The produce section is not only the most important section in the store, but a potential Achilles' heel to the overall business.

In other words, screw up the produce department and there's a great chance of turning enough consumers off to the overall operation and sales could plummet. Even worse, heads could roll.

Yes, that is why produce is so important to a supermarket chain’s bottom line.

That is why the produce section is not only the first section consumers see as they walk through the doors at most grocery chains across the country, but also why the department needs and, hopefully, receives regular updates, often a complete overhaul, every five to six years to keep the look fresh and consumers engaged in the section. It is also among the most labor-intensive departments of any food store as well.

As with many grocery operators, consumers are extremely clear what they expect from the produce department: A clean and easy-to-shop look featuring the proper lighting to highlight the product and, most importantly, a large assortment of quality and fresh items.

Grocery retailers have long understood that offering an updated produce department is crucial to developing the proper overall image of their stores. If you want to convey an upscale image at the store — and perhaps higher price points — you better have a produce section that catches the consumer’s eye, it easy to shop and satisfies their tastes buds.

But, thanks to higher costs, the COVID-19 pandemic and other factors, many merchants have delayed capital expenditures that include remodeling key sections of their stores.

It is the wrong approach, especially when it comes to produce. Consumer studies have long shown that shoppers will purchase more items when they feel most comfortable in that particular area of the store. Placing an emphasis on certain items, often through the use of lighting and fixtures, will only make it that much easier for them to consider more products when walking through the area.

So, take a look at your produce section this afternoon. Walk it and shop it like you think a consumer would and see if it meets your standards as a consumer. If you think things are looking a bit stale, get out the checkbook and start planning a renovation that will refresh the section. The result, if done correctly, will not only be increased sales but a new image that will resound with your shoppers and their much-desired pocketbooks.