Why Great Produce Still Fails in Today’s Market; Phil Gruszka of Gruszka Consulting Details the Needed Shift

BAKERSFIELD, CA - In a perfect world, fresh produce should really speak for itself. It's nutritious, flavorful, versatile, vibrant—it is a lifestyle. All of us here in fresh produce know this. The problem is, if you ask Phil Gruszka, Founder of Gruszka Consulting, it’s just not enough.

In Phil’s last article for AndNowUKnow, the veteran marketer and thought leader discussed the concept of commoditization—how products lose their identity and become defined primarily by price. But, there’s also a related reality that can be even harder to accept:

“Great produce still fails in the market. Not because the fruit isn’t good, and not because your team didn’t work hard, and not because the market opportunity was not there. It fails because quality alone doesn’t guarantee visibility, recognition, or demand,” Phil begins.

Let’s take a look at what exactly that means.

The “It Will Sell Itself” Myth

“The produce industry has long operated under a simple belief: If the fruit tastes great, consumers will come back for more. And, to a degree, that’s true. Quality is the foundation. Without it, nothing else works. But quality by itself is not a strategy—it is a prerequisite in today’s marketplace,” Phil explains. “Consumers can’t choose what they don’t notice, let alone what they don’t recall or remember, and retailers can’t prioritize what doesn’t stand out.”

In a crowded produce department, whether in a traditional grocery store, club, or mass merchandiser filled with strong options, even exceptional produce can go unnoticed.

“As I often tell clients: Quality gets you repeat purchases. Visibility gets you the first one,” Phil reflects.

The Reality of a Crowded Marketplace

Walk through any produce department today, Phil points out, and you’ll see the challenge clearly.

• Multiple apple varieties.
• Several grape programs.
• Berries from different regions and brands.

“Many of them are high quality. Many of them are backed by capable growers and strong operations. From the consumer’s perspective, the differences are not always obvious. From the retailer’s perspective, differentiation becomes critical,” Phil describes. “If a product doesn’t create recognition—through branding, storytelling, innovative packaging, or marketing support—it risks blending into the set.”

Effort Doesn’t Always Equal Awareness

There’s a disconnect in produce that doesn’t exist in many other categories. Phil breaks it down: On the growing side, there is tremendous effort:

• Years of varietal development
• Investments in farming practices
• Improvements in flavor, shelf-life, and consistency

“But on the consumer side, much of that effort is invisible. Without communication, innovation doesn’t translate into value. That gap—between effort and awareness—is where many great products fall short of their potential,” Phil expresses.

Retailers Need More Than Great Product

Retail buyers are not just selecting fruit—they are building a department that needs to perform.

Phil shares that retailers are looking for products that:

• Move consistently
• Create interest and excitement with shoppers
• Help differentiate their assortment
• Create interest and excitement with shoppers
• Help differentiate their assortment

“A great product without support can still succeed—but it’s a harder sell,” Phil says. “A strong product with a clear story, visible innovation, and marketing support gives buyers confidence that it will perform. And confidence matters.”

Recognition Drives Trial. Trial Drives Repeat.

“In previous articles, I’ve talked about the importance of persistence and visibility. Those principles apply directly here,” Phil lays out. “Before a consumer can appreciate quality, they have to: Notice the product. Recognize it. Decide to try it.”

As he continues, that first step—recognition—is often where breakdowns occur. Without it, quality never gets the chance to do its job.

A simple reality: Great produce doesn’t fail because it isn’t good enough. It fails because not enough people knew it was there.

Closing the Gap

The goal of marketing isn’t to compensate for poor quality; it’s to make sure great quality is seen, understood, and remembered.

Phil shares how that can take many forms:

• Innovative packaging with clear and consistent design
• Storytelling that highlights what makes the product different
• Digital visibility that builds familiarity before a shopper reaches the store
• Alignment between sales teams and marketing efforts

“None of these replace quality. They unlock its value,” Phil discerns. “Quality will always matter in produce. It’s the foundation of everything we do. But in today’s marketplace, it’s not enough on its own. The companies that succeed are the ones that combine a great product with clear communication, consistent visibility, and a story worth telling. Because in fresh produce, the difference between success and missed opportunity is often not what was grown - it’s what was seen, understood, and remembered.”

Keep checking back with AndNowUKnow to hear more from Phil Gruszka, because the produce is not the problem; it's potential just needs to be unlocked.