We're delighted to welcome as our guests for this week's episode Nicole Grant, director of customer development, and Rose Palacios, director of shopper marketing and merchandising — both from Driscoll's — for a deep dive on the berry category. Rose and Nicole discuss how broader industry trends are showing up in berries, including private label and supplier brands; value and premium options; conventional and organic product; smaller and larger pack sizes; in-store versus online sales; and more. Given the increasing number of SKUs in the category, Nicole and Rose advocate for increased space for berries and lay out the process of making that business case to retailers. They note that key metrics vary by retailer, and along with growing sales there may also be pressure to increase units (which can influence pack size strategy), market share and more. Rose and Nicole also observe that there's a significant opportunity for category education of the many newer people on sales floors post-COVID, and they give examples of how Driscoll's can come alongside retailers if that's an area they see as a way to get better. Nicole and Rose also share how they got into produce, the kinds of projects they handle in their respective roles, and how their teams collaborate. Hope you enjoy the conversation!

For more episodes featuring marketing and merchandising perspective, check out this curated playlist for plenty of thought-provoking discussion. 

More Playlists


Executive Perspective


Leadership & Training


Produce Manager Perspective

Podcast Background

This podcast is designed to cover all things produce retail: strategy, partnerships, planning, training, leadership, communication, merchandising and beyond. Scroll through our episodes list to find conversations with vice presidents and directors of produce, merchandisers, produce managers, retail dietitians and more.

Get Involved

The Produce Retail Podcast is hosted by Ashley Nickle, a former trade journalist turned consultant. Have an idea for a topic or a guest? Give her a shout on LinkedIn.

We're delighted to welcome as our guests for this week's episode Nicole Grant, director of customer development, and Rose Palacios, director of shopper marketing and merchandising — both from Driscoll's — for a deep dive on the berry category. Rose and Nicole discuss how broader industry trends are showing up in berries, including private label and supplier brands; value and premium options; conventional and organic product; smaller and larger pack sizes; in-store versus online sales; and more. Given the increasing number of SKUs in the category, Nicole and Rose advocate for increased space for berries and lay out the process of making that business case to retailers. They note that key metrics vary by retailer, and along with growing sales there may also be pressure to increase units (which can influence pack size strategy), market share and more. Rose and Nicole also observe that there's a significant opportunity for category education of the many newer people on sales floors post-COVID, and they give examples of how Driscoll's can come alongside retailers if that's an area they see as a way to get better. Nicole and Rose also share how they got into produce, the kinds of projects they handle in their respective roles, and how their teams collaborate. Hope you enjoy the conversation!
For more episodes featuring marketing and merchandising perspective, <a href="https://omny.fm/shows/the-produce-retail-podcast/playlists/merchandising-marketing-the-produce-retail-podcast">check out this curated playlist</a> for plenty of thought-provoking discussion. 
More Playlists
<ul>
<li>
<a href="https://omny.fm/shows/the-produce-retail-podcast/playlists/executive-perspective-the-produce-retail-podcast">Executive Perspective</a>
</li>
<li>
<a href="https://omny.fm/shows/the-produce-retail-podcast/playlists/leadership-training-the-produce-retail-podcast">Leadership &amp; Training</a>
</li>
<li>
<a href="https://omny.fm/shows/the-produce-retail-podcast/playlists/produce-manager-perspective-the-produce-retail-pod">Produce Manager Perspective</a>
</li>
</ul>
Podcast Background
This podcast is designed to cover all things produce retail: strategy, partnerships, planning, training, leadership, communication, merchandising and beyond. Scroll through our episodes list to find conversations with vice presidents and directors of produce, merchandisers, produce managers, retail dietitians and more.
Get Involved
The Produce Retail Podcast is hosted by <a href="http://www.linkedin.com/in/ashleynickle">Ashley Nickle</a>, a former trade journalist turned consultant. Have an idea for a topic or a guest? Give her a shout <a href="http://www.linkedin.com/in/ashleynickle">on LinkedIn.</a>

The Produce Retail Podcast is the place for thought leaders in the industry to talk shop. Join us for conversations on strategy, business partnerships, planning, training, leadership, communication, merchandising and much more. We'll have regular guests as well as more occasional visitors, and the goal is always to deliver conversations that inform, inspire and ultimately illuminate opportunities for growth. This podcast is hosted by Ashley Nickle, produce industry enthusiast and founder and CEO of Ashley Nickle Growth Strategies.  

