CINNCINATTI, OH - This was another one for the record books. That is what Bob Lummis shared with me as we spoke about the company’s always-successful Buying Food Show and Educational Seminar held this week at the home of the Cincinnati Reds. 

And what a success it was. I had the opportunity to experience Cincinnati at its finest on Wednesday.  Between Crosset’s buying show at the Great American Ballpark, where I walked through the inspiring history of the Reds, to the Belle of Cincinnati Dinner Cruise held amid Victorian décor, the lush green of the city, and a wealth of conversations… This trip definitely delivered.

When I ask Bob where the value of the Crosset program lies, he says that it is the rich vendor and retail relationships that have truly built the company over the years. 

“Each year, we work hand-in-hand with both our vendors and retail partners to fuel growth within the produce department,” Bob tells me. “Whether that is working with them to innovate new products to meet the demands of the value-added or on-the-go consumer, energizing their merchandising support and programs, or planning for the evolving consumer palate-we look to provide a space where these conversations can be nurtured and then executed. We are strategically positioned to help retailers increase the ring at the register, while supporting our vendors by helping them cultivate new relationships and partnerships.”

So how did this annual event draw in the intimate crowd this year? To start, the day’s first pitch was thrown by Crosset Company’s TC Williams, who addressed a room full of attendees in the Great American Ballpark’s new Handlebar Club. TC spoke to the crowd about the growth within the organic category and how Crosset’s program has expanded its product mix in this sector to better differentiate itself amongst the burgeoning competition.

Speaking of the evolution of the organic category over the past 25 years, TC said, it has been like a blue chip stock, increasing year after year after year.

“Let’s go way back to 1990,” he told the audience. “The entire organic category was worth $1 billion – which wasn’t just fresh fruits and vegetables, that was the entire category. Ten years later it grew to $7.76 billion. That is when the Crosset Company got involved with organics.”

Seven years later it grew from $7.76 billion to $20 billion and this year’s growth is expected to be in the double digits, he added, speaking to the need for companies to re-evaluate their investments in organic offerings.

TC was followed by a collaboration between Michael Sansolo, Retail Food Industry Consultant and Research Director of the Coca-Cola Retailing Research Councils and Kevin Coupe, “Content Guy,” for MorningNewsBeat.com. The two speakers discussed the shifting retail landscape, technological advancements, the need to diversify, and recognizing the opportunities within different consumer demographics. From Amazon’s always-evolving business model, to U.S. retail disruptors like Aldi and Lidl, both speakers acknowledged that new consumer buying behaviors and demands must be addressed in order to thrive in our competitive arena. At the heart of their message: adapt.

Next to the stage was special guest speaker and former Cincinnati Reds Manager, Lou Piniella, who shared the rich baseball history that brought him to the Red’s and beyond. Lou also pulled back the curtain and shared some of his insights into the game and some of his all-time favorite players during his tenure.

After a delicious lunch in the Diamond Club, we made our way to the buying show floor. Overlooking the Red’s field, the vendor spread brought together organic and conventional produce and floral companies that include the likes of Braga Fresh, Lady Moon, Cal-Organic, as well as Stemilt, Columbine Vineyards, and Giorgio to name a few.  Attendees took advantage of special deals with savings on products from the more than 50 top produce and floral suppliers during the day’s event and I was able to experience the reason why Crosset is the successful company that it is today: its push toward differentiation and the company’s incredible supplier and buyer relationships.  Customers tasted products from across the U.S. and filled their buying books with new and innovative produce items.

As the floor wrapped up, I took advantage of an intimate tour of the Great American Ballpark before heading out to the Crosset Dinner Cruise on the Belle of Cincinnati to add to an already successful buying show.

From the budding new business relationships to the diverse product mix and attendee response, I would have to agree with Bob, Crosset definitely hit it out of the park with this one. And with this year’s theme, “It’s a Whole New Game,” driving the company forward, I truly believe the wholesale distributor and logistics company has more than just a brighter future ahead, but a long and prosperous one as well.

Crosset Company