Giumarra Companies' Kellee Harris Discusses Key Merchandising Strategies
LOS ANGELES, CA - Year-round, the necessity of merchandising makes itself apparent at retail. As a consumer first and trade news writer second, I see how my own shopping behaviors align with being taken in by merchandising displays and new packaging. Knowing the truth of this, buyers are quick to look for supply-side partners that offer this distinction. Luckily, Giumarra Companies has quite the expertise.
“Each Giumarra sales team specializes in specific categories that require different packaging and merchandising approaches,” begins Kellee Harris, Western Business Development Director. “Our business development team works in tandem with division sales and management to research market trends and work with key retailer accounts to design and produce programs that fit their needs.”
Invoking a “flexibility on the fly” mentality with its grape merchandising programs, Giumarra designed the Mystic® grape bins with reversible front and back panels. These allow retailers to flip them based on whether or not they’re featuring Mystic Treat red seedless grapes, Mystic Sweet green seedless grapes, or a combination of both in multi-bin displays.
“This gives the retailer the ability to tailor presentations per store based on inventory and seasonal promotional offerings, plus adds more color ‘pop’ to secondary displays,” Kellee explains.
Part of Giumarra’s appeal is that the company is constantly pivoting to make sure that its products hold up against the myriad of other options in the store.
“We have designed point-of-sale (POS) signage and merchandising bin panels that feature ‘cell ready’ plated recipes so consumers can ‘Snap and Go’ menu ideas with their cell phones onsite versus the old tear-off recipe pads that are not sustainable and require constant replacement,” Kellee adds. “Our #DoYouFuyu Persimmon Bins offer a quick, easy, cell-ready recipe for avocado toast with fresh Fuyu slices on the side panel of the bin. For consumers who have never tried a Fuyu persimmon, we also invest in digital ‘sampling’ coupons offering to encourage trial and repeat purchase.”
Giumarra continues to innovate across both packaging and merchandising, a stance that keeps them leading the supply-side pack.
“We’re looking at new size packs to help tell our story and create new ways for Produce Managers to build displays and move more inventory. Our new DulceVida™ proprietary nectarine line puts a new spark into the stonefruit category by offering 2 lb bags and 2.5 lb and 4 lb consumer packs with beautiful graphics that can stack in a variety of configurations for floor displays,” Kellee notes. “The branding and packaging of the Twilight, Midnight, and Sunrise Editions features tones of blues and golds that look like a present you want to give yourself and your friends.”
A present for both the buy-side and the consumers frequenting their stores. What could be better?