How do produce directors tick and think?

“If you can guess what I’m thinking, you may have a good chance to sell me something.”

—— Produce Director

A sales rep placed several tomatoes on a conference table and introduced them to a produce director. Tomato slices were set out on paper plates for sampling, and folders of sell sheets were handed out before the presentation began.

After sitting through a lengthy pitch, the produce director paused and abruptly asked, “Quick, what am I thinking?”

That sudden question caught the sales rep off guard. The urgency behind “quick” made it even harder to respond. What was the director really considering? The answer could determine whether the sale succeeded or failed, a tense situation for any rep.

So, what do produce directors think about during sales presentations? What influences their decisions?

In this case, the director’s initial reaction probably focused on the countless tomato varieties already in stores. To him, these new tomatoes seemed just like the rest, with nothing truly distinctive. Next, he likely weighed their cost; perhaps they were cheaper and could boost gross profits.

Establishing genuine connections with retailers is crucial for closing deals, especially at the first meeting. Without meaningful conversation, selling your product line becomes difficult.

As a produce director myself, I’ve experienced numerous sales pitches—some stood out because they anticipated my concerns, while others felt mediocre or poorly prepared. It never took me long to spot weaknesses in their approach.

If the sales rep had highlighted what set those tomatoes apart, it would have piqued the director’s interest. Directors generally value products that offer unique features.

Produce directors know that salespeople are motivated primarily by reaching quotas, and secondarily by convincing us to approve their products.

Getting a meeting with a retailer has become increasingly challenging. Today’s produce directors face heavier workloads and greater pressure to manage costs.

Technology now provides instant access to performance data, showing how products move within categories and helping shape future sales strategies.

With so many responsibilities, produce directors are less available for sales presentations than ever before.

Sales reps need thorough preparation ahead of meetings with directors. Understanding what makes directors tick is key to getting products onto produce department displays.