WWW.PRODUCEBUSINESS.COM JUNE 2017 • VOL. 33 • NO. 06 $9.90 JUNE 2017 • 40-UNDER-FORTY ISSUE 40 UNDER FORTY

Kristin Ahaus John Alderman Jonathan Allen Kim Avola April Aymami James Balistriere Travis Lee Bowers Keri Butler

S. Christopherson Matthew Collins Amanda Costa Gabriela D’Arrigo Matt DuPerrouzel Derek Ennis Nicole Flewell Steve Gabrick Joshua Geyer Lyndsay Guttchen

Jody Hegel Greg Heinz W. Hendrickson Alina Henry Danielle Horton Alex Jackson Lianna Kelly Kaci Komstadius Tim Krech Dominick Mack

Erica Manfre Jon Maruk Ruth McLennan Chris Miller Andrew Marshall Kyla Oberman Zachary A. Raab Lindsey Roberts Julia Smith Brock M. Snyder CLASS OF 2017 J. Brink Stenderup Grant Werner

MEET THE SPECIAL SECTION SUPPLEMENT SUPPLEMENT GAME CHANGERS

CHICAGO FLORAL BUSINESS GEORGIA GROWN INSIDE

MCQUADE’S MARKETPLACE • MARKETING TO HISPANICS RIPE FRUIT • FRUIT TIE-INS • DISNEY AND DOLE PARTNERSHIP

NEW JERSEY PRODUCE • MICHIGAN PRODUCE • GRAPES FRESH-CUT • BREAKFAST • STONE FRUIT • DRIED FRUIT REGIONAL PROFILES: CHICAGO AND INDIANAPOLIS Dole.indd 1 5/12/17 10:53 AM JUNE 2017 • VOL. 33 • NO. 06 • $9.90

84 90

79DISNEY AND DOLE’S 27cover story MAGIC PRODUCE KINGDOM 40 UNDER FORTY: CLASS OF 2017 features 67 A symbiotic, historic partnership unfolds into a CAPTURING THE HISPANIC CONSUMER broad multi-year, healthy living initiative to help A key demographic market for retailers and parents encourage healthier eating. brand suppliers — one that loves its produce. commentary 84 14 THE FRUITS OF THOUGHT 72 NEW JERSEY PRODUCE: A REPUTATION Inection Point To Future Success RIPE FRUIT DRIVES SALES FOR QUALITY AND FRESHNESS Consistent ripening can diˆerentiate e Garden State produces more than 100 124 RETAIL PERSPECTIVE stores, bring repeat sales and reduce shrink. diˆerent types of fruits and vegetables. Developing e Next Generation 76 90 125 WHOLESALE MARKET FRUIT TIE„INS MICHIGAN: PRODUCT DIVERSITY Shoes Too Big To Fill Smart partners will increase the HITS THE MARK IN THE MIDWEST ring in the produce department. Natural resources help make it one of the 126 EUROPEAN MARKET largest agricultural states in the United States. Jan England Forecasts Future Of Produce Retailing 101 72 FIFTEEN YEARS AFTER THE NOP 127 PRODUCE ON THE MENU A look at the optimal merchandising How To Sell Produce To A Chef method for organics.

128 VOICE OF THE INDUSTRY 104 Recipe For e Future: Tradition RISE AND DINE And Innovation In Equal Parts Chefs take a fresh look at produce for breakfast, brunch and ‘brinner’.

130 104 Change Service requested: POSTMASTER: Send address changes to PRODUCE BUSINESS, P.O. Box 810425, Boca Raton, FL 33481-0425. PRODUCE BUSINESS (ISSN 0886-5663) is published monthly for $58.40 per year by Phoenix Media Network, Inc., P.O. Box 810425, Boca Raton, FL 33481-0425

PRODUCE BUSINESS / JUNE 2017 / 3 JUNE 2017 • VOL. 33 • NO. 06 • $9.90

107REGIONAL MARKET PROFILE: special CHICAGO WINDY CITY IS MIDWEST CAPITAL 20 features OF GLOBAL PRODUCE ECONOMY FROM THE PAGES OF THE ‚is agricultural giant gets its PERISHABLEPUNDIT.COM produce year-round from far away. Superstar Roberta Cook Guides London 113 Produce Show Attendees On NAFTA, ‚e CHICAGO FOODSERVICE PROFILE: Impact Of Trade And ‚e Perils ‚at Lie Ahead TRUE FOOD KITCHEN: WHERE FOOD IS DELECTABLE MEDICINE Sam Fox and Dr. Weil’s 9-year-old 22ASCENDANT INDEPENDENT: chain growing stronger. MCQUADE’S MARKETPLACE ‚is 3-unit retailer is all about local. 114CHICAGO RETAIL PROFILE PETE’S FRESH MARKET 55GEORGIA GROWN PRODUCE Simple formula has evolved to 13 stores. Critical to spring, summer and fall 95 supplies, the state 118REGIONAL MARKET PROFILE: promotes the variety INDIANAPOLIS of produce it grows WHOLESALERS DELIVER MORE and markets to retail and foodservice PRODUCE TO INDIANAPOLIS STORES, buyers. EATERIES Local and specialties key product departmentsMERCHANDISING REVIEW segments in city’s food trade. 95 FRUIT OF THE VINE Getting the most out of grape merchandising.

115 FOUR WAYS TO STONE FRUIT SUCCESS With supply low for the classics, new varieties could help push a bigger in this issue ring this summer. 6 QUIZ DRIED FRUIT 8 WASHINGTON GRAPEVINE 121 FAST„GROWING FREEZE„DRIED LINES BRING NEW 10 PRODUCE WATCH OPPORTUNITIES Health-conscious snackers gravitate 16 FORWARD THINKING toward these protable and popular 121 items in the produce department. 18 RESEARCH PERSPECTIVES

19 COMMENTS AND ANALYSIS FLORALinsert BUSINESS MAGAZINE 115 129 INFORMATION SHOWCASE • Holiday Planning • Food Gardening 130 BLAST FROM THE PAST • Weddings • Floral Findings

Change Service requested: POSTMASTER: Send address changes to PRODUCE BUSINESS, P.O. Box 810425, Boca Raton, FL 33481-0425. PRODUCE BUSINESS (ISSN 0886-5663) is published monthly for $58.40 per year by Phoenix Media Network, Inc., P.O. Box 810425, Boca Raton, FL 33481-0425

4 / JUNE 2017 / PRODUCE BUSINESS Apio.indd 1 5/23/17 9:07 AM produce quiz

THIS MONTH’S WINNER In 2003, Cuomo joined D.M. Rothman Co. LOUIS CUOMO at Hunts Point Produce Terminal Market as Foreman foreman and quality control. At the time of JUNE 2017 • VOL. 33 • NO. 06 • $9.90 D.M. Rothman Co. publication the company announced it was Bronx, NY closing its doors. “The market has changed; P.O. Box 810425 • Boca Raton • FL 33481-0425 Phone: 561-994-1118 • Fax: 561-994-1610 it’s not what it used to be. When I started [email protected] in this business there were more than 100 PRESIDENT & EDITOR-IN-CHIEF companies at Hunts Point; now we have James E. Prevor Louis Cuomo has a history with the Prevor maybe 35. In the next seven to 10 years, we [email protected]

family — Jim Prevor is the founder and editor may have 10 left,” he said. PUBLISHER/EDITORIAL DIRECTOR of PRODUCE BUSINESS Magazine — when in 1982 Cuomo has been reading PRODUCE BUSINESS Ken Whitacre [email protected] he joined Prevor Marketing International Inc., since 2007. He says the publication has been at the Hunts Point Produce Terminal Market a great resource to monitor trends and to VP EDITORIAL Ellen Koteff in Bronx, NY, as foreman and salesman. It see new products. “When you read PRODUCE [email protected] was his first job in the produce industry. “I BUSINESS, you know which companies deliver SPECIAL PROJECTS EDITOR worked for Prevor Marketing for 10 years, their products to the market and are aware Mira Slott and then went to Hunts Point Tomato as a of where it comes from,” he says. [email protected]

foreman and salesman until 2002,” says As for the future, Cuomo says he has PRODUCTION DIRECTOR Cuomo. many job offers he is considering. Diana Levine [email protected] How To Win! To win the PRODUCE BUSINESS Quiz, the first thing you must do is enter. The rules are PRODUCTION LEADER simple: Read through the articles and advertisements in this issue to find the answers. Fill in the Jackie Tucker blanks corresponding to the questions below, and either cut along the dotted line or photocopy the page, and send your answers along with a business card or company letterhead to the address PRODUCTION DEPARTMENT listed on the coupon. The winner will be chosen by drawing from the responses received before the Sunshine Gorman publication of our August 2017 issue of PRODUCE BUSINESS. The winner must agree to submit a color Freddy Pulido photo to be published in that issue. Christopher Sizemore

VP WEBSITE DEVELOPMENT WIN VIRTUAL REALITY HD VIDEO DRONE Paul Ehrman

Take to the skies and see the world like never before! The Virtual EVENT COORDINATOR Reality HD Video Drone features first-person video and in-app Jackie LoMonte [email protected] virtual reality with a free app and included headset. Now you can experience the sensation of flight while you record high-defini- CONTRIBUTING WRITERS Carol Bareuther, Bob Johnson, tion video and images. Headless SmartFlyt technology built in. Janel Leitner, Sophia McDonald, Compatible with Google Cardboard. Includes 4GB Micro SD card. Doug Ohlemeier Howard Riell, Jodean Robbins, Drone charges via USB with included cable. Mira Slott, Kayla Young

ADVERTISING Eric Nieman, Associate Publisher QUESTIONS FOR THE JUNE ISSUE [email protected]

1) Which advertiser oers “Varieties with Universal Appeal”?______Linda Bloomfield Linda.Bloomfi[email protected] ______Katelyn Grace 2) Who is Mastronardi Produce recognizing for completing the United Fresh Produce Industry [email protected] Leadership Program? ______Steve Jacobs [email protected] 3) Which Chicago company has been specializing in Mexican produce and groceries for 40 years? Sandy Lee [email protected] 4) Which company is Dole Food Company partnering with?______Mayme Mesa [email protected] ______Ellen Rosenthal 5) What city is the “Midwest Capital of the Global Produce Economy”? [email protected]

FLORAL DEPARTMENT MARKETING ______E. Shaunn Alderman 6) Which company “Grows the Right Way”? [email protected] Send insertion orders, payments, press releases, ______photos, letters to the editor, etc., to Produce Business, P.O. Box 810425 ______Boca Raton, FL 33481-0425 PH: 561.994.1118 FAX: 561.994.1610 Produce Business is published by Phoenix Media This issue was: Personally addressed to me Addressed to someone else Network, Inc. James E. Prevor, Chairman of the Board P.O. Box 810425, Boca Raton, FL 33481-0425. Name______Position______Entire contents © Copyright 2017 Phoenix Media Network, Inc. All rights reserved. Company______Printed in the U.S.A. Address______Publication Agreement No. 40047928 City______State______ZIP______Phone______Email______Photocopies of this form are acceptable. Please send answers to: JUNE QUIZ PRODUCE BUSINESS • P.O. Box 810425 • Boca Raton, FL 33481-0425

6 / JUNE 2017 / PRODUCE BUSINESS Flavor Tree.indd 1 5/16/17 5:50 PM e Mid-Year Produce Perspective

BY JULIE MANES, DIRECTOR OF GOVERNMENT RELATIONS, UNITED FRESH PRODUCE ASSOCIATION

he first six months of this year of an immigration officer, poses a risk to Council and Western Growers. The Alliance have been among the most vol- public safety or national security. has been the driving force coordinating atile and active in recent politi- fruit and vegetable provisions in the last cal memory. Many of the fresh 2018 FARM BILL REAUTHORIZATION two Farm Bills, providing Congress with a produce industry’s priorities are The Farm Bill represents the federal set of comprehensive recommendations Tcenter stage in political debates. Let’s look government’s largest investment in the from a coalition of more than 140 specialty at the status of three of them. produce industry and the healthful nutrition crop organizations from across the country. of America’s children through increased IMMIGRATION consumption of fruits and vegetables. TRADE Since coming to the White House, Pres- With programs including targeted research In January, the Trump administration ident Trump has taken steps to increase programs, export expansion, programs officially withdrew from negotiations on enforcement and deportations of undoc- designed to eliminate pests and diseases, the Trans-Pacific Partnership (TPP) and has umented individuals, focusing first on access to fresh fruits and vegetables, and recently given formal notice for renegoti- those with criminal records, but too often state block grants, we have been successful ating NAFTA. collecting others in these actions. Securing in past Farm Bills to support key policy With specific regard to NAFTA, United a stable, skilled workforce remains our priorities for our industry. Fresh is communicating to officials the industry’s most important challenge. Too The process of developing the next Farm strong interdependence of the fruit and many farm operators are scrambling to find Bill has begun, even though the law does vegetable sector across all three members. workers to bring time-sensitive crops in not expire until September 2018. Both the Trade across the NAFTA countries serves from the field and on to consumers. Senate and House Agriculture committees both consumers and deeply connected Since taking office, President Trump has will spend the spring and summer of this supply chains, providing significant jobs issued several executive orders pertaining year on hearings to receive testimony from not only in agriculture, but in processing to enforcement. The first, Border Security interested stakeholders from across the and distribution. Increasingly, fruit and and Immigration Enforcement Improve- country on a wide range of issues. vegetable capital investment in production, ments, is the “build the wall” executive United Fresh was asked to testify before packing, processing and distribution is order, directing the Secretary of Homeland the House Agriculture committee and asked flowing freely among investors in all three Security to “secure the southern border of James Field, director of business devel- countries. the United States through the immediate opment for Frey Farms, Keenes, IL, and Our message to policymakers is that we construction of a physical wall.” This order Government Relations Council Chairman want to work together on any renegotia- also directs the hiring of 5,000 additional and board member Charles Wingard of tion of NAFTA, seeking to find win-win-win border patrol officers. Walter P. Rawl, Pelion, SC, to testify. The solutions that serve all of our members. The second executive order, Enhancing Senate Agriculture Committee held one We do recognize that some segments of Public Safety in the Interior of the United field hearing in Kansas and one in Michigan the U.S. fruit and vegetable sector have States, applies to immigration enforce- on May 6, 2017; United Fresh board member been disadvantaged by some aspects of ment in the interior, and specifically targets Mark Girardin of North Bay Produce in trade, and we seek support for their needs so-called “sanctuary cities” by cutting Traverse City, MI, submitted testimony for without disrupting the basic standards of off their federal funding. The order also that hearing. free trade, limited tariffs and quotas. expands enforcement powers giving immi- United Fresh serves as the coordinating On these and other issues, the outlook gration officers almost unlimited discretion Secretariat for the Specialty Crop Farm Bill continues to be volatile, but offers real in instituting deportation proceedings to Alliance, providing leadership along with opportunities and challenges for the fresh include any non-citizen not yet charged our three co-chairs from Florida Fruit and produce industry. It’s as important as ever with a crime, but who, in the judgment Vegetable Association, National Potato for produce providers to remain engaged.

8 / JUNE 2017 / PRODUCE BUSINESS PMA.indd 1 5/12/17 11:04 AM produce watch

TRANSITION ANNOUNCEMENT ANNOUNCEMENT CRYSTAL VALLEY FOODS ACQUIRES TEAM PRODUCE Grower/importer Crystal Valley Foods, Miami and Los Angeles has acquired Team Produce Interna- tional Inc., a Doral, FL-based marketer and importer of fresh asparagus, berries, stone fruit and other specialty items from Central and South America. The acquisition allows Crystal Valley to diversify and offer premium fresh specialty fruits and vegetables to its customers throughout North America. All of Team’s employees, including sales and procure- ment, will be joining Crystal Valley and will be based SIRNA & SONS PRODUCE in Miami. Sirna & Sons Produce, Ravenna, OH, has named NATIONAL MANGO BOARD Daniel Arredondo director of sales. Arredondo brings 30 years of sales management experience ANNOUNCES CONTEST from the produce and specialty foods world. The National Mango Board (NMB), Orlando, FL, is inviting professional chefs, dietitians, onsite managers and directors working in commercial and ANNOUNCEMENT non-commercial foodservice operations to enter its Share. Mango. Love. foodservice recipe contest. FRESH PRODUCE ASSOCIATION Designed to showcase the versatility of fresh mango, the Share. Mango. Love. recipe contest will award three first prizes of $1,000 and one grand prize of $2,000. Submitted recipes can be an existing menu item or a dish created specifically for this contest. Entries will be accepted for one or more original savory recipes in the following categories: appetizer/snack, salad/side and entrée. Entries will ANNOUNCEMENT be accepted through August 31, 2017. Interested foodservice professionals can visit mango.org/ MANN PACKING WINS EDISON AWARD foodservice to enter or get more information. Mann Packing, Salinas, CA, announced its Culinary Cuts line has been awarded an Edison Award for innovation in the food and beverage category. The ANNOUNCEMENT Past Member of the Year Award Winners (left to right) Terry Shannon Jr., Sabrina Hallman, Chuck Thomas, Chris Ciruli, Scott Edison Awards is an international contest recog- Vandervoet, Walter Ram. nizing innovative achievements across industries. Mann’s Culinary Cuts is a line of fresh vegetables Chris Ciruli, chief operating officer of Ciruli cut into distinctive shapes. The product line, which Brothers, Nogales, AZ, was recently presented the includes Cauliflower Cauliettes, Shaved Brussels Member of the Year Award during the Fresh Produce Sprouts, Sweet Potato Ribbons and Butternut Association’s (FPPA) annual meeting. The Member Squash Zig Zags, are washed and ready-to-eat and INTERNATIONAL PEAR CONFERENCE of the Year Award is nominated by FPAA members versatile enough for multiple uses such as side and is defined as “someone who goes above and dishes, stir-frys, appetizers, desserts and casse- COMING TO THE UNITED STATES beyond in working for the betterment of the industry roles. Culinary Cuts are the first veggie pasta swap The Pear Bureau Northwest will welcome pear and its membership.” Ciruli served as the chairman products available nationwide and are backed with industry researchers, experts, growers and of the FPAA from 2008-2010 and continues to serve promotions and merchandising support to educate marketers from around the world to the 2017 Inter- as a board member with the association. He is also consumers and spur sales. pera Congress in Wenatchee, WA, June 15 -16, 2017. the chairman of the FPAA’s Mango Division. In This is the 10th meeting of this worldwide pear addition to his roles at the FPAA, Ciruli is also the conference and the first to be held in the United treasurer of the National Mango Board and a board States. The two-day conference will feature presen- member at the United Fresh Produce Association. tations from world experts on topics, including He has also previously served on the United Fresh emerging pear varieties, high-density planting, root Wholesaler-Distributor Board, the PMA Foodser- stock, harvest and packaging house mechanization, vice Board and with PMA’s Foundation for Industry integrated pest management successes, export Talent among other industry initiatives. During the trade flows and successful practices for building ceremony, Ciruli was presented with a custom metal demand for pears in consumer markets. Highlights sculpture made by Tucson, AZ, artist Matt Harper. of the program will include tours of orchards with high-density pear planting and an opportunity to see a leading fresh-cut apple slicing operation. The event is organized by the AREFLH, the Assembly of the European Regions Producing Fruit, Vegetables and Ornamental Plants and the USA pear industry, ANNOUNCEMENT including Pear Bureau Northwest and the California Pear Advisory Board. For more information, visit OPAL APPLES TOURED THE UNITED STATES interpera.weebly.com/the-congress.html. To promote its Opal apple, FirstFruits Marketing of Prescott, WA, the exclusive distributor in North America, toured the country to promote the apple. The tours, which took place from January through April, included attending races, family expos and festivals in Santa Monica, CA; San Francisco; Jacksonville, FL; Tampa, FL; Orlando, FL; Miami; Seattle; Minneapolis; Atlanta; and Dallas.

Produce & Floral Watch are regular features of PRODUCE BUSINESS. Please send information on new products, personnel changes, industry, corporate and personal milestones and available literature, along with a high resolution image to: Managing Editor, PRODUCE BUSINESS, P.O. Box 810425, Boca Raton, FL 33481-0425, or email us at [email protected]

10 / JUNE 2017 / PRODUCE BUSINESS ANNOUNCEMENT ANNOUNCEMENT

TROPICAL FOODS REDESIGNS WEBSITE Charlotte, NC-based Tropical Foods recently unveiled a new website to provide a user-friendly experience with improved navigation and func- tionality, responsive design, detailed product information and a custom search filter tool. One of the major components of the new site is a custom product search filter so users can sort by various criteria including ingredients, flavor profiles, packaging, best-selling products (by industry) and dietary. The redesigned website coincides with the company’s 40th anniversary this year.

ANNOUNCEMENT JAZZ STRENGTHENS PREMIUM APPLE POSITION Fresh crop New Zealand JAZZ apples are now BEE SWEET CITRUS EXPECTS arriving and have a new logo, new website STRONG SUMMER IMPORT SEASON and social media content aimed at creating Grower, packer and shipper Bee Sweet Citrus, a deeper relationship between JAZZ and Fowler, CA, expects to continue to provide citrus consumers. The apple will be supported by to its consumers through the company’s summer high-impact custom promotions arranged import program. Between May and October, Bee in partnership with retailers throughout the Sweet Citrus receives imported Clementines, Navel United States and Canada. JAZZ apples are Oranges, Cara Caras, Minneolas and lemons. In available from Oppy, as well as CMI Orchards addition, the Bee Sweet Citrus sales team handles and Rainier Fruit Company primarily during the all import clearance, logistics, inventory and domestic season. conducts weekly market analysis calls with interna- tional partners.

Produce & Floral Watch are regular features of PRODUCE BUSINESS. Please send information on new products, personnel changes, industry, corporate and personal milestones and available literature, along with a high resolution image to: Managing Editor, PRODUCE BUSINESS, P.O. Box 810425, Boca Raton, FL 33481-0425, or email us at [email protected]

PRODUCE BUSINESS / JUNE 2017 / 11 produce watch

ANNOUNCEMENT ANNOUNCEMENT CALIFORNIA CANTALOUPE DIVEMEX UNVEILS FRESH NEW BRAND ADVISORY BOARD REBRANDS Divemex, Guadalajara Jalisco, Mexico, introduces The California Cantaloupe Advisory Board (CCAB), a new brand that reflects its history and sets a Dinuba, CA, is updating its online consumer distinct challenge for even greater achievements promotional efforts with a new blog and newsletter ahead. The “Growing Beyond Expectations” tagline design, and a partnership with the San Francisco accompanies a refreshed logo. The new brand will Giants that promotes healthy eating. appear on packaging, point-of-sale materials, social The CCAB’s existing blog and newsletter have media and a new website when the grower’s season been rebranded as “The Sweet Stuff” and will be begins in late summer. “Growing Beyond Expecta- distributed via email two times per month during the summer cantaloupe season. Featured are recipes, tions celebrates what we’ve achieved, but most im- usage ideas and consumer contests along with information on cantaloupe farmers and their commitment to portantly, conveys our commitment to achieve even producing delicious and safe cantaloupes. These same themes will also be featured in full-page adver- greater things in the future,” said Luis de Saracho, tisements running in the programs distributed at every San Francisco Giants home game this season. The chief executive at Divemex. “In the beginning, we ad copy will be changed six times during the Giants’ season and will introduce consumers to cantaloupe were among the first in Mexico to produce vegeta- farmers, share recipes and urge visits to the cantaloupe website. CCAB is also hosting a sweepstakes bles in a high-tech greenhouse. Next, we focused contest in which consumers can win tickets to the Giant’s home game of their choosing. Four tickets will be intensely on quality, flavor and eating experience. given away once a month during May, June, July and August. The partnership with the San Francisco Giants Now, we are leading by example with our commit- gives CCAB an opportunity to reach an estimated 4 million fans who attend games. ment to sustainability and the welfare of our team.”

ANNOUNCEMENT ROBINSON FRESH’S ORANGETTI SQUASH IN FULL SEASON Orangetti squash, a vivid orange gourd, is in its first full season at Robinson Fresh, Eden Prairie, MN. The squash was trialed at the Robinson Fresh Product Development Centers in Davis, CA,and Tifton, GA, for multiple seasons, as well as other locations in North America and Mexico. Trialed against other squash varieties, the Orangetti genetics fared excep- tionally well in the company’s chosen growing regions. Low in calories and carbohydrates, the squash is said to be contributing to the high growth seen in Spaghetti Squash, which was up 11.3 percent in volume over the previous year, according to IRI Fresh data.

Produce & Floral Watch are regular features of PRODUCE BUSINESS. Please send information on new products, personnel changes, industry, corporate and personal milestones and available literature, along with a high resolution image to: Managing Editor, PRODUCE BUSINESS, P.O. Box 810425, Boca Raton, FL 33481-0425, or email us at [email protected]

12 / JUNE 2017 / PRODUCE BUSINESS ANNOUNCEMENT ANNOUNCEMENT Sakata Seed America Turns 40 Sakata Seed America, Morgan Hill, CA, is celebrating its 40th anniversary this year with a new logo and slogan to illustrate the company’s history and vision for the future. In addition, the company will be giving back to employees, customers, the industry and community through its “Forty Acts Of Kindness” initiative. Sakata has committed to contribute to 40 organi- zations that promote health, well-being, community and industry progress through either monetary gifts or volunteerism. Non-profit organizations, including the American Heart Association, and smaller, local outfits, such as the Morgan Hill Community Garden and Monterey County Ag Education, as well as communities within the Sakata Mexico and Sakata Guatemala NATIONAL MANGO BOARD TEAMS UP affiliates will benefit. WITH CELEBRITY COOK AYESHA CURRY Ayesha Curry, star of the Food Network’s show, Ayesha’s Home Kitchen and author of The New York Times bestselling cookbook “The Seasoned Life,” joins the National Mango Board (NMB), Orlando, FL, as its new spokeswoman. The celebrity supermom and the NMB recently partnered up in New York City for a media day to meet with national media outlets and ultimately reach consumers with mango messaging and Curry’s mango story. During the media day, Curry conducted several interviews for popular food, lifestyle and entertainment outlets, sharing her favorite mango recipes, mango nutri- tion, selection and varieties, while demonstrating easy steps on how to cut a mango.

ANNOUNCEMENT INTERFRESH ANNOUNCES “INTERFRESH UNIVERSITY”

Interfresh Inc., a national supplier of fruits and vegetables in Orange, CA, has launched Interfresh University, a new employee scholarship award program that offers employees the opportunity to apply for “scholarships” to enroll in courses of their choosing to help improve their professional and personal lives. “Interfresh recognizes people are our most valuable asset, and we continually look for ways to appreciate, encourage and value them,” says Chris Puentes, president. “This program can cover many different types of courses — everything from language and communication skills to Dale Carnegie-type leadership programs, or even health and fitness programs.”

CORRECTIONS: Editor’s Note: In the April 2017 issue, the “Spring Grape Deal” article inadvertently mentioned Farmer’s Best has several early season varieties from Mexico. Farmer’s Best grape varieties include Flame, Perlette and Sugraones, which all harvest in May and are available through June. In the “Mushrooming Retail Sales” article, it was stated that Mark Hartwell worked for Gior- gio Foods Inc. ˆe correct company name is Giorgio Fresh Co. In the May issue, our Toronto Market Pro‹le inadvertently misspelled the name of Ted Kurtz.

