PAIA provides tips to promote Peruvian asparagus
PAIA provides tips to promote Peruvian asparagus
In an effort to help retailers promote Peruvian asparagus, the Peruvian Asparagus Importers Association has developed a Category Management Plan, which is chock full of data as well display and merchandising ideas.
Priscilla Lleras, PAIA coordinator, said the plan is available free of charge to all retailers either through members of the association or by contacting Lleras via email at [email protected].
Among the display suggestions that research has shown to be effective is strategically displaying the category during peak and non-peak holidays. A well-positioned display will ensure that consumers see it, which will increase sales. The plan says a variety of displays will work but the bigger the better, especially when on ad.
Offering consumers a variety of sizes, colors and packaging has proven to be effective in increasing consumer purchase penetration and frequency of purchase.
“Showcase unique colors, green, white and purple asparagus,” the plan states. “Displaying white asparagus next to green and/or purple offers consumers with more choices and presents a contrasting, attractive and vibrant display.”
Asparagus has a good nutritional story to tell and the Category Management Plan recommends highlighting those nutritional benefits by providing brochures and signage. Featuring recipes and usage ideas is another PAIA suggestions for increasing sales.
And finally, the PAIA documents reminds retailers to refrigerate and hydrate asparagus to maintain quality and increase its shelf-life.
With regard to promotion and advertising, PAIA recommends many different strategies, including using point-of-sale material, cross merchandising, using incentive programs and featuring in-store demos.
“POS material is especially valuable for educating consumers on recipes, usage and nutritional benefits of asparagus,” according to the plan.
PAIA says some of the possible cross merchandising products that fit well with asparagus are salads, oils, dressing, deli products, cheese and wines. It also recommends providing a complete meal solution for customers that includes asparagus by promoting with meat or seafood.
According to the PAIA Category Management Plan, in-store demo programs have a proven record of increasing consumer awareness and the purchase of fresh asparagus as an everyday item.
