Giumarra Promotes Nature's Partner Stonefruit with "Grab & Go" Tote Promotion
- by Jordan Okumura
LOS ANGELES, CA – With California stonefruit season in peak production, Giumarra has tapped in on a new retail promotion to escalate the sales of its consumer brand, Nature’s Partner. The new “Grab & Go” promotion will reduce shrink while highlighting the peaches, plums, and nectarines in season.
“Creative tote displays often prompt consumers to add a bag of fruit to their cart for vacation snacking, sporting events, or summer picnics,” stated Kellee Harris, Western Region Business Manager for Giumarra. “Retailers can attach a discount coupon or recipe card to each bag as a bonus incentive.”
With each purchase of a single pallet of the stonefruit sold by the company’s Giumarra Reedley division, a free case of compostable, 100 percent recycled paper Nature’s Partner tote bags will be included. According to a press release, each case contains 250 totes to display at the buy-side level.
“Totes provide a ‘win-win’ for both buyer and seller,” says Jeannine Martin, Director of Sales for Giumarra Reedley. “By encouraging busy consumers to buy fruit conveniently pre-packed in totes, retailers can increase turn and reduce shrink simultaneously.”
The company stated that to encourage impulse sales, retailers would benefit most from placing Nature’s Partner fruit-filled totes both in the produce department and in free-standing displays to promote visibility.
“The totes are an excellent way to promote consumer convenience with an easy-to-load, attractive package. The sturdy totes hold four to five pounds of fresh stone fruit, encouraging bulk purchase. The results are a sales lift of up to 35 percent,” finished Harris.
According to USDA research, overall shrink in the peach category has increased within the past five years, with fruit shrink up in general for the same period, as stated by Giumarra.
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