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merchandising review berries
PERFECT PAIRINGS
Victoria De Bruin, marketing manager of the U.S. Highbush Blueberry Council, says consumers should be presented with a one-stop area that pairs blueberries with seasonal staples and other items, such as snack-sized plastic ware for on-the-go snacking; Mason jars for jam and chutney (and even ribbons and gift wrapping at holiday time); boxed pie crust, cinnamon and other items used to make pies.
“They’re great with balsamic and Mascar- pone, Brie, or goat cheese on crostini,” says De Bruin. “Beyond the food pairings for more indulgent weeks, showcase options for when your shoppers are in resolution mode, whether that’s New Year’s or leading up to summer.”
She adds blueberries go well with such flavors as lemon, mint, rosemary, coconut and banana. Blueberries also are perfect for healthy yogurts, smoothies, oatmeal and cereal. Some major chains have added rolling refrigerated cases as secondary displays for berries, which increases space allocation, she says.
“The trend among those
looking to capture additional
sales has been toward adding
refrigerated displays both
inside the produce depart-
ment and in other sections of
the store to take advantage of
cross-merchandising
opportunities”
— Victoria De Bruin, U.S. Highbush Blueberry Council
“The trend among those looking to capture additional sales has been toward adding refrigerated displays both inside the produce department and in other sections of the store to take advantage of cross-merchan- dising opportunities,” says De Bruin.
SPRINGING INTO BERRY SEASON
Spring is the time of renewal, and that applies to berries as well, since it’s also the time of year when berry sales start to increase.
“Each year, Easter tends to be the biggest holiday associated with the beginning of berry season even though we are year-round producers,” says Jewell, noting that’s due in large part to perception, as consumers are looking to switch from winter-style eating.
“Berries are a sure sign of spring and bring life to the produce department as the days get longer and nights get warmer,” she says. “Mother’s Day, Memorial Day and July 4 are also big berry holidays at retail and in the produce department. All of these holidays are perfect for any of the four berries.”
IT’S ALWAYS TIME FOR BERRIES
Spring offers multiple opportunities to showcase blueberries, according to De Bruin. She says blueberries are a perfect fit for brunches on Easter, Mother’s Day, and for baby and wedding showers.
n PROMOTIONS SHOULD INCLUDE CLEAR FOCUS ON HEALTH BENEFITS
A key selling point for berries is their reputation as a super food, packed with deli- cious flavor. But retailers still need to send that message in smart and effective ways.
“Consumers are inundated with infor- mation today and especially in the health industry,” says Michelle Deleissegues, marketing director for Red Blossom, head- quartered in Los Olivos, CA. “Supermarkets can play a key role in clarifying and distilling the information for consumers, helping them make informed decisions without feeling overwhelmed. If you’re a reliable source of information that makes day-to-day living easier, consumers will come back to you again and again.”
Christine Christian, senior vice president of the California Strawberry Commission, based in Watsonville, CA, says strawberries have every characteristic that shoppers want in a healthy food.
“Consumers have high interest in foods that are low in sugar, high in nutrients and provide health and wellness benefits,” she says. “A serving of just eight strawberries is 50 calories with seven grams of sugar, more Vitamin C than an orange, plus fiber and other nutrients. Research shows regular strawberry consumption supports heart, brain and metabolic health.”
100 / MARCH 2019 / PRODUCE BUSINESS
According to Victoria De Bruin, marketing manager of the U.S. Highbush Blueberry Council, consumers have cited the flavor and health of blueberries as the top purchase drivers.
“Blueberries offer important health bene- fits — and with their delicious flavor and versatility — they should be a considered a staple on consumers’ shopping lists,” she says.
She adds blueberries are certified heart healthy through the American Heart Associa- tion Heart-Check Food Certification Program.
“The Blueberry Council and its grower members can use the official heart-check mark on blueberry packaging and throughout online, print and other promotional materials
and activities,” she says.
De Bruin says that over the past 15 years,
the USHBC has supported studies in the areas of cognitive function, insulin response, cancer and cardiovascular health.
She notes a recent study by Laval Univer- sity in Quebec City showed proanthocyan- idins, a type of plant compound found in blueberries, had a beneficial effect against the type of bacteria that is associated with an aggressive form of periodontal disease. The study also showed proanthocyanidins block the molecular pathway involved in inflammation — a factor largely involved
in gum disease.
“While more evidence is needed, the
results of this study add to the body of research on blueberry’s potential antibac- terial and anti-inflammatory properties,” says De Bruin.
But Frances Dillard, senior director, brand and product marketing, for Driscoll’s, based in Watsonville, CA, notes even though shop- pers know they’re doing their bodies good when they put berries in their shopping cart, berries’ popularity is driven by taste.
“Consumers are aware of the health bene- fits of eating fresh fruit and vegetables, that is a given,” she says. “However, the No. 1 driver of purchase and consumption is flavor.”