Episode 301: Meghan Diaz and Brian Klumpp

By Lori Taylor

Apr 10, 2024

Growing Together: A Farmer & Retailer Team up for Seasonal Success with Meghan Diaz, Senior Director, Local & Regional Produce at Sprouts Farmers Market and Brian Klumpp, Director of Sales & Marketing at North Bay Produce

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Growing Together: A Farmer & Retailer Team up for Seasonal Success with Meghan Diaz, Senior Director, Local & Regional Produce at Sprouts Farmers Market and Brian Klumpp, Director of Sales & Marketing at North Bay Produce

Summary:

In this episode, Lori Taylor discusses the collaboration between growers and retailers with Meghan Diaz, Senior Director of Local and Regional Produce at Sprouts Farmers Market, and Brian Klumpp, Director of Sales and Marketing at North Bay Produce. They focus on the seasonal promotion of Florida blueberries at Sprouts and the importance of connecting shoppers with the farm-to-table concept. They also discuss the challenges of sourcing produce from multiple suppliers and the planning and collaboration required to bring promotions to life. The episode emphasizes the need for consumers to know where their food comes from and the efforts made by retailers and growers to provide fresh and flavorful produce.

Takeaways:

  • Collaboration between growers and retailers is essential for promoting and celebrating local and seasonal produce.
  • Promotions and displays in grocery stores are carefully planned and require collaboration between suppliers and retailers.
  • Knowing where your food comes from and understanding the farm-to-table connection is important for consumers.
  • Challenges such as private label and sourcing from multiple suppliers exist in the produce industry, but efforts are made to provide fresh and high-quality products.

Chapters

00:00 Introduction and Collaboration between Growers and Retailers

03:00 Introducing Brian Klumpp and North Bay Produce

07:58 Promoting One Growing Region: Florida Blueberries

10:41 Promotable Volumes and Ideal Growing Conditions

16:25 Importance of Knowing Where Food Comes From

22:30 Supporting Retailers with Connecting to Shoppers

26:02 Planning and Collaboration in Grocery Retail

29:03 Closing Remarks and Takeaways

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About Lori

Lori Taylor is the Founder & CEO of The Produce Moms. For ten years she sold fresh produce to over 300 grocery stores throughout the United States, and today she is fully focused on working with the produce supply chain, media, and government to increase fresh produce access & consumption in the US and around the globe. Connect with Lori on LinkedIn.

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