Supermarket Perimeter - September 2019 - 13

By contrast, just half of all people our survey
categorized as "not particularly active" eat
fresh veggies at least four times a week. For
fruit, the number is even lower (42%).
"Fitness enthusiasts are some of our best
customers," Jewell says. "They know the
importance of fueling the body for best
performance."
Regardless of the demographic breakdown
- whether it's by age, fitness level, family size
or a number of other categories - there are
many tools available to fresh produce marketers today to help them get their messages
across with a laser focus.
"Social media can be effective in reaching
different shopper segments," Moffitt says.
"Retailers and marketers can develop messaging and geo-targeted adverting to reach
consumers of different ages as well as with
different messages."
Packaging also plays a crucial role, he adds.
Done right, it allows marketers to design
messaging or graphics to reach certain groups,
whether it's reaching fitness or health enthusiasts with a nutrition message or families
with kids with back-to-school messaging or
popular characters.
Cal Giant does extensive research with
its database of followers and Jewell says it's
crucial to "really understand our audience."
"We have segmented groups within our
audience that are passionate about certain
types of recipes and support to build on their
produce purchases," she says. "In some cases
we focus on types of eaters vs. demographics.
We have large communities we support that
are vegan, gluten free, college moms, etc."
Each of those groups, she says, likes to be
treated differently with different resources,
language and timing on communication.
Cal Giant has built an extensive database
over the last several years of consumers
that follow the company's brand and love it,
Jewell says.
"We nurture this group as we continue to
grow the size of it. Each time we connect,
we learn more about their preferences and
their behavior which builds on our market
intelligence."
One area in which consumer research is
lacking, she says, is foodservice. Half of the food
dollar is spent on foodservice but the industry
is not analyzing it as much as it address what
happens in the produce department.

"Food trends begin with foodservice," Jewell
says. "We buy ingredients at the store many
times based on what we ate and loved at a
restaurant. Look at kale!"
Growers Express/Green Giant Fresh is
heavily invested in communicating its brand
messages to the the dietitian and fitness
communities.

"Eating trends evolve, but vegetables play
a stable role in any lifestyle," Byrne says.
"Dedicated dietitian and nutrition programs
among our retail customers are growing
and we regularly showcase our offerings
and product samples to those focused on
educating consumers at the point of making
purchase decisions."

What's for
dinner tonight...
THE BIG QUESTION AT 4 OR 5 O'CLOCK
More than half the dinners in the U.S. are planned an hour or less before they are made.
The hard part of cooking dinner isn't the cooking - it's the planning, shopping and preparing,
according to the Hartman Group Consulting Firm. Now's the ideal time to offer meal planning
as a service to your consumers.
And, at TC Robbie, we make it easy for you to offer personalized meal alternatives to your
consumers in two different formats of meal solutions. One is fully prepared by you and just needs
cooked, while the other lets them indulge their love of cooking without all the hassle.

New alternative to increase
perishable sales by entering into
a new market segment with
prepacked seafood or poultry meals
that consumers just cook in their
oven or microwave.

Open the door to opportunity
by giving your consumers a
rewarding experience by
offering them your own
signature freshly packed
meal kits on demand.

www.supermarketperimeter.com

SEPTEMBER 2019 - 13


http://www.tc.tc/packaging

Supermarket Perimeter - September 2019

Table of Contents for the Digital Edition of Supermarket Perimeter - September 2019

