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OPPORTUNITIES TO CONNECT
Strong communication between retailers and their customers is important, according to FMI’s The Power of Produce 2017. Noting that consumers are seeking ways to more deeply connect with their food and food choices, the report encourages retailers to ramp up in-store health and wellness signage to promote speci c bene ts of eating particular fruits and vegetables. It also suggests retailers educate shoppers on preparation methods.
Jessie Price, editor-in-chief, Eating Well, Shelburne, VT, suggests retailers do more of what they already are doing toward boosting convenience, including an ample display of fruits and vegetables that are cleaned, prepped and bagged. “Retailers also should give shoppers plenty of ideas for trying different fruits and vegetables. These can be little tags, rather than full-blown recipes, that say things like ‘You like broccoli? Try broccoli rabe’ or ‘You like roasted carrots? Try roasted deli- cata squash.’ ” She notes grocery chains
‘The produce depart- ment also needs more signage that gives basic instructions on how to cook less familiar vegetables like kohlrabi or how to serve dragonfruit.’
Michael Ruhlman, Author
can license Eating Well recipes for their website, email and social media to get consumers cooking more healthfully and eating more fruits and vegetables.
“The produce department also needs more signage that gives basic instructions on how to cook less familiar vegetables like kohlrabi or how to serve dragon- fruit,” suggests Michael Ruhlman, author,
Grocery and Ruhlman’s Twenty: 20 Tech- niques, 200 Recipes, A Cook’s Manifesto, New York. “Produce associates should be well-versed in their department in order to engage with customers and encourage them to try something new. And carts could be redesigned with a large section just for fresh produce.”
The FMI U.S. Grocery Shopper Trends uncovered an interesting paradox about recipes – shoppers name recipes as key way retailers could help them eat well, but only a small percentage actually take recipes provided at the store. FMI surmises that what shoppers really want is guidance and ideas for preparing healthy dishes and meals. pb
54 / OCTOBER 2018 / PRODUCE BUSINESS