Marketers expect strong demand for pumpkins despite COVID-19
The fact that COVID-19 may well lead to the cancellation of favorite fall activities, including Halloween, doesn’t bother the vice president of sales and marketing for Keenes, Ill.-based Frey Farms in the least.
“I think we’re going to have a huge year, and I think we’ll see more of our customers selling beyond their projections,” said Hilary Long, whose customers include Walmart, Publix, Trader Joe’s and Amazon Fresh.
“Quite a few of the larger players and some of the smaller ones expect the same kind of growth as well,” she said.
Long bases her optimism on her meetings with retailers and the fact that fall is traditionally an exciting season for consumers.
“People are probably not going to be visiting a pumpkin patch this year,” she said, “but I think they will want to have that same experience at home. They’ll want to do more decorating and more cooking at home, and they will probably buy more pumpkins.”
Michele Youngquist, who’s built her Mount Vernon, Wash.-based Bay Baby Produce on spreading pumpkin joy, has discovered that her value-added pumpkin items are ideal for families forced to spend more time at home this fall.
Some retailers have already picked up her painting kits, consisting of four mini pumpkins, four paint pots and a brush, the perfect art project for home-schooled kids. Amateur bakers, meanwhile, enjoy her pie baking kit with its two organic pie pumpkins, organic spice blend, recipe and link to a baking demo.
All these products will be sold in the company’s new bags.
“The clear film allows customers to see the pumpkins better and creates a beautiful display,” she said.
Retailers can also pack Bay Baby kits, painted pumpkins and ornamental gourds in a customizable box for delivery, “so the consumer doesn’t have to run all over the store to pick everything up.”
Long said social media has changed the way people look at the ornamental category, and she’s excited about the possibilities for growth and promotion through digital marketing.
“I think the way we buy fall items has changed because of the digital landscape, especially Instagram,” she said.
“It’s very visual, everyone’s looking for something more unique to cook with and new ways to decorate a pumpkin — instead of carving it you can spray-paint it gold with white polka dots. That’s why we’re seeing those programs grow, there’s a lot more access to the beauty of what you can do with all your fall items.”
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