Types of Customers

We're always ready to help our retail partners deal with the challenges of operating in an international marketplace.

Produce displayed at a market

Fresh Direct really serves two types of customers: the retailers who sell our products, and the end consumers who are, in turn, those retailers’ customers. Building strong relationships with both benefits us all.

We're always ready to help our retail partners deal with the challenges of operating in an international marketplace. That means assisting with pricing strategies, placement, and display ideas in line with their specific merchandising programs.

For the consumer, we put a great deal of thought into ideas for promotion. Fresh Direct Produce’s internal marketing coordinator also creates coupons, media ads, banners and posters to promote in-store events such as the Taiwan Fruit Festival, which features guava and star fruit. We also arrange in-store cultural experiences such as drummers and traditional dancers from Korea performing while consumers sample Korean Jeju mandarins.

We are committed to providing awareness on an ever-expanding list of ethnic and exotic fruits and vegetables to a multitude of retail buyers, and we’re often called upon to educate in-store produce managers as well.

Regions

Our dedication to continual improvement and excellence, coupled with an innovative spirit, has spurred our expansion into a full-line produce importer and distributor.

Fresh Direct Produce delivery trucks in loading bays

In 2003, Fresh Direct Produce started out with just 11 employees and two trucks. We began by selling a select range of items to a few independent grocers in the Vancouver area. In 2008, we moved into our current headquarters, a 59,000-square-foot refrigerated shipping and receiving facility located in the heart of Vancouver.

In 2014, we added our 40,000 s.f. re-packing centre in South Vancouver. Last year, the company made a major investment to expand its capacity and reach by opening a brand new 53,000-square-foot produce facility in Calgary, expanding our total square footage to 152,000 square feet.

The territory we serve has grown along with our capacity. We now supply both independent grocers and national retailers as far North as Prince Rupert in B.C. and Edmonton in Alberta. Fresh Direct’s retail partners now include Thrifty Foods, Fairway Market, Safeway, Sobeys, Whole Foods, Walmart, Loblaws and T&T Supermarket

The Calgary location has yet to reach full capacity, but boasts 18 truck bays, state-of-the-art ripening rooms and a fleet of new five-ton delivery trucks which will allow the company to expand its service area as far east as Winnipeg. And owning our own trucks means we can service more and more new communities along our existing routes.

Our dedication to continual improvement and excellence, coupled with an innovative spirit, has spurred our expansion into a full-line produce importer and distributor.

Marketing

Others may emulate the things we do—however, not to the same degree.

Box containing delicious pomelos

The Fresh Direct Difference

“Since FDP opened its doors, two factors have driven our success: a focus on customers’ needs and being a leader in ethnic, tropical and specialty items,” says Jozef Hubburmin, Fresh Direct Produce’s Chief Financial Officer. “That was the beginning of our differentiation in the market. We were nimble and we focused on helping our customers in all grocery aisles. We’ve become a market leader with our unique product offerings and our width and depth within these products. Others may emulate the things we do—however, not to the same degree.”

With a sales philosophy that looks at vendors and retailers as an extension of our own business, we emphasize partnerships to promote market growth. As we grow, we're also committed to helping our suppliers and customers build their businesses too. We work closely with our growers and shippers in launching new products and distribution channels, lending a hand with their advertising and marketing.

And we’re always ready to assist our customers with pricing strategies, coupons, seasonal festivals, placement, and display ideas.