During the lockdown, many retail chains put many ideas on hold, including implementing fruit and vegetable aisle innovations. That was also the case for wicker display baskets. Baskin makes these Smart Edge Baskets (SEB), and interest has now returned in full force. "We should roll out these baskets at several larger German retail chains in 2022," says René Eekels.
Baskin is a Dutch company that has been supplying baskets to retailers and wholesalers for more than a century. This synthetic model has brought the fruit and vegetable sector into the picture too. With these baskets, stores can update their fruit and vegetable aisles without compromising the products' packaging functionality. "The crates currently being used are extremely functional, but they don't display so well. That's why we developed this new product. These display baskets mean those crates are now hidden."
"These robust baskets are moisture, dirt, and handling resistant, and we can also change the design to meet customer requirements," says René. "On average, they're 20% cheaper than a regular wicker basket, but you get the same look."
Baskin mainly focuses on German retailers with its wicker baskets. "The high-end supermarket chains are particularly interested; after all, they pay a lot of attention to their shelves' presentation and layout. They can choose their desired look too. Fruit and vegetables display very well in black baskets, but many organic stores are interested in the rattan-looking ones. They have a more natural presentation," René concludes