PAIA releases category management plan
by | April 14, 2010
The Peruvian Asparagus Importer's Association has developed its 2010-11
category management plan outline for fresh Peruvian asparagus.
"We have shaped our category management plan outline as a tool that will be
essential for all involved in the trade of fresh asparagus," Priscilla Lleras, PAIA
coordinator, said in an April 8 press release. "The plan is comprised with
statistics identifying market growth, trends, industry facts and key
demographics for 2010, as well as suggested methods to optimize sales
within the category."
Fresh Peruvian asparagus imports increased by 10 percent in 2009. The
association pointed out in the outline that according to U.S. Department of
Commerce, U.S. Census Bureau and Foreign Trade Statistics data recorded in
2009, the United States imported more than 344 million pounds of fresh-
market asparagus, of which Peru represented nearly 191 million pounds.
Furthermore, Peru is leading in quantity supply to the United States with fresh
asparagus, and ultimately Peruvian fresh asparagus imports represented 55
percent of the total U.S. supply in 2009.
The 2010-11 category management plan outline for fresh Peruvian
asparagus specifically includes statistics relating to market summaries,
trends, nutritional facts, consumer positioning, food safety, fresh asparagus
consumption key demographics, category and merchandising goals.
"The outline equips retailers and industry with the type of information that is
necessary to sell more fresh Peruvian asparagus," John-Campbell Barmmer,
director of marketing at Chestnut Hill Farms in Miami and East Coast co-
chairman of PAIA, added in the press release. "This is our goal -- to inform
and to promote the trade as well as offer retailers proposed marketing
strategies. Moreover, as an industry, we are continuing in our efforts of
developing value-added programs that provide the consumer with options
that promote convenience, savings and easy to prepare alternatives for fresh
Added Chris Martin, president of Gourmet Trading in Los Angeles and West
Coast co-chairman of PAIA, "Peru is the leading import source for fresh
market asparagus in the United States. U.S. retailers have recognized the
advantages of stocking Peruvian asparagus on their shelves, which has
resulted in maintaining steady per-capita consumption levels. PAIA
importers will continue to work with their customers in an effort to
strategically promote this exceptional vegetable -- ensuring asparagus
maintains its leadership role among top vegetables."
"It is our objective to promote the category management plan outline for
fresh Peruvian asparagus, and we are most optimistic the outline will supply
retailers and industry at large with information that communicates the health
benefits, key demographics and proposed strategies to increase consumption
of fresh Peruvian asparagus," Ms. Lleras added.
The plan is available from any member of the Peruvian Asparagus Importer's
Association or by contacting Ms. Lleras.
In 2010, the association will focus even greater efforts on spreading the
positive word to industry trade press, supermarkets and consumers
concerning the benefits of fresh asparagus -- through articles,
advertisements, direct-communication, and trade show participation.
The association anticipates increasing consumption and demand for fresh
asparagus in 2010.