Retail displays help sell fresh citrus - The Packer

Retail displays help sell fresh citrus

01/28/2014 05:02:00 PM
Melissa Shipman

Citrus companies like to see multiple citrus displays at the retail level, including bulk and bagged options.

“We suggest stores have two displays, one for loose, bulk fruit, and then perhaps a bag display. Some consumers want to hand select their fruit and others look for the value that comes from a 5- or even an 8-pound bag,” said Neil Galone, vice president of sales and marketing for Booth Ranches LLC, Orange Cove, Calif.

He said there are two distinct consumers who buy citrus and it’s best to have a display for each.

Having a mix of bags and bulk fruit also helps provide visual contrast for displays.

Robert Schueller, director of public relations for World Variety Produce, Los Angeles, suggests using bags and specialty produce to break up the large amounts of orange citrus in bulk displays.

“A lot of retailers like to use packaging options, such as a 2-pound sack of blood oranges or cara cara oranges, to break up two similar-looking varieties,” he said.

In addition to breaking up the “sea of orange” with bags and other packaged items, adding a few specialty items helps draw the consumer’s eye.

“Specialty varieties are also good to use for color breaks because they have more variety in color,” Schueller said.

Lemons and limes are often used as part of a full-color citrus display.

“Having good color breaks between citrus varieties using limes, lemons or grapefruit creates a nice display to entice consumers,” said Al Finch, vice president of sales and marketing for Lake Hamilton, Fla.-based Florida Classic Growers, the marketing arm of the Dundee Citrus Growers Association.

Finch also recommends keeping bagged, bulk and specialty items together for the convenience it offers the consumer.

“It really creates a one-stop-shop for the consumer and a nice citrus section,” he said.

Scott Owens, vice president of sales and trade marketing for Paramount Citrus, Los Angeles, agrees that a big display is important.

“I’m a big believer in displays. It’s about getting the product in a prominent spot on the shelf and building sales by making it a primary focus,” Owens said.

Graphic display bins also help to increase sales, suppliers said.

“Having point-of-sale materials available and high-graphic bins help to really attract the consumers,” Galone said.

Finch said that if you use graphic bins, it presents an opportunity to add a secondary display.

“Those bins can be placed in the front lobby or other areas outside the produce department for more impulse purchases,” he said.



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