Answer extracted from the The Produce Industry Podcast w/ Patrick Kelly podcast — listen to the full episode below.
How does JOH play a role as a broker in the New England produce supply chain?
JOH functions as an extension of sales teams and partners' business operations, maintaining close relationships with both clients and customers while providing direct support on the ground. The company affords equal time and attention to businesses of all sizes, facilitating communication between retailers and suppliers to drive growth across the New England produce supply chain.
With 120 years of operational history spanning from its founding in Groningen, Netherlands to its relocation to America in 1958, JOH has built deep expertise in produce distribution and broker relationships. The company's role extends beyond transactional dealings—it acts as a trusted partner that understands the nuances of regional markets and the specific needs of both large and small vendors.
According to exhibitors at the New England Produce Council show in August 2026, JOH's value lies in its willingness to invest time equally across all partnership sizes. Unlike larger brokers that may prioritize high-volume accounts, JOH maintains consistent engagement with emerging suppliers and established players alike, creating a balanced ecosystem where growth opportunities are shared across the supply chain.
Boots-on-the-ground support that connects market players
The company's physical presence in regional markets sets it apart. By maintaining staff in locations like the New England area, JOH provides direct assistance that suppliers and retailers cannot access remotely. This presence enables JOH to quickly identify market gaps, understand retail needs in real time, and communicate those insights back to producers.
Multiple vendors discussed how JOH's approach facilitates direct communication pathways between retailers and suppliers that might otherwise go untapped. Rather than acting solely as a middleman, JOH operates as a bridge that strengthens relationships on both sides, helping retailers understand supplier capabilities and helping suppliers understand retail demand dynamics. As explored in greater depth in the full episode, this broker model proves essential for regional producers trying to scale into new retail channels.
"We spend so much time creating generational produce companies, and we have to really start focusing on creating the generational produce consumer."
Patrick Kelly — Host of The Produce Industry Podcast, industry commentator focused on long-term growth strategies in fresh produce and the relationships that sustain them across the supply chain.
This philosophy underlies why brokers like JOH matter: they help build the infrastructure that supports sustainable producer-retailer relationships. Rather than chase quick transactions, a broker that operates with a long-term partnership mindset can genuinely invest in business growth for all parties involved.
See also
How do regional produce trade shows like NEPC benefit suppliers and their client relationships?
Regional shows enable one-on-one time between vendors, retailers, and wholesalers that larger shows cannot provide, allowing meaningful connections and relationship building that strengthen supply chain partnerships.
What innovative produce and snacking products were showcased at the New England Produce Council show in 2026?
The show featured multiple new product innovations including Harvest Snaps crispy apple and banana chips, Nature Ripe protein bars, Little Blue Farms offerings, and other breakthrough items in fresh produce and plant-based snacking.
Key takeaways
- JOH operates as an operational extension for sales teams, not merely a transactional broker, maintaining deep relationships across the supply chain.
- The company prioritizes equal attention to businesses of all sizes, ensuring that emerging suppliers receive the same support as established accounts.
- Physical presence in regional markets allows JOH to provide direct assistance and facilitate real-time communication between retailers and producers.
- A broker model built on long-term partnership philosophy creates sustainable growth conditions for both suppliers and retailers in the produce industry.