Greensboro, N.C.-based The Fresh Market created a consumer-facing video that features its fresh produce specifications as a differentiator.

The video, part of a series called “Meet the Curators,” features former vice president of produce Vic Savanello — now in the same role with Grand Rapids, Mich.-based SpartanNash — going through a store and comparing product carried by The Fresh Market to product carried by competitors.

From mandarins to avocados to watermelons, size is one of the differences showcased, along with variety. The retailer is also willing to pay for superior freshness, senior category manager of produce retail Dennis Payne said in a news release.

“Rather than having fruit picked just before it is fully ripe and then shipped on a boat, we will pay the extra freight cost to have the fruit flown in, so it is in our stores in the shortest amount of time after harvest,” Payne said in the release. “An example is when we offered cherries from Tasmania, Australia, in the winter, when you normally do not get to enjoy them fresh.”

The Fresh Market also sources unique items like purple Brussels sprouts, pink lemonade blueberries and strawberry cherries, per the release.

“The best part about working in produce is that it is constantly changing with the season,” Payne said in the release. “I love finding new varieties that will get our guests excited to try something extraordinary that they could not find anywhere else.”

The Fresh Market operates 160 stores in 22 states across the U.S.


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