TRADE AND MARKETING Innovative Potato Presenta ‘L et’s first look at the cooler’, says Sipke Schoonhoven straight-away, branch manager of the Joure Jumbo. We spotted the colourful potato cooler unit – which is placed next to the children’s play corner – from far away. Schoonhoven tells us that the reactions to the new cooler are positive. ‘I noticed that the quality of the potatoes keeps for longer because the potatoes are now cooled. In order to test this effect, we compared the potatoes in the cooler with a bag that was kept outside the cooler. The quality of the potatoes in the cooler was significantly better after two weeks. For me, it means that the cooler has paid for itself. What you shouldn’t forget is that our customers here in the northern part of the country are traditional and loyal potato buyers, who’ll always have potatoes on their shopping lists. For consumers in the Randstad conurbation, where potatoes are not so obvious, the cooler can help clarify the various types of potatoes. However, I also see a shift here. What is interesting is that this particular presentation is boosting the sales of organic potatoes. This is because the word ‘organic’ is now prominently mentioned and the ‘organic shelf’ is at eye level. Another advantage of the cooler is that we can now offer both fresh and cooled potatoes together. Whether or not this has added value will still need to be seen. This sales concept is still in its start-up stage. We also want to examine other possibilities, for example. I was also thinking of cross-selling the potatoes with vegetables. What also comes to mind is that the shelves are more easily filled by the stock teams. Cleaning is also quick and hygienic, get the vacuum cleaner going, wipe over with a cloth, and you-re ready. Because the real greengrocer specialists in shops have almost all disappeared, this cooler helps keep the presentation neat. The first-in, first18 Potato World 2013 • number 2 Pagina 17
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