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Market Minute: Time to plan a 'Summer in Winter' sales promotion

By
Ron Pelger

sdfThis is the seasonal period when consumers have to deal with the dark, cold, snowy gloom of winter. It’s also a time when many parts of the country are hit with deep freezing temperatures and grey cloudy days. But summer fruits are bound for U.S. produce departments directly from Chile.

Reports from Chile reveal that growing conditions were great for stone fruit and the quality is superb. In fact, the exports out of Chile are expected to set a new record of a 4 percent increase over last year. Cherries alone are forecasted at a 7.6 percent increase.

Peaches, plums, nectarines, apricots, cherries, mangoes are all stone fruits, but what does that mean? Stone fruits have a softer exterior meaty flesh with a stone or pit in the center. Inside that stone is the actual seed of that tree fruit. Thus termed “stone fruit.”

Get together with your Chilean stone fruit suppliers to plan a “Summer in Winter” advertising promotion. Set up some nice attractive and aggressive displays with Chilean peaches, nectarines, plums, apricots and cherries. Post colorful signs to draw customers over to the display and let them buy and enjoy a bit of summer.

The cherry supply is fairly light but available as demand is also light. Nectarine and peach demand is moderate. Always check with your suppliers for all Chilean import fruit to assure the product will be available in the quantities you need for a planned promotion. Most of all, have some fun increasing your produce sales.

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].

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