mote and advocate The Blend could generate growth.”
“Retailers are benefiting by offering new ‘healthy-for-
you’ value-added products from the foodservice, deli and
meat departments,” says Eric Davis of the Mushroom
Council, pointing to the success of Albertsons Cos.’ dieti-
tian-led demo program. “The use of mushrooms as part of
value-added meat products may improve the overall sus-
tainability [of the category], and has a potential cost savings
by replacing a portion of proteins with mushrooms.”
When Avocados from Mexico sponsored demos in Febru-
ary, Albertsons dietitians prepared and sampled poke bowls
with avocados. And in March, Albertsons partnered with
the Los Angeles-based Giumarra and the Chilean Fresh
Fruit Association to demo Chilean Mystic Treat grapes.
“With each demo sponsor, we try to create a unique
experience,” says Magee, who demoed the grapes in three
ways: with a chunk of white cheddar, on a whole-grain pita
crisp with a dollop of goat cheese, and with half a grape on
organic celery with natural peanut butter.
In July, Albertsons Cos. will partner with the California
Avocado Commission (CAC). “I’m developing the recipes
now, but I’m thinking of pairing California avocados with
strawberries topped with a balsamic glaze,” says Magee.
Often, the program also has a social media or digital
component. Facebook Live links to the themed blogs and
recipes. “Our dietitian demo program is very strategic,”
says Magee, adding that sponsors receive performance
data for the month, as well as year-over-year sales.
“We’re engaging customers in a unique way around
produce and creating a different shopping experience
each month,” says Magee. She hopes to grow the program
to 20 stores in 2019, as well as the number of Albertson
Cos.’ team of in-store registered dietitians.
School’s Out—Produce Is In
This summer, Produce for Kids
in Orlando, Fla., is launch-
ing a slew of high-energy,
motions at Meijer, AWG
Springfield, Harps and Price Chopper stores.
“At Meijer stores, Produce for Kids is kicking off sum-
mer on May 30 by offering shoppers recipes featuring
in-season produce items from supplier partners,” says
Trish James, VP of Produce for Kids. “Several in-store
shows with the rock-and-roll nutrition show ‘Jump with
Jill’ will encourage families to try to fruits and veggies
while rocking along with the ‘Jump with Jill’ crew.”
AWG Springfield, Harps and other retailers are featur-
ing a “Turnip the Beet” standee in stores that encourages
families to snap a photo and post to social media with the
hashtag #produceforkids, which automatically enters
them to win a grocery gift card. And Price Chopper will
engage kids and their families at several Produce for Kids
community events planned with Jodie Fitz, who heads up
the retailer’s Kids Cooking Club. All Produce for Kids retail
partners have dedicated microsites that link to Produce-
forKids.com, where shoppers can find event information,
recipes, giveaways and more at their local grocer.
California avocados will make a splash in San Diego this
June with the launch of Cado, a pop-up experience celebrating the avocado. “Through immersive art installations, food tastings and other sensory elements, visitors
will have a chance to learn about California avocados—
how they are grown, nutritional benefits, ripening, etc.—
and also be inspired to share via social media,” says Jan
DeLyser, VP of marketing for the Irvine, Calif.-based
CAC, the pop-up’s title sponsor.
Built from shipping containers, the 6,700-square-foot
mobile pop-up experience is expected to draw more than
Amount of retail
by fruit in Q3.
Source: Nielsen Fresh
The California Avocado Commission
continues to work with supermarket
dietitians at participating retailers to
disseminate the great nutrition story
about avocados.” —Jan DeLyser, California Avocado Commission
Albertsons Cos.’ dietitians
demoed Mini Umami
Burgers with beef-mushroom blend patties.