Where does it all begin and where
will it end?
01 May 2007 11:25 | Global
Mike Knowles
Sometimes I feel like it’s hard to keep up with everything that’s going on in the world of fruit and vegetables. It doesn’t seem like five minutes ago I was racking up the kilometres in the halls of Messe Berlin at Fruit Logistica, yet here we are on the brink of summer, with its promise not only of hot weather but also some fantastic fresh produce like peaches and nectarines. The great thing about these fruits, in my opinion, is that they remain seasonal – in the minds of consumers, that is – and, as a result, still create something of a stir when they arrive on the supermarket shelves.
There’s so much potential mileage here for summer fruits in terms of marketing that it almost seems perverse there is no perceptible start and end to the season for certain other products. Wouldn’t it be fantastic to herald the beginning of the banana campaign with huge carnivals in city centres to a fanfare of Latin or African music? Or what about a big party to bring in the apple season? Maybe this is something we could do anyway, regardless of the fact that these and other fruits are sold for 52 weeks of the year? Beer is also sold year-round, but that doesn’t stop the Germans giving it a good old go in October, does it? Then again, they really don’t take so much convincing when it comes to downing the good stuff.
The real question is, do retailers really view seasonality and category management as suitable bed-fellows? Speaking to one Italian buyer at the end of last month, I got the distinct impression that seasonal promotions, particularly for geographically protected products that have a particular historical link with a certain part of the world, can be hugely successful. However, my fear is that the industry’s determination to build year-round supply and to iron out the sales peaks and troughs that used to be typical of the fresh produce sector, particularly in Europe, is leaving us with an entirely uninspiring market.
Varieties can play a part in sustaining interest in individual product categories, but how many consumers really know the difference, say, between one type of strawberry and another? Even if they notice a difference from week to week, will they make a note of the variety name or even think to check? I’m not so sure. Market volatility isn’t ideal, but it’s a lot more exciting. Perhaps this doesn’t make good business sense; perhaps consistency is a desirable thing for those looking to make money; but surely there’s commercial value in differentiation too? We warm to summer all the more because of the winter that went before.
Sometimes I feel like it’s hard to keep up with everything that’s going on in the world of fruit and vegetables. It doesn’t seem like five minutes ago I was racking up the kilometres in the halls of Messe Berlin at Fruit Logistica, yet here we are on the brink of summer, with its promise not only of hot weather but also some fantastic fresh produce like peaches and nectarines. The great thing about these fruits, in my opinion, is that they remain seasonal – in the minds of consumers, that is – and, as a result, still create something of a stir when they arrive on the supermarket shelves.
There’s so much potential mileage here for summer fruits in terms of marketing that it almost seems perverse there is no perceptible start and end to the season for certain other products. Wouldn’t it be fantastic to herald the beginning of the banana campaign with huge carnivals in city centres to a fanfare of Latin or African music? Or what about a big party to bring in the apple season? Maybe this is something we could do anyway, regardless of the fact that these and other fruits are sold for 52 weeks of the year? Beer is also sold year-round, but that doesn’t stop the Germans giving it a good old go in October, does it? Then again, they really don’t take so much convincing when it comes to downing the good stuff.
The real question is, do retailers really view seasonality and category management as suitable bed-fellows? Speaking to one Italian buyer at the end of last month, I got the distinct impression that seasonal promotions, particularly for geographically protected products that have a particular historical link with a certain part of the world, can be hugely successful. However, my fear is that the industry’s determination to build year-round supply and to iron out the sales peaks and troughs that used to be typical of the fresh produce sector, particularly in Europe, is leaving us with an entirely uninspiring market.
Varieties can play a part in sustaining interest in individual product categories, but how many consumers really know the difference, say, between one type of strawberry and another? Even if they notice a difference from week to week, will they make a note of the variety name or even think to check? I’m not so sure. Market volatility isn’t ideal, but it’s a lot more exciting. Perhaps this doesn’t make good business sense; perhaps consistency is a desirable thing for those looking to make money; but surely there’s commercial value in differentiation too? We warm to summer all the more because of the winter that went before.
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