Wilcox Fresh expands plant, adds staff

10/07/2013 03:48:00 PM
Coral Beach

Courtesy Wilcox FreshWilcox Fresh has seen such success with its Potato Jazz venture with The Little Potato Co. that the company has expanded its packing space for the product line.

Jim Richter, executive vice president of sales and marketing for Rexburg, Idaho-based Wilcox, said the company met its goal of having the Potato Jazz line in 2,500 retail outlets this summer.

"We are on pace to make it 3,000 by the end of the year," Richter said.

To meet the demands of those retailers, Wilcox Fresh has increased its Potato Jazz production space three to four times, Richter said. The microwaveable, seasoned fresh potato kits come in a variety of flavors and have been in wide distribution for about four years, Richter said.

In addition to the Potato Jazz line, Wilcox Fresh continues to offer a full line of fresh potato products.

Richter, who works out of the Wilcox Fresh office in the Kansas City metro area, said the company is seeing good growth in those product lines also. He attributes much of that growth to the consistent quality of the Wilcox Fresh potatoes.

"We’ve expanded with the addition of three new Odenberg graders to further ensure the quality," Richter said. "These expansion efforts will help move us from good to great."

The company’s expansions are not restricted to physical plants and equipment, though.

A new salesman is in place for Wilcox Fresh in Portland, Maine. Torey McPherson joined Wilcox this summer in preparation for the 2013 harvest. Richter said McPherson has a number of years of experience in the potato category and is familiar with the Northeast U.S.

Richter said Wilcox is celebrating the first anniversary this fall for its Northeast Distribution Services LLC in Portland, Maine.

"The facility helps improve supply chain efficiencies for retail and food service customers in the New England area," he said.



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