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PEWAUKEE, Wisc. -- Wholesaler-retailer Roundy's here will host a one-day "Produce University" in-store educational event for both retail produce executives and consumers, that will focus on specialty product information and sampling, as well as customized POP materials.
Roundy's will work with Los Alamitos, Calif.-based Frieda's to run the event. "Our goal in partnering with Frieda's for Produce University is to offer our shoppers information and samples of some of the new and unique specialty items within our produce department, and be there for them as a resource," said Steve Jarzombeck, Roundy's v.p./produce merchandising and procurement.
"It is rewarding to see Frieda's Produce University at Roundy's," said Tristan Millar, Frieda's v.p. of sales and marketing. "They are a company founded on a commitment to their customers, associates, vendors and consumers, and that is a vision equally honored at Frieda's."
The event will take place on June 4. It will offer shoppers at Roundy's-owned Pick'n Save, Copps Food Centers and Rainbow Food stores a chance to try specialty produce items and take home recipes and ideas, while also interacting with associates of the stores' produce departments.
"Over the years, Produce University has contributed to increased in-store traffic and sales while providing education," said Millar. "Shoppers are much more motivated to purchase a specialty item that they have tasted."
Frieda's currently distributes more than 500 specialty items to grocery and specialty stores, and military bases throughout the U.S. and Canada. For more information on Produce University, contact Frieda's at (714) 826-6100.