Two of British Columbia’s leading produce companies have announced the formation of an unusual alliance in an effort to better serve customers in eastern Canada.
On 1 December, Peter Ruiter, a BC Tree Fruits veteran of more than two decades, became a shared staff member at both BC Tree Fruits and the Oppenheimer Group.
Mr Ruiter, who has sold BC Tree Fruits products for many years, will now market BC Tree Fruits as well as the full Oppenheimer repertoire to customers in eastern Canada in his additional position as an Oppenheimer sales representative based at the Ontario Food Terminal in Toronto.
The Oppenheimer Group’s archives show transactions with BC Tree Fruits dating as far back as the 1930s, and more recently the two companies have been visible partners in delivering BC-grown apples to various US markets.
Mr Ruiter, whose BC Tree Fruits role is account manager, has relevant experience including import sales, key account sales, and branch management.
He also worked in the head office of Great Atlantic & Pacific Tea Company in Toronto, from 1985 to 1989 as an advertising coordinator.
“In order to expand the products we are able to offer our loyal customers in Eastern Canada, we are excited to be partnering with The Oppenheimer Group,” said Rick Austin, BC Tree Fruits director of sales.
“This partnership will allow us to maintain a strong presence in the Eastern Canadian marketplace and continue to provide excellent service to our customers.”
Oppenheimer, which has been serving eastern Canada via its US office in Newark, had sought the right opportunity to create a physical location in Ontario, according to Josh Leichter, the company’s East Coast sales vice-president.
Considering the strong supply partnership the company has shared with BC Tree Fruits over the years, the opportunity to bring Mr Ruiter into the Oppenheimer fold was a welcome one, Mr Leichter said.
In his Oppenheimer capacity, Mr Ruiter will work closely with Oppenheimer’s western Canadian Sales Manager Walt Breeden to serve the Canadian market with a coordinated approach, and report to Newark-based senior sales representative Mike Kostick, who has managed the company’s eastern Canadian presence in recent years.
Mr Kostick and the team in Newark will continue to sell to certain accounts and support Mr Ruiter’s efforts.
“Strategically, this is a great opportunity for Oppenheimer,” Mr Leichter said. “Peter is a produce veteran whose experience and relationships will add a great deal to our approach in Eastern Canada.
“Toronto is Canada’s largest city by population, and a gateway to other large Eastern Canadian markets, like Montreal and Quebec. Having someone with his fingers on the pulse of the produce terminal there will help us improve our ability to serve our customers in this area.”
Mr Leichter also noted that this move will enable Oppenheimer to build the market for items not currently cleared to enter the US, but which have access to Canada.
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