Philly Businesses Make It Personal

Philadelphia produce companies put in personalized effort to help customers achieve their goals.

Philadelphia’s mix of chain retailers, independent grocers, specialty markets, restaurants and foodservice operators requires suppliers to be unusually flexible. Companies throughout the region say success depends less on offering a standard program and more on tailoring products, logistics and support to each customer’s business.

That diversity is especially evident among the area’s many independent retailers and foodservice operators. “We cater to each of these businesses in ways that meet their individual needs,” says Tracie Levin, controller at M. Levin and Company, Philadelphia, PA.

Retailers serving discerning shoppers also depend on suppliers that can consistently source premium products. At Iovine Brothers Produce in Philadelphia, customers expect access to high-quality seasonal and specialty produce year-round, says Vinnie Iovine, co-owner of the independent retailer.

That emphasis on customization extends throughout the supply chain. Rick Feighery, president of Procacci Brothers Sales Corp., says there is no single formula for serving customers, whether they’re major supermarket chains or neighborhood bodegas. “They all deserve specialized attention. It’s our job to adapt to the ever-changing needs.”

Casey Spencer, senior marketing coordinator at John Vena Inc. (JVI), agrees, noting that today’s buyers expect a more personalized purchasing experience. “The rigid, one-size-fits-all structure no longer works.”

The expectation goes beyond simply delivering produce. Suppliers increasingly provide business support ranging from merchandising and analytics to program development and product innovation, says Annmarie Barone, Procacci’s director of floral sales. “We’re finding customers are looking for more vendor-managed programs. They’re asking what we can do to make it special for them.”

Operational flexibility has become just as important as product selection. Jason Davis, director of sales for Baldor’s Philadelphia region, says customer needs vary widely — from earlier deliveries and more frequent service to sourcing specialty items. “We spend a lot of time understanding what works best for each customer, because if we can make their day easier, they can spend more time focusing on their guests.”

The daily mindset at Ryeco in Philadelphia is how they can better serve customers, explains Mike Reilly Jr., president. “We’re always looking for better partnerships and alliances with shippers, trying new items to meet customer needs, moving deeper into cultural tastes, and looking at logistics efficiencies.”

Ultimately, relationships have long been the foundation of this industry, but relationships alone aren’t enough, says Phil Bartocci, general manager at Coosemans Philadelphia. “You need to provide top-quality product, dependable service, and go the extra mile for your customers. When you consistently check all those boxes, you build lasting partnerships.”

ADVANCING LOGISTICS

The state-of-the-art Philadelphia Wholesale Produce Market (PWPM) encompasses 686,000 square feet and 18 separate wholesale businesses, according to Mark Smith, PWPM general manager.

“Our facility, in its current location for 15 years now, lends itself to serving specific customer needs,” he says. “It was designed for easy access, giving customers ample room to deliver or pick up, and our cold chain management provides the perfect temperature preferences for each business.”

Philadelphia wholesalers serve customers consistently through efficient logistics, and a reliable supply means retailers keep popular items in stock and meet customer demand, says Mark Cotê, produce supervisor at Redner’s Markets in Reading, PA, with 44 stores.

“The wholesale market’s convenient location and efficient distribution allow for quick restocking, helping maintain freshness, reduce delays, and offer customers the best selection and value throughout the year.”

Lou Tarlini, owner of Lou’s Farm Mart in Bensalem, PA, affirms the benefits of the PWPM facility. “Its cold chain maintenance means better quality product.”

Logistics advances add to better service. JVI recently installed an effective, low-cost system that allows the company to schedule incoming loads and track and store receiving data for each load. This gives the sales team arrival information to better serve customers, and provides its buyers updates on product condition upon arrival, says Dan Vena, director of sales.

Frank Galindo, Procacci vice president of floral, notes the opportunity for customers looking for direct store delivery (DSD) instead of moving product through their warehouse. This year, a major chain in the Northeast asked Procacci to supply their outdoor spring tropical program, he explains. “Instead of going through their warehouses, we shipped directly to the stores.”

Nardella in Philadelphia ensures the highest efficiency within the warehouse. “It’s making sure my pickers and selectors know the right product gets to the right person at the right time,” says Richard “RJ” Durante, co-owner. “You build a reputation, and that separates you from others.”

