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PDF Presentation - Produce Marketing Association
A FRESH, GLOBAL PERSPECTIVE ON PRODUCE TURNING TRENDS INTO MARKETING STRATEGIES PRODUCE MARKETING ASSOCIATION IN THIS SESSSION, WE’LL COVER: 1 KEY PRODUCE PURCHASE DRIVERS AND REGIONAL DIFFERENCES - HEALTH - SUSTAINABILITY - CONVENIENCE & SNACKING 2 OPPORTUNITIES TO LEVERAGE FOR PRODUCT PROMOTION PRODUCE MARKETING ASSOCIATION FRESH FOODS COMPRISE 30-60% OF TOTAL GROCERY SPENDING MEAT Nielsen Global Fresh Foods Report FISH/ SEAFOOD FRUIT/ VEGETABLES DAIRY BAKERY DELI PRODUCE MARKETING ASSOCIATION Fresh Foods Shopped 2.5 Times Per Week Globally DEPARTMENT FREQUENCY PER WEEK GLOBALLY TRIPS FISH/ SEAFOOD DELI MEAT/ POULTRY DAIRY BREAD/BAKERY FRUIT/VEGETABLES 1.6 2.2 2.2 2.9 3.0 3.2 Least Frequent FRESH FOODS AMERICANS SHOP LESS FREQUENTLY COMPARED TO OTHER REGIONS – ONLY 1.4 TIMES PER WEEK ON AVERAGE ASIANS TYPICALLY SHOP DAILY Nielsen Global Fresh Foods Report Most Frequent PRODUCE FREQUENCY PER WEEK TOP 5 BOTTOM 5 VIETNAM (4.5) #1 AUSTRALIA CHINA KOREA INDIA NEW ZEALAND THAILAND CANADA PERU U.S. (1.8) #58 PRODUCE MARKETING ASSOCIATION US Produce Department Trends TOP DOLLAR GENERATING CATEGORIES HOUSEHOLD PENETRATION DOLLARS 76% Packaged Salad Grapes + 67% Citrus + - 72% Apples AVG RETAIL PRICE VS YA + 68% Berries VOLUME + 73% Bananas 89% - Potatoes 86% + Tomatoes 82% Value-Added Fruit Pears Cherries + 54% Cooking Vegetables 69% 27% 23% + + - PRODUCE MARKETING ASSOCIATION Source: Nielsen Perishables Group FreshFacts®, 52 Weeks Ending 9/27/14, Total U.S. FCA, ® Nielsen Perishables Group FreshFacts Shopper Insights Powered by Datalogix 52 weeks ending 9/27/14 Above Department Avg. Matching Our Products to Consumers Needs Complete Meal Kits Leafy greens, Fruits, Nuts Protein & Dressing PRODUCE MARKETING ASSOCIATION Defining Convenience: Less Food Waste, Small Packs, More Shopping Occasions Pre-cut FRESH vegetables For easy / quick cooking Uncommon emotion PRODUCE MARKETING ASSOCIATION Selection, Value and Convenience Key TOP 3 RETAILER ATTRIBUTES WHEN SELECTING WHERE TO SHOP FOR FRESH FOODS Uncommon emotion FRUIT/ VEGETABLES ASIA- PACIFIC EUROPE LATIN AMERICA MIDDLE EAST/AFRICA NORTH AMERICA 1 Fresh Selection Good Value Fresh Selection Fresh Selection Fresh Selection 2 Good Value Fresh Selection Good Value Good Value Good Value 3 Convenient Convenient Self Choose Convenient Convenient Convenience ranks among the top three except for Latin America Nielsen Global Fresh Foods Report PRODUCE MARKETING ASSOCIATION Supermarket Channel Preferred For Fresh Foods Purchases TYPE OF STORES PREFERRED BY REGION ASIAPACIFIC FRUIT/ VEGETABLES SUPERMARKET 31% LATIN AMERICA EUROPE SUPERMARKET 19% HYPERMARKET 15% WET/OPEN MARKET 19% MINI-MART/ SELF SERVICE 4% SUPERMARKET SUPERMARKET 35% 40% FRUIT & VEGETABLE SHOP MIDDLE EAST/ AFRICA WET/OPEN MARKET 15% HYPERMARKET 