|GHQ|FOCUS ON FRESH
2016—which in all likelihood means starting
with the store perimeter.
“Retailers need to recog-
nize that no department in
the store drives a stron-
ger connection to
healthy eating than
the produce depart-
ment,” says Steve Lutz, vice president/market-
ing for CMI, based in Wenatchee, Wash. “;e
mistake some retailers make is that they think
a focus on health means focusing on low-fat or
low-calorie products from center store versus
fully leveraging the products from produce.”
Many of the health attributes consumers are
seeking at grocery can be satis;ed by a produce
purchase. Clean eating was a priority for con-
sumers in 2015, and most observers predict
that this desire will only intensify when the ball
drops on the new year. Increased intake of fresh
produce is one way for shoppers to ensure they
know what their food is made of.
Organics are also high on shoppers’ radars.
;ey have played an important role in the produce section for years now, and observers foresee that the category’s growth will continue
on the fast track. Availability is high and more
types of vegetables are being grown organically to meet consumer demands, for example
Well•Pict strawberries and raspberries are now
o;ered in both conventional and organic lines.
In many cases, organic sales are driving certain produce categories. Take apples—
according to CMI’s Lutz, organic apple sales were up
nationally by about 21 percent last year. CMI’s
Daisy Girl Organics brand, which is composed
of 11 di;erent apple and pear varieties, grew by
119 percent. “Consumers are really responding
to the full Daisy Girl line for healthier eating,”
In addition to healthy, consumers are looking for new—new ways of preparation, types of
foods and tastes. Retailers that o;er innovative
options in the fresh section have a chance to see
increased trial in the new year.
Mann Packing Co., based in Salinas, Calif.,
will start the year o; by pushing a healthy new
product: vegetable Kalettes, which Mann will
o;er for $1.00 o; per pack to encourage trail.
Other fresh vegetable items include its Snap
communications for Mann.
Mann’s Culinary Cuts line also o;ers consumers a unique way to utilize vegetables for
a healthier lifestyle—sweet potatoes cut into
ribbons or butternut squash in zigzags act as a
lower calorie pasta replacement.
Promoting the nutritional bene;ts of some
of the more unique produce items through spe-
cial signage in the department may also lead to
increased sales. “Our consumer research un-
covered that the biggest barrier among current
grapefruit buyers to consuming more grapefruit
is that it is not top of mind,” says Adam Cooper,
vice president of marketing for Los Angeles-
based Wonderful Citrus. “;erefore, utilizing
in-store POS is a great way to bring awareness.”
ON A MISSION TO BE MINDFUL
For today’s educated, conscientious consumer,
eating healthy and losing weight will not be the
only objectives in 2016. ;e where and how of
THERE’S AN APP FOR THAT
SHOPPERS THESE DAYS RARELY, if ever, leave the house without their most trusted sidekick—their
smartphone. Avocados from Mexico is helping to turn consumers’ seemingly unhealthy
attachment to technology into one that can help them stick to their health and wellness
goals, by partnering with Under Armour’s ;tness app, MyFitnessPal.
In conjunction with the popular smartphone app, the Irving, Texas-based company will
focus on its recently launched AvoLifestyle platform. MyFitnessPal users will be able to
access MyAvoPlan, promoting the daily consumption of avocados. MyAvoPlan even goes
beyond just recipes, say o;cials for the company, and is designed for those consumers who
desire to live a wellness-oriented lifestyle.
“AvoLifestyle is a platform that o;ers a 360-degree health and wellness;experience, from
tools to facilitate healthy and nutritious eating, all the way to inspiration and tools to live an
active;life,” says Ivonne Kinser, head of digital marketing at Avocados from Mexico.
The program’s main hub will be on Avocados from Mexico’s website, where users will
be able to access educational and motivational content, tips, recipes, interactive tools and
even case studies. The content focuses on the
passion points of avocado consumers, rather
than just on the product. The sections of the
website correlate with various pillars of a
healthy lifestyle, explains Kinser, including avocados, family, recreational exercise, healthy
meal planning, community and ;tness. Additionally, all content will be integrated across
the company’s social media platforms.