FreshProduceLocator.com adds features, buyers
01/12/2011 12:13:54 PM
Doug Ohlemeier
An online produce selling and buying service has added some new features and is expanding the number of buyers it serves.
In providing real time access to products and services,
FreshProduceLocator.com now has a Hot Deals section that allows sellers to move overstocked produce. The service is also moving into social media.
The site, which started in August, has 36 buyers including Pro*Act, Monterey, Calif.; Ben E. Keith Co., Fort Worth, Texas; Indianapolis Fruit Co. Inc., Indianapolis; Garden Fresh Distribution Services, Richwood, N.J.; Save Mart Supermarkets Modesto, Calif.; and Stater Bros. Markets, Colton, Calif.
Founder David Castillo said he has started focusing on higher credit-rated companies.
“Most of the time in this industry, if you’re a grower-shipper and packer, you will have stringent rules on who you will sell to,” he said. “They don’t want to sell to just anyone. Qualified buyers bring a lot more validity to the deal because of the tough times.”
Castillo, president of San Jose-Calif.-based Castle Enterprises, doing business as FreshProduceLocator.com, is setting up Facebook, Twitter and YouTube accounts so buyers and sellers can follow his site and learn more about how it operates, he said.
In December, FreshProduceLocator.com was recognized as one of the top ten innovators of the year by Red Book Credit Services, Lenexa, Kan., a division of Lincolnshire, Ill.-based Vance Publishing Corp., which owns The Packer.
The site, which allows sellers to display their price sheets, does not charge transaction fees nor offer online biddings. It helps buyers track trends to see how products are moving in the industry depending on factors such as pricing, shipping location and packaging, Castillo said. The site also features an organic section.
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