Early, late season promotions essential to marketing

04/18/2014 12:48:00 PM
Melissa Shipman

Havel said most retailers he works with want all three varieties.

Louie Galvan, managing partner, Fruit Royale Inc., Delano, Calif., said they are helpful for creating eye-catching displays.

“Black grapes provide a nice color break,” he said.

However, John Pandol, special projects director for Pandol Bros. Inc., Delano, Calif., said he has seen a few stores move from a tricolor display to a bicolor display.

“Some stores have found that the inclusion of black grapes depresses sales,” he said.

In addition, nutrition information is something not to be overlooked.

“Retailers can also promote the various health benefits of fresh grapes and highlight their effect on children’s diets and health,” Christou said.

These education efforts are valuable for the entire produce department, particularly for items or varieties that may not be considered as mainstream.
“It is important to inform the consumer about what each fruit and vegetable can offer. For example, black seedless grapes are an excellent source of antioxidants,” Christou said.


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