Editor’s Note: This is the first entry of a two-part series.
A few years ago, I received a kind and thoughtful email from Katy, a retail produce professional who, like many of us, thinks the produce department is the jewel of a grocery store.
One question that she asked specifically: What are the tools a produce manager should have?
A great question. Here’s a portion of my response.
While this isn’t a complete list (I can talk shop all day long and this is, at best, brainstorming), I’d say some of the more important tools are:
1) Have a strong history of training and development before the person managing the produce department even assumes the role. This means allowing yourself plenty of time, training and experience in all phases of managing the department, from initial stocking basics to safety, merchandising, ordering, scheduling, product knowledge and the ability to train others. The traditional path of clerk to assistant produce manager to produce manager is sound, tried and true.
2) Provide consistent produce quality, using regular, reputable suppliers. This ensures consistency in variety, sizing and availability.
3) While typically outside a produce manager’s control, provide a strong promotional program. This is a huge benefit, as good timing and attractive ads help get shoppers in the store.
4) Merchandising control: If a store has an outstanding produce manager, I’ve always believed in using their talent and creativity to merchandise as they see fit. This not only maximizes produce sales but builds confidence in the manager and empowers them to try new or different ideas.
A set schematic provided from a distant home office is all right for lesser-skilled produce managers, in some instances, but I say if you have a merchandising superstar, turn them loose and see what happens.
5) Have room to prep and room to merchandise. Produce is a bulk business, so ample space to receive, store, prep and display produce is another key tool for success. Smooth productivity is vital.
6) Attain durable and practical fixtures. While the produce itself is the star of the show, another great support tool area is having high-quality, durable fixtures (dry and refrigerated) that are easy to stock, move, rearrange and clean.
Most prefer simple, yet creative options in fixtures such as pullout front drawers, casters on freestanding fixtures for ease of mobility, easy-drain features, inserts for secondary or tie-in items and provisions for lighting, signing, etc.
7) A superior signing program goes a long way with produce managers. This tool — signing being the silent salesperson — can make a manager’s life much easier especially if it is high-quality, durable, easily organized (some come with their own cart to maneuver around the sales floor facilitating price changes), with attractive frames, stands and parts that are readily available for reorder.
8) Labor control: This is touted by senior management as the single controllable expense, and rightly so. However, many produce managers say they’re understaffed and underscheduled. This will always be the case, I suspect.
However, the best store managers I’ve had at least gave me the opportunity to infuse the hours I thought I needed, with the caveat that the additional labor spent is justified with increased sales and profit margin to match. So, it was up to me to be organized and wise with this infusion, and it helped forge a strong relationship with my store manager so that when I saw other opportunities, like promoting during local chili-roasting season or participating in display contests, we worked out how to support additional marketing plans.
9) Marketing placement tools, such as participating and having a voice when planning new or remodeled stores, so that the produce department visibility is optimal or the department has easy access to backroom and prep areas.
Perhaps identify and claim available space in lobby or expanded covered sidewalk area for outdoor marketing events and seasonal bulk merchandising, or select lighting options that are expandable, adjustable and easy to replace and reorder, for just a few examples.
10) All the “extra” tools mean so much, such as providing a produce department with a good misting system, hose spigots in coolers and attaining high-quality equipment, from pallet jacks to overwrap machines to heavy-duty stock carts and more.
11) Obstacles to optimal productivity? These are the counter-tools, which come in many forms, such as having to daily squeegee standing water to a drain placed uphill, poorly lit coolers, poor phone placement and a dozen other things. Providing everything from easy-to-use dock plates to heavy-duty brooms all helps streamline efforts, which ultimately helps maximize sales, keeps shrink in check and boosts gross profit.
Armand Lobato’s more than 50 years of experience in the produce business span a range of foodservice and retail positions. He has written a weekly retail column for nearly two decades.
