Retail promotions fostered by Crystal Valley Foods
Despite a volatile year, Crystal Valley Foods is laying the groundwork with customers for major promotion through the coming asparagus season.
“Although it has been an unpredictable year for asparagus, we do still expect to once again have good, promotable volume through November,” said Katiana Valdes, marketing director for Crystal Valley Foods in Miami. “We expect the Ica region in Peru to peak in the next several weeks making it a great time for retailers to promote. The Ica region typically will have more larger sizes available as well.”
The company is also optimistic about future foodservice. “We are expecting restaurants to start opening up on bigger scale across the U.S., which should affect the industry in a positive way,” said Valdes.
Promotion of value-added product continues to be an emphasis as well. “While this was a focus for us even before the pandemic, we continue to see growing interest in value-added and bagged asparagus,” said Valdes. “These prepacked/pre-portioned items give shoppers a sense of security. All of our Peruvian asparagus value-added packs are bagged at our facility in Miami, where we have recently modernized and expanded our repack capabilities. The renovations we completed last year allow us to be even more flexible with pack sizes, to customize as needed, and for greater quality control.”
Crystal Valley offers the traditional 11- and 28-pound asparagus boxes as well as a variety of value-added asparagus products.
“Some of these in include eight-ounce tips, 12-ounce cut asparagus, and one- and two-pound full-length asparagus all in microwaveable, extended shelf life bags,” said Valdes. “In addition to traditional green asparagus, we also offer white asparagus 52 weeks a year. While white asparagus is typically is more popular in the foodservice channel, there is a huge opportunity for retail to educate consumers.”
The company’s marketing team works with retailers to develop custom marketing programs for stores to promote the asparagus category.
“Retailers can continue to educate consumers about asparagus usages and health benefits through traditional POS as well as by sharing recipes and information on their websites and social platforms,” said Valdes. “In-store demos are also a great vehicle for increasing retail movement of both white and green asparagus and offer customers a chance to try the product perhaps in a unique way that they might night have thought of before.”