Shippers say that retail sales of Santa Maria produce can be more effective by increasing the profile of the produce within the stores, highlighting its nutritional value and educating in-store pickers who fill produce orders for e-commerce grocery shoppers.
“The No. 1 thing retailers can do to promote strawberries is to showcase them in locations that increase turnover at the store level,” said Roger Privett III, sales and business development manager for Santa Maria, Calif.-based Main Street Produce.
Putting berry displays at the checkout counter will spur more retail sales, said Philip Adam, chief operating officer of Santa Maria-based Innovative Produce.
The quality of produce purchased via online grocery orders could be improved by educating delivery shoppers on what to look for when choosing which products to purchase, said Debra Garrison, manager of AgEmpowered, Santa Maria.
Health benefits
Retailers should promote the health benefits of fresh fruits and vegetables, Steve Adlesh, partner with Beachside Produce LLC, Guadalupe, Calif. Retailers can also use over-supply to put in more promotions to move excess volume, he said.
“The best thing retailers can do to market our products is showcasing their color, variety and label,” said Matt Hiltner, marketing coordinator for Babé Farms, Santa Maria. “Eating the rainbow has been on trend the last few years as consumers look to stay healthy while also making their food as Instagram-able as possible,” he said. “With Babé Farms’ colorful collection of root vegetables, retailers need only display them with roots visible in neat piles and watch as they create a rainbow in the produce department!”
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