So you wanna sell more grapes ... here's how
I noticed a recent LinkedIn post from our good friend and Packer editor-in-chief Tom Karst. He posed two questions, “In your opinion, what is one thing retailers could do to move more grapes? Are bulk grape displays going away completely?”
The questions could not be more timely.
First, grapes are one of the strongest categories that a produce operation offers, with impressive volume and dollar sales. Grapes fit into numerous meals, school lunch and snack options and are attractive to every demographic. Not to mention, grapes require little more than a quick rinse before scarfing down your fill.
They’re timely as well, as from midsummer and especially through late fall and beyond, grapes are at their seasonal best. You can count on a consistent snappy crunch and high brix/sugar levels in numerous red, green, and black varieties. Especially in the next few months (and when managed carefully), grapes pull their weight in the produce department.
Read more: What is the key to grape sales?
Advertising tips? Fewer categories are as “sexy” as grapes. Retailers can confidently advertise the fruit as a strong lead or secondary item, citing sources and grower information. And it helps to present advertised grape photos (either print or online) with high-resolution shots, showing off the high-bloom goods with a slight mist amid complimentary serving suggestions, such as with some fresh-cut cheese wedges or the fruit’s close relative: wine.
Like I said, it’s a sexy fruit to pitch.
As for retail merchandising, grapes only need a high-visible, good traffic location to be noticed. Use the variety options for natural color breaks, and neatly stock the grapes so the display is clean, neat, level, culled and rotated faithfully. Sign the display well and spread the fruit out enough so that several customers can shop the display simultaneously.
Clamshell? Bagged? Bulk? If possible, offer both clams and bags, as shoppers have reasons all their own for either. Clamshells provide a crush-resistant, tamper-free option. Bags (my favorite) allow customers to add or remove grapes as preferred and tend to conform and store easy in the fruit drawer.
Bulk displays have all but disappeared. With bulk, grapes display the best by far in their natural, no-packaging state. However, the cleanliness, convenience, safety and lower shrink advantages offered in bags and clamshells trump bulk. By far.
One good compromise: Stock a small “representative” bulk display — within or near the packaged display — in a tray or basket to show off the quality. The visual will help draw customers in. I’ve also seen small tag signage inviting shoppers to “Go ahead, try one!” Or better yet, include grapes in your sampling program rotation. Tasting is believing.
Grapes cross-merchandise extremely well, with complimentary items such as with cheese, apples, crackers, wine, or deli-inspired offerings such as in charcuterie plates.
Finally, grapes are a great category to promote as we head into October. Summer fruit is but a wistful memory, and November citrus volume is still on the horizon. So along with strong apple and pear categories, grapes play a big role in maintaining fruit sales during this otherwise slower time of year.
Armand Lobato works for the Idaho Potato Commission. His 40 years’ experience in the produce business span a range of foodservice and retail positions.
