The new year doesn’t start on Jan. 1 for everybody, and there’s produce-marketing potential in that fact. The Lunar New Year, also called Chinese New Year, runs Feb. 5-19.
“This is a great opportunity to bring into your store shoppers who are familiar with or curious about Asian cuisine, while appealing to shoppers of all Asian descents,” according to a news release from Frieda’s Specialty Produce, Los Alamitos, Calif.
The holiday can be an all-inclusive opportunity, as Asian food is the fastest growing cuisine in the U.S., according to Voice of America News, a U.S.-funded multimedia broadcasting service.
Asian-Americans are the fastest growing ethnic population with significant buying power, according to a 2016 Nielsen report. And that demographic purchases 72% more fresh vegetables and 29% more fresh fruit per household than the total U.S. population, according to Nielsen’s report.
Frieda’s advises retailers to stock recipe staples: Shanghai bok choy, Napa cabbage, ginger, lemongrass, dragonfruit, daikon radish, jackfruit, kumquats, pummelos and mandarins. Citrus fruits are traditional gifts during Lunar New Year.
Marketers and retailers can display these fruits and vegetables with each other and also with popular complementary items such as eggroll and wonton wrappers, kimchi and edamame. Sampling and cross-promoting with other departments in the store can help create a more visceral experience that’s only available by shopping at brick-and-mortar retailers, according to Frieda’s.