Nogales – Just in time for the array of spring grape displays for Memorial Day, Malena Produce reached out to the pros. These are current or former heads of produce for major U.S. chains “in the know” about the best practices in the category today.
“This is a new program we’ve launched where we talk to produce professionals about their practical experience” explained Malena CEO Gonzalo Avila. “We’re looking for views on what worked and didn’t under their watch. Since they are no longer at their previous posts, they can speak to us more candidly. We are hoping this will be helpful to newcomers to the produce industry.”
This initiative is part of the grower/shipper’s “Tools for the Trade” program, based on interviews to be published under their Top Tips collection and posted on their website (http://malenaproduce.org). Former Fresh & Easy and Save-A-Lot procurement manager Dennis Randolph is the first in the expected line-up of interviewed pros each season. (http://linkedin.com/pub/dir/dennis/randolph)
Randolph’s answer to key questions about spring grapes specifically from Malena management will be posted on the company’s dedicated grape site http://malenaspringgrapes.org and available in full form to their customers. The interview is briefly excerpted as follows:
Q: How important is the grape category to your chain’s overall department sales?
A: My experience is that spring grapes represent about 12-15% of total sales during their availability. This category has increased around four percent over the past three to five years.
Q: What is the first thing that comes to mind when you think of “spring grapes”?
A: Spring Grapes are one of the indicators to customers to make a transition in their eating habits. They are the perfect item to take on cookouts and picnics; they’re easy to carry and snack on. Customers are excited when they see them because it “launches” the spring season.
Q: Tell us some of your most successful strategies and tactics for spring grape displays:
A: I exited my winter grape program as soon as the spring grapes were available due to the significant improvement in “crunch” and color of the spring fruit. Clamshells make it easier for the consumer to grab and go, especially for picnics etc, but the handle bags are fast gaining in popularity. Our assortment strategy was demographics-based. We worked very closely with our grape grower to determine the variety and sizing that provides low cost/high volume. For example, for the higher-end stores, quality and consistency delivered higher returns. For the value stores, larger packs at lower prices were key. Carry your top three sellers and then each month feature a new variety to add continual excitement. The key is not making the consumer search for grapes because it’s a high-impulse item. Place them front & center.
Malena Produce, a leading spring grape supplier, has been shipping Perlettes since late April, and will begin their Flames later this week, earlier than had been originally estimated.
“We’re taking advantage of the excellent quality and large sizes in a very early and fast season,” noted Malena grape category manager Scott Terry. “It looks like we’ll have fruit to suit all receiver profiles.”
Malena Produce, Inc. was founded by Greek immigrants (J. Stamos) to Mexico in the 1950s. Its proprietary Mediterranean-style eggplant production process led to the premium fruit the company is most known for: Malena Brand eggplant. As the largest supplier of eggplant to North America today, Malena Produce continues its expansion as a third-generation, family-run agribusiness, with operations throughout Northwestern Mexico and Arizona. In addition to eggplant and peppers, Malena currently handles squash, cucumbers, tomatoes, pickles and chilis. During spring, they supply grapes and melons. And have recently launched a summer vegetable program from GA. The company was recently named Exporter of the Year by the Fresh Produce Association of the Americas (FPAA) and Phoenix Media. For more information visit: http://malenaproduce.org
Source: Malena Produce, Inc.
