Merchandising tactics to bring the harvest season to life in-store
While the produce department is a year-round centrepiece, there’s something special about fall. “It’s harvest time, and that carries a particular weight for Canadians because we are in the fruit basket of the year,” says Greg Palmer, vice-president of trade and market development at the Canadian Produce Marketing Association (CPMA).
For grocers, fall is a much-anticipated promotional period. Dylan Adams, produce category manager at Ontario-based Goodness Me! Natural Food Market, likens this time to the grand finale of the local growing season. “At the same time, we see a return to routine for a lot of folks with back to school, schedules settling back in and major holidays ahead,” he says. “Naturally, habits shift gears to a steadier rhythm of everyday meal planning. So, all those shifts combined make for a key seasonal window and an exciting time to be in produce.”
At Goodness Me!, one effective fall merchandising tactic is combining education and visual impact. “Our local displays are a highlight every fall and are heavily inspired by a farmstand esthetic: bushel baskets, cornstalks and rolling out burlap like a red carpet,” says Adams. “Sometimes our displays are more focused on an educational piece or recipe, while other times we just go full cornucopia. Farm shout-outs are another key differentiator for us, whether it’s a shelf wobbler or a shelf blurb about the farm. It’s really those personal touches that create a stronger connection between our customers, our product and our partner farms.”
Merchandising can also put a fresh spotlight on produce that’s available year-round. “Even if apples or squash are around all year, fall is when people want them,” says Seth Maddox, creative director at King Retail Solutions, a Eugene, Ore.-based interior design firm. “Grocers can tap into that by treating these items like seasonal stars. Use warm colours, rustic textures and simple storytelling: things like ‘new-crop,’ ‘just harvested,’ or a quick note about a local grower. Fuller, layered displays also help create that harvest-season feeling.”
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Fall is packed with special occasions, which bring new merchandising opportunities. At Goodness Me!, back to school shifts the focus toward routine, convenience and quick meal preparation. “Lunchbox staples like snackable fruits and dippable vegetables in graband-go formats are positioned for quick basket-building,” says Adams. “For dinner, we’ll have easy meal solutions in displays with all the ingredients for an impromptu ‘dinner tonight’ greeting shoppers right at the door.”
Adams says some of the most effective cross-merchandising comes from pairing items from opposite ends of the store. “A simple pairing would be roasting vegetables—carrots, squash and brussels sprouts—with a finishing ingredient like honey, maple syrup or balsamic glaze,” he says. “Soup is always on the menu come fall, so fresh bread should never be far from your base ingredients.”
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Giving shoppers the full picture can further support cross-merchandising. “Fall is all about comfort cooking, so displays should help shoppers picture the meal,” Maddox says. “Group produce by what people make this time of year like soups, roasts, pies, holiday sides. Add a few props like a Dutch oven or a sheet pan, and tuck in the complementary items: herbs, broth, spice blends, pie crusts, caramel dip. Recipe cards are incredibly effective, too. When everything needed for a dish is within reach, customers naturally build bigger baskets.”
When Thanksgiving comes around, grocers typically highlight traditional holiday ingredients. However, CPMA’s Palmer points out that warmer weather is increasingly influencing Thanksgiving menus. “We are seeing beautiful days well into the middle of October now and I think that’s changing the way we eat,” he says. “With a warmer Thanksgiving, we may see more fresh items like salads on the table because people don’t want a big, heavy meal when it’s 25 degrees Celsius outside.”
Throughout the season, grocers also need to consider food waste, which Palmer says is top of mind for Canadians. While fall typically brings large bags of apples and potatoes, he suggests also having smaller pack sizes on promotion. “Value only comes when people are able to consume it all at home,” he says.
