ELGIN, MN - When I think of apples, there is rarely any one single season or occasion anymore, that comes to mind. They have essentially made their way into every holiday spread, every lunchbox, every kitchen—the entire year-round.
With such a competitive category anchoring displays in the produce department, I checked in with Don Roper, Vice President of Sales and Marketing for Honeybear Brands and Pazazz apple-lover, to see what retailers can do to take their programs up a notch this fall and winter.
Q: What advantages and benefits does the Pazazz program bring to the retail produce department in terms of flavor, differentiation, and quality?
Don Roper: First and foremost, it all starts with unparalleled flavor. When a produce manager brings Pazazz in to their store, it’s a differentiating variety from day one, offering unrivaled flavor—a perfect balance of sweet and tart that appeals to almost every customer palette—as well as an unrivaled crunch factor that creates a wow apple eating experience each and every time.
With five years of consumer research in over 200 test markets throughout North America, we have been able see first-hand the strong consumer appeal and adoption of the Pazazz variety driven by one overriding factor: an exceptional eating experience.
Q: What are the advantages and benefits of tapping into the Pazazz program for retail sales and year-over-year growth?
DR: There are two distinct advantages for the Pazazz Retailer partnership. First, we are growing a premium, high-quality and fantastic-flavored apple with proven consumer appeal. We get Pazazz into the hands of our best retail partners to help them deliver a great new product to their customers. We’ve also seen incredible loyalty from Pazazz customers. Data we’ve collected across our sales regions indicates an expectation and anticipation from customers who return to their local stores to ask for Pazazz by name. This strong repeat purchase is critical for our retail partners.
Second, we provide extensive marketing support for our retail partners. We work with retailers who excel at promotion and new product introductions, and we support the rollout with many ancillary marketing tools and tactics. It is a huge task to introduce new varieties and products to the marketplace and we support the retailers complete process from POS, social, and digital platforms way down to traditional media outlets and in-store demos. The retailer is the conduit to the consumer; we support all of their efforts in the best and most seamless manner possible.
Q: As new apples are introduced to the marketplace, how does Pazazz add to incremental sales dollar growth versus just cannibalizing existing sales?
DR: We are seeing many of the legacy varieties declining in sales, and in some cases disappearing from certain retailers’ apple decks. There is a huge “trading out” of sales dollars and volume to new high performing varieties such as Pazazz. Why is this happening? Simple—the consumer is voting with their dollar in hand; they are looking for new great flavored varieties such as Honeycrisp, Pazazz, and others that give them a truly great eating experience. In fact, Pazazz is driving incremental sales and sustaining increases in sales in the apple category for our retail partners. We are truly in the most exciting times in the apple aisle—greatly improved varieties appealing to increasingly more people, pushing apple category sales even higher.
As an industry, for the past 30 years, we focused on eye appeal and getting our products through the supply chain versus giving our retail partners and their consumers world class eating varieties. That has changed. Give the consumer a great product to get excited about and great things happen!
Q: As we move into 2018, what can we expect from the Honeybear Pazazz program?
DR: Flavor, of course—that’s a given. And significantly increased production of Pazazz as our harvests in Washington, up and down the Mississippi River Valley, and from Canada to New York will be larger than ever and more bountiful. Production will drive more sales for more retailers in more markets than ever before with broad North American production. And we’re expecting to see Pazazz as the most directly requested premium apple variety in stores across North America.
With the increased scale of production and retail distribution across North America, more consumers than ever before will have their first chance at experiencing Pazazz and this new wonderful flavor spectrum that it brings to the category—a true “Wow” experience—exciting times indeed.
As we continue to see more and more differentiation in the apple category, stay tuned to AndNowUKnow as we bring you some of the most exciting programs from around the industry.
AUSTEN, TX, AND SEATTLE, WA - Some customers will be walking out of Whole Foods this holiday season celebrating more than just the holidays. Amazon announced that AmazonPrime members will be eligable for exclusive sales prices in the grocery chain. The rewards program will slash prices for members on all the must-have dinner-time necessities that make the holiday season deliciously cozy. Those shopping with the membership will be the ones to see the largest drop in prices.
