Following the introduction of the soft fruit and tomato monitors the crowdsourcing platform Roamler has expanded its offer this year to include a second daily data monitor called the Fruit and Vegetable Monitor. Customers now get weekly updated information about the shelves of fruits, vegetables, peppers and courgettes from UK as well as German markets. The information is all displayed as a single, unified display. For this particular site, Roamler provides an output of the weekly monitor that focuses specifically on German retailers who offer hard discounts.

“Unlike this monitor for tomatoes that is now in operation over twelve countries around the world, we’ve adopted an approach that is more targeted with the monitor for fruit and vegetables. The reason we’ve chosen to focus on details on the shelves exclusively for German as well as UK supermarkets. In comparison to the previous year we’ve observed that on top of the various companies in the fresh-cut food chain ranging from breeders to growers as well as marketing agencies, more large retailers are buying our data,” explained Christiaan Rijnhout. “What’s different is that we’ve now provided an option of purchasing smaller sets of data for example, like weekly data instead of signing up to a yearly subscription.”

“What makes us different from other data monitoring companies that are focused on check-out or on consumer information is the broad variety of KPIs of which our information is gathered,” Christiaan continues. Fruiting vegetables comprises criteria like distribution, type of product as well as the name of the product. EAN code, packaging type weight, brand supplier, GLN, chain of custody code quality, freshness face, class sizes, tiers, codes for KCB/EORI, L-codes price, pepper mix color, countries of origin, GGN codes, producer, amount of peppers, the number of peppers contained in traffic light packs Front image, back image, the label image pricing tag, image of the box and the placement image.

“However We are dependent on the data that is provided on the packaging. If it’s not included and we aren’t able to evaluate it. This is a distinct issue when it comes to fresh produce as opposed to, say the cola bottle or a bottle of cola, and the fresh food industry is extremely specific, so it’s often difficult to understand,” Christiaan explains. “Thanks to the input of people in our industry colleagues, we’re now in a position to supply our customers with the most relevant details. We can, for instance, separate producer from supplier according to GLN codes. This is extremely valuable since it provides the complete process of production that goes behind the goods. As an example when you purchase a traffic light packet of peppers the information could include specifics about the three producers that are involved.”

“For this study in particular we compiled the weekly monitoring for week 48. We are with a focus on German discounters like Lidl, Penny, Aldi Nord as well as Aldi Sud. The monitor also includes information on shelves about (snack) chillies, (snack) cucumbers courgettes, and aubergines” Christiaan shares. “Personally I’ve been was again awed by the vast variation in the countries of origin for different stores in addition to the different varieties available. However, I would encourage anyone to look into the data we’ve put up on this monitoring device!”

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Roamler Netherlands

Christiaan Rijnhout

Westerdoksdijk 411

Amsterdam

+31 6 15294869

[email protected]

www.roamler.nl