“Even if it’s not on ad, we feel that it goes a long way to move the product.”
Jacobs Malcolm & Burtt, San Francisco, affixes California-grown bunch tags to all of its product, said Leo Rolandelli, president.
“I think it’s really important,” he said, adding it helps promote the product to shoppers seeking locally grown or domestically produced items.
James Paul, director of sales and marketing for Greg Paul Produce Sales Inc., Stockton, Calif., said his firm tries to sell to retailers who value locally grown produce.
Most of Greg Paul Produce’s product is marketed throughout the West, from Southern California through Canada, under the Delta King or Clements Ranch labels.
Greg Paul Produce exports very little, instead focusing on marketing a quality domestic product.
“The reason why we don’t export is it really takes away from the appearance of the product you have for your domestic market,” he said. “We’ve put our effort and focus on the product we have for U.S. sales.”
Easter and Mother’s Day are traditionally big promotional times for California asparagus.
But Angulo said retailers may want to think about other holidays, such as the wearing of the green spears for St. Patrick’s Day, asparagus guacamole for Cinco de Mayo or larger-sized spears for grilling during Memorial Day weekend.
Cross-merchandising also helps boost sales. Pairing asparagus with mayonnaise or hollandaise sauce is traditional, but Angulo said selling the green spears alongside lemons or scallions puts a fresh twist on it.