What makes you different?
Whether asking that of yourself or being asked by someone else, it’s a powerful question, with answers spanning from straightforward to an immensely complicated plundering of one’s soul. Regardless of what form the response takes, getting there can be challenging. Finding the truth forces you to hold a mirror up to yourself and do that dreaded thing we’re always told not to do: Compare yourself to others. For comparison is the thief of joy.
Ironically, in the business world, the same rules do not apply. Companies must constantly compare themselves to those around them because competition inspires development. In our industry, suppliers are consistently working to evolve their products to not only provide the best offerings possible to buyers and shoppers, but also to stand out in a sea of fresh fruits and vegetables.
Throughout my time in produce, I have asked countless providers to tell me what distinguishes them from their industry counterparts. When I recently posed this question to Robert Dobrzanski, Founder of Atlas Produce, his answer came quickly: family, a loyal customer base, and the Atlas Produce team. Proving that in the business world, sometimes comparison doesn’t rob us of joy, but actually shines a light on the things that inspire happiness and connection.
Celebrating two decades in business, the California Medjool date and table grape provider remains dedicated to being family-owned, which, over the years, has become a key differentiator for the company and for the consumers choosing which brands to add to their baskets.
Robert Dobrzanski, Founder, Atlas Produce: Atlas Produce proudly celebrates our 20th anniversary and the journey we have taken to become category leaders in the California date and table grape industries. Twenty years is a testament to the passion for what our family-owned business grows and provides worldwide and the hard work of our dedicated team. To ring in this momentous occasion, we will release some new items that hit the market this fall.
RD: Being a family-owned business is a point of pride for us and something we have seen consumers respond positively to, as only some are left. We care greatly for the quality of fruit we grow and the customer service we provide.
RD: One evening, I asked my wife, Nicole, to try a Medjool date from Coachella, California, and her immediate response was, “It tastes like natural caramel!” Thus, Caramel Naturel was born. Fast-forward 14 years, and the Caramel Naturel brand has transformed into our Fresh Energy™ brand, which offers over 20 SKUs of conventional and organic date offerings. Atlas Produce has also become a champion of premium California table grapes under the Wild Flower label. And lastly, we launched our newest brand, Sunnies Energy Bites, last year and are excited to release three more SKUs this year.
RD: We are looking forward to the coming 20 years, which will include bringing the next generation of the family into the business. Atlas is also focused on growing the date market even more. So there’s a lot more to come as we enjoy this significant chapter.
Self-assurance is one of the greatest tools a person can have, and for a company like Atlas, knowing what separates its business from competitors is where it finds strength. Harnessing the power of family, there is no telling where the next 20 years will take the date maven because, as Atlas has proven, comparison can have the power to inspire wonderful growth. 
