10-Min. Merchandiser

Be it the image of reaching into an ice chest for a beverage or for a zip-lock bag of chilled cherries, cold sells. And finding additional ways to sell fresh produce could be as easy as taking advantage of the refrigerated space that you already have.

Limited on mobile refrigerated cases? Try rooting around for fixtures that may be in your chain’s storage warehouse. These are often available for the asking. Some produce managers are able to commandeer or share space in refrigerated cases that the bakery, deli, or cheese departments aren’t fully utilizing, if only during the summer months.

Melons

Sure, cut melons are required to be merchandised cold. But take a look at the allocated space. Are you still using the same paltry few feet used during the winter months? Most permanent, refrigerated cases can be easily re-set, reducing facings on slower-selling items to make room to expand on cuts, which should fly off the shelf during hot weather.

Don’t forget whole melons, too. Many people, on their way to a picnic or BBQ might pick up a melon they otherwise hadn’t planned on if the product is pre-chilled. Make a point to hang a prominent sign on an easel or large starburst placard: Ice-Cold Melons available! Some chains even successfully market these at a premium price.

Berries

Strawberries and other variety berries should be displayed cold on a normal basis, but many chains have supplemental displays on warm tables, counting on frequent turns to limit shrink. However, by promoting berries in cases, perhaps along with whipped cream or dessert cakes, the tie-ins are a natural way of suggestive selling and the refrigeration helps promote sales with menu ideas.

Grapes

Try merchandising several types of grapes together in a single, refrigerated case. Line them out to maximize the color breaks. Keep the display neat and frequently stocked. Try flanking the cold display with cheese wheels or cases of wine or sparkling juice. Sell not only the fact that these are chilled, but list the grape varieties on a sign, especially if you carry unique or proprietary varieties. 

Cherries

Use refrigeration to help move the hottest-volume item of the summer! Cherries turn quickly so pay close attention to this display. Avoid piling the fruit too high, keep neat and rotate faithfully. Customers will naturally sample the fruit; encourage this (and the subsequent sales) by keeping sample trays full and trash receptacles close by to manage the resulting pits. Typically, the more chilled linear space you can allocate for cherries, the higher your sales (and resulting gross profit margin) will be.

Apples

Sure the berries, melons and cherries take center stage during the summer, but as long as you’re selling cold, you might as well squeeze in space for chilled apples too. This will enhance sales with added fruit variety. Emphasize the ‘Fresh, Cold & Crunch’ in your signing, and blend in with grapes, cheese andwine for maximum sales punch.

Cut Fruit Program

Most chains are moving to in-house preparation to ensure the highest safety standards, freshness, and minimal juice (purge) in containers. This is one of the most profitable categories in the produce department when managed correctly and requires refrigeration throughout the process of preparation, handling and displaying. The sky is the limit for combinations of mixed chunks of melons, pineapple, cherries and berries but refer to your chain’s manual for proper procedures and direction. In any circumstance remember: Freshness, Sanitation, Variety, and strict Cold-chain maintenance sells product.

Other Notes

Offer Free Produce Rinsing for on-the-go consumers. This can be as simple as having the rack-watering hose handy. Post strategically-placed signs on refrigerated displays for customers on their way to the mountains or the beach.

Product Placement: Try positioning the mobile refrigerated cases in high-traffic areas to maximize sales.

Some areas include: The front lobby for instant appeal. Or try positioning something near the checkstands. One enterprising produce manager taped plastic forks to overwrapped, quartered melons as well as other cut-fruit containers or veggie sticks, and wheeled these out for the lunch and dinner rushes.

Use any cold space you can find throughout the store. Can you squeeze in a secondary display of clamshell berries in the dairy case or with the bakery’s refrigerated cakes? How about lining up a few rows of packaged mushrooms alongside the steaks? Many times the space is available. Work with your store or other department managers, emphasizing that the chilled produce you intend to push, will only enhance the other department sales too.

Maximizing produce sales can be as easy as stopping your customer, cold in their tracks.