My mission is to educate and train consumers and the produce industry with proven old school practices, marrying them with new world technology and metrics to facilitate  omni channel marketing of produce to the benefit of grower, wholesaler, retailer and consumer.

1 man want 320 million Americans to pay more for produce

There is only one link today and it is very important for retailers, consumers as well as other states put a stop to this Florida madness. As I predicted 2 years ago, Florida wants to raise prices to consumers all over the USA and we must stop it. Freight rates keep climbing and avocado prices keep dropping will there be a strike in our future? Check out this week’s video for all your produce questions.

Birthdays, holidays, trucks, produce and dogs

Happy Sunday and much more importantly HAPPY BIRTHDAY to Steve Katzman, who has been a true friend to me for over 40 years. I hope all of you have at least one friend like Steve. If you have more than one like I do, you are truly blessed. This week’s video talks about markets, both trucks and produce, demand on both and the upcoming holiday season. There are no links to read so make sure you watch the whole video. #produce #freshfood #supermarket #walmart #usda #kroger #targ

Sprouts, and I'll make you an offer you can't refuse

This week I want to give some accolades to Sprouts I hope I am getting their intentions of what they proposed in the following article. Then I would like to dovetail into a great offer for wholesale and retail for the coming season with our mango program. Check out thus weeks video for all the information An offer you can’t refuse We have now locked up 240 hectares of Atau

If you are not adding you are subtracting

Happy Sunday. This week we have 3 links I would like you to check out. The first is the produce group I spoke about last week and I recommend it highly to anyone involved in any aspect of the produce business. The second links is about the suspension agreement again and more propaganda from the Florida Tomato growers. Pay close attention to the last paragraph which is total BS. The last link is to Albertson’s quarterly results, which they knocked it out of the park. I would e

PMA, virtual vs reality

Good morning and happy Sunday. This week I will discuss the virtual PMA to the in-person PMA which I have attended for over 30 years, not every year, skipped a few while I was in the Army and a few other times. Then I would like to dovetail the following circumstances into a somewhat state of the produce industry from farmer to consumer in current and hopefully post covid-19. Then I will close with one of my tips for success and of course a market report. #produce #freshfood

Tik tok the produce clock is ticking for consumers

Good morning and Happy Sunday. The following 3 links happen to be subjects I spoke about last week, amazingly they came up in this week’s news. The first is #walmart new format. I have been bashing their terrible displays for over 5 years but now it is time to give credit where credit is due, they finally got the memo. Next we check out #delmonte going direct to consumers. The third subject is #shaymyers, whom has become a celebrity doing what I have been begging the #pma and

Time for produce associations to associate with consumers.

Happy Sunday. I have said this many times before it’s time for the PMA and United to market to consumers and not to us. The one factor that helps all of us in every aspect of this industry is more consumption. Our trade associations should make this their top priority. Consumers are our audience and if we get them excited about produce, they will excite us with more consumption. It’s time for the PMA and United to wake up. Check out this weeks video with more insights to the

Produce succes in a sustainable package

This week I would like to elaborate on a few things that have helped me in my produce career and hopefully it will help some of my younger followers. Next, as you know before the covid-19 pandemic I was not a fan of packaging. I am and was a big believer in produce looks better naked. Consumers, due to the virus do not want their produce touched so packaging becomes necessary. The time is now to cycle away from plastic and gyrate towards more eco-friendly alternatives. #produ

I moved and what is moving the markets.

Happy Sunday. How are you? I am sorry for not doing a mid-week posting as promised. We moved to our new home and it’s been a little hectic and stressful. Divorces and moving are the 2 biggest stressors and I should know I did both more than once. This weeks video is short and sweet and I will be back in form by next week, guaranteed. Have a great week. #produce #freshfood #supermarket #walmart #usda #boxprogram #kroger #target #peppers #retailproduce #amazon #costco #foodserv

Can produce be sold like Costco sells household products?

This week I want to revisit produce 101 for the people who graduated from Harvard but skipped this class. It’s about making moves, displays and changing things up to help sell more produce. I also have a link with #pmg interview of Mario De Palma of Katzman produce. Mario is known as the Michelangelo of produce and the pictures are of some of his artwork. There are many talented produce people, let them be creative and they will increase your sales, inspire your customers and

Supply and Demand from Farm to truck, market, Retail and Consumer.

