Vena creates 'Radicchio Festival'
Vena creates 'Radicchio Festival'
PHILADELPHIA -- In the specialty produce business, certain exotic commodities -- figurative bricks in the road to success -- sometimes may not be huge-volume sellers. They may be so expensive that the distributor is unable to convert them to large-profit items. But such items give customers - - and customers' customers -- a big reason to keep buying from the supplier, according to John Vena.