Variety in apple promotions supports year-round sales - The Packer

Variety in apple promotions supports year-round sales

01/04/2013 11:08:00 AM
Melissa Shipman

Sage Fruit also plans to continue its Kids in Force promotion, which allows children to win prizes for recording their healthy eating habits and physical activity.



Forrence said bulk bins are more popular in the fall. In the winter and spring, consumers tend to purchase more bagged fruit.

In general, however, most retailers offer both options at all times, according to grower-shippers.

Some companies prefer to adjust promotions depending on the specific location.

“Different retailers have different ways of going to market, so we tailor programs to their system as opposed to having a one-size-fits-all promotion,” Sinks said.


Room for growth

For fresh-cut apple giant Crunch Pak, Cashmere, Wash., displays are critical.

“We’ve learned that displays drive sales,” said Tony Freytag, senior vice president of sales and marketing.

“If space allocation is undersized, the category will fail to grow, despite the innovative packaging and product mixes,” Freytag said.

He recommends increasing display sizes and providing secondary displays during peak snack season such as back to school season and holiday weekends.

Lee Peters, vice president of sales and marketing for Fowler Bros. Inc., Wolcott, N.Y., said there is room for new display styles and promotions.

“Not much has really changed in many years,” he said.

“I’m sure if someone would come to the apple industry with a bunch of new ideas, people would be all over it.”

There is always room for the opportunity for growth in the future. Peters said this is especially true this year.

“We’re hopeful that 2013 will bring more opportunities, and we want people to know we’ll be back with a full toolkit of promotions (in the new year),” he said.

Peters said he thinks companies who suffered from shortages last year should carefully market themselves to customers to let them know they’ll be back just as strong.

“We see this as a real opportunity to let our customers know that we are committed to this business,” Peters said.

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