北美洲樱桃促销评论.pdf

1、N.A.Cherry Promotion ReviewKaren BruxManaging Director of North AmericaWhat Challenges/Opportunities Did We Have with the Trade as we Entered into the 2022/23 Chilean Cherry Season?Retailers like Aldi/Publix/Kroger had a good season in 2021/22,but many other large chains had a“wait and see”attitude.

2、Lack of confidence in Chiles ability to provide consistent supplies of high quality fruit.Excitement about marketing opportunities for one of the few fruits thats truly seasonal,but during inflationary times,how much would consumers be willing to pay for Chilean cherries?Provide ongoing information

3、and updates about the Committee,harvest,shipments,vessel arrivals,etc.Chile needs to deliver consistent,promotable volumes of high-qualitycherries.Generate demand with compelling retail promotions and consumer messaging that adds value to thefruit.Needed to generate strong Retail Push from December

4、through the end of the season.What was the Most Effective Allocation of our Budget?With less budget required this year for research and new creative development,shifted these funds into retail promotions;focused primarily on chains of 200+stores Stronger allocation for trade publicity and PR in orde

5、r to generate increased importer/wholesaler/retailer support Drive consumer awareness through cost effective,broad-reaching programsConsumer and trade tactics similar to 2021/22,but with more seasonal messages/creative and timing that extends from December through February.Trade Publicity and Promot

6、ionsEducate,Motivate,SupportThe Global Produce and Floral Show 2022,October 27-29,2022 FPFC Holiday Luncheon&Charity Auction,Dec 7,2022 New York Produce Show,Nov 28-Dec 1,2022 Global Organic Produce Expo,Jan 30-Feb 1,2023 FPFC Northern California Membership Luncheon,Jan 18,2023Trade Shows:Key Channe