If you’re trying to win with fresh, produce needs to be a destination — but you’d better mind the gap — your perception of quality may not match your customers’ experience. Several years ago I was part of group that drove from L.A. to San Francisco visiting leading produce growers. Along the way, we stopped at every supermarket we saw. Halfway up the coast, we realized we weren’t seeing much difference between the produce departments. All were merchandised ...

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