Indiana-based Martin’s Super Markets was so impressed with its own Apeel avocado market testing in February that the company decided Apeel avocados will soon represent 100 percent of the fresh avocados offered at all of its stores.
“We are committed to offering our customers the best possible produce while at the same time providing exceptional value,” said Ed Osowski, director of produce at Martin’s Super Markets. “In keeping with this goal, we tested the Apeel avocados at several locations over several months. The results were positive in terms of customer feedback and increased sales, along with a significant reduction in shrink.”
Martin’s Super Markets currently operates 21 stores in Indiana and Michigan and promises to provide its shoppers with “the best quality products.” The company evaluates products on three levels — taste profile, appearance and customer longevity, which is how much time the customer has at home to use the product. If a product doesn’t meet these quality standards, Martin’s won’t carry it.
“We share Martin’s passion for delivering the best quality produce to shoppers, and are thrilled with their decision to partner with us as the solution for quality extension and shrink reduction,” said Gordon Robertson, Apeel’s chief revenue officer. Apeel also currently has partnerships with Costco, Kroger and Harp’s Food Stores.
Martin’s Super Markets plans to highlight Apeel avocados with a “Freshness that Won’t Go to Waste” in-store campaign. In addition, there will be secondary display units and signage to educate consumers about the ability of Apeel to reduce the common problem of food waste.
Apeel’s plant-derived food waste prevention technology on average doubles the edible shelf life of avocados by providing a little extra peel that slows the rate of water loss and oxidation — the primary causes of spoilage.
California-based Apeel Sciences reports a 50 percent or more reduction in avocado shrink at the retail level across programs. Some partners have experienced as much as a 65 percentage-point margin increase and a 10 percent increase in sales in the avocado category due to Apeel.