The Produce Retail Podcast is the place for thought leaders in the industry to talk shop. Join us for conversations on strategy, business partnerships, planning, training, leadership, communication, merchandising and much more. We'll have regular guests as well as more occasional visitors, and the goal is always to deliver conversations that inform, inspire and ultimately illuminate opportunities for growth. This podcast is hosted by Ashley Nickle, produce industry enthusiast and founder and CEO of Ashley Nickle Growth Strategies.&nbsp;&nbsp;

The Produce Retail Podcast

This curated playlist of The Produce Retail Podcast features conversations around in-store and online merchandising and marketing (including seasonal and holiday occasions), shopper experience and customer service, and promotions and event planning. Hosted by Ashley Nickle, who became immersed in the industry as a member of the trade press and later launched her own consulting firm, The Produce Retail Podcast overall covers a wide variety of produce retail topics: strategy, partnerships, planning, training, leadership, communication, merchandising, marketing, assortment and beyond. 

This curated playlist of The Produce Retail Podcast features conversations around in-store and online merchandising and marketing (including seasonal and holiday occasions), shopper experience and customer service, and promotions and event planning. Hosted by <a href="http://www.linkedin.com/in/ashleynickle">Ashley Nickle</a>, who became immersed in the industry as a member of the trade press and later launched her own consulting firm, The Produce Retail Podcast overall covers a wide variety of produce retail topics: strategy, partnerships, planning, training, leadership, communication, merchandising, marketing, assortment and beyond.

A playlist focused on conversations on merchandising and marketing in produce retail.

Merchandising & Marketing — The Produce Retail Podcast

Berry category deep dive with Nicole Grant and Rose Palacios of Driscoll's

With this week's episode, we're delighted to bring you three excellent guests, all from The Giant Co. To celebrate the recognition of produce manager Chris O'Brien by the International Fresh Produce Association, we're visiting with Chris, regional fresh sales manager Anthony Deni, and director of produce and floral Chris Keetch. We hear from Chris O’Brien about his reaction to winning the award; how he got started in produce; when he realized he could have a career in produce retail; how his leadership style has changed over the years; when he realized that in his current role he could have an impact well beyond his own store; and the training role he’s been serving in lately. Anthony discusses what makes Chris deserving of this recognition; areas in which he's seen Chris grow; and recent projects on which Chris' work has impressed him. Chris Keetch covers the process for selecting nominees; Chris O.'s role in building the bench of produce talent; a new training program that gets people on the sales floor quicker and aims to develop them as produce experts; the importance of nominating people for IFPA recognition; and why he describes Chris as a "merchant operator." Hope you enjoy the conversation!

To hear more from Chris O'Brien, check out the IFPA's five-part webinar series featuring roundtable conversations with groups of this year's winners. The webinars are co-hosted by IFPA's Joe Watson and The Produce Retail Podcast host Ashley Nickle. The recordings are hosted on this page. https://www.freshproduce.com/resources/retail/retail-produce-manager-award-winners-webinar-series/

For more episodes of The Produce Retail Podcast focused on produce managers, check out this curated playlist. 

More Playlists


Executive Perspective


Leadership & Training


Marketing & Merchandising

Podcast Background

This podcast is designed to cover all things produce retail: strategy, partnerships, planning, training, leadership, communication, merchandising and beyond. Scroll through our episodes list to find conversations with vice presidents and directors of produce, merchandisers, produce managers, retail dietitians and more.

Get Involved

The Produce Retail Podcast is hosted by Ashley Nickle, a former trade journalist turned consultant. Have an idea for a topic or a guest? Give her a shout on LinkedIn.

