High-quality fruit and vegetables reason to visit retailer

What are the decisive factors when shopping at a retailer? Next to attractive prices, a display of high-quality fruit and vegetables is equally important. This conclusion from recent extensive consumer research by Deloitte is a real boost for the fruit and vegetable sector. So, how can we keep inspiring shoppers? Not only by guaranteeing quality and diversity, but also through keeping shoppers informed about growing AGF-products. And if we collaborate closely as a supply chain, we can create (sales) opportunities that benefit everyone.

Staying focused on innovation to deliver high-quality products

Inflation still has an effect on current consumer behaviour. Consumers shop more consciously and visit retailers with the best price-quality ratio. Even though we can respond adequately as a supply chain, too much emphasis on competitive pricing alone will ultimately weaken a product range. Therefore, it is important to remain focused on innovation and the development of high-quality products. What is more, if shoppers cannot find what they are looking for and find products of questionable quality or empty shelves, chances are that they will start visiting competition. To keep shoppers interested, it is crucial to continuously offer an appealing product range.

Irregular shaped products, but the same optimal taste

But what does ‘an appealing product range’ actually mean? Is it a varied fruit and vegetable display with fresh produce in many colours, shapes, and flavours? Or could it also include products that are slightly different in shape but still optimal in taste? Think of a smaller-sized apple – e.g. due to a hot and dry spring season – or a cucumber that in its natural state does not always grow straight but often has a slight curve. These irregular-shaped or flawed products often do not pass the check and sell less well. Even though there is nothing wrong with their taste. Or shape even, considering these are naturally grown products.

Increasing awareness amongst shoppers through marketing channels

Time to become more transparent as a supply chain and inform shoppers about growing fresh produce. External influences sometimes cause irregularities, but isn’t this part of the natural process? Have shoppers not been conditioned by only offering them flawless products and discarding any irregular looking products beforehand? Could increasing awareness of the natural production process help create a better understanding? Maybe sharing information via marketing channels such as retail-specific apps or magazines can help shoppers change their mind about products with minor flaws. This way, suppliers can keep delivering these products, which retailers can then offer in addition to their regular range, and shoppers can purchase at an attractive price.

Growers United / Prominent has always been transparent about its production process. Curious to know how we can inform shoppers even better together? Do not hesitate to get in touch with Wim van den Berg of Growers United / Prominent: w.vandenberg@growersunited.nl of +31 (0)6 5756 4346.

Prominent is a brand of Growers United UA. This organisation is responsible for the sales, marketing, and quality control of the product.