Fresh Taste Produce finds success with adjustments

Being quick to adjust to new realities during the pandemic is key to the success of Fresh Taste Produce, said Julian Sarraino, chief operating officer for the Milton, Ontario-based company.

“Our team has had to make changes to several parts of our business in order to adapt to the changing marketplace,” Sarraino said. He said the biggest initial challenge was the inability to have customers walk around and see the product on the company’s showroom floor in the market. 

“While the decision to prohibit customers from walking around the showrooms at the market was likely correct, especially early on, it created a very difficult environment for our industry; the independents like to see, touch, smell and taste the produce,” Sarraino said.

Fast-forward to January this year, and Sarraino said fresh produce in general continues to perform well.

“Our longstanding relationships with our strategic partners from more than 30 countries around the world has enabled us to have consistent supply,” he said. “Our consistent supply has been the cornerstone of our success this past year; we’ve been able to get the customers what they need, when they need it.”

Retail has been strong during the pandemic, while foodservice demand is still recovering, he said.

“The foodservice portion of our business decreased rapidly at the front end of the pandemic, but it has certainly clawed its way back as we work with our partners to ensure they get what they need,” Sarraino said.

Tight truck conditions have been widespread and Sarraino said the strategy of Fresh Taste is to use Slingshot Transportation, a freight company which has its Canadian headquarters in Milton.

“Our team at Slingshot Transportation has been very effective,” he said.