The Skilled Experts of the Produce Industry

The produce industry encompasses a wide array of professionals who contribute at every stage, from farms to supermarket departments. Many occupy roles that require essential decision-making to move large quantities of produce efficiently through the supply chain. These individuals are distinguished by their efficiency, accuracy, innovation, resourcefulness, creativity, willingness to take calculated risks, customer focus, and strong work ethic.

Within the produce industry, attention often turns to vice presidents, directors of produce operations, buyers, and marketing managers. However, these professionals typically serve in strategic and planning capacities. The primary sales force consists of produce department managers—the leaders responsible for generating sales volume in supermarkets. A key competency of these managers is their ability to design and implement compelling displays that drive maximum sales.

Well-executed produce displays play a pivotal role in shaping consumer perceptions and directly influence purchasing decisions for fruits and vegetables. Produce managers possess specialized expertise and interact directly with customers on the sales floor. They serve as essential representatives of the department, overseeing all aspects of produce operations. Every product—whether an apple, orange, head of lettuce, or bagged salad mix—ultimately passes through the hands of the produce manager before reaching the display.

A recent visit to a supermarket revealed that a former produce manager from another chain was now operating the department. When asked about the move, he explained that a lack of recognition and advancement opportunities under his previous supervisor prompted his transition. Despite departmental success and consistent effort, his accomplishments went unrecognized, leading him to seek employment elsewhere.

This situation reflects a broader challenge: the role of produce manager remains one of the most difficult positions to fill with qualified personnel. The produce department has experienced significant growth over the past two decades, increasing the demand for exceptional talent. Today’s produce manager must understand evolving consumer trends and meet the high merchandising expectations of modern supercenters. Staffing shortages in these roles can be particularly difficult for chains to address quickly.

Decades ago, produce managers advanced through rigorous training under experienced mentors committed to the profession. These individuals demonstrated passion, motivation, and dedication, continually developing expertise across operational areas. Career progression was competitive and driven by ambition and commitment.

While the intense enthusiasm of previous generations may appear less visible today, many skilled professionals remain. The current generation continues to adapt to industry changes, including corporate mergers and the shift toward category management. Although the fundamentals remain intact, practices have become increasingly data-driven and scientific.

Today’s produce manager faces accelerated expectations, often without the benefit of extended, hands-on mentorship. Adaptability and the ability to learn quickly have become essential traits.

A recent industry survey indicated that most respondents identified the vice president or director of produce as the organization’s most important figure. Only a few recognized the produce manager in that role. Having served as a produce director, I understand the importance of strategic leadership. However, it is the produce manager who translates strategy into execution and guides both individual stores and the broader industry toward continued success.