Totes create onion magic

04/02/2013 08:47:00 AM
Pamela Riemenschneider

Category sales got a 7% boost in a trial of the “Create Mealtime Magic” tote, a collaborative project from the National Onion Association, U.S. Potato Board and Package Containers Inc.

The group worked with a Texas-based retailer for a six week trial of the bags from mid-November through December. During the trial period, incremental bulk onion sales increased 7.5% at stores with the totes, adding $82 per store per week to bulk onion sales compared to stores without, says Kim Reddin, director of public relations for the Greeley, Colo.-based organization.

The overall onion category also got a boost from the bags, with stores adding $90 to total category sales per store per week versus the control locations' sales during the same period a year prior.

click image to zoomNational Onion Association“We were anticipating movement, and hoping for greater than 5%,” Reddin says. “It was 7%, which proved our theory that if we could provide some information and a convenient way for consumers to take onions and potatoes along with them, then we could move the category.”

The bags feature information about onions, including recipes and usage tips, on one side and information about potatoes on the other. Reddin says thanks to the success of the pilot test, the totes will be available at a volume discount for the next 12 months.

“It’s basically 7 cents a bag, so when you figure at the movement versus the cost, it’s a reasonable investment to get some extra movement out of the category,” she says.



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anonymous    
April, 02, 2013 at 06:23 PM

Wow, what startling numbers... I find it interesting they decided to do this test during the holidays, when onion and potato sales increase anyway. Good for the consumer though, I agree with that.

Pamela Riemenschneider    
Austin, TX  |  April, 03, 2013 at 09:30 AM

The sales data was compared to the year before, so the holiday bump is factored in already.

Jerry    
April, 03, 2013 at 09:07 AM

Good information and good looking bag. It's interesting how making an attractive appearance to the product can add to sales. Thanks for the write up.

bill hagins    
watsonville,ca.  |  April, 04, 2013 at 09:10 AM

good job kim

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