This episode could just as easily have been called “How to Be a Fresh Produce Salesman and Live to Tell the Tale”. Or “Confessions of a Rookie Salesman”… Because it’s a personal story.
The story of how an agronomy engineer who throws himself into fresh produce sales discovers that nothing he learned at university about microeconomics — or in his marketing master’s — could be applied to the fruit and vegetable business in any way that actually worked.
That engineer turned salesman was me. And the instruction manual for surviving one more day in the business didn’t seem to be in any textbook. It lived in a concept my veteran colleagues knew intuitively, but that nobody had ever spelled out for me in words. And that concept is (drum roll): “the price corridor.”
This episode is dedicated to all those young — and not so young — people who are starting to find their way into our business and want to know what they’re in for. Because yes, I go on and on about how special and different we are in fresh produce. But that’s because it’s true.
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*Note: Blue Book services mentioned on the episode. (https://www.bluebookservices.com/)
