Keep it straight and simple

The fresh produce categories have become increasingly important to retailers in recent years. They generate sales and margins and provide the shopper with a unique fresh food shopping experience. Retailers do their best to provide shoppers with a true market place sensation and choose top quality products for on their shelves. Fruit and vegetables play an important part in this strategy. One that premium supermarkets and discounters alike are adopting more and more.

But it goes further than this. Albert Heijn recently announced that it will be making more use of customer data – in other words, Big Data. Based on purchasing behaviour, the supermarket chain have a fairly accurate idea of what the Dutch population consumes. A smart response to this data has the potential of increasing a retailer’s sales per customer.

Another approach used is 'blurring', the latest trend in the food sector that involves combining food service with retail. A good example was when Jumbo took over the successful restaurant formula of La Place when the affiliated V&D warehouse chain went bankrupt. However, although these are interesting developments which should be observed, let's not lose track of the main issue: persuading shoppers to buy and helping them make the right choices. This is where our focus lies, and that of many retailers as well. The following pattern needs to be repeated whenever possible: making sure that you have satisfied customers who frequently buy the same high-margin product.

All the latest trends and developments suggest that major changes in shopping behaviour are taking place, yet we also know from experience that consumers have many habits and routines on which they rely. It is mainly this purchasing behaviour that determines the sales of fresh produce. Find the true reasons why people buy our products and Keep it straight and simple.

The sales, marketing and quality control of Prominent tomatoes are handled by Door Partners B.V. This sales subsidiary forms part of the Grower Cooperative DOOR U.A.

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