaller format Help satisfy wellness supplier of value-added fresh-cut vegetables and a 3 Eat Smart Party Trays as a healthful snack item for questions by using colorful category growth leader at retail, offering shoppers the office, home or as a “grab and go” alternative and informative POS to a complete selection of healthy fresh-cut meal to in-store sandwich or hot meal promotions. educate shoppers on product solutions. attributes and health value. Ripeness Recommendations Recommended Display Ideas • All products should have a deep color. Frequent meal-solution Creating a prominent, fresh-cut vegetable 4 • Products should be culled with attention to promotions and cross-mer- section within the produce department is a key code date. chandising keep produce component to driving sales in the category. top-of-mind with shoppers Offering Eat Smart fresh-cut vegetables alongside Display Care And Handling and help to create a unique tie-in items like refrigerated dressings and dips is a Eat Smart fresh-cut vegetables are available in shopping experience. simple way to satisfy shopper needs for variety a wide range of sizes and combinations. Stocking and convenience. To make the most of special a variety will ensure that shopper needs are merchandising opportunities, display Eat Smart satisfied when selecting their specific meal FRESH-CUT MEAL SOLUTIONS Party Trays during peak holiday periods near the solution. Be consistent with the primary location front of the produce section to stimulate incre- within the produce department so shoppers can mental sales. Keep produce top-of-mind with develop a habit of shopping for their fresh-cut shoppers all year and display Eat Smart Fresh items in the same place. Salads as a healthful side dish option for in-store deli selections and as a complement to any “grab Backroom Receiving And and go” section. Preparation Procedures Fresh-cut vegetables should be received from Point Of Purchase/Signage adequately refrigerated trucks and transferred With increased focus on health and wellness immediately into storage rooms ideally cooled to combined with the challenge of convenience, help 33° to 38° F. shoppers “Eat Smart” by adding eye-catching channel strips or shelf talkers highlighting the nutri- Cross-Merchandising Opportunities tional features of specific products. Use USDA- Promoting Eat Smart fresh-cut vegetables approved health claims to promote the consump- with center-of-plate items such as poultry or fish tion of fresh vegetables and inform shoppers of the and sides — including popular dips, dressings and helps shoppers quickly identify healthful solutions distinct benefits of each. During the holidays, Eat a variety of ingredients — are available every day, for their entire family. A few key ingredients such Smart Party Trays can be complemented with sig- 365 days a year. While all lines of fresh-cut vegeta- as a bag of Eat Smart fresh-cut vegetables paired nage encouraging healthful seasonal fare. Provide bles can experience lift of two to three times nor- with whole grains, lean meat and spices can open a shopping list of “good-for-you must-haves” mal sales during peak holiday periods such as the door to a variety of custom-tailored meal including other quick and easy items for successful Thanksgiving and Christmas, Eat Smart Party Trays options for all shoppers. In addition, Eat Smart entertaining. This could include fresh avocados and are especially popular at this time of year. Party Trays complement deli, meat and snack tomatoes for salsa recipes, low-fat refrigerated dips displays during peak holidays. Large and ready-to-eat fresh fruit trays. Promotional/Advertising Ideas cross-promotional displays featuring barbeque Programs highlighting the health and porta- themes, tailgate parties or sporting events will Variety And Availability Guide bility of Eat Smart fresh-cut vegetables can help entice shoppers to pick up all of their supplies for Over 40 Eat Smart fresh-cut bags, salads, trays shoppers seek quick, easy answers to their entertaining in one central location.

30 PRODUCE BUSINESS / MARCH 2007 / MASTERS OF MERCHANDISING Your customers need to find a healthy, convenient meal solution... Fast.

You owe your shoppers something they can sink their teeth into. Eat Smart® Fresh Cut Vegetables provides just that something. Whether it is a quick lunch, a healthy dinner or just a snack on the go, Apio offers a complete category solution to answer any meal challenge. But hurry, your shoppers are hungry. Now.

800-454-1355 • www.apio.com • Meal Solutions. Fast.

Reader Service # 12 LOGO

MAURICE A. AUERBACH, INC.

GARLIC 490 Huyler Street South Hackensack, NJ 07606 Phone: 201-807-9292 Fax: 201-807-9596 www.auerpak.com Q UICK T IPS Recommended Display Ideas Backroom Receiving And Garlic lies at the confluence of all that is hot Preparation Procedures 1 Display and promote the full and happening in produce. Ethnic cuisines? Garlic range of garlic items. Garlic should be stored in a well-ventilated is key. Health-oriented eaters? Garlic is prominent. place and kept dry. Dieters? Garlic instead of salt anytime. It also is a 2 Use both jarred and fresh product family that runs the gamut, from staple to garlic, red and white, Cross-Merchandising Opportunities specialty items — red garlic, elephant garlic, elephant and conventional Garlic is a cross-merchandiser’s dream as it is peeled, packaged, braided and certified organic. and garlic braids to make always used in conjunction with other products. It is a category that includes both fresh garlic the section intriguing to Cross-promote in the produce department with and various processed and semi-processed items, consumers. salad items since garlic is frequently tossed into such as whole peeled garlic, chopped garlic, salads as an ingredient as well as used in salad minced garlic and a multitude of jarred products. dressing. Put garlic next to ripe tomatoes, basil, 3 Focus on increasing usage, as There are even garlic options that can serve highly that is the key to increasing cilantro, etc., to promote salsa. Suggest a decorative purposes — such as braided garlic. sales long term. make-your-own-pasta-sauce center with garlic, Garlic can also be used to adorn holiday wreaths tomatoes and other ingredients. and other holiday decorations. Many items are Also consider secondary displays of garlic sold in both bulk and consumer package sizes. next to meat and poultry, to promote as a rub The key to making good garlic displays is to and even next to baguettes in the bakery, avoid the specialty jinx, in which a small area is promoting roasted garlic as a delicious and set aside for a tiny row, or worse, a little basket healthful alternative to butter. of garlic. Its use as both a seasoning and as an Instead, think of the romance of garlic: the ingredient in food means that year-round Egyptians, the Greeks and the Romans all knew of promotion is appropriate. Out-of-the-Box garlic, and this rich heritage carries through to the Promotional Ideas cuisines of today, justifying generous space with a Promotional/Advertising Ideas full range of garlic products displayed. Because of its comparatively long storage life, Have a demo with the bakery, in which And it is well worth it to cultivate a deep discounts on garlic are likely to steal sales roasted garlic is served with sliced French garlic-buying clientele because garlic is never from future periods. As such, the focus in garlic baguettes. The mild flavor, without the consumed alone. So every sale of garlic means promotion should be on usage. the sale of other items both in produce and in If it is barbeque season, promote the use of fat of butter, will make it other areas of the store. garlic in salads, marinades and rubs. Suggest that a favorite with many consumers. consumers try cooking whole garlic on the Point Of Purchase/Signage barbeque to serve whole as a butter substitute. Educate your customers about the Signage and POP material near garlic should If the Super Bowl or other sporting event is taste benefits of rubbing the outside of always have a three-fold message: First, make sure coming up, do a promotion in which you suggest to highlight variety items, such as elephant garlic; the use of fresh garlic to make salsa with a kick. their Easter lamb with cracked garlic this attracts attention to the overall garlic section Salad dressing is a great garlic use. Have a prior to roasting. and sparks consumer interest. Second, always salad dressing of the month that is always under promotion and always uses garlic. highlight the health benefits of garlic: fat-free, sat- Provide recipes encouraging holiday urated fat-free, sodium-free, cholesterol-free and Suggest ways that garlic can add flare to old certified 100 percent organic are all watchwords favorites. Garlic mashed potatoes, for example, are chefs to insert whole peeled garlic cloves that are both permissible with garlic and attract a great way to jazz up a dish one may have grown into slits cut into their holiday roasts the interest of health-oriented consumers. Third, bored with. with the point of a sharp knife, prior to always provide recipes and usage ideas. And at major holidays suggest adding an eth- cooking. Watch your garlic (and meat) Garlic is a product in which sales directly nic dish. For example, it is an old Italian custom to sales take off! relate to consumers adopting recipes that require serve a fish dish at major holidays, almost always garlic, so always have one being promoted. Also prepared with garlic. Use the trend to ethnic food, remember that a festive display of garlic braids is healthful eating and variety to tie in garlic. Do a “sauce” competition in which great signage pointing to a garlic display. consumers make homemade pasta sauce Display Care And Handling using garlic. Get a local newspaper to Variety And Availability Guide Garlic should not be misted, and rotation is Garlic is available year-round with supplies important with fresh garlic as garlic sitting out for judge it and have the winning sauce coming from both California and other countries, long periods will tend to dry out. In addition, the recipes be part of a “saucy special.” including Argentina, Mexico, Chile and Spain. In skins of garlic tend to shed with handling so recent years, Chinese-grown garlic has become frequent attention to the display to keep it clean prominent in the marketplace. and dry will result in better sales. 32 PRODUCE BUSINESS / MARCH 2007 / MASTERS OF MERCHANDISING The Garlic Source… … for the freshest garlic from Argentina and other provenances.

Fresh • Peeled • Packaged • Braided • Elephant • Certified Organic Maurice A. Auerbach, Inc. 490 Huyler Street · South Hackensack, NJ 07606 www.auerpak.com • Call 888-Auerpak Paul Auerbach • Jeff Schwartz • Ian Zimmerman Bruce Klein • Jim Maguire • Josh Auerbach

Reader Service # 39 GRAPES

SUNLIGHT INTERNATIONAL SALES P.O. Box 1027 Delano, CA 93216 Phone: 661-792-6360 Fax: 661-792-9070 www.dulcich.com [email protected] Q UICK T IPS Grapes are available on a year-round basis. 1 Carry several varieties and of red, green and blue-black grapes will generate Besides adding bright colors, which help drive colors — green, red, black, excitement and sales. Research shows that chains impulse sales, the bottom line is very impressive. seedless and seeded. promoting multiple varieties received a minimum From a seasonal standpoint, grapes generate $96 of 200 percent item lift over baseline volume. Try per square foot and are the highest dollars per 2 Rotate stock frequently displaying an eye-catching mix of product that square foot for the produce department’s fruit for bright, fresh-looking generates a greater choice of product availability. category for September through December. product. Variety, display creativity and freshness all Moreover, for the same period, grapes ranked as stimulate impulse purchase behavior. second highest dollars per square foot for the 3 Promote grapes frequently produce department. (source: California Table with expanded displays. Promotional/Advertising Ideas Grape Commission) Red, white and blue for the Fourth of July; We at Sunlight International Sales are 4 Fruit must be kept at prop- back-to-school with grapes packed for snacks specialists in California Table Grapes. As the er temperature to preserve in a lunch box; festive holiday ideas with recipe marketing arm of Jakov P. Dulcich & Sons LLC, shelf life. Once chilled, cards that include grapes for Thanksgiving, we are growers, packers and shippers of the finest keep chilled. The grapes Christmas and Easter. quality and most flavorful grapes in the world. should be kept refrigerated whenever possible. Ripeness Recommendations Recommended Display Ideas Grapes will not mature or gain sweeter flavor California table grapes should be prominently after harvest. We at Sunlight and Dulcich harvest displayed from Memorial day through Christmas. only fruit that has matured to the optimum flavor Two fundamental goals should always be kept in provides additional sales opportunities. and sweetness nature provides. mind when building a display: quality and abundance. An abundant, fresh, high-quality Variety and Availability Guide Display Care And Handling display will generate even greater grape sales. Variety is the spice of life, and we have variety. To maximize sales, straighten grapes displays Customers are inclined to buy more grapes from Today, Jakov P. Dulcich and Sons produces 11 when passing by to work on other displays. When an abundant display. No matter how good the varieties and is making plans to introduce new rotating the display, always move older product to quality of product on display, partially stocked varieties for the future. With today’s sophisticated the top and center of the display. Whenever low displays will make customers think they are shopper, displaying and promoting a wide range or poor quality product is found, it should be getting lower quality, leftover product the removed. When product on display begins to look shoppers before them did not want. To protect tired, remove or rework the product to maintain a their quality, while visually providing a picture of fresh quality image and maximize profitability. abundance, grapes should not be stocked more Refrigerated displays will extend the shelf life than one layer high. Fill and maintain the display of grapes. Cool temperatures will prevent grapes frequently throughout the day/evening. from drying out.

Point of Purchase/Signage Backroom Receiving And Point-of-purchase materials are used to draw Preparation Procedures customer attention to the display and drive Never wash grapes in preparation for display. impulse purchase activity. The key to success with The natural protective layer created by the grapes, point-of-purchase materials is to use the materials called bloom, will be removed allowing for to create excitement at the display without taking dehydration or water loss to occur. While water away from the image of the produce department. may be refreshing for some produce, it will harm Signage is yet another call to action for grapes. Always store with other fruits that require customers to buy more grapes. Nutritional and cold temperatures. Grapes should be kept at 34° F variety information at the display or in the and high humidity. Never store grapes next to informational directories in the produce onions or other items that emit strong odors. department fulfill customer need while generating increased sales. With high consumer Cross-Merchandising Opportunities trust and preference for California-grown 1. Wine, cheese and crackers. grapes, signage highlighting “California” 2. Whipped cream and gelatin.

34 PRODUCE BUSINESS / MARCH 2007 / MASTERS OF MERCHANDISING Reader Service # 8 NEWSTAR FRESH FOODS LLC 900 Work Street Salinas, CA 93901 Phone: 1-888-STAR-220 831-758-7800 Fax: 831-758-7869 www.newstarfresh.com Q UICK T IPS 1 Reduce freight cost and extend shelf life by purchas- Merchandising Ideas ing iceless green onions. • Build a circular display of green onions Keep iceless/value-added with radishes in the center to catch the product away from misters. consumer’s eye. GREEN ONIONS • Offer recipe cards with photographs 2 Green onions are great utilizing green onions. flavor additions to • Use theme-decorated displays to attract potatoes, salsas, eggs, attention. Ethnic displays, backyard BBQ, tacos, and soups. 4th of July, Asian, Mexican Theme: Fall, Easter, etc. 3 Green onions can be • Reader cards showing green onions in use promoted all year long. are great visual displays that prompt usage ideas. 4 Keeping bulk green onions • Channel strips can be added to the shelf to misted and chilled will draw attention to the product. ensure maximum shelf life. • Utilize floor graphics showing the product in use, e.g.; enchiladas or baked potatoes. 5 Display green onions next to salad items, such as leaf lettuce and radishes, for maximum sales.

