a TRADE AND MARKETING ation at Jumbo’s out approach is also much easier than the often-traditional presentation in the blue boxes. It now compares with the other shop shelves: pull out the rack, move old bags to the front and place new ones at the back. As far as sales are concerned, compared with the month before the cooler was installed, Schoonhoven saw a rise of 10 percent. ‘The cooler of the future will definitely always have a place in this shop’, a satisfied branch manager emphasises. Two years ago, HZPC started an initiative to change old sales traditions into a more contemporary presentation of potatoes in the supermarkets. It would mainly help young consumers to make the right choice. For this purpose, the company has developed a potato cooler with bright-coloured doors and clear texts. This season, Jumbo installed a first try-out of this ‘Innovative Potato Presentation’ in its Joure branch. Small-packaging company Greydanus will develop the concept further. More added value in smaller shops Small-packaging company Greydanus from the town of Heerenveen is the supplier of potatoes for this new cooler at Jumbo’s. The Greydanus brothers, Klaas and Cor, and sales manager Tjalke Stoelwinder have not seen any difference in sales yet. ‘Jumbo in Joure is a supermarket with a high turnover ratio for potatoes, which is a guarantee for the quality of the potatoes.’ They see much more additional value for their concept in shops that have a much lower turnover ratio. ‘We are convinced that the concept is much more suitable for the smaller shops where potatoes may remain on the shelves for up to two weeks. It fits better there because this type of cooler can contain smaller amounts of various products. This is apparently a disadvantage for bigger shops because, if the first layer of the bottom shelf is empty, it looks as if the entire section of potatoes contains nothing. The reason for this is that the sight-lines are different compared to a shelf with boxes. We ourselves are also continuously working on innovations like this one here. It remains a challenge for us to improve the storage life and the presentation of the potato for our wide range of customers. We definitely see the added value of this cooler and we have developed a cooler ourselves based on this concept. We have Potato World 2013 • number 2 19 Pagina 18
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