CHICAGO, IL - As Fresh Farms continues to think out of the box of traditional buy-sell models, it's clear that its category management approach and retail strategies are impacting sales and exciting consumers. As the grower launches another Taste To Believe grape campaign, it is expanding its outreach to include more retailers across the country as well.
“We aim for business growth by maintaining ties with consumers, said Charly Molina, Creative Director, Fresh Farms. “We have revived people’s perception and enjoyment of fresh produce by allowing them into the fascinating world of candy grapes.”
Designed last year, the campaign's core objective was to drive increased grape sales industry-wide, engaging and educating consumers at the retail level.
The strategy involved not only leverages weekly and digital ads, but also incorporates vibrant point-of-sale materials that highlight the distinctiveness of different grape varieties. This season, Fresh Farms expanded its outreach with Jewel-Osco.
“We were all geared up when we sat down to discuss how we might have an impact on overall grape category sales and introduce candy grapes in a way that would be impossible for shoppers to ignore,” said Scott Bennett, Sales Manager, Jewel-Osco. “Our goal was simple: increase sales of grapes and ensure that every shopper could take a look, taste, and learn about these exceptional products with their unique flavors.”
In its second season with Jewel-Osco, the grower implemented a nuanced approach.
The campaign for awareness and trial, including the Taste to
Believe point-of-sale materials and promotional activities, is timed perfectly with the availability of each grape variety—red, green, black, Cotton Candy, Hearts, Snaps, and Organic Cotton Candy—creating what David Watson, Sales and Marketing Representative at Fresh Farms, refers to as the “X factor.”
The sales impact has been great, the release added.
As the company acknowledges that more work is needed to raise awareness of the expanding table grape category across the industry, it remains committed to working with retailers who share this same vision: taste and education can drive sales growth through the implementation of category management.
At ANUK, we are certainly believers! Keep clicking back for more juicy updates on table grapes.
