Del Monte Fresh Produce N.A. Inc. held its “Gold for Gold” pineapple promotion Oct. 28 through Nov. 29, 2013. The consumer promotion encouraged U.S. and Canadian grocery shoppers to enjoy Del Monte Gold extra sweet pineapples and participate in a sweepstakes to win a total of 31 ounces of 24 carat gold.

As part of the promotion, retailers in the U.S. and Canada were encouraged to create pirate-themed displays in their stores. In attendance for the presentation of the Del Monte Fresh Gold for Gold National Award to ValuMarket Supermarket in Louisville, KY, were (front) Pat Markham and Terry Sellers of the Association of Wholesale Grocers, James Neumann and Dennis Schmidt of ValuMarket Supermarket, Bethany Goode of Del Monte Fresh Produce; Larry Harmon of Caito Foods, Geoff Neumann of ValuMarket Supermarket and Terry Roberts of the Association of Wholesale Grocers. (Photo by John Sommers II)There was strong participation from retail stores across the U.S. and Canada, especially in the Midwest where retailers such as Roundy’s Supermarkets and Hy-Vee Grocers, among others, submitted numerous entries of large, creative displays of Del Monte fresh products with the Del Monte Gold extra sweet pineapples on center stage. These retailers drove sales and consumption of this succulent fruit through their execution of these creative displays.

But there can be only one winner, and Del Monte announced Louisville, KY, retailer, ValuMarket Supermarket, as its grand prize winner. For its innovative display (complete with a Pirate Band), it will receive a full load of Del Monte Gold extra sweet pineapple and one ounce of 24 carat gold (or a donation of equivalent monetary value to a charity of its choice).

ValuMarket Supermarket turned the pirate-themed promotion into an all-day event on Friday, Nov. 8. It developed a pirate map for consumers to follow and find the Del Monte Gold extra sweet pineapples display and hidden bags of pirate booty (prizes) all throughout the store. ValuMarket staff were costumed in pirate-themed attire, bringing additional attention to the promotion and display.

“Drunk & Sailor,” a live pirate band, performed in-store. Additionally, the store provided pineapple smoothies, pineapple upside down cakes, and pineapple cobbler for customers. ValuMarket also hosted an outdoor barbeque demonstrating the multiple uses of Del Monte Gold extra sweet pineapples with its grilled Del Monte Gold pineapple chicken signature dish.

“We’d like to congratulate ValuMarket Supermarket and its staff for its original and fun daylong event that brought attention to the multiple uses of our pineapples," Dennis Christou, Del Monte vice president of marketing, North America, said in a press release. "We can tell they had a fantastic time with the promotion.” 

For more information about the winners of the “Gold for Gold” sweepstakes, please visit www.fruits.com/wingold, follow us on Facebook and Twitter, or contact your local Del Monte Fresh Produce representative.