VAUGHAN, ON & WENATCHEE, WA - Longo Brothers Fruit Markets Inc. has long been a fresh forward format, even since its inception back in 1956 when it was a single fruit market in Toronto, Canada. As we make our way into the first part of 2016, Longo’s is keeping with its fresh commitment by highlighting a produce partnership with Wenatchee, Washington’s Stemilt Growers. Stemilt’s Pinata® apples will be offered all season long and is currently being highlighted it Longo’s "Why Not Try" promotion.
“The promo has evolved over the years. Pinata® apples started simply as an item in our ads which we elevated to a feature in our ‘Why Not Try’ ad promotion where we allocate demo hours to sample the apple to our customers,” Mimmo Franzone, Director of Produce and Floral for Longo’s tells me. “Today Stemilt’s Pinata® apple continues to be featured as a ‘Why Not Try’ staple and we have added a display contest component to the program as well. We feel that it's a great eating apple and offers value to our customer when exploring something different within the apple category.”
Longo’s store team really jumps on board these programs, he adds, and gets excited about building big, beautiful, displays that also include Stemilt's Pinata® Lil’ Snappers, organic Pinata® and other varieties.
“Like Stemilt, Longo’s is incredibly focused on the customer. At the end of the day, we can only send more product if the consumer is buying it,” Roger Pepperl, Stemilt’s Director of Marketing, says. “Great promotions help consumers learn about new products but Longo’s takes this to the next level and educates their produce managers and gives them the tools to engage customers at the store level. You can have a great new item, but if the consumer doesn’t know about it, demand will be affected.”
Stemilt’s team also travels out to Longo’s stores to engage customers and talk about the Piñata variety, the growing and harvest process, along with other varieties that they grow.
“Longo’s is great at diversifying the category and hitting it on all sides,” Roger adds.
Pinata® brand apples are a heirloom Pinova cultivar whose parents are Golden Delicious, Cox’s Orange Pippin, and Duchess of Oldenburg. The apple presents and sweet and tangy flavor profile, something that North American customers, and specifically those in Toronto, really seem to enjoy.
“When a great new variety like the Piñata comes along it can be very successful. With the combination of great flavor and a well executed promotional program, specialty varieties can increase sales and traffic as our customers are always looking for new and unique items within our produce departments,” Mimmo says.
The Longo's and Stemilt relationship is a special one. Both companies have similar values - offering the best product possible to consumers and serving them to the fullest, as well as engaging their teams and customers. The love of family and food and working together, really make it all happen.
The Stemilt and Longo’s relationship continues to grow stronger and stronger as the years go on, and the companies look forward to many more promotions to come.
