Dave Corsi with Wegmans Encourages More Ag Stories to Bridge Gap with Consumers
By Laurie Greene, Editor, California Ag Today
Customers love stories and Agriculture sure has them. What could be better for the bag of broccoli florets, carrots or even pistachios and almonds to have an image of the farmer who grew them?
Ag needs to have this connection with consumers; ag stories help bridge the gap between the growers and consumers.
California Ag Today caught up with Dave Corsi at a recent meeting. Corsi knows something about customers connecting with agriculture; he’s vice president of Produce and Floral at Wegmans, a higher end east coast grocery store chain, which purchases a lot of product from California growers. He said it’s way bigger than farm local and buying local.
“The customer wants to know the face behind the name. It is important for the customer to know who the growers are, and what do they do? What is their food safety philosophy and food safety best practices? What kind of varieties are they growing? What are the flavor profiles of crops they are developing to provide a better experience for our customers?”
“All that is very meaningful. And it doesn’t matter if the farm is ten miles away, three thousand miles away, or even around the world. The customer wants to understand who the person is behind the product being grown,” said Corsi. “That’s the story we love sharing with our customers.”
He noted that customers are really interested in the knowledge learned from ag stories, “so they can feel more comfortable about their purchase because they know how dedicated our growers are to food safety, traceability, and food quality. They even want to know about the social side of business, such as the growers themselves.”