Progressive Grocer - August 2017 - 78

Fresh Food

SAlAD DAyS
Giumarra's
Persimmon and
Burata Salad is
one of a range of
recipes offered
by the produce
marketing
company.

Fall Produce Preview

for The Wonderful Co.
The $55 million Wonderful
Pistachios marketing campaign
also boasts a new billboard in
New York's Times Square. With
additional funding from Wonderful Halos and POM Wonderful, all three brands appear
together in the billboard campaign for the first time.
"We're starting to see real success," says Cooper of the company's digital presence and online
sales. He reports that online sales
of Wonderful Pistachios are up
35 percent this year, and biggerpack ships are particularly strong sellers.
Building on the success of last year's footballfocused campaign, which included online videos
of the Seattle Seahawks' Richard Sherman and
in-store display units featuring lifesize cutouts of the star athlete,
this year's campaign will also
feature Clay Matthews, of
the Green Bay Packers.
New videos of Sherman
touting Wonderful Pistachios
as the healthful snack for
game day are also on tap.
The campaign runs
from Sept. 10
through football
season.

Savoring Mushrooms
Foraging for fall flavors will invariably lead healthconscious consumers to the satisfyingly meaty taste and
texture of mushrooms.
"The Blend initiative is keeping mushrooms top of mind
at restaurants and in supermarkets," says Mike O'Brien,
VP of sales and marketing for Monterey Mushrooms, in
Watsonville, Calif. "This effort communicates how blending
fresh mushrooms with ground meat - beef, pork or poultry
- can enhance flavor, and substantially reduce fat, sodium
and calories, in favorite recipes."
In addition to The Blend, promoting the health benefits of
mushrooms, especially vitamin D, is a key marketing initiative
for Monterey Mushrooms this fall and beyond.
"Mushrooms are the only produce item with natural vitamin D, which is important for strong bones and essential to
healthy immune systems," asserts O'Brien.
What's trending in mushrooms? "The conversion from
white button mushrooms to brown mushrooms continues,"
he observes. "In fact, total mushroom category dollar sales

78

A Digital Feast
"Digital is a great channel for video, because a
consumer shopping from the comfort of his or her
home is likely to be more relaxed and captive than
someone in a hurry at the store," affirms Megan Schulz, director of communications for Los
Angeles-based Giumarra Cos.
From recipes to product information to grower
stories, opportunities for greater depth in digital
versus in-store marketing abound.
This fall, Guimarra will dramatically increase
its volume of persimmons. The produce marketing
company is working with a new California grower
of the fruit.
"Persimmons are an excellent source of vitamin
A and dietary fiber, and can be used to complement
a variety of sweet and savory dishes," Schulz ex-

growth is being driven by brown mushrooms."
Leading this trend are cremini mushrooms, which are
actually young portabella mushrooms that are often referred
to as "baby bellas." "They look much like white button mushrooms; however, they are darker in color and have a stronger
taste," explains O'Brien. "They are very popular."
MuShrooMinG
Growth
Brown
mushrooms are
driving category
sales increases.

| Progressive Grocer | Ahead of What's Next | August 2017



Table of Contents for the Digital Edition of Progressive Grocer - August 2017

Contents
Progressive Grocer - August 2017 - Intro
Progressive Grocer - August 2017 - CT1
Progressive Grocer - August 2017 - CT2
Progressive Grocer - August 2017 - Cover1
Progressive Grocer - August 2017 - Cover2
Progressive Grocer - August 2017 - 3
Progressive Grocer - August 2017 - 4
Progressive Grocer - August 2017 - Contents
Progressive Grocer - August 2017 - 6
Progressive Grocer - August 2017 - 7
Progressive Grocer - August 2017 - 8
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Progressive Grocer - August 2017 - DF1
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Progressive Grocer - August 2017 - Cover3
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