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merchandising review berries
Getting More Splash From Berries
With an abundance of selling points, the ever-growing category remains robust.
hat’s not to love about ber- ries? They’re colorful, su- per healthy, bursting with flavor and their versatility
allows them to be used in all sorts of meals and snacks.
Indeed, thanks to the foodie trend, people are discovering countless ways to showcase berries beyond their common uses as part of breakfast, in baked goods or as a snack.
“Fresh berries continue to be the top-selling produce item in grocery stores,” says Frances Dillard, senior director, brand and product marketing, for Driscoll’s, based in Watsonville, CA. “We see shoppers seeking our product and willing to pay premium for the exceptional flavor experience.”
Despite their immense popularity, berry sales can benefit from creative marketing. Supermarket produce sections can do them- selves, and their customers, a big favor with smart displays and promotional tips that can boost sales all year long.
98 / MARCH 2018 / PRODUCE BUSINESS
SMART MERCHANDISING
Because there are quite a few delicious and popular berries to offer customers — and because they can be used in myriad ways — promotional opportunities abound.
According to Christine Christian, senior vice president of the California Strawberry Commission, based in Watsonville, CA, two-thirds of strawberry consumers buy them frequently — once to three times a week, and smart promotions can keep those sales growing.
“Retailers can maximize sales by main- taining large strawberry displays in primary position from spring all the way through summer, even as summer seasonal fruits enter the market,” she says. “Add secondary displays in dairy, bakery and at checkout during holi- days for incremental impulse sales.”
Cindy Jewell, vice president of marketing for California Giant Berry Farms, headquar- tered in Watsonville, CA, says Giant works with trading partners in various ways.
“Each chain has differing philosophies and demographics that shop their stores, so as a supplier we must be flexible in our offer- ings and understand our customer needs to ensure we develop programs that are benefi- cial to them, to us and ultimately provide the shopper with the best experience and value,” she says. “Some chains with an everyday-low- price philosophy prefer ads and price-based solutions, where others are focused on quality and the in-store experience. We want to make sure we work closely with our partners to keep the shopper in mind and build brand loyalty for both our brand and the trading partner for repeat purchases.”
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Y ANTHONY STOECKERT