The document presents a strategic marketing plan for a Puerto Rican fruit company to expand into the New York and Florida markets. The plan involves building relationships with major foodservice distributors, participating in industry events, and using social media to create demand for their exotic fruits. The company will focus on infiltrating key Puerto Rican communities in both states through community events while establishing their own distribution network to supply major distributors. Financial projections estimate $734,422 to $779,328 in annual profit within three years of implementing this plan.
Introduction
Demand for local food and other local farm products is ever rising ˑ , but consumers continue to value the convenience of purchasing groceries from a single, central location with regular, year-round accessibility. Stocking grocery stores with local food and farm products can be a win-win-win solution for grocers, consumers and farmers alike .
Marketing locally produced items allows community grocers to build on the value of their unique place-based brand in a way that large national chains cannot. Just like the broader term “Made in the USA,” products branded “local” express solidarity with other area businesses. Customers find value in the sense of connection that derives from knowing where products come from, and that their purchases help support the regional economy. A strong, loyal customer base can develop from championing locally produced products in grocery stores.
This guide, written by the Kansas Rural Center in collaboration with other partners of the Rural Grocery Initiative, is designed to support grocers interested in tapping into the local foods market for the benefit of their businesses and their communities. The pages that follow outline the benefits and challenges of buying and selling local food and farm products, and offer practical strategies and resources to support farm-to-grocer success.
Presentation delivered by IFPRI Director General Shenggen Fan on April 23, 2012 for the launch of the 2011 Global Food Policy Report at IFPRI's Headquarters in Washington, DC.
Introduction
Demand for local food and other local farm products is ever rising ˑ , but consumers continue to value the convenience of purchasing groceries from a single, central location with regular, year-round accessibility. Stocking grocery stores with local food and farm products can be a win-win-win solution for grocers, consumers and farmers alike .
Marketing locally produced items allows community grocers to build on the value of their unique place-based brand in a way that large national chains cannot. Just like the broader term “Made in the USA,” products branded “local” express solidarity with other area businesses. Customers find value in the sense of connection that derives from knowing where products come from, and that their purchases help support the regional economy. A strong, loyal customer base can develop from championing locally produced products in grocery stores.
This guide, written by the Kansas Rural Center in collaboration with other partners of the Rural Grocery Initiative, is designed to support grocers interested in tapping into the local foods market for the benefit of their businesses and their communities. The pages that follow outline the benefits and challenges of buying and selling local food and farm products, and offer practical strategies and resources to support farm-to-grocer success.
Presentation delivered by IFPRI Director General Shenggen Fan on April 23, 2012 for the launch of the 2011 Global Food Policy Report at IFPRI's Headquarters in Washington, DC.
Writing in the right way for your website, by Expert MarketEd Beardsell
We take turns to present on a given subject, while another of us bakes. This is David's slideshow, the week Andrea baked strudel, and it's all about writing for websites and also how different sites have devised their own ways for people to engage with the site and other users. A better title might have been 'Attention currency', but I chose the far less attractive title of 'Writing in the right way for your website.'
www.expertmarket.co.uk
Adding more visuals without affecting performanceSt1X
Smallest viable set of performance optimizations recommendations for game artists. This presentation targets artist that have little knowledge about computer hardware capabilities and limitations.
Purchasing Wine in the Information Age:The Role of Quick Response (QR) Codes.
If you would like to read an article that goes along with this presentation, follow this link (http://dx.doi.org/10.1016/j.wep.2014.01.002) to Science Direct to find out more about the research!
A selected paper prepared for the 2013 American Association of Wine Economists conference in Stellenbosch, South Africa
Composed by Lindsey Higgins, Mitch Wolf, and Marianne McGarry Wolf.
