Progressive Grocer

JAN 2017

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January 2017 | progressivegrocer.com | 93 Fresh Food PG 's 2016 Produce Power Session F rom must-have flavor to price wars to con- necting with the consumer, Progressive Grocer's 2016 Produce Power Session tackled some of today's hottest topics in produce. Held Oct. 14, 2016, in Orlando, Fla., just prior to the Produce Marketing Association's (PMA) Fresh Summit, the event brought together leading suppliers and retailers from the United States and Canada for a candid discussion about the ever-evolving produce industry. Elevating Emotion "Produce elicits the highest emotional response in the store," said Michelle Adams, founder of Marketing Brainology, a Richardson, Texas-based consulting practice focused on translating consumer and shopper insights for marketing and corporate America. "Effective merchandis- ing breaks through the customers' trance as they shop," continued Adams, who kicked off the session with an exploration of human emotion and its impact on brands, retailers and in-store decision-making. Adams advised retailer attendees to "personalize your message, leverage nostalgia and connect emotionally." Abby Prior, VP of business development for Bright- Farms, a New York-based greenhouse grower, concurred. "We can make baby greens sexy. We show a beautiful greenhouse and explain how greenhouse growing sustains people and their families," she said. "You need to tell a story that connects on an emotional level." With this in mind, BrightFarms' brand ambassador program is crucial to its marketing efforts. "How does it become more than just lettuce?" asked Prior. "How does it become an emotional connection?" When it comes to produce merchandising and adver- tising, neuromarketing plays an important role, asserted Adams, whose firm studies how consumers' brains receive and react to marketing messages. Adams, who worked at PepsiCo and Frito-Lay earlier in her career, has led initiatives that brought about significant aisle reinvention and reinvestment of traditional marketing dollars into in-store displays. In recent years, she has seen Trading Partners Explore Opportunities, Challenges Retailer and supplier executives convene to address the hottest topics in fresh produce. By Jennifer Strailey F r ES h F olk S Participants in the 2016 Produce Power Session, held ahead of the PMA Fresh Summit, were (front row, from left) Guy Dille, Mettler Toledo North America; Jeff Fairfield, New Seasons Market; Glenn Daniels, Earthbound Farm; Abby Prior, BrightFarms; r ick Seguin, o ntario Greenhouse Vegetable Growers ( o GVG); Brian h uh, Dole Fresh Vegetables; Mimmo Franzone, l ongo Bros. Fruit Markets;(back row, from left) Eric Beelitz, Inserra Supermarkets; Jennifer Strailey, Progressive Grocer ; Jeff Cady, Tops Markets; Mike o rf, h y-Vee Inc.; Michelle Adams, Marketing Brainology; Jonathan r aduns, o GVG/Freshxperts; Samantha Barnes, Mettler Toledo; Jim Grabowski, Well-Pict Berries; Tom Williams, Coborn's Inc.; Peter k irigiti, Mettler Toledo; o leen Smethurst, Costco Wholesale Canada; Wayne D. Brown, Calbee North America; and Meg Major, Progressive Grocer .

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