NEWARK, Del. -- Industry participation in the second quarter of the Produce for Better Health Foundation's new promotional program has almost doubled from the initial quarter of the program, said PBH officials here.
The program's second quarter began in October and extends through December, giving specific grower-shippers a chance to highlight their products and brands at participating chains across the country.
"It continues to evolve," said Joe Prickitt, regional marketing director for the Western region for PBH, speaking of the promotion, which links the otherwise primarily generic produce focus on the 5 a Day campaign to more conventional industry promotions involving such practices as allowances to retailers from suppliers.
About 400 retailers have been contacted about the promotion by letter, explaining what each grower-shipper plans to offer.
According to Robb Enright, PBH promotions and communications coordinator, 58 chains have currently pledged their support to the program during the second quarter.
Those retail operators include Acme Markets, Malvern, Pa.; Ralphs Grocery, Compton, Calif.; Supervalu, Minneapolis; Marsh Supermarkets, Indianapolis, and Big Y Foods, Springfield, Mass.
"We've got a good cross-section of the country," Enright said. "It's not just from one [region]."
Retailers' participation in the promotion consists of posting point-of-sale signs and advertising materials in their stores, as well as offering whatever specials the grower-shippers have designated.
"We've sent out about 10,000 of these [displays], and special black-and-white ad slicks so retailers can make their ads look a little different," Prickitt said.
The participation from the grower-shipper community has increased markedly, organizers said.
"Last quarter, there were about six participants," said Enright. Now, 10 grower-shippers are involved, including such names as Ocean Spray, Lakeville, Mass.; Frieda's, Los Alamitos, Calif.; Growers Vegetable Express, Salinas, Calif.; Made in Nature, San Rafael, Calif., and Larsen Farms, Climax, Minn.
Grower-shippers set up the quarterly promotions to their liking, Enright said.
"They can be as flexible as they want," he said. "For example, Growers Vegetable Express [promoted] their Hearts of Romaine line, just for October."
Growers Vegetable Express joined the program late during the first quarter, but during the two weeks it was involved, it achieved impressive results, said a company source.
"Our sales basically doubled," said Dan McDonnal, sales representative for Growers Vegetable Express. The company is now giving PBH 25 cents for every box of romaine hearts it sells. Participating retailers receive a $2-per-case discount from Growers Vegetable Express.
"This has been a fairly hot commodity over the past year -- retailers are looking to promote it," McDonnal added.
