Fruit baskets are old school? Think again
I was sifting through a cookie holiday gift box when Russ T. Blade peeked from behind the goodies. “Rusty,” as regular readers know, is the imaginary, miniature produce manager who occasionally pops up to talk shop.
Rusty: You know, a person gains an average of 4 pounds during the holidays, thanks to indulging in high-calorie, sugary treats like that.
Me: I try to balance the healthy options with the guilty pleasures. Unfortunately, no one has given me a fruit basket this season. For that matter, it’s been a few years. I don’t even see fruit baskets in my neighborhood produce departments much any longer. That used to be a huge push. What do you think is up with that?
Rusty: I still have a solid program in place. Every season I assign one produce clerk and with a borrowed courtesy clerk to assist and set up a visible, fruit basket kiosk. We make dozens of baskets daily for regular walk-in business, and a lot of custom baskets too.
Related: Read more insight from Armand Lobato
Me: I’ve read several produce merchandising forums on social media. The consensus seems to be heavy with comments like, “Fruit baskets are old school,” or “Everyone that used to buy fruit baskets has moved to walled-in retirement villages in Florida or Arizona somewhere,” or “Fruit basket customers? They’ve all passed away.” Funny, not funny.
Rusty: So certain, are they? Has anyone been paying attention to the news the past couple of years? Inflation has crimped everyone’s budget. Namely, food prices are sky-high. And these flippant comments insinuate that a fresh fruit basket gift is passé? When we are in full-holiday mode, the standard fruit baskets we stock spark excitement and incremental sales, and the custom baskets are real head-turners. We have a good program that can include tidbits like candy, nuts, even bottles of wine among the fresh fruit. Mostly, however, it’s the middle-range basket ($19 to $50) that sells the best, especially the last week going into the Christmas weekend. Thousands in extra sales.
Me: I talk to a lot of people, in and out of our business, and ask, do you think a fruit basket still makes an impression? Is it still a good gift? A value? Everyone, and I mean everyone I ask answers the same way: “Heck yeah! We’d welcome a fruit basket! They’re so colorful, festive, and best of all, healthy! They’re a perfect, still-affordable gift for all the last-minute recipients everyone has, such as neighbors, friends, teachers, postmen, co-workers …” The list goes on. Is there still a market for these? Yes.
Rusty: Anyone who pooh-poohs the idea that fruit baskets aren’t old school needs to go back to school. Out of curiosity, I called my biggest competitor asking if they had fruit baskets. After being transferred to a couple departments, I finally talked to someone in the floral department. Already overworked during Christmas week, the clerk said, “Yeah, uh, we can make fruit baskets. Nothing’s on hand, and I need a day’s notice.” Guess they really aren’t in the fruit basket business, after all. I suspect these are chains that don’t truly want to commit to the extra effort to make this program work. Sure, labor is tight, but remember, you really can’t sell something if it isn’t on the shelf in the first place.
Me: Agreed. Along the lines of, “If you build it, they will come, right?”
Rusty: Or not. Incremental sales of a valued, high gross-profit item should always be considered. If you plan to sell fruit baskets, follow the plan. It can happen. Something to rethink for, you know, next year.
Armand Lobato works for the Idaho Potato Commission. His 40 years of experience in the produce business span a range of foodservice and retail positions.
