The Journey of Organics at Four Seasons
The Story of Organics at Four Seasons
Healthy eating and a passion for fresh fruits and vegetables is a part of who Four Seasons Produce Founder, David Hollinger, is. In the early history of the business, he took notice of an emerging trend and wanted to be a part of it: Organic Produce, fruits and vegetables grown without the use of synthetic pesticides, fungicides, and fertilizers.
As Four Seasons Produce first got into Organics in the 80s and early 90s, David said it took hiring a person full time to buy and sell it for the program to get traction. It also took finding others who believed in Organics to move things forward.
Josh Steinhauser’s connection to the history of organic produce dates back to the early 1990s, when he was among the first distributors bringing organic produce into the New York Metropolitan area via his small business called, Joshua Organics. At that time, organics were still in their infancy, and New York City played a critical role in building awareness and volume on the East Coast. After nearly a decade of distributing independently, Steinhauser met David Hollinger through their mutual friend and pioneering organic farmer Chris Petersheim of Paradise Organics in Lancaster County, PA.
From the outset, Steinhauser recognized that Hollinger and Four Seasons were uniquely positioned to help steward and lead the early growth of organic produce. So, the two joined forces in 1999 with Steinhauser expertly selling organics to NY customers and the Four Seasons team procuring, distributing, and delivering the product from PA with proficiency. “With David’s attention to detail, organizational skills, commitment to technology, and focus on people and strategy, it was clear they could take organics and run with it,” Steinhauser recalls.
Josh Steinhauser
The “Why” behind organics
People Make the Difference
A cornerstone of Four Seasons’ success, Steinhauser says, has always been its people-first culture. Early on, he heard David Hollinger stress, “Get the right people and set them free,” a philosophy that still guides the company. During Steinhauser’s nearly 30 years with Four Seasons, he has seen consistent leadership excellence and dedicated associates carry the organization forward. Central to that legacy is Jason Hollinger, current CEO and second-generation leader of the Four Seasons Family of Companies. Steinhauser observed firsthand the thoughtful, patient, and deliberate leadership transition between David, and non-family CEO, Ron Carkoski, and then from Ron to Jason, noting that “the slow and steady approach was key—and very much a Hollinger family trait.”
Jason Hollinger was instrumental in shaping Four Seasons’ organic program, including serving as one of the company’s first organic buyers. His passion for quality and integrity in fresh produce helped define the organic vision, which was further strengthened through a close partnership with Lady Moon Farms founder Tom Beddard and his family—East Coast pioneers in organic farming. Steinhauser considers this alignment of shared, family-run values one of the most important decisions in the company’s organic history. Leaders like Ron Carkoski, along with longtime growers and associates, reinforced these relationships and Four Seasons’ reputation for trust.
Eric Pottinger
Dennis McGowan
Brian Dey
Myles Chasser
Eric, who started in operations during the late 1990s, recalls feeling like a “misfit” in the early days, working in a separate organics-only facility, but credits his success to a relentless “no quit” mindset and commitment to learning.
Dennis, joined straight out of high school also in the 90s, and advanced through packing, management, technology projects, and sales. He emphasized that strong relationships and service with customers of a range of sizes and formats are the backbone of the business.
Myles brought experience as a former customer on Long Island where his family owned a natural foods store. And what began as a move to slow down in Pennsylvania, evolved into a long-term role defined by focus, discipline, and strong organic buying expertise that expanded Four Seasons’ market reach.
Brian Dey also played a pivotal role in the late 2000s, bringing his passion for seasonality and merchandising to food co-ops and natural food stores. His work helped independent organic retailers elevate their displays and sales through deeper partnerships with Four Seasons, benefiting everyone involved.
As organics gained momentum in the 2000s, a hands-on group of associates helped build the program from the ground up. Some examples include, Eric Pottinger, Dennis McGowan, Myles Chasser, and Brian Dey who were among an impactful group that helped establish the footing for the organic business of today.
More, More Organics!
By the 2010s around half of the sales of the company were organic even as sales of conventional still grew. Natural Foods channel retailers have become more sophisticated and are continuing to see success through differentiation and fantastic perishables. In the 2020s the company got into attribute-driven meat, dairy, deli and prepared food, much of which is organic. This growth trend has continued thanks to the hard work and dedication of so many Four Seasons Produce associates, customers, and suppliers. You are appreciated!
