Wholesaler Service: More For The Store

Essential partnering expands resources in a more efficient way.

Wholesaling fresh produce has progressed to more than selling boxes. Today’s distributors position themselves as partners — expanding retailers’ capabilities, smoothing supply disruptions, and delivering services that support sales as much as sourcing.

“We are an extension of our customers’ buying team,” explains Dominic Riggio, president of Riggio Distribution in Detroit, MI. “We are a conduit between growers, packers, suppliers and customers.”

That role often shows itself most clearly when challenges arise. Rather than simply fulfilling orders, wholesalers step in to solve operational problems and maintain continuity.

“We solve problems,” says Joel Fierman, president of Fierman Produce in Bronx, NY. “For example, when warehouses were closed or stuck during the January snowstorm, we still operated, delivering to and serving our customers.”

Industry leaders say this shift reflects a broader redefinition of the wholesaler’s purpose — from supplier to growth partner.

“The wholesaler’s role is to be an active partner in the retailer’s growth, not just a supplier,” says Rick Feighery, president of Procacci Brothers in Philadelphia, PA. “Our merchandisers turn us into a solution. We don’t want to just sell product to the store; we want to help sell product out of the store.”

“We don’t want to just sell product to the store; we want to help sell product out of the store.”
— Rick Feighery, Procacci Brothers, Philadelphia, PA

For many retailers, particularly independents, that partnership is foundational. Without internal buying or distribution teams, they rely heavily on wholesalers.

“Our wholesalers are everything for our business,” says Nino Lambert, owner of Lambert’s Market in Westwood, MA, which operates two stores and four garden centers. “We’re built on produce, so it’s crucial that our wholesalers help us have the freshest produce at the best price.”

Support services have become a key differentiator in those relationships, helping both sides compete beyond simple cost comparisons.

“It’s how wholesalers and retailers set themselves apart from the pack and develop a relationship beyond cost of goods sold,” says Victor Savanello, vice president of merchandising and business development at Katzman Distribution in Burlington, NJ.

As competition intensifies, access to outside expertise is increasingly essential. “We are the resources for them,” says Gabriela D’Arrigo, vice president of marketing and communications at D’Arrigo New York in Bronx, NY.

For retailers lacking infrastructure to self-distribute, that support can span logistics, merchandising, and strategic planning.

“It’s not just supplying produce, logistics and distribution, but also merchandising services,” says Jonathan Steffy, vice president and general manager at Four Seasons Produce in Ephrata, PA. “Merchandising services help retailers excel through planning, promotion, display, training and execution.”

Ultimately, wholesalers say customers are seeking a broader value package — operational, technical and promotional. “This includes services such as ripening, repacking, label support, or display support, as well as knowledge in storage and handling,” says Casey Spencer, senior marketing coordinator at John Vena Inc. in Philadelphia, PA.

A SUPPLY CHAIN OF SERVICE

Today’s wholesaler supports customers in every aspect, from sourcing to logistics to in-store support. “Every customer is different, with different needs,” says Dominic Russo, general manager of Rocky Produce in Detroit, MI. “Part of wholesaling is backing the product with our service.”

Russo says Rocky Produce gives customers the ammunition needed to move product. “We are experts at what’s coming into season, what’s promotable, and what’s getting tight and finishing.”

The majority of solutions offered by Willie Itule Produce, Phoenix, AZ, are the result of customers asking for support. “This includes everything from niche product lines and specialty kitchen supplies to assessments and menu planning,” says Billy Itule, chief executive. “Support services are crucial.”

Ben B. Schwartz & Sons in Detroit, MI, services include commodity market experts working with retail customers to plan, and value-added services, bagging and repack. “We have agility to work on short lead times to source difficult-to-get produce,” says Bill Loupée, chief operating officer. “We also provide logistics benefits, including warehousing, operating as a direct importer, and partnering with local growers.”

Information is a valuable commodity in service to customers, and Fierman says his company’s broad scope gives it an advantage. “We see trends across the entire retail platform. Individuals only see what individual stores see.”

