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good results when retailers utilize secondary displays during promotions.”
e number of linear feet required for the mushroom set is determined by sales and the holding power of the set. “Sophisticated retailers have cluster sets based on the demo- graphics of the neighborhood,” O’Brien says. Sales can be maximized and shrink can be minimized using true category management for this “image-enhancing, pro t-driven, yet very perishable category.”
What can retailers do to lessen shrink?
Aside from maintaining the cold chain and rotating product, says Delaney, “a great way to reduce shrink is through product mix and custom pack sizes. For example, we o er smaller master count packs to make sure stores can have an optimal level of inventory.”
Educating consumers as well as retail partners on menu trends has been, according to Delaney, a “key initiative for us. We launched our Kitchen Live series, which features quick videos that ultimately highlight the versatility of mushrooms.” pb
• Proper ordering to turn product. “Use your history and current trends.”
• Stay in stock. “Out of stocks lead to loss sales, disappointed customers, and really play havoc with your scan data.”
Educational material can play a signi cant role in fueling increased purchases, O’Brien has found. “How can retailers get shoppers thinking about mushrooms in casseroles, omelets, soups and salads, kabobs and stu ed mushrooms? Retailers can take advantage of the mushroom growth by o ering solutions with more recipes and product information.” In addition, the training of produce store team members is critical, “because they are the people who have the most contact with the consumer.”
One of the larger marketing initiatives for Monterey Mushrooms has been promoting the health bene ts within the category, highlighting one in particular: its products’ abundance of Vitamin D. “ ey are the only produce item with natural Vitamin D, important not only for bones, but essential for a healthy immune systems,” says O’Brien. “Vitamin D is just as important for bone health as calcium. If you’re running low, the calcium you get from food won’t get absorbed properly, leading to thin and brittle bones. e main source of vitamin D is exposure to sunlight. When we’re exposed to the sun’s UV rays, our bodies produce vitamin D; mush- rooms do the same.”
Space at retail is always a major consider- ation, no matter the product line, and mush- rooms are no exception. “We are fortunate to work with a really innovative group of retail partners,” says To-Jo’s Delaney. “Each of our customers approach merchandising in a way that best works for their store. Regardless of the market or size of the store, we have seen
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