Steven Muro, president of Chatsworth, Calif.-based Fusion Marketing, which prepares the report, said, “We’re constantly adding more information, more measures and more categories.”
More features also have been added, like the Look Back section, where FPFC members can “look back in order to forecast the future (and) remind people of what’s coming up,” he said.
Members use the report in sales meetings, to see how they are doing compared to the category as a whole, to determine their positions against competitors and to make sure they are keeping pace with the market, Mace said.
“It’s also being used by grower/shippers to see how they are performing compared to other commodities and by brokers to see which categories are growing, which are losing share and where trends are developing,” she said.
In preparing the report, Muro said he discovered that, “The markets are uniquely different, and each of the retailers that make up those markets are uniquely different, as well.”