POKER meets Chinese whispers meets Fight Club- that's how Tristan Harris describes his business's supply chain.
The co-CEO of the highly successful independent greengrocer chain Harris Farm Markets says working within the fresh produce sector is both an art and a science.
As a speaker at this year's National Horticulture Convention on the Gold Coast in June, he addressed the topic of how a holistic approach to supply chains can drive sustainable long-term growth.
"It's a lot of fun our supply chain," Mr Harris said.
"Why is it such a punch-up in the supermarket chains? They think, 'well, we can't get them to eat any more' so they compete against each other.
"There are lots and lots and lots of options out there if you are prepared to compete on something else; you have to go out there and look for it and you need to understand the consumer.
"We need to innovate and compete differently, not just on price all the time."
His broad view included three opportunity areas to adjust the fresh produce supply chain: grow the total pie; shorten the chain; or change the game.
Growing the total pie is about getting people eating more produce in general.
"Fruit and veg has a great opportunity to steal stomach share from other foods, like processed foods," Mr Harris said.
"We have an outrageous natural advantage."
He highlighted the "Pick Right. Feel Bright" healthy consumption campaign launched at the Produce Marketing Association's Fresh Connections event earlier this year as a good cause for industry to get behind for everyone's benefit.
Shortening the chain is about removing links in the chain to reduce costs and simplify the process.
He was quick to point out he was not advocating for the end of wholesaling but suggested that there are links within a supply chain that could be shortened to allow products and information to flow more easily.
Mr Harris said it is important to nurture and maintain other outlet channels such as exports and independent retailers to ensure everyone is competitive.
The third opportunity was about changing the game.
"Consumers are driven by price but if that's all you talk to them about, that's all they'll think about," he said.
He listed defence, Apple computers and even the American gambling capital Las Vegas as successful industries, companies and regions that don't compete on price.
He said the focus on dollars has seen a compromise on quality.
"The quality at the top is getting similar among all the big players," Mr Harris said.
"You don't have to compete on price."
Social benefit, quality and fashionableness can all be areas in which producers can gain an edge.
But simply being different is not a fix-all, according to Mr Harris.
"It's not a permanent advantage. As soon as you have established a difference, someone will notice and copy it," he said.
He encouraged businesses to keep changing.
Harris Farm Markets' own commitment to change and innovation was recognised earlier this year when Mr Harris was awarded the PMA-Produce Plus Marketer of Year Award for the company's Imperfect Picks promotion, regarded as Australia’s first-ever food waste reduction ‘ugly fruit’ marketing campaign.
The business continues to push new ideas few other stores would consider.
For the month of August Harris Farm Markets took 5 per cent off all vegetables for its Friend of the Farm members.
It's also has a Curious Cuts promotion, a selection of cuts of meat that are not currently sold in Australian supermarkets, priced at up to 30 per cent less than traditional premium cuts.