What Makes a Great Produce Manager?

Five award-winning managers share their insights.

Behind every well-stocked produce department is a produce manager. They forecast demand, buy and price fruits and vegetables, manage shrink, lead department teams, execute merchandising, and maintain food-safety standards — balancing perishability, profitability and presentation in a category where quality and availability change daily.

There are just over 10,000 produce managers in the U.S., according to Zippia, an online career platform based in San Mateo, CA. Each year, the International Fresh Produce Association (IFPA), Newark, DE, selects 20 produce managers from across the U.S. as winners of the organization’s Retail Produce Manager Awards of Excellence. Produce Business asked five of these recipients the fundamental question: “What Makes A Great Produce Manager?”

Mike Bawol
Tops Friendly Markets
Niagara Falls, NY

Starting as a part-time produce clerk in a low-volume store, Bawol climbed the ranks to full-time produce manager at a high-volume market, a position he’s held now for 35 years. “I love it,” says Bawol.

1. What makes a great produce manager?

Three qualities stand out. First are people skills — clear communication helps train employees, gain buy-in, and build a strong team. Second is merchandising. Creative, well-planned displays that match customer preferences influence buying behavior and increase sales. Third is profitability. Managing inventory, freshness, and stock levels through effective merchandising ensures the department performs well while contributing consistently to the store’s overall results.

2. What is the biggest advantage of being a produce manager?

It’s the experience and business knowledge I’ve gained over the years. I’ve seen the produce industry change and have consistently exceeded sales and profit goals. At times, I feel ready for the next level, such as a produce specialist role, where I could collaborate with other managers, share merchandising expertise, and help train and develop teams to improve overall performance.

3. What is the biggest challenge for a produce manager?

Today, it’s help. You can’t find good help, and produce is labor-intensive. A lot of people don’t want to work. They realize what they’ve gotten into, it’s too much for them, and we’re back to square one. That means you’re doing a lot of things yourself or with one other person, and it gets tiring. But you must plug along and work through the day’s business.

4. Describe one of the best displays you’ve built.

The display that stands out most was a large-scale watermelon presentation I built at another store. It combined whole and cut watermelon, yellow watermelon, minis, and both seeded and seedless varieties into one clean, summer-forward display that stopped traffic and earned a company first-place finish. That same approach has since led to wins with cherries, avocados, mandarins, pistachios, and citrus, as well as a national third place in the Idaho Potato Commission’s Potato Lover’s Month display contest.

What are your recommendations to others who want to become great produce managers?
You really have to have a knack for it. It’s a lot of hard work. You’ve got to be creative, be a good communicator with your people, lead by example, and have your people follow your lead so you can get your job done the way you want it done.

Ragan Brooks
KVAT Food Stores Inc. DBA Food City
Abingdon, VA

Raised in southwest Virginia and now based in East Tennessee, Brooks began working in grocery retail in high school and later earned a bachelor’s degree from King University. After time in other roles, she accepted an opportunity to run a produce department. “This was the greatest decision I’ve ever made,” says Brooks. “I was finally back home, where every day I was ready and excited to go to ‘work.’” A produce manager for five years, she now leads a flagship store department.

1. What makes a great produce manager?

Leadership. Knowledge. Customer Service. I lead by example, working alongside my team every day and showing them that I’ll do anything I ask of them. In produce, no one ever knows everything, and I value continuous learning — from industry peers and, at times, from customers. There’s real satisfaction in answering questions accurately, and I make that a priority. Customer service matters most. I’ve built strong, professional relationships with shoppers who regularly seek me out when they’re in the store. That trust, connection, and consistency are key drivers of repeat business and long-term success.

2 What is the biggest advantage of being a produce manager?

Quality, selection, and working with locally grown produce from our area. Delivering exceptional quality without limiting selection keeps customers coming back. I’ve expanded organic offerings and driven sales increases of more than 100%. We work closely with local farmers in the area, and having these fresh produce items to sell from our own “backyard” definitely boosts customer satisfaction and is something they look forward to every year.

3. What is the biggest challenge for a produce manager?

Quality control is challenging since produce is already losing life by the time it’s received. Controlling orders and knowing your customer base and what you sell is key. This can lead to increased sales, satisfaction and profit.

4. Describe one of the best displays you’ve built.

The best display I look forward to building every year is a sweet potato waterfall at Thanksgiving. It is generally huge, with a pallet’s worth of loose sweet potatoes that genuinely catch the eye of anyone walking by.

5. What are your recommendations to others who want to become great produce managers?

Take pride in all you do, whether it be trimming fresh, wet sections or stocking apples. Customers shop with their eyes, and if you wouldn’t purchase it, they won’t either. Having a neat, clean, and well-stocked sales floor should always be a top priority.

Tyler LaRue
Hy-Vee, Inc.
De Pere, WI

LaRue began as a high school courtesy clerk before moving into the produce department over a decade ago. He advanced from produce clerk to assistant manager, then he completed Hy-Vee’s Department Manager Training and now serves as a produce manager. LaRue says he values customer engagement and merchandising, noting, “Seeing someone try a new product because of a display never gets old.”

1. What makes a great produce manager?

It starts with customer service — greeting shoppers, offering quality product, and creating an experience through demos, recipes, and clean, inviting departments. Strong leadership is equally important, with clear expectations for service, product knowledge, and standards. Finally, effective merchandising matters. Building clean, well-signed, colorful displays — always including at least one “wow display” — helps capture attention and drive customer engagement.

