IN THE TRENCHES: Change of season brings sales opportunities
IN THE TRENCHES: Change of season brings sales opportunities
Even though the chill of winter is still in our midst, it shouldn't prevent us from looking ahead to the spring and summer selling opportunities. Let's break away from the doom and gloom of a teetering economy and take a positive approach to devise ways to generate some massive produce sales in the coming months.
Generally speaking, produce is the perfect business in that people have to eat. And where there are people, there is money. Every stone we turn over should have money under it just waiting to be earned. Consumers will be in desperate need of a mood change after the winter. As soon as the signs of spring approach, with a warming trend and bright, sunny skies, shoppers will come out in droves. Customers will be entering supermarkets with fresh buying attitudes. It is at this point that retailers should be ready for a shopping frenzy that could bring fast sales into the stores.
Whether you are a grower, shipper or retailer, the difference between success and failure today is being ready to do business when consumers hit those produce displays. Growers and shippers need to feed crop outlook information to retailers well in advance in order to meet planning needs. How are the plantings coming along? What role did winter play on fruit trees? Is there optimism for a crop? By the same token, retailers should be planning tentative promotions with shippers in order to conjoin in the partnership of sales activity. This is vital counseling for both parties.
We all know how produce sales skyrocket during the summer period. Now is the time to make your plan for the big annual selling season.
I spoke with several grower-shippers recently to get some insight about the spring and summer crops. Many of them feel the outlook ahead is very promising.
"We're optimistic for a positive grape and stone fruit season ahead," said Mike Aiton, senior vice president of sales and marketing for Sun World International in Coachella, CA. "The trees and vines had good dormancy this winter. There was adequate snowfall in the Sierra Mountains, which is good for our water needs. There is great value in snacking fruits and vegetables at home."
Sabrina Mak, director of trade marketing for Ballantine Produce Co. in Reedley, CA, pointed out that "the trees have had very good chill hours, which is vital and necessary for stone fruit. We feel quite positive about the upcoming fruit season. We recently formed a professional brand management and quality-assurance company named FreshSense, which is mutually owned by Ballantine Produce Co., SamSons, Fowler Packing, SunWest Fruit Company and George Brothers."
John Forry, who handles sales and marketing for Fruit Patch Sales LLC in Dinuba, CA, added, "It's a great growing season in the blossom trail of the San Joaquin Valley. Blossoms are starting to pop in some areas. We're hoping for some heavy sets and good-size fruit."
The vegetable category is just as important to a successful spring and summer sales season for retailers.
Brian Rayfield, vice president of sales and marketing for J&J Produce Inc. in Loxahatchee, FL, said, "Our crop was stressed from the cold weather in January. I just rode the farm and the new plantings look real good. We should have a favorable vegetable crop of excellent quality available for the industry. We are planting produce in central Florida up to Georgia and expect some fine product. We are managing the growers to ensure better production. This will be the first year the 'J&J Produce' label will be available 12 months of the year. One of the strong points about produce is that we are very resilient during times of weather or economical stress."
This highly valued production information from reliable sources is pleasing to hear. The only other ingredient required will be your own determination of crop status.
The bottom line: Cheer up! The outlook is very bright. We have some terrific opportunities to cash in on during this coming summer produce season.
(Ron Pelger is the owner of RONPROCON, a consulting firm for the produce industry. He can be reached by phone at 775/853-7056, by e-mail at [email protected] or check his web site at www.power-produce.com.)
Generally speaking, produce is the perfect business in that people have to eat. And where there are people, there is money. Every stone we turn over should have money under it just waiting to be earned. Consumers will be in desperate need of a mood change after the winter. As soon as the signs of spring approach, with a warming trend and bright, sunny skies, shoppers will come out in droves. Customers will be entering supermarkets with fresh buying attitudes. It is at this point that retailers should be ready for a shopping frenzy that could bring fast sales into the stores.
Whether you are a grower, shipper or retailer, the difference between success and failure today is being ready to do business when consumers hit those produce displays. Growers and shippers need to feed crop outlook information to retailers well in advance in order to meet planning needs. How are the plantings coming along? What role did winter play on fruit trees? Is there optimism for a crop? By the same token, retailers should be planning tentative promotions with shippers in order to conjoin in the partnership of sales activity. This is vital counseling for both parties.
We all know how produce sales skyrocket during the summer period. Now is the time to make your plan for the big annual selling season.
I spoke with several grower-shippers recently to get some insight about the spring and summer crops. Many of them feel the outlook ahead is very promising.
"We're optimistic for a positive grape and stone fruit season ahead," said Mike Aiton, senior vice president of sales and marketing for Sun World International in Coachella, CA. "The trees and vines had good dormancy this winter. There was adequate snowfall in the Sierra Mountains, which is good for our water needs. There is great value in snacking fruits and vegetables at home."
Sabrina Mak, director of trade marketing for Ballantine Produce Co. in Reedley, CA, pointed out that "the trees have had very good chill hours, which is vital and necessary for stone fruit. We feel quite positive about the upcoming fruit season. We recently formed a professional brand management and quality-assurance company named FreshSense, which is mutually owned by Ballantine Produce Co., SamSons, Fowler Packing, SunWest Fruit Company and George Brothers."
John Forry, who handles sales and marketing for Fruit Patch Sales LLC in Dinuba, CA, added, "It's a great growing season in the blossom trail of the San Joaquin Valley. Blossoms are starting to pop in some areas. We're hoping for some heavy sets and good-size fruit."
The vegetable category is just as important to a successful spring and summer sales season for retailers.
Brian Rayfield, vice president of sales and marketing for J&J Produce Inc. in Loxahatchee, FL, said, "Our crop was stressed from the cold weather in January. I just rode the farm and the new plantings look real good. We should have a favorable vegetable crop of excellent quality available for the industry. We are planting produce in central Florida up to Georgia and expect some fine product. We are managing the growers to ensure better production. This will be the first year the 'J&J Produce' label will be available 12 months of the year. One of the strong points about produce is that we are very resilient during times of weather or economical stress."
This highly valued production information from reliable sources is pleasing to hear. The only other ingredient required will be your own determination of crop status.
The bottom line: Cheer up! The outlook is very bright. We have some terrific opportunities to cash in on during this coming summer produce season.
(Ron Pelger is the owner of RONPROCON, a consulting firm for the produce industry. He can be reached by phone at 775/853-7056, by e-mail at [email protected] or check his web site at www.power-produce.com.)
