Global Berry Congress 2015: Cranberries, among dairy products and beauty products
The interests of supermarkets and suppliers can sometimes be diametrically opposed to each other, so large supermarkets are often subject to a watchful eye. Driscoll's is working with a Danish retailer, Dansk Supermarked, to promote the red fruits. In the United Kingdom, British Summer Fruits is also investing in the promotion of berries. During the Global Berry Congress, last Tuesday, Wyard Stomp (from Driscoll's), Susanne Hounsgaard (from Dansk Supermarked) and Laurence Ollins (from British Summer Fruit) talked about their promotion strategies.
"Berries still have a lot of potential"Argues Wyard Stomp, who says that berries naturally evoke emotions in the consumer. "Everyone has a nostalgic memory of some time eating strawberries, for example" To take full advantage of this potential, companies have to work together with supermarkets with a common goal.
Lack of knowledge
An example of this lack is the partnership between Driscoll's and Dansk Supermarked. Susanne Hounsgaard explains that the chain has the 35% of the Danish market in its hands. Together with Coop, Dansk Supermarked, with several retail formulas, controls the majority of the market. "We are looking for partners in the supply chain"Says Susanne. "There is more knowledge in the chain than we have about the products. The partnership with Driscoll's focuses on the promotion of berries in different areas, with promotional campaigns at the storefront that provide information to consumers and offer tastings of the berries. The campaign is being a success".
The figures that Susanne presents, based on a study done in one of her retail formulas, underscore this point of view. The results after the campaign show that berries get the highest income, that more households buy them and that they have increased off-season sales. Driscoll's and Dansk Supermarked are working together on crossings with other segments. One of the ideas is to place cranberries also in the department of dairy products. "And we want to use blueberries in a beauty products campaign"Adds Susanne.
British promotional campaigns
In the UK, Bristish Summer Fruit accounts for approximately 98% of berries sold through supermarkets. The organization gathers market data, provides producers with information on things such as pests and maintains relationships with supermarkets. The organization's year-round promotional program is also important and does not distinguish between the national and imported product.
"For example, we had a joint campaign with Asda in which fruit was supplied to schools and children were challenged to invent new recipes"Says Laurence. "It was a success and we were able, in fact, to use many recipes".
A second example is the promotional campaign last year. Through a digital campaign that cost around 100.000 pounds (about 130.000 euros), the ads of a web page were linked directly with the berries of the sales section of these products in the web shops of several retailers. That way, you could place orders directly to your favorite supermarket.
Source: Freshplaza.es
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