Dennis Payne, director of merchandising produce and floral for the Greensboro, N.C.-based The Fresh Market is as recognized for driving revenue and delivering exceptional guest experiences as he is for his integrity, strategic vision and masterful merchandising.
Payne is revered as “a quiet strength in the produce industry,” “an innovator and master of finding unique and new produce varieties,” “one of the most dedicated and passionate people in produce,” with “unparalleled attention to detail” and “a collaborative spirit,” say those who nominated him. He's also been described as “the anchor of The Fresh Market produce division.”
A seasoned management professional with over 45 years of progressive leadership experience in the grocery retail industry, throughout his career, Payne has played a key role in shaping category management strategies, negotiating with domestic and international suppliers and mentoring cross-functional teams.
The Packer recently connected with Payne to discuss his career path, top strategies for driving sales, creating memorable shopping experiences and more.
How did you get started in produce retail, and what do you love most about what you do?
Payne: You could say I was born into produce. Born in the Garden State of New Jersey, the energy has always been in my blood. I started working at a small independent grocer when I was just 12 years old, helping serve the local community in Georgia and getting my first real taste of the produce world.
Since then, I've fallen in love with the fast pace and adrenaline that comes with the industry. Every day brings something new — whether it's a seasonal shift, a supply chain challenge or the excitement of building a perfect display.
What I value most are the relationships I've built along the way. From our hardworking and passionate team members to our trusted suppliers, it's all about working together to bring the freshest, highest-quality produce to our guests.
That's what I call the “3 P's”: passion, people and pace. That's what keeps me going and why I'm still just as excited about this industry as I was on Day 1.
What mindset or philosophy guides your approach to produce retail?
For me, it's all about pride, consistency and focusing on the guest experience. My produce retail philosophy is that every single fruit or vegetable we have on that floor reflects our standards, our team's hard work and the passion throughout.
I also believe in being proactive. Produce moves fast — seasons change, demand shifts and freshness doesn't wait. You've got to stay ahead, keep the department looking great, and make quick decisions to bring our guests the best produce consistently.
Above all, I think about the guest experience. From the moment someone walks into our department, they should feel inspired — by the colors, the smells, the cleanliness and the quality. If we can create that connection and trust, everything else follows.
Describe success in the produce department.
Merchandising only the freshest, top-quality fruits and veggies every day, and creating an experience our guests, who can always count on us for vibrant displays, fresh aromas and top-tier flavors. When produce looks, smells and tastes amazing, guests remember it — and will return time and time again for that fresh experience.
That's what success looks like to us: happy guests, top-quality produce and a team that takes pride in making it all happen.
What are your top tips for driving produce sales?
- Lead with freshness: Freshness isn't just a standard — it's a sales driver. Stay on top of rotation, keep displays full and vibrant, and remove anything that doesn't meet the mark. We all eat with our eyes first, so what the guest sees must be top quality.
- Create eye-catching displays: Merchandising matters. Build bold, seasonal displays that stop people in their tracks. Use color breaks, cross-merchandising and signage to tell a story and make it easy for guests to shop.
- Engage the senses: Let the department speak for itself. The smell of fresh citrus being juiced, the sight of crisp greens, the feel of a perfectly ripe avocado — these sensory touches make a trip through produce both memorable and inviting.
- Know your product and tell the story: Educate your team so they can educate the guest. Whether it's where something was grown, when it's in season, or how to use it, that extra knowledge builds an emotional connection between the team, customer and product — and drives repeat sales.
- Stay ahead of trends and seasonality: Lean into seasonal transitions and trending items. Make it a treasure hunt for the guests who love discovering new products. Whether it's local heirloom tomatoes or a new variety of apples, being first to market and staying on trends gives you an edge.
You've said that seasonality is hugely important at The Fresh Market. How do you lean into that in produce and how do shoppers respond?
Seasonality is at the heart of everything we do in produce. We lean in by sourcing what's freshest and at its peak, often working closely with growers to bring in seasonal favorites at just the right time. Whether it's the first local peaches of summer or vibrant Sumo mandarins, our guests know they can count on us for the produce they crave — fresh, flavorful and in season. Guests really respond to that; there's a sense of anticipation and excitement around what's coming in next. It turns an everyday trip into something a little more special.
Grocery retail is highly competitive. What is the secret to The Fresh Market's success?
At The Fresh Market, especially in the produce department, our success really comes down to one thing: our team. They are the secret ingredient — the ones who ensure that only the freshest, highest-quality fruits and vegetables make it onto the floor every day. I am simply the man behind the green Fresh Market curtain, pulling levers and turning dials to support the team and help create magical moments for our guests.
What does the fresh produce department of the future look like?
The future of the fresh produce department is all about being hyperfocused on sustainability, convenience and a personalized shopping experience. Guests want high-quality, ready-to-use options that support a healthy lifestyle; they want to feel good about what they're buying. That means more organic choices, more locally sourced produce and greater transparency around how and where their food is grown.
Embracing sustainable packaging, reducing food waste and deepening partnerships with local and regional growers is key to the future of fresh produce. Produce of the future isn't just about freshness; it's about being thoughtful, responsible and truly guest-focused.
Awards Presentation at IFPA Show
Dennis Payne will be recognized for his exceptional contribution to the produce industry, alongside Kevin Hamilton of the U.S. Highbush Blueberry Council, The Packer's Produce Marketer of the Year, at The Packer's booth No. 3105 during the International Fresh Produce Association Global Produce and Floral Show in Anaheim, Calif., at 4 p.m. on Friday, Oct. 17.
