CMI introduces Pocket Pro for produce managers
CMI introduces Pocket Pro for produce managers
With the cherry season just around the corner - and apples and pears not too far behind - Wenatchee, WA-based Columbia Marketing International has introduced the CMI Pocket Pro, a quick-reference tool especially designed for produce managers.
Three different versions of the Pocket Pro are being introduced, Vice President of Marketing Bob Mast told The Produce News. The Pocket Pro, small enough to be worn in a top shirt pocket or rear pants pocket, contains a host of information that helps produce managers be responsive to customer questions.
"We are full believers in education," Mr. Mast said.
The two-sided Pocket Pro is roughly the size of a three-inch by five-inch index card and comes in three versions: Cherry, Apple/Pear and Organic. According to Mr. Mast, CMI has always encouraged retail staff to tour CMI orchards and learn more commodity characteristics and profiles. "Unfortunately, we only get a small microcosm of people who come out here," he said.
The Pocket Pro is a product that addresses an important educational need, he added. Store clerks are often given an apron, markers and other tools to help them do their jobs, Mr. Mast said. But customers look to clerks to answer their produce questions.
"Clerks can be in an uncomfortable position," he said. "They've got a deer- in-the-headlights look."
The Cherry Pocket Pro features flavor and sweetness profiles for sweet reds and Rainier cherries, availability by growing region, and contains information about handling, storage, freezing, increasing retailer profitability and the health benefits associated with cherry consumption.
The Apple/Pear Pocket Pro devotes one side to each commodity. The apple side displays CMI's Sweet to Tart Meter and features flavor profiles and suggested uses for different varieties. The pear side also includes flavor profiles for varieties and additionally provides information about pear ripeness and instructions on the "Check the Neck" test.
Because CMI ships organic product, the Organic Pocket Pro also features the Sweet to Tart Meter and includes talking points about the benefits of organic product and associated production methods. "It talks about the fact that organics are different," Mr. Mast noted.
The Pocket Pro is waterproof, and Mr. Mast said that each is affordably priced. Samples of all three cards are already being sent to retailers. "We're looking to distribute them to the entire produce department," Mr. Mast said. CMI plans to distribute at CMI-sponsored produce department seminars, through product buying departments and through retailer mailbags.
"People have a desire to be educated," Mr. Mast said. "We're trying to do more and more of that for our customers."
Three different versions of the Pocket Pro are being introduced, Vice President of Marketing Bob Mast told The Produce News. The Pocket Pro, small enough to be worn in a top shirt pocket or rear pants pocket, contains a host of information that helps produce managers be responsive to customer questions.
"We are full believers in education," Mr. Mast said.
The two-sided Pocket Pro is roughly the size of a three-inch by five-inch index card and comes in three versions: Cherry, Apple/Pear and Organic. According to Mr. Mast, CMI has always encouraged retail staff to tour CMI orchards and learn more commodity characteristics and profiles. "Unfortunately, we only get a small microcosm of people who come out here," he said.
The Pocket Pro is a product that addresses an important educational need, he added. Store clerks are often given an apron, markers and other tools to help them do their jobs, Mr. Mast said. But customers look to clerks to answer their produce questions.
"Clerks can be in an uncomfortable position," he said. "They've got a deer- in-the-headlights look."
The Cherry Pocket Pro features flavor and sweetness profiles for sweet reds and Rainier cherries, availability by growing region, and contains information about handling, storage, freezing, increasing retailer profitability and the health benefits associated with cherry consumption.
The Apple/Pear Pocket Pro devotes one side to each commodity. The apple side displays CMI's Sweet to Tart Meter and features flavor profiles and suggested uses for different varieties. The pear side also includes flavor profiles for varieties and additionally provides information about pear ripeness and instructions on the "Check the Neck" test.
Because CMI ships organic product, the Organic Pocket Pro also features the Sweet to Tart Meter and includes talking points about the benefits of organic product and associated production methods. "It talks about the fact that organics are different," Mr. Mast noted.
The Pocket Pro is waterproof, and Mr. Mast said that each is affordably priced. Samples of all three cards are already being sent to retailers. "We're looking to distribute them to the entire produce department," Mr. Mast said. CMI plans to distribute at CMI-sponsored produce department seminars, through product buying departments and through retailer mailbags.
"People have a desire to be educated," Mr. Mast said. "We're trying to do more and more of that for our customers."
