Page 32 - Retail World March 2021

FRESH FROM PAGE 28 With the aim of making retail “fun”, Mr Zahlan says the slogan at Alexanders Fruit Market is ‘Family, fruit and fun’, which are the “three key pillars” or values the business works by. “We make fruit fun,” he said. “We think it’s a central part of your family.” He adds that Alexanders’ aim is to get mums, dads and kids eating fruit, trying it or learning more about it. The keys to making fruit and vegetables a success in retail are “branding, marketing and education”, Mr Zahlan says, but he cites the importance of retailers adapting with the times. “The world is changing,” he said. “You have to change with it. People want to eat. People are eating. Fresh produce isn’t in competition with other greengrocers. It’s in competition with confectionery, frozen food, other grocery lines. Education and branding will be important going forward \[and, through clever branding,\] “sales will follow”. Mr Zahlan says Alexanders has been focusing on educating customers about the new varieties, new products and new flavours, how to use fresh produce, how to consume it, and how to involve the children. “This is a big thing for us,” he said. “How do we engage kids who are the future of eating produce? So, that’s been the biggest focus in how we target and brand \[our products\].” Mr Zahlan adds that even with the challenges brought on by the Covid-19 pandemic, “through education and branding, our sales have jumped dramatically”. “People want to eat healthily,” he said. “People enjoy eating healthily. The kids are looking for it. It’s a no brainer. You just have to market and target – brand and educate.” A cherry on top Cherry Growers Australia (CGA), another member-based organisation, was established 40 years ago to assist Australian cherry growers by providing access to resources, networks and market information. The Australian cherry season, it points out, lasts just 100 days, spanning the spring and summer months. “The first cherry harvest starts in October/November in the eastern mainland states and extends through to February, with the majority of the crop harvested during December and January,” CGA Industry Development Officer Charlotte Brunt said. “Seasonal factors such as rainfall, humidity and frost have the capacity to impact the volume and quality of cherry crops, with precise care and management required by orchardists at harvest to maximise crop output.” Ms Brunt says cherries are produced in “many Australian states”, but with the locally grown variety available only in late spring and summer, when thinking about sustainability and seasonality it’s important to remember that “out of season, production comes mainly from the US”. As with many other industries, cherry production has taken on sustainable practices. “Cherry growers adopted best practice in terms of growing and water management many years ago,” Ms Brunt said. “Water is delivered via sprinklers or drip lines to the roots. As it’s a tree crop that can last up to 20 years, an orchard will store carbon dioxide over its lifetime. Growers practise integrated pest management – that is, they introduce or encourage good bugs to manage insect “Seasonal factors such as rainfall, humidity and frost have the capacity to impact the volume and quality of cherry crops, with precise care and management required by orchardists at harvest to maximise crop output.” pests wherever possible.” Despite the difficulties resulting from the pandemic, which affected the cherry industry in terms of working conditions (social distancing, screens, packhouse reconfiguration), supply chains (reduction in international and domestic flights, border closures) and labour shortages, Ms Brunt says export volumes this season are only four per cent less than in the previous year. “This extraordinary result under extremely difficult circumstances is testament to the success of the government’s International Freight Assistance Mechanism and workforce initiatives ... \[along with\] the cherry industry’s resilience and ability to adapt and implement the necessary changes to allow trade,” she said. Ms Brunt says the future looks “very positive” for the cherry industry in Australia, citing “increased exports as a percentage of production” and “increased production in areas where the season can be extended”. 30 RETAIL WORLD MAR, 2021