As the 2022 World Cup starts, Alinéa Top Alliance has “struck hard” with a unique display at one of its clients to promote its range of products in the colors of the French flag. “When we create displays, we try to promote the know-how of our French producers by showing products with official PGI/PDO certifications or the Red Label. This time, the pink garlic of Lautrec is on display to promote the member-producers of the cooperative,” explains Frédéric Delahaye, sales manager at Alinéa Top Alliance.
A success directly linked to the originality of the displays
Although installed recently, this display is already getting the intended results. “We organize new displays each month, according to the season and other themes. The objective of a display is always to boost our sales in the fruit and vegetable department. It is a creative way to increase revenue on these products for our retail clients. The originality of the display used to impress consumers and clients, along with the volumes available during the operation are what will determine its success. For the current display on the theme of the world cup of soccer, the feedback has been positive. Our clients are delighted to liven up their fruit and vegetable aisles. As for the impact on the final consumer, the increase in sales in recent years is a clear sign of their satisfaction.”
The French campaign will be shorter than usual
Regarding the current campaign, the condiment sector has also been affected by the drought and heatwaves during the summer months. “Like all professionals of the fruit and vegetable sector, our farmers were severely impacted by the exceptional weather conditions which have led to smaller calibers and a worrying decline in yields. These two factors explain why the French campaign will be much shorter than in previous years.”
Are consumers turning to cheaper products?
In terms of consumption, despite the gloomy context, the demand does not seem to be affected yet by the drop in purchasing power. “Although consumption remains stable for our segment, all the rising costs we are faced with (energy, plastic-free packaging…) have not been passed on to our clients yet. But we will eventually need to adjust our prices, which will unfortunately have a negative impact on consumption or on the type of products that will be purchased. Consumers could then turn to cheaper products.”
For more information:
Frédéric Delahaye
Alinéa Top Alliance
Phone: 05 63 26 28 00
[email protected]