13% FRUIT & VEGETABLE SHOP 11% DISCOUNT STORE 7% 17% FRUIT & VEGETABLE SHOP 23% FRUIT & VEGETABLE SHOP 33% HYPERMARKET 11% WET/OPEN MARKET 16% TRADITIONAL GROCERY 5% HYPERMARKET 14% WET/OPEN MARKET 10% TRADITIONAL GROCERY 4% U.S. most preferred store: Supermarket 67% Nielsen Global Fresh Foods Report PRODUCE MARKETING ASSOCIATION Where are consumers going to buy their produce? Where are the Best Consumers? Total US = 100 Top Markets Ranked by CDI – Fruit Bottom Markets Ranked by CDI – Fruit These markets are over-developed in Fruit sales: These markets are under-developed in Fruit sales: Market San Francisco Boston Hartford/Springfield New York Seattle Portland Miami/Ft. Lauderdale Baltimore/Washington Philadelphia Grand Rapids Market Louisville Cleveland Roanoke New Orleans/Mobile Toledo South Carolina Birmingham/Montgomer Charlotte Omaha Columbus CDI 136 132 130 128 127 126 126 125 114 113 52 Weeks ending 10/5/2014 – IRI/FreshLook Marketing, Multi-Outlet CDI 73 74 77 79 80 81 81 82 83 83 11 Beyond Supermarket Retail – Convenience Stores PRODUCE MARKETING ASSOCIATION Beyond Supermarket Retail – Pharmacies & Retail Foodservice PRODUCE MARKETING ASSOCIATION EXPANSION OF ONLINE SHOPPING DO OUR PACKAGES WORK IN THESE FORMATS? PRODUCE MARKETING ASSOCIATION HEALTH Nielsen Global Survey PRODUCE MARKETING ASSOCIATION More Than Half Of Consumers Consider Themselves Overweight WEIGHT HALF (48%) OF CONSUMERS ARE TRYING TO LOSE WEIGHT SIX-IN-TEN INDICATE DIFFICULTY GRASPING NUTRITIONAL LABELS LABELS ON FOOD PACKAGES OVER TWO-THIRDS BELIEVE NUTRITIONAL CLAIMS ARE CLAIMS EITHER NEVER OR ONLY SOMETIMES TRUSTWORTHY HALF SAY FAST FOOD RESTAURANTS SHOULD ALWAYS CALORIEON INFO INCLUDE CALORIE INFORMATION MENUS Nielsen Global Fresh Foods Report PRODUCE MARKETING ASSOCIATION Health Attitudes And Behaviors Disconnect IN WHAT WAYS ARE YOU CHANGING YOUR DIET TO LOSE WEIGHT? HOW MANY SERVINGS OF FRUITS & VEGETABLES DO YOU CONSUME ON AVERAGE PER DAY? 69% 70% CUTTING DOWN ON FATS CUTTING DOWN ON CHOCOLATES, SUGAR, ETC 64% 62% EATING MORE NATURAL FRESH FOODS 53% 55% EATING THE SAME, BUT HAVING SMALLER PORTIONS 46% 44% EATING LESS PROCESSED FOODS FOLLOWING A LOW CARBOHYDRATE, HIGH FAT… FOLLOWING ANOTHER DIET PLAN USING WEIGHT WATCHERS OR OTHER SLIMMING PROGRAMS OTHER 9% 1 serving 2 servings 3 servings 4 serving 29% 35% 7% FRUITS/ VEGETABLES SERVINGS PER DAY 5 servings 6 servings 18% 7+ servings 16% None 5% 7% 5% 5% 2008 2011 Left : Nielsen Global Healthy Eating Report ; Right: Nielsen Global Fresh Foods Report PRODUCE MARKETING ASSOCIATION Make it Kid Friendly, Fun & Easy to Serve for Mom’s and she they will keep buying your products. PRODUCE MARKETING ASSOCIATION Promoting Healthy Snacking Make it Healthy Fun, Easy and A Positive Message Nielsen Global Snacking Report PRODUCE MARKETING ASSOCIATION What To Know About Consumers KNOWLEDGE IS KING HEALTHY ASPIRATIONS