Market Minute: Outstanding Calif. grapes are plentiful for promotion
By
Ron Pelger
Market Minute: Outstanding Calif. grapes are plentiful for promotion
California grape demand is good on a steady market. So get your share now and rev up your ad promoting engines. Harvest is in full swing and growers are filling some strong orders right now.
California always has outstanding premium quality grapes. Production is moving fast, and red and green seedless grapes are already being shipped to retailers all over the country. Expect plenty of California grapes right up to the Thanksgiving period — but get those grape displays loaded up right now.
Merchandising: Summer is grape season so go all out to sell massive amounts of California premium grapes. A couple boxes at a time on a minuscule display will only move a small amount. You have to be motivated and very aggressive in setting your goal for colossal sales.
In order to cash in on those super sales, you have to set up “muscle-sized displays” that will move huge tonnage. Place your grapes in a high-traffic location like an end cap or free-standing display. Use empty grape cartons to build out a spillover display onto the cartons. Make sure to install a false bottom on the top cartons to prevent the shrink from overstocking the bags. Your display should have an eye-appealing massive appearance. But stack bags no more than two layers to prevent damage. A massive display is wide, not deep.
Plan some exciting grape promotions all summer long with your suppliers. Don’t forget other grape varieties when they become available. Your supplier can guide you on which varieties pop up on the market. Push those California grapes every week and watch sales go through the roof.
Ron Pelger is a produce industry adviser and industry writer. He can be contacted at 775/843-2394 or by e-mail at [email protected].