Retailers benefit from exceptional category management at Oneonta
Retailers benefit from exceptional category management at Oneonta
Oneonta Starr Ranch Growers continues to provide its retail partners with a level of category management services that maximizes sales. “In addition to front-end scan data, we also work with Market Track to analyze ads and product placement in ads. Print, electronic, social media are all analyzed,” Dan Wohlford, national marketing representative, said.
The level of category management services provided enables retailers, “to target in on the varieties, sizes and packs that consumers are buying. These data allow retailers to make marketing decisions based on accurate data and not just a hunch or a gut feeling about the category,” he added.
Consumers continue to purchase the Honeycrisp apple, which, according to Oneonta Starr Ranch Growers, is the No. 1 variety in terms of sales. (Photo courtesy of Oneonta Starr Ranch Growers)The company markets a full manifest of apples and pears. This season, Oneonta typically markets 15.5 million boxes of apples and 2.5 million boxes of pears. Looking at apples, Director of Marketing Scott Marboe said, “This year, however, we are mirroring what the rest of Washington state is doing, and we are down about 25 percent due to growing conditions. We are estimating closer to 11 million packed cartons this year of all varieties. Size is also a concern as larger fruit is just not very prevalent this year. Demand is very strong for large-sized apples, and the price is reflecting it so far.”
Marboe went on to say, “Our Anjou crop in Hood River is very clean this year. Excellent color on our Red Anjous as well.”
“Consumers are, of course, buying more Honeycrisp,” Wohlford told The Produce News. “It has become the No. 1 selling apple in terms of dollars. Gala still is the No. 1 apple in volume. But in general, consumers are gravitating toward the new varieties that are out there such as Koru.”
Roughly 35 percent of its annual apple crop is exported. “Depending on the year that number will fluctuate. Currency, sizes, varieties peaks and overseas country regulations all play in to the volume we send,” Marboe added.
A new bin sleeve designed by Oneonta Starr Ranch Growers for its applesnaQ program enables retailers to drive apple sales in the produce department. “It slides over a store’s existing tri-walled bin and has our school bus and kids graphics on it,” Wohlford said.
