100% Produce: Iovine Brothers

Iconic Philly retailer proves you don’t need a lot of space for success.

Iovine Brothers Produce has been part of the historic Reading Terminal Market for over 35 years. Family-owned and operated, the produce-centric retailer occupies 2,000 square feet of the 78,000-square-foot Reading Terminal Market, an indoor farmers market and food hall.

In the early 1990s, Vinnie and Jimmy Iovine had the opportunity to operate within the Reading Terminal at a time when the terminal and the surrounding area were struggling.

“Despite the challenges and rough edges, we fell in love with the building and the opportunity to build our own business in this historic building,” says Vinnie Iovine. “Today, we are an established cornerstone of the Reading Terminal and the neighborhood. We serve about 750,000 customers per year.”

During the past three decades, Iovine’s business has steadily increased and evolved due to the store’s focus on customer needs.

“To grow and thrive in Philadelphia requires us to listen to our customers’ requests,” says Vinnie Iovine. “Over the years, our customers’ interests have changed, and we change with them. If we listen to our customers, we will ultimately provide them with the experience that is most rewarding to them by selling what they want.”

EVERYTHING PRODUCE

Unlike a supermarket that incorporates produce alongside meats, cheeses and grocery items, Iovine Brothers Produce is almost exclusively produce, and produce accounts for almost 100% of sales.

“Our primary focus is to provide our customers with high-quality produce at affordable prices,” says Vinnie Iovine. “We want our customers to know they can rely on us for everything produce.”

“Over the years there have been some minor additions of nuts and dried fruits, as well as a line of homemade cold pressed juices, but overall we are focused on fresh fruit and vegetables,” adds Butch Dougherty, director of operations.

The store reaches customers via social media posts as well as a monthly email newsletter.

“We also partner with the Reading Terminal Market on a variety of web and social media marketing,” says Dougherty. “Of course, the best marketing is word-of-mouth promotion. Our customers help us spread the word when they enjoy their experience with us. We also have a variety of rewards for our senior citizens, local university students and partner area businesses.”

INSPIRING SHOPPERS

Iovine’s merchandising MO is all about visual appeal.

“People shop with their eyes, so our produce displays are meant to catch our shoppers’ attention,” says Vinnie Iovine. “Our displays are fresh, full and abundant. Often, we are told that a customer only came in for one item and found themselves leaving with a full bag. That is great to hear. It means they pleasantly found inspiration and value displayed throughout our store.”

The store uses an array of display tables, display table risers, local produce bins and retail display refrigerators.

“Everything is on wheels, and everything is capable of being moved and rearranged,” says Dougherty. “We change displays daily to accommodate special sales, locally grown produce and seasonal items.”

One side of the store houses two 8-foot refrigerated cases and a 6-foot door refrigerator, which showcases cut veg and fruits, spiral vegetables, ready-to-eat salads, juices, and other fresh prepped items.

Along the second side of the store sits three 6-foot refrigerated cases displaying vegetables, herbs and lettuce. The interior of the store is a master class of color blocking and utilizes the flexible merchandising displays to the max.

The offering boasts a wide array of over 450 items, including nuts, juice and beverages.

“We aim to carry everything needed for our customers’ next snack or next recipe,” says Vinnie Iovine. “Variety is always a plus.

“For years, interest was focused on organic and locally grown. Although those interests remain, ready-to-cook meal-prepped items are quickly becoming a focus of many customers, as well as many staples again.”

HANDS-ON SOURCING

To ensure freshness, the store sources produce daily. Both Jimmy and Vinnie Iovine personally shop the Philadelphia Wholesale Produce Market (PWPM) six days a week to select the produce.

“We love it there,” says Jimmy Iovine. “We have a lot of fun shopping there. Our relationships with most of the merchants go back to our origin. We rely on them to meet our needs.”

Iovine spends over $3.5 million annually on produce, and PWPM is the retailer’s primary partner and source.

“Our main criteria when sourcing are quality and affordability,” says Jimmy Iovine. “Sourcing produce from PWPM is essential because it gives us access to local, domestic and international produce, and because the people we deal with there understand what we need. We have built long-standing relationships with many of the families at the PWPM companies. It’s rewarding to work with people you know and trust.”

Once produce is in-house, the store takes strides to ensure it’s handled well and emphasizes having highly trained, professional staff on the floor.

“Our managers and staff are very knowledgeable regarding our produce,” says Dougherty. “Personal interactions between our staff and our customers are very important — just as important as the produce we sell.”

inside the store

Iovine Brothers Produce
Reading Terminal Market, 1136 Arch St., Unit 467, Philadelphia, PA
Tel: 215-928-4366
www.iovine.com
Hours: 8 a.m. to 6 p.m. daily