Supermarket Perimeter - September 2019
Editor’s note - Climate change, meet innovation
Contents
The wire - Walmart dominating grocery pickup, delivery
Kroger awards first grants to fight food waste
AIB rolls out new food safety tool
Produce power
Class is in session
Finding a partner in education
The basics of Hispanic foods
Bakery - DONUTS
BECOMING AN EVERYDAY DESTINATION
DON’T FORGET HOLIDAY PIES
Boost trips, sales with micro holidays
Deli - HOLIDAY CATERING
GRAZING — THE NEWEST OLD HOLIDAY TREND
Cheese SAMPLING
PREP FOR THE HOLIDAY SEASON
Meat & Poultry - LABOR SAVING EQUIPMENT
SOUS VIDE
EARTH FRIENDLY
MARKETING MATTERS
Juggling claims
THE FIVE CONSUMER SEGMENTS
Produce - Potatoes and onions
Seafood - Mollusks
Food Safety - COMBATING flu season
Commissary Insider - September 2019
PACKAGING - TAMPER EVIDENCE STILL KEY
PRODUCT SPOTLIGHT - SOUPS
Product Showcase
Advertisers
Fresh Takes
Supermarket Perimeter - September 2019 - Supermarket Perimeter - September 2019
Supermarket Perimeter - September 2019 - Supermarket Perimeter - September 2019
Supermarket Perimeter - September 2019 - 2
Supermarket Perimeter - September 2019 - Editor’s note - Climate change, meet innovation
Supermarket Perimeter - September 2019 - Contents
Supermarket Perimeter - September 2019 - 5
Supermarket Perimeter - September 2019 - AIB rolls out new food safety tool
Supermarket Perimeter - September 2019 - 7
Supermarket Perimeter - September 2019 - Produce power
Supermarket Perimeter - September 2019 - 9
Supermarket Perimeter - September 2019 - 10
Supermarket Perimeter - September 2019 - 11
Supermarket Perimeter - September 2019 - 12
Supermarket Perimeter - September 2019 - 13
Supermarket Perimeter - September 2019 - 14
Supermarket Perimeter - September 2019 - 15
Supermarket Perimeter - September 2019 - 16
Supermarket Perimeter - September 2019 - 17
Supermarket Perimeter - September 2019 - Class is in session
Supermarket Perimeter - September 2019 - Finding a partner in education
Supermarket Perimeter - September 2019 - 20
Supermarket Perimeter - September 2019 - 21
Supermarket Perimeter - September 2019 - The basics of Hispanic foods
Supermarket Perimeter - September 2019 - 23
Supermarket Perimeter - September 2019 - 24
Supermarket Perimeter - September 2019 - 25
Supermarket Perimeter - September 2019 - Bakery - DONUTS
Supermarket Perimeter - September 2019 - 27
Supermarket Perimeter - September 2019 - 28
Supermarket Perimeter - September 2019 - 29
Supermarket Perimeter - September 2019 - BECOMING AN EVERYDAY DESTINATION
Supermarket Perimeter - September 2019 - 31
Supermarket Perimeter - September 2019 - Boost trips, sales with micro holidays
Supermarket Perimeter - September 2019 - 33
Supermarket Perimeter - September 2019 - Deli - HOLIDAY CATERING
Supermarket Perimeter - September 2019 - GRAZING — THE NEWEST OLD HOLIDAY TREND
Supermarket Perimeter - September 2019 - 36
Supermarket Perimeter - September 2019 - 37
Supermarket Perimeter - September 2019 - 38
Supermarket Perimeter - September 2019 - Cheese SAMPLING
Supermarket Perimeter - September 2019 - PREP FOR THE HOLIDAY SEASON
Supermarket Perimeter - September 2019 - 41
Supermarket Perimeter - September 2019 - Meat & Poultry - LABOR SAVING EQUIPMENT
Supermarket Perimeter - September 2019 - 43
Supermarket Perimeter - September 2019 - 44
Supermarket Perimeter - September 2019 - 45
Supermarket Perimeter - September 2019 - SOUS VIDE
Supermarket Perimeter - September 2019 - EARTH FRIENDLY
Supermarket Perimeter - September 2019 - MARKETING MATTERS
Supermarket Perimeter - September 2019 - Juggling claims
Supermarket Perimeter - September 2019 - 50
Supermarket Perimeter - September 2019 - 51
Supermarket Perimeter - September 2019 - THE FIVE CONSUMER SEGMENTS
Supermarket Perimeter - September 2019 - 53
Supermarket Perimeter - September 2019 - Produce - Potatoes and onions
Supermarket Perimeter - September 2019 - 55
Supermarket Perimeter - September 2019 - 56
Supermarket Perimeter - September 2019 - 57
Supermarket Perimeter - September 2019 - Seafood - Mollusks
Supermarket Perimeter - September 2019 - 59
Supermarket Perimeter - September 2019 - Food Safety - COMBATING flu season
Supermarket Perimeter - September 2019 - 61
Supermarket Perimeter - September 2019 - 62
Supermarket Perimeter - September 2019 - 63
Supermarket Perimeter - September 2019 - Commissary Insider - September 2019
Supermarket Perimeter - September 2019 - 65
Supermarket Perimeter - September 2019 - 66
Supermarket Perimeter - September 2019 - 67
Supermarket Perimeter - September 2019 - PACKAGING - TAMPER EVIDENCE STILL KEY
Supermarket Perimeter - September 2019 - 69
Supermarket Perimeter - September 2019 - PRODUCT SPOTLIGHT - SOUPS
Supermarket Perimeter - September 2019 - 71
Supermarket Perimeter - September 2019 - Product Showcase
Supermarket Perimeter - September 2019 - Advertisers
Supermarket Perimeter - September 2019 - Fresh Takes
Supermarket Perimeter - September 2019 - 75
Supermarket Perimeter - September 2019 - 76
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