Seven Tips to Sell More Peruvian Asparagus

These seven strategies will help increase sales of Peruvian asparagus throughout the year.

Over the past few decades, asparagus from Peru has become a solid year-round product. Supply and demand has grown and retailers count on having consistent asparagus from Peru for promotion.

“Peruvian fresh asparagus plays a major role in ensuring year-round supply for U.S. consumers,” says Priscilla Lleras, executive director for the Peruvian Asparagus Importers Association (PAIA) in Dallas, TX. “In 2023, U.S. imports from Peru represented over 163 million pounds, according to USDA (U.S. Department of Agriculture) statistics.”

As reliable as supply is, statistics also show most U.S. households purchase asparagus only once or twice a year, so a little emphasis in some key areas will help bump up purchases.

“Retailers need to push asparagus sales by moving the product to more attractive locations in the produce section,” says Craig Rolandelli, chief executive and president of Jacobs, Malcolm & Burtt (JMB) in San Ramon, CA. “They also should feature it in print ads and social media accounts. On the flip side, suppliers also need, as an industry, to be promoting on social media, with celebrity chefs and others.”

“By emphasizing asparagus in marketing efforts, stores can attract health-focused customers, boost sales of fresh produce, and enhance their reputation as a source of nutritious food options.”
— Shani Nir, Ayco Farms, Pompano Beach, FL

Retailers can benefit significantly from promoting asparagus, since promotion encourages shoppers to incorporate healthier alternatives into their diets, explains Shani Nir, management at Ayco Farms in Pompano Beach, FL. “By emphasizing asparagus in marketing efforts, stores can attract health-focused customers, boost sales of fresh produce, and enhance their reputation as a source of nutritious food options,” she says.

1. PROMOTE YEAR-ROUND

One of the best ways to increase asparagus sales is through consistent year-round promotion, according to Lleras. “Peru provides year-round supply, so retailers can consistently boost sales,” she says. “Peruvian product also ties in nicely to support other production areas as needed.”

Since Peru is a reliable source 52 weeks a year, retail always has a Peruvian option to turn to even in the case of weather-related or other unforeseen issues. “The diversity in sourcing regions has made asparagus more mainstream and available and, typically, plentiful all year,” says Katiana Valdes, marketing director at Crystal Valley Foods in Miami, FL.

Consistent availability contributes significantly toward sales for Dorothy Lane Markets in Centerville, OH, with three locations. “Local asparagus typically has a short growing season, so having consistent, quality supply from other sources is crucial,” says Tony Roberts, produce manager. “Being able to utilize all the growing seasons, while still maintaining our high product standards, helps us keep good product on the shelf and our customers satisfied.”

Asparagus is particularly popular for promotion during major holidays. “Asparagus can be promoted especially at Thanksgiving and Christmas and during summer events,” says Gary Meadows, sales with Cal Fresco in Anaheim, CA.

2. MAKE A VISIBLE DISPLAY

Displays should be prominent. “Out of sight is out of mind,” says Lleras. “Visible displays increase sales. Even for stores with limited space, asparagus should be displayed in a visible way for shoppers to easily see.”

A visually appealing display of asparagus can be an eye-catching centerpiece, says Mark Côté, regional produce supervisor for Redner’s Markets in Reading, PA, with 44 stores. “Offering samples of fresh asparagus enhances the shopping experience by highlighting its freshness and introducing new preparation ideas.”

Displaying asparagus on endcaps will always attract attention, adds Valdes. “It is important to always keep these displays full and rotated.”

Ayco’s Nir urges retailers to highlight asparagus with special displays to entice sales. “Endcap displays or additional refrigerated display fixtures placed in high-traffic areas offer best results,” she says. “This provides a destination, thereby driving incremental sales and attracting new customers to the item.”

Meadows suggests incorporating asparagus into the wet veg display, with water soaking the cut end. “A secondary display at the front end of the department is also advisable,” he says. “Just remember to keep hydration in mind when displaying on secondary tables.”

3. ADD IN VARIETY

Shoppers like options. “Adding variety through size, color or packaging will increase sales,” says Lleras. “Peru offers a variety of sizes and colors of green, white and purple, that can be promoted for different uses.”

Time of year and origin will determine the best size to display, explains Robert Colescott, president and chief executive of Southern Specialties in Pompano Beach, FL. “It also determines if stores have the option to promote both green and white asparagus together.”

Meadows recommends considering line pricing green, white and purple together when applicable. “Also consider trays and bagged asparagus as additional promotional ideas,” he says.

The ideal, suggests Colescott, includes building a display with 60% green asparagus, 20% white asparagus, and 20% bagged green asparagus. “This type of display caters to customers on all spectrums, including the digital or on-the-go customers attracted to bagged asparagus,” he says.

Many consumers have a preferred size, explains Nir, but grocery stores often carry limited options. “Consumer data driven by retail sales is the most effective way to determine which colors, sizes, and packaging options best meet consumer needs.”

