Ways to increase produce sales explored at FPFC luncheon
Ways to increase produce sales explored at FPFC luncheon
OAKLAND, CA - An overflow crowd teeming with retailers packed the Oakland Hilton Tuesday, April 27, here, for a Northern California luncheon meeting of the Fresh Produce & Floral Council.
With featured speaker Ronnie de la Cruz of the Produce Marketing Association discussing how retailers can utilize their in-store staff to sell more produce, the meeting was packed with representatives from Safeway, Albertson's, Save Mart, Raley's and other Northern California-based companies.
Mr. de la Cruz advocated a proactive approach and gave specific strategies that an in-store produce clerk can use to increase sales.
For example, he suggested approaching shoppers to tell them about a new item, discuss what was on sale this week and - most important - tell them what will be on sale next week.
The longtime produce industry trainer said that enticing shoppers to come back is an important task that all store employees should be mindful of at all times. Mr. de la Cruz emphasized the training that is needed to give employees the confidence to approach customers. It has been his experience that many produce clerks hide in the back room in fear of the customer interaction that is so vital to increased sales in the produce department, which relies on impulse sales.
The luncheon was preceded by a meeting of the Northern California committee of the FPFC, which discussed many future local events for the organization. The next event on the schedule is a produce tour of the Monterey County/Salinas Valley, which will take place in early June.
With featured speaker Ronnie de la Cruz of the Produce Marketing Association discussing how retailers can utilize their in-store staff to sell more produce, the meeting was packed with representatives from Safeway, Albertson's, Save Mart, Raley's and other Northern California-based companies.
Mr. de la Cruz advocated a proactive approach and gave specific strategies that an in-store produce clerk can use to increase sales.
For example, he suggested approaching shoppers to tell them about a new item, discuss what was on sale this week and - most important - tell them what will be on sale next week.
The longtime produce industry trainer said that enticing shoppers to come back is an important task that all store employees should be mindful of at all times. Mr. de la Cruz emphasized the training that is needed to give employees the confidence to approach customers. It has been his experience that many produce clerks hide in the back room in fear of the customer interaction that is so vital to increased sales in the produce department, which relies on impulse sales.
The luncheon was preceded by a meeting of the Northern California committee of the FPFC, which discussed many future local events for the organization. The next event on the schedule is a produce tour of the Monterey County/Salinas Valley, which will take place in early June.
