Pineapple promotions remain popular in retail - The Packer

Pineapple promotions remain popular in retail

02/08/2013 01:26:00 PM
Melissa Shipman

Cross-merchandising and in-store sampling prove successful tactics for increasing pineapple consumption, marketers say.

“We see a significant lift and an increase in sales with demonstrations,” said Bill Sheridan, executive vice president of sales for Banacol Marketing Corp., Coral Gables, Fla.

Sheridan said it is important to continue to reintroduce consumers to the taste of fresh pineapples.

“We find that demo-ing more frequently helps reinforce the item’s taste and year-round availability of the product,” Sheridan said.

Others agree.

“In order to sell more pineapple at retail, the fruit should be promoted and sampled regularly. Demos have proven to be an excellent tool in generating initial trial as well as repeat purchase,” said Alan Dolezal, vice president of sales for Coral Gables-based Turbana Corp.

“We are always looking to advertise and promote our pineapple through trade shows, advertising and in-store promotions,” said Pablo Jimenez, marketing manager for the Mexican Pineapple Exporters Association (AMEP).

Jimenez said the association is trying to increase consumer awareness for Mexican-grown pineapples since the majority of U.S. pineapples come from Costa Rica.

“In-store programs are very useful so consumers can see the difference among our fruit and the rest,” he said.

Robert Schueller, director of public relations for World Variety Produce, Los Angeles, said marketing pineapples is especially important because they aren’t grown domestically so they don’t have a particular season.

“The most popular times to promote are leading up to the holidays, from the end of November to Valentine’s Day, as well as the traditional ‘picnic holidays.’

“Summer is the strongest stretch, seasonally, lined up with when kids get out of school. Memorial Day, Labor Day and the Fourth of July are all popular,” Schueller said.


PineappleFile photoCross-merchandising

Banacol offers cross-merchandising with other tropical fruits.

“We take several tropical items, such as bananas, plantains, yucca and pineapples and offer a point-of-purchase coupon for some money off with that grouping,” Sheridan said.

Turbana also takes advantage of cross-promotions.

“There are many excellent pineapple cross-merchandising tie-ins such as ham, other tropical fruits such as bananas, and fixings for Oriental style stir-fry dishes,” Dolezal said.

Cross-promotions can be especially helpful around the holidays.

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