Fairness in Food Procurement: Pic Rite’s Data-Driven Transparency Aims to Empower Self-Operating Food Service Provider

Fair pricing and transparency play an important role across industries. And Rick Krause, CEO of Pic Rite Management and Consulting, has made it his mission to bring data transparency, fairness, and operational insight to the produce industry. His company, which provides produce management programs for food service providers, aims to redefine how they understand and control their food costs.

Across the United States, Rick notes that there are many self-operating grocery stores, colleges, universities, schools, and healthcare facilities that serve local communities. Yet, he notes that these locations may often experience a lack of access to the resources, analytics, and market visibility of larger providers. “I’ve observed that many independent providers have historically lacked adequate support,” Rick says. “They often lack the bandwidth or budget to employ a full-time produce cost analyst. We do that for them.”

At the core of Pic Rite’s model is the principle that every food service provider deserves to know the true landed cost of their produce, the actual price of an item once it arrives at the supplier, including shipping, refrigeration, and all associated logistics. Rick explains that for self-operating providers, understanding that number is critical, yet nearly impossible without technical infrastructure and industry expertise. 

He shares the complexity behind something as ordinary as a case of iceberg lettuce, highlighting how factors like where it was harvested, how far it traveled, how it was refrigerated, and whether the shipment was “cubed out” or “weighed out” in transport can all affect its final cost. 

To address this, Rick and his team built a proprietary algorithmic model that can track and calculate the landed cost of key produce items across major shipping regions in the US. “We have a strong estimate of the cost before a supplier provides their figures,” Rick explains. “When a supplier submits their report, we compare it to our data model. If there’s a discrepancy, we have a conversation. Our role is to promote accuracy and fairness across the board.”

Through weekly purchase order guides, Pic Rite offers verified pricing and a clear understanding of what they should be paying in each region. It’s a level of visibility that aims to transform guesswork into actionable intelligence. As Rick puts it, “We establish a level playing field: true landed cost plus a fair and reasonable markup. That’s it.”

Beyond costs, Rick implements visibility across other fronts as well. With communication as a key component of its value proposition, Pic Rite delivers weekly newsletters featuring produce updates, market insights, and even recipes that providers can share with everyone. Quarterly editions highlight seasonal trends and holidays, while emergency alerts are issued when there are foodborne illness reports, market disruptions, or quality concerns. 

“When issues arise in the produce industry, we give them the information they need to act fast, and to communicate transparently with their own networks,” he shares. 

Rick also emphasizes cost avoidance as a discipline distinct from simple cost-cutting. Produce markets may often fluctuate due to natural and logistical factors. “There’s an inherent volatility we can’t eliminate; it’s Mother Nature,” he says. “But we can help our clients avoid unnecessary markups and stabilize their pricing week over week.” That vigilance can build trust and help independent operators remain competitive while maintaining quality. 

Pic Rite’s commitment to serving the underserved is deeply embedded within the company’s ethos. The company’s clients include long-term care facilities, small food management companies, grocery stores, and self-operating college and university food services. “Instead of focusing on scale, we focus on impact. We’re helping the ones who actually need this level of oversight but never had access to it,” Rick says.

With Pic Rite, Rick is striving to turn what was once a closed system into a transparent, data-driven model. In doing so, he aims to set a standard for accountability in produce procurement. “Transparency shouldn’t be a privilege,” Rick notes. “It should be the norm. When everyone has access to the real numbers, everyone can win.”