W. Newell & Co. is SUPERVALU’s in-house produce company. Unparalleled in the industry, W. Newell & Co. boasts one of the best teams of “boots in the field,” making certain that we have the finest produce during every season. From arranging exclusive items to buying at peak-of-season freshness, our W. Newell produce experts are the best in the business.

The Freshest Produce

Fresh produce is top of mind with today’s shoppers. We have developed an exacting logistics program bringing crops from the field to the store with speed and quality ensuring the best product possible. With state-of-the-art warehouse facilities, produce-only shipments on optimal trucks and our experienced account managers, we have eliminated up to three days from the supply chain cycle. Not only is this crucial in the highly perishable produce category, but also to your customers' in-store experience. Visit the W. Newell website

Abundant Variety, Expert Teams

W. Newell field buyers search the world for premium fruits, vegetables and floral selections. Turning a keen eye on new trends and top suppliers, we deliver a produce experience your store can rely on. Dozens of options are available to you across seven categories: fruit, vegetables, organic, ethnic/specialty, packaged fresh, floral and value-added.




Ahead of the Curve

We work with top growers in the United States to bring new items to market. Often we are granted exclusive first rights to a product for several growing seasons, as is the case with the Bordeaux red potato which will be available in Fall 2014. Whether it's a never-before-seen piece of produce or a perennial customer favorite, we seek the best varieties for size, flavor and presentation. Those who work with W. Newell know the name is synonymous with the latest in new item innovation and packaging.




bordeaux 230 x 194