A Targeted VAP may be established in one of two ways:
(1) The shipper establishes a promotional
agreement directly with a retailer, including the details of how and when the
fruit will be promoted.
(2) The
shipper authorizes a Department of Citrus representative to establish a
promotion on the shipper's behalf. If a shipper chooses this option, the
Department of Citrus representative must be given sufficient lead time to
establish promotions. For all promotions established by a Department of Citrus
representative, the Department representative must be given a minimum of 21
days lead time.
(3) Upon
establishing a promotional agreement with a retailer, the shipper will notify
the Department of Citrus by submitting the appropriate Targeted VAP Agreement
Form, incorporated herein by reference:
(a)
Targeted VAP Agreement Form CIT/MKTG/152/EFF. 12/1/99 (CIT/MKTG/152A/EFF.
12/1/99 for club stores) for an advertising promotion, or
(b) Targeted VAP Agreement Form
CIT/MKTG/153/EFF. 10/20/99 for a media/demo promotion, incorporated herein by
reference, to the Department of Citrus Bartow office VAP Administrator. All
promotions established by participant require 10 days lead
time.
(4) If retailer
commits to the program with a participant, the retailer must use that
participant every week during the promotion period. The retailer shall not set
up another Targeted VAP with a different participant during that promotion
period.
An exception to this rule could be made if program
participant can find a way to legally co-op their resources. Under such
circumstances, participants could defer promotional exclusivity under the
program by indicating that a given promotional agreement is open to
participation from other shippers. In such instances, the participant would be
restricted from awarding the retailer funds for volume beyond which was
committed to under the original agreement.
(5) Individual promotions shall run for not
more than two (2) weeks.
(6) No
promotion shall begin until the retailer has signed a Targeted Value-Added
Promotion Program Agreement Form (CIT/MKTG/149, REV. 8/1/99 or CIT/MKTG/149A,
EFF 12/1/99 for club stores), incorporated herein by
reference.
