Abstract: A ventilated merchandising system for products displayed in merchandise coolers such as refrigerator or freezer cases. One embodiment of the merchandising system includes a base member and a platform coupled to the base member such that air can flow between the platform and the base member. One or more plenum plates can be coupled to the base for directing air between the platform and the base member. A pusher plate may also be coupled to and movable along the platform for advancing products along the platform. A baffle system that may be coupled to a merchandising tray and a method of distributing air flow within a merchandise cooler unit are also provided.