Wilson Produce did some serious homework before it presented its new strategic plan to the industry.
The Nogales, Ariz.-based company will be increasing production on numerous commodities, adding more to its lineup, refreshing its brand and packaging, and developing new programs for retailers, according to a news release.
CEO Alicia Bon Martin spoke with Produce Retailer about how Wilson Produce decided on its direction for the future.
“We used a variety of internal research that included a combination of category research, customer interviews, staff interviews, competitor reviews, review of trend data and our strategic planning process to identify our own strengths and weaknesses and how we can position ourselves for continued growth as we maintain our leadership position in the produce industry,” Bon Martin said.
The first updated packaging is expected to debut in January, when new tools for retailers will also be available.
“Because each customer is different, there will not be a one-size-fits-all package, and programs will be adapted to customers as needed,” Bon Martin said.
Wilson Produce also has plans for a new consumer outreach program.
“Our Truth be Grown initiative will be an opportunity for Wilson Produce to share more behind-the-scenes information about who we are as a family company, our work on regenerative agriculture and focus on health as it relates to people, employees, environments and community,” Bon Martin said. “It’s really about education and transparency for both our customer and consumers to better understand where their food comes from and have a connection with how it’s grown.
“We do feel some of our efforts with regenerative agriculture, sustainability and social responsibility are unique and this is an important message to share,” Bon Martin said. “We plan to use a variety of communication tools, including e-newsletters and social media platforms, to communicate with different audiences.”
Mini sweet peppers, cucumbers and squash are among the items for which Wilson Produce will be increasing production, and items being added to the lineup include colored bell peppers, mini cucumbers, green beans and shishito peppers.