The time is now for retail promotions of Mexican produce, distributors say.
“We always recommend that retailers begin promoting early and often, with bigger produce displays to move more volume,” said Chris Ciruli, chief operating officer of Ciruli Bros., Rio Rico, Ariz. “This helps drive continued demand and consumption throughout the calendar year.”
Matt Mandel, vice president of finance and legal for SunFed, also of Rio Rico, said one way that retailers can maximize sales of Mexican produce is to reduce margins and push volume as it arrives seasonally.
Retail marketing campaigns that are tailored to each store’s majority consumers are effective, said Raul Carbajal, operation process improvement specialist at Fresh Farms, Nogales, Ariz.
Retailers who maximize sales of Mexican produce work closely with shippers to strategize windows of high volumes and to capitalize on these windows with sharper pricing to drive sales, said Jason Laffer, vice president of sales for TerraFresh Organics, Mill Valley, Calif.
