The quality of cherries on display in the shops and supermarkets so far has been outstanding.
Partially because reasonably good weather conditions have prevailed, although some areas have had rain, strong winds, extreme heat, extreme cold (for the time of year), as well as pleasant sunny days.
Return sales tend to be driven by the high quality on display, this assists in larger quantities being bought and a positive consumer experience.
There is plenty of choice in quality summer fruit at the moment including mangoes, nectarines, peaches and apricots.
Return sales key to success
It is important that consumers keep coming back for return sales of cherries.
I recall Peter Smith of Tasmania telling me that he often checks the cherries on display in supermarkets, and if the one–third full single carton display of fruit is old looking with dry stems, he will ask the person in charge if they have more fresh cherries out the back in the cool room.
He told me that the answer is usually yes, and he then informs the staff member that more cherries would be sold if the fresh ones with the green stems were put on display.
Industry or retailer problem?
It seems that even with all our good promotional work, things can simply become unstuck at a critical point in the chain, if part of the retail staff training is missing or unreliable.
One could ask, is this a problem of the cherry industry or the supermarkets. The answer may lie in improved communication between our industry and the supermarket chains. The outcome is that both will benefit from improved sales of fresh cherries, and return sales.
Variable cherry displays
Interesting also is the fact that even at this time of the season (early December) that some supermarkets have no cherries on display, many have only one carton, but another—even in the same supermarket chain—will display five or six cartons. What does this mean?
Is it that there is a distribution problem within the chain, does it mean that the particular fruit and vegetable manager has more control over what is sold, or is there a shortage of supply of cherries of which we are not aware?
Refocus?
Our consumer research over the last couple of years has provided much information, including pushing the health benefits of eating cherries.
Should we be researching and communicating with the same vigour into the supermarket chains and assisting them to help us achieve our main aim—sell more cherries, eat more cherries?
For more information, see the Dec 2012 Tree Fruit
