Hey Produce Pros,
Let’s talk about something that doesn’t always make the headlines—but should: rotation.
No, it’s not flashy. You won’t see it trending on TikTok. But if you’ve ever had to toss out a cart full of slimy spinach or explain to a shopper why their berries turned in 24 hours… you know. Poor rotation doesn’t just bruise produce, it bruises business.
Here’s how it impacts more than just your back room:
The Real Cost of Poor Rotation
Let’s not sugarcoat it, poor rotation does more than hurt your shrink numbers. It chips away at customer trust, one wilted lettuce head at a time. Shoppers notice when produce looks tired, bruised, or past its prime, and once that trust fades, repeat visits start fading with it. They may not say it out loud, but when their strawberries spoil two days after buying them, they’re blaming you, not their fridge. The reality is, customers expect their produce to last longer than the car ride home and if it doesn’t, you’ve lost more than a sale. You’ve lost confidence.
When shoppers stop trusting your produce, they stop coming back. Freshness is a draw. A crisp apple or vibrant bunch of cilantro can bring them in week after week. But if they find lackluster quality, they’ll look elsewhere, probably across the street at a competitor who did rotate correctly. Worse yet, poor rotation doesn’t just impact the produce aisle. It casts a shadow over the whole store. Produce is the front line, it sets the tone for the shopping experience. When it under-delivers, it dulls the shine of every other department. One missed rotation might seem small, but it can trigger a ripple effect of lost sales and lost shoppers.
What Winning Teams Do Differently
The best produce teams treat rotation like a craft. They understand that taking the time to do it right is what separates a thriving department from one that constantly plays catch-up. Instead of rushing through fills, they slow down to ensure proper rotation, knowing it saves time and money in the long run. Managers don’t wait for poor results to coach. They spot issues in the moment and walk through the correction with the team. When someone mis-rotates, it’s not a lecture, it’s a teachable moment that builds stronger habits.
They also size their displays to match actual sales. It’s tempting to build a wall of cucumbers, but if they’re not moving fast, you’re setting yourself up for shrink. Smart teams think like shoppers, watching how people interact with different display styles and rotating accordingly. They also manage dates with intention. Fewer codes per item means less confusion, less cherry-picking, and better sell-through. When the same item is displayed in multiple locations, winning teams track which area gets the most action and move older product there first, keeping everything moving at the right pace.
And here’s a little trick I’ve learned over the years: I call it “Sign Rotation.” Move the price sign to the side of the display with the older product. Shoppers instinctively grab from the signed side, helping you sell down evenly and rotate more effectively. It’s a small move that can make a big difference.
Final Thought from the Floor
Rotation isn’t just a task, it’s a strategy. When done right, it builds trust, drives sales, and protects your margin. It’s one of the simplest ways to show customers that your department cares. So, next time you’re walking your wet rack, ask yourself: Are we putting our freshest face forward?
Keep it fresh, keep it focused, and keep those apples moving.