Advertising & promotion

Price-oriented promotions continue to drive the produce department, as they do the rest of the store. There are, however, some differences between the tactics favored by chains and those used by independents. Independents, for instance, are somewhat more likely to focus their attention on newspaper advertising. Chains, on the other hand, are more apt than independents to rely on sampling in the produce department.

One promotional resource that retailers may not be taking full advantage of are perishables associations. Not quite half of chains and independents report using point-of-purchase materials, yet the amount of material available from various associations, boards and commissions in the perishables industry is enormous. The Association for Dressings & Sauces, for instance, offers an array of merchandising materials, particularly as part of its promotion of National Salad Month in May and the National 5 A Day Salad Head Competition; the Michigan Apple Committee offers a whole range of programs, including advertising allowances, mass media ad programs, displays, POP materials, retail contests and in-store demos; and the California Tomato Commission is conducting research with IRI to develop a data-based merchandising and sales program for tomatoes. (For more on how perishables associations can help, see "The ABCs of perishables," Progressive Grocer, September 1997, page 87.)