Transforming a Legacy System
Custom Produce Sales, a multifaceted operation within the food supply chain, successfully leveraged traditional data management systems via their existing ERP and BI tools. However, as most people in this industry can relate, these tools are often cumbersome, highly technical, slow and not intuitive for users and staff to leverage. As an innovative food supply chain company, Custom Produce Sales always aims to achieve new levels of efficiency and speed by leveraging new technology to gain competitive advantages. Getting the right information, particularly in the time-sensitive food supply chain industry, could mean the difference between securing a deal or missing out.
According to Maria Alaniz, a commodity manager at Custom Produce Sales, "There's so much data, but to get to the piece you need is like pulling teeth – you have to drill down and down, and often you have to wait for the data to become available from other reports and data inputs." This reliance on other systems and people creates data latency, bottlenecks and delays, when their team needs to make decisions quickly in the office or while in the field.
Embracing GrubAssist’s Conversational AI
Custom Produce Sales recognized the potential of GrubMarket’s new AI: GrubAssist. This conversational AI tool offered a revolutionary new way to interact with data. "GrubAssist is like your own personal data analyst – just ask it what you need, and boom! You have the answer," says Vanessa Biggs, the company's office manager.
With GrubAssist, employees gain unparalleled access to critical information. Commodity managers, sales representatives, and other staff members can ask natural language questions about inventory, customer trends, and historical data, receiving customized, data-driven responses in seconds.

Literally anyone can use this, but at first we will probably still be doing most of the queries until people learn how it works. But then, once they learn it, I can just see everyone talking to their phones to get the answers they need to make a sale or to do their jobs faster!
- Maria Alaniz, Commodity Manager
Streamlining Operations: Real-World Benefits
The impact of GrubAssist will be substantial for Custom Produce Sales’ Business:
- Operational Efficiency: "Tasks that used to take me half an hour now take a few seconds," remarks Maria Alaniz. "Checking inventory, aging, costs...GrubAssist gives me that instantly. Now I spend my time building relationships with suppliers, not waiting on reports."
- Empowering Sales Teams: Sales teams gain a competitive edge by leveraging historical data. “I used to have to go to someone and ask for a report on what a customer bought last year, now I can get that with a quick query to GrubAssist,” Vanessa Biggs explains. “That allows us to tailor our offers and even anticipate their needs."
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Data-Informed Decisions: GrubAssist has helped Custom Produce Sales embrace a data-driven approach. As Vanessa puts it, "We still have the gut instinct that comes with experience, but now we back it up with data. Having that information in real-time lets us optimize inventory levels, react faster to market changes, and price our products more competitively."
The Voice of Innovation: Enhancing Accessibility
Custom Produce Sales is excited about the future of their partnership with GrubAssist AI, particularly the voice-activated capability. "So many of our team members are out in the field or in the warehouse — interacting with data through voice commands will be a game-changer," says Maria Alaniz. This functionality will enhance accessibility and further streamline daily operations.

The Food Supply Chain in the Age of AI
The Custom Produce Sales experience highlights several critical takeaways for food supply chain businesses:
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The Importance of Data-Driven Decision-Making: In today's fast-paced industry, access to real-time data isn't just nice to have; it's essential for staying competitive.
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Democratizing Data: Empowering employees at all levels with data tools leads to better, more informed, and more timely decisions across the organization. Making those tools as intuitive as a conversation with an AI agent like GrubAssist is a flat out game changer.
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Embracing Technological Innovation: Change can be daunting, but businesses willing to embrace innovative solutions like GrubAssist AI will find themselves on the right side of the AI crossroads, leading to unmatched competitive advantages.
Join the Data-Driven AI Revolution
See how GrubAssist is poised to revolutionize operations for the entire food supply chain.
The Client
Custom Produce Sales
Founded: 1989
For over three decades, Custom Produce Sales success has been built on quality produce, customer service, and a deep commitment within the produce industry. With our expanding commodity list, custom packaging, quality growers, convenience of consolidation, and transportation we make it a convenient and cost-effective one-stop/one-pick for all of our customers.
Services:
- Packing
- Shipping
- Consolidation
- Logistics
- Year round product sourcing & fulfillment
- One Stop/One Pick
- Loading/Cross-Docking
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