‘Fruit vegetables are a successful category in the fruit and vegetable supply chain,’ says Wim van den Berg, Retail Marketing Manager. ‘But Growers United remains ambitious and always sees room for improvement. Which role for example, can this type of vegetables play in the sales tactics of retailers? And how can we stimulate shoppers to purchase more, in order to further boost retailers’ revenue?’
Versatile fruit vegetables popular amongst shoppers
Growers United offers various well-known fruit vegetables like tomatoes, sweet pointed and blocky peppers, cucumbers, and aubergines. These products are versatile and easy to use and prepare. They perfectly fit into a healthy eating pattern and are consumed daily or weekly by shoppers.
‘This allows many fruit vegetables can be eaten as part of a dish as well as on their own. This versatility adds to the popularity of this category. Look at tomatoes for example,’ Wim explains. ‘This fruit vegetable can be added to a salad, to a pasta sauce or be eaten as a healthy snack. For each dish, Growers United provides the perfect variant; fragrant tomatoes for a salad, juicy tomatoes for a sauce and smaller, sweet tomatoes as a healthy snack.’
Fruit vegetables can play crucial role in relevant sales tactics
‘The added value of fruit vegetables quickly becomes clear when we look at the below-stated sales tactics,’ Wim says. ‘Retailers use these tactics to attract shoppers and eventually increase their revenue. Fruit vegetables can play a crucial role in all these tactics.’
- ‘Destination; or, why do shoppers visit a supermarket? An appealing fruit and vegetable display with a wide selection of fruit vegetables seems to be an important reason for shoppers to visit a specific supermarket.’
- ‘Routine; or, which products are repeatedly purchased and consumed? Snacking tomatoes are a great example as parents often give these to their children as a healthy snack.’
- ‘Convenience; or, which products need little or no preparation? Fruit vegetables can be used here too, as they can be part of any meal. Not only in speedy, simple dishes but also as a smart snack.’
- ‘Traffic building; for example, using temporary promotions and special offers. Next to offers that include one specific type of fruit vegetable, several types can be presented together. Like an aubergine and a courgette, as these go perfectly together in one dish.’
- ‘Transaction building; for example, using occasional promotions and seasonal products. The sales of fruit vegetables can be stimulated year-round. For example, though sharing inspiring recipes; frum summery salads to wintry oven dishes.’
Insight from international shopper research main principle for up-to-date advice
‘To adequately assist shoppers in their selection and purchasing process, Growers United uses up-to-date insights from their international shopper research,’ Wim explains. ‘Together with our supply chain partners, we can subsequently translate this information into fitting advice and solutions for retailers. As only when you can inspire shoppers at the right moment, using the right means, can you boost sales and eventually, increase revenue.’
Growers United works closely together with supply chain partners to supply retailers with up-to-date advice and smart solutions. Curious to know how this leads to growth opportunities for the entire fruit and vegetable supply chain? Check the website of Growers United for more information or get in touch, via marketing@growersunited.nl or +31 (0)174 238 000.