How retailers can move more organic produce
How can retailers move more organic produce? The Packer recently asked leading industry marketers that question.
With one marketer giving a tongue-in-cheek response of “Expand the Dirty Dozen list,” here are the serious thoughts about ways retailers can accelerate retail sales of organic produce.
“Carry multiple items, including loose displays and bags. Also, ripe displays outsell hard green significantly.”
– Peter Shore, director of business development and marketing for Santa Paula, Calif.-based Calavo
“Retailers could possibly sell more organic produce if they promoted themselves as having a substantial variety of organic items or an entire organic produce section.”
– Jim Grabowski, director of marketing for Well-Pict Berries, Watsonville, Calif.
“They made the investment to go all organic in a category verses twin lining."
– Chris Ford, business development and marketing manager for Viva Tierra Organic, Mount Vernon, Wash.
“As pricing changes, consumers need better pricing as well.”
– Tony Freytag, executive vice president of Crunch Pak LLC, Cashmere, Wash.
“Large(r) displays in key locations, like up front in the produce dept., always lead to higher sales volume. Value pricing is always another good tactic. Don’t give the fruit away, just price it so the shopper recognizes a value. Secondary displays always drive sales. We have portable merchandisers that will help retailers create more selling space in the dept. Cross merchandising with center store items that flow naturally with organic apples/pears are another good way to drive sales by creating an easy solution shoppers may be looking for. Example: Cross-merchandising almonds with salad mix.”
– Mac Riggan, director of marketing for Chelan Fresh, Chelan, Wash.
“They create an experience for the consumer within the produce department, allowing consumers to see their options, but also providing them with information like how to select and store, flavor profile, where they’re grown and how best to use them. When promoting organic items such as apples, pears and cherries, retailers should also take into consideration that the displays should be clearly marked with organic signage. It is also beneficial when selling organic apples and cherries to keep them refrigerated. Unrefrigerated apples and cherries begin to show moisture loss and can create a less than desirable experience for the consumer. By keeping them refrigerated, they stay crisp and juicy, making way for repeat purchases.”
– Chuck Sinks, president of sales and marketing for Sage Fruit, Yakima, Wash.
“They are engaged and walking hand in hand with their organic supplier. Forecasting, availability and ability to move together to meet consumer demands can move the needle.
– Dan Davis, director of business development for Oneonta Starr Ranch Growers, Wenatchee, Wash.
