{"id":14586,"date":"2018-02-01T13:36:22","date_gmt":"2018-02-01T20:36:22","guid":{"rendered":"http:\/\/plantingseedsblog.cdfa.ca.gov\/wordpress\/?p=14586"},"modified":"2018-02-01T13:36:22","modified_gmt":"2018-02-01T20:36:22","slug":"the-super-bowl-of-produce-from-the-produce-news","status":"publish","type":"post","link":"https:\/\/plantingseedsblog.cdfa.ca.gov\/wordpress\/index.php\/2018\/02\/01\/the-super-bowl-of-produce-from-the-produce-news\/","title":{"rendered":"The Super Bowl of produce – from The Produce News"},"content":{"rendered":"

\"\"<\/p>\n

By Maggie Giuffrida<\/strong><\/p>\n

Are you ready for some football?<\/p>\n

The produce industry sure is. No matter which way you cut it, the produce industry is sure to score big this Super Bowl season. After all, there\u2019s no better way to watch the Big Game than with some fresh fruit and veggie-inspired snacks and dishes.<\/p>\n

\n

\u201cMerchandising for the Big Game is a very smart idea for produce,\u201d said Jan DeLyser, vice president of the California Avocado Commission. \u201cFor the avocado category, the weeks leading up to Super Bowl traditionally experience some of the highest volume of the year. Guacamole and Super Bowl are inexorably linked now, and beyond that, consumers are including avocados in their game day salads, sandwiches and snacks.\u201d<\/p>\n

Produce companies can certainly attest to that. Brent Scattini, vice president of sales and marketing for Oxnard, CA-based Mission Produce, said the Super Bowl generates around $60 million in avocado sales, which is second only to Cinco De Mayo.<\/p>\n

\u201cLast year, volume was up 17 percent vs. 2016,\u201d he told The Produce News. \u201cThe great thing this year is supplies are ample, with good-quality avocados for all kinds of promotional activities nationwide.\u201d<\/p>\n

Scattini stressed the importance of having ripe fruit on store shelves, or the option for customers to buy product that is ready to eat in two to three days, or four to five days.<\/p>\n

\u201cOffering consumers a few different options in regard to ripeness is important,\u201d he said. \u201cAnd having ripe fruit on the shelf is the most paramount activity.\u201d<\/p>\n

Eye-catching displays and cross-promotions are key when it comes to Super Bowl sales, and the weeks leading up to the event are a great opportunity for companies and stores to up their merchandising game.<\/p>\n

\u201cWithin retail spaces, high-impulse and unplanned purchases are driven by displays, so our merchandising team works with produce managers to build dynamic arrangements in the produce department and other high-traffic areas in the store,\u201d said Valerie Sherman, communications and engagement manager at Bakersfield, CA-based Grimmway Farms.<\/p>\n

Sherman noted that Grimmway\u2019s party favorite Carrot Stixx and baby carrots are ideal for dipping and snacking while watching the Big Game.<\/p>\n

\u201cCross-promoting our value-added carrots with hummus and guacamole plays right into the healthy eating and convenience trends that consumers are looking for when shopping for fresh options,\u201d she added.<\/p>\n

Speaking of snacking, Camille Balfanz, brand manager for Litehouse Foods Inc., headquartered in Sanpoint, ID, suggests retailers drive sales by creating in-store snacking destinations that align with the Big Game.<\/p>\n

\u201cFor example, combining chicken wings, celery and Litehouse dressing in a secondary display has proven to be a huge success for retailers,\u201d she said. \u201cConsumers see a one-stop shop, maximizing convenience and increasing sales at the register.\u201d<\/p>\n

Balfanz noted a campaign that has been \u201chighly effective\u201d for Litehouse is its Bring on the Heat football promotion, which features Litehouse Chunky Blue Cheese and Homestyle Ranch dressings as the perfect dips to compliment veggies and hot wings.<\/p>\n

\u201cWe create an integrated marketing campaign that included on-shelf promotion, in-store signage and POS materials and secondary display support,\u201d she said. \u201cTo drive consumers to retail, we amplify the promotion with our 500,000-plus Facebook fans and across our other digital platforms.\u201d<\/p>\n

During this year\u2019s promotion, consumers can also enter a sweepstakes to win a 65-inch flat screen TV when they vote for their favorite dip on the Litehouse website or Facebook page.<\/p>\n

Litehouse isn\u2019t the only one going big this Super Bowl season. Wadena, MN-based Russ Davis Wholesale also has some major plans and promotions in the works leading up to the Super Bowl, especially since the Big Game will be held right in its backyard in Minneapolis.<\/p>\n

\u201cOur vision over the last two to three years has been to make the produce aisle the new snack aisle,\u201d said Pat Miller, vice president of Russ Davis Wholesale. \u201cThese next few weeks leading up to the Super Bowl is a great opportunity to stress that and get some healthy snack options for the Big Game and drive more retail produce sales.\u201d<\/p>\n

Russ Davis is a wholesale distribution company with its own Crazy Fresh Produce brand, which includes four different kinds of fresh tableside guacamole \u2014 perfect for Super Bowl festivities.<\/p>\n

\u201cWe also do a quick-and- easy microwaveable spinach and artichoke dip,\u201d Miller added. \u201cIf the consumer doesn\u2019t want to buy all those ingredients, they can buy this off the shelf, throw it in the microwave for a few minutes and have an incredible dip.\u201d<\/p>\n

Crazy Fresh Produce also has its own line of white corn Gorilla Chips, which pair well with any of its salsas, guacamoles and dips.<\/p>\n

\u201cIt\u2019s a fantastic pairing and adding more items to the shopping cart,\u201d Miller said. \u201cIf consumers are going to buy two or three dips, they\u2019re going to buy tortilla chips.\u201d<\/p>\n

As far as game day promotions, Russ Davis is using the power of social media to incentivize consumers with contests and giveaways, including party packs, big screen TV, and Crazy Fresh Produce apparel. It\u2019s also helping its retail partners out with in-store promotion contests and demos.<\/p>\n

\u201cOur main goal is to drive more sales for our retail partners,\u201d Miller said. \u201cDemos build bigger shopping baskets at retail \u2014 that\u2019s such a key part to business.\u201d<\/p>\n<\/div>\n

\u00a0Link to story<\/a><\/div>\n","protected":false},"excerpt":{"rendered":"

By Maggie Giuffrida Are you ready for some football? The produce industry sure is. No matter which way you cut it, the produce industry is sure to score big this Super Bowl season. After all, there\u2019s no better way to … Continue reading →<\/span><\/a><\/p>\n","protected":false},"author":12,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2}},"categories":[1],"tags":[],"class_list":["post-14586","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"yoast_head":"\r\nThe Super Bowl of produce - from The Produce News - CDFA's Planting Seeds Blog<\/title>\r\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\r\n<link rel=\"canonical\" href=\"https:\/\/plantingseedsblog.cdfa.ca.gov\/wordpress\/index.php\/2018\/02\/01\/the-super-bowl-of-produce-from-the-produce-news\/\" \/>\r\n<meta property=\"og:locale\" content=\"en_US\" \/>\r\n<meta property=\"og:type\" content=\"article\" \/>\r\n<meta property=\"og:title\" content=\"The Super Bowl of produce - from The Produce News - CDFA's Planting Seeds Blog\" \/>\r\n<meta property=\"og:description\" content=\"By Maggie Giuffrida Are you ready for some football? 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