Supermarket Perimeter - December 2021 - 46

Produce
PEPPERS
BY ANDY NELSON
Sourcing
from Canada,
Mexico and the
United States allows
Pure Flavor to provide
its customers with
year-round coverage
of all of its pepper
varieties.
THE LATEST ADDITIONS TO THE GREENHOUSE PEPPER LINEUP
offered year-round by Leamington, Ontario-based Pure Flavor include
Craft House Collection-branded Aurora Long Sweet Peppers, Organic
Aurora Bites Mini Sweet Peppers, and Craft House Collection Shishito
Peppers.
Chefs have told Pure Flavor they love the versatility and the
homegrown, rustic look of the Aurora Long Sweets, said Chris Veillon,
Pure Flavor's chief marketing officer.
Pure Flavor is using social media influencers throughout North
America to increase awareness for the new Shishitos.
" They've created great recipe- and lifestyle-focused content that we
promote regularly throughout all of our social channels, " he said.
Sourcing from not only Canada but also from greenhouses in the
United States and Mexico allows Pure Flavor to ship year-round.
Pure Flavor has always prioritized taste when it comes to its peppers,
Veillon said. The company's Aurora Bites Mini Sweet Peppers, for
instance, are grown from the award-winning Tribelli seed, which
received the International Taste Institute's Superior Taste Award in 2019.
" Aurora Bites Mini Sweets continue to be one of our strongest items, "
Veillon said. " They're great for snacking or any type of grill application.
Their bite-sized shape makes them a family favorite with young kids,
but their versatility in the kitchen creates more opportunities for them
other than just dipping them in hummus. "
The health attributes of peppers and their perceived value by
consumers are the other factors driving major category growth,
Veillon said.
46 - DECEMBER 2021
" Consumers are looking for flavorful products that are not only
healthy and affordable but are available year-round, " he said. " The
greenhouse-grown value proposition helps us remove the potential
seasonality of products to ensure consumers get their favorite
greenhouse grown vegetables 12 months a year. "
One of the great selling points of peppers, Veillon said, is the wide
variety of color and type.
" That can lead to fantastic versatility in the kitchen - snacking, dips,
sides, main courses. "
Pure Flavor's merchandising strategy is to keep its brand message
consistent across all segments, which is highlighted by its packaging,
Veillon said.
In addition, the company creates category management programs
for its retail partners, which Veillon said ensures a consistent supply of
fresh peppers and other vegetables.
And health-related marketing remains central to Pure Flavor's
pepper promotions. In 2020 the company launched its #LoveForFresh
campaign to promote healthy active lifestyles.
Throughout the campaign, online consumer surveys were completed
covering a wide range of topics, including specific themes like snacking.
More than 5,000 people completed its snacking survey, which found
that the most important factors in buying a snack are taste (90%),
nutrition (61%), and price (51%).
The survey also revealed a key message for retailers looking to
promote peppers and other healthful fare: placing snack sized items
near like-minded products at retail showcases healthier alternatives to
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PURE FLAVOR
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Supermarket Perimeter - December 2021

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