I had my first crack at a display contest – prophetically, the Idaho Potato Commission’s – as a 19-year-old clerk in 1977.
I built an abundant spillover of bulk russets with shipper’s cartons in front, framed with colorful curled paper streamers. I hung a giant, homemade cardboard cloud above the whole thing. It sported a bright yellow lightning bolt piercing through the cloud with the message: Goodness from above!
A few of my co-workers smiled politely. One shook his head and spoke plainly. “I don’t get it.”
“You know,” I explained. “Like the popular, Chiffon margarine commercial? Above? Like Mother Nature?” He was right to show confusion. While the display was stacked neat and level, it didn’t make any sense. Nor did it make much of an impression.
Over time I learned what makes a produce display stand out, and what helps make a display contend for merchandising contest recognition and awards. Here are my three quick and dirty tips:
1. Dedicate some Space
I’m talking about securing some choice retail real estate here, and as much as you can get to make the best impression for your display. The best footprint to work with is the front of the produce department, or better yet – the store’s front lobby. Sketch out your plan, including length, width and don’t forget the vertical space. Design your display so multiple customers can shop simultaneously. Make it BIG, but practical too, so the display can be not only stocked, but shopped and rotated with ease.
2. Create a Theme
Ditch the big cloud. Or better yet, convert it to something on theme like a giant, baked Idaho potato. Instead of a lightning bolt, perhaps insert a giant fork.
Every winning produce display earns extra points if it conveys some kind of theme. For example, a produce manager friend of mine once fashioned a golden delicious apple contest theme by building a series of (what appeared to be) mining carts on rails stocked with the ‘Gold’ apples, along with other mining props. The signing shouted out a ‘staked’ claim, sharing the tasty, nutritious wealth.
Simple. Creative. He won first prize.
3. Provide Plenty of Pixels in your Pics
You’ve heard this one before: Take a nice, clear picture to submit for the contest. Or, find someone with good photography skills to help out. Many times the judges have hundreds, even thousands of photos to sift through, trying to narrow down the top contenders. Submit clear, high-resolution digital photos.
Do: take several photos from different angles; make sure the lighting is good, with nothing to detract from the display. Take a lot of shots to choose from.
Don’t: Get fancy by inserting the photo into Word docs or PowerPoint presentations. Photos tend to lose resolution, get misplaced or mis-formatted. Keep this all-important step simple and submit a clear in-focus photo of your beautiful work.
Display contests offer the opportunity to not only show off fresh produce at its peak quality and value, but also your creativity and merchandising skills.
Now is the time to get with your store manager to discuss your plan and secure your display space — and this message should arrive just in time: The Idaho Potato Commission’s Potato Lover’s month display contest (the industry’s largest) is upon us and lasts until mid-March.