6 Keep roots trimmed and Iceless Green Onions are a perfect way to add loose product misted. value to your produce section. The iceless pack of Green Onions offers many benefits, including a 7 Rotate green onions daily longer shelf life that reduces shrink, increased to ensure the best possible freshness and best-if-used-by dates, for easy product. rotation. In addition, the bag protects the product from consumer handling at the store level.

Out-of-the-Box Promotional Ideas Create a Mexican themed display in the front of the store, including green onions, tomatoes, peppers, and cilantro.

Recipe cards utilizing green onions can be distributed with tear-away pads.

Cross promote green onions with potato’s, eggs, or chicken and offer a coupon good for X amount off is they purchase both.

Channel strips can be added to draw the attention of the consumer to the product.

36 PRODUCE BUSINESS / MARCH 2007 / MASTERS OF MERCHANDISING Reader Service # 71 HERBS

HERB THYME 1575 W. Walnut Parkway Compton, CA 90220 Phone: 831-476-9733 Fax: 831-476-3710 [email protected] Q UICK T IPS What Makes This Category Important To Bouquet and Holiday Assortment shippers for the the Produce Department? 1 Merchandise basil with Thanksgiving and Christmas seasons. Fresh specialty produce is one of today’s tomatoes, especially larger hottest trends and fresh herbs are at the forefront size packages. Display Care And Handling of this growth. Produce trends follow public Basil does not like temperatures below 40° F awareness created by celebrity chefs and TV 2 Don’t get basil too cold — it so merchandise away from direct cold air. Build a cooking shows, along with national food and is best at 50° F. secondary basil display with the tomatoes, home magazines. This trend to “fresh flavors” especially for larger value-pack and jumbo-pack coupled with the desire for quick flavors that are 3 Order more basil — it is 40 basil offerings. not high in sugar or fat, make the fresh herb percent of the category. section a destination for both home chefs and And don’t run out — check Backroom Receiving And Prep soccer moms who want to prepare healthful, your stores in the evening, Store basil at 50° F, other herbs in the cooler. flavorful food quickly. especially on Sunday. Top quality fresh herbs, then, can be the No basil = lost opportunity. Cross Merchandising Opportunities decision criteria for store choice for these “fresh” Cross-merchandising opportunities are customers who are called the “best produce endless. Cross-merchandise basil with tomatoes, customers.” They are called this because: dill with seafood, rosemary with potatoes, 1) They buy more fresh produce than any Variety And Availability Guide rosemary skewers at the meat counter and other customer HerbThyme Farms operates over 400 acres Poultry Bouquet with the turkeys or stuffing 2) They buy more high-margin specialty items and over 3 million square feet of greenhouse ingredients. Our nine varieties of seasonal than any other customer ranges, all in California. We deliver a year-round shippers include recipes designed to move supply of all major varieties of fresh culinary herbs additional produce items. Recommended Display Ideas both conventionally and organically grown. Fresh herbs do well prominently displayed in HerbThyme offers a full variety of high traffic areas near other specialty produce merchandising vehicles including clamshells in including exotic mushrooms and specialty .66-, 1-, 2-, 2.5-, 3- and 4-ounce sizes, along with Out-of-the-Box peppers. They can be displayed on multi-deck bunches, sleeves and foodservice packs. case shelving, on pegs, or in specially designed Additionally, we offer nine varieties of seasonal Promotional Ideas display racks. promotional shippers. A secondary display of basil in the tomato section will help maximize the sales of the Promotional/Advertising Ideas Build a display with larger basil category’s No. 1 item. We recommend quarterly full- line promotions clamshells (2- to 4-ounce) with pine nuts and promoting basil with expanded tomato and garlic for a pesto feature. A $10 to Point Of Purchase/Signage sections in the summer. Additionally we offer $15 ring! And it won’t take away from HerbThyme Farms provides Herb Center seasonal in-and-out shippers to generate header signs to make the fresh herb section excitement for the category and incremental sales other produce purchases, so it is all clearly visible to consumers. HerbThyme also for your bottom line. NEW money!! provides educational How to Use Herbs multifold Our display shipper offerings range from Salsa handouts designed both to educate the first-time Blend shippers for Super Bowl to Rosemary buyer and to encourage existing users to try Skewers shippers for summer holidays to Poultry additional varieties.

38 PRODUCE BUSINESS / MARCH 2007 / MASTERS OF MERCHANDISING Reader Service # 99 HOLLANDIA PRODUCE P.O. Box 1327 Carpinteria, CA 93014 Phone: 805-684-8739 Fax: 805-684-9363 www.livegourmet.com [email protected] Q UICK T IPS Since 1996, Live Gourmet brand as a BLT promotion that offers the ingredients for hydroponically grown living butter lettuce has a bacon, lettuce and tomato sandwich, can drive offered an improved category solution for 1 The prime location for our traffic to several areas throughout your store. innovative produce merchandisers across America. Live Gourmet Butter Lettuce Use of cents-off coupons for ingredients With its extended shelf-life and protective, is directly next to iceberg located at displays of the corresponding items interlocking, and easily merchandisable clamshell lettuce in the leafy green can be used to draw your meat department package, Live Gourmet Butter Lettuce has saved section of your produce shopper into your produce section and bakery hours of labor, significantly reduced shrink and display. goods section of the store. generated higher dollar rings creating increased gross margins for the butter lettuce category. 2 Place and reface frequently; Receiving, Storage And Handling Tips Live Gourmet Butter Lettuce is “Absolutely with the clamshell package, Maintain the cold chain at all times and Fresh because it is still Alive!” daily trimming and product observe suggested temperature ranges to extend By harvesting our butter lettuce with its roots refreshing will be nominal. the product’s shelf-life. intact, we provide each delectable leaf with a Inspect all shipping cartons for the “Enjoy by source of nutrition after harvest, helping the leaf Date” or “Best if Used by Dates” and maintain remain fresher and more flavorful for days longer proper product rotation in the storage cooler and than butter lettuce harvested in the conventional on the store shelf. manner. Fresher lettuce means higher flavor Visually inspect each clamshell during profiles and greater nutritional value, which Recommended Display Ideas placement on the shelf to insure your display is generates higher levels of consumer satisfaction Live Gourmet Butter Lettuce is truly a the very best it can be. and helps drive increased purchase frequency. value-added offering and can be merchandised Our lettuce is Pest Free Naturally as we utilize successfully in several locations within the Backroom Receiving And integrated pest management (IPM) regimes — produce section of your store. Refrigerated Preparation Procedure a natural, more ecologically sound pest control free-standing island displays, end-cap displays Observe the “Enjoy by Date” stamped on method. IPM incorporates naturally occurring and second- and third-level shelving above the each package and maintain a proper rotation pest regulators and beneficial predatory insects wet rack can prove to be excellent merchandising to insure maximum value for your customer. that reduce harmful insect populations in the zones depending upon your store’s produce Place and reface frequently; with the clamshell growing environment. No organophosphates or department configuration. package, daily trimming and product refreshing carbamate pesticides are ever used. Our research suggests the prime location for will be nominal. The Live Gourmet clamshell packaging our Live Gourmet Butter Lettuce is directly next to concept — we like to call it a mini-greenhouse — iceberg lettuce in the leafy green section of your provides a micro-environment around the lettuce produce display. This requires closing of the wet helping it stay fresher longer. The clamshell rack mist system nozzle directly above our product Out-of-the-Box protects each delicate leaf from physical damage display, thereby eliminating unattractive water Promotional Ideas during handling and acts as a food safety barrier spots on the container. between the product and the consumer, an area We find that merchandising the product in of increased interest for many consumers. the bagged salad case is often the area of last Be the first in your region to offer The clamshell’s interlocking feature aids in resort, and it may lead to buyer confusion. The a greenhouse-grown section in your ease of maintaining a presentable, attractive bagged salad shopper is looking for tear-and-pour display on your produce section shelf. Just place convenience, and our product requires processing produce department. Merchandise and replenish the facings daily. Our clamshells before use. In every instance, eye-level multiple greenhouse grown lettuce, cucumbers, are made from post-consumer recyclables and facings that create attractive displays help tomatoes, bell peppers and herbs in are Level-1 recyclable, a very important feature generate increased sales velocity for our product. one central location. Stress the benefits for most of today’s shoppers. of controlled environment growing, Live Gourmet Advantages: Cross-Merchandising Opportunities • Absolutely fresh because it’s still alive! Combining offers with other salad ingredients uniform quality and reduced pesticide • Consistent uniform product quality all — from croutons to gourmet cheeses and salad use to generate cross-selling and year-round dressings — can help acquaint your shoppers with up-selling of your produce department • Pest Free Naturally this uniquely fresh butter lettuce. shoppers. • Extended shelf-life and reduced shrink that Promoting your private-label salad dressing in helps you sell more units conjunction with our butter lettuce is a great way HYDROPONICALLY GROWN LIVING BUTTER LETTUCE HYDROPONICALLY • Attractive, see-through and easily to generate increased velocity for both categories. merchandisable packaging Interdepartmental cross-promotional offers, such 40 PRODUCE BUSINESS / MARCH 2007 / MASTERS OF MERCHANDISING Reader Service # 31 A.J. TRUCCO, INC. 343-344 NYC Terminal Market Bronx, NY 10474 Phone: 718-893-3060 1-866-AJTRUCCO Fax: 718-617-9884 KIWIFRUIT www.truccodirect.com Q UICK T IPS 1 Highlight the benefits and Kiwifruit is a high-volume item available versatility of kiwifruit to year-round. Its deliciously refreshing flavor and boost sales. convenience make it a popular product among adults and children alike. Trucco imports kiwifruit 2 Use variety in packaging to from Italy, New Zealand and Chile and also complement the traditional distributes product from California. ‘loose’ display.

Recommended Display Ideas 3 Clamshells and D-Paks are • Kiwifruit should be displayed as ready to eat. great value-added • Place with mainstream fruits in high-traffic packaging options and also areas of the produce department. make eye-catching displays. • The key to an effective kiwifruit display is rotating and using multiple packs, tie-in 4 Promote specials items, promotions and varieties. throughout the year. • Do not place near apples or bananas, as ethylene emitted by these can cause 5 Have in-store sampling. In kiwifruit to mature more quickly. most cases, consumers buy • Kiwifruit packed in clamshells and D-Paks after sampling the product. save space and increase sales. These are great alternatives to displaying loose fruit. • Trucco offers some custom packaging to suit individual retail needs. • Emphasize the versatility of kiwifruit. • Our top-of-the-line Italian Kiwifruit are • Highlight the nutritional benefits of the fruit packed under the KiwiStar and ‘Made in Blu’ and provide recipe ideas for fruit salads and Cross-Merchandising Opportunities labels and distributed exclusively by Trucco smoothies. • Kiwifruit can be promoted as a healthful in the United States. and versatile fruit that goes well with Variety And Availability Guide most anything. Point of Purchase/Signage • Kiwifruit is available year-round. • Great for baking recipes, salads, smoothies • Consumers are drawn to the beautiful inner • Trucco distributes both the Hayward and or simply by itself. core of this fruit. Utilizing graphics showing Golden varieties. cut fruit is a great way to promote the item • We now offer USDA Certified Organic and encourage consumption. kiwifruit. • Advertise the ease of cutting kiwifruit. • Italian kiwifruit is available under the • Posters and displays can also be used to KiwiStar and ‘Made in Blu’ labels. Out-of-the-Box promote price and special sales. Promotional Ideas • Literature and POS materials are available to Promotional/Advertising Ideas promote all the varieties and labels carried • Promote the healthful aspects of kiwifruit. Organize in-store demos showcasing by Trucco. Many consumers are not aware that the fruit’s versatility by offering kiwifruits have more nutritional value than customers samples of the kiwifruit by apples, oranges and bananas. • Promote versatility. Kiwifruits can be eaten itself and used in recipes. fresh, in salads and used in many recipes from muffins to pasta sauce. • Kiwifruit does not require refrigeration in the consumer’s home. Simply keep them in a dry, cool place.

