On a recent episode of the AgNet News Hour, Michael Jameson, director of sales at Morada Nut Company, returned for Part 2 of the conversation, focusing on how technology, changing retail habits and increased competition are reshaping the way California walnuts and other specialty crops are marketed.
The competition for space in the produce department has changed dramatically during Jameson’s career. He said a typical produce section carried around 100 items when he entered the business roughly 40 years ago. Today, retailers carry around 500 items while choosing from thousands of products available worldwide. That makes consistency, quality, service and pricing increasingly important for suppliers trying to hold onto valuable shelf space.
Jameson believes artificial intelligence could make that competition even tougher.
Rather than buyers ordering extra inventory to avoid running out, Jameson said AI could increasingly analyze factors such as weather, holidays, traffic, store placement and sales per square foot to determine much more precisely how much product a retailer needs. He also expects AI-powered cameras and other technology to help retailers monitor inventory, product condition and pricing in real time.
Technology is already reaching the packing side of the business. Morada Nut Company incorporated AI into one of its cherry packing lines this year, giving the operation an early look at how the technology could influence production and marketing decisions.
Social media presents another opportunity. Jameson discussed technology that can deliver targeted promotions to consumers near a retailer, potentially alerting them that California walnuts or cherries are available nearby. For agricultural commodities competing for consumer attention, he said staying current with technology and marketing will become increasingly important.
But Jameson doesn’t believe technology should replace the traditional relationships that have long driven produce sales. He described how personal relationships with buyers once helped shippers understand markets and work through difficult seasons. Today, much of that communication takes place through email and digital ordering systems rather than phone calls and face-to-face conversations.
His approach to the future is to combine both worlds: new technology and social media with old-fashioned customer relationships.
Listen to Part 2 of the full interview below or on your favorite podcast app.
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