With this week's episode, we're delighted to bring you three excellent guests, all from The Giant Co. To celebrate the recognition of produce manager Chris O'Brien by the International Fresh Produce Association, we're visiting with Chris, regional fresh sales manager Anthony Deni, and director of produce and floral Chris Keetch. We hear from Chris O’Brien about his reaction to winning the award; how he got started in produce; when he realized he could have a career in produce retail; how his leadership style has changed over the years; when he realized that in his current role he could have an impact well beyond his own store; and the training role he’s been serving in lately. Anthony discusses what makes Chris deserving of this recognition; areas in which he's seen Chris grow; and recent projects on which Chris' work has impressed him. Chris Keetch covers the process for selecting nominees; Chris O.'s role in building the bench of produce talent; a new training program that gets people on the sales floor quicker and aims to develop them as produce experts; the importance of nominating people for IFPA recognition; and why he describes Chris as a "merchant operator." Hope you enjoy the conversation!
To hear more from Chris O'Brien, check out the IFPA's five-part webinar series featuring roundtable conversations with groups of this year's winners. The webinars are co-hosted by IFPA's Joe Watson and The Produce Retail Podcast host Ashley Nickle. The recordings are hosted on this page. <a href="https://www.freshproduce.com/resources/retail/retail-produce-manager-award-winners-webinar-series/">https://www.freshproduce.com/resources/retail/retail-produce-manager-award-winners-webinar-series/</a>
For more episodes of The Produce Retail Podcast focused on produce managers, <a href="https://omny.fm/shows/the-produce-retail-podcast/playlists/produce-manager-perspective-the-produce-retail-pod">check out this curated playlist</a>. 
More Playlists
<ul>
<li>
<a href="https://omny.fm/shows/the-produce-retail-podcast/playlists/executive-perspective-the-produce-retail-podcast">Executive Perspective</a>
</li>
<li>
<a href="https://omny.fm/shows/the-produce-retail-podcast/playlists/leadership-training-the-produce-retail-podcast">Leadership &amp; Training</a>
</li>
<li>
<a href="https://omny.fm/shows/the-produce-retail-podcast/playlists/merchandising-marketing-the-produce-retail-podcast">Marketing &amp; Merchandising</a>
</li>
</ul>
Podcast Background
This podcast is designed to cover all things produce retail: strategy, partnerships, planning, training, leadership, communication, merchandising and beyond. Scroll through our episodes list to find conversations with vice presidents and directors of produce, merchandisers, produce managers, retail dietitians and more.
Get Involved
The Produce Retail Podcast is hosted by <a href="http://www.linkedin.com/in/ashleynickle">Ashley Nickle</a>, a former trade journalist turned consultant. Have an idea for a topic or a guest? Give her a shout <a href="http://www.linkedin.com/in/ashleynickle">on LinkedIn.</a>

Produce manager Chris O’Brien, regional fresh sales manager Anthony Deni, and director of produce and floral Chris Keetch of The Giant Co.

We're delighted to have as our guest for this week's episode Leigh Vaughn, director of produce and floral for Associated Food Stores. In this conversation, Leigh takes us behind the scenes of category reviews, from the data his team examines in preparation for supplier meetings; to his recommended do's and do-not's for hopeful vendors; to the roles that logistics, cost of goods and innovation play in the evaluation of suppliers; to the makeup of the group that suppliers meet and need to connect with; to how Leigh's team uses the IFPA Global Show to find new items and connect with new vendors; and much more. Enjoy!

For more from Leigh, check out this earlier episode.

For more episodes featuring executive perspective, check out this curated playlist dedicated to conversations with current and former vice presidents of produce, directors of produce, and other executive roles. 

More Playlists


Merchandising & Marketing


Leadership & Training


Produce Manager Perspective

Podcast Background

This podcast is designed to cover all things produce retail: strategy, partnerships, planning, training, leadership, communication, merchandising and beyond. Scroll through our episodes list to find conversations with vice presidents and directors of produce, merchandisers, produce managers, retail dietitians and more.

Get Involved

The Produce Retail Podcast is hosted by Ashley Nickle, a former trade journalist turned consultant. Have an idea for a topic or a guest? Give her a shout on LinkedIn.

We're delighted to have as our guest for this week's episode Leigh Vaughn, director of produce and floral for Associated Food Stores. In this conversation, Leigh takes us behind the scenes of category reviews, from the data his team examines in preparation for supplier meetings; to his recommended do's and do-not's for hopeful vendors; to the roles that logistics, cost of goods and innovation play in the evaluation of suppliers; to the makeup of the group that suppliers meet and need to connect with; to how Leigh's team uses the IFPA Global Show to find new items and connect with new vendors; and much more. Enjoy!
For more from Leigh, <a href="https://podcasts.apple.com/us/podcast/associated-food-stores-director-of-produce-and/id1585765956?i=1000658479904">check out this earlier episode.</a>
For more episodes featuring executive perspective, <a href="https://omny.fm/shows/the-produce-retail-podcast/playlists/executive-perspective-the-produce-retail-podcast">check out this curated playlist</a> dedicated to conversations with current and former vice presidents of produce, directors of produce, and other executive roles. 
More Playlists
<ul>
<li>
<a href="https://omny.fm/shows/the-produce-retail-podcast/playlists/merchandising-marketing-the-produce-retail-podcast">Merchandising &amp; Marketing</a> 
</li>
<li>
<a href="https://omny.fm/shows/the-produce-retail-podcast/playlists/leadership-training-the-produce-retail-podcast">Leadership &amp; Training</a>
</li>
<li>
<a href="https://omny.fm/shows/the-produce-retail-podcast/playlists/produce-manager-perspective-the-produce-retail-pod">Produce Manager Perspective</a>
</li>
</ul>
Podcast Background
This podcast is designed to cover all things produce retail: strategy, partnerships, planning, training, leadership, communication, merchandising and beyond. Scroll through our episodes list to find conversations with vice presidents and directors of produce, merchandisers, produce managers, retail dietitians and more.
Get Involved
The Produce Retail Podcast is hosted by <a href="http://www.linkedin.com/in/ashleynickle">Ashley Nickle</a>, a former trade journalist turned consultant. Have an idea for a topic or a guest? Give her a shout <a href="http://www.linkedin.com/in/ashleynickle">on LinkedIn.</a>

