Supermarket Perimeter - September 2021 - 51

Sage is also tapping into increased demand for nutrition-based
messaging. For the 2021-22 season, the company is launching a retail
campaign, Good Health in Hand, that highlights the healthy attributes
of apples.
The four P's
Effective retail marketing can be summed up in four words beginning
with the same letter, said Brianna Shales, marketing director for
Wenatchee, Wash.-based Stemilt Growers: price, placement, promotion,
and product.
You could probably throw in a T: timing. Apples need to be in the right
place in the produce department at the right time of year, Shales said.
" That means front and center in the fall and wintertime, with big
displays and a great mix of varieties and packages, " she said. " October
is a big time for large apple promotions because it's National Apple
Month. It's also important that retailers choose good performers from
the array of varieties available and offer a mix that matches with their
shopper's tastes. "
Promotions should be planned twice a month on apples, with
multiple varieties on ad at a time instead of singularly focused ads that
just don't bring the category the lift it needs, she added.
Packaged apples are a great way to market to different consumers,
Shales said. Stemilt accomplishes that with its kid-focused Lil Snappers
3lb. pouch bag line and 5lb. Apple Lover packs.
Packaging has played a huge role in the
evolution of apple retailing over the years,
Shales said. Currently, about 40% of apple
volume sold in the United States is sold
in bags.
" We see apples sold more effectively
as everyday items in packages, and the
pouch bag has become the norm in
recent years while it used to be heavy to
poly bags, " she said.
Totes, EZ pallets diversify
Stemilt's merchandising toolbox
Last year, Wenatchee, Wash.-based Stemilt Growers
debuted its Farm + Famous tote bag program, a unique
vehicle to help sell bulk fruit during peak times.
It's a sustainable (paper) package that features
How2Recycle labeling and helps drive a larger ring on
bulk fruit at the register, said Brianna Shales, Stemilt's
marketing director . And it's display ready, which makes
merchandising easy.
Stemilt is also getting ready for its third season shipping
the popular Cosmic Crisp apple. It will start shipping
in November this year and will have great quality and
increased volumes to help retailers continue to boost
exposure.
Also on tap for Stemilt this fall are EZ pallet displays,
another great merchandising vehicle to help drive apple
sales during peak times.
" It helps retailers build a pallet display and is focused
around the trend in using apples as a convenient snack
food, " Shales said.
THE ESSENTIALS of APPLE MARKETING
Bold displays
capture the customer's attention
Refrigerate if possible
provide them with the best,
crunchiest eating experience
Rotate and stock shelves appropriately
to ensure the freshest product
supermarketperimeter.com
Cross-promote with other items
to help the customer build a meal or dish
Give the consumer a reason to try new varieties
put them on ad, build a front of store
display, describe the flavor profile
Provide information about the product
flavor, availability, best uses
SEPTEMBER 2021 - 51
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Supermarket Perimeter - September 2021

Table of Contents for the Digital Edition of Supermarket Perimeter - September 2021

Supermarket Perimeter - September 2021 - Intro
Supermarket Perimeter - September 2021 - 1
Supermarket Perimeter - September 2021 - 2
Supermarket Perimeter - September 2021 - 3
Supermarket Perimeter - September 2021 - 4
Supermarket Perimeter - September 2021 - 5
Supermarket Perimeter - September 2021 - 6
Supermarket Perimeter - September 2021 - 7
Supermarket Perimeter - September 2021 - 8
Supermarket Perimeter - September 2021 - 9
Supermarket Perimeter - September 2021 - 10
Supermarket Perimeter - September 2021 - 11
Supermarket Perimeter - September 2021 - 12
Supermarket Perimeter - September 2021 - 13
Supermarket Perimeter - September 2021 - 14
Supermarket Perimeter - September 2021 - 15
Supermarket Perimeter - September 2021 - 16
Supermarket Perimeter - September 2021 - 17
Supermarket Perimeter - September 2021 - 18
Supermarket Perimeter - September 2021 - 19
Supermarket Perimeter - September 2021 - 20
Supermarket Perimeter - September 2021 - 21
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