Page 80 - index

Phone: (847) 549-9511
Pro les” for most of its local farmers to facil- itate the connection between consumer and freshproducts.“Tellingthestoryofthefarmer is only one small piece of the puzzle,” says John. “We o er a monthly local sheet to guide local purchasing and highlight local products. On occasion, we have facilitated farmers’ market- style events with featured growers on-site at retail locations. is brings local to a whole new level with retailers and consumers.”
IN-THE-FIELD SUPPORT
Increasingly wholesalers o er merchan-
dising services to support their retail customers. “Merchandising is where trans- formativechangecanhappenonestorevisit, one reset, one relationship, one training session at a time,” says Ste y. “Four Seasons’ team of merchandisers all have successful track records in running pro table produce departments and stores, both in chain and independent environments. ey bring this wealth and breadth of knowledge to their work with the retailers they serve in the eld.”
Four Seasons’ merchandising programs range from check-ins to review seasonality
nWHO’S ON THE TEAM?
Despite the evolution of game- changing direct sourcing, wholesalers still serve as valuable team members for just about all formats and sizes of retail buyers at some point. “Wholesaler services are not limited to any partic- ular format or size,” says Joe Granata, director of sales for FreshPro Food Distributors in West Caldwell, NJ. “They all use the services in different capaci- ties to fit their individual needs.”
Stefanie Katzman, executive manager for S. Katzman Produce in the Bronx, NY, points out no matter how good you are in this industry, there are a few things you just cannot avoid, including weather, traffic and the infa- mous curveball. “When dealing with these variables, you are always going to need partners close by who have your back and can bail you out,” she says. “Produce comes from all over the world, and replacing poor or late arrivals must happen from nearby.”
Independent and specialty-niche retailers are perhaps the most apt to fully utilize everything a wholesaler offers. “Independent retailers from gourmet markets to country stores, to neighborhood grocers, to discounters benefit the most from service-minded wholesalers providing direct-store delivery,” says Jonathan Steffy, vice president and general manager at Four Seasons Produce in Ephrata, PA. “Natural food stores and food co-ops rely heavily on programs and services wholesalers provide to help them compete in this Whole Foods + Amazon world.”
A good wholesale partner, according to Emily Kohlhas, director of marketing
for John Vena Inc. in Philadelphia, focuses on the needs of a particular segment and customizes programs to meet the needs of each individual account. “For instance, we’ve had a strong program supporting independent ethnic retailers for decades,” she says. “We understand where they can be flexible and what their priorities are. Our sales team is skilled at adapting to different needs.”
Larger chain retailers also use targeted aspects of the wholesale skill set. “Self-distributed chain stores often see benefit in partnering with wholesalers to solve specific needs,” says Steffy. “These could include sourcing local produce for a particular region, to performing private labeling, to offering ripening services, or supplying specialty product or organics that their own warehouse can’t easily support with critical mass.”
Kohlhas notes larger chain stores need specific, more tangible services. “The local and regional chains we work with usually take advantage of at least one of our added services,” she says. “This may be our custom splits program for bulk product, ripening services for avocados and mangos, or our limited line of retail-ready specialty items packed to order. Not to mention, of course, delivery and logistics.”
The bottom line, according to Bob Corey, ambassador and consultant for Corey Brothers in Charleston, WV, is all formats benefit from expertise. “Even big chains with their own programs may lack product or consumer knowledge,” he says. “So for them, utilizing tools such as Corey Brothers’ The Produce Corner website can fill this gap.” pb
80 / OCTOBER 2018 / PRODUCE BUSINESS