Supermarket Perimeter - September 2021 - 52

Produce: Apples
Organic apples in particular have enjoyed
recent growth on the packaged side, Shales
said. Stemilt has seen double-digit growth in
sales of packaged apples over the past year
and a half, driven in large part by COVID.
The surge in online sales has also been a
boon for packaged product.
" I think packaging will continue to play
an important role in apple merchandising
now that we are in the omnichannel shopping
environment, " Shales said. " Packages move
through the supply chain well and shoppers
understand exactly what they are buying when choosing
them online. It can also help lift the average purchase sizing,
bringing a higher ring through the register. "
The onset of new varieties is another way apple retailing has
changed, Shales said. Retailers are paying much more attention to
merchandising the mix of varieties, including allocating space and
setting the mix.
Crunching the numbers
When it comes to marketing apples at retail, Vancouver, B.C.-based
Oppy likes to dive deep into the numbers. " Knowledge is power, "
said Roger Aguirre, Oppy's director of apples and pears. " The most
effective way to market apples is within
the data. We provide custom analytics
to our retail partners based on their
own demographics so we can help in
identifying the right marketing mix to
help them capitalize on the product, place,
promotion, price and people. "
Oppy provides its retail partners with
what Aguirre calls a " consumer-driven
matrix of activity " that's constantly evolving.
Whether it's traditional marketing, digital
campaigns or other forms of marketing, the
company is constantly pivoting to the changing needs
not only of the consumer but also the retailer.
" The current apple set has changed immensely since I entered the
industry years ago, " he said.
" Retailers have to be savvy with what works on their shelf and
what doesn't. We're here to help them in their SKU rationalization to
provide top-notch products that will keep their customers coming back
for more. "
Oppy also saw a big uptick in packaged sales during the pandemic,
and Aguirre is optimistic about the future prospects for bagged.
" It holds a really exciting opportunity in meeting the needs we have
for different apple sizing.
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52 - SEPTEMBER 2021
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Supermarket Perimeter - September 2021

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