Nogales, AZ – Following on the heels of one of its busiest import seasons ever, Farmer’s Best International has committed to expanding its successful trade outreach program with new elements.
The key initiative of its 2011 season program will be receiver education, which they have found helps build sales and relationships.
“With reduced chain budgets and management cutbacks, our customers say they appreciate the efforts in helping educate their associates about best produce practices.” explained Farmer’s Best director of sales and marketing, Jerry Wagner.
This past season they produced special handling guides for tomatoes, grapes and mangos which were personally distributed by their merchandisers and also downloadable via their website (www.farmersbest.com.mex) and blog (www.farmersbestinfo.wordpress.com) “These were quite popular so we’re expanding on the concept.” Wagner added.
For the new winter season the company is offering what it calls a “toolbox” with specific guidelines and programs to help retailers drive shoppers to produce displays.
“With around 70% of purchasing decisions made in-store yet shoppers saying they want to spend less time in there, we need to grab them as quickly as possible.” Wagner said.
He also noted that while the specific “tools” are still being developed, they include both in-store and media activities:
“We are focused on helping the chain integrate its produce messages to build customer loyalty and sales.” Social media and web outreach are also slated to be key elements of their marketing efforts this season. The company plans to unveil further details about their 2011 retail program at this year’s PMA in October.
Farmer’s Best is currently finishing up the current mango season, plus shipping Roma tomatoes and red bells from their McAllen facility through December. The squash, watermelon and cucumber deals will be shipping through Nogales starting the latter part of September.
Farmer’s Best is a vertically-integrated agribusiness operation, shipping to the U.S. and Canada for over 40 years now. They grow mainly cucumbers, tomatoes, bell peppers, grapes, mangos, watermelons, squash among other fruits and vegetables, distributing from warehouses in Nogales, AZ. and McAllen, Texas.
Source: Farmer's Best
