Supermarket Perimeter - October 2019 - 12

KEEPING FOOD SAFE
Food safety concerns remain top of mind for American
consumers, our survey found. More than half of those
surveyed are concerned about foodborne illnesses in fresh
seafood and meat and poultry departments.
By perimeter department, concern was highest in seafood
(54%), followed by meat and poultry (52%), deli/prepared
(45%), produce (44%) and bakery (30%).
Almost half of Americans (47%) are concerned about
pesticides and pesticide residue in the produce department, and 51% want to see clear information at point-ofsale about where their fruits and vegetables came from.
Our survey also revealed that it can be hard for a specific
produce commodity to come back after a major food
safety scare.
Eighty-seven percent of consumers remembered the
2018 E. coli outbreak traced to contaminated romaine lettuce. And 37% of them said they stopped buying romaine
during the outbreak and have not resumed buying it.

The power of branding

GREEN GIANT FRESH

Branding may not have the same impact on fresh produce as it has on
other retail food categories, but it can play a significant role.
Our research showed that branding's influence varies significantly
by commodity. Bananas, oranges, bagged leafy greens and potatoes
are among the produce items consumers are most likely to buy in a
branded form.
Nearly half of all Americans (46%) purchase branded bananas only.
That's followed by oranges (32%), berries (29%), grapes and apples
(both 28%).
And of those who don't always purchase branded versions of those
fruits, most do so at least occasionally. Only 6% of consumers, for
instance, said they never purchase branded bananas.

On the vegetable side, bagged leafy greens take the top spot - 35% of
those surveyed said they purchased branded product all the time.
Coming in second are potatoes (31%), followed by tomatoes (27%),
onions (24%) and bell peppers (21%).
As with fruit shoppers, most vegetable shoppers also buy branded
vegetables at least occasionally. Just 10%, for example, say they never
buy bagged leafy greens. A similar number said the same about
potatoes.
Few brands in or outside of produce are as strong as Green Giant.
Growers Express/Green Giant Fresh is known and trusted as an expert in
fresh vegetables, which gives consumers reassurance when they reach
for the company's other packaged vegetable products, Byrne says.
"They know they're getting the highest quality vegetables from
the field and don't have to spend the time hand-selecting vegetables
one-by-one," he says. "We know that traceability is important, and we
have led the way with technologies that allow us to pinpoint the exact
source of every product we ship. There's a comfort factor with a brand
like ours."
Watsonville, California-based California Giant Berry Farms is seeing
more and more consumers writing the company, saying how they look
for their brand, says Cindy Jewell, vice president of marketing.
"Our database has a very dedicated Berry Squad we nurture and
grow every day," she says. "We all have brands we follow in our daily
lives, so it was just a matter of time before consumers really started
focusing on learning more about the brands they align themselves with
when buying fresh produce."
She adds that Cal Giant works hard to tell the story behind the brand
on the package. That's translating into loyal followers who search for
the company's brand on its product locator tool at calgiant.com.
It wasn't all that long ago that the most prominent brands of produce
were bananas, Moffitt says.
With the increase of packaged salads, cut fruit and pouch bags,
he says, branded produce is now common throughout the produce
department. "Packaging not only allows brands to prominently display
their logo, they can also add nutrition information and tell the story of
the product."
Branded produce is especially popular among fitness enthusiasts.
Fifty-eight percent of them, for instance, only buy branded bananas. By
contrast, 48% of healthy/active people and 40% of not particularly active
people do so.
The contrast is even sharper when it comes to vegetables. For
instance, more than six out of ten (62%) of fitness enthusiasts only buy

12 - OCTOBER 2019

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Supermarket Perimeter - October 2019

