Pamela RiemenschneiderA.J. Wilson, left, and Earl McGrath, center, accepted the Global Retailer of the Year honor on behalf of Orlando, Fla.-based Freshfield Farms for sales of ENZA Taylor’s Gold pears. David Nelley, pipfruit category director for The Oppenheimer Group, Vancouver, British Columbia, which markets the brand in North America, presented the award at the Produce Marketing Association Fresh Summit in New Orleans.NEW ORLEANS — Freshfields Farm can do a lot with a small space, especially when it comes to promoting a premium pear.
The Orlando, Fla.-based retailer garnered the Global Retailer of the Year honor from New Zealand-based ENZA for top sales per store for its Taylor’s Gold variety.
Earl McGrath, director of produce operations, said Freshfields Farm focused on getting the pear in consumers’ hands through sampling and kept prices steady.
“We didn’t do a loss leader on this promotion,” he said. “Sampling was a large piece of the promotion.”
McGrath said during the promotion Freshfields Farm saw sales increase sixfold on some days.
“Their throughput was unrivaled — these sales were phenomenal,” said David Nelley, pipfruit category director for The Oppenheimer Group, Vancouver British Columbia, which markets the pear for ENZA.
The winner was chosen based sales per store, Nelley said, and winners also receive a trip to New Zealand to meet growers and tour orchards next season.