California Avocado Commission expands merchandising force
California Avocado Commission expands merchandising force
The California Avocado Commission announced the expansion of its retail merchandising force through agreements with David M. Anderson, Sheila Carden and Cece Krumrine, according to Jan DeLyser, vice president of marketing.
?The avocado category is truly ripe with opportunity for increased sales and promotions in both developed and new-demand markets," said Ms. DeLyser, citing the household penetration numbers throughout the nation. "Where we?ve implemented our integrated programs featuring consumer advertising, retail merchandising, foodservice, public relations and nutrition, the penetration numbers are in the 80-plus percent range. In other areas of the country, avocado household penetration is in the low-20 percentile, signifying tremendous growth potential.
?The addition of these experienced retail merchandising experts allows us to work more closely with retailers in more areas of the country," Ms. DeLyser added. "Each possesses a high level of expertise in produce merchandising, and all are well respected by the accounts they call on."
Mr. Anderson, who will cover Texas, has been involved in fresh produce promotions in Texas since the mid-1990s, representing cherries, pears and Chilean fruit. Ms. Carden, who will cover the mid-Atlantic/Southeast, has been working in fresh produce promotion for the past 15 years with tree fruit, pistachios, watermelons, mangos and sweet corn. Ms. Krumrine, who will cover the Northeast, has an extensive 28-year background in produce. She is also a co-founder of the New England Produce Council.
The new merchandisers report to Dave Howald, national merchandising director, who will maintain key account responsibility in the Northwest.
Connie Stukenberg continues as retail marketing director in the Southwest.
In addition to the CAC program, the merchandising force represents the Hass Avocado Board and the Chilean Avocado Import Association programs.
?The consistent supply of avocados year round creates retail promotional opportunities during both traditional, such as Super Bowl and Cinco de Mayo, and non-traditional periods for special events like the World Series, St. Patrick?s Day and numerous regional special events," Ms. DeLyser said. "Our merchandising force will work with key accounts to extend program opportunities, communicate our data assets and develop promotions that increase avocado category contribution and performance."
?The avocado category is truly ripe with opportunity for increased sales and promotions in both developed and new-demand markets," said Ms. DeLyser, citing the household penetration numbers throughout the nation. "Where we?ve implemented our integrated programs featuring consumer advertising, retail merchandising, foodservice, public relations and nutrition, the penetration numbers are in the 80-plus percent range. In other areas of the country, avocado household penetration is in the low-20 percentile, signifying tremendous growth potential.
?The addition of these experienced retail merchandising experts allows us to work more closely with retailers in more areas of the country," Ms. DeLyser added. "Each possesses a high level of expertise in produce merchandising, and all are well respected by the accounts they call on."
Mr. Anderson, who will cover Texas, has been involved in fresh produce promotions in Texas since the mid-1990s, representing cherries, pears and Chilean fruit. Ms. Carden, who will cover the mid-Atlantic/Southeast, has been working in fresh produce promotion for the past 15 years with tree fruit, pistachios, watermelons, mangos and sweet corn. Ms. Krumrine, who will cover the Northeast, has an extensive 28-year background in produce. She is also a co-founder of the New England Produce Council.
The new merchandisers report to Dave Howald, national merchandising director, who will maintain key account responsibility in the Northwest.
Connie Stukenberg continues as retail marketing director in the Southwest.
In addition to the CAC program, the merchandising force represents the Hass Avocado Board and the Chilean Avocado Import Association programs.
?The consistent supply of avocados year round creates retail promotional opportunities during both traditional, such as Super Bowl and Cinco de Mayo, and non-traditional periods for special events like the World Series, St. Patrick?s Day and numerous regional special events," Ms. DeLyser said. "Our merchandising force will work with key accounts to extend program opportunities, communicate our data assets and develop promotions that increase avocado category contribution and performance."
