Kick Off the Domestic Produce Season With Spring Holiday Merchandising

Spring is a great time to promote fresh produce.

Ancient Greek mythology tells us the earth blooms bountifully in the spring because Persephone, the goddess of agriculture, makes her annual return. Today, science explains the change in seasons, but for shoppers, March, April, and May are all about the return of new crops, domestically grown fruits and vegetables.

Spring leads the other three seasons in produce sales at $25.3 billion, based on Retail US Market Watch Produce Monthly Reports by the Newark, DE-based International Fresh Produce Association (IFPA), using Circana, Integrated Fresh, MULO+ data.

“Spring is an amazing time to promote fresh produce, and a produce artist’s blank canvas, as there are lots of opportunities to build colorful displays,” says Brian Dey, senior merchandiser and natural foods coordinator for Four Seasons Produce, in Ephrata, PA.

“Putting seasonal items in an ad, running in-store specials, and doing flash sales will all do the job of letting customers know that spring has arrived,” adds Dey.

RAMADAN

Feb. 28-March 29
Muslims break their fast after sunset each day of Ramadan by eating a date. Bard Valley Natural Delights-brand Medjool dates, based in Yuma, AZ, offers retailers 2-, 5- and 11-pound date boxes to satisfy this demand. Last Ramadan, average weekly sales of Natural Delights-brand dates increased by 44%, according to the company, much of it due to the fast-breaking use of this fruit.

“Merchandising is critical for the date category, as visibility is often a challenge,” says Bridgette Weber, sales and marketing manager. “Retailers can elevate their Ramadan display with our signature window-lid boxes. These beautifully designed boxes highlight the quality of the dates, making them ideal for gifting or bulk purchasing during the holy month.”

Natural Delights Medjool dates and the California Walnut Board, headquartered in Folsom, CA, partnered for American Heart Month in February, coinciding with Ramadan. This promotion, which highlights the nutrient-dense, heart-health benefits of both products and their versatility and great taste when paired together, will continue throughout the spring at various retailers.

“Our co-branded shipper program allows retailers to feature two high-demand products — dates and walnuts — in a single display. The recipe scan code inspires shoppers to create heart-healthy snacks and dishes,” says Weber.

NATIONAL CELERY MONTH

March 1-31
Sticks, i.e., fresh-cut celery and dips, are a slam dunk merchandising theme for this month’s designation, which coincides with the kick-off of March Madness basketball March 18.

“Cross-promotion of celery with other items — such as dips, or seasonings and ingredients to make dips at home that offer a discount when purchased together — can be enticing to shoppers,” says Nichole Towell, senior director of marketing and innovation for Duda Farm Fresh Foods, in Oviedo, FL.

The company hosts a month-long promotion online to inform shoppers about National Celery Month holiday and promote its Dandy Fresh Cut Celery. The promotion reaches consumers outside the store via social media, email marketing, public relations and influencer activations.

In April, Duda transitions its fresh-cut celery line to baseball packaging to drive incremental sales with a sports-themed tagline, “The All-American Snack” on the pack.

ST. PATRICK’S DAY

March 17
Retailers can see more green by elevating St. Patrick’s Day merchandising. “We see a nice bump in sales on potatoes, onions, and cabbage for this holiday,” says Jason Kazmirski, retail specialist for Charlie’s Produce, in Seattle, WA, which supplies several independent retailers in the Pacific Northwest, such as Metropolitan Market, as well as larger chains such as Fred Meyer and Sprouts.

Think outside the box by promoting specialty varieties of these staples, recommends Robert Schueller, director of public relations for Melissa’s/World Variety Produce, in Vernon, CA. “This includes baby Dutch red and yellow potatoes in conventional and organic, fingerlings, gemstones, and peewee Dutch yellow potatoes, as well as cipollini, boiler and pearl onions.”

Any green fruit or vegetable is ripe to promote for St. Patrick’s Day. One that especially coincides with spring is artichokes, of which nearly one-third of California’s crop is harvested between March and May, according to the California Artichoke Advisory Board in Castroville, CA.

“Consumers are more likely to buy artichokes if they know how to use them,” says Mark Munger, senior director of marketing for Ocean Mist Farms, in Castroville, CA, which offers several packaging options, including baby artichokes, stem artichokes, purple artichokes, and value-added products including the new Roastables Ready-To-Roast kits and Season & Steam lines.

“Offer usage ideas on selecting, storing, handling, prepping, and cooking with artichokes via collateral or QR code signage that scans to microsites or videos while they’re standing at the display.”

Create meal ideas and boost basket size through cross-merchandising, says Four Seasons Produce’s Dey. “Artichokes and asparagus go great with lemons, peppers and garlic in the produce department, and olive oil, pasta and breadcrumbs from the grocery.”

PASSOVER

April 12-20
Gala, Granny Smith and Honeycrisp apples, Italian parsley, romaine hearts, and horseradish root are symbolic ingredients in the first night of Passover’s seder meal, says Melissa’s/World Variety Produce’s Schueller. “Start promoting these two weeks in advance.”

The two spring holidays that see the most significant jump in demand for horseradish are Passover and Easter, adds Matt McMillin, business development specialist for the J.R. Kelly Company, in Collinsville, IL. “At times, a couple of weeks separates Passover and Easter, and there is a bit of a surge, a restocking period, and then a second rush in demand. Wholesalers and retailers need to know that the holidays land very close this year, and there likely won’t be that restocking period. This means planning for one strong rush instead of two separate surges.”

