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entry into the department, a narrow opening between ready-to-go floral bouquets and bakery tables full of cupcakes. It was early evening, only about 6 p.m., and there were no produce associates in sight.
I checked out the berries in the refriger- ated end case before I headed back where the melons were. They had Golden berries (aka Cape Gooseberries) from Sunbelle ... not inexpensive, but such a nice treat. They also had a special on strawberries and raspberries. I picked up containers of each. Still no asso- ciates as I moved to the back of the depart- ment. I had no problem poking my head in the double doors to the back room and giving a shout for someone. Out they came.
Melons were a sad display this time of year, at the end of the subtropical and tomato rack. Half the display was icebox watermelons, and the other scant half was cantaloupes with a few honeydews as an afterthought. (This particular store had been hit-or-miss with melons lately — I typically buy them every weekend. I have lucked out with excellent Golden Honeydews, and then turned around the next week and taken home firm, attractive cantaloupes, which are beginning to break down and ferment inside.) These particular cantaloupes looked a bit like shrunken heads, with plenty of noticeable soft spots.
“Do you have any more cantaloupes in the back?” I ask. “No, they’re all out.” “Well, these are not saleable and need to be culled off your rack.” “Oh, OK,” he responded. I took my chances on a moderately nice honeydew and asked him if they had any papayas. “They’re not in season right now,” he replied. “Do you have any other different or unique fruits you can suggest for a fruit salad?” I asked. “Red grapes,” he replied. I sighed and made my way to the checkout.
I’m sure he was a nice kid. However, he didn’t make eye contact or greet me in any way throughout my checkout. The store’s last opportunity to give me a good shopping experience was gone. “Thanks. Have a great day.” He jerked his head up in surprise and looked at me as I walked away.
HUNTING FOR AN ARRAY OF GREENS
When my partner came home with a salad recipe he wanted to make, I knew that finding all the fresh ingredients was going to be tricky. I suggested we go to a natural foods market near us where we would
28 / MARCH 2019 / PRODUCE BUSINESS
have the best shot at getting everything we needed. The store is part of a small chain, with a well-stocked produce department for this time of the year. Specifically, the recipe called for kale, dandelion greens, escarole, chicory and shallots.
Parked in a strip mall, the store was deep but not very wide. Although the shopping carts were small and the produce depart- ment a quarter of the store itself, I still felt extremely cramped and hampered. However, the two produce associates out on the floor stocking and straightening were a bonus.
The wet rack was a sea of green, with not a lot of breaks for the eye. Since it was jam-packed on the rack and in the depart- ment, I had to ask for help finding all the products I needed. As I ran down the list with the associate, she helped me locate each item and was helpful and extremely patient. “We don’t have chicory,” she said. “Do you have anything that would make a good substitute?” I asked. She called over to another associate and asked her. “We have Belgian endive.” she called back. “Ah,” I said. “That will work.”
All of the bunched produce I picked up was local from Pennsylvania, except for the Foxy kale. The remainder was from Tuscarora Organic Growers Cooperative, a longstanding and small organic farm. Even the shallots were local. All of the bunched greens were overly wet from the misting system, however,
the quality was still good, and there was surprisingly no breakdown or decay.
After stocking my very small cart with mounds of greens, we checked out with a purchase of brown paper bags. It was nice to support the local food producer commu- nity. It made me feel moderately virtuous, if not a bit lighter in my bank account.
By Ellen Koteff
‘WE’RE NOT IN SOUTH FLORIDA ANYMORE.’
As I first entered a large supermarket that was out of town — about 1,360 miles out of town to be exact — I sensed this wasn’t the kind of retailer I was accustomed to in South Florida.
This particular unit of a growing regional industry player has nearly 75,000 square feet and features an atmosphere more akin to a restaurant with an exhibition kitchen than a traditional retailer. Great care and attention has been paid in this outlet to every detail that might catch a consumer’s eye.
Despite outdoor temperatures below freezing, this store in a western suburb of Chicago was hot. The inviting surroundings spurred customers to linger, including this one. I decided to share a nosh with a child- hood friend following the main event — the hunt for healthy, brightly colored produce items that would make the perfect fruit salad.
This store stood out for a number of reasons — its upscale touches including gelato and smoothie bars, a 100-seat café, a cheese selection bigger than most fromage shops, including 25 imported vari- eties, a wine bar featuring a vast selec- tion of foreign and domestic choices and cooking classes.
With all the bells and whistles and deli- cious samples to boot — I was convinced my interactions with the produce clerk were sure to disappoint and end the mini excur- sion on a sour note. As it turned out — I was sorely mistaken.
As I entered the produce department, which was as colorful as any I’ve ever seen, a few things stood out. First, the clientele was older than I would have expected. Most of the shoppers were likely more than 50 years old and shopping alone. Second, all the organic items were marketed at the front of the department. Third, there were samples of cheeses and fruit items spread throughout. Clearly, the produce manager got the cross-merchandising memo.
32nd ANNUAL
MYSTERY SHOPPER REPORT
Reporter: Do you have any more cantaloupes in the back?
Clerk: No, they’re all out.
Reporter: Do you have any other different or unique fruits you can suggest for a fruit salad?
Clerk: Red grapes.