GR Fresh’s Tony Incaviglia Talks Active Tomato Pricing, Weather Challenges, and More
MCALLEN, TX - Understand the ins and outs of a key produce category, and the opportunities you may yield are endless. Seeking to bring forward supply-side insights to help guide buyers’ strategies, I recently sparked a conversation with GR Fresh’s Tony Incaviglia, Vice President of Sales and Marketing, who revealed active pricing across multiple tomato categories.
“Pricing will continue to be very active across the Roma, Round, and grape tomato categories, specifically due to past weather issues in the Southeast, which impacted supply out of Georgia and Florida, and now with more recent impacts from inbound Hurricane Nicole about to make landfall in Florida,” Tony tells me.
GR Fresh is currently producing tomatoes in the state of Coahuila, and transitioning to Sinaloa and the state of Hidalgo just north of Mexico City.
“Roma supply and quality for November and December are projected to be excellent as we move into our greenhouse-grown controlled environment facilities in the state of Hidalgo,” Tony divulges. “By mid-January, we will begin our complete vine-ripened tomato new crop season.”
With excellent quality and supply hitting the market, retailers have the opportunity to ensure strong category sales with strategic merchandising decisions. One strategy recommended by GR Fresh is to cross-merchandise tomato items throughout the store with salads, sandwiches, and deli items and to craft large bulk displays that portray an image of inviting, clean, crisp freshness.
“Tomato merchandising has evolved considerably over the last decades, mostly due to the development of so many new varieties and the Mexican expertise in growing technologies," says Tony. "Display space should rival the importance of tomatoes to the produce department—they are a volume driver and, to most retailers, a top five seller. They should be placed at the front of the produce department to capture consumers’ interest as they begin their shopping experience.”
Follow these sure-fire tips to maximize tomato demand through the fall and winter months.
Stick with AndNowUKnow as we work to grant you an edge in the produce department.