Further, since the pasta shelf has not increased in
size, and in ways has even decreased, setting up the
shelf set optimally for both shopper appeal and efficiency is key, Galvani notes.
“Winning retailers show a better ‘balance’ of dis-
play support across store brands, national, regional,
and import and specialty brands,” he advises. “They
also tend to put more items and choice on their dis-
plays, given consumer/shopper need for variety
across days and weeks.”
Amanda Wirth, assistant sales manager for the
Eastern division of Safeway, a subsidiary of the Boise,
Idaho-based Albertsons Cos., says the retailer works
to keep its pasta aisles stocked with the latest inno-
vations in the category, citing that value-added pasta products, such as
those made from vegetables and legumes, and eco-friendly pastas are
among the biggest hits with their shoppers.
“We are always innovating and differentiating ourselves,” Writhe
affirms. “We work closely with our manufacturers to offer exciting
promotions. And we often tie-in complementary products from other
sections of the store so that customers can find even more value when
THE FINER THINGS
Bob Donnola, VP of sales for Stonington, Conn.-based Euro-USA Trading Co., makers of the Jovial
pasta line, agrees that good category management
is about a balanced approach.
“It’s not just saying, ‘cheap is what everybody
wants now. Let’s carry cheap stuff,’” he explains.
“If you’re a store that attracts people who want
finer cuts of meats, or imported cheeses, that
foodie who’s willing to pay more, then obviously
you want to pick top sellers.”
Donnola says that his company works to educate
retailers about its products and deliver on both
quality and price. The company also offers instant
redeemable coupons that stick to the package of its products.
“Retailers love that because that draws attention to the product on
the shelf,” he says.
Galvani suggests offering tiered private label, regional and national-specialty pricing every day, with attractive promotions especially on
regional and national brands in the optimal weeks.
Angelo Iantosca, president of New York City-based Rana USA, says
he has learned how premium, fresh pasta consumers differ and what