Target Information
Fresh Choice Produce (Fresh Choice), located in Fredericton, New Brunswick, has a rich history spanning over 30 years in the wholesale distribution of fresh produce. The company has established strong relationships with various sectors, including the food service industry, educational institutions such as schools and universities, as well as both independent and large chain retailers. Fresh Choice is renowned for its commitment to supporting local growers while ensuring that customers receive top-quality products and exceptional service.
The previous owners, Eric Peabody, John Mackie, and Kathy Bridges, have decided to transition the company to new ownership under Harvest Wholesale, effective November 1, 2024. Despite this change, they will continue to be involved in the business during the transition period, ensuring stability and maintaining the continuity of service for their loyal customers.
Industry Overview
The wholesale produce industry in New Brunswick and Nova Scotia plays a vital role in supplying fresh, quality food to diverse sectors, particularly in the food service and retail markets. As consumer demand for fresh and locally sourced products continues to rise, wholesalers in this region have adapted to cater to changing preferences. For over three decades, Fresh Choice has positioned itself as a key player in this industry, emphasizing quality, freshness, and local partnerships.
In recent years, there has been a notable shift towards sustainability and supporting local farmers, which aligns well with Fresh Choice's operational philosophy. The industry's growth trajectory has been bolstered by an increasing awareness among consumers about the benefits of eating fresh and locally sourced food, which has fueled demand for high-quality produce.
Moreover, the ongoing trend towards healthier eating habits and plant-based diets is influencing purchasing decisions in both wholesale and retail markets. Companies that can effectively respond to these trends by offering a diverse range of products stand to benefit significantly. Fresh Choice has built its brand around quality and service, making it well-equipped to capitalize on these market dynamics.
The introduction of corporate ownership can provide additional resources and strategic direction, enabling Fresh Choice to expand its offerings and enhance eff…