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Nash Produce heads to CPMA to build relationships

By
Keith Loria

Nash Produce continues to expand into new markets and continues to increase shipping into Canada. So, heading to the Canadian Produce Marketing Association’s 2024 Convention + Trade Show is a great opportunity for the company.

“This show allows us to connect with buyers from this region that we are unable to connect with on a regular basis,” said Robin Narron, sales support and marketing director for the Nashville, NC-based company. “This is an important opportunity for us since we will be able to interact with current customers and also potential new customers. Relationship building is an important part of the business and it is something we take pride in here at Nash Produce.”

NashThe company’s sales and marketing teams are currently developing a strategy to set up face to face meetings with current customers and potentially new ones. 

“We want to be able to put a name with a face and get to know retailers on a personal level,” Narron said. “We want retailers and consumers to know that Nash Produce gives small family farms a voice in the industry. We pack sweet potatoes from these family farms and ship them to big retailers throughout the country. We take pride in these relationships and want them to know that they are the reason we are who we are today.” 

To get that message out, Nash Produce will be an exhibitor at the show behind booth No. 123.

“Being an exhibitor will not only allow us to maintain current relationships but also cultivate new ones,” Narron said. “We are looking forward to introducing new team members of our sales and marketing team to our customers. This will be beneficial to have the in-person interaction. Also, we will have examples of our product to showcase ranging from different sweet potato varieties to various packaging options. People can expect a dedicated team to meeting customer needs.”

At the show, team members expect to talk with customers about sustainability.

“We want customers to know that we are taking this seriously,” Narron said. “We have already taken steps to become more sustainable here at Nash Produce, but we are also looking into new projects. Ultimately, we want retailers and consumers to know that we are taken the initiative on our own instead of simply doing it because we have to.” 

A highlight of the booth will be showing off the quality of Nash Produce’s sweet potatoes.

“With industry leading storage facilities, it allows us to provide high quality sweet potatoes year-round,” Narron said. “Being able to control temperature and humidity in these facilities is a major reason we can provide such high-quality sweet potatoes.”

While the warmer weather of springtime may bring spring flowers, it also means the beginning of sweet potato planting.

“We have connected with our 2024 crop grower base in preparation for laying seed in both open fields and greenhouses,” Narron said. “Our grower base is a group of extremely talented individuals who truly excel in their farming practices, and we are expecting an excellent crop given ideal weather conditions during the growing season.”

So far this year, Nash Produce has seen an increase in business compared to 2023, and the team expects an increase in acreage for the 2024 crop.

Nash Produce wants to ensure customers that it is continuously innovating through marketing strategies and improving the customer experience. 

“We feel like there is always room for improvement,” Narron said. “Being able to take a step back and review how we can grow our customer experience is imperative. Examples of this include ensuring deliveries are on time and reviewing the quality of our own sweet potatoes to make sure they meet customer expectations. Through continuous improvement we hope that this will further grow our retail business.”

Keith Loria

Keith Loria

About Keith Loria  |  email

A graduate of the University of Miami, Keith Loria is a D.C.-based award-winning journalist who has been writing for major publications for close to 20 years on topics as diverse as real estate, food and sports. He started his career with the Associated Press and has held high editorial positions at magazines aimed at healthcare, sports and technology. When not busy writing, he can be found enjoying time with his wife, Patricia, and two daughters, Jordan and Cassidy.

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