Walmart’s Mack urges connection with consumers

CHICAGO — With apologies to Mother Nature, there is just one boss for apple marketers and retailers, one Walmart executive believes.

That boss is the consumer, says Carrie Mack, Walmart’s senior sourcing manager for apples and pears.

Mack, a resident of Selah, Wash., spoke Aug. 18 at the U.S. Apple Association’s 2022 Outlook Conference, stressing the common goals of apple marketers and the retailer.

A 20-year veteran of the industry and recently celebrating 10 years at Walmart, Mack said her experiences have taught her to appreciate the value of every single person and their individual contributions within the supply chain.

“It is hard for me to picture myself not being a part of the industry,” she said. “I love this industry, my hometown, the state of Washington. The community where I still live, like so many other communities, is supported by the apple industry, and all the components that it takes to grow, pack and deliver a high-quality piece of fruit and deliver it to the customer.”

Mack said working at Walmart has provided her with many opportunities to collaborate and partner with growers, shippers and associations.

“Those transparent, authentic partnerships ... help us to make smart decisions together, as we work towards our shared goals of serving the customer and driving consumption of fresh apples,” she said.

Giving a nod to Washington’s expected smaller crop, Mack said all the coordination in the world between suppliers and buyers can’t prevent Mother Nature from changing plans.

Even so, Mack said the desire to serve consumers and their shifting expectations is what should unify the entire supply chain.

“How do we partner, collaborate and gain traction on our shared goals — the No. 1 being to drive consumption of fresh apples?” Mack asked. “And how do we provide the customer the best experience to come back for more?”

Finally, she asked apple suppliers to consider how they will become more sustainable in their operations in coming years.

Walmart founder Sam Walton, Mack recalled, often said the consumer is the “only boss,” with Walton observing that the consumer can fire everybody in the company simply by spending their money elsewhere.

With inflation a reality in the supermarket, Mack said Walmart and its suppliers must respond.

“As an everyday, low-cost operator, we must fight for our customers to save them money so they can live a better life,” she said. 

Some of the ways that consumers are trying to stretch their budgets, Mack said, include purchasing more frozen and canned categories, shifting to private brands and buying less meat and seafood.

Fresh produce may still see opportunities, especially with promotions, she said.

“Over 50% of American households are actively looking for deals, discounts and coupons,” she said. “We have opportunities to provide rollbacks, deliver cost savings, to help inflation, but we need our partners to join us in this battle. We all must come together and look at our business every day through the lens of the customer.”

Mack said Walmart wants to understand the pressures that growers are facing.

“A large piece of my role is to be continuously learning; learning from all of you, from my partners, the experts, and to be able to break down the pressures of the industry — not only current pressures, but looking five, 10 and 20 years forward,” she said. “I need and I want to be part of your team. I want to be able to articulate the challenges faced in individuals, organizations, but those of the greater industry, as well.”

With that understanding, she said, progress can be made on long-term solutions to increase productivity, reduce waste, maximize the bin and drive consumption.

“We all must challenge one another; how can we operate more efficiently? How can we cut costs from the system, all while still delivering a consistent, high-quality piece of fruit to the customer at the very best value while remaining long-term, strategic, sustainable partners?”

“It is a very large task, and I know we can't do this alone; we need one another,” Mack said. 

Driving sales

Even for a mature category such as apples, consumer demand for new and exciting varieties can drive trips and traffic to retail stores, she siad. 

Apple marketers must deliver in-stock, high-quality fruit, and also communicate with shoppers.

“The U.S. consumer wants the connection to their purchases that they make,” she said. “The connection differs by generation, but the curiosity remains. Consumers are willing to spend more time to learn about what they purchase, when they're able to connect. The [sales] start to accelerate.”

In particular, consumers who are passionate about a particular variety will be one step closer to making a purchase at the supermarket.

“I ask you to think, if you knew nothing about this business, where would be the one single place you would send a customer to educate themselves on everything apples and make that connection?” Mack said.

Connecting more effectively with consumers can drive consumption, she said.

Growers must also share with consumers their stories of multigeneration farm families, female-forward leadership, and sustainability progress and priorities.

“We have an opportunity, I daresay obligation, to educate the average consumer of where their food is coming from, and how it is grown,” Mack said.  “I know most growers don't want to toot their own horn, and they don't think their day to day is special. But trust me, you have no idea how special your stories are.”

In a question-and-answer session, Mack said Walmart is looking at social media as one way it can better create connection points between growers and consumers.

Mack suggested the industry also could have its own TikTok or Instagram channels to tell its stories.

Walmart is committed to sourcing produce more sustainably by 2025, and the retailer has been active on the issue for more than 15 years, Mack said.

As Walmart sets ambitious sustainability targets, Mack urged suppliers to look at their own operations at where they can reduce food waste, carbon emissions and more to “validate and share the benefits of softer growing practices.”