Bill Crofford, who has been in the produce industry for 40 years, is the new produce director for Tulsa, Okla.-based Reasor’s Foods.
Crofford’s experience spans foodservice and retail, and his most recent role was produce procurement manager for Albertsons/Safeway.
Crofford grew up in Oklahoma, often going to the original Reasor’s store in Tahlequah with his dad, who would have coffee there with founder Larry Reasor.
Over the years, Crofford has watched the company grow into what it is today, and he said becoming part of the Reasor’s team has been like coming home.
“Joining Reasor’s is like joining a family that I grew up with,” Crofford said.
As produce director, he will focus on having top-tier fruits and vegetables and the right options for the Reasor’s customer base. Crofford is also looking to develop strong core programs and to partner with the right suppliers, he said. Another key priority will be consumer education.
Crofford wants to equip store-level associates to be “produce ambassadors” by teaching them as much as possible about the industry so they can share that knowledge with customers.
“We must keep up with the latest trends, new products and changing markets and seasonality,” Crofford said. “Product knowledge is key.”
Reasor’s has 17 stores, all in Oklahoma. The company has been in business for 56 years.