As winter settles in, shoppers across the country are noticing empty spots in the produce aisle. Severe weather events in key growing regions—specifically heavy rains in California and unseasonable cold snaps on the East Coast—have disrupted the supply of several fresh staples. In response to these shortages, major retailers are deploying a strategic wave of digital coupons designed to steer consumers toward available alternatives and mitigate the sticker shock of skyrocketing prices.
The Berry and Tomato Crunch
The most acute shortages are currently affecting strawberries and tomatoes. California’s recent atmospheric rivers have delayed the strawberry harvest, leading to gaps on shelves and high prices for the few berries that make it to market. Simultaneously, cooler-than-average temperatures in Florida and Georgia have slowed the maturation of tomatoes. This “perfect storm” on both coasts has left retailers scrambling to fill the void in the produce section.
Coupons for Alternatives
Rather than leaving shoppers empty-handed, grocery chains are issuing digital coupons for frozen and processed alternatives. You might notice an uptick in offers for “Any Brand” frozen berries or discounts on canned diced tomatoes. By incentivizing these shelf-stable options, stores can keep customers cooking without relying on the volatile fresh supply chain. For example, recent app offers have included money off frozen herb cubes as a substitute for fresh bunches that are currently scarce.
The “Glut” Discounts
Conversely, retailers are aggressively discounting items that are in oversupply to distract from the shortages. While berries are expensive, root vegetables like carrots, potatoes, and onions are abundant. You will see deep discounts and “Buy One, Get One” offers on five-pound bags of potatoes or carrots. This is a classic merchandising tactic: fill the cart with cheap, plentiful volume to distract the shopper from the high price of the scarce items.
Citrus Struggles and Solutions
Florida’s citrus crop continues to struggle with greening disease and weather impacts, keeping prices for fresh oranges and grapefruits high. To combat this, stores are promoting imported citrus from South America or offering coupons for bagged citrus (like mandarins), which have a more stable supply chain than loose fruit. Juices and vitamin C supplements are also seeing increased promotional activity as a “health” alternative to expensive fresh fruit.
Steering the Digital Shopper
For online grocery orders, the “substitution” algorithm is being tweaked. If you order fresh strawberries for delivery, the app may now suggest a discounted bag of frozen fruit or a cheaper fruit alternative like apples as a “best match.” This digital steering helps manage inventory levels and prevents the disappointment of a “sold out” notification.
Adapting Your Menu
Smart shoppers can navigate these shortages by being flexible. If fresh tomatoes are three dollars a pound, use the coupon for canned fire-roasted tomatoes for your chili instead. If strawberries are missing, grab the discounted bag of apples. By following the coupons, you naturally align your diet with what is seasonally available and affordable.
Have you noticed specific produce items missing from your store? Did you find a good deal on a substitute? Share your finds!
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