Home Ideas Ripe For The Picking Marketing Ideas Ripe For The Picking: Riding The Convenience Megatrend

Marketing Ideas Ripe For The Picking: Riding The Convenience Megatrend


HAVE A DISPLAY OR PACKAGING YOU’D LIKE ANNE-MARIE TO FEATURE HERE? Snap a photo and send it to us at info@southeastproduceweekly.com

Industry analyst and consultant Anne-Marie Roerink of 210 Analytics is an expert on marketing produce from farm to retail. Her travels take her to stores around the world. Every week in SPW, Anne-Marie shares one of her favorite retail displays or grower marketing success stories with a photo and her thoughts on why these are Ideas Ripe For The Picking.

Anne-Marie Roer


Value-added vegetables continue to grow significantly in dollars and pounds. But often shoppers are limited to pre-set choices and combinations. This value-added produce bar offers both convenience AND personalization.

Consumers are voting with their wallets when it comes to quick, efficiency-driven products; even if at a price premium. Pre-cooked pasta and rice, heat-and-eat meat and value-added produce are just some examples of items with a primary focus on convenience that are driving dollar growth.

The convenience megatrend is big and growing and with speed-oriented shoppers willing to pay a little more to buy back time, a focus on convenience can be lucrative for everyone in the produce supply chain.

Value-added produce sales are approaching $9 billion and represent about 13.5 percent of all produce sales, according to IRI. In countries such as the Netherlands, this figure stands at well over one-third of all sales – underscoring we have room for growth in the U.S.

But one thing most value-added produce offerings don’t do well  is the ability to customize your mix of pre-cut, peeled, washed, halved or otherwise prepared produce.

H-E-B Central Market took a stab at that combining two mega trends that are driving sales in produce: convenience and personalization, with scoop-your-own value-added items.

Anne-Marie Roerink specializes in quantitative and qualitative market research. Prior to launching 210 Analytics, she served as the Director of Research for the Food Marketing Institute (FMI).

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