The fresh produce section is a “key department” for supermarkets because fresh products play a strategic role in creating a positive impression of the entire store for customers—more than any other department. Fresh products often serve as the primary driver when choosing a preferred supermarket. It’s no coincidence that this section is usually located near the entrance, acting as a true business card for the store. For this reason, it is essential to know how to manage and display it properly, as a poorly presented produce section can create a negative impression that extends to the entire store. Here’s a look at the technologies that can elevate the fresh produce department.
In recent years, consumers have become fully aware of the importance of fruits and vegetables as the foundation of a healthy diet. The fresh produce section is where customers often spend the most time upon entering, exploring the variety of products to select the freshest and most attractive items. But how can retailers guide consumers, pleasantly surprise them, highlight the value of these products, and differentiate the best offerings?
TOPIC INDEX
Trends and priorities
Enhancing the Fresh Produce Department
To understand how to enhance the produce section, we can refer to a study by SG Marketing, which identified the main trends driving consumer purchases:
• Seasonality (4.5/5);
• Local and Italian origin (4.2 for local, 4.3 for Italian origin);
• Certified guarantees: zero pesticide residues (4.4) and supply chain traceability (4.2);
• Attention to food waste: increasing focus on appropriate packaging and portion sizes;
• Communication ability
The study highlighted a major gap in today’s fresh produce sections: the lack of information about traceability, unique supply chains, cultivation methods, and nutritional benefits. The first step is therefore to fill this information gap.
New technologies
The potential of new technologies
for fresh produce in supermarkets
Technology is essential for achieving customer satisfaction and fostering loyalty. From lighting and product displays to innovative digital solutions, the fresh produce department can be elevated in multiple ways. The most current trend is digitalization.
Retailers now have access to several digital innovations to support the produce department: from new displays equipped with water misting systems that keep fruits and vegetables fresh and shiny to technologies that optimize store management, such as electronic shelf labels (ESLs).
Cutting-edge tools allow retailers to provide customers with all the information they need, making shopping interactive and creating a connection with the products. With technologies like digital signage and ESLs, every piece of information is immediate and detailed. Customers are presented with storytelling about production methods, seasonality, arrival of new crops, and more. The shopping experience becomes innovative and enjoyable, allowing customers to select not “just any product” but the product with its unique story and characteristics.
Digital tools also increase competitiveness and enhance brand awareness. Moreover, ESLs provide practical advantages: reducing waste, monitoring product expiration dates, and better managing assortments.
Displays and ESL
Durable Displays:
innovation introduced by lumina
Le etichette elettroniche di nuova generazione sono dotate di display avanzati creati per resistere all’ambiente umido del reparto ortofrutta, alle sue temperature e persino alla vaporizzazione diretta dell’acqua, necessaria per mantenere la freschezza del prodotto.
Lumina è il nome della nuova tecnologia display multimediale con schermo bifacciale e la possibilità di veicolare contenuti multimediali. Le sue peculiarità sono il design, la resistenza a polvere e acqua e la versatilità.
Fresh produce as a showcase
A strategic driver for supermarket choice and the first indicator of perceived quality.
Information still lacking
Clear data on traceability, supply chain, cultivation methods, and nutritional value are missing.
Technologies that tell the product story
Digital signage and electronic labels help close the information gap and improve the experience.
More efficient management and less waste
Digital solutions optimise assortment, expiry dates, and the visual appeal of the fresh produce section.
Advanced displays for high-potential departments
Solutions like Lumina withstand humidity and misting, offering dynamic content and a new department storytelling approach.
IN CONCLUSION
Fresh produce between innovation and experience
Integrating digital technologies in fresh produce sections not only improves operational efficiency but transforms the entire shopping process into a richer, more informative experience. Thanks to digital signage and electronic labels, each product tells its own story: origin, quality, seasonality, and nutritional properties. This approach highlights the department’s best offerings, making customer choices more informed and engaging, while supporting optimal store management, from reducing waste to accurate price updates. Fresh produce thus becomes a strategic strength, combining technological innovation and consumer experience.
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