Fresh Produce and Challenges for Grocery Retail

Fresh produce is a strategic category for large-scale retail, but managing it requires careful balance.

Fresh produce: a golden opportunity that can weigh heavily on grocery retailers 

Increasingly unpredictable seasons are reshaping the landscape of the grocery retail sector, placing fruit and vegetables under even greater scrutiny. As the second most purchased food category in-store (source: qds.it), fresh produce plays a vital role in customer loyalty—impacting 63% of repeat business since 2023 (source: Cx Store 2025). However, short shelf life and the risk of high waste levels continue to pose operational challenges. The key question is: how can freshness and quality—drivers for 76% of purchasing decisions—be balanced with competitive pricing and a diverse product range? 

Optimising quantities and cutting waste 

Tackling this challenge begins with managing stock levels smartly to reduce economic and environmental waste. Ultra-fresh items are notoriously fragile. Take raspberries, for example: with a shelf life of just 1–2 days (source: ItalianBerry), they can generate waste equivalent to 8% of monthly turnover—even in smaller convenience stores (source: Tuidi). 

Adding to the complexity is the volatility of seasonal produce. Weather shifts can bring forward or delay peak sales periods. Strawberries are a prime case: in selected stores, sales rose 160% in March 2024, but in 2025, peak demand came as early as February (source: Tuidi). This underscores the need for precise stock management to minimise both economic and environmental losses. 

Precision in assortment planning 

We spoke with Stefano Maccioni, an expert in the fresh produce sector, who emphasised the importance of careful assortment and quantity planning. While demand for organic products is surging—up 334% in 2024 in some stores (source: Tuidi)—shoppers are also craving greater variety. Exotic fruits such as avocados, mangoes, papayas and ginger are gaining traction. 

Maccioni stresses the need to tailor the assortment to each store’s specific context. Without a clear plan, expanding the range can lead to clutter rather than value. Avocados, for instance, are still grouped under "exotic fruits", but given their volume and placement (as noted by Italiafruitnews), it might make more sense to position them near everyday items like tomatoes and lettuce, aligning better with customer habits and improving the shopping experience. 

Staff: training and customer connection 

Maccioni also reminds us that product management is just one part of the equation. The human element is equally vital. Staff should be trained and given time to engage with customers, offering tips—like how to prepare dishes with avocado—which fosters trust and loyalty. When done well, this approach elevates the shopping experience and improves overall management of fresh produce. 

Strategies to tackle grocery retail challenges 

From unpredictable seasonality to staffing and assortment optimisation, these challenges require an integrated strategy. The smartest solution? Leveraging data effectively. Though data is widely available, its real value lies in how it's used. 

Make strategic decisions with data: 
Massimo Schiraldi, Director and Editor at RetailWatch, explains that businesses—big or small—must identify the most valuable data to truly understand market dynamics. With this insight, they can shape mid-term strategies that drive sales and profitability. 

Use data to forecast and optimise: 
Professor Emanuele Frontoni, Director of the VRAI Lab, notes that companies that see themselves as both product sellers and data generators will best meet market needs. Data analysis is now essential for smart supply chain, assortment and HR management. 

Predictive tools to reduce waste: 
Food technologist Laura Scarufi highlights that advanced algorithms can cut waste and manage expiry dates more efficiently, improving food usage overall. 

Blending AI and human expertise: 
Professor Frontoni adds that technology alone isn’t enough. Artificial intelligence must be integrated with human expertise. Only then can we unlock true operational efficiency and customer satisfaction. 

In today’s fast-paced, ever-changing retail world, these strategies are the key to cutting losses and staying ahead of shifting consumer demands. At Tuidi, we’ve developed a fully integrated store management system that provides a 360° view—helping retailers master the art of fresh produce management and avoid, in Maccioni’s words, those dreaded “Black Mondays” in grocery retail. 

Want to learn how Tuidi can help you manage fresh goods more efficiently? Book a demo!