Blast from the past
I was sitting in the conference room at our weekly ad preview and planning meeting. It was the first week in May, and it was Cinco De Mayo, Kentucky Derby and Mother’s Day week all at once — with graduations and Memorial Day promotion execution on the horizon.
As I sat there quietly while each director described their plan of attack to “win” the holiday, which was our advertising manta, I wondered how I was going to match what the meat department has planned, and how was I going to protect the margin while having all the right items at the right time and at the right price to achieve my plan and promotional goals of the organization. It was a heavy moment, and one that produce vice presidents, directors and sales managers with every retail grocery company must be prepared for every day.
It was not close to the first time that I had to figure out how I was going to hold onto sales, while assuring the leadership we would not be embarrassed in the print ad promotion — and we were not.
Vegetables first for summer promotions
There was a time when summer really didn’t start until Memorial Day, and it ended by Labor Day from a promotional perspective. No more. As soon as Easter concludes, it’s ready, set, go for summer.
Many times retailers push the envelope on seasons, not least of which is summer. We also did in my day, but the timing can be delicate. Everyone wants to be first, but at what cost? Sometimes being first means you may not be offering the best experience to your customers.
Now here is a difference in this between vegetables and fruits. Being first on seasonal vegetables or that “crown pick,” as we used to refer to it, was critical. Think about those first Vidalia onions, sweet corn or mountain-grown, vine-ripened tomatoes — all day long. Customers will jump the ditch, as we used to say, for those and many other items in the vegetable category.
When it comes to fruit, aside from melons, there are times when the very first fruit off the trees, bushes or vines will not be the “diamonds” that will be available a few weeks later. This is not to say the fruit isn’t promotable, just maybe that it’s not a front page, front display, in-your-face item. All retailers, however, should be aware that if they give customers a less-than-expected eating experience, they jeopardize repeat sales when the best fruit varieties begin to arrive, which stifles tonnage and consumption and hampers the opportunity for promotional success.
After Independence Day, make it a fruit fest
By the time Fourth of July promotions arrive, there already have been two major summer promotion periods with Memorial Day and Father’s Day, which is often overlooked by retailers as an opportunity to take advantage of what truly is a great grilling occasion.
Considering when Independence Day needs fall within the week also depends greatly on how customers will shop and where they are geographically. Beach destinations are always hot spots, and I remember the influx of tourists arriving at our beach locations for the holiday. It was a madhouse, but in a good way. Tourists don’t shop like the area residents do, so planning to meet the needs of both can be complex.
Fourth of July promotions are similar to Memorial Day in selection, but with the added focus on fruit — and rightly so. Everyone wants something cool and refreshing, so it’s important to have the dark sweet cherries (don’t forget the rainier cherries), peaches, plumcots/plums, nectarines. For berries, the whole berry patch offers great opportunities.
An often-missed opportunity involves tropical fruits other than pineapple. Items such as mangoes, dragon fruit and papaya are great add-on promotion items that add fragrance and an amazing eating experience for consumers.
Oh, and watermelons anyone? Fourth of July is the absolute pinnacle of watermelon-selling season. Of course, whole watermelon displays will be abundant, but consider offering an extra-large watermelon for larger gatherings — even seeded watermelon, if available — and pre-chilled watermelons as well. Yellow flesh watermelon are more than a conversation piece; they are truly a great eating experience and add a great opportunity for impulse sales.
Getting back to those decision-makers
As mentioned earlier, produce vice presidents, directors and sales managers not only drive the strategy for promotion and supplier relationships, but they also create a culture within their department and organization that is entrepreneurial in nature and empowers their teams to take ownership.
It is quite a unique relationship that a retail grocer’s produce department has with its customers and the interdepartmental teams. The produce department, with undoubtedly the profit center of the entire store (with respect to fresh meat), and the men and women who drive the success of fresh produce in their companies deserve to be recognized.
The International Fresh Produce Association recently launched the 2024 Retail Merchant Innovation Award, which recognizes five produce vice presidents, directors or sales managers for the amazing work they do to drive innovation and an entrepreneurial spirit within their company. Nominations are open now.
Planning for the future
I, along with over 300 retail and produce industry leaders, recently attended the IPFA Retail Conference in Phoenix. This year was the third annual conference in which retailers and supply-side companies came together for two days of high-level engagement and networking, golf and education — with an emphasis on networking as a key component and value proposition this event offers.
It was great to catch up with so many peers and friends in Phoenix, as well as a strong list of first-time attendees to the event. The young event on the IFPA calendar is growing in awareness, and it really is an event that should be on the calendar of retailers, marketers and grower-shippers and solution providers each year.
The 2025 Retail Conference and golf event is scheduled for April 30 to May 1, 2025, at the Westin Dallas Stonebriar Golf Resort and Spa. Registration will open later this year, so mark your calendars now!
Always remember the “Three I’s of Merchandising:”
- Impact
- Impulse
- Incremental
Happy selling!
This column is part of a series by Joe Watson, who spent 30-plus years as the director of produce for Rouses Markets and was named Produce Retailer of the Year and honored as one of The Packer 25, both in 2014. Watson now serves as a vice president of retail, foodservice and wholesale for International Fresh Produce Association.
