Rouses vice president of fresh James Breuhl on Louisiana strawberries, new Hi Foodie campaign and more

For this episode, we're delighted to welcome James Breuhl, vice president of fresh for Rouses Markets. James has been at Rouses for 17 years, the last seven in his current role. He and host Ashley Nickle discuss the grocer's new "Hi Foodie" campaign that's been driving sales, basket size and online engagement, including how the grocer selects items to feature and how it promotes those items in its other channels. James also talks about how the company's commitment to and marketing of Louisiana strawberries represents making the most of a whole host of opportunity areas: local, exclusivity, strong grower partnership, limited-time offers, spin-off items for cross-merchandising, and more. James also describes an opportunity he sees to marry fresh and CPG in certain instances to develop unique items and leverage branding in both directions, like blending Louisiana strawberries into Wisconsin cheese to make a strawberry cheddar, for example. He also described his vision for the next generation of sampling as that opportunity returns post-COVID. We hope you enjoy the conversation! For more episodes featuring executive perspective, check out this curated playlist dedicated to conversations with current and former vice presidents of produce, directors of produce, and other executive roles.  More Playlists Merchandising & Marketing  Leadership & Training Produce Manager Perspective Podcast Background This podcast is designed to cover all things produce retail: strategy, partnerships, planning, training, leadership, communication, merchandising and beyond. Scroll through our episodes list to find conversations with vice presidents and directors of produce, merchandisers, produce managers, retail dietitians and more. Get Involved The Produce Retail Podcast is hosted by Ashley Nickle, a former trade journalist turned consultant. Have an idea for a topic or a guest? Give her a shout on LinkedIn. See omnystudio.com/listener for privacy information.