NOGALES, AZ — Farmer’s Best International LLC, here, in its marketing outreach to its retail customers, is offering retailers an assortment of marketing tools as part of a program the company calls a “retail toolbox,” according to Veronica Kraushaar, owner of Viva Global Marketing LLC and a consultant to Farmer’s Best.
“It is all focused on servicing the chains, making them more competitive, providing services and providing information that retailers can use to remain competitive,” Ms. Kraushaar told The Produce News Nov. 21.
A flier is available describing to retailers the various tools offered by the company to help retailers increase produce sales. “Farmer’s Best Toolbox solutions are outside-the-box tips, techniques and even actual items designed to make you stand apart from the competition. Developed by retail experts and using respected sources, this is information you can trust and try for yourself,” the flyer states.
The five items are a season planner, a tomato category guide, point-of-sale header cards, quick commodity guides and Sell More seminars.
The season planer identifies “when each key Mexico season produce item comes in, when it peaks and when you should promote it,” the flier states.
The tomato category guide, available in CD and binder forms, and now in its third season, is a comprehensive guide to the category, containing such useful information as crop statistics, sales trends, consumer research and plan-o-grams.
Header cards, which also are for the tomato category, are informative seven-inch by 11-inch cards that come ready for retailers to insert their own logo and price. They also are available for mangos.
Quick commodity guides are one-page sheets on various products providing an assortment of information on the commodity and merchandising tips. They now are available for grapes and mangos.
Finally, Farmer’s Best will customize its Sell More seminars for merchandising topics selected by individual retailers. Among the more popular of the seminars, which are presented by seasoned merchandising managers and industry experts, is Maximizing the Mexico Season.
The Farmer’s Best Category Cornerstones program is new this season, said Ms. Kraushaar. The program was developed “to help focus the retailer on the whole category-development arena.”
The program “will focus on key best practices and strategies for procurement, assortment, merchandising and promotion during the Mexico season for specific major categories, starting with tomatoes,” she said. The information is presented “in brief, easy-to-implement formats that any chain can benefit from.”