instore - August 2017 - 10

merchandising

ON DISPLAY

Fresh-cut fruits and vegetables

Cut produce continues to be a mainstay of grocery deli trays, but
many produce companies are extending their reach further into the
deli category, providing value-added solutions to consumers' desire
for convenience.
The migration of fresh-cut fruits and vegetables from the produce
sections of United States grocery store to delis began long ago and
shows no signs of letting up, as consumers continue to put "convenience" and "healthy" at the top of their culinary wish lists.
At many if not most of the nation's top retailers, the deli party platter
options will likely include a cut fruit tray (think cantaloupe, watermelon, pineapple, strawberries, grapes), with dip included (yogurt, the
occasional cream cheese, caramel if apples are involved).
On the veggie side, there's a good chance you'll find a platter with broccoli, cauliflower, baby carrots, celery sticks and grape tomatoes with
ranch (maybe hummus) in the deli section of your local retailer.
Grocers will also pair fresh-cut produce with cheese, meats, pretzels
and other foods. Garnish veggie trays, filled with toppings for sandwiches, wrap or burgers, are another option.
Some fresh produce grower-shippers are taking the next step in
produce-meets-deli, tapping into other category buzz words: "heatable,"
"ready to eat," "meal solutions," to name a few.
Take Salinas, California-based vegetable grower-shipper Mann
Packing Co. Inc., which specializes in fresh-cut and value-added
vegetable products.

One of its newer lines, Nourish Bowls, is being marketed in some
grocery deli departments throughout the U.S. and Canada, says Jacob
Shafer, Mann's senior marketing and communications specialist.
The single-serve, heatable bowls, introduced in 2016, combine on-trend
vegetables - including butternut squash, sweet potatoes, sugar snap
peas and cauliflower rice - with grains and sauces.

"We feel Nourish Bowls can
continue to thrive in the deli
section of the grocery."
Jacob Shafer, Mann Packing Co.

For them to thrive in deli, produce-based products must be presented
differently than they would be in produce, Shafer says.
"When it comes to fresh veggies, consumers typically want to touch the
product, smell it and pick out what looks best," he says. "For Nourish
Bowls in deli, it's more product- and packaging-focused."
Deciding to market a fresh vegetable-based product in the grocery deli
department instead of in its natural home - fresh produce - creates
marketing challenges, Shafer says - and opportunities.
"We've taken a creative strategy with Nourish Bowls in deli,
such as offering meal pairing specials and price sales
to engage consumers," he says. "We've partnered
with retailers on their frequent buyer cards,
promotions and in-store promotion, as well."

Nourish Bowls, the latest valueadded offering from vegetable
grower-shipper Mann Packing, are
being sold in many grocery delis.

10 * AUGUST 2017 * instore

READY PAC, MANN PACKING CO.

Since today's shoppers, particularly the allimportant Millennials, have instant access
to what comparable products cost in rival
stores, it's vital to offer them enticing deals and
on-trend packaging, Shafer says. He believes
the Nourish Bowls line does just that, which
should help ensure its continued success.

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