I would be interested to know if this presentation really does improve the freshness significantly or if it is mainly marketing.
This presentation is part of the supermarket game of funnelling shoppers through the fresh produce section as they enter, which is intended (along with slogans like “fresh food people”) to have us believe that we are entering a realm of fresh, healthy produce when much of the food sold is none of those things. The fixtures that present these images to us are frequently timber, or at least clad with timber, where everything else is metal, glass or plastic. Its all about equating wood with natural and as we know ‘natural’ (whatever that means) is well embedded in the food and health industry marketing shtick.
This observation also leads me to ponder why fruit and veg is not all presented in chilled display cabinets like meat. It is stored and transported in chilled spaces why not sell it that way? Vendors may argue that the turnover is such that chilling veges isn’t warranted. Why then is the display in the most prominent place iced?
Perhaps the answer is that the image of ice beds on a timber fixture as you enter is enough to prime shoppers with the feeling of health and freshness and so the vendor can save on the cost of fixtures and electricity for the rest. Those shoppers who are making a bee-line for the frozen pizza cabinet may never buy that iced broccoli but it still makes them feel better as they hurry past. There are times I cannot decide which is stranger, the marketeers or the human frailties that they prey on.