Supermarket Perimeter - April 2019 - 45

butchers
7 in 10 shoppers are
interested in their
store offering a
produce butcher, with
18% very interested.
Source: FMI

he says. "It wasn't until further down the road that we
figured out that we have been doing some variations of
this long before others were and not getting the credit
for it."
Gelson's produce butchers will cut, slice, dice, noodle,
spiral - basically whatever the customer asks them to
do, Savidan says.
"Our customers love it," he says. "They like the fact
that they can customize items to their needs, especially
on items that are time-consuming. We also get a lot of
great comments about cutting fruit that's at its maximum flavor, which customers love."
Not just anyone, Savidan says, can be a produce
butcher at Gelson's. "Our produce butchers know about
quality and superior customer service," he says. "They
go out of their way to find the best eating seasonal items
that have customers coming back for more."

BY ANDY NELSON

Pioneers
In the U.S., the first self-styled produce butchers started
showing up circa 2010 at New York-based food emporium Eataly, which has since expanded to other cities.
Nearly a decade later, they're still going strong. Eataly's
butchers (the chain's official name for them is "vegetable
butchers") are not only the originals but an exception to
the general rule: namely, they clean and cut produce for
free. And they're more than happy to answer any questions customers might have about prep or cooking.
"I'm just like a bartender," Jennifer Rubell, the original "head butcher" at Eataly told today.com. "But the
advice customers seek from me is about what to do with
vegetables, and to introduce them to unfamiliar ones like
cardoons and celery root."
Rubell has an interesting take on the job of a produce
butcher. With the average produce department featuring
hundreds if not thousands of SKUs, it can be intimidating
to figure out what to buy for a particular purpose; and,
once it's purchased, to figure out the best form in which
to eat or cook it.
With that in mind, Eataly's produce butchers "help
make the world of vegetables less intimidating,"
Rubell says.
Another early leader in the produce butcher movement was Austin, Texas-based Whole Foods Market.
Whole Foods' announcement that is was adding produce

4 REASONS TO ADD A BUTCHER TO YOUR FRESH PRODUCE DEPARTMENT
1. CONVENIENCE. In our
time-starved age, shoppers are
looking for the fastest, easiest
ways to make healthy meals
and snacks.

2. EDUCATION. Butchers can
teach consumers how to prep
difficult or exotic fruits and
vegetables. Many even tell
them (or actually show them)
how to cook with them.

3. THEATER. Shoppers are

pulled in to the interactive
experience of telling their
produce butcher what they
want, then watching, listening
and often smelling and tasting
as they go to work.

