CENTRAL CALIFORNIA - With category growth across the pomegranate sector, The Wonderful Company’s POM Wonderful business had a busy and fruitful 2017. As we move through the first part of 2018, the future looks even brighter for the operation and the POM brand.
I asked Wonderful Company’s Vice President of Marketing, Adam Cooper, what can we look forward to for the fall 2018 season, and he shared the latest and greatest and what is to come.
“As you may have heard, POM Wonderful acquired Ruby Fresh, a leading processor and distributor of fresh pomegranates and arils. The Ruby Fresh brand leverages both domestic and international grower partners, and enjoys a strong reputation within the marketplace,” Adam shared with me. “Through this acquisition, POM Wonderful will be able to further improve its service to customers by providing greater supply during the North American season and increased access to arils beyond the traditional October to January season. “
This acquisition further enhances POM Wonderful’s position as one of North America’s leading pomegranate producers and distributors.
When we discussed what has driven the demand for POM Juice and how he sees this fruit playing a larger role in consumers’ diets, Adam said that from a marketing standpoint, the antioxidant power of POM Wonderful 100 percent Pomegranate Juice is a key product differentiator.
“In addition to antioxidants, an 8 oz bottle of POM 100 percent juice has as much potassium as a medium banana, and potassium is a key electrolyte for healthy muscle function,” he noted.
POM kicked off the year with January 2018 as the single highest month of consumption up +7.5 percent over the previous highest month.
“Consumers love POM because they know they are drinking something that is good for them and that has many benefits. January is also a time for ‘New Year, New You’ when consumers are looking to start off a healthy new year. This has been a significant driver to our growth,” Adam reflected. “The POM Wonderful 100 percent Pomegranate Juice 8 oz bottle is made with the juice of whole pomegranates—and nothing else—no artificial ingredients or cheap filler juices. This is something everyone can feel good about.”
When it comes to POM Wonderful differentiating from the pack and uniquely positioning its go-to-market strategy, Adam shared that the brand and operation is vertically-integrated, meaning the company grows and harvests its own pomegranates and bottles all its beverages itself.
“By managing the entire production process from tree to bottle, we guarantee that our fresh pomegranates, fresh arils, and 100 percent pomegranate juice come from only one source: our Wonderful variety pomegranates,” he added. “Powered by pomegranate antioxidants, POM Wonderful 100 percent Pomegranate Juice is authentic, delicious, and 100 percent pure, and also contains compounds called polyphenols—free radical-fighting antioxidants—that also give them their deep red color.”
POM’s 100 percent pomegranate juice has a complex polyphenol profile because it’s whole-pressed, so it includes plant compounds from the pith and skin. One 16 oz bottle of POM Wonderful 100 percent Pomegranate Juice is a good source of potassium and has as much potassium as two bananas. Potassium is an electrolyte important to muscle function and fluid balance that nearly all Americans fall short on, Adam revealed to me.
Sounds like a win-win for everyone if you ask me—a win for the retailer’s produce department sales, and a win for the consumer who is looking to nourish and elevate their health and diets.
