Issue link: http://read.dmtmag.com/i/481870
www.goodfruit.com GOOD FRUIT GROWER APRIL 1, 2015 11 Who buys cherries? The typical cherry consumer —is 55 to 75 years old. —is in the middle income to affluent category. —likes to cook. —buys premium and organic or natural products. —is health focused. —spends an average of $80.55 each shopping trip (45 percent greater than the average shopping cart ring). SOURCE: NIELSEN PERISHABLES GROUP Balzer said outstanding growth is occur- ring in products located in the store's perimeter in departments like produce, deli, bakery, salad, and breakfast bars. But sales are flat in the dairy department and in core grocery food aisles. "Companies with food items in the center aisles are trying to 'freshify' their products and ride the ben- efits of produce. That's why you see new products like avocado-flavored ice cream, vegetable-infused baking mixes, and frozen veggie-blend puree for cooking." Six of the top ten fastest growing fresh categories are from produce, he said. This renaissance in produce has occurred from new packaged items, val- ue-added produce (such as kale packaged specifically for making chips and bulk car- rots packaged for juicing), new varieties, niche products, and specialty items. "The consumer is always looking for new and different things," he said. "Even within the apple category, there's been significant growth from new varieties like Honeycrisp, Ambrosia, and Jazz." But he said the most significant impact of the produce renaissance is that all food retailers are getting in the game, wanting to carry fresh produce. Produce sales are growing in places like super centers, dollar stores, convenience stores, and club stores. Even food service is grabbing some of the produce action—Balzer used the exam- ple of McDonald's putting Clementine oranges in children's Happy Meals. He urged the Northwest cherry industry to think about getting cherries into other parts of the grocery store and build part- nerships with other food categories. Data show sales correlations between cherries and stone fruit, melons, and corn—food items available in the same time frame that are located near cherry displays. "It doesn't have to be competitive with those prod- ucts. You could be building partnerships." He asked, "Is there a way to partner with yogurt, ice cream, and mustard?" Nielsen data show strong correlations between cherries and those three food items. "The benefit of partnering with those in other grocery store aisles is that it adds more touch points for cherries." Who buys cherries? About 25 percent of the U.S. popula- tion—76 million people—buy cherries. Of those cherry consumers, some are loyal and health focused and buy all season, some are driven by low prices and promotions and buy at limited times and in limited amounts, and some buy only in the late season, unresponsive to price. He believes the cherry industry needs to be more strategic in reaching the different segments of cherry consumers. "You need to convert existing consumers to buy all season and purchase cherries for other reasons, like snacking or freezing." And what about the 75 percent of the population—244 million people—that don't buy cherries? "They represent a huge opportunity," said Balzer. Non-cherry consumers tend to be fami- lies on a budget who prioritize convenience, he said. "Can you reach them with a smaller package size? Show cherries as a convenient snack or match them with specific meal occasions? Large produce suppliers have done well to do just that, promoting their products as mid-afternoon snacks." Consumers don't shop the store for individual categories. "They shop across the aisles to fulfill their needs of convenience, quality, health, and new taste experience," he said. The cherry health connection has been a priority at Northwest Cherry Growers, and the group annually budgets $100,000 for health research. Northwest Cherry Growers, in conjunction with California's cherry industry, have supported cherry health research since 2008 and are hoping that a major research project to be initiated next year will document the association between cherry consumption and a decrease in high blood pressure, high blood sugar levels, and chronic inflammatory diseases. • NORTHWEST CHERRY GROWERS 1-800-250-5024 • www.CertisUSA.com ©2015 Certis USA Recommendations: Cueva, Kocide Integrated copper solutions for season-long ÄYLISPNO[HUKZ\TTLY disease control Double Nickel )YVHKZWLJ[Y\TMVSPHY WV^KLY`TPSKL^HUK ÄYLISPNO[KPZLHZLJVU[YVS OSO FRAC 19 fungicide for Z\TTLYKPZLHZLZHUK WVZ[OHY]LZ[WYV[LJ[PVU CYD-X HP, Madex HP *VKSPUNTV[OHUK 6YPLU[HSMY\P[TV[O control PFR-97 )YVHKZWLJ[Y\T PUZLJ[PJPKLHUKTP[PJPKL Neemix 0UZLJ[NYV^[OYLN\SH[VY for psyllid control Deliver )[MVYSLHMYVSSLYSHY]HL control Screen Duo -VYZ\UI\YUWYV[LJ[PVU HUKOLH[Z[YLZZYLK\J[PVU Diseases and Pests: -PYLISPNO[ *VKSPUNTV[O6YPLU[HS MY\P[TV[O 7V^KLY`TPSKL^ 7Z`SSPKZHWOPKZTP[LZ leafrollers :\TTLYKPZLHZLZHUK WVZ[OHY]LZ[YV[Z ;OL )PVWLZ[PJPKL*VTWHU` Biopesticides. :OVY[9,0ZHUKaLYV KH`Z[VOHY]LZ[9LZPZ[HUJLHUK YLZPK\LTHUHNLTLU[(WWSPJH[PVU ÅL_PIPSP[`)L[[LYOHY]LZ[THUHNLTLU[ HUK[PTLS`ZOPWWPUN Screen Duo is a registered trademark of Crop Microclimate Management Inc. Cueva is a registered trademark W. Neudorff GmbH KG. Kocide is a registered trademark of Kocide LLC. All others are registered trademarks of Certis USA LLC. De PFR CX Ma Nx DN O Cu K2 K3 SD