Peruvian Asparagus Importer's Assoc. Reveals '11-'12 Category Management Plan Outline
June 17, 2011 | 2 min to read
The Peruvian Asparagus Importer’s Association (PAIA) has developed their 2011/2012 Category Management Plan Outline for Fresh Peruvian Asparagus. “Our Category Management Plan Outline is an essential tool for all involved in the trade or sale of fresh asparagus,” states Priscilla Lleras, PAIA Coordinator. “The Plan is comprised with statistics identifying market growth, trends, industry facts and key demographics for 2011, as well as suggested methods at retail level to optimize sales within the category.”
The Association points out in the outline that according to the Department of Commerce, U.S. Census Bureau and Foreign Trade Statistics data recorded in 2010, the United States imported more than 377,000,000 pounds of fresh-market asparagus. Of that total Peru represented 192,796,000 pounds. Furthermore, Peru is leading in quantity supply to the United States with fresh asparagus and ultimately Peruvian fresh asparagus imports represented over 51% of the total supply to the US for 2010.
“The 2011/2012 Category Management Plan Outline for Fresh Peruvian Asparagus specifically includes key demographics for fresh asparagus, display, promotional and advertising ideas that provides retailers’ with fresh strategies to increase sales of Peruvian asparagus,” states Walter Yager, CEO Alpine Fresh, Miami, Florida and East Coast Co-Chairman of PAIA. “Our goal is to inform and promote the trade of fresh Peruvian asparagus, as well as offer retailers marketing approaches that assist them in advancing and increasing their asparagus category sales.”
“Peru is the leading import source for fresh market asparagus in the United States,” states Chris Martin, President of Gourmet Trading, Los Angeles, California and West Coast Co-Chairman of PAIA. “U.S. retailers have recognized the advantages of stocking Peruvian asparagus on their shelves which has resulted in maintaining asparagus sales year round. PAIA importers will continue to work with their customers in an effort to strategically promote this exceptional vegetable – ensuring asparagus continues its leadership role among vegetables.”
“It is our objective to promote the Category Management Plan Outline for Fresh Peruvian Asparagus and we are most optimistic the outline will supply retailers and industry at large with information that communicates the health benefits, key demographics and innovative approaches and strategies to increase consumption of fresh Peruvian asparagus”, declares Lleras. The Plan is available from any member of the Peruvian Asparagus Importer’s Association or by contacting their Coordinator, Priscilla Lleras.
The association will focus even greater efforts in 2011 on spreading the positive word to industry trade press, supermarkets and consumers concerning the benefits of fresh asparagus – through articles, advertisements, direct-communication, and trade show participation. The association anticipates increasing consumption and demand for fresh asparagus in 2011.
Source: The Peruvian Asparagus Importer’s Association