Brian Kocher
Analyst · Sturdivant and Company. Please proceed with your question.
Yes, I can. And I'm going to describe that in broad terms. Mitch, I think it's really important to remember that during this quarter, we improved pricing, we improved our cost of goods sold efficiency but the fact of the matter is we improve two really critical cold customer service metrics. Fill rate, which is in the last month of the quarter was almost over 99%. So, over 99% of what a customer ordered, we delivered on time. That is really special produce in fresh-cut operation. And then secondly, we decreased customer and consumer complaints during the quarter. So, simultaneously with increasing fill rate, we decreased customer complaints. That is one of the ways that we win service, that we win customers as we demonstrate our service level. So, if I would -- I just didn't want to lose that in the context of the script, it's a really important sales strategy, where is the growth going to come from? First and foremost, the category is still growing. Grab and go fresh cut produce is still growing. It's growing on a dollars basis because obviously there is some price increases, but it's growing on a unit basis, too. So, we see some growth from the category altogether. We also have certain customers that we're looking to expand with. Either, we currently do their business and are looking to grow in terms of another distribution center to cover or another region to cover or potentially another segment, maybe we do fruit with them only, but now we can do fruit and veg. So, there is a block of cost -- a block of existing customers that we want to grow with, and then lastly there are new customers that we want to grow with. And you can say that okay, that might be share that is just trading between competitors. And I would agree with you there, but we're not interested in gaining share by buying customers. We were working too hard on price increases, we're working too hard on efficiencies, that's not what we're interested in. We're working -- We're interested in winning customers on service, on availability, on the completeness of our offerings, and just be relentless in that every day. So, I think those are some of the areas that you will see growth on the customer side with us.