NEW YORK — Take a behind-the-scenes look at how Mario DePalma — called “the Michelangelo of Produce” by his colleagues — designs urban retail store produce displays.
DePalma is a produce merchandiser at S. Katzman Produce, based at Hunts Point Produce Market in the Bronx, N.Y. His service to retailers is part of the package offered to Katzman customers, in addition to delivery, advertising programs and market information. DePalma has been working in the supermarket industry for about 45 years, specializing in produce for more than 20 years.
So, how do you merchandise in the small spaces of big-city supermarkets?
“They have no sale floor space, so the only way you can go is up,” DePalma said as he built a display at Fine Fare Supermarkets in the Harlem neighborhood of upper Manhattan. “As soon as you walk in the store, the colors pop out.”
New vertical refrigeration for wet racks allowed for a colorful, neat configuration of lettuces, carrots, cabbages and herbs.
Get more merchandising tips and inspiration.
At entry way display tables, DePalma grouped guacamole ingredients together, featuring tomatoes, avocados and garlic, and he ensured there will be a color break to make it eye-catching.
Being delicate, tomatoes can’t be stacked more than a few high, and DePalma tried to keep them at the customers’ eye level. At the higher-level, smaller tables, he placed vine-ripe tomatoes, which aren’t the top-selling tomato at this store. At the bottom, larger level, he placed 5-by-6 tomatoes, which are the main sellers along with plum tomatoes.
Produce 101: Learn more about tomatoes.
Because of limited space in the rest of the store, DePalma also inserted pineapples and papayas underneath the display. That’s also strategic, serving the neighborhood’s demand for tropical produce.
“Their sales will actually triple on everything in the front,” he said. “It’s prime real estate. How can you not?”
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Mario DePalma was the winner of “Best Grape Display” for PMG’s Summer 2021 edition of the Produce Artist Award Series, sponsored by Sage Fruit.
