Critically observing your distribution process; from producer to in-store shelves

A primarily reactive response is not the answer though. Only by actively focusing on matters like purchasing, distribution, transport, and presentation, can retailers stay in control, so their shoppers will keep coming back for more in 2023.

Focus on matters that you can (still) control

The increasing prices of energy and raw materials affect everyone – from growers to retailers and shoppers – resulting in less margin on every level. So, how to still make a profit? By focusing on matters that retailers can directly control like purchasing, distribution, transport, and presentation. An evolving market asks for an innovative approach, as relying on previously used methods means you will eventually fall behind. That is why it is so important to critically observe what can be changed.

Which fresh products will be purchased where and when?

Retailers often have a preference for certain suppliers, but do these relationships still work in the current circumstances? And if so, wouldn’t this be the perfect time to make new agreements? When do you purchase fresh produce and where do these products originate from? Such matters have a direct influence on margins. In all this, it is important to stay focused on the freshness and quality of the products, as this is what sets retailers apart from their competition.

Optimal freshness and quality of products as a principle

To guarantee optimal freshness and quality of products – from the grower to the consumer’s kitchen – it is crucial to critically observe distribution and transport. How are temperature and humidity controlled for example, in warehouses and refrigerated trucks? If anything is out of balance, it immediately affects the fresh produce. To prevent any quality loss, every step in the distribution and transport process should seamlessly follow to the next. And the employees that are involved, should gain and retain adequate knowledge. Therefore, clear communication and sharing information between all parties involved is crucial.

Meeting shoppers’ expectations at the fruit and vegetable section

In-store too, employees have a responsible role in the process. From store managers to shelf stackers; everyone should focus on retaining freshness and quality. Therefore, it is important that fresh produce is presented in an organised and orderly way, so shoppers can make instant decisions. As many retailers see the fruit and vegetable department as a destination category, it is important to keep meeting shoppers’ expectations and offer a wide range of fresh fruit and vegetables. This is where the most profit can be made in 2023; gaining and retaining shoppers.

Growers United / Prominent blijft altijd kritisch naar zichzelf kijken. Benieuwd hoe wij de versheid en kwaliteit van onze producten kunnen garanderen? Neem gerust contact op met Wim van den Berg van Growers United / Prominent: w.vandenberg@growersunited.nl of +31 (0)6 5756 4346.

Prominent is een merk van Growers United UA. Deze organisatie is verantwoordelijk voor de verkoop, marketing en kwaliteitscontrole van het product.

Continues to critically observe itself. Curious to know how we can guarantee freshness and quality of our produce?