Consumers desire to understand, learn about, and take ownership of health and nutrition Interaction between consumer desire for a healthy lifestyle and whether behaviors match attitudes FOOD AS MEDICINE NOT ONE SIZE FITS ALL Usage of vitamins, fortified foods, functional foods and beverages and understanding benefits Population diversity and differences in purchase behavior across segments Nielsen Health & Wellness PRODUCE MARKETING ASSOCIATION Consumers Differ Across Categories INDEX OF TOP 30% OF STORES REPORTING THE CATEGORY, US BERRIES SPECIALTY FRUIT Affluent Areas: Cosmopolitan/ Suburban Mix of Locations: Urban -to-Affluent Range of Households: Small–to-Large Large Households ETHNICITY Asian Range of Ethnicities: Hispanic/ Asian/ Other INCOME Mid-to-High Income USD 75K High Income USD 150K+ CONSUMER LIFESTYLE/ LOCATION HOUSEHOLD SIZE Specialty Fruit HHs - Top 30% Store DIs BehaviorScape Framework Berries HHs - Top 30% Store DIs BehaviorScape Framework LifeStyle LifeStyle BehaviorStage Start-Up Families HHs with Young Children Only < 6 Small Scale Families Small HHs with Older Children 6+ Younger Bustling Families Large HHs with Children (6+), HOH <40 Older Bustling Families Large HHs with Children (6+), HOH 40+ Young Transitionals Any size HHs, No Children, < 35 Independent Singles 1 person HHs, No Children, 35-64 Senior Singles 1 person HHs, No Children, 65+ Established Couples 2+ person HHs, No Children, 35-54 Empty Nest Couples 2+ person HHs, No Children, 55-64 Senior Couples 2+ person HHs, No Children, 65+ Total Cosmopolitan Centers Affluent Suburban Spreads Comfortable Country Struggling Urban Cores Modest Working Towns Plain Rural Living 205 230 86 53 42 9 101 189 229 92 48 40 9 98 170 201 69 45 35 7 76 214 247 100 56 45 9 123 214 229 97 69 50 14 103 211 230 101 62 46 13 98 199 241 105 63 50 13 92 203 220 87 56 42 10 97 199 235 99 54 43 11 105 196 236 100 54 44 11 98 203 232 95 58 44 11 BehaviorStage Total 100 Start-Up Families HHs with Young Children Only < 6 Small Scale Families Small HHs with Older Children 6+ Younger Bustling Families Large HHs with Children (6+), HOH <40 Older Bustling Families Large HHs with Children (6+), HOH 40+ Young Transitionals Any size HHs, No Children, < 35 Independent Singles 1 person HHs, No Children, 35-64 Senior Singles 1 person HHs, No Children, 65+ Established Couples 2+ person HHs, No Children, 35-54 Empty Nest Couples 2+ person HHs, No Children, 55-64 Senior Couples 2+ person HHs, No Children, 65+ Total Cosmopolitan Centers Affluent Suburban Spreads Comfortable Country Struggling Urban Cores Modest Working Towns Plain Rural Living Total 223 155 32 224 93 22 108 204 147 30 209 81 17 94 208 142 31 234 108 28 102 239 159 34 252 114 29 119 223 162 37 199 88 19 123 221 152 33 209 75 16 102 202 151 31 209 67 15 84 224 149 30 229 87 18 99 213 149 31 223 80 17 207 150 30 223 73 16 84 218 152 32 219 84 