Fruit purveyor Cushman’s sells its delicious products through a combination of catalogs, space ads and other channels

By Alicia Orr and Editor In Chief

According to Cushman, the catalog’s biggest challenge is presenting its core products in fresh ways. Its audience demographics—mostly customers age 50 and older, with a significant portion older than 65—generally don’t demand rapid, exciting changes. “Too much change could even be detrimental in marketing to this group, so we keep it fairly consistent,” Cushman says.