Supermarket Perimeter - January 2022 - 55

Produce
retailers need to use their own signage or signage provided by brands,
commissions and organizations like California Grown. "
There are several factors for retailers to keep in mind when planning
their fresh avocado displays: protecting the fruit, showcasing ripeness,
displays and signage.
In general, DeLyser said, instore produce personnel are experts
at merchandising fresh produce to show off its appetite appeal and
protecting it from damage and resulting shrink. Avocados are one of the
produce items that require extra care, in particular careful stacking and
frequent rotation to ensure ripe avocados are featured and not stacked
under firmer fruit.
For years, the commission has worked with its retail partners to
ensure that ripe avocados are available for shoppers. Earlier this year
it conducted a study among shoppers at several retailers in California
and found that many avocado shoppers want to purchase avocados of
varying ripeness levels during the same shopping trip.
Produce display
building 101
COLOR
Highlight not only the wide
variety of colors produce offers,
but find out which colors look
best next to each other (avocado
green next to tomato red, e.g.).
EDUCATION
Make sure signage gets the most
important information across,
for example which products are
seasonal. (89% of consumers say
seasonal produce is better-tasting).
MAINTENANCE
Know which fruits and vegetables are
susceptible to bruising when building
your displays. And rotate product
frequently so older product doesn't
get buried and pass its quality peak.
CROSS-PROMOTE
Many produce items go great
together, and plenty can be
merchandised on displays with items
from outside the department.
RELOCATE
Secondary displays in different
areas of the department -and of
the store in general -are a great
way to get the most out of your
promotion. Mobile display units are
" They want to buy some that will be ripe and ready right away, and
some that will be ready, and not overripe, for later in the week, " DeLyser
said. " This is quite different from what shoppers said decades ago, and
it makes sense given how much avocado consumption has grown and
how many ways consumers are integrating avocados into different
dishes and meals around the clock. "
For retailers in markets where the avocado category is well developed
- California, Texas and other western states, for example - it may help
increase sales to merchandise avocados of different ripeness levels
separately.
As with most produce items, displaying avocados near
complementary produce and near items with contrasting colors
is helpful, DeLyser said. Additional displays of avocados work
supermarketperimeter.com
JANUARY 2022 - 55
the perfect tool to make this happen.
HAPPY HOLIDAYS
Never forget the importance
consumers place on holidays when
plotting your display strategy. Corn
and watermelon for the Fourth
of July, pumpkins for Halloween
and hand-dipped strawberries
for Valentine's Day are just a
few of the many options.
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Supermarket Perimeter - January 2022

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