Do price stunts really work for the grower?

For a supermarket branch manager, turnover per square metre is just as important as it is for the growers. They have to get the most out of the space they have. What’s true in our greenhouses is just as true in a supermarket: we’re always looking for ways to make the most of every square metre. This means having shoppers find just what they want at that particular time and leaving with a full shopping bag. But how do you do this?

By Prominent Growers Asscoiation (Dutch tomato growers)

It’s a fact: every square metre of a produce department generates a large percentage of a supermarket’s overall return. We also know that tomatoes play a major role in this. This is why presenting this category in the most attractive way possible is so important - especially when we consider that 70% of purchasing decisions are made in the supermarket itself. How do we get those vine tomatoes into the shopping cart?

The right selection

The purchasing process at the retailer’s (and export companies) location determines the success of retail sales to a great extent. If price alone is the factor here, it doesn’t always benefit consumers. Consumers profit from low prices, of course, but what they buy has to satisfy their needs. What will you do with all the produce you purchased at rock-bottom prices when consumers don’t want to buy it at that time?

Category strategy

As a producer of vine tomatoes, we want to work together with our partners in the supply chain to help supermarkets select products for their produce section. This way, both we and the supermarkets can make the most of every square metre we have. You could make this selection in our ‘Tasty Room’ - a room that Prominent/DOOR Partners recently opened for conducting tastings, selecting produce and for inspiration.

For more information: www.prominent-tomatoes.nl