Berries Boost Basket Buys

Berries offer year-round opportunities to drive retail produce sales.

When it comes to fruit consumption among consumers, berries are near the top of the list. What makes them a favorite in the produce department is their year-round availability, their delicious and varied tastes, and their many health benefits — and produce managers should treat them as a precious commodity.

“Berries are consistently listed as the healthiest of fruits and they have tremendous flavor,” says Brian Klumpp, director of sales and marketing at North Bay Produce in Traverse City, MI. “That makes them hard to beat.”

Nick Wishnatzki, public relations manager at Wish Farms Inc. in Plant City, FL, agrees. “Consumers love berries because of their health benefits. But they also love them because they are delicious.”

“Our varieties are very flavorful with a strawberry aroma that the consumer will notice right away,” says Sue Harrell, director of marketing, Florida Strawberry Growers Association, Dover, FL. “Of course, most people love strawberries and they are such a healthy treat for kids. They are packed with vitamin C and potassium, so they are a nutrient-dense fruit. Children will eat a salad if you put strawberries in it.”

AVAILABILITY AND SEASONALITY

An attractive feature of berries as a product is their wide range of availability. Most berries have a season, but what is limited in some areas can be purchased from other parts of the country and even other parts of the world.

Florida grows fresh strawberries all winter long, says Harrell. Planted in October, a new crop is available starting in late November. “Volume and price determine when the season is over, usually around April, depending on Mother Nature,” she says.

Getting the fruit to market isn’t without its challenges, however, and “inclement weather in our receiving markets can be challenging,” says Anthony Gallino, vice president of sales at Bobalu Berry Farms, Oxnard, CA. “When you can’t get trucks to the East Coast due to blizzard conditions or flooding, that affects us all.”

Although many consumers enjoy berries year-round, depending on the source, Wishnatzki believes consumers tend to be passionate and loyal to their local regions.

“Customers here in Florida look forward to the state’s winter strawberry season because they enjoy the texture, juiciness and flavor of Florida strawberries,” he says. “In fact, Plant City, FL, is the winter strawberry capital of the world for a good reason — Florida’s weather during this time hits the sweet spot for strawberry growing.”

However, he adds, Wish Farms provides berries all year, thanks to grower-owner farms of all four major berries — strawberries, blueberries, blackberries and raspberries — located all over the world.

Klumpp, of North Bay Produce agrees there are often regional differences, such as the Upper Midwest and the East Coast, which are strong growing regions for blueberries. “The consumers there are very loyal to their states. This is also true for Florida strawberries.”

North Bay Produce has grower-owner farms across the world. “This enables us to provide our berries each and every week of the year, all across the country.”

NEW TRENDS AND VARIETIES

Berries are fragile fruit. Packaging them in environmentally friendly ways is a challenge, as is keeping them fresh and attractive looking. Today’s shoppers also want to know what they are buying, where their food comes from, and who grows it. Providing information on packaging about the farm or company helps connect with consumers.

Wish Farms does this by communicating its story as a company that holds itself to a higher standard and that its berries are grown in responsible ways and live up to its “Feel Good. Eat Berries. Make a Difference” slogan. “Our mission as a company is, and always will be, to provide the best tasting berries,” says Wishnatzki.

“Sustainable packaging has been and will continue to be a focus for North Bay,” says Klumpp. “For example, our top seal punnets have reduced plastic usage, and are made more secure and protective for our berries.”

Variety in sizing can also boost sales. Harrell of the Florida Strawberry Growers Association says box stores will continue to offer larger family packs, “but we are also seeing a trend toward a smaller snack pack for kids’ lunch boxes and for eating on the go.”

New variety offerings are also on the table. “A few seasons ago, we introduced Pink-A-Boo Pineberries, which consumers are starting to discover,” adds Wishnatzki. “We call it the fifth berry and it has created quite a buzz with consumers and retailers. Since its sugar content is slightly elevated and it has lower relative acidity than traditional red strawberries, it has a delicate flavor finish that leaves the palate pleasantly refreshed.”

