Supermarket Perimeter - April 2022 - 45

CHANGING CONSUMERS' SHOPPING BEHAVIOR can be tricky,
but the pandemic has definitely changed where people purchase
and access fresh produce, and produce companies that know how to
leverage their strong brand identities in this changing world can reap
huge benefits.
" Online shopping of fresh items gained wider exposure during
COVID-19 to a segment of consumers that otherwise may have
been slow adopters, " said Tom Thompson, chief revenue officer for
Owatonna, Minn.-based greenhouse lettuce specialist Revol Greens.
" There is also natural growth within the online channel as options for
home delivery become more sophisticated, resulting in a better delivery
experience. "
A big reason Americans are much more comfortable buying
How to do it
A case study in utilizing the
power of branding online
During National Salad Month
in May 2021, Charlotte, N.C.based
Dole Food Co. utilized an
array of online tactics including
digital and social media, PR and
blogger/influencer partnerships
to actively promote the health,
taste and convenience benefits
of Dole packaged salads, and
some of the dozens of Dole salad
recipes on www.dole.com.
Melanie Marcus, MA, RN,
Dole's in-house dietitian
and nutrition and health
communications manager, shared
salad recipes, serving suggestions
and related content to hundreds
of thousands of salad enthusiasts
through social media and blogger
posts, streaming videos, online
PR and the Dole Nutrition
News, the company's monthly
healthy-living e-newsletter.
produce and other fresh items online is their confidence in their instore
shoppers, Thompson said. Increasingly, those shoppers, he said, know
when a salad is short-dated or when an avocado isn't at the right level
of ripeness.
Historically, produce has been more challenging to market digitally
than typical consumer packaged goods since each fruit and vegetable
is a unique piece that shoppers often want to first examine, said Bil
Goldfield, director of corporate communications for Charlotte, N.C.based
Dole Food Co.
But with the onset of Covid, and the continued popularity of
ready-to-eat products like packaged salad kits and meal starter kits,
consumers have proven much more likely to put aside their reservations
and buy fresh fruits and vegetables online.
Dole uses both Instacart and retailer-specific e-commerce sites to sell
its fresh fruit and vegetable products online and has seen steady growth
in these platforms since the pandemic, especially in the area of new
products, Goldfield said.
Easing the way
Brand familiarity can play a big role in smoothing that transition from
brick-and-mortar to digital, Goldfield said.
" Most fruits and vegetables have broad awareness across all
shopper demographics, which reduces shopper anxiety regarding trial
purchases, " Goldfield said. " Online consumers are experienced and
know what they're getting. The desire for fresh produce, for immune
boosting nutrition and exotic fruits and vegetables to relieve meal
fatigue, saw an increase during the pandemic, giving retailers a unique
opportunity to leverage this shopper impulse to try something new
while also appealing to everyday favorites like bananas, pineapples,
apples and oranges. "
While the same rules for merchandising fresh fruits and vegetables
apply online - the produce must be displayed well and immediately
available - e-retailers have the advantage of being able to link to
recipes, serving suggestions, product and nutrition information and
even grower and sustainability details much more seamlessly in the
digital space, Goldfield said.
Thompson agreed that online marketplaces can be great showcases
for brands. An online selling environment, he said, allows a greater
opportunity for brands to engage with their intended audience and tell
their story.
supermarketperimeter.com
APRIL 2022 - 45
http://www.dole.com http://www.supermarketperimeter.com

Supermarket Perimeter - April 2022

Table of Contents for the Digital Edition of Supermarket Perimeter - April 2022

Supermarket Perimeter - April 2022 - Intro
Supermarket Perimeter - April 2022 - BNJ-1
Supermarket Perimeter - April 2022 - BNJ-2
Supermarket Perimeter - April 2022 - 1
Supermarket Perimeter - April 2022 - 2
Supermarket Perimeter - April 2022 - 3
Supermarket Perimeter - April 2022 - 4
Supermarket Perimeter - April 2022 - 5
Supermarket Perimeter - April 2022 - 6
Supermarket Perimeter - April 2022 - 7
Supermarket Perimeter - April 2022 - 8
Supermarket Perimeter - April 2022 - 9
Supermarket Perimeter - April 2022 - 10
Supermarket Perimeter - April 2022 - 11
Supermarket Perimeter - April 2022 - 12
Supermarket Perimeter - April 2022 - 13
Supermarket Perimeter - April 2022 - 14
Supermarket Perimeter - April 2022 - 15
Supermarket Perimeter - April 2022 - 16
Supermarket Perimeter - April 2022 - 17
Supermarket Perimeter - April 2022 - 18
Supermarket Perimeter - April 2022 - 19
Supermarket Perimeter - April 2022 - 20
Supermarket Perimeter - April 2022 - 21
Supermarket Perimeter - April 2022 - 22
Supermarket Perimeter - April 2022 - 23
Supermarket Perimeter - April 2022 - 24
Supermarket Perimeter - April 2022 - 25
Supermarket Perimeter - April 2022 - 26
Supermarket Perimeter - April 2022 - 27
Supermarket Perimeter - April 2022 - 28
Supermarket Perimeter - April 2022 - 29
Supermarket Perimeter - April 2022 - 30
Supermarket Perimeter - April 2022 - 31
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Supermarket Perimeter - April 2022 - 33
Supermarket Perimeter - April 2022 - 34
Supermarket Perimeter - April 2022 - 35
Supermarket Perimeter - April 2022 - 36
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Supermarket Perimeter - April 2022 - 45
Supermarket Perimeter - April 2022 - 46
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Supermarket Perimeter - April 2022 - 68
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