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...

Redirect a Failing Business

During economically challenging times there are more and more businesses that find themselves in that difficult situation where sales are falling, costs are rising and the creditors are nervous. Before a business owner closes the door, it is...

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...

Redefining Company and Brand Value

I have always been fascinated by the factors that determine the value of a product, company, brand or service. We have all experienced dramatic fluctuations in produce prices where simple demand and supply forces are at work, but looking at the...