IGA's imperfect produce program extended, leads to jump in sales
IGA's imperfect produce program extended, leads to jump in sales
IGA, one of the larger groups of independent grocers in Canada, saw a huge jump in sales as a result of its odd-looking produce program. Following this year's success, the program will return next year — possibly with the addition of new varieties.
IGA grocers decided to offer its customers odd-looking, Quebec-grown produce (cucumbers, carrots, tomatoes, beets, peppers and apples) this past harvest season at over 280 IGA stores in response to consumer demand. With average sales increases of 24 percent for the six varieties when compared to a year without this offering, the company views the results as very positive.
Odd-looking fruit and vegetables spurred a boost in produce sales at IGA supermarkets. (CNW Group/IGA)
Beets, which IGA said are usually less popular, flew off the shelves with a 91 percent increase in sales. Carrot sales were also on the rise with a 31 percent increase, while apples were up 29 percent, tomatoes were up 20 percent, peppers were up 14 percent and cucumbers were up 7 percent.
The odd-looking fruits and vegetables are 30 percent less expensive on average, providing significant savings for the people who could recognize the produce’s inner beauty.
As part of the program, IGA shared a weekly recipe on the Web, social media and in its flyer, featuring one of the six odd-looking fruits and vegetables to inspire Quebecers with classic and not-so-classic suggestions for preparing them.
The experiment was so convincing, that the odd-looking fruits and vegetables will return next year.
“Customers had been asking for them for quite some time, but their popularity completely exceeded our expectations,” Yvan Ouellet, vice president of procurement and merchandising, perishables at Sobeys Québec, said in a press release. “We can’t deny it — Quebecers are eating up odd-looking fruits and vegetables — quite literally. In light of this success, we can only do it again, and we may even be adding new varieties of exclusively Quebec produce next harvest season.”
IGA said the program wouldn’t have achieved the degree of success and met the demands of consumers without the collaboration and support of the producers involved.
