Nogales, AZ – The leading producer of eggplant in North America announces expansion of its shipments to 52 weeks, providing consistent quality, supplies and also promotion assistance to help build year-round sales.
Malena Produce, Inc., leading eggplant suppliers since the 1950s, has expanded its Mexico production region from
Culiacan to the neighboring state of Nayarit. This extends supplies from the traditional winter season through summer. The company has also recently completed an eggplant market research study and is now launching an educational initiative with retailers to help develop the category.
“This expansion reflects our continued commitment to our flagship product.” explains Malena vice president Gonzalo Avila. Malena Brand long been known as the premier eggplant label in the U.S., and the first to offer high-graphic, value-added packaging.
“Our goal is not to push more supply into the system, but to help educate receivers on optimum eggplant assortment, handling and merchandising. We’re also providing promotional support to help pull in the customer,” Avila adds.
This “pull” market strategy for Malena is also reflected in its market study which analyzes a three-year eggplant consumption trend and identifies key demographic profiles for retail advantage. It also addresses nutritional trends such as “Meatless Monday”, easy meal solutions, gluten-free, and others as support for eggplant’s growing popularity. Trainers who are former produce managers are being contracted to review the study with chain produce teams, focusing on how proper handling and merchandising can reduce shrink and increase margins.
In addition to expanding eggplant supplies, the company has also announced a 25% increase in their colored pepper production. Citing demand for its “stoplight” (red, green and yellow) and custom sleeves packaging as key reason for the expansion, Malena offers six bell pepper SKUs via both McAllen and Nogales.
In addition to eggplant and peppers, Malena ships, squash, cucumbers, tomatoes, pickles and chilis. During spring, they focus on grapes and melons. Their top brands include: Malena, MalPro, Mexcellence, OC Bros, Capy, Malem, Roxana, Pecos, Sunday, and Yuyi.
Source: Malena Produce, Inc.
