Supermarket Perimeter - December 2020 - 44

Produce

Department
design
BY ANDY NELSON

CONSUMERS BUY WITH THEIR EYES. Nowhere is that truer than in
the grocery produce department, where color alone can pull a shopper
into its aisles.
And to make colors pop, you have to have the right lighting, said Bill
Plageman, vice president of marketing and product development for
Oakland, N.J.-based Amerlux.
" There are a lot of colors out there - your lights should showcase
them all, " Plageman said. " Color plays a critical role when laying out the
produce department. "
Under the right light, meats look super fresh and marbled. Fish look
like they were just pulled from the water.
And in the produce department, Plageman said, fruits and vegetables
" burst with freshness. "
" Customers want to see the vivid, beautiful colors of fresh produce-
and not lighting them properly can destroy that intent, " he said.
44 - DECEMBER 2020

Under natural light, with its picture-perfect color-rendering
capabilities, colors are vibrant. Textures come to life. And consumers are
more likely to pick the well-lit fruit or vegetable.
" When you see a tomato that isn't a nice red, do you think it's old or
perhaps not ripe? The right lighting can deepen the color and make the
tomato appear as if it were just picked off the vine, ready to be eaten. "
Produce managers, Plageman said, must consider what type of
rendering ability their lighting source delivers. If done wrong, lighting
can oversaturate or undersaturate colors.
With the development of LED, color rendering has evolved and
reinvented the in-store shopping experience, Plageman said.
" Today, we can deliver color as natural as the sun or enhance the
natural color by slightly oversaturating the hue, " he said. " We never
want to change color, but when you can add depth and texture to
produce and other perishables, customers notice. "

supermarketperimeter.com

AMERLUX, ALCO DESIGNS

The right lighting
is essential to show
fruits and vegetables
in their true colors.



http://www.supermarketperimeter.com

Supermarket Perimeter - December 2020

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