www.supermarketperimeter.com

4. ADDING VALUE. Many consumers are happy to pay up to
$6.99 a pound for a butcher's
services.

APRIL 2019 - 45


http://www.today.com http://www.supermarketperimeter.com

Supermarket Perimeter - April 2019

Table of Contents for the Digital Edition of Supermarket Perimeter - April 2019

Supermarket Perimeter - April 2019
Editor's Note - Marketing food — and values
Contents
The Wire - Supermarket openings up 30% in 2018
NPD: Millions of consumers ready to try meal kits
Breakfast driving global growth
Consumer perceptions of ‘clean’ are changing
Doing well, doing good
Partners in health
Strengthening the supply chain
Bakery - Single-serve success
Cakes
Deli - Soup & salad bars
Chicken packaging
Meat & Poultry - Meating of the minds
Beef marketing trends
Produce - Produce butchers
Tree fruit
Seafood - Traceability and transparency
Food Safety - Controlling slips & falls
Commissary Insider - REFRIGERATION AND FREEZING
SPOTLIGHT - VALUE-ADDED SEAFOOD
PACKAGING/TECHNOLOGY - SOUS VIDE
OPERATIONS - CONTROLLING SHRINK
PROFILE - ANTHONY & SONS BAKERY
Product Showcase
Advertisers
Fresh Takes
Supermarket Perimeter - April 2019 - Supermarket Perimeter - April 2019
Supermarket Perimeter - April 2019 - Supermarket Perimeter - April 2019
Supermarket Perimeter - April 2019 - 2
Supermarket Perimeter - April 2019 - Editor's Note - Marketing food — and values
Supermarket Perimeter - April 2019 - Contents
Supermarket Perimeter - April 2019 - 5
Supermarket Perimeter - April 2019 - Consumer perceptions of ‘clean’ are changing
Supermarket Perimeter - April 2019 - 7
Supermarket Perimeter - April 2019 - Doing well, doing good
Supermarket Perimeter - April 2019 - 9
Supermarket Perimeter - April 2019 - 10
Supermarket Perimeter - April 2019 - 11
Supermarket Perimeter - April 2019 - 12
Supermarket Perimeter - April 2019 - 13
Supermarket Perimeter - April 2019 - Partners in health
Supermarket Perimeter - April 2019 - 15
Supermarket Perimeter - April 2019 - 16
Supermarket Perimeter - April 2019 - 17
Supermarket Perimeter - April 2019 - Strengthening the supply chain
Supermarket Perimeter - April 2019 - 19
Supermarket Perimeter - April 2019 - Bakery - Single-serve success
Supermarket Perimeter - April 2019 - 21
Supermarket Perimeter - April 2019 - 22
Supermarket Perimeter - April 2019 - 23
Supermarket Perimeter - April 2019 - Cakes
Supermarket Perimeter - April 2019 - 25
Supermarket Perimeter - April 2019 - 26
Supermarket Perimeter - April 2019 - 27
Supermarket Perimeter - April 2019 - Deli - Soup & salad bars
Supermarket Perimeter - April 2019 - 29
Supermarket Perimeter - April 2019 - 30
Supermarket Perimeter - April 2019 - Chicken packaging
Supermarket Perimeter - April 2019 - 32
Supermarket Perimeter - April 2019 - 33
Supermarket Perimeter - April 2019 - 34
Supermarket Perimeter - April 2019 - 35
Supermarket Perimeter - April 2019 - Meat & Poultry - Meating of the minds
Supermarket Perimeter - April 2019 - 37
Supermarket Perimeter - April 2019 - 38
Supermarket Perimeter - April 2019 - 39
Supermarket Perimeter - April 2019 - Beef marketing trends
Supermarket Perimeter - April 2019 - 41
Supermarket Perimeter - April 2019 - 42
Supermarket Perimeter - April 2019 - 43
Supermarket Perimeter - April 2019 - Produce - Produce butchers
Supermarket Perimeter - April 2019 - 45
Supermarket Perimeter - April 2019 - 46
Supermarket Perimeter - April 2019 - 47
Supermarket Perimeter - April 2019 - 48
Supermarket Perimeter - April 2019 - 49
Supermarket Perimeter - April 2019 - Tree fruit
Supermarket Perimeter - April 2019 - 51
Supermarket Perimeter - April 2019 - Seafood - Traceability and transparency
Supermarket Perimeter - April 2019 - 53
Supermarket Perimeter - April 2019 - 54
Supermarket Perimeter - April 2019 - 55
Supermarket Perimeter - April 2019 - Food Safety - Controlling slips & falls
Supermarket Perimeter - April 2019 - 57
Supermarket Perimeter - April 2019 - 58
Supermarket Perimeter - April 2019 - Commissary Insider - REFRIGERATION AND FREEZING
Supermarket Perimeter - April 2019 - 60
Supermarket Perimeter - April 2019 - 61
Supermarket Perimeter - April 2019 - SPOTLIGHT - VALUE-ADDED SEAFOOD
Supermarket Perimeter - April 2019 - PACKAGING/TECHNOLOGY - SOUS VIDE
Supermarket Perimeter - April 2019 - 64
Supermarket Perimeter - April 2019 - 65
Supermarket Perimeter - April 2019 - 66
Supermarket Perimeter - April 2019 - 67
Supermarket Perimeter - April 2019 - OPERATIONS - CONTROLLING SHRINK
Supermarket Perimeter - April 2019 - 69
Supermarket Perimeter - April 2019 - PROFILE - ANTHONY & SONS BAKERY
Supermarket Perimeter - April 2019 - 71
Supermarket Perimeter - April 2019 - Product Showcase
Supermarket Perimeter - April 2019 - Advertisers
Supermarket Perimeter - April 2019 - Fresh Takes
Supermarket Perimeter - April 2019 - 75
Supermarket Perimeter - April 2019 - 76
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