Page 42 - 0419

versus ‘types.’ Some think the future is to dupli- cate the apple category, with several apples of similar characteristics at different price points.
“Others think the berry model, a successful category where there is one unnamed variety of each type of berry. Some think there should be a premium and value grape in each category. White and red seedless as a base, blacks when they are available, maybe a larger clamshell as a value proposition, perhaps organic, maybe a specialty variety as a driver,” Pandol notes. While a large number of varieties and pack sizes may be impressive, it only works if every choice on the shelf is moving quickly.
“The ‘paradox of choice’ is having too many SKUs just for the sake of having SKU count can backfire, leading to bigger shrink,” says Pandol. “Seasonality is creeping in and is taking retailers kicking and screaming with it. The better retailers are changing the lineup during the year. The only place 52 weeks of an identical order guide looks good is on an Excel spreadsheet.”
Retailers considering grape promotions might do well to highlight numerous varieties at the same time.
“Research has shown multiple grape variety promotions produce the greatest
“The ‘paradox of choice’ is having too many SKUs just for the sake of having SKU count can back- fire, leading to bigger shrink. ... The better retailers are changing the lineup during the year. The only place 52 weeks of an identi- cal order guide looks good is on an Excel spreadsheet.”
— John Pandol, Pandol Bros.
volume lift,” says Wilson. “Consider pricing all varieties the same. Depending on format and goals, some retailers may also consider multiple displays in different parts of the store and/or produce department.”
Promotional help from the largest industry group will be available beginning late in the spring season.
“Retailers will also have plenty of promo- tional opportunities in the early season, includingdisplayandsalescontestsandmedia
incentives including print magazines, mobile geolocation targeting and traffic radio, all of which can be retailer tagged,” says Cali- fornia Table Grape Commission’s Cardinale. “Retailers will also have the latest consumer research and display tips to ensure the best practices for displaying and selling more Cali- fornia grapes in the produce aisle.”
Although most grapes are sold in bags that offer both a clear view of the fruit and space for colorful graphics, clamshells may help specialty varieties stand out in the display.
“Most of our grapes are packed in stand-up, poly-handle bags, with or without high graphics,” says Wilson. “We also offer clam- shells for select varieties and retail customers, depending on their format. Clamshells may be used strategically to indicate premium varieties at higher price points.”
The mix of packaging that would merchan- dise most effectively is a topic for conversation with the shippers.
“We have several options on packaging available in the spring from 2-, 3- and 4-pound clamshells to graphic and clear cello bags packed in 18-pound cartons as well as RPCs,” saysAnthonyVineyards’Harley.“Thatgoesfor organicaswellasconventionalpacks.” pb
42 / APRIL 2019 / PRODUCE BUSINESS