Page 37 - January_2019
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marketing for Giorgio Fresh Co., based in Temple, PA. “Retail produce departments make it a priority to carry mushrooms as consumers are looking to purchase them at this time of year,” he says.
In the past, Wallingford, CT’s Drust Markets, a part of ShopRite of Wallingford, carried only button mushroom varieties. Today, they carry many varieties, says Don Drust, owner. “Mushrooms have become an important item for everyone,” he says. “ ey have great publicity now.  ey have improved handling, everything about them.  ey add a little di erent color to your department.”
Shoppers speci cally seek out mushrooms, says Kevin Donovan, sales manager of Phil- lips Mushroom Farms, which is headquar- tered in Kennett Square, PA. “Mushrooms are a critical element in produce departments during the winter,” he says. “ ey have to be properly merchandised, displayed and promoted. You will de nitely see a better response to promotions, as interest is higher in the winter.  rough the promotions, retailers can remind the shoppers they have
a recipe that calls for mushrooms — let’s try that this week.”
Mushrooms are gaining ground and a vital part of winter retail sales, says Vinnie Latessa, produce director at Heinens, Inc., based in Warrensville Heights, OH. “Demand continues to be strong,” he says. “ ere are so many ways to use them. Between your winter options, when you go into summer, into kabobs, then the blended burger on the grill, you have all these other options. You never quit using them.”
DISPLAY FOR SUCCESS
Although display sizes vary by retail format, store, department size, shopping occasions and number of turns, larger displays can lead to greater awareness and sales, says the Mushroom Council’s Harter. “Many retailers support a clean sightline, without signage,” she says. “However, today’s shop- pers are looking for more information, so this creates an opportunity for retailers to provide information, usage ideas and recipes at point of purchase.”
Proper displays are important to e ective merchandising and increasing sales. “ e appearance and condition of the mush- room display directly impacts how today’s consumers view the produce section and store overall,” says Fred Recchiuti, general manager of Basciani Foods, Inc., based in Avondale, PA.
E ective displays help sell mushrooms. “People shop with their eyes and having in-store point-of-sale material is a great visual addition to the produce department,” says Wilder.
Careful merchandising helps sell mush- rooms, says O’Brien. “Sophisticated category management is how retailers optimize their shelf space to maximize their sales and pro ts in the mushroom category,” he says.
Mushrooms are highly susceptible to improper storage conditions. Regardless of variety or  avor, mushrooms should be stored at 34 degrees and at 90 percent rela- tive humidity, advises O’Brien. “It’s like the Byrds song in the 1960s,” he says. “Turn! Turn! Turn! Mushrooms are highly perish-
n PROMOTE HEALTH AND SENSORY ATTRIBUTES
Mushrooms play an important role in winter health when people tend to stay indoors, which makes getting enough Vitamin D difficult, says Fred Recchiuti, general manager of Basciani Foods, Inc., based in Avondale, PA. “Mushrooms are rich in umami, which produces a comforting savory taste and a feeling of satiation,” he says. “Mushrooms are the only source of vitamin D in the produce aisle. Mushrooms are fat-free, low-calorie, nutrient-dense, low in sodium and contain natural antioxidants.”
Mushrooms’ sensory attributes also attract shoppers. “With their earthy, nutty flavors, mushrooms are a perfect ingre- dient for winter favorites and shoppers look to them when browsing through the produce department,” says Peter Wilder, marketing director of To-Jo Mushrooms, Inc., in Avondale.
During the winter, displays should be significant, with sections at least six to eight feet, advises Kevin Donovan, sales manager of Phillips Mushroom Farms, which is headquartered in Kennett Square, PA. Larger displays catch consumer atten- tion and meet daily volume demand moving through the shelves, he says. Frequent promotions are also important.
“Make sure you do at least two promotions a month, maybe even throw in a loyalty card promotion once a month on an organic or specialty item,” says Donovan.
The easier that a retailer makes the purchasing process for consumers, the more likely they will make it for consumers to make a purchase, advises Greg Sagan, executive vice president of sales and marketing for Giorgio Fresh Co., Temple, PA. Retailers should personalize merchan- dising based on the chain’s shopper base and purchasing patterns. Although some
retailers are using space effectively, a complete category review makes strategic sense to determine the effectiveness of the use of shelf space and would include reviewing shrink and lost sales, he says.
“Space allocation is extremely important in the mushroom category,” says Sagan. “The retailer should have a feel for what customers are looking for. It can be a great opportunity to do some simple testing with expanded sets to see and compare results. If there are too many SKUs and not enough space, sales will be challenged.”
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