To Brand or Not to Brand

To Brand or Not To Brand? How important is branding for fresh produce grower-shippers? It depends on who is being asked. Wholesalers and retailers have different perspectives on branding, and there are big differences between consumer groups...

When is Consulting, “Consulting”?

One of the major dilemmas a consultant faces is determining at what point giving too much is harmful for his or her business? Or, when is giving helpful advice “off the cuff” enabling a potential client to harvest information or...

Teacher-Learner, Learner-Teacher

At FreshXperts, we are regularly called into situations tapping our expertise and many years of produce industry experience. As we approach different business situations, we often take on the role of teachers. What I find truly rewarding and...

Non-Negotiables: “Are they really?”

Two years ago a 15-inch snowstorm showed me how horribly out of shape I was. I needed four shifts to shovel my driveway. The same day, a friend had a massive heart attack after shoveling his driveway. When we got another foot of snow six days...

The Fruit of the Root

In our industry, rootstock is used to establish superior orchards. The process involves planting rootstock suited to the orchard’s site, soil conditions, and disease pressure. Once the rootstock is established, the scion of the desired...

Sorting Through Organic and Natural

Understanding differences between the labels and consumer perceptions Never have there been so many choices in the produce aisle. New pack sizes, new varieties and fresh cuts have multiplied. With many available in both conventional and organic...