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Blueberries:
Upping Promotional Game
Can Reap Big Rewards In Retail
BY MARK VILLATA
One hundred years ago, the first commercial crop of highbush
blueberries was sold at a farmstand in Whitesbog, NJ. The exponential
growth the blueberry industry has seen since has raised production
across five continents to 1 billion pounds and has sent blueberry
demand soaring. In the past five years, North American per capita
blueberry consumption has increased by nearly 50 percent 1 , with
blueberry consumers trending younger and more diverse 2 .
In 2015, fresh blueberry consumption amounted to $1.5 billion
in retail sales. Consumer perception of the blueberry is also on the
rise – 84 percent of consumers cite awareness of blueberry health
benefits, 2 and women ages 25 to 44 — an audience with roughly $2
trillion in purchasing power — see blueberries as enhancing their
everyday lives 4 .
With North American blueberries in peak season, now is the time
for retailers to up their promotional game to drive summer blueberry
sales. Little changes in blueberry merchandising strategy can go a
long way in encouraging purchases among primary shoppers. Here
are some suggestions.
Increase Exposure By Expanding Display Space
The Millennial generation’s spending power is on the rise. With 38
percent of Millennials saying they’re influenced by in-store displays
and signage 5 , retailers should make use of these tools to remind
shoppers of blueberries’ role in a healthy lifestyle.
The trend among those looking to capture additional sales has
been adding refrigerated displays both inside the produce department
and in other sections of the store to take advantage of cross-merchandising
opportunities. In recent years, many big box stores,
supermarkets and smaller retailers added rolling refrigerated cases
as secondary displays for berries, increasing space allocation.
Capture Consumer Interest By Tying
To Lifestyle Trends And Timely Topics
Millennial shoppers are also very interested in the origins of
their food. Cater to this interest by highlighting the blueberry’s 100 th
birthday and sharing fun facts about how and where blueberries
are grown.
Present consumers with a one-stop area for various summer
supplies, pairing blueberries with other summer activity staples.
Blueberries can be cross-merchandised with:
Snack-sized plastic ware for on-the-go snacking at summer
sporting events
Mason jars for making jam and chutney
Popsicle molds for homemade fruit pops
Grilling and outdoor dining supplies to inspire summer cooking
Blueberries’ versatility makes it an ideal ingredient to promote
for a variety of snacks, meals and potluck recipes for summer
celebrations and gatherings, including:
Memorial Day Father’s Day
Fourth of July/ National Blueberry Month (July)
Summer Olympics Labor Day
Encourage Trial With In-Store Demos
According to a recent report from Franklin, MA-based Interactions
(a company specializing in customer care solutions, across voice,
web, mobile and text channels), 96 percent of shoppers prefer to
spend their money at retailers offering in-store product demos over
stores that don’t have demos, and 81 percent of shoppers purchased
an item on impulse after experiencing a product demo 6 . The amazing
versatility and appeal of blueberries makes them an ideal product
to feature in demos.
As consumers ride the smoothie craze, retailers such as Whole
Foods Market have begun showcasing fresh and frozen blueberries in
smoothie recipes. Other interesting, simple-to-demonstrate dishes
include: blueberry salmon flatbreads served with avocado and jalapeno;
blueberry turkey burgers served with blueberry ketchup; or
blueberry s’mores made with peanut butter, banana and graham
crackers.
With 59 percent of shoppers using their mobile devices while
grocery shopping 7 , well-appointed demos can also spur social media
sharing and the positive word of mouth that drives 20 to 50 percent
of all purchasing decisions 8 .
Key Takeaway
As the availability of and demand for blueberries continues to
grow, little changes in blueberry merchandising can go a long way
in tipping sales in the retailer’s favor. By strategizing and expanding
display space, cross-merchandising to tie in relevant lifestyle trends
and encouraging interaction via in-store demos, retailers can further
increase consumer exposure to and ultimately drive sales of these
little blue dynamos.
pb
1
North American Blueberry Council; 2 Hebert Research 2013 U&A Study
for the U.S. Highbush Blueberry Council; 3 IRI: Freshlook, Total U.S MULO, DE
12/27/2015 Food & Drug, Grocery, Mass, Walmart, Club, Dollar and Military
DECA Stores; 4 2015 Jensen Omnibus Research; 5 Ad Age; 6 Interactions; 7
NinthDecimal 2014; 8 McKinsey
For the past 20 years, Mark Villata has been the executive director of the
North American Blueberry Council, the Folsom, CA-based association representing
highbush blueberry growers from throughout the United States and
British Columbia. He also served as executive director of the U.S. Highbush
Blueberry Council since its establishment in 2000. Villata has had a range of
experience in agribusiness, having held positions with Sun Diamond Growers,
the California Raisin Advisory Board and the Walnut Marketing Board
prior to joining the blueberry industry.
PRODUCE BUSINESS / AUGUST 2016 / 113