Instead, the company assists individual retailers in customized ways, with point-of-purchase materials or samplings, for example.
California Giant offers its retailer customers educational materials and support, as well as assistance with training store-level personnel, Jewell said. The company has a training video as well as consumer-oriented videos for produce departments.
Giumarra VBM assists some retailer customers with category management and works with its customers to promote berries nearly year round, Turner said. The company’s research shows that year-round promotions produce significant sales gains.
“Several retailers now find berries to be the number one or two category in gross sales,” Turner said.