“These are the latest new lower prices in our ongoing integration and innovation with Amazon, and we’re just getting started,” said John Mackey, Whole Foods Market Co-Founder and CEO, in a recent press release. “In the few months we’ve been working together, our partnership has proven to be a great fit. We’ll continue to work closely together to ensure we’re consistently surprising and delighting our customers while moving toward our goal of reaching more people with Whole Foods Market’s high-quality, natural, and organic food.”
Amazon's acquisition of Whole Foods is the gift that keeps on giving because after the merger's promise to lower prices at the grocery retailer, this rewards program news is the icing on top of consumers' favorite holiday cake! While savings at the stores will be a treat to the wallet for all customers visiting the store to enjoy, the sales vary depending on whether consumers are members or not. For example, on the one day, all customers will see turkey prices drop to $3.49 per pound for organic turkey and $2.49 per pound for no-antibiotic while supplies last, while on the other hand, Prime members will see the prices for turkeys drop to $2.99 per pound for organic turkey and $1.99 per pound for no-antibiotic while supplies last.
Customers can bite into sales on everyday ingredients and snacks, such as 365 Organic Broccoli, 1 lb Organic Salad Mixes, Organic Russet Potatoes, Organic Sweet Potatoes, and Everyday Value Canned Pumpkin.
In the spirit of marketing its new merge of Whole Foods, Amazon's slashed prices for Prime members seeks to help consumers continue feasting on dishes that make their seasons special without compromising on quality.
SCOTTSDALE, AZ - Walmart is taking a stand to help foster AgTech improvements that would enhance communication between the farmer and the retailer. In collaboration with The Sustainability Consortium (TSC), the retailer, through its Walmart Foundation, will be offering a $375,000 grant to help fund the improvement of agricultural systems, not only to increase efficiency, but also to make them sustainable in the long-term.
"By improving communication flow between farms and manufacturing and ultimately, retail, this project will increase the demand signal for sustainable farming practices and improve data flow for easier and more accurate reporting of farm metrics," said Christy Slay, TSC Director of Research and lead on the project. "By connecting data systems and creating easier and faster ways for producers to report their results, more of their time and effort can be spent on improving sustainability at the farm level.”
With Walmart’s grant investment, TSC is set to continue its work in improving the quality of agricultural sustainability data and the ease of reporting of that data by farmers. By improving systems to better understand the data collected on farms, the systems in place, and how to better communicate to suppliers about sustainability programs that require farm data, TSC hopes to lead efforts with members and partners to create a better flow of sustainability data, according to a press release. The intended end result, the Consortium says, is to inform business decision-making in the agricultural sector, thereby driving positive environmental, social, and economic impacts, as well as benefitting farmers in their reporting efforts.
TSC will produce three outputs over one year funded by Walmart's grant, including an agricultural datasystems landscape map, a data compatibility pilot to address gaps in data connectivity, and a farm data tool for use by farmers to create consistency and ease in reporting.
SEATLLE, WA – Since unveiling its checkout-less concept store Amazon Go late last year, Amazon has made huge strides into the brick-and-mortar grocery landscape by acquiring Whole Foods this Summer. But despite these strides, the company has yet to hammer out the kinks of its high-tech c-store pilot.
Now, according to Bloomberg, the wait may be over. The financial news source reported the cashier-less store—in which shoppers can scan a mobile QR code from the Amazon Go app at a turnstile and then shop with items automatically charged to their Amazon account—is “almost ready for prime time.”
According to Bloomberg’s anonymous source, difficulties perfecting the technology—particularly with recognizing and effectively billing groups of shoppers like families with children—have delayed the launch, and Amazon is still working out bugs. But a recent shift from hiring engineers and research scientists to hiring construction managers and marketers may suggest that the company is finally readying itself to take the Amazon Go concept to the public sooner rather than later.
The news source noted that it is unclear how quickly and in what way Amazon plans to ramp up its Amazon Go efforts—noting that since introducing a similar brick-and-mortar bookstore format two years ago, the company has only introduced 13 locations.
