PAIA positioning asparagus industry for success
by | December 19, 2010
The Peruvian Asparagus Importers Association recently developed a U.S.
regional retailer opinion market survey to assist the industry identify areas of
opportunity and challenges for fresh market asparagus.
The study obtained direct opinion knowledge from retailers on a regional
basis and interviewed over 70 retailers across the United States. Those
interviewed were specifically from the front lines of buying fresh asparagus as
well as merchandising.
Topics discussed in the survey included purchasing patterns, consumer-
buying habits, evaluating value-added solutions, looking at consumer choice
regarding sizing, attitudes toward various logistics issues, current challenges
facing retailers, and areas for industry improvement.
Priscilla Lleras, coordinator of the association, said in a Dec. 17 press release,
"The study was compiled for PAIA membership and will aid in providing
valuable information that enables them to enhance their current programs to
retailers and their customers. The study reported that the retailers are very
interested in growing the category [and] increasing consumption for fresh
asparagus and wanted to focus efforts on promoting the fresh asparagus
category. This market study is an excellent tool that provides the entire
industry with first-hand ideas and information from U.S. retailers that will
equip the industry to sell more asparagus. The information on value-added
solutions and logistics will help focus future efforts in these areas."
Chris Martin, president of Gourmet Trading Co. in Los Angeles and co-
chairman of the association, added in the press release, “The study contains
suggestions from retailers on how to better influence consumers' buying
habits and increase sales, as well as identifying current challenges and ways
to improve the category over all. Consumer trends indicate that more and
more Americans are eating their meals at home and this study equips
importers and distributors with valuable information enabling them to better
serve retailers and their customers.”
According to the association, as consumption continues to increase, Peruvian
asparagus will aid in the demand by providing retailers with sufficient supply
so retailers can stock their shelves with healthy green and white Peruvian
asparagus. This benefits U.S. consumers by making asparagus a year-round
product and provides U.S. households a healthy and convenient vegetable for
The association will focus even greater efforts in 2010-11 on spreading the
positive word to 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 2010-11.