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.

MY Person of the year is you

Check out these links from #PMG. These stores make my heart skip a beat and show that there are some people out there that still know how to sell and merchandise produce. Contrary to time magazine’s beliefs I think the front line works and the whole produce supply chain get the Paul Manfre persons of the year. We ran out of many things at the stores during this pandemic but fresh produces was not one of them. Let’s give a shout out to ALL our front line workers. https://www.l

Terminal markets are a leading indicator of produce pricing

Last week I had many questions about my terminal market and FOB pricing theory, so I will try to go into more detail today. Terminal markets are a leading indicator to the supply and demand equation. Then I would like to share some hard personal experiences that I have warned you about and now have come into my reality. On a better note I will have some very good personal news next week so join me to celebrate. Lastly the video ended abruptly, and I have no idea why. Check o

The Bust after the bang with no pop

The bust after the bang that only popped. Thanksgiving is still the biggest holiday when it comes to produce demand, if not it’s definitely in the top two. Back in the day produced men worked around the clock for days to ensure everything you wanted for your feast was readily available. The times have changed but the mission remains the same for the entire produce industry, from farmer to retailer, we are thankful for you. Check out this link to read about the wholesale produ

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

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

Teach consumers about produce like we teach our children

This week we have 3 links for your reading pleasure to speak about. The first is the new chapter of the tomato suspension agreement, remember I told you this would happen. Next we have a walk down memory lane. First the rebranding of J&D produce into #littlebear, which was a no brainer to me. Next we have many of my friends in an article about the Hunts Point market. Then I will go on to speak about the produce education of consumers like we educate our own children about pro

Hot temps making for a Hot red pepper market

Happy Sunday, we have 2 link this week plus our video for your viewing pleasure. First I want to officially welcome Michael DeRennis to our Top Katz family. Michael’s specialty is everything tomatoes and hot house items, plus some western Vegetables. Give him a call and I am sure you will be delighted. Next we have a link for #pmg which has done an outstanding job showcasing awesome produce displays by some very talented produce people. This is how produce was meant to be sol


Good morning and happy Thursday. I am going to try a few different formats over the coming weeks so please let me know your thought? First our IN THE NEWS SECTION. Mexico ended its 2-week avocado strike. I believe Mexico has shot itself in the foot once again. It seems not a year goes bye without some kind of stoppage, but this year they messed with the most loved of all the #avocado. There is nothing a #retailer, #wholesaler, #foodservice provider hates more than a disrupti