Analysts have reportedly speculated that the cashier-less technology could be used in Whole Foods locations, but noted that the complexity of implementing Amazon Go technologies in pre-existing, large-format stores may be prohibitive—for the time being.
How soon will Amazon be rolling out its high-tech, small-footprint grocery concept? AndNowUKnow will keep you up-to-date with the latest.
MILLEN, GA – The Southeast Produce Council announced that it will be teaming up with the Food Marketing Institute (FMI) to present its signature research, The Power of Produce, at Southern Exposure 2018. After a successful workshop collaboration at the SEPC’s Southern Innovations Organics & Foodservice Expo, this innovative union aims to take its research to new heights with plans to unveil the future of Power of Produce at SEPC’s Southern Exposure beginning in 2019.
“The Southeast Produce Council is excited to announce this partnership with FMI,” said David Sherrod, President and CEO of the Southeast Produce Council, in a press release. “Their reputation of proven research results is widely used and regarded as one of the best tools for retail and wholesale professionals today. The Power of Produce report will debut each year at our Southern Exposure conference and will be a huge draw for our attendees. We will work hand-in-hand with FMI to deliver this timely report each year.”
The Power of Produce analysis reveals shopper habits regarding fruits and vegetables pre-trip, in-store, and at home, as well as hundreds of shopper suggestions on how to improve the produce department. For food retailers looking to use the produce department to set themselves apart, this report gives insights into the shopper’s produce purchasing process and the real power produce can bring to their store’s business. The analysis, conducted by 210 Analytics and supported by data from IRI and Nielsen, also reveals strategies for food retailers to consider as they bolster their produce merchandising and marketing programs. The research previously made possible by the generous support of Hillphoenix and Yerecic Label will now receive additional funding from the Southeast Produce Council, as well, creating a dynamic unification within the produce industry.
“Food retail continues to be the produce stronghold, so the opportunity to debut research that offers an in-depth look at produce through the eyes of the shopper at the premier platform for the produce industry complemented our goals for reaching an insights-hungry audience,” said FMI Vice President of Fresh Foods Rick Stein, who noted FMI proudly advocates on behalf of the food retail industry. “I look forward to annually presenting the findings at SEPC’s Southern Exposure featuring some of the produce industry’s most influential professionals.”
To hear the first stage of SEPC’s and FMI’s collaborated research, mark your calendars for March 1-3 and head down to Tampa, Florida, for Southern Exposure 2018. Every year, Southern Exposure holds an impressive attendance record of over 500 buyers and 2,000 suppliers servicing the southeastern markets with fresh produce that you won't want to miss.
For more news like this, keep checking back with AndNowUKnow.
YAKIMA, WA – Word on the street—or web—is that Domex Superfresh Growers® has a new game-plan to get more consumers to enjoy the delicious crunch of its Autumn Glory® apples this season. The company is using social media to spread news of the infinite possibilities that this apple can offer those who take it home with them. Eight blogger influencers set up camp in the Yakima Valley orchards to celebrate the Autumn Glory’s harvest finale and its arrival for consumers to relish at the Harvest Immersion event.
“Working with influencers is a large part of our growth strategy for driving consumer awareness of Autumn Glory apples. Consumers desire a brand they can trust, and by working with influencers that have a high engagement rate on social media, we are able to build more brand awareness, loyalty, and trust. Autumn Glory apples are about the cinnamon and caramel flavor notes, ad the red and yellow coloring. Both are reminiscent of autumn ad are part of the story telling with Autumn Glory. This is an apple people love to eat and enjoy creating content and recipes about,” said Catherine Gipe-Stewart, Communications Manager, in a recent press release.
After the social media influencers arrived at the orchards, they picked apples that were then packed in the warehouse, all while eating to their heart’s content and capturing images to share the company’s message, products, and work with broader audiences.
“The amount of work that goes on between harvesting and putting it on the shelves of a supermarket is mind-blowing,” said Aysegul Sanford of Foolproof Living.
