Supermarket Perimeter - November 2022 - 39

MERCHANDISING MUSTS
STRIVE FOR PERFECT RIPENESS
Utilizing its technical services team, Coral Gables,
Fla.-based Fresh Del Monte's approach to banana
merchandising has evolved at the ripening level, said Pablo
Rivero, vice president of marketing.
" Over the years, we've learned the importance of properly
training ripeners to ripen fruit to the desired color, " Rivero said.
" In addition, Fresh Del Monte works closely with warehouse
teams to confirm fruit is being handled gently to avoid bruising
and scarring. These early steps help provide a better-quality
product at store level. "
It also helps to have a great working relationship with your
wholesaler or whoever it is that conditions your bananas, said
Max Maddaus, produce director for Woodbury, Minn.-based
Kowalski's Markets. Kowalski's has such a relationship with Russ
Davis Wholesale.
" They have a great conditioning program, and they're working
every day to fine-tune it, " Maddaus said.
The key is to get bananas to retail with optimal color - not too
green, not too yellow. Maddaus said the goal is to sell a group
of bananas, maybe one of which can be eaten the day of
purchase, but the others are still good three or four
days later.
PUNCH UP DISPLAYS
Grocery retailers can add
buzz to their merchandising
efforts through creative and fun
produce displays, Rivero said.
Kowalski's switches to Fair Trade
Earlier this year, Woodbury, Minn.-based retailer Kowalski's Markets
made a major change in its fresh banana program.
The company decided to begin sourcing Fyffes Fair Trade Certified
bananas exclusively, said Max Maddaus, produce director.
" We're always looking for a point of differentiation, and this is a story
about sustainability that we obviously wanted to get on board with, " he
said. " It really aligns with our company philosophy. "
The Fyffes Fair Trade program's commitment to ensure that workers
in Columbia and Ecuador have good working conditions and benefits
dovetailed perfectly with Kowalski's mission of serving its community in
the most responsible ways possible.
Initially, Kowalski's saw a bump in banana sales due to the switch. The
program has been supported with point-of-sale signs, a robust presence
The use of secondary displays at quick-grab areas or beside
seasonal products can be a unique way to grab the attention
of consumers, he said. For example, retailers can pair bananas
with ice cream for their summer displays or place them near the
cereal for back-to-school.
Displays need to stay full, with no overripe product in
them, Maddaus said. And to give some buzz to less-popular
tropicals, like passion fruit, guava or passion fruit, try crossmerchandising
them with bananas.
" It helps make customers a little more familiar with them. "
CROSS-MERCHANDISE
It's also important to remember the power bananas
have in generating both produce department visits and
encouraging the sale of other non-produce items, added Bil
Goldfield, director of corporate communications for Charlotte,
N.C.-based Dole Food Co.
" Secondary displays at check-out or alongside complementary
items like cereal or dairy can promote bananas as an impulse
purchase or single-serve snack option - and we suggest mixing
it up with both seasonal and meal- and recipe-based displays to
keep it fresh and interesting. "
For example, he said, featuring bananas in fall and winter
displays reinforces the role of America's favorite fruit in holiday
and other seasonal recipes and serving suggestions.
Since bananas pair with so many foods during all dayparts, the
list of potential promo and sampling partners is a long one, and
retailers who get creative will reap the benefits.
on social media and information in the Kowalski's magazine. Sales
have since returned to more normal levels. But sales aren't the reason
Kowalski's decided to begin selling Fair Trade bananas, Maddaus said.
In fact, Kowalski's knew going into the deal that the program came
with a premium and that fruit might cost more. But, as Maddaus put
it, the retailer doesn't make that much money on bananas anyway.
And whatever the difference in cost to the company was, it would
be more than worth it to support such a good cause.
Kowalski's is currently considering adding more Fair Trade fresh
produce products to its lineup, Maddaus said.
Fair Trade raspberries from Driscoll's are among the other Fair
Trade SKUs that have already been on Kowalski's shelves. Grapes or
strawberries are other commodities Maddaus said Kowalski's could
sell in Fair Trade formats.
supermarketperimeter.com
NOVEMBER 2022 - 39
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Supermarket Perimeter - November 2022

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

Supermarket Perimeter - November 2022 - Intro
Supermarket Perimeter - November 2022 - 1
Supermarket Perimeter - November 2022 - 2
Supermarket Perimeter - November 2022 - 3
Supermarket Perimeter - November 2022 - 4
Supermarket Perimeter - November 2022 - 5
Supermarket Perimeter - November 2022 - 6
Supermarket Perimeter - November 2022 - 7
Supermarket Perimeter - November 2022 - 8
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