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    Fresh Produce’s Potential as High as an Elephant’s Eye

    Details revealed in PG’s annual Retail Produce Review

    By Meg Major, EnsembleIQ

    As the fresh produce industry gathers this weekend for the Produce Marketing Association’s annual Fresh Summit, our Retail Produce Review is packed with juicy insights that underscore the dynamic influence of the multibillion-dollar industry.

    A key driver of why consumers shop a particular supermarket, the produce department is a crucial part of the decision-making process for grocery shoppers.

    “Right now in grocery, produce, meat, deli and bakery are carrying the industry,” asserts Keith Turner, store manager for C&R Supermarkets, a Macon, Mo.-based chain of 12 supermarkets, and a participant in Progressive Grocer’s 2016 Retail Produce & Floral Review, which surveyed 100 grocers nationally.

    When executed successfully, the produce department exudes quality, freshness, convenience and a healthy lifestyle, and it’s where shoppers want to be. To that end, retail produce decision-makers are focusing more on what they can do to appeal to today’s increasingly health-conscious, convenience-seeking, variety-hungry shopper, and less on what the folks up the street are doing.

    Crazy About Convenience

    Whether it’s packaged and ready to go, fresh-cut or value-added, flavorful fresh produce that’s also convenient is winning over consumers across the nation.

    “People are looking for quick and convenient. They want to open a bag, throw the contents in a bowl, and it’s ready to go,” says Turner. At C&R, packaged salads are a top seller in produce, a fact that Turner believes correlates to frequent promotion.

    While survey respondents report that sales of packaged/value-added/fresh-cut vegetables are relatively flat this year versus last, fruit is a different story.

    Sales of packaged/value-added/fresh-cut fruit are up nearly 3 percentage points, representing 37.8 percent of total fruit sales versus 34.9 percent last year, according to PG research.

    “Fresh-cut is flying off the shelves,” enthuses Alex Scott, store manager for Shaw’s Supermarkets, a 154-store chain (including the Star Market banner) based in West Bridgewater, Mass. Parent company Albertsons Cos., which launched the Signature family of store brands earlier this year, recently added cut fruit and pre-cut vegetables to the line’s offerings.

    At Shaw’s, Signature family trays and 2- and 4-packs of washed, cut and ready-to-eat fruit are resonating with customers. Scott points to such popular items as 2-packs of grapes and strawberries, and trays of cheese, crackers and hummus with a fruit or vegetable.

    Hannaford Supermarkets, a grocer with more than 180 locations, has also witnessed a boost in fresh-cut, fueled in part by an upgraded program, says Manager Chris Hadie.

    “We expanded our offerings in the cut-fruit section about nine months ago,” he notes. “Sales jumped significantly when we added fresh-cut watermelon and other items that are easier for people to eat than the whole fruit or vegetable.”

    Part of Ahold Delhaize, Scarborough, Maine-based Hannaford has also expanded its cross-promotional efforts with value-added produce in the meat department, which Hadie believes is contributing to the sales lift.

    The Boost in Store Brands

    Increasingly, grocers are expanding store brands throughout the supermarket, including the produce department.

    While sales of store-branded fruit remain flat, PG’s survey found that sales of store-branded vegetables increased 3.4 percent to 18.5 percent, up from 15.1 percent of sales last year.

    C&R, Shaw’s and Hannaford all report that sales of store-branded produce are up, and all three say potatoes are a particularly popular store-branded item. Store-brand lemons, bagged apples and celery were also mentioned as strong sellers.

    Grocers indicated that while price is often driving sales of store brands, quality remains critical to ensure repeat purchases.

    Despite the rise in store brands, national brands still comprise 50 percent of fruit sales and 46.6 percent of vegetable sales.

    Organic Expansion

    According to the Organic Trade Association’s (OTA) 2015 Organic Industry Survey, organic fruits and vegetables are the No. 1 category in organic food, with just more than $13 billion in sales.

    By Meg Major, EnsembleIQ
    • About Meg Major Veteran supermarket industry journalist Meg Major brings a wealth of experience to her role as Chief Content Editor of Progressive Grocer. In addition to her editorial duties, Major also spearheads the retail food industry’s premier women’s leadership recognition platform, Top Women in Grocery. Follow her on Twitter at @Meg_Major, connect with her on LinkedIn at www.linkedin.com/in/megmajor, or email her at [email protected]

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