Ads, big displays move berries at retail

02/25/2013 10:00:00 AM
Tom Burfield

“What we’ve learned is that there is success in featuring additional, larger pack styles,” he said.

“We see retailers adding every day either a 2-pound, 3-pound or 4-pound clamshell.”

Repeat business has been very good on larger pack styles, he said.

“What it comes down to is that one pound of strawberries is not a lot strawberries,” King said. “If they taste good and look great, it’s easy for a family to (consume) a pound with just one sitting,” King said.

Pricing a 2-pound clamshell for less than two 1-pounders offers an incremental incentive to buy more strawberries, he added.

Strawberries are a favorite item for holidays at Red Apple, Walker said. The store sometimes triples sales on special occasions.

If a holiday is coming up and he can get a good price, Walker creates a large strawberry display, but he said he is careful not to set out too many berries.

“I want to keep them fresh and rotated,” he said.

Stems are big sellers for Valentine’s Day and Mother’s Day at Bel Air Market. Jacobus expected to sell 10 cases of stems in the days leading up to Valentine’s Day.

The store merchandises strawberries on an endcap, at checkout and near the front door during the summer.

“We kind of spread them out, especially when they look good,” Jacobus said. “They’re a good impulse buy.”

In winter, they get about a 4-foot display.


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