Education, promotion and innovation are at the core of increasing pineapple sales.
And darketers will help with aggressive promotional campaigns this fall.
“During Thanksgiving, Dole will be offering nutritional point-of-sale material about the digestive benefits of eating fresh pines, such as touting that bromaline aids in digestion,” says Bil Goldfield, communications manager for Dole Fresh Fruit, Westlake Village, Calif. “Additionally, we will be working with our contracted retail accounts to showcase in-store demonstrations to increase the user-friendliness of pineapples and its usages.”
Goldfield says that the user-friendliness of pineapples cannot be overemphasized.
“We expect steady category growth for fresh pineapple in 2012 and beyond. One of the most effective tools we found in helping drive the increase in consumer demand is education on usage,” Goldfield says. “Dole suggests retailers capitalize by utilizing product demos, recipes and nutritional education.”
Product innovation also has been paramount to increasing pineapple consumption, says Dennis Christou, vice president of marketing for Coral Gables, Fla.-based Del Monte Fresh Produce NA.
“The pineapple category has grown tremendously over the last 10 years, and fresh-cut pineapple is a huge part of the category,” Christou says.
While not mentioning specifics about any new products, Christou says Del Monte has a full innovation pipeline. He says the company offers new items to conventional and nonconventional retailers, with a special focus on the convenience store, to meet consumer and trade needs.
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