19 100 91 Very High: 150+ Very High: 150+ High: 120-150 High: 120-150 Nielsen Spectra; Specialty Fruit (i.e. includes Fruit like Mangos, Pomegranates, Papaya) PRODUCE MARKETING ASSOCIATION Trends > Consumer Marketing These are our consumers – do our product meet their expectations? Start-Up Families HHs with Young Children Only < 6 Small Scale Families Small HHs with Older Children 6+ Younger Bustling Families Large HHs with Children (6+), HOH <40 Older Bustling Families Large HHs with Children (6+), HOH 40+ Young Transitionals Any size HHs, No Children, < 35 Independent Singles 1 person HHs, No Children, 35-64 Senior Singles 1 person HHs, No Children, 65+ Established Couples 2+ person HHs, No Children, 35-54 Empty Nest Couples 2+ person HHs, No Children, 55-64 Senior Couples 2+ person HHs, No Children, 65+ PRODUCE MARKETING ASSOCIATION Different Pack Sizes for different Consumers, Retailers, Restaurant Operators Snack Size Individual Size 6 oz Large Family Size 18 oz – +2 lbs Family Size 12 oz – +18 oz Also good for: Peak of Season Special Holidays & Promotions INCREASING PER CAPITA CONSUMPTION PRODUCE MARKETING ASSOCIATION When we understand the consumer, we understand how to sell better Berries HHs - Top 30% Store DIs BehaviorScape Framework LifeStyle BehaviorStage Start-Up Families HHs with Young Children Only < 6 Small Scale Families Small HHs with Older Children 6+ Younger Bustling Families Large HHs with Children (6+), HOH <40 Older Bustling Families Large HHs with Children (6+), HOH 40+ Young Transitionals Any size HHs, No Children, < 35 Independent Singles 1 person HHs, No Children, 35-64 Senior Singles 1 person HHs, No Children, 65+ Established Couples 2+ person HHs, No Children, 35-54 Empty Nest Couples 2+ person HHs, No Children, 55-64 Senior Couples 2+ person HHs, No Children, 65+ Cosmopolitan Centers Affluent Suburban Spreads Comfortable Country Struggling Urban Cores Modest Working Towns Plain Rural Living Total 205 230 86 53 42 9 101 189 229 92 48 40 9 98 170 201 69 45 35 7 76 214 247 100 56 45 9 123 214 229 97 69 50 14 103 211 230 101 62 46 13 98 199 241 105 63 50 13 92 203 220 87 56 42 10 97 199 235 99 54 43 11 105 196 236 100 54 44 11 98 PRODUCE MARKETING ASSOCIATION Young Transitionals PRODUCE MARKETING ASSOCIATION When we understand the consumer, we understand how to sell better Specialty Fruit HHs - Top 30% Store DIs BehaviorScape Framework LifeStyle BehaviorStage Start-Up Families HHs with Young Children Only < 6 Small Scale Families Small HHs with Older Children 6+ Younger Bustling Families Large HHs with Children (6+), HOH <40 Older Bustling Families Large HHs with Children (6+), HOH 40+ Young Transitionals Any size HHs, No Children, < 35 Independent Singles 1 person HHs, No Children, 35-64 Senior Singles 1 person HHs, No Children, 65+ Established Couples 2+ person HHs, No Children, 35-54 Empty Nest Couples 2+ person