Yakima, WA – A number of Borton Fruit’s Sales and Marketing team returned early this week from attending PMA’s Fresh Summit show in Atlanta. This annual show put on by the Produce Marketing Association has benefited the industry immensely, allowing us to engage annually with our current and potential customers as well as discussing current crop on hand. This was Borton’s 15th year attending PMA’s Fresh Summit.
“Traffic at the Borton Fruit booth was very good throughout the show. As always, we bring a lot of fresh fruit to showcase, really giving attendees and customers a change to physically see our current year’s fruit on hand” stated Eric Borton. In addition, Borton tries to present a wide range of packaging and merchandising options. “By showcasing all new crop varieties of apples and pears we grow, as well as a variety of packaging and merchandising options, it provides visitors and customers alike a great platform for meaningful dialogue about building programs, improving business and tangible discussions on how we can help to increase category performance by partnering together” he went onto say.
Darrin Carpenter, Director of Sales & Marketing said “I felt the booth layout this year was very inviting. There were many discussions surrounding the smaller sizing this year and our new merchandising rack that displayed 2lb bags sparked interest. We showcased 2 ¼” apples in our smaller fruits for smaller appetites label as well as a Gala/Mandarin mix that people seemed very intrigued by.”
Jay Dyer, another Director of Sales & Marketing expressed “Soft-net bag promotion interest was higher than previous years with mention in private label program options, as well as our new Fresh label. Most buyers are looking for that pricing flexibility over their competition in driving sales for the category, and the soft-net bag program allows flexibility ranging from 2lb to 8lb bag options.”
This year, we focused on highlighting two new apples varieties for Borton fruit, the ROCKIT® and Koru® varieties. The ROCKIT® apple variety is crunchy, sweet and delicious in taste. Its size, tubular packaging, and special merchandising appeal generated a lot of interest and excitement from visitors to our booth. “The ROCKIT® apple is truly unique in the apple world, a completely different apple segment than anything else in the category, making it a showcase piece that really catches the eye and stands out. The ROCKIT® is unique not only in the terms of appearance and packaging, but also in its outstanding eating experience” Eric Borton complimented. The Koru® is tangy, crisp, juicy and aromatic with a hint of sweet honey. It’s a distinctive orange/red in color providing merchandising value. The Koru® is a very consistent apple, which after consumer testing in key markets, has been rated at the highest level. We received tremendous feedback on both the ROCKIT® and Koru® varieties. Both apples are a unique eating experience in their own right, setting themselves apart” Eric said.
To learn more about Borton Fruit’s variety and packaging options, please check out our new website at http://www.bortonfruit.com/.
Posted October 30, 2015
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