TRANSFORMATION NEEDED

CHICAGO -- The shift in staff orientation is one of the most important aspects of category management."Retailers need to transform their produce buyer or produce merchandiser into category managers," said Steve Ahlberg, vice president of member services for the Produce Marketing Association, Newark, Del."That's not an easy process," said Ahlberg, speaking at the Washington-based Food Marketing Institute's

CHICAGO -- The shift in staff orientation is one of the most important aspects of category management.

"Retailers need to transform their produce buyer or produce merchandiser into category managers," said Steve Ahlberg, vice president of member services for the Produce Marketing Association, Newark, Del.

"That's not an easy process," said Ahlberg, speaking at the Washington-based Food Marketing Institute's annual convention here last month. One PMA retail member lost 40% of i

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