Since everyone has a different opinion on what the best size is for asparagus, JMB’s Rolandelli recommends retailers try to have shelf space to offer at least two sizes: standard/large and extra-large/jumbo. “The larger sizes also lend themselves better to those who like to grill,” he says.

4. OFFER CONVENIENCE

A growing development is the variety of value-added packaging in asparagus. “Displaying value-added, bagged or tray-packed fresh asparagus appeals to convenience customers,” says Lleras. “Value-added presentations may drive sales for shoppers who didn’t have asparagus on their list.”

Marketers are pushing innovation to introduce even greater convenience to value-added asparagus. For example, Southern Specialties offers its Southern Selects microwaveable steam-in bag. Ayco and Crystal Valley offer bagged product. Tray-packed asparagus is commonly offered by various companies.

JMB’s new Side Dish Steamers pairs fresh asparagus with flavored butter inclusions, such as Black Truffle and Chili Lime. “Our Side Dish Steamers deliver convenient, healthy and fresh asparagus with an elevated flavor profile in under 5 minutes,” says Rolandelli. “The highly advanced, microwavable bag has steam-release capabilities built right in, combined with an easy tear-off top and convenient zip-locking seal.”

Convenience for shoppers also comes via cross-merchandising meal ideas. “For example, promoting asparagus on the grill next to a steak, or promoting salads, oils and dressings along with the product are great solutions,” says Nir. “During the summer, place asparagus next to barbecue-style meats and fish.”

Cross-merchandising ideas for asparagus include lemons, olive oil, prosciutto, grated Parmigiano-Reggiano cheese and red bell peppers, suggests Colescott. “Asparagus can be grilled, baked, roasted, sautéed, steamed, microwaved and shaved raw,” he says. “Having all these cooking options opens the chef’s pantry to many ingredients.”

5. EDUCATE ON USAGE

Though asparagus is known, usage suggestions may still prompt sales. “Retailers can continue to educate consumers about asparagus through traditional POS, as well as by sharing recipes and information on websites and social platforms,” says Crystal Valley’s Valdes. “In-store demos are a great vehicle for increasing retail movement of both white and green asparagus.”

Colescott is impressed with how quickly retailers have adapted or improved online platforms. “Today, shoppers can quickly and easily get recipes, usages, or suggestions by simply clicking on the item with their favorite retail app,” he says. “In addition, shoppers can scan our QR codes or visit our Southern Selects website for recipes and videos from their smartphone while shopping.”

The digital age has made it easy and fun to get interesting recipes into the hands of consumers, agrees Valdes. “Social platforms, such as Instagram and TikTok, have opened a whole new world to recipe sharing,” she says. “Retailers can share asparagus recipes or usage ideas on their company platforms and collaborate with influencers or bloggers who come up with their own creative ideas. You never know when one of these recipes will go viral and inspire consumers to purchase asparagus, in turn having a direct effect on sales.”

6. TOUT NUTRITION

Asparagus offers a wealth of opportunity for nutrition promotion. “Effective merchandising of asparagus involves, not only presentation, but also educating customers about its versatility and nutritional benefits,” says Redner’s Côté.

Fresh green asparagus is a powerhouse of nutrition, offering an array of vitamins, minerals and antioxidants that support overall health, explains Colescott. “It’s a nutrient-dense vegetable, making it a valuable addition to any diet, including benefits for heart health, bone health, healthy pregnancy and brain health,” he says.

Promoting the health benefits of asparagus is crucial, asserts Ayco’s Nir. “Health benefits are a prime way to gain sales,” she says. “For example, the nutrients in asparagus help protect bone development and calcium uptake, which is great for parents to know.”

Dorothy Lane Markets has signs to highlight product information and nutritional benefits. “Educating our guests is the best tool, because the more power and knowledge they have when shopping the department, the better decisions they can make with their purchases,” says Roberts.

7. HANDLE WELL

Promotion starts with quality product. “The best sales come from having good product,” says Lleras. “Make sure asparagus displays are well maintained. Asparagus should be bright looking, with closed, firm tips. If using trays, have staff monitor the water condition and change frequently.”

For freshness, Meadows advises keeping asparagus in the back room for as long as possible before replenishing displays. “Keep it in correct temperature zones at 34 to 36 degrees and always keep it in water,” he says.

Maintaining the cold chain while delivering and storing asparagus is of utmost importance, emphasizes Nir. “In the back room, keep asparagus cold and moist (damp room) prior to display. The butt-end should be cleanly cut and sufficiently hydrated. To ensure quality, it is very important to display asparagus in water or on ice. And make sure to rotate the product on display.”

Roberts explains the challenge and solution of developing a significant volume display. “Asparagus needs to be hydrated and refrigerated, but we don’t have the resources to do a high volume display within refrigeration,” he says. “So, when we want to promote volume off refrigeration, we sit it on a bed of ice and keep on top of it. You have to manage it well and have it checked frequently, but it works.”