Be willing to swim upstream – This was a hallmark of Sam Walton’s career, but it was also true with Steve Martori. Back in the day, contracting loads for fresh produce was reserved for foodservice. But Steve was willing to work on the process for retail. We looked at how the procurement model worked in general merchandise and adopted it for fresh produce. It was this willingness to swim upstream that built the “Candy” label into a premium box.
Now I’m not so naive as to believe that if companies do these five things, they’re guaranteed success. But I would suggest that their absence will ensure failure. It’s not by accident that DiMare, Pandol Brothers, Freida’s, Wada Farms, and Martori Farms have stood the test of time and continue to be viable players in the produce industry. The founders of these companies established principles all of us can learn from as we navigate the evolving fresh produce marketplace.