Well-Pict Sponsored Content: Selling Berries in the Summer

How keeping fresh berries up front -- and top of mind -- boosts produce profits overall.

Don’t look now, but we’re on the brink of summertime! This time of year, shoppers across the country look forward to seeing colorful fresh berries in their local markets, in the same way they anticipate summer vacation, picnics and time spent with family. It’s a great time for produce sales in general – but there’s more you can do to leverage profits with berries, beyond just setting products out there and letting consumers fend for themselves.

According to the California Strawberry Commission’s consumer research, there are compelling numbers to show how savvy merchandising can move more berries, sell more produce and even grow store sales overall. Some key findings include:

Size matters. Larger strawberry displays allow for merchandising an assortment of sizes and varieties. Well•Pict Berries retailers, for example, have reported a 50% increase in organic and two-pound package sales when they were displayed alongside conventional one-pound packages.

Consumers respond to in-store price reductions. Promote standard one-pound strawberry packs regularly, and add larger package sizes that are perceived as a better value.

Plan for promotions and holidays. Nearly 55% of strawberry purchases are made during promotional periods; so promote berries from pre-holiday to post-holiday weeks to maximize sales.

Berry Merchandising Tips

Cross-promote strawberries with related items. Display berries with baked goods, whipped toppings, salad ingredients, dessert shells, yogurt, cereal and granola to drive impulse purchases. Shoppers are looking for reasons to use fresh berries, and willingly buy the extra items needed to complete a meal.

Display strawberries in primary locations. Big displays in high-traffic areas will naturally draw shoppers  – and sales decline up to 9% when strawberries are moved to back endcaps. Good secondary locations include the check stand or cereal aisle, yogurt case, cheese and wine section, and convenience bakery.

Maintain displays through late summer. Dollar sales can increase up to 16% by maintaining displays through the end of the season -- and increasing the size of displays can generate dollar and pound sales increases of nearly 12%.

Help guide shoppers to understand the benefits of buying berries -- and by utilizing smart merchandising, you’ll have a berry-driven season that makes your entire store more profitable.

For more information, please visit Well•Pict at www.wellpict.com.