Demand management case study

Demand management done right

The last 3 years caused abrupt changes in consumer behavior inducing acute and widespread biases in traditional demand forecast models. While many hoped the pandemic-induced period of uncertainty would be over by now, the rise of new COVID variants and continued trends in buying preferences are indicating that demand uncertainty will continue for some time.

Over a century, we’ve navigated these changes – from seasonal volume surges to grower shortages and annual market shifts. Our business is stable and consistent, and we utilize a massive repository of data to assist customers in predicting demand based on numerous factors.

As market leaders in fresh we constantly watch market trends for supply and demand alignment, and as the industry evolves so does our approach to demand activities. We help customers execute forecasting and demand chain management from end-to-end.


What is demand chain management?

Demand chain along with the supply chain creates what we call the value chain. While the demand chain focuses on driving consumer demand for a product or services, the supply chain revolved around sourcing, shipping, and receiving products. 

As a sourcing, marketing, and distribution partner for our customers fresh businesses, we execute services in both driving consumer demand as well as providing the supply chain services needed to execute fresh logistics. 

Demand chain and supply chain management are both dependent on data. Advances in technology across the supply chain has enabled data repositories and analytics that are critical in driving constant alignment to optimize sales and reduce costs.


Historical data

C.H. Robinson | Robinson Fresh originated in fresh produce – sourcing and distributing the best fresh produce from locations across the globe to meet consumer demands. 

Our data is second to none. We employ a dedicated team of global produce supply experts and consumer analysts to use this data to optimize customers demand forecasting

Our team of consumer analysts are focused on providing the market and customer specific insights needed to make smart and strategic supply decisions from sourcing to inventory management across the supply chain. 

We employ numerous specialists in the field to constantly gauge supply trends and field conditions. We monitor supply in real time and have a massive amount of historical supply data to support customers strategic supply forecasting and planning.



Because we work with a large number of retail grocers in the marketplace, we have universal market information regarding supply needs. Our market insights are utilized for all our customers to drive supply planning optimization and alignment.  



We’ve spent years developing and improving our technology platforms to predict and analyze supply and demand now and in the future. With multiple technology platforms, we provide comprehensive data and analytics to customers based on their predicative and “right now” supply needs. 


Market position

Robinson Fresh is uniquely position in the fresh market to provide both supply and demand planning as well as transportation and logistics service needs. Our ability to streamline the entire supply chain from field to store is our competitive advantage and we operate with our individual customers needs in mind. 

We specialize in the hardest to source and transport produce, but our vast and long-standing network of providers in over 40 commodities enables us to source and supply the products our customers need with the shortest timelines and most efficient supply chains in the industry.


Access to large supplier base 

With over 200 product distributors, we ensure our customers have access to supply when and where they need it across the U.S. Easily integrated technology platforms allow us to plug customers existing suppliers into our network and fill supply gaps with our vast network of providers – ensuring you have the supply data you need to move the products your store need to the optimal locations to fill order and optimize revenues.