California Polytechnic State University, San Luis Obispo, CA
The Eastern Ontario Local Food Conference (EOLFC 2013) provided a great opportunity to share information, learn about success stories and gather information on innovative local food businesses, projects and best practices. The conference was organized by KEDCO (Kingston Economic Development Corporation) and the Ministry of Agriculture and Food and the Ministry of Rural Affairs. The theme of the conference was Innovation Driving Local Food and it was held December 3, 2013 at the Ambassador Hotel in Kingston, Ontario, Canada. Jim Slama of Familyfarmed.org keynote presentation on Good Food = Good Business.
Writing in the right way for your website, by Expert MarketEd Beardsell
We take turns to present on a given subject, while another of us bakes. This is David's slideshow, the week Andrea baked strudel, and it's all about writing for websites and also how different sites have devised their own ways for people to engage with the site and other users. A better title might have been 'Attention currency', but I chose the far less attractive title of 'Writing in the right way for your website.'
www.expertmarket.co.uk
Adding more visuals without affecting performanceSt1X
Smallest viable set of performance optimizations recommendations for game artists. This presentation targets artist that have little knowledge about computer hardware capabilities and limitations.
Purchasing Wine in the Information Age:The Role of Quick Response (QR) Codes.
If you would like to read an article that goes along with this presentation, follow this link (http://dx.doi.org/10.1016/j.wep.2014.01.002) to Science Direct to find out more about the research!
A selected paper prepared for the 2013 American Association of Wine Economists conference in Stellenbosch, South Africa
Composed by Lindsey Higgins, Mitch Wolf, and Marianne McGarry Wolf.
California Polytechnic State University, San Luis Obispo, CA
The Eastern Ontario Local Food Conference (EOLFC 2013) provided a great opportunity to share information, learn about success stories and gather information on innovative local food businesses, projects and best practices. The conference was organized by KEDCO (Kingston Economic Development Corporation) and the Ministry of Agriculture and Food and the Ministry of Rural Affairs. The theme of the conference was Innovation Driving Local Food and it was held December 3, 2013 at the Ambassador Hotel in Kingston, Ontario, Canada. Jim Slama of Familyfarmed.org keynote presentation on Good Food = Good Business.
Editor Showcase Request For Proposal - PR Agency RFPEverythingPR
The Editor Showcase series is a private brand-to-press networking event held quarterly in the heart of New York City designed to give brands valuable face time with influential media outlets. And they are seeking a PR Agency as explained in the attached Request For Proposal.
INTRODUCTION- Just In case you missed this when i first posted
There is an escalating crisis in food and farming systems. Industrial food production is damaging the environment, degrading natural resources and contributing to soaring levels of diet-related ill health. We urgently need to tackle this issue before the problem becomes even worse. But how do we go about this? And what is preventing society from doing more to change these harmful practices?
Arguably, the biggest barrier to making food and farming more sustainable is the distorted economic system which takes account of the direct costs of production, such as land, feed, seeds, labor and farming equipment, but fails to include the many externalized costs including pollution, biodiversity, social, cultural and welfare impacts. This system results in a situation where food produced intensively appears to be cheaper to consumers and more profitable to producers than food produced in a more sustainable way.
However, the external costs of this system are ultimately paid for by consumers, either individually or as part of society, even though they rarely realize this.
Expositor: Anthony Hehir – Director Programa Mejoramiento de la Nutrición de DSM
Seminario Internacional sobre Experiencia exitosas en Nutrición, organizado por el Programa Mundial de Alimentos de las Naciones Unidas (PMA) en Colombia y DSM.
14 y el 15 de mayo de 2015.
Bogotá, Colombia.
Learn about the important projects and programs being conducted to help your business at both the Oregon Winegrowers Association (OWA) and the Oregon Wine Board (OWB).
The OWA, a member-funded organization, will inform and update you on all the advantages of being part of the OWA community including legislative advocacy, regulatory compliance guidance and cost savings opportunities. Learn how the OWA is working to protect and enhance the investment you are making in your winery and vineyard operations.
The OWB, a semi-independent state agency funded through the tonnage tax, will take you through the accomplishments of the past year in marketing, media relations and educational programming before giving you a sneak peek of what’s in store for the coming year.
