GROUP STARTS 'SAVE THE STONE FRUIT' PROGRAM

MINA WILLIAMS

REEDLEY, Calif. -- Putting stone fruit in the cooler chills profits, according to a retail study conducted by the California Tree Fruit Agreement here.

CTFA research found that consumers look for ripe stone fruit when selecting items at the supermarket. Focusing on the consumer, the CTFA went to work to find paths that would lead to giving the consumers what they wanted, launching the "Save the Stone Fruit" campaign three seasons ago.

The recent retail study examined two chains, one which routinely stored stone fruit in the cooler and one which did not, to determine internal breakdown and the fruit's ability to ripen at different temperatures.

"What we discovered was that the chain which kept stone fruit in a 37-degree room had a 7.9% distribution of stone fruit to total produce department sales, while the chain that kept the plums, peaches and nectarines out of the cooler had a 14.6% distribution," said Dave Parker, director of merchandising for the CTFA.

"Produce managers may not see the symptoms of internal breakdown for a day or two, when fruit is stored within the killing range of 36 degrees to 50 degrees," Parker said. "Usually the effects are seen once the fruit is purchased and in the consumer's home."

Following picking, shippers cool stone fruit to the low 30s. During distribution that temperature can creep up in the truck. Retail warehouses generally don't have forced air systems to cool fruit back down to the low 30-degree range, and fruit is received into a 50-degree or warmer area.

To avoid internal breakdown of fruit, the CTFA recommends that stone fruit be stored at temperatures of 32 degrees to 34 degrees and 50 degrees to 77 degrees.

Retailers who have participated in the "Save the Stone Fruit" program and followed the protocol have experienced up to a 40% sales increase, according to Parker.

Last year when Balls Food Stores, Kansas City, Kan., kicked off the "Save the Stone Fruit" protocol in its stores, it set a sales goal of 20% distribution of stone fruit to total produce for June, July and August.

"We reached that goal several times," said Lou Malaponti, Balls' director of produce operations. "Overall, we averaged 16.4% distribution while in the past we struggled to reach 10%."

Hy-Vee, West Des Moines, Iowa, implemented the "Save the Stone Fruit" protocol in its new warehouse, and used ripening bags and point-of-sale materials.

"In 1997, we easily broke all previous stone fruit sales and movement records with most stores more than doubling distribution of the category," said Jon Wendel, produce director.

"The 'Save the Stone Fruit' program tells retailers how to keep stone fruit out of the killing range temperatures," said Parker. "Between this range is where the highest amount of damage to the fruit happens." This damage includes loss of flavor, inability to ripen and a mealy and discolored flesh.

This year the "Save the Stone Fruit" campaign has been energized with new components designed to get the retail message out that putting stone fruit in the cooler chills profits.

Materials discuss keeping fruit out of the cooler, keeping the three fruits together, maintaining two locations and displaying as much variety as available as key elements for more sales.

To help retailers get the message down to the store level, a humorous five-minute video, "Once Upon a Time," depicts twin brothers who both grow up to be produce managers.

While point-of-purchase and fruit-ripening bags still comprise the foundation of the consumer program, television advertising and a freestanding insert have been added to the mix. The CTFA will be advertising in eight markets, Boston; Dallas; Buffalo, N.Y.; St. Louis; Kansas City, Kan.; Phoenix; Salt Lake City; and San Antonio.

These ads began running last week and will continue through the third week in August. A new creative concept features the handheld enjoyment consumers can have eating peaches, plums and nectarines.

Criteria for the selection of markets was simple: That a majority of retailers in the market had to be following the "Save the Stone Fruit" criteria to ensure that consumers would be having a good eating experience, said Parker.

A freestanding insert will appear in the top 10 markets in time for the Fourth of July weekend. A coupon, for 50-cents off, will be offered with a minimum purchase of 2 pounds.

The CTFA will continue its "Save the Stone Fruit" club. Retailers who follow the storing protocol get an acrylic plaque, but the largest benefit is in doubled produce sales, said Parker. "Anything we would offer would pale in comparison." This club, which started with 22 retailers, now has 78 companies representing 110 regional groups.