Retail produce departments are packed with potential.
Despite healthy sector sales increases over the last year, a large base of shoppers still are limiting their purchasing because of such issues as affordability and unfamiliarity, said Dan Avakian, retail merchandising and communications consultant at FreshXperts, a Parkville, Mo.-based consortium of consultants for the North American fresh produce industry.
Many consumers are not even thinking about produce when considering snack and meal options, he said. “Not because produce is unappealing, but because people are busy and unsure,” Avakian said. “Folks want to eat better. They just need help in making produce easy and approachable.”
Retailers can spur more activity by tweaking their merchandising in accordance with the interests of the specific consumer segments they are targeting, he said. “Younger shoppers are curious and will try new selections, especially if they have seen them online,” Avakian said. “Families are more focused on value and longevity; they do not like waste.”
In addition, older shoppers are seeking quality, consistency and health benefits, while lower-income families face access and cost barriers, especially in neighborhoods where produce selections are weak or overpriced, he said. “Each group has its own set of snags, but they all connect back to making fresh produce accessible and exciting,” Avakian said.
Having knowledgeable and enthusiastic produce department staffers who can educate shoppers about selections can help reduce customer uncertainty, he said. “Retailers have to re-energize the department from the inside out,” Avakian said. “There often is understaffing with high turnover. To get customers excited about produce, employees must be excited first.”
A well-trained and motivated produce clerk “is worth more than any fancy sign or discount because they connect directly with the shopper,” he said. “When enthusiasm is missing, so are sales.”
The most effective employee training will include direct instructions from produce professionals on handling, displaying, and maintaining fresh products, Avakian said. “When employees understand the ‘why’ behind what they are doing, they become ambassadors and not just stockers,” he said.
Bold, abundant, and colorful arrays “that stop people in their tracks” are also vital for generating greater produce department activity, Avakian said. “When produce looks alive, people buy it,” he said.
It is crucial to also treat produce as “the star of the store” instead of just a commodity, Avakian said. “Too many ads shout prices while having no mention of flavor, seasonality or where the produce came from,” he said. “Highlight local growers, heirloom varieties, or something with a flavor story behind it. That is what makes a produce department memorable.”
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