Buyers want suppliers to have these skills

Like fast moves on the dance floor, successful suppliers hone their craft by practicing a well-coordinated two-step. You can have the best produce out there, but – for better or worse – it takes more than stellar product to be at the top of every buyer’s speed dial.

We spoke with produce buyers across the industry to learn what qualities are at the top of their wish list when looking to partner with a supplier and source fruits and vegetables for shopping carts.

Communication is king 

When asked if there was one thing a supplier could do to ensure a productive relationship with their buyer, the resounding consensus among produce buyers was clear: great communication is the foundation of a productive purchasing relationship. No matter what type of business model or arrangement you’re seeking with a buyer, it all starts with a clear message.

“Any great relationship needs to have strong communication. I would rather be over-communicated to than under any day of the week,” said Katie Jakubowski, senior produce category manager at Topco, an Illinois-based retail food purchasing company. “I also appreciate a sense of urgency and the willingness to work together to find solutions.”

Not only does day-to-day communication need to be solid, “the supplier needs to be aligned and involved with the sourcing and commercial strategy,” said José Angel Sanchez Salas, produce and floral director at Walmart. 

Sam Duda, associate strategy manager of produce at meal-kit provider HelloFresh, appreciates consistency when partnering with suppliers. “Being reliable is always the best! Suppliers that pick up my call on Saturday when we are in a pinch get a gold star in my book.”

At the top of the wish list for James Braswell is open, honest and responsive communication. As director or produce procurement for Midwestern retailer Fresh Thyme Farmers Market, he recommends keeping “the buyer well-informed and out front of markets, supply issues and quality issues.”

Buyers rely on their suppliers to ensure that they are experts in their categories and commodities, added Braswell.  

It all boils down to delivering a high level of care, said Hernan Avalos, senior sourcing manager at Walmart. “Empathy and understanding of the needs of a buyer to serve their specific business and solutions is required,” Avalos said. “The fruit business is very dynamic. We deal with a lot of uncertainty, so quick answers and finding solutions are a must.”

Tips to up your game

Once you’ve established a solid foundation of good communication habits, buyers shared some advice on how to leave a good impression and secure the next order with minimum hassle.

• When reaching out, start with the right details. “Accurate information up front” goes a long way, said Braswell at Fresh Thyme Farmers Market.
   
• Know your market and double-check everything. “Asking questions, double checking [purchase orders] and keeping me updated on the markets will shoot you to the top of the pack!” said Duda at HelloFresh.
   
• Get organized. “Have quantities and pricing locked and loaded. Also, have an understanding upfront of available raw materials to anticipate shortages or prorates so we can communicate accordingly,” said Jakubowski at Topco.
   
• Outline a plan. “Schedule periodical sessions with buyers in order to review performance, needs, next steps and strategies,” said Sanchez Salas at Walmart.

  

  
   
• Send reminders and follow ups. “Following up on emails and calling me when there is an issue and I have not responded” is helpful, said Duda. “Everyone gets so many emails a day so when a supplier gently bumps up an email to my attention, I have always appreciated that.”
   
• Avoid assumptions. Especially with international markets, constant communication is essential. “Producers often think other markets are like their own regional markets, and this is often not the case,” said Avalos at Walmart.

Pet peeves that give buyers headaches 

While there are countless ways to dazzle your buyer, just make sure you don’t get on their bad side. When in doubt, steer clear of the following pitfalls and bad habits.

Lack of communication and last-minute communication are big red flags for Jakubowski at Topco and Braswell at Fresh Thyme Farmers Market. Duda at HelloFresh agrees. Suppliers who share “last-minute or no notification if a [purchase order] short or zero ships” is one habit that will sour an otherwise solid relationship, Duda said.

Related news: Retailers drive up organic produce sales with key strategies

The devil is in the details. “Confirming [purchase orders] and advising on any short ships immediately when it happens” is critical, she said. “Nothing is more of a bummer when a [purchase order] arrives short, and there is a mad scramble to secure more.”

Sanchez Sala at Walmart frowns on suppliers who don’t anticipate opportunities or situations that could affect their performance.

What’s more, if you’re shipping long distances, double check your product quality, said Avalos at Walmart. “If you are shipping fruit that needs to travel several days, send the best possible. Don’t take the risk to send something you have in the inventory just because it needs to be moved right away,” he said. “At the end of the day, I can assure you that this causes more problems for all parties involved than solutions.”

And make sure you plan for customs. “When you export, all export paperwork must be prioritized. You could ship out your best fruit with the best price, but if we can’t move it out from customs, it’s worth nothing,” Avalos said.

In it for the long haul

When dreaming up the skills and traits that make up the ideal supplier-buyer relationship, it’s helpful to remember that dynamic partnerships aren’t built overnight.

“Think in the long term with the market you serve and speak about this with your buyer,” Avalos said. “As a buyer, we must do our part as well and not judge a supplier just for one season.”

At the end of the day, the supplier-buyer relationship is about building rapport that will sustain you both for the long run.

“Buyers and suppliers are all unique human beings. Some work well together and some do not,” Fresh Thyme’s Braswell said. “It’s about finding the right balance that creates a special partnership that can turn into lifelong relationships and friendships. We are all in this crazy business together, and no one understands our pain other than those of us entrenched in it daily.”