Progressive Grocer

DEC 2016

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72 | Progressive Grocer | Ahead of What's Next | December 2016 Produce Fresh Food the PMA Fresh Summit. e line of fresh specialty baby veg- etables in 1-pound retail packages offers a convenient ready-to-cook dish, serving two to three people. "We will continue to extend the line with items like Butternut Noodles and Zucchini Noodles in the com- ing months," notes Robert Schueller, director of public relations. Cause-related Cross-promotions Responsibly cultivated produce that's better for the environment and farm workers was another top trend at the recent PMA show. Wholesum Harvest, of Nogales, Ariz., displayed new Fair Trade signage that offers participating retailers a simple and effec- tive way to communicate the complex message of Fair Trade Certified produce with shoppers. "PMA proved to be a huge Fair Trade success for us, reassuring us that our customers care, and that they are hearing that consumers care how their products are sourced," affirms Marketing Manager Jessie Gunn. "e POP helped them visualize the message, and helped them understand how to help their customers understand." All Wholesum farm-grown produce is available in Fair Trade versions for retailers willing to share in the responsibility of fair sourcing. For retailers building a cross-promotion with Fair Trade Certi- fied produce, Gunn recommends communicating the direct correlation of the premium to the benefit. "We turn tomatoes into school buses." "We turn bell peppers into soccer fields." "We turn cucumbers into playgrounds." ese are messages that will resonate with consumers. Wholesum, which helps its partner growers be- come Fair Trade Certified farms, expects that in the U-Link ñ Curve Merchandiser rrrrrrrrrrrrrrrrrrrrrrrrrrrrrrr rrrrrrrrrrrrrrrrrrr Round Merchandiser (with slip sheets) r)rrrrr))rr Front Case Merchandiser rrrrrrr)rrrrrrrrr 41"3,:063)0-*%":4"-&4 $ B 1 M%J MBZ Call 816.813.3337 /

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