Produce & Floral Watch are regular features of PRODUCE BUSINESS. Please send information on new products, personnel changes, industry, corporate and personal milestones and available literature, along with a high resolution image to: Managing Editor, PRODUCE BUSINESS, P.O. Box 810425, Boca Raton, FL 33481-0425, or email us at [email protected]

PRODUCE BUSINESS / JUNE 2017 / 13 fruits of thought

Inflection Point To Future Success BY JIM PREVOR, PRESIDENT & EDITORINCHIEF

he produce industry is at an inflection point. If you sit in on of reasons to try this; one of the reasons it was thought a good the strategic planning sessions of company after company, idea was that it would give produce industry exhibitors a chance to T as I do, you see the same dilemma. The tools, the people, interact with chief executives at retail chains. This didn’t happen as the organizational structure of most organizations in the produce much as was hoped, but when it did, the scene was often painful to industry are simply inadequate to the challenges of today and, watch. Because the salesperson at the typical produce company is certainly, of tomorrow. not trained to address the strategic concerns of a large chain chief Producers who always just assumed the genetic material available executive, the salesperson mostly said, “Buy my stuff,” and the chief to them would be identical to that available to their competitors have executives walked by no more knowledgeable than before. no real mechanism for knowing how to position There are, of course, bright lights and hopeful their organizations to ensure they have superior signs. Companies such as Driscoll’s and Sun World and distinctive varieties on an exclusive or pref- have found ways to create and leverage proprietary erential basis. produce. Companies such as Naturipe and Sun Pa- Sales operations that successfully sell millions The requirement cific found a way to get their produce on the menu upon millions in legacy business are not organized at McDonald’s, and the Wonderful companies have to properly pursue distinctive lines of business that to assess leveraged marketing to build and revitalize whole require specialized approaches. Foodservice is individual commodities. Robinson Fresh found a way to use different than retail, and dollar stores are different accounts logistics, technology and organization to create from club stores. Most industry companies have value where there was none, and companies such as neither the manpower nor the flexibility to engage and identify Mann Packing have become innovation machines, with the booming home meal supply industry, where advantages, then always with a new product around each corner. And, the companies will not care what the size of your work two years of course, there are many others. standard crate is, but would in fact, be excited to buy Yet, these are exceptions that prove the rule: if you could supply 6-ounce cellophane envelopes before you sell the produce industry has to change. We have to filled with pre-washed product. a box, is coming reorganize to triumph in the future. Everyone has to In addition to meeting the needs of the non-tra- fast. add value. This has always been a business where ditional outlets, how many companies really take good product and good service were enough, but advantage of the opportunities now present for that window is closing. direct consumer interaction via labels, websites In the next stage of business, strategic thinking and social media? How many have been able to will be more highly valued. The ability to assess indi- leverage these tools to make retailers feel they must stock the brand? vidual accounts and identify advantages, then work two years before Retailers seem similarly stymied. Wal-Mart rolled out across you sell a box, is coming fast. High volumes of national chains will America, and virtually no other retailer rolled out their own version justify dedicated staffing on-site with the customers so as to satisfy of the supercenter. They just relinquished the market share of those their needs and leverage the relationship for greater success. The consumers who prefer that shopping venue. It seems likely to happen once mighty buyer is rapidly fading in importance, as most become again. Aldi is the fastest-growing food store in America, and Lidl is replenishment managers with strategic alliance decisions being about to seize that mantle, but almost nobody is launching their made at the category and executive level. own small footprint deep-discount format. The big box stores will The need to engage at this level is a challenge for most produce compete on product and price, but it seems highly likely there is a companies. Everyone is so busy selling the product, who has time market that prefers to shop in stores of this type. Based on experience or expertise to engage strategically? Yet, the future is clear, and the in England, that might be upwards of 10 percent of the market, and winning skill sets are clear as well. What is shrouded is which orga- most chains are preparing to cede that market share. nizations will transform themselves, substantially enough and soon Nearly 15 years ago, United Fresh first tried to co-locate its trade enough, to use this inflection point like a spaceship using gravity to show with FMI, the supermarket trade association. There were lots slingshot to success. pb

14 / JUNE 2017 / PRODUCE BUSINESS Mann Packing.indd 1 5/12/17 10:54 AM FORWARD THINKING

JUNE 7 – 9, 2017 JULY 18, 2017 THE LONDON PRODUCE SHOW SOUTHERN CA EXPO 2017 AND CONFERENCE 2017 Conference Venue: Disneyland Hotel, Anaheim, CA Conference Venue: The Grosvenor House, Park Lane, Conference Management: Fresh Produce & Floral Council, London, United Kingdom Monterey, CA Conference Management: Phoenix Media Network Ltd., Phone: (714) 739-0177 • Fax: (714) 739-0226 Boca Raton, FL Email: [email protected] Phone: 44 (0)2031433222 • Fax: 44(0)2030068568 Website: fpfc.org Email: [email protected] Website: londonproduceshow.co.uk JULY 28 - 30, 2017 PMA FOODSERVICE CONFERENCE JUNE 13 – 15, 2017 Conference Venue: Monterey Conference Center, INTERNATIONAL FLORICULTURE EXPO 2017 Monterey, CA Conference Venue: McCormick Place, Chicago Conference Management: Produce Marketing Association, Conference Management: Diversified Business Newark, DE Communications, Portland, ME Phone: (302) 738-7100 • Fax: (302) 731-2409 Phone: (207) 842-5508 • Fax: (207) 842-5509 Email: [email protected] • Website: pma.com Email: [email protected] Website: floriexpo.com SEPTEMBER 10 – 12, 2017 FLORIDA RESTAURANT & LODGING SHOW 2017 JUNE 13 – 15, 2017 Conference Venue: Orange County Convention Center, UNITED FRESH 2017 Orlando, FL Conference Venue: McCormick Place, Chicago Conference Management: Urban Expositions, Conference Management: United Fresh Produce Associa- Kennesaw, GA tion, Washington, D.C. Phone: (203) 484-8051 Phone: (202) 303-3424 • Fax: (202) 303-3433 Email: [email protected] Website: unitedfresh.org Website: flrestaurantandlodgingshow.com

JUNE 25 – 27, 2017 SEPTEMBER 18 – 20, 2017 SUMMER FANCY FOOD SHOW 2017 THE WASHINGTON CONFERENCE 2017 Conference Venue: Jacob Javits Convention Center, Conference Venue: Hyatt Regency Washington on New York Capitol Hill, Washington, D.C. Conference Management: Specialty Food Association, Conference Management: United Fresh Produce New York Association, Washington, D.C. Phone: (212) 482-6440 • Fax: (212) 482-6459 Phone: (202) 303-3400 • Fax: (202) 303-3433 Email: [email protected] Email: [email protected] • Website: unitedfresh.org Website: fancyfoodshows.com SEPTEMBER 25 – 26, 2017 JUNE 25 – 28, 2017 AMERICAS FOOD AND BEVERAGE 2017 IFT 2017 Conference Venue: Miami Beach Convention Center, Conference Venue: Sands Expo and Convention Center, Miami Las Vegas Conference Management: World Trade Center Miami, Conference Management: Institute of Food Technolo- Miami gists, Chicago Phone: (703) 259-6120 • Fax: (703) 934-4899 Phone: (312) 782-8424 • Fax: (312) 416-7933 Email: [email protected] Email: [email protected] Website: americasfoodandbeverage.com Website: ift.org SEPTEMBER 28 – 30, 2017 JULY 12 – 13, 2017 2017 SOUTHERN INNOVATIONS ORGANIC PRODUCE SUMMIT 2017 ORGANICS AND FOODSERVICE EXPO Conference Venue: Monterey Conference Center, Conference Venue: Westin Hilton Head Island Resort & Monterey, CA Spa, Hilton Head, SC Conference Management: Organic Produce Summit, Conference Management: Southeast Produce Council, Monterey, CA Millen, GA Phone: (831) 884-5092 • Fax: (831) 901-3135 Phone: (877) 720-7372 • Fax: (866) 653-4479 Email: [email protected] Email: [email protected] Website: organicproducesummit.com Website: southerninnovations.seproducecouncil.com To submit events to our Forward Thinking calendar, please email [email protected].

16 / JUNE 2017 / PRODUCE BUSINESS NYPS-2017.indd 1 5/12/17 10:59 AM RESEARCH PERSPECTIVE

Avocado Category Reflects A Unique Demographic Profile BY EMILIANO ESCOBEDO

he avocado category is one of the share of avocado purchases. For example, most successful categories in fresh within the age variable, the younger house- Tproduce. Nearly 60 percent of U.S. hold sub-group (ages 18-44) was found to households purchase avocados each year, account for nearly half (49 percent) of all with an average annual household spend of Super Heavy purchases, while comprising $23.91, driving total annual household pur- only 37 percent of the general population. chases to more than $1.6 billion. The actions When segmented by household size, the of today’s avocado shoppers shape the fu- larger household sub-group (3+ occupants) ture of this vibrant category. Understanding was also found to account for 49 percent of these shoppers and how their actions impact Super Heavy purchases, yet only 41 percent the category can help marketers optimize of the general population. A similar pattern strategies aimed at building avocado sales. Emiliano Escobedo was seen in the marital status sub-groups To enrich the industry’s understanding and income level sub-groups. Overall, a of the avocado shopper, the Hass Avocado for nearly three out of every four avocado Super Heavy profile emerged skewing to Board recently released a new shopper purchase dollars. The analysis also showed households that are younger, married, larger insights digital brochure, the Avocado the average annual spend for Super Heavy and have higher incomes. Shopper Segmentation Action Guide. This households was $69.77, triple the national The purchase patterns of the Super brochure focuses on selected findings from average and four times the buying rate of Heavy segment and the demographic the Hass Avocado Board’s full segmentation the next highest-spending group, the Heavy profile reflected in their purchases may study (2016 Avocado Shopper Segmenta- households. Drilling into the underlying signal marketing opportunities for retailers tion: Using Shopper Insights to Drive Retail purchase drivers behind this high rate of and marketers, and provide insights on the Sales of Hass Avocados). Two of the key purchase revealed that Super Heavy house- future make-up of the households making take-aways highlighted in the brochure are holds purchase avocados twice as often and these purchases. In addition to these the impact of top-spending households on spend twice as much per avocado shopping insights, the Action Guide highlights other the category, and the demographic profile occasion as the Heavy households. key take-aways from the Avocado Shopper reflected in their purchases. While all shoppers contribute to the cate- Segmentation study, including quarterly Two analytical methodologies were used gory, the findings indicate Super Heavy purchase drivers and more in-depth compar- to uncover new insights in these areas. The shoppers also represent a key growth target. ative views of the Super Heavy, Heavy, first analysis developed a purchase-level For example, a +1 percent increase in the Medium and Light shopper segments. shopper segmentation. This segmentation number of Super Heavy annual purchase To learn more about how these key was based on avocado purchase data from trips, or a +1 percent increase in the group’s shopper segments are driving the avocado the IRI Consumer Network, a continuous average spend per trip, represents a poten- category, go to hassavocadoboard.com/ household purchasing panel that captures tial +$12 million in incremental category retail/market-basket-shopper-trends. actual shopper purchases and behaviors. purchases. The current purchase habits and The demographic analysis was drawn from the growth potential of the Super Heavy this same data set. segment speak to how important these The segmentation was conducted by households are to the category’s success. ranking avocado purchasing households But who are the shoppers behind these by each household’s total annual avocado purchases? spend (high to low), and then dividing this To answer this question, the study exam- ranked list into four equal segments. The ined Super Heavy purchase volume with top-spending quartile (25 percent) was respect to seven demographic variables. Emiliano Escobedo is the executive director of the Hass Avocado Board (HAB), Mission Viejo, CA. The board was designated “Super Heavy” households, Four demographic variables — age, marital established in 2002 to promote the consumption of Hass and the remaining three segments were status, household size and income level avocados in the United States. A 12-member board rep- resenting domestic producers and importers of Hass named “Heavy,” “Medium” and “Light” — stood out. Within each of these four avocados directs HAB’s promotion, research and infor- households. The analysis revealed Super demographic variables, one of the vari- mation programs under supervision of the United States Heavy shoppers, while comprising only able’s sub-groups was found to account Department of Agriculture. Hass avocados are grown in California and imported into the United States from Mex- one out of every four households, account for a surprisingly large and disproportionate ico, Chile, Peru, Dominican Republic and New Zealand.

18 / JUNE 2017 / PRODUCE BUSINESS COMMENTS & ANALYSIS

Knowing Behavioral Habits Is Key To Success BY JIM PREVOR, EDITOR-IN-CHIEF, PRODUCE BUSINESS share of avocado purchases. For example, any years ago, a gentleman within the age variable, the younger house- named Barney McLure was an It would be a terrible shame to not hold sub-group (ages 18-44) was found to Minnovator in the promotion of account for nearly half (49 percent) of all fresh produce, especially Chilean fruit. But use this opportunity, this “learning Super Heavy purchases, while comprising one minor project he took on was a vol- only 37 percent of the general population. untary association of importers of Italian moment,” to encourage people who When segmented by household size, the chestnuts. The association didn’t last long rarely or never eat avocadoes to begin larger household sub-group (3+ occupants) because the importers could never resolve was also found to account for 49 percent of a question: Was the industry better off doing so now. Super Heavy purchases, yet only 41 percent promoting chestnuts in markets where of the general population. A similar pattern they were already known and selling well was seen in the marital status sub-groups — mostly big urban markets such as New Super Heavy purchasers. their demographics can only help develop and income level sub-groups. Overall, a York and San Francisco that had large pop- What does that mean? Why do these a strategy to do that. So this research offers Super Heavy profile emerged skewing to ulations of Italian descent — or would the smaller households buy so many avocados? important clues for retailers today. households that are younger, married, larger industry be better off promoting in areas aybe we can find that the habit distin- Because Super Heavy buyers enjoy and have higher incomes. with few Italians and with low consumption guishing such purchasers is that they incor- avocados, it is possible that promotions The purchase patterns of the Super of chestnuts? porate avocado into breakfast — whereas aimed at customers who are already Super Heavy segment and the demographic f course, the key here is defining lower consumption people do not. Maybe Heavy buyers might lead to even higher profile reflected in their purchases may what “better off” means. Does it mean the Super Heavy purchasers eat guaca- consumption and purchases — though this signal marketing opportunities for retailers measuring which effort will result in more mole every day when eating chips while too must be researched carefully. Short- and marketers, and provide insights on the product being consumed over the next watching TV, whereas consumers with term increases in sales can lead to dips in future make-up of the households making century? Or does it mean which approach lower consumption prefer salsa or onion purchases the next week after the sale or these purchases. In addition to these will move more product this season? dip, or don’t eat chips or don’t watch TV. promotion is over. Increased usage also insights, the Action Guide highlights other The implication of this study by the Hass Here is another thought — are we can lead to a kind of taste-fatigue, where key take-aways from the Avocado Shopper Avocado Board requires thought. Certainly, certain that the Super Heavy purchasers consumption and purchasing balances out Segmentation study, including quarterly for any given supermarket, the big win is actually eat more avocado? Is it possible over a year or other period. purchase drivers and more in-depth compar- capturing “Super Heavy” households from they eat at home more, whereas lower- Yes, avocados are a product with the ative views of the Super Heavy, Heavy, their competitors. Yet for the industry as volume consumers eat at restaurants more? wind very clearly at the back of the industry. Medium and Light shopper segments. a whole, it is not clear at all that focusing Or, is it possible that Super Heavy purchasers One can scarcely read a health report today To learn more about how these key on these consumers is the way to increase make things such as fresh guacamole from without finding health professionals singing shopper segments are driving the avocado consumption. avocados they buy in the store, whereas the praises of eating more fat, especially category, go to hassavocadoboard.com/ Perhaps the real win is to conduct others prefer to buy pre-made guacamole? the monounsaturated fat in avocados. It retail/market-basket-shopper-trends. follow-up research focusing on what it One question that also requires further would be a terrible shame to not use this is about the habits of Super Heavy users research is whether the various demo- opportunity, this “learning moment,” to that, if adopted by others, would lead to graphics reported are actually serving as encourage people who rarely or never eat increased consumption. In other words, it proxies for other, more explanatory, traits. avocados to begin doing so now. is interesting to know the demographic For example, other parts of the study point The best way to make this happen variables that indicate people are high out that while Hispanics account for 12.3 is to use the demographics revealed in consumers, but we want to know the eating percent of the general population, they this study as a foundation for deeper behav- habits of these high consumption users. account for 24 percent of total avocado ioral research. To increase consumption, we There are hints of this in the study. It buyers and 26.7 percent of Super Heavy have to identify eating occasions where is not surprising that the larger household buyers. To what degree other demographics, people can eat avocados. A good way to sub-group, composed of households with say larger families or more children, are a do that is to study current high-volume three or more people, accounts for 49 proy for Hispanic is difficult to tell from consumers and see if we can encourage percent of Super Heavy purchases, but only this research. others to try enjoying avocados in many 41 percent of the general population. What It is easy, and correct, to say that the of the same ways — and at as many occa- is really interesting, however, is that small win for any given retail chain is to attract sions — as these high-volume consumers households account for 51 percent of the the Super Heavy buyers. Understanding currently do.

PRODUCE BUSINESS / JUNE 2017 / 19 FROM PERISHABLEPUNDIT 06.07.2017

Superstar Roberta Cook Guides London Produce Show Attendees On NAFTA, The Impact Of Trade And The Perils That Lie Ahead

JIM PREVOR EDITOR-IN-CHIEF

r. Roberta Cook, speaking at the London Produce Show, Q: Does Britain’s exit from the E.U. and other political issues is among the foremost authorities on produce trends in Europe signal a move against free trade for the region? Daround the globe. She remains a coveted catch for any A: I don’t think so. Angela Merkel is extremely pro-trade conference and has made previous presentations at the New and has stated though trade has been controversial at times York Produce Show and the London Produce Show on a wide within the European political landscape, it is still an important range of topics. asset to their economies. It seems they’ve been able to help Jodean Robbins, contributing editor of sister publication, their populations understand the benefits of free trade. Also, OD BSINSS, spent some time with her to find out the recent election in France, where the extreme nationalist what’s been happening since her retirement. candidate was defeated, seems to point to a Europe still actively Roberta Cook, Ph.D. engaged in free trade. Founder, Fresh Produce Marketing Consulting, in Dixon, CA, Another crucial aspect beyond looking at Europe or the United and retired Cooperative Extension Marketing Economist States is how interwoven these trade agreements and relation- Department of Agricultural and Resource Economics ships are. It’s not just about bilateral benefits. For example, University of California, Davis there’s a lot of talk about how a major concern with NAFTA is the whole labor/social responsibility area, and the environ- Q: The last time the Pundit spoke with you, you were ment. However, if the U.S. president had signed the TPP, those preparing for your talk at the 2015 New York Produce Show concerns would have been addressed. — Global Trade Symposium about the impending Trans-Pacific That agreement contains significant provisions in the labor Partnership (TPP). What has happened since in that arena, and environmental arenas, and would have addressed any especially with the U.S. presidential election? concerns with Mexico because it is part of the TPP. In fact, if A: When I spoke the last time in New York, everyone antic- you talk to people in Mexico, they have been very concerned ipated the TPP would be approved by the United States. Of and involved in making sure their practices are in line with what course, now we know this was not the case. One of my points in the TPP would require. that presentation was how the United States lags behind other countries in terms of free trade agreements. In 1994, when Q: Let’s switch gears for a minute and talk about you. You are NAFTA began, there were about 40 preferential agreements now retired from academic life. So, what have you been up to? in the world, yet the United States only had one with Israel. By A: I retired officially from the niversity of alifornia on uly the end of 2015, there were about 260 in the world, and the 1, 2016. However, I’ve kept busy with consulting work and United States was party to 20. speaking. Two quite important things I remain active in are We really haven’t progressed as rapidly as other countries service on the Village Farms board of directors and Ocean Mist since then in terms of obtaining new trade agreements. With Farms board of directors. I’ve been on those boards for some specific respect to the T, it’s unfortunate that, though some time, and I am very involved. I continue to give presentations countries still approved it, others have decided to pursue bilateral to industry groups and spend a lot of time researching and agreements with China. preparing for these. One of the major attractions of the TPP for many countries I’m constantly developing new topics. One of the things I’m was the leadership role of the United States in the agreement, involved in now is the hothouse vegetable industry and how it’s which obviously now it doesn’t have. We’ve missed this oppor- changing the panorama of the open field industry especially tunity, and now China is pursuing that role of leadership in the as led by tomatoes. Tomatoes represent one of the biggest fresh acific region. We’ve left a vacuum there, and other countries produce crops we grow in the United States, as well as in Canada are re-evaluating their trading relationships in light of this. and Mexico. There are many changes and trends happening in

20 / JUNE 2017 / PRODUCE BUSINESS this sector, driven primarily by the protected agriculture industry. Q: How does all this shake out from a consumer and overall I’m extremely interested in analyzing their interplay. economic standpoint? A: onsumers in both countries benefit from having high Q: What will your presentation in London focus on? uality, affordable products. And, economies are most efficient A: This time,I want to highlight the changing trade landscape when less competitive industries are not artificially protected. in the United States and draw out a particular example of being Protectionism only leads to tit-for-tat retaliation, impeding on the frontline of this — the hothouse veg industry. I’ll be overall trade, and both countries lose. This is the danger that speaking about how the North American hothouse vegetable hopefully can be avoided as NAFTA is renegotiated. industry is in the firing line for trade disputes. We have this new Mexico also has crops in which it is less competitive. For trade context evolving with the NAFTA renegotiation. I want example, the United States exports sizeable volumes of apples, attendees to understand the current trade environment for fresh pears and potatoes to Mexico during renegotiation, Mexico produce and the key roles Mexico and Canada play, and to think could seek protectionist measures for those crops. Each country about how the NAFTA renegotiation could affect other markets. always has some industries that are less competitive, and Trade has grown rapidly between all countries with which the protecting inefficient industries only leads to consumers United States has Free Trade Agreements, led by Canada and having fewer and less affordable products available. To have Mexico. The renegotiation of NAFTA could have a major impact a successful economy, you want efficient industries, and that’s on fresh produce trade within the North American region and how you generate good wages and employment. Protecting a elsewhere. It could result in growers seeking to send products to small number of growers is not beneficial to consumers or the other countries and thus, affect markets worldwide. It could also economy as a whole. impact U.S. trade policies and tariffs with respect to other regions. Q: What relevance will this presentation have for attendees Q: So,why focus on vegetable trade as opposed to other in London who hail from Europe or other parts of the world? commodities that might be affected by a NAFTA renegotiation? Why would it be of interest to them since it’s so heavily North A: Most fresh veg trade is intra-NAFTA, hence, renegotia- American market-oriented? tion has significant potential implications for this large sector, A: I hope it will be of interest to a broad audience. I get a accounting for billions of dollars in trade. Secondly, I believe lot of questions from Europeans about the hothouse sector hothouse or protected agriculture items may be the most conten- in North America. For example, I have received calls from big tious of the products — led by tomatoes, but also including traders in Europe interested in investing in the North American peppers and cucumbers. All three of these products have high hothouse industry. There is a lot of interest now and a lot of import shares in the U.S. market. money being invested, in some cases from venture capital Tomatoes have long represented Mexico’s Number One — it’s a sexy sector. These potential investors are always fresh produce export, regardless of how they have been grown. seeking more information, and many don’t fully comprehend Tomatoes also have a long history of trade disputes between the complexities of the hothouse sector and the challenges the United States and Mexico. Currently, tomato trade operates it faces. under a suspension agreement, which suspends a dumping suit Europeans might also be interested in NAFTA trade issues submitted by U.S. growers against Mexico. The parties came to because Mexico and the United States are important players a negotiated agreement to “suspend” the suit based on agreed- in the international trade scenario. If things change within upon terms establishing minimum pricing for imports into the the North American region, it will have implications for other United States. This has relieved price pressure on U.S. growers. countries, whether they’re competitors or potential markets. Mexico’s competitiveness in tomatoes and other hothouse crops is a result of its application of technology, i.e., the protected *********** agriculture sector. The Mexican industry has evolved over the One of the reasons for bringing speakers from around the years from open field to production in shade houses and green- world to each of our events, including The London Produce houses. The field cucumber, tomato and pepper industries in Show and Conference, is because the world of produce is a Mexico have made great strides in moving to protected ag, seamless web. If the United States decides to block Mexican which has improved their quality and competitiveness compared tomatoes, and Mexico decides to block America apples, those to the United States. apples may well wind up flooding the market in Scandinavia, In contrast, the Florida tomato industry (the industry that has reducing not only opportunities for other apple producers to always led the disputes with Mexico) continues to produce in sell there, but also because of the inexpensive apples being on the open field and harvest mostly mature green tomatoes. The heavy promotion, it would likely impact sales of grapes, pears, mature green tomato industry has lost most of its market share in oranges and other snacking fruit. the U.S. retail market, and now sells mostly to foodservice. The Roberta Cook is one of the most thorough researchers retail share lost by the mature green industry has been replaced in produce today. She further has the kind of globally oriented primarily by hothouse tomatoes grown in Mexico, followed by mind that catches the implications for global trade of seemingly the United States and Canada. Consumers have voted with their local issues. To have the opportunity to hear Roberta Cook dollars and demonstrated a preference for hothouse tomatoes, speak is a treat! pb despite their typically higher prices.

PRODUCE BUSINESS / JUNE 2017 / 21 ASCENDANT INDEPENDENT McQuade’s Marketplace This 3-unit retailer is all about local.

By Carol Bareuther

PHOTOS BY DEAN BARNES

t’s all about local at McQuade’s Market- My father opened the original Westerly, RI on an island adjacent to Newport, a town place, a 3-store family-owned chain based location in 1962, which I worked in as a kid that bills itself as the ‘Yachting Capital of the in Mystic, CT. From serving neighbor- and which I now run and manage. en I World’. McQuades o›ers free transportation hood customers, many of whom are seniors opened the Jamestown, RI location in 1983 to its store to yachtsmen from Jamestown living in the surrounding New England and Mystic, CT locations in 1995. ese loca- marinas and boatyards to make provisioning Icommunities, to sourcing fresh produce, dairy, tions were easy extensions of our brand.” easy. meat and seafood from small family farms and Of the three towns in which McQuade’s is “shing operations, McQuade’s commitment located, Westerly is the largest with a popula- LOCAL SOURCING to a broad concept of local has been strate- tion just more than 22,000, according to the Produce is delivered daily and direct to each gically built over three generations of family 2010 U.S. Census. Mystic and Jamestown are McQuades location from multiple vendors, operation and given rise to the chain’s motto, smaller with less than 6,000 residents each. On including local farms, small specialty suppliers ‘quality without compromise’. average, more than 10 percent of households and large wholesale distributors. “e grocery stores started as vegetable have residents aged 65 and older, 30 percent “Locally sourced fresh produce is very push carts in the Riverside area of Prov- have children under age 18 and less than 5 important to us, because we think it’s idence, RI, by my father, Edward, and his percent have incomes below the poverty line. important to support other family-owned brother, Arthur, sometime in the last 1930s is trio of towns was each founded in the and operated businesses. To this end, we have or early 1940s. e name then was ‘McQuade 1600’s and are historic seaports that welcome long-standing relationships with numerous Brothers,” says Michael McQuade. “e busi- a swell of visitors in the summer. Yacht visitors family farms. e quality and quantity of local ness then grew into a store front from there. especially dock in Jamestown, which is located farm products we bring to our customers at a

22 / JUNE 2017 / PRODUCE BUSINESS MORE ON NEXT PAGE

reasonable price is what dierentiates us from our competitors,” says McQuade. Large retailers in the region where McQuade’s operates include Stop & Shop, Shaw’s, Big Y, ShopRite, Target and Walmart. e main growing season in this part of southern New England spans from May through September. McQuade’s, for example, sources veggies such as peppers, cucumbers, and green beans. Hot house tomatoes come from the LoPresti Farm in Preston, CT. Field-grown tomatoes, lettuce, kale, summer squash and winter squash arrive from the 2-acre Shady Lane Farm, in Stonington, CT. Strawberries, blueberries, peaches and apples are delivered from Buell’s Orchard in East- ford, CT. What really piques seasonal antic- ipation from McQuade’s customers is when the sweet corn harvest starts at Carpenter’s Farm in WakeŒeld, RI. Courtney McQuade, Michael’s daughter and a pharmacist at the Mystic location, says it’s commonly believed the sea air blowing o the Atlantic makes the farm’s corn extra sweet and delicious. On a larger scale, Tourtellot & Co, a centu- ry-plus-old fruit and vegetable distributor headquartered in Warwick, RI, and C&S Wholesale Grocers, a Keene, NH-based distributor of perishables and grocery items, also supplies produce to McQuade’s. e produce department is in the back of McQuade’s Marketplace in Mystic. e store boasts a non-traditional design that is both inviting and functional. at is, the perishable departments rim the store in a circular fashion with the grocery aisles and services such as the pharmacy in the center.

