This past fall, the Organic Trade Association partnered with key retailers in Asia to promote U.S. organic products in supermarkets visited by thousands of consumers. Working with Bio c’Bon in Japan and City Super in Hong Kong, the Organic Trade Association funded in-store promotions that included cooking classes, in store demo experts, and digital media content.
In Japan, Bio c’Bon organized a workshop on cooking with organic products, featuring grapes from Anthony Vineyards, Valencia oranges from Sundance Organic, lemons and pomegranates from Homegrown Organic, and broccoli from Braga Fresh. In addition to in-store promotions in four Japanese retail locations, Bio c’Bon created a large media presence for U.S. organic products through Instagram and Facebook posts. Throughout the promotion, the retailer reported a sales lift of 136 percent for the promoted products--a massive success! Japan is currently the third largest export market for U.S. organic products in Asia.
In Hong Kong, City Super ran a similar promotion in four of its local retail stores. Through online and in-store marketing, City Super featured over 30 U.S. organic products with overall net sales of nearly $200,000 (U.S. dollars) throughout the promotion period, a 76 percent sales lift from previous weeks.
In addition to the in-store demos, City Super conducted an organic turkey cooking class around the U.S. winter holidays to educate consumers on how to purchase and prepare an organic holiday meal. A representative from the promotion was enthusiastic about the success of the class, noting, “The class was popular in demand to a full house.”
Participants were surprised by the tailor-made recipes, and admired the USDA certified organic ingredients that were fresh and of excellent quality.” The cooking class featured a Christmas Wreath Salad, Soup Borscht, Roasted Organic Turkey with Chestnuts and Raisins, and a Strawberry Rare Cheese Parfait. //