Supermarket Perimeter - October 2024 - 55

In 2024, Lipman is celebrating the 20th anniversary of its research
and development program - a testament, Lipman said, to the vision
of prior generations, who correctly foresaw how breeding would be
critical to the company's operation.
" Today our farms are using less water and less pesticides thanks to
that breeding program, which has optimized our crops to have natural
disease resistance while thriving in climates that are hotter and wetter
than ever before. "
On the marketing side, Lipman said, Lipman has kept up with
the latest omnichannel and digital marketing trends of its retail and
foodservice customers, allowing the company to connect with
consumers through advertising that enhances product placement and
consumer engagement.
" This approach continues to increase sales, particularly when we pair
merchandising displays with targeted marketing campaigns. "
Lipman is also continuously innovating new packaging solutions,
Lipman said.
By adapting its packs to meet evolving customer preferences, the
company is enhancing the shopping experience-whether it's through
self-checkout, Instacart, or online platforms.
" This ensures that our products remain accessible and appealing in a
rapidly changing retail environment. We also have the ability to support
private brand labels with our packaging. "
Snacking surge
Demand for NatureSweet tomatoes has remained strong this year, with
both buyer counts and dollar sales up for the company, said Daniel
Blumb, senior category growth manager, sales.
Surging consumer demand for snacking tomatoes like those
NatureSweet produces should keep those numbers strong going
forward, he added.
This fall, more stores will carry NatureSweet's 10-ounce Dia De
Muertos season medley, said Jenny Halpin, the company's senior
corporate external communications manager.
" It's a bright and beautiful medley of sweet cherry tomatoes,
packaged in a creative and festive way, " Halpin said. " We're proud
to honor a culture and give consumers something to celebrate -
especially one that brings back fond memories and is special to
so many. "
Also this fall, NatureSweet is debuting new packaging for its 9-ounce
D'Vines - red cherry-on-the-vine tomatoes - and its 12-ounce D'Vines
medley, which are both grown here in the US.
The D'Vines medley is a colorful assortment of small red, yellow
and orange tomatoes on-the-vine grown in high-tech greenhouses at
NatureSweet's Bonita Plant in Arizona.
" Small tomatoes on-the-vine is one of the fastest growing segments
and has seen significant growth this year, " Halpin said. " Our superior
taste will deliver the 'closest to homegrown' premium experience that
consumers are craving. "
NatureSweet also expects continued strong growth in its Adora
heirloom tomato program.
" Consumers are also craving that unique, homegrown taste in larger
tomatoes and they're blown away by Adora, " Halpin said. " It has an
incredible flavor profile which is not common in a larger slicing tomato. "
Adora, which has won the Superior Taste Award from the
International Taste Institute in Europe three years in a row, transitions
from green to brown between its grooves, which indicate ripeness and
give it an exquisite look, pleasing both the eyes and palate, she added.
Cross-marketing with other top brands inside and beyond
the grocery produce department has become a key strategy for
NatureSweet, Blumb said.
In 2024 alone, the company has inked deals with Barilla, Fresh
Express, Litehouse Dressing and Fresh Gourmet.
" The promotions provided extreme value during a time when the
economy is challenging the average consumer, " Blumb said.
During a recent national salad promotion with a large national
retailer, for instance, NatureSweet realized a 23% unit lift and a 11%
dollar lift, he added.
The past year saw Del Fresco Pure's release of its Original Cherry
Tomatoes on the Vine product, and interest since has been strong, said
Sonia Klinger, marketing manager.
" They're not only beautiful. They're very versatile and have a sweeter
and more intense flavor, which is enhanced due to the fact that the
tomatoes continue to ripen and develop their sugars and acids while
still attached to the plant. "
Del Fresco Pure is also expanding its organic Tomato On the Vine
program, which the company will be spotlighting at the annual Global
Produce and Floral Show later this month.
supermarketperimeter.com
OCTOBER 2024 - 55
Lipman Family Farms, Del Fresco Pure, NatureSweet
http://www.supermarketperimeter.com
Supermarket Perimeter - October 2024

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