Supermarket Perimeter - April 2020 - 42

Produce: Tree fruits

If retailers can do a 99-centper-pound or a 10-for-10
promotion, this also seems to
really increase sales. Sampling is
another great idea to educate the
customers about the product."
on because its organic." Frecon of the NJPPC said the
group will focus on promoting yellow-fleshed peaches
and nectarines this season.
"We do have some new white-fleshed varieties: July
Rose or August Rose from our New Jersey breeding
program that will be available and increase our offerings
of white-fleshed, sub-acid fruit for some customers,"
he said.
Valhalla Sales & Marketing will be promoting its apricot
program heavily this year, said Stone. Featured will be
the Weston variety of apricot, which the company
has been experimenting with for about 10 years.
"The Weston has the same shipping and eating
characteristics as a Patterson apricot, but is three
times larger," he said. "Production on the Weston has
increased the past handful of years and we should have
plenty with availability starting in early June."

Potent promotions
When tree fruit is on-ad, Simonian of Simonian Fruit
Co. said multiple displays by the entrance of the store
work well.
"If retailers can do a 99-cent-per-pound or a 10-for10 promotion, this also seems to really increase sales,"
he said. "Sampling is another great idea to educate the
customers about the product."
Promoting multiple types and colors (for example,
plums can have three or four colors) next to each other
seems to boost sales, Simonian said.
"Encourage customers to think of grilling summer fruit
kabobs, jars and pectin for canning, baked goods like
pie crusts for pies, salads to make summer fruit salads,"
he said. "These are things you can do throughout the
summer to pique interest." It's also important to note
that tree fruit must be handled properly, Simonian said.
42 - APRIL 2020

SP_Apr20.indb 42

"They ripen fast and bruise easily, so avoid stacking them
if possible."
Frecon of the NJPPC recommended promoting
peaches in large, full bulk displays with good-quality
fruit that's rotated frequently.
"Multi-type bulk displays (white-fleshed peaches,
yellow-fleshed peaches, yellow-fleshed nectarines,
white-fleshed nectarines, flat or donut peaches) with
good signage work well," he said.
"We need to see more medium-size peaches that
can be offered at a lower price for all classes of buyers,"
Frecon added. "Cross-promoting works with other colors
of fruit like purple and red plums, or other stone fruit or
stone fruit products in cans, boxes, or other units. Use
good, clean, clear signage identifying the source of the
product."
NJPPC's surveys have shown consumers want "local"
or "Jersey Fresh" peaches, so most of its advertising is
geared toward promoting those terms, he said.
"We have YouTube videos we offer on handling and
merchandising New Jersey peaches," Frecon said. "We
have these linked to our website and through the Jersey
Fresh site. We love to see peaches promoted as Jersey
Fresh or Local NJ peaches."
Finally, Shales of Stemilt said that when it comes to
having a successful cherry season at retail, display space
and size are paramount.
"It's important to stay in tune with the promotion opportunities in the crop, whether it's with early
California cherries or the longer Washington season,"
she said.
"Retailers that focus on the 4Ps (price, product, promotion, placement) do well with cherries. They truly are
an impulse purchase, so focusing on fruit quality and
freshness is a great way to earn cherry sales."

VIKAKURYLO81, IRINA DRAZOWA-FISCHER - STOCK.ADOBE.COM

Jeff Simonian, Simonian Fruit CO.

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4/1/2020 4:56:22 PM

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Supermarket Perimeter - April 2020

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