Retailers celebrate local product with Pride of New York promotions
Retailers celebrate local product with Pride of New York promotions
With the start of the 2006 New York state produce deal just around the corner, residents of the Empire State are anxiously awaiting the displays of local product that will grace the produce departments of their favorite supermarkets. And for two retailers in particular, it is a time to celebrate local product with Pride of New York promotions.
Gristede's, a New York City-based retail chain with 42 locations in the state, is participating in the Pride of New York promotion program for the first time this year. The decision to use the state department of agriculture's program that promotes state-grown agricultural products was born from the desire of the chain's owner, John Catsimatidis, to patronize the state's growers and shippers, according to Carmine Napolitano, vice president of operations and produce director.
But Mr. Napolitano said that customers of the upscale chain, which has 39 locations in Manhattan, one in Brooklyn and two in Westchester County, expect quality no matter where product is sourced.
"Price doesn't play a major role with our customers," he said. "They know quality and expect quality."
"We've always carried New York-grown produce," added Peter Pelosi, director of produce procurement. "This will be the first year that we'll tap into the [Pride of New York] program and look to educate consumers about the benefits of New York produce."
Mr. Napolitano said that the rise in the number of farmers market locations in the New York metropolitan area has led to consumers being more aware of state-grown fruits and vegetables.
For example, he said that while people are on vacation in the Hamptons on the eastern end of Long Island, they frequent farmers markets. When they return to the city, they often seek out the same locally grown products. Gristede's procures its produce primarily from wholesalers on the Hunts Point Terminal Market in the Bronx. Mr. Napolitano said that he is in contact with growers, who in turn direct him to the houses on the market which receive New York-grown product. By doing so, he is able to maintain consistent supply of product throughout the season. And many times he is able to have product on the chain's shelves that was picked the previous day.
Since this is the chain's inaugural season with the Pride of New York program, Mr. Pelosi said that the plan is to "keep it simple and stick with the basics." As such, the promotions, which will include circulars and point-of-sale signage, will initially focus on squash and cucumbers, which he expected to be in supply around the third week of July. Later in the summer, promotions will highlight corn and peppers, and then apples come in September and October.
"Down the road, we'll see how it goes," addded Mr. Napolitano. "We might try some cross-promotions with other New York products, like cheese."
Royal Ahold USA, which operates 49 Tops markets and four Martin's Super Food Stores throughout New York, proudly supports the Pride of New York program, said Mark Minns, produce procurement manager. In fact, the goal at Tops is to be the New York retailer of choice for home-grown produce.
"We know that our customers continue to look for locally grown products, and we have a corporate-wide commitment to supporting local farmers as our way of offering the best quality, variety and value to our customers," said Mr. Minns.
Supporting local product is nothing new for Royal Ahold USA companies. Earlier this year, Pennsylvania Gov. Edward Rendell awarded the company's Giant Food Stores the first-ever Pennsylvania Retailer of the Year Award for its involvement of the PA Preferred program, the state's "buy-local" promotional effort.
In New York, Tops procures a large amount of produce directly from state growers, receiving it either at a centralized distribution center or at individual stores through a direct store delivery program.
"We make special efforts to reach out to local producers who are part of the Pride of New York program and who can supply our stores with quality New York products," said Mr. Minns. "Tops Markets is located in an area where home-grown produce is abundant during the spring, summer and fall. During this time, we are able to procure our largest volume of New York products, giving us the opportunity to offer our customers the greatest selection of home-grown produce when demand is at its seasonal peak."
As a way to celebrate locally grown product, Tops creates hugh displays of product that bear the Pride of New York logo, and in many stores signs identify the New York farm from which the products were sourced.
"This strong collaboration helps us shout our support of local farmers," Mr. Minns said.
(For more on New York state produce, see the July 10 issue of The Produce News.)
Gristede's, a New York City-based retail chain with 42 locations in the state, is participating in the Pride of New York promotion program for the first time this year. The decision to use the state department of agriculture's program that promotes state-grown agricultural products was born from the desire of the chain's owner, John Catsimatidis, to patronize the state's growers and shippers, according to Carmine Napolitano, vice president of operations and produce director.
But Mr. Napolitano said that customers of the upscale chain, which has 39 locations in Manhattan, one in Brooklyn and two in Westchester County, expect quality no matter where product is sourced.
"Price doesn't play a major role with our customers," he said. "They know quality and expect quality."
"We've always carried New York-grown produce," added Peter Pelosi, director of produce procurement. "This will be the first year that we'll tap into the [Pride of New York] program and look to educate consumers about the benefits of New York produce."
Mr. Napolitano said that the rise in the number of farmers market locations in the New York metropolitan area has led to consumers being more aware of state-grown fruits and vegetables.
For example, he said that while people are on vacation in the Hamptons on the eastern end of Long Island, they frequent farmers markets. When they return to the city, they often seek out the same locally grown products. Gristede's procures its produce primarily from wholesalers on the Hunts Point Terminal Market in the Bronx. Mr. Napolitano said that he is in contact with growers, who in turn direct him to the houses on the market which receive New York-grown product. By doing so, he is able to maintain consistent supply of product throughout the season. And many times he is able to have product on the chain's shelves that was picked the previous day.
Since this is the chain's inaugural season with the Pride of New York program, Mr. Pelosi said that the plan is to "keep it simple and stick with the basics." As such, the promotions, which will include circulars and point-of-sale signage, will initially focus on squash and cucumbers, which he expected to be in supply around the third week of July. Later in the summer, promotions will highlight corn and peppers, and then apples come in September and October.
"Down the road, we'll see how it goes," addded Mr. Napolitano. "We might try some cross-promotions with other New York products, like cheese."
Royal Ahold USA, which operates 49 Tops markets and four Martin's Super Food Stores throughout New York, proudly supports the Pride of New York program, said Mark Minns, produce procurement manager. In fact, the goal at Tops is to be the New York retailer of choice for home-grown produce.
"We know that our customers continue to look for locally grown products, and we have a corporate-wide commitment to supporting local farmers as our way of offering the best quality, variety and value to our customers," said Mr. Minns.
Supporting local product is nothing new for Royal Ahold USA companies. Earlier this year, Pennsylvania Gov. Edward Rendell awarded the company's Giant Food Stores the first-ever Pennsylvania Retailer of the Year Award for its involvement of the PA Preferred program, the state's "buy-local" promotional effort.
In New York, Tops procures a large amount of produce directly from state growers, receiving it either at a centralized distribution center or at individual stores through a direct store delivery program.
"We make special efforts to reach out to local producers who are part of the Pride of New York program and who can supply our stores with quality New York products," said Mr. Minns. "Tops Markets is located in an area where home-grown produce is abundant during the spring, summer and fall. During this time, we are able to procure our largest volume of New York products, giving us the opportunity to offer our customers the greatest selection of home-grown produce when demand is at its seasonal peak."
As a way to celebrate locally grown product, Tops creates hugh displays of product that bear the Pride of New York logo, and in many stores signs identify the New York farm from which the products were sourced.
"This strong collaboration helps us shout our support of local farmers," Mr. Minns said.
(For more on New York state produce, see the July 10 issue of The Produce News.)
