Abstract: A product display tray comprises a tray frame having a product support shelf a front support wall extending upwardly from the front edge of the support shelf and two opposing lateral support walls extending upwardly from the lateral edges of the support shelf and rearwardly from the side edges of the front support wall forming a product retaining enclosure, and attachment flanges extending outward laterally from the rear edges of the lateral support walls, the bottom surface of the support shelf including an arcuate reinforcement beam wherein the middle portion is disposed closer to the back edge of the product support shelf than the end portions thereof, and one or more dividers detachably attached to the front support wall and movable laterally for dividing the enclosure into two or more product retaining partitions.