PHILADELPHIA — Now that Philadelphia’s new terminal produce market has opened for business, distributors are working to improve marketing and attract new business.
John Vena Jr., president of John Vena Inc. and chairman of the facility’s marketing committee, said the Philadelphia Wholesale Produce Market has done a lot work to publicize the market’s opening and what it has to offer through branding.
“Now that we’re in the building, it’s time to help our merchants develop the business that we need to support us here,” Vena said. “The focus of the marketing committee will be to continue to tell the story of this great facility and reach out to prospective former and current customers to make sure they understand the opportunities we have to offer. This is not the old Galloway Street market.”
Vena said the market is working on different strategies it can use to tell its story to those buyers, large and smaller retail buyers and foodservice jobbers.
Though the market has long had marketing committees, Vena said he recommended that the market’s directors need to revitalize the committee concept and use it to help generate new business.
Besides Vena, other members of the committee include John DiFeliciantonio, a partner with Ryeco Inc., Tom Kovacevich, general manager of TM Kovacevich International Inc., Tracie Levin, general manager of M. Levin & Co., and Todd Penza, a salesman with Pinto Bros. Inc.