FARM FRESH RESETS JUICE AISLE

RICHARD TURCSIK

BALTIMORE -- Farm Fresh Supermarkets of Baltimore here is resetting its juice aisles in an effort to make the juice category more shopper-friendly -- and it's boosting sales in the process.

The new strategy, which groups all canned items together and all bottled items together, has been implemented in four of Farm Fresh's 10 stores and is in the process of being implemented into the chain's remaining six units, according to Gerson Spiller, vice president and head grocery buyer-merchandiser.

"What we did was make a separate category of all cans. We put all of the cans on an 8-foot section and all of the glass items together. It looks great," he told SN.

"At the end of the cans we put the tomato juices, then prune juice, followed by the apple juices, then the other remaining juices, the Ocean Spray products and then the fruit drinks."

Speller said that prior to the reset, Farm Fresh's juice merchandising was "like that of most supermarkets," with 46-ounce cans running the length of the 28-foot long aisle on the bottom shelf.

"It is now categorized and easier for the customer to shop. Rather than having to walk 28 feet, now she only has to look at 4 or 8 feet," he said.

Spiller said the resets have given the stagnant category a shot in the arm.

"The reset has helped sales, there is no question about it," he said.

As part of the reset, Farm Fresh has eliminated several stockkeeping units of canned items, and has added several new-age beverages to the section, such as Powerades, Gatorade and other sports drinks.

"Canned juices are now on the decline and don't sell like they once did. Many of them have switched over to glass or plastic containers, which are more popular with consumers," Spiller said.

Spiller said overall juice sales have been "fair." The sales of juice varies according to where the store is located, he said. Farm Fresh operates both city and suburban stores, with one store catering to a high Jewish clientele.

"In the Jewish store we sell a lot of juices, and apple juice is the No. 1 seller," he said.