In Israel, one of the United States Apple Export Council’s (USAEC) tools for driving awareness and demand for U.S. apples in the market is through in-store promotions. During the 2020-21 season, USAEC utilized USDA Market Access Program (MAP) funding to expand upon this effort and reach consumers at targeted, key retailers to drive demand for U.S. apples throughout the country during the COVID-19 pandemic.
During the 2020-21 program year, USAEC partnered with retail chain Rami Levi to conduct U.S. apple promotions. Rami Levi is the third largest supermarket chain in Israel, with 44 outlets across the country. Due to COVID-19 restrictions in the country, in-store sampling activities at grocery stores were restricted.
Instead, USAEC decorated participating outlets with point-of-sale materials, including posters, flyers, and flag lines. Alongside with the displays, USAEC had a representative in the store to answer questions and encourage purchases of U.S. apples. These in-store promotions were highly successful at boosting sales during the promotional period. During the nine days of the in-store promotions, U.S. apples sales increased by approximately $23,691, a 121% increase over the period prior. Importantly, this increase in sales occurred despite the impact of COVID-19 on the country – demonstrating the efficacy of the campaign in driving consumer awareness and sales of U.S. apples in the Israeli market. Furthermore, thanks to the success of the campaign, Rami Levi has reported that they plan to work with USAEC to conduct promotions again in the future.
During the nine days of the in-store promotions, U.S. apples sales increased by approximately $23,691, a 121% increase over the period prior.