PAIA publishes category management plan

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Maura Maxwell

BY MAURA MAXWELL

@maurafruitnet

PAIA publishes category management plan

Plan outlines new strategies to grow sales of Peruvian asparagus in the US

PAIA publishes category management plan

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Asparagus has become the third most popular fresh produce item that US consumers are buying according to a survey from the Peruvian Asparagus Importer’s Association (PAIA).

The association has just released its 2014/15 category management plan outline for Fresh Peruvian asparagus, which contains statistics and market data and is designed to help marketers and retailers boost sales.

It shows that fresh asparagus continues to be a high volume US import, with over 403m lbs consumed last year. Peru is a leading supplier, representing over 47 per cent of the volume and 45 per cent of the value of US imports.

The plan includes statistics relating to market summaries, trends, nutritional facts and consumer positioning, as well as fresh market asparagus consumption key demographics and suggestions regarding displays and promotional/advertising ideas that offer retailers with creative fresh strategies to increase sales of Peruvian asparagus.

“The category management plan outline for fresh Peruvian asparagus is a resource / tool that industry and retailers will use to sell more asparagus,” said PAIA coordinator Priscilla Lleras. “It contains statistics, trends and strategies that will equip retailers and the industry at large with the most updated information in the category. The plan also contains the necessary summary information of the health benefits, value and convenience of fresh Peruvian asparagus that should make Peruvian asparagus a staple for every US household.”

The plan is available from any member of the Peruvian Asparagus Importer’s Association or by contacting Lleras. 

PAIA said it would focus even greater efforts in 2014 on spreading the positive word to industry trade press, supermarkets and consumers concerning the benefits of fresh asparagus through articles, advertisements, direct-communication, and trade show participation. The association anticipates increasing consumption and demand for fresh asparagus in 2014.

 

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