Selling Locale: In-Store Roadside Stands

Articles
June 02, 2010

Selling Locale: In-Store Roadside Stands

Farmer’s Markets and roadside stands are attracting local shoppers as the summer season brings to mind gardens and fresh, local product.

Farmer’s Markets and roadside stands are attracting local shoppers as the summer season brings to mind gardens and fresh, local product. It’s a good time to take advantage of state programs showcasing the variety of products made in the USA, creating in-store roadside stands stocked with everything from perishable cheese and produce to artisan sauces and confections.

Every state – and even some state regions – has their own promotional programs from specialty food associations to promotional programs such as Made in Vermont, Flavors of Arizona, and Pride of Dakota. These programs, most overseen by state agricultural departments, offer a host of marketing and point-of-purchase materials for grocery retailers.

Demand for local product continues to grow as consumers pay closer attention to where product is sourced. As summer crops are plentiful throughout the country, a national perishables road trip promotion would be well timed.

The Certified South Carolina program is gaining momentum with the start of shrimp season yesterday. Spokesman Stephen Hudson said they consistently get calls and social media feedback (Certified South Carolina has its own Facebook and Twitter accounts) from consumers in search of locally grown produce or local seafood.

“The biggest advantage that we are seeing here in South Carolina is people are specifically looking for local products. We get a lot of positive feedback from consumers. People here in our state have a lot of pride, and they like to support the local farmers and know that they helped to keep that local farm in business,” Hudson said in an interview with Supermarketguru.com.

Hudson said his department – as well as most state departments – is always willing to assist grocery retailers with point-of-sale and other marketing efforts. 

“We’re known for our peaches. In fact, we are the largest producer of peaches after California. We like to say we’re know as the tastier peach, so now we’re asking grocers when they are putting out the fresh, local peaches that they use the branding logo,” he explained. “We are always willing to get POP item sales out of retailers. The biggest thing retailers have is our support. If they are interested in finding a South Carolina product to put in their stores, they can find out more online or simply pick up the phone. We are here to work with them.”

From Certified South Carolina blueberries to Made in Vermont maple syrup, every state has its own resources and producers at the ready.