With its newly appointed senior vice president of sales, Ready Pac is turning more attention to catering for an increasingly mobile society with a range of new product lines. At www.freshfruitportal.com we got a chance to hear from Jay Ellis about the new role and where the company is headed. As for the man himself, the biggest challenge will be transitioning from the frozen sector while meeting his own ambitious goals.

Ready Pac senior vice president of sales Jay Ellis

What focus do you see for Ready Pac's marketing strategy now that you're in the new role?

Ready Pac is committed to providing consumers with healthy, fresh and convenient products that delight and satisfy. We have a diverse product line, which really speaks for itself. Our goal is for someone to taste our product – whether it is salad, fruit or for snacking – and think 'Wow!' I can't believe something that tastes this great is actually good for me.

Not only are our products refreshingly healthy and delicious, but they are convenient to take on-the-go or use for a quick meal at home. We are taking the stress out of preparing meals and offering snack choices that are guilt-free, indulgent, and healthy, all at the same time. As we develop products and anticipate opportunities, innovation will always be a key contributor. Innovation helps us create an even better experience for our consumers, and tell an engaging story at the same time.

One of the ways we incorporate innovation in our process is through identifying consumer trends and applying them to all areas of our business, from foodservice to retail. We're partnering closely with the nation's premier operators, and co-developing strategies that will help grow their operations profitably. We strive to do this is through building and maintaining long-term relationships with our customers.

With those trends in mind, what new products does Ready Pac have in development?

Our Bistro line continues to soar in popularity amongst consumers, and we're offering new flavors and varieties that appeal to like-minded, on-the-go shoppers who want to make sensible eating choices. One item I am really excited about in particular is the Caprese Bistro Bowl Salad, which offers the healthy mix of cool mozzarella over perfectly ripened tomatoes with a tangy balsamic drizzle — all natural sources of nutrients and packaged for convenience.

Salad kits also continue to be a key element of our business with several fall releases. Building off the popularity of our European Kale blend, we have launched a new Lemon Kale Salad Kit. It's packed with four grams of plant-based protein and full of fresh flavor, with complementary additions like pumpkin seeds and crispy quinoa. We have several upcoming seasonal kits that incorporate the comforting flavors of fall, like pumpkin, cornbread, and cranberry.

And how do these products and others, as well as the market situation, bode for growth expectations for the coming years?

As long as there is consumer demand for fresh, healthy meal solutions, Ready Pac anticipates unlimited opportunity for growth. Our business is fueled on four key consumer trends – health, value, convenience and indulgence, which influence the products we bring to market and will continue to satisfy consumers and align with the needs of our customers.

Our complete meal solutions are a perfect way to get essential nutrients on a lunch break or for a quick, healthy dinner for your family. The Bistro line offers convenience, flavor and freshness, while incorporating protein and condiments that combined provide a satisfying eating experience. We're also taking Bistro to the next level with the introduction of wrap kits, which have been a huge hit with consumers. Whether you are taking a break to eat a quick salad, or need more satiation with a crunchy, crisp wrap, the Bistro line provides something to meet everyone's eating need.

Finally, we are focusing on the evolution of snacking, and our Ready Snax snack packs are an example of the innovation we incorporate into our products. With a society that has become increasingly mobile, consumers are seeing snacking options that are healthy and convenient. These fool-proof, on-the-go snacks are perfect for both kids and adults and embody what the consumer wants. By paying careful attention to consumer and culinary trends, we always understand where there are needs for innovation. As long as we continue to communicate with our consumers, growth is inevitable.

How has demand for your products been shaped by a strong public emphasis on healthy foods?

My first few months "on the job" has flown by, and I can't tell you how exciting it has been to witness firsthand the demand for our products. We continue to build new relationships and have strong rapport with existing customers by proactively communicating with them about their needs. We are also being a strategic partner as they respond to consumer feedback and implement changes to promote customer loyalty– for example, bringing healthy, convenient products to the shelf like Bistro salads.

In turn, consumers have become more aware of the benefits of healthy eating, but some are still in the dark about how good healthy food can taste. A lot of people still think eating healthy means sacrificing flavor and variety. Or they may want to eat healthy, but feel like it would take too much time out of their day to actually see it through. Ready Pac products initially resonated with shoppers because they're healthy and convenient – but it's our clever recipe combinations and innovative brand extensions that set us apart from every other 'healthy food' offering on the shelves. At this point, our focus is on coming up with more new, exciting flavors and finding solutions that bridge the gap between "healthy" and "delicious."

What will be the biggest challenges you face in the new role?

Coming from the frozen food world, the transition to working with produce has been quite the learning experience. I am an outside-of-the-box thinker, and navigating my way through a new industry energizes me. I have been working with my team to develop business plans that incorporate their wealth of experience in the fresh foods industry, and sharing my best-practices from an operational standpoint.

It is my focus to build, develop and manage our already outstanding Sales Team. Collectively meeting and exceeding our sales targets can be a challenge, but one that I personally thrive on. I set ambitious goals – which makes it that much more rewarding to celebrate accomplishments. Representing a company like Ready Pac, with such great products makes my job so much simpler. We're able to connect easily with our partners and our consumers, and ultimately, building quality relationships is what matters most.

www.freshfruitportal.com