HHs, No Children, 55-64 Senior Couples 2+ person HHs, No Children, 65+ Total Cosmopolitan Centers Affluent Suburban Spreads Comfortable Country Struggling Urban Cores Modest Working Towns Plain Rural Living Total 223 155 32 224 93 22 108 204 147 30 209 81 17 94 208 142 31 234 108 28 102 239 159 34 252 114 29 119 223 162 37 199 88 19 123 221 152 33 209 75 16 102 202 151 31 209 67 15 84 224 149 30 229 87 18 99 213 149 31 223 80 17 91 207 150 30 223 73 16 84 218 152 32 219 84 19 100 Very High: 150+ High: 120-150 PRODUCE MARKETING ASSOCIATION Young Families with Children PRODUCE MARKETING ASSOCIATION Seniors, Established Couples PRODUCE MARKETING ASSOCIATION When It Comes To Ingredients And Labeling, Less Is More PERCENTAGE OF CONSUMRS THAT RATE HEALTH ATTRIBUTES VERY, MODERATELY OR SLIGHTLY IMPORTANT ALL NATURAL NO ARTIFICIAL COLORS BACK-TOBASICS GMO FREE NO ARTIFICIAL FLAVORS NATURAL FLAVORS CAFFEINE FREE GLUTEN FREE LOW SALT/SODIUM LOW SUGAR/SUGAR FREE LESS IS MORE LOW FAT LOW CALORIES PORTION CONTROL NO HIGH FRUCTOSE CORN SYRUP LOW/NO CARBOHYDRATES INGREDIENTS SOURCED SUSTAINABLY/FAIR TRADE SUSTAINABLE Nielsen Global Snacking Report ORGANIC LOCAL HERBS/INGREDIENTS VERY IMPORTANT 45% 44% 43% 42% 37% 23% 19% │ MODERATELY IMPORTANT 32% 32% SLIGHTLY IMPORTANT 32% 31% 30% 33% 38% 25% 26% 34% 34% 32% 30% 27% 26% 25% 37% 37% 36% 37% 39% 37% 39% 35% 34% 25% 34% 35% 35% │ 15% 15% 16% 16% 17% 19% 19% 21% 21% 23% 23% 23% 19% 20% 25% PRODUCE MARKETING ASSOCIATION SUSTAINABILITY PRODUCE MARKETING ASSOCIATION Do Consumer Attitudes On Sustainability Match Actions? AROUND THE WORLD 67% Prefer to work for socially responsible companies 55% Will pay extra for products and services from companies committed to positive social and environmental impact 52% Made at least one purchase in the past six months from one or more socially responsible companies 52% Check product packaging to ensure sustainable impact 49% Volunteer and/or donate to organizations engaged in social and environmental programs Nielsen Global Corporate Social Responsibility Report PRODUCE MARKETING ASSOCIATION Age Drives Sustainability Interest AMONG GLOBAL RESPONDENTS RESPONSIVE TO SUSTAINABILITY ACTIONS ● GENERATION Z ● MILLENIALS (UNDER 20) (21-36) PAY EXTRA FOR SUSTAINABLE PRODUCTS CHECK THE PACKAGING LABELS TO ENSURE POSITIVE SOCIAL/ENVIRONMENTAL IMPACT PREFER TO WORK FOR A SUSTAINABLE COMPANY Nielsen Global Corporate Social Responsibility Report ● GENERATION X ● BABY BOOMERS (35-49) ● SILENT GENERATION (50-64) (65+) 9% 51% 25% 12% 10% 51% 25% 12% 2% 9% 49% 26% 13% 3% 3% PRODUCE MARKETING ASSOCIATION Influencers On The Path To Sustainable Purchases PERCENTAGE USING THE FOLLOWING SOURCES TO ENSURE A BRAND IS COMMITTED TO POSITIVE SOCIAL AND ENVIRONMENTAL IMPACT 63% 62% 62% 62% 59% 45% 36% Nielsen Global Corporate Social Responsibility Report 32% 29% 28% PRODUCE MARKETING ASSOCIATION Consumers