LOS ANGELES, CA - I have already been caught daydreaming about the mouthwatering spreads that will grace the dinner table during this year’s Christmas and New Year’s celebrations, and beyond. As Giumarra Companies’ expansive portfolio uplifts multiple produce categories ahead of the winter holidays, I sought the expertise of Megan Gorgisheli, Vice President of Marketing Administration and Brand, to see how retailers can maximize sales this season.
With the holidays quickly approaching, what categories are currently carving out opportunities for retailers?
“We have plenty of delicious categories to highlight for the upcoming holidays. In addition to our 52-week avocado and grape programs, we currently have strong volumes of imported blueberries and blackberries. Seasonally, through the winter holidays, we will also have our California persimmon and Washington Lemonade™ apple programs. New this year, we have a stem and leaf mandarin program, which is currently shipping and available in a 22-lb. bulk box or branded clamshells of varying sizes, depending on our customers’ needs. The mandarins will ship through March, with seasonal availability perfect to support any retailers’ Lunar New Year promotions.”
How can retailers spotlight these categories in the lead-up to the holidays?
“Consumers continue to seek affordability, so offering value on staple items while creating a destination for exciting seasonal items will help drive traffic in the produce department. Signage and education, which can also be translated online for shoppers doing pickup or delivery orders, are key for highlighting flavor and usage ideas. Education is key for shoppers—especially for an item like Hachiya persimmons, for example, which need to be ripened before use.
As the holidays wind down, and we lead into January, consumers will be responsive to healthy eating ideas, as well. This includes the idea of eating fresh produce to support immune function, as families will still be in the thick of cold and flu season. Merchandising something like lemons with fresh ginger or turmeric for a homemade immunity beverage or soup will help spark ideas for consumers.”
Are there any unique ways consumers can include more of these offerings in their holiday spreads and snacking occasions? How can retailers leverage these applications to drive demand?
“This year on social media, we are seeing an uptick in content focused on including produce not only in recipes, but also in decorations. Think dried citrus garlands, cranberry garlands, and produce in centerpieces to provide visual color and abundance, using products readily available in your kitchen. Items like grape bunches, Fuyu persimmons, and citrus make a festive, colorful addition to a holiday centerpiece incorporated with florals and/or greenery. This presents a great cross-merchandising opportunity with the floral department.
Persimmons lend themselves well to a variety of recipes, from sweet to savory. They can be included in a salad with cheese, nuts, and leafy greens, but can also be incorporated into a stunning dessert. Fresh berries are also a great item to cross-merchandise with dessert ideas.
Avocados are a year-round staple and have earned their place at parties, and not just for guacamole. For the holidays, consider handhelds, such as an avocado toast/crostini bar, with seasonal toppings like pomegranate arils, nuts, herbs, and cheeses. For meals, they make a great addition to salads and sauces. An avocado beet salad with pistachios and citrus dressing would be stunning and delicious!
When visiting a loved one’s home as a guest, I love to bring seasonal florals and/or fruit as a gift. The stem and leaf mandarins would be perfect for this—they not only taste delicious, but the green leaves look vibrant and cheerful when the fruit is displayed.
How does Giumarra Companies give its partners a competitive advantage across each of these sectors?
“In the avocado category, we partner with our customers to ensure they have as seamless a supply as possible, with different sizing, packaging, and country-of-origin options to support an assortment that meets their volume and pricing goals.
Giumarra is one of the largest suppliers of California persimmons, offering a full assortment of Fuyu, Hachiya, and several other ready-to-eat varieties, including our exclusive Sugar & Spice™ persimmons.
Sweet-tart Lemonade™ apples, a yellow variety with a strong consumer following, are exclusive to Giumarra. We support our branded seasonal offerings with bins, signage, and other merchandising that can be tailored for any retailer, as well as included online. Our goal is to support our grocery retail customers in any way we can to increase consumption.”
ANUK will continue to spotlight ways to fuel seasonal demand ahead of the holidays, so keep an eye out for that little apple logo.
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Giumarra Companies
A simple desire to build a family-based produce business through hard work and commitment to quality, was the seed that…
