Roveg want to strengthen the fresh image with this brand, promote sales, activate the consumer, increase the knowledge of the supermarket employee to give exotics more space in the total turnover and decrease waste. According to Eric this is very necessary. "There is more information on a carton of chocolate sprinkles than in the entire fruit and vegetable department of a supermarket."
Roveg has developed a striking wooden display of 40x60 cm in order to present all Puro Gusto exotics. "The front of the packing will be a surprise to the consumer and on the reverse side of the packing there is all kinds of information about the product, we intend to lower the buying threshold. QR-code and the social media take care of the perceptive at home," Eric says. Not all sixteen products need to be added to the assortment. When a certain product does not sell well, that may for instance be changed for an exotic, which is popular. Van Arendonk: "Our experience from a test is that Pitahaya and Lemongrass are doing extremely well. We even had to supply extra quantities. Of course we accept that, when starting the concept. Also avocados and mangoes are always doing well. These products are also better known to the consumer."
In order to facilitate the communication with the market and the consumer Roveg has also organised a number of presentations and tastings in primary schools. A lot of helpful information was obtained, according to Van Arendonk. "Somebody called out and said that Kiwano looked like 'hedgehog fruit' and this is now mentioned on the packing. And Pitahaya is called 'dragon fruit' on the packing. Children think simply and were really able to assist in the communication!"
For more information:
Roveg Fruit & Vegetables
Tel.: 0031 180 635772
www.roveg.nl
Stand Number Fruit Logistica: 1.2 A14