In the Trenches: The value of packaged produce
In the Trenches: The value of packaged produce
Visualize a produce department with no packaged or bagged produce — every item is displayed loose. There is nothing in the way of a packaged or bagged item for hurried customers to simply pick up and move on. Those customers would have to hand pick each item taking up valuable personal time.
There are many benefits of packaged produce. It protects items like strawberries, tomatoes grapes from getting bruised or crushed — and customers will not purchase damaged produce. It will simply sit on displays until it turns into shrink waste, and losses from discarded produce can become extreme.
Besides protecting product from damage, packaging can also prevent contamination from handling items by shoppers. Uncovered raw fruits and vegetables are always open to the possibility of customers spreading germs. 
More than 50 percent of shoppers select and purchase their produce in packages, so I asked two produce industry experts questions related to packaging.
How do you feel about the importance of packaged produce in merchandising items in the department?
Mike Roberts, vice president of produce operations for Harps Food Stores, based in Springdale, AR: For those of us who have been in produce for decades, the sight of a well-built bulk display will always hold a certain charm. There’s something timeless about the vibrant colors, the fresh aromas and the visual impact of unpackaged fruits and vegetables. While bulk merchandising can be visually stunning, it’s worth asking: are we sometimes prioritizing presentation over the convenience our customers are looking for?
Today’s shoppers lead busy lives. The appeal of grabbing a clamshell of berries or a bag of grapes rather than hand-selecting a dozen pieces can’t be overstated. Packaged produce offers convenience, it stores neatly in the refrigerator, doesn’t require additional containers or bags and makes it easy to take what you need and return the rest. For many customers, that ease of use is just as important as freshness or price.
From a retailer’s perspective, packaging has operational advantages too. Packaged items stack more efficiently, reduce the risk of spills and slip hazards, and often carry marketing or educational messaging right on the label. They can also save valuable labor time at store level, freeing up staff for other priorities.
In the end, packaged produce isn’t just about protecting the product, it’s about protecting the customer’s time, enhancing the shopping experience and positioning our departments for a more sustainable future.
Anthony Totta, founder and produce industry consultant for FreshXperts, based in Parkville, MO: Packaging should be stackable for retailers in using the display space most efficiently. This can eliminate certain types of packaging damage. I once had a contact that ran a design by me that was a pyramid shaped pack. For instance, a pyramid pack of tomatoes can be excellent for a merchandising presentation, but it challenges the stacking on a shelf or endcap display by causing bruising and damage to the product. Many factors come into play when we design packaging like size, shape, material, to optimize shelf life.
One principle we follow is that labels and packaging typically provide a backdrop like a billboard for educating customers with information such as company source, product usage, nutritional information or recipes. That is much more difficult when the product is just all loose.”
Will changing over to cardboard cartons, paper/pulp trays, paper bags and the like have an influence on sales of current packaged items, which are merchandised successfully today?
Roberts: Then there’s the growing conversation around sustainability. Eco-friendly packaging presents an opportunity to reduce landfill waste while still meeting customer expectations for convenience and quality. When shoppers can feel good about both their health and their environmental impact, everybody wins.
Switching to eco-friendly packaging such as cardboard cartons, paper or pulp trays and paper bags will likely require some trial and error. The key will be testing different approaches to see what works and how consumers respond. While many shoppers’ value sustainability, convenience still wins most days.
History offers some clear lessons. Take strawberries and grapes as examples. The old pint and quart strawberry containers weren’t retailer-friendly, and bulk strawberries and grapes were messy and inconvenient for customers. Many still remember grape displays with wax paper — grapes were on the floor, there was heavy shatter and plenty of shrink. The introduction of the one-pound strawberry clamshell in the 90s was an instant success, and the move to bagged grapes quickly became a win for both shoppers and retailers. Clamshells for grapes work well in the right markets and give consumers a great option.
As the industry shifts toward more sustainable packaging, the consumer’s opinion will ultimately decide what sticks. Fortunately, the produce industry is filled with creative, experienced professionals who can develop solutions that meet three critical needs: protecting the environment, meeting customer expectations, and supporting strong sales.
Ron Pelger is a produce industry adviser and industry writer. He can be contacted at 775-843-2394 or by e-mail at [email protected].
