“We still need key people to make final decisions in the gap between data-based predictors and current reality on the ground every day,” she said.
Smith said when it comes down to it, two key factors drive sales: price and quality.
“We can dial in price as much as possible, but it is our philosophy that quality is the difference-maker in whether the customer puts our product in their basket and comes back for more. So, we are refocusing more than ever on our commitment to being obsessed with quality.”
Smith, a member of the family’s fifth generation, said partnerships are such an important part of providing consistent quality product, and they also present an enormous opportunity to learn.
“Our goal is to provide visibility to that learning and transparency to all involved from field to consumer as we bring our product from the fields to the shelf,” she said.
She added that information sharing is the difference-maker and technology makes this faster. “We are really in the communication business because so much of success vs failure depends on how well we share information and listen to each other.”
Smith said she also wishes to shine a light on the challenges domestic growers face each year.
“Small- and mid-size multi-generational businesses face real challenges each year, from water, labor, food safety and traceability to estate planning and retaining key personnel,” she said. “It can be difficult to execute on all the details needed to compete for the best business and the barriers to that business keep mounting, but it’s important we make this an industry that will attract the next generation to work in farming,” she said. “It is our strategic mission to be a bridge to our farming partners for everything they need to stay market-ready for the best business and to stand in that gap for customers as well so that we are the one they can count on for access to the freshest most local options all the time that meet their rigorous standards.”
Smith is passionate about seeing farm families endure.
“I know how much the country needs what we grow, and now more than ever we need to shine a light on the importance of the family farm,” she added.
