Consultant: Know your customers, but know yourself first

McCALL, Idaho — As Ronnie De La Cruz wrapped up a presentation on the importance of changing business plans to attendees of the Idaho-Oregon Fruit and Vegetable Association’s annual conference, the consultant/strategist asked the grower-shippers a question.

Why would a Salinas, Calif.-based leafy greens company ask retail customers to avoid putting a bag of basic garden salad on sale when people typically receive their paychecks, such as the start or middle of the month?
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