Account Call
Met with Emmy Hume from Wakefern at her office. I briefed her on the size, timing, and expected quality of the upcoming Northwest Cherry crop. She said that she was ready to get started when we were. She asked about other opportunities to promote like demos, and I questioned whether there might be something else we should try this year. She provided me with a PDF of programs that they have which we will look at and see if there is something new we should try. Also reminded her of the health benefits of cherries, and showed her the list of approved statements. Emphasized the research that we have that says that 78% of people surveyed would buy and eat more cherries if they knew about the health benefit and suggested that that was a great opportunity to increase sales by reminding their customers of the health benefits.
Has we suspected, Emmy did ask about demos. I told her that we really didn’t think that demos were the best spend and asked her if she had any other ideas that might generate more movement for the same or less money. She talked about their Price + Perks Program, which is a loyal customer card program, where they can track the purchases and target them with emails or text promoting product that their customers would likely be interested in. This is typically a cents off program so I’m not sure if that would work for us. She also provided me with a document that showed some of the other programs they had, which I have sent by email to Karley.