A track record of success at retail
Since the spring of 2000, TCI has conducted more than 1,000 in-store sampling events with retailers in Eastern Canada and Ontario. During this time, average pounds of catfish sold during the demonstrations have more than tripled. Even more telling is that the number of shoppers sampled has risen from an average 250 shoppers per 14-hour two-day demonstration to nearly 600 shoppers. There’s no doubt about it: awareness and acceptance of U.S. Farm-Raised Catfish is growing quickly at the point-of-purchase.
U.S. Farm-Raised Catfish has now become the first or second-best selling white-fleshed fillet at retail. Strong retailer support with flyer advertising, in-store merchandising, prolific coverage in consumer media and a high profile presence at Canada’s largest consumer show each year have all contributed to this success.
Shopper surveys conducted over the same period at the demonstration booths have consistently shown increases in shopper perceptions on taste, texture and quality. In 2001, 80 per cent of respondents rated these characteristics in the good-to-excellent range. Today, that has risen to 91 per cent of respondents!
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