Hy-Vee spotlights local produce
Hy-Vee gives a starring role to produce across a variety of platforms. Whether its instructions on how best to store produce and seasonal recipes on its website, video tutorials on the company’s HSTV digital streaming and shopping platform, or nutritional information provided by its team of dietitians, Hy-Vee keeps produce top of mind for consumers.
“We see continued year-over-year sales growth in produce as customers become more aware of the health benefits of certain produce items or easy ways to prepare a certain type of produce,” said Jeff Mallory, vice president of produce. “All of these educational pieces that we strive to provide resonate with our customers.”
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The chain’s website includes a link to its Seasons magazine, featuring recipes and helpful hints on how to wash, store and prep specific seasonal fruits and vegetables. Last spring, carrots were the focus of the online magazine, where consumers could find nutritional information; instructions on how to select, store and prep; and seasonal recipes.
Hy-Vee’s website also includes a link to its Food Love recipes and ideas. Last summer, the site spotlighted antioxidant, disease-fighting berries with nutritional and storage instructions, provided a video tutorial on how to shuck and cook corn, detailed a variety of different herbs and suggested “9 Recipes That Will Change the Way You Serve Melons.”
The chain’s website also showcases Hy-Vee’s Short Cuts selection of prechopped and washed fruits and vegetables, including links to a variety of serving suggestions and recipes for time-starved consumers.
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Hy-Vee’s Homegrown program, which features in-store signage to indicate produce grown within 200 miles of a store by local family farmers, is also given a shout-out on the site. Profiles of several local suppliers, along with recipes for the produce they grow, are featured to further boost the produce profile.
Hy-Vee’s digital streaming and shopping platform, HSTV, is another opportunity for produce to shine. Viewers can directly purchase products that hosts demonstrate on the shows by adding the items to their Aisles Online shopping cart with one click, which provides convenience to their shopping experience.
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Hy-Vee’s team of registered dietitians also encourages consumers to shop the produce category. The company’s dietitians routinely host events focused on learning about nutrition and helping customers eat healthier on a budget. Events include virtual cooking and nutrition classes, as well as free virtual store tours. Customers can now watch store tours at their convenience with on-demand Nutrition Store Tours that include Hy-Vee Aisles Online shoppable links for the products shared during the tour.
“The importance of our various digital platforms are extremely instrumental for both customer awareness and trial of new or unique produce varieties,” Mallory said. “For example, we brought in one of the pixie tangerine farmers from California to the Des Moines [Iowa] stores, and we promoted the upcoming, in-store event on social media only. The result was amazing customer turnout, and social media was a very effective platform for that type of customer introduction to a unique product.”
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