Pumpkin Perspective — Dave Rhodes with Fresh Encounter

Dave Rhodes, director of produce and floral for Findlay, Ohio-based Fresh Encounter, provided some insight leading up to fall for our pumpkins merchandising feature. Here's more of his perspective on making the most of this unique produce item this season. 

Q: What are the best-selling pumpkins for you all?

A: The jack-o-lanterns are our best sellers. We typically stay in that 40-45-count bin. Over the years we have seen great movement using the 25-count bins as well, but those have slowed a bit. When we look at our pumpkins, we look for consistency in sizing, (knowing) that the density is going to be different in each.

Q: Are pumpkins merchandised more with decoration of cooking in mind?

A: We handle the mini pumpkins that many customers like to use in decorating their offices, home or even kids taking to school for their teachers. We also handle the pie pumpkins that many use in cooking recipes. We will also offer corn stalks and straw bales.

Q: What are some of the most creative ways you’ve seen store/produce teams use pumpkins?

A: We try to create a destination center for our customers to visit where we will have items like 6-count pumpkins and apple cake donuts around the display along with apple and pumpkin donut holes and pumpkin cake rolls as well. We want to get as many departments involved as possible.

Q: What are some of the best items to cross-merchandise with pumpkins?

A: From a produce standpoint we will tie in apples, caramel dips, mini pumpkins, mini gourds, hard fall squash, apple cider and of course fall mums.

Q: What kind of effect can a great pumpkin display have on the department as a whole?

A: (It) sets a great atmosphere for the department and store. Great fall displays will encourage customers to purchase fall-related items and of course driving great sales and margin dollars for the whole store. The overall power of this display – maybe a customer came in to do her weekly shopping and to pick up a pumpkin, next thing he or she knows they have mums in their basket along with apple cider and donuts. It is a win-win for all.

For more pumpkin merchandising perspective, check out insight from Rhodes and eight other produce retail professionals in our recent feature story.

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