Fresh produce 'makes a statement' at Casels Supermarket
Fresh produce 'makes a statement' at Casels Supermarket
MARGATE, NJ -- Many supermarket executives say that fresh produce is the key part of the store. One prime example of that is found at Casel's Supermarket, which recently enlarged and remodeled its produce department to better showcase fresh fruits and vegetables -- and just in time to feature all the products from its home state of New Jersey.
Shoppers find the enhanced produce department, complete with a colorful floral area, immediately to their right as they enter the store. Larger and wider aisles make for easy shopping.
When The Produce News visited this upscale store in mid-May in the southeastern part of the state, about two miles from the gaming tables of Atlantic City, it was already offering a number of New Jersey-grown vegetables, including Romaine, asparagus and herbs. The number of items and the volume will only increase as the Jersey deal gets into high gear with each passing week.
"The customers look for certain items -- asparagus, corn, tomatoes; blueberries are huge, peaches later in the summer," said Brian Ungerer, produce manager. In season, the store will dress up the produce department to highlight the local deal, using banners and other point-of-sale materials, even Jersey Fresh aprons for some of the produce personnel. "July 4 weekend -- that's the big weekend," he said.
While Casel's utilizes local farmers for some of its Jersey items, it gets virtually all its produce from Bozzuto's Inc., a wholesale grocer headquartered in Cheshire, CT. Jim DiMatteo, a merchandiser with Bozzuto's, works directly with Casel's to make sure it gets the variety of items its customers demand. The two companies have been working together for about three years.
"Bozzuto's is very accommodating," said Mr. Ungerer. "The merchandise is top notch. Jim is here once a month in the winter and about every week in the summer."
While the Jersey deal takes center stage in the summer months, Mr. Ungerer works to keep produce top of mind with shoppers all year long. Noting the upscale nature of the area, he said that "bagged salads sell well here," as "everybody here wants something easy to go."
The new produce shelves feature a "well-stocked juice department," he added. "Everybody's looking for those anti- oxidants. Pomegranate juice is just flying out of here."
Asked about organic produce, the produce manager cited "increased popularity and increased variety" of organic produce, and estimated that 5-8 percent of all produce sales are in organics. Mr. Ungerer, 35, started with the company July 1, 1985, and was promoted to his current position in February 1998.
The company is owned by Howard Seiden, who bought the store from Abe and Herman Casel in 1982.
In terms of volume, "Produce is our second biggest department of the store [after grocery] and hopefully growing with the extra footage," said Mr. Seiden. The store is about 12,000 square feet, with produce accounting for about 5-10 percent of that.
He, too, was looking forward to the 2006 New Jersey deal. "We try to get Jersey produce whenever we can because it's great produce," he said.
But whether the produce is from the Garden State or any other state or country, Mr. Seiden knows what he has to do to keep his customers happy. "I think we're a unique store for the seashore," he said. "Being a small independent keeps you on your toes. We bend over backwards to satisfy our customers. Even little things like still using paper bags with handles."
And of course he cited others for the company's success. "Brian's a very talented guy," he said. "And Jim DiMatteo is a great representative for [Bozzuto's]. He's loyal to us and we're loyal to them. He loves what he does. You just enjoy having him around."
Recognizing the importance of fresh produce to his store, Mr. Seiden concluded, "How you perceive produce is how you perceive the entire store. Produce makes a statement for your customers."
Shoppers find the enhanced produce department, complete with a colorful floral area, immediately to their right as they enter the store. Larger and wider aisles make for easy shopping.
When The Produce News visited this upscale store in mid-May in the southeastern part of the state, about two miles from the gaming tables of Atlantic City, it was already offering a number of New Jersey-grown vegetables, including Romaine, asparagus and herbs. The number of items and the volume will only increase as the Jersey deal gets into high gear with each passing week.
"The customers look for certain items -- asparagus, corn, tomatoes; blueberries are huge, peaches later in the summer," said Brian Ungerer, produce manager. In season, the store will dress up the produce department to highlight the local deal, using banners and other point-of-sale materials, even Jersey Fresh aprons for some of the produce personnel. "July 4 weekend -- that's the big weekend," he said.
While Casel's utilizes local farmers for some of its Jersey items, it gets virtually all its produce from Bozzuto's Inc., a wholesale grocer headquartered in Cheshire, CT. Jim DiMatteo, a merchandiser with Bozzuto's, works directly with Casel's to make sure it gets the variety of items its customers demand. The two companies have been working together for about three years.
"Bozzuto's is very accommodating," said Mr. Ungerer. "The merchandise is top notch. Jim is here once a month in the winter and about every week in the summer."
While the Jersey deal takes center stage in the summer months, Mr. Ungerer works to keep produce top of mind with shoppers all year long. Noting the upscale nature of the area, he said that "bagged salads sell well here," as "everybody here wants something easy to go."
The new produce shelves feature a "well-stocked juice department," he added. "Everybody's looking for those anti- oxidants. Pomegranate juice is just flying out of here."
Asked about organic produce, the produce manager cited "increased popularity and increased variety" of organic produce, and estimated that 5-8 percent of all produce sales are in organics. Mr. Ungerer, 35, started with the company July 1, 1985, and was promoted to his current position in February 1998.
The company is owned by Howard Seiden, who bought the store from Abe and Herman Casel in 1982.
In terms of volume, "Produce is our second biggest department of the store [after grocery] and hopefully growing with the extra footage," said Mr. Seiden. The store is about 12,000 square feet, with produce accounting for about 5-10 percent of that.
He, too, was looking forward to the 2006 New Jersey deal. "We try to get Jersey produce whenever we can because it's great produce," he said.
But whether the produce is from the Garden State or any other state or country, Mr. Seiden knows what he has to do to keep his customers happy. "I think we're a unique store for the seashore," he said. "Being a small independent keeps you on your toes. We bend over backwards to satisfy our customers. Even little things like still using paper bags with handles."
And of course he cited others for the company's success. "Brian's a very talented guy," he said. "And Jim DiMatteo is a great representative for [Bozzuto's]. He's loyal to us and we're loyal to them. He loves what he does. You just enjoy having him around."
Recognizing the importance of fresh produce to his store, Mr. Seiden concluded, "How you perceive produce is how you perceive the entire store. Produce makes a statement for your customers."
