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ORGANICS-WET RACK
INSIGHTS
• Health and environmental benefits are leading factors driving the deci- sion to purchase organics: 60% of consumers choose organics to avoid chemicals; 48% choose them for nutrient content; and 34% choose them for environmental responsibility.
• Within the organic fruits and vegeta- bles category, fresh produce drives 90% of sales and continues to act as a gateway for shoppers to purchase organics.
• More than 30% of consumers claim that 25 to 50% of their annual produce purchases are organic.
• 65% of shoppers claim they prefer to have organics displayed in a segre- gated space.
• Whether it’s for health benefits or the “wow” factor, vibrantly colored vegetables such as rainbow carrots, radishes and chards are anticipated to be popular picks as consumers seek to “eat the rainbow.”
ASSORTMENT
• Base your organic set with volume- driving items such as kales, broccoli, cauliflower, green onions and leafy greens.
• Offer seasonal items to encourage product discovery and trial.
“Make a statement by leading your produce department with an abundant, colorful, high-quality organic vegetable display that invites consumers to try organics. This display will set the tone for the remainder of the store and drive consumer purchase decisions.”
– Bob Borda
Vice President of Organic Sales
HANDLING & CARE
• Preserve freshness by limiting expo- sure to UV light and ethylene-pro- ducing fruits and vegetables.
• Sort through product and discard portions that are dry, wilted or damaged.
•Maintain temperature between 33 and 38 degrees and mist items throughout the day.
Sources:
• The Packer, Organic Fresh Trends 2019 • Organic Trade Association, 2018 Organic Industry Survey
GRIMMWAY FARMS/ CAL-ORGANIC FARMS P.O. Box 81498 Bakersfield, CA 93308 (661) 617-3832 www.grimmway.com
GRIMMWAY FARMS/CAL-ORGANIC FARMS
• Recognize culinary trends by high- lighting new items and popular uses. • Build assortment with trusted brands that demonstrate the high quality your
loyal shoppers expect.
MERCHANDISING
• Segregate organic vegetables at the front of the produce department and clearly label the wet rack using channel strips featuring the USDA seal.
• Arrangeproduceinavisuallycompel- ling way, using color and texture to create contrast.
• Keep displays well-stocked and rotate product to keep the freshest items arranged front and center.
• Merchandise complementary items such as dressings and dips adjacent to the organic wet rack.
MESSAGING
• Use banner graphics to educate con- sumers on health benefits, sustainable practices and seasonality.
• Use powerful visuals featuring trus- ted farms and farmers to develop a connection between the shopper and the grower.
• Tell the story behind your produce by highlighting where it’s grown — shoppers resonate with products grown locally and within the USA.
• Provide shelf-talkers with inspiring recipes and cross-promotional offers.
38 / MARCH 2019 / PRODUCE BUSINESS
MASTERS OF MERCHANDISING