McMillin says for Passover, there is strong demand for traditional, trimmed grade No. 1 roots with a bit of foliage left on, i.e., greentops. “They’re particularly popular in kosher markets on the East Coast, but are also shipped to other areas. We see strong demand for grade No. 1 on Easter, too.”

The company’s newest packaging option is individually shrink-wrapped roots. The benefits include an attractive retail appearance, the potential to display a brand, and, most importantly, an increased shelf life. Studies show that horseradish shrink-wrapped or covered in plastic retains its weight significantly longer than roots left in the open air, McMillin says. Thus, packaging solves this issue for wholesalers and retailers and increases profits.

EASTER

April 20
Top crops that Pacific Northwest retailers promote for Easter are asparagus, row crop veggies, melons and strawberries, says Charlie’s Produce’s Kazmirski.

Late March to Mid-April starts the beginning of the domestic watermelon and sweet corn season, which begins in south Florida and follows the sun into central and north Florida and south Georgia in late May, according to Scott McDulin, vice president of marketing and retail sales at H.C. Schmieding Produce Company, LLC, in Springdale, AR.

“In most areas of the country, Memorial Day is the official kick-off to summer. However, in certain areas in the South, displays can start earlier to capture incremental sales. With Easter falling on April 20 this year, it should be an excellent opportunity for retailers.”

Displays, featured ad price, in-store signage, and execution to keep the inventory fresh are keys to promoting sweet corn and watermelon in the spring.

Spring is the early peak season for California strawberries. Volume from the state increases rapidly in the second half of March, with weekly volume reaching 8 to 9 million trays by early April and projected to stay at 8 million per week through June, depending on weather, according to the California Strawberry Commission (CSC), in Watsonville, CA.

“Long stem strawberries are a specialty pack popular for Easter and Mother’s Day promotions,” says Chris Christian, the CSC’s vice president of market insights.

California strawberries are sold in 100% recycle-ready clamshell packages, she adds. On average, 1-pound packages account for 76% of retail sales and 23% of 2-pound packages.

“Retailers can achieve consistent sales weekly by promoting strawberries the week before, the week of, and the week after a holiday to maximize strong consumer demand,” Christian notes.

While strawberries are the in-demand spring berry, there’s a full berry patch of strawberries, blackberries, raspberries and blueberries in full swing during the spring, too, adds Michelle Deleissegues, senior vice president of marketing for Gem-Pack Berries, in Santa Monica, CA. “Pricing promotions that encourage multiple package purchases generate a lot of momentum in early spring that drives sales throughout spring and summer.”

Beyond berries, promote “our Jewel of the Jungle — the Pinkglow Pineapple, for Easter and Mother’s Day. It stands out for its natural sweetness and versatility,” says Nuno Baptista Miranda, senior brand manager for North America of Fresh Del Monte.

CINCO DE MAYO

May 5
National holidays like Cinco de Mayo create excitement on the retail side for fresh produce, says Vince Mastromauro, director of produce operations for Sunset Foods, a five-store chain based in Highland Park, IL. “We put avocados, tomatoes, sweet or Spanish onions, and cilantro together in a display so shoppers can find all their guacamole fixings in one destination.”

Use festive signage to attract attention to secondary displays of avocados placed near store entrances or adjacent to the produce department with non-produce items like tortilla chips and beer, recommends the California Avocado Commission (CAC), in Irvine, CA. The CAC provides branded materials for stores.

“Shoppers tend to purchase both bulk and bagged avocados, and there has been significant growth in the bagged segment,” says Terry Splane, the CAC’s vice president of marketing. “A 2024 avocado tracking study revealed that while 44% of U.S. avocado shoppers prefer bulk purchases, 30% favor bagged options, and the remainder are flexible or have no specific preference.”

Splane adds that smaller-sized avocados are increasingly popular, particularly in bagged formats.
Fresh Del Monte will partner with select retailers this season to promote the company’s branded avocados. This promotion will include coupon offers and digital media.

Cinco de Mayo falls in the middle of sweet corn season and offers opportunities for cross-promotion in-store with tomatoes, bell peppers, jalapeños and onions for dips and salsas, says Christina Morton, director of communications for the Maitland, FL-headquartered Florida Fruit & Vegetable Association, on behalf of the Sunshine Sweet Corn Farmers of Florida (SSCFF).

“Consumers typically buy sweet corn for a recipe as part of their weekly shopping trip, or it is an impulse buy. Retailers who include recipe ideas along with eye-catching displays get customers excited about buying sweet corn.”

MOTHER’S DAY

May 11
Retailers go big on strawberries for Mother’s Day promotions, says Charlie’s Produce’s Kazmirski. “This means bringing in 4-pounders with a hot retail.”

The middle of May also marks the start of South Carolina peach season.

“Position peaches as a premium, thoughtful gift, perfect for brunch recipes, family meals, and indulgent desserts,” says Ross Williams, president of Titan Farms, in Ridge Spring, SC. “Best-sellers are Lori Anne Peaches, renowned for their impressive size, irresistible juiciness, and exceptional flavor.”

Williams says Titan Farms is also introducing an organic peach collaboration with Watsonia Farms. “These peaches offer a natural and flavorful experience, aligning with consumer preferences for organic produce.”

Melissa’s/World Variety Produce offers Mother’s Day brunch-themed POS materials such as a bin sign, 5- by 3-inch shelf cards with a QR code, 7 by 11 shelf card, and an Iron Man poster, all illustrating how kids can set out a build-your-own crepe bar at home for Mom.