A Strategy for Boosting Supermarket Produce Purchases

Maeve Webster, president of Menu Matters, a food industry consulting firm based in Arlington, Vt., emphasizes the importance of helping shoppers recognize fruits and vegetables as valuable ingredients in a variety of recipes.

To achieve this, operators can draw attention to the possibilities by using eye-catching signage and distributing detailed preparation information in the produce section. Webster suggests setting up kiosks or stations where shoppers can browse and print out recipes or send them to their smartphones. Identifying the dishes or meal ideas that work best for each type of produce can further encourage consumers to explore new ways to incorporate fresh items into their meals. In-store cooking demos and tastings can also help reinforce the retailer’s image as a produce expert, she adds.

While nearly all fruits and vegetables can be used in recipes, their applications will vary depending on factors like cuisine, meal part, and time of day. “Every type of dish can benefit from produce,” says Webster, noting that fruits and vegetables can enhance a recipe’s visual appeal with a wider range of colors and textures. They also add “heft” to dishes without significantly increasing cost or calories. “Produce can elevate the healthy appeal of a dish, as well as its nutrient density,” Webster explains, adding that using different preparation techniques can spark intrigue among consumers.

Although there are clear sales opportunities by positioning produce as a versatile recipe ingredient, retailers must also address consumer hesitation when it comes to trying new produce or unfamiliar recipes. Webster points out that many consumers lack experience with certain types of produce, unsure of how to use them, what to pair them with, or how to incorporate them into recipes. There is also the concern of wasting food and money if the produce spoils before it can be used.

Education plays a critical role in helping shoppers overcome these challenges. Consumers may not know how to select the right or ripe produce, or how to properly handle and store it after purchase. Webster emphasizes the importance of teaching shoppers how to peel and prepare produce correctly, as well as explaining which parts of fruits and vegetables are edible. “There’s a perception that money is wasted on produce with pits or rinds, especially if a significant portion is thrown out,” she adds.

By focusing on shopper education and showcasing produce as an ingredient in exciting new ways, retailers can drive more produce purchases and help consumers feel more confident about integrating fresh items into their everyday meals.