Download 684_20170405133401_CFFA - March Report

Eastern Canada – Susanne Bertolas – March 2017 Reporting Period
Overview of Eastern Canada
Peru Competition: The extended harvest season created issues on the supply side. The delayed Peruvian season in
combination with an accelerated Chilean season resulted in abundant supplies in the market. The grape harvests of the two
countries overlapped, causing increased competition and pricing challenges in the markets. “It was a challenging season that
is not over yet. Although harvest has been finalized, Peru is still shipping grapes and so is Chile.”
Note from Kopke
“Both Loblaw and Sobeys have picked up their purchases and this is a good thing in this market. Everything aside this has
been the worst season in recent memory. With nine million additional Chilean grapes coming in over last year plus when you
include Peru, Argentina and South Africa it is nothing short of a disaster. The wholesalers are only accepting most products
on an open basis and giving back to the importers only dollars per box. They do not care about promoting any particular
country's product but working on making the most money. The warehouses in the Philadelphia area are overloaded and the
fruit keeps coming.
With respect to advertising I have to say that we are a little hard pressed to ignite interest this year. For the Chilean
program to be effective we must get a head start for next year and meet in September and October. If we work together and
direct advertising dollars early we can have a better response for the beginning of the season. Getting to the chains early will
get them off the Peru/ South African kick and secure our early position.
Peru was the big hit with Wal-Mart and Loblaw this year. South Africa was the big hit with Metro and Sobeys. If we don't
focus early this will be the case again next year. Some of the Chilean dollars were wasted as the chains carried Peru and
South Africa while advertising Chile. This again points to whoever is cheaper not who is helping with the advertising.
I am increasing my staff in Montreal so this way I can allocate people to guiding the chains at different times to
penetrate their buying habits. I thank you for your contribution this year as it did help but we can plan and hope for better
next year. “ Carlos Salomon – Kopke
Overall we have programs with all Major Retailers (Loblaw’s Demos, Sobeys Demos, Metro Volume Incentive contest with
ads, IGA Demos, Costco Demos and 2 week promo with Longos demos and ads across Canada). Including the major retailers
we are working with all the Associations to promote on SM and Trade, Bloggers, TV and Radio spots across Eastern Canada
continue until end of April.
Muscat Grapes is our big push for the latter part of the season.
Stone fruit is still in stores, Metro continues to keep plums on ad and Sobeys has continued with peaches and nectarines until
April 6.
For the month of March we had over 45 branded ads across the major retailers along with secondary and tertiary accounts.
Retail/Wholesaler/Importer Outreach
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Sent articles from Fresh Plaza, SimFruit, Packer, Produce News and other industry news via LinkedIn, Twitter and
Email to all contacts 73 contacts in Retail and Wholesale
Shared new recipes, ideas and videos to all Marketing and Retail Merchandisers via email and shared on Facebook
Connected with the following:
o OPMA working on the CHCH Grape TV segment
o Mimmo Franzone – Longos - Coordinated the POS and Recipe card for Muscat Grapes for the Longos
Promotion
o Tim Gibson – Longos Buyer coordination for Muscat Grapes and Ads
o Gord Love NA Produce collaboration to promote Muscat Grapes at Costco, achieved a first time trial and
demo with Muscat Grapes with Lesley McMillan and Oleen Smethurst from Costco
Eastern Canada – Susanne Bertolas – March 2017 Reporting Period
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Follow up with QPMA on Chile Catalogue for distribution to the Quebec Market place
Christy Brissette, National Spokesperson for Canadian Dietician - Posted on the bloggers that entered the
Chile Brunch contest
Prepared the Grape Video with PMS – Grapesicles YouTube
Worked with Marilyn Smith – My Left Frying Pan to piggyback on the Flax episode
Julian Gleizer – Instabuggy promotion continues to thrive, meeting set to go over the results
Sarah Stover Marketing Director for Sobeys, finalized Digital Campaign details
Laura Ryk, Text to Win contact final analytics and winner of Vitamix
Loren Kielly, and Byron Bellows Coleman’s Where is Chile Campaign and contest
CTV TV spot for Muscat grapes with Chef D
Jeffrey Phung – Merchandiser Loblaw’s connect for demos in 58 locations
Brian Johns, Partner Vince’s Market March Break campaign and contest for Fit Bits
Scott Degier, Launch Loblaw’s Demo contact
Francis Leduc and Jessica Czyzewski Costco Demonstrations
Oscar Arriagada – ProChile, continuing to work on the Exotic Catalogue for Quebec Produce Assn.
