COLD CASE WARMS SALES FOR WEST LINN

ROSEANNE HARPER

WEST LINN, Ore. -- West Linn Thriftway here has launched a display of selected baked goods in "gourmet dress" in a new refrigerated endcap case.

"The whole idea of this case is to attract customers' attention and get additional sales. It also adds to our uniqueness," said John Smolders, bakery director for the two-unit independent that is known for its scratch bakery.

"We have each item packaged either in a shallow 4-inch by 4-inch gold box with clear lid, or in a small, octagonal, flip-top container that has a black bottom and clear top. Each has a ribbon around it."

The in-store bakery's name, "Taste of Holland," is emblazoned over the case in lighted letters. Some of the items displayed in the five-shelf case are the same as those sold from the service bakery, but others are designed particularly for this upscale self-service case, said Smolders.

The case is about 8 feet high and 6 feet long. Some of the products displayed include a 3-inch by 3-inch almond cake for $2.99; a dozen miniature windmill-shaped Dutch spice cookies, $3.49, and six goat paws (mocha-filled meringue cookies with their ends dipped in chocolate) for $2.99. The latter are sold from the service case for six for $1.59, but customers don't mind paying more for the items in upscale packaging in the self-service "gourmet" case, Smolders said. The most recent addition to the case is a Dutch raisin bun, a product Smolders says is popular on cruise ships. These, about the size of hot cross buns, are six for $1.49. But the best sellers as well as highest profit items in the case are all-American brownies, Smolders said. Six one-by-one brownies in a gold box are $2.99.