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the product a ‘wrapped in-house’ feel.” Sustainable packaging is important to consumers, according to Justine Chevalier, events manager for Mastronardi Produce, based in Kingsville, ON. “That’s why we introduced several packages that use less plastic and are recyclable. One is Top Seal technology, which uses 20 to 30 percent less plastic than ordinary clamshells. Today, this is
now an industry standard.”
Packaging can play an effective role in
marketing. This spring, Pure Flavor will roll out a rebranding of all its products, including tomatoes, says Veillon. “Clear packaging lets customers easily see the brand and product type while being able to clearly see the product inside the packaging. The packaging also uses high impact colors.”
5. SHRINK SHRINK
Retailers should optimize ordering and inventory rotation as well as educating and training produce department employees on best receiving, handling and display practices to reduce shrinkage, according to Del Monte’s Christou. “For instance, low inventory could lead to a loss of sales, and too much inventory could increase shrink. Additionally, practicing First-In, First-Out (FIFO) ensures the product orderly inven- tory rotation, avoiding age-related damage. Personnel should also monitor equipment on a regular basis and confirm that produce coolers are at the ideal temperature.”
The optimal storage temperature for ripe tomatoes is 55 to 70 degrees Fahrenheit.
“Refrigeration temperatures below 50 degrees Fahrenheit cause the natural sugars to break down in the fruit, and the tomatoes will be not be as sweet or as firm as desired,” says Lori Castillo, marketing director for Nature- Sweet, in San Antonio.
Failure to remove compromised product could accelerate the spread of mold and fungus, causing more loss of product and possibly become a food safety hazard, Christou adds. “Retailers can utilize category management to optimize sales and minimize shrink.”
6. BUILD DESTINATION DISPLAYS
Tomatoes are displayed in multiple ways at Grocery Outlet stores. One is the regular offerings on dry Euro tables in RPC trays in the produce department, says Olson. “We utilize the tops of our dry table ‘wing boards’ to promote and highlight special varieties. Field bins are something we use either in the back with our produce dry tables or outside
the entrance to the store to really push what is being featured or for the added holding power that the 2-pound roma sometimes requires. Finally, slant racks have been a great merchandising vehicle. It’s simple to use and holds up to 4 cases of product that is simply placed on the rack, which reduces labor and helps eliminate shrink. They are easy to move when cross-merchandising tomatoes with avocados or other tie-in items.”
As a supplier, NatureSweet has a variety of different racks and secondary displays that
it provides retailers to aid in merchandising efforts that can help increase sales nearly 30 percent, according to Castillo.
“If a retailer has stores near a college area, then snack tomatoes are ideal for additional displays; if there are more Baby Boomers in the neighborhood, then bulk displays of beef- steaks and TOVs. If it’s summer and BBQ season, then you want big slicers for burgers out in front,” recommends NatureFresh’s Quiring.
Seasonal themes are ideal for tailoring tomato displays.
“In the summer, we’ll build huge displays of local (New) Jersey tomatoes,” says Richard Stiles, director of produce and floral for Redner’s Markets, a Reading, PA-chain with 44 markets and 13 quick shoppes in Pennsyl- vania, Maryland and Delaware.
Beyond time of year, a good mix of product that helps keep the display full and attractive on an annual basis includes the following, recommends Pure Flavor’s Veillon: TOVs; loose cluster beefsteak; loose roma; loose red grape; dry pint package of cocktail; 1-pound package specialty items; and mixed medleys, different colors of grape tomatoes and cherry tomatoes.
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