LOS ANGELES, CA - The summer months and warm weather are officially here! For me, that means I’m lacing up my roller skates and taking to the outdoors; but for POM Wonderful, it means the team is in busy preparation for the fresh pomegranate season, from October through February. At its orchards, you will find the team closely monitoring the state of its trees, while the marketing team develops fall point-of-sale materials, promotions, campaigns, and more to bring even greater demand to the versatile category.
“In moving the category forward, we’ve built decades of trust around the consistent quality of our produce under the Wonderful name,” explains Stacey Anker, Director of Marketing. “As POM Wonderful enters its 20th year, consumers know and trust that their pomegranates, pomegranate fresh arils, and pomegranate juice will deliver a consistently sweet, tart taste and were harvested at peak perfection.”
POM Wonderful gives shoppers four different ways to enjoy the antioxidant power of pomegranates: fresh whole pomegranates, convenient packages of POM Wonderful Pomegranate Fresh Arils, POM Wonderful 100 percent Pomegranate Juice, and five refreshing flavors of POM Antioxidant Super Teas.
POM Wonderful promotes the functional benefits of POM products all year long, with special attention during the fall and winter months, as the company’s pomegranates are grown in the Central Valley of California and are only available October through February. With plans in place to optimize sales year-round, the supplier leverages its North American in-house merchandising team of over 200 merchandisers to uplift retailers with high-graphic, in-store point-of-sale displays.
“For POM Wonderful, displays are the number-one trigger for fresh pomegranate trial,” Stacey notes. “Making larger bin displays at the front of the produce section or in the lobby is a great way to drive sales and cue that the season has started. Due to its seasonal nature, there is pent-up demand for these items that is only heightened by our multi-million-dollar investment in marketing and communications.”
To up the consumer appeal even further, POM Wonderful also delivers on the demand for sustainable offerings, as the provider recently announced its transition to 100 percent recycled plastic (rPET) for all 16 oz POM Juice bottles and completed work on a solar farm at its processing plant in Del Rey, California, which is expected to deliver more than 90 percent of the company’s electricity needs by 2023.
What more is there to say when the portfolio speaks for itself?
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