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

Lois Boyle, president of J. Schmid & Associates, says Cushman’s does several things to differentiate the catalog. For example, she notes, it developed a mystique around the juicy hybrid fruit, the Cushman’s HoneyBell® (its trademarked name), and built a cult-like customer base of people who love the product. “And throughout the catalog and other marketing pieces, they let the customer tell the story of what a wonderful product this is—and it really is a great product,” says Boyle.