ABCs of Merchandising Peruvian Asparagus

Attending to a few fundamentals will benefit fall, winter asparagus sales.

Fresh asparagus offers significant sales potential through the fall and winter, a time of year when Peru is a major player.

“Peruvian asparagus offers retailers plenty of opportunity for quality, fresh product,” says Priscilla Lleras, executive director of the Peruvian Asparagus Importers Association (PAIA). “Peru provides a stable supply of asparagus with particular attention on peak season from October to December.”

PAIA’s 2025/2026 Fresh Asparagus Statistics, Category Trends and Demographics Report notes that Peru accounts for over 30% of fresh market asparagus imports to the U.S.

From September through December, Peruvian asparagus helps retailers maintain a consistent supply when domestic production declines, explains Mark Cotê, regional produce supervisor for Redner’s Markets in Reading, PA, with 45 stores.

“Its premium quality, versatility, and strong consumer demand drive sales and margins,” he says. “Featuring asparagus in seasonal promotions, meal solutions and holiday displays boosts profitability, while offering shoppers a fresh, healthy vegetable throughout the fall months.”

Stores should plan months ahead, manage quality, and merchandise asparagus as a premium seasonal vegetable, says Jeff Friedman, president of CarbAmericas in Ft. Lauderdale, FL. “November and December are a unique period for asparagus because consumer demand rises with holiday meals.”

A few elemental ABCs will yield positive results. “The consistent, reliable quality of Peruvian product sets retailers up for dynamic merchandising prospects in fall and winter,” says Carlos Solf, vice president procurement for Southern Specialties in Pompano Beach, FL, and co-chair of PAIA.

“Focusing on a few strategic areas will enhance sales and elevate the produce department’s image with shoppers.”

A = ATTENTION-GETTING DISPLAYS

Produce must be visible to end up in the shopping cart. “We focus on building a robust display,” says Josh Alsberg, owner of Rubinette Produce Market, a unique gourmet independent retailer in Portland, OR.

Asparagus isn’t typically on the shopping list, so consumers need to see it, explains Lleras. “Displays should be prominent. Even stores with limited space can build an attractive display.”

Cotê shares three keys to effective displays include visibility, freshness and cross-merchandising. “Place displays in high-traffic areas, keep them fully stocked with premium quality product, and pair complementary items to inspire meal ideas,” he says. “Clear signage and attractive presentation encourage impulse purchases and increase overall sales and profitability.”

Katiana Valdes, marketing director for Crystal Valley Foods in Miami, FL, emphasizes asparagus should be placed in a prominent location within produce, especially near high-traffic areas. “Secondary displays during promotions can significantly increase impulse purchases.”

Shani Nir, management at Ayco Farms in Pompano Beach, FL, urges retailers to highlight asparagus to entice sales. “Endcap displays or additional refrigerated display fixtures placed in high-traffic areas offer best results,” she says.

“Endcap displays or additional refrigerated display fixtures placed in high-traffic areas offer best results. This provides a destination, thereby driving incremental sales and attracting new customers.”

— Shani Nir, Ayco Farms, Pompano Beach, FL

To celebrate the 25th anniversary of PAIA this year, the association is sponsoring a Retail Display Contest Challenge in October.

B = BASICS OF HANDLING

A great asparagus display starts with excellent product. “First, ensure you are purchasing fresh product from a reliable and consistent supplier,” says Craig Rolandelli, president and chief executive at Jacobs Malcolm & Burtt (JMB) in San Ramon, CA, and PAIA co-chair.

“Then, be sure to handle it correctly, from the back room all the way through floor display. Asparagus displays should be well maintained to ensure the best product is in front of shoppers.”

Lleras recommends asparagus be kept cold (34-36 degrees F) in the backroom and moist (damp room). “Fresh asparagus is not ethylene-sensitive, but it is susceptible to absorbing very strong odors,” she says. “So, stores should be thoughtful of what they are storing next to it.”

CarbAmericas’ Friedman recommends displaying asparagus standing up in refrigeration. “Be sure to create a full display, but not overcrowded.”

At Rubinette, quality is imperative for purchase. “When people are shopping for asparagus, they want nice tight heads and firm stalks; otherwise they walk away from it,” says Alsberg.

Fresh, well-stocked displays are essential, agrees Valdes. “Fresh-looking product drives sales, while sparse or dehydrated displays quickly discourage purchases.”

Also, she stresses retailers should plan early. “Holidays increase demand significantly, so working with suppliers well in advance helps secure product and promotional volume.”