Desire Organic MORE THAN ONE-THIRD OF GLOBAL RESPONDENTS WANT THEIR SNACK INGREDIENTS TO BE ORGANIC AND SOURCED SUSTAINABLY 34% ORGANIC Nielsen Global Snacking Report 35% SUSTAINABLY SOURCED PRODUCE MARKETING ASSOCIATION ©2014 The Hartman Group. All Rights Reserved. Consumers Desire Organic, Natural, Local, Sustainable, Social Responsibility ©2014 The Hartman Group. All Rights Reserved. Consumers Desire Organic, Natural, Local, Sustainable, Social Responsibility ©2014 The Hartman Group. All Rights Reserved. Consumers Desire Organic, Natural, Local, Sustainable, Social Responsibility ©2014 The Hartman Group. All Rights Reserved. ©2014 The Hartman Group. All Rights Reserved. Demand for Convenience is impacting the Way we Will Pack our Produce Shrink? Food waste PRODUCE MARKETING ASSOCIATION CONVENIENCE & SNACKING PRODUCE MARKETING ASSOCIATION SNACK SALES TOTALED $374 BILLION ANNUALLY AN INCREASE OF 2% YEAR-OVER-YEAR 2x Nielsen Global Snacking Report Annual snack sales growing faster in DEVELOPING REGIONS PRODUCE MARKETING ASSOCIATION ‘SNACKING’ AROUND THE WORLD SNACKS AS A MEAL ALTERNATIVE EN-CAS σνακ BOCADILLOS ैक IMPROVE THEIRस्न MOOD APERITIVOS легкая закуска 零食 SATISFY HUNGER IN BETWEEN MEALS PASS TIME Nielsen Global Snacking Report PRODUCE MARKETING ASSOCIATION ‘SNACKING’ AROUND THE WORLD Nielsen Global Snacking Report PRODUCE MARKETING ASSOCIATION NEW PACKAGING Making it easy to GRAB N GO Adults and Kids Uncommon emotion PRODUCE MARKETING ASSOCIATION Produce Snacking is tied to Convenient forms (Easy Peeling) Small Pack size (Easy to Grab N Go Co-Marketing with other snacks PRODUCE MARKETING ASSOCIATION PRODUCE SNACKING COMBINING FRESH WITH OTHER FLAVORS PRODUCE MARKETING ASSOCIATION Globally, Women Drive Snacking Consumption WOMEN 68% CHOCOLATE 61% 68% FRESH FRUIT 57% 56% VEGETABLES 49% 55% COOKIES/BISCUITS 48% 51% BREAD/SANDWICHES 49% 57% YOGURT 44% 51% CHEESE 41% 45% POTATO CHIPS/TORTILLA 42% 44% NUTS/SEEDS 39% 34% GUM 32% MEN PORTION CONTROL is very important for over 1/4th of global respondents (27%) Nielsen Global Snacking Report PRODUCE MARKETING ASSOCIATION Women Drive Snacking Consumption Portion Control Feel Good about what you give your family for an anytime Snack PORTION CONTROL is very important for over 1/4th of global respondents (27%) Nielsen Global Snacking Report PRODUCE MARKETING ASSOCIATION Women Drive Snacking Consumption (Convenience) Nielsen Global Snacking Report PORTION CONTROL ASSOCIATION is very important for over 1/4th of PRODUCE global MARKETING respondents (27%) FLAVOR. TASTE. QUALITY PRODUCE MARKETING ASSOCIATION Fresh Fruits and Vegetables Global Snacks of Choice TOP 10, PERCENTAGE OF CONSUMERS WHO ATE THESE SNACKS IN THE LAST 30 DAYS MIDDLE EAST/ AFRICA ASIA-PACIFIC LATIN AMERICA EUROPE FRESH FRUIT 52% CHOCOLATE 69% FRESH FRUIT 62% CHOCOLATE 51% FRESH FRUIT 65% CHOCOLATE 61% BREAD/ SANDWICH CHIPS/ CHRISPS