CATEGORY MANAGEMENT | PRODUCE
survive the sales floor without rotation discipline and product knowledge,” he said. “The difference between success and shrink often comes down to how well teams understand freshness, timing and shopper intent.” In response, Save Mart is “doubling down” on education and engagement for both store associates and shoppers, Vargas said. The retailer trains workers on prod- uct standards while offering guidance and suggestions for interacting with customers, he said. “That human connection matters more than ever,” Vargas said. “Produce stops being transactional and starts driving loy- alty when associates can explain how to use a product, why it is featured or how it fits into a meal solution.” CHOICE IS A CHALLENGE It also is necessary to ensure the avail- ability of the wide range of products that consumers seek year round while offering the items at the right price and quality, said Amy McClellan, executive vice president and chief commercial officer at Spartan - Nash Co., a Byron Center, Mich.-based wholesale food distributor and operator of nearly 200 grocery stores in 11 states under banners that include Family Fare, Martin’s Super Markets and D&W Fresh Market. That requires a proper balance and space allocation for seasonally relevant items, packaged selections and conventional com- modities, she said. “Produce has personality and space is often in high demand,” McClel- lan said, adding that SpartanNash uses shopper insights and consumer purchasing data to develop display and assortment strategies. Tracking shopper behavior is important as more consumers are experimenting with less common selections, such as dragon fruit, while exploring exotic fruits and using produce to recreate popular restau- rant cuisines at home, said David Sherrod, president and chief executive officer of the Millen, Ga-based Southeast Produce Council. “Produce departments are bringing in more Asian veggies, tropical fruits and limited-time and seasonal fruits and vege- tables,” he said. “Consumers will be looking
It also is necessary to ensure the availability of the wide range of products that consumers seek year round.
for such Andy Vargas selections as meals move from foodservice to retail.” SpartanNash is prioritizing convenience to attract shoppers, which includes mer- chandising produce near store entrances and offering extensive arrays of pre-cut and packaged selections, McClellan said. In addition, the operator is collaborating with vendors to offer affordable selections, she said. “Having the right mix, the right price and conveniently packaged solutions are helping shoppers make healthier choices,” McClellan said. SpartanNash also is spending “extensive time” in determining the offerings that meet the unique shopper preferences in each store, she said. “Every neighborhood has its own specific mix requirements,” McClellan said, adding that the retailer is helping to meet such demands with locally sourced fruits and vegetables. Shopper interest in specific products can surge, including for everyday items, such as cucumbers and tomatoes, when the selections appear on social media as part of viral recipes or wellness trend listings, Vargas said. “Produce shoppers are not impulsive, but informed, cost-aware and quick to act when both need and inspiration are con- nected,” he said. ATTRACT ATTENTION The appearance of produce on digital sites, including YouTube, TikTok and Instagram, can especially generate sales from the large base of Gen Z (persons born between 1997 and 2012) and millennial (persons born between 1981 and 1996) shoppers who find inspiration online, said Anne-Marie Roerink, president of 210 Analytics LLC,
a San Antonio-based market research and marketing strategies firm, and author of The Power of Produce 2025 report, pub- lished by Arlington, Va.-based FMI—The Food Industry Association. Retailers that create visually appealing produce displays and merchandise produce in various parts of the store can generate purchasing from impulse buyers as well, she said. “It can result in that one extra unit sale that all retailers are looking for,” Roerink said. Cross-merchandising opportunities remain strong too, she said, with such pair- ings as produce with rotisserie chicken, salad kits and baked potatoes, bananas and cereal, mushrooms and steak and vege- tables and chicken strips, likely to attract consumers. “Millennials are looking to save time in planning, shopping and preparation and such total meal solutions can drive sales,” Roerink said. Moving forward, packaged produce will become more prominent as merchandisers seek to extend product shelf life while making it easier for shoppers to self-scan products at the checkout and initiate online purchases, Sherrod said. More retailers, packers and processors also will target eco-conscious shoppers by investing in sustainable packaging that uses less plastic, more paper and is recycla- ble, he said. It is important, however, that operators have the necessary staffers to support product development and merchandising, Sherrod said, noting that a shortage of skilled workers remains an operational challenge. “Ample and good labor,” for instance, is necessary to create eye-catch- ing displays while maintaining proper receiving and rotating protocols, he said.
42 SUPERMARKETNEWS.COM SPRING 2026
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