An article by Chloé Roberge, founder of F&L Consult.
In a context where consumers are watching their budgets and margins are under pressure, many stores are still searching to develop their sales through promotion or price reductionsHowever, another way exists: that of enhancing the value of the department.
The fruit and vegetable section remains today one of the first markers of a store's image. In a few seconds, it gives the customer an impression of freshness, abundance, quality and professionalism. This first impression directly influences purchasing behavior.
Too often, store shelves are arranged according to supply constraints or internal habits. The products are there, but they tell no story. The customer sees a succession of items without any real commercial logic.
Conversely, a high-performing radius should naturally guide the eye and simplify the purchasing process.
The seasonality is le first lever. When a product enters its peak season, it should be immediately visible. The first peaches, apricots, heirloom tomatoes, or even squash in autumn deserve a prime spot. These products create desire and embody the consumption moment sought by customers.
The second lever is la staging of usesA consumer doesn't just buy a product; they often buy a meal idea or a consumption plan. Grouping the vegetables for a ratatouille, highlighting the ingredients of a smoothie, or offering a selection around a summer salad makes the purchase decision easier while increasing the average basket size.
The third lever concerned readabilityIn some stores, the abundance of products ultimately hinders understanding of the offerings. Reducing the number of less dynamic product categories in favor of seasonal products often simultaneously improves sales, stock turnover, and freshness.
In specialized organic networks, this logic makes even more sense. Organic consumers are generally looking for consistency. He wants to understand the origin of the products, their seasonality, their production methods, and their uses. Every element of communication This helps to reassure and strengthen confidence.
Quality obviously remains the essential foundation. No amount of merchandising can compensate for a tired or poorly maintained product. The success of a department depends above all on daily requirements: regular sorting, freshness checks, impeccable cleanliness, and attention to detail.
After several years spent supporting fruit and vegetable teams in different distribution networks, one observation consistently emerges: the best-performing stores are not always those with the largest areas or the biggest budgets. They are often the ones who know how to tell a story through their product range.
The challenge in the coming years will not only be to sell fruits and vegetables. It will be to create a desire to consume them more. And this desire arises primarily from the way the products are presented, valued, and showcased.
Because a beautiful shelf is not just aesthetically pleasing: it is a real sales tool.
Chloé Roberge, founder of F&L Consult, will be present at the Fruits and Vegetables Hub of Natexpo 2026 with "In real life, in the fruit and vegetable aisle": key tips to boost sales and the attractiveness of the aisle.
