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merchandising review onions
nONION PITFALLS
Growers and marketers share some
key pitfalls to avoid in onion merchan- dising.
Make Sure You’re Getting What You Paid For: One big concern for buyers according to Michael Blume, sales with Keystone Fruit Marketing in Green- castle, PA, is if you’ve really purchased sweet onions. “Be sure they’re truly sweet onions,” he says. “Unfortunately, some shippers will put hot onions into a carton, call it a sweet onion and sell it. We must all take steps to ensure the consumer has a true eating experience with a sweet onion. If consumers buy a hot onion marketed as a sweet onion, they won’t come back.”
Don’t Mislead the Consumer By Mistake: Delbert Bland, owner of Bland Farms in Glennville, GA, mentions one of the biggest hindrances to onion sales is misleading the customer at point of sale and marketing a sweet onion when it’s really not sweet. “This is one of the most detrimental things you can do,” he says. “Make sure your onions are clearly marked and shoppers know what they’re buying.”
Use Signage More Effectively:
Signage can be an even more influential sales tool, relates Teri Gibson, director of marketing and customer relations for Peri & Sons Farms in Yerington, NV. “It’s often rare to see clear, accurate, informational signage in the produce department,” she says. “Giving consumers information about the item — above and beyond the name — would go a long way toward increased understanding and usage of the item.”
Make Sure Signs Keep Up with Displays: Bland also warns produce department personnel to pay attention to signage when changing displays or product. “Store departments need to be careful floor staff is changing the signage when they change display or variety,” he says.
Constantly Check Quality: Paul Kneeland, executive director of produce, foodservice, floral and bakery operations for Gelson’s Markets in Santa Fe Springs, CA, stresses the importance of a fresh, quality display. “Especially during the summer you need to watch for blowouts — they will cause fruit flies,” he says. pb
will last, our guideline has been to build the display so it’s sold through in two to three days,” says Keystone’s Blume. “You want to keep the display looking fresh and
full at all times.”
Since Vidalia
onions have a higher sugar content, explains Stafford, they need to be handled more
carefully to prevent bruising. “Make sure to rotate and change out the product to ensure fresh displays,” he says. “We encourage merchandisers to keep the bins fresh and full.” Displays also should be kept tidy and well- marked for optimal look. “Multiple varieties must be displayed with clear divisions and descriptions,” says Gibson of Peri & Sons. “We suggest retailers use red and white onions to separate the various varieties of yellow onions — whether Spanish, mild or sweet. When true sweet onions are placed
directly next to conventional yellow onions it’s confusing for consumers, and an oppor- tunity to educate and engage is lost.”
5. STEP UP MERCHANDISING
Gibson says with some creativity and planning it’s possible to shake up this produce staple. “We’re bringing a big splash of color and fun to the onion section this summer with Peri & Sons Farms’ Sweet BBQ Bloomer,” she says. “It’s a delicious, low-fat alternative to the traditional deep- fried blooming onion. Our colossal-size sweet onions can’t be missed and make a stand-out stackable DRC display when filled with colorful grab-and-go bags that include a spice packet and recipe.”
Cross merchandising provides ample opportunity for suggestive selling. “Consumers in today’s market are pressed for time,” says Shuman. “They crave ease and convenience without having to sacrifice quality of ingredients or nutrition. Cross promotions and IRC campaigns featuring two or more items in the produce depart- ment are popular ways to drive category sales, create convenience and provide savings for customers.”
PHOTO COURTESY OF SHUMAN PRODUCE
Paying attention to the displays is crucial to keep customers coming back.
54 / AUGUST 2018 / PRODUCE BUSINESS