How does Del Monte Fresh Produce’s banana offering go
beyond simply conventional bananas?
Dionysios Christou: Del Monte Fresh Produce offers a full line
of conventional, organic and specialty bananas. The organic
component of the banana category has continuously seen positive growth. There has also been growth in specialty bananas like
plantains, reds and manzanos. Consumers have developed more
sophisticated tastes and as trends in healthy eating and interest
in new tropical foods continue to grow, so does the demand for
exotic and specialty bananas.
We also offer our proprietary CRT (Controlled Ripening
Technology) bananas. The 100 percent natural CRT bananas are
designed to satisfy consumer demand for premium quality Del
Monte bananas that experience less scarring and bruising and
retain moisture that gives them a brighter, shinier yellow color
for an extra day or two.
In order to ensure that our bananas appeal to consumers, Del
Monte Fresh Produce is always working toward developing new
packaging or new banana products to bring to market and service the different channels in the industry.
When marketing bananas, what merchandising
techniques and displays are best?
There are several merchandising techniques to drive incremental banana sales. One technique is cross merchandising, which
allows retailers to increase banana sales and sales of related
products. Different ideas for cross merchandising include pairing bananas with other tropical fruit, ice cream, cereal, salads,
chocolate dips or peanut butter. Placing recipe cards or nutritional information by a banana display can encourage banana
purchases as well. We also advise retailers to develop secondary
banana displays at check out. We find that secondary displays
help generate impulse buys and play a beneficial role in cross
merchandising. They are also portable and allow for quick relocation. Whether the display is near the checkout lanes or next to
a specific product that pairs well with bananas, our secondary
display program has proven to be a success. As always, enhanced
display sizes will increase sales of bananas.
How does Del Monte Fresh help
Retailers must stay current with consumer trends, needs, and shopping
behaviors. Our category managers are
constantly helping customers develop
category strategies, design plan-o-grams, perform sales analyses, conduct business reviews and assess promotion and pricing initiatives. Placing bananas in a retailer promotional calendar is another important technique. When a retailer
supports and promotes a product, it helps motivate impulse purchases and drives incremental sales. With Del Monte’s marketing
support, retailers have the resources that will help increase traffic and grow sales in their produce departments.
What does Del Monte Fresh have planned for the coming
Throughout the month of September, Del Monte Fresh Produce
will host its fifth annual “Go Bananas! Halloween Costume
Giveaway” in an effort to encourage healthy eating and living
during the Halloween holiday and to promote Del Monte premium bananas. The sweepstakes will give consumers the chance
to win one of 1,000 Del Monte branded banana costumes to
wear for their Halloween festivities. The promotion will be supported throughout the U.S. and Canada with secondary banana
stickers, point-of-sale materials to liven up banana displays for
Halloween, and through Del Monte’s social media platforms.
What is happening with Del Monte Fresh behind-the-scenes?
Acquisition of additional production areas is helping Del Monte
diversify sourcing. Our latest Del Monte multi-purpose facility in
Toronto is home to one of our most sophisticated fresh cut fruit
and vegetable processing plants in our system and is designed
to service all channels including conventional retailers, super
centers, convenience stores, food service, and many other outlets. We utilize the facility as a banana ripening center as well as a
forward distribution center for a variety of our fresh products.
WITH DIONYSIOS CHRISTOU
Dionysios Christou, vice president, marketing for Del Monte Fresh
Produce, says there are several merchandising techniques that can
be used to drive incremental banana sales.
GHQ TALKING SHOP