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IF YOU’VE GOT IT, FLAUNT IT
Display size and location are funda- mental elements for increasing sales. “Building a large display signifies some- thing good for customers,” says Don Smith, president of Turlock Farms in Inter- lock, CA. “A large display reflects fresh- ness and quality, and affects purchases.”
Focal bins and mass displays are key factors for driving sales according to Dan O’Connor, vice president of sales at Ayco Farms, Pompano Beach, FL. “Consumers get complacent, so adding a focal display draws attention,” he says. “Shoppers rely on the produce manager to be the expert and recommend ‘this is what is good right now’ via the mental affiliation through display.”
Gina Garven, director of category management for Robinson Fresh in Eden Prairie, MN, points to the importance of utilizing high-graphic bins. “The National Watermelon Promotion Board reports a 68 percent increase in sales in stores that use these,” she says.
Sam Marrogy, produce manager at Harbortown Market in Detroit, utilizes bins for can’t-miss displays. “I put the bins up front with a good price,” he says. “I’ll also put a table next to the bins with other melons on it. When customers walk in and see such a big melon display, they have to buy.”
According to Jeff Nichol, sales execu- tive with Dulcinea Farms/Pacific Trellis in
Retailers can wow customers with a big display
such as this one from Dulcinea Farms, which boasts eye-catching graphic images and contrasting black to make melons stand out.
Los Angeles, an ideal display of melons starts with the bins where the fruit is placed. “Dulcinea goes with the classic black crates,” he says. “A good display also includes eye-catching colors and brings an appeal of freshness and a feeling of making healthy food choices.”
The front end of the produce depart- ment makes the optimal location for large melon displays. “You want a good display where shoppers enter,” says Wes Liefer, president and chief exectuive of Pura Vida Farms in Brea, CA. “Ideally it should be an independent island display but if there is no space, a good end display works well too.”
Michael Warren, president of Central
American Produce/CAPCO Farms in Pompano Beach, FL, recommends flexi- bility and end displays, because of the size of the product and the space needed. “The more you can display together, the better,” he says. “Retailers see the highest reve- nues when they are able to show flexibility on sizing based on market conditions.”
Maintaining the supply on the shelf is also crucial to profitable displays. “Merchandising loses impact if shoppers see empty shelves,” says Liefer. “The worst thing you can have for customers at 4 p.m. after work is empty shelves or poor appearance of displays. A lot of produce workers are afraid to throw product away because it increases their shrink percentage but on the other hand ugly, bad fruit turns customers away. Produce employees constantly need to go through and cull out any bad or bruised fruit. You want your customer to have a great experience with the product.”
Neat and well-signed displays with ample product for selection is a must, according to Keith Cox, produce cate- gory manager at K-VA-T Food Stores in Abingdon, VA. “Educating store associates is the first step,” he says. “Teach them to be able to help customers in selection, how to store product and when to cut product. Displays in high traffic locations always help with all varieties grouped together for a melon destination center.”
are aware of what is new and the qualities of any item coming into season,” he says.
Focus on the delicious and nutritious aspects of watermelon, suggests Leger & Son’s Carter. “Consumers are more health-conscious than ever,” she says. “The more retailers educate consumers on the health benefits of water- melon, the more likely sales are to increase. It is a great value and is incredibly versatile.”
Rosado reports selection and health infor- mation are the two top things consumers would like to see displayed in the store with watermelon. “The NWPB has many educa- tional tools and point-of-sale materials avail- able for retailers,” she says.
Robinson Fresh’s Garven recommends utilizing point-of-sale materials to educate consumers on product selection, nutrition and usage ideas. “We have found emphasizing the
health benefits has been especially important for converting consumers from impulse buys to planned purchasers,” she says.
Social media presents another way to offer consumers new and exciting usage ideas. Dulcinea Farms’ Nichol points to Instagram and Facebook as obvious choices where pictures and recipes can be accessed by anybody. “Bloggers are also a key contact for the spread of innovation in the use of melons,” he says. “Melons are now included in many gourmet food dishes and are being eaten in savory dishes. This fruit is making its way out of only being offered as a sweet option and is now being used creatively in a variety of dishes, soups and appetizers. Another trend coming to the forefront is online ordering, grocery shopping and food kit delivery services. These are great emerging
channels to get new varieties exposed and provide usage ideas.”
FOCUS ON FRESH-CUT
Fresh-cut is a major factor in the melon business and continues to escalate. “Fresh-cut is becoming a bigger part of the business every year,” says Turlock Fruit’s Smith. “People want convenience, they want no waste, and they really don’t care what it costs. Any retailer looking for a good melon program should definitely consider having a major cut program as well. We see stores doing this on-site and they’re setting the market on fire.”
The fresh-cut segment continues to be popular because of busy lifestyles of consumers, according to Garven. “Melons represent 43 percent of fresh-cut fruit sales, ranking it the
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