Jeff Olsen, the president of The Chuck Olsen Co., wants to keep his approach to the SEPC’s Southern Exposure show very simple.
“We are there to listen to our customers, gain a better understand of their needs and let them know how we can help them,” he said. “We are pretty simple people and want to make it simple for everyone else. We intend to show them what we can do for their business, whether that is with distribution, packing styles or any other special needs them may have.
“We love the show because it gives us the opportunity to see the people we do business with and hustle some new business by rekindling relationships with people that we might have done business with in the past,” Olsen continued. “We realize that every company has different needs. Our job is to is talk to as many people as we can and try to pick up business as we go by relating to their concerns.”
Paying attention to relationships has long been the mantra at the Visalia, CA-based company, founded by Olsen’s dad Chuck in 1994. While Olsen’s great grandfather started a farming business in the early 20th century, Chuck saw an opportunity to serve as a sales agent for growers in California, focusing on table grapes, tree fruit and citrus.
“Our success I believe is because we realize that, at the end of the day, our integrity is all we have,” said Olsen, who has been president of the company for about 25 years. “My dad always hammered away on us the concept that we must operate in an honest way, provide the best service, focus on our customers and be a great partner to the people that we are selling. We have a long and successful history with many of our customers. We like to build relationships and make it work for everyone.”
Right now, Olsen said the company has about 120 customers, an amazing feat given the consolidation in the industry over the last two decades. “It is fine for us,” he said. “We know that with the current landscape it is very difficult to grow the business, but this is a great business and we love it. We focus on the foodservice segment and a little bit on the retail category with an emphasis on the smaller and mid-level chains.”
Olsen hopes Southern Exposure provides a learning experience for new and existing customers as well as giving his team the chance to understand exactly the needs of each and every client at the show.
“We just hope that attendees learn more about us and the fact that our emphasis is on quality, service and relationships,” he said. “We are searching for new customers that need the service that we provide and we can develop a lasting long-term relationship. Educating them about these fruits is definitely part of the process.”
For that reason, visitors to the Chuck Olsen booth will see an array of products offered by the company, including specialty packs and different pack styles. “We just want to offer new ideas to them to help them think outside the box and satisfy their needs,” Olsen said.
He also expects the strategy of service, relationship building and education to help the company to continue to succeed for years to come.
“We have some of the next generation of our family in college and we hope that they come aboard soon,” Olsen added. “We have been doing this for 30 years and have stayed the course. Yet, we also understand that if we have to deviate that we are a small enough operation to adapt and move forward. We are confident in our future.”
