As times continue to change at laser speed in all facets of our lives, customers want more education and knowledge about the food they eat. They want to know where it was grown, who grew it, and—most importantly—is it healthy and nutritious? This is why the supermarket produce department must deliver targeted education about organic produce to consumers, especially shoppers who don't usually purchase organics.

Over 60 percent of retail management problems exist because of poor communication. A large part of that connection has often created a gap between the supermarket and consumer, which can be harrowing.

As a major source of organic produce, supermarkets need to educate consumers about its benefits.

With the current labor shortage, grocery stores are hiring individuals with little, if any, background in produce. And unfortunately, many of these workers will most likely not have the knowledge to properly communicate with customers who may want answers about organic produce. 

As times continue to change at laser speed in all facets of our lives, customers want more education and knowledge about the food they eat.

When customers cannot get answers to their questions about organics, it will negatively affect sales. 

Consumers hunger for food knowledge. If retailers don't provide them with the information they seek, this could negatively impact their purchasing decisions.

Here are some tips to enhance and retain customer confidence in the organic produce section:

• In-Store Brochures. These should be posted near the organic section as a take-away for customers. They should contain the basic focal points of organic product information, statistics, charts, and key benefits of health and nutritional values. They could include color photos of product items and their dietetics.
• Signage. Boost sales by posting informational signs about organics in the produce department. These signs can play a big part in educating shoppers about the value of organic produce items and could include frequently asked questions and answers people have about organics. Remember that signs are always on duty; they never take a vacation or long breaks, and they don’t call in sick. 

Consumers hunger for food knowledge. If retailers don't provide them with the information they seek, this could negatively impact their purchasing decisions.

• Infographics. These are a useful blend of text and images that can highlight important information about organics to customers shopping in the produce department.
• Sampling Demos. This is the best way to introduce organic produce items to shoppers. Samples of organic apples, pears, oranges, tomatoes, avocados, etc. help encourage customers to make purchases.

• Department Staff. One of the most reliable sources of information can be the produce workers on the sales floor. A staff that is well educated about organics is a valuable consumer education resource in the produce department.
• Merchandising. Displays of select organic produce items in key department areas are an ideal way to educate customers. The addition of signage, brochures, and recipes will provide immediate customer education about organic produce.

The rise in consumers' interest in healthier eating is evidence that they want to know more about the food they purchase, including produce. Providing information about organics can help consumers make informed decisions for their health.

Consumer concerns about healthier eating behaviors is evidence that they want to know more about the food they purchase.

Retailers that make the effort to educate customers about their organic offerings not only positively influence purchasing behavior but also build customer loyalty.

Ron Pelger is the owner of RonProCon, a produce industry advisory firm. He is also a produce industry merchandising director and a media writer. He can be contacted at 775-843-2394 or by e-mail at ronprocon@gmail.com.