Supermarket Perimeter - April 2019 - 46

Produce: Butchers

CHOPPED, PEELED, DICED, SLICED, ETC. - FOR FREE
A sign in the produce department at Torontobased Pusateri's lures customers in with the
promise: "Vegetable Butcher: We Clean,
Peel, Chop and Dice Your Vegetables Free
of Charge."
John Mastroianni, Pusateri's vice president
of operations, told the Toronto Star that the
company's produce butcher program is an
extension of its open kitchen concept.
"I said, 'Why do we hide our vegetable
46 - APRIL 2019

and food cutters in the back where no one
gets to see what they do?'" he says.
"It's a great way of being interactive
or offering suggestions or
recipes. Some people have
never used an artichoke
and don't know how. This is
an opportunity for people to
experience new fruits and
vegetables."
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West Des Moines, Iowabased Hy-Vee is so serious
about its produce butcher
program, in 2016 the company
filed for a trademark on the
term "produce butcher."

butchers made such a splash it warranted a mock You
Tube video on "Ellen."
In the spot, a Whole Foods produce butcher cuts a
customer's watermelon for her, then carries her to her
car, drives her home, puts a bib on her, feeds her chunks
of watermelon and tucks her into bed for a nap. It ends
with the tagline, "Cut your own damn fruit."
Whole Foods, while not free like Eataly, is definitely at
the cheap end, charging just $1 per pound or per individually sliced item. And instore signage pairs the name of
the particular cut with an illustration of what it looks like.
Whole Foods' produce butchers, like Eataly's, do more
than just chop. They also show shoppers how to make
some easy dinners with those chopped vegetables and
fruits and let them try them when they're done.
Emily Hankey, the produce butcher at the fruit and
vegetable prep station in the Whole Foods store in New
York City's Bryant Park, learned her knife skills at the
French Culinary Institute and frequently posts updates
on the butchering art on the Whole Foods website.
"Whenever someone hears that I'm a produce butcher,
they either respond by saying how amazing that is or
they start to giggle because they think it's silly," she says.
"I get it - typically a butcher is behind the meat counter,
and not everyone needs help slicing and dicing their
produce for dinner. But the reality is that I don't just prep
fruits and veggies for people, I also give lots of tips on
how to make plants the star of their meal rather than just
a side dish."
If a shopper approaches Hankey with a banana flower
in her hand and a confused look on her face, Hankey will
know not only how to cut or otherwise prep it, but also
how to cook it.
"I love that I'm helping them feel more confident in the
kitchen - and I love it even more when they come back
the next week and tell me how their recipe turned out."


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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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