Rocky Produce sees strong demand as Michigan season approaches
Rocky Produce sees strong demand as Michigan season approaches
As the produce industry transitions into the Michigan growing season, Rocky Produce is seeing strong sales momentum, while preparing for another busy summer filled with local fruits and vegetables.
“We’ve seen sales stronger than previous years, which is great,” said Dominic Russo of Rocky Produce. “The cost of produce in a lot of categories has been extremely high through the winter, and some of those prices are still elevated as we move into spring crops.”
Even with pricing volatility across the industry, Russo noted product quality and customer demand have remained steady.
“As long as we’re priced correctly within the market, we always seem to do just fine,” Russo said.
Like many growing regions throughout the country, Michigan experienced an unpredictable spring season that affected crop timing and production schedules.
“We had a cold winter with a long stretch of cold weather, then things warmed up early and it looked like crops would take off sooner than normal,” Russo said. “Then temperatures swung back the other way and it’s been cooler again over the last couple weeks.”
Russo noted that weather conditions impact not only crop growth, but also consumer shopping and restaurant traffic.
“Sunshine helps us grow produce, but it also gets people out shopping and eating at restaurants,” Russo said. “We’re looking forward to some warmer weather and sunshine.”
The company continues to serve a balanced customer base that includes both retail and foodservice accounts.
“We’re pretty evenly split between retail and foodservice distributors,” Russo said.
One of Rocky Produce’s greatest strengths remains its team-oriented culture and commitment to customer service.
“The best thing we have going is our team,” Russo said. “The way everybody works together and covers for one another is what makes us successful.”
The company also emphasizes maintaining high standards across every aspect of the business.
“We hold ourselves to a very high standard to make sure we’re giving customers the right product and the right service,” Russo said. “We’re always trying to stay a step ahead instead of just going with the flow.”
Rocky Produce is currently dealing with many of the same challenges most in the produce industry are facing.
“It’s the same issues everybody is dealing with — labor in the warehouse, drivers and freight costs,” Russo said. “Costs have definitely gone up.”
Still, the company remains optimistic about the opportunities ahead as Michigan-grown produce enters the market.
“There’s always excitement when the local season starts,” Russo said. “Everybody’s ready to get outside, buy seasonal produce and enjoy what spring and summer have to offer.”
The summer months are particularly important for fruit categories.
“June is going to be heavy on watermelon, stone fruit, grapes, berries, cantaloupes and honeydews,” Russo said. “Those fruits are very strong during the first half of summer.”
While shipped-in vegetables remain important early in the season, the company transitions heavily into Michigan-grown items as local harvests increase.
“We’re very proud to carry locally sourced Michigan produce,” Russo said. “Even if the volumes aren’t always as high as shipped-in product, there’s still tremendous value in offering local produce to our customers.”
He also pointed to continued growth in Michigan’s overall produce lineup as a positive sign for the industry moving forward.
At the retail level, the company is seeing increased interest in value-added produce items, while organic demand appears to have slowed somewhat compared to previous years.
“Everybody wants value-added products right now,” Russo said. “The demand is there, even with higher prices. We’ve had a very good year so far, and we’re thankful for that.”
