WASHINGTON, D.C. - The United Fresh Produce Association and the National Association of Convenience Stores (NACS) have released a primer intended to help sell more produce in convenience stores. “Building the Business Case for Produce Sales at Convenience Stores” unites analysis of both industry and consumer trends, with methods and ideas to develop enhanced produce offerings in stores.

“We have seen a dramatic increase in customer demand for fresh produce at convenience stores, and this resource was developed to communicate the huge opportunities for everyone in the distribution chain, from farm to store,” said NACS Chairman of the Board Steve Loehr, Vice President of Operations with La Crosse, WI-based Kwik Trip. “A recent NACS member survey reaffirms the importance of produce; 62% of members say that produce is important to their business plans in 2015.” 

This 26-page primer is the first deliverable publication that can be used to identify best practices to grow produce sales in convenience stores. More than two dozen retailers, distributors, and produce companies were involved in the developing and reviewing processes.

Ron Carkoski, United Fresh Chairman of the Board, President and CEO with Ephrata, PA-based Four Seasons Family of Companies, says, “Through contributions from NACS and United Fresh Member Companies participating in this effort, we have identified solutions in the distribution and merchandising of fresh produce, which ultimately will lead to new opportunities for produce suppliers, distributors, and convenience store retailers to grow sales."

As identified in a press release, the primer is the first step in the process of building the business case for selling produce in convenience stores to all three critical groups: suppliers, distributors and retailers. “Building the Business Case for Produce Sales at Convenience Stores” includes: 

• Demand, products, and consumer trends that can affect sales success
• An overview of produce customer demographics and sales trends in convenience stores
• Key elements to consider in developing and executing a successful produce program
• Suggestions for how to start a program based on one retailer’s experience
• An example of a fresh build-to book including background methodology

The new document is the first of several deliverables expected to be released by the NACS-United Fresh partnership this year. The two groups are developing follow-up resources to help retailers determine the level of fresh produce that they can efficiently offer at stores, and a checklist of critical areas to examine. The groups are also planning a number of educational sessions at upcoming industry events.

Additionally, the groups are examining how to manage costs associated with more frequent delivery of fresh produce to stores, merchandising techniques, and handling procedures to minimize spoilage and marketing strategies to communicate this offer to consumers. The internal focus is said to be on training and education, potentially including educational sessions and special hands-on training at existing industry events.

United Fresh Produce Association

National Association of Convenience Stores

Building the Business Case for Produce Sales at Convenience Stores