KENOSHA, WI — Among the challenges and opportunities of Heartland Produce Co. is providing retail customers in Wisconsin and northern Illinois with safe local produce.

Third-generation family member Ryan Dietz, director of business development, said his customers’ demand for local items is very strong. Heartland wants to assure its customers that their local foods are safe for consumers.

“For a lot of local growers, inspections for food safety and GAPs are hard to do because they cost a lot of money,” he said. Some small growers create cooperatives to share the cost of such inspections. “We are screening growers for our customers and making sure the right steps are taken on cooling, handling and packing for the specs (customers) want.”

A service wholesaler, Heartland works with Primus Labs for certifications.

Bud Compher, Ryan Dietz and William (Bill) Dietz Jr. of Heartland Produce Co.Dietz added, “There are a lot of benefits to local. There are fewer miles on the product and consumers have the mindset of wanting to reduce the carbon footprint. There is a ‘locavore’ movement and people want to eat locally grown.” Such restaurants “are popping up.”

For retailers, it is important to handle local produce in order to compete with the region’s countless farm stands. The retailers are posting signage and showing photos of their growers.

Heartland offers “local” product from Wisconsin, Illinois, Indiana and Michigan.

Dietz said organic produce is another category that also continues to expand.

There are the consumers “who believe organic is better,” he said. “They will pay the premium” for organic produce. Also, “there are the value-minded consumers who won’t jump onto organics until they are a similar price” as conventional produce.

Dietz said all of his retail customers are promoting more organic produce. “We see a lot of ads,” he said. “There are more and more every year. Those who were not in it in the past are now making the effort. They devote more space to organics.”

Heartland offers its customers direct store delivery. “We price on a delivered basis,” Dietz said. “We have no delivery fees.”

He added, “We handle almost anything” out of the firm’s 80,000-square-foot warehouse.

Ryan Dietz’ father, William (Bill) Dietz, who is the company president, said that produce suppliers in the Chicago and Wisconsin area enjoy trade “with a large number of independent retailers. It’s a great market and they are great people to work with.”

Bill Dietz added, “We cater to individual stores,” delivering the produce that most appeals to specific neighborhoods. “If you can find it, we’ve got it here.” Those sales are supported by Heartland merchandisers who are constantly in the field to help customers with layouts, resets and ads.

“You have to differentiate yourself from everyone else with product, service and support. For us to be successful the customer has to be successful. We are here, working on that every day,” Bill Dietz noted.