Phil Gruszka Shares Advice for Suppliers: "Stop Selling Produce. Start Selling Confidence."

BAKERSFIELD, CA - Fresh produce is all about trust. Trust between the buyer and supplier, the retailer and the consumer, the shopper and the brand. As Phil Gruszka, Founder of Gruszka Consulting, explains in his latest marketing deep-dive, today’s retail buyers “aren't just buying fruit—they're buying confidence that your program will perform.”

In a series of previous AndNowUKnow articles, Phil emphasized the importance of persistence and consistency in produce marketing, the cost of silence, why digital attention isn't a vanity metric, how commoditization quietly erodes value, and why even exceptional produce can struggle in today's marketplace. When we examine those topics comprehensively, these articles point to an important question: If quality alone is not enough, what are retail buyers really buying?

“The answer, in many cases, is confidence,” Phil says. “Not confidence in a single shipment. Confidence in the company behind it. As recent events have demonstrated, it is vital that retailers have confidence in your company in good times and in uncertain times as well.”

Phil goes on to explain that, in today’s modern produce purchasing landscape, buyers aren’t just buying fruit. They’re managing risk.

“Every retail buyer makes countless decisions throughout the year: New varieties, new suppliers, seasonal promotions, expanded programs, regional opportunities,” Phil lists. “Each decision comes with uncertainty: Will consumers buy it? Will quality remain consistent? Will the fruit or vegetables meet expectations and be delivered on time? Will the supplier communicate throughout the entire process? Will the program strengthen the category?”

Of course, buyers are taking pricing into account, but as Phil tells me, price is rarely the only factor considered when building a program.

“Buyers are constantly looking for suppliers who reduce uncertainty,” he says. “The companies that consistently earn business are often the ones that inspire confidence long before purchase orders are written.”

And that confidence is built well before the sales call or purchase order.

“Many suppliers believe confidence begins during the sales presentation. I would argue it begins well before that,” Phil notes. “A buyer who has regularly seen your company in industry publications, follows your updates on LinkedIn, recognizes your leadership team, or has watched videos from your harvest has already begun forming an opinion. All of those touch points are building blocks in developing and maintaining not only confidence but also awareness of all aspects of your company. Marketing doesn't replace the sales conversation. It prepares the buyer for it.”

Consistency across every interaction—a company’s website, packaging, field photography, social media, sales presentations, trade show presence, and responsiveness—builds confidence in a supplier. Each touchpoint quietly reaffirms the answer to two key questions: 'Can I trust this company, and can I continue to trust this company?'

“People tend to trust what they recognize. Retail buyers are no different. Recognition doesn't guarantee a sale, but unfamiliarity often creates hesitation,” Phil explains. “Marketing reduces uncertainty. Sales converts confidence into business, and the two work together.”

Building this confidence and reputation for reliability doesn’t end with the buyer. Consumers want to have confidence in the produce they are purchasing, as well.

“Consumers make remarkably similar decisions. Recognition becomes familiarity. Familiarity becomes trust. Trust becomes trial. Positive experiences lead to repeat purchases. The same principles that influence retail buyers ultimately influence consumers standing in the produce department,” Phil adds. “Marketing doesn't create confidence overnight. It earns it one impression at a time.”

In our industry, so many conversations revolve around what appears to be the primary goal: selling fruit. But Phil poses the idea that produce suppliers are selling something much bigger. They are selling confidence.

“Confidence that quality will be there. Confidence that supply will be consistent. Confidence that communication will be honest. Confidence that problems will be solved and deliveries will be made. Confidence that consumers will respond,” he says, providing a few foundational examples. “Companies that understand this stop asking, 'How do we sell more produce?' and start asking, 'How do we become the company buyers trust before we ever walk into the room, before we pick up the phone?'”

To do so requires a clear commitment to being a supportive partner and reassuring that confidence when the inevitable hurdles arise.

“Confidence isn't built during a single sales meeting. It's built long before the conversation ever begins. In today's produce industry, a buyer’s confidence in your company will be constantly tested. Stay the course and everyone will benefit from growers all the way to the end consumer,” Phil concludes.

For more insightful tips for sharpening your marketing edge, be sure to check out the previous articles from Phil, and leave a tab open to AndNowUKnow.