CHEESE YOGURT 47% VEGETABLES 57% 43% COOKIES/ BISCUITS 42% BREAD/ SANDWICH 54% NUTS/ SEEDS 49% 41% 55% CHEESE 58% 59% CHEESE 58% COOKIES/ BISCUITS 56% FRESH FRUIT 55% 57% COOKIES/ BISCUITS 45% BREAD/ SANDWICH 55% BREAD/ SANDWICH 48% VEGETABLE 50% 42% POPCORN 49% CRACKERS/ CRISP BREADS 48% CRACKERS/ CRISP BREADS 45% VEGETABLES 44% 44% COOKIES/ BISCUITS PEANUT BUTTER 44% POPCORN 43% 39% CHIPS/ CHRISPS 43% CHIPS/ CHRISPS 38% DUMPLINGS 43% NUTS/ SEEDS 34% Nielsen Global Snacking Report 63% CHOCOLATE FRESH FRUIT VEGETABLES 38% 64% 49% 43% GUM CHEESE VEGETABLES YOGURT 26% 64% 63% 54% 41% POPCORN CHOCOLATE CHIPS/ CHRISPS YOGURT BREAD/ SANDWICH 33% 66% ICE CREAM/ GELATO COOKIES/ BISCUITS ICE CREAM/ GELATO YOGURT NORTH AMERICA GUM 31% PRODUCE MARKETING ASSOCIATION Produce Co-Marketing Opportunities MIDDLE EAST/ AFRICA ASIA-PACIFIC LATIN AMERICA EUROPE NORTH AMERICA FRESH FRUIT 52% FRESH FRUIT 65% FRESH FRUIT 62% FRESH FRUIT 57% FRESH FRUIT 55% VEGETABLES 39% VEGETABLES 57% VEGETABLES 49% VEGETABLE 50% VEGETABLES 44% CHOCOLATE 51% CHOCOLATE 69% CHOCOLATE 61% YOGURT 66% CHOCOLATE 59% CHEESE 42% NUTS/ SEEDS 49% CHEESE 58% CHOCOLATE 64% CHEESE 58% YOGURT 41% YOGURT 43% YOGURT 54% CHEESE 64% ICE CREAM/ GELATO 33% NUTS/ SEEDS 34% ICE CREAM/ GELATO 63% Nielsen Global Snacking Report PRODUCE MARKETING ASSOCIATION Produce Co-Marketing With Snacking Partners PRODUCE MARKETING ASSOCIATION Expanding Produce in Culinary & Foodservice Making it Convenient For Foodservice (Restaurants) PRODUCE MARKETING ASSOCIATION MAKING IT CONVENIENT FOR FOODSERVICE (RESTAURANTS) RIPE AVOCADOS & NEW FROZEN GUACAMOLE PRODUCE MARKETING ASSOCIATION Summary For Growers • How can you better understand the consumer needs? • How can you help the Retailer, Restaurant Operator meet the new desires of consumers for Convenience & Snacking of Fresh Produce? • Are you Growing the Best Products? Snacking and Convenience are Driven by Exceptional Flavor • Are you aligned with the best trading partners who understand how to innovate and expand demand? • How can you learn, influence and survive with all of the changes in produce marketing around the globe? PRODUCE MARKETING ASSOCIATION Summary For Growers • Improved Grower Returns Require: • Knowledge about consumer and markets trends • Produce Quality must be at its best • Condition • Genetics (new varieties) --- crucial to snacking trend • Food Safety, Social Responsibility and Sustainability cannot be compromised • Know your trading partners – know how your products get to consumers • Innovate, Improve and Adjust (Constantly) PRODUCE MARKETING ASSOCIATION Thank You For the Courtesy of Your Time and Attention A FRESH, GLOBAL PERSPECTIVE ON PRODUCE TURNING TRENDS INTO MARKETING STRATEGIES NATURIPE FARMS │ ROBERT VERLOOP │ RVERLOOP@NATURIPEFARMS.COM NIELSEN PERISHABLES GROUP │ SHERRY FREY│ SHERRY.FREY@NIELSEN.COM PRODUCE MARKETING ASSOCIATION
