When a group of produce marketing executives comes together with a group of grocers in a first-time event of mutual interest, do both groups equally enjoy the benefits?
Here’s one appraisal offered by a produce executive who participated in the first-ever produce pavilion of the Produce Marketing Association at the National Grocers Association convention, February 13-15 in Las Vegas:
“Well, it wasn’t exactly like Dancing With The Stars, cheek-to-cheek, but the show offered produce exhibitors the opportunity for direct contact with independent retailers whom we rarely see — and it was valuable contact for the grocers, too!”
That positive assessment was affirmed by the presidents of PMA and NGA, agreeing to join their organizations in a repeat performance at NGA’s 2013 convention, again in Las Vegas. And, their optimism for another successful partnership is reflected in the decision to increase the size of the pavilion to 30 booths from a pilot size of 20 this year.
“It was a win-win for all concerned,” said Peter Larkin, president and CEO of NGA. “The new pavilion was a big hit, not only with our retailer and wholesaler attendees, but with our first-time produce exhibitors as well. Independent grocers differentiate themselves in the marketplace by the quality of their fresh departments, so adding produce and other fresh items to the show makes sense. This year, we took a major step forward with the pavilion to bring our members what they want, and we expect to do more next year and in the years to come.”
Here’s how several produce executives described their perception of the show’s key value — the access to independent retailers:
Steven Ware, wholesale team director, Dole Fresh Vegetables:
“The PMA pavilion at the NGA show provided us an opportunity to interact with a large group of independents and wholesalers who normally don’t attend the national PMA show. I was impressed with their level of interest in produce, and the number of people who came by to talk with us.”
Bill Schneider, director of marketing, Melissa’s/World Variety Produce Inc.:
“We felt the PMA pavilion was well worth the investment. For the first time, we were able to talk with potential customers in the independent retail category who showed great interest in our products. We definitely will participate in next year’s show. Overall, this was a very good show, with well-qualified attendees.”
Kent Beesley, retail promotion director, West, Idaho Potato Commission:
“Nothing has a better impact in knowing about the success of a promotion program than when retailers tell you in person about their participation. That was our pleasure in talking with retailers about our Potato Lovers Month program.”
Todd Gosule, executive vice president, sales and marketing, B&W Quality Growers:
“The Pavilion was a good example of effective industry cooperation — with NGA and PMA coming together for the benefit of members of the two organizations.”
These 20 companies were the Pavilion exhibitors: B&W Quality Growers, California Avocado Commission, Carlson Air Flo, Crunch Pak, Del Monte Fresh Produce N.A., DNE World Fruit Sales, Dole Fresh Vegetables Inc., Domex Superfresh Growers, Dulcinea Farms, Gourmet Garden, Green Giant Fresh, Grimmway Farms, Idaho Potato Commission, Litehouse Foods, Mariani Nut Company, Mastronardi Produce, Melissa’s/World Variety Produce Inc., Monterey Mushrooms, Shuman Produce and Sunkist Growers Inc.
“We were excited for the opportunity to build a strong presence at this year’s NGA show and highlight what our members can offer independent grocers,” said Bryan Silbermann, president and CEO of PMA. “With the increase in demand for healthy and convenient fresh food options, the produce department is an important point of differentiation for many independents, and our members want to supply these needs.”
A working relationship in convention support between a national grocery association and a national produce association is not unique. In May, United Fresh Produce Association and Food Marketing Institute will come together side-by-side in Dallas, offering separate exhibit floors and educational programs — with a single admission ticket for access to both. What is evident in the PMA/NGA and United/FMI events is that produce exhibits and workshops exert a strong power in attracting convention attendance.
The new first-time interest in fresh produce at an NGA convention also showed itself in the more than 100 attendees who crowded the only workshop pertaining to produce, “Increasing Produce Sales.” While panelists representing the California Avocado Commission, Domex Superfresh Growers, and Melissa’s offered a variety of selling and promotion program tips, the focus was on the sole supermarket representative, John Vasapoli, director of produce at D’Agostino’s Supermarkets, based in Larchmont, NY. “Each of our 14 stores carry about 350 different items in a produce department of about 650 square feet, so we need to pay close attention to the best way of serving our customers,” he said. “For example, we learned from customer conversations that we needed to provide a much wider offering of organics. We put a heavy emphasis in our ads and in-store display messages, which resulted in a 21 percent increase in organics and stimulated our overall produce sales. We also found that locally grown produce is of interest to our customers, so we carefully look for opportunities, and whenever the combination of the season and the product are a good fit, we’re happy to promote the news,” he said.
In a later interview, Vasapoli emphasized “differentiation” as a significant factor in the success of the independent retailer. “Consumer surveys from both NGA and FMI continue to show that quality fresh fruits and vegetables can have a greater appeal to consumers in their decisions of where to shop than low prices,” he said. “Our company has consistently emphasized the quality of our produce and our meats, and this commitment shows up in the loyalty of our customers.
“It is most important to recognize that we are in a business of relationships,” Vasapoli continued. “We are still a family-owned business after 80 years, and we place great emphasis in best serving the needs of our customers, in reaching out to them as good neighbors in our stores.”
Source: PRODUCE BUSINESS
