Few leaders understand the anatomy of a grocery store as intimately as Jim Perkins. A Sonoma native who grew up amid the rhythmic cycles of California’s harvest, Perkins has spent 40 years navigating the shifting tides of the American supermarket. Now, as he takes the helm as president and CEO of The Save Mart Cos., he is bringing that extensive expertise back to the Central Valley — the very heart of the region that he says “feeds the world.”
Under his leadership, The Save Mart Cos. is doubling down on its identity as a Valley Proud institution. Whether he is discussing the eye appeal of a physical remodel or the meticulous training required for digital personal shoppers to pick the perfect strawberry, Perkins’ philosophy remains singular: If you win in produce, you win the customer.
In a Q&A with The Packer, Perkins shares his vision for 2026, the local crops that signal he’s finally back home, and why — even in a digital age — quality still starts in the dirt with growers.
The Packer: You’ve seen the grocery industry change immensely over 40 years, yet produce remains the crown jewel of the store. As you step into CEO role at The Save Mart Cos., what is one non-negotiable you have for your produce departments, and how does that standard shape the growth plans you have for the company in 2026?
Perkins: After all these years, quality starts with the growers and suppliers we work with — growers who know we do not cut corners when it comes to freshness. From there, our experienced teams check product at every step of the process and pride themselves on quality and in-stock throughout the day on the sales floor.
Our produce teams are trained to buy and sell the best-quality product, because nothing matters more than customers taking home fruits and vegetables they are excited to serve their families. We even guarantee it. If someone is not happy, we make it right. Simple as that.
When customers trust your produce, they trust your store. And that trust is what fuels growth. Produce really is the heart of the store, and when you get it right, everything else falls into place.
You mentioned that digital innovation is a key pillar of The Save Mart Cos.’ current transformation. Produce has historically been the final touch-and-feel hurdle for online grocery adoption. As The Save Mart Cos. expands its digital footprint, how are you ensuring that the quality and selection of fresh produce exceed convenience expectations?
Produce is the heartbeat of the store, and we know it is the part customers care about most, especially when they are trusting us to pick it for them.
That is why we train our online selectors to shop the same way they would for their own kitchen table, looking for the freshest strawberries, the crispest greens and the best bananas on every order picked. We also receive customer feedback every day, and if something is not right, we react quickly to make it right for shoppers.
At the end of the day, we want customers to feel just as good about clicking “add to cart” as they do picking it out themselves. Convenience is great, but it only works if the quality is there too.
As you look toward 2026 and the opening of new locations and remodels, what role does the physical produce department play in the store of the future?
Produce and floral are usually the first hello when customers walk through our doors, and first impressions matter. When you see bright colors, full displays and fresh product, it tells you right away that this is a store that cares about quality.
We like to say, “Eye appeal is buy appeal,” and produce gives us the perfect canvas to bring the store to life with beautiful fruits and vegetables that practically invite you in.
At the same time, we know families are busy. Fresh-cut items, grab-and-go produce and easy meal starters are becoming more important than ever. So we’re designing our departments to keep that market-fresh feel while making it faster and simpler for customers to get in, get what they need and get home to dinner.
You grew up in Sonoma and spent much of your career across the country before returning to lead a Valley Proud company in California’s agricultural heartland. Is there a local crop that truly signals you’re back home, and does it make it into your cart every week?
Growing up in Sonoma, it’s hard not to think about grapes. Harvest season was always something special; you could feel it in the air, and even now, great California grapes, like Fowler, Calif., grapes, still taste like home to me. They are in my cart every time they are in season.
And I will tell you, coming back to the Central Valley has me excited all over again about items like Van Groningen melons and Moonlight stone fruit. When peaches, plums and nectarines hit their stride out here, there is just nothing better. That is the kind of produce that reminds you why this region feeds the world.
