‘Abundant’ displays sell more

The Produce Aisle with Armand Lobato
The Produce Aisle with Armand Lobato
(Photo by The Packer staff)

There’s something about an abundantly stocked produce department.

“Abundant” conveys many messages to your customers. A newly stocked full display shouts “fresh!” The bountiful look conveys a subliminal message that because the display is abundant, the produce is a value. 

Otherwise there wouldn’t be so much of it on display, right?

Alternatively, when a produce department is not fully stocked, it sends a lesser message: You’re running low on inventory, or all you are offering is what’s left over. And because there’s no abundance, the customer may feel you’re not giving your best efforts in regard to quality, selection, attention or service.

When customers feel like this, they simply don’t buy very much.
I’ve witnessed this, and I bet you have too: A customer walks up to a corn display, and seeing it neglected, with messy husks everywhere, it just kills the moment. They shake their head and walk away. (Now that summer’s in full swing, this is an area that needs constant attention).

That’s an example of less-than-desirable execution. Produce departments need adequate hours, well-trained staff, and good old-fashioned hustle to keep everything fresh and well-stocked.

Sometimes fixtures are the culprit of why a department doesn’t appear abundant. I’ve seen low- or moderate-volume stores struggle with too many display fixtures or ones that are too large. So even if the produce displayed is clean and rotated, because the fixtures are too large or deep for the sales volume, the result is low stock levels. No abundance. 

If this is the case, a good supervisor can work with the produce manager and achieve an abundant look in one of two ways.

The first way may be to do a merchandising reset and remove a few dry table fixtures and put them into storage. Then, with less linear display room and reduced space allocations, this can make the department look more abundant, once fully stocked. 

I don’t care much for this method, however. Produce is best merchandised with wide space allocations. Reduced fixtures or surrendered display space have a way of becoming permanent, and it’s difficult if not impossible to reclaim lost real estate.

The other method, and one I prefer, is to “dummy up” the fixture bases in low- or moderate-volume stores. Most chains use some type of approved filler material such as foam, or simply use what you have on hand: crates, cardboard, etc. Anything to prop up the base wherever needed so that when you do stock the produce, the end result is product stocked not so deep as to invite excess shrink, easy to rotate, and a display that’s super fresh and super full to reach the abundant look.

It wows them every time.

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.

Related content:
Unveiling retail standards for the produce department
7 tips for outstanding service
A day in the life of a produce supervisor

 

Latest News

Bland Farms sees Gold Rush for Vidalia onion promotions
Bland Farms sees Gold Rush for Vidalia onion promotions

Glennville, Ga.-based Bland Farms is expecting a strong crop of Vidalia onions this year to go along with its Gold Rush promotional campaign.

How new research could prevent frost damage in orchards
How new research could prevent frost damage in orchards

In this podcast episode, Advanced Agriscience's Collin Juurakko shares interesting discoveries he's made about how frost crystals form and how that led to a potential solution for tree-fruit growers across the globe.

Cool Creations previews new products at AWG show
Cool Creations previews new products at AWG show

North Kansas City, Mo.-based Cool Creations LLC had two new products to show off at the Associated Wholesale Grocers' seventh annual Innovation Showcase, March 25-26.

Dole, Fresh Express nix sale of fresh vegetables division
Dole, Fresh Express nix sale of fresh vegetables division

Following Department of Justice concerns about competition in the packaged salad market, the companies have abandoned the proposed $308 million deal.

Fresh Del Monte named to most trusted companies list
Fresh Del Monte named to most trusted companies list

Fresh Del Monte is among the honorees on the Most Trustworthy Companies in America 2024 list, recognized for a commitment to quality, sustainability and innovation in fresh produce.

Improved conditions for West Mexico produce may arrive with spring
Improved conditions for West Mexico produce may arrive with spring

West Mexico growers faced a tough fall/winter season, but distributors believe things are looking up for spring with increased supplies and more reasonable prices.