One-way ‘Street’ for big produce effect

11/01/2013 10:10:00 AM
Tom Karst

  • Provide assistance and widely promote the opportunity to participate in the licensing program; and

  • Share with Partnership for a Healthy America the results, with metrics including number of products involved, number of companies participating and estimated sales impact.
  •  

    That’s a ton of work, a ton of expectations to meet.

    So we ask again: Just how big a footprint will “Sesame Street” have in the produce department over the next two years?

    It could be Big Bird huge.

    ————

    I had to chuckle at one of the observations of Bruce Peterson in a recent conversation about trade shows in general and PMA Fresh Summit in particular.

    Peterson, president of Peterson Insights, Fayetteville, Ark., and former Wal-Mart produce executive, said the idea of new product introductions at trade shows is all well and good. But from the perspective of a retail buyer, Peterson said that approach may not cut it.

    “I don’t care if you are Kroger or Safeway or Wal-Mart or whatever, if I (as a buyer) was to actually walk into a show and saw something new from a supplier that we were doing a reasonable amount of business with, that would have been a problem for the supplier,” Peterson said.

    Surprises are not welcome from business partners, the message seems to be.

    Interestingly, Peterson said the growing concentration of market share among retailers is a trend that may affect the value of trade shows going forward.

    With the concentration of procurement, or buying power among retail chains — he said six U.S. chains now may account for 70% of purchases — many retailers are meeting suppliers outside of the trade show realm.

    In a conversation with Dick Spezzano, owner of Spezzano Consulting Service in Monrovia, Calif., the always-informed retail consultant said the cost of exhibiting is one factor in the industry’s push for one national trade show.

    Spezzano said every produce company has to make business decisions on whether to support both organizations and both conventions — PMA and Fresh Summit — and also what size booth to exhibit and what the spend is going to be. Expenses for a large booth and related expenses for transporting people and product, along with food and lodging costs, can run well over $100,000, Spezzano said.

    “It is not hard to get over $100,000 and get near the area of $200,000,” he said.



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