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merchandising review root vegetables
PROMOTING ROOT VEGETABLES
Schutt adds that Raley’s promotes root vegetables through point-of-sale materials when available and with meal solutions.
“One area where retail can succeed is by taking some of the thought process out for the customer,” he says. “A root vegetable roasting kit, for instance, with a wide variety of cut, cleaned and ready-for-the-grill options can help increase sales.”
J&C Tropical’s Capote says retailers can increase sales of root vegetables with prom- inent displays. “ e consumers who buys these, whether they’re Hispanic or Asian, are accustomed to walking in and nding them in very large piles, not disorganized but cer- tainly plentiful, so that it’s apparent to the
eyes,” says Capote. “Some folks like certain sizes and shapes, some want to buy more, some want to buy less, so they want to see them in the aisle and take what they need. Prominently and abundantly displayed is what we encourage.”
He also suggests promotions and ads, es- pecially during peak seasons, and displaying them near complementary items.
“Some retailers will have an entire tropical fruit and vegetable area, next to the plantains, the squash and the mangos and the avocados, so that you get the whole basket,” he says.
ese steps not only appeal to shoppers who know and love these vegetables, there’s also an opportunity to draw in consumers who aren’t familiar with them, particularly foodies.
“ ey certainly have grown through food- service, and chefs who will feature them on their menus,” says Capote. “We’ve done in- store demos throughout the years, and we’ve also done food shows speci cally for retailers who want to educate their produce managers. We’ve provided information for recipes and demonstrations, that’s all important, and it’s ongoing. It never ends.”
Natasha Lichty, brand and marketing di- rector for Love Beets, based in Bala Cynwyd, PA, says there are lots of great ways to pro- mote beets, and Love Beets has merchandis- ers who visit retailers throughout the country in order to meet with produce managers and educate them about their products.
“Shelf-talkers and recipes are always a
128 / OCTOBER 2018 / PRODUCE BUSINESS