Vincent Finazzo is the founder of Riverwards Produce, a neighborhood grocery market in Philadelphia that started in a 20x20 garage and has grown into a multi-location business doing nearly $16 million in annual sales.

Vincent studied art in Chicago, moved to Philly to work in museums and took a job at Whole Foods as a janitor just to pay the bills. Fifteen years later, after working his way up to produce buyer, brokering truckloads of produce across the country and waking up at 3am to deliver vegetables out of a Honda Civic, he turned a pop-up market into one of the most respected independent grocery brands in the country.

In this episode, Vincent breaks down the real economics of grocery, why he refuses to offer delivery, and how constant reinvestment fueled Riverwards’ growth.

We talk about:

• Starting a retail business with $500 and no investors
• How 200 pumpkins sparked growth
• Going from $35K in sales to millions in annual revenue
• The reality of 3-4% profit margins in grocery
• Negotiating a below-market lease that made the first store possible
• Designing a store people want to spend time in
• The logistics of managing 4,000+ SKUs
• How social media became his only marketing channel
• Why he believes physical retail if done right is the future

Vincent also shares lessons on starting before you’re ready, persistence, discipline and staying true to your core motivations.

Resources & Links

Riverwards Produce Website: https://www.riverwardsproduce.com/

Riverwards Produce Instagram: https://www.instagram.com/riverwardsproduce/?hl=en

Vincent Finazzo: https://www.instagram.com/vincentfinazzo/?hl=en

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