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Wada Farms has savvy strategy in place for IFPA Global

By
Keith Loria

wadaFamily-owned Wada Farms, one of the United States’ largest suppliers of fresh potatoes, onions, watermelon and sweet potatoes, will be bringing the whole smorgasbord of its commodity and services portfolio to the International Fresh Produce Association’s Global Produce & Floral show.

“We’ll have a team of about six attending, a good diversification of the Wada team there representing the company,” said Eric Beck, director of marketing for the Idaho Falls, ID-based company.

Among the team heading to IFPA at booth No. C2363 are Beck, Kevin Stanger, president of marketing; Joe Esta, vice president; Evan Hansen, director of logistics; Ben Josephson, director of sales; and Bryan Wada, CEO.

“We look forward to connecting with people and are excited to talk new business opportunities with current and new customers,” Beck said. “Wada wants to be a key growth partner for quality produce and supply chain needs.”

This year, Wada will be launching a new SKU — branded Smalls, petite mini-potatoes and those will be available at the booth as well.

“We try to make our booth inviting and it’s an opportunity for people to come in and engage and get a sampling of everything we can do,” Beck said. “More than anything, it’s a venue to see what kind of supply chain solutions Wada can provide. It’s one thing to just pack and ship a product, it’s even more important to execute from our door to their door to the customers’ shelves. We really aim to capitalize on the execution part of the equation.”

In setting a strategy for IFPA, Wada reached out to those set to attend the event to set up time to meet. They also prepare to meet new customers at networking functions, ensuring that someone from Wada is represented.

“We always make sure we reach out to those people we are currently engaged in business with and let them know our location and see if we can schedule meeting times and find further collaboration on how we can mutually work together and help each other’s businesses,” Beck said. “We want Wada to be a ‘go-to’ choice, and we know that opportunity is earned not given. We welcome the opportunity to earn our spot at the table.”

Beck feels IFPA does a great job at marketing and branding this as the premier show for fresh produce, and the collection of exhibitors and attendees is always a top draw.

“You get a lot accomplished in those couple of days,” Beck said. “For people we want to open doors with, we extend invitations for them to come and visit or we find them somewhere during the course of the show dates. In a world that’s so digital, there is some value in having some sit-down, face-to-face conversations. It’s always good to have those one-on-one interactions at the show.”

Success at the show for Wada is coming away with a clear understanding of the pulse of the industry today, where it’s headed and what the industry is doing to conquer sustainability initiatives.

“See what’s new on the new product development side, see if there are new opportunities there, and just taking an investigation on where the industry is heading,” Beck said. “From a customer standpoint, leaving there with clear expectations on what they are looking for and how we can best execute to achieve those desired results.”

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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