BRONX, NY – River Produce, a small family-owned wholesaler and retailer headquartered here, has become a leading supplier of fresh foods to the New York, New Jersey and Connecticut region less than five years after launching its personality-driven “Uncle Vinny’s” brand.
Today the company sells to more than 40 supermarkets in the tri-state region including national chains. Several top grocers have set aside branded shelf space for retail sales of Uncle Vinny’s popular products. Sales have doubled since 2008; owners say they are outselling major competitors by as much as two to one.
What accounts for this remarkable rise, especially in a tough economy?
Vincent Bondi Jr., the younger half of a father-and-son team, said Uncle Vinny’s success is based on its “Triple P” formula: “Produce Plus Personality.”
Quality produce is an obsession for the company. “The secret of having the region’s freshest products,” said Bondi, “is our relentlessly local focus. We are the one of the only suppliers in New York that sources locally whenever possible as well as hand-inspects, locally processes and locally packages everything we import from other regions.”
Bondi said Uncle Vinny’s is zealous about quality control, turning its small size into an asset. “We accept only the freshest material because it lives longer and tastes better.
“Most weeks around here are like a Wall Street trading frenzy,” Bondi added. “Whenever a new shipment arrives, we rush around as fast as possible so that our customers — including restaurants and families — get that farm-to-table freshness. We run our own trucking to make sure deliveries are on time, which also helps ensure freshness. Believe me, customers notice the difference and they appreciate it.”
River Produce was founded in 2003 by longtime New York food retailer, chef and restaurateur Vincent Bondi, Sr. The company initially supplied 3-lb bulk sizes of Arugula, Spinach, Spring Mix and other top selling salalds to supermarkets and restaurant distributors.
In 2006 John Donnadio joined the River Team who became a key asset and partner to the team. That year River Produce also launched its retail line. Retail salads feature the same variety of produce in clamshell packaging (5-oz, enough for 2-3 people, and a 1-lb “family size”). Another popular seller is the 9-oz Romaine Leaf package.
A major breakthrough came in 2008, when River Produce adopted the “Personality” part of its formula. That year, Bondi Sr. recruited a new partner who is an accomplished graphic designer and marketing professional — his son Vincent Bondi Jr.
One of Bondi Jr.’s key marketing moves began almost by accident when he dreamed up the “Uncle Vinny’s” brand, designing the unmistakable logo himself.
“Pop is a larger-than-life personality,” Bondi explained. “He has always been known to friends and family alike as Uncle Vinny. I wanted to put his showman-like personality on the label and bring that warmth and character to the public.”
Although Bondi Sr. doesn’t sport a handlebar mustache (and denies a strict resemblance), the appealing cartoon character created by his son clearly suggests the father’s facial features and jaunty attitude.
It turned out to be a masterstroke – “a new way to communicate salad,” as Bondi Jr. put it. The “Uncle Vinny” character put a charming “mom and pop” stamp on the company’s products.
The logo’s impact far exceeded expectations, and Bondi thinks he knows why. “Everyone can relate to it,” he said. “Everybody in this region has an Uncle Vinny or knows one. It says mom’s kitchen, warmth and caring. As we tell people, we stand by our product so enthusiastically that we put our own name on it.”
Accordingly, Bondi took the next logical step, adopting Uncle Vinny’s as the company’s official brand and their corporate identity. The logo now adorns every bulk and retail package the company sells.
Uncle Vinny’s “Personality” marketing doesn’t stop there. To begin with, the phone number on every label is actually Bondi Sr.’s cell phone.
“Talk about the personal touch,” Bondi chuckled. “Customers are surprised and delighted when they call that number and my father answers, ‘Hello, this is Uncle Vinny.’ They say: ‘Are you the real Uncle Vinny?’ and they get all excited when they realize that yes, it’s really him.”
Another personality-driven marketing tactic: Bondi Sr. regularly dons his chef’s hat and uniform and sets up a salad station in major grocery stores. With Bondi Jr. and John chopping greens and preparing ingredients, “Uncle Vinny” mixes fresh garden salads on the spot, offering 4 choices and giving away 300 to 400 salads in a few hours.
He also hands out recipe cards and ingredients lists…and gives off-the-cuff seminars on how to make great salads at home yourself.
“Customers line up out the door for these events,” said Bondi. “We teach people how to take salad to a whole new level with fruit and a creative blend of additions. They love the meeting our logo character ‘come to life’ and making that one-on-one connection.”
Yet another hit marketing technique: the company offers “Dual Labeling,” adding a second label that says “Packed Fresh For (company name)” alongside the Uncle Vinny’s label. Dual Labeling is popular with both independents and chains, said Bondi.
2008 also saw Uncle Vinny’s expand into specialties such as Basil, Brussels Sprouts, Sun Dried Tomatoes, Riddichio and Frisee (Italian imported specialty used as garnish or decoration) and a full line of Potatoes and Fingerlings, all marketed aggressively under the Uncle Vinny’s brand. In 2010 came a full line of herbs in 1-oz containers.
Fortunate timing has been a factor in Uncle Vinny’s success, Bondi said. “With rising consumer awareness and a growing trend toward healthy eating,” he said, “nationwide salad sales have jumped nearly 15% in two years. Restaurants offer longer salad lists on their menus. People are eating more salad at home. Even drug stores and national value retail chains have installed fresh produce departments. Our motto is ‘Stay skinny with Uncle Vinny’ while also enjoying delicious food.”
In addition, the rocky national economy has prompted consumers to stretch their food dollars. Uncle Vinny’s is as zealous about competitive prices as it is about quality. “We offer the best possible product for best cost in the best packaging we possibly can,” said Bondi.
Uncle Vinny’s plans to keep growing both the Produce and Personality sides of its business. On the produce side, it will launch a new line of “organics” in 2012. On the marketing front, the company will bring healthy food and awareness to children and schools. “We will create a salad line just for kids so they can enjoy eating healthy too,” said Bondi.
In a global economy that is increasingly dominated by international corporations, Bondi said, “There will always be opportunities for a mom and pop company that keeps a close eye on the business, concentrates on the local market and cherishes that personal connection. We tell our customers that we take our produce seriously…and we take your business personally. It has proved a winning combination for us.”
Source: River Produce
