Progressive Grocer - November 2008 - (Page 98)

Grocery list Fresh food Taking their stand By Meg Major Cause-related marketing can grow sales by as much as 74 percent, the 2008 Cone/Duke University Behavioral Cause Study found. Produce for Kids has raised $1.6 million for children’s charities through two national campaigns. Grocers are taking stronger roles in the produce industry’s proliferating cause-marketing campaigns to reinforce both their products’ healthy attributes and their own corporate altruism. O tive way for us to support healthy eating habits, [but is also] a cause we believe in, because it affects families who shop with us,” says Keith Frosceno, v.p. of produce merchandising for the chain. This year’s participating Pink Ribbon produce supplier partners included Alpine Fresh, Andrew & Williamson, Beach Street Farms, Beachside Produce, Bushwick Commission, Calavo Growers, Chiquita Minis, Country Fresh Cut There’s good reason for this: A new consumer continued expansion of Fruit, Country Fresh behavior study confirms that cause-related market- produce-related cause Mushrooms, Custom Pak, ing can exponentially increase sales—in one case as marketing is the “Pink Del Monte Fresh Produce, much as 74 percent—resulting in millions of dollars Ribbon Produce” camDole Bagged Salads, Dole in potential revenue for brands. The 2008 Cone/Duke paign, which now has Pineapples, Dulcinea, University Behavioral Cause Study, released by Cone two good years under Earthbound Farms, Five and Duke University’s Fuqua School of Business, its belt—and with the Crowns, Fresh Express, further validates that cause-related marketing can noticeable twist this Giumarra, Gourmet Tradsignificantly drive consumer choice. year of a sharply heighting, Highline Mushroom, Consumers have become more receptive to cause- ened level of support Mastronardi/Sunset ProThe “Pink Ribbon Produce” campaign raises breast oriented messages than ever before, and will reward from grocers. duce, Modern Mushroom, companies that give back via their good will and It started with just cancer awareness. Monterey Mushroom, their wallets, explains Gavan Fitzsimons, Duke mar- one supermarket Nature’s Way Potatoes, keting professor and lead researcher on the study. chain on board, but now has three leading regional New York Apple Association, Pacific Trellis, Para“Consumers are paying more attention to cause operators, Golub Corp./Price Chopper of Sch- mount Citrus, Rainier Fruit, Seald Sweet, Southmessages, and as a result are more likely to purchase,” enectady, N.Y.; Matthews, N.C.-based Harris ern Specialties, Stemilt Growers, and Washingsays Fitzsimons. This is “clearly Teeter; and Meijer, Inc. of Grand ton Fruit & Produce. More ONLINE great news for brand managers,” Rapids, Mich., as grocery chamKids’ cause he adds, “as every percentage pions for the cause. For additional information Price Chopper’s commitment to giving back in increase can translate to millions For Price Chopper, the pioneeron fresh food, go to of dollars in revenue.” ing partner in the program, Pink Rib- the produce department is also vividly reflected in Progressivegrocer.com One timely example of the bon Produce is not only “an innova- its support of Produce for Kids (PFK), an organiA H E A D O F W H AT ’ S N E X T www.progressivegrocer.com n the heels of this past October’s commemoration of Breast Cancer Awareness Month, a veritable sea of pink packaging splashed across produce cases in grocery stores from coast to coast stood as solid fresh evidence that produce retailers and suppliers alike are treating the concepts of corporate social responsibility and cause-related marketing like critical strategies. 98 • Progressive Grocer • November 2008 http://www.Progressivegrocer.com http://www.progressivegrocer.com

Table of Contents for the Digital Edition of Progressive Grocer - November 2008

Progressive Grocer - November 2008
Contents
Front End
Nielsen’s Shelf Stoppers/Spotlight
Market Snapshot
Lempert Report
Independents Report
Cover Story: Store of the Month
PG Industry Event
Private Label: What Economic Downturn?
Private Label: Critical Mass
2008 Category Captains Awards
Beverage Alcohol
Meat Snacks
Meat Trends
Produce
Holiday General Merchandise
Equipment Innovations

Progressive Grocer - November 2008