Retailers seen as key pineapple marketing partners - The Packer

Retailers seen as key pineapple marketing partners

02/07/2014 10:56:00 AM
Jim Offner

“We find demonstrations and sampling (remain) the single-best methods for the continuing consumer education and increasing sales for those resistant to trying pineapples,” he said.

Sampling can lead to a doubling or even tripling of sales, he said.

Goldfield said secondary displays and cross-promoting with other Dole products like bananas and providing recipes and nutrition information on point-of-sale materials has also been successful.

Miami-based Chestnut Hill Farms works with its supplier customers to drive consumption among end consumers, said Steve Benchimol, general manager.

“We prefer to do local action in stores. We do in-store demos. We’ll do some recipes, display and distribute the recipes with pineapples and prepared meals,” he said.

Pineapples distributed with recipes are the ones the consumer will try, Benchimol said.


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