Go Local, Grow Loyalty

Elevating Produce with Locally Sourced Selections

In an era where authenticity, freshness, and transparency drive consumer choices, locally grown and sourced produce is more than a seasonal perk—it’s a retail strategy that deepens customer trust, boosts basket size, and keeps produce departments thriving.

Why "Local" Matters to Shoppers

Customers today are increasingly mindful of where their food comes from. When produce is locally sourced, shoppers equate it with:

• Superior Freshness: Locally harvested fruits and vegetables spend less time in transit, meaning they arrive on shelves closer to peak ripeness and flavor.
• Community Impact: Buying local supports nearby farmers and economies, an appealing value-add for conscientious consumers.
• Transparency and Trust: Shoppers feel more connected when they can “meet the grower” or trace a product back to a local farm.

In fact, studies show that consumers are willing to pay more for local produce when it's clearly labeled and well-merchandised.

What’s in It for Retailers?

For grocery retailers, the benefits of stocking local are just as compelling:

• Impulse Buy Boosts: Research shows 40% of produce purchases are impulse-driven.
• When a product is visually appealing and labeled as "Local," it gives customers one more reason to say “yes.”

• Reduced Shrink: Local items often have longer shelf life due to shorter supply chains, leading to less spoilage and better margins.
• Retail Differentiation: Local offerings add authenticity and uniqueness that big-box competitors can’t easily replicate.

EmpowerFresh analytics show that when “local” is well communicated—through signage, tags, and in-app promotions—basket size grows and customers return for more.

Cashier Identification: A Key Operational Tweak

One hurdle with locally sourced items is that many don’t come with a PLU (Price Look-Up) sticker. To prevent scanning errors and speed up checkout:

• Ensure Staff Training: Front-line staff should be briefed regularly on seasonal local items.
• Use Item Guides at Registers: EmpowerFresh POS integrations can help present ID photos and price codes to cashiers at the point of entry.
• Color-Coded Labels: If PLUs are absent, simple color tags or shelf signage can signal local produce instantly to both staff and customers.

Telling the Story: The Power of POS & Signage

Incorporating storytelling into your merchandising is essential. Why? Because customers buy with their eyes—and their hearts.

• Use shelf talkers and signs with farm names, location (e.g., “Just 15 miles away!”), and even grower photos.
• In-app banners and promotions through EmpowerFresh can highlight “Picked This Week” or “From Your Neighborhood” features.
• QR codes or callouts leading to short videos or blurbs about the farm can bring authenticity to the forefront.

Retailers who tap into storytelling see a direct correlation to increased engagement and higher average order values.

Final Thought

Locally sourced produce isn’t just about geography—it’s about connection, freshness, and value. By identifying these items clearly for staff and customers alike, and sharing their stories creatively, retailers turn their produce departments into a destination.

EmpowerFresh is here to make that process seamless—from intelligent ordering to impactful in-store marketing.