Photos: Take the retail tour at IFPA's Global Produce & Floral Show
ORLANDO, Fla. — Some people arrived to the Sunshine State a day early for this tour. Others just made sure they got there on time.
The Retail Produce Tour on Oct. 26, at the International Fresh Produce Association's Global Produce & Floral Show in Orlando, offered two buses and was sold out with a waiting list.
Participants visited three stores: Freshfields Farm, Whole Foods Market and Sprouts Farmers Market. The first retailer has two locations with a third on the way. Whole Foods Market has 537 stores in 47 states, and Sprouts Farmers Market has more than 380 stores in 23 states.
Joe Watson, vice president of foodservice and retail at the International Fresh Produce Association, said the event, held a day before most activities kicked off, was an on-the-scene look for those interested in seeing a variety of produce retail strategies and formats in the Orlando area.
“We host the retail tour each year as a way to showcase what’s fresh and new in produce and floral at local retail stores. The hope is that those attending can come away inspired with new and innovative merchandising ideas," Watson said. "This year, we were sold out with a wait list, providing a great opportunity to network and share ideas across the supply chain.”
By far the smallest operation, Freshfields Farm was an interesting concept with its separate meat and produce entrances and checkout stations, said Gary Allen and Andrew Roy of S. Katzman Produce, Bronx, N.Y.
"We're interested in the regional differences in the stores," Allen said.
Meghan Diaz, director of local and regional on the East Coast for Sprouts Farmers Market, said participating in the retail tour increases the brand's visibility.
"It shows the industry what makes us unique, and how much produce is the focal point of our stores," Diaz said. "We're not your traditional big box store, and we love to find new, upcoming brands for our store."
Paul Turner and Warwick Hope of Sydney-based Woolworths Supermarket traveled from Australia for the conference. Hope is on Australia-New Zealand IFPA's board of directors too.
Like others, they walked around the stores, pointing out and comparing merchandising strategies, price, assortment and packaging — even the misting on the wet rack.
Australian shoppers wouldn't approve of so much packaging, they said, pointing to plastic pouches of fruit. Yet, Turner and Hope noticed that all three stores highlighted local growers much more than their stores do, which is a strategy they may take home with them.
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"The localization you see here is very strong; it's clear they have great local grower relationships, and they know how to make that prominent. We'd take that back to our team," Turner said.
Hope and Turner also noted how some stores have less produce out but make it look plentiful, in a farmers-market way.
"They're restrained on quantity but really have good range of product and it looks plentiful, but they don't have too much stock," Hope said. "It really gives the feeling of plenty. It's the theater."