Carmelo Bondi – Food Basics, Volume Incentive contest
Ian Leaf and Danny Bucci – Metro, Volume incentive contest
Coordination with Eduardo Santos and Felipe Gjardo ProChile Washington for the Around the World
Passport event in Washington DC
Starting preparations for CPMA booth
Rebecca Freeman – Writer, Snap’d news in Toronto working on getting article published in April Paper
Renee-Dominique Dowd – Costco Social Media Director, trying to get Grape and Quinoa YouTube for
Demos
Martine Deschuymer – Merchandiser Sobeys Quebec, working on Demos and Results
Eastern Canada – Susanne Bertolas – March 2017 Reporting Period
Retail Ads - Please click link for March Ads for Stone fruit and Grapes
Eastern Canada – Susanne Bertolas – March 2017 Reporting Period
Retail/Wholesaler Promotions
Promotional calendar with links
Eastern Canada – Susanne Bertolas – March 2017 Reporting Period
Eastern Canada – Susanne Bertolas – March 2017 Reporting Period
Eastern Canada – Susanne Bertolas – March 2017 Reporting Period
Eastern Canada – Susanne Bertolas – March 2017 Reporting Period
ID
ID
Title
Event Type
Campaign Market
Start
Date
End
Date
User
Status
In Search of Yummines
Social
Media /
Ecommerce
North
America
Generic
East
Canada
201704-01
201704-08
Susanne
Bertolas
Pending
Title
Event Type
Campaign Market
Start
Date
End
Date
User
Status
Results found
44 | View
Newsletter 2017
500
Eastern Canada – Susanne Bertolas – March 2017 Reporting Period
Retail/Wholesale #
of stores
Fruit
Timing
All Fruit
Jan 1925
Metro (127)
Food Basics (133)
Gambles
1 Week
Instagram and Flyer Ad
contest
Volume Incentive
/Display Contest
Kick off Promo
All Fruit
Feb 1125
Jan 26
260
Loblaw’s
Demos
Stone fruit
and Grapes
50
Costco
26 Locations
Independents
500
Coleman’s
11 stores
Demos
Muscat
Grapes
All Fruit
March
24 and
25
April 1
Sobeys
260 stores
Demo with WoC
All Fruit
Jan 2122
15
Instabuggy
servicing
50 GTA stores
and growing
Online Shopping
All Fruit
C
Sobeys – IGA
Demos
Stone fruit
and Grapes
OPMA
Produce Made Simple
Website
TV spot
RD blogger
Recipe video
Plums
Grapes
Jan 15
–
March
Once a
week
through
the
season
March
24 and
25
Feb 1319
Mar1319
TV April
QPMA
French 16 page
brochure distributed to
Quebec Retailers,
Dieticians
All Fruit
January
launch
IGA
290 Stores
Promotion
Overview
POS Text to Win
Contest
Taste of Summer
Display Contest
All Fruits
Grapes and
Stone fruit
March
1
Feb
# of
Promo
Stores
290
Promo Days
(days x stores)
Status
Cost
7 days x 290 2,030
3 million flyer
distribution
14 days x 260
3,640
1x 1
Independents
7 days x 150
1,050
C
$100
C
2,000
C
600
C
12000
7 x 58
406
14 x 500
7000
15 x 11
165
Social Media
On Ad
2 x 15
30
On Ad
50 x 90 days
4,500
P
11000
C
700
C
800
C
1700
C
1500
28 stores
56 POS days
C
c
FB, T, I, P website to a
community of 60,000
TV 1 M impressions
C
3500
C
Number to be confirmed
from all parties involved
QPMA has a community
of over 100,000
C
3000
1
Facebook
1,518,235
500
15