Sunrise Logistics, a sister company of Four Seasons Produce in Ephrata, PA, keeps expanding services with freight and supply chain solutions, such as ripening rooms to pre-condition avocados, 32F receiving and cold storage space for berries, and a new HPP (high pressure processing) machine to extend shelf-life without heat pasteurization “for our growth in fresh pressed juices, health shot beverages, hummus and dips, and more,” says Jon Steffy, vice president and general manager.

EXPANDING DELIVERY

Customizing can literally mean going the extra mile. “More and more customers are asking for delivery,” says Levin. “We’re working on expanding our delivery capabilities to meet their needs.”

Every link in the produce supply chain is facing rising costs, according to Tom Kovacevich, president at TMK Produce in Philadelphia. “Scaling up our delivery fleet has enabled us to lower the marginal cost of delivery, which translates to better pricing for our customers.”

F&S Fresh Foods’ vertically integrated partnership with Pipco Transportation gives it an advantage in delivering fresh products, according to Jill Dankel, F&S marketing manager in Vineland, NJ.

“Because transportation is an integral part of our business, we have greater control over scheduling, route planning, and service levels, allowing us to respond faster to customer needs and maintain the highest standards of freshness from production to delivery,” she says.

IN-STORE SUPPORT

A crucial aspect of personalized service includes store-level support.

“Our merchandising team members are not just an extra set of hands in the store,” says Procacci’s Feighery. “It goes well beyond that. How do we help our retail partners be the best in class? How do we help them attract customers or give them tools so customers spend more time in the department rather than just grab-and-go? That can be physical layout, mix of products, or correct price compared to the competition.”

Through its merchandisers, Procacci helps retail customers understand how to optimally display items. “One of the most valuable parts of our service from our customers’ perspective is how we can show them where to put every single item to be more competitive.”

GIVE THEM WHAT THEY WANT

With evolving demographics and food trends, serving customers means greater product variety. “The popularity of ethnic produce has been on the rise for the past few decades in Philadelphia — it’s a strong growth category,” says Levin.

Various JVI product lines have resulted from customer demand, explains John Vena, president. “Many of our year-round programs developed from filling a seasonal gap for specific items and growing from there.”

Listening to customers adds value to JVI’s established programs for categories, such as tropicals, plantains and Persian cukes, according to Spencer. “What many may consider exotic could be common in other communities.”

INITIATING INNOVATION

Embracing technology is another aspect of catering to customers: digital invoicing streamlines billing, online ordering makes purchasing faster and more accurate, and truck tracking provides real-time delivery updates that help with scheduling, says Redner’s Cotê. “Some suppliers offer inventory management tools and automated order confirmations, reducing errors and saving time. These innovations strengthen relationships, improve visibility throughout the supply chain, and allow us to serve customers more effectively.”

TMK is installing a state-of-the-art inventory tracking system by Orbis Solutions. The RFID-based system will track the location of every pallet, and let order selectors more quickly assemble orders, says Kovacevich. “This increase in order selection efficiency will directly translate to lower the cost of order fulfillment, enabling us to maintain our competitive advantage in the marketplace.”

Procacci is implementing an ordering app that connects directly to its ERP system, making the ordering process easier and more efficient, says Beatriz Hernandez, customer service director. “One of our goals is to make things as simple as possible for our customers. If we can reduce paperwork and eliminate time spent dealing with invoices, that gives them more time to focus on their business.”

INTEGRATING TECHNOLOGY

Four Seasons Produce is experimenting with technology that helps the business execute more efficiently. Current examples include an automated robotic battery change station for high-lifts and pallet-jacks to make change times 40% faster, AI analysis of truck temperature recorder device data for quicker research, and custom produce department plan-o-gram visuals that show images in a proposed space created with AI assistance, says Steffy.

Procacci is using an AI-based routing system for its merchandising team. “Companies have been using this type of technology for truck routes for years, but we’ve adapted it for store visits,” says Hernandez. “It helps our merchandisers plan the most efficient routes, avoid traffic when possible, and spend more time in stores rather than on the road.”

Beyond product innovation, F&S continuously evaluates new packaging, production processes, and technologies to improve efficiency and deliver greater value, says Dankel. It’s also exploring AI and advanced analytics to support smarter forecasting, inventory management, and operational decision-making, “helping us bring data-driven innovation to both our customers and consumers.”