CHICAGO -- The Produce for Better Health Foundation's model produce department -- complete with orchard bins, refrigerated cases and various fruits and vegetables in a color-coordinated display -- will be set up to attract visitors at the United Produce Expo & Conference, taking place concurrently with Food Marketing Institute's annual show at McCormick Place here next month.
PBH, in partnership with United, is creating the simulation to highlight the merchandising potential of "5 A Day The Color Way," a PBH campaign promoting the nutritional advantages of eating an assortment of produce in a range of colors. Capturing the attention of FMI and United crowds with such a simulation will be a first for PBH, a nonprofit organization that increasingly functions as a link between retailers and the grower/shippers who are United members.
"One of the reasons we'll be there is to pique retailers' interest, and the folks at FMI, to make them understand we have great nutritional marketing platforms they can use to market one of the most profitable departments in the stores," said Lori Baer, director of public relations and production for PBH.
The foundation's display space will measure about 40 feet by 40 feet, and will be installed outside the United show entrance in the grand concourse between FMI and United show floors.
The produce department will feature 60 to 70 different varieties of fruits and vegetables, displayed in 17 orchard bins. Bagged salads, baby carrots and other convenience items will be showcased in four-foot-high refrigerated units.
Overall, the fruits and vegetables will be "arranged in a fashion to complement the '5 A Day The Color Way' campaign," Baer stated.
PBH staff will show visitors in-store techniques that can be used in stores. Demonstrating how to cut a whole pineapple, for example, shows shoppers how easy the task is, and encourages them to take a whole fruit home, Baer said.