Progressive Grocer

JUN 2016

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22 SOLUTIONS JUNE 2016 particularly efectively in sandwich programs. Sharing information about these types of benefts and attributes is important, says Moberly. "People hear about ancient grains but may not know why [the grains] are good for them. Retailers can demo it and tell customers about it. Education is key," he says. For shoppers seeking wholesome breads, Richard sug- gests grocerants tout bread that has been baked instore. "It can be made from a small number of ingredients, which resonates with shoppers," he says. "Studies show that more consumers are looking for products that are 'real,' meaning not made with ingredient alternatives or preservatives. And these real ingredients include sugar and other components [of breads], which some consum- ers previously avoided." Grocerant retailers should also keep in mind that diversi- ty is important when it comes to combining breads with diferent foods on the menu. "Tere's more of a 'pairings' sensibility happening with breads, such as which artisan breads may pair best with which artisan cheese, etc.," says Harvey. Steven Johnson, a Tacoma, Wash.-based restaurant and hospitality consultant and owner of Foodservice Solu- tions, says pairings on the menu provide both opportu- nities and potential challenges for operators. "Consumers expect a choice of bread, and then want to pair their pro- tein choice with the bread or the bread with protein. [But] the retailer needs to some extent to limit choice to ensure that adequate operational throughput can be achieved," he says. G Merchandising breads in new and nontraditional ways can help boost any grocerant's bread sales. Sandwich programs are obvious places to sell unique breads, says Andrew Moberly, director of fresh categories for Daymon Worldwide, but he recommends other strategies as well. "I've seen some retailers create and put out bread bowls for soups and place single-serve rolls next to prepared foods and hot bars," he says. "There are many complementary programs that can be put together, all led by the question, 'What are you solving for the consumer?'" Cross-merchandising with the supermarket instore bakery, in fact, can play a major role in driving bread sales in both the grocerant area and in other departments. "Given the important role that fresh departments play in a grocerant and how they're interconnected, it makes sense for store-baked bread to be used in other departments like deli and foodservice, as well as cross-merchandised and cross-promoted with prepared, fresh and dry products," says Eric Richard, education coordinator for the International Dairy-Deli-Bakery Association (IDDBA). "The grocerant model is to create a dynamic shopping and dining experience for customers, and having a bakery bread program that's integrated to other departments can help accomplish this." Promoting third-party or branded breads can also stimulate shopper interest in what's baking at the grocerant. Los An- geles-based La Brea Bakery, for example, provides super- markets with such premium bread varieties as three cheese semolina, toasted sunfower honey, sourdough, and rosemary olive oil. Finally, you can't beat sampling and special events to gen- erate trial and excitement among shoppers. Says Aimee Harvey, food analyst for Technomic: "Supermarkets that host tasting events for craft and artisan food and drink are also making bread part of that specialty story. You'll routinely see samples of craft beer being ofered alongside samples of artisan cheese and artisan breads." Making the sale

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