Farmer’s Best Program Focuses On Sustainability Solutions
July 7, 2010 | 2 min to read
Nogales, AZ, July 6, 2010. – Farmer’s Best has committed to continue the trade program it launched in 09 under the umbrella of “Solutions for Sales” (SFS). The outreach will begin this month and will involve helping retailers communicate sustainability and social responsibility efforts, as well as maximizing key category sales.
Jerry Wagner, director of sales and marketing for the #1 distributor of fresh produce from Mexico in Nogales, AZ, explains: “Last season we brought in retail and marketing experts to help us develop the type of educational program our customers were asking us for. This season we are expanding that effort with tutorials designed to help busy retailers make smart decisions about subjects their customers are passionate about.”
Wagner explains that last season retailing experts such as Dick Spezzano, formerly of The Vons Companies, among others, were invaluable in helping communicate category analysis to retailers in “their language”. This year the company also plans to associate with experts in food safety, sustainability and social responsibility areas in an effort to build an educational initiative at a level unusual in this industry.
Farmer’s Best general manager Leonardo Tarriba adds: “Rather than just “pushing” product, our efforts will be focused on the important “pull” factor: what drives consumers to buy more produce, and how can retailers seize that moment? Armed with timely data and expert analyses, we hope to offer intelligent planning solutions to our partners.”
Produce consumption studies as well as category data will be a key part of this expanded program. Farmer’s Best will also expand its tomato category management program launched last season under the banner Maximizing Tomato Marketing. The effort combined custom regional sales data reviews with actionable steps in a 60+-page guidebook and accompanying CD-ROM distributed by their sales and merchandising teams.
On the sustainability side, the company will also share its experience on how they have created natural animal habitats and sanctuaries on their land. Their extensive social responsibility programs — which have won government awards — also provide valuable information for retailers looking to advance their and their customers’ knowledge in this area. Social media and a revamping of their current web site are also key parts of the program.
The company is now wrapping up what has been one of its best vegetable seasons during which the company also extended its sourcing to new commodities, like avocadoes, and expanded its operations in McAllen, Texas.
Farmer’s Best is a vertically-integrated agribusiness operation, shipping to the U.S. and Canada for over 40 years now. They grow mainly cucumbers, tomatoes, bell peppers, grapes, mangos, watermelons, among other fruits and vegetables. All sales in the North America are handled from offices in Nogales, AZ. The company currently distributes from Nogales, AZ , McAllen, Texas and Chula Vista, CA.
Source: Farmer's Best