Jacobs Farm del Cabo Prepares Retailers for Cinco de Mayo Merchandising
- by Chandler James
SANTA CRUZ, CA - Cinco de Mayo is quickly approaching, providing a unique opportunity to celebrate Mexican heritage through cooking. As one of the most significant ingredients to Mexican heritage, peppers are one category that retailers can utilize to create eye-catching holiday displays. I recently had the chance to talk all things peppers with Jacobs Farm del Cabo, and you won’t want to miss what the supplier has in store.
“We grow a variety of organic peppers under the del Cabo brand, including Manzanos, Cherry Bombs, jalapeños, mini sweets, padróns, serranos, shishitos, and mixed hot pepper varieties—each offering a heat level for every pepper lover,” began Wylie Bird, Marketing Coordinator. “Peppers are challenging to grow, because each variety has a different development cycle. So, timing our plantings to cultivate the beloved medley packs takes careful precision and planning—something we do well!”
Del Cabo offers several pack types for its peppers, including traditional clamshells, loose bulk presentation, and clear stand-up pouches, which provide full visibility of the many eye-catching colors and varieties. The del Cabo farming group operates along the Baja Peninsula and within mainland Mexico, and the San Jose and Sonora harvests are in full swing, meaning supplies will be plentiful as you begin decorating the produce aisle.
“For Cinco de Mayo promotions, we encourage retailers to highlight Mexican growers and products through cross merchandising,” Wylie continued. “Utilize Jacobs Farm brand Organic Cilantro, del Cabo brand Organic Tomatoes, and del Cabo brand Organic White Onions to build exciting displays surrounding our many pepper varieties. Additionally, highlight point of sale materials that speak to the true significance of the holiday.”
Wylie also suggested that buyers provide shoppers with traditional recipes to showcase peppers in a culturally significant way, such as:
- Pico de Gallo with jalapeños
- Tomatillo Salsa Verde with serranos
- Bistec a la Mexicana with jalapeños
- Escabeche with pickled Manzano and jalapeño peppers
As a trade news writer and consumer, I may be quick to categorize this holiday primarily as an opportunity to eat to my heart’s content. But, as Wylie reminds me, Cinco de Mayo is a unique celebration that allows us to honor Mexican culture, which is something everyone in the supply chain should keep in mind as we tackle holiday merchandising.
“Cinco de Mayo celebrates the Mexican army’s symbolic victory over France at the Battle of Puebla on May 5, 1862. It is often confused with Mexican Independence Day—we thought we’d help clear that up!” Wylie said. “While Cinco de Mayo is a relatively minor holiday throughout Mexico, in the United States it is celebrated as a means of honoring Mexican culture.”
So, as our industry champions upcoming merchandising strategies, let us honor the significance of this celebration the best way we know how—with food!