Last updated on August 29th, 2022 at 01:43 pm
Since 1973, Los Alamitos, Calif.-based Frieda’s has worked with produce retailers to promote Asian produce specialties for Chinese New Year. A longtime leader in the specialty Asian produce category, Frieda’s presents its recommendations for a “Year of the Dragon” display.
Asian cultures around the world will be celebrating the 15-day long tradition, and the entrance of the Year of the Dragon, with their families and friends over special feasts with foods to symbolize abundance, wealth, longevity and good fortune.
“Frieda’s has been providing Asian produce specialties to supermarkets for Chinese New Year for more than 35 years. It’s one of the biggest food-centered holidays after Thanksgiving, beginning with the New Year’s Eve meal,” said Karen Caplan, president and CEO of Frieda’s. “Chinese New Year’s dinners are magnificent multi-course feasts that usually consist of eight or nine exotic dishes.”
Chinese New Year and food
During the Chinese New Year, many foods and colors take on symbolic meanings. Here are a few interesting symbolisms:
• Pummelos, the largest citrus fruit, are seen as a symbol of prosperity and fertility, and are often presented as Chinese New Year gifts.
• Kumquat trees are often used as a decoration during Chinese New Year. The golden color of these tiny fruits symbolizes wealth, and “kum” means “gold” in Cantonese.
• Noodles, such as Frieda’s chow mein, yakisoba or Udon, are a symbol of longevity. For this reason, noodles are always served whole and never cut.
• Chinese Long Beans, which are like extra-long green beans (measuring 12 to 20 inches in length), are another symbol of longevity.
• Mandarin Oranges also are a popular gift because, in Chinese, the word “orange” sounds like “ji,” which means “good luck.” People present oranges to their friends and relatives to express their respects and good wishes for the coming year.
• Red is the preeminent color during the festivities, symbolizing joy, luck and happiness. Add some natural red pigment to your dishes with Frieda’s blood oranges.
• Egg Rolls and Spring Rolls are a symbol of wealth because their shape resembles a gold bar. Frieda’s egg roll wrappers can be found in the produce department.
Frieda’s produce merchandising tips
Create a ‘Chinese New Year’ destination set
• Build a one-stop shop for all things Asian in produce—from Asian veggies to seasonal citrus to refrigerated value-added items like Frieda’s won ton wrappers.
Variety and color
• Combine a variety of Asian cooking vegetables and citrus fruits to create a bountiful, full-looking display.
• Use bright citrus as an attractive color break. Extra large pummelos and strange-looking Buddha’s hand citron add a “wow factor” to displays.
• Display everything in a refrigerated fixture to cross-merchandise fresh items with the refrigerated packaged items (for some items, this may be a secondary display).
POP materials
• Include small product signs with descriptions and usage ideas.
• Large “destination” sign (banner or iron-man).
Additional decorations
• Dragons, paper lanterns and bright red colors build excitement and attract customers.
In the photo at top: This poster is available to retailers participating in Frieda’s Chinese New Year promotion.
