Account Call
Met with Joe Lerario at his office. Kings operates under both the Kings banner as well as the Balducci’s banner. Both upscale banners typically give us pretty good support. Last year he ran four red cherry ads and a Rainier ad. In 2023, he also gave us good support but neglected to take advantage of any of the bonuses. I reminded him of that last year and despite that, he failed to use the bonus opportunities again in season 2024. Told him about the research that shows that when people are aware of health benefits, they buy more cherries and suggested that certainly his upscale clientele would fit that profile. Pointed out the 12 health benefits in the 2024Cherry Season Review and he assured me that he would get the health benefits in this year, and the ”Buy Now, Freeze Now” as well.
Last year, I also offered Joe a display contest opportunity, which he sounded optimistic about last year, but never followed through. He explained to me today that Albertsons does not want gift cards sent to the buying office for distribution to employees. He did say, however, that he believed that if we could write a check for the performance, and send it to headquarters rather than do the gift cards, he believes that Albertsons would go for it. Joe said that corporate would then add the reward to the winning employees checks so that taxes could be deducted.