BAKERSFIELD, CA - In fresh produce, we often talk about longevity, legacy, and lasting impact. These goals are not built by flashes in the pan, but by steady and strategic planning brought to fruition through focused execution. A single product, campaign, or clever ad will only suffice as a blip on the radar. Becoming memorable, becoming impactful comes from showing up, season after season, with persistence and consistency.

“In produce marketing, buyers are influenced by trends, seasonal availability, and competing commodities. It often takes multiple touchpoints—whether through in-store promotions, digital campaigns, or trade communication—before a product truly captures attention,” Phil Gruszka, Founder, Gruszka Consulting, shares with me.

As Phil breaks it down for me, persistence matters because results don’t always appear immediately, especially with awareness advertising. Social media and email advertising are two examples.

“Social media advertising can also easily be discounted as a valuable tool, especially if you personally do not use it. A company may see thousands or millions of views on their posts during the season or with their advertisements within an industry publication without an immediate bump in sales,” Phil explains. “It’s easy to question the value of those numbers. Each impression represents someone seeing your brand, your product, or your story.”

When that exposure happens consistently over time, it builds recognition. Recognition creates trust, and trust is the foundation that separates strong produce brands from the rest of the pack.

“Recognition elicits trial, trial elicits repeat purchases,” Phil describes. “The companies that stay committed to these long-term efforts are the ones consumers remember when it’s time to buy. Ultimately, it is the consumer who is opening their wallet to purchase our products. Their purchases are a pure measure of your persistence and consistency–the quality of your produce matching the promises you have made consistently through your advertising."

Consistency across every facet of your company and brand is what reinforces that trust and makes those impressions meaningful.

According to Phil, every point of contact should reflect the same quality and values. He explains it’s worth asking yourself:

• Does your packaging stand out in the crowd or blend into the background?
• Do your sales materials and presentations reflect the quality of your product?
• Does your social media make customers want to be part of your community?
• When a consumer or buyer has an issue, does your customer service reflect your brand promise?

“If you can answer yes across the board to these and related questions, you’re ensuring that each new impression—whether online, in-store, or face-to-face—adds to a consistent and reliable brand identity,” Phil says. “Of course, keeping that message steady isn’t always easy. Harvest season can divert attention away from marketing, and awareness campaigns require patience before they yield results. This is where outside marketing consultants can be of assistance. They can bring an objective perspective, manage the ongoing workload, and apply experience across commodities to ensure that every touchpoint continues to build momentum—while enhancing the important work your team is already doing.”

When persistence and consistency are applied with intention, the cumulative effect is powerful.

"Those thousands of social media or email advertisement views aren’t just empty numbers—they’re seeds of recognition. Over time, they grow into stronger brand awareness, loyal customers, and sustainable long-term growth,” Phil concludes.

In a crowded marketplace, patience and discipline are often what distinguish one company from another. And in our business, that is everything.

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