Record early finish on cherries creates sales void
Steve Lutz, Vice President of Marketing at CMI, described the current situation. “Historically, mid-July to mid- August are some of the most productive weeks for cherries - averaging over $3,000 per store per week. With severely limited volume, cherry dollars will probably fall to less than 50% of the historical average. That’s a shortfall of $1,500 per store per week that won’t be filled by cherries,” said Lutz. “Being aggressive about lining up promotions with alternative products that resonate with consumers can help offset this loss,” he said.
Imported KIKU® brand apples and Ambrosia™ apples can fill this void for many retailers this season. With their strong track record for the summer months, KIKU® and Ambrosia™ apples are a winning solution. Last year, during the summer selling season, sales of imported Ambrosia™ and KIKU® peaked between July 15 and August 10. This year they will be available all the way up until the domestic crop is harvested.
Following the lead of a very successful domestic Ambrosia™ and KIKU® crop, Robb Myers, Director of Imports for CMI, planned an aggressive approach for this import season. “These two premium apples have been such strong contenders during the fall and winter months, and we’re excited to bring in volume supplies for the late summer months for the first time,” said Myers. This allows sales momentum to continue for these high-performing apples all the way up until the Domestic crop begins again in the fall, he added.
The ride on this sales wave is expected to last well into September for both KIKU® and Ambrosia™. Latest sales data (click here to read report) shows that KIKU® and Ambrosia™ are two of the strongest selling new apples available.
President of CMI, Bob Mast, explained what a large victory it is to have finally grown these two great programs to this capacity. “These exclusive apples and their new late summer availability will help energize apple sales during a period where slowed movement is typically experienced. We are entering unchartered territory as an industry, with the ability to add incremental sales on a category that has not had any new life injected into it over the summer. For years, all that was available during the later summer months were Reds, Goldens, Grannies and imported Gala,” said Mast.
Mast says that according to scan data results, the key to implementing any successful promotion starts with pricing. “Top performing retailers use price points to encourage trial, typically at $1.49 lb. on promotion and $1.79-1.99 lb. every day,” he said. “Along with pricing, display size and/or secondary displays are key.”
CMI is offering any freestanding displays, as pictured, free of charge while supplies last.
For more information, please visit: www.cmiapples.com