To ensure that the company’s processes are communicated effectively to consumers, blogger influencers capture images showcasing the beauty surrounding the harvest season. While touring the grounds and seeing the processes, both the influencers and those who harvest the fruits found common ground with a loving respect for the hard work put forth in the orchards.
“In every bite of an Autumn Glory apple, there is a spark of magic,” said Alejandra Graf of Piloncillo y Vainilla. “When I visited the orchards, I found out why; there is so much love, care, and respect in growing the perfect apple, that you can taste it.”
The influencers left inspired by the magic experienced in those orchards, after finding beauty in the familiar, favorite dishes improved by Autumn Glory’s specified notes, while also finding new ways to introduce the variety. Not only did the influencers take pictures of the event to share with their followers, but they also took away a better sense of the apple itself and how to showcase it moving forward.
“With hints of caramel and cinnamon, this sweet and crisp new apple variety is perfect for pies, snacking on, caramel apple decorating, dipping in nut butter, juicing, and making into sangria,” remarked Kelly Pfieffer of Nosh and Nourish.
These bloggers shed creative and effective light on Autumn Glory apples and their capability to shape the culinary experience. Social media efforts make the company’s work transparent for consumers, so they feel like they can trust where their goods are made and to whom they can thank for their delicious taste.
“Showing off how versatile the Autumn Glory apple is in the culinary world was a great way to start off our Harvest Immersion event. We have found that being transparent with our consumer market about how much labor, time, and energy goes into harvest helps to further the trust of our brand,” said Gipe-Stewart.
The company is reaping the rewards of its decision to take on this event. It has since seen an astronomically increased consumer engagement online. The news is expanding beyond the reach of the influencers’ readership, as they extend the same informative, helping-hand for finding their right apple to others looking for the same. That is to say, word-of-mouth has been a great asset for Autumn Glory.
According to Gipe-Stewart, “Since the Autumn Glory Harvest Immersion in late Octoer, we have seen followers and engagement on social media increase by 600 percent. We immediately started seeing results of working with more influencers. We receive comments daily from consumers praising the Autumn Glory for its flavor and texture. For example, Mark S. of New Hampshire wrote in, ‘OMG I cannot eat enough of the Autumn Glory apples. The taste is unlike any apple. I have my family and friends buying them for other people. I’m an Autumn Glory addict now!”
Messages like Sanford’s, Graf’s, and Pfieffer's are first-hand accounts illustrate the labors of love that bring the variety’s cinnamon and caramel notes to eager customers this season.
A complete list of blogger influencers who attended Harvest Immersion is the following:
- Alejandra Graf of Piloncillo y Vainilla in Houston, TX
- Alyssa Brantley of Everyday Maven in Seattle, WA
- Ayseful Sanford of Foolproof Living in Vermont
- Coco Bassey of Millennielle in Atlanta, GA
- Kelly Pfieffer of Nosh and Nourish in Denver, CO
- Lindsey Johnson of Café Johnsonia in Boise, ID
- Megan McMorrow of Fox and Briar in Seattle, WA
- Rebekah Hubbard of PDX Food Love in Portland, OR
With such a far-reaching influence, bloggers have highlighted the fan-favorite Autumn Glory so that this harvest can continue to be the gift that keeps on giving.
MONTEREY, CA - Industry sustainability advocate and Measure to Improve CEO Nikki Rodoni has joined the Advisory Board of an influential global leader in advancing solutions to plastic pollution this week. Rodoni will now be part of the newly established Board for Think Beyond Plastic™, joining the likes of Mann Packing’s Gina Nucci, Driscoll’s Scott Komar, and other top sustainability influencers in the produce industry and beyond.
“It is such an incredible honor to be asked to join the Advisory Board of Think Beyond Plastics,” Rodoni shared with me. “This opportunity to collaborate with a dynamic group of leaders searching for new alternatives to plastics couldn’t have come at a better time, as we help our clients reduce their use of plastics on their journey to achieving Zero Waste.”
