Masters of Merchandising: MAURICE A. AUERBACH

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Garlic represents a profit-center all year long given its wide use in cooking. Focusing on few key merchandising areas will boost garlic sales.

START WITH VARIETY

A variety of quality garlic is available year-round with supplies coming from California, Argentina, Mexico, Chile, Spain and China. Stores can maximize garlic sales by promoting a diversity of times including red garlic, elephant garlic, peeled, packaged, braided and certified organic in addition to the standard bulk.

DISPLAY BIG

Build visible displays with a mix of whole bulbs, 5-bulb packaged garlic and jar garlic, as well as one or two SKUs of organic. Secondary displays increase sales! Put garlic next to meat and poultry to promote as a rub and even next to baguettes in the bakery. Make sure garlic is always next to ripe tomatoes, basil and cilantro to promote salsa; create a make-your-own-pasta-sauce center with garlic, tomatoes and other ingredients.

COMMUNICATE & EDUCATE

Signage and POP material near garlic always should have a three-fold message:

(1) Highlight specialty items such as elephant garlic to attract attention and spark consumer interest.

(2) Promote health benefits of garlic: fat-free, saturated fat-free, sodium-free, cholesterol-free and certified 100-percent organic.

(3) Provide recipes and usage ideas. Garlic sales directly relate to consumer use of recipes requiring garlic, so always have a recipe next to the garlic display.

PROVIDE CONVENIENCE

Convenience items include various processed and semi-processed forms, such as whole peeled garlic, chopped garlic, minced garlic and a multitude of jarred products. Offer a full range of garlic and complementary products. Every garlic sale means the sale of additional items from produce and other areas of the store.

HANDLE WELL

Rotation is crucial! Fresh garlic sitting out for long periods will tend to dry out. Pay frequent attention to the display to keep it clean and dry since skins of garlic tend to shed with handling. Store garlic in a cool, well-ventilated place and keep dry. Garlic should not be misted.

SUGGEST THESE GARLIC USES

Promote garlic in salads, marinades and rubs.

Roast whole garlic on the barbecue to use as a butter substitute.

Add flare to old favorites by including garlic in mashed potatoes or scrambled eggs.

Promote international recipes such as Pan con Tomate, Chinese Garlic Stir Fry or Spinach
Garlic Curry.

Focus on entertaining occasions such as the sporting events or holidays.

OUT-OF-THE-BOX IDEA

Promote garlic as a healthy alternative to butter and seasonings — an easy, healthy way to give food great flavor.
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Feature a simple recipe-of-the-week to give shoppers a new garlic usage weekly.
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Promote unique varieties — highlighting red or elephant garlic draws the attention of shoppers.
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Promote garlic for decorative purposes. Braided garlic or loose garlic can be used to adorn holiday wreaths and other holiday decorations.

MAURICE A AUERBACH, INC.
117 Seaview Drive, Secaucus, NJ 07094
201-807-9292 888-AUERPAK www.auerpak.com

Read the entire Masters of Merchandising supplement.