Take my word for it, my farming credentials are impeccable. I’ve grown up around commercial fruit and vegetable farmers my entire life, and I know that the tasty, tree/vine-ripened, organically safe stuff rarely make it onto the supermarket shelf because retailers want their produce uniform in size, unblemished and picked firm and barely ripe so they won’t spoil before sold. As a result, mega-tons of fruits and vegetables are rejected for purely cosmetic reasons. Millions of people are suffering from malnutrition and billions of dollars of food are tossed out because they don’t rise to the aesthetic standards of clueless urbanites who believe that beauty trumps taste. What’s equally sad is that many city-dwellers don’t know how a real tree-ripened apricot, peach or cherry should taste. Shame!
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Of all the sections in a supermarket that have design display potential, the produce section is number one. Unlike branded packaged products such as cereal, ice cream and canned goods, fresh fruits and vegetables are set out loose without wrappers. They come in bright colors, different shapes, textures and sizes, and change frequently with the season. Speaking personally, I tend to judge the quality of a supermarket by the freshness and diversity of its produce. Nothing is a greater turnoff than limp leafy greens and overripe brown bananas. Artfully arranged displays emphasize the natural beauty of the fruits and vegetables, help shoppers instantly see the difference between each item to quickly pick out the red leaf lettuce from the Bibb, the onions from the radish, the bitter melon from the cucumber, etc. The marvels of nature’s bounty are a joy to explore. With a little effort at design, the produce section can become the star attraction of any food market. Shown here are a display of chard and bell peppers (photo by tretorn) from ICA in Tyresö, Sweden, and a display (photo by cool hand lucas) from Zupan’s in Portland, Oregon.
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Morrisons, one of the largest supermarket chains in the UK, recently unveiled its rebranded entry-level “value” line, now bearing the name “M Savers.” The work was done by brand design agency Coley Porter Bell as part of a strategic assessment aimed at transforming Morrisons’ own label into a more coherent brand. With some 17,000 products and their variants in Morrisons’ own brand, positioning different tiers and categories of products was a daunting task.
Morrisons’ entry-level value line presented its own unique challenges. Stephen Bell, creative director at Coley Porter Bell, said that the term “value” had a negative meaning to some consumers. “Value ranges tend to be somewhat utilitarian, using template designs and basic corporate colors. Research shows that consumers are often ashamed to be seen with them. But with the economy stalled for the foreseeable future, value ranges will be competing on more than just price. We wondered why shouldn’t entry-level products have some charm and engagement?”
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