Giumarra asks consumers ‘#DoYouFuyu’
The fuyu variety will start shipping in early September, and Giumarra is preparing retailers for a larger crop by unveiling a #DoYouFuyu marketing campaign at the Fresh Produce & Floral Council Expo July 16 at the Disneyland Hotel in Anaheim, Calif.
Besides the social media promotion — FPFC attendees are invited to take a selfie with the fruit at Giummara’s booth No. 459 and discuss ways to use the promotion to enhance sales — there are retail resources available. Those include materials to educate retail staff and consumers about persimmons, along with point-of-sale items, displays, recipes and information about growers, according to a news release.
Giummara, Los Angeles, is again increasing production, with volume seeing a 20% jump over last season. #DoYouFuyu gives retailers an opportunity to aggressively promote the fruit, according to Jeannine Martin, director of sales for Giumarra Reedley.
“Consumers are always looking for new, exotic items and we have found that retailers who cross merchandise our bagged program with our bulk persimmons increase initial sales and generate repeat purchases,” Martin said in the release.
Giumarra ships persimmons in one-layer cartons or 2-pound high-graphic bags with handles, 15 to a carton. Specialized program packaging will also be available, according to the release.
“Fuyu persimmons are trending with millennial shoppers looking for new, healthy snacks on the go; Fuyus are perfect because you eat them raw – skin and all – just like an apple,” Kellee Harris, regional business director for the Giumarra Cos., said in the release. “#DoYouFuyu is a fun, playful way to reach this target audience and inspire foodies hungry for new eating experiences.”