Wholesale produce buyers know the stakes. One late truck, one subpar shipment, or one lapse in food safety can ripple through an entire business. Whether supplying a national retailer or a regional foodservice distributor, the pressure is the same: deliver quality produce, on time, every time.
That’s where Fresh Avenue’s Green Light label steps in.
Meeting the Challenges of Produce Purchasing
The wholesale marketplace can feel unpredictable—seasonal shifts, tight labor, and the constant demand for better margins create daily challenges for buyers. Traditional solutions often leave businesses balancing between quality, price, and reliability. Green Light was built to remove that trade-off.
What is Green Light?
Green Light is Fresh Avenue’s label for West Coast commodity, retail, and specialty produce. It represents more than a product line—it’s a standard. With an industry-leading food safety program and quality checks throughout the growing process, Green Light ensures buyers receive produce that consistently meets the highest expectations. Instead of wondering what will arrive on your dock, you know every case has passed through a program designed to protect quality and freshness.
Built for Your Business Needs
Every operation is unique, which is why Green Light goes beyond a “one-size-fits-all” approach. For retailers and foodservice providers, Green Light produce can be white labeled to align with your own branding strategy. Pack sizes can also be customized, giving you control. This flexibility turns Green Light into a partner in your business growth, not just a product you buy.
The Fresh Avenue Difference
Behind the Green Light label is the expertise of Fresh Avenue. We’re more than produce suppliers—we’re produce specialists who prioritize freshness not only in the product but across the supply chain. From harvesting to cold chain logistics to in-market support, every step is engineered to protect quality and ensure reliable delivery.
A Clear Choice in a Complex Market
In a world where wholesale purchasing often means compromise, Green Light gives buyers the confidence to expect more. Quality, safety, freshness, and flexibility aren’t just talking points—they’re the foundation of the Green Light promise.
For those who need a partner they can trust in the unpredictable world of produce, Green Light isn’t just a label. It’s a green light forward.
