General Produce prides itself on its customer service as it is constantly looking for new ways to improve what it can do for retailers and other clients.

This year the focus is on expanding its value-added products. The company offers a full line of fresh fruits and vegetables from the best growers and shippers in the world. The company projects a lot of growth potential for value-added products and the goal is to provide more of those types of products. “Things like pre-cut fruit and vegetables and ready-to go snacks,” said Derek Powell, director of retail and export sales.General Produce has a strong merchandiser team.

General Produce’s customer base is the independent grocer and it does some business with chainstores. .

“Those guys need to be able to compete with chainstores, if we are going to be their sole produce provider, so they don’t have to shop different wholesalers for different items we want to offer them everything that the chainstores have so they can compete with that market,” said Powell.

General Produce has some of those value-added items now, and plans to bring more in the next two to four weeks, he said.

“The full product line is a moving target. We are constantly adding and adjusting the product line as different things become available,” added Powell.

“Where there is a difference in produce right now is in packaging,” he said. General Produce is always looking for new ways to present its products. “An apple is still an apple, but there are different ways to package it that can help sell the product better. Apples can be packaged sliced, or with dips and ready for sale. Watermelon can be cut and celery can be sold with dip. This type of packaging is geared to consumers who want to grab and go,” said Powell.

“All the studies show that growth in produce is in value-added,” he said, noting that probably has to do with a growing emphasis on the consumer side for eating healthier foods.

General Produce will also continue to focus on food safety. Powell explained, “As it begets more attention in the media, our customers need to know that their food is safe and handled properly from field to the shelf.”

General Produce has been Primus Platinum-certified for four years, and the company strives to maintain the highest scoring possible with food-safety audits.

Jerry Wheeler, who has been in his new position as food-safety director for the past year, now heads food safety.

The company goal is to be the premier wholesaler in the Southeast. General Produce is already in Georgia, Alabama, Florida and exporting in the Caribbean, but the company now sees growth potential in the Carolinas.

Powell said, “We have development personnel focused hard on the Carolinas. There is a lot of shake-up with wholesalers that are going out of business there, that will create an opportunity to expand our reach into the Carolinas.”

Powell credited General Produce’s continued success in the industry to its outstanding customer service. The company has 11 infield merchandisers who are constantly out servicing their retail accounts. “They are the face of General Produce. They help train, help do season resets, help with grand openings, remodels and they build relationships with customers.” Powell said, adding, “They won’t hesitate to jump in a truck and help unload it.”

The long list of things they are ready to do includes helping stock the rack cleaning cases if needed. The infield merchandiser is willing to also work the store for a day or two to help cover vacationing retail employees.

“Service is why retailers should come to General Produce, our service level will surpass what anyone else will offer,” promised Powell.