“Our Del Monte Gold extra-sweet pineapple, precut spears, rings and chunks open the door for other fresh-cut selections such as blends and trays,” Christou says. “This provides retailers with fresh new items for their shelves, keeps consumer interest in the category high and drives sales.”
To grow the category in the future, Coral Gables-based Banacol Marketing Corp. encourages its retail customers to offer consistent pricing and a product mix that includes fresh-cut and whole pineapples.
“Some people promote pineapples three or four times a year. They may put them on sale for around $2 and then put them back up at $5 after the promotion. Often that strategy can kill sales,” says Bill Sheridan, vice president of sales and marketing for Banacol.
Instead, Sheridan counsels retailers to adopt an everyday low price and provide consistent quality to increase their overall pineapple volume. He also encourages retailers to offer fresh-cut pineapple items, so consumers have the option of selecting cored or uncored fruit.
He says educating consumers about the uses and nutritional benefits of pineapple also will help boost sales.
Toward that end, Sheridan says, “We try to do in-store promotions as much as we can.”
Nutrition and the classroom
Emphasizing the nutritional benefits of pineapples and other fruits is one spear of a large-scale promotional campaign that Del Monte recently launched – with the school classroom in mind.
“Because of the success of the Teacher Monday promotion last year, we’ve recently launched our second annual Teacher Monday: Cash for Classrooms promotion,” Christou says. “Our promotion provides the opportunity for 60 schools throughout the country to win $1,000 ($750 in cash for school supplies and $250 in coupons for fresh fruits and vegetables) for their classrooms .”
Christou says retailers are encouraged to participate in the Teacher Monday promotion through point-of-sale material, which is currently available. Del Monte, via an in-store display contest, will also offer 10 retailers the opportunity to award a salad bar to a selected group of schools.