SPOTTED: Fresh Produce Display @ SM Hypermarket

This particular fresh produce brand exerted effort in differentiating their display from the other brands.  Usually, vegetables are just placed in crates or baskets.  I like the dramatic way the vegetables fall from the basket.  It's simple but it makes you think that these are fresher than the other brands.  This brand even put some information about the fruits & veggies.

I see this as a good opportunity for cross-merchandising.  Any complimentary category product positioned as "fresh" and "natural" would benefit from the  halo effect.  (I think I mentioned that to a client before but I guess it wasn't taken seriously)  Put your products in one of the crates, have a strategic messaging on the stick-outs...

Anyway, back to the display: the only problem is, less people get from this shelf.  I think it's seen too much as a "display".  You know, things that are nice to look at but forbidden to touch.  It's not really that spectacular but the thing is, it's so different from all the other fresh produce displays.

Or maybe...there's a bit of shop-ability problem.  Maybe most shoppers are afraid everything will tumble down once they get a piece.

Or maybe...most shoppers that I saw during that time were on an "auto-pilot" mode.  Grab and go?  Stock up?  Refill?  Would this appeal better to those in discovery mode?

Or maybe...shoppers don't see vegetables as "branded".  They just look at the product (freshness, size, color) and the price instead.

Or maybe...this has been done a million times before and I just never had the time to notice.