Amado, Ariz.-based Wholesum, a grower-shipper of organic and Fair Trade Certified fresh produce, says it is offering an all-in-one resource for retailers and produce merchandisers to elevate heirloom tomatoes with its Heirloom Tomato Merchandising Kit.
The merchandising kit is designed to empower retailers and produce merchandisers to tap into the unique charm of heirloom tomatoes and boost sales, according to a news release.
With an 35.5% increase in organic tomato sales in a six-month period ending in March, according to Nielsen data, the potential for growth exists within the organic heirloom tomato category, Wholesum said. With heirloom tomatoes’ distinct characteristics and market positioning, effective merchandising strategies help maximize the tomatoes’ potential, the company said.
The merchandising kit includes strategies tailored to this product. Wholesum said it provides a well-rounded approach to heirloom sales featuring data from consumer surveys, Nielsen market insights and well as detailed feedback from a panel of retail experts with hands-on experience in handling and merchandising heirloom tomatoes. One of the surveys included focuses on key factors driving consumers’ purchase decisions and another targeted non-consumers to learn barriers to purchases.
Other highlights of the kit include tips on optimal pricing, placement, product assortment and promotional strategies. The kit also includes a cross-merchandising calendar to inspire creative merchandising and usage ideas.
The merchandising kit includes three downloadable PDFs with:
- The makings of an heirloom — General product information that highlights the unique and differentiating qualities of heirlooms and a high-level understanding of the expected taste experience.
- Merchandising best practices — Strategies and tactics for sourcing, displaying, promoting and pricing heirloom tomatoes to attract customers and boost sales.
- Heirloom cross-merchandising calendar — Holidays and seasonal moments for promoting and cross-merchandising heirlooms along with usage ideas.
“The Heirloom Tomato Merchandising Kit is an essential component of our comprehensive strategy to elevate heirloom tomatoes in the market and ensure our partners’ success,” Joanna Jaramillo, marketing manager at Wholesum, said in the release. “Recognizing the need to stay ahead of market trends, support our retail partners, and inspire consumers, we’ve designed this merchandising kit to simplify the decision-making process, making it easier than ever for shoppers to choose heirloom tomatoes.”
