A New Angle on Our Fresh Produce Departments

By Travis Moore
July 27, 2016
Baskets of fresh fruit and vegetables fill a product department

As a store manager, nothing compares to the thrill of actually seeing or hearing a customer react to a change I’ve worked with a team of associates to bring to life. In fact, since the remodel of our store earlier this year, I’ve purposely spent more time in our fresh produce department, just to watch and listen.

My store was among the first of our remodeled locations to unveil Walmart’s new Fresh Angle approach, which places fresh, unpackaged vegetables front and center. When you walk into our store today, you're intentionally greeted with a farmer’s market vibe. We’ve lowered the profile of our fixtures so customers can see across the entire department. We’ve captured the field-to-store experience, and in a way that’s easier and more enjoyable for customers to navigate. But – while the positive feedback on the visual aspect of the program represents a victory in itself – that barely scratches the surface of what Fresh Angle is all about.

The fact is, “looking” fresh only goes so far. The key is making sure the fresh produce our customers buy in our stores continues to look and taste the same when they pull it out of the fridge three days later. That’s the real driving force behind this new approach, which has been rolled out at 180 stores to date and more than 3,000 by the end of the year.

In addition to improving the sight lines across our produce department, we’ve reconfigured our fixtures to look fuller while holding fewer products. At the same time, we’ve maintained our broad assortment.

Why fewer products? Pressure and time go a long way in determining the freshness of an item. By reducing the depth of our produce fixtures, our avocados are no longer stacked four or five deep. Same goes for tomatoes and so many other popular fresh items. By reducing the depth of our fixtures, we’ve reduced the volume of product we’re holding on the sales floor at any given time. And, given the clock on freshness begins ticking the moment fresh fruit and vegetables are picked, we’re essentially passing increased freshness on to our customers – and working even harder to reduce food waste.

It was eye-opening how a department could look so abundant with less. It’s helping us reduce throwaways and operate more efficiently across the board. We’ve also received positive customer feedback at stores where Fresh Angle has been implemented.

Customers want fresher products so they can enjoy them longer. With Fresh Angle, we’ve developed a vehicle to deliver on those expectations. The impact has been immediate – and it’s growing. It just makes sense.