Comprised of thought leaders, elected officials, scientists, executives, community leaders, and representatives of academic institutions, the Advisory Board is committed to research and innovation with focus on plastic pollution. In collaboration with Sam Farr, Former Congressman of CA-20, and California State University at Monterey Bay, Think Beyond Plastic has also begun work on the Sam Farr Innovation Center for the New Plastics Economy, according to a press release.
“The Sam Farr Innovation Center for the New Plastics Economy is a bold undertaking,” said Daniella Russo, CEO of Think Beyond Plastic. “Industry advice and guidance is essential in accelerating solutions, and so is the need for global attention to the needs of the innovation ecosystem, including transformative public policies, investment, public-private partnerships, and incubating early stage innovation.”
The new Advisory Board’s member’s now will include the following, according to a press release:
- Hon. Sam Farr, Congressman (ret.), CA-20
- Hon. John Laird, State of California, Secretary for Natural Resources
- Charles Baxter, Distinguished Professor, Stanford University (ret.)
- Susie Brusa, CEO, Rancho Cielo Youth Campus
- James Copeland, Founder, CJ Lake LLC
- David Epel, Ph.D., Distinguished Professor, Stanford University (ret.)
- Hon. Zach Friend, Supervisor, Santa Cruz (CA) County, District 2
- Kent Glenzer, Ph.D., Dean, School of International Policy and Management, Middlebury Institute for International Studies at Monterey
- Paul Kephart, CEO, Principal Ecologist and Designer, Rana Creek
- Scott Komar, Senior Vice President, Global R&D, Driscoll's
- Andrew Morlet, CEO, Ellen MacArthur Foundation
- Ramani Narayan, Ph.D., Distinguished Professor, Michigan State University
- Gina Nucci, Director of Corporate Marketing, Mann Packing Company
- David Rapaport, Vice President, Earth and Community Care, Aveda
- Nikki Rodoni, Founder and CEO, Measure to Improve, LLC
- Lawrence Samuels, Ph.D., Senior Advisor to the President, California State University at Monterey Bay
- Scott Schienvar, Vice President Operations, Americas L’Oréal
- Les Strnad, Coastal Zone Management Advisor, California Land Planning
- Peter Thurlow, Partner, Polsinelli Law Firm
- Nancy Zweng, Managing Director, Golden Seeds, Inc.
For more on moves towards sustainability affecting the produce industry and beyond, keep checking in with AndNowUKnow.
ISSAQUAH, WA – Loyal Costco customers who have grown tired of making trips to the wholesaler for their bulk items can now celebrate, because the retailer has discovered a way to make consumers’ lives—and backs—much better: a home delivery service called CostcoGrocery. But along with with the newly-added convenient buying option, the service has also implemented a new paid-search online advertising campaign, which broadcasts the two-day nationwide delivery and a same-day delivery services in specific metro areas.
With the addition of the retailer’s delivery service, Costco is joining the ranks of Amazon’s Whole Foods. Costco’s version of the burgeoning and convenient delivery experience has taken second place, following Instacart, in the U.S. Google desktop text ad impressions, according to AdGooroo’s analysis. The analysis looking at clicks on 38 grocery delivery-related keywords, including “grocery delivery,” “online grocery shopping,” and “grocery delivery services.” Data was collected and analyzed between October 27th through November 9th. It should be noted that this was the first time that AdGooroo identified Costco’s data, so in this first go of it, the retailer is off to the races!
So, how did Costco rank amongst its competitors? According to a recent article by MediaPost, the two-weeks collected data showing that Instacart took 23.5 percent click share. Costco’s second place showcased a 11.4 percent click share. Competitors HelloFresh came in at 8.2 percent, Walmart’s Jet.com showed up at 7.8 percent, and Walmart sauntered in at 7.7 percent. Amazon, who has been the talk of the town because of its recent acquisition of Whole Foods, reportedly got 3.5 percent click share for the keyword group about grocery delivery.
While the difference between Instacart’s and Costco’s click share held a 12.1 percent gap, its share of voice in delivery captured 14.6 percent of impressions, which was right behind Instacart’s 17.1 percent of impressions—a mere 2.5 percent variance.
