Produce Is Where the Cash Is
If you really think about what the OP says, it makes perfect sense. All the stuff in the middle of a supermarket or grocery store—the boxed cereals, bags of rice, canned tuna, and whatnot—have razor-thin profit margins. That’s because all of the goods pass through a long supply chain, where each link in the chain wants a piece of the pie.
Now, when talking about fresh produce, that’s where the real dough is. That’s because supermarkets generally source directly from farmers, thereby giving them the opportunity to skip through the long supply chain process and make low-cost deals.