Peach promotions aim to capture larger market - The Packer

Peach promotions aim to capture larger market

05/28/2010 09:32:51 AM
Abraham Mahshie

“We’re trying to get as much public relations as possible through some media events,” he said, adding that an attractive Web site is also helping.

“My outlook for 2010, when I’m looking at the peach deal, is California, California, California,” said Peter Furey, executive director of the New Jersey Farm Bureau.

“But maybe California one of these days will come up a little short because of a water shortage and drought conditions out there, or diesel fuel and the cost of shipping goes back to 2008 conditions, and our peach producers could experience a boost in sales.”

Pegi Adam, spokeswoman for the New Jersey Farm Bureau, said the agency is doing some advertisements in the consumer press and distributing brochures and a recipe booklet to grocery stores and farmers markets.

“We had a few of them last year, but not as many as we are doing this year,” she said.

Adam said there will also be more Peach Parties this year, with an expanded push for the successful initiative that brought farmers markets, restaurants, grocery stores and consumers together at family-oriented events that promoted peaches.

“We were very pleased with it last year,” she said. “The goals were to increase awareness of Jersey Fresh peaches and to get people to look for Jersey Fresh peaches by looking for the brand.”

Adam also said the state government declared August, the height of the peach season, to be Jersey Fresh Peach month.

“The community farmers markets declare one day in early August to be Jersey Peach Day,” she said of a celebration within the month. “Some have special events, face painting, kids contests, stories, and sometimes give away peaches.”

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