HUDSONVILLE, MI — With improved produce transportation links created by the completion of Mexican highway 40D, Superior Sales Inc., is building its sales of Mexican produce.

Todd DeWaard, the sales manager of the firm, which is headquartered in a 52,000-square-foot modern warehouse facility here in a Hudsonville office park, said the Mexican produce expansion is just part of Superior’s business expansion.The opportunity to capitalize on consumer interest in locally grown produce is not lost on Superior Sales Inc. In the firm’s Hudsonville, MI, warehouse, Tyler Hodges, salesman, and Todd DeWaard, sales manager, check on some local Romaine lettuce.

But the firm, which has a distribution facility in Weslaco, TX, is pushing “more and more” Mexican produce, not only in the winter, but 12 months a year.  “We saw an opportunity as the highway opened,” DeWaard indicated.  This modern, fast highway runs through some of Mexico’s roughest terrain, starting on the Pacific coast at Mazatlán and ending in Reynosa, which is across the border from McAllen.  Key Mexican shipping points for the Weslaco office are Culiacan and Saltillo. Green onions, broccoli, cucumbers, zucchini and yellow and hard squashes are key Mexican products for Weslaco.  Kenny Meyer is Superior’s Weslaco sales manager.

“Mexico has been a good deal for us. We are trying to add more and more commodities to that mix.”  Products shipped from Weslaco tend to either go to Texas customers or go to Superior’s traditional clientele east of the Mississippi River.

DeWaard added that Randall VandeGuchte, president of Superior, “is a good owner,” who is expanding all realms of the firm’s inventory.  Working from a variety of shipping points “allows us to stay in front of our customers” throughout the year,” DeWaard added.

Superior Sales also brings Mexican produce through Nogales, AZ.  The firm has a Georgia program and, in the summer, ships a full line of Michigan produce.  Superior has four salespeople in a Salinas office, selling California items and Walla Walla onions and asparagus, and other offices around the country brokering the “Superior Sales” brand.

The Nogales office, which is led by Brian LaForest, predominantly ships stone fruit, tree fruit and table grapes in a label he created called "Molly’s Sun Select" exclusive with Superior Sales.

Tyler Hodges, who recently joined the Superior Sales staff, coming from a similar position, is working to expand Superior’s apple offerings.  “We are not the biggest apple shipper out there but we focus on putting up a great pack we can be more intimate with,” Hodges said.  The fruit is stored in four controlled atmosphere rooms, with sales into April.  

A key apple grower for Superior is Gavin Orchards, which produce most popular varieties. The Gavin relationship “extends into vegetables we ship throughout the summer and early fall prior to apples getting under way,” Hodges said.

DeWaard said Superior Sales “keeps ahead of the curve” on food-safety matters. “This is a constant challenge. But our guys are up to snuff. We got a 100 on our audit here.” Hodges added that most associated growers have Primus GFS food-safety standards.

Beyond Hodges, there are five other salesmen in the Hudsonville office.