Domex Superfresh Growers® Announces Cinco de Mayo Promotions for Early May
- by Robert Schaulis
YAKIMA, WA - With Cinco de Mayo festivities fast approaching, Superfresh Growers® is offering its retail partners tools to target promoting one of America’s favorite apple varieties—Granny Smith. Whether bag, bulk, organic, or conventional, Superfresh Growers has multiple Granny Smith options ideal for seasonal promotions.
The continually on-trend variety is, according to a Superfresh Growers press release, the most talked about apple on social media—with a bright green color and piquant tartness that eats well out of hand and works well in salsas, salads, juices, and baked goods. And sprinkling Tajín on sliced Granny Smith apples can add a pleasant kick to snack time.
According to Superfresh Growers, Granny Smith apples are most popular within Millennial and Hispanic communities—who trend toward the tarter-spectrum of apples.
According to recent IRI data, Granny Smith apples represent eleven percent of the apple category in both dollar share and volume. The variety continues to remain #4 in both organic and conventional dollar share. Granny Smith rose in average price per lb for the month of January to $1.53 conventional and $1.77 organic, providing strong sales for retailers.
Superfresh Growers also noted that sixty percent of Granny Smith sales are bulk, and 40 percent of sales are in bags. Granny Smith resonates well across all demographics and households and is a produce staple.
Superfresh Growers recommends creating large bulk displays to draw attention to the bright green, festive color of Granny Smith apples. Retailers can attract shoppers to Cinco de Mayo promotions by placing them near the cash registers and front of store, as well as by cross merchandising with Tajín. And, cross promotional ads can create kitchen inspiration by suggesting an eating occasion.
The Superfresh Growers marketing team additionally offers content and recipe kits to inspire during Cinco de Mayo—including Pear Margaritas with Tajin Rim and Honeycrisp Salsa Fish Tacos. The latter recipe features a Honeycrisp Watermelon salsa that stands up well on its own, and was created by Shannon Feltus, a chef featured on Food Network.
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