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OPN Connect Newsletter 229 · August 5, 2021

Showcase Your Organic Produce to Boost Sales


Have you ever spotted something out in front of a store that irresistibly caught your attention?

There is an automobile dealer that I occasionally drive past where I cannot help but notice a deluxe vehicle sitting up high on a portable display ramp in the front lot. It reminded me of what led me to buy my SUV one day when I was checking out new vehicles at various auto dealers. While roaming around in the front lot of one dealership, I noticed an awesome SUV displayed in a special showroom bump-out window. It instantly lured me inside to have a closer peek. After being shown all the detailed high points by the salesperson and having taken a test drive, I purchased the vehicle.

Stemilt October 2021

This is called a "head-turning display" where the focal point makes a statement. An exceptional sales item is placed in a conspicuous location to highlight it and draw attention.

Whether you're selling cars or fresh produce, a special focal point helps grab people's attention. 

Every company needs more business. Unfortunately, some retailers are not taking advantage of an opportunity that can boost incremental sales of organic produce.

Wish Farms October 2021

Selling fresh organic produce goes beyond simply stocking ordinary, limited-sized displays and waiting for customers to come along and make purchases. Keeping those ordinary sections stocked is a good thing. However, it will only sell an average amount of product, and that's just "business as usual."

Whether you're selling cars or fresh produce, a special focal point helps grab people's attention. 

Highlighting a specific organic item outside of its fixed location can easily lead to moving four times the item's normal volume. How is that possible?

Starr October 2021

All it takes is for an item to be moved from its commonplace location—such as the wall case—to a table fixture to give it more exposure. An ideal spot for sales action is always the endcap of a table fixture. It is a showcase location and will draw customers' attention as they shop through the department.

Shoppers may buy organic produce off the normal displays, but it may not be in large quantities. For example, if organic asparagus is stocked with 8 to 10 bunches on a limited portion of the wall case, that's all that will move until it is refilled. There's a chance the slot may remain empty, sacrificing sales.

To organic's share of the produce category, additional emphasis must be placed on "up-selling." Organic asparagus, peppers, tomatoes, broccoli, grapes, apples, and other top-performing items should be showcased on an off-shelf display, preferably an endcap or bin.

Chelan October 2021

By displaying more organic produce outside of its usual location, you increase the chance that your customers will buy greater quantities of it.

Here are six simple factors to keep in mind when creating an organic off-shelf endcap display:

  1. Focal Point Visibility - This must be a stunning "head-turning" display.
  1. Most Popular Items - Stick with high demand product for volume sales.
  1. Sufficient Quantities - Stock an abundant amount for a dramatic statement.
  1. High Merchandising Standard - Use superior artistry and skills.
  1. Noticeable Signage - Post clear-cut, legible retail and product information.
  1. Proper Maintenance - Keep the display area in excellent shopping condition.

NatureSafe October 2021

By displaying more organic produce outside of its usual location, you increase the chance that your customers will buy greater quantities of it.

The average organic percentage of total produce sales managed to stretch from 10 percent to 12 percent in recent years. This number can easily grow to 14 percent during the next growth segment, and creating prominent displays of organic produce will help spur that growth.

Like the auto dealers and their showcased vehicles, grocery retailers should promote organic produce in a similar fashion. Given the proper spotlight exposure, organic produce can easily achieve continued sales growth.

Growers Ice Co October 2021

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