Merchandising Matters — Pineapple perfection
This article appears in the May-June issue of PMG magazine. Keep an eye out for your copy in the coming weeks.
When Christopher Columbus returned from his second voyage in 1496, the explorer presented King Ferdinand II with – among other New World delicacies – fresh pineapples.
Royalty tutor Peter Martyr recorded this first European pineapple sampling: “… It is like a pine-nut in form and colour, covered with scales, and firmer than a melon. Its flavour excels all other fruits.”
Hundreds of years later, the once-exotic, fit-for-a-king pineapple is now a common and favorite tropical fruit for the masses – and often on sale. What follows is a collection of thoughts on how best to merchandise this sweetest of fruits.
But first, let’s dispel a few common and incorrect perceptions about pineapples.
Pineapples are scale-covered and topped with a small shrubbery. Because of its appearance, many people ask, “They must be rugged and have a long shelf life, right?” Not so fast …
Care and handling
Just the opposite. All those scales begin life as fragile little flowers that join together over a two-year growing period to form a beautiful, edible pineapple. Rugged as they may appear, pineapples should be handled with care. Always place on the display – never drop or toss.
Inventory levels and storage
Pineapples should be stored at 45-54 degrees Fahrenheit. For simplicity’s sake, store them at room temperature. Do not store pineapple in refrigeration, as the fruit is susceptible to chill injury and, if stored cold too long, its interior will darken. Order only enough pineapple until your next delivery, ideally no more than two days.
Pineapple begins to break down very quickly, so keep inventory levels lean and ensure each delivery is rotated for freshness.
Ripeness
Another question I’ve heard before: “Pineapples ripen in transit or in my backroom, correct?” Actually, that is not correct.
Pineapple does not ripen after harvest. If held too long, the shell color may darken and the crown (top leaves) and fruit will dehydrate, but no further ripening occurs.
Here’s another common query: “I’ve seen people pluck leaves out of the pineapple crown. Is this an indication of fruit maturity?” Not at all. Pineapples are harvested when the brix level in a lot reaches a uniform, acceptable range.
When selecting, look for about 1/3 to 1/2 yellow color covering the exterior shell, and choose a pineapple with a fresh crown and with skin that is firm and unbruised.
Merchandising
Now that we’ve busted some myths on pineapple basics, let’s talk merchandising.
Remember how fragile we said that pineapple is? Consider this when building a regular, ad or holiday display. Build your display wide rather than deep. Stock pineapple no more than two deep and spread out as wide as desired.
Dummy up the display base if need be to give the display an abundant, plentiful look. Strive to display only as much pineapple as you can sell in a day.
If you build your display any larger, you may end up with unnecessary shrink. Pineapple can dehydrate within a day or two. Rotate pineapple and clean the display surface with each stocking. Cull fruit that is starting to break down and, if still useable, transfer to your cut fruit program or salad bar to save shrink.
Product placement
Up to 80% of fresh produce purchases are made on impulse, and pineapple certainly falls into this mix. Display pineapple fresh, full and at eye level and it will sell. Try merchandising pineapple in a high-traffic spot within your department, and consider a secondary display in an entrance or lobby area. Both are ideal merchandising locations.
Top off your display using a tell-all large sign that calls attention to the pineapple’s value: Inexpensive, easy to prepare, and above all, flavorful.
A good sign – the silent salesperson – might include information on the fruit’s sweetness, how to cut it up, how to tell if it is ripe, and what kind of nutritional value the pineapple provides.
Tie-In opportunities
Pineapples are a natural fit in a tropical set. In fact, pineapple should be the draw, the focal point around which other tropical items are neatly placed, such as kiwifruit, mangoes, papaya, dragon fruit and more.
However, the best merchandising space for pineapple sales is near the bananas. This is your highest-traffic spot in the produce department, and the two popular tropical fruits complement one other perfectly.
Product sampling
Nothing triggers a consumer’s buying senses better than smell and taste. Give the shopper a sampling of sweet, ripe pineapple and watch the sales grow. Work pineapple into your store demo team’s schedule or do some passive sampling on your own using a covered dome tray – or whatever the norm is for your company, following the relevant safety rules.
When sampling, plan on moving at least two to three times the usual volume.
Other tips
Set up your bulk pineapple display near your cut fruit display whenever possible. This will spark added sales for both product lines.
Also, consider cutting some pineapple in half, overwrapped – be sure to follow your local health and chain guidelines – and place these representative cut halves on the display to call attention to the beautiful, ripe, sweet fruit within.
Promoting pineapple takes a little education and effort. However, the results are increased sales, product interest and enhanced gross profits. Involve your customers and they’ll respond.
As the Chinese philosopher Xun Kuang once said, “Tell me and I forget, teach me and I may remember, involve me and I learn.”
Armand Lobato works for the Idaho Potato Commission. His 40 years’ experience in the produce business span a range of foodservice and retail positions. E-mail him at lobatoarmand@gmail.com.
