SAN FRANCISCO -- Representatives of the Chilean Fresh Fruit Association recently led a merchandising workshop for about 20 Bay-area retailers at the San Francisco Wholesale Produce Market.
he coming weeks, said Michael Janis, general manager of terminal market, which supplies area supermarkets and food-service establishments.
The Chilean Fresh Fruit Association representatives distributed point-of-sale handouts, CD-roms containing advertising materials and other literature to attendees, Janis said. They reviewed the variety of fruits available, agricultural practices necessary for conducting business in a global economy, the growth of Chilean fruit sales in the Bay area and best strategies for handling, merchandising and profiting from the fruits.
"They provided examples of successful promotions that had been done around the country to give our retailers some ideas, everything from better merchandising ideas to cross promotions involving Chilean wines," Janis said.
Chile is a major exporter of everything from stone fruits to table grapes to the United States. Chilean fruits have become a fast-growing category for Bay-area produce departments, Janis said.
Two years ago, the produce market launched the workshop series, which targets produce managers, in-store associates, store managers and buyers with programs covering timely topics. Sponsored by the Merchants of the San Francisco Wholesale Produce Market, the three-hour workshops are free.