Progressive Grocer

DEC 2016

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December 2016 | progressivegrocer.com | 69 Fresh Food Produce most successful examples. "First, the program must be supported by and be turnkey for the retailer," she asserts. "Second, the partner products need to make sense together and fit the brand communication." While promotions featuring California avocados and tomatoes or fresh-cut salads are natural pair- ings, spicing things up can also be effective. "A late-summer cross-promotion with Melissa's Hatch chiles last year generated a lot of excitement," recalls DeLyser. "Sometimes a unique idea can bring together two products that may not seem to have a natural fit, and create a successful pairing, such as when we promoted the idea of serving guacamole in a hollowed-out watermelon for the Fourth of July." e watermelon and avocado cross-promotion had a "wow factor" for consumers, she says. Capitalizing on hot trends in avocado usage, from sushi to avocado toast to creative avocado cuts such as ribbons, are also valuable promotional tools, notes DeLyser. "Retailers can showcase these in ads, social media, demos and via the deli," she suggests. "Seasonal ideas are an opportunity to bring on the green, such as Big Game spreads, avocado shamrock cutouts for St. Patrick's Day and avocado deviled eggs for Easter." Salad Savings Shoppers love to save, so pricing is a powerful com- ponent of successful cross-promotions in produce. San Antonio-based NatureSweet reports that one of its most successful cross-promotional part- nerships has been its Better Together salad promo- tion with Fresh Gourmet Baked Cheese Crisps. Sometimes a unique idea can bring together two products that may not seem to have a natural fit, and create a successful pairing." —Jan DeLyser, California Avocado Commission Say Hello to the NEW Luscious Butter Improvement that loves you back! Butter Improvement that loves you back! Butter Improvement that loves you back! Delivers Active Cultures More Effectively Than Yogurt Supports Digestive Health and Immune System Made with Eco-social and Fair Trade Ingredients Say Goodbye to Butter, Say Hello To MELT! Dairy Free | Soy Free | Gluten Free Say Goodbye to Butter,

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