Stores can promote throughout fall and into the winter holidays. “Peruvian product provides a long window for sales,” says Rolandelli. “Stores can begin planning in September, build into peak volume in mid-October, and promote heavily for the Thanksgiving and Christmas seasons.”

C = CONSUMER EDUCATION

Reaching out to consumers is another essential component of positive sales. “Stores should support fresh asparagus with weekly ads, digital promotions, recipe cards, point-of-sale signage and social media content,” says Cotê.

Although asparagus is a pretty straightforward vegetable, PAIA’s Lleras emphasizes the importance of reaching shoppers with messages on ease of preparation to encourage purchases from new consumers wanting variety and nutrition. “Provide ideas on usage with signage, demos, or in-store communications.”

Consumers often need inspiration, agrees CarbAmerica’s Friedman. “To increase impulse buys, use QR codes or recipe cards.”

Stores can educate shoppers on meal and usage ideas through cross-merchandising. “Giving shoppers meal ideas encourages larger basket sizes,” says Crystal Valley’s Valdes. “Display asparagus alongside proteins, such as steak, salmon, chicken or lamb, as well as potatoes, mushrooms, lemons and seasonings.”

“Value-added asparagus is an increasingly important part of the category. Retailers can merchandise these products adjacent to conventional, naked bunches, allowing shoppers to choose between traditional and convenience options.”

— Katiana Valdes, Crystal Valley Foods, Miami, FL

Rubinette uses a variety of cross-merchandising opportunities. “We’re always thinking in terms of culinary use,” says Alsberg. “Asparagus goes well with capers, anchovies and Parmesan cheese. Or pair it with nice pastas or heirloom grains you want to feature.”

Alsberg also notes shoppers love pickled asparagus. “Fall is a great opportunity, since many consumers are into canning. Merchandise with a canning set including pickling jars, garlic and dill.”

Providing nutritional information will also drive sales, according to Lleras. “Shoppers are increasingly health-conscious. Asparagus contains amazing health benefits including: low in calories; naturally fat-and cholesterol-free; good source of potassium, vitamin A and vitamin C; and rich in rutin and folacin.”

Friedman recommends focusing on the benefits of asparagus rather than price. “Communicate ideas such as a healthy holiday dish, tastes great air-fried with oil and Romano cheese, or full of healthy antioxidants,” he says. “A ‘Get to Know the Grower’ sign will also get the consumer involved and educated.”

Social media is the best way to go direct to the customer, says Ayco Farms’ Nir. “Understand your target audience and how they best communicate with your store. Putting recipes on your website is a great option for shoppers, or using a QR code on products to increase traffic to your website.”

D = DIFFERENT OPTIONS

Increase ring by offering size, color or packaging options. “Having multiple sizes is important because there are different uses for each,” says Alsberg. “The thin asparagus is a quick poach or light sauté. But if you want to grill, you want the thicker. If you want to catch all your shoppers, you must have multiple sizes available.”

Standard asparagus is ideal for everyday cooking, sautéing, stir-fries, and recipes where asparagus is cut into pieces, explains Valdes.

“It appeals to value-conscious shoppers and those looking for versatility,” she says. “Large asparagus offers a premium appearance with excellent eating quality and works well for grilling, roasting, and sheet-pan meals.”

Valdes suggests stores can merchandise multiple sizes together with clear signage highlighting the best use for each size.

Offering multiple product sizes meets different needs. “This includes needs of different households, budgets, and meal occasions, and increases shopper satisfaction and sales,” says Redner’s Cotê.

Packaging options, such as bags, trays, and varying styles and weights, are continually evolving, adds Nir. “Ayco does year-round in-house packaging for multiple options, including tray packs, flow pack and stand-up gusseted bags to offer for retailers,” she says. “Flow pack and gusseted style bags are the most popular currently.”

According to Cotê, some value-added options include microwave-ready packs, trimmed spears, and seasoned meal kits. “Merchandise these products alongside fresh asparagus with clear convenience messaging, meal ideas, and cross-promotions featuring proteins, sauces, and side dishes to drive incremental sales.”

Value-added products provide benefits for shoppers, as well as store personnel, adds Solf of Southern Specialties.

“Trends indicate continued interest for quick meal solutions and value-added is easy for shoppers to pick up,” he says. “It is also easier for retail staff to handle. Peruvian importers and distributors now offer a variety of fresh asparagus value-added options.”