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merchandising review onions
n NOA’S MERCHANDISING TIPS: MAXIMIZE USE OF MEAT ‘BUNKERS’
Effectively merchandising onions, or for that matter any fresh produce, re- quires continual maintenance. “If there is anything to fix about an onion display in stores, it’s the upkeep,” says René Hard- wick, director of public and industry rela- tions for the National Onion Association (NOA), Greeley, CO. “Onion skins naturally fall off, and when you have a lot, it can make the display look a tad shabby. Peo- ple are attracted to clean, neat displays.”
Display space in the produce depart- ment is always at a premium, and parcel- ing it out efficiently is essential. “We’d say onions should be central to any display, as they are used in most cooking,” notes Hardwick. “They are the superstars, and the spotlight should be on them.”
Departmental displays should feature all varieties of onions, she continues. “On- ions are featured so many different ways, and provide so many different flavors, that it is essential to provide all varieties: yellow, spring fresh, red and white. Each one is an antidote to the perfect recipe.” Yellow onions, for example, “make for great caramelized versions, which can be a food group onto themselves. Red onions are great for pickling and in salads. White onions are very popular in Mexican/Latino foods. And spring fresh, the sweets, are amazing when roasted or grilled.”
Many Americans are incorporating plant-based recipes into their weekly meal plans, says Hardwick, and the sum- mer months are “a great time to exper- iment with plant-based options as local produce is abundant.”
An excellent way to cross merchan- dise is with a recipe bunker. Retailers can use a refrigerated endcap bunker located in the meat department as a dis- play. “In our example, we use a bunker to display grilled beef (and) pepper and onion pizza,” says Hardwick.
In one side of the bunker, the associ- ation recommends retailers should mer- chandise one pound of lean ground beef packages. In the other side of the bun- ker, they can merchandise red and green peppers and shredded Mozzarella cheese. Above the bunker, or on its wings, retail- ers can display shelf-stable items from the recipe, including onions, 12-inch pre-
pared pizza crusts and olive oil.
“We suggest retailers partner with
suppliers or brokers to secure promo- tional pricing of key items to help drive sales,” says Hardwick. “Promote private label brands of key items, as desired, in the display. Use a clip to post recipe cards above the bunker or create a sign using the recipe, which shoppers can take a photo of with their phone. Promote and communicate the Meal Solution Bun- ker through various channels” such as these:
• Promote the meal solution recipe and bunker in social media.
• Include a mention or picture of the bunker in your circular.
• Drive traffic to the recipe bunker with in-store intercom messaging.
Management can educate depart- ment employees about the bunker us- ing these talking points:
• The Grilled Beef, Pepper and Onion Pizza is a family-friendly meal. Simply add a prepared green salad for a com- plete dinner.
• Point out the recipe meat bunker with all ingredients to purchase.
• Encourage shoppers to take a recipe card or take a photo of the recipe on the signage provided.
• Have the Meal Solution Bunker pro-
motion for a minimum of two weeks.
Retailers can accurately measure the effectiveness of the program by tracking the following:
• Sales of each bunker item, compared to the prior month, same time period of the prior year and for the two weeks fol- lowing the promotion.
• The number of likes, retweets, and comments in social media.
• Feedback from in-store employees.
Recipes, the association has found, are key to helping boost sales, especially when retailers provide all the ingredients of a recipe in one convenient spot.
“That’s also a great way to cross-pro- mote,” notes Hardwick. “These days, people are always on the go but they do want to feed their families nutritious meals. The produce aisle is central to that goal. If retailers can highlight creating nu- tritious meals by leading them to the right recipes and ingredients from the produce aisle, they stand a better chance of selling whatever they’re featuring.”
Store nutritionists/dietitians, she con- tinues, are “really pivotal here, as they can provide the most accurate informa- tion for consumers, be they handouts or even electronic pushes on recipes when they get into the store through their mo- bile devices.” pb
44 / AUGUST 2019 / PRODUCE BUSINESS