Frieda's Alex Jackson Berkley Discusses Exclusive Nicaraguan Red Dragon Fruit Deal and Key Instagram Partnerships
LOS ALAMITOS, CA - For shoppers, sometimes an eye-catching promotion, package, or product is enough to compel a grab off of the shelf. But to make that shopper come back again and again, its all about the flavor. Proof of that philosophy is Frieda’s red dragon fruit, which has grown rapidly in the marketplace since first debuting its unique look and sweet, tropical flavor in U.S. produce departments. Now, as supplies have nearly doubled in volume to meet this new demand and Frieda’s has become the exclusive direct importer of Nicaraguan red dragon fruit, the specialty fruit provider is getting crafty to further entice that increasing consumer curiosity.
“Frieda’s exclusive red dragon fruit is a versatile, must-have show stopper that is delicious and now more plentiful than ever,” Alex Jackson Berkley, the company’s Assistant Sales Manager tells me. “Red dragon fruit is in season from July through October, and maintains its rich flavor throughout. Now, with this increase in volume for 2018 and flushes of product throughout the summer months, we are working even further on growing the demand for red dragon fruit through digital campaigns, education, and POS materials.”
The key here, the company explains, is making sure consumers can see just how beautiful red dragon fruit is and how much versatility it can offer in different preparations. The sweeter profile of the red dragon fruit lends itself perfectly to everyday preparations, practically begging to be placed into Instagram-worthy fruit platters and smoothies. And to further encourage this idea and get consumers to try red dragon fruit for themselves, Frieda’s has kicked off a campaign on Instagram in partnership with key food photographers and bloggers, emphasizing the enticing beauty of the dragonfruit. The campaign will culminate with consumer giveaway.
And good news for retailers, that same beauty also translates at the store level, making dragon fruit prime for displays at the front of the produce department. Frieda's offers a variety of POS materials to help build the perfect display and make it even easier for produce managers to sell to their customers, including different pack sizes, information about how to enjoy the product, and visual elements.
"Frieda's recommends merchandising red dragon fruit front and center in the produce aisle to entice consumers to think about everyday usage," Alex explains. "One example would be to put dragon fruit near melons and pineapples to suggest to consumers to use it in fruit plates. These moves both help to create a more attractive and engaging produce section, while maintaining a higher dollar ring for the retailer. And as our social media campaign progresses, we plan to share consumer testimonials that will further enforce this message.”
Frieda’s will be lush in promotable volumes throughout the summer, so it sounds like there is no time like the present to get your consumers hooked on red dragon fruit.