May 28 2012, 10:33 Fruit-Inform

Retail chains' image depends on berries

“The present share of retail chains in sales of fresh berries in Ukraine does not exceed 1%. At the same time, availability of fresh berries on the supermarket shelves determines the image of not only a fruit and vegetable department but also the entire retail chain. For that reason, this sales channel will be developing very rapidly in the nearest time, and producers should be ready for that”, Mrs. Tetiana Getman, Head of Fruit-Inform, said at the 3^rd International Conference “Berries of Ukraine – 2012: Frozen Produce & Fresh Market”.

According to the expert, high requirements to pre-sale handling and logistics of berries are the most important problems in the development of sales through retail chains. Moreover, berries are a rather risky produce category for a fruit and vegetable department manager, especially at the height of the season, when prices are rapidly falling.

“It takes at least one day for berries to be purchased by a retail chain and appear on the supermarket shelves. Prices, especially at the height of the season, can sharply fall within that period of time. This fact and berries' very limited shelf life mean high risks for retail chains”, Mrs. Getman added.