A product manager for a major manufacturer that had ventured in to the new growth field of fresh refrigerated foods complains that she "just can't get these guys to feature our new fresh pasta products the way they should". Fresh pasta was to be one of the company's key products in its effort to build the fresh food product category. The "guys" the product manager referred to were store managers for a regional supermarket chain. They were not using the manufacturer's carefully planned display with special signs to feature the fresh pasta. Instead, they had simply stacked up the pasta in the refrigerator case next to the eggs and milk in most of the stores. This had been going on for more than five weeks, and the new fresh pasta line had not done well. The product manager blamed the poor results on lack of retailer promotion support. What could the pasta company do to obtain channel members' support and follow-through in push promotions?