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

Supermarket Perimeter - October 2019
Editor’s note - Perimeter power
Contents
The Wire - Kroger taking Apeel produce nationwide
Nielsen: Supermarket growth strongest on perimeter
Study says beef is the grocery sales champ
Walmart expanding Delivery Unlimited
Plant-based big with clean-label consumers
The fresh advantage
How much tech?
Bakery - Now trending
ARTISAN CHOCOLATE
Deli - Dining dilemma
DELI “MEATS”
Meat & Poultry - Premium cuts
Lamb
Produce - PACKAGED PRODUCE
Specialty fruits and vegetables
Seafood - VALUE-ADDED
Food Safety - Packaging matters
Commissary Insider
EQUIPMENT - DEPOSITING WITH SPEED, ACCURACY
SPOTLIGHT - VALUE-ADDED PRODUCE
TECHNOLOGY - SIMPLIFYING DISTRIBUTION
OPERATIONS - EQUIPMENT MAINTENANCE
Product Showcase
Advertisers
Fresh Takes
Supermarket Perimeter - October 2019 - Supermarket Perimeter - October 2019
Supermarket Perimeter - October 2019 - Supermarket Perimeter - October 2019
Supermarket Perimeter - October 2019 - 2
Supermarket Perimeter - October 2019 - Editor’s note - Perimeter power
Supermarket Perimeter - October 2019 - Contents
Supermarket Perimeter - October 2019 - The Wire - Kroger taking Apeel produce nationwide
Supermarket Perimeter - October 2019 - Study says beef is the grocery sales champ
Supermarket Perimeter - October 2019 - Plant-based big with clean-label consumers
Supermarket Perimeter - October 2019 - The fresh advantage
Supermarket Perimeter - October 2019 - 9
Supermarket Perimeter - October 2019 - 10
Supermarket Perimeter - October 2019 - 11
Supermarket Perimeter - October 2019 - 12
Supermarket Perimeter - October 2019 - 13
Supermarket Perimeter - October 2019 - 14
Supermarket Perimeter - October 2019 - 15
Supermarket Perimeter - October 2019 - 16
Supermarket Perimeter - October 2019 - 17
Supermarket Perimeter - October 2019 - How much tech?
Supermarket Perimeter - October 2019 - 19
Supermarket Perimeter - October 2019 - 20
Supermarket Perimeter - October 2019 - 21
Supermarket Perimeter - October 2019 - 22
Supermarket Perimeter - October 2019 - 23
Supermarket Perimeter - October 2019 - Bakery - Now trending
Supermarket Perimeter - October 2019 - 25
Supermarket Perimeter - October 2019 - 26
Supermarket Perimeter - October 2019 - SK - 1
Supermarket Perimeter - October 2019 - SK - 2
Supermarket Perimeter - October 2019 - SK - 3
Supermarket Perimeter - October 2019 - SK - 4
Supermarket Perimeter - October 2019 - SK - 5
Supermarket Perimeter - October 2019 - SK - 6
Supermarket Perimeter - October 2019 - SK - 7
Supermarket Perimeter - October 2019 - SK - 8
Supermarket Perimeter - October 2019 - 27
Supermarket Perimeter - October 2019 - ARTISAN CHOCOLATE
Supermarket Perimeter - October 2019 - 29
Supermarket Perimeter - October 2019 - 30
Supermarket Perimeter - October 2019 - 31
Supermarket Perimeter - October 2019 - Deli - Dining dilemma
Supermarket Perimeter - October 2019 - 33
Supermarket Perimeter - October 2019 - DELI “MEATS”
Supermarket Perimeter - October 2019 - 35
Supermarket Perimeter - October 2019 - 36
Supermarket Perimeter - October 2019 - 37
Supermarket Perimeter - October 2019 - Meat & Poultry - Premium cuts
Supermarket Perimeter - October 2019 - 39
Supermarket Perimeter - October 2019 - 40
Supermarket Perimeter - October 2019 - 41
Supermarket Perimeter - October 2019 - Lamb
Supermarket Perimeter - October 2019 - 43
Supermarket Perimeter - October 2019 - Produce - PACKAGED PRODUCE
Supermarket Perimeter - October 2019 - 45
Supermarket Perimeter - October 2019 - 46
Supermarket Perimeter - October 2019 - 47
Supermarket Perimeter - October 2019 - Specialty fruits and vegetables
Supermarket Perimeter - October 2019 - 49
Supermarket Perimeter - October 2019 - 50
Supermarket Perimeter - October 2019 - 51
Supermarket Perimeter - October 2019 - Seafood - VALUE-ADDED
Supermarket Perimeter - October 2019 - 53
Supermarket Perimeter - October 2019 - 54
Supermarket Perimeter - October 2019 - 55
Supermarket Perimeter - October 2019 - Food Safety - Packaging matters
Supermarket Perimeter - October 2019 - 57
Supermarket Perimeter - October 2019 - 58
Supermarket Perimeter - October 2019 - 59
Supermarket Perimeter - October 2019 - 60
Supermarket Perimeter - October 2019 - EQUIPMENT - DEPOSITING WITH SPEED, ACCURACY
Supermarket Perimeter - October 2019 - 62
Supermarket Perimeter - October 2019 - 63
Supermarket Perimeter - October 2019 - SPOTLIGHT - VALUE-ADDED PRODUCE
Supermarket Perimeter - October 2019 - 65
Supermarket Perimeter - October 2019 - TECHNOLOGY - SIMPLIFYING DISTRIBUTION
Supermarket Perimeter - October 2019 - 67
Supermarket Perimeter - October 2019 - 68
Supermarket Perimeter - October 2019 - 69
Supermarket Perimeter - October 2019 - OPERATIONS - EQUIPMENT MAINTENANCE
Supermarket Perimeter - October 2019 - 71
Supermarket Perimeter - October 2019 - Advertisers
Supermarket Perimeter - October 2019 - 73
Supermarket Perimeter - October 2019 - Fresh Takes
Supermarket Perimeter - October 2019 - 75
Supermarket Perimeter - October 2019 - 76
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