Five Crowns Marketing

Daren Van Dyke is a sales and marketing leader with 30 years of experience at Five Crowns Marketing. He specializes in customer relationships, sales strategy and long-term partnerships built on ethical practices and mutual benefit.  

Building Long-Term Relationships in Fresh Produce

Fresh produce trading involves perishable commodities subject to weather conditions, nature and numerous market variables. This volatility makes it important to build long-term, mutually beneficial relationships rather than focus on short-term opportunities or quick gains.  

At Five Crowns Marketing, relationships are the essence of our business. We focus on building partnerships that benefit both sides over time, rather than taking advantage of temporary market situations. This commitment remains central to how we do business and build lasting partnerships.  

Leading Through Mutual Understanding and Listening 

We describe ourselves as a ‘can-do’ company. Rather than dismissing a customer request that may not fit our business model or make immediate financial sense, we discuss their needs and look for a mutually beneficial solution. This may require a short-term compromise, but we assess the relationship over a season and its potential for a long-term partnership.

Listening is one of the most important leadership lessons I have learned in building long-term partnerships. Understanding people’s needs and concerns helps me find solutions that work for everyone. I apply the same principle to employees by helping them address challenges and supporting their growth within the company.

Navigating Consolidation in the Fresh Produce Industry

The fresh produce industry has changed significantly. When I started, there were numerous retailers, giving suppliers more alternatives when a deal fell through. Today, the retail market is much more consolidated, with the number of major retailers shrinking to a handful.

Purchasing practices have also shifted from weekly orders to contracts that lock in prices months or even a year ahead. These agreements help retailers manage costs, plan prices and advertising and streamline operations.

The consolidation has also affected growers. They face pressure to meet stricter food safety, labeling and Produce Traceability Initiative requirements, which add to their costs. To remain competitive and lower their per-unit costs, growers need greater volumes, pushing them to expand. 

Strengthening Partnerships through Reliable Performance

After the COVID-19 pandemic, inflation and stronger competition have put retailers under pressure to attract shoppers and protect margins. This has increased their focus on securing lower contract prices.

However, I believe price alone does not determine a supplier’s value. Consistent performance and reliability are equally important. When a freeze or other disruption affects supply, customers need confidence that their suppliers will fulfill orders and honor contracts. Otherwise, they may have to buy the shortfall on the open market at a higher cost.

Customers are also seeking logistical efficiencies, like combining products into fuller truckloads and reducing partial shipments. At Five Crowns Marketing, we are investing in facilities, equipment and solar to manage costs, improve efficiency and remain a dependable long-term partner. 

Advice for Emerging Sales and Marketing Professionals

My advice to anyone entering the fresh produce industry is to uphold strong personal values, work hard and earn opportunities. I have been fortunate to work for a company that acts ethically and honors its commitments, aligning with my own values. Building relationships with customers and colleagues who share those principles is equally important.

In an industry where many suppliers offer good products, the difference often comes down to the service, communication and problem-solving you offer your customers. You cannot control the weather, disease outbreaks or sudden disruptions, but you can control how proactively you respond to these challenges. 

I encourage young professionals to focus on the value they bring to their company and customers. Providing excellent service, communicating clearly and anticipating problems before they arise can help them stand out and build a successful career.