2. What is the biggest advantage of being a produce manager?

Produce is the first department customers see, so I see it as my responsibility to set the tone for the store. To do that, I focus on strong customer service and creating a welcoming experience. I offer a “free fruit for kids” basket near the bananas to help families shop more easily.

3. What is the biggest challenge for a produce manager?

Training employees, since no one can run a produce department alone. I address this by working alongside my team and building trust. On weekends, I pair with part-time staff, often students, to connect and coach. I also stay involved in interviews and hands-on training, ensuring new hires understand expectations from the start.

4. Describe one of the best displays you’ve built.

One of my most memorable displays was an apple-themed contest at Hy-Vee. We placed a truck in the center of the department, styled as an apple truck with bushel baskets flowing from the bed. The display featured cider, pies, strudels, Fireball whiskey, and apple slicers, along with cider and apple tastings. Planned in detail with leadership, it was a full-store effort that generated strong customer excitement.

5. What are your recommendations to others who want to become great produce managers?

A new produce manager should talk with customers and truly listen. Customers share valuable insight into what they want to see in the department. It’s also essential to maintain a clean, well-signed department and regularly check quality. As I remind my team, “inspect what you expect.”

Jonathan Peterson
Big Y Foods
Southbridge, MA

Born and raised in Massachusetts, Peterson brings 13 years of experience across produce and floral, all with Big Y. He started in 2013 as a part-time stock clerk, advanced to a specialist, then to assistant manager, and became a produce manager three years ago. “Seasonality, merchandising, and daily customer interaction are what I enjoy most,” he says.

1. What makes a great produce manager?

Success in produce management starts with multitasking. Each day brings new challenges that require quick decisions to drive sales, maintain fresh, inviting displays, and support the team running the department. Customer service is equally critical — answering questions and resolving concerns builds trust. Finally, product knowledge and leadership, including seasonality, trends, and availability, ensure a consistent, high-quality shopping experience.

2. What is the biggest advantage of being a produce manager?

The greatest advantage is retail experience. With 13 years of industry experience, I understand the business, deliver a fresh, high-quality product, and help develop a strong, capable team.

3. What is the biggest challenge for a produce manager?

The biggest challenge is adapting to changes and maintaining a positive attitude during difficult times, including delivery and staffing issues. The industry evolves, and at a retail level, we must do the same.

4. Describe one of the best displays you’ve built.

One of the most memorable displays I’ve built was a stone fruit presentation for Summeripe to kick off the summer selling season. The display won a sales and merchandising contest and created an immediate WOW factor at the store entrance. Designed to be easy to shop and replenish in a smaller-footprint store, the win was a major success for the entire department.

5. What are your recommendations to others who want to become great produce managers?

My advice for someone starting a career as a produce manager is to learn from experienced leaders and build a strong understanding of sales, products, and department operations. I was fortunate to be mentored by a produce manager with more than 40 years of experience, who shaped much of what I know today.

Ryan Vann
Harp’s Food Stores
Mountain Home, AR

A husband and father of five, Vann’s career began in foodservice, managing a sandwich shop and later a café. That experience led him to produce as a manager trainee, despite having no background in grocery. Guided by a strong mentor, he became a produce manager within 18 months and now has nearly eight years of experience serving his team and community with fresh food. “What I enjoy most is the feeling of taking a messy, shopworn department and giving it fresh life again,” he says.

1. What makes a great produce manager?

Becoming an effective produce manager requires time, focus, and a commitment to doing the details right. The most critical skills include strong merchandising aligned with seasonality, consumer demand, and profitability, along with strong organizational skills. Monitoring sales, shrink, and movement data informs smarter ordering decisions. In-store discipline — FIFO rotation, clean prep areas, and a well-managed backroom — supports food safety, limits waste, and helps balance aggressive displays with realistic sales volume.

2. What is the biggest advantage of being a produce manager?

I’d say ownership. Produce managers run a business within the store, making daily decisions on forecasting, merchandising, and team leadership that directly impact quality, sales and customer trust. That accountability creates pride in the department and influences where customers choose to shop, driving loyalty through consistent freshness, presentation and product quality.

3. What is the biggest challenge for a produce manager?

Balancing freshness with profitability. Produce is highly perishable, yet customers expect top quality year-round. Success requires adapting quickly and planning for disruptions. Also, understanding display margins and maintaining a mix of high-demand and high-grossing items is essential. When strawberries were unavailable for an extended period, shifting focus to premium blackberries and jumbo blueberries helped offset lost sales and maintain department performance.

4. Describe one of the best displays you’ve built.

One standout display was a summer Fourth of July peach promotion built to launch a new premium program. Using the red, white and blue packaging provided and patriotic décor, such as streamers and stars, the display created a bold focal point in the department. The large, festive presentation successfully supported the program launch and helped achieve a 4-5% distribution rate during the holiday week.

5. What are your recommendations to others who want to become great produce managers?

Be patient when learning about the produce industry; it takes a full year to understand your department and customers. Ask questions, know your team’s strengths, and place people where they can succeed while developing their skills. Leadership is essential. Most importantly, treat the department like your own business — think of every dollar spent or product thrown away as your money. You’ll pay closer
attention and manage differently and more effectively.