Archive for October, 2010

Its 5+ A Day Month!

And to get everyone into the right frame of mind, the 5+ A Day team have a story to tell about the REAL VALUE fresh fruits and vegetables represent. Please click on the link below to see the press release.

Press Release – 5+ A Day Fruit and Vegetable Month November 2010

A picture speaks a thousand words though – here is therefore the evidence that the proof of the  pudding (oops) is in the eating.

$40 worth of a healthy 5+ A Day Feed

The humble Carrot gets a Life

No one would dispute that carrots are healthy.  They are also one of the few vegetables that make a genuinely decent snack.  One only has to look at the success of baby carrots over the years which opened a whole new opportunity for travelling industrial lathe sales men.

US carrot growers have now combined their marketing muscles to ensure carrots do not miss out when consumers pull their wallet out to purchase vegetables.  They launched a joint campaign – budget, a cool $US 10 million.

The Face of the Campaign

A Bunch of Carrot Farmers

The generic campaign is supported through regional and seasonal activity – and just in time for Halloween, which our American friends take very very serious indeed, Scarrots were hitting the market!  Isn’t it amazing what marketers can get up to when they havebeen given  a decent product AND a decent budget to work with?

Top Marks for Imagination

The only question left to ask is – What are the kids likely to think when they come “trick or treating” ?

Garlic anyone?

Yes, of course, garlic is part of the produce department. It doesn’t matter whether I go to a supermarket or greengrocer, I will always be able to find garlic somewhere near the onions – and that sort of attitude is exactly why we do not always maximise our sales opportunities in this country.  In recent years, jars of pressed garlic have found their way into some of our produce departments but as a category, garlic is underperforming.  As a category, I hear you ask?  Since when is garlic a category on its own?  Well, the only roadblock seems to be our imagination.

A SERIOUS Garlic Display!

Time to get serious I reckon, there are dollars to be made here. 

And Now For Some Real Innovation – Or Back to the Future!

PMA would  not be PMA without stacks of magazines being thrust upon one, as one wanders the exhibit halls.  One of the publications I came away with was the Canadian Grocer.  The September issue featured a couple of independent stores, the Sunripe stores in southwestern Ontario.  The Harvard Business Review has written up a formal case study about these guys.  The stores do not appear to have a website, but here is what the Canadian Grocer had to say about them:

“One of the little things, for instance,  is display.  Every evening after close, Sunripe employees spend upwards of an hour transporting trays of produce into a walk-in cooler to keep them fresh.  The next morning, the goods are brought back out and carefully restacked into perfect pyramids.  Always, the newest product goes to the bottom. To maintain that look throughout the day, staff are assigned a section of the store to tend.  At Sunripe it’s rare to see a display with that desperate rummaged-through look.”

The Good Old Days - A Stacked Produce Mirrorback

Fancy that!  Now where have I heard this concept before?  Ah yes, of course; WE used to do this!  Standard operating procedure before the event of front end weighing, multidecks and 7 day shopping!!!

Cherry Pie Flavoured Cherries Anyone?

Well, yes, it does not get more bizarre than that.  Having dried cherries for sale is obviously no longer cool.  The flavour needs to be enhanced.  What might we be able to use?  Ah, yes cherry pie sounds plausible, doesn’t it?

Whatever next?

And silly me – I always thought raisins are added to sweet breads to enhance the flavour and not the other way around?