Masters of Merchandising: Ocean Mist Farms

Founded in 1924 by Italian immigrants who settled in Castroville, CA – the “Artichoke Center of the World” – Ocean Mist Farms began as the California Artichoke & Vegetable Growers Corporation. Headquartered in Castroville, this fourth-generation family-owned farming business is the largest grower/shipper of fresh artichokes in North America.

All of the company’s artichoke growing regions throughout Castroville and the Salinas Valley in No. CA, and Oxnard and the Coachella Valley in So. CA, are strategically located in areas that have prime soil and microclimate conditions, allowing this industry leader to grow and harvest artichokes year-round.
Beyond its signature Gold Standard artichokes, which Ocean Mist has been perfecting the art of growing for over a century, this innovative company is full steam ahead offering 30+ premium fresh vegetable commodities and value-added products, including its new award-winning Roastables Ready-To-Roast kits.

Artichoke Merchandising 101:

• Merchandise artichokes on their sides, stem-to-stem for easier handling

• Keep artichokes in the cold chain at/around 34°F while on display for optimum freshness and shelf life

• Do not retrim the stems; this can cause up to 30 percent loss in moisture

• Remove any damaged outer petals before merchandising your artichokes

• Cross merchandising artichokes with complimentary items like lemons, olive oil and bread crumbs help generate interest, and increase basket size

Important Tips For Artichoke Merchandising

• Build prominent displays that catch shoppers’ attention

• Once display is built, keep products rotated and stocked

• Consumers like variety; use a mixture of artichoke sizes and pack styles

• Make sure the product looks fresh and vibrant; make your display inspiring and memorable

• Your display should always look plentiful; half-full displays can translates as “old,” and nearing expiration

Use Marketing To Help Increase Consumption

• Consumers are more likely to buy artichokes if they know how to use them; help them by offering usage ideas on selecting, storing, handling, prepping and cooking artichokes

• Ocean Mist has videos, preparation suggestions, cooking tips and hundreds of delicious recipes available on its website

• Reach consumers before they get to the store using social media – one of the main conduits to dialog directly with them; this is a great way to entice them with a promotion, or simply provide helpful info to help demystify this unique vegetable

• Create fun signage welcoming consumers to take selfies in front of the display and tag you

• Ocean Mist Farms has POS resources available to help promote fresh artichokes (oceanmist.com/point-of-sale)

Peak Season

Though artichokes are available year-round, the traditional peak season is in the Spring (March-May) and around holidays including Valentine’s Day, Easter, Thanksgiving and Christmas. Retailers see a sharp increase in volume and sales lift during these periods.

FROST-KISSED® ARTICHOKES

Frost-Kissed artichokes are truly a specialty item, created naturally when temps drop into the 30s° and plants endure a frost. The artichokes’ skin darkens due to the freezing condition which is strictly cosmetic – similar to a sunburn – and peels off once cooked.

The outermost frost-bit petals of the artichoke in no way affect the eatability or quality of the artichoke and, in fact, seals in the flavor which has a distinctive nuttier taste. *Frost-Kissed POS also available.

OCEAN MIST FARMS
10855 Ocean Mist Parkway, Castroville, CA 95012
831-633-2144
OceanMist.com