Sell fresh produce on the wholesale market

Business Sectors (Suites): Fresh Produce
Developed by: Improve
Approved on: 01 Jan 2018


This standard is about the skills and knowledge needed for you to sell fresh produce on the wholesale market. You will need the skills and knowledge to establish customer requirements, select the products and offer alternatives where original customer requirements cannot be met. You will need the skills and knowledge to demonstrate that you can negotiate and finish the sale of products. This standard is for you if you work in food and drink manufacture and/or supply operations and are involved in production operations.

Performance criteria

You must be able to:

Establish wholesale display of produce

  1. comply with health, safety and hygiene requirements

  2. obtain a representative selection of stock from storage following

    stock rotation procedures

  3. merchandise stock to promote produce

  4. identify and take account of factors that may influence price

    Establish customer needs

  5. comply with health, safety and hygiene requirements

  6. greet customers politely and courteously

  7. talk to customers to determine their needs

  8. confirm the availability of product to meet identify needs

  9. offer suitable alternatives when required produce is unavailable or

    your customer is undecided

  10. show customers a sample of their selected products to confirm

    purchase and describe their characteristics

    Process sale

  11. comply with health, safety and hygiene requirements

  12. conduct the sale courteously, and at a pace which meets the

    needs of the customer and the trading conditions

  13. negotiate and agree sale terms with customer in accordance with

    organisational sales targets

  14. seek advice when negotiation goes beyond own limits of authority

  15. finish the sale and transfer order to the next stage in the process

    according to organisational procedures

  16. organise the supply of purchased items from stock

  17. maintain communication throughout

  18. complete all records

Knowledge and Understanding

You need to know and understand:

  1. what the legal or regulatory requirements, the organisational

    health and safety, hygiene and environmental standards and

    instructions are and what may happen if they are not followed

    1. how to identify the full range of produce on sale

    2. how to identify and describe produce characteristics including

    quality, ripeness and condition

    1. how to merchandise produce on the wholesale market

    2. why it is important to follow stock rotation when merchandising


    1. communication skills including the importance of being polite and


    1. the implications of not communicating

    2. how to use different sales techniques to sell fresh produce

    3. how and why it is important to establish a rapport with customers

    4. how and why it is important to determine the exact needs of your


    1. why it is essential to accurately describe the products on sale

    2. why it is important to confirm needs in respect of quantities, type

    and quality

    1. how and why suitable alternatives are offered when your

    customer's first choice cannot be met and what alternatives can

    be offered

    1. how to use different negotiation skills to sell fresh produce

    2. organisational sales targets

    3. the organisational sales process including how to take, record and

    process customer orders

    1. why it is important not to cause conflict during sales activities

    2. the methods used to keep stock safe

    3. the legal requirements that protect both the customer and the


    1. the importance of good standards of customer service

    2. what the limits of your own authority are and the consequences of

    operating outside these limits

    1. the factors that can influence produce availability and price

    including weather, seasons, economic conditions

    1. the mechanisms used to supply customers with purchased stock


Scope Performance

Scope Knowledge





Links To Other NOS

External Links

Version Number


Indicative Review Date

01 Jan 2024





Originating Organisation


Original URN

imppp112s, imppp113k

Relevant Occupations

Engineering and Manufacturing Technologies, Manufacturing Technologies, Plant and Machine Operatives, Process Operatives, Process, Plant and Machine Operatives

SOC Code



Food; Drink; Manufacturing; Fresh produce; Wholesale; Sell; Supply chain