J.E. Russell Produce in Toronto, Ontario, helps retailers share grower stories. “These little things take time and effort, but when there is an incremental sale or a delighted customer, it moves the needle,” says Hutch Morton, senior vice president.

Communication is the secret sauce in any food-business relationship, agrees Frank Rossetti, president of Banks Square Market, DBA The Produce Connection in Wakefield, MA. “The best lessons we all learn quickly in produce include consistency over price, quality measured by freshness, and honesty and loyalty go a long way and are rarely forgotten.”

“Our wholesalers really know their stuff. Their expertise about production trends and weather issues helps us know what’s going on and ensures we get what we need.”
— Nino Lambert, Lambert’s Market, Westwood, MA

Stores count on the invaluable interchange with their wholesalers, according to Lambert. “Our wholesalers really know their stuff,” he says. “Their expertise about production trends and weather issues helps us know what’s going on and ensures we get what we need.”

IN-STORE SUPPORT

Wholesaler merchandisers play a crucial role in customer support. “Our merchandisers are our eyes on the ground,” says Procacci’s Feighery. “They provide the personal accountability and market intelligence that a digital transaction simply cannot replace.”

According to Steffy, Four Seasons Produce’s merchandising team supports select customer partners in the field with department setups, resets and remodels, staff trainings, and assortment and seasonality advice. They also help with display builds and special promotions, and margin, shrink, and sales improvement plans.

Katzman also provides support through a team of experienced field merchandisers. “We don’t just help customers solve problems; we also help educate their teams, including grower tours and field trips,” says Savanello. 

Having that support in the field is an advantage for stores. “A lot of what we do is one-on-one,” says Tony Mitchell, president of Indianapolis Fruit (a FreshEdge company) in Indianapolis, IN. “We help train produce managers and the leads in their departments. Our reps help put a game plan together on paper with the retailer for months at a time to get the retailer where they need to be.”

D’Arrigo’s store support includes creating a plan and schematic, sending a team to help reset the store, and teaching how to reset. “We look at how to set up the store to best suit customer needs and benefit sales, not just look pretty,” says D’Arrigo.

Sales and buying teams from Nickey Gregory Co., Atlanta, GA, visit stores, suggest ad items, and reset displays, as well as educate produce managers. “This helps our customers create more sales and strengthens our relationships,” says Andrew Scott, vice president of sales and business development.

J.E. Russell works with supplier partners to offer merchandising support. “One example is supplying customers with display boxes from our bagged citrus program with Fowler Packing,” says Morton. “In another example, Fresh Express installed customized racking to a retailer to maximize display and minimize shrink.”

THE RIGHT PRODUCT MIX

In-store support also involves ensuring the right products. “We use the tools and knowledge we have to benefit our customers,” says Mitchell. “We run reports internally on larger accounts to know what they’re growing in and what they might be missing out on. We feed that data to our merchandisers in the field so they can discuss it with the customer.”

At Ben B., conversations are strategic, discussing longer-term how demand changes products. “As we learn more about how we can support our customers, we expand our own offerings,” says Loupée. “Last year, we introduced new mesh bags for citrus products after receiving requests.”

Four Seasons Produce experiments with some retailers on emerging items, such as a new variety, pack, or growing practices, says Steffy. “Giving new products a good chance with strategic display builds and promotion helps retailers get on the front end of new trends. After experimenting, it is all about the data at store level and across wholesaler volumes.”

ADDING MORE VALUE

Wholesale distribution is now about delivering products however retail and foodservice need them. “This can mean re-packing and bagging commodities in certain quantities, white labeling so branding is visible, or pre-cutting and packaging,” says Loupée.

Johnny Karrat, director of sales and operations at Capital City Produce in Troy, NY, explains retailers can take advantage of growing demand for fresh-cut by partnering with a local fresh-cut wholesaler. “We cut fresh and deliver the same day, so as not to sacrifice shelf life,” he says. “Our premier packaging extends shelf life without having to add preservatives or water.”

Rossetti of The Produce Connection agrees regional processors can help clients ensure the best product for their customers. “We can fine-tune and focus on details that the big volume processors can’t,” says Rossetti. “Consumers deserve to see value in their fresh-cut purchases. If shoppers discover just-purchased produce is already breaking down, it’s not a good look for the brand or the store.”

