Online Ordering Nathel & Nathel recently launched an online ordering app, presenting an opportunity to upsell digital ordering integrations, mobile procurement solutions, and value-added e-commerce features for wholesale fruit and vegetable buyers.

Mid-market Scale With 11-50 employees and annual revenue in the 10 to 25 million range, there is a growth window for scalable B2B services such as streamlined supply chain software, logistics optimization, and market expansion support to accelerate their distribution reach.

Global Sourcing The emphasis on sourcing from top farms worldwide suggests potential for supplier relationships and certification programs, tailored sustainability reporting, and branded origin campaigns that could attract wholesale buyers seeking traceability and quality assurance.

Storied Brand A long-standing heritage since 1922 and a focus on honesty and integrity indicate receptivity to partnerships, co-branding opportunities, and customer success initiatives that emphasize reliability and premium produce.

Market Positioning As a regional wholesaler competing with larger players, there is scope to offer value-added services such as expedited delivery, inventory management, and competitive pricing programs to attract smaller retailers and niche markets lacking scale.