According to the Peruvian Asparagus Importers Association, one of the top selling points of its product is how it has allowed asparagus to secure year-round shelf space in the grocer’s produce department.
“Fresh asparagus marketing is at the top of my mind, as it is at the top of our industry’s mind,” said Priscilla Lleras-Bush, coordinator of PAIA. “The entire fresh asparagus industry has completely evolved and retailers have the opportunity to sell fresh asparagus all year long. U.S. consumers have access to a highly nutritional vegetable 365/7. I believe that retailers have the willingness and a great reason to promote fresh asparagus. Nutrition, nutrition, nutrition. Fresh asparagus nutritional benefits are one of the best kept secrets, however we are looking to get the word out to industry and beyond.”
She added that Peruvian producers and U.S. importers of fresh asparagus have provided value-added solutions, so that U.S. Consumers can easily prepare and deliver a highly attractive, nutritional and delicious meal solution for their families.
While Peruvian asparagus is shipped to the United States throughout the year, its peak season is the fall months.
“The best time to promote Peruvian asparagus is September through December,” Lleras-Bush said.
She added that the continued impact of Peruvian asparagus on the U.S. market can’t be overstated. “The importance of Peruvian asparagus in the U.S. market is that simply put Peru is a principle source of fresh asparagus for U.S. consumers. Peru is also committed to the highest quality standards and sustainability.”
Each year, PAIA does publish a category management summary giving importers and their customers tips on merchandising the product, as well as information concerning who are the asparagus consumers in the United States.
This year’s report revealed that the United States imported almost 200 million pounds of fresh asparagus from Peru in 2018. This year’s volume is expected to be about the same as shipments have been fairly steady over the last five years. Research shows that about one-third of U.S. consumers purchased asparagus within the past 12 months, with shoppers who live in the West being the most prolific consumers of the product. Surveys reveal that 39 percent of those in the West purchase asparagus annually, while the Northeast checks in at 33 percent and both the Midwest and South figures show that about 28 percent of those respective populations purchased asparagus in the previous year.
For marketers, asparagus purchasers are a sought-after group as they tend to be the consumers with the most income. The PAIA report shows that 54 percent of households with incomes in excess of $100,000 purchase the product with that percentage steadily falling as income declines. Income seems to be the greatest predictor of asparagus purchasing habits. Interestingly, the presence of children in the household doesn’t materially impact sales. Whether you have kids or not, your asparagus purchasing habits are about the same.
Like most fresh produce items, building big displays is one of the keys to increasing sales. The PAIA report gives retailers a number of tips designed to increase sales by building “vibrant displays.” The group lists the following merchandising tips:
• Visible asparagus displays! Go Bold! Create attractive displays!
• Cross promote with other items. Steaks, seafood and salads, etc.
• Offer options and convenience. Peruvian asparagus offers variety of packaged options and value added selections.
• Freshness sells. Ensure the asparagus displays are stocked with Peruvian asparagus, the highest quality.
• Colorful displays attract consumers. Fresh Peruvian asparagus is available in green, white and purple.
• Promote health benefits of Peruvian asparagus.