The pineberry, a white strawberry, was developed through traditional breeding techniques at the University of Florida, but the white strawberry variety is not new. “The red strawberries consumers enjoy today were crossed with a wild white strawberry many, many years ago,” says Wishnatzki.

“Our breeding program has expanded into the Florida red and white varieties,” says Harrell. “To add value to our program, the white varieties have a special niche in the marketplace, sparking an interest in foodservice and the curious foodies who like to entertain and are always looking for the unusual and tasty additions to their menu. We have varieties now that not only ship well, but have a strong berry flavor.”

Labeling on packaging can tip off consumers that new varieties of their favorite berries are available. Wish Farm packs its Pink-A-Boo Pineberries in a one-layer, 10-ounce container with an attention-grabbing label. “The label features a picture of a ripe pineberry and the phrase, ‘Ripe and Ready,’ to help educate customers on what to look for. The branded bright pink box holds six of these units and its vibrant color is eye-catching on display. We also decided to prominently display, ‘non-GMO’ on the label for further emphasis,” says Wishnatzki.

Harrell says consumers now recognize the “Fresh from Florida” campaign as a Florida and USA brand. “The address on the package is sometimes small and hard to see, so our organization, the Florida Strawberry Growers Association, pays for all of our growers to be members and to have access to the Fresh From Florida label on their packaging in order to catch the eyes of consumers in the produce department,” says Harrell.

RETAIL MERCHANDISING

Berries are particularly popular during the winter, reminding customers that spring is on the horizon.

“Berries are a destination item in the produce department, so stores have a great opportunity to capture and convert consumer demand beyond the healthy mindset of the consumer via creative displays and cross-promotion,” says Wishnatzki.

“Berries are a destination item in the produce department.”
— Nick Wishnatzki, Wish Farms Inc., Plant City, FL

“Retailers are getting very good at what they do. They are getting very creative, both in the produce department and by displaying them in other areas in the store. Retailers particularly like large berry displays right in front to catch consumers as they enter the department. And they also keep them in refrigerated cases for longer shelf life,” says Harrell.

Wishnatzki agrees. Because berries are highly perishable, he recommends retailers display berries in refrigerated cases, and store associates should continuously rotate older products and remove any packages with spoiled berries.

Tony Wilson, produce manager at Global Foods Market, St. Louis, MO, says using promo materials from the various berry growers and suppliers is key to increasing sales of berries.

“Unfortunately, it isn’t always easy to get growers and suppliers to provide promotional information. Nobody is spending on advertising, and they are blaming the economy,” Wilson adds. “But when I am given tools to work with, I use them to push berries. And that results in increases in sales.”

Cross-merchandising berries with other offerings can also boost sales. Showcasing dipped chocolate, cakes and pies using berries, as well as smoothie ingredients and recipe cards are some creative ways to boost berry sales.

“We have successfully co-promoted our berries with yogurt, oatmeal, cereal, nuts and even salads,” says Klumpp of North Bay Produce.

“We’re right around the corner of dessert cups for strawberry shortcakes. That means not just pushing strawberries, but also canned whipped cream,” says Wilson of Global Food Markets. “Pushing guacamole mixes and smoothies with fruit is another way to boost sales for all products involved. I’m all for helping, not just produce companies, but other vendors.”

ADD ORGANIC OFFERING

Pushing organic berries is another way to increase sales. Capturing consumers who normally go for more affordable conventional berries can convert a customer to switch to pricier organics.

“Some retailers display organic and conventional berries separately. But, an effective way to push organic sales is to display them both side-by-side. This can capture the attention of consumers who normally purchase conventional, but who might now make an impulse buy to try organics,” says Wishnatzki.

Wilson of Global Foods Market doesn’t like to mix the two. “I like to sell conventional and organic berries separately. For our customers, that works best. I have specific customers that will only buy organics, and they want to be able to go to displays where they don’t have to sort through conventionally grown berries to find the organics.”