Prima Wawona empowers stone fruit retailers with key category data

Industry Announcements
Prima Wawona empowers stone fruit retailers with key category data

Fresno, CA — Prima Wawona (, the largest stone fruit producer in the U.S., has partnered with a leading fresh produce strategic insight and research company to provide retailers with key stone fruit category data.

These insights help retailers identify areas of growth and opportunity within the category and allow Prima Wawona to develop programs specifically tailored to their retail partners. Leveraging Nielsen data from thousands of grocery stores throughout the United States, this service from Prima Wawona enables retailers to customize their programs and promotions to achieve higher sales performance.

"Our goal in everything we do is to help our retail partners provide consumers with the right quantities of the highest-quality stone fruit available," said Ben Vived, Retail Sales Manager at Prima Wawona.

"Our category management program allows us to monitor national trends and analyze category data on a per-retailer basis to provide recommendations and keenly tailored retail programs. For example, we can see if a retailer isn’t experiencing the expected sales volumes on yellow peaches or if there’s a growth opportunity on white nectarines, and work with them to fill gaps and capitalize on opportunities."

Prima Wawona reviews and analyzes data such as margins, the effect of price on sales volumes over time, retailer performance compared to the industry average, sales promotion performance, price gaps and more, segmented by commodity across the stone fruit category.

"We’re the only producer offering this strategic data service so it’s a game-changer for retailers looking to serve existing customers and attract those who will buy organic—an increasingly important segment of the category," added Dan Gerawan, CEO of Prima Wawona.

"We’re giving our retail partners insight on factors that drive success in this category, including how other leading retailers are performing, and that’s giving them a competitive edge in their market."

Prima Wawona offers a full line of organic and conventional stone fruit under the Prima and Sweet2Eat brands, allowing retailers to meet demand for this important summer fruit category. For more information or to place an order, please call 559-528-4000 or email

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