Ripeness Recommendations • Kiwifruit arrives mature and ready to eat. • Our strict quality control and handling is assured every step of the way and from every point of origin. From grower to grocer, you can expect the best quality kiwifruit from Trucco. 42 PRODUCE BUSINESS / MARCH 2007 / MASTERS OF MERCHANDISING Reader Service # 29 WALTER P. R AWL & SONS, INC. 824 Fairview Rd. Pelion, SC 29123 Phone: 803-894-1900 Fax: 803-894-1945 www.rawl.net Q UICK T IPS Recommended Display Ideas Leafy Greens are nutritional show brown or yellow spots; make sure PLU tags Sales of leafy greens can be increased by 1 heavyweights: they are are visible to the consumer. acquainting the consumer with the many ways of excellent sources of folic acid, Remember it is not necessary to mist the

LEAFY GREENS preparing these products in addition to their great also vitamins A and C. product when displaying packaged greens. nutritional value. There is great potential in sales of Temperature maintained at 34° to 36° and these products since they are low in calories and Greens are most versatile — good air flow are important to extending shelf life. high in nutritional value. Greens are of 2 they make great dips, pasta southern origin; however, since they are dishes, soups, salads, hors Backroom Receiving And extremely versatile and taste so good, they can fit d’oeuvres and entrées. Preparation Procedures into menus of any other part of the country. A temperature of 34° F needs to be By placing greens with some cooking items The RAWL BRAND bagged maintained immediately upon receiving. Leafy and recipe preferences, consumers can be 3 greens offer a nutritional, greens are highly sensitive to ethylene gas, which attracted to their versatility. Color plays a most user-friendly alternative for can cause loss of color. It is best to use the first in, important part in purchases; therefore, it is a good 21st century consumers. first out (FIFO) method for product rotation. idea to place greens close to produce items of Product in the back room should be checked varying colors, such as red and yellow peppers, often for proper rotation. making the greens more appealing to consumers. The greens should be arranged so the Cross-Merchandising Opportunities PLU tags and product identifications are visible to • Since consumers are always looking for new Promote with other stir-fry/stir fry vegetable consumers. ways to prepare products and new recipes items such as yellow/red peppers, garlic, Periodically changing the arrangement of the are welcomed in every kitchen, it is tomatoes, lettuce, mushrooms, carrots and loose/bunch greens in the display will attract advantageous to set up a cooking display in green onions. regular customers. Consumers automatically will stores with samples of leafy greens dishes. Cross-merchandise with soup items or as an notice the difference, thus making the change a entrée (pasta, smoked sausage, ham, bacon, fish, great possible selling point. * A great selling point is to present samplings pork chops, lentils, bread and corn). of greens throughout the year to peak Recommend using a mustard green leaf on a Point Of Purchase/Signage interest and generate sales; customers vegetable or grilled meat sandwich rather than Suggested purchasing ideas and proper will be apprised greens are available and iceberg lettuce. nutritional value will make consumers more delicious all year long. To spark consumer interest in exploring informed buyers. Since nutritional value is of versatility when cooking, place pasta, olive oil, great importance, consumers can be familiarized • Take advantage of local, regional, and whipping cream and corn bread near more with the excellent nutritional benefits of national celebrations and special leafy greens. greens and delicious ways to prepare them. months/days such as National Nutrition Month, St. Patrick’s Day and New Year’s Variety And Availability Guide Day, just to name a few. Since greens are Out-of-the-Box Value-Added Rawl Brand greens and Rawl great heart-healthy food and February Promotional Ideas Brand bulk greens are available every month of is Heart Month, a perfect tie-in would be the year. The majority of leafy greens are grown to promote greens as part of a in the southern States with South Carolina, heart-healthy diet. List greens as a part of suggested Georgia, North Carolina and Florida being menus. Some examples are: leading producers. • Point of Sale materials can be obtained Collard with Color (Collard greens from local State Departments of Agriculture, Promotional/Advertising Ideas National 5-A-Day entities, and the Leafy precooked in chicken broth and water, • Promotions including how leafy greens can Greens Council (www.leafygreens.org) to then stir fried with garlic, red bell pep- be used with other vegetables to add educate children and consumers on the pers, and onions) interesting tastes and good nutrition to great nutritional benefits of leafy greens. Serve sautéed on top of fresh baked dishes such as salads, side dishes and soups For additional nutritional value and garlic bread will peak interest with consumers. utilization ideas, consumers can go to www.aboutproduce.com. Use in vegetable soup. • Promotions throughout the year showing all greens’ versatility will add interesting Display Care And Handling Greens are great for kids. Encourage concepts to recipes. As a southern tradition, Moisture is vital for bulk greens. Leafy greens children to enjoy greens. greens along with black-eyed peas are are very sensitive to moisture loss. Ideal included in the New Year’s Day menu for temperature is from 34° to 36° F. prosperity and good luck. In culling display, trim stems beginning to 44 PRODUCE BUSINESS / MARCH 2007 / MASTERS OF MERCHANDISING Reader Service # 56 CIRULI BROTHERS, LLC P.O. BOX 1476

MANGOS Tubac, AZ 85646 Phone: 520-281-9696 Fax: 520-281-1473 www.cirulibrothers.com UICK IPS [email protected] Q T 1 Familiarize produce staff What Makes This Category Important To with mangos, including them to combine well with entrées as well as The Produce Department? their maturity process and desserts. Primarily impulse purchases, mangos can Roughly one in three people in the United handling instructions. They, be enjoyed alone as a healthful snack, grilled on States has never tried a mango, but it is the most in turn, will be better skewers with vegetables or even alongside a consumed fruit in the world. Mangos are increas- prepared to help answer salmon fillet. Mangos also make refreshing drinks, ing in popularity across the country due to their customers’ questions. such as coolers, frozen margaritas and daiquiris. delicious flavor and nutrient content. They are When promoting mangos, display recipe high in beta-carotene and vitamins C and K, and 2 Point-of-purchase ideas such as the above-mentioned, along with are a good source of dietary fiber and potassium. communications (ripeness cutting and selection instructions. Mangos can be This category is especially important because charts, cutting diagrams, promoted in multiples, although some retailers are of changing U.S. demographics. In the last five nutritional content) are adopting box promotions. Another innovative years, the Latino and Asian populations grew by 16 useful for encouraging pricing technique being adopted by major mer- and 17 percent (U.S. Census Bureau), respectively, sales and educating chandisers is value-added clamshell packaging. making them the fastest growing ethnic groups in consumers about the fruit. the country. They also happen to comprise the Ripeness Recommendations client base that consumes mangos the most. 3 Sampling one of the most To enable the ripening process, store mangos Statistics show increasing mango sales poten- effective ways to encourage at room temperature. To accelerate maturity, dis- tial. Per capita consumption has doubled over the impulse purchases. Provide play them with other ethylene-producing items past ten years. It is currently about 2 pounds per customers with mango slices such as tomatoes, avocados and honeydew. year (USDA Economic Research Survey), meaning or cubes on toothpicks and Inform customers how to speed up the maturity mangos can generate even greater profits for have a demonstrator show process at home by placing mangos in a paper supermarket stores when marketed using creative them different ways to cut bag and leaving them on the kitchen countertop promotional tools such as catchy displays. and handle the fruit. at room temperature. Mangos may be refrigerated once they are ripe to prolong shelf life. Recommended Display Ideas How do you know if it’s ripe? A mango will Inventive displays are a great way to entice trays so customers can see what the fruit looks like feel soft when given a gentle squeeze and a sweet, purchasing. Retailers can display them with han- and how it tastes at the point of sale. fragrant scent emanates from the stem end. Color dling and nutritional information for consumers is not always a good indicator of ripeness. Cus- who are unfamiliar with them. Some ideas are to Variety And Availability Guide tomers should know some mango varieties may post point-of-purchase (POP) signage that pro- Thanks to increased imports, mangos are now stay green, even at maturity. Among the varieties vides information on different varieties, nutritional available year--round. Mexico, our leading mango more prone to color change are Haden, which content and preparation instructions. supplier, primarily exports the following varieties: develop smooth yellow skin with a slight red — Ataulfo (Feb – July): This smaller, kidney- blush, and Ataulfo, which turn from a light green Point Of Purchase / Signage shape variety is a deep golden yellow when ripe to yellow when the color starts to break, and final- POP signs can be very influential in spurring and has an intensely sweet taste. It has a velvety ly to a deep golden color when fully mature. impulse mango purchases. They are particularly texture due to minimal fiber and a small pit. Only useful for consumers who are not too familiar with the finest Ataulfo is marketed in the United States Display Care And Handling an item but are willing to try it. Useful information under the Champagne mango label. Mangos hold color well at temperatures — Haden (Feb – June): This larger fruit has an between 50° – 55° Fahrenheit. Anything lower oval-round shape and a firm texture with slightly makes mangos susceptible to chilling injury. more fiber. Its skin develops a red blush with some Typical Shelf Life: 7-14 days yellow when ripe. Mist: No — Tommy Atkins (March – July): This variety Relative Humidity: 85-90 % has a more oblong, oval shape and a moderately Primary Box Size: 5 Kg fibrous texture. The skin develops a deep red Carton Counts: 8-14 ct (Red & Green varieties) blush with some green areas. 12-20 ct (Ataulfo variety) — Kent (June – September): Slightly larger, these have green skin with a slight hint of a red Cross-Merchandising Opportunities blush. They have a sweet flavor with mild fiber. Since mangos are mainly consumed by peo- — Keitt (June – October): This oval-shaped ple of Asian and Latino descent, retailers can pro- fruit has green skin with a hint of a rosy blush. It mote mangos during various cultural holidays to to display on signs includes ripening guides, han- has a flavorful aroma and smooth texture. boost sales. For instance, advertise mangos for use dling information and preparation ideas (including in a guacamole recipe during Cinco de Mayo cele- recipe handouts and cutting diagrams). Promotional/Advertising Ideas brations (or even during Super Bowl week), when We recommend retailers set up ripeness Delicious, versatile mangos are an excellent they can be cross-merchandised with complemen- charts and cutting instructions alongside sampling promotional item year-round. Their flavor allows tary items such as tomatoes and avocados. 46 PRODUCE BUSINESS / MARCH 2007 / MASTERS OF MERCHANDISING Reader Service # 59 MELONS

DULCINEA FARMS 111 Corporate Drive, Suite 200 Ladera Ranch, CA 92694 Phone: 949-429-1200 Fax: 949-429-1201 UICK IPS www.dulcinea.com Q T [email protected] 1 Keep melon displays abundantly stocked, year Growing The Category honeydews). If chilled excessively, melons can round. The melon category is shopped by a high suffer damage which may not be apparent when percentage of produce shoppers and watermelon sold and thus can result in consumer Offer multiple-melon and cantaloupes rank high in per capita annual 2 dissatisfaction. Display melons at room purchase price incentives. consumption relative to other fresh fruits. temperature for up to five days and avoid any Mini-watermelons, in particular, are an outdoor displays in extreme heat and cold. opportunity for incremental sales growth. Facilitate consumers’ Consumer awareness of the mini-watermelon 3 Cross-Merchandising Opportunities purchase of the “perfect” category in the western United States has grown Since produce consumers typically purchase melon with “how to select” from 22 percent to 83 percent in the past two and consume more than one type of melon, guidelines, POS and/or years1 and nationally accounts for approximately cross-merchandising between watermelon, personal advice from the 10 percent of the sales of the entire watermelon cantaloupe and honeydew is a good way to build produce manager. category2. melon volume. Multiple-melon purchase Fresh-cut melon sales continue to grow as incentives are also effective. Other melon-compati- consumers seek convenience and look to manage ble products include yogurt, nuts and ice cream. their purchase risk by shopping with their eyes in order to tell a “good one from a bad one.” While Point Of Purchase/Signage 1Dulcinea Farms A&U Study – September 2004 & fresh-cut melons may look great, appearance is Effective point-of-purchase material should September 2006* (West) not an indicator of flavor and sweet taste. Herein both emphasize the important attributes of avail- 2Syndicated Data from FreshLook Marketing, 52 retailers can capitalize on differentiating able fruit (such as seedless) and provide consumer weeks ending October 2006 themselves from the competition by carrying education on judging the ripeness of melons. whole and fresh-cut melons of the highest quality Encourage purchases by utilizing POS materials to and utmost consistency. An assortment of melon address consumer needs, such as highlighting Out-of-the-Box offerings, attractive displays and consumer nutritional benefits and new usage ideas. education can turn your produce department Promotional Ideas into the preferred shopping venue. Variety And Availability Guide Build melon volume by showcasing Consumers expect and reluctantly accept Recommended Display Ideas limited availability, lower quality and higher prices new usage ideas and occasions, such as The key to a successful melon display is a in the “off season,” but they reduce their con- cantaloupe smoothie for breakfast or triple play of variety, abundance, and seasonal sumption accordingly causing huge seasonality watermelon salsa for a tasty treat. consistency — all done with POS to help swings. Aim to shift the consumer mindset by consumers select perfectly-ripe melons. providing high-quality produce year-round to Promote the nutritional benefits of Watermelon, both traditional and minis, along flatten seasonality curves and build perennial with cantaloupe and honeydew, are the big three produce department sales and profitability. melons year-round. Consumers love of the melon category. Specialty and exotic good-for-you fruits available every day melons should also be displayed to attract Ripeness Recommendations of the year. adventurous, food-savvy consumers alongside the Consumers like red, crisp, juicy, sweet water- primary varieties. melons. Cantaloupe lovers have more diverse It is very important to showcase the colorful, ripeness preferences — some like them firm and juicy flesh of the melon by keeping halved samples slightly crunchy, others like them soft, extra juicy of the melon over-wrapped in plastic and and full-flavored. prominent on the display. Since consumers love With Dulcinea® Extra Sweet Tuscan Style melons year-round, it is important to maintain a Cantaloupe, consumers can select their flavor and sizeable melon display 12 months a year. Ample texture preferences by “reading the grooves.” off-shore supplies make it possible to offer The color of the exterior grooves changes as the reasonably priced fruit in all four seasons, and melons ripen: mostly green = firm; mostly gold = doing so, with a prominent display, is a way of softer, juicier and full flavored. building the melon consumption habit. Certain holidays such as Memorial Day week- Display Care And Handling end and the Fourth of July are natural promotions. For best results and maximum product life, Take advantage of other popular party times by store melons in a produce cooler at specific promoting around Easter picnics, college champi- temperatures until ready to display (50° F for onship match-ups and even Halloween parties. watermelons, 40° F for cantaloupes, and 45° F for