CTA's director Michael Hailu gave a presentation at the P3a Conference (22-24 March 2016) in Aruba. " Through support to sustainable value chains, CTA is closely collaborating with farmers groups, private sector actors, knowledge institutions and policy makers across several SIDS targeting the domestic tourism industry, export markets and offsetting of the large food import bills in these countries.", says Michael Hailu, CTA Director.
2. Objectives
Expansion for the New York and Florida
markets
Define and analyze the target market
Employ new tactics for marketing
Set realistic goals for market infiltration
3. Company Analysis
Family owned, established in 1989
Exotic fruits
Mangoes
Green bananas
Provide Puerto Ricans in the US with a
taste of home
“Healthy Trees… Premium
Fruit…Passionate Customers”
4. Internal Factors
Strengths Weaknesses
State of art equipment General transportation
Competitive certification Perishability
High traceability Inactive social media
12 hour process and
transport
5. External Factors
Opportunities Threats
Social media New specialty item
Puerto Rican Day Parade Fuel market volatility
Produce conventions and Indirect routing
events
Goal of 1-2 years
Health benefits
7. New York Puerto Rican
Total Population: 1,111,544
Age: 17 and Under 30.4% (337,909)
Median Age: 30.4 Years
Gender: Female 52.2% (580,226)
Marital Status: Never Married 49.5% (413,344)
Education: High School Education or Less 25 years+
60.4% (390,013)
Source: US Census ACS 3-year New York Puerto Ricans 2008-2010
8. Florida Puerto Rican Market
Total Population: 835,674
Age: 17 and Under 30.2% (252,373)
Median Age: 30.8 Years
Gender: Female 50.9% (425,358)
Marital Status: Married 43.5% (272,869)
Education: High School Education or Less 25 years+
50.3% (246,589)
Source: US Census ACS 3-year New York Puerto Ricans 2008-2010
9. MRI Banana Use Last 6 Months
Age: 25-54
Gender: Female
Marital Status: Now Married or Engaged
Education: Attended College or No College
HHI: $40,000 to $149,999
Region: Midwest and the South
Children Age: 2-17 years
Source: MRI Plus Banana Used Last 6 months 2011
11. POLITICAL AND LEGAL ECONOMIC
• FOOD SAFETY • LOW INTEREST
CERTIFIED RATES
•USDA, EPA, • NO TARIFFS
OSHA • ALL CONSIDERED
•EUROGAP DOMESITC
SOCIAL AND CULTURAL TECHNOLOGICAL
• GROWTH IN • TRACEABILITY
PUERTO RICAN • INCREASE
POPULATION PROCESSING SPEED
• HOLD STRONG TO • STATE OF THE ART
FAMILY CULTURE EQUIPMENT
12. First Alternative
Distribution centers
New York and Florida
Establish own transportation system
Cover all costs
Implementing sales team to distribute through channels
13. Second Alternative
Increase volume to current wholesalers
Costco
Wal-mart
Bonanza
Sampling to wholesalers
Cross promotion and discounts
15. Selected Marketing Strategy
Expansion to New York and Florida
Establish relations with US food
distributors
Social media and events
Delivery and distributions
19. Conventions
International Restaurant and
Foodservice Trade Show
March 3-5, 2013
East coast’s premier industry
event
First major event of the year
Great to launch new
products
Industry networking
20. Community Target Market Events
National Puerto Rican Day Parade
National awareness and appreciation
of Puerto Rican culture
Food and entertainment
Locations
Bronx, New York
Orlando, Florida
Source: National Puerto Rican Day Inc.
