Spring Emerges in the Produce Department

Retailers balance timing, weather and consumer expectations to merchandise spring produce.

Merchandising spring produce can be tricky. That’s because the season begins at different times depending on where in the U.S. you live, so unlike the more definitive post-Labor Day shift from summer to fall, the warming weather shift is more of a gradual process that requires careful management.

Vince Mastromauro, director of produce operations, Sunset Foods, Highland Park, IL, says the transition to spring has to be carefully considered, as key winter commodities, such as citrus and apples, continue playing a role.

Given Sunset’s location in Chicagoland, consumers aren’t necessarily looking for spring produce as early as they might be in warmer parts of the country. Although the shift has already begun at Sunset Foods, “the transition is basically April to June.”

BLENDED TRANSITION

The Northeast, where Northeast Shared Services operates, also has a gradual transition from winter to the warmer weather that prompts consumers to crave spring produce.

Jeff Cady, vice president of produce and floral, Northeast Shared Services, Schenectady, NY, which serves Price Chopper/Market 32 Supermarkets and Topps Markets as part of Northeast Grocery Inc. operations, says variability is part of the merchandising equation.

“Spring resets typically begin early to mid-March and are done gradually over several weeks, with winter items eased out as spring quality and supply stabilize,” Cady says. “The transition can vary year to year based on availability of supply, along with the weather trends in the areas where we are doing business. Just like everything in the produce business, nothing is really black and white, only shades of gray.”

Stores typically begin promoting spring items as soon as they appear on the sales floor, using limited “first of the season” messaging, rather than waiting for a full spring set.

“Easter, Passover, Mother’s Day and Cinco de Mayo are key anchors that accelerate spring sets and promotions.”
— Jeff Cady, Northeast Shared Services, Schenectady, NY

As the slate of spring holidays arrives, the opportunity to turn up seasonal efforts and encourage consumers to get excited about seasonal fruits and vegetables becomes more actionable.

For Cady, spring merchandising combines established products with newer variations. “We focus on the proven key versions of the items to drive the bulk of the business and then tactically work in new items or new versions of existing items to see if they add incrementality to the category,” he says. “We win some, and we lose some.”

Retailers aren’t on their own, of course, and there are plenty of resources that helps spring produce grab more attention.

“Support routinely comes from commodity boards, state agriculture programs and key growers, providing seasonal POS, promotional funding, and crop-timing insights that are especially valuable,” says Cady. “It is a team effort in the produce industry, and as the years go by, I see this building into one big partnership. Everyone has a role to play, and they get better every year.”

GLOWING UP

Produce departments are one of the places consumers can experience the season unfolding, even where, maybe, the weather hasn’t come around to the pleasant temperatures the calendar promises. Making a point of spring seasonal fruits and vegetables as they come into form can be the basis of buzz in the department.

Watsonville, CA-based Driscoll’s has developed branded “Only the Finest Berries” packaging to enhance store-level merchandising presentations. Its berry patch look, enhanced by its brand labeling, can be a way for retailers to make a point that fresh spring produce is available for purchase.

“This season, we’re elevating the experience for shoppers and retailers alike with offerings that make every display pop, and every bite unforgettable,” says Garland Reiter Jr., Driscoll’s chief commercial officer.

The spring season is a big occasion for Irvine, CA-based Gem-Pack. “Gem-Pack is nothing but optimistic about spring berry sales,” says Michelle Deleissegues, senior vice president of marketing. “Berries are an everyday consumption produce item and we continue to see category growth at retail throughout an uncertain economy. We look forward to planning spring promotions with our retailers around key berry holidays and throughout the spring and summer seasons to keep product moving throughout peak harvest and to inspire consumer loyalty and consistent purchasing behavior.”

On the vegetable side of the business, grower-owned J.R. Kelly Co., Collinsville, IL, works with Midwestern growers as a commodity marketing organization to promote horseradish. “Spring holidays are our biggest movers in the world of horseradish. Easter, and especially Passover, combine to consistently make March and April our most important months of the year. Horseradish is often used as the maror or bitter herb on the traditional Passover Seder,” says Matt McMillin, business development specialist for J.R. Kelly Company. “It varies by region, but we definitely see a jump in demand for the holidays.”

“During Passover, it would be great to see items that are commonly purchased for the Passover Seder to be marketed or positioned nearby. It could be easily promoted as a one-stop shop or a holiday/special occasion center to allow for quicker, more targeted shopping.”
— Matt McMillin, J.R. Kelly Co., Collinsville, IL

Ivan Brown, senior director of marketing at Del Monte Fresh Produce North America, Coral Gables, FL, says spring occasions provide a great opportunity for retailers to make a splash with items, such as avocado. Brown suggests retailers who maintain a significant avocado profile have an opportunity to build toward a Cinco de Mayo holiday.

“Retailers can promote products during the holidays by running both print and digital advertisements before and after the season, along with creating exciting in-store promotions and highlighting them on social media,” he says. “Themed displays can also encourage consumers to make holiday-specific purchases.”

Brown recommends offering both ready-to-eat and ready-to-ripen fruits to cater to consumer needs, and cross-merchandising with other produce that are complementary for recipes.

Driscoll’s Reiter says spring holidays, from Valentine’s to Memorial Day and even into June, are “merchandising moments” when seasonal produce items, such as berries, have a receptive audience. Retailers can leverage those occasions by featuring seasonal packaging, secondary displays and cross promotions.

This spring, the Del Monte MAGnificent Melon will arrive on store shelves as a proprietary variety, Brown says, adding it will meet consumers’ No. 1 demand for a melon that is consistently sweet. “The high flesh-to-seed ratio results in an overall more intense flavor.”

PLANNING AND COLLABORATION

Retail success depends on having an integrated plan that maximizes the sales of the range of products that come into season.

“Successful promotions are a collaborative process.”
— Michelle Deleissegues, Gem-Pack, Irvine, CA

“It’s important retailers stay in close contact with their berry sales representatives so they can work together to plan promotions around key weather events and volume surges and declines,” says Gem-Paсk’s Deleissegues. “Cross promotions can be momentum builders, especially right before or after peak berry promotions.”

McMillin says cross-merchandising is a way to make things convenient for sometimes harried holiday shoppers. “I’m a big fan of positioning items that might be used together for holidays and special occasions nearby on the shelves.”

“I think convenience is becoming key as people’s schedules are busier than ever before. It’s not just quality of produce, but also time is also very valuable to the consumer, and it could be a driving factor in how much a consumer buys at the store,” McMillin adds.

Although holidays are key in the swing into spring, Del Monte’s Brown says it’s important to keep in mind how the shopping public is changing.

“Millennial and Gen-Z consumers are starting to gravitate toward whole nutrient foods that support a healthier lifestyle, which places emphasis on treating food as medicine,” he says. “Social media continues to be a driving factor in how younger generations discover healthier options and recipe ideas; these options often emphasize brain, gut, and immune health as a benefit of eating fresh.“