Munch all you want

11/02/2012 02:50:00 PM
Susie Cable

Colorful Harvest LLC, Salinas, Calif., markets five colors of carrots (red, orange, tangerine, yellow and white) in its Rainbow Crunch Carrots packs. Doug Ranno, chief operating officer and managing member, says strong sales of Rainbow Crunch Carrots spurred Colorful Harvest to expand acreage to ensure good year-round availability. Colorful varieties are gaining acceptance as a regular item in supermarkets throughout the U.S. and Canada, he says.

“Our growth is an indication that more people are realizing that a diversity of colorful carrots enhances the carrot category and leads to incremental sales,” Ranno says. “We are steadily increasing by 25 to 30 percent a year.”

Not all carrots taste alike, nor do they all have the same amount of crunch; some are sweeter or more tender than others, Ranno says. Colorful carrots are fun for kids to eat, so they are a great buy for parents.

“You grab a bag of Rainbow Crunch Carrots with five different colors and watch the buzz of kids having fun choosing the different colors,” Ranno says. “It’s almost like a bag of M&M’s, but healthier.”

Ranno says multi-color packs offer an array of nutritional benefits, including betacarotene in orange and tangerine carrots, lutein in yellow and white carrots, and anthocyanins in red carrots. Rainbow Crunch Carrots’ retail prices are “reasonably close” to traditional carrot prices. Ranno says it’ll cost only pennies more for your customers to enjoy different colors, flavors and crunches.

 

Merchandising carrots

“Get creative and use the color to your advantage,” Manos says.

With the array of carrot colors, you really can create a bright rainbow-like display that’s sure to “wow” shoppers, Manos says. Add colorful ribbons of Rainbow Crunch Carrots as accents in your traditional orange carrot displays, Ranno says.

Castillo says he likes displaying carrots in several places in his produce department so he can capitalize on their bright orange color. One-pound bags of baby carrots may be adjacent to salad ingredients with contrasting colors, including lettuces, radishes and cucumbers. He displays cello packs by citrus fruits, and shredded carrots are next to shredded lettuce and cole slaw mix.

Ginestro says Bolthouse has found that when retailers display all of their carrot SKUs together, they see higher sales as compared to when they display items in various places. A large, well-stocked carrot section attracts shoppers, who can then easily find all the carrot products they need.



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