The California Tree Fruit Agreement conducted some new research last year
identifying "retailers who did the best job with the whole stone fruit category"
in an effort to determine factors accounting for their success.
"One of the principal findings was that the retailers who had the most robust
sales record with the entire stone fruit category were the ones that paid more
attention to the white-flesh sub-category, so [white-flesh fruit] is a really
important element in the stone fruit category to the most successful
retailers," said Dave Parker, marketing director for Scattaglia Growers &
Shippers LLC in Traver, CA.
The new study reinforces other CTFA research conducted in 2002, said Mr.
Parker, who was director of merchandising for CTFA at that time and was
involved in the study. In the 2002 research, it was demonstrated that while
yellow peaches and yellow nectarines are "drivers of the [stone fruit]
category" at retail, when either of those is promoted in combination with
other items in the stone fruit category, "you get greater lift across the
category" not only in unit sales "but also disproportionately in dollars," he
"Particularly successful combinations are either of the yellow drivers with the
opposite white." In other words, the greatest lift in overall category sales was
achieved when promoting a yellow peach with a white nectarine or when
promoting a yellow nectarine with a white peach than when a yellow peach or
a yellow nectarine is promoted alone or in combination with any other item in
In conducting the study, "we worked with the Perishables Group," and
conclusions were based on an analysis of three years of data from four major
regional retailers, he said.
(For more on the Summerwhite deal, see the May 24, 2010, issue of The