Partnerships, I believe, are a permanent pillar in produce.
Ours is a results-driven industry. We rely heavily on data and information that guide each and every decision we make. Sometimes, the trials and errors, wins and losses, are the best data we can collect to forge our own results.
Those providers that offer solutions to industry operators can be some of the most crucial players in the supply chain, and Edge Sales + Retail Services, formerly Edge Sales and Marketing, is certainly one of them.
The company, which specializes in best-in-class sales and retail services, is celebrating its 20th anniversary this year and recently announced a new name and logo to better reflect its vision and market position. A testament to the company’s two-decades-long track record are the words spoken by its leaders, two of which I had the pleasure of speaking with.
Brad Raffanti, Chief Executive Officer, and Liz Bunch, President, are two champions of the business that have played vital roles in its growth and success. As they see it, Edge Sales + Retail Services is only going up from here.
“We have a tremendous leadership team driven to be best in class,” Brad began. “Liz and our Executive Vice President, Jeff Knight, are industry leaders with vast experience in produce who work together closely to achieve our desired results. Edge continually seeks ways to improve and add value for our 
clients and customers in an ever-changing environment. We have built and grown our company and maintained our leadership position by always devoting the financial resources necessary for success, focusing on produce, staying independent, having tremendous leadership, as well as professional and talented employees. We combine this with cultivating a work environment that rewards passion, individual growth, integrity, and success.”
Edge’s model for success has been established throughout the years and is utilized in each market it serves. The solutions provider offers continued value for its clients and customer partners to ensure maximum success and results for all involved. The company’s motto, “Our passion, your results,” continues to permeate everything the team does.
“Throughout our 20 years in business, we have always operated under the premise of being a top-of-the-line sales and retail services company within the produce industry,” Liz explained. “We often refer to the learnings we received from reading the book Brad recommended Good to Great by Jim Collins. We strongly believe it’s not about how big or profitable you are; the most important factor in a successful business is being the best within the environment in which you chose to compete. We have adhered to this strategy in all markets we serve and will continue to do so.”
True to its fresh produce roots. Edge Sales + Retail Services places people top of mind when considering its value proposition. Brad and Liz agreed that the individuals behind the company’s success are its greatest assets. With these individuals at the helm, Edge is able to more efficiently navigate the market and apply its expertise.
"Edge continually seeks ways to improve and add value for our clients and customers in an ever-changing environment."
Brad Raffanti, Chief Executive Officer, Edge Sales + Retail Services
“We are not associated with other business units and have no investors, so we don’t need to ask anyone permission to do what we feel is right for our business. We are an independent company and free of debt. This allows us to continue to invest in our business and make quick, nimble, and decisive decisions,” Brad noted. “Our great leadership team is completely aligned and focused on doing everything possible to be the best in our industry. Last but certainly not least, we have smart, talented, professional, experienced, dedicated, and passionate employees.”
The Edge Sales + Retail Services team has experienced significant growth over the past 20 years. Guided by Liz initially, the company began in Northern California. She quickly helped establish Edge as an industry leader supporting Safeway Corporate and representing clients in that geography range.
“We offered our clients and customers experienced and professional leadership focused against the produce business—the resources needed to be successful with dedicated and experienced team members,” Liz told me. “After 15 years, we expanded into the Pacific Northwest as we found another proven leader in Jeff, who had extensive produce experience with Safeway Corporately and would allow us to best service our clients and retail partners in that region. We again became the top in our field quickly and remain in that position today.”
"We strongly believe it’s not about how big or profitable you are; the most important factor in a successful business is being the best within the environment in which you chose to compete."
Liz Bunch, President, Edge Sales + Retail Services
In 2020, Edge decided to expand its footprint into the Southwest region. This move was spurred by the addition of Debi Orrin, Director of Sales Southwest, who provided the opportunity to utilize the same model Edge had been extremely successful with in other areas of operation. Edge now has business throughout the Western United States and can provide its services to all clients and customers in the region.
“We are extremely proud of our growth and success over the past 20 years,” Brad continued. “We couldn’t have done it without the tremendous support from our client and retail partners and are so incredibly thankful and appreciative! Edge is dedicated and determined to ensure each one of them is given the optimum opportunity for success. Our best is yet to come, and we look forward to many great years ahead!”
Edge Sales + Retail Services' established and successful model has provided results for many industry operators since the company was founded 20 years ago. As it looks toward its next decade and beyond, Brad and Liz shared that the solutions provider will continue adding resources wherever needed.
“We offered our clients and customers experienced and professional leadership focused against the produce business—the resources needed to be successful with dedicated and experienced team members.”
Liz Bunch
“We have made significant investments in our Retail Team and reporting platform. Our retailer partners continue to request increased support, so we are there for them and will continue to add where needed,” Liz stated. “We researched several real-time retail platforms, tested a few, and now utilize what we feel is the best in the industry. Edge has also added a dedicated Retail Specialist that is the liaison to our clients, tying together our best practices across all markets. This has been extremely successful and will be a mainstay for us moving forward.”
So, how will Edge Sales + Retail Services be celebrating its 20-year milestone? The company isn’t wasting any time and already has future plans in the works.
“We will certainly stop and take a moment to recognize that our longevity and success over the past two decades hasn’t been easy or without significant contributions from our leadership and team members,” Brad concluded. “Not only surviving but thriving in an ever-changing and competitive industry is no small feat and will certainly be savored. We have also taken this time in our company’s history to formally change our name to Edge Sales + Retail Services to best depict our current model and vision for the future.”
If there is one thing I have learned about Edge Sales + Retail Services, it is that where effort is made, results are sure to follow. When I let that sink in, I realize it is often not only the results themselves that make an impact, but also the way they are used to make further progress.
So, with its eye on the prize and feet facing the future, Edge Sales + Retail Services is primed to keep making its mark on the fresh produce industry. The results will speak for themselves. 
