California Trays® - The most significant innovation in produce merchandising in 100 years!

A custom designed merchandising solution to meet the specific objectives of your

business that will:

a) Reduce shrink by a minimum of 1%

b) Reduce inventory required for a big bold fresh look

c) Improve labour efficiency through easier rotation, culling, and re-filling

d) Reduce hidden labour costs of resetting tables and wet case

"If we display less produce, won't we be spending much more on labour to replenish and reface?"

This is a good question based on a good assumption. However, what we find in 100% of the cases, is that the store labour becomes more efficient.

Let me explain: normally, produce clerks will fill the tables and wet case in the morning with as much product as they can pile. Their thinking is that they will not have to refill as often. By reducing front store fill time, they end up spending more time in the back store drinking coffee, etc. We all know that we want them out filling all day to create a favourable impression with customers for fresh product and great service.

By preventing excessive filling of the tables and wet case, we force the clerks on to the floor to refill more frequently. This actually results in increased labour efficiency because we force the clerks into a new behavior. Additionally, because there is less product in the front store, the time it takes to rotate, replenish, and refresh is much shorter.

The end result is efficient labour, reduced shrink through fresher product, and better customer impression of service and freshness.

"With the holes in the trays, they trays will not be easy to clean because soft vegetables, skins, etc will get stuck in the crevices?"

This is usually something that suppliers who compete with us say to cast doubt on the hygiene of the product.

First of all, the ability to ventilate and drain your produce far outweighs any shortfall due to ability to clean as follows. On tables, it is important to have open bottom tables such as the typical Euro Table with slats to ventilate the produce. By ventilating the produce, ethylene gas is dispersed more easily which increase the shelf life of your produce.

California Trays dramatically improve shelf life as well through proper ventilation. In wet case design, refrigerated air comes off the back wall and passes over, under, and through produce to maintain proper temperatures to extend shelf life.

In the case of a solid tray, the wet case freezes up in the bottom due to reduce shrink and present fresher produce to the customer. So the crevices and holes are a huge part of the design and benefit of using the California Trays® Produce Merchandising System. This can reduce shrink by a least 1% which is a massive cost reduction.

Now, specifically, I will respond to your concern about cleanliness. For most produce, our international experience shows that clerks generally will just remove the tray and bang it on the floor to knock any dry debris out on a daily basis if required.

For soft fruits, tomatoes , and grapes that have broken skins, the California Trays can become as sticky as any other container. In this case, we recommend that the trays be taken to the back store as part of your regular hygiene program, and cleaned with hot water or steam just as you would clean any other container.

So, the summary is that California Trays are easy to maintain and clean, as well as achieving a significant cost reduction in shrink!

"Much of our arrives in the store and is already in cardboard boxes or plastic inserts, etc. If we have to take our produce out of these boxes, and place it in the California Trays, we will be double handling product which is costly. How do other retailers address this issue?"

This is another good question. Suppliers who promote the use of farm to retail re-cycled tray systems always try to demonstrate cost reduction through less handling of produce and show massive savings.

The reality is that, operationally, containers are never empty. So, regardless of the theory, existing trays on tables must be emptied and removed to make room for a full tray. Then the excess product from the existing trays must find a home on top of the new tray placement. Operationally, there is generally not a saving in labour, as produce still must be handled to merchandise it properly.

With the California Trays® Produce Merchandising System, existing product in the trays is pulled forward to be more shoppable and the new produce is placed behind and sprinkled on top. Because of the reduced amount of inventory using the system, this quick and efficient.

Produce clerks love working with California Trays as it is quicker and easier for them to work the section. But, seeing is believing. That's why you need to seriously test our product.

"We have been using cardboard and other materials for years, and now you are asking me to spend more money that I ever have. Why should I do that?"

No one wants to increase costs, but if the investment has a return on it, it would make sense, correct?

With the proper design of a California Trays System that achieves your business objectives for shrink reduction, inventory turnover, and presentation, you will significantly reduce your operating costs.

You will clearly reduce shrink by at least one percent. You will reduce your total store inventory on installation. This reduction often covers the cost of the trays. And most importantly, you will achieve a dramatic new big bold look for your customer and maintain fresher product. California trays do not cost money, they make money!