PMA panel: Creativity, eye on trends leads to fresh marketing ideas
PMA panel: Creativity, eye on trends leads to fresh marketing ideas
ATLANTA -- An orange is an orange is an orange -- except when it isn't. When it or any other item in fresh produce is more is a determination made by those with their finger on the pulse of consumer tastes.
A panel of such pulse feelers convened here Nov. 5 at the Produce Marketing Association's annual convention to discuss successes and challenges in reinventing produce and reinvigorating profits. Sometimes, success lies in repositioning a product, including perhaps a packaging upgrade. Other times, presenting a product in a whole new way is the ticket to a sea change in sales results.
Robert Verloop of Sunkist Growers Inc. said that Sunkist reinvigorated its orange category with its Cara Cara orange offering, which it trademarked as "The Power Orange."
Sunkist also reinvigorated its Naval oranges by aligning with Little League Baseball. In 2004, Sunkist sold 3 million bags labeled "The Official Fresh Snack of Little League Baseball." In 2005, Sunkist doubled its sales of the bags.
Jack Gyben of Progressive Produce and Progressive Marketing Group said that companies need to "make every package count." When his company came out with its "MicroBaker" microwavable potato with an "EZ open strip," unit sales jumped dramatically, he said.
Lisa McNeese of Grimmway Farms said that industrywide, carrots are much more tender than they were 20 years ago. The company has come up with many variations on the carrot sticks that have reinvigorated sales.
Grimmway's alignment with the "Sponge Bob" character has been "amazing," she said, adding that Sponge Bob "has created a whole new category."
Grimmway's holiday bags have also been well received. "Major retailers call and ask when holiday bags would be coming," Ms. McNeese said.
Skip Johnson of Get Fit Foods told the audience of the company's success with its "Grapple" brand apples, which have the sweet flavor of Concord grapes infused in them, paired with the crispness of a fresh, juicy Washington Extra Fancy apples.
Get Fit Foods has tied in with the new Disney film, "Chicken Little," with a "Krazy for Karaoke" sweepstakes.
Kurt Vetter of POM Wonderful said that his company "reintroduced a fruit that's been around for 5,000 years." The company's specialty -- pomegranates -- has a short harvest season from around October through December. November is "National Pomegranate Month," he said.
The company has enjoyed success with its POM Wonderful pomegranate juice in addition to offering fresh pomegranates. "If you believe a product is a commodity, you can only go with price," Mr. Vetter said.
POM Wonderful promotes the numerous health benefits of pomegranates, and its juice drink has gained significant national media attention.
A panel of such pulse feelers convened here Nov. 5 at the Produce Marketing Association's annual convention to discuss successes and challenges in reinventing produce and reinvigorating profits. Sometimes, success lies in repositioning a product, including perhaps a packaging upgrade. Other times, presenting a product in a whole new way is the ticket to a sea change in sales results.
Robert Verloop of Sunkist Growers Inc. said that Sunkist reinvigorated its orange category with its Cara Cara orange offering, which it trademarked as "The Power Orange."
Sunkist also reinvigorated its Naval oranges by aligning with Little League Baseball. In 2004, Sunkist sold 3 million bags labeled "The Official Fresh Snack of Little League Baseball." In 2005, Sunkist doubled its sales of the bags.
Jack Gyben of Progressive Produce and Progressive Marketing Group said that companies need to "make every package count." When his company came out with its "MicroBaker" microwavable potato with an "EZ open strip," unit sales jumped dramatically, he said.
Lisa McNeese of Grimmway Farms said that industrywide, carrots are much more tender than they were 20 years ago. The company has come up with many variations on the carrot sticks that have reinvigorated sales.
Grimmway's alignment with the "Sponge Bob" character has been "amazing," she said, adding that Sponge Bob "has created a whole new category."
Grimmway's holiday bags have also been well received. "Major retailers call and ask when holiday bags would be coming," Ms. McNeese said.
Skip Johnson of Get Fit Foods told the audience of the company's success with its "Grapple" brand apples, which have the sweet flavor of Concord grapes infused in them, paired with the crispness of a fresh, juicy Washington Extra Fancy apples.
Get Fit Foods has tied in with the new Disney film, "Chicken Little," with a "Krazy for Karaoke" sweepstakes.
Kurt Vetter of POM Wonderful said that his company "reintroduced a fruit that's been around for 5,000 years." The company's specialty -- pomegranates -- has a short harvest season from around October through December. November is "National Pomegranate Month," he said.
The company has enjoyed success with its POM Wonderful pomegranate juice in addition to offering fresh pomegranates. "If you believe a product is a commodity, you can only go with price," Mr. Vetter said.
POM Wonderful promotes the numerous health benefits of pomegranates, and its juice drink has gained significant national media attention.