Aspromised on my video posting last week, I will now put to paper my thoughts on Supply and demand and what it means to growers, retailers and consumers. I will point out some good and bad aspects of fixed or contract pricing and its affects as well. I don’t claim to know it all when it comes to produce but after over 40 years in this business, I have picked up a few things along the way. The following is a partial quote from my website “I am always sea

Terminal Markets, Retailers, supply and demand, Pollination problems

Good morning and Happy Sunday. EAST COAST TERMINAL AND MARKET REPORT RED PEPPERS Red peppers continue to be a hot commodity. Number one’s reds are in short supply, mostly due to a pollination problem early in the plant cycle. This is not a grower problem this is a California problem. If I had to make a prediction for the rest of the season, I would say this market would stay strong for the remainder. I am not saying we are staying at these levels, but it doesn’t look like th

East coast Terminal Market Report

Good morning and Happy Sunday! Well 2 weeks ago there was a race to the bottom on most items and now it’s a race to the top on many items. As I stated last week the Mexican deal could end abruptly and that seems to be the case. Many items, in fact most items were short this week and prices will be higher. On the tomato front, May 7this 2 days away and no agreement and no one knows any details. I believe and have always believed that the suspension agreement is a failed policy


Good morning and Happy Wednesday. We are going to make this a Grab bag Wednesday because I want to hit on a few topics. First, I will be at Viva Fresh Friday, Saturday and Sunday. What better way to celebrate my anniversary with my wife on Friday?JPlease let’s get together to speak produce and to make it better for all of us. I read an article about a spike in tomato prices due to the cancelation of the suspension agreement.

Just another day in Produce

Good morning and happy Wednesday. You are not going to believe this but I don’t have too much to say this week. Nothing in the produce world news to get me excited so I will have to entertain you with tidbits this week. First, I noticed there is much expansion in the supermarket world, either they are buying up the competition or building new stores. My opinion here it’s the boom before the bust. Let me explain. I truly believe after all the building, renovations, technology,

Retail produce the way it was meant to be

Good morning and in case you don’t read next week’s posting MERRY CHRISTMAS! Look at this video.’t that a beautiful store? This is an independent operator and not his first store. When you look at his displays don’t, they say buy me, take me home? These displays are brought to you by talented produce professionals whom love their craft, take pride in their work and are knowledgeable in everything produ


THERE ARE A FEW CONTRACTS LEFT FOR RED PEPPERS, GREEN PEPPERS AND ROMA TOMATOS, ONE PRICE FOR THE ENTIRE SEASON. If you don’t do it you will regret it later. Good morning and Happy Wednesday and for all of the attendees for the New York produce show, Welcome to my world. It is a pleasure having you here and I hope you stop by and say hello. As you walk along the streets of NYC, I would like to point out some interesting points of interest that don’t appear on any tourist map

Is this the best we can do?

Good morning and Happy Wednesday. The pictures above are from the worlds largest retailer, #walmart. If you go through the rest of a Walmart store you will surly find stacked shelves, big displays and value pricing. Why would you treat the produce department any differently? Walmart with their tremendous buying power have transformed retail, you can argue either way for better or worse. The truth is you don't become the biggest by doing it the worst. Well except when it come

Lets make Produce great Again #MPGA

GOOD MORNING AND HAPPY WEDNESDAY! I hope you all had a wonderful Thanksgiving and spent much needed time with your family. I drove from Texas to Florida and back to see me Dad and Sisters, nieces and nephews and it was awesome. My Dad is 84 and he is the reason I have been in the produce business all these years and still loves speaking about the old days. IN THE NEWS The biggest news of the week was the e coli outbreak in Romaine lettuce. I really don’t like to write on topi


Good morning and Happy Thanksgiving. With the holiday on Thursday and me traveling to see my family I am posting this a few days early this week. Enjoy your Thanksgiving meal and my food for thought. We all have something to be thankful. In my life I have a rule concentrate on what you have not what you don’t, and you will be thankful. Most people would love more money, think of someone with no money, A home or a bigger home, think of someone living on the street or in a box,