Editor’s note: This article appears in the May-June issue of PMG magazine. Interviews were conducted before the coronavirus outbreak, so bear in mind that some approaches may be adapted in light of COVID-19.
Highlights
- Several retailers noted that their approach to packaging is to have a number of options, allowing shoppers to choose the size and style of pack that works best for their household.
- Clamshells are sometimes preferred for more expensive varieties because they protect the product and ensure the correct ring at the register.
- Shoppers aren’t automatically scared off by the price of cherries, even though they’re more expensive than most produce items, but there are ways adapt packaging to make cherries more financially accessible when supplies are tight and prices rise higher than usual.
Cherries come in a variety of pack sizes and styles, and in typical years – coronavirus may change the approach this season – many retailers have worked to present several different options for shoppers.
“We offer a few different packs for our customers: the pouch bag, a paper tote bag and loose,” said Kevin Byers, senior merchandiser for Seattle-based PCC Community Markets. “This allows the customer a choice. If they are in a hurry they can grab and go, if they need a large quantity they can grab a bigger bag, or if they need a smaller amount they can pack their own.”
Jared Waterfield, marketing director for Norfolk, Va.-based Military Produce Group, said the commissaries his company works with focus on random-weight bags and sell by the pound.
Related: Building anticipation for cherries among store teams and shoppers
“While many consumers are excited by the fruit and go straight for a full bag, a good number of customers only want a small amount,” Waterfield said. “Shoppers are encouraged to purchase what they need, even if that’s just a fraction of a pound. We also remind them that cherries can be frozen and stored for later use. Every customer can be a cherry customer, regardless of their shopping budget or consumption habits.”
Rob Ybarra, director of produce for Thibodaux, La.-based Rouses Markets, said their stores tend to stay with a larger cherry throughout the season and use clamshells for varieties other than the standard dark sweet.
“The clams ensure we get scan accuracy as these are the pricier varieties and typically a larger size,” Ybarra said. “Signage calling out the health benefits gives customers that added incentive to purchase.”
Related: Peak cherry season approaching, but cherry demand goes beyond summer
Louis Scagnelli, director of produce and floral for Alpha 1 Marketing, an affiliate of White Plains, N.Y.-based Krasdale Foods, said their stores prefer different sizes of clamshells when possible.
“It helps in presentation, protects the fruit, and appeals to the individual shopper as well as those shopping for a family,” Scagnelli said. “We offer our stores a number of different sign kits from our Northwest cherry growers, which help educate consumers on tastes, varieties and all the health benefits of eating cherries.”
Jeff Cady, director of produce and floral for Williamsville, N.Y.-based Tops Friendly Markets, noted that Tops will sometimes offer some less expensive packages along with the normal lineup as a way to help with price perception and make cherries accessible to a wider range of shoppers.
“When they are at their most expensive, we ask that the store tray pack and price a few packages so the customers know exactly what they will pay,” Cady said. “Another tactic is getting with our grower partners and lower and raise the amount on the package based on the cost at that time. The cherry growers and packers are aware of the retail challenges and help us out as we all share one goal: sell the most cherries we can.”
