Piazza Produce expands product line
Piazza Produce expands product line
Major restaurant chains are all advertising based on special low-price offerings to attract customers, according to Pete Piazza, president of Piazza Produce Inc. in Indianapolis.
In challenging economic times, such promotions are a natural extension of aggressive competition, in the view of this veteran foodservice industry supplier.
“When I see the ads on TV, they do what they’ve got to do,” he said. “When you go to Subway you can buy a $5 sandwich, but the drink is $1.70. They have got to get the total up there. We understand that everyone faces costs. But distributors all over the country still have costs” as foodservice discounts squeeze prices.
As a result, “We have got to get gross profit dollars. You’ve got to keep your gross sales up by adding products,” Piazza said. “You need to make your drop size bigger to make your gross bigger.”
Marcus Agresta, sales and marketing director at the firm, said that produce line extension includes — but goes well beyond — fresh fruits and vegetables.
Olive oils, hors d’oeuvres, locally produced meats and cheeses, and this spring, even locally farmed fish are among the foodservice offerings of Piazza Produce. Agresta said that in mid-May Piazza entered the aquaculture realm with naturally produced perch and rainbow trout. The Indiana piscines are sold both fresh and frozen. Agresta said the fish have no hormones, are sustainably produced and “are another unique item. It gives people another reason to buy.”
Piazza also distributes locally produced ketchup, mustard and barbecue sauce produced by LocalFolks Foods, based in Sheridan, IN.
“All things are coming together in the middle,” Agresta said. “We are not playing just one feature.”
Instead Piazza’s specialty lines play to consumer interest in taste, natural products and locally grown. “There are a lot of products in that realm,” Agresta said.
On the produce side this includes watermelons, apples and vegetables.
“If it’s legal and in season, we’ve got it — or we will get it,” Agresta said.
The firm supplies foodservice operators throughout Indiana and over into the borders of all states adjacent.
Piazza noted June 2, “Our business is good, except for January,” which saw horrible weather disrupt Piazza Produce. “It takes 11 months to recover from one bad one.”
