The ultimate cross-merchandising product may just be Beer Limes, introduced to the marketplace by Market Source in Glendale, WI. A four-pack of prepackaged limes in a 26-unit display-ready master container, Beer Limes aims to offer convenience and excitement to consumers. Currently the only lime option is displaying them bulk in the produce department or in a basket at the check-out line of the liquor department, says Frank Zingale, general manager with Market Source. Even the most beautiful limes can look dull in the liquor department compared to the high-graphic packaging of the liquor industry.
Beer Limes provides an easy way to display limes in the produce, liquor or other departments and can be displayed in refrigerated or non-refrigerated venues. We see it sold within different departments as well as on end caps and near check-out lines, says Zingale. It comes with point-of-purchase banners and graphics and we have a web-site for buyers and consumers. Beer, tequila, and Mexican recipes are very popular and a natural tie-in. Since limes are being used today in many different venues for cooking due to the health benefits and flavor enhancements they add, this is a great way to get an additional ring.
The product is a result of over 18 months of research and development focused on enhancing the experience to the end user through extending freshness and uses of limes. I also was looking at ways to help buyers increase profits, reduce shrink and minimize their already hectic schedule in sourcing the product, says Zingale. When you consider the labor of taking the limes out of a bulk box and displaying them versus opening the Beer Lime box and putting it out for display, its substantial. The Beer Lime pack adds and retains freshness and reduces shrink by more than 50 percent.
Market Source is a direct importer of limes which come from only Mexico. The packing for Beer Limes is done in Mexico and the United States, explains Zingale. Reasons for packing in both areas include logistics, border crossing delays, flexibility to accommodate customers with changes to existing orders, trying to pack as close to end user at certain times of the year, and freshness of product. The packaging technology, whether rigid like the Beer Lime pack or flexible like a plastic bag, has a patent pending.
Quality and safety is an important aspect of the Beer Limes product. All of our growers exceed the quality standards set by the USDA, says Zingale. I am extremely confident in the quality of limes we pack for our customers. We have third party audits conducted every year along with a personal tour of the farms and packing facilities by myself without prior notice. We have complete traceability from soil all the way to the end user.
Source: Produce Business