Nogales, AZ, September 25, 2010. – As part of its tomato category development and management retail initiative for the upcoming season, Nogales-based Farmer’s Best has added consumer insights. In partnership with an East Coast research firm, a study was conducted of principal grocery shoppers in the U.S. to find out how they feel about tomatoes.
“Our retail partners were pleased with the regional scanner data we reviewed with them last season, but we were missing an important link: their customers’ perception and usage of tomatoes.” explained Farmer’s Best director of marketing Jerry Wagner.
The study addresses frequency of tomato purchase, type preferences, key attributes, usage, and other selection criteria. While there were no specific “earth-shattering findings”, according to Wagner, the study served to support some retailers’ current practices and beliefs, but with new angles to consider. Importantly, the findings were broken down by demographic regions to better tailor the scanner data.
The study also compares and contrasts findings with other leading studies such as The Packer’s 2010 Fresh Trends. “We found we were with Fresh Trends on many key findings, but we just took a little deeper dive into the demographics.”
Some of the findings and implications of this study to be published as part of Farmer’s Best Maximizing Tomato Marketing Guidebook for retailers, launched in 2009 and expanded for the 2010 season (slated to begin in late November) include:
• Different types of tomatoes (i.e. rounds, cherry, grape etc) appeal to specific age and income groups and should be marketed with that in mind
• Frequent tomato buyers look for ripeness as the top criteria for selection, so displays should feature ripe fruit up-front
• The higher the income, the more frequent the tomato purchases. This is an attractive segment to retailers that should be courted appropriately
• Consumers are looking for more tomato nutrition and usage information, especially those who are more frequent purchasers. Expanding tomato use beyond salads, etc. is key.
In addition to the 60+-page Guidebook and accompanying CD that includes tomato category basics, store plan-o-grams, merchandising tips and, now, consumer insights, Farmer’s Best now also offers retailers third-party merchandising assistance and the opportunity to participate in incentivized in-store promotions. The Guidebook is available to all interested supermarket chains, whether a current company customer or not, via direct request to their customer relations number: 1-877-281-9305.
In addition to beefsteak, vine ripe, Roma, grape and hot house tomatoes, this fully-integrated agribusiness and #1 Nogales produce importer also grows cucumbers, bell peppers, squash, eggplant, mangos, grapes and melons. Founded in the early 1970s, all Farmer’s Best sales in North America are handled from offices in Nogales, AZ. The company currently distributes from Nogales, McAllen, Texas and Chula Vista, CA.
Source: Farmer's Best