An Interview with Brian Dey
Senior Merchandiser & Natural Stores Coordinator, Four Seasons Produce, Inc.
While it’s true that Cinco De Mayo is less a real holiday in Mexico and more a symbolic celebratory event for Americans, there is a significant rich history behind the day and how it has come to honor the Mexican culture, people and food. As our Cinco de Mayo campaign #CelebrateMexico #CelebrateMangoes nears its peak celebratory days, we thought we’d ask one of our industry’s best produce merchandisers, Brian Dey, for thoughts and advice for this retail extravaganza.
Dey is the Senior Merchandiser and Natural Stores Coordinator for Four Seasons Produce in Ephrata, PA. He has been involved on the retail level of produce for over 33 years and has been with Four Seasons for over 22 years. He has logged substantial hours in almost every position in the produce department—from produce clerk to produce manager. With Four Seasons, he has worked a variety of merchandising positions including Produce Coordinator and Produce Merchandiser. Now, as Senior Merchandiser, he credits his success to an “extreme passion for produce and achieving excellence in growing relations and building sales with a subnational focus on in-store training.” His experience at the store level, in multiple and diverse venues, provides him with the insight and relationship skills needed to create in-store success for the multiple products that Four Seasons Produce provides to its customers.
He has honed his skills over the years taking a hands-on approach to helping independent retailers, natural food stores, food co-ops and other organic grocers drive their sales and see what’s possible. He believes the pathway to driving fresh produce consumption starts by educating the future “front-line leaders” of the produce industry on the fundamentals of running a successful produce department.
We have worked with Brian for several years now with our BIG summer promotion Crespo Organic Summer Mango Mania and are excited to add our Cinco De Mayo promotion #CelebrateMexcio #CelbrateMangoes into the mix as well and hear his advice on how we can all make it more successful. He is extremely passionate about our brand and branding and we can’t wait to see what he conjures up for this celebratory day!
The following is a portion of the conversation I had with Brian as we ramp up for some Cinco de Mayo fun. He will be checking back in with us virtually, on social media, to show us how he has put his own advice into action and sales dollars!
(Nissa)
What is the general goal of Cinco de Mayo in terms of retailers who pay attention to it?
(Brian)
Different areas have different results based on demographics. Generally speaking, retailers use the week leading up to it to create some fun and add flair to their displays by opening up on Mexican-centric items such as avocados, mangoes, jalapeños etc. It is a great way to gain sales and have a little fun at the same time.
(Nissa)
Mango boxes offer a wonderful opportunity for a free-standing display throughout the season, how do you see this as a benefit on this particular holiday and how does The Crespo Organic Mango Box and brand stand up in this arena in terms of visual impact and drawing customers in?
(Brian)
I see any opportunity to merchandise mangoes on free standing displays as a win-win for everyone. Grower-shipper/wholesaler/retailer all the way down to consumer. The days of burying mangoes in the tropical section with one or two baskets are and should be gone. These bigger displays are super easy to build, offer nice color and when in the right areas can create a SUPER impactful display and destination for the consumer.
The Crespo boxes are, and have always been, sturdy bases as display pieces and are attractive to the eye. Sometimes, graphics and design of a box can make or break the visuals of a display, regardless of what the actual quality looks like. Clean, visually appealing and sturdy are the foundation of any large or off the counter displays. The Crespo boxes check each one of these boxes and are perfect for setting the stage of an awesome display.
I am also looking forward to the Crespo Organic Mango Bins that are on the horizon.
(Nissa)
What about several free-standing mango displays in other parts of the store, do you see opportunities for those in mangoes and how do you use them for Cinco de Mayo?
(Brian)
I do, yes, but they have to be in the right areas. I have put up small satellite displays in the dairy and frozen sections (yogurt and ice cream) and a few in the past by the chicken area in the meat department to promote mango chicken. This year I do plan on getting some stacks in the international sections in the department by taco shells, tortillas etc. as well.
(Nissa)
Do the off Shelves displays positioned in varies parts of the store really capture extra sales $$?
(Brian)
Absolutely! But again, they have to be in the right areas. When placed there, they do indeed add potential impulse sales.
(Nissa)
How about the physics of building free standing displays with the mango boxes, what advice do you have on physically building the displays? How do people make them sturdier? How to people rotate the produce in them especially with other items etc.?
(Brian)
This is a very good question. With any display you want to make sure it both looks great but is able to hold up. While you don’t have to be an engineer to build a mango display, there is a bit more detail that you will need to pay attention to successfully build large mango displays. The smaller boxes of a mango are different than that of, say, apples. Their profile does not lend themselves well to large waterfalls, however this can be accomplished by good weight distribution when putting the display up. Full or weighted bottom boxes will add stability to displays, or for larger displays where there are multiple box fronts you can use a gradual step build out with apple crates or something similar.
A huge mango display is definitely something to be seen for sure, and mango boxes are awesome for building the base of these masterpieces, but when doing so, be cognizant on the fronts as you don’t want displays toppling over onto the floor, or even worse onto customers.
