WENATCHEE, CA - Stemilt Growers is seeking ways to make life much easier for those shoppers bombarded with choices while strolling through the produce department. Recent Nielsen research showed a spike in popularity for branded produce items, which fits perfectly with how Stemilt differentiates its products at retail in order to raise the bar on connecting with the consumer.
To speak about branding industry-wide, and also specific to Stemilt, is Communications Manager Brianna Shales, who gives us the latest and greatest on the evolution of consumer messaging.
“Branding a produce item for a specific audience creates a strong platform to connect with the shopper, and also shows people how a fruit can be used and tapped in different ways,” Brianna tells me. “The recent data that Nielsen published proves that selling fruit and produce, in general, through a brand is working. Consumers not only learn to recognize brands, but the brand becomes something they can find consistency and trust in.”
According to Brianna, branded items are becoming increasingly valuable, and can be seen in all shapes and sizes as they take over the produce departments. In fact, branded produce sales are up 8 percent over the past year and are now about one-third of the category sales, which is $68.8 billion, as Nielsen reports. These stats explore the sales growth from the beginning of October to the end of September for the years running 2015-2016 and 2016-2017.
“These branded produce items were up while unbranded sales, or generic packaging, was down 3.3 percent,” Brianna explains.
Stemilt has taken this concept and has run with it, marketing to consumers with a well-thought-out focus on the items they need. So, how is the company managing to use this marketing strategy with its own produce? If you are familiar with anything that Stemilt conceives and creates, you know that they are always looking to capture a share of the consumer’s basket—and they do it with high-graphic packaging, fun and engaging brand names, thoughtful targeted messaging, and a team to execute within the supply chain and in the produce department.
Here are a few of the items this season that are taking off at retailer and increasing the ring at the register. To begin, Lil Snappers®, which comes in conventional and Artisan Organics™ options, is a prime example of this business plan in action. The smaller item pairs well with customers wanting smaller portions of their favorite pears and apples in convenient ways. The catered-to-you approach works well for the company, with consumers seeking out the product because of its great serving size for themselves, or their children, while enjoying this year’s smaller-sizing on apples.
“As growers, we have always grown small apples, yet Lil Snappers® ability to market intent to a group of shoppers—parents and their kids—not only highlighted that fact, but has created demand for these petite-sized fruits,” Brianna expands.
Another item that the company is offering this season is its Piñata® proprietary apple, great for baking and is in season now through June. In addition to the conventional versions, the company is excited to offer a larger percentage of organic Piñata® apples this year.
The brand’s branded produce is a hallmark of its success and the source for consumer inspiration. In the competitive marketplace, Stemilt’s business model is based on making it stand out against competitors, as it aligns itself with those stocking the produce it has designed specifically for consumers’ needs.
“By stocking brands, you are able to tighten the relationship between your company, the store, and the consumer’s brand recognition. There is a sense of authenticity and familiarity that can be created with well-branded, quality produce items,” Brianna shares with me.
To enhance the grower-grocer-consumer relationship, Stemilt has created a plethora of exciting marketing tools, such as display bins, contests, POS materials, and well-developed digital access through social media and photography—all in an effort to promote sales and fresh produce consumption.
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