CarbAmericas bullish on volume, promotions and new hire
CarbAmericas in Fort Lauderdale, FL, has been importing Peruvian asparagus since 1993, developing deep roots and strong relationships with its Peruvian grower base. This strong base is credited by Jeff Friedman, president, as helping the company face down the challenges of the year.
“Our grower base along with our hiring of new staff and focus on retail promotion continue to push us forward,” he said.
This past year, CarbAmericas added Walter Hoffman to its team as senior sales executive/business development. “Walter has over 20 years of experience in the produce industry and plenty of sales experience with asparagus going to retail and foodservice customers,” said Friedman.
All in all, the company strives to remain relevant within a changing market and business climate. “This has been a strange year and everyone seems to be trying to figure out what exactly the new normal is,” commented Hoffman. “We have a renewed focus on communications between the Carb sourcing team and the growers, and the Carb sales team and our clients, making sure we are crossing every t and dotting every i.”
The season promises consistent volume for retail promotion. “Currently volume out of Peru is prevalent,” noted Friedman. “We have ample production to offer our retail promotions, and I believe supplies will be strong enough for retail to run ads between now and Thanksgiving.”
Hoffman explained the company is focusing on moving additional volume this year through strategic promotions with core retail clients. “This creates value to the end consumer,” he said. “We are offering advanced promotional pricing to retail clients to help build traffic at store level for the end consumer. We also have a few clients on a long-term fixed program, which helps them plan more effectively and continue to build foot traffic at store level.”
With the pandemic still affecting the country, buying habits have changed according to Friedman. “The foodservice industry has taken a beating and even restaurants or hotels that are open have dining limited to 25 to 50 percent of normal,” he said. “Retail customers have seen some SKUs increase in sales while other SKUs do not do as well. We have two retail customers taking the normal one-pound bunch as well as bringing in extra tray-wrapped asparagus to give consumers more confidence in the handling.”