PRODUCE IS EVERYWHERE Fresh produce is the Œrst sight customers see on entering the store. A prominently placed grab-and-go case immediately inside the front entrance displays prepared salads, fresh-cut fruits and vegetables, smoothies and other quick meal fare. Next, there’s a salad bar with more than two dozen selections from fresh-cut lettuces and vegetables to prepared salads. In the summer, oerings include local

PRODUCE BUSINESS / JUNE 2017 / 23 produce such as a tomato and cucumber salad. and beef stir-fries with carrots, broccoli, snow by the check out registers for impulse buys. e deli operates the salad bar. However, peas, onions and a sauce; vegetarian stu›ed Dried fruits and nuts are near the ice creams. managers of produce, deli and the retailer’s portabella mushrooms; bacon wrapped port We are constantly trying to innovate and create in-store restaurant work cooperatively to tenderloin with peppers, summer and zucchini new venues for produce in our store,” says order fruits and vegetables that supply all squash; and sausage and peppers with red, McQuade. three departments, says McQuade. Beyond orange and yellow peppers. e placement of roughout the year, the produce depart- these three departments is seafood. A pallet- these produce-centric meals case is apt because ment o›ers more than 1,000 SKUs. Of this, sized mobile merchandiser in front of the fresh it fronts the produce department. 13 to 15 percent of sales represent organic “sh case holds lemons, limes and avocados. “Produce occupies 2,000 square feet of the produce. Organic fruit and vegetables are Meats are next, followed by a refrigerated case 32,000 square feet in the Mystic location. e both sold segregated in their own 5-deck that presents the retailer’s signature Meals square footage hasn’t changed much over the case as well as integrated with conventional Made Easy. ese are one to two serving size years. However, we have been able to integrate product, depending on the item. Fresh-cut dinners made by the retailer’s restaurant sta› more produce in other unique ways such as produce is housed in a refrigerated set of where all ingredients are pre-packaged and in the grab-and-go case and seafood. Other its own with selections spanning from cut ready-to-cook with instructions on how to examples are watermelons, and fruits and vege- melons and berries to more innovative items assemble on-pack. Examples include chicken tables on promotion are cross-merchandized like pre-cubed squashes, zucchini noodles and

24 / JUNE 2017 / PRODUCE BUSINESS carrot noodles. Other produce SKUs include part of the retailer’s Heat & Eat prepared foods Mystic, ˆe Galley, is a popular meeting place store-made peanut and almond butters. ˆis program and are produce-centric. For example, in the community and opens at 7 a.m. for quantity as well as the strategic selection and taste-testings featured from 11 a.m. to 3 p.m. breakfast. ˆe need for many customers to quality, make produce the top pro‹t depart- on Saturdays in May included Chickpea & pick up prescriptions monthly keeps them ment generating 12 percent of total store sales. Kale Salad and Cavatelli Broccoli Rabe Salad. coming in store. Meat is second at 9 percent. “We are very involved in our communities,” “We promote our produce via our weekly A ‘GREEN’ GROCER says McQuade. pb circular, instore coupons and Internet coupons In addition to produce, McQuade’s as well as advertising in local newspapers. Marketplace is best known for its meat, such What we promote throughout the calendar as featured certi‹ed Black Angus beef and FACT FILE: year are seasonally appropriate items, paying freshly ground hamburgers; seafood, with McQuade’s Marketplace special attention to local items. We also utilize local favorites like lobster, sea scallops and 14 Clara Drive social media such as Facebook to promote new little neck clams; bakery, with everything from Mystic, CT 06355 products and store sales as well as in-store in-house made doughnuts to wedding cakes; P: (860) 536-2054 demos and promotions,” says McQuade. and deli department as well as prepared foods Hours: Daily 7 am - 10 pm Many dishes demonstrated in-store are and the pharmacy. McQuade’s restaurant in Website: metromarket.net

PRODUCE BUSINESS / JUNE 2017 / 25 Produce 4 Better.indd 1 5/26/17 4:33 PM CLASS OF 2017

MEET THE INDUSTRY GAME CHANGERS uuu Kristin Ahaus Sam Christopherson Joshua Geyer Lianna Kelly Andrew Marshall John Alderman Matthew Collins Lyndsay Guttchen Kaci Komstadius Kyla Oberman Jonathan Allen Amanda Costa Jody Hegel Tim Krech Zachary Andrew Raab Kim Avola Gabriela D’Arrigo Greg Heinz Dominick Mack Lindsey Roberts April Aymami Matt DuPerrouzel Wayne Hendrickson Erica Manfre Julia Smith James Balistriere Derek Ennis Alina Henry Jon Maruk Brock M. Snyder Travis Lee Bowers Nicole Flewell Danielle Horton Ruth McLennan John Brink Stenderup Keri Butler Steve Gabrick Alex Jackson Berkley Chris Miller Grant Werner

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KRISTIN AHAUS, 36 JOHN ALDERMAN, 38 Content and Communications Director Senior Account Manager The Produce Mom Duda Farm Fresh Foods Inc. Indianapolis, IN Oviedo, FL A: I had been following The Produce Mom “Looking at from the start. In fact, I was the rst Facebook follower, and I was always impressed with the things from stories and facts that were shared through a retail or TPM’s social media and website about fruits and vegetables. When Lori (Lori Taylor, owner foodservice of the Produce Mom) approached me with perspective an opportunity to join her team, I jumped on it. Her passion for the produce industry took a lot of is contagious. Like Lori, I feel it’s important time, and I had to make fresh produce available to children across America. I am attracted to working to work at it.” Years in Produce: 1 for an industry promoting healthy eating Years in Produce: 14 Hometown: Indianapolis, IN and choice. Hometown: Pahokee, FL Hobbies: Traveling, coaching volleyball, Hobbies: Enjoying University of Florida crafting, kickboxing Q: What advice would you give someone sports, hunting, shing, doing anything Q: What industry improvements would you Personal Info: Married 13 years; 2 children; new to the produce industry? with wife and kids like to see? St. Jude Catholic Church; charity work with A: There are two things I would advise Personal Info: Married for 12 years; 2 A: Educating our consumers about the safety Giving Hearts a Hand and Bows for Ellie someone who is new to the industry: One, children. Member of the Florida Fruit and and quality of our fresh fruit and vegetable Motto in Life: Be the same person privately, visit a large ag farm and learn the day-to-day Vegetable Association (FFVA), alumnus supply. publically and personally. operations. It is an eye-opening experience of FFVA’s Emerging Leader Development Work History: Ahaus just completed her that will impact your life professionally and Program Class 4 Q: Where do you go when in need of advice? rst year working for The Produce Mom, personally. You can do all the research and Motto in Life: Do your best. A: My peer group, as well as my managers where she is in charge of all content and read all about individual companies and Work History: Alderman came to work at — always face-to-face or via phone. communications for the brand, including farms, but when you have an opportunity to Duda in February 2005, during a change in the blog, social media, email, PR and televi- see it in person, it really brings everything to leadership, as well as some tough nancial Q: Where do you go outside of your sion, among others. Under her direction, The life. Second, get to know other professionals times. He started as an account manager company for business intelligence? Produce Mom’s monthly media impression is in the industry. Unlike many other industries, and was put in charge of radishes. After two A: I have friends and neighbors involved more than 15 million and its website receives the produce industry has such a collaborative years, he took over the celery commodity and in all facets of industry and business. Our 65,000 hits per day. With her inuence, The spirit. I believe everyone in this industry has eventually, the Florida citrus commodity. He industry is unique, but many times scenarios Produce Mom’s Pinterest page rose to the top one goal and truly believes it “takes a village.” was promoted to senior account manager relate across boundaries you may not realize 1 percent ranking on the Pinterest network in 2013. During his time with Duda, he has at rst glance. I ask a lot of questions. in 2017. Its page currently ranks Number Q: What do you know now that you wish been part of some major transformations 4,217 out of more than 150 million pages. you knew when you rst started your career? within the company. One notable example Q: What do you know now that you wish She served as editor for The Produce Mom’s A: At the start of my career, I took mistakes is his taking a small regional Michigan celery you knew when you rst started your career? segments on Kroger’s K-TV broadcast, and and disappointments too personally. I never program and developing it into an integral A: I started at Duda with some real veterans assisted in making The Produce Mom one looked at them as an opportunity to grow. part of Duda’s East Coast celery supply. He around me. I soaked it all in, but I often wish I of the top contributors to Kroger’s internal Now, I feel my biggest growth has come after also has been part of an eort to further would have asked even more and had written communications surrounding fruits and making mistakes or failing. develop Duda’s Florida leaf program from more things down to reect on later. vegetables. Ahaus is also responsible for a commodity-driven business into a diver- creating the content for the USDA grant Q: How have you changed since joining the si ed value-added and soft value-adding Q: What aspect of the business challenged work the company is doing with the Indiana produce industry? oering. Prior to Duda, Alderman worked you the most early on? Department of Education — its live trainings A: My level of understanding the impor- as a broker specializing in buying and selling A: Understanding things from a customer’s alone inuenced 10 million school meals, tance and responsibility of the industry has Southeastern vegetables at Cee Bee Produce perspective. I had experience in production and when the curriculum goes digital, it will changed the way I think as a consumer. I in Belle Glade, FL. working in high school and college, as well as impact 1 billion annual school meals. Her shop responsibly, educated and with the an internship, so I had a feel for the produc- work will have an even greater impact on understanding of how produce gets to the Q&A: tion side. Looking at things from a retail or children and their produce choices this fall grocery shelves. In my own home, previously Q: How did you begin working in the foodservice perspective took a lot of time, when The Produce Mom starts Phase Two of I would throw away produce weekly that produce industry? and I had to work at it. the USDA grant. we never consumed. Now, I make sure to A: I was born and raised in western Palm never buy what we won’t eat; and if we have Beach County, which is a large fresh vegetable Q: What advice would you give someone Q&A: produce that is going bad, I nd other ways and sugar cane capital on the East Coast, so I new to the produce industry? Q: How did you begin working in the to use it. My respect for produce as a whole grew up in agriculture. After college, I knew A: Jump in with both feet, but listen and produce industry? has come full circle. my roots ran too deep to do anything else. learn from the folks around you.

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JONATHAN ALLEN, 32 KIM AVOLA, 37 Farm Manager Co-founder & Vice President R.C. Hatton Inc. Idea Garden Marketing Inc. Pahokee, FL Memphis, TN attendance and a 24 percent growth in event “It’s not about attendance (year over year). how hard you Q&A: can hit, but how Q: What do you know now that you wish you knew when you rst started your career? hard you can A: One of the most important things I’ve get hit and learned is to be exible and open-minded. On a daily basis things can change on a dime, keep moving so being exible and willing to learn is key. forward.” Holistically, the landscape of the world, espe- cially in marketing, is constantly changing, Years in Produce: Lifetime a large impact on the development of its Years in Produce: 11 so keeping an open mind. Hometown: Belle Glade, FL organic sweet corn and green beans. He is Hometown: West Chester, PA Hobbies: Outdoor activities, hunting, shing, known for being keenly aware of cost of Hobbies: Yoga, working out, volunteering, Q: What aspect of the business challenged boating production, yet is also very labor friendly; reading, gardening, wine tasting, spending you the most early on? Personal Info: Single he considers what it takes for labor to time with family and friends A: Learning the produce industry can be Motto in Life: It’s not about how hard you accomplish the job and makes sure they Personal Info: Married for 6 years; 1 challenging if you’ve never had exposure to it. can hit, but how hard you can get hit and are compensated fairly. He taught himself daughter. Active church member, volunteer Coming into it without a general knowledge keep moving forward. — Rocky Balboa/Rocky Spanish by working with labor for many with local Project Night Night of the workings and the people can be tough. Work History: Allen started going to the farm years. He is a member of the 2014 Florida Motto in Life: Every lesson in life, whether There are many dierent aspects — from the with his dad, Paul Allen, at a very young age. Fruit and Vegetable Association Leadership it is good or bad, brings you one step closer supplier, retail/foodservice and consumer His rst crop was growing cotton plants in the Class and a member of the Young Farmers to being the person you were created to be. sides — to consider, especially in marketing. backyard at 8 years old. He was operating and Ranchers Farm Bureau. Work History: Avola brings 15 years of tractors at the age of 10 and spending hot marketing experience to the table and uses Q: What advice would you give someone summer days picking up rocks out of fallow Q&A: her expertise to develop new programs, new to the produce industry? elds as a teenager. By 18, he could operate Q: How did you begin working in the introduce fresh partnerships and enhance A: Network, network, network. Don’t under- any piece of equipment on the farm. produce industry? events such as the Southeast Produce Coun- estimate the importance of networking After high school, he attended college in A: I started working summers at the farm cil’s (SEPC) Southern Exposure. She began throughout your entire career. The more West Virginia, where he played football. He when I was around 10. I always found it a career in travel and tourism working in people you know and can learn from, the returned home to nish his business degree at intriguing that we were growing food our marketing at Universal Orlando Resort in more you’ll have to oer. Regardless of your Palm Beach State College, Lake Worth, FL. His country depended on. That alone was moti- Orlando, FL. However, in 2006, an opportu- interest or specialty area, there is a place for rst position on the farm was manual labor. vating. nity with Produce for Kids in Orlando intro- your skill set; but don’t limit yourself. The He then moved up to equipment operator and duced her to the produce industry. Avola more you can learn, even outside of your eventually was planting crops. Q: What industry improvements would you began as marketing manager and in 2008, specialty area, the more you will understand . He has done every job on the farm and like to see? was promoted to marketing director. In 2010, is reputed to have done it well. However, a A: I would like to see an improved labor she became vice president. During her time Q: How has the industry changed during move to a management position required the supply program; we have made progress, with Produce for Kids, she developed the Ideal your tenure? respect of his fellow workers, something he but there’s still much room for improvement. Meals program, raised more than $3 million A: In the past decade, the produce had earned with all his years of hard work. It for children’s charities and grew the company industry has become more adaptive to new is a key aspect of what R.C. Hatton believes in Q: Where do you go when in need of advice? from a sta of one to six. After six years with marketing technologies. Digital marketing to ensure its farms are successful for multiple A: I usually go to my dad. He seems to have Produce for Kids, she established her own channels, such as social media, websites, generations. the best and most logical solution for any marketing rm, Idea Garden Marketing, online advertising and e-newsletters have Allen now manages the farm’s new obstacle that presents itself. I respect his designed speci cally to help produce compa- all become where consumers are listening. processed cabbage operations and has had experience and knowledge. nies reach consumers and enhance their The industry has realized that to communi- marketing strategies. Through her company, cate with today’s consumer, it needs to meet she has been the acting marketing director the target audience where they are and speak for SEPC since 2014, where she oversees all their language. As digital provides a platform marketing and event planning functions to for consumers to be heard, the industry has help grow event attendance and create cross- made some great changes to start listening channel programming and brand awareness instead of doing all the talking. for the organization. During this time she has established SEPC’s marketing department, gained a 120 percent growth in membership

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APRIL AYMAMI, 36 JAMES BALISTRIERE, 31 Industry Affairs Director Category Manager California Avocado Commission Southeastern Grocers (Formerly Bi-Lo Holdings) Irvine, CA Jacksonville, FL industry issues with an eye toward how the Carter, Dan Ryndak and Kevin Weaver. Commission is equipped to best address each Combined they have more than 100 years issue, whether it be administrative in nature of produce experience and help me navigate or maintaining a premium brand position in through tough situations. the market. Q: What advice would you give someone Q&A: new to the produce industry? Q: What aspect of the business challenged A: Have patience and learn to build the you the most early on? relationship. It takes time to develop integrity A: The produce industry is a complex web and respect. Building sustainable relation- of connections from farm to table. When ships with a long-term vision will ultimately I moved over to the industry side of the help all stakeholders grow together. Years in Produce: 11 business in 2010, it was almost as if I was Years in Produce: 17 Hometown: Yorba Linda, CA starting over with a new company. Because Hometown: Butler, WI Q: What aspect of the business challenged Hobbies: Self-proclaimed Disney fanatic, of my connections with CAC’s board of direc- Hobbies: Boxing, hiking, shing, outdoors you the most early on? spending time with family at Disneyland, tors, I was quickly brought up to speed on Motto in Life: Dream as if you’ll live forever. A: The biggest challenge I faced was to running races grower operations. However, much of the Live as if you’ll die today. comprehensively understand the entire Personal Info: Married 12+ years; 2 daugh- produce industry, and how product makes Work History: global aspect of the product that we ters. Board member and team manager for its way to market, still remained a mystery. Balistriere is considered a highly talented and produce every day. The produce world is so the local soccer association, active member of It wasn’t until 2013, when I participated in motivated produce category manager with large between imports and exports, growing the PTA, room parent at her daughters’ school the United Fresh Produce Executive Devel- experience in a wide array of industry facets, regions and seasonality. Motto in Life: Live life with no regrets, opment Program at Cornell, that I was able including pricing, promotion, assortment, knowing that every decision, whether right to develop a greater understanding of all forecasting, data consolidation, nancial Q: What do you know now that you wish or wrong, paves the way for the life you were the moving pieces of the industry and how reporting and analysis. At 14, he started you knew when you rst started your career? meant to live. Embrace every life decision as they are related. his career in retail as a produce associate A: Understanding the full supply chain from a learning opportunity. for Roundy’s. Throughout high school and farm to table when I rst started would have Work History: During the past 11 years of Q: What advice would you give someone college, he took on other roles, including been extremely benecial. When working employment with the California Avocado new to the produce industry? produce specialist and produce manager in a grocery store, you do not meet farmers Commission (CAC), Aymami’s career has A: As the saying goes, “There’s no such thing at various retailers in Wisconsin and New and growers to see the hard work that goes advanced from a temporary accounts payable as a dumb question.” Ask questions and get Mexico. These years helped shape his future into getting produce to your store. There are clerk to industry a airs director. During involved — the sooner the better. The more for a career in retail and led him to a nancial so many di erent people who work hard these years, she held numerous titles with you know about the players involved in the analyst position for Roundy’s. Soon after, he every day to provide the best produce for each position, providing an opportunity to industry and how they are connected to each was promoted to category manager, where consumption. When coaching someone new further her knowledge. From the temporary other, the better you can serve your organiza- he assisted with the growth of Mariano’s to the industry, I make it a point to help them accounts payable position, she advanced to tion and the industry. To do this you will need Market in Chicago. In 2016, he was given an fully understand the chain and numerous a full-time HR position, then was appointed to ask questions, attend industry meetings opportunity to take on the tropical produce hands involved in delivering product. oce manager and then moved into industry and conferences, nd an apprenticeship categories at Southeastern Grocers, Jack- relations and operations. program and mentor. Connect and network. sonville, FL. Since joining, he has built rela- Q: What are the next big trends on the The rst half of her tenure at CAC focused tionships with local farmers and growers horizon? in the administration department, which Q: How has the industry changed during across Florida and aided the development A: The big trend I see is the expansion allowed her to build a solid understanding your tenure? of a new Hispanic format in Miami known of international avors and cuisine. More of the internal workings of the organization. A: I marvel at the advancement of tech- as Fresco Y Más. His goal with the Fresco Y families are cooking at home and making This organizational knowledge provided the nology and how it has — and will — Más banner is to provide the highest quality international-based meals they haven’t tried foundation for her to move into the industry continue to impact the produce industry. produce at the best possible value for Latin before — Asian, South American and Latin a airs department, tackling tasks related to Just a few short years ago, CAC’s marketing American customers. His success in the trop- American. I personally have seen this in the elections and board administration. With the programs focused on traditional forms of ical category has led him to take on other growth of the tropical assortment — from past six years spent working in this depart- media, such as general market radio and challenging projects, such as relaunching dragonfruit and starfruit. I have customers of ment, she has continued to expand her national print ad campaigns. Today, we are the cut fruit program and organizing the all races and genders asking for items grown knowledge of the industry. Her current duties able to utilize geo-targeting to pinpoint a 2017 Store Manager Roadshow. all over the world. It is a very exciting time include management of grower communica- shopper in a particular store and deliver to be a tropical produce category manager. tions, crop estimating, acreage surveys and marketing messages to their smartphones. Q&A: board/organizational governance. And what’s more amazing to me is consumers Q: Where do you go when in need of advice? Her career advancement has been punc- want this. A: I’m very fortunate to have great mentors tuated with her ability to uniquely evaluate at Southeastern Grocers, including Mike

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TRAVIS LEE BOWERS, 34 KERI BUTLER, 39 Produce Category Merchandiser Director of Logistics Ahold Delhaize Mastronardi Produce, Ltd. Carlisle, PA Kingsville, Ontario, Canada Carter, Dan Ryndak and Kevin Weaver. were shopping more of the perimeter, and with Mastronardi as a carrier, I was oered Combined they have more than 100 years I wanted to be where the sales were. I was a position with the company. Once again, it of produce experience and help me navigate lucky enough to be working for an in-house just seemed like a perfect t. through tough situations. broker at Ahold, which led me to my current job. Q: Where do you go outside of your Q: What advice would you give someone company for business intelligence? new to the produce industry? Q: What industry improvements would you A: I have reached out to suppliers, peers A: Have patience and learn to build the like to see? within the industry and even customers that relationship. It takes time to develop integrity A: Integrate more technology into both the I have had the pleasure of meeting and come and respect. Building sustainable relation- sales and the supply side of produce. Contin- to know over the years. ships with a long-term vision will ultimately uous improvement in technology will keep help all stakeholders grow together. you relevant and also increase eciency, Q: What aspect of the business challenged Years in Produce: 3 reducing overall cost in the supply chain. Years in Produce: 8 you the most early on? Q: What aspect of the business challenged Hometown: Chambersburg, PA Hometown: Belle River, Ontario, Canada A: In my role, accommodating the shifts in you the most early on? Hobbies: Gol ng, boating, skiing, water Q: What aspect of the business challenged Hobbies: Water sports, rock climbing origin and negotiating or changing our core A: The biggest challenge I faced was to skiing you the most early on? Motto in Life: Feel the fear and do it carriers by season was challenging. comprehensively understand the entire Personal Info: Married; 2 daughters A: The ever-changing environment of anyway. global aspect of the product that we Motto in Life: If you never try, you’ll never produce. Being from center store, I almost Work History: At the age of 30, while Q: How have you changed since joining the produce every day. The produce world is so know. always had a steady supply of product and balancing a career as operations manager for produce industry? large between imports and exports, growing Work History: Bowers began his grocery could put plans in place six months out. In a large automotive carrier, Butler started her A: I have become more agile working in this regions and seasonality. career in 2007, working for Daymon produce, a small change in the weather can own small trucking and brokerage company. industry. Changes occur rather quickly for a Worldwide of Stamford, CT. He was hired impact your entire category, causing any Eager to diversify from the automotive sector, variety of reasons, and responsiveness is the Q: What do you know now that you wish as an associate business manager on the plans to be changed immediately. she purchased her rst refrigerated trailer and key to success. you knew when you rst started your career? Ahold account, and within six months was began hauling produce. A year later, she was A: Understanding the full supply chain from promoted to business manager, where he Q: What accomplishment(s) are you most asked by a customer if she would be inter- Q: What industry improvements would you farm to table when I rst started would have worked on non-perishable categories, but proud of in your career? ested in joining them to help develop their like to see? been extremely bene cial. When working expressed an interest in the fresh side of the A: I’ve always been proud of the programs logistics network and manage their customer A: There is a lot of opportunity for collabora- in a grocery store, you do not meet farmers company. Eventually, he worked his way up I have launched from the ground up. Most shipments. Having developed a passion for tion within the supply chain — information and growers to see the hard work that goes to a team lead with Daymon. During his recently, I rolled out a new line of locally perishable movement, she accepted the sharing, joint planning and partnerships built into getting produce to your store. There are time at Daymon, he worked on new item grown salads from BrightFarms. I worked on position with Mastronardi Produce as an on capabilities and strengths to increase sales so many dierent people who work hard development for the company’s private label all aspects of the program, from merchan- outbound transportation coordinator. Her and reduce costs. every day to provide the best produce for brand. He also created promotional plans dising to supply chain and everything in extensive knowledge and expertise in eet consumption. When coaching someone new for the products he managed and worked between. management, customer service and import/ Q: What do you know now that you wish to the industry, I make it a point to help them directly with the Ahold team to implement export quickly moved her into the logistics you knew when you rst started your career? fully understand the chain and numerous all aspects of the private label program. In Q: Where do you go when in need of advice? manager role, overseeing the day-to-day A: Produce never stops. hands involved in delivering product. 2015, Bowers was named produce merchan- A: Within produce I have worked directly operations. As the company rapidly grew, diser for Ahold, responsible for program with two category managers, Robert Backer Butler built a sophisticated logistics depart- Q: What accomplishment(s) are you most Q: What are the next big trends on the development and implementation, vendor and Chris Keetch (both with Ahold), who have ment and was quickly promoted to director proud of in your career? horizon? negotiation, creation of annual promotional made their careers in produce. If I ever need of logistics. In her current role, she oversees A: I am extremely proud to be considered A: The big trend I see is the expansion schedules and achieving annual budgeted advice or have questions, they are my rst all international import, export and freight a shipper of choice to our carrier partners. of international avors and cuisine. More sales. Bowers is recognized for leading the stop. Between the two, I know one or both movement via land, air and sea. Her expertise We have worked closely to establish good families are cooking at home and making launch and execution of the BrightFarms will have already experienced my situation in logistics and supply chain has been a key partnerships and practices with our carriers, international-based meals they haven’t tried local greenhouse program within multiple and will provide great advice? contribution to the company’s continued and the result has been customer service before — Asian, South American and Latin divisions of Ahold, USA. He helped pioneer, growth and success. excellence. I am also proud to have played American. I personally have seen this in the develop and execute the rst year-round Q: What advice would you give someone an integral role in the opening of our new growth of the tropical assortment — from locally grown program for Ahold. new to the produce industry? Q&A: distribution facility in Laredo, TX, having a dragonfruit and starfruit. I have customers of A: Ask as many questions as you can to Q: How did you begin working in the great amount of input from the location and all races and genders asking for items grown Q&A: whomever you can. I found that even if you produce industry? layout to the sta and training. all over the world. It is a very exciting time Q: How did you begin working in the ask the same question to multiple people, A: Although I spent most of my career in to be a tropical produce category manager. produce industry? each will have a dierent perspective, which automotive, I grew up on a farm. My father Q: How has the industry changed during A: Working in center store for most of my can help grow your industry knowledge was a eld farmer. When I saw the opportu- your tenure? career, I was always attracted to the fast- much faster. nity to expand my transportation company to A: I have consistently seen and welcomed paced environment of produce. There was haul produce, I jumped at the chance. It just the increased regulations with respect to also a noticeable trend that consumers seemed like a perfect t. After a year working food safety and the transportation of food.

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SAM CHRISTOPHERSON, 25 and culture. Some of the hardest-working in my career and being recognized as an Product Manager people I have met are in all facets of produce, emerging leader at a well-respected food- Markon Cooperative Inc. including farming, packing/shipping and service buying oce. Salinas, CA distribution. I rst learned of Markon at Markon in a general purchasing support role, the Cal Poly ag showcase and was fortu- Q: What advice would you give someone helping where needed with all commodities. nate to eventually join a buying oce that new to the produce industry? After establishing a solid starting point in is highly respected in the industry with a A: I would advise them to bring a high level produce, he joined the lettuce and leaf team great company culture. of consistency to establish themselves as in a product support role. He rose quickly as a someone dependable to customers and leader within the team, and two years later Q: What industry improvements would you suppliers, and to come to work each day was promoted to product manager, handling like to see? with an eagerness to learn. purchases of potatoes, apples and onions. He A: I would like to see continued techno- was recently selected for and completed the logical advancements and increased usage Q: What are the next big trends on the Salinas Valley Leadership program (SLVP), of existing technologies. Many sheds utilize horizon? where he honed his skills in public speaking, optical eyes to sort for quality and size quicker A: There will always be new on-trend items motivating peers and emotional intelligence, and more eciently than by hand. At the year after year, such as kale, cauliower or Years in Produce: 3 as well as working on a team to complete eld level, mechanized harvesters have beets. Ultimately, I believe the biggest eect Hometown: Sacramento, CA a project utilizing grant money to fund an been introduced for various commodities on the produce industry will be consumers’ Hobbies: Hiking, hunting. ongoing spay/neuter clinic in South Monterey as labor becomes more challenging. As new continued desire to move away from heavily Personal Info: Markon’s holiday toy drive County. technologies to promote eciencies, food processed foods, opening the door for more and Adopt-A-Family program safety, quality and yields become available fresh produce consumption as a whole. Motto in Life: The expert in anything was Q&A: or more widely used, the whole industry Healthy, fast-casual restaurants are in a good once a beginner. Q: How did you begin working in the stands to bene t. position to help ll this need as the working Work History: Christopherson started at produce industry? population is increasingly busier and looking Markon after graduating from Cal Poly State A: My mom comes from a farming family, Q: What accomplishment(s) are you most for quick, healthy meal options. University, San Luis Obispo, CA, in 2014 with so I was exposed to produce at a young age. proud of in your career? a degree in agribusiness. Initially, he joined I was drawn to the industry by familiarity A: I am proud of being promoted early on Q: How have you changed since joining the

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in my career and being recognized as an MATTHEW COLLINS, 29 AMANDA COSTA, 36 emerging leader at a well-respected food- Product Manager Director Sales, Western Region service buying o ce. Markon Cooperative Del Monte Fresh Produce, NA Inc. Salinas, CA Coral Gables, FL Q: What advice would you give someone Leaders in Produce program. all I’ve ever imagined doing. I wanted a career new to the produce industry? I could be passionate about. Fortunately, I A: I would advise them to bring a high level Q&A: was able to nd that t with Del Monte Fresh. of consistency to establish themselves as Q: How did you begin working in the someone dependable to customers and produce industry? Q: What industry improvements would you suppliers, and to come to work each day A: I started o spending three summers like to see? with an eagerness to learn. in college driving a forklift for Aslan Cold A: Unfortunately, there is a lot of incorrect Storage in San Joaquin Valley, CA. The information available on the internet and Q: What are the next big trends on the summer of my senior year, I landed an intern- social media regarding labeling. I’d love to horizon? ship with Ocean Mist Farms in Castroville, CA, see more user-friendly tools available for the A: There will always be new on-trend items in the shipping department. consumer to explain what GMO, Fair Trade, year after year, such as kale, cauliower or organic, all-natural, etc., truly mean. beets. Ultimately, I believe the biggest eect Years in Produce: 7 Q: What advice would you give someone Years in Produce: 11 on the produce industry will be consumers’ Hometown: Salinas, CA new to the industry? Hometown: Hanford, CA Q: Where do you go when in need of advice? continued desire to move away from heavily Hobbies: Motocross, mountain biking, golf, A: It’s best to move around in this industry. Hobbies: Traveling, volunteering A: My parents have always been a great processed foods, opening the door for more snow skiing, ying Try starting in the trenches and working your Personal Info: Single; Works with tran- resource for advice and ideas. I’m also fortu- fresh produce consumption as a whole. Personal Info: Married way up; don’t limit yourself to one position or sition-age foster youth and underserved nate to work for a company with many great Healthy, fast-casual restaurants are in a good Motto in Life: Nothing ventured, nothing title. The knowledge and experience gained students seeking higher education through mentors available. I’ve worked closely with position to help ll this need as the working gained. at every level along the way will make you involvement in the Junior League of Los individuals who have been in the produce population is increasingly busier and looking Work History: that much more valuable. Angeles business for many years, and they’re always for quick, healthy meal options. Collins joined Markon four years ago after Motto in Life: If it’s not yours, don’t take available to provide guidance or advice. graduating from Cal Poly State University Q: What do you know now that you wish it. If it’s not true, don’t say it. If it’s not right, Q: How have you changed since joining the in San Luis Obispo, CA, and began his career you knew when you rst started your career? don’t do it. Q: What accomplishment(s) are you most as a quality assurance inspector, learning A: Communication is key. In an industry Work History: Operating out of Santa Fe proud of in your career? the produce industry from the ground up. that is constantly changing, you must be Springs, CA, Costa has worked hard to earn A: The opportunity to be part of the United He spent the next 1 ½ years walking elds able to quickly and eectively communicate her current position at Del Monte while Fresh Leadership Program Class 19. It gave (green leaf, iceberg, romaine and straw- those changes. Whether it’s picking up the building a reputation as an ethical and me the chance to meet many wonderful berries) and performing cuttings and spot phone, sending photos, writing an update dedicated individual who is a team player people in dierent facets of the industry. checks at major processing plants. He not only or all of the above, you must constantly be and leader. She grew up in the California monitored quality, but also was responsible communicating to every part of the supply San Joaquin Valley on a dairy and farming Q: What advice would you give someone for writing updates and shooting videos that chain what those changes are and when operation as the fourth generation in agri- new to the produce industry? went out to purchasing, district sales reps they are happening so that everyone is on culture in her family, and was led to pursue A: This industry is built on relationships and and end customers. After spending two the same page. a degree in agriculture sciences from Cal it can be tempting to rely on technology to winters as an inspector and relocating to Poly State University in San Luis Obispo, communicate. I stress with anyone new to Yuma, AZ, he was oered an opportunity to Q: What aspect of the business challenged CA. After graduation, she joined Del Monte our industry how taking the time to make a move to Markon’s headquarters for a full- you the most early on? Fresh Produce as a technical services repre- phone call can make all the dierence. time support role for the Customer Service A: One hundred percent ll of order. In the sentative and spent 1½ years traveling the Department. His primary responsibility was foodservice realm of this industry, going United States and Canada assisting customers Q: How has the industry changed during handling quality issues on arrival for all seven short, even a few cases, is not an option. with their banana needs. In 2007, she was your tenure? of Markon’s members, and putting together Once an item is put on a menu, it must be given the opportunity to join the West Coast A: The biggest change I’ve noticed has detailed reports with pictures, temperature available. This can be a big challenge early on banana sales team. In the past 10 years, she been the ongoing expansion of at-home recorders and in-house inspection reports. when you are still in the relationship-building has moved up through the sales team to delivery services. A few years ago, the idea of After 1 ½ years, he was promoted to a product phase and learning about dierent commod- her current position, director of sales for purchasing produce online was far-fetched. manager position in the Purchasing Depart- ities and growing regions. the western region. Costa is responsible for Now, consumers are able to buy nearly any ment, where he is responsible for sourcing servicing accounts and managing contracts produce item from the smartphone. and lling commodity fruit and value-added Q: What industry improvements would you for the Western Division. In 2015, she was orders for 74 distribution centers. He and like to see? selected for the United Fresh Leadership Q: What are the next big trends on the his team are tasked with lling orders 100 A: Consumers want to know where their Program Class 19. horizon? percent, making on-time delivery to each produce is coming from. Improvements can A: Being a foodie is trendy and with home distribution center, shipping the highest be made on packaging and labeling to give Q&A: delivery meal services, blogs and Pinterest, quality available and making sure they are consumers a better idea of where the product Q: How did you begin working in the it’s much easier to make great meals at home. priced within the market on a daily basis. is grown and packed — not just country of produce industry? It’s exciting to see people interested in food, He has completed the USDA Grades training origin or state, but down to the county or A: Being a fourth generation agriculturalist, trying new recipes and experimenting with program, as well as Cornell University’s Future even ranch level. it’s in my blood. It’s what my family does and ingredients.

