Finding Growth & Building Trust in Today’s Produce Market
Written by: Dan Baker, VP of Sales & Marketing, DNO Produce
In the produce industry, competition is intense, customer needs are evolving quickly, and the pressure to deliver consistent quality has never been higher. At DNO Produce, we have learned that success does not come from simply moving fruits and vegetables, it comes from anticipating needs, aligning our teams, and building trust with every partner we serve.
Spotting new business opportunities starts with listening closely to customers and watching where the market is evolving. By combining deep market insight with innovation in value-added produce, we can anticipate demand and create solutions that truly matter. Whether it is developing fresh-cut options that save labor and reduce waste, or tailoring programs that make fresh fruits and vegetables more accessible to the masses, the real key lies in building relationships that lead to long-term growth. In a competitive market, it is not enough to identify opportunities; nurturing them through consistency, flexibility, and collaboration is what creates lasting partnerships.
For schools and foodservice operators, the choice of a produce partner goes beyond price or product lists.
What they really value is reliability, food safety, and solutions that help them serve their communities and guests effectively. For schools, this often means kid-friendly, ready-to-serve options that meet nutrition standards while reducing prep time. For foodservice operators, it is about flexibility in pack sizes, dependable supply across both core and specialty items, and the ability to adapt quickly to changing needs. Underpinning all of this is trust; knowing their produce partner can deliver consistently while helping them succeed overall.
Equally important in this equation is the alignment between sales and marketing. In produce, these two functions cannot operate in silos. Marketing provides insights into consumer trends, nutrition priorities, and the growing demand for convenience, while sales translate those insights into solutions that resonate with schools, retailers, and foodservice operators. When aligned, the result is a consistent message, stronger relationships, and the ability to lead the market rather than just react to it. For DNO, bridging sales and marketing ensures that we are not just supplying fruits and vegetables, we deliver fresh, innovative, and dependable solutions that fuel growth for our partners.
The produce business will always be competitive, but the path forward is clear. By spotting opportunities early, focusing on what customers truly value, and ensuring alignment across our teams, we can do more than deliver produce…we can help our partners thrive. And when our partners thrive, so does DNO Produce.