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Wholesaler Service Yields More Sales, More Success

Innovative service by a wholesaler yields a variety of retailer success stories.

Recently, a Procacci Brothers merchandising team visited a small customer. “They realized the store had huge potential, but the layout wasn’t optimized,” says Rick Feighery, president of the Philadelphia-based business.

“Our merchandisers performed a full store reset — rearranging the flow, building new displays, and introducing new items. The results were immediate: The store’s sales increased by 10%.”

Likewise, Tony Mitchell, president of Indianapolis Fruit (a FreshEdge company), describes a successful Hatch chile promotion. “We put up an outdoor tent, brought in a roaster with displays built around it, and had folks from Melissa’s to help out,” he says. “Shoppers could smell the chiles roasting and buy chiles by the case, as well as 1-pound packages. It increased sales 20% for Hatch chiles that weekend.”

Gabriela D’Arrigo, vice president of marketing and communications at D’Arrigo New York, relates the importance of seeing a customer in their own environment. “Through getting to know a customer better, we were able to help them with a reset, resulting in a 40% growth in sales in a week’s time.”

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Wholesalers Are An Invaluable Resource for Foodservice

Wholesale services are just as important for foodservice customers as for retail.

“Foodservice needs great packaging, transparency and high-quality product,” says Johnny Karrat, director of sales and operations at Capital City Produce in Troy, NY. “Wholesalers are going the extra mile to ensure end users get the best of all of these.”

Wholesale foodservice distributors have changed course from simple bulk ingredient supply houses to more of a strategic partner, explains Frank Rossetti, president of Banks Square Market DBA The Produce Connection in Wakefield, MA.

“Operators see increased pressures from rent to payroll to cost of goods,” he says. “Our role has evolved to understand their goals while helping them into sustainable solutions for produce, all while helping keep margins up without compromise to quality or consistency.”

Foodservice groups need fast, convenient solutions, explains Bill Loupée, chief operating officer at Ben B. Schwartz & Sons in Detroit, MI. “Whether that’s single-serve pre-cut fruit cups or branded and bagged commodities, services are a game-changer for saving them time and money.”

“Wholesale distributors are a natural fit for this step of the process.”

ESSENTIAL EXPERTISE

Wholesale partners serve as a foodservice knowledge hub. “We have people with deep expertise at every step of the supply chain,” says Billy Itule, chief executive at Willie Itule Produce in Phoenix, AZ. “Whether it’s designing menus, conducting assessments, making industry connections, or sharing new best practices, we are a fantastic resource.”

Rossetti suggests elevating diners’ experience by keeping staff educated on where the food comes from. “Some of the best dining is when a server can walk through a specific ingredient,” he says. “Talking about the farm it’s grown on, or a fun story about the farmer, allows a diner to connect with the food they are there to enjoy. We do this with wine, why not the salad?”

Fresh-cut and prepackaged offerings help increase kitchen productivity by eliminating a step, says Itule.

BROAD SUPPORT

Produce-specialized wholesalers provide a depth of foodservice support. “We go direct to restaurants daily with reduced packs and unique items,” says Rick Feighery, president of Procacci Brothers in Philadelphia, PA. “Our service is defined by speed and deep industry understanding. Chefs need partners who understand the pressure of a dinner rush.”

Wholesalers provide support to foodservice providers through packing and ripening services, says Casey Spencer, senior marketing coordinator at John Vena Inc. in Philadelphia, PA. “These help minimize margin waste and optimize specific items of the menu.”

Nickey Gregory Company in Atlanta, GA, continues to expand foodservice offerings. “We help with LTL and full load logistics, fresh-cut produce from Family Fresh Foods, and cross-docking, as well as inventory support,” says Andrew Scott, vice president of sales and business development.

Under the FreshEdge umbrella, Indianapolis Fruit in Indianapolis, IN, piggybacks on sister companies and services customers multiple times a week. “This gives our customers flexibility in their ordering,” says Tony Mitchell, president.