22. SYSCO Foodservice
400,000 customers in North
America
8,700 reefer truck fleet
180 distribution centers
Supplies restaurants, schools,
hotels, health-care
institutions
$42.38 billion sales
17.5% of foodservice
distribution market
62% of 2012 sales to
restaurants
Source: Hoovers
23. U.S Foodservice
250,000 Customers
60 distribution facilities
HQ Rosemont, IL
Desire to expand produce portfolio
Green cooked bananas
Mangoes
$20 billion sales
10% of foodservice distribution
market
Source: Hoovers
24. Performance Foodservice
$414.6 million sales
41,000 customers in 40 different countries
Supplies to independent hotels, restaurants, and
other hospitality operators
Headquartered in Richmond, VA
Source: Hoovers
25. Logistics
Shipping routes
Jacksonville, FL
Port Everglade, FL
Port Elizabeth, NJ
Connect with wholesale
distributors at ports
40 ft. reefer containers
20 pallets
39,800 lbs gross weight
40 degrees continuous
Source: USDA Agricultural Export Transportation Handbook
26. Price
$42 per bucket
$0.33 per banana
5% discount for 5 or more
buckets one order
Price $39.90 with discount
1% rebate to food distributor
27. Gross Revenue
Goal: Green Bananas to match annual volume of
Mangoes exported (300 reefers)
20 pallets/container = 720 Pails/container
Gross revenue per container after transportation
costs = $24,728 to $26,240
$7,344,216 to $7,793,280 annual gross revenue before
production costs and taxes
Minimum net annual profit at 10% $734,422
Maximum net annual profit at 10% $779,328
28. Timeline
2013 2014 2015
•Partner with •Secure contracts •Monitor results
Foodservice with Foodservice •Expand to new
Companies Companies markets
•Attend International •Launch Veny •Expand into retail
Restaurant and Bananas at National market with smaller
Foodservice Fair in NY Puerto Rico Day packages
•Build social media Parade
pages •Sample new markets
•Build websites •Hire Social Media
•Hire marketing intern and Events Manager
29. Financial Objectives
Website construction cost
$7,000
Event cost
$150,000 to $250,000
Social Media and Events Manager
$50,000 annual salary + benefits $10,000
$150/hr for 50-80 hours total $9,750
Total cost for median services $276,750
Upfront costs before profit made
30. Summary
Build relationships with foodservice distributors
Infiltration of Florida and New York markets
Demand creating through events and social media
Demand creation for individual serving offerings
Long Term—establish distribution center
31. Resources
"First Time Visitor." International Restaurant & Foodservice Show of New York. N.p., n.d. Web. 13 Oct.
2012. <http://www.internationalrestaurantny.com/Show-Info/First-Time-Visitor/>.
"Census Bureau Homepage." Census Bureau Homepage. N.p., n.d. Web. 13 Oct. 2012.
<http://www.census.gov/>.
"Home." - International Restaurant & Foodservice Show of New York. N.p., n.d. Web. 13 Oct. 2012.
<http://www.internationalrestaurantny.com/>.
"Hoovers | Company Information | Industry Information | Lists." Hoovers | Company Information |
Industry Information | Lists. N.p., n.d. Web. 13 Oct. 2012. <http://www.hoovers.com/>.
"MRI : Welcome." MRI : Welcome. N.p., n.d. Web. 13 Oct. 2012.
<http://www.mriplus.com/account/home.aspx>.
"National Puerto Rican Day Parade, Inc." National Puerto Rican Day Parade, Inc. N.p., 2011. Web. 13 Oct.
2012. <http://www.nationalpuertoricandayparade.org/>.
Sonia G. Collazo. "Profile of the Puerto Rican Population in United States and Puerto Rico: 2008." US
Census. N.p., 15 Apr. 2010. Web. 13 Oct. 2012.
<http://www.census.gov/hhes/socdemo/education/data/acs/paa2010/Collazo_Ryan_Bauman_PAA2010_
Paper.pdf>.
"Sliced Jamaican Yellow Yams." Sliced Jamaican Yellow Yams. N.p., n.d. Web. 13 Oct. 2012.
<http://trelawnydelyght.webs.com/>.
Welby, Ellen M. USDA Agricultural Export Transportation Handbook. Washington DC: United States
Department of Agriculture, 2004. Print.