We're delighted to welcome back as our guest this week Jonna Parker, the fresh foods team lead at Circana, formerly known as IRI. Jonna specializes in analyzing sales data, consumer trends and other sources of information to find and explore opportunities for fresh foods, including (of course) fresh produce. In this episode, Jonna and The Produce Retail Podcast host Ashley Nickle discuss the conventional promotional cadence and how that pattern sometimes works against traditional grocers when it comes to seasonal items. Jonna offers a different perspective on when and how it makes sense to use price and promotion to drive sales. She also discusses a metric called dollar trade efficiency, which reveals what percentage of sales for an item being promoted were truly incremental. Jonna and Ashley also talk about how to retrain consumers who have learned to only buy certain items on promotion. In addition, Jonna covers how stores can leverage produce to win more trips. She also addresses consumer perceptions that the cost of food is still too high, despite inflation having fallen. Enjoy!

For more episodes featuring marketing and merchandising perspective, check out this curated playlist for plenty of thought-provoking discussion. 

More Playlists


Executive Perspective


Leadership & Training


Produce Manager Perspective

Podcast Background

This podcast is designed to cover all things produce retail: strategy, partnerships, planning, training, leadership, communication, merchandising and beyond. Scroll through our episodes list to find conversations with vice presidents and directors of produce, merchandisers, produce managers, retail dietitians and more.

Get Involved

The Produce Retail Podcast is hosted by Ashley Nickle, a former trade journalist turned consultant. Have an idea for a topic or a guest? Give her a shout on LinkedIn.

We're delighted to welcome back as our guest this week Jonna Parker, the fresh foods team lead at Circana, formerly known as IRI. Jonna specializes in analyzing sales data, consumer trends and other sources of information to find and explore opportunities for fresh foods, including (of course) fresh produce. In this episode, Jonna and The Produce Retail Podcast host Ashley Nickle discuss the conventional promotional cadence and how that pattern sometimes works against traditional grocers when it comes to seasonal items. Jonna offers a different perspective on when and how it makes sense to use price and promotion to drive sales. She also discusses a metric called dollar trade efficiency, which reveals what percentage of sales for an item being promoted were truly incremental. Jonna and Ashley also talk about how to retrain consumers who have learned to only buy certain items on promotion. In addition, Jonna covers how stores can leverage produce to win more trips. She also addresses consumer perceptions that the cost of food is still too high, despite inflation having fallen. Enjoy!
For more episodes featuring marketing and merchandising perspective, <a href="https://omny.fm/shows/the-produce-retail-podcast/playlists/merchandising-marketing-the-produce-retail-podcast">check out this curated playlist</a> for plenty of thought-provoking discussion. 
More Playlists
<ul>
<li>
<a href="https://omny.fm/shows/the-produce-retail-podcast/playlists/executive-perspective-the-produce-retail-podcast">Executive Perspective</a>
</li>
<li>
<a href="https://omny.fm/shows/the-produce-retail-podcast/playlists/leadership-training-the-produce-retail-podcast">Leadership &amp; Training</a>
</li>
<li>
<a href="https://omny.fm/shows/the-produce-retail-podcast/playlists/produce-manager-perspective-the-produce-retail-pod">Produce Manager Perspective</a>
</li>
</ul>
Podcast Background
This podcast is designed to cover all things produce retail: strategy, partnerships, planning, training, leadership, communication, merchandising and beyond. Scroll through our episodes list to find conversations with vice presidents and directors of produce, merchandisers, produce managers, retail dietitians and more.
Get Involved
The Produce Retail Podcast is hosted by <a href="http://www.linkedin.com/in/ashleynickle">Ashley Nickle</a>, a former trade journalist turned consultant. Have an idea for a topic or a guest? Give her a shout <a href="http://www.linkedin.com/in/ashleynickle">on LinkedIn.</a>

The Produce Retail Podcast is the place for thought leaders in the industry to talk shop. Join us for conversations on strategy, business partnerships, planning, training, leadership, communication, merchandising and much more. We'll have regular guests as well as more occasional visitors, and the goal is always to deliver conversations that inform, inspire and ultimately illuminate opportunities for growth. This podcast is hosted by Ashley Nickle, produce industry enthusiast and founder and CEO of Ashley Nickle Growth Strategies.  

The Produce Retail Podcast is the place for thought leaders in the industry to talk shop. Join us for conversations on strategy, business partnerships, planning, training, leadership, communication, merchandising and much more. We'll have regular guests as well as more occasional visitors, and the goal is always to deliver conversations that inform, inspire and ultimately illuminate opportunities for growth. This podcast is hosted by Ashley Nickle, produce industry enthusiast and founder and CEO of Ashley Nickle Growth Strategies.&nbsp;&nbsp;

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