In an effort to better to serve its grower/shipper and retail customers, the California Tree Fruit Agreement has created a Download Center as part of its comprehensive PPN Network. Now, growers, shippers and retailers can customize California peach, plum and nectarine point-of-sale materials in a few mouse clicks from the PPN Network Web site.

In addition to point-of-sale materials, the Download Center, available at www.eatcaliforniafruit.com, features nearly 150 high-resolution, print-ready photos and graphics, including individual and group fruit shots, recipe photography, and logos. The point-of-sale materials are available as jpegs and printer files.

Image downloads are just one of the offerings from the PPN Network, created by CTFA. The PPN Network is a strategic marketing resource for individual sales organizations of the California peach, plum and nectarine industry as well as for the retail and foodservice trade. The PPN Network delivers information, marketing expertise and consumer demand-building activity to its constituents, enabling them to more effectively and efficiently sell California peaches, plums and nectarines.

“As we enter a new season, we are delighted to offer this researched-based marketing tool” said Sheri Mierau, vice president of marketing for CTFA. “We’ve spent the last year investigating consumer preferences and motivation, and these materials are a reflection of that feedback. Now promoting California peaches, plums and nectarines in a smart and cost-effective way is easier than ever.”

Consumer research played an integral role in developing the promotions and point-of-sale materials for CTFA. In fact, the “Are You a Cruncher, Leaner or In-Betweener” promotional materials were created based on research that examined consumers’ fruit ripeness preference. The materials feature colorful and contemporary artwork featuring tips for helping consumers pick the ideal piece of fruit. In addition, if a retailer wishes to add their logo and/or club card information to the poster, they can do so easily. Also, retailers have the flexibility of printing out the exact amount of materials they need.

Marketing tools

For growers and shippers, the Download Center offers additional marketing sales tools such as a presentation flip book, key research findings overview and sales sheets. Retailers have more control when it comes to promoting California peaches, plums and nectarines this summer and can use the Download Center for point-of-sale materials, marketing research and targeted promotional tools that they can customize by adding their own logos.

The Download Center can also be an effective tool for media looking for images and recipe photos. In addition, the Web site provides updated news from the PPN Network.

To access the Download Center, go to www.eatcaliforniafruit.com and visit the retailer and wholesalers, growers and shippers, or media sections, and click on Download Center. Images and tools are available now and will continually be updated throughout the season.

The California Tree Fruit Agreement, headquartered in Reedley, Calif., administers marketing order programs on behalf of California’s 2,000 fresh peach, plum and nectarine farmers. Originally established in 1933, CTFA includes the Peach Commodity Committee and the Nectarine Administrative Committee, both federal programs, and the California Plum Marketing Board, a state program.