Go-Go Fresh Program Brings Cherries to Convenience Stores
CMI program in test through July
Published in CSP Daily News
WENATCHEE, Wash. -- Columbia Marketing International (CMI), a grower and shipper of fresh fruit, unveiled its new Go-Go Fresh program, a mini cherry package designed specifically for grab-and-go convenience.
The traditional supermarket packaging for cherries of larger random weight bags is not conducive to convenience stores, the company stated. These small-footprint stores typically require smaller fixed weight packages to be successful in a quick-trip format.
“We have been consistently hearing from consumers and customers that they really want convenient, on-the-go snack products for smaller format stores,” said Katharine Grove, a part of CMI’s marketing team. “We developed Go-Go Fresh cherries to directly target the convenience-store channel to appeal to consumers looking for healthy food choices.”
CMI is conducting a limited test of Go-Go Fresh cherries through the month of July in select markets and stores. Go-Go Fresh cherries will be offered at two different price points: $1.99 for one bag or two bags for $3.
“Our convenience-store test partners are eager to start the Go-Go Fresh program. They have been involved in the planning process and are confident that it will be a great success,” said Steve Lutz, vice president of marketing at CMI.
Before creating the cherry snack pouch, the CMI marketing team drew feedback from a focus panel made up of consumers and retailers. This feedback was then used in the development of packaging style, art, colors and retail price points. Feedback on hot keywords demonstrated that ”GMO free,” “low-calorie” and “fat-free” were the buzzwords most likely to spur an impulse purchase.
Test results from 2014 will provide feedback on whether the new Go-Go Fresh cherry package will need to be modified and re-tooled before rolling out on a larger scale in 2015.
Columbia Marketing International (CMI), Wenatchee, Wash., is one of Washington State’s largest growers, shippers and packers of premium quality cherries, apples, pears and organics.