Deep dive on category reviews with Associated Food Stores director of produce and floral Leigh Vaughn

We're delighted to have as our guests this episode Daniel Spivey, national director of fruit for Sprouts Farmers Market, and Reyna Graves, national director of veg and floral. Daniel and Reyna discuss topics including seasonal fruit destinations that drove record sales this summer; switching to more segregated merchandising of organic; riding the wave of the cucumber sandwich trend that started with a TikTok video; how they view private label when it comes to produce; the importance of supplier partnerships and innovation; the implications of more online sales for in-store processes; convenience and floral; what their roles entail and how they collaborate; how Sprouts finds and sources items that shoppers can't get anywhere else; their willingness to test new products at all levels of scale; the transition from fall to holiday season; and more. Enjoy!

For more conversations featuring executive perspective, check out this playlist dedicated to conversations with current and former vice presidents of produce, directors of produce, and other executive roles. 

More Playlists


Merchandising & Marketing


Leadership & Training


Produce Manager Perspective

Podcast Background

This podcast is designed to cover all things produce retail: strategy, partnerships, planning, training, leadership, communication, merchandising and beyond. Scroll through our episodes list to find conversations with vice presidents and directors of produce, merchandisers, produce managers, retail dietitians and more.

Get Involved

The Produce Retail Podcast is hosted by Ashley Nickle, a former trade journalist turned consultant. Have an idea for a topic or a guest? Give her a shout on LinkedIn.

We're delighted to have as our guests this episode Daniel Spivey, national director of fruit for Sprouts Farmers Market, and Reyna Graves, national director of veg and floral. Daniel and Reyna discuss topics including seasonal fruit destinations that drove record sales this summer; switching to more segregated merchandising of organic; riding the wave of the cucumber sandwich trend that started with a TikTok video; how they view private label when it comes to produce; the importance of supplier partnerships and innovation; the implications of more online sales for in-store processes; convenience and floral; what their roles entail and how they collaborate; how Sprouts finds and sources items that shoppers can't get anywhere else; their willingness to test new products at all levels of scale; the transition from fall to holiday season; and more. Enjoy!
For more conversations featuring executive perspective, check out this<a href="https://omny.fm/shows/the-produce-retail-podcast/playlists/executive-perspective-the-produce-retail-podcast"> playlist</a> dedicated to conversations with current and former vice presidents of produce, directors of produce, and other executive roles. 
More Playlists
<ul>
<li>
<a href="https://omny.fm/shows/the-produce-retail-podcast/playlists/merchandising-marketing-the-produce-retail-podcast">Merchandising &amp; Marketing</a> 
</li>
<li>
<a href="https://omny.fm/shows/the-produce-retail-podcast/playlists/leadership-training-the-produce-retail-podcast">Leadership &amp; Training</a>
</li>
<li>
<a href="https://omny.fm/shows/the-produce-retail-podcast/playlists/produce-manager-perspective-the-produce-retail-pod">Produce Manager Perspective</a>
</li>
</ul>
Podcast Background
This podcast is designed to cover all things produce retail: strategy, partnerships, planning, training, leadership, communication, merchandising and beyond. Scroll through our episodes list to find conversations with vice presidents and directors of produce, merchandisers, produce managers, retail dietitians and more.
Get Involved
The Produce Retail Podcast is hosted by <a href="http://www.linkedin.com/in/ashleynickle">Ashley Nickle</a>, a former trade journalist turned consultant. Have an idea for a topic or a guest? Give her a shout <a href="http://www.linkedin.com/in/ashleynickle">on LinkedIn.</a>

Berry category deep dive with Nicole Grant and Rose Palacios of Driscoll's

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