Five ways to give your produce department a boost
A great produce section is essential for attracting and retaining customers. Fresh fruits and vegetables contribute to a positive overall shopping experience, but one bad apple can spoil it all. Here are key tactics grocers should consider to help take their produce departments from ordinary to outstanding.
1. Commit to freshness and quality
Customers shop with their eyes, so quality and freshness are critical to any successful produce department. “The most critical element is the quality of the product; good-looking produce can sell itself,” says Christy McMullen, co-owner of Summerhill Market in Toronto. “We are at the Ontario Food Terminal every day choosing products and making sure they are of the highest quality.”
READ: Canadian Grocer’s 2024 Produce Operations Survey
At The Big Carrot in Toronto, a priority is “freshness that speaks for itself,” says produce manager Vito Morelli. “For decades, our customers have associated our produce department with vibrant, high-quality, organic options that exceed expectations. We do this by collaborating closely with local and regional organic farms and suppliers to receive small, fresh shipments multiple times a week.”
2. Clean and cull
Ensuring cleanliness throughout the department is essential, from sweeping debris-prone floors to making sure displays are spotless. “Produce can be messy, and so it is crucial to be extra diligent, checking up on it hourly and doing regular deep cleans of the shelves and area,” says McMullen.
Keeping the produce department tidy also involves removing wilted or spoiled items. “For example, trimming bad leaves [from a head of lettuce] can make a big difference—it makes it a ‘wow’ display,” says Greg Palmer, vice-president of trade and marketing development at the Canadian Produce Marketing Association (CPMA). “It can also entice the customer to buy a new and exciting item, or something they haven’t bought in a while.”
At The Big Carrot, the team regularly conducts rigorous checks in the produce department, says Morelli. “We quickly remove and filter items that don’t meet our high standards.” Many of these items are repurposed to prevent food waste.
3. Cater to diverse tastes
With Canada’s rising immigration, grocers should stock items that resonate with various cultures. “To be the best in fresh, it’s more important than ever to make sure you’re meeting the demands of new Canadians and the diversity of cultures across the country,” says CPMA president Ron Lemaire. He advises grocers introduce “the right products for the right communities in your region, while still meeting the basic elements of merchandising.”
READ: What’s new in specialty produce?
4. Talk the TikTok
“Sometimes you need to eat an entire cucumber.” That’s according to social media star Logan Moffitt, whose simple but inventive cucumber recipes went viral on TikTok in 2024. CPMA’s Palmer suggests grocers pay attention to social media trends to identify potential tie-ins. “How easy would it be to say, ‘Looking to try a new TikTok recipe? Come to our store to buy cucumbers—they’re on sale this week,’” he says.
5. Engage the community
The produce department can be a gateway to creating connections with the local community. “Our customers have been shopping here for decades, forming personal connections with our long-tenured staff,” says The Big Carrot’s Morelli. “We also host seasonal tastings, recipe demos and workshops where customers can learn more about organic produce by connecting with their neighbours. These events often feel like gatherings of friends rather than store promotions.”
This article was first published in Canadian Grocer’s December 2024/January 2025 issue.
