Asparagus category management program available from PAIA
Asparagus category management program available from PAIA
The Peruvian Asparagus Importers Association in Miami has developed a category management program for Peruvian asparagus in an attempt to assist retailers in the increase sales of fresh asparagus.
The plan includes market summary, Peruvian industry facts, consumer positioning, category strategies, a monthly ad planner, suggested goals and objectives, key product and consumer demographics, purchasing facts and other important asparagus statistics.
In 2004, the United States imported more than 210.7 million pounds of fresh-market asparagus which was valued at more than $182 million. Some 60 percent of all asparagus available for fresh market in 2004 was imported, and Peru represented 45 percent of all fresh asparagus import values. This number represents a 25 percent growth in the last two years for Peru. It is estimated that during the balance of this year there will be an increase of 5-10 percent on fresh asparagus imports.
In 2002, supermarket sales of fresh asparagus were estimated at $457 million, which represented 1.1 percent of total produce department sales. Per-capita consumption has increased by more than 67 percent since 1995 and is now estimated at 1.1 pounds (including foodservice). In the last 12 months, 40 percent of all consumers have purchased asparagus. "We are most optimistic this fresh asparagus category management program will provide retailers with the necessary tools to increase asparagus sales even more," said John-Campbell Barmmer, director of marketing for Bounty Fresh and co-chairman for PAIA.
The plan is available from any member of the Peruvian Asparagus Importers Association or by contacting coordinator Priscilla Lleras of Prestige Resources Inc. The association will focus even greater efforts in 2005 on spreading the positive word to trade press, supermarkets and consumers concerning the benefits of fresh asparagus. Through articles, advertisements, direct-communication and trade show participation, the association anticipates increasing consumption and demand for fresh asparagus in 2005.
The plan includes market summary, Peruvian industry facts, consumer positioning, category strategies, a monthly ad planner, suggested goals and objectives, key product and consumer demographics, purchasing facts and other important asparagus statistics.
In 2004, the United States imported more than 210.7 million pounds of fresh-market asparagus which was valued at more than $182 million. Some 60 percent of all asparagus available for fresh market in 2004 was imported, and Peru represented 45 percent of all fresh asparagus import values. This number represents a 25 percent growth in the last two years for Peru. It is estimated that during the balance of this year there will be an increase of 5-10 percent on fresh asparagus imports.
In 2002, supermarket sales of fresh asparagus were estimated at $457 million, which represented 1.1 percent of total produce department sales. Per-capita consumption has increased by more than 67 percent since 1995 and is now estimated at 1.1 pounds (including foodservice). In the last 12 months, 40 percent of all consumers have purchased asparagus. "We are most optimistic this fresh asparagus category management program will provide retailers with the necessary tools to increase asparagus sales even more," said John-Campbell Barmmer, director of marketing for Bounty Fresh and co-chairman for PAIA.
The plan is available from any member of the Peruvian Asparagus Importers Association or by contacting coordinator Priscilla Lleras of Prestige Resources Inc. The association will focus even greater efforts in 2005 on spreading the positive word to trade press, supermarkets and consumers concerning the benefits of fresh asparagus. Through articles, advertisements, direct-communication and trade show participation, the association anticipates increasing consumption and demand for fresh asparagus in 2005.
