Giumarra Develops Tote Promo to Sweeten Fruit Sales

The Giumarra Companies revealed its new “Grab & Go” tote bag promotion, designed to lift sales of Nature’s Partner California peaches, plums and nectarines while also helping to reduce shrink.

For the promotion, Giumarra is offering a free case of Nature’s Partner tote bags, compostable and made from 100 percent recycled paper, with each purchase of a single pallet of peaches, plums or nectarines sold by the company’s Giumarra Reedley division. Each case contains 250 tote bags to display at retail level.

“The sturdy totes hold four to five pounds of fresh stone fruit, encouraging bulk purchase,” said Kellee Harris, western region business manager for Giumarra. “The results are a sales lift of up to 35 percent.”

Harris suggests placing Nature’s Partner fruit-filled totes both in the produce department and in free-standing displays throughout the store to encourage impulse purchases.

“Creative tote displays often prompt consumers to add a bag of fruit to their cart for vacation snacking, sporting events, or summer picnics,” said Harris. “Retailers can attach a discount coupon or recipe card to each bag as a bonus incentive.”

According to research released by the USDA, overall shrink in the peach category has increased within the past five years, with fruit shrink in general up for the same time period.

The Los Angeles-based Giumarra Companies is an international network of fresh produce growers, distributors, and marketers.