48 PRODUCE BUSINESS / MARCH 2007 / MASTERS OF MERCHANDISING Reader Service # 46 MONTEREY MUSHROOMS 260 Westgate Drive Watsonville, CA 95076 Phone: 831-763-5300 Fax: 831-763-0700 Q UICK T IPS www.montereymushrooms.com 1 Keep mushrooms Recommended Display Ideas refrigerated and dry. room category generate the most volume and Research shows sales can increase up to 40 profit for the category. Feature advertising should MUSHROOMS percent by grouping all varieties together, provid- be utilized once per quarter to highlight mush- 2 Promote mushrooms ing proper space allocation and positioning mush- consistently year-round and rooms. Mushrooms sell well during the holidays, rooms next to the salad section. Demographics particularly throughout the and promotions would be more wisely spent dur- play an important role in determining space allo- summer. Vary promotions ing non-holiday weeks. In other words, do not dis- cation. Exceptional departments can allocate 8- to include all varieties. Deep count mushrooms during the holidays. plus linear feet for mushrooms in the multi-deck discounts are not necessary. case, or 32 square feet; larger departments should In-store promos help, too. Ripeness Recommendation allocate 6 to 8 linear feet, or 24 to 28 square feet; Mushrooms are highly susceptible to break- smaller departments with lower income shoppers down and should be refrigerated upon receipt. On 3 Utilize multi-item advertising should allocate 4 to 5 linear feet, or 16 to 20 highlighting all category average, mushrooms have a shelf life of 6 to 8 square feet; and stores with small departments segments. days, so it is critical to keep backroom inventory at and higher income shoppers should allocate 5 to a minimum. Mushrooms gain more flavor as they 6 linear feet, or 20 to 24 square feet. 4 Merchandise based on age, so white mushrooms with a tinge of brown department sales and can still be sold as fresh. Brown and specialty vari- Secondary Displays consumer demographics. Use eties usually have an extra day or two in shelf life. Because of the versatility of fresh mushrooms, sampling, educational info secondary displays can bring meal solutions to the and recipes to encourage Display Care And Handling consumer’s mind. On-going secondary displays in trial, repeat purchase and to Mushrooms must be displayed and stored the salad and meat cases are recommended. Sea- drive sales. Test adding a sec- between 32° and 36°, 85 to 90 percent humidity. sonal displays can feature eggs, potatoes, rice, ond display of sliced mush- For every 5° increase in temperature, mushrooms pasta, tortillas, cheese, onions and other cooking room packages in the salad lose a day of shelf life. Due to their high perishabil- vegetables. Organic, natural, and diet meal solu- section. Cross-merchandise ity, mushrooms should never be stacked more tions are other ideas effective with mushrooms. with complementary items. than two high. Rotate product properly. It is criti- cal to circulate air ventilation for mushrooms. Point Of Purchase/Signage 5 Don’t forget to promote Attention to the category through section larger pack sizes and exotics. Receiving, Storage And Handling Tips signage, recipe cards, shelf talkers (on flavor, selec- Use promotions to build con- To manage shrink effectively, holding coolers tion, care & handling, and usage) will drive sales. sumer awareness of specialty should carry minimal overstock. Avoid out-of- Mushroom consumption will grow only if con- varieties and trade them up. stocks. Plan accordingly for promotions and fea- sumers become more educated on usage and ture ads. Refrigerate mushrooms immediately. benefits, such as mushrooms’ contribution to Store mushrooms up high and off moist floors, nutrition and weight management. Trial and away from warm doorways, out of direct airflow usage will follow if the category is highlighted level. Practice maximum assortment, which and away from odorous perishable items. within the department. Most stores carry 15 to 25 includes a variety of whole, packaged, sliced, varieties/package types; so consumer education Portabellas, Organics, value-added, Specialty Out-of-the-Box about what to do with various types is important. mushrooms, dried and bulk. Look for new varieties, such as Monterey’s Heirloom Grill-A-Bella™, which Promotional Ideas Cross-Merchandising Opportunities add benefits for the consumer. Since mushrooms Promote or merchandise Monterey’s Meal solutions can be achieved year-round by are available throughout the year, it is important Steak Mate® Thick & Hearty mushrooms cross-promoting sliced mushrooms with bagged they be well displayed and promoted, especially salads and capitalizing on grilling opportunities when you consider the average mushroom dollar in the meat department. with steaks, stir-fries and shish kabobs. Steak ring is over $2, and mushrooms generate over $50 Mate® thick sliced mushrooms are outstanding in sales per square foot display space. Sell Portabellas by the unit versus displayed in the meat section, as are Portabellas pound — sales increase up to 300 percent. during grilling season. Using portabellas as a Promotional/Advertising Ideas meatless alternative is also popular. Mushrooms Mushrooms are an impulse buy and need are ideal as a flavor enhancer and complementary promotion activity to help bring new shoppers to Merchandise Monterey’s Clean N ingredient in pastas, soups, eggs, rice, casseroles the category. However, they are not price sensi- Ready® Sliced Mushrooms in the new or pizza. tive, so deep discounts are not necessary. On aver- “Resealable Bag” as complementary to age, promotions should be utilized six to eight bagged salads to increase sales and Variety And Availability Guide times per quarter to maximize overall sales. Dis- Maintaining a full variety of white, portabellas, counts should generally be between 20 and 33 expand profits. These time-saving mush- specialty and dried mushrooms will help drive percent. Two-for-$X, or multiple pricing, tends to rooms can save 10 minutes of prep time! sales! Consumers can then decide if they want to be the most effective method of promotion. purchase bulk or packaged product at the segment Research shows multiple-item ads in the mush- 50 PRODUCE BUSINESS / MARCH 2007 / MASTERS OF MERCHANDISING Reader Service # 57 ONIONS

IDAHO-EASTERN OREGON ONION PROMOTION P.O. Box 909 Parma, ID 83600 Phone: 208-722-7021 Fax: 208-722-6582 www.BIGONIONS.com UICK IPS Recommended Display Ideas Q T circulation. Air circulation is crucial for long-term Idaho-Eastern Oregon Onions are versatile storage of onions. onions that may be used at any meal or in any 1 Promotional materials and Remember not to use plastic pallet wrap on favorite onion recipe. The appeal of Idaho-Eastern recipe cards should tout onions in storage, as the plastic wrap limits air Oregon Onions is their golden globe shape and Idaho-Eastern Oregon Onions movement. their remarkable mild flavor. Idaho-Eastern Oregon as great raw, on burgers Onions should be kept cool and dry, ideally Onions retain their texture when cooked, adding and for cooking. at 34° to 45° F with about 65 to 70 percent flavor and consistency to any dish. humidity. When it comes to displaying Idaho-Eastern 2 In-store sampling and co-op Onions should not be stored with other Oregon Onions, we say, “The bigger, the better.” advertising drive retail sales produce that gives off moisture, such as potatoes. The bigger and more dramatic you can make your and product awareness. displays, the better your sales will be. Cross-Merchandising Opportunities Good signage that distinguishes the different 3 Don’t forget: “The bigger Precut onion blooms filled with a variety of varieties and versatility of onions will go a long the better.” cut produce could be offered in microwavable way in increasing sales. Full-color Idaho-Eastern containers for take-and-bake onion blooms. Oregon Onion price cards will make the display In addition, try cross-merchandising onions in even stronger. the meat department. Idaho-Eastern Oregon Onions are the perfect size for topping Point Of Purchase/Signage sure to draw a crowd. Contact the Idaho-Eastern hamburgers, and king-size onion rings will just Make quick-idea recipes available near the Oregon Onion Committee office to learn about naturally have your customers thinking steak for onion section to encourage impulse purchases. the promotional opportunities for your store. dinner. For summer, try merchandising onions To help consumers decide which onion to along with barbeque sauces to suggest a perfect purchase, display an Idaho-Eastern Oregon Onion Display Care And Handling outdoor grilling accompaniment. sizing chart and poster next to the onions. For Idaho-Eastern Oregon Onions are known for Salad tie-ins have proven successful, too. example, large-size onions reduce preparation their long shelf life. You can increase profitability Display onions right next to other salad time while their firm flesh makes them ideal for by reducing shrink if you follow these simple ingredients and see how they help sell more of blooms, ringing, slicing and dicing. steps: your other produce items. • Onions should be kept dry and unrefrigerated at Variety And Availability Guide retail. Good air circulation is critical for onions. Idaho-Eastern Oregon Onions are available in • Keep product rotated and remove separated yellow, red and white varieties. Harvest begins in and loose skins from the display bin. August with onion availability lasting from August Out-of-the-Box through March. Backroom Receiving And Promotional Ideas During the growing season, the Idaho and Preparation Procedures Eastern Oregon Onion region provides from When onions are received, they should be Onions are one of the most frequently 35 to 40 percent of the bulb onions consumed in placed one foot away from the wall for proper air used ingredients in recipes around the the United States. world. The onion-shaped cookbook titled Promotional/Advertising Ideas Onions Make the Meal celebrates the Want to increase profits in your produce worldwide popularity of onions with department? Just feature Idaho-Eastern Oregon more than 100 recipes featuring Onions. Well-tested research shows an average volume gain of 221 percent when Idaho-Eastern Idaho-Eastern Oregon Onions. Copies of Oregon Spanish Onions are featured in retail the book are available for $10, which advertising. And further, Spanish Onions maintain includes shipping and handling. Try an average gross profit of 31 percent even when placing samples of the cookbook near the featured at a special price. (Other produce items onion display to let your customers know usually sacrifice one- to two-thirds of their gross profit when featured.) In fact, onions are one of about the many ways to use onions. the highest profit margin items in the store. Contact the Idaho-Eastern Oregon Onion In-store sampling and co-op advertising drive Committee for more details. retail sales and product awareness. The aroma of onion rings sampled in the produce department is 52 PRODUCE BUSINESS / MARCH 2007 / MASTERS OF MERCHANDISING Reader Service # 52 GOODNESS GREENESS 5959 S. Lowe Chicago, IL 60621 Phone: 773-224-4411 Fax: 773-224-0212 www.goodnessgreeness.com For more information contact: Pat Bayor at Ext. 225 or e-mail [email protected] Q UICK T IPS

1 Carry a good core selection Recommended Display Ideas of items. not to commingle loose organics with your Your department should carry as many conventional. As far as handling, you should cull varieties of organic fruit as space will allow. When 2 Offer regular weekly through your sections on a daily basis to make ORGANIC FRUIT planning your displays for organic fruit, try to offer promotions. sure your presentation is always fresh and neat. a good balance of items that will be integrated Displays that are not kept full and fresh will throughout the produce department as well as a negatively impact your sales. 3 Integrate whenever possible permanent area for your organics that is well to give your customers signed for your customers. Ideally, this would be a maximum exposure to Backroom Receiving And multi-deck case that would provide anywhere organics. Preparation Procedures from 20 to 64 linear feet for your organic section. Always be sure to inspect all items upon This will give you ample room to carry a good 4 Educate your customers on arrival. This way, any issues can be addressed right core selection of items. the benefits of organic. away. After receipt, be sure to place the right When deciding on the location of this section, items in the right temperature zone. we recommend that it be placed near the front or Keep in mind the National Organic Standards, middle of your department. With organics being which state that you (the retailer) have the the fastest growing segment of the grocery responsibility of preventing commingling and industry today and produce accounting for 42 contamination of organic products with percent of all organic sales, why wouldn’t you get conventional when it comes to organics. aggressive and highlight your organics? To do so, you should take steps to store and display organic produce in such a way that they Point of Purchase/Signage cannot be confused or sold as conventional or the Even though the organic industry has made other way around, which is selling conventional as tremendous progress in consumer awareness organic. Two ways to help comply with the regarding organics and individual item National Organic Standards are: Do not stack the identification, this is still one of the biggest same organic product next to its conventional opportunities for most retailers to continue to counterpart, and make sure items are correctly work on. Make sure your organic displays always identified. include educational pamphlets for your customers. When it comes to signage, be sure all of your Cross-Merchandising Opportunities items are clearly tagged as organic. You should It is a good idea to cross-merchandise also consider tagging all of your loose organic whenever possible to maximize sales. Consider items with neon green or orange organic stickers you still will want to carry core items such as displaying tie-in items with your fruits, such as to help improve accuracy and identification at the Valencias, grapefruits and lemons. organic caramel dip displays by your apple checkout. Be sure to place a nice organic banner sections. The other approach is to have the store above your main sections, too. If you’re a Promotional/Advertising Ideas create a one- stop shop for meal solutions. This mainstream retailer, consider window posters or Organic fruit should be promoted throughout offers all departments in the store the opportunity entryway signs to let your customers know you the year. If you run print ads, it is recommended to cross-merchandise, ultimately increasing sales offer organic produce before they get to the that you put at least one item in your weekly and providing solutions to your customers. produce department. flyer. Another promotional strategy that is gaining a lot of popularity is to offer the organic Variety And Availability Guide counterpart at the same price as you do the Out-of-the-Box Organic fruit is available year-round now. Be conventional one. This gives your customers more Promotional Ideas sure to adjust your selections (expand and opportunity to purchase organics and contract) as the seasons change. As far as variety differentiates your store from the competition. In Offering promotions such as citrus goes, consider organics as a department within addition to these ideas, consider running more contests and cross-merchandising your department, so with that said, it is important in-store promotions on a regular basis as well as meal deals such as “Buy croutons and to carry a good core selection of fruit from all offering routine passive demos. sub-categories within the fruit category. Example: salad dressing and get your bagged or Citrus category. Through the winter when citrus is Display Care And Handling clamshell salad free” are great sales in season, you will want to build up on this Organic fruits should be displayed just as you drivers. category and carry multiple varieties — possibly would your conventional fruits. Always make sure as many as 10 to 12. As the season winds down, your displays are kept full and fresh. Keep in mind

54 PRODUCE BUSINESS / MARCH 2007 / MASTERS OF MERCHANDISING Reader Service # 4 ALBERT’S ORGANICS 200 Eagle Court Bridgeport, NJ 08014 Phone: 856-241-9090 Fax: 856-241-9676 www.albertsorganics.com Q UICK T IPS

