Commission offers deal for retail promotion

06/27/2014 11:57:00 AM
Mike Hornick

Courtesy California Table Grapes CommissionTagged retail ads in Food Network Magazine are one of many promotional tools Grapes from California offers retailers this season.An incentive program is one of several ways that the California Table Grape Commission is working with retailers on grape promotions.

“Volume-based promotion awards are available to retailers based on 2013 California grape volume with a 2014 volume goal,” said Cindy Plummer, vice president of domestic marketing for the Fresno-based commission. “Additional awards can be earned by advertising and promoting grapes throughout the season.”

Retailers can also tie into a national magazine or a traffic radio hit. Throughout the season, tagged media incentives on the Food Network as well as traffic radio will be available.

Retailers can have their logos placed on Grapes from California Food Network ads in exchange for promotion commitments, Plummer said. Traffic radio tags are offered to retailers for front page or multiple variety ads and for featuring grapes at store grand openings.

Moreover, the commission is making available content that can be posted on retail social media sites, including California grape recipes to photos of green, red or black varieties.

Updated grape variety charts and training guide are available for retail produce managers and staff to facilitate retailers’ own choices as well as to help answer consumer questions, Plummer said.

This season, paper price cards are available that can be printed out at the store and used for signs with grape displays.

The commission is planning a promotion at multiple California stores where shoppers will be able to sample grapes in the produce section.



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