September is National Fruit and Veggies Month, and the California Walnut Board says it will highlight the retail value of merchandising California walnuts with fresh produce to drive incremental sales.
The Foundation For Fresh Produce founded National Fruit and Veggies Month to encourage consumers to find creative ways to"Have A Plant.”
California Walnuts said in a 2023 market basket study that shoppers were more likely to purchase fresh produce when buying walnuts. The organization also said fresh produce items — including bananas, berries and tomatoes — made up eight of the top 20 items found in grocery baskets alongside walnuts.
Consumer research shows 76% of shoppers are more likely to purchase walnuts when displayed next to fruits and vegetables, California Walnuts said. The organization encourages retailers to highlight walnuts’ versatility and ability to complement other produce items to generate measurable retail sales.
“Plant-forward eating has become increasingly popular, and shoppers are known to add more produce to their carts when they buy California walnuts. After all, walnuts are produce too,” said Robert Verloop, CEO and executive director for the California Walnut Commission and California Walnut Board. “Pairing walnuts with other produce items such as berries, dates, apples and pears can add a greater ring and increase the market basket. A grocery cart with walnuts has double the value of the average market basket, with an increase of 132%, and year-round promotions can help deliver that value back to retailers more consistently.”
