In the Trenches: The Big Bang of fresh-cut produce
In the Trenches: The Big Bang of fresh-cut produce
The Big Bang Theory — the beginning of the universe, not the TV show — suggests the universe originated from a single point, expanded and stretched to grow larger. Amazingly, it is still growing, stretching and spreading out right at this exact moment.
The growing and stretching of the fresh-cut produce category is also amazing as the category consistently expands. In addition, the cleverness of processors in creating new fresh-cut, value-added items is likewise stretching and spreading out the space allocation of the cut produce display section.
Every time I enter a produce department I am awestruck with the fresh-cut fruit and vegetable section. This is why I call it the Big Bang of the cut produce category — it carries on in its stretching growth. Just seeing all the various assortment of items is impressive. This has to be a shopper’s paradise with the many choices they can select for their convenience.
In the early stages of fresh-cut produce there were a very limited number of items available. Only a small number of suppliers were cutting up vegetables, packaging and selling them to retailers. There were basically two items — chopped lettuce mix and Cole slaw.
Then packages of cut broccoli and cauliflower entered the scene. The great expansion was under way as major companies joined the trend. Soon after, fresh-cut fruit and melons entered the picture. Before long, there were a slew of mixed fruit combinations filling the display shelves. We called them value-added convenient produce and the customers loved it.
Since then, the fresh-cut produce Big Bang has escalated forcing retailers into stretching out their cut produce sections. Those sections grew from only a few items into well over 100 varieties.
A healthier eating trend by consumers, as well as convenience, has driven the fresh salad category sales aggressively. Packaged salads dominated 60 percent of the fresh-cut produce segment in 2023. Salad mix sales grew by 2.5 percent in 2024.
Mike Roberts, vice president of produce operations for Harps Food Stores in Springdale, AR, said, “As an optimistic retailer, I’d love to say that shoppers want everything we offer, but in reality, convenience and flavor drive purchasing decisions. Consumers want fruits and vegetables that are both delicious and ready to eat. Cut fruit and vegetables remain top sellers, and the more variety we offer, the more demand we see. Healthy drinks are also highly popular year-round, as many shoppers prefer to drink their fruits and vegetables due to busy schedules. Berries continue to experience strong growth, with blackberries, in particular, seeing a significant increase in sales over the past couple of years.
What about the space required for all the new fresh-cut items?
Roberts continued, “Managing space for new items is always a challenge. A new product needs prime placement to get noticed, so whenever possible, we feature it in a high-traffic promotional spot with clear New Item or Tastes Great signage. If the item complements existing products, we position it at eye level next to a high-velocity item to maximize visibility. Effective signage is key to drawing customer attention and ensuring a successful launch.”
Besides salad mix items, the fresh-cut fruit segment has always been a tremendous consumer favorite, especially during the hot summer months. Approximately 19 percent of the total cut produce sales dollars goes to the cut fruit segment.
Many produce directors have said their fresh-cut fruit and vegetable section is 10 to 12 percent of their sales. The larger the section, the higher the sales.
Some report that up to 15 percent of the total produce sales are generated from their fresh-cut section.
Shoppers are drawn to fresh-cut produce for their convenience as well as their different mix of ingredients. There are more and more new variety mix salads being created by processors on a regular basis, which makes the category even more exciting.
The fresh-cut players that continue to expand their offerings will help boost the category to great lengths. We support their cleverness in the continued expansion of the Big Bang of the fresh-cut produce line.
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].