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GABRIELA D’ARRIGO, 28 MATT DUPERROUZEL, 30 Marketing & Communications Director Senior Business Development Manager D’Arrigo Bros. of New York Bondi Produce Co., Ltd Bronx, NY Toronto, Ontario, Canada I was a “bonus” in the deal. I worked as a from philanthropy to social media pushes sales assistant until there was a need for a amongst partner distributors. He also helps marketing individual. I saw the opportunity regional culinary schools with educational and took it. programs and provides market and farm tours as part of additional curriculum. Q: Where do you go and/or who do you see when in need of advice? Q&A: A: My father, Andrew D’Arrigo. He and his Q: How did you end up in the produce business partner own a produce brokerage industry? company out of Nogales, AZ. A: Growing up with Gus Bondi’s eldest son, Ezio, it was a natural t as a summer job Q: What do you know now that you wish and became something that grew on me Years in Produce: 6 you knew when you rst started your career? Years in Produce: 17 throughout my teenage years. Hometown: Tucson, AZ A: Sometimes you have to keep a bigger Hometown: Toronto, Ontario, Canada Hobbies: Being active, traveling, being with perspective on what you do; you have to Hobbies: Restaurants, traveling Q: Where do you go outside of your family and friends sometimes be bold in your convictions, espe- Personal Info: Engaged; Involved with company for business intelligence? Motto in Life: People who love to eat are cially when dealing with family members. the Daily Bread Food Bank, recovered food A: I leverage my network of mentors, always the best people. — Julia Child Sometimes it is better to ask for forgiveness, initiatives and local culinary school (George including brokers, growers and industry Work History: After growing up in Tucson, not permission. Brown) veterans I have come to trust over the years. AZ, watching her father, Andy D’Arrigo, Motto in Life: The greater the obstacle, the Industry publications also play a key role in run his produce brokerage company out Q: What aspect of the business challenged more glory in overcoming it. providing information on movement with the of Nogales, AZ, D’Arrigo started at D’Arrigo you the most early on? Work History: DuPerrouzel started working industry and what company is doing what. Bros. Co., of California right out of college A: My expectations for myself are always for Bondi Produce at 13, regrading tomatoes as a sales assistant. After 3½ years, she was higher and, in reality, I fall short. I want to part-time on the weekends. At 15 he gradu- Q: How have you changed since joining the promoted to marketing manager, and in be the best across the spectrum but that ated from re-grading to order picking. When produce industry? 2013, she began a marketing campaign for would mean I would need to be all things nally old enough to drive, he began to make A: I de nitely understand market trends, the company that frequently brought her to all people, and that is just not realistic. deliveries in the heart of downtown Toronto. consumer trends and the overall ow of the to New York City to work with an ad agency. We are all human and that is something I Right before attending college, he spent the business a lot better than when I rst started. Among the goals of the marketing campaign have learned to keep sight of. summer at Gambles Ontario Produce as an My ability to stay ahead of the curve is vital was a repositioning of the Andy Boy brand order picker and checker. After graduating to being successful on the procurement end, as a distinct entity from the company and a Q: What accomplishment(s) are you most from St. Francis Xavier University, Antigonish, and staying on top of our trends is vital to re-introduction of Andy Boy Broccoli Rabe proud of in your career? Nova Scotia, Canada, he returned to Bondi surviving in the fast-paced foodservice into the Millennial age. A: The entire process of repositioning the full-time to develop the foodservice division. segment of the business. With a desire to follow in her grand- Andy Boy brand and re-launching Broccoli He started out in sales; as the company grew father’s footsteps and move to New York, Rabe, creating a new logo and website, took his role morphed to adapt to the increasing Q: What do you envision for your career in 2015 she was hired by D’Arrigo Bros. of nearly a year and a half. That is de nitely one operational demands. within the next ve years? New York as marketing and communications of the accomplishments I am most proud of. Presently, DuPerrouzel holds an upper A: I envision myself helping lead the growth director. In her current role, D’Arrigo wears management role and is a partner in the at Bondi Produce and New Toronto Food many hats. She is now involved in the buying Q: What advice would you give someone company’s new value-added division, New from a sales, purchasing and operational and sales side of the business, as well as new to the produce industry? Toronto Food Company. His main role at standpoint. We are in a very unique market. business development and marketing the A: It’s produce; not life and death. Bondi Produce is overseeing the majority of Our food culture has the restaurant industry brand of D’Arrigo Bros. New York. the FOB procurement in addition to helping booming and the population only continues Q: How have you changed since joining the with day-to-day operations and the business to grow year over year. Our focus is to be the Q&A: produce industry? needs on any given day. Since 2010, he has Number One foodservice distributor in the Q: How did you start working in the produce A: Honestly, I have hardened since joining developed $6 million in new business and Ontario market in the next ve years. industry? the industry. However, it has taught me to is responsible for purchasing more than $8 A: I actually started at D’Arrigo Bros. of Cali- always keep my sense of humor. million in product per year. He successfully Q: What are the next big trends on the fornia on a whim. I attended a company event oversaw and implemented an ISO 22000 horizon? right after college graduation — having Q: What has shocked or surprised you about food safety system in 2010, and is currently A: An increased push into value-added previously planned to move to New York City the produce industry? overseeing the recerti cation and imple- produce from an increasing group of and work for an ad agency — and found A: The fact that during transition, every year mentation of FSSC 22000 at Bondi Produce customers is the next big thing in major myself, along with my sister, in an interview people are still shocked about product short- and New Toronto Food. DuPerrouzel sits on cities. Increasing housing prices and labor with Margaret D’Arrigo. The company was ages and getting prorated. I mean, c ‘mon. Produce Alliance’s NextGen board, where he shortages only drive the need for additional looking to hire someone (my sister) and is actively involved in a number of initiatives value-added services.

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DEREK ENNIS, 37 from the farm to the table. I would just advise I think produce will soon follow. Getting Sales Manager – Potatoes them to be patient and stick with it, and produce delivered to the doorstep will be L&M Companies nd where the right t within their company a little dierent than having dry goods and Raleigh, NC may be. household goods delivered. It will be inter- from philanthropy to social media pushes risen through the ranks from a sales specialist esting to see if consumers will give up being amongst partner distributors. He also helps to leading one of the most dynamic business Q: How has the industry changed during able to hand-select produce they purchase regional culinary schools with educational units as sales manager, potatoes. After 12 your tenure? from a grocery store. programs and provides market and farm years in sales in the company’s potato and A: There have been many changes during the tours as part of additional curriculum. onion department, he was promoted to sales course of my 15 years, but the one thing I have Q: How have you changed since joining the manager in 2015. His responsibilities include seen change the most is labor. It has become produce industry? Q&A: increasing sales through current customer a larger challenge each year, and due to that A: I have developed a lot of patience. As Q: How did you end up in the produce relationships, as well as developing rela- we are seeing more automation throughout fast-paced as the produce industry is, I have industry? tionships with potential customers; he works our industry to cut costs. The advances in learned that most of the time it is best to A: Growing up with Gus Bondi’s eldest son, with many of the company’s potato and technology and the way crops are harvested take a step back and gather all of the infor- Ezio, it was a natural t as a summer job onion growers on a daily basis. Recognized and packed has been amazing to see. It will mation and make an informed decision. I and became something that grew on me as a “Top 5 Leader” at L&M, Ennis graduated be very interesting to see how technology will have learned to listen more — whether it throughout my teenage years. Years in Produce: Lifetime from East Carolina University in 2002 with continue to evolve and increase eciencies, is a customer or a colleague. You are better Hometown: Raleigh, NC a bachelor’s of science in economics and a and possibly aect the shelf life of produce. o listening rst rather than always giving Q: Where do you go outside of your Hobbies: Spending time with family and minor in business administration. your opinion rst. company for business intelligence? friends, hunting, shing, the beach Q: What are the next big trends on the A: I leverage my network of mentors, Personal Info: Married 6 years; 2 daughters Q&A: horizon? Q: What has shocked or surprised you about including brokers, growers and industry Motto in Life: Do it with passion or not at all. Q: What advice would you give someone A: Convenience items and home delivery the produce industry? veterans I have come to trust over the years. Work History: Ennis was born into the new to the produce industry? seem to be the next big trends. With today’s A: That this industry is built around rela- Industry publications also play a key role in produce industry, with one grandfather a A: I would tell them to not give up. Starting fast-paced lifestyle, families are looking for tionships and that a deal can still be put providing information on movement with the sweet potato grower and the other in the out in the industry can be very stressful. It is anything that can make meal preparation together with a handshake. I have also industry and what company is doing what. wholesale produce business. He has been amazing how large the produce industry is easier and quicker. We have seen many home been surprised how many lifelong friends employed with L&M for 15 years and has and how much goes into getting the product delivery services thrive in recent years, and I have made. Q: How have you changed since joining the produce industry? A: I de nitely understand market trends, consumer trends and the overall ow of the business a lot better than when I rst started. My ability to stay ahead of the curve is vital to being successful on the procurement end, and staying on top of our trends is vital to surviving in the fast-paced foodservice segment of the business.

Q: What do you envision for your career within the next ve years? A: I envision myself helping lead the growth at Bondi Produce and New Toronto Food from a sales, purchasing and operational standpoint. We are in a very unique market. Our food culture has the restaurant industry booming and the population only continues to grow year over year. Our focus is to be the Number One foodservice distributor in the Ontario market in the next ve years.

Q: What are the next big trends on the horizon? A: An increased push into value-added produce from an increasing group of customers is the next big thing in major cities. Increasing housing prices and labor shortages only drive the need for additional value-added services.

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NICOLE FLEWELL, 32 STEVE GABRICK, 34 Director of Sustainability Sales Group Manager Taylor Farms C.H. Robinson/Robinson Fresh Salinas, CA Eden Prairie, MN on as many facility tours, eld tours, etc., industry, I wanted to tackle everything that you can and listen to those around you. all at once, which taught me quickly how This industry is full of so many smart and important time management and organi- experienced leaders who want to share their zation skills are throughout your career — knowledge; be open to accepting it. you can only eat an elephant one bite at a time. Additionally, you’ll experience many Q: What industry improvements would you gratifying highs, and, likely even more, not like to see? so gratifying lows. Maintain composure, learn A: I would love to see the produce industry from every experience and continually focus embrace sustainability for both the economic on improving yourself, your business and and environmental bene ts. Consumers the industry. expect their products to be produced sustain- Years in Produce: 8 ably, and they want to hear and understand Years in Produce: 14 Q: What accomplishment(s) are you most Hometown: Carmel, CA each company’s story at a detailed level. To Hometown: Shakopee, MN proud of in your career? Hobbies: Travel, hiking, family compete in the marketplace today, compa- Hobbies: Spending time with family and A: I’m most proud of helping create a Personal Info: Married; 1 step-daughter nies must be focused on making their oper- friends, golf; hockey, coaching youth sports unique solution for delivering produce and Motto in Life: The greatest threat to our ations more sustainable. The ag industry is Personal Info: Married; 2 sons perishable LTL orders on a national scale. The planet is the belief that someone else will dependent on our environment and natural Motto in Life: It’s not what you say; it’s produce industry is constantly evolving with save it. — Robert Swan resources, so we must continue to do our part how you say it. new produce and transportation regulations, Work History: Flewell has been an employee to be good stewards and ensure our industry Work History: Gabrick started with C.H. additional produce sales channels and many of Taylor Farms for more than eight years, can sustain for generations to come. Robinson as an intern in 2003 and has held a other ways that increase the complexity of advancing through positions to her current variety of positions across multiple business pallet level deliveries — a progressively role as director of sustainability. Starting with Q: What are the next big trends on the units, each time growing his expertise within challenging situation. the company in 2009, she has worked in a horizon? the produce supply chain. He simultaneously variety of roles, including administration, A: As customers and consumers continue to attended school at Minnesota State Univer- Q: What advice would you give someone national quality assurance and national busi- demand transparency in the supply chain of sity Mankato, MN, while working at C.H. new to the produce industry? ness intelligence. In 2015, she obtained her the products they buy, I believe the produce Robinson his junior and senior year. During A: As large as the produce industry may dream job as director of sustainability and industry will be in an incredible position to the past 14 years, he has held various leader- seem, it’s actually quite small. The brand is helping Taylor Farms lead the industry in demonstrate all the great things we do to ship roles within the company with a primary you develop for yourself is a testament of this area. In her current position, she has bring consumers fresh healthful products. focus on selling and enhancing the produce what you’ve done along with what you can launched or is launching multiple solar supply chain for retail, wholesale, foodservice do. Network, make friends, do the right thing and wind installations in Texas, California, Q: What has shocked or surprised you about and grower-shipper customers. While in one and force yourself to learn something new Tennessee and Mexico. She’s also had a hand the produce industry? of his rst positions, he led his team in tripling every day. Your experiences and exposure in developing the rst co-generation instal- A: The openness of competitors to share the volume of fresh produce transportation drive your education, and your education lation, helping the company’s Gonzales, CA, best practices and collaborate to improve delivered to C.H. Robinson customers. A more allows you to make an impact — the next facility achieve energy independence, a rst the industry as a whole has been a pleasant recent contribution in leading the organi- innovative idea for our industry starts with for the industry, as well as installing a water surprise. The industry has and will continue zation through the buildout of a perishable you, feel ownership to that and embrace it. treatment and recycling system in Tennessee. to improve more quickly, working collabo- consolidation model brought unmatched Prior to Taylor Farms, she worked as a legis- ratively to tackle challenges. value to customer and carrier partners. He Q: How has the industry changed during lative fellow for Cook County Commissioner found an opportunity to help solve a key your tenure? Mike Quigley in Chicago, implementing Green Q: How have you changed since joining the challenge within perishable LTL consolida- A: In the 14 years I’ve been in the industry, Purchasing Acts and Open Land Management produce industry? tion, and the gain grew volume eight-fold. the most consistent word I’ve heard and legislation. A: My career in produce has taught me Currently, as a sales group manager, Gabrick’s experienced is “change.” The produce supply Flewell participates in several customer that the path to the job you want is rarely primary focus is to lead the overall direction, chain continues to evolve and increase in and industry sustainability forums and a straight one. Prior to joining Taylor Farms, talent development and strategy of new sales complexity. Products are grown in areas that committees, including being the U.S. lead I would never have imagined working in growth for his region through Robinson haven’t been traditional growing regions in for the McDonald’s Produce Sustainability quality assurance, food safety or business Fresh’s temperature-controlled transporta- the past, and there are new channels through Council and the Monterey County Sustain- intelligence, but working in those areas tion solutions, products and services. which produce is sold. While product inno- ability Working Group. taught me so much about the interplay of vation and technology advancements are dierent pieces of our business that are so Q&A: a great thing for everyone including the Q&A: important in my current role. Q: What do you know now that you wish consumer, the products and varieties on Q: What advice would you give someone you knew when you rst started your career? the shelf, along with their corresponding new to the produce industry? A: This may sound very cliché, but patience supply chains, are ever-changing. A: Listen and learn as much as you can; go is a virtue. As a young kid coming into the

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JOSHUA GEYER, 35 manager of convenience produce in 2016. have learned from his extraordinary leader- Produce Category Manager He has continued to drive sales, margin, ship and business insight creating an envi- Ahold USA merchandising and marketing in his many ronment for forward-thinking and success. Carlisle, PA growth categories and continues to look industry, I wanted to tackle everything for and create innovation, capitalizing on Q: What advice would you give someone all at once, which taught me quickly how Be flexible trends and networks across the industry to new to the produce industry? important time management and organi- “ help keep fresh ideas in development. He A: Be exible and embrace change, stay zation skills are throughout your career — and embrace was responsible for managing the locally determined and place your customer rst. It you can only eat an elephant one bite at a change, stay grown program from 2013 to 2016, forging is imperative to keep learning. In my current time. Additionally, you’ll experience many partnerships with local farms. role, I plan to build on the knowledge I have gratifying highs, and, likely even more, not determined gained from previous experiences in opera- so gratifying lows. Maintain composure, learn and place your Q&A: tions and merchandising, while learning from from every experience and continually focus Q: How did you begin working in the the great teams and partners I work with on improving yourself, your business and customer first. produce industry? daily to ensure growth continues. the industry. It is imperative A: I was attracted to working in a fast-paced department that continues to evolve with Q: What has shocked or surprised you about Q: What accomplishment(s) are you most Years in Produce: 15 to keep a dynamic ever-changing industry. Each the produce industry? proud of in your career? Hometown: Carlisle, PA learning.” day o ers new and exciting challenges. A: Product assortment and packaging A: I’m most proud of helping create a Hobbies: Playing guitar, hiking, wood This enables me the opportunity to work development continues to evolve to help unique solution for delivering produce and working, outdoor events with friends and collaboratively with multiple suppliers and further provide solutions to meeting the perishable LTL orders on a national scale. The family assistant manager and produce manager. local farmers, providing fresh products for our consumers’ needs. Our customers are very produce industry is constantly evolving with Personal Info: Married; Various local In 2009, he was named non-perishables customers across a broad geographical area. knowledgeable and continue to look for the new produce and transportation regulations, community and charity events manager in Customer Operations. In 2012, freshest products in our stores to help feed additional produce sales channels and many Work History: Geyer started his career in he accepted a role as merchandiser on Q: Where do you go when in need of advice? their families. It is critical to stay innovative. other ways that increase the complexity of the produce department in 2002 at Giant commodity vegetables for Ahold USA before A: I turn to Dave Lessard (vice president Fresh pallet level deliveries — a progressively Carlisle, Carlisle, PA, holding roles as a clerk, taking on his current position as category Produce and Floral for Ahold) for advice and challenging situation.

Q: What advice would you give someone new to the produce industry? A: As large as the produce industry may seem, it’s actually quite small. The brand you develop for yourself is a testament of what you’ve done along with what you can do. Network, make friends, do the right thing and force yourself to learn something new every day. Your experiences and exposure drive your education, and your education allows you to make an impact — the next innovative idea for our industry starts with you, feel ownership to that and embrace it.

Q: How has the industry changed during your tenure? A: In the 14 years I’ve been in the industry, the most consistent word I’ve heard and experienced is “change.” The produce supply chain continues to evolve and increase in complexity. Products are grown in areas that haven’t been traditional growing regions in the past, and there are new channels through which produce is sold. While product inno- vation and technology advancements are a great thing for everyone including the consumer, the products and varieties on the shelf, along with their corresponding supply chains, are ever-changing.

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LYNDSAY GUTTCHEN, 26 JODY HEGEL, 34 Multi-Unit Accounts Senior Associate Sales Manager Markon Cooperative Inc. Veg-Fresh Farms Salinas, CA Corona, CA industry was a produce marketing class streamlined and more resources given to taught by Tonya Antle. This class sparked smaller companies and smaller farms to my interest by bringing the produce industry become compliant with the ever-changing to life. Every week, Tonya would bring in rules and regulations from the government people who worked in the industry, including and customers/retailers. Some of the regu- Lisa McNeece at Grimmway Farms and Steve lations require signi cant investment both Barnard at Mission Produce. They would nancially and from a personnel perspective. talk about their experience in the industry with enthusiasm and were really open to Q: Where do you go outside of your answering student questions. company for business intelligence? A: Over the years I have built many rela- Q: What do you know now that you wish tionships with all dierent kinds of people Years in Produce: 5 you knew when you rst started your career? Years in Produce: 15 — buyers, salespeople, growers, warehouse Hometown: Oak Park, CA A: I wish I had known that it’s OK to admit Hometown: Placentia, CA personnel, accounting groups, IT, etc. Any Hobbies: Running marathons, playing I don’t have all the answers to a problem or Hobbies: Reading, gol ng, spending time time you speak with someone in the business, soccer, coaching an adult soccer class, hiking, that I’m wrong in a situation. If you make a with family you hear about things happening in produce camping/backpacking, traveling, sailing mistake, set your pride aside, take responsi- Personal Info: Married 12 years; 3 kids that other groups are being faced with. It’s Personal Info: Single bility, learn from it and move on. People are Motto in Life: Either I will nd a way or I will a great way to learn what is in the pipeline. Motto in Life: If you don’t like something, more forgiving than we give them credit for. create a way; but I will not create an excuse. change it. If you can’t change it, change the Work History: Hegel began working at Q: What do you know now that you wish way you think about it. — Mary Engelbreit Q: What aspect of the business challenged Sunrise Growers in Placentia, CA, helping her you knew when you rst started your career? Work History: While a student at Cal you the most early on? mom in accounting when she was a senior A: Produce years are like dog years. Just Poly State University, San Luis Obispo, CA, A: Since I’m not from an agricultural back- in high school. Through that work she devel- kidding, sort of. I wish I would have known Guttchen experienced her rst taste of the ground, my knowledge of the industry itself oped relationships within the sales oce and how much I would enjoy the industry and produce industry with a summer internship was limited, so I needed to learn a lot quickly. was soon asked to analyze sales and start how involved I would become. I would have in Tanimura & Antle’s Marketing Department I can analyze numbers in Excel all day, but identifying top sales accounts by commodity, settled in a more agriculturally rich area of in Salinas, CA. After graduating with a degree what really challenged me was not knowing as well as underperforming accounts and California, which probably would have led in agricultural business, she was oered an the items the company buys and sells every commodities. This led to a full-time posi- to more growth opportunities and learning internship by Markon Cooperative Inc. to day, such as the difference between a tion in the sales oce as a business analyst, experiences. perform price trend analysis for the buying domestic and short-cut broccoli crown. where she worked primarily on sales plans, oce. After a couple of months, she took a production budgeting and all Wal-Mart Q: What aspect of the business challenged position as a purchasing coordinator, working Q: What are the next big trends on the replenishment analysis. A few years later, you the most early on? on the lettuce and mixed vegetables team horizon? she was given the opportunity to increase A: Produce is a 24/7 business, so it is dicult during which she learned the day-to-day A: Consumers continue to demand fresh her responsibilities to include working on to create a good work-life balance. No matter operations of purchasing produce. After produce in a more convenient form. They the Wal-Mart account for the company’s what time of the day or night, something is six months, she moved over to Markon’s don’t have the time to prep an entire meal frozen fruit division. Eventually, she earned happening and the situations that arise and Marketing Department, learning about and are looking for solutions. Retailers and the role of commodity and analysis manager decisions that need to be made are time produce packaging and project management foodservice operators will need to ll that and moved into more of a day-to-day sales sensitive. Thankfully, technology has made before moving to the Multi-Unit Accounts demand whether through meal kits or role. In 2013, Sunrise Growers was sold to a it easier to take care of issues that arise from Department. In her current position, she healthy on-the-go/take-out options. private equity rm and the fresh operation virtually anywhere. helps create program-pricing proposals and was discontinued. Hegel followed her long- recommendations for regional and national Q: How have you changed since joining the time mentor, Steve Circle, to Veg-Fresh Farms Q: How has the industry changed during chain restaurants. The Multi-Unit Accounts produce industry? in Corona, CA, where they were tasked with your tenure? Department provides her a larger scope to A: The produce industry has taught me how starting a strawberry deal. In the past three A: During my 15 years in produce I have act within both the produce and foodservice to become a better problem-solver and how years, she has helped to set up successful noticed an increase in women and recent industries. She has also had the opportu- to adapt. Many people will tell you how not growing deals, as well as form other key college graduates working in the industry. I nity to be involved in Markon’s internship every day is the same in produce. There are strategic partnerships to develop and grow think both groups bring a unique perspective program, managing and mentoring its so many factors inuencing the industry the company’s berry division, Crystal Cove and have made some positive changes in the summer interns. (weather, labor, etc.) that the ability to Berry Farms. industry as a whole. As the industry continues adapt to those changes is critical to success. to evolve and adapt to the changing climate Q&A: I’ve learned to come to the table with more Q&A: and consumer needs, it is great to see a Q: How did you begin working in the than one solution, so if plan “A” doesn’t work Q: What industry improvements would you renewed interest and level of excitement produce industry? out, then either plan “B” or “C” or even “D” like to see? in the industry. A: What really got me interested in the will work. A: I would like to see regulations more

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GREG HEINZ, 33 Director of Foodservice Sales Q: What do you know now that you wish you knew when Q: What aspect of the business challenged you the most D’Arrigo Bros. Co. of California you rst started your career? early on? Salinas, CA A: I wish I had had a better understanding of the dierent A: Learning to balance the high volume of customer demands streamlined and more resources given to EDI platforms like I-Trade and Food Link. These platforms are while appeasing each of them. With the amount of foodservice smaller companies and smaller farms to the future of our industry from a sales perspective, as it is such customers I currently have and interact with on a daily basis, become compliant with the ever-changing a progressive means of utilizing technology and customer it’s denitely a balancing act to make sure we have enough rules and regulations from the government support. Making ordering a more e cient, easier process product and at the right price for each of them. When we and customers/retailers. Some of the regu- will undoubtedly increase customer ordering satisfaction have a product shortage and I have to cut some customers lations require signicant investment both and overall customer satisfaction, and allow more time for short, it’s never easy to be the bearer of bad news because I nancially and from a personnel perspective. more pressing topics and business growth. know I’m making their jobs more di cult.

Q: Where do you go outside of your company for business intelligence? A: Over the years I have built many rela- tionships with all dierent kinds of people — buyers, salespeople, growers, warehouse Years in Produce: 10 personnel, accounting groups, IT, etc. Any Hometown: Salinas, CA time you speak with someone in the business, Hobbies: Cycling, lake trips with family, boating, wake- you hear about things happening in produce boarding, snowboarding, camping in Yosemite National Park that other groups are being faced with. It’s Personal Info: Married; 1 daughter a great way to learn what is in the pipeline. Motto in Life: Never get so busy making a living that you forget to make a life. Q: What do you know now that you wish Work History: Heinz is considered a leader on the D’Ar- you knew when you rst started your career? rigo sales team, spearheading customer tours, managing A: Produce years are like dog years. Just contracts and mentoring other sales individuals. He began his kidding, sort of. I wish I would have known career at D’Arrigo Bros. Co. of California during his studies at how much I would enjoy the industry and Cal Poly State University, San Luis Obispo, CA, while majoring how involved I would become. I would have in agricultural systems management with a minor in agri- settled in a more agriculturally rich area of cultural business and an emphasis in plant production. California, which probably would have led During his college summers, he worked at the old D’Arrigo to more growth opportunities and learning Castroville facility, starting out as a truck dispatcher and experiences. cold box foreman, and helping out in the receiving o ce. Upon graduation in 2006, he began working full-time at Q: What aspect of the business challenged D’Arrigo as a sales assistant. He worked in this position for six you the most early on? months before being elevated to a sales associate/commodity A: Produce is a 24/7 business, so it is di cult manager, predominately focused on the foodservice customer to create a good work-life balance. No matter accounts while overseeing multiple commodities. what time of the day or night, something is After eight years, he was promoted to a director of food- happening and the situations that arise and service sales position, where he handled accounts, negotiated decisions that need to be made are time contracts and conducted meetings and discussions to grow sensitive. Thankfully, technology has made the business and keep the Andy Boy label relevant in the it easier to take care of issues that arise from foodservice segment. This role also gave him the opportunity virtually anywhere. to participate in customer food shows, as well as customer cooler/eld tours. When Heinz started at D’Arrigo, the food- Q: How has the industry changed during service sector was the smallest percentage of the company’s your tenure? customer hierarchy. With his help, it has grown nearly 20 A: During my 15 years in produce I have percent, making it a staple in the company business model. noticed an increase in women and recent college graduates working in the industry. I Q&A: think both groups bring a unique perspective Q: How did you begin working in the produce industry? and have made some positive changes in the A: Although I had been immersed in the ag industry at industry as a whole. As the industry continues a young age since my father, Ed Heinz, has been in the to evolve and adapt to the changing climate carton industry for nearly 50 years, I began my work in the and consumer needs, it is great to see a industry while still in college at Cal Poly State University, San renewed interest and level of excitement Luis Obispo, CA. I took the knowledge of commodities and in the industry. pack sizes I inherited from my father on the carton side and applied it to working in the cooler and the sales department.

