Open Sesame: One way street for big produce impact - The Packer

Open Sesame: One way street for big produce impact

10/31/2013 05:45:00 PM
Tom Karst

One of the important factors in this program’s success will be PMA’s role in the deal. They are tasked to:

 

  • Review all requests by its growers, suppliers and retailers for Sesame Workshop assets for use in the promotion of fresh fruits and vegetables and permit use only on eligible products and according to the terms of the license agreement between Sesame Workshop and PMA;
  • Provide assistance and widely promote the opportunity to participate in the Sesame Workshop licensing program; and
  • Share with PHA the results over a two-year period from the Performance Start Date, with metrics including number of products given Sesame Workshop assets through the program, 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.

 

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

Peterson, president of Peterson Insights, Fayetteville, Ark. and former Wal-Mart produce executive, said that 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.

Meetings can now occur online or with a Web conference, so Peterson said the allure of trade shows may diminish among the technologically savvy younger professionals in the business.

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



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