Supermarket Perimeter - July 2022 - 43

An evolving strategy
Robinson Fresh has transitioned from selling just red, green and black
seedless grapes to a " much more evolved strategy, " Kampa said.
" We're being very technical in our sales approach based on
the variety, timing, and packaging due to today's market and the
diversified consumer demand across all segments of our business, "
he said. " We are always looking for new and different opportunities
to present to our customers, and this evolution is based on high
customer demand. "
To make sure its grapes are merchandised correctly, Robinson
Fresh works closely with its retail partners. One example is seasonal
promotions.
" Back to school and holiday packaging such as the 4th of July and
Halloween are some of the top promotional campaigns, " Kampa said.
" We strive to create a lot of compelling exhibits and events that draw
attention to our produce. "
Supply chain headaches have become an unfortunate reality in the
COVID Age, but fortunately for Robinson Fresh, having C.H. Robinson as
its parent company gives it a huge advantage.
" C.H. Robinson is the mover of more truckload freight than anyone
else in North America, and as such, we have an unmatched carrier
network that allows us to not only offer high-quality grapes, but also
provide transportation capacity assurance so we can successfully
deliver them on time to our consumers, " Kampa said. " This is something
that really sets us apart. "
Getting to year-round - the right way
Charlotte, N.C.-based Dole Food Co. is now a year-round supplier of
grapes, with production in Mexico, California, Peru and Chile, said Bil
Goldfield, the company's director of corporate communications.
Getting to that point was not a process Dole rushed, Goldfield said.
" We spent years of research and planning to select the suitable
varieties and farmers to partner with that we are confident would
provide our consumers with a consistent crunch and flavor
experience. "
The process started in South America, with Dole reviewing more than
20 new grape varieties before deciding which would make the final cut,
Goldfield said. Shelf-life longevity, flavor and appearance were the main
factors the company used in making its decisions.
" We then used this analysis in our selection process to ensure that we
chose the best quality grapes consumers would love. "
Choosing the grapes that have the best flavor, shelf life and
appearance is just part of the larger process of getting fruit into the
hands of consumers, Goldfield said. Optimizing product for retail is
a constant work in progress, and emphasizing the power of the Dole
brand is central to those efforts.
" We're continuously working with our retail partners to help ensure
effective merchandising, " he said. " We believe many retail customers
would like the consistency of one brand for a cleaner merchandising
look and would benefit from the value that the most trusted brand in
produce can bring. "
Dole offers category insights, merchandising expertise and trade
promotions, including targeted digital ads, targeted online marketing,
and cross-promotion opportunities, he added.
NEW TOOLS
for nutritional marketing
Previous research has found that grapes may be good for
your bones, heart, and brain, and components of grape
seeds may be beneficial in managing weight. Now, new
research from the North Carolina Research Campus and
the University of North Carolina at Greensboro finds the
same benefit may be true for whole grapes.
Eating grape polyphenols (phytochemicals) with highfat
foods leads to 40% less weight gain, according to the
research. Grapes can also improve insulin sensitivity and
glucose tolerance, positively affect intestinal flora and have
an anti-inflammatory effect.
" High fat diets normally trigger chronic inflammation in
the intestines, " said Mary Ann Lila, director of the Plants
for Human Health Institute and coauthor of the study.
" The inflammation can disrupt normal membrane structure
and function, and can lead to inability of insulin to signal
normally. What this study clearly demonstrated was that
grape polyphenols work with natural microbes in our
digestive system to create a favorable internal environment
for gut health - depressing any low-grade intestinal
inflammation, and removing any interference with normal
insulin functioning. "
The grape category is in an exciting transition period of new varietal
development, yet category growth remains flat. Dole is on a mission to
change that with its branded program, Goldfield said.
" We believe the grape category should see growth at about a
10% rate, similar to berries, as they share many of the same product
characteristics: finger foods, portable, flavorful, and rich in antioxidants, "
he said. " As we look at the future of grapes, we're excited about our
partnerships, innovation, varietals and new packaging opportunities. "
supermarketperimeter.com
JULY 2022 - 43
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Supermarket Perimeter - July 2022

Table of Contents for the Digital Edition of Supermarket Perimeter - July 2022

Supermarket Perimeter - July 2022 - Intro
Supermarket Perimeter - July 2022 - 1
Supermarket Perimeter - July 2022 - 2
Supermarket Perimeter - July 2022 - 3
Supermarket Perimeter - July 2022 - 4
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