Fresh Produce
Why a Health Halo Alone Won’t Drive Produce Sales
Health Halo Isn’t Enough to Boost Produce Department Sales
Shoppers often associate produce with health benefits, but that alone won’t maximize produce department sales in today’s competitive market. Retailers need additional strategies to attract customers and drive purchase activity effectively.
Experts say the health appeal draws attention, but shoppers want more. Retailers must also promote enjoyment, convenience, and sustainability to stand out. These factors create stronger reasons for customers to choose your produce section repeatedly.
Beyond Health: Key Drivers for Produce Department Sales
Rick Stein, vice president of fresh foods for FMI—The Food Industry Association, emphasizes expanding the appeal of fresh produce. He suggests offering seasonal assortments, colorful displays, and value-added selections to capture shopper interest.
Customer education plays a critical role as well. Retailers should use clear portion size guidance based on the federal MyPlate recommendations. Recipes and preparation suggestions, both online and in-store, help shoppers feel confident and inspired.
In addition, sustainability is now a purchase driver for many. Retailers can use eco-friendly packaging and reduce waste to build shopper loyalty. When stores communicate these efforts, customers often respond with trust and repeat business.
Technology and Staff Drive Success
Maintaining high-quality produce and well-stocked displays is essential for produce department sales. AI tools now help with inventory, demand planning, and ordering accuracy. That reduces shrink, improves freshness, and keeps displays full.
FMI research shows poor quality or stockouts often push shoppers to other stores. That’s why having knowledgeable produce staff is also vital. Staff can provide tips, suggest meal ideas, and guide customers with QR codes and signage.
Know Your Shoppers, Grow Your Sales
Every store serves a unique community. Understanding local preferences enables retailers to customize their produce offerings effectively. For example, sourcing from nearby farms and promoting local products can significantly boost sales.
Rick Stein advises managers to align strategies with store demographics. Tailoring assortments, promotions, and messaging ensures the produce department meets customer needs and builds loyalty.
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