The Produce Distribution Industry Needs Flexibility, Empathy, and a New Generation of Talent

As inflation reshapes consumer habits and restaurant margins tighten, the produce distribution industry is under more pressure than ever. This high-touch, low-margin, logistics-heavy business is facing rising freight costs, labor shortages, and evolving food safety standards — all while trying to deliver perishable products across a fragmented national landscape. Between 2020 and 2024, the Consumer Price Index (CPI) for all food increased by 23.6 percent, outpacing the overall CPI increase of 21.2 percent during the same period, highlighting the significant impact on food prices.

So, how does fresh produce make it from farms to restaurant tables in multiple cities, all while maintaining consistent quality — and at what cost?

This week on Krow Knows, host AJ Krow sits down with his brother Danny K., Senior Director of Sales Operations at PRO*ACT, to dissect the invisible engine of the food industry: fresh produce distribution. They discuss national restaurant demands, the challenges of connecting local distributors, and why the industry’s future may hinge on flexibility, empathy — and a new generation of talent.

In this episode, they cover:

• Why produce distribution is one of the most challenging sectors in the food supply chain and why that matters to your dinner bill.
• How PRO*ACT connects farms, distributors, and national accounts through a flexible, non-asset-based model that offers buying power and supply chain resilience.
• What makes this industry ripe for young professionals, and why more millennials should consider careers in distribution.