(Nissa)
What about your advice on how to keep a mango display stocked? Is different stages of ripeness important to you? Multiple sizes anything like this…
(Brian)
For maximum impact, its key to keep your mango displays full and well stocked. Ideally you want to be consistent with size and rotation is super important. Riper fruit should always go on top to prevent damage to the fruit and excess shrink. It is good however to have both ripe and unripe fruit on display as consumers who want a ripe mango now for lunch but want to grab a few more for later in the week have that option to ripen them at home. Education from produce staff to consumers also on the stages of ripeness and how to tell when a mango is ripe is key also.
(Nissa)
Cross merchandising- is really big for Cinco de Mayo. What great ideas do you have for folks out there – in both main displays and secondary displays?
(Brian)
Cross merchandising is always a big part of successful department sales, builds basket size and in a lot of cases create meal suggestions for customers. I look at cross merchandising two ways. Cross merchandising within the department and then adding items from other departments into your displays. The perfect combination is both! Take for instance mango salsa. Why not create a display using all of the ingredients you would use to make it—mangoes, peppers, pineapple, onions, limes or lime juice, cilantro etc. All of your fresh ingredients, all in one spot. But bring over salt, black beans, canned corn and sugar (in some recipes) from grocery and add these to your displays. Add some chips and in some areas, beer and now you have a party! You have created a one stop destination for a consumer looking to make an awesome salsa! Add a few recipe cards and presto! Instant sale!
(Nissa)
I didn’t know the term build basket size, so this is what Brian answered when I asked what it was.
(Brian)
Building basket size is a term used when consumers potentially fill more of their baskets/carts with the items that were inserted in or around your displays cross merchandising piece. In other words it creates more sales opportunities. Customer comes in to buy a couple of mangoes, but then sees all of the ingredients for salsa and then proceeds to put a lime, jalapeno, onion etc. in the basket. More product in the cart means more rings at the registers.
Crespo Organic Mango Salsa Front – Back
Crespo Sinaloa Sauce Front – Back
Crespo Mango Margarita & Mixer Front – Back
(Nissa)
Let’s talk Ataulfo mangoes. Is there an opportunity to increase awareness and sales for this 100% Mexican varietal? Any Ataulfo advice in general for folks that already sell them as well as those they haven’t tried yet on how to build programs?
(Brian)
Over the past few years, more stores are adding ataulfos to their mango mixes on display. I think more than anything this is an educational opportunity for both consumers and store staff alike. I always do get asked by puzzled customers “what is this”. But when you explain what they are, the texture and flavor profile, they are more willing to try these out. There is no real set or defined secret, just the willingness of the retailer to try them out.
(Nissa)
What is the best way to get mango education all the way to the staff floor, I think this is especially important for the Ataulfo varietal?
(Brian)
Point of sale signs at retail offer quick insight and information about mangoes, but in my opinion there is no substitute to live one on one consumer interaction. Detailed discussion on the types of mangoes, stages of ripeness, mango selection and their flavor profiles, along with the many ways to cut and enjoy this amazing fruit I think is the absolute best way to educate.
(Nissa)
How about signage, educational flare and general point of sale materials? Do you think this stuff attracts shoppers? What specific point of sale stuff works the best for this holiday?
(Brian)
Absolutely 100% signage has a profound effect on visuals and consumer information. I have said this before to you, but we do not work with a vendor that does as great a job as Crespo does in this area. High quality, high color and high graphic cards, signs and posters. Recipe cards are super nice because they are easy to simply place on displays and allow customers to see the extreme versatility mangoes have, and are not just for eating fresh fruit. Posters in general are attractive to the eye. The box/poster/sign color scheme works so well because the box base is brown and there are not competing colors that detract from the visual of the display.
(Nissa)
Virtual support/Social media – how important is it that stores support big promotions like these with social media support? We find it difficult to get the support to the actual people that use it? Despite the fact that we have a lot? Any advice to us on how to get all of the virtual materials to the folks that manage the stores social media and have them use it?
(Brian)
There are a few retailers that utilize social media to attract customers into the stores and have had great success in promoting. We do relay those successes to other retailers that we service and highly encourage participation if they do have social media. I personally think that this will continue to grow and be the focal point and destination of advertising for business and promoting product. On the spot store videos also are great for promoting product and relating to customers to the store directly. Video is where it lies for the future, especially with the younger generation.
(Nissa)
What are the main ways COVID has changed the merchandising world, maybe just a few points on this…
(Brian)
The initial impact to produce merchandising at the onset of COVID was huge. There were a lot more bulk options and bags that were desired by consumers. The large, creative displays of fresh fruits and vegetables turned into simple tables with product on them to satisfy the consumers heavy demand for sticking with the produce staples and buying them in bulk. Now, over a year later, COVID still has an impact on how retailers will merchandise, but some of the merchandising practices that flourished pre-COVID are now creeping their way back into stores. With more consumers now back in the stores with more frequency, the opportunity to capture sales with creative impulse displays is back and retailers are taking advantage of these opportunities. One thing however that has definitely changed and has had a huge impact on some categories is the inability to sample fresh produce in or by your displays. To me, this was the easiest way to get a piece of fruit into a cart, as consumers had the opportunity to taste product before deciding to pick it up or not. COVID has taken this option away, and I am not sure when or even if, this practice will come back.
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