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nPROACTIVE PLANNING Over the years, wholesalers have
become strategists working to help customers develop a broader view.
“When the independent retailer and the wholesaler can plan together in advance, a winning solution typically emerges,” says Jonathan Steffy, vice presi- dent and general manager at Four Seasons Produce in Ephrata, PA. “Sharing common goals gets everyone rowing in the same direction. For some stores this is about planning a major remodel or laying out the department for their next store. For other stores, it’s a product mix change — perhaps transitioning to more organics but keeping SKU count and margin require- ments in mind. For other stores, it is plan- ning a promotional shift or training staff.”
S. Katzman in Bronx, NY, works with retailers on long-term planning focused around grower deals, seasonal items and goal-oriented growth. “We partner with growers on a set portion of certain crops to sell at a firm price based off firm
projections,” says Stefanie Katzman, exec- utive manager. “We work with customers when it’s time to change displays and switch out certain commodities. Long- term planning of all kinds allows our customers to align marketing materials, ads, and other types of communication to the consumer efficiently and effectively.”
General Produce Co. in Sacramento, CA, provides an annual Retail Planning Guide plotting the normal produce flow and schedule with seasonal merchan- dising events. “Then we blend customer specific events, promotions and commu- nity outreach into the calendar,” says Linda Luka, director of marketing and communications. “If there is an oppor- tunity to partner with the retailer for certain dates or activities, we do so.”
Relying on wholesaler knowledge is essential for effective planning. “Choosing the right mix of products at the right price at the right time is crucial, and it’s something we do every week,”
says Rick Feighery, vice president of sales at Procacci Brothers Sales Corp. in Philadelphia. “Writing 50 or 60 ads every week takes time and expertise.”
Steffy highlights the importance of planning ahead for local programs with larger retailers. “Planning is vital to get the stores what they need at a fair price when they need it,” he says. “Be it varietal pumpkins and decoratives, to special heir- loom tomatoes, advanced planning allows for maximum success when the season arrives. Small, local farms take a major risk by planting something specific for a retailer, and on the other side the retailer counts on being in-stock with great quality when the local season is at its peak.”
Holidays and special promotions require advanced work between the company’s vendor/shippers and the sales and buying team. “Securing product for a time period and coordinating with the retailers for promotional space is essen- tial,” Luka says.
84 / OCTOBER 2018 / PRODUCE BUSINESS