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merchandising review melons
PUT FLAVOR FIRST
The combination of domestic and import seasons makes melons available year round, but Wes Liefer, president and chief executive with Pura Vida Farms in Brea, CA, empha- sizes what really affects sales is quality, flavor and appearance. “If quality melons are avail- able, then a year-round program is great, but a retailer shouldn’t sacrifice taste or quality just to have a year-round program. You must make sure the quality and taste of the melon is good. A store doesn’t ever want to provide poor quality to customers.”
Sam Marrogy, produce manager at Harbortown Market, an independent gourmet grocery in Detroit, agrees flavor is the most important aspect of melon sales. “You want them to be sweet,” he says. “The first question customers ask is, if it’s sweet. They don’t care as much about color as long as it’s sweet.”
Retail is encouraged to focus on taste more than shelf life. “One of the biggest problems in the melon industry is the trade is being abused by having immature fruit on the stands,” says Don Smith, president of Turlock Fruit in Interlock, CA. “Chains want immature fruit because they want it to hold. But if stores want to increase sales and volume, the only way
they’ll get it is to have a good-tasting melon. That leads to repeat sales as well.”
Carter notes with regard to sourcing, retailers should take into account peak production areas and times. “This is essential to both flavor and price,” she says.
Eating quality is something to consider, especially during seasonal transition times. “Buyers must be aware not only of the appearance and external quality but also the internal eating quality,” says Liefer. “Maintain consciousness of freshness, quality, sugar and flavor during these transition times. If you’re unsure, ask your shipper for a sample.”
Cox of K-VA-T notes the time between the end of the U.S. season and moving to imports can be challenging. “Sometimes the size of displays needs to be reduced,” he says. “You want to try to make it as seamless as possible for consumers and stores.”
However, at times when there just isn’t any good product available, Liefer recom- mends taking melons out of the mix. “Stores shouldn’t have melons on the shelf just to have melons on the shelf if they can’t ensure the quality and flavor,” he says. “Stay current on the situation and put them back in as soon as good quality is available.”
Stores with confidence in their melon quality should demonstrate it to customers. O’Connor recommends always having a piece of fruit cut, wrapped and labeled: For Display Only. “Cut display fruit is the ultimate way to overcome consumer questions about the quality and flavor,” he says. “The consumer can look at it, touch it and see what the melons look like inside.”
Stores also can overcome shopper uncer- tainly by selling halves and quarters during the off-season. “By adding those to the actual bulk display, it will help consumers make that purchase decision,” says O’Connor. “On cantaloupe especially, it does a lot to increase lift in purchases because normally cantaloupe is not displayed in cut halves or quarters.”
Liefer encourages stores to offer samples to customers. “Letting them try flavorful melons will sell product,” he says. “You don’t necessary have to invest in someone sitting there all day offering samples, but just have employees watch — if a customer is lingering at the display, approach them and offer to cut one. Often this kind of sampling for one person turns into sampling for multiple customers and you make several sales.”
COMMUNICATE CREATIVELY
Creative use of marketing programs and seasonality helps draw attention and create demand. “Produce departments can get creative with their displays during the months of July and August,” says Rosado. “This ulti- mately attracts the consumer to purchase watermelon.”
The NWPB’s display contest is considered a win-win for both the consumer and the retailer. “Our Watermelon Queen in-store promo- tions continue to have great success at retail level,” says Rosado. “These young women are smart, educated and bring something unique
to the produce department.”
For displays in the spring and summer
months, Nichol recommends bringing a “vacation” feeling to consumers shopping in their local market. “Dulcinea has attempted to generate attention by offering creative addi- tions in stores, such as umbrellas that naturally stand out to shoppers because of their height,” he says. “Because of the surge in volume and demand for fruit in the spring and summer months, this is the ideal time to increase display size and add secondary displays.”
Michael Warren, president of Central American Produce/CAPCO Farms in Pompano Beach, FL, reminds stores of the critical role of consumer education, especially in transition periods. “Be sure your customers
80 / APRIL 2018 / PRODUCE BUSINESS