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WAYNE HENDRICKSON, 39 ALINA HENRY, 37 Wholesale Sales Manager Senior Marketing Strategy Manager Four Seasons Produce Inc. Produce Marketing Association Ephrata, PA Newark, DE as a member of the board of directors for the Q&A: Eastern Produce Council, Short Hills, NJ. Q: What attracted you to work in the produce industry? Q&A: A: I was attracted to the breadth, intercon- Q: Where do you go when in need of advice? nectedness and “personality” of the industry. A: My rst produce manager at Giant, Tim Cox, took me under his wing and was Q: What industry improvements would you instrumental in coaching and providing like to see? guidance. At Four Seasons, I have been A: The industry is experiencing a talent gap, fortunate to report to Jon Stey, director making it increasingly dicult for employers of sales and retail services, for a majority of to ll open high-skilled job positions. Let’s my tenure. He is extremely passionate about raise awareness of this challenge, strategize Years in Produce: 23 fresh produce and has a ton of business and Years in Produce: 4 to drive change and mobilize to grow the Hometown: Nottingham, PA industry insight. Hometown: Silver Spring, MD workforce of the future. A call to action for Hobbies: Golf, hiking, barbequing Hobbies: Travel, volunteering, book clubs, increased collaboration and best practice Personal Info: Girlfriend; 1 daughter. Q: What do you know now that you wish museums, art, music, concerts, wine tasting, sharing will help industry members continue Motto in Life: Surround yourself with good you knew when you rst started your career? yoga, kickboxing, dancing, tennis, movies to develop the current talent pool and make people and make smart decisions. A: It’s OK to make mistakes. Learn from them Personal Info: Single. Coordinating inroads into diverse communities/popula- Work History: Hendrickson is a leader and and use them as opportunities to develop. Easter Seals walk teams, fundraising for tions that would not have considered a career in uencer at Four Seasons Produce and JDRF Diabetes Foundation, serving food in produce. with produce buyers in the chain store and Q: What aspect of the business challenged at homeless shelter, grocery shopping for wholesaler realm. He came up through the you the most early on? home-bound elderly residents, participating Q: What accomplishment(s) are you most ranks at Giant of Carlisle/Ahold, Carlisle, PA, A: The work schedule was the most chal- in Read Aloud Delaware proud of in your career? as an all-star produce manager, and has lenging part early on. I started in retail, Motto in Life: Dare to be dierent. A: My contribution to the implementation of made his mark on the wholesale side of where it was dicult to adapt to the ever- Work History: Henry has held the position data-driven marketing practices. Addition- the business as well. He began his career in changing scheduling demands, including of senior marketing strategy manager for ally, in collaboration with my colleagues, 1994, on the front-end at A&P where he was early morning, late night and overnight shifts the Produce Marketing Association (PMA), I have executed more campaign testing quickly promoted to the produce department and all hours in between. Newark, DE, since July 2013. Her respon- and measurement, resulting in optimized as a clerk. After a year, he took a part-time sibilities include the development of inte- campaigns and improved business results. position with a then-new store in the area, Q: What advice would you give someone grated marketing plans around events and Giant Foods. He went full-time in 1996 and new to the produce industry? membership initiatives. She has 10-plus Q: What advice would you give someone was promoted to assistant produce manager A: Learn as much as possible from those who years of experience in marketing commu- new to the produce industry? in 1997. In 1998, he was promoted to produce are willing to teach you. Be fair and honest nications and brand strategy. Prior to joining A: Tap into all of the resources available to manager and held that position for nine with everyone you interact with. PMA, she served as pharmacy marketing help you succeed. Join an industry-specic years. During this time he managed produce manager for CVS/pharmacy, where she association to access events for networking departments at ve dierent locations. He Q: How has the industry changed during directed the development and delivery of and educational opportunities. Sign up for was part of a team of produce managers your tenure? marketing campaigns, managed a budget industry trade publications and e-newslet- assisting in setting up and opening new and A: Value added and convenience are two of of $3 million and served as corporate liaison ters. Identify informal career “coaches” within remodeled stores throughout Central and the fastest-growing areas within produce. with the National Council on Aging. She has your company who you can trust to provide Eastern Pennsylvania. also worked as a business analyst with the feedback. In 2007, Hendrickson accepted a position Q: What are the next big trends on the Stamford, CT-based Peppers & Rogers Group, with Four Seasons Produce as a wholesale horizon? a global authority on customer-focused Q: How have you changed since joining the sales representative, where he concentrated A: The growth and evolution of online marketing solutions, and as an account exec- produce industry? eorts on selling large independent retailers, retail and home meal kit delivery. I believe utive with Ogilvy Public Relations Worldwide. A: I have become more knowledgeable foodservice wholesalers and chain stores. In continuing technological advances will also At Peppers & Rogers Group and Ogilvy Public about the challenges and opportunities the 2014, he was promoted to wholesale sales contribute to increased on-line market share. Relations Worldwide, respectively, Henry industry faces. I have also seen rst-hand manager, where he currently leads a team played an integral role in the development the charitable nature of this industry. This of account managers who focus on growing Q: What has shocked or surprised you about of marketing and communications strategies insight has made me more committed to protable sales with their assigned accounts. the produce industry? for a wide-range of clients, including John getting involved. Additionally, he is responsible for planning A: When I made the transition from retail Deere, Country Inns & Suites, Radisson Hotels, and achieving departmental sales goals store operations into the wholesale distribu- T.G.I. Friday’s, the Centers for Disease Control Q: What has shocked or surprised you about and expenses, developing new business, tion side of the supply chain, the thing that & Prevention and the National Institutes of the produce industry? conducting business reviews, and recruiting surprised me the most was the sheer volume Health. In 1998, she served as an intern at A: I have been surprised by the lack of and coaching team members. He also serves of produce being traded on a daily basis. the White House Press Oce. diversity.

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DANIELLE HORTON, 27 ALEX JACKSON BERKLEY, 27 Marketing Director Senior Account Manager Urban Produce Frieda’s Inc. Irvine, CA Los Alamitos, CA Q&A: Q: What industry improvements would you Q&A: Q: What attracted you to work in the like to see? Q: Where do you go when in need of advice? produce industry? A: I would like to see the industry move A: I tend to go to my friends, as they oer a A: I was attracted to the breadth, intercon- toward a more sustainable future where we perspective outside of produce and family. nectedness and “personality” of the industry. make less of a carbon footprint and we see They help me simplify the issues and conicts less food waste. We must think dierently I have stuck in my head. Also, my husband is Q: What industry improvements would you about crop production due to climate change, a great source of advice. Also, my best friend like to see? depleted natural resources, population Alex is someone I trust. Since he is one to two A: The industry is experiencing a talent gap, growth and availability of land. years ahead of me in his career, I am able to making it increasingly di cult for employers learn from him as he continues to gain more to ll open high-skilled job positions. Let’s Q: Where do you go when in need of advice? responsibility in his family’s business. raise awareness of this challenge, strategize A: I am an active member of Convene Young to drive change and mobilize to grow the Years in Produce: 4 Leaders. Within that group, I can seek advice Years in Produce: A lifetime Q: What do you know now that you wish workforce of the future. A call to action for Hometown: Laguna Niguel, CA from other business owners and gain a Hometown: Seal Beach, CA you knew when you rst started your career? increased collaboration and best practice Hobbies: Yoga, reading, cooking, nutritionist dierent perspective on my own business. Hobbies: Traveling, trying every new restau- A: That I am a really strong sales person. I sharing will help industry members continue Personal Info: Engaged rant in Los Angeles would have joined sales sooner. to develop the current talent pool and make Motto in Life: Laugh as much as you breathe Q: What do you know now that you wish Personal Info: Recently married; Vice Pres- inroads into diverse communities/popula- and love as long as you live. you knew when you rst started your career? ident of the board of trustees for a private, Q: What accomplishment(s) are you most tions that would not have considered a career Work History: Horton is a founding share- A: I know a lot more now than I did when independent school in Long Beach, CA, life- proud of in your career? in produce. holder in Urban Produce, a 16-acre vertical I rst started. I am a rm believer in “learn time member of the Alpha Phi Fraternity, A: Being accepted into the United Fresh organic farm in Irvine, CA. As the company’s by doing.” alumna of George Mason University Produce Industry Leadership Program is my Q: What accomplishment(s) are you most director of marketing and food safety, she Motto in Life: Wake up. Kick ass. Be kind. greatest career accomplishment. My aunt, proud of in your career? launched the company with her family in Q: What aspect of the business challenged Repeat. Jackie Caplan Wiggins, was a member of A: My contribution to the implementation of 2013. Horton has played a major role in you the most early on? Work History: The granddaughter of Frie- Class One 23 years ago, and following in data-driven marketing practices. Addition- leading Urban Produce to the forefront of A: One of the biggest challenges I faced da’s Specialty Produce founder, Dr. Frieda her footsteps as a member of Class 20 was ally, in collaboration with my colleagues, controlled environmental agriculture. She early in my career was navigating the Rapoport Caplan, and the eldest daughter huge for me. I have executed more campaign testing played a key role in obtaining USDA organic dierent on-boarding processes that each of chief executive Karen Caplan, Berkley and measurement, resulting in optimized certication for the farm and facilitating of our clients and retail partners required in attended her rst produce tradeshow in Q: What advice would you give someone campaigns and improved business results. placement in major retailers and super- order to do business with them. a stroller at age 2. Naturally, produce is in new to the produce industry? markets along the West Coast. She worked her blood. She joined the company in 2011, A: This is a people business. People do busi- Q: What advice would you give someone to secure major contracts with two publicly Q: What accomplishment(s) are you most after graduating from George Mason Univer- ness with people they like, no matter what. new to the produce industry? traded juice companies, allowing Urban proud of in your career? sity, Fairfox County, VA, making Frieda’s a Also, never burn a bridge. You never know A: Tap into all of the resources available to Produce to increase its production three-fold A: Achieving USDA organic certication three-generation family business success where they or you will eventually work. They help you succeed. Join an industry-specic and triple revenue. Horton graduated from for Urban Produce, despite all the odds; story. Berkley started in the marketing may be your boss, customer or colleague association to access events for networking Cal Poly State University, San Luis Obispo, CA, scoring a 99 percent on our rst GFSI audit; department managing consumer requests, one day. and educational opportunities. Sign up for with a degree in agricultural business. She is securing major contracts with two publicly public relations and tradeshows. In 2014, she industry trade publications and e-newslet- also a certied nutritionist. traded juice companies; and launching an moved to the sales department as an account Q: How has the industry changed during ters. Identify informal career “coaches” within e-commerce program with a philanthropic manager. One year later, she was promoted your tenure? your company who you can trust to provide Q&A: component. to senior account manager. She currently A: When I entered the industry six years ago, feedback. Q: How did you begin working in the manages Frieda’s largest retail accounts. She the industry was making an eort to hire produce industry? Q: What are the next big trends on the is also a member of the company’s strategy young people and women. Three years later, Q: How have you changed since joining the A: I started in college, when I had an horizon? team and its new product development when I joined the sales department, people produce industry? internship with Frieda’s Specialty Produce, A: I’m condent the organic and locally team. my age were slowly entering produce buying A: I have become more knowledgeable Los Alamitos, CA. I was then granted a schol- grown movements will continue to grow. In 2014, Berkley was accepted into the positions at the biggest retailers, wholesalers about the challenges and opportunities the arship to attend the PMA through the Pack Consumers are becoming more educated United Fresh Produce Industry Leadership and foodservice companies. Now, a majority industry faces. I have also seen rst-hand Family Career Pathways Foundation. I was about the importance and nutritional bene- Program Class 20. She is the youngest profes- of the buyers I work with are around my age the charitable nature of this industry. This instantly attracted to the produce industry ts of organic, locally sourced produce. In sional accepted into the program. That same and have either been promoted within the insight has made me more committed to because of its diversity. It also instilled in order to meet the rising standards of year, she earned a certicate of Produce Exec- company or come straight out of college. I getting involved. me a sense of purpose and empowerment, conscious consumers, we will see an increase utive Development from Cornell University’s love it because it gives us the opportunity knowing that I could make a positive impact in alternative forms of agriculture, including Food Industry Management Program. She to change the way things have been done Q: What has shocked or surprised you about in an industry that directly aects earth’s controlled environmental agriculture, vertical serves as a member of the Produce Marketing for decades. the produce industry? entire population. farms, tower gardens, container growing Association’s Women’s Fresh Perspectives A: I have been surprised by the lack of and more. Advisory Committee. diversity.

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LIANNA KELLY, 28 Technical Committee for the past two years, A: I wish I realized how important Food Safety Director participating in the annual review process for networking is and was more condent intro- Markon Cooperative Inc. funding research. ducing myself to people I wanted to meet. Salinas, CA Q&A: Q: What accomplishment(s) are you most University of California Davis Department Q: What aspect of the business challenged proud of in your career? of Agriculture and Environmental Sciences, you the most early on? A: I am proud of the restructuring we Davis, CA, Kelly began her career working A: Early on, I was amazed and challenged completed of the Markon Food Safety Depart- in the wine industry in California’s Santa with how fast-paced the produce industry ment. In addition, I am proud of the work Cruz County. She continued in the food and operates and the term “drinking from a re the Center for Produce Safety (CPS) does, beverage industry at Cytosport, a protein hose” was a fairly accurate motto. Although specically being involved with the Tech- beverage company based in Benicia, CA, food safety in general is fast-paced, this is nical Committee for the past two years and where she worked in the Research and Devel- taken to an entirely new level in produce. participating in the annual review process opment and Technical Services Department Essentially, every aspect of the produce busi- for funding research. as a regulatory compliance specialist. In ness is pressured by short turnaround times, 2014, an opportunity in the produce industry and if you did not grow up in the industry, this Q: What are the next big trends on the presented itself and she accepted the position aspect may initially challenge you. horizon? Years in Produce: 2.5 of food safety director at Markon Cooper- A: With the advancements in food borne Hometown: Santa Cruz, CA ative. In this position, she has helped the Q: How have you changed since joining the illness investigation, specically the use of Hobbies: Hiking, swimming, mountain company restructure and streamline the Food produce industry? Whole Genome Sequencing, health agencies biking, yoga, gardening Safety Department, including expanding A: I have grown immensely since joining are going to be able to identify and solve Personal Info: 2 dogs the food safety sta , along with enhancing the industry and working in food safety at outbreaks faster and with more condence. Motto in Life: Extra discipline makes up for a the Markon food safety requirements. She Markon. I have rened my skills in staying I think this will spark consumers to become lack of talent. And a lack of discipline quickly played a major role in restructuring the exible, while still using good judgement more aware of where their food comes from, siphons away extra talent. That’s why it’s Markon Food Safety Department, identifying to respond to rapidly changing priorities. how it is grown and take interest in the food frequently the most disciplined rather than numerous ineciencies and streamlining safety practices in place to ensure the produce the most gifted rise to the top. — Unknown several processes. She has been involved Q: What do you know now that you wish they receive is safe. Work History: After graduating from the with the Center for Produce Safety’s (CPS) you knew when you rst started your career?

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A: I wish I realized how important networking is and was more con dent intro- KACI KOMSTADIUS, 30 TIM KRECH, 37 ducing myself to people I wanted to meet. Social Media/Consumer Marketing Manager Strategic Account Manager Sage Fruit Company C.H. Robinson/Robinson Fresh Q: What accomplishment(s) are you most Yakima, WA Eden Prairie, MN proud of in your career? for Better Health’s Ambassadors of Excellence, School of Management at the University of A: I am proud of the restructuring we and will be joining others from the industry Minnesota, Minneapolis, Tim Gagnon, C.H. completed of the Markon Food Safety Depart- in the PMA’s Emerging Leaders Program. Robinson’s director of investor relations, ment. In addition, I am proud of the work taught a class on produce modulars. An the Center for Produce Safety (CPS) does, Q&A: assignment was given, which required us to speci cally being involved with the Tech- Q: How did you end up in the produce use a data set to design a salad mix modular. nical Committee for the past two years and industry? After submitting my solution and having it participating in the annual review process A: My mother, Diane Komstadius, has worked negatively critiqued, I proceeded to debate for funding research. at Rainier Fruit Sales for the past 30 years, so him on the validity of my results in front of I’ve grown up around the industry. In college, the entire class. After obtaining a hard lesson Q: What are the next big trends on the I had an interest in sports marketing. When in Produce Merchandising 101, a member horizon? I learned Sage Fruit was a sponsor of Kasey from Robinson’s HR team, who was sitting A: With the advancements in food borne Years in Produce: 8 Kahne Racing, it seemed like a perfect t. Years in Produce: 14 in the back row, approached me and asked illness investigation, speci cally the use of Hometown: Yakima, WA Hometown: Pewaukee, WI if I would still be this interested in produce Whole Genome Sequencing, health agencies Hobbies: Football, cooking, wine tasting, Q. What industry improvements would you Hobbies: Sailing, spending time with family, tomorrow. I guess I’ve never looked back. are going to be able to identify and solve traveling, visiting family like to see? Green Bay Packers outbreaks faster and with more con dence. Personal Info: Boyfriend; 2 dogs A: More reusable or recyclable packaging, Personal Info: Married; 2 children Q: What aspect of the business challenged I think this will spark consumers to become Motto in Life: Imperfection is beauty, and packaging that is produced from recycled Motto in Life: You cannot control the wind, you the most early on? more aware of where their food comes from, madness is genius and it’s better to be abso- product. but you can adjust the sails. A: Given the constantly changing nature how it is grown and take interest in the food lutely ridiculous than absolutely boring. — Work History: In 2003, fresh out of college, of our business, learning to ask discovery safety practices in place to ensure the produce Norma Jean Baker Q: What does the industry need to do to Krech joined C.H. Robinson as a business questions before jumping into a project was they receive is safe. Work History: Komstadius is a game- attract more talent of your generation? analyst forecasting trends to predict demand the most dicult for me. It’s challenging to changing social media and consumer A: The industry should oer a wide range while learning the industry and category take a step back, brainstorm and structure marketer for the fresh produce industry. of internships, as well as scholarships and management practices. From there, he the project before getting started. Under her leadership, Sage Fruit has collab- grants. I know there are a lot of opportunities furthered his experience in the produce orated with countless inuential labels and out there. One of my favorites is the Formula 5 industry through multiple roles, including Q: What accomplishment(s) are you most voices to socialize their brand. She has a keen that the Produce for Better Health hosts. It’s a category advisor, account manager, product proud of in your career? talent for boosting the relevancy of Sage competition for college kids to create a busi- owner for sourcing technology, manager of A: I take pride in the relationships I have built Fruit’s apples, pears and cherries, and this ness and marketing plan for a “new” produce the direct store delivery team and manager within the industry and with my teammates. year, she will take on apricots, peaches and item. The top four plans are presented at of the refrigerated transportation Complex I love to innovate and try new things. Those nectarines. Partnerships and social media the annual conference. The competition Account Group. He is considered to have types of projects require working with a team campaigns with complementary brands encourages unique, out-of-the-box ways an outstanding supply chain mind, along you trust to share your vision and work hard have contributed to an exponential growth of approaching things, and allows students with the ability to engage customers. His to achieve common goals. We’ve had some in Sage Fruit’s social media followers in the to see how many dierent elements there internal network allows him to quickly pull big wins and some stormy losses, but the past 12 months. This past December, by are in the produce industry. SMEs (Small and Medium Enterprises) into support of our team keeps me excited. utilizing an innovative consumer campaign, customer deal teams. In 2009, Krech helped Komstadius was able to increase Sage Fruit’s Q: What are the next big trends on the create and launch the company’s DSD (Direct Q: What are the next big trends on the Twitter following by more than 20,000. In horizon? Store Delivery) program across the country. horizon? the past year, she completed a redesign of A: I think we will continue to see an He worked directly with customers to under- A: Technological trends are big in many the company website and took over the emphasis on local produce. The word “local” stand their needs and created the neces- industries, including ours. Full-service blog. In addition, she has worked closely is de nitely a trigger for consumers and sary logistics, warehousing, technology and home delivery services, robotics in the with Walt Disney Company and a number many retailers are capitalizing on that. I also product solution for them. From 2013-2014, eld, drones in the skies, driverless trucks of professional sports teams, including the believe we will continue to see an increase in he managed Robinson’s Complex Account on the road, locally grown hydroponics and New York Yankees, Boston Red Sox and Kasey marketing toward kids. Kids are inuencing Group, made up of customers with unique mass consolidation of multi-generational Kahne Racing. parents’ decisions, and it’s very important for supply chain needs. In 2015, he moved to growers, shippers, packers, brokers, retailers Her career in produce began as a sales the produce department to compete with the company’s Wal-Mart account as strategic and restaurant chains are all big trends that assistant. She spent three years in the the candy aisle. account manager, responsible for managing could happen in the very near future — position learning about the industry and the account strategy and leading the team some of which we see happening already. customer accounts. When the position of Q: What has surprised you about the produce globally. People are also becoming more focused on social media director became available, industry? eating cleaner and healthier. They pay more she jumped at the opportunity. In her role, A: How many dierent varieties of every- Q&A: attention to recalls and where their food is Komstadius serves as the point person for all thing there are. I knew we had dierent Q: How did you begin working in the coming from. Our industry has been, and digital/social content and marketing. In the varieties of apples, but I had no idea that produce industry? What attracted you? will continue to be, sconstantly evolving and past year, she was named one of the Produce most produce items are the exact same way. A: During my senior year at the Carlson improving our quality and food safety.

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DOMINICK MACK, 32 ERICA MANFRE, 33 Director of Operations Western Region Sales Manager BrightFarms Monterey Mushrooms Inc. New York, NY Watsonville, CA

produce industry? Napa Valley, CA, where she worked for two A: In my ve years in produce, I’ve had the wineries, Merryvale and Burgess Cellars. unique experience of working for a large West Coast lettuce supplier and now an extremely Q&A: local grower/supplier. Q: How did you begin working in the produce industry? Q: Where do you go when in need of advice? A: The rst summer job I had was picking A: Some of the best advice I’ve received has apples in my grandparents’ apple orchard. come from senior level executives down to I got $5 for every bin picked. What nally the greenhouse laborers. led me to the industry was when I was in college. I was drawn to a variety of subjects: Years in Produce: 5 Q: What aspect of the business challenged Years in Produce: 3 sales, marketing, science, math, data anal- Hometown: Morrisville, PA you the most early on? Hometown: Watsonville, CA ysis, etc. Then I realized that the produce Hobbies: Cooking, gardening, spending time A: Starting out in the produce business, Hobbies: Photography, beach volleyball, industry has it all. at the beach with family I didn’t have a great understanding of the gardening, home improvement projects Personal Info: Married; 2 daughters suppliers we dealt with or how they treated Personal Info: Married; 1 daughter Q: What industry improvements would you Motto in Life: Don’t hang around with their produce. Motto in Life: Strive to make things better like to see? people who don’t want to win. every day. A: I’d really like to see continued forward- Work History: As director of operations for Q: What accomplishment(s) are you most Work History: As western region sales thinking and embraced change. I think we BrightFarms in Yardley, PA, Mack maintains proud of in your career? manager and a sales analyst for Monterey get used to doing things the way we’ve oversight of the company’s Bucks County A: I’m most proud of being part of the team Mushrooms, Manfre uses data to make always done it, not necessarily because it’s greenhouse, just north of Philadelphia, as that started our Bucks County, PA, agship targeted decisions about business opportu- the best way, but because it works. Change is well as assisting in special assignments facility. In our rst year, we proved our busi- nities and serves as a resource for her peers the one thing we can count on, and I’d like to at facilities in Culpeper, VA, and Rochelle, ness model is sustainable and attractive to and others in the company. In the nine see more forward-thinking in this business. IL. He joined BrightFarms as a production consumers. This allowed us to scale quickly months she has been with the company, manager in July 2014, when the company into two other large markets where I was she has helped achieve tremendous headway Q: What aspect of the business challenged was just starting up, and was responsible able to help start-up the facilities alongside by creating tools for the sales team and you the most early on? for all aspects of the operation, including the local teams. company to better assess performance, A: I think earning my stay has been chal- production planning, logistics, quality and including ll rate reports, market segment lenging. I’ve worked and managed people safety. After a successful rst year, he was Q: How has the industry changed during analysis and a customer matrix. She began that have been working before I was born. promoted to general manager of the Bucks your tenure? her professional career in 2010, earning a They didn’t let anything come easy for me. County facility. In this role, he helped the A: When I joined BrightFarms, we were — much-coveted position of personal banker They challenged me and made me earn facility weather the bankruptcy of A&P and continue to be — a major player in the at Chase Bank’s Santa Cruz and Watsonville, everything I got. In the end, I’m so happy and rebuild its client base to include many local produce space. Since then, many more CA, branches, where she climbed the ladder they did. Though it was hard, we ended up major supermarkets in the greater Phila- hydroponic greenhouse farms have popped quickly to branch manager, becoming accom- having a great relationship. delphia area, including Acme, ShopRite and up around the country. Controlled indoor ag plished in the psychology of selling, CRM McCarey’s in just a year’s time. While GM, is the future of farming in the United States. and accountability. In 2014, she accepted a Q: What accomplishment(s) are you most he played an integral role in the start-up sales and marketing manager position with proud of in your career? phase of the company’s next two facilities Q: What are the next big trends on the Watsonville Coast Produce in Watsonville, CA, A: I remember the rst RFP I ever bid. I in Virginia and Illinois, which currently serve horizon? where she managed the inside and outside had no idea what I was doing and I fumbled Ahold and Roundy’s Supermarkets in their A: Technology is going to be a game- sales representatives, as well as marketing. my way around it. I collaborated with peers respective locations. At the end of 2016, changer in the industry, particularly with One of her notable accomplishments who were also unsure of what to do, but we he was promoted to his current position. data-collection/analyzation. There is soft- during that time was her help in aggressively gured it out together. Winning that bid was Prior to joining BrightFarms, Mack was the ware available to growers that help them going after — and winning — school bids one of the most rewarding moments. The production manager for Ready Pac Foods’ analyze the large amounts of data they and implementing an incentive program to hard work paid o and we got a signi cant fresh-cut department, servicing clients such collect, and make informed decisions based motivate the sales team. Her initiatives also boost in business. They even extended the as McDonald’s, Burger King and Wawa Inc. on the data. resulted in the company wrapping its box contract because they were so happy with In this role, he helped roll out McDonald’s’s trucks and gaining business immediately our service over the course of the rst year. apple slices, now available as a healthier Q: How have you changed since joining the due to the reach of its eet. Before entering option in all Happy Meals. produce industry? the corporate world, Manfre pursued her Q: What advice would you give someone A: The produce industry has made me much dream of working in the wine industry, new to the produce industry? Q&A: more appreciative of food and how it gets starting a small production Pinot Noir winery A: Put your head down and work hard. Don’t Q: How did you begin working in the to the plate. called Silver Mountain. She then moved to be afraid to question processes.

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A: The rise of urbanization. In the early 20th century, 900 we need to continue to innovate as an industry at a rapid rate. JON MARUK, 37 million people lived in urban areas, whereas today 3.5 billion Strategic Account Manager live in urban areas and, according to the United Nations, this Q: What advice would you give someone new to the produce C.H. Robinson/Robinson Fresh gure could reach 7 billion by 2050. So, obviously all sorts industry? Eden Prairie, MN of new solutions must be developed to meet needs. The A: Don’t hesitate to challenge the norm because the norm continued rise of big data, digital, technology and the internet is constantly changing. At the same time, build as many Napa Valley, CA, where she worked for two will continue to dramatically impact the way consumers relationships as you can, seek out mentorship and spend wineries, Merryvale and Burgess Cellars. purchase produce. The rise of greater transparency, sustain- time learning from others. ability and social responsibility will also continue as trends. Q&A: Faster and more ecient global supply chains could alter Q: How have you changed since joining the produce industry? Q: How did you begin working in the where produce comes from or where it’s ultimately consumed. A: It has taught me humility. I am a much more humble produce industry? All of these trends create challenge and change, and it’s why person than I was 15 years ago, and I ‘m very thankful for that. A: The rst summer job I had was picking apples in my grandparents’ apple orchard. I got $5 for every bin picked. What nally led me to the industry was when I was in college. I was drawn to a variety of subjects: sales, marketing, science, math, data anal- Years in Produce: 15 ysis, etc. Then I realized that the produce Hometown: Eden Prairie, MN industry has it all. Hobbies: Golf; Hockey, spending time with family Personal Info: Married; 2 sons; Serves on the Children’s Q: What industry improvements would you Council at Children’s Hospital, board member for the Herb like to see? Brooks Foundation A: I’d really like to see continued forward- Motto in Life: Do good and good will come to you. thinking and embraced change. I think we Work History: Maruk joined C.H. Robinson in 2002, after get used to doing things the way we’ve graduating from the University of Notre Dame, South Bend, always done it, not necessarily because it’s IN, with an economics degree. His initial role was an entry- the best way, but because it works. Change is level produce sales position in the fruit category. In 2006, he the one thing we can count on, and I’d like to was promoted to category manager of the berry category, see more forward-thinking in this business. where he was responsible for all facets of product supply. After gaining valuable experience in supply management, Q: What aspect of the business challenged he moved to a customer account management job in 2013. you the most early on? In May 2014, Maruk took over management of a key retail A: I think earning my stay has been chal- account relationship. During his time on the account he lenging. I’ve worked and managed people excelled in building relationships across all levels within that have been working before I was born. the organization while selling diverse products and services, They didn’t let anything come easy for me. and made strategic decisions to add resources in key areas They challenged me and made me earn such as analytics and a merchandising analyst. Ultimately, everything I got. In the end, I’m so happy his leadership on the account is credited for the company they did. Though it was hard, we ended up receiving this customer’s Produce Supplier of the Year Award having a great relationship. in 2015. He graduated from C.H. Robinson’s KASP (Key Account Q: What accomplishment(s) are you most Sales Program) in 2015. In 2016, Maruk successfully proud of in your career? completed the certi ed supply chain professional (CSCP) A: I remember the rst RFP I ever bid. I program in an eort to round out his end-to-end supply- had no idea what I was doing and I fumbled chain expertise. He currently works with produce retail clients my way around it. I collaborated with peers who leverage a multitude of C.H. Robinson’s end-to-end who were also unsure of what to do, but we supply chain services. Most recently, he was promoted to gured it out together. Winning that bid was strategic account manager. one of the most rewarding moments. The hard work paid o and we got a signi cant Q&A: boost in business. They even extended the Q: How did you begin working in the produce industry? contract because they were so happy with A: I met with a C.H. Robinson recruiter 15 years ago, and our service over the course of the rst year. at that point was turned on to both C.H. Robinson and the produce industry. I knew little about produce, but was Q: What advice would you give someone attracted to the fast-pace nature, constant change and it new to the produce industry? being such a people- and relationship-driven business. A: Put your head down and work hard. Don’t be afraid to question processes. Q: What are the next big trends on the horizon?

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RUTH MCLENNAN, 35 CHRIS MILLER, 30 Vice President – Fresh Produce and Floral Regional Coordinator – Produce, Southeastern Grocers Meat, Cheese, Bulk, Seafood Jacksonville, FL Mom’s Organic Market Q&A: Rockville, MD Q: What industry improvements would you helping growers test new organic produce like to see? varieties or products in his stores and partners A: Continued focus on traceability; industry with them on the feedback. support in raising customer awareness of the benets of eating fresh from a health Q&A: perspective; and sustainability programs E2E. Q: Is there any particular way produce has impacted your life? Q: Where do you go outside of your A: I credit baby bok choy for the relationship company for business intelligence? with my wife. I rst met her when we were A: Nielson for market share information both assistant managers in dierent depart- and C&S for market intel. I also read industry ments at Mom’s. With a beautiful leaf in my Years in Produce: 3 publications every day. hand, I decided it would be a smooth move Hometown: Edinburgh, Scotland, United Years in Produce: 7 to ask, “Hey, have you ever tried baby bok Kingdom Q: What aspect of the business challenged Hometown: Mount Airy, MD choy?” She hadn’t, but I like to think that Hobbies: Exploring the United States, you the most early on? Hobbies: White water kayaking, gardening, once she did our fate was set. running, socializing with friends at trendy A: Understanding the complexities of golf, cooking, making his son giggle foodie places, concerts the industry and how to deliver positive Personal Info: Married; 1 son Q: What industry improvements would you Personal Info: Engaged; 2 dogs outcomes for both the retailer and the Motto in Life: Learn every day and have a like to see? Motto in Life: Dum Spiro Spero (While I growers. good time doing it. Be mindful that curiosity A: I would like to see more programs helping breathe I hope). and observation are what connect us all. to aggregate and provide market access for Work History: McLennan is considered Q: What advice would you give someone Work History: Miller is known for his passion small-scale growers. Diversity is important a commercially astute, highly passionate, new to the produce industry? for produce and for playing an instrumental everywhere, from bio-diversity on the farm people-driven leader with a proven track A: Listen and let your growers be your role in the dramatic growth of Mom’s Organic level to diversity in scale and farm location in record of delivering a high degree of change teachers. Markets in recent years as the chain scaled up. the food system at the regional and national and innovation internationally. In 2016, she Through his hunger for learning and heart level. was recruited to become the vice president Q: How has the industry changed during for helping build partnerships with suppliers, of fresh produce and oral for Southeastern your tenure? growers, store sta and store customers, he Q: What aspect of the business challenged Grocers, Jacksonville, FL, and has been A: Improvement in automation and quality has helped Mom’s enhance its 100 percent you the most early on? charged with leading the department as checking processes. organic produce program. He began working A: Working with produce is like working a part of the turnaround of the business. for the company in 2010 — his rst job out puzzle without pieces some days; we need She began her retail career in 2004 at Q: What are the next big trends on the of college — as a produce clerk; then the to form the solutions from scratch. ASDA-Wal-Mart, one of the United Kingdom’s horizon? chain had ve stores. By the end of the largest retailers. She was one of 40 — out of A: Convenience, health and well-being, and year, he had worked up to the position of Q: How has the industry changed during 4,000 applicants — selected to participate customization. produce manager at the College Park, MD, your tenure? in the ASDA Retail Graduate Scheme — a location. As the company grew, he was A: In the past seven years, there has been a three-year program. At ASDA, she worked in Q: How have you changed since joining the named regional produce manager position, big change in the growth of organics. There various capacities, including fresh counters produce industry? helping to develop training programs for are more options today than when I started. manager, cost savings project manager, A: Resilience and exibility. Produce is the produce sta and management, and estab- From an environmental standpoint, more project manager to the operations director “too” industry — too hot, too cold, too rainy, lish consistent processes across the chain organic acres means improved downstream and buyer in various categories. In 2009, too wet. to ensure quality standards are met. From impacts. From a personal standpoint, I get to Australian food retailer Coles Supermarkets there he took on the role of produce director, try amazing varieties of fruits and vegetables. recruited McLennan to its organization where Q: What has shocked or surprised you about managing the regional team. In the past two she covered various buying positions across the produce industry? years, he has worked to apply his experience Q: What are the next big trends on the general merchandise and fresh food. In 2014, A: Lack of joint business planning, which gained in the produce world to additional horizon? she was named category manager for fresh I believe is currently stronger within the fresh departments including Meat, Cheese, A: Meal kits, value added and prepared foods produce at Coles. grocery landscape. Seafood and Bulk Commodities with 19 stores are all huge right now. I lean toward the McLennan has been involved in industry by the end of the year. optimistic purist mentality, and look at this leadership in the Australian produce Q: Where do you go and/or who do you see Miller is also involved with sustainability as a long-term trend toward high-quality industry, including the Australian Vegetable when in need of advice? events in Maryland and with the Pennsyl- avorful ingredients as the driver of our Committee. She serves on a listening panel A: I seek professional counsel from Anthony vania Association for Sustainable Agriculture. industry. If people can learn to cook using at the United Fresh Expo & Conference and is Hucker, my chief operating officer. He He has been an in uencer in supporting Fair kits, then they will eventually want to apply active in various other U.S. industry organi- provides me with thought-provoking reading Trade organic produce programs with Equal those techniques to the amazing varieties zations. material. Exchange and Driscoll’s and others. He enjoys we love, but might not be the mainstream.

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ANDREW MARSHALL, 32 KYLA OBERMAN, 36 Director, Foundation Programs and Partnerships Director of Marketing United Fresh Produce Association Naturipe Farms, LLC Washington, D.C. Salinas, CA United Fresh Start Foundation’s program, a member of the U.S. Highbush Blueberry helping growers test new organic produce The Produce Forum for School Success. In Council Promotions Committee, a career varieties or products in his stores and partners 2017, he helped launch the foundation’s ambassador for PMA’s Center for Growing with them on the feedback. new Community Grants Program, which is Talent and a member of PMA’s Foodservice extending the foundation’s work beyond the Conference Committee. Q&A: school day, providing children with access to Q: Is there any particular way produce has fresh fruits and vegetables after school, on Q&A: impacted your life? the weekends, during summer breaks and Q: How did you begin working in the A: I credit baby bok choy for the relationship in other creative venues. produce industry? with my wife. I rst met her when we were A: I had two choices: go north and enter the both assistant managers in dierent depart- Q&A: world of Silicon Valley, or go south and enter ments at Mom’s. With a beautiful leaf in my Q: What industry improvements would you the world of produce. I reasoned that the hand, I decided it would be a smooth move Years in Produce: 10 like to see? Years in Produce: world would always need to eat, while tech- to ask, “Hey, have you ever tried baby bok Hometown: Queens, New York A: I would like to see more members of the Hometown: Watsonville, CA nology was still such an unknown. Having choy?” She hadn’t, but I like to think that Hobbies: Being outdoors, cooking, spending produce industry get involved in their local Hobbies: Walking/hiking in nature, kick- been born and raised in “berry-land,” I’ve once she did our fate was set. time with family and friends, going to schools’ foodservice programs. I would like boxing, traveling, spending time with family always said berries are in my blood. It was sporting events and concerts to see our industry seek out the opportunity and friends meant to be when the marketing coordinator Q: What industry improvements would you Personal Info: Married; 2 dogs to talk with the school district’s foodservice Personal Info: Married; 1 daughter position at Naturipe Farms was oered to me. like to see? Motto in Life: Work Hard. Play Hard. director and discuss opportunities for collab- Motto in Life: It is what it is — meaning A: I would like to see more programs helping Work History: Marshall’s rst position in oration, whether that’s a “Friday Farmers life will throw you curve balls, but there is Q: What industry improvements would you to aggregate and provide market access for the produce industry began in 2006, as a Market” at the school, or instead of a bake nothing you can do about it except embrace like to see? small-scale growers. Diversity is important government relations assistant at United sale, organize a farm stand where kids are the situation and make the best of it. A: I would like to see communication everywhere, from bio-diversity on the farm Fresh Produce Association in Washington, selling fresh produce to peers and parents. Work History: As Naturipe’s director of improve between fresh produce compa- level to diversity in scale and farm location in D.C. He served as lead administrative contact I would also like to see more stores, not just marketing, Oberman is considered a model nies and the consumer, resulting in better the food system at the regional and national for United’s Government Relations Council, as grocery stores, selling fresh produce. It would for eective communication, teamwork, education. level. well as assisted with administrative duties of be great if pharmacies had produce available focusing on results and relationship building. the Specialty Crop Farm Bill Alliance, leading for purchase, near where they dispensed their Oberman started her career in the foodservice Q: What do you know now that you wish Q: What aspect of the business challenged up to and during the 2007 Farm Bill debate. other medications. Instead of candy near industry as a wedding and event manager you knew when you rst started your career? you the most early on? In the years that followed, he was promoted cash registers, why couldn’t there be small at a local ne dining establishment. Her A: In your early 20s, you have the perception A: Working with produce is like working a within the Government Aairs Department refrigerators stocked with fresh-cut produce? event planning experience brought her that everyone has everything gured out; puzzle without pieces some days; we need and given additional responsibilities, to McDill Associates, a marketing agency that you are going to learn from established to form the solutions from scratch. including policy and grassroots coordinator Q: How have you changed since joining the specializing in produce marketing, in Soquel, companies and seasoned colleagues and help (2008-2010) and policy and grassroots produce industry? CA, where she participated in the planning carry out “the plan.” I would go back and tell Q: How has the industry changed during manager (2010-2014). A: I have become a total “produce nerd.” I and execution of many produce industry myself that everyone is still learning, and still your tenure? In 2010, he helped launch the national nd I am more conscious about the dierent events, including tradeshow booths and guring it all out, just as much as you are. A: In the past seven years, there has been a Let’s Move Salad Bars to Schools campaign, types of produce in the marketplace, and mixer events. In 2010, she was oered the big change in the growth of organics. There which supported former First Lady Michelle looking at products with a much better position of marketing coordinator at Naturipe Q: What are the next big trends on the are more options today than when I started. Obama’s broader Let’s Move campaign. To understanding of what it takes to grow, Farms. In less than a year-and-a-half, she was horizon? From an environmental standpoint, more date, the program has donated salad bars harvest, pack, sell and transport from the promoted to marketing manager, where she A: We are on the brink of seeing evolution of organic acres means improved downstream to more than 5,000 schools in all 50 states, eld to someone’s plate. I have also become launched Naturipe’s social media program, what a traditional grocery store is. From roof- impacts. From a personal standpoint, I get to bene tting 3 million children every school more conscious about other people’s interest managed all trade events and worked grown lettuces, to drive-thru order pick-up try amazing varieties of fruits and vegetables. day. In his current role, Marshall continues in food, as well as their lack of knowledge of closely with sales to create customized retail windows — the way consumers stock their to engage a wide range of stakeholders to produce. This business has certainly taught promotion activities. Two years later, she kitchens is rapidly changing. Q: What are the next big trends on the support salad bars for schools and other me all the hard work folks in the industry do was promoted to director of marketing and horizon? programs and activities of the United Fresh to ensure their customer gets the produce currently leads the company’s centennial year Q: How has the industry changed during A: Meal kits, value added and prepared foods Start Foundation. In 2013, he led California they want. It’s also taught me never to take anniversary celebration activities in addition your tenure? are all huge right now. I lean toward the produce industry leaders in a campaign that any meal, or produce item, for granted. to overseeing the marketing department. A: It’s been amazing to witness the focus optimistic purist mentality, and look at this ultimately raised funds to support salad bars Oberman also plays a valuable role in the on varieties — a tomato is no longer just a as a long-term trend toward high-quality for more than 400 schools throughout the Q: What do you envision for your career greater industry through active participation tomato, same for most commodities today. avorful ingredients as the driver of our state. In 2014, he organized a successful within the next ve years? in trade associations, including PMA, United Another change is the emphasis on conve- industry. If people can learn to cook using Produce Pavilion at the School Nutrition Asso- A: In the next ve years, I look forward to Fresh and Produce for Better Health Founda- nience and how our industry has adapted to kits, then they will eventually want to apply ciation’s annual national conference, and in being an executive with an organization that tion. She was part of PMA’s Emerging Leaders today’s consumer in order to oer healthy those techniques to the amazing varieties the past three years, he has played an instru- is involved in supporting positive health Program in 2014, and Naturipe’s Cultivate convenience on-the-go and make produce we love, but might not be the mainstream. mental role in organizing and expanding outcomes for children and families. Program Class 2 in 2012-13. She serves as more available at the foodservice level.

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ZACHARY ANDREW RAAB, 28 than 2,500 less-than-truckload shipments harvest and transport high-quality, fresh Customer Group Manager to rail in three years, and he has expanded produce to consumers. I’d love to see our C.H. Robinson/Robinson Fresh Canadian supply of products for domestic education system expose children to our Eden Prairie, MN availability. In 2017, Raab was promoted to industry earlier in the schooling process. in the produce business, his family owning customer group manager for the northeast There is need for an inux of passionate youth and operating Raab Fruit Farm for more than produce region. to continue driving innovation an delivery of 100 years in central Pennsylvania. He joined high-quality products. Robinson Fresh (at that time C.H. Robinson) Q&A: in December 2011 as a carrier sales represen- Q: How did you begin working in the Q: What has shocked or surprised you about tative in the company’s northeast produce produce industry? the produce industry? region. After one week, he was pulled to A: I never envisioned myself joining the A: The eects of one region of the world’s join a team as a demand planning analyst industry. I went through college as a busi- weather to the supply chain and getting it to and account manager for a large client. ness management major. Before this, my end users at an aordable price and consis- Throughout his rst year on the team, he only experience with produce had come as tent quality. The lack of exposure our youth, took on more responsibilities, speci cally a produce clerk for Giant Foods through my especially those not from agriculturally heavy in the berry category supply strategy for his high school and college years. It wasn’t until I states, have to the produce industry. The lack Years in Produce: 6 region and the company. After his second was exposed to the supply chain and growers of the general population’s understanding Hometown: Pottstown, PA year, he was nominated and selected to C.H. that my passion for the industry began to of the complexities of the industry and Hobbies: Spending time with family, Robinson’s Key Account Sales Program, and show itself. the regulations in place to make sure it is gol ng, landscaping, traveling, sporting graduated as Key Award Winner. safely grown, harvested and transported events, movie/history bu With duel responsibilities as a key account Q: What industry improvements would you for consumption. Personal Info: Married; 1 daughter, one manager and category manager for berries, like to see? on the way; Attends local Catholic church Raab helped develop import berry and stone A: I feel there is a large lack of apprecia- Q: How have you changed since joining the Motto in Life: Success is the sum of small fruit programs from South America and tion for what it takes to get fresh produce produce industry? eorts, repeated day in and day out. — drove strategy around domestic expansion to homes all around the world. Here in the A: I have learned the need for balance — in Robert Collier of berries, citrus and local produce. He was United States, there is little understanding relationships, in work/life and in interactions Work History: Raab comes from a heritage also responsible for the conversion of more of the aptitude and dedication necessary to with the environment.

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harvest and transport high-quality, fresh LINDSEY ROBERTS, 30 for fresh, processed and new products has outpaced bulk. Veggies are making a shift produce to consumers. I’d love to see our Marketing Specialist marketing, she also leads the marketing for to the center of the plate. Companies are education system expose children to our Monterey Mushrooms Inc. Monterey’s aliate, Amycel/SpawnMate. nding ways to market the less-desirable industry earlier in the schooling process. Watsonville, CA Roberts’ well-rounded experience in other parts of produce. For example, shredding There is need for an in ux of passionate youth to learn the art and science of growing. She areas of the business has gained her many Brussels sprouts, grading broccoli stems and to continue driving innovation an delivery of spent the next year growing mushrooms, but certications in food safety, including HACCP, using all the parts of cauli ower as rice. high-quality products. after the honeymoon phase was over, she Mushroom Food Safety from Penn State and realized her passion was in marketing. She Produce Food Safety from Harnell College. Q: What are the next big trends on the Q: What has shocked or surprised you about left the company to work for a local organic horizon? the produce industry? farmer to build his brand. She rejoined Q&A: A: The meat-alternative category is growing A: The eects of one region of the world’s Monterey in August 2015 in its marketing Q: What industry improvements would you and will continue. weather to the supply chain and getting it to department as a marketing specialist. Since like to see? end users at an aordable price and consis- returning, she has developed a marketing A: I’d love to see more standardization in Q: How have you changed since joining the tent quality. The lack of exposure our youth, plan that, for the rst time in the compa- produce labeling — code dating and case produce industry? especially those not from agriculturally heavy ny’s history, includes consumer outreach. labeling — among our customers. We do A: When I joined the industry, food safety states, have to the produce industry. The lack To achieve consumer outreach, she created our best to be customer-service-oriented, was an emerging focus. Back then, we of the general population’s understanding Years in Produce: 12 unique resources for the public, as well as but often it comes at a high cost by lowering marketed our food safety programs to our of the complexities of the industry and Hometown: Watsonville, CA custom versions for retail marketers, dieti- our abilities to be as ecient as possible. The customers. Today, it’s a requirement. Without the regulations in place to make sure it is Hobbies: DIY home improvement, gardening cians and social media managers. Resources more ecient we can be, the lower the price a strong food safety program, you’re out of safely grown, harvested and transported and landscaping, indoor cycling, yoga include a grilling guide, a mushroom beer we can oer. That may seem funny coming business. I see something similar happening for consumption. Personal Info: Volunteer at the Agricultural pairing guide, a mushroom nutrition guide, from a marketer. with sustainability and organic oerings. History Project Center and Museum a back-to-school guide and recipe videos Smart produce companies are positioning Q: How have you changed since joining the Work History: Roberts began her produce on social media. Q: How has the industry changed during themselves to meet the organic demand as produce industry? career at Monterey Mushrooms in 2010 She is responsible for providing resources your tenure? it grows and implementing — or in many A: I have learned the need for balance — in working in quality assurance and food safety. for customers to assist in creating greater A: The produce aisle has changed tremen- cases, simply documenting — the things relationships, in work/life and in interactions In 2013, she was chosen to participate in an demand for mushrooms through increased dously since my college grocery shopping they’re doing to lower their carbon footprint with the environment. intensive year-long grower training program awareness. Not only is she responsible days. Today, the amount of convenience items and impact on the environment.

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JULIA SMITH, 34 BROCK M. SNYDER, 32 Assistant Communications Manager Vice President Sales & Procurement Pear Bureau Northwest Sterman Masser Inc. Milwaukie, OR Sacramento, PA and makers, visited vineyards and shared and college, I graded, packed, drove forklifts, information with consumers. In this position, laid irrigation pipes and harvested potatoes. she worked as part of a team to make the transition to digital tracking. Q: What do you know now that you wish you knew when you rst started your career? Q&A: A: When I rst started, I viewed the potato Q: How did you begin working in the category as a staple item with little room produce industry? for innovation or excitement. I can say, A: My dad is a small-time farmer. My brother without hesitation, I was clearly wrong. Part has an ag degree and runs a CSA in Montana, of my love for the industry is how change is where we grew up. So you could say it’s in my constant. The potato category continues to blood. But I came to produce from another develop and cater to ever changing consumer Years in Produce: 2 agricultural product: wine. Years in Produce: 8 demands. Hometown: Missoula, MT Hometown: Millersburg, PA Hobbies: Eating, backpacking, hiking, rock Q: What aspect of the business challenged Hobbies: Spending time with family, golf, Q: What are the next big trends on the climbing, wandering in pear orchards, nutri- you the most early on? skiing, hunting, ying horizon? tion and food blogging A: Pear ripening is tricky. I thought wine Personal Info: Married; 2 sons; School board A: Potatoes are a traditional staple item Personal Info: Single; Volunteers at the was a perishable product, but pears are much member, active with the Schuylkill Chamber for 87 percent of households in the United Oregon Humane Society, member of Women more so. of Commerce, assists with the Tri-Valley Youth States. Evolving the category to attract Chefs & Restaurateurs (WCR) Athletic Fund that raises funds through the today’s shopper is a challenge we take on Motto in Life: The tougher the challenge, Q: What accomplishment(s) are you most 5K Hot Potato Race with rigor. Research shows that Millennial the better the reward. proud of in your career? Motto in Life: Winning isn’t everything, but consumers, the future of the category Work History: Smith has been with Pear A: One place in particular I am proud to wanting to win is. shoppers, are motivated to prepare dinner Bureau Northwest (PBNW) for two years have done this is in our planning of events. Work History: Snyder began his career in at home in 30 minutes or less, are intrigued and is known for bringing a strong sense I targeted the types of consumer and the produce industry eight years ago, when by global avors and are motived by excel- of marketing, consumerism and critical nutrition-focused events and locations to Dave Masser convinced him to return to his lent recipes with aspirational photos. In the thinking to her projects. She has supported our audience demographics, making our hometown and help grow his potato busi- past ve years, we’ve focused our innova- and executed a doubling of retail sampling appearances more e ective. I also saved ness. From day one, Snyder hit the ground tion e orts on products appealing to the events for PBNW, with an improvement in our company more than $20,000 per year running to drive existing business and foster Millennials. Our Side Delights Steamables execution and delivery, and has improved by eliminating excesses in planning some relationships while focusing on strategic potatoes in a microwave bag cook up in 8 branding materials and created a turn-key of our larger events. growth and expanding the business. minutes and o er convenience. Doubling show kit for all consumer and trade events In the past ve years, he has led Sterman down on the convenience factor, we added across the United States and Canada. She Q: How has the industry changed during Masser to its highest growth in sales to date. global avors in dry seasoning blend sachets. manages the organization’s social media your tenure? Snyder leads a multi-faceted team focused on Making potatoes exciting again, now that’s platform and has increased its reach by 20 A: Produce is having a shining moment providing superior customer service to drive a big trend. percent. right now. Millennials are more focused on performance, collaborate within the compa- Smith started at PBNW as a sampling health than any other generation, dietary ny’s Fresh Solutions Network, LLC to deliver Q: How have you changed since joining the and consumer event coordinator, where she guidelines reect a need for most Amer- innovative products, and align strategically produce industry? saved the organization more than $20,000 ican consumers to eat more fresh fruits and with growers across the country. A: I have grown tremendously, both person- by taking on planning for large-scale chef veggies, and added sugar is about to be ally and professionally. It has been extremely activations at food and drink festival, Feast called out on food nutrition labels. All of Q&A: gratifying to be part of a leadership team Portland, and made other events more this puts a focus on the industry and adds Q: How did you begin working in the that has set a vision for our company and e ective by targeting them to pear buyers; up to a great time to be in fresh produce. produce industry? cultivated a winning environment. Seeing she’s also was responsible for analyzing retail We’re actually trendy. A: I grew up a close family friend with our team engage and live our culture has sampling programs and suggesting improve- the Masser family. I wanted a summer job allowed us all to be successful. The produce ment. This earned a promotion to assistant Q: What are the next big trends on the while in high school, and fortunately, Keith industry has reinforced my core values that communications manager, responsible for horizon? Masser (Dave’s father) was looking for people through hard work and keeping your word, the digital and social programs, and nutrition A: Transparency and social responsibility, to bag and stack potatoes. After a long, hard success will be attainable. outreach, among many other things. She both are great opportunities for produce. summer working in the shed, Keith said to started her professional interest in agriculture me, “I guess you can see clearly now that Q: What advice would you give someone through wine — visiting wineries, tasting Q: How have you changed since joining the you should attend college.” He was correct, new to the produce industry? and designing wine lists for restaurants produce industry? but my passion for the produce industry was A: Develop relationships with industry peers. in California. She set up tastings for Wine A: I’m now a vocal advocate of eating more deeply rooted in my mind and my heart. Be genuine, do what you say you’ll do. Spectator, communicated with growers produce. During the following summers of high school

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JOHN BRINK STENDERUP, 31 tionally, his role has a corresponding focus on ability will be trends that deserve the most Manager – Western Growers Transportation Program supply chain development for produce ship- attention. Technology will be critical in over- C.H. Robinson pers, consulting individual businesses on how coming the challenges these trends create. Monterey, CA to improve cold chain eciency and better Customers who purchase produce continue and college, I graded, packed, drove forklifts, Obispo, CA), guest lecturer at California manage transportation spend in a constantly to seek produce that can be delivered on-de- laid irrigation pipes and harvested potatoes. Polytechnic University (San Luis Obispo, CA) changing marketplace. He is a recipient of mand and in quantities that ensure freshness Motto in Life: Life is either a daring adven- C.H. Robinson’s Peak Performer sales award. and safety. With the large investments being Q: What do you know now that you wish ture or nothing at all. — Helen Keller Stenderup’s background is deeply rooted in made to make online produce sales a reality, you knew when you rst started your career? Work History: Stenderup is a well known agriculture, growing up on a family farm in our industry will need to be able to better A: When I rst started, I viewed the potato resource for the grower-shipper commu- Arvin, CA, and graduating from California manage inventory and deliver on a just-in- category as a staple item with little room nity and is noted by C.H. Robinson for his Polytechnic University, San Luis Obispo, CA, time basis. To do so, our industry will need for innovation or excitement. I can say, strong leadership qualities in a variety of with a degree in international agribusiness. to leverage the eciencies of technology to without hesitation, I was clearly wrong. Part areas — from managing customer relation- track their product from farm to fork. This will of my love for the industry is how change is ships to the cultivation and development of Q&A: also help to ensure traceability, which will constant. The potato category continues to talent. He began his career at C.H. Robinson Q: How did you begin working in the continue to be a hot topic for years to come. develop and cater to ever changing consumer in 2008 in sales and account management produce industry? demands. Years in Produce: A lifetime before transitioning to his current role as A: I have always had a passion for produce. Q: What advice would you give someone Hometown: Arvin, CA manager of C.H. Robinson’s Western Growers Upon college graduation, I accepted a job new to the produce industry? Q: What are the next big trends on the Hobbies: Moutaineering and ice climbing Transportation Program in Monterey, CA. He in produce transportation sales, with little A: Understand that our industry is dierent horizon? — I just nished climbing in the Himalayas, oversees C.H. Robinson’s partnership with knowledge of transportation or supply chain; than most. It is driven by relationships and A: Potatoes are a traditional staple item trail running, golf, basketball the Western Growers Association, as well but I was drawn by my desire to remain you are only a few contacts away from for 87 percent of households in the United Personal Info: Single; Member of Sanctuary as seven additional grower-shipper associ- engaged with the industry. knowing everyone. Embrace this quality States. Evolving the category to attract Bible Church (Carmel Valley), Big Brother ations throughout North America. An integral and develop a passion for it. If you want to today’s shopper is a challenge we take on in Big Brother Big Sister Program, active component of Stenderup’s responsibilities Q: What are the next big trends on the be successful in the produce industry, you with rigor. Research shows that Millennial donor for David Sheldrick Wildlife Trust, guest involves educating the produce industry on horizon? will need to understand that relationships consumers, the future of the category member of Agribusiness Advisory Council transportation industry trends, forecasts, A: From a supply chain standpoint, speed- are paramount and you should look to drive shoppers, are motivated to prepare dinner (California Polytechnic University, San Luis challenges and potential solutions. Addi- to-market, decreasing order sizes and trace- change bene ting others before yourself. at home in 30 minutes or less, are intrigued by global avors and are motived by excel- lent recipes with aspirational photos. In the past ve years, we’ve focused our innova- tion eorts on products appealing to the Millennials. Our Side Delights Steamables potatoes in a microwave bag cook up in 8 minutes and oer convenience. Doubling down on the convenience factor, we added global avors in dry seasoning blend sachets. Making potatoes exciting again, now that’s a big trend.

Q: How have you changed since joining the produce industry? A: I have grown tremendously, both person- ally and professionally. It has been extremely gratifying to be part of a leadership team that has set a vision for our company and cultivated a winning environment. Seeing our team engage and live our culture has allowed us all to be successful. The produce industry has reinforced my core values that through hard work and keeping your word, success will be attainable.

Q: What advice would you give someone new to the produce industry? A: Develop relationships with industry peers. Be genuine, do what you say you’ll do.

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two years, he was promoted to produce buyer, so much to me, and I am very thankful I have GRANT WERNER, 35 where he oversaw the Western vegetables, even had those opportunities. Produce Buyer grapes, stone fruit, cherries, melon, pumpkin, Heinen’s Fine Foods citrus, carrots and major nut commodities and Q: What are the next big trends on the Warrensville Heights, OH small dry good categories. horizon? is currently completing training on the oper- A: From the retail side, we have to ational side of the company. Werner started Q&A: continue with ways to reach the customer. working at the retail level at 16 for Marc’s Q: How did you begin working in the More and more importance is being put stores, a grocery chain located in Northeast produce industry? on convenience. I learned a long time ago Ohio. While self- nancing himself through A: I started working in the produce industry that a person’s time is the most valuable college, he gained a valuable reputation for by accident. When I used to work in the stores commodity, because you do not get time being a very hard worker. He rose through the at a younger age I never wanted to work in back. So as retailers we must continue to ranks at Marc’s, eventually being promoted produce, because I was more focused on the improve the ways we approach selling to to one of three produce buying positions. He amount of product I could put out as quickly the consumer, and drive sales through ease has held many positions, including assistant as possible. Produce took time to cull, rotate of shopping and convenience. manager, produce manager, loss prevention, and ll. I was working in loss prevention maintenance and banana ripener. He was when a produce merchandising opportu- Q: What aspect of the business challenged Years in Produce: 19 a key part of the produce team starting up nity opened up, and I accepted the position. you the most early on? Hometown: Cleveland, OH Marc’s distribution center to procure produce Being a company man rst, I have lled in A: My biggest challenge was the business Hobbies: Football, basketball, MMA, weight directly from the farm instead of using a third- where they have needed me, and when politics, and it still is. I nd it dicult to play lifting, running, being outdoors party distributor. During that time, he was the company bought their own distribution in the political arena on things. I believe it is Personal Info: Married; 2 daughters asked to take charge of the banana ripening center to purchase directly through shippers, easier to shoot from the hip and tell someone Motto in Life: It is what it is. operations. He organized and set up the entire I accepted the position as banana ripener. how it is. Like it or hate it, you know where Work History: Werner’s unique background operation, which is still currently in use today. I stand. I was told at a young age how and experience gives him extensive knowl- About a month into the operation, he was Q: What has shocked or surprised you about important your word is, and I continue to edge in retail operations. In his current posi- asked to start buying smaller items for Marc’s the produce industry? always keep that in my mind when making tion at Heinen’s — he was hired in May 2017 produce departments, including dips, juice A: I am most surprised by how much I have decisions. Doing the right thing sometimes — he is responsible for produce buying, but and other miscellaneous produce items. After fallen in love with the industry. It has given is not the easiest thing.

54 / JUNE 2017 / PRODUCE BUSINESS Georgia Grown Produce CRITICAL TO SPRING, SUMMER AND FALL SUPPLIES, THE STATE PROMOTES THE VARIETY OF PRODUCE IT GROWS AND MARKETS TO RETAIL AND FOOD- SERVICE BUYERS. OU O E EIER

s demand for local produce producer of fresh bell peppers, cucumbers, in May. Watermelon and cantaloupe booms, Georgia growers green beans and watermelon, according production starts in June, while growers produce a variety of fresh to the U.S. Department of Agriculture. begin harvesting the bulk of their leafy crops that help one of the In recent years, increased plantings greens in mid-September with production leading vegetable-pro- have helped the state soar to the largest running through June. Tomatoes usually ducingA states satisfy consumer demand southeastern producer of blueberries and start in June and return in October. for local and regional product. the country’s third biggest. Georgia is The Peach State is well-known for fifth in cabbage and suash, and sixth in RO IN O INTEREST growing its signature item and maintains tomatoes. It also grows carrots and sweet As people are farther removed from an international reputation for Vidalia potatoes. their agricultural roots, interest in local onions, the biggest-producing sweet Georgia’s window typically begins by and agritourism is expanding. There is a onion. However, the state grows a variety late April with blueberries, cabbage, suash larger movement of people wanting to of fruits and vegetables. It is ranked second and Vidalia onions. Others, including see how food grows. Helping Georgia nationally for sweet corn and third for peaches, bell peppers, cucumbers, eggplant, growers market their crops is Georgia peaches. Georgia is also the third leading sweet corn and green beans, usually follow Department of Agriculture’s (GDA) Georgia

Georgia’s diverse crop production is fueled by higher demand for local produce, and many shippers promote their farms at retail and foodservice. Phoenix Wholesale Foodservice Inc., and sister retail operator Collins Bros. Group, Forest Park, GA, use colorful signage for their customers. Georgia’s agriculture plays a major role in the state’s economy.

Grown marketing program. “What makes in Lyons, GA. “They all do a good job of description of the farm on the back of Georgia Grown products attractive is that letting the consumers know where all the the package to educate shoppers on the consumers are beginning to realize this produce is coming from,” he says. grower and the product’s origin. Shoppers, is a diverse state that can produce many particularly Millennials and those in their things and produce high-quality products,” EOR I O US 30s, want to know their food is clean and says Georgia Agriculture Commissioner Herndon includes the Georgia Grown where it originates. The Georgia Grown Gary Black. label on its packaged leafy greens, including label also provides meaning to shoppers Black points to the state’s 265 frost- kale and collards, sweet potatoes and in other states, as they like to know the free days a year, its high supply of water, Vidalia onions. The company features a products aren’t some kind of “generic, productive land and strong land grant global thing,” says Williams.“When university system as helping production. consumers know it’s local, it means a lot He also notes the natural resource pressures to consumers and the people that are selling affecting Florida and California growers. it to their customers,” he says. “That makes us (Georgia) Ground Zero for Steve Mullis, owner and president of the real growth of the fruit and vegetable Farmer Johns, an Alma, GA-based grower industry, and really for agriculture as a of blueberries, which markets through the whole,” says Black. “The more retailers Watsonville, CA-based Dole Berry Co., lauds can do to build the relationship between roger for its Georgia Grown commitment. Georgia farmers and their customers will The retailer merchandises Georgia products help. If they don’t take advantage of with lots of signage and other materials building that relationship, they’re missing promoting the local produce. “They do a lot marketing opportunities that run quite of in-state promotions for local grown,” he deep.” says. “They do impressive displays and are Retailers enthusiastically promote a big advocate of Georgia products. They Georgia produce. Grower-shippers and support local grown products heavily.” state officials cite roger, ublix, Wal-Mart, Consumers’ comfort with products Southeastern Grocers’ Winn-Dixie, arvey’s drives local interest, says Duke Lane III, and Bi-Lo stores, Ingles and iggly Wigglys partner with Fort Valley, GA-based Genuine as chains that do well promoting Georgia Georgia Group. “Consumers feel they have Grown. Stores erect lots of signage in some intuitive knowledge of a product,” their produce departments trumpeting he says. “When their local peaches are not Georgia’s Commissioner the arrival of local produce, observes John of Agriculture Gary Black in season, we have seen a lot of retailers Williams, sales and marketing director of points to one of the state’s promote Georgia peaches, which are almost marketing tools. L.G. Herndon Jr. Farms Inc., headquartered perceived as local in many areas.” Genuine PHOTO COURTESY OF GEORGIA DEPARTMENT OF AGRICULTURE

56 / JUNE 2017 / PRODUCE BUSINESS Shuman.indd 1 5/12/17 11:08 AM Georgia, which also markets pecans, offers product. “We plea with our retailers to retailers customized marketing packages. get the message to produce managers to Like children, no child is the same. Every “peaches” word in retail displays has helped take that story of Georgia peaches to their retailer the organization works with uses increase sales. When retailers make that customers,” McGehee says. “They can its own formula. The shipper’s job is to change, sales significantly increase, says do that with hand-written chalk boards, listen to the retailer and determine what’s Will McGehee, marketing director for pre-printed displays or something simple. important to them, says Lane. Georgia Peach Council, Macon, GA. It is We have lists dozens long of people who difficult to say much in tiny price look-up testify as soon as they put Georgia on EOR I ON IN stickers, but retailers do well in using other display, sales spike. Everyone is trying to Adding “Georgia” to the generic materials to promote a growing region’s get the customer who buys one pound to buy two pounds. Here’s how we can get more fruit through the registers by using something so simple and easy as calling out Georgia, which has had great success.” Peach production is increasing to accompany larger local and regional interest. “New acreage hasn’t slowed,” says McGehee. “We are enjoying an increase in acreage that was planted three to four years ago, when the local movement started gaining a lot of steam. It’s growing 10 to 15 percent every year.” Calling attention to other Georgia produce also helps sales. “Many retailers will call out produce from Georgia using the Georgia Grown logo and signage,” says John Shuman, president of Shuman Produce Inc., in Reidsville, GA. “This gives consumers peace of mind knowing where their food is produced and is a built-in marketing tool at the retail level in both displays and ad call-outs.” Shuman Produce wants retailers to increase sales by merchandising Vidalia onions alongside complementary products that can attract shoppers’ attention. Vidalia onions are unique because they can legally only be grown in a -county region in southeast Georgia. “Vidalia onions are one of the few produce items that have an affinity tied to a specific and small geographic region, you just can’t grow them anywhere,” says Shuman. The GDA has constructed a community of producers, suppliers, retailers and consumers all interested in promoting local quality products, as well as providing resources for new agribusinesses, says Lauren Dees, marketing manager for Generation Farms, headquartered in Lake Park, GA. Generation Farms grows and ships Vidalia onions, green beans, sweet potatoes, carrots, kale, blueberries, watermelon and organics. Retailers have upped their game in local and regional promotions. “Marketing locally grown produce is essential not only

58 / JUNE 2017 / PRODUCE BUSINESS Nickey.indd 1 5/12/17 10:55 AM Georgia ranks fth in squash production (left) and is the second-largest grower of collard greens (right).

PHOTOS COURTESY OF GEORGIA DEPARTMENT OF AGRICULTURE for consumer awareness, but also for buyers will only see this trend increase. Retailers “Georgia watermelons play well with local who are often unaware of the availability who want to promote Georgia Grown need demand,” says Greg Leger, president and and source from other regions when they to know what products are available locally owner of Leger & Son Inc., which ships from could offer a higher uality product,” and source those items year-round when Cordele, GA. “People, especially those in she says. “In the past five years, retailers possible so that consumers rely on their the Atlanta area, look for Georgia Grown. I have increased their marketing efforts for store for Georgia Grown needs.” can’t say they won’t pick up a watermelon Georgia Grown products, and I believe we Local helps market Georgia watermelons. from somewhere else and not buy it, but when that Georgia Grown marketing hits, they like to purchase them. We have people tell me they wait until they start seeing the local product.” One way Leger works to provide ideal eating experiences is by not rushing harvesting. The company waits until the fruit is at peak flavor and uality so shoppers return and purchase more.

R ETIN OPPORTUNITIES L&M in Raleigh, NC, promotes Georgia Grown vegetables through a variety of packaging, including labels, trays, bag clips, paper and poly bags, tote bags, bins and half bins, display tables and display-ready cartons. It uses a combination of its own artwork, as well as photographs and logos supplied by state agriculture departments, says Lee Anne Oxford, director of marketing. L&M provides customers with print ads, photos and local farm stories, and works to keep local farms and programs producing to provide the longest local season possible for its customers. The local trend is growing. “Retail, foodservice and wholesale companies all value local support on a wide range of products,” says Oxford. “Local and regional produce and promotions are very important to our customers and their customers. We find that a wide variety of consumers love local produce and supporting their local

60 / JUNE 2017 / PRODUCE BUSINESS Generation Farms.indd 1 5/26/17 4:26 PM farms.” Those customers include small local stores, national retailers, institutions and quick-service and white tablecloth product through the #GeorgiaGrown restaurants. L&M markets a variety of hashtag. Labeling all boxes with the Georgia vegetables and is experimenting with new Grown logo shows retailers, foodservice items. and wholesale customers they are buying Southern Valley Fruit & Vegetable Inc., a Georgia Grown product. based in Norman Park, GA, promotes Customer interest is high when Georgia its bell peppers, cucumbers and squash is harvesting crops and people specifically through social media. It identifies Georgia seek Georgia product, says Katie Murray,

director of marketing. “We think it is very important that consumers are aware and in the know when product is local to the state of Georgia,” she says. “When Georgia’s growing season is in, they don’t want product from Mexico or from some other part of the United States; they want Georgia product and they have the assurance that’s what they’re getting with the Georgia Grown logo on our boxes. More and more people want to know where their food comes from and they want to buy it from a local vendor. Making sure consumers are aware the product is Georgia Grown is very important as to whether or not it is a product they will choose to buy, specifically during certain times of the year when they know product should be in season.”

PRO U TION RISIN The Georgia Grown program has been a big boost for the state’s growers. Demand for Georgia products, as well as lower prices for row crops, including field corn and soybeans, has helped Georgia growers transition to growing more specialty crops. The state produces more diverse crops, including more vegetables, says Delbert Bland, president of Bland Farms, LLC in Glennville, GA. Georgia’s favorable climate and water also helps. “When you look at where food is produced in the United States as far as vegetables, there many people on the East Coast during our window, so we have one of the earliest they can get fresh produce,” he says. “The key is finding commodities good for this area as far as growing conditions. Growers then must be willing to spend the time and money on it and do a good job packing quality product for the retail buyers.” Bland estimates it ships about 10 percent

62 / JUNE 2017 / PRODUCE BUSINESS Vidalia Onion F-P.indd 1 6/7/17 7:57 AM of its Vidalia onions to Georgia customers, about the availability of seasonal products primarily Atlanta retailers and wholesalers. through a weekly newsletter. Popular Of those shipments, many truckloads go to do,” he says. “Without calling names, I Georgia items include herbs, leafy greens, supermarkets in surrounding states. “If you think all the stores could do a better job cabbage, bell peppers, cucumbers, squash, get to the truth of the matter, consumers promoting Georgia products.” Vidalia onions, sweet corn, green beans, would come closer to telling you if it peas, blueberries, blackberries, peaches looks good and is fresh — they’re more ISTRI UTIN PRO U E and watermelon. concerned about that than what state the Phoenix Wholesale Foodservice Inc., and David Collins III, president of the Forest product is grown in,” he says. Bland prefers sister retail operator Collins Bros. Corp., Park, GA-based Phoenix, says interest is to term his Vidalia production local grown updates the numerous casual and white high. “The Georgia Grown program is really but nationally marketed. “We have some tablecloth restaurants and supermarkets it growing,” he says. “We are really ramping retailers that do excellent jobs promoting services throughout Georgia and parts of it up. We are getting a tremendous amount Georgia while some have a lot of work to Alabama, South Carolina and Tennessee of push toward it. Many restaurants and Celebrating Farmers And Local

Supermarkets and chefs rely on Georgia Grown produce.

BY DOUG OHLEMEIER

upermarkets and restaurants enjoy Piglet, runs large displays promoting Vidalia At the Hyatt Regency in Atlanta, local promoting Georgia Grown product. onions, watermelon and other Georgia foods are important menu items. The When growers are in season, produce, says Ricky Reese, produce restaurant promotes local produce on its Spackages of Southern vegetables and manager. “If it’s a hot item, we will run it menus, and chefs speak to guests about blueberries, peaches and watermelon fill about twice as big in terms of space than available Georgia items. A well in the supermarket shelves and are featured on we normally do,” he says. “We like to restaurant’s show kitchen displays products restaurant menus. Georgia produce provide double-up on it. We try to push it (Georgia it procured that day from the nearby sa great way for the stores and eateries to produce) more and buy more of it than we Peachtree Road Farmers Market. The differentiate themselves from others. do of any other option or growing region. restaurant purchases Georgia asparagus, Georgia produce is a key part of produce We want to support it and help out the collards and other greens, peaches, offerings at Lakeland, FL-based Publix local economy because a lot of them buy strawberries, sugar snap peas, swiss Super Markets Inc., which operates from from us as well.” chard, tomatoes, as well as African-style 184 Georgia stores. Signage in the produce Atlanta’s Nickey Gregory Co., LLC, squash. Specialty items include purple and department promotes local produce which distributes produce throughout the watermelon radishes, hakurei turnips and availability. Additionally, the chain’s At southeast, supplies Atlanta foodservice wild ramps foraged from north Georgia. Seasons Peak program reminds shoppers of distributors. “We send them weekly Offering local products is no longer the seasonality of the fruits and vegetables Georgia Grown pricing when in season. optional, says Thomas McKeown, executive they buy. “As consumers, we have grown Georgia produce has become very popular chef. “It’s no longer a food trend. It’s got to accustomed to year-round availability. for their customers/restaurants,” says the point to where customers expect us to However, we want our customers to know Andrew Scott, director of marketing and use as much local as we can,” he says. “If the peak of season for the produce they are business development. they’re not seeing it, they get concerned. purchasing,” says Maria Brous, director of Forest Park, GA-based Phoenix It’s nice to have gone from an amazing media and community relations. “Locally Wholesale Foodservice Inc., delivers trend to a must-have item.” Because local grown produce is very important to us at Georgia produce to numerous casual products offer freshness and flavor, chefs ublix, and it benefits our customers as and white tablecloth restaurants within a don’t have to work as much with, or mask well. ‘Local’ means something different to 200-mile radius of Atlanta. “Retailers and the flavors, of items when they taste well, each person, but to us, it means sourcing restaurants, they’re embracing it,” says he says. as close to home as possible, within our David Collins III, Phoenix’s president. “We The local trend is increasing, observes operating areas.” have more and more interest from people McKeown. “Atlanta is a hotbed for Georgia product is critical for Piglet wanting to expand their programs. There’s sustainability and sustainable farming,” Supermarket in Soperton, GA. The store, tremendous movement in the push for he says. “Every chef producing in Atlanta which is part of Cordele, GA-based RuBo’s- local grown.” is doing local. It has become a common

64/ JUNE 2017 / PRODUCE BUSINESS hotels are pushing and promoting local are using more Georgia Grown produce grown products. It’s being embraced by seasonally, including fresh fruit in salads, corporate America.” Collins says increased testing. They should also cut product in hearty vegetables in soups, sautéed onions sales of Georgia produce help local half, particularly melons, so shoppers can and proteins, which creates an experience economies and feed consumers’ renewed view the fruits’ interior. “Georgia retailers for customers where they are more interest in sustainable agriculture. do a very good job of promoting Georgia cogniant of the fresh flavors and attention The Atlanta-based Nickey Gregory Co., Grown during the spring and fall,” says to detail, she says. LLC markets Georgia produce via a special Scott. “A couple of retailers have posters price list it sends to customers alerting of the farmers next to their products in OPPORTUNITIES them to product availability. Andrew the grocery stores. That provides a nice Jaemor Farms in Alto, GA, grows Scott, director of marketing and business personal side to farming.” peaches, apples and vegetables. It planted development, recommends retailers Restaurant usage is increasing, says six additional acres of strawberries for place cut samples near displays for taste Generation Farms’ Dees. Restaurants Atlanta’s Royal Food Service Inc., to

PHOTOS COURTESY OF GEORGIA DEPARTMENT OF AGRICULTURE

theme throughout the city. It’s so readily the year. The restaurant lists the local farms products is very important,” he says. “It available, so it makes sense to do local.” it sources product from on the bottom of keeps the community growing. It helps McKeown points to the state’s many young the menu’s front page. Servers also discuss promote interest in the food and menus. and well-established growers. the local ingredients. To see people familiar with companies On Georgia’s coast, the St. Simons The three driving forces are customers in the community being utilized keeps Island, GA-based Halyard Restaurant who care about health, flavor and expense. it centralized in the local area. It helps a Group, which operates Halyards, an upscale Some diners feel more comfortable knowing lot with business because they’re familiar seafood place, and Tramici, a casual pizza where the food originated and if it is organic names attached to the items.” and pasta eatery, has been promoting or all-natural. Others want to support local Elements’ staff tells patrons about local Georgia produce long before the trend businesses and are pleased when they hear foods. Notifying customers is critical. The became popular. “We try to accentuate money taken from the guest is spent in the restaurant tries to educate customers Georgia products and serve them whenever country or a surrounding county, while when product is available and the type of we can,” says Dave Snyder, owner and others prefer taste. “A vine ripe tomato products it serves, says Nanney. Vidalia executive chef. “If you want to serve the just tastes better, we all know that,” says onions are popular, of course, as well as best, you have to buy the best. We want Snyder. “We are willing to spend an extra Georgia lettuce, chard, kale, spinach, beets, to make sure that people know. For some 10 percent to 15 percent above others blueberries and strawberries. The restaurant restaurants, like chains, it’s not important offered by the mainstream companies that hosts quarterly wine tastings, which include at all. We spend a lot of time making extra call on us.” regional ingredients to support seasonal phone calls and sending emails through In southeast Georgia, in the heart of themes. Adding different twists on the food the week to try to see if we can get it. We Vidalia onion country, Elements Bistro & served with the libations, Elements tries to can compete with other restaurants doing Grill in Lyons, GA, is an upscale steakhouse replicate cuisines accompanying the wines that. For us, it’s worth our time, energy and seafood restaurant. The restaurant using local ingredients. and effort to get it.” purchases from several local growers. An “I see the local trend increasing,” Halyard purchases baby vegetables, area greenhouse helps provide product says Nanney. “I have worked in Atlanta herbs, Vidalia onions, lettuces, kale, during the off-season. It tries to serve and Savannah. In my experience here, potatoes, tomatoes, field peas and corn. local Georgia products throughout the customers usually respond well to it. When Four farms supply products six months out year, but that can be tricky, says Richard we do feature local, it does seem to get a of the year while two supply throughout Nanney, executive chef. “Serving Georgia better response.” pb

PRODUCE BUSINESS / JUNE 2017 / 65 Food Safety Challenges roduce Food Safety Services, a growers have the same attitude the larger only difference I’m finding in the small guys division of the LaGrange, GA-based growers have,” she says. “‘Tell me what is that there are a lot of them who may have Georgia Fruit & Vegetable Growers I need to do and I will do it’. The smaller heard about the concepts of food safety, PAssociation, has begun receiving growers have been chomping at the bit but may never have had to put them into requests from retailers seeking assistance for several years since we started talking practice,” she says. “The number of farms in sourcing local produce from growers that about FSMA. We have been working getting that message is increasing.” have achieved food safety certification. with our membership, as well as other Georgia’s peach growers are updated on Beth Oleson, the association’s director organizations around the state to develop food safety practices. The industry employs of education and food safety, says the education tools, create workshops and do a a produce safety specialist who developed organization is able to recommend those lot of one-on-one farm safety mock audits an audit-ready program for growers and that meet or meet a portion of federal food where we are able to help them see where packers. The specialist makes unannounced safety requirements. they’re doing well and areas they need to visits to farms, groves and packinghouses, While the larger commercial grower- improve.” says Duke Lane III, partner with Fort Valley, shippers have long adapted food safety Once growers are able to better GA-based Genuine Georgia Group. “That regulations, today’s attitude among the understand the regulations and differences shows a lot about the importance of food smaller growers isn’t out of sync with their between FSMA and third-party audits, they safety to our growers and the cohesion we larger competitors, says Oleson. While the find it easier to act on them, says Oleson. have,” he says. “As an industry, we have Food Safety Modernization Act (FSMA) The association is helping the smaller gone above and beyond what’s required. may exempt some smaller operations, growers develop food safety knowledge The industry recognizes the challenges of retailers in the marketplace want third-party via writing safety plans as well as assistance being able to work together to accomplish audits. “We are finding most of the small preparation for third-party audits. “The common goals.” pb

distribute to schools and institutions. The GDA cites its work in building grower- distributor relationships. “Royal sold all the strawberries before it moved a flat,” says Black. “Now, students are enjoying Georgia strawberries for the first time. That’s a direct six acres of strawberries that were never planted before and had never entered the tummy of a Georgia student. We are in the stage of this program where we’re getting the flywheel to turn over. With this momentum, we will reach a point to where all we have to do is get out of the way.” Herndon’s Williams participates in school foodservice events where cafeterias and dietitians invite growers to participate in Georgia Grown days or during times Georgia products are featured on school menus. Williams also attended a school nutritionists conference in Atlanta, which included a tradeshow showcasing the state’s many foods and agricultural products for school personnel. “We can’t do all of those shows, but we like to be a part of how they’re trying to promote Georgia products on their menus,” he says. “We love touching our customers. They seem to really enjoy meeting us and visiting a real grower who grows their food. It’s really important to them.” pb

66 / JUNE 2017 / PRODUCE BUSINESS CAPTURING THE HISPANIC CONSUMER

PHOTOS €FROM TOP LEFT CLOCKWISE† COURTESY OF FIESTA MART, FOUR SEASONS PRODUCE, FRESCO Y MÁS AND MELISSA’S WORLD VARIETY PRODUCE

A key demographic market Consider that the produce departments in “Produce is an extremely important compo- for retailers and brand sup- independents and chains contribute as much as nent of meals in Hispanic households,” says pliers — one that loves its 20 percent or more of total store sales just from Steve Williams, director of produce and Žoral produce. produce. Mainstream retailers have started to for Fiesta Mart Supermarkets, a 60-store chain take a bite out of this market, too. In 2005, for based in Houston, which serves a customer example, Publix Super Markets, Lakeland, FL, base made up of 75 to 80 percent Hispanic BY CAROL M. BAREUTHER introduced its Publix Sabor stores. Last year, shoppers. “ at makes produce for us a signif- Jacksonville, FL-based Southeastern Grocers, icant department.” taple favorites. Large displays. parent company of Winn-Dixie, opened its Hispanics do have the highest produce Right pricing. ese are a few of ˆrst Fresco y Más supermarket in South consumption of four ethnic groups surveyed the key factors Hispanic customers Florida. Short of a separate format, there are in the State of the Plate, 2015 Study on America’s look for when shopping for fresh several ways conventional grocers can attract Consumption of Fruits & Vegetables, published fruits and vegetables. Ethnic the Hispanic shopper. by the Produce for Better Health Foundation, Sretailers understand this and are pros in serving Why would conventional grocers want to Hockessin, DE. In 2014, this group repre- this clientele. attract the Hispanic consumer? sented 706 annual eatings per capita (AEPC)

PRODUCE BUSINESS / JUNE 2017 / 67 compared to 609 for white/non-Hispanics, 732 report from the Pew Research Center, Wash- 2.8, which translates into 3.5 additional meal for Asians and 696 for Black/Non-Hispanics. ington, D.C. Secondly, Hispanics are great occasions each week. In addition, 23 percent Broken down further, Hispanics ranked second food shoppers. Žat’s because the dinner table of shoppers indicated family requests drove in fruit consumption, with 334 annual eatings takes center stage in the household, with 65 the dinner meal they prepared versus just 12 per capita, just behind Asians at 338. In vege- percent of Hispanic shoppers eating in this percent of total U.S. shoppers. Lastly, Hispanic tables, Hispanics led with 406 eatings, followed location compared to only 55 percent of total shoppers spend an average of $361 per month by White/Non-Hispanics at 401eatings. U.S. shoppers, according to e Why? Behind on groceries compared to $331 spent by the Several other factors make Hispanics a the Buy U.S. Hispanic Shopper Study, released total U.S. shopper population. coveted produce shopper. For one, this group by Jacksonville, FL-based Acosta Sales & is a rapidly growing demographic projected Marketing in 2015. Additionally, this same STAPLE FAVORITES to make up nearly one-quarter of the U.S. data shows Hispanic shoppers average 3.3 Že demand for fresh ethnic produce has population by 2040, according to a 2014 meals a day compared to total U.S. shoppers’ steadily gained in popularity over the past several years, says Bill Santoni, director of sales for Coosemans DC, in Jessup, MD. “Ethnic produce items consist of specialty products that target speci›c ethnic groups based oœ of traditions brought to the United States mostly by families immigrating here. Some, but not all, of these products include specialty items, fruits, vegetables and herbs, which were not oœered in traditional supermarket chains here in the past. We can certainly expect to see continued growth in this category.” Papayas, mangos and avocados pictured on roadside billboards speak to customer-coveted high-volume items sold at Fiesta Mart Super- markets. Beyond these, says Williams, “our No. 1 seller is the Roma tomato, followed by white onions and jalapeno peppers. Other big items are papaya, pineapple, limes, bananas and plantains. We also have a spice wall in produce. Dried peppers are huge. We have these on a full table and have to re›ll it twice a day.” At Publix Super Markets, “all root vege- tables are popular as well as more traditional fruits such as mango, papaya and coconut,” says Maria Brous, director of media and commu- nity relations, who adds the chain’s Hispanic population includes those from South America, Central America, Mexico and the Caribbean. Refreshed produce departments at South- eastern Grocer’s Fresco y Más stores feature a farmers market setting with a wider selection of tropical fruits and other favorites. “Žis includes yucca, aloe vera, malanga, plantains and edible cactus,” says Anna Kelly, vice pres- ident of corporate and consumer aœairs. At Northgate Markets, a 41-store Hispanic retailer based in Anaheim, CA, Hass avocados, Roma tomatoes, white onions, Maradol papaya, serrano chilies, cilantro, cabbage, radishes, jicama and 10-pound bags of potatoes are among the largest volume sellers, according to Alfonso Cano, produce director. However, retailers catering to Hispanic customers no longer stick to the staples. Žis is because of the in¥uence of ›rst, second and third generations who enjoy a wide variety of foods. What’s more, nearly six in 10 Hispanics

68 / JUNE 2017 / PRODUCE BUSINESS Center for Growing.indd 1 5/16/17 5:46 PM are Millennials or younger, according to Pew “You need to offer large displays with good quality and Research Center’s 2014 report, e Nation’s Latino Population is Dened by its Youth. priced to offer a value. A big front page ad on raspber- “In the past 10 to 20 years, we have ries won’t bring this customer in, but one that offers, gotten out of our comfort zone and added new items to attract the new generation of three or four mangos for $1, for example, will.” customers,” says Cano. “For example, you can’t — Dick Spezzano, Spezzano Consulting Service Inc. just stock Roma tomatoes anymore without also o‚ering grape, cherry, round and clusters, which are hugely growing. Likewise, we’ve added Romaine and green leaf to traditional For this reason, we’ve been expanding our items with the freshness, quality and value iceberg and bagged salads. With apples, Gala variety beyond traditional items. For example, customers want.” is very strong. In grapes, it’s no longer just red we aggressively purchased and promoted fresh and green, but Muscatos, too. In potatoes, we cherries and did very well. Last year, our stores CATER TO THE CUSTOMER carry the purple, red and white in addition were the sixth largest purchaser of Georgia If you want to attract Hispanic customers, to the staple Russets. Our customer today is peaches — and you don’t typically think of “you need to o‚er large displays with good more assimilated and wants asparagus and peaches as a Hispanic produce item. Šis quality and priced to o‚er a value. A big artichokes, as well as chilies.” season, we’re targeting the melon category front page ad on raspberries won’t bring this Fiesta Mart’s Williams agrees. “We have and going strong on all di‚erent varieties. Še customer in, but one that o‚ers three or four multiple generations of Hispanic shoppers. key to success is to make sure to o‚er these mangos for $1, for example, will,” says Dick Spezzano, president of Spezzano Consulting Service Inc., in Monrovia, CA, and former n ONE SIZE STOCKING DOESN’T FIT ALL vice president of produce and “oral for Še Vons Companies. National dishes offer a clue at what Collectively those five groups represent Here are some ideas retailers big and small people eat and what the top ingredients 84.3 percent of Hispanics in the United can use to attract the Hispanic consumer. on their grocery lists are. For example, States by country of origin. BIG DISPLAYS. “Plentiful and bulk American’s proclivity for hamburgers and Retailers who understand this diversity, displays tend to be most appealing. Še open hot dogs makes the supermarket’s meat even down to specific varieties within cat- air feel or more of a market approach also department a strong profit center. In Span- egories do well. resonates,” says Publix’s Brous. ish-speaking countries, it is produce that “Our Mexican shoppers want Hass av- Northgate’s Cano agrees. “Še challenge is gets heavy foot traffic. Corn is the base ocados, while those from the Caribbean that big displays can limit variety, because the ingredient in locro, a customary stew in want the green-skinned Florida-type,” more variety you have, the smaller the displays. South America. Cauliflower, carrots and says Steve Williams, director of produce It’s a balancing act.” green beans are must-have ingredients and floral for Fiesta Mart Supermarkets, According to Dan Quier, retail sales in fiambre, a traditional Guatemalan dish. a 60-store chain based in Houston. “Sim- manager for Four Seasons Produce in Ephrata, Chilies star in Mexico’s traditional mole, ilarly, those from South America use more PA, bulk is preferred to prepackaged product. while its root vegetables, including yam, potatoes, while those from Central Ameri- “Hispanic shoppers like to hand-select their taro and cassava, make for a hearty beef ca and the Caribbean want roots like yuca, produce.” stew called sancocho in Puerto Rico and boniato and Malanga.” Freshness is huge, too. “It’s a good idea the Dominican Republic. While fruits and There are other differences, and oppor- to cut root vegetables so customers can see vegetables in general are common de- tunities, retailers can capitalize on, too. A the internal appearance. Because the cut ends nominator fixings, it’s easy to see from good example is chilies. will dry out, it’s important to maintain them these country-by-country examples that “Chile peppers are a staple in Latin through the day by retrimming so they look Hispanic shoppers are a diverse group. cooking,” says Robert Schueller, director fresh; otherwise, it can deter sales from the “Every country is different when it of public relations for Los Angeles-based whole display.” comes to favorite foods and dishes, that’s Melissa’s/World Variety Produce, which Northgate and Fiesta Mart add to the fresh why it’s important for U.S. retailers not to specializes in Latin ingredients under its appeal by creating an in-store theater in the lump all Latino shoppers together,” says Don Enrique brand. “However, those from form of made-to-order guacamole and in-store Karen Caplan, chief executive and pres- Mexico will look for serrano, pasilla and cut cactus leaf stations. “We get fresh produce ident of Frieda’s Specialty Produce, Los jalapeno, while in Central America, South in-store seven days a week. In the past, we’ve Alamitos, CA. America and the Caribbean, it’s not nec- tried ›ve or six days, but it just doesn’t work Mexicans are the largest group by or- essarily about the heat but the flavor, so and we always go back to seven days,” says igin — 64.1 percent of Hispanics — in the scotch bonnets, which have a fruity flavor Northgate’s Cano. United States, according to Pew Research profile, are favored.” Display signage at Fiesta Mart and South- Center’s 2013 American Community Sur- What this means is to attract and satis- eastern Grocer’s Fresco y Más stores is in both vey. Puerto Ricans are second, nearly 10 fy this customer, retailers need to do their Spanish and English. Šis is advantageous, percent, followed by Cubans, Salvadorians homework and learn exactly who their considering that 55 percent of U.S. Hispanics and Dominicans who round out the Top 5 Hispanic shoppers are. pb are bilingual, 27 percent English-dominant and

70 / JUNE 2017 / PRODUCE BUSINESS “You need to offer large displays with good quality and 19 percent Spanish dominant, per a report by loyalty from Hispanic shoppers says Spezzano A good example is Southeastern Grocer’s Nielson titled, Hispanic Inuence Reaches New Consulting’s Spezzano. ­is point is further Fresca y Más. In addition to an enhanced trop- priced to offer a value. A big front page ad on raspber- Heights in the U.S. (August 2016). made in Nielsen’s Getting a Flavor for What ical set in produce, says Kelly, “each store has ries won’t bring this customer in, but one that offers, MULTIPLES SELL. Larger family sizes Attracts Hispanic Millennial Shoppers, which more than 500 Hispanic items available across and multiple generations under one roof often reveals 51 percent of Hispanic Millenials are several departments. ­ere’s also a full-service three or four mangos for $1, for example, will.” mean Hispanic customers are deal-shoppers, drawn to ethnic grocery because they have a Latin butcher shop and new cocina (kitchen), — Dick Spezzano, Spezzano Consulting Service Inc. looking for opportunities to purchase volume panaderia (Hispanic bakery) or tortilla shop. oŒering daily specials of freshly prepared family at a good price. ­is makes multiples popular. Why are Hispanic Millennials important? favorites made from scratch. ­e renovated “Hot buys for us are 70-count red bell “Because as multiculturalism and diversity gain bakery department oŒers an expanded selec- peppers on ad at 5/$1. We sold two truckloads prominence in the United States, these young tion of Hispanic pastries and local baked goods, in half a week. Some may have a blemish, but consumers will play an integral role in spending including —an, tres leches, croquettes, and that’s not as important to Hispanic customers, trends in the next 20-30 years,” says the report. custom tres leches cakes made fresh daily. pb since they will use these in cooking,” says Fiesta Mart’s Williams. “We also sell truckloads when we oŒer small mangos at 4/$1 and 138-size apples at 3/$1 or 4/$1. Beyond pricing, more Hispanic shoppers’ purchases are impacted by in-store merchan- dising promotions — 26 percent of U.S. Hispanic shoppers indicate coupons at shelf level impact their purchase decision versus 21 percent of total U.S. shoppers; 18 percent of Hispanics say product tastings or demo in—uence what they buy versus 11 percent for U.S. shoppers, according to Acosta Sales & Marketing’s e Why? Behind the Buy U.S. Hispanic Shopper Study. THE POWER OF HOLIDAYS. Hispanics in the United States tend to cele- brate American holidays like Independence Day and Labor Day, as well as cultural occa- sions such as Mexican Independence Day in September and ­ree King’s Day in January. “It’s very important to recognize that every weekend is like a holiday. Families will go together at soccer matches, weddings, quinceañeras and other events. ­ey want to buy fruit and vegetables that day to eat that same day. ­at’s why we sell ripe tomatoes, avocados, papayas, mangos and bananas. It’s more important to us to get the sale than worry about losses to shrink,” says Northgate’s Cano. Seasonal celebratory dishes, like tamales at Christmas, call for fresh produce such as onions, garlic and corn husks. Ditto with ponche, a drink made with guavas, tamarind pods, sugar cane and spices, as well as other fruits such as apples and pears. “Shoppers will search up and down until they £nd these hard-to-£nd ingredients for traditional holiday dishes. ­is is a great way to entice them in the store, even though they may have never visited in the past,” says Robert Schueller, director of public relations for Los Angeles-based Melissa’s/World Variety Produce. WHOLE STORE APPROACH. It takes a whole store approach, not just a few items in the produce department, to gain

PRODUCE BUSINESS / JUNE 2017 / 71 RIPE

PHOTOS €TOP LEFT CLOCKWISE† COURTESY OF THERMAL TECHNOLOGY, FRUIT USA PEARS AND NATIONAL MANGO BOARD Consistent ripening can differentiate stores, DRIVES bring repeat sales and reduce shrink. SALES BY DOUG OHLEMEIER

ipe fruit remains a mystery to most the most important thing a retailer can do to every store, by the nature of that –ow, I am shoppers. Except for bananas, because customers are demanding riper fruit.” o“ering customers two colors because there where color changes clearly ‚e main fruits needing ripening are will be some residual from previous shipments show ripeness, consumers can bananas, avocados, mangos, papayas and for customers who want riper fruit,” he says. become confused wondering if honeydews. Retailers employing banana “‚ere are some retailers who want to try to Rthe avocados, mangos and papayas they place ripening programs can expect to see sales execute a two-color program at Stage 3, which in their shopping baskets are ready to eat. By increase 25 percent to 30 percent if they display is really green versus a ripe banana, but it’s very ripening and labeling fruit that is ripe, shop- bananas around No. 4 on the ripening scale di˜cult to keep those two balanced; it can get pers can gain more condence in the fruit and include green bananas, so customers can out of whack. Your frequency of deliveries and they purchase, says Dick Spezzano, owner buy for immediate use and use the greens consistency of every shipment of color provides of Spezzano Consulting Service Inc., based for later, advises Spezzano, a former retailer. that two-color program naturally.” in Monrovia, CA. “You really can increase Retailers electing to ripen other fruits should sales,” he says. “By increasing sales, you reduce see sales increase by similar amounts, and by DISPLAYING ATTENTION your shrink.” marketing ripened mangos in large displays, Many suppliers utilize forward avocado Marketing ripe fruit also encourages repeat expect 20 percent increases, he says. ripening centers. Oxnard, CA-based Mission sales. “‚e advantage of selling ripened fruit Wal-Mart ripens bananas from more Produce opened its rst ripe center in the is if you provide the customers with a better- than 600 U.S. ripening centers. Campisi early 1990s. Today, it ripens from seven in the tasting fruit, they will come back and buy found sending fully yellow-stage fruit along United States, as well as operations in Canada, more,” says Gary Campisi, senior director of with some green bananas to stores through Europe and China. ‚e idea is to be as close quality control in the Fresh Grocery Division regular rotation o“ers shoppers more desirable as possible and deliver within a day’s ride to for Bentonville, AR-based Wal-Mart. “Giving product. “If I can deliver a Stage 4 banana — 75 the fruit’s nal destination, says Robb Bertels, the customers what they want is rst and fore- percent yellow, 25 percent green — every day vice president of marketing.

72 / JUNE 2017 / PRODUCE BUSINESS Thermal Tech.indd 1 5/12/17 11:08 AM Successful avocado merchandising involves “In a few years, most mangos sold at retail will have including fruit in a variety of stages of ripeness. been conditioned. It will become a given that consum- “Retailers should make sure they have fruit ready to go and manageable,” says Bertels. ers can and want to buy ripe and ready-to-eat fruit, just “ey should also o
er them other options, whether that be bagged or hard fruit, so as it’s a given today for avocados.” customers can pick a larger quantity of hard — Angela Serna, National Mango Board fruit, which will have more time to ripen versus something ready to go.” Explaining to shoppers the uses of various stages of ripeness and how While mango consumption is increasing, avocados.” long it will take before the fruit is ready to eat nearly half of consumers who reported disap- remains important, he says. pointment cited unripe fruit, according to MERCHANDISING IS KEY Proper display maintenance remains critical National Mango Board studies. More than one Retailers merchandising ripened mangos for merchandising ripe fruit. “As shoppers still national retailer and several regional chains are should ensure shoppers know the store is n AN ART AND SCIENCE buy with their eyes, you will want to make sure ripening or partnering with suppliers to accept carrying ripe fruit. Messaging is critical, the fruit and display look good,” says Bertels. ripened mangos. Interest from retailers to start whether a store uses the Mango Board’s “Ripe “Retailers have to maintain the displays on ripening programs is high and continues to Mango” header card, works with shippers to a daily — and even more frequent — basis increase, says Angela Serna, the Orlando, add a “ripe” sticker on the fruit, communi- to make sure they’re putting out the best- FL-based board’s communications manager. cates on ads, through web pages, newsletters, looking fruit at the right stage of ripeness. If “More and more retailers are signing up to social media, recipes or registered dietitians. something hasn’t moved and is getting ripe, start mango ripening programs,” she says. “In Messaging should call out that the store carries ƒnd another use for it in the store.” Many a few years, most mangos sold at retail will “ripe and ready-to-eat mangos.” As consumers retailers use avocados nearing the end of their have been conditioned. It will become a given become more familiar with mangos, they will shelf lives in the deli for sandwiches or in-store that consumers can and want to buy ripe and likely purchase fruit in a range of ripeness, like prepared guacamole. ready-to-eat fruit, just as it’s a given today for bananas and avocados, which display di
erent n THE PLUSES AND MINUSES OF INHOUSE RIPENING Retailers can expect to gain efficiencies, third-party operations, you are in control ers need to be moving around three loads as well as experience some disadvantages of your destiny when it comes to ripening of bananas each week to make a strong when ripening their own fruit. Advantages your fruits.” economic case for ripening their own, says include better control over product, while The practice depends on the retailer Byrne. Regardless of volume, successfully some drawbacks are cost and personnel. and its business goals, says Robb Bertels, ripening requires a minimum of three rip- Because many retailers owning ware- vice president of marketing at Oxnard, ening rooms, he says. houses possess the capacity to conduct CA-based Mission Produce. As it involves Buyers should consider costs. “Ethylene ripening, they may find it more efficient to different processes, including temperature systems are expensive. You have to have ripen their own fruit, says Dick Spezzano, controls and airflow, ripening avocados enough sales and volume” says Karen-Ann a former retailer and owner of Spezzano in the same rooms as bananas presents Christenbery, manager at Charlotte, NC- Consulting Service, Inc., in Monrovia, CA. To challenges. “It can be done, but we think based American Ripener LLC, which manu- handle all its bananas daily, a chain of 100 ripening specific to avocados is the way to factures generators that produce ethylene stores could require 10 ripening rooms, go to make sure everything is specifically gas for ripening rooms. which would necessitate a $500,000 to tuned to that fruit,” he says. Retailer ripening also requires proper $750,000 investment. Many stores would Mixing ripening might not be the best staffing. “You have to have a sharp ripener rather invest that money into opening strategy for a retailer, cautions David By- to be able to throw a couple of skids of more stores than avoiding the ripening up- rne, vice president of sales at Thermal avocados or papaya in one of those huge charge, he says. Technologies, Blythewood, SC. “The rip- rooms that hold two to three loads of ba- Retailer ripening allows better color ening needs of various fruits are quite nanas,” says Mike Maxwell, president of control for replenishment, says Gary Camp- different,” he says. “While there is some Philadelphia-based Procacci Bros. Sales isi, senior director of quality control of the overlap, banana rooms will leave pears Corp. “It takes a bit more skill set. The Fresh Grocery Division of Bentonville, AR- and avocados — and you — wanting for right guy may be on vacation one week. based Wal-Mart. As ripeners need to know more. That is not to say it can’t be done. They (retailers) can do it and can do it how much fruit to supply stores daily, a re- Ripening room technology allows you to quite well, but they need to be educated tailer could understand that process better, ripen multiple fruits in the same room if it about what they’re doing.” Retailers often he says. “Aside from the financial piece of is designed for this purpose.” If the needs don’t want to be bothered with ripening it, if you have the infrastructure in place to of each item are considered in the project’s anything other than bananas. In that case, execute it; you own it, so you better have design phase, quality can be optimized. wholesalers who ripen fruit for retailers, as control of your future,” he explains. “To For those considering erecting their well as other trade, could efficiently han- have your own ripening processes versus own ripening facilities, in general, retail- dle those tasks, he says. pb

74 / JUNE 2017 / PRODUCE BUSINESS ripeness levels to satisfy shoppers’ varying needs their shopping carts, says Kevin Mott, pres- fruit also helps provide supermarkets a point of immediate to delayed consumption. ident and chief executive of the Pear Bureau of di erentiation. On melons, because watermelon and canta- Northwest in Milwaukie, OR. Instead of being “Pears that are conditioned before display loupe are typically harvested within a day or ripe, conditioned pears still possess time to are more likely to meet consumers’ desires as two of being vine-ripened, honeydews are the last from store shelf to the home. €ey are some 50 percent of pear buyers want to eat only melon a retailer would want to ripen, says more likely to ripen in one to three days versus their pears within one to two days of purchase, Spezzano. Retailers can expect to see improved the four to six days required by the ƒrmer, with 71 percent eating them within three days,” honeydew sales if they consistently display ripe unconditioned pears. €e conditioned fruit says Mott. “We believe consumer demand fruit, he says. provides retailers increased sales, consistent for products that are ready-to-eat will continue Retailers displaying preconditioned pears ripening within the box and fruit possessing to drive demand.” A 2012 study commis- are more likely to see shoppers place fruit in more juice and aromas. €e preconditioned sioned by the Pear Bureau and Nielsen Fresh, Chicago, showed conditioned pears sell nearly 20 percent better than unconditioned pears. n AN ART AND SCIENCE €e number of retailers who stock condi- tioned pears continues to increase. In 2011, 35 Ripening is an art and science. Those phia-based Procacci Bros. Sales Corp., retailers conditioned their fruit. €at number electing to construct ripening rooms in doesn’t think the industry has reached half expanded to 50 in 2017. While some condi- their warehouses should hire people with of ripening’s potential. If ripened fruit isn’t tion pears in banana or avocado ripening expertise to manage the process. Differ- managed correctly, it can quickly become rooms, most purchase conditioned pears from ences in commodity, growing regions, vari- shrink if stores don’t order and rotate cor- suppliers. Packers condition mostly red and eties, seasons and transit times affect how rectly. “You need to have people on board green Anjou varieties, as well as Bartlett in the fruit ripens. Inexperienced ripeners could and educated,” he says. “So often, we pack early season. “We have not heard of a lot of easily find themselves with an abundance things a little greener and expect them to increased shrink when a retailer takes on the of overripe fruit, says Dick Spezzano, own- sell on the shelves. When we jump-start it program,” says Mott. “€is is partly because er of Spezzano Consulting Service Inc., like that, through ripening, it gives custom- conditioning pears brings them to a stage that based in Monrovia, CA. ers an instant taste profile they’re looking will allow ripening faster than non-conditioned Mike Maxwell, president of Philadel- for so they can find satisfaction.” pb pears.” pb

PRODUCE BUSINESS / JUNE 2017 / 75 Fruit Tie-Ins Smart partners will increase the ring in the produce department.

BY MINDY HERMANN

ie-ins can help move fruit. Whether crepes, dips, pie shells, shortcake or glazes, complementary products help spark consumer creativity and boost impulse buying. If promoted Tproperly, fruit tie-ins can be used as a tool to help boost produce sales, especially sales that might not ordinarily occur without them. For example, chocolate dipped wafers call for the purchase of strawberries. A consumer may not have come to the store to buy strawberries, but seeing a demo or signage of strawberries incorporating the wafers might prompt the consumer to buy both. Most retailers don’t use tie-ins eectively. Many tie-ins are simply placed haphazardly throughout the department, and shipper racks placed on the side of the department make consumers hunt for what they want. But as the importance of using produce as a tool to dierentiate one store from its competi- PHOTO COURTESY OF LITEHOUSE FOODS tors becomes greater, retailers should work to maintain a fresh and inviting image of the produce department, and that includes smartly ticket for the store with the possible impulse LOCATION, LOCATION, LOCATION positioned tie-ins. sale.” Hartman adds that Dip & Devour is one “e best place for companion items is the of its best-selling items in produce depart- most obvious — right next to their fruit partner A WIN„WIN ments; he describes the product as the perfect rather than on an end cap or in a dierent Carrying non-produce, companion items in complement to both fresh and dried fruit. section of the department. Hartman wants the produce department oers many bene ts. Karen Caplan, president and chief exec- Tropical’s products to be right next to, above “For one, displaying complementary products utive of Los Alamitos, CA-based Frieda’s or below the fruit they complement the best. together with a particular fruit earns addi- Specialty Produce, also points out numerous For example, Dip & Devour Chocolate Melts tional revenue for the store,” says Samantha bene ts to the store, including increasing the by strawberries and Peanut Butter Melts by McCaul, marketing manager for Concord average shopping ring size as shoppers buy bananas. “As a complementary and impulse Foods LLC, in Brockton, MA. “Non-produce multiple items instead of just one. “You can item, the tie-in items may look more exciting companion items also add interest and variety boost customer satisfaction even more if you than the fruit,” says Hartman. to the produce department, and they oer great provide a recipe suggestion and a meal solution He notes “the appeal of dipping some- convenience to customers. Retailers bene t too to the shopper.” thing in chocolate may sound so good that because companion items have a long shelf life Caplan stresses the importance of strategic the consumer needs to buy the fruit, and the with little or no shrink, and they sell at higher planning so the produce department doesn’t chocolate. And the most successful way to margins than fresh fruit.” appear cluttered with too many non-produce promote a tie–in is a temporary price reduc- “For us, tie-ins oer all pros,” says Chad items. “Consumers demand complementary tion on the shelf for both the fruit and the Hartman, director of marketing for Trop- items, but with so many fresh produce varieties complementary item.” ical Foods in Charlotte, NC. “Being able to requiring space, retailers may make the decision “We’ve been positioning our crepes right complement our items with fresh fruit is a to move non-fresh items out of produce and next to strawberries for the past 20 years,” win-win. Placing our Dip & Devour meltable into a specialty department.” “at makes them says Robert Schueller, public relations director dips by the strawberries saves customers the harder to nd and less likely to stimulate an for Melissa’s Produce, Los Angeles. “It gets time to nd each item and grows the average impulse buy. people to eat more produce, which is our goal.

76 / JUNE 2017 / PRODUCE BUSINESS Shoppers will see more strawberries now than brunches, healthy snacking and dessert for guacamole, salsa mixes and smoothie mixes at any other time of the year.” breakfast, our convenient ready-to-eat crepes — are less dependent on seasonality and Litehouse Foods recommends placement of are more popular than ever,” says Caplan, who tend to sell well throughout the year,” says its fruit dips near strawberries and blueberries claims her company was the Œrst to introduce Concord’s McCaul. “One exception is our to catch the consumers’ attention as they are crepes to the produce department in 1985. “To apple-related products, such as Caramel picking out their fruit. Retailers also place the Millennial moms who don’t have a lot of Dip, Caramel Apple Wrap and Candy Apple Fruit Tie-Ins Litehouse dips next to fresh-cut fruit in their time, the crepes are a perfect solution to feed Kits, which are primarily marketed in the fall Smart partners will increase the ring in the produce department. produce set to provide consumers with a quick, the family an easy, healthy, satisfying snack.” during peak apple season.” grab-and-go snack solution. Year-round availability of many fruits, BY MINDY HERMANN “We oer our Litehouse caramel dip in including berries, has smoothed out the LESS COMMON PAIRINGS eye-catching shippers, which allow retailers seasonality of companion products. “Our What’s one of the best ways to sell less to place them next to apples in their produce non-fruit items — lemon and lime juice, common fruit to shoppers? Oer recipes and department,” says Alison Kellogg, brand manager, Sandpoint, ID. “As fall approaches, many produce managers like to build displays using our caramel and apples. is helps create excitement within the produce department and draws a lot of consumer attention, leading to impulse purchases.” Concord Foods looks for opportunities to position its products near high-volume fruits, such as bananas and avocados. “Prod- ucts we might place next to these fruits include our Chiquita Banana Bread Mix, Concord’s Banana Smoothie Mix and Concord’s Guaca- mole Mix,” says McCaul.

THE BERRY BEST Tie-ins have a natural partnership with berries — strawberries, in particular. Schueller notes crepes have taken the place of short- cake and tart shells as a healthier companion. Melissa’s introduced dessert sauces nearly a decade ago, oering produce directors a second complementary product for their berry display. Despite today’s focus on health, whipped cream remains a partner of choice for berries. “People associate crepes with berries and cream, so it’s important to display both crepes and cream near the berries to help stimulate impulse sales,” says Caplan.

SELL TO THE SEASON Fruit tie-ins traditionally correlate with a fruit’s season. “Sales of our Litehouse fruit dips, particularly Opadipity’s Creamy Cheesecake Greek Yogurt Dip, begin to peak around Valen- tine’s Day and continue throughout summer as people enjoy family gatherings and barbecue season,” says Kellogg. “In contrast, our Lite- house Caramel Dip sees steep peaks in the fall, as the weather starts to turn and consumers look for a sweet treat to warm them up. “ Crepes are particularly popular around Mother’s Day and Easter, when fresh berries are at the peak of season. ey also sell during Valentine’s Day and peak during New Year’s Eve and New Year’s Day. “But with the growing popularity of

PRODUCE BUSINESS / JUNE 2017 / 77 PHOTO COURTESY OF MARZETTI complementary products. Melissa’s uses the HOW„TO SIGNAGE/DEMOS HELP recipe section of its website to raise awareness Shoppers respond to inspiration — of specialty items, oering recipes for such on-package recipes, recipe cards and tastings. dishes as crepes made with mangosteen. POS displays and signage catch the shop- Produce directors can capture additional per’s eye and serve as a reminder for pairings. sales by thinking beyond sweet. Shelf-stable Concord promotes using recipes, coupons and packaged tofu positioned next to bananas and sampling, particularly if a store or branded non-refrigerated fruit, and accompanied by produce item is running a special promotion. smoothie recipes, can boost sales of both. In Outside of the store, Concord relies heavily markets catering to Hispanic shoppers, Tajín, on social media, namely, Facebook, Pinterest, a seasoning made from chili pepper, lime and Twitter and Instagram. salt, can help sell mangos, melons and pears. “We occasionally have clients who sample

or demo our crepes, particularly for a new store opening or special event,” says Caplan. “A usual crepe demo also features sliced berries, whipped cream and chocolate spread.” Tropical Foods encourages sampling and demos to introduce customers to its products. “We have some local sta that do demos,” says Hartman. “We also hire demonstrators, and our brokers will occasionally sample at big store events.” Tropical also promotes heavily on social media and creates demo videos speci‡c to its products, some of which have their own website. “We’ve found demos to be incredibly valu- able,” says Litehouse’s Kellogg. “It is important to allow consumers the opportunity to expe- rience products that are new brands as well as new concepts they are not yet familiar with. Demos are great for allowing people to try products without a commitment.” Litehouse also uses shelf talkers and on-pack stickers, connects with consumers through social media and partners with retailers in ads.

CO„BRANDED PROMOS Generic tie-ins such as crepes and straw- berries make sense, and retailers can leverage marketing dollars even more by partnering with branded items. “Our most successful tie-ins are with fresh produce brands,” says McCaul. “We’ve had a successful coupon promotion with our Cranberry Bread Mix and fresh Ocean Spray Cranberries. We’ve also run some very successful digital promotions with our Blueberry MuŽn Mix and California Giant berries, among others.” “I think produce managers understand the value of non-produce tie-ins,” says Hartman. “In my experience, departments will take complementary products because they prefer to get the ring in their department. ‘ey also understand that tie-ins will increase overall sales.” pb

78 / JUNE 2017 / PRODUCE BUSINESS PRODUCE BUSINESS EXCLUSIVE Disney And Dole’s MAGIC PRODUCE KINGDOM

A symbiotic, historic partnership unfolds into a broad multi-year, healthy living initiative to help parents encourage healthier eating.

BY MIRA SLOTT

rom a corporate values and brand It leverages Dole’s alignment perspective, dreams strong retail posi- do come true, according to John tioning and health King, vice president-licensing, and wellness acumen Disney Consumables, Burbank, CA, with Disney’s whole- Fdescribing the Dole/Disney partnership and some brand portfolio its sweeping collaboration. and wide scope of ­e multi-phased “nutrition alliance,” aimed content providers at encouraging families to make healthier food under the Walt Disney choices and increase produce consumption, Company umbrella. has really just taken oŒ with diverse program Bil Goldfield, tentacles planned for the future, says King. director of corporate communications for Dole Food Company, Westlake Village, CA, says this large-scale

strategy is about capital- PHOTO COURTESY OF DOLE FOOD COMPANY izing on the overarching themes and story lines in Disney movies and with Disney characters a month or two.” that intertwine healthy lifestyles and make ­e multi-year healthy living initiative was nutritious eating fun. ­e goal is to develop a couple of years in the making. “We had been associations that are more long-lasting, rather having conversations for some time, and like than the often disconnected, —eeting character anything else, there have to be things that promotions —ashed on countless unhealthy work on both sides of the table,” says King. products tantalizing children throughout the “Not just obvious things like the appropriate grocery aisles. So, when children see the Disney brand alignment between the two corporