The most critical factor for success in the produce business

Whenever I’m on the road heading to collaborate with a particular retailer, I make it a point to stop at various supermarkets along the way to check out their produce departments. I frequent several stores and have developed friendly relationships with many produce managers, stopping to chat when I can.

On one of these visits, I dropped by to see a highly skilled produce manager I know well. To my surprise, the produce department was not prepared for customers at all when I arrived.

Even though the department was tidy and clean, numerous displays were empty, which sent a negative message to shoppers. Based on my experience, this scenario is all too familiar for produce managers. A late delivery truck can quickly become their worst nightmare.

When I approached the manager, who was clearly stressed and rushing around, he confirmed my suspicion. “Our truck is late,” he explained. He hurried into the back room and returned with a single box of red potatoes, saying, “Ron, this is all that’s left in stock. We’ve put everything else out. We’re told to keep inventory low to avoid shrink, but when the delivery is late like today, there’s nothing we can do.”

This is just one of many stories from the front lines that I hear from supermarket floors, and it certainly won’t be the last delivery issue. It’s just one of many daily challenges that hardworking store teams must handle. Some may argue that these kinds of problems happen in every industry. However, the produce business is different. Our products are highly perishable and must be sold quickly. The retail produce department is the last stop in the supply chain.

Late deliveries are just one of countless issues a produce manager must tackle every day. A skilled manager, however, is prepared to adapt and solve these problems.

The produce supply chain includes growers, shippers, wholesalers, distributors, and, crucially, retailers. But when it comes to actually selling produce to the customer, two roles are especially important: the produce director and the produce manager. Having served in both roles and spent years working on the front lines, I believe the most essential role in driving produce sales is the produce manager. This is the person directly responsible for selling in the store and interacting with customers face-to-face every day.

Produce managers handle every aspect: ordering products, prepping and displaying them, managing their team, maintaining high department standards, and meeting profit goals. They have to be adaptable to the constant changes each day brings.

While the produce director decides which products are sold and creates merchandising strategies, in my view, it’s the produce manager who truly sells the product.

CEOs, presidents, vice presidents, and even directors don’t work in the stores or set up produce departments daily. They aren’t the ones talking with customers all day long. That’s what the produce manager does.

I hope all growers, shippers, and suppliers recognize who truly drives their sales—it’s the produce managers. The daily challenges, distractions, stress from labor shortages, and pressure to make profits all affect the mood and decisions of the produce manager, which in turn impacts what and how much they sell.

For instance, if staffing is severely reduced, it can lower morale and result in a less motivated selling environment. Lower motivation means lower sales. Conversely, when managers are upbeat and encouraged, sales performance improves.

Above all, remember that among all the forces in the produce industry, the produce manager stands out as the most valuable and influential person.