How will Costco’s new delivery service fare in the broadened scheme of convenient shopping experiences when faced with competitors’ continually evolving services? AndNowUKnow will keep you up-to-date!
NORTH CAROLINA - A few market-savvy industry vets have gathered to form a new company that offers a fresh spin on produce consumption. Laura Hearn, one of the Co-Founders for newly-launched Glean, took the time to share with me this latest twist on boosting purchase and consumer love for sweet potatoes, pumpkins, beets, and beyond.
“Glean began with all of us working in produce and seeing trends throughout the industry as a whole for plant-based and healthy alternative products,” Laura explains. Heading up Nash Produce’s marketing for over seven years, she got a firsthand look at what consumers were craving. “Our team all worked in sweet potatoes over the years, seeing evolving uses and demands specific to them.”
The rising demand for versatile products opened the door for Laura, her brother Will, Stacy Ham-Thomas, and Kris Radford to start this new venture to answer that call with products like sweet potato flour, pumpkin flour, and–coming soon–beet powder.
“A lot of people use these items alternatively, either for flavoring, sauces, smoothies, or the usual flour applications. People are really excited about this, and it gives a lot of outlets to boost consumption as all the products are 100 percent made from their commodity base.”
And, Laura adds, provided by growers to help mitigate food waste.
Having all been in the business for a combined 20+ years, the Glean team has built connections in the produce industry. Tapping into those relationships, they have created a network, both local and national, of suppliers looking to avoid leaving unwanted product in the fields.
“Our mission statement is ‘Gathering goodness, reviving produce and people for meaningful lives.’ The majority of our fruit and vegetable products use discarded or unwanted produce that wouldn’t make it at retail,” Laura explains, adding the cause goes even further with the register ring. “For every pound purchased we donate a pound to make sure even those who couldn’t otherwise afford a healthy lifestyle can have access to one as well. One of the biggest draws for me in choosing Glean was knowing how big a difference it makes.”
The team has just started discussions with retailers following the recent soft launch of its website, ultimately hoping to see these products enhancing shelves and menu offerings for both retail and foodservice operators.
Find out how pairing this new spin on produce with your fresh displays by connecting with the team at [email protected]. Visit their website at www.liveglean.com to check out their products and use code ANUK15 for 15% off.
LAKELAND, FL - Growth, expanded initiatives, and increased efforts surrounding innovation are all accomplishments major retailer Publix is touting after a strong third quarter. As a result, and with continued expansion on its mind, Publix CEO & President Todd Jones announced today new officer positions, effective January 1, 2018.
“Investing in our business is critical to our growth and success,” said Jones, in a press release. “I’m excited we have associates ready to take the next step in their careers, helping us execute our company strategy.”
Currently the Director of Industrial Maintenance, Randy Barber will be promoted to Vice President of Industrial Maintenance and Purchasing, in which he will be responsible for industrial maintenance, facilities purchasing, and manufacturing supply purchasing. Barber joined Publix in 1978 as a Front Service Clerk, and has been promoted regularly since.
Because Publix’s fresh retail business units (RBUs)—which buy product, develop business plans, and provide support to the company’s retail stores—are among those with rapidly expanding initiatives and innovation efforts, the retailer is dividing those responsibilities between two current officers.
Moving from Publix’s grocery team as Vice President of Product Business Development for Grocery and Non-Foods, Pete Mowitt will take on the bakery and meat RBUs as Vice President of Product Business Development for Bakery and Meat, as well as continue to oversee Publix’s store dairy and frozen business and space management areas. Chris Litz will continue to lead Publix’s efforts in the deli, produce, and meals RBUs as Vice President of Product Business Development for Deli and Produce.
With Mowitt’s new responsibilities, Brad Oliver, current Business Development Director of Direct Store Delivery Products, will be promoted to Vice President of Product Business Development for Dry Grocery and Non-Foods in which he will be responsible for overseeing and supporting the dry grocery and non-foods corporate purchasing category management teams. Oliver joined Publix in 1991, and was promoted over the years as well.
Will Publix’s new officer positions continue to bolster Publix’s success and growth? AndNowUKNow will continue to report on the happenings in produce retail.