Wholesalers need to think beyond the box to expand
Wholesalers need to think beyond the box to expand
ATLANTA - The future of traditional produce wholesalers is limited, and perhaps even dim, according to some in the industry. But a panel of three aggressive and progressive wholesalers at the Produce Marketing Association convention, here, made a strong case for the viability of wholesale fruit and vegetable suppliers.
Moderating the Nov. 5 panel titled "The Role of the Wholesaler: Changing Times, Changing Roles," was David Corsi of Wegmans Food & Pharmacy Inc. in Rochester, NY. Panelists were Ronald Carkoski of Four Seasons Produce Co. in Ephrata, PA; Michael Simonetta of Perfection Fresh Australia in Sydney, Australia; and Jin Ju Wilder of Coast Produce Co. Inc. in Los Angeles.
Wholesaling in the past was all about transactions, said Mr. Carkoski. Buying and selling. You were only as good as your last transaction. Today it has become very important that wholesalers identify customer needs and provide solutions. This can come through adding value to relationships through associates, customers and suppliers and by being a leader in managing logistics and the supply chain.
Technology applications are also critical. For example, Mr. Carkoski said that Four Seasons has established on-line ordering for the Pennsylvania retailer Clemens. This includes training the managers in each store.
Repacking services are important, as is an organic line, which now represents 20 percent of Four Seasons' total volume. Four Seasons keeps a chef who was trained at the Culinary Institute of America on staff to work with foodservice customers to increase produce usage.
Ms. Wilder said that Coast Produce has become a consolidator, marketer, merchandiser, backup distribution center, repacker, importer and exporter to expand its business.
In marketing, the firm provides its customers with demographic information on each of the retailer customers stores, and then recommends specific information to serve those markets. Coast Produce specializes in ethnic products, and provides point-of-sale materials in English, Vietnamese, Japanese, Korean and Chinese. Coast informs its customers of relevant ethnic holidays and which produce items should be carried to buoy those holidays.
Coasts role as a consolidator serves the tightening supply of carriers, rising fuel prices, increasing driver turnover, the impact of Department of Transportation hours of service and rising freight rates, she said.
Mr. Simonetta of Perfection Fresh Australia has followed Toyotas management philosophy of not maintaining an inventory. He recognized that it may be easier to control car manufacturing production than that of fresh produce, but Perfection Fresh controls this as well as possible through clear advance planning with customers and growers alike.
Moderating the Nov. 5 panel titled "The Role of the Wholesaler: Changing Times, Changing Roles," was David Corsi of Wegmans Food & Pharmacy Inc. in Rochester, NY. Panelists were Ronald Carkoski of Four Seasons Produce Co. in Ephrata, PA; Michael Simonetta of Perfection Fresh Australia in Sydney, Australia; and Jin Ju Wilder of Coast Produce Co. Inc. in Los Angeles.
Wholesaling in the past was all about transactions, said Mr. Carkoski. Buying and selling. You were only as good as your last transaction. Today it has become very important that wholesalers identify customer needs and provide solutions. This can come through adding value to relationships through associates, customers and suppliers and by being a leader in managing logistics and the supply chain.
Technology applications are also critical. For example, Mr. Carkoski said that Four Seasons has established on-line ordering for the Pennsylvania retailer Clemens. This includes training the managers in each store.
Repacking services are important, as is an organic line, which now represents 20 percent of Four Seasons' total volume. Four Seasons keeps a chef who was trained at the Culinary Institute of America on staff to work with foodservice customers to increase produce usage.
Ms. Wilder said that Coast Produce has become a consolidator, marketer, merchandiser, backup distribution center, repacker, importer and exporter to expand its business.
In marketing, the firm provides its customers with demographic information on each of the retailer customers stores, and then recommends specific information to serve those markets. Coast Produce specializes in ethnic products, and provides point-of-sale materials in English, Vietnamese, Japanese, Korean and Chinese. Coast informs its customers of relevant ethnic holidays and which produce items should be carried to buoy those holidays.
Coasts role as a consolidator serves the tightening supply of carriers, rising fuel prices, increasing driver turnover, the impact of Department of Transportation hours of service and rising freight rates, she said.
Mr. Simonetta of Perfection Fresh Australia has followed Toyotas management philosophy of not maintaining an inventory. He recognized that it may be easier to control car manufacturing production than that of fresh produce, but Perfection Fresh controls this as well as possible through clear advance planning with customers and growers alike.
