Three ways grocers can make local produce shine this summer
Summer always sparks excitement for cold-weather Canadians—and not just for the sunshine. It’s peak season for local fruits and vegetables, and this year grocers have even more reason to highlight local produce, with the “Buy Canadian” movement still going strong. Here’s how to make local, seasonal produce the star of the department.
Get loud and proud with displays
Forget subtlety. Grocers are encouraged to go big with their displays. “As we move into the summer season, displays are going to be more important than ever before,” says Greg Palmer, vice-president of trade and market development at the Canadian Produce Marketing Association (CPMA). “In the past, local produce kind of sold itself—[merchandising] was quieter and more humble in the typical Canadian sense.”
Palmer says larger, more vibrant displays will help Canadians find what they’re looking for this summer and beyond. “People want to buy and support the Canadian season,” he says.
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Showcasing the farm of origin is another key element for impactful displays. Shoppers love learning about the farms behind their food, and supporting farms is top of mind when they choose local, Palmer explains. “By highlighting the farm directly, you create that farm-to-plate moment for the consumer when they walk up to those displays.”
Turn up the heat on cross-merchandising
Opportunities to cross-merchandise seasonal items abound. Beyond perennial pairings such as berries and whipped cream, Palmer suggests showcasing lesser-known salad ingredients
“You could highlight beets, chopped asparagus and peaches when they come into season,” he says. “It’s a fun way to shake up what consumers typically eat [in a salad], so they’re not stuck with just romaine lettuce and a shaved carrot.”
Retailers can pair local produce items with complementary items, offering convenience and inspiration. For example, a backyard barbecue box might include corn on the cob, zucchini and bell peppers paired with skewers and locally made barbecue sauces and marinades.
At Longo’s, cross-merchandising helps enhance the customer experience, offering simple, delicious ideas that connect products across departments, says Joey Bernaudo, the Ontario-based retailer’s vice-president of merchandising. “Our Experience magazine cover showcases how to make the perfect burger made with our 100% Canadian beef, and guests have an opportunity to explore seasonal fruits, vegetables and our local cheeses to make their perfect burger.”
Bring local stories to life
Storytelling— whether it’s stories of local growers or the importance of Canadian agriculture— is a powerful way to inspire purchases. The BC Cherry Association’s Canadian Cherry Month (July 15 to August 15) showcases the province’s cherries at their peak, their role in supporting local agriculture and the growers behind them. “Cherries are such a seasonal crop—they’re only in stores for a short time, so when they [appear in stores], people get excited and it drives traffic,” says Sukhpaul Bal, president of the BC Cherry Association and a grower at Hillcrest Cherries in Kelowna, B.C.
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As part of the annual campaign, grocers have access to in-store marketing materials to highlight this Canadian produce “at a time when consumers are paying extra attention,” Bal adds.
The importance of storytelling is echoed by Gen V, a Quebec-based, family-owned greenhouse operation that produces hydroponic lettuces, organic peppers and more. As Canadians move away from buying American, they’re not only looking for local produce—they want local produce with a story behind it, says Laurence Éthier, marketing co-ordinator at Gen V. “When customers know the story behind the product, they buy with their heart.”
This article was first published in Canadian Grocer’s June/July 2025 issue.
