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CREATING TAILGATING MOMENTUM Design displays to capitalize on this lucrative segment. BY LISA WHITE The produce departments at Rice Epicurean Markets in Houston, Michael’s Fresh Market in Naperville, IL, and Georgetown Natural Foods Market in Indianapolis, are open to the potential for marketing items in a tailgating theme. “We haven’t done it, but wouldn’t rule it out,” says Lisa Peterson, produce manager at Georgetown Natural Foods. The Tailgating Industry Association, located in Coral Gables, FL, estimates that $35 billion is spent on tailgating food and beverages each year. Further proof of tailgating’s growing popularity is the Food Network’s four-week series, “Tailgate Warriors” with famed chef Guy Fieri. In this reality series, two teams create two appetizers, one entrée, two sides and one dessert in an hour. These meal creations are judged by a three-person panel and scored on taste, creativity, difficulty and presentation. Tailgating provides an opportunity for retailers in nearly all departments, including produce. According to the 26th annual “GrillWatch Survey” (conducted by KeyStat Marketing on behalf of grill giant, Weber), it’s more important for tailgaters to bring food and a grill to their parking lot party (79 percent and 76 percent respectively), than to actually have tickets to the game (44 percent). THE LIKELY CULPRITS There are many factors that play into the choices for tailgating. These include convenience, value, indulgence and healthy options. “Consumers want something that is going to satisfy their cravings but takes little or no time to prepare,” says Tristan Simpson, chief marketing officer of Ready Pac Foods, Irwindale, CA. “And, while they often look for the more affordable option when it comes to food, today’s consumers are, in fact, willing to pay for a more premium product offering. Many consumers are also looking for healthier and fresher options, but they want a little indulgence at the same time.” Typically, the most popular produce items that PHOTO COURTESY OF CALIFORNIA AVOCADO COMMISSION consumers bring to tailgating events tend to be those that require little prep, such as pre-cut carrots, cucumbers, tomatoes and celery. Those with portable grills also seek produce items that can be quickly cooked, such as eggplant, zucchini, peppers and onions. “Grilling accentuates the sweetness inherent in fruit and adds a delicious smokiness to vegetables,” says CarrieAnn Arias, vice president of marketing at Dole Fresh Vegetables, Monterey, CA. “Consumers are starting to discover the amazing flavors that are only possible from grilling fresh produce.” Companies such as Ready Pac offer single- 44 / AUGUST 2016 / PRODUCE BUSINESS
serve, portable options, such as salads and snack cups, to help complete a tailgate meal. “Using Del Monte fresh-cut fruit and vegetables as an appetizer, side dish or grilling item is especially popular during tailgating season,” says Dionysios Christou, vice president of marketing at Del Monte Fresh Produce, based in Coral Gables, FL. “These products are readyto-eat, available in convenient packaging, and can serve large crowds.” Tailgaters also seek products that can easily be carried to the picnic site, and packaging that does not require transferring the product into another container. Del Monte has fresh-cut grill trays and kabob kits for such events, which can be taken from the package directly to the grill for cooking. “Corn, avocados and Portobello mushrooms also can be easily grilled on site,” says Samantha McCaul, marketing manager at Concord Foods Inc., located in Brockton, MA. Other popular tailgating appetizers, sides and ingredient options sourced from the produce department include prepared guacamole and salsa; cole slaw; potato salad; and lettuce wraps. Targeting tailgaters looking for quick meal and snack options that are affordably priced and convenient, Salinas, CA-based Mann Packing recently introduced a line of snacking trays. Mann’s Snacking Favorites Vegetable Trays product line includes Veggie Ranch, Veggies 4 Kidz, Cheddar Trail, Veggie Hummus, Organic Veggies, Cheddar Pretzel, PHOTO COURTESY OF CALIFORNIA AVOCADO COMMISSION and Honey Turkey Cheddar. These fresh produce items that are easy to transport and others that can be prepared prior to the tailgating event are popular with those looking to eat healthier on the go. “For those grilling burgers or sandwiches, avocados are an easy way to take a tailgate to the next level,” says Robb Bertels, vice president of marketing at Mission Produce, Inc., headquartered in Oxnard, CA. “And guacamole makes a great appetizer or side, and can also be substituted for sliced avocados on burgers and sandwiches.” Regardless of the venue, one of the biggest influencers of produce purchasing today is whether the product is locally grown. As a result, what is in season locally will have a greater chance of being taken along to a tailgating event. It’s important to note consumers are getting more creative in terms of grilling. For example, avocados are becoming a more popular choice, Jan DeLyser of the California Avocado Commission suggests a stadium-snacking station or party tray section in the produce department featuring guacamole with veggie and salty-snack dippers. along with typical picnic produce items like corn and potatoes. “As interest in eating healthier grows, Pinterest boards for tailgating are showing grilled veggie kabobs and lots of fresh salads, along with the ubiquitous pepperoni covered, football-shaped cheese balls,” says Jan DeLyser, vice president marketing at the California Avocado Commission (CAC), located in Irvine, CA. “One fun idea that can be prepared in advance and carried to the site is stadium snacking stations or party trays featuring a guacamole football field in the center, surrounded by veggie and salty snack dippers in the stands.” TRENDS FOR TAILGATING The past few decades spurred a full-on revolution in consumers’ approach to food. Mindsets shifted toward a desire for fresh, simple and less processed options. What some skeptics initially claimed was a fad is, in fact, accelerating and growing, with Millennials in particular driving the desire for healthy, fresh and clean. As a result, consumers are looking beyond the ordinary when it comes to grilling at tailgating events, seeking both fruits and vegetables. “For example, we’ve seen popularity in grilled pineapple and consumers are also grilling half heads of Romaine lettuce for a little char on their Caesar salad for flavor,” says Simpson of Ready Pac. “They are also experimenting with grilling kale, one of the fastest growing salad ingredients in the Midwest, South and Northeast regions.” Products such as Del Monte’s fresh-cut kabob mixes, which may include extra sweet pineapple, green, yellow and red peppers, grape tomatoes, and red onions, are cut into pieces that can slide onto a skewer to grill with meats. Its fresh-cut sliced tomatoes and onions also can be added as toppings to burgers and sandwiches. In addition, while some exotic foods have been widely integrated into everyday American menus, a variety of international cuisines are increasingly popular with the tailgating crowd. “A very large portion of Americans are familiar with German, Italian, Spanish and Asian cuisine, such as Japanese, Mandarin, Szechwan and Chinese as well as Indian and Mediterranean and Cajun/Creole and Jamaican food from the Caribbean,” says Arias. “The diverse cultures of the United States are the very reason for the popularity of these cuisines, and as the country grows more culturally diverse each year, so too does the cuisine PRODUCE BUSINESS / AUGUST 2016 / 45
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