Family Pitsikoulis: George, John, Nick and Mike
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“I believe our background in retail helps us understand the needs of different stores in different areas,” said George Pitsikoulis. “Dealing with so many customers forces you to bring in new things, so we have as wide a variety as possible.” That includes sourcing everything from vegetables to exotics to niche products as well as offering those products at different price points based on quality.
A complete overview of the whole facility including the docks
“From Toronto to Newfoundland, we trade with wholesale operations, sell to independent stores and service large and small chains,” said Pitsikoulis. “The people we work with run the gamut, and that comes from the experience that my father had in retail.” Pitsikoulis' father spun off the wholesale business in 1983, and now the company is completely family-owned. Their growth has taken them from a series of leased locations to a large warehouse that has storage for up to 7,000 pallets of goods, 11 banana-ripening rooms and an area to package and sell goods under the Frescadel brand. There's also 35,000 square feet of space for a showroom where all of Canadawide's products are available for purchase to Montreal's thriving fresh produce buggy vendors.
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The industry has changed over the last 30-plus years, and Pitsikoulis explained that they've learned to adapt to new trends. Packaging has changed dramatically, and while there was a time when many products were sold with packaging as an afterthought, that is no longer the case.
“Ready to eat salads are increasingly popular, and they are sold in punnets and clamshells,” said Pitsikoulis. “Packaging like that has changed to improve cleanliness and ease of use, and it also simplifies other aspects of the operation. Produce needs to be handled with care, but a package is not as delicate as loose product, so defects can be avoided.”
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The competitive landscape has also changed. While there is still a central market in Montreal, it is nothing like the terminal markets in places like Toronto or New York. Canadawide's competitors are spread throughout the city and through the province of Quebec. Growers around the world have also sought more direct links to consumers, and the role of the broker has been reduced.
Cash and carry at the facility
“Chilean growers used to go through American-based importers, but there's now a movement toward more direct communication with end users,” said Pitsikoulis. “But middleman or no middleman, there needs to be good communication throughout, from grower to end user. The grower has to understand the needs of the end user.” That's where Canadawide excels, according to Pitsikoulis, because of their intimate knowledge of what retailers need.
“We strive to be first to market with new products and new ideas, and that helps us stand out,” he explained. “We also get great information from our suppliers, and we work with what they're offering.” They also compile and share market trends and information with their customers to make sure they and all of their partners are up on the market. The rise in popularity of the berry category is one such trend, and the profitability and widespread acceptance of organic produce is another. The fresh produce industry, in general, has also done well.
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“We're definitely in the right industry,” said Pitsikoulis. “Not a day goes by that you don't hear some journalist report on a new recommendation to eat more fruits and vegetables. I'm a firm believer that produce is a sort of green pharmacy, so I really am glad I'm in this business.”
For more information:
George Pitsikoulis
Canadawide
Tel: (514) 382-3232
Fax: (514) 687-4553
george@canadawidefruits.com
www.canadawidefruits.com