Progressive Grocer

DEC 2016

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74 | Progressive Grocer | Ahead of What's Next | December 2016 Fresh Food Produce Category Spotlight Onions and Garlic Galore These bulbs add zest to clever cross-promotions. By Jennifer Strailey W hile recipes are often a critical component in a successful pro- duce cross-promotion, they're all the more essential when it comes to promoting onions and garlic — the spice of life in the produce department. "Our retailer-level on-pack IRC campaign has been very successful over the past several years," says John Shuman, president of Shuman Produce, in Reidsville, Ga. "rough our partnership with brands inside and outside of the produce depart- ment, we can help drive sales of a variety of items." Shuman Produce ships bags of its RealSweet Vidalia onions to participating retail partners with a coupon booklet attached to the front of each bag. Along with offers from each of the partner prod- ucts, each retailer-specific coupon booklet features a recipe including all of the items. "e consumer gets the added value of a meal solution, along with discounted ingredients, while the retailer has a built-in cross-merchandising tool that results in a larger basket at checkout," explains Shuman. "By creating a unified display showcasing these products, the retailer can pro- vide consumers with convenience and positively affect purchasing behavior." "Signage and recipes are always a great idea," affirms Patsy Ross, of Christopher Ranch, in Gilroy, Calif. She notes that many retailers have also found success by creating a "Garlic Center" in the produce department that offers fresh garlic in bulk, packaged garlic, jarred garlic, and other value-added items that add flavor and spice to meals, all in one display. Christopher Ranch's retail customers have also benefited from cross-promotions in which fresh garlic is merchandised next to tomatoes and avocados. "e white of the garlic really stands out next to the vibrant colors of the tomatoes and avocados," Ross enthuses. Specialty onions, like shallots, pearls, cipol- line and boilers, are best merchandised with other onion varieties, notes Ross, who recommends

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