Recommended Display Ideas opportunity for promoting organic produce. Your 1 Create an “Organic Section” The key to a successful organic vegetable within your produce organic shoppers will look to this day as a time of display (as well as an effective organic category department. celebration and feasting. display in general) is to create an “Organic Sec- tion” within your produce department where all of Display Care And Handling 2 Secure a copy of the USDA’s your organic produce items are displayed together. National Organic Standards Think of your organic produce section as a Typically this organic section is a 6-foot or larger for reference. mini produce department, displaying all of your upright cooler designated solely for organic pro- vegetables together and keeping your wet duce sales. This section will be most effective when vegetables separate from your vegetables that 3 Have a visible organic promoted by a large, prominent banner over the banner hanging over need no regular hydration. display case declaring your organic section. your organic section. In displaying the organic vegetables within Backroom Receiving And ORGANIC VEGETABLES your organic section, the key factor is product Preparation Procedures selection. Rather than attempting to squeeze as It is necessary to be in compliance with the many items as possible into a relatively small National Organic Standards for both prepping space, be selective in the vegetable items you and storing organic vegetables. choose. What’s important is that your shoppers regular signage. All products labeled on your signs When prepping organic lettuces and greens, have an opportunity to create a nice organic salad, as “organic” must be certified by a you must have a clean sink (using cleaners create a tasty casserole or put together their USDA-accredited certifying agency. approved by the National Organic Standards) as favorite organic stir-fry. The most popular-selling well as fresh water that is used only for prepping lettuces, salad greens and cooking vegetables are Variety And Availability Guide organic product. usually the best choices. Organic vegetables are available year-round. When storing organic vegetables, it is ideal to Despite having a limited space for During the peak of their season, you can source have a separate area for storage. Avoid situations display-making, it’s important that your organic excellent product from local and regional areas as where you have iced and hydrated conventional vegetable displays reflect the same abundance well as from the primary growing regions. and organic items commingling. and creativity that go into merchandising the other items throughout your department. If you Promotion/Advertising Ideas Cross-Merchandising Opportunities do not have a separate section for your organic The most effective promotional strategy for Non-produce items that complement organic vegetables (or organic produce in general), it is organic vegetables is to regularly advertise that vegetables can be very effective when cross-mer- important to make sure you comply with the you carry these items and that your store is a chandised in your organic section. Such items as National Organic Standards in your display-mak- destination point for organic produce. organic salad dressings for salads or organic sauces ing, particularly with regard to “product commin- September is National Organic Harvest for vegetable stir-fries can work quite well. gling” (mixing organic and conventional items). Month, and it is an excellent time to have promotional sales on organic items. An often-used Other Suggestions Point Of Purchase/Signage strategy during this time is to discount all organic Albert’s Organics is proud to recommend the Because your organic produce (and therefore items for the entire month a certain percentage, Organic Produce College. Founded on over 22 your organic vegetable items) are typically such as 10 percent. years of successful retail organic produce displayed within their own section, it is vital to Earth Day in April is also an excellent experience, our program focuses on the unique have effective signage that designates the organic needs of organic produce operations and area of your produce department. Ideally there merchandising. We offer Produce College as a would be a large banner over the organic product free service to the Natural Foods Store community, case announcing this area as your organic section. as well as to our mass market customers. In addition, the banner would have a brief expla- With the organic market growing rapidly, our nation of organic agriculture. Information and program focuses on the unique needs of organic education are crucial to enhancing organic sales. produce operations and merchandising. It is our The organic POS signage should be easy to fond wish that this learning will contribute in some distinguish from your regular-style POS signs with way to the profitable growth of organic produce the word “organic” being very prominent. The sales and consumption. organic signs work best when a different color Please visit www.albertsorganics.com to learn scheme is used to differentiate them from your about Organic Produce College.

56 PRODUCE BUSINESS / MARCH 2007 / MASTERS OF MERCHANDISING Reader Service # 55 BROOKS TROPICAL 18400 SW 256th Street Homestead, FL 33090 Phone: 305.247.3544 Toll free: 800.327.4833 Fax: 305.246.5827 www.brookstropicals.com Q UICK T IPS Recommended Display Ideas the fruit’s naturally bright-red flesh. Once filled, Caribbean Red® and Papayas are best displayed either as a whole 1 shrink-wrap for an appealing display. Caribbean Sunrise® papayas fruit or cut in half and shrink-wrapped. Use both enhance healthful diets with methods simultaneously. Showing what the fruit an abundance of vitamins A Backroom Receiving And looks like inside and demonstrating how it can be and C, as well as potassium Preparation Procedures eaten or prepared will increase sales. Caribbean Red® and Caribbean Sunrise® ® ® and calcium. Papaya also Caribbean Red and Caribbean Sunrise contains papain, an enzyme papayas can be stored at 42° to 58° F to minimize papayas do not have to be full-color to be ripe. that aids digestion. ripening. Storing them at higher temperatures Cut a 50 percent color papaya lengthwise to will speed the ripening process. Storing at 40° show your customers that it might be green on or below for prolonged periods may cause injury 2 Sprinkle fresh lime juice over the outside, but the fruit is red, juicy and ready cut papayas to preserve the to the fruit. to eat on the inside. Demonstrate that the papaya fruit’s naturally bright flesh. can be eaten by the spoonful or cut up for salads, Cross-Merchandising Opportunities salsas or smoothies. Increase overall sales by Let the papaya out of the tropical produce 3 Storing the papaya below selling it as an edible bowl filled with other fruits, 58° will slow the ripening section. Enhance your customers’ recipes by yogurt or salads. grouping some papayas with other ingredients process. Caribbean Red® Whole papayas, when displayed with other papayas have a shelf life of for popular recipes. tropical produce, make for a colorful, unique and two to five days depending Cut the papaya in half and let the fruit sell interesting display, piquing the curiosity of new on ripeness; Caribbean itself. Filling the papaya with other fruits or limes easily increases your sales. Add a plastic spoon for consumers. Generate excitement by displaying a Sunrise®, three to seven days. large number of papayas — 15 or more pieces of on-the-go eating. Caribbean Red® and 30 of Caribbean Sunrise®. Maximize your papaya sales by selling both. Your customers will appreciate having the choice and may factor in value or convenience when shopping. Display Care And Handling Papayas have soft skins, so they are delicate Point Of Purchase/Signage when ripe. Stack up to two or three deep. If Out-of-the-Box Brooks Tropicals provides placards and tear-off using wicker baskets (uneven bottoms and sides), Promotional Ideas pads for your produce department. The placards provide a layer of protection between the wicker provide details on the papayas’ origin, taste, color, and the fruit. Do not mist papayas. Keep at Expand your customers’ recipes for availability, size and quality, as well as preparation room temperature. and storage tips and nutritional information. To sell as a grab-and-go meal, cut a Caribbean salsa; build a salsa ingredients display Red® or Caribbean Sunrise® in half and fill the that includes the tasty papaya. Variety And Availability Guide fruit’s cavity with strawberries, blueberries, melons Brooks Tropicals is the exclusive supplier of or other fruits. Or place slices of lime in the cavity Show how easily an exotic tropical Caribbean Red® and Caribbean Sunrise® papayas, for customers to sprinkle for taste or to preserve salad can come together by grouping which are available year-round. papayas and other tropical fruits. Promotional/Advertising Ideas Suggest using a tropical-flavor yogurt Brooks Tropicals actively works to increase instead of mayonnaise. consumer awareness. We work with food editors, TV producers and celebrity chefs to promote the benefits of including papayas in healthful Make your tropical produce section diets. Our Web site (the URL, brookstropicals.com, a paradise for your customers and your is on our label) is a favorite go-to spot for answers sales. Play it up during the cold months on papayas. to help customers shrug off winter doldrums. And count on spring tropical Ripeness Recommendations Caribbean Red® and Caribbean Sunrise® displays to introduce papayas to new papayas are ripe starting at 50 percent color customers eager for summer fruits. break. If the fruit gives when gently squeezed, it’s ready to eat. PAPAYAS, CARIBBEAN RED AND SUNRISE PAPAYAS,

58 PRODUCE BUSINESS / MARCH 2007 / MASTERS OF MERCHANDISING Reader Service # 15 PEARS

CALIFORNIA PEAR ADVISORY BOARD 1521 “I” Street Sacramento, CA 95814 Phone: 916-441-0432 Fax: 916-446-1063 Train Your Stores: promoted more frequently averaged $386 www.calpear.com • Rotate pear displays often. per week per store — 46 percent higher than [email protected] • Stack pears only two-deep. chains that promoted less than twice per • Keep stems up to reduce puncture on month. THREE STEPS TO BIGGER BARTLETT other fruit. • Merchandise Bartletts with tree fruit or create SALES & CATEGORY GROWTH! • Separate displays of yellow, ready-to-eat a secondary display with tree fruit during July Bartletts from green/breaking Bartletts. and August. Consumer research shows that Best Practices #1 Tap Into Our Expertise: the Bartlett is a considered a summer pear. Display Appearance • We offer technical training on conditioning, Retailers displaying next to tree fruit instead Make sure your Bartletts receive proper condi- and can customize a program to meet of apples generated an 11 percent increase in tioning and handling for optimum sales and shelf the needs of your warehouse, distribution sales during the summer. life. and stores. • Pears are a high impulse produce item Consumer Perception: (among the Top 10). Create prominent dis- Consumers are very clear about what they’re plays when on ad and merchandise both looking for in the Bartletts they buy: green and breaking pears that offer con- sumers a choice of when to eat. This will result in increased volume purchases by your customers.

Best Practices #3 Incremental Pear Category Sales Let other varieties ride on the popularity of Bartletts. Display fall variety pears (Red, Bosc, Comice, Seckel and Forelle) with your Bartletts whenever they’re available. Why? The mix will keep • 3 out of 4 consumers prefer Bartletts with consumers interested in the pear category and “more yellow, less green” color. increase your profit potential. • 52 percent of consumers say the Bartletts’ • Sign displays with green/breaking/yellow appearance is the most important attribute. color signage to educate consumers on the Of the 52 percent, 13 percent said ripeness color change of Bartletts. was the key feature to appearance. • Treated pears to “breaking” stage generate • Only 23 percent of consumers say they an average of 18 percent greater sales than know how to ripen a pear. non-treated green Bartletts. Get in the • Only 8 percent of consumers know where program and ripen up your sales! to feel on a pear to determine if it is ripe (at the stem). Best Practices #2 Promotion Frequency How To Manage Your Conditioning: Frequent promotion of Bartletts achieves the • Option 1: Obtain ethylene-conditioned highest volume, dollars and contribution for the California Bartlett Pears from a shipper. total category. When the Bartletts arrive, have them pressure-tested by trained warehouse personnel. Store pears as required per your specifications and ship to stores as needed. • Retail research shows that stores displaying Fruit ripening happens at the store level. full-variety pears achieved a 14 percent • Option 2: Obtain California Bartlett pears increase in sales from the previous year in from a shipper and manage your ripening most retail chains. right in your warehouse. When they arrive, • Bartletts lead the pear category accounting • Research also showed stores that displayed warm pulp temperature to 55° or higher. for 38 percent of total category sales. full-variety pears found gross profit up 17 Treat pears with ethylene for 24 to 36 hours • Starting in July, through December, Bartletts percent from the previous year; sales were up in banana rooms. Ship pears to stores as drive category performance, contributing 4.4 percent from the previous year. needed or return to cooling. 67.4 percent of total category sales. You’ll find the perfect rotation to have perfect • Promote Bartletts on ad at least two times We’re your resource – take advantage of all pears on your store displays at all times! per month. In retail research, chains that that California Pears has to offer! www.calpear.com 60 PRODUCE BUSINESS / MARCH 2007 / MASTERS OF MERCHANDISING Reader Service # 48 ROSEMONT FARMS

PEPPERS 2700 N. Military Trail, Suite 410 Boca Raton, Florida 33431 Phone: 561-999-0200 Fax: 561-999-0241 Q UICK T IPS [email protected] 1 Remind consumers that The bell pepper category offers a unique sweet bell peppers are peppers, adding a little garlic and brushing with double-barreled opportunity to the alert retailer delicious both cooked olive oil to have a delicious and healthful — pointing the way to high levels of profitability and raw. alternative to deep fried appetizers. with a significant produce department staple • Garnish — No other produce item offers while also offering the variety and color to pique 2 Use the variety of colored the range of colors of sweet bell peppers. Remind consumer interest and make a retailer the peppers to attract attention shoppers that they can add beauty to any plate destination of choice among shoppers. to the category. with slices of sweet bell peppers. The key is to capitalize on the bell pepper’s unique roll in the department. It is a common 3 Tie in with “Fruits & Veggies Display Care And Handling staple item, but it is not part of most salad mixes. – More Matters” to get Peppers do not require misting but can It is well accepted as a core produce department people eating the full line tolerate light misting. Do not allow colored item but is also available in a multitude of colors of sweet bell peppers. pepper displays to sell down excessively. No one that allow consumers to be adventurous without wants to buy that last orange pepper. asking them to sample unfamiliar items. The starting point is a generous display of Backroom Receiving green and red bell peppers offered both in And Preparation Procedures larger and smaller sizes. The colored peppers get Point Of Purchase/Signage Peppers are highly sensitive to ethylene and the attention but, like an auto dealer Signage near the bagged salad display should not be transported or stored with promoting the sexy convertible and selling a lot should encourage consumers to add peppers and commodities that are ethylene-producing. of sedans, the attention to the category created other items to their favorite salad mix. Peppers are sensitive to excessive cold and by a multitude of colors helps sell more green Highlight the national “Fruits & Veggies – freezing. Maintain temperatures of 45° to 50° F and red peppers. More Matters” promotion and show how and a relative humidity of 85 to 90 percent. The different sizes are important as peppers sweet bell peppers can fit into many different have different uses. The most common use is as a color categories. Cross-Merchandising Opportunities salad ingredient, but peppers have long been Remind consumers to think of bell peppers for In the produce department: Cross with all used in cooking whole, as stuffed peppers, or cooking. Recipes and photos of stuffed green salad items, bagged salads, salad dressings and sliced or cubed in many dishes. More recently, in peppers and roasted red, green and yellow dips; bring in some fine olive oil to showcase sliced strips, they have become important parts peppers are mouthwatering and guaranteed to roasted peppers with garlic. of crudité trays, and decorative ring slices are boost sales of peppers and related items. Out of the department: Set up a secondary increasingly being used as garnish. Delicious display in the meat case for stuffed peppers. whole roasted bell peppers have taken off as a Variety And Availability Guide healthful and flavorful appetizer. Most sweet bell peppers are sold at an The core display should be accented with a immature green stage. If allowed to fully mature, Out-of-the-Box wide variety of colored peppers, both in bulk and most varieties will turn to red, though some will Promotional Ideas in various types of packaging. Particularly turn yellow or other colors. Bell peppers are effective are multi-color packs in which available year-round with extensive production in Run a coloring contest where school consumers get a combination of green, red, yel- Florida, California, Georgia, New Jersey, North children have to sort the colored low, orange, chocolate, purple or white bell pep- Carolina and other states. In addition, Mexico is a peppers into the categories used by pers in a convenient tray, bag or net. This device substantial supplier of both field-grown and “Fruits & Veggies – More Matters”. is particularly important for increasing the size of greenhouse peppers. Greenhouse product is also the average sale. Also offer multi-packs of small- imported to the United States from the Nether- Showcase a variety of stuffed peppers, and medium-size peppers promoted for stuffing. lands, Canada, Belgium, Israel and other countries. The base display is typically on the wet rack both traditional hot, stuffed with beef, amidst other salad vegetables. Secondary displays Promotional/Advertising Ideas pork, veal or chicken, and cold, stuffed near the fresh-cut salads along with tomatoes, Successfully promoting bell peppers involves with shrimp, tuna, chicken or egg salad. cucumbers and other salad favorites can remind reminding consumers of the key use categories: consumers to customize their bagged salads with • Salads — Have a Salad-of-the-Week Sample slices of all colors of sweet bell fresh items. Colored peppers also make fantastic promotion and feature sweet bell peppers and pepper with produce department salad color breaks between other produce items. other produce items. The more salads people Bell peppers are one of the few items in the make, the more sweet bell peppers you will sell. dressings and dips. They are a healthful produce department that can successfully be • Snacks — With people looking to eat snack everyone will appreciate and will marketed at different price points simultaneously. healthfully, encourage sliced bell peppers as a boost sales of sweet bell peppers and Don’t be afraid to experiment with offering a great snack alternative. Pair them with low-cal the dressing or dip. It is a two-for-one greenhouse-grown line, often imported from salad dressing for a tasty dip. success. Europe, at a higher price point, while maintaining • Cooking — Suggest that consumers your large display of traditional product. consider grilling or roasting some sweet bell 62 PRODUCE BUSINESS / MARCH 2007 / MASTERS OF MERCHANDISING ROSEMONT FARMS CORPORATION

Toll Free: 1-877-877-8017

Plant City – Tifton – Faison – Nogales – Cobden – Ft. Worth – Boca Raton Fanatic about Results!

Reader Service # 18 TURBANA BANANA CORP. 550 Biltmore Way, Suite 730 Coral Gables, FL 33134 Phone: 305-445-1542 Fax: 305-443-8908 www.turbana.com [email protected] Q UICK T IPS PINEAPPLES Recommended Display Ideas 1 Keep pineapple display full Ripeness Recommendations To sum it up briefly, fill it and it will sell. On and fresh. Fyffes Gold super sweet pineapples are the basis of sales per square foot as well as sales harvested at the optimum stage of flavor and per labor hour, fresh pineapple is one of the 2 Offer both whole and ripeness. The shell color of the fruit may vary leading performers in the produce department. pre-cut pineapple for slightly throughout the year, but brix and acidity Research has also shown that increasing the size of increased sales. levels will remain constant and the consumer will the pineapple display will not cannibalize sales of have the same great taste experience every time. other fruits in the department — so selling more 3 Use signage emphasizing In other words, there’s no need to worry about fresh pineapple enhances the overall performance health/nutrition whether your Fyffes Gold pineapple is ripe or not. of the entire produce department. Naturally, it’s information and important to keep the display fresh. Stores with preparation suggestions. Display Care And Handling corers can accomplish that objective by removing Pineapples are best stored at an ambient any units that begin to show any external signs of 4 Promote pineapple temperature between 48° and 55° F. The carton age, coring them for fresh-cut sales, and replacing frequently. itself should be used to transport the fruit to the them with fresh units on the retail display. display area; this minimizes handling. Fresh 5 Demos have proven to be pineapple makes its best visual impact when Pricing the best vehicle by which to displayed upright or laid down with crowns Most fresh whole pineapple is sold on a per gain both initial consumer facing upward. In order to avoid bruising, unit basis. Prices vary depending on the size fruit trial and repeat purchases. the fruit should not be displayed more than being offered and the pricing policies of the two layers deep. individual chain. In general, most retail prices are ranging between $3.99 and $5.99 per unit at the Cross Merchandising Ideas present time. ingredient in various recipes. Turbana has also Fresh Pineapple can be cross-merchandised partnered with Imagination Farms and Disney effectively with basically any other tropical fruit — Point Of Purchase/Signage Garden in a major effort geared towards mangos, papayas and especially bananas. Those POS material and signage are integral parts of increasing consumption of fresh produce among retailers who will be participating in our the overall display. Since fresh pineapple is not children. As part of this campaign, we’ll also offer Imagination Farms/Disney Garden Pirates of the only delicious but also extremely healthful, it’s our Fyffes Gold super sweet pineapples under Caribbean pineapple program will also have always a good idea to provide nutritional the Pirates of the Caribbean label, with a full array the opportunity to cross-promote with other information as well as recipe suggestions of related signage and point of sale materials items that fall under the collective Disney highlighting pineapples’ versatility as both a supporting this effort. Garden category. healthful snack and either the feature item or an Variety Turbana’s pineapple program consists entirely Out-of-the-Box of Fyffes Gold label super sweet pineapple. This variety has been lumped into an overall category Promotional Ideas referred to by the trade as “MD2”. Although small amounts of other varieties are still being cultivated, MD2 has established itself as the industry standard. Pineapple has always had somewhat of an exotic persona that invokes images Promotional Advertising Ideas of tropical locales, blue sky and water, Fresh pineapple can be promoted across a and adventure. For those retailers wide spectrum of themes — nutrition, health and fitness, or as a tie-in with other tropical fruits, to utilizing our Pirates of the Caribbean name a few. You’ll also see our Pirates of the label, those images offer an excellent Caribbean label promoted in a full-fledged platform for contests, sweepstakes campaign aimed at increasing consumption of and tie-in advertising in their print fresh fruits among children. There will be a myriad of Disney-related advertising and circulars and/or newspaper ads. promotional opportunities available to tie in with this concept.

64 PRODUCE BUSINESS / MARCH 2007 / MASTERS OF MERCHANDISING Reader Service # 38 TURBANA BANANA CORP. 550 Biltmore Way, Suite 730

PLANTAINS Coral Gables, FL 33134 Phone: 305-445-1542 Fax: 305-443-8908 www.turbana.com Q UICK T IPS [email protected] 1 Plantains should always be cooked, never eaten raw. Recommended Display Ideas like to see them offered in both the green and To appeal to everyday shoppers, it is ripened stages. By presenting the consumer these 2 Keep plantain display full important to keep the display full, well maintained and well maintained. plantains in their different stages of ripeness, not and in a visible area of the produce section. This is only will your shelf life of this product increase important for two reasons. First, many shoppers dramatically but your sales will also double. 3 For increased sales, who consume plantains are of ethnic origin, and display both green and Unlike the banana, plantains are grown with they look for good quality. If they see a plantain ripe plantains. the intention of being cooked in every stage of display that is unappealing, they may decide to ripeness, from green to yellow to black. The riper purchase their plantains at an ethnic or other store. 4 Price plantains in unit it is, the sweeter the taste. The reason for the Secondly, mainstream American shoppers may be pricing. change in taste is that the plantain goes through a interested in trying new products for variety if they series of biochemical reactions as it ripens, which look appealing. A great display with adequate is an ongoing process of converting starches to 5 Use bilingual signage padding will definitely spark their interest. around display. sugars. For example, the green plantain can be Another key element, which can double sales, enjoyed as a substitute to the potato and may be is to implement a two-color program by display- prepared in the same ways. The riper plantain ing both green and ripe plantains can be prepared as a sweeter side dish or a together. Many ethnic shoppers eat plantains shoppers who eat plantains are Hispanic, and delightful dessert. when they are in the green stage, when the seeing their own language in your store will help plantain has a starchy quality, and also in the them to feel welcome and create loyalty among Display Care And Handling dark stage, when the plantain is much sweeter. this important growing population. Store plantains at an ambient temperature between 47° and 50° F, away from freezer and Pricing Variety loading dock doors. It has been proven that plantain sales increase Turbana Corporation produces the Harton Use original cardboard cartons to transport when they are priced at a quantity sold by the plantain variety exclusively because it provides the fruit to display area to minimize handling. dollar instead of by the pound (i.e., 4/$1). Since best market flexibility. It is the unique variety that Plantains should be displayed on padded plantains are purchased largely by ethnic can be merchandised in both its green and shelves to avoid scarring and/or bruising. Display shoppers, such as Hispanics, many are not ripened stages. both green and ripened plantains; studies have completely familiar with a per-pound pricing shown large increases in sales when both green structure because they use the metric system. Promotional Advertising Ideas and ripe plantains are available to consumers. Since plantains are in demand among ethnic Point Of Purchase/Signage populations, there may be an untapped potential Cross-Merchandising Opportunities At the display, it is important to include around stores, depending on the demographics. Plantains are most commonly consumed signage and POS material. Turbana offers our For stores with high numbers of Hispanic with black beans and rice among Hispanic customers leaflets with helpful information, which households, advertising in Spanish through local populations that consume plantains, so putting includes a description of the plantain in its various Hispanic media or targeted flyers would have a black beans and rice around the display would stages and how to store it. We also offer an array tremendous impact. Another make good business sense. of recipes for mainstream Americans who are important way to advertise is To appeal to mainstream Americans, interested in sampling them. It is important to through the local Spanish radio place honey, whipped cream, chocolate educate mainstream Americans on how to stations and cable TV. Turbana can or other fruit with the display to prepare the plantain because they have an help you with your advertising needs encourage sweet dessert ideas. overwhelmingly positive response once they in Spanish. realize how easy and delicious they are! Turbana also offers bilingual signage, which Ripeness Recommendations includes a description of the plantain and its Different from the banana, the nutritional content in both the English and plantain can be prepared and Spanish languages. It is advantageous to offer enjoyed at many stages in the bilingual signage at the display, because many ripening process. This versatility is why most consumers would

66 PRODUCE BUSINESS / MARCH 2007 / MASTERS OF MERCHANDISING Reader Service # 87 Fruits & Veggies—More Matters brand An integral part of your company’s produce marketing plans!

Close the produce opportunity gap. Tip #3. Focus on “Snackable” produce. What is the produce opportunity gap? It’s the difference Nearly 70 percent of consumers in our survey responded between the quantity of fruits and vegetables consumers eat that “snacking” is the meal occasion where they believe they (about 2 cups a day) and USDA recommended levels could add more fruits and veggies to their daily (about 5 cups a day for the average adult). That gap diets. So make sure your promotional advertising and represents $4.5 million dollars per year per store in the consumer information addresses items most likely to be United States. Even adding one cup a day to current used as snacks. consumption levels would add $1.7 million a year to each Tip #4. Don’t forget flavor! store's produce sales! The top two reasons people eat fruits and veggies are “taste” and “nutrition.”We repeatedly hear customers PBH consumer research offers some tips on how say that they know fruits and veggies are good for them you can make this happen: but they just need to eat more. Encouraging them with nutritional info can be overwhelming. Tip #1. Promote more produce more often. Our recommendation here is focus on flavor. And the best PRODUCE FOR BETTER HEALTH “Better Prices” or “coupons” are named by 62 percent and way to do that is to sample products on a regular basis. 38 percent of consumers respectively when asked what their Nothing fancy. Recipes aren't required. Just give them a supermarket could do to encourage them to eat more. taste of how great they are! Tip #2. Offer tips and suggestions. Tip #5. Promote variety. What is surprising is the high number of customers (39 Consumers who eat the largest variety of produce also percent) who said providing recipes and preparation eat the largest quantity of produce. Are you featuring a suggestions would encourage them to eat more fruits and wide variety of items every week in promotional plans? veggies. That is easy to do. No price reduction. No Think about it this way. People buy staple produce items promotional costs. Just tell them what to do with the items weekly or when they run out of them. But if you can get you carry and nearly 40 percent of all customers said they them to make one additional spontaneous purchase while would buy and eat more! buying their weekly staples, you will see incremental sales In addition, 32 percent said that if they simply knew how to and consumption. store fresh produce, they would buy more. Tip #6. Don’t forget about canned, frozen, dried and Statistical source: *PBH/Nielsen, 2005. 100% juice. Our research showed that when consumers were told that these products “counted” toward consumption, people felt much better about their ability to achieve recommended daily levels. Make sure Fruits & Veggies—More Matters promotions include these products.

68 PRODUCE BUSINESS / MARCH 2007 / MASTERS OF MERCHANDISING You’re needed more than ever!

The new Fruits & Veggies—More Matters! brand will launch in early 2007. More than ever before, we need the industry’s help and support delivering this important message to consumers in your advertising, promotions, packaging, POS materials and Web sites. For details on how you can be part of the best thing to hit fruits and vegetables since the raindrop, contact [email protected]

Produce for Better Health Foundation • 5341 Limestone Road • Wilmington, DE 19808 • 302.235.2329 • www.pbhfoundation.org

Reader Service # 23 LITEHOUSE FOODS INC. 1109 North Ella Sandpoint, ID 83864 Phone: 208-263-7569 Fax: 208-263-7821 www.litehousefoods.com Q UICK T IPS 1 Create vertical sets with Understand The Consumer branded “sections” so merchandised next to bagged salads. Some of the Over the past several years, Litehouse has consumers can identify the poorest performing sets for refrigerated salad invested in research to better understand brand of their choice. dressings are horizontal sets, merchandised above consumers and how they shop the refrigerated or below the packaged salads. salad dressing category. From this research we 2 Fix the mix to include have concluded there is a huge opportunity to vinaigrettes, “lite” items Fix The Mix

SALAD DRESSINGS further drive sales via consumer awareness and and organic products to Selling the right assortment of dressing items trial of the category. satisfy emerging consumer will satisfy consumer needs. Once consumers are • The refrigerated salad dressing category has needs and trends. in the category, they can be traded up to more grown significantly since 2000, but still has premium items. Through research, Litehouse has a fairly low household penetration. 3 Stimulate trial through learned that retailers should: • Only 15 percent of households buy creative promotions, using • Organize the shelf by segments, with refrigerated salad dressings, with the ads and secondary displays. pourable vinaigrettes on the top shelves, average consumer buying 2.3 times per creamy spoonables in the mid section and year vs. 4.9 for shelf-stable dressings. 4 Capitalize on large value sizes in the bottom well. • The consumer is more loyal at 68 percent complementary sales • Carry a full line of the top two brands to vs. 19 percent for shelf-stable. through cross-promotions convey a full variety message to consumers and cross-merchandising. • Sell second sizes on key flavors, Decision Drivers e.g., Bleu Cheese, Range, etc. • Consumers purchase refrigerated salad dressings primarily for taste and freshness. More Bang For The Buck • Most consumers plan to purchase salad If the right blend of elements is implemented, dressings before they enter the store and promotions can bring new users to the category most know the flavor of salad dressing they and/or increase consumption of existing users. will buy. Brand is important to consumers. • Promote at least once per month using • Two distinct consumer segments are primary ads to deliver results. emerging within refrigerated salad • Employ a moderate price reduction (25 to dressings: consumers who purchase 30 percent) to drive category lift and pourable salad dressings (vinaigrettes) and support positioning and profits. those who purchase creamy spoonable • Repeated research indicates consumers dressings (in a wide-mouth jar). perceive the refrigerated dressing section • Consumers are becoming more health to have limited assortment. Retailers should conscious and are interested in vinaigrettes, consider promoting variety via family ads “lite” items and organic products. or through specific flavor ads (for example creating a Caesar theme with Growing The Category romaine hearts). First and foremost, Litehouse is working to educate consumers about the quality, taste and Don’t Lose Sales value of refrigerated salad dressings. From • Introducing creative promotions that Our retail audits continue to show research we have conducted, we know that heavy attract consumers from the grocery out-of-stock situations throughout the country. refrigerated dressing consumers are still dressing aisle. Retailers have the greatest leverage to help drive purchasing 67 percent of their purchases in the • Capitalizing on complementary sales retail discipline with our suppliers and broker shelf-stable aisle. So we are looking at creative through co-branding, cross-promotions partners. Increasing attention to out-of-stocks ways to keep them satisfied in the refrigerated and cross-merchandising. will favorably impact sales and penetration. section. Here are some examples: • Launching new flavors and product Vertical Sets Are Best Get On Board innovation, including our new vinaigrette Research has proven that the best set for the Contact Paul Kusche at 208-263-7569. line, “lite” items and organic products. refrigerated salad dressings is a vertical set,

70 PRODUCE BUSINESS / MARCH 2007 / MASTERS OF MERCHANDISING Reader Service # 84 RIVER RANCH FRESH FOODS LLC 1156 Abbott Street SPINACH Salinas,CA 93901 Phone: 800-538-5868 Fax: 831-755-8281 www.RiverRanchFreshFoods.com [email protected] www.PopeyeFreshFoods.com Q UICK T IPS

The total retail packaged spinach category 1 Identify and maintain you. Careful seed selection and crop management represents nearly $400 million in annual sales in optimum merchandising/ are critical to the final experience of the Popeye the United States. This represents 12.5 percent of shelf space. Fresh! Spinach consumer. the total salad category. (ACNielsen 52-weeks end- River Ranch harvests at the peak of quality ing 01/13/07 & 01/14/06). In fact, one of every 2 Regularly promote category and quickly packs in carefully selected packaging eight packages of salad sold in the United States to introduce products to to maximize shelf life and freshness for the best contains spinach. new consumers. consumer experience. The Popeye Fresh! Spinach product line offers a full range of spinach items for cooking and sal- 3 Keep your display clean, Display Care And Handling ads. To capitalize on consumers’ growing needs fresh, full and conditioned The Popeye Fresh! Spinach product line is for variety and convenience, six new salad items for maximum sales. washed and ready to eat with a 17-day shelf life. have been added. Three new Popeye Fresh! Salad Proper temperature management and disciplined Blends — Baby Spinach, Spring Mix, and Baby 4 Keep your River Ranch rotation procedures are critical to maintain consis- Spinach & Spring Mix — are packed in rigid re- contact name and phone tent quality. closeable containers to better protect delicate number handy to keep your leaves. Popeye Fresh! Family Style Complete Salad inventory position strong. Cross-Merchandising Opportunities Bowl Kits offer great tasting, ready-to-go salads The Popeye Fresh! Spinach line presents that can be mixed right in their own toss ‘n serve numerous cross-merchandising opportunities. bowls. They come in three delicious flavors: Tangy Retailers can review regional recipes for local Bacon, Creamy Balsamic, and Classic Caesar. All want — a large product window for a clear view spinach favorites and tie in with local products. six items are packed in corn-based, environmen- of the quality inside, bold descriptive product Popeye Fresh! Spinach can be cross-merchandised tally sustainable PLA plastic. These new products names, easy-to-read flavor descriptions, with a dis- with other salad ingredients (mushrooms, join the full Popeye Fresh! line of bagged items tinctive logo situated on a green leaf that says tomatoes, croutons), other fresh-cut salads, that includes Select Spinach, Baby Spinach, Com- ‘fresh’ inside and out. fresh-cut fruit or cooking ingredients, when plete Baby Spinach Kit, Romaine & Baby Spinach recipe-based. Blend, and Microwavable Spinach. Recommended Display Ideas Consumers have strong associations with Category sales grow significantly when the Popeye: full Popeye Fresh! product line is merchandised Out-of-the-Box • 99 percent of consumers recognize Popeye together as a “spinach destination category” in when they see him the refrigerated value-added salad section next to Promotional Ideas • 94 percent of consumers associate Popeye packaged lettuce salads. with spinach Maximum presentation is best achieved when Utilizing the Popeye costume for store • Popeye is associated with strength, energy products are merchandised in refrigerated upright, grand openings, special events or store and healthful living multi-deck cases or shelving units. These case promotions is a creative way to generate types present the product well to the customer excitement and promote the Popeye Merchandising and maintain excellent refrigeration to maximize Fresh! Spinach line. The Popeye costume Carry the full line to take advantage of Pop- customer satisfaction. also personifies and promotes the eye’s popularity and association with healthful liv- ing. A Popeye section in your produce department Variety And Availability Guide healthful, nutritional benefits of fresh will draw consumers. Popeye Fresh! packaging is The entire Popeye Fresh! Spinach product line spinach and the overall spinach category. designed to give consumers exactly what they is available daily, year-round. A speed-to-table themed promotion Promotional/Advertising Ideas can emphasize ways to reduce dinner Like the value-added salad category, the spinach category responds exceptionally well to prep time by including Popeye Fresh! promotional activity. The key to sales growth is Microwavable Spinach or Complete product awareness driven by an aggressive Salad Bowl Kits in menu planning. Or, sales/promotion program. Price promotions, cross highlight the ease and simplicity of cre- category promotions, recipe utilization and menu ating a unique spinach-based salad with planning activities can significantly drive sales. one of Popeye’s favorite salads — flat Ripeness Recommendations leaf, baby and blends. River Ranch manages the Freshness Factor for

72 PRODUCE BUSINESS / MARCH 2007 / MASTERS OF MERCHANDISING Reader Service # 1 STONE FRUIT Contact: SheriMierau,President Cal StatePPN—AWeb-based learningcenter Retail Education promotion. key consumersthroughmerchandising and programs tohelpretailersreachthecategory’s the Networkhasdevelopedsales-building Passionates.” nectarines —abroadgroupwecall“Summer who connectwithCaliforniapeaches,plumsand Get toknowthe“SummerPassionates” New MarketResearch and nectarines. can turnforexpertknowledgeonpeaches,plums where growers,shippers,retailersandthemedia Fruit Agreement,theCaliforniaPPNNetworkis The CaliforniaPPNNetwork www.eatcaliforniafruit.com [email protected] www.eatcaliforniafruit.com On theWeb: Newat • The CaliforniaPPNNetworkisdeveloping In 2006,thePPNNetworkprofiledconsumers As themarketingarmofCaliforniaTree participation. the storewithhighestemployee rewards sumer questions.Anincentiveprogram consumer research andanswers tocon- about handling,ripening,displaystrategies, department. Here,retailstaffcanlearn specialized trainingneededintheproduce Cal StatePPN Based ontheirpurchase motivators, — aWeb toolofferingthe PRODUCE BUSINESS/ MARCH 2007/ MASTERSOF MERCHANDISING inform consumers Fruit preferenceandselectionPOSguideto Consumer Education a travelcooler, gasgrillorbackyardkitchen. plums andnectarines,aswellachancetowin delicious grillingrecipesforCaliforniapeaches, stimulates trialandbuildssalesbyofferingthree Passionates.” TheGrill’nandChill’nSweepstakes “Grill’n &Chill’n”SweepstakesHeatsThingsUp Consumer Promotion tional channelcards. and 11”x3.5“educa- 7” selectiontipcards 28” aisleposters,11”x program includes22”x sophisticated —the one whimsical,theother two stylesfor2007— ripening. Available in coloring andhome ripeness, firmness, about selection,flavor, stages ofthefruit,whileinformingthem identify theirpreferencesbasedonthefirm-to-juicy Betweener? — • The CaliforniaPPNNetworkofferstwoPOS • Grillingispopularamong“Summer • New additionsin2007willincludemore fruit thatsatisfies. plums andnectarines,sotheycanpurchase personal preferencesinselectingpeaches, designed tohelpconsumersunderstandtheir consumer educationprograms,each and theCalStatePPNlearningcenter. in-store consumereducationinformation research, more“MeetaGrower”profiles, agricultural photography, moremarket Are You aCruncher, LeanerorIn- More 2007SiteEnhancements upgrades addtoathrivingsite • ThePPNNetworkDownloadCenter PPN NetworkDownloadCenter This programhelpsconsumers at their ownmarketingprograms. help retailersdevelopandenhance peaches, plumsandnectarinesto over 150high-qualityphotosof www.eatcaliforniafruit.com and security and currentPOSprograms improved simplicity 96,000 downloads.Nowwith a stronginauguralyearwith 74 , thesiteofferspast , downloading had Newsletter ForConsumers More ThanRecipesInFreshipes and pleasure. comfort, energy, flavor, snacking words, withboldmessagesabout POS cardshavebeendevelopedaroundthesekey- they closelyconnectwiththesefruits.Six11”x7” plums andnectarines,identifiedkeywords Passionates” likebestaboutCaliforniapeaches, PPN Networkresearch uncoveredwhat“Summer “Summer Passionates”POSmaterial Lifestyle POSHitsTheHighlights individually. tip takeawaysforpeaches,plumsandnectarines and 11”x3.5”selectiontipcards gram includes22”x28”aisleposters,11”7” for higher-endlifestylemarketformats.Thepro- individually. Itssophisticateddesignisexcellent selection tipsforpeaches,plumsandnectarines presents preference-guidinginformationand 559-638-8260. the CaliforniaTree FruitAgreementat California PPNNetworkprograms, contact — Which PeachisYour Peach? • nectarines, entersitssecondseasonin about Californiapeaches,plumsand Freshipes, themonthlye-mailnewsletter www.eatcaliforniafruit.com. finish. Consumerscansignupat growing processfromstartto Freshipes 2007. Inadditiontorecipes, For moreinformationabout educates readersonthe refreshment, This program Reader Service # 32 VIDALIA ONION COMMITTEE Phone: 912-537-1918 www.vidaliaonion.org [email protected] Contact: Wendy Brannen VIDALIA® ONION COMMITTEE

SWEET ONIONS 2007 VIDALIA ONION RETAIL MARKETING CAMPAIGN WILL SWEETEN YOUR SUMMER

When it comes to brand recognition, Vidalia Onions are the No. 1 choice for consumers. A recent national consumer poll* reveals that nearly 75 percent of Americans prefer Vidalia Onions. In fact, consumers stated they are most familiar with the Vidalia brand and clearly identify Vidalia as the category leader when compared to other sweet onion varieties. The Vidalia brand brings to mind sweetness and superior flavor — and nearly a third of consumers say they would be willing to pay more for their favorite sweet onion. So that retailers can capitalize on these consumer preferences, the Vidalia® Onion Committee (VOC) has developed an exciting marketing and merchandising campaign to offer retailers. It’s a complete, easy-to-use family of programs designed to entice customers and support produce managers’ marketing efforts. Consumer Recipe Contest Grand Prize Recommended Display And Promotional/Advertising Ideas The winner will choose between flying to Orlando Merchandising Ideas The Vidalia Onion Committee’s promotional cam- for a fun summer vacation getaway or having Sweet Rewards Merchandising Program paign will sweeten your summer with these key Chef Ashton fly to them to prepare a Produce managers can also get in on the action components: summertime grilled feast for their family at and earn some sweet rewards by entering our dis- their home. play contest. The colorful summer grilling theme Very Vidalia Recipe Contest on the POS provides a fun opportunity for the pro- Featuring acclaimed Chef Jon Ashton, the Retail In-Store Point-Of-Sale Materials duce departments to get creative and compete for in-store campaign will highlight flavorful To support the Very Vidalia Recipe Contest, we’ll rewards. The deadline is July 8, 2007. summertime grilling recipes using sweet Vidalia® feature Chef Ashton on the in-store display materi- Onions. Consumers will be eligible to win a grand als and provide your shoppers with his Ideas For Creativity And Cross-Merchandising prize by submitting their own Vidalia Onion highly creative grilling recipes. …include designing a “Thrill Your Grill” recipes, grilled or prepared any other way. summertime barbeque display in the produce National Public Relations Campaign department complete with an array of accessories, Chef Ashton will also be featured in a national the new POS materials, and of course, stacks of public relations campaign to support the in-store Vidalia Onions. retail promotion. This includes: Best Practices For Merchandising — National satellite media tour — a series To support these efforts, we’ve developed some of pre-booked television interviews con- “best practices” to help produce managers opti- ducted from a single location mize the Vidalia Onion merchandising display dur- — National consumer news coverage ing the peak of season. Look for details to come targeting food editors soon on our Web site at VidaliaOnion.org.

Through our PR efforts, we’ll be reaching out to For more info, please visit VidaliaOnion.org your shoppers during the same time the point-of-sale materials promote the program in *Consumer study conducted by Opinion Celebrity Chef Jon Ashton the store. Dynamics Corp. on behalf of VOC. 76 PRODUCE BUSINESS / MARCH 2007 / MASTERS OF MERCHANDISING LetLet OurOur 20072007 RetailRetail MarketingMarketing ProgramProgram SweetenSweeten YourYour SummerSummer

The Vidalia® Onion Committee has an exciting new campaign to offer retailers

Sweet Rewards Contest Produce managers can get in on the Vidalia Onion action and earn some sweet rewards by enter- ing our Sweet Rewards retail display contest. The grilling theme provides a fun opportunity for produce departments to get creative and compete for rewards. Very Vidalia® Recipe Contest Featuring celebrity chef and television personality Jon Ashton, the in-store campaign will promote a national consumer recipe contest. Your customers will be eligible to win a grand prize by submitting their own original recipe using Vidalia Onions.

For more information on both contests, visit us online at VidaliaOnion.org.

Reader Service # 67 ELI & ALI, LLC 206 Messerole Ave. Brooklyn, NY 11222 Phone: 718-389-2100 Fax: 718-389-1514 Eliandalitomatoes.com UICK IPS

TOMATOES Q T [email protected] 1 Build a basket with Studies show the most dynamic area of everything in it, stage 4 and 5, guaranteeing the best quality market growth in tomatoes is greenhouse and spe- conventional or organic. beefsteak tomato in the market. cialty varieties, both conventional and organic. We tailor product to the retailers’ inspection According to the USDA, cherry and grape toma- 2 Focus on quality — always process. They can determine which stage they toes account for 13 percent of total retail tomatoes look for Eli & Ali conven- want the tomato and we can provide them with sold and, from the late-1990s to the mid-2000s, tional as well as organic. the stage and the sizing. We do a variety of things greenhouse quantity sold increased 24 percent. to tailor the product to meet customer’s specifics. Selling and distributing the finest vine-ripened 3 Take advantage of the wide tomatoes available from leading growers around variety of tomato products Display Care And Handling the world leads to success in increased sales. available and offer them to Display in a dry location, away from Today, Eli & Ali is considered a distinguished your customers. refrigeration and light. premium packer/distributor of a signature line of Rotate repeatedly for both color and firmness. conventional, specialty and organic produce. 4 Cross-merchandise for Avoid putting them into multiple layers. time-starved consumers. Do not spray. Recommended Display Ideas Build a display with a wide assortment of Backroom Receiving And tomato varieties and increase visual appeal and year-round due to extensive sourcing. Preparation Procedures consumer enthusiasm. With the wide variety of We’re a certified organic handler and Cool and dry are the best conditions. tomato varieties available, retailers can give their especially carry a wide variety of organic as well Receiving should be not below 45° and not customers beautiful, exciting products that as a fine selection of conventional products. above 65° — 55° is perfect. create excitement and stimulate sales. We’ve expanded our line to include specialty Typically the best approach is to build a packages of organic and hydroponic tomato vari- Cross-Merchandising Opportunities waterfall with Eli & Ali boxes and display the eties. We are currently growing petite romas on In the Produce Department: tomatoes from the table/end cap right to the the vine (conventional & organic), conventional Cross-merchandise with other tomato floor. Displays can include 40 to 50 cases of toma- and organic heirlooms, and organic mini heir- varieties. toes and really make a visual impact with cus- looms. These varieties are both greenhouse and Cross-merchandise with other vegetables tomers. Our boxes are display ready, which field grown. Eli & Ali consistently and extensively including rainbow peppers, mini cukes, avocados. enhances the sale by decreasing labor. trials new varieties in both greenhouse and field Build a display with heirloom and petite environments to develop unique organic varietals. In/With Other Departments: romas in a conventional location and then have Our tomato variety offering includes: Add cheese, particularly fresh mozzarella. the same heirlooms, mini heirlooms and petite CONVENTIONAL Promote with salad dressings and olive oils. romas in the organic section. Red beefsteaks, Yellow beefsteaks, Red plums, Provide an entire solution for your customer, Since they are vine-ripe, it is particularly Red grapes, Mixed heirlooms, Tomatoes on for example, tomatoes, fresh mozzarella and basil. important to display these products in a dry the vine (red, yellow & orange), Petite romas on location, away from refrigeration and light. the vine, Cherries/bag Maintain the integrity of your display by ORGANIC Out-of-the-Box repeatedly rotating for both color and firmness. Red beefsteak, Mixed heirlooms, Mini heir- Promotional Ideas looms, Red grapes, Sweet cherries, Yellow Point Of Purchase/Signage pears, Red pears, Mixed medley, Tomatoes on Offer a variety club pack to help POS materials will help draw attention to the vine, Roma, Petite romas on the vine, time-sensitive consumers. Eli & Ali is unique products and also educate consumers on Sugar plum tomatoes, Honey bunch tomatoes introducing a 3-pound club pack the wide variety of tomato products available. We include with all of our product line, conventional Promotional/Advertising Ideas including tomatoes on the vine and organic, both the UPC and PLU on POS sig- Use sampling and in-store demos. (clusters), a seedless cuke, colored nage or shelf talkers. Every variety of each catego- Price during the course of the year for peppers and a sweet onion. They will ry has its own shelf talker. specialized events. also be introducing a New York steak- Often in conjunction with stores, we’ll Use Eli & Ali giveaways for produce managers. cross-merchandise a sleeved rainbow pepper, Use cross-promotional POS tools, not just in house variety pack consisting of red avocados and/or onions and provide signage produce but in other departments. beefsteak tomatoes and sweet onions. accordingly. The wide variety of tomatoes and Feature Eli & Ali products in store remodels or their usage makes for great cross-merchandising new store openings. Cross-merchandise with other store opportunities both in and out of the department. departments like cheese or deli. Promote Eli & Ali’s new organic packaging. Ripeness Recommendations A vine-ripe remains on the vine longer than Variety And Availability Guide gas green, and to ensure the best flavor they’re Eli & Ali vine-ripe tomatoes are available picked at stage 3, so we normally distribute a 78 PRODUCE BUSINESS / MARCH 2007 / MASTERS OF MERCHANDISING You haven’t tasted a tomato until you’ve tasted an Eli & Ali’s Tomato

Organic & Specialty Produce Our journey began by selling and distributing the finest vine ripened tomatoes available from the leading growers throughout the country. Today we are considered a distinguished premium packer/distributor of a signature line of conventional, specialty and organic produce. Our broad line of items can be found in the most prominent country clubs, hotels, five star restaurants and upscale retailers in the New York metropolitan area. You haven’t tasted a Tomato until you’ve tasted an Eli & Ali’s Tomato!

866-354-2547 • Ph: 718-389-2100 • Fax: 718-389-1514 Call: Marc, Jeff, Peter and Art • E-mail: [email protected] 206 Meserole Avenue • Brooklyn, NY 11222 www.eliandalitomatoes.com Reader Service # 68 MANN PACKING CO., INC. P.O. Box 690 Salinas, CA 93902-0690 Phone: 800-884-MANN (6266) Fax: 831-422-5171 www.veggiesmadeeasy.com [email protected] Q UICK T IPS Recommended Display Ideas adequate airflow in between packages. Avoid Merchandise vegetable snack packs next to 1 Monitor inventories closely excess moisture by keeping the product away baby carrot products. In larger stores, dual to avoid out-of-stocks. from misters. Try to keep SKU placement placement by refrigerated dips is successful. Build consistent on the shelf and utilize shelf channel a “snack section” or a “grab ‘n go” refrigerated 2 Keep displays consistent strips so consumers have an easier time finding display case near the store entrance or checkout so consumers know where their favorite products. Consistency in displays stands for impulse sales. Snack packs sometimes to find their fresh-cut and avoiding out-of-stock situations are key to come in smaller bags, so eye-level placement vegetables. building consistent sales.

VEGETABLE SNACKS VEGETABLE proves most effective. Fresh-cut vegetable sections make an excellent 3 Use point-of-purchase Backroom Receiving And “break” between packaged salad displays and signage to draw attention Preparation Procedures refrigerated dressings and dips. Keep displays well to the snack pack items. Refrigerate immediately upon receipt. Keep stocked with product rotated by “best if used” by shelf well stocked, but do not overcrowd the date, first in, first out. 4 Promote, promote, display space. It is better to replenish frequently promote...leverage Mann’s than to present a cluttered display that is harder Point Of Purchase/Signage customer support programs for the consumer to navigate and for you to keep SKU-specific channel strips and shelf talkers to bring new users to the organized. Store Mann’s fresh-cut vegetables are available to draw attention to the vegetable category and keep current away from excess moisture. snack area. These products tend to be in smaller customers coming back. packages, so point-of-sale support material can Tips text here Cross-Merchandising Opportunities help draw the shopper’s eye and spur trial. Cross-promote with any type of “topper” Mann Packing offers a year-round promotion product. Dips, cheese spreads, other produce schedule including on-pack coupons and other snack items such as baby carrots, sliced apples or cross-promotions with leading store brands. fresh-cut fruit. Build dual displays in high traffic Ripeness Recommendations areas to capture “grab ‘n go” sales. Merchandise Variety And Availability Guide Keep all of Mann’s vegetable near the sandwich production area of the deli to Mann’s line of fresh-cut vegetable snacks is snack products refrigerated at a capture lunch time sales. available at a stable price, on a year-round basis. constant 34° F. Rotate first in, first out, according Also available are larger pack sizes suitable for to the “best if used by” date. All of Mann’s fresh- entertaining bigger groups. Mann also offers cut vegetables are available year-round. “Veggies on the Go” party platters — the ultimate snacking convenience with a variety of Display Care And Handling Out-of-the-Box fresh vegetables and a creamy ranch dip ready Shingle the packages on the shelf like tiles on Promotional Ideas to be served. a roof top. Do not stack bags on top of each other. Keep constantly refrigerated, allowing Promotional/Advertising Ideas Cross-promote fresh-cut vegetables with dips or place in a refrigerated case near the deli counter Cross-promote during back-to-school! to capture lunch time Put a lunch box display case near the sales from the sand- vegetable snacks to promote healthful wich crowd. Promote during back-to-school snack ideas for families. events and post “Holi- day Healthy” eating Team with the deli and offer vegetable themed programs. snacks instead of potato chips as part of lunch item sandwich sales.

80 PRODUCE BUSINESS / MARCH 2007 / MASTERS OF MERCHANDISING Reader Service # 5 MILLS FAMILY FARMS 375 West Market Street Salinas, CA 93912 Phone: 831-757-3061 Fax: 831-424-9475 www.millsfamilyfarms.com UICK IPS [email protected] Q T

Recommended Display Ideas 1 Build display fresh early in Promotion/Advertising Ideas Mills Family Farms new retail Wholeaves® the morning. Build product around a rack display of Mills Bags: Mills Family Farms has brought its Family Farms Wholeaves®. foodservice sandwich lettuce to retail stores 2 Keep water off of the Each washed and ready-to-use bag holds one ® WHOLE LEAVES through out the United States. These leaves are Wholeaves bags for complete ready-to-use head of lettuce. separated using a patented “no-cut” method, maximum visual impact. leaving freshness and natural taste intact, virtually Ripeness Recommendations eliminating prep time and waste. Mills Family 3 Reset display at 3:00 PM to Always perfect. Farms Wholeaves® should be displayed in the wet catch busy shoppers looking rack at retail in the lettuce section and located for sandwich ingredients for Display Care And Handling near the standard romaine, green leaf and iceberg tomorrow’s lunches. • Rebuild display two times per day. lettuce. A secondary display would be the deli set • Make sure lettuce bags are set up with where busy consumers can gather all of their maximum visibility on the wet rack. sandwich ingredients in one convenient location. • Important to have the water mister units turned off over the Wholeaves® bags. Point Of Purchase/Signage Wholeaves® are premium lettuce leaves that 1. Sandwich Lettuce Center in produce are individually selected, separated from the core Backroom Receiving And department with a patented “no-cut” system, meticulously Preparation Procedures 2. In the deli – Sandwich Lettuce Center with cleaned and carefully packed. Mills Family Farms No prep, no issues, just perfect! sliced meats and cheeses Wholeaves® stand-alone in freshness and consistency and are available year-round. Mills Cross-Merchandising Opportunities Variety And Availability Guide Family Farms patented “no-cut” method seals in Following are some suggestions: There are three varieties of Wholeaves® – freshness (when handled properly the product • Sliced meats and cheeses Romaine, Green Leaf and tender Red Leaf. can stay fresh up to 17 days) and eliminates the • Chicken (pre-cooked) Mills Family Farms Wholeaves® are ideal for use of preservatives. • Croutons salads, on sandwiches, for plate garnishes and Each leaf is gently hand-separated from the • Nuts more. Fabulous alone core, leaving its vital tissue naturally intact. The • Cottage cheese and unforgettable patented method protects every leaf from • Fruit — both fresh and dried topped with dried nuts, dehydration and leaf shock that can occur • Tofu and Tuna (canned) fresh fruit and feta with processing methods when lettuce is • Condiments or sliced breads cheese. Mills Family chopped or cut. Each leaf is kept whole Farms Wholeaves® allowing the vegetable’s natural quality, offer fresh ideas and nutrients and delicious flavor to healthful meal remain unchanged. options. Mills Family Farms Wholeaves® are not only winners with restau- rants, consumers, Out-of-the-Box and professional chefs, but Promotional Ideas they’re also win- ners of the Ameri- Create a second display area in can Culinary Institute the meat section that allows for Best of Class award in the foodservice whole leaf maximum awareness building during lettuce category for 2002, the “slim-down months” of January 2003, 2004 and 2005. In a and February. blind taste test by a panel of professional chefs, Wholeaves® were Create a sandwich-of-the-week in judged to be “superior in appearance, flavor, taste, and overall impression.” newspaper ads. Additionally, Mills Family Farms Wholeaves® received The American Culinary Federation nationally acclaimed Seal of Approval for 2005.

82 PRODUCE BUSINESS / MARCH 2007 / MASTERS OF MERCHANDISING Reader Service # 13 Reader Service # 109