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CMI to feature exciting displays and totes at PMA Fresh Summit

by Lora Abcarian | October 11, 2010
Columbia Marketing International, headquartered in Wenatchee, WA, has a lot to talk about at this year's Produce Marketing Association Fresh Summit event. "Our presentations will be very visual," Marketing Manager Brett Burdsal told The Produce News. “There’s a lot of material for retailers.”

In addition to Mr. Burdsal, CMI will be represented at its booth (No. 5234) by Bob Mast, vice president of marketing, and Linda McFarland.

“There will be a big focus on 'Daisy Girl Organics,’“ Mr. Burdsal said. CMI markets its organic apples and pears under the “Daisy Girl” label. Two new bins — one designed for bulk displays and the other for three-pound totes — will be rolled out at the show. The bins are suitable for locations within produce departments or at end caps. The totes have been designed to focus on the simple, evocative qualities that appeal to old and new organic shoppers alike.

“The colors of the bins really jazz up space in the produce department,” Mr. Burdsal said. “Organic shoppers can read into this. The theme is, ‘From our backyard to yours.’“

Ambrosia apples are a hot seller for CMI, which is the variety’s exclusive American marketer.

“Ambrosia is still a big push for us,” Mr. Burdsal said, adding that this season 600 acres were planted with the variety, representing an increase from 2009. The apple has been well-received by consumers, and retailers have provided positive feedback about CMI’s secondary displays dedicated to the variety. CMI is the exclusive North American marketer of the Kanzi, and this is CMI’s second season marketing the apple. The red, crunchy Kanzi is a Gala- Braeburn cross and is known for its sweet-sour flavor profile. New material designed to promote the Kanzi will be rolled out at the convention. “This year, Kanzi will have its own box,” said Mr. Burdsal.

CMI and Chelan Fresh Marketing, located in Chelan, WA, are in the initial stages of marketing the Rubens, an Elstar-Gala cross that was first bred in Italy. It has become increasingly popular in European markets.

According to Mr. Burdsal, a new box has also been designed for the Rubens to give it increasing visibility in produce departments.

Convention attendees will also have a chance to learn more about CMI’s “Orchard Fresh” bins for pears and apples.