With both Wal-Mart and Whole Foods moving aggressively to measure sustainability of their suppliers, Jeff Dlott believes meeting expectations of buyers can be both a requirement for doing business and a market opportunity for produce marketers. “Don’t kill the messenger, but sustainability is becoming a requirement in major markets,” said Dlott, president and CEO of SureHarvest, Soquel, Calif., at a workshop at the 2015 Potato Expo on Jan. 8. He urged suppliers to be clear on their target markets and align their strategy accordingly.