Thinking like a Farmer’s Market – Consumers Require Local Produce

A majority of American shoppers wish grocery stores carried a greater assortment of locally-grown produce at their primary stores. As you look at your produce department, are you delivering on that desire of consumers that can deliver on sales and consumer goodwill?

When we look at those interested in local produce, 63 percent of older millennials (think those in their 30s) have heavy interest. Those with kids 6 and under are looking for produce at 60 percent.

Who are your competitors on the locally-grown produce space? Your No. 1 competitor is likely farmers markets. 69 percent of shoppers say they go to a farmer’s market, on occasion specifically for produce. And why are they buying at farmers markets? Better freshness (67 percent), better quality (59 percent), show support for local farmers (53 percent) and better taste (51 percent).

So what lessons can we learn from farmer’s markets that we can take to AWG member retailers stores?

It’s the Fresh: Consumers are telling you that freshness is their top priority, and what’s more fresh than produce from farms in your general area? You need to tell customers that your local produce is just as good as the farmer’s market.

Don’t forget to call out things like speed-to-shelf and even the carbon footprint of buying local.

Call out your suppliers: Customers like supporting local and like knowing where their produce comes from. Make sure you are calling out farmers by name. If you have pictures, share them. Associate real people with the produce your customers will put in their cart. They will take notice and they will buy.

Make them smile: When you go to a farmer’s market, you are never sure exactly what’s going to be waiting for you or what surprises await. Bring some of that enjoyment and curiosity to your produce section. Bring in the suppliers to meet customers and merchandise local together to make it feel more like a farmer’s market. Even think about where you can sell these items, like out front of your store in a farmer’s market style.

It’s important to remember that you’re not alone in marketing local produce. Your division produce staff is there to support you. There is also signage already developed that you can use through AWG’s EComm site that can help you tell the local story, as well.

GO LOCAL: Contact your District Produce Manager for more information on Local Produce available in your division