Ellen’s tips & tricks • Present berries as an impulse product group • Seduce shoppers in a time frame of 10 seconds • The last few products on the shelve do not attract shoppers: restock! • Chilled berries have a better shelf life = less waste • Consumers like to vary; present them the whole Berry Patch • Inspire consumers with seasonal or creative recipes • Cross selling works… create that innovative approach Name: Ellen Sinterniklaas (30) | Position: Category Development Manager Ambition: guide retailers on the potential of the berry category Favourite berry: blackberry Category vision “In general, the average fruit & vegetable department in a store covers approximately 15% of the surface area, which has a substantial impact on the profitability of a store. In addition to be an important revenue source, this section is seen as the indicator of the retailers’ fresh image. That is why many European retailers are now focussing on creating a top fruit & vegetable presentation to act as the heart of the total fresh department. The fruit & vegetable assortment is a successful and visible category, not only in the eyes of the consumer but also for the retailer. This segment is changing from serving a cost driven model to a model that maximises revenue, where rotation and profitability per square meter are prioritised. Due to this changing approach, as proven in other categories, products must live up to these standards otherwise they will be replaced by other, more successful products.” The best berry solution “So how does this apply to the berry category? Retail formulas have a strong desire for innovation, distinction and profitability. Berries are becoming more and more part of the “Presentation is key!” European food culture as a result of several lifestyle changes and trends; for example they are healthy, loved by kids, and make a very inspiring ingredient for recipes. Driscoll’s is able to fulfil these needs by offering berries year round with a constant high quality and high label recognition. Retailers are able to get this innovation, distinction, profitability and continuity desired with the Driscoll’s Berry Patch. The biggest challenge to this opportunity is to change the mind-set from cost management to maximum profitability. Driven by years of experience and knowledge of the berry category, Driscoll’s has proven to be successful in both global and European consumer markets. This expertise is something we use and share with our customers. See above a preview of our tips and tricks to activate your berry category in store!” 8 Pagina 8
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