WASHINGTON, DC - Through its latest contest, Homegrown Organic Farms (HGO) is not only highlighting its organic fruit, but also the farmworkers that help bring it to market. In partnership with the Equitable Food Initiative (EFI), the supplier launched its 2023 in-store display contest promotions for organic stonefruit and organic grapes, bringing increased attention to the categories and driving sales.
“Every season, we look forward to our partnership with Four Seasons on the in-store display contests,” shared Stephen Paul, Deciduous Category Director of HGO. “And this year, we expanded the program to include an educational element. In collaboration with the EFI team, we provided educational resources to share our story, the ways we Grow with Care, and highlighted how workers care for both the fruit and the earth.”
The contests took place at participating Four Seasons Produce stores, according to a release. This year, the team also added striking point-of-sale and banner signs as well as QR codes to share key information. The goal was to drive consumer understanding that by purchasing EFI-certified fruit, they can support a commitment to workers, food safety, and the environment.
Through the promotion, the organizations also wanted to share that with every purchase, a bonus is being paid directly to workers. This was the second year that Four Seasons Produce participated in the EFI worker bonus program, having contributed more than $10,000 to date.
“Putting these display contests together is a lot of fun, helps drive sales, increases category movement, and creates a fun atmosphere of selling for the customer,” said Brian Dey, Senior Merchandiser and Natural Stores Coordinator for Four Seasons Produce. “The stores are excited to participate, and the contests really allow produce managers and staff to show off their creative flair and help connect the consumer to where and how their fruit is grown. It was a fun atmosphere, incredible tasting fruit, and a more personal connection to learn how the fruit they had in their carts was responsibly grown. These promotions create long-term benefits and encourage repeat customer visits. Great math for a great customer shopping experience.”
Nearly 60 stores competed in the display contests, and three winners were named in each of the categories. The promotions were a success, with participating stores experiencing increased sales year over year and expanded consumer awareness.
“Farmworkers are vital to our food supply chain, and with the labor challenges we’re facing, worker bonuses are an instrumental tool in helping workers feel valued and our certified farms becoming known as employers of choice,” stated LeAnne Ruzzamenti, Director of Marketing and Communications for EFI.
To see the list of winners, click here.
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