Progressive Grocer - September 2011 - (Page 58)

PG Commodity Board Retail Leadership Awards The winners have had a huge impact on boosting retail sales Perfect Partners By Meg Major Commodity Board Retail Leadership Award winners Alaska Seafood Marketing Institute California Avocado Commission Idaho Potato Commission recognizes six best-in-class promotional and marketing commodity boards. National Cattlemen’s Beef Association USA Rice Federation Wisconsin Milk Marketing Board Leadership Award winners have made monumental impacts in helping grocers increase sales and stimulate shopper engagement of their particular product families, alongside memorable and effective campaigns that foster brand loyalty and facilitate closer connections with the people growing, making and catching that which they’re promoting. I n a first-ever celebration, Progressive Grocer proudly tips its hat to six of the industry’s most dynamic commodity marketing and promotional boards, whose individual efforts have made significant collective strides in bringing cutting-edge retail marketing and promotional campaigns to U.S. supermarkets. Selected based on their abilities to convey the scope, capabilities and effectiveness of their retail-specific strategies and campaigns employed between Jan. 1, 2010, and May 21, 2011, these six groups have been instrumental in helping retailers plan and implement creative, innovative, demandand consumption-building programs that positively impacted sales of their particular member-producers’ products in U.S. supermarkets during the specified timeframe. As the most influential sources of information on the various industries that they serve, the above organizations provide retailers with a medley of invaluable resources to make their particular products more vibrant, valuable and viable in both the grocery aisles and on consumers’ tables. Funded by producers, the diverse set of commodity boards highlighted on the following pages shares the same goals: to create awareness, stimulate desire and ultimately increase consumption of the products they represent. And though the strategies and approaches taken by each are as uniquely vital as the producers they represent, the propensity of their efforts revolve primarily around retailer support and development; nutrition; food safety; research; marketing, communication and education; merchandising and training; category management; creating new consumption opportunities through innovation, promotions, product development and consumer outreach; and related partnership opportunities to promote their producers’ items and brands, among others. Without question, our charter Commodity Board Retail Alaska Seafood Marketing Institute Anchored firmly in a central mission of increasing the economic value of its home state’s bountiful, sustainable, wild-caught seafood, the admirable retail efforts conducted by the Juneau-based Alaska Seafood Marketing Institute (ASMI) have been highly successful in luring consumers to the supermarket seafood case in greater numbers. A public-private partnership between the seafood industry and the state, ASMI develops effective integrated retail programs that offer retailers an array of impactful merchandising, promotional and educational support to help consumers understand the value and quality of its wild-caught Alaska seafood “brands,” including five species of salmon — pink, keta, sockeye, coho and king, each of which has its own color and flavor characteristics — as well as shrimp, scallops, crab and 58 | Progressive Grocer | Ahead of What’s Next | September 2011

Table of Contents for the Digital Edition of Progressive Grocer - September 2011

Progressive Grocer - September 2011
Table of Contents
New Era for Old World
Inside the Market Basket
Perfect Partners
Still Pink
Progressive Grocer Independent: Lasting Impressions
Breakfast Retailing Handbook: Breakfast Across the Store
Breakfast Foods/Frozen Waffles, Pancakes and French Toast
Cereal, Energy and Snack Bars, Q4 2010-Q1 2011
Fresh Priorities
Innovation in Focus
Goodness Grazing
Practical Implications of Food Safety Research
Gleaming Opportunities
Putting the Shine On
Seasonal Excitement
What Price Beauty?
Progressive Grocer Tech: Sourcing Savings
Bright Ideas
Supplier Side News
Editors’ Picks for Innovative Products

Progressive Grocer - September 2011