PALM SPRINGS, Calif. — Retailers, a metacognition expert and a venerable football coach shared experiences and applications for produce professionals May 12 during the education program of the West Coast Produce Expo.
Pamela Riemenscheider, editor of the Produce Retailer, sister publication of The Packer, led off the morning with a review of Fresh Trends consumers research. The presentation featured commentary by Paul Kneeland, senior director of produce and floral for Gelson’s Markets; Caitlin Tierney, director of produce for 99 Cents Only Stores; and Mike Kamphaus, president and CEO of Peirone Produce.
The group agreed that retailers have to do better in telling the story behind products on the shelves.
“I think as retailers we think we’re telling the story the right way, and I don’t think we are, because if we were, the millennial numbers, that spend would be a lot higher,” Tierney said. “So I think we really do need to focus on how are we marketing the largest population of people, and being proactive, because I think we’re right now reactive.”
Kneeland noted that produce needs to keep focusing on creative marketing given the scramble by center store to recapture interest.
“There’s a lot of opportunity for the produce industry to really capture sales in the “healthy eating” (area) — but don’t call it healthy because it’s not sexy,” Kneeland said. “I see center store really ramped up the game and really brought in a lot of nutritional items and they’re coming right after our sales.
“So as we jetted ahead in the produce departments, grocery departments started to come up, and how do we raise the game as an industry?” Kneeland said. “If you look at Fresh Trends and you look at all the percentages in there, there’s a huge opportunity gap out there to grow the business.”
Kamphaus described millennials as a group that has less knowledge but that can gain knowledge more quickly than any before it.
“We have to figure out how to communicate with this generation in a way that they accept and in a way that they want,” Kamphaus said. “It’s knowing who you are, knowing who your consumer is, and understanding the research and how we have to connect with this generation.”
Romantic or Warrior?
The second speaker of the day was Dave Mitchell, president of The Leadership Difference. While keeping the audience laughing, he delivered a message on the importance of being aware of how one thinks and how others think.
Understanding those nuances can help people connect with or lead a great percentage of those they encounter, Mitchell said.
The average individual will click immediately with about 25% of people and find unlikable about 25% of people. Moving the other 50% into the former category will make a person much more successful in leadership, sales and other endeavors, Mitchell said.
He described four types of people — romantics, who tend to be most in tune with their emotions and those of others, and who are the most tactful communicators; warriors, who focus on efficiency and winning and tend to be straightforward in their conversations; experts, who know their material, have to be right and focus on functionality; and masterminds, who prize flexibility and see rules as merely suggestions.
Each of these types needs something different from a leader. Romantics need to feel like their work is appreciated, Mitchell said.
“Warriors, their intrinsic need is independence,” he said. “‘You like my work? Yeah, then leave me alone. A lot of problems in this organization, none of which are in my area. Keep walking.’ So to lead a warrior, you actually allow them the latitude to get what they need done so you’re not impeding those results.
“Experts, their intrinsic need is security, knowing what to expect, knowing that their days are typically fairly consistent, very reliable, that they’re well trained for what they’re going to have to face,” Mitchell said. “And for masterminds, it’s options. What can you provide me that makes my day different, makes it unusual, makes it fun?”
The same distinctions can be considered when working with clients.
“It’s very difficult for a romantic to work with a provider who they don’t find likable,” Mitchell said. “You might have the best products, you might have the best services, but if you are fundamentally unlikeable to them, they’re going to find a different vendor.
“Warriors, it’s about efficiency,” Mitchell said. “Can you deliver what you say you’re going to deliver fast, on time, save me time, help me be more productive? ... Winning a deal is important to them, so it’s important to strategize a way that they can win that deal.
“Experts, knowledge,” he said. “Do you know your stuff, do you provide accurate, valid, detailed information about the products that you offer? And for the mastermind, flexibility. Can you deliver to us in ways that meet our business model? That is not just like, ‘Every Tuesday we do this.’ ‘Well Tuesday’s not a good day for us, can you provide flexible solutions and customize your offerings to our needs?’”
Give notice
The keynote speaker for the education program at the West Coast Produce Expo was longtime NFL player, coach and analyst Herm Edwards.
Now the head coach for Arizona State University, Edwards spoke on numerous keys to success and including a note on what Mitchell addressed.
Treating people fairly does not mean treating them all the same, he said. Leaders have to figure out what each person needs to do his best.
While a leader needs to adjust his approach depending on the person, his people need to be able to know what to expect from him.
“The one thing people want is consistency,” Edwards said. “As soon as you start changing your personality, in the good times or the bad times, they see right through it.”
He also emphasized the need to recognize that everyone in an organization is important, even — or especially — the ones who often go unnoticed.
Edwards referred to the classic football example to demonstrate that principle. The center, who on each of the 60-70 plays in a game sets the protection, snaps the ball and then knocks helmets with a defensive lineman, gets little credit or attention while serving a critical function.
Edwards had a simple piece of advice: Thank the center.
