Fresh produce consulting firm FreshXperts has relaunched following an internal strategic restructuring. FreshXperts founder Anthony Totta and produce industry veteran Ed Beckman will lead this relaunch.
Totta says this relaunch is a renewed focus and commitment to client innovation, and he hopes to provide expertise in the fresh produce industry with the different touch points the FreshXperts team brings.
“Our goal has been to be available with a lot of different areas of expertise on demand for our clients. Also, each one of us has touch points within the industry and relationships that trust us, and we can bring each other in on projects and beef up the deliverables to our clients,” he says.
Totta says it’s an easy fit to bring Beckman into the fold.
“We had such a parallel perspective on where the industry is today, what it demands, and how we help the producers deliver to the retailers the things that the consumer is wanting,” he says.
Beckman says he’s particularly focused on the medium and small-sized growers and trade associations and helping those growers and associations look to the future in an ever-changing fresh produce landscape.
“You have to be able to understand that it’s all changing — our landscape is not what it was,” Beckman says. “And so, the question is, what resources can we bring that maybe help the smaller grower or smaller trade association. We can provide them with guidance. Experience is going to get us there. We know today what these challenges are, and perhaps how better to go ahead and tackle those.”
Totta says FreshXperts often helps fresh produce businesses with future casting services on an interim basis to help the fresh produce business grow. He says the FreshXperts team works with both the grower and the retailer to help develop a true supply chain partnership.
“Only when you’ve been in this industry, 20, 30, 40 years can you really have that more complete understanding of what all the parties are looking for, and so we act as a connector and facilitate the communication,” Totta says.
