“It's time for Texas to take its place on the national stage,” Tommy Wilkins, Director of Sales at Grow Farms Texas, tells me, as we talk about the incredible growth and opportunities within the Lone Star State. “I believe that’s how we can best serve the industry—through the produce we grow in Texas, and through the resources we have to facilitate faster and more efficient transportation of produce from Mexico. We are building the bridges necessary to make this state a nexus for Texas and Mexican produce.”
Tommy is Texas at his core. Born and raised in the larger-than-life state, the produce veteran is now thriving and making his living in Texas. With his warm, can-do attitude, Tommy brings the best of both worlds to his role with Grow Farms, having cut his teeth on both the buy-side of the industry with the United Family of Stores, and now the supply-side with Grow Farms. With over 40 years of produce experience to bring to the table, Tommy has a mission to put the state he loves on the metaphorical map.
“Right now, Grow Farms is working on a wider strategy to expand both operations and availability in Texas and Mexico, as well as expanding in McAllen,” Tommy shares. “Currently, we’re finding just what items will allow us to answer the call for a bigger piece of the pie in both nationwide produce offerings with our year-round Mexican program, as well as a more substantial presence in our local Texas program.”
“Texans have an enormous ego, so of course when you say it's always bigger and better in Texas, that also applies to produce.” - Tommy Wilkins
The areas between McAllen and Donna, Texas, where Tommy is based, are seeing an era of rapid expansion and innovation—making this short stretch of land off Mexico’s border a focal point for all things fruit and veg. Along with providing year-round traditionally grown Mexican produce imports like bell peppers, cucumbers, squash, green beans, and eggplant, Tommy’s unique personal and retail experience has prepared him to take on emerging items like Texas red onions, napa cabbage, bok choy, kale, spinach, and cilantro.
And the work Tommy has been doing with Grow Farms is just a small part of the produce revolution taking place in South Texas right now. The Pharr-Reynosa International Bridge serves as one of the most important ports of entry for the U.S.-Mexico border, and while the growth has already been substantial, it has only seen the beginning as far as business opportunities for produce companies, manufacturing plants and expansions through short and long term projects. And with the help of the new Mazatlan-Matamoros superhighway—connecting Mazatlan, Sinaloa, Mexico to Pharr, Texas—this new route for produce transportation can save up to $3,000 in fuel and nearly 16 hours in travel time round-trip.
In this vein of revamping the South Texas produce scene, Tommy says his main focuses definitely encompass Grow Farms and Texas produce—partnering with like-minded growers who share the company’s views on quality, wholesomeness, service, and transparency. It’s about supporting the little guy, Tommy tells me, and it’s about getting the retailers to support the little guy, too.
“Texans have an enormous ego, so of course when you say it's always bigger and better in Texas, that also applies to produce,” Tommy says. “When you say Texas-grown to a Texan that carries a lot more weight than it would in other parts of the country. Robert Taylor, the President of United, always says, ‘If it's grown in Texas and it’s good, we should carry it,’ and that’s something I think can be a win-win for the retailer.”
"...you always have to have that pulse on your customer, and develop solutions that will help satisfy that consumer."
And where does the seemingly traditional Texas powerhouse get his penchant for trying his out-of-the-box methods? His playbook may come from having nearly every possible situation in the produce industry thrown at him. Following his father, a West Texas retailer with Furr’s Supermarkets, into the business over four decades ago, there’s really nothing Tommy has yet to see.
Tommy’s nearly eight years as Director of Produce Procurement at United Supermarkets and his over a decade of working with them under his and his father’s company Wilkins/Genova clearly gave the man some powerful insights on how to provide value for consumers—some he was more than happy to share with me.
Beyond the consumer, Tommy has also spent many years perfecting his relationships with his grower-shipper partners; “partners” being the key word he brings to my attention. Tommy, above all else, is someone who deeply values the relationships he’s built within the industry, and these relationships are exactly what has made him successful in both the buy-side and the supply-side of his career.“When you spend that much time with consumers, it’s invaluable what you learn. Over the years I have seen things evolve and go away—you always have to have that pulse on your customer, and develop solutions that will help satisfy that consumer,” Tommy explains. “I feel that being so closely involved with the final consumer also pushes you to put a better product in your box. I have been in the trenches trying to satisfy that consumer, and it drives me toward solutions for our product menu.”
“Between growers and retailers, it’s absolutely key to develop an environment where it’s a partnership,” Tommy tells me when I prod him for his advice. “Both sides of the coin have their needs—the grower needs to feel like he’s getting a fair return for his product and a retailer has to feel like he’s giving the consumer something they truly need. The way to do this is for growers to make the process seem easier for the buyers and take some of the hurdles out of the game. When you eliminate some of the problems going in, that’s how you can get everyone what they want.”
It’s in part because of that spirit to help retailers and growers connect, that Tommy was inspired to get involved with the Viva Fresh Produce Expo. He’s been on the organization’s steering committee since its inception, and eventually took the lead on Viva Fresh’s Sponsorship Committee as well, using the connections he’s garnered throughout his career to support the produce show.
“I am very proud of what Viva Fresh has to offer the produce community. As an industry, I believe we must absolutely educate retailers and foodservice professionals just what we have to offer,” Tommy explains. “The people involved with the show have so much passion for the opportunity to change the consumption of our products. I have been so blessed over the years, I feel that it’s my duty to give back to an industry that gave me that opportunity.”
"After 40 years in the business, I believe my story still has some chapters to write."
But it turns out this new opportunity in Tommy’s life couldn’t have been presented at a better time. With Tommy’s daughter getting married this past July and his son graduating from law school last year, he says this was the perfect time for him and his wife Barbara to start the next chapter in their lives as well. While leaving the Lubbock, Texas-based United Supermarkets to start work with Grow Farms further south doesn’t seem like a life-altering change to anyone who lives outside the massive state, the two cities are actually 630 miles apart from one another—essentially the distance of leaving New York City for Charlotte, NC.
“We left behind family and 20 plus years in Lubbock, but life has an interesting way of playing out. I have a strong faith and believe doors have opened and closed by a greater power. My journey has taken Barbara and I from Lubbock, to Dallas, to Visalia, to L.A., back to Lubbock, now to the Rio Grande Valley. After 40 years in the business, I believe my story still has some chapters to write. We found a wonderful home, a church, and I believe Grow Farms will give me an opportunity to leave a mark on this industry. How good is that?”
If Tommy’s next few decades in the industry are anything like his last, it sounds like a pretty good plan to me, too.
