Customers often forget the seasonality of certain fruits and vegetables, so grocery stores strive to sustain inventiveness with its produce promotions. Publix tackled this challenge head on with the development of its At Season’s Peak program.
The program’s inception was about five years ago and continues to grow. The goal was to devise a communication and education program for its customers. “At Season’s Peak reminds customers when their fruits and vegetables are ripe, most fresh and juiciest,” explains Maria Brous, Publix’s director of media and community relations. “Virtually every month we feature a different item. Publix is always looking to offer our customers product of high quality, value and items that differentiate us from the competition.”
Back in August of 2011, Publix supermarkets began its exclusive partnership with Oceano, CA-based Bejo Seeds Inc.—the seed company holding exclusive rights to the Tasti-Lee seeds. Initially the Tasti-Lee branded tomatoes were offered through select Publix locations and are now distributed in all 1,069 locations with supply coming from two contracted Tasti-Lee growers/packers. “Flavor 1st, headquartered in Horse Shoe, North Carolina and Tomato Thyme/Red Diamond Farms, headquartered in Wimauma, Florida, are the companies we use to grow and pack our tomatoes under our conditions and specs,” says Michael Ryshouwer, field marketing manager for Bejo.
Most recently, the tomatoes were a featured At Season’s Peak item, and just as they came off of rotation, they were included in a Cinco de Mayo display presented by Publix Aprons—the supermarket’s program that offers recipes, cooking classes and events to help customers discover the joys of cooking. “Tasti-Lee is a great tasting tomato,” says Brous. “We always look for opportunities to incorporate cross-promotional items into our Aprons Simple Meals program.”
Publix also worked with Tasti-Lee to create an advertising campaign, which included radio and TV spots as well as billboards and an in-store component. “We have signage in-store and recipes as well,” says Brous. “Our customers are pleased with the selection of Tasti-Lee Tomatoes.”
Ryshouwer explains how Tasti-Lee geared up for the additional exposure, “Based on last year’s successful At Season’s Peak promotion, Publix informed us that they wanted to repeat the promotion this year. We prepared our growers to be ready to supply the additional product that was needed. Simultaneously, with the At Season’s Peak promotion, we were also featured in Publix’s Aprons program; thus creating a double spike in Tasti-Lee sales.”
The positive sales response and brand partnership are definitely paying off for each party. “The video that Publix shot at Red Diamond Farms, and featured in its weekly ad, was entirely funded and created by Publix. Obviously this is a testament to what Tasti-Lee means to Publix,” says Ryshouwer. “We also received numerous satisfied customer responses such as: ‘We appreciate the taste and quality of your tomatoes; We shop at Publix, where your brand is readily available; Your tomatoes are not always the lowest price but they are our choice for taste and quality; Keep up the good work.’”
For more details regarding At Season’s Peak items, please visit www.publix.com/atseasonspeak.
Source: Perishable News.com
