GHQ FOCUS ON FRESH
great addition to a tailgate party, as they can easily be eaten while standing or convers-
ing. And baked plantain chips are a healthier alternative to fried potatoes.”
Velazquez de Leon suggests that retailers consider creative displays that incorporate
Organics Unlimited’s organic products. The company will offer merchandising ideas
for the tailgate season, as well as recipes on its blog at organicsunlimited.com.
Besides sharing recipe ideas from suppliers with consumers in-store, online and
through social media outlets, retailers can create healthy destination categories. Shafer
suggests a place where consumers can conveniently find fresh vegetables, snacking trays
and specialty items. “Destination categories help con-
sumers find new and innovative products, and a healthy
snacking section in produce makes it easy for consum-
ers to try healthy snack alternatives for their tailgate
parties,” Shafer says.
Since the grill is the focal point of most tailgate parties, merchandising displays that emphasize the grilling
possibilities of fruits and vegetables can be key to successful tailgating promotion, Goldfield says. “These displays don’t need to be in the produce section,” he adds.
“A secondary display placed next to traditional barbecue items can stimulate sales of tailgate-worthy fruits
and vegetables outside of the produce section.”
BEEFING UP THE BOWL
Beef. It is usually what’s for dinner—or the main
protein—during tailgate season.
Nearly half of consumers ( 46 percent) firing up the grill
for the big game will flip hamburgers at their tailgates,
according to the 2016 grilling survey conducted by Acosta,
a Jacksonville, Fla.-based sales and marketing agency. While
burgers and hot dogs remain popular dishes among football
fans, industry observers say sophisticated consumers are
using beef in other ways during the season.
“We see a further up-scaling of hearty comfort food as a
trend for Super Bowl entertaining,” says Jay Theiler, executive
director of marketing for Agri Beef, based in Boise, Idaho.
“We see this uniquely American tradition blending with
another uniquely American tradition: barbecue. So it be won’t
be tenderloin or prime rib in a traditional holiday sense at
the Super Bowl, but items increasingly popular to barbecue
specialty beef items like tri-tip, brisket and flank, as well as
upscale versions of things like frankfurters and hamburgers.”
“With these key items at the center of the plate, retailers
can build a strong market basket of sales around all the
support items,” Theiler says.
JOIN US IN
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APRIL 20-22, 2017
HILTON HOTEL & AUSTIN CONVENTION CENTER
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