High-Impact merchandising and homegrown signature events set the tone with customers for an entire season. A well-timed and executed spring event can position retailers as the go-to source for fresh, quality, summer dining necessities. Successful events send a clear message to guests about your commitment to local farms and foods, freshness, and innovative culinary ideas for al fresco entertaining, picnics, barbecues, and summer holidays.
Create an on-the-farm look and feel within the produce department. A strong approach requires full-store participation & support from direct store delivery farms. Begin planning at least 4 weeks prior to your event with department managers and consider how fresh produce can integrate, compliment, and highlight summer dining items. Stay in tune with seasonal availability on key items by communicating with your local farmers.
Consider coloring page handouts, snacks, and activities. Clear an aisle and have an in-store tractor pull with metal pedal tractors.
We have built a customizable 16-page solution entitled: Buzz's Fun on the Farm Adventure Coloring Book for retailers to purchase for educating children about local farms, fruits, and vegetables. An online portal will walk you through the on-screen customization and ordering process at the following website:
CUSTOMIZE COLORING BOOKS & ORDER NOW:
LINK TO: http://www.merchandisefood.com/farm-coloring-books.html
SIGNATURE PROPS:
Notice above the custom barn cupola, we designed to create a signature display. A customer service employee was a carpenter at heart and with about 50 dollars of supplies; he built this in 2 days. In-store sign shop created the rooster from foam core and an exact-o knife to build the faux weather vane.
SIGNAGE:
Special events require special signage. Farmer profiles with colorful photos and family farm members resonate with customers. This message helps buyers understand who produces their food and where it comes from. Post signage at each station around the store that communicates the name of the event and the name of the demo.
OUTDOORS:
Retail farm events are a perfect time for outdoor or lobby-based farmer's market displays. Be creative and make it look like a small farmers market or roadside stand. This idea also helps ensure that nobody misses the activities on the way in.
SAMPLING:
Demo something from every major department with a fresh produce pairing. Here are some ideas:
Grocery:
Dressings and local lettuces,
Meat:
Burgers, local tomato bruschetta topping,
Cheese:
Local cheeses & ramps quiche. Have each of the items you demo in a cooler or display within close proximity to drive impulse sales.
CALLING ALL DEPARTMENTS:
Incorporate pre-planned summer products from meat, seafood, and grocery departments, then center the event on produce. Have a weekly merchandising meeting and consider how everyone can participate. Schedule appropriately to have a demo person available for the entire event. Schedule a "cover" person to rotate through all departments to work out lunches.
GUESTS:
Invite local partner farms to spend the morning or afternoon with you. Choose farmers who are willing and able to communicate with guests and answer questions. Encourage them to bring props, photo albums, or even ride their tractor over.
VENDOR SUPPORT:
Consider other local packaged products relating to produce that might be a great addition. Bottled fresh juices, bottled sauerkraut, picked garlic scapes, etc. are fun items connected to local artisans.
THE EVENT MORNING:
Have a kick off team meeting with all participants and demo staff before the event. Bring free coffee and a breakfast snack. Get the group excited about the event. Pump up their energy, coach them to smile, and engage and educate customers about your mission and products. With proper planning and excited employees, your event can "cultivate" successful returns over the entire summer season.