Greetings, produce professionals, and welcome to the produce department!
It is mid-February already, and yes, for those keeping score, that pesky little groundhog in Pennsylvania saw his shadow and declared six more weeks of winter. So, with cold and snow lingering here in the Northeast at least through March, it's never too early to look ahead to some great upcoming spring crops to melt those winter blues away.
And, for me, there is no need to look any further than the start of the alphabet, with asparagus and artichokes.
Artichokes and asparagus (also known as chokes and grass, respectively, in produce lingo) are consumer favorites, and for many reasons. Both are nutritional powerhouses and contain components that improve gut health, reduce stress and even improve sleep. Both are extremely versatile in their preparation, and they both taste amazing.
Asparagus and artichokes add great sales potential to the produce department and are simple to merchandise and display. They are similar in their care, handling and merchandising practices, and they look great placed together or in a display on their own. Both signal to shoppers that change is in the air, with a new season on the way.
Being green means being seen
Artichokes in particular were once a commodity that was, in many departments, buried in the back case in a single basket or relegated to a small space on the wet rack. However, in recent years, with increasing popularity and growing consumer demand, chokes have changed their address, and now they show up on counters and display areas throughout the department.
Those single baskets are now doubled and even tripled, more visible, and there are a lot more standalone displays being built to showcase just artichokes.
The key for an attention-grabbing display for artichokes or asparagus is placement in high-traffic areas in the department.
Artichokes and asparagus, to me, are among the most fun and interesting commodities to merchandise. A jumbo 12-count artichoke display front and center is definitely a showstopper, an instant discussion piece. The impressive product size will get a customer to stop, and beautifully placed rows that create a mountain of chokes take a display to the next level.
For the customers who have never eaten an artichoke, now is the time to grab their attention, educate and sell. For the consumers already familiar with these amazing flower buds, now is the time to inspire them to grab their bags and fill their carts!
Not to be outdone, a well-done asparagus display, built with height and mass, will give a super visual presentation and keep the customer's attention for a beat or two longer. I think asparagus is perhaps the top impulse-buy vegetable. A consumer might not be coming in for it, but the fresh display of spears on display can grab their attention and entice them to buy.
Artichokes and asparagus are great in that they do relatively well off refrigeration for a couple days with just a little care. Fine mists throughout the day on chokes will keep them moist. Especially for larger displays, rotation is critical to keep the product fresh.
When merchandising asparagus, it is a good practice to place the bunches in a very shallow layer of water or on a damp towel or cloth. You can also use the pad inside the boxes of asparagus on the base of your display. This helps keep the product from drying out. Never mist asparagus, however, as the tips are prone to decay once they get moist.
Big or small – what's the call?
Artichokes come in a variety of sizes. Retail packs normally come in 12-count, 18-count, 24-count, 30-count and 36-count.
What size you choose is up to you and will be based on your retail and margin structure, but I have found a lot more success in the larger 12-count and 18-count product. Some stores might carry both a 12-count and a 24-count or 30-count to offer two different size options, but in my experience carrying one is easier and more impactful.
Asparagus also comes in different sizes, from thin (pencil) to jumbo (trees), plus a couple sizes in between. Although a medium stalk (standard) is the norm, there is high demand for the pencil grass due to its aesthetic. In truth, however, some of the most tender asparagus is in that jumbo size. It's all a matter of individual preference and consumer education.
So … how do I cook this?
Although they have gained immense popularity over the years, artichokes are not on the top of everyone's shopping list. They look funny to some, and complex to others, and usually every consumer that has never eaten one has the same question: “What exactly do I do with this?”
It's great to have a mental rolodex of recipes on tap, but that will require a lot of real estate as artichokes and asparagus can be steamed, grilled, baked, roasted and, yes, even microwaved.
It's also a good idea to have your staff educated on the preparation that these vegetables require before they hit the stovetop or oven. This helps alleviate some of the worry that a customer might have that the product may not be worth the time of effort to cook. Printing recipes and placing them at point of sale will be huge in helping a customer be confident that these items they might not be as familiar with are indeed well worth the investment.
Build a basket, create a meal
These two commodities are perfect for tying in so many other items, both in the produce department and from around the store, that help build basket size. Some great tie-ins to include in or near your displays are lemons, garlic, breadcrumbs, olive oils, pastas, creamer potatoes, parmesan cheese, mayo and hollandaise sauce. The list is nearly endless.
One of my favorites is placing wooden skewers on display with asparagus and calling out grilled asparagus rafts. It's different and very cool to see on the grill and plate, and it's something that a customer might not have ever thought about.
All of these add sales for the department and suggest meal ideas for your customers. There are myriad recipes online that can be printed out and placed on your displays. From a visual standpoint, the color of the lemons and garlic next to the green background of artichokes and asparagus really pops and catches the eye.
So in produce, A is for artichokes, asparagus and … awesome sales potential heading into the new season in the next couple of months! Time to build some great displays, educate consumers, create a fresh image for your store and reap the sales and profits!
I hope these tips are helpful and offer insight on building attractive, eye-catching and profitable artichoke and asparagus displays!
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