The secret ingredient to boosting produce sales

We’re at the peak of so many things happening in the produce aisle. The peak of summer, peak of stone fruit, melons and so much more. Many produce managers through the years may think they are doing all they can to maximize their sales. Perhaps they are. My thinking is, there’s always much more out there to capitalize on the power of the produce department’s potential. 

However, it takes focus. And thinking ahead to any opportunity and making the extra effort.

Take, for example, local produce. You have a wet rack loaded with amazing leafy greens and other fresh vegetables from several local sources. Do your customers know this? In Colorado, where I live, things are just getting started. Sweet corn from Olathe on the western side of the state has begun. Sweet peaches, cherries, aromatic pears and other fruits will soon follow, located just north from Palisade and surrounding areas. Rocky Ford, Colo., will also soon be in full swing, shipping extra-sweet cantaloupe and watermelon over the better part of the next two months. And right next door from Hatch, N.M., the wave of the best chilis on the planet will soon begin, signaling the advent of late summer, football training camp and enough spice to make every customer’s mouth water in anticipation.

There’s more, of course, but you get the drift. It’s all hands on deck for produce crews to stock and keep up with demand. That is, again, if you’re willing to give the extra effort.

Meaning, are you telling the story about all that is happening? One produce buddy I spoke to recently recalled how he recruited a budding artist who worked in his store. He had her make wonderful, large signs that dug right into the produce specifics. The signs shouted out not only the produce item’s source, but also listed the varieties, too. Customers love it when you share exactly what peach, corn or melon variety is offered fresh for sale that day.  

Some produce departments go even further, listing the refractometer brix level of a morning testing that day. By listing “sweet cantaloupe” on the sign, it’s great. But better if you say something like, “These melons eat like CANDY! The brix (or sweetness) level is 15% today! That’s 66% sweeter than most of the year.” 

If you share the details of summer’s peak quality with your customers, they’ll be excited, as well. The single most-common lament I’ve heard from shoppers over the years? “I want to buy more fresh produce; I just don’t know what’s truly good when I shop, what’s in season.” Now’s your chance. Tell them. Beef up your signage, tell them about the numerous varieties, what makes each special, be it flavor or nutrition or texture or whatever else you want to share. Above all, make the extra effort to carry as many stock-keeping units as possible. Show off the goods, set everything up clean and fresh daily. Order closely, handle product carefully. Rotate and stock displays so these are (or appear) full, level and bountiful. Sign well and have plenty of bags nearby. Coach your clerks so everyone makes the extra effort to greet and offer helpful tips for customers.

Related: Predawn summer thoughts of a produce manager

And as much as possible, sample the goods. If your chain has a sampling team or program, get with your store manager so they can assist in the produce department. By sacrificing just a few cases of product, you’ll be amazed at how much more produce you’ll sell when offering samples — at least five to 10-fold, (and the item doesn’t necessarily need to be on sale). Rotate items you want to sample and pick the best ones you want to show off.

Does this all take time? Do all these suggestions resonate in a positive way? Do these all require a little forethought, some planning and cooperation with your store manager? You bet. However, the most exciting produce departments do this all the time (not just during summer’s peak). And it pays off handsomely in terms of a produce department’s quality reputation, ever-growing sales volume, enhanced gross profit and a positive place to not only work, but also shop. Normal effort will keep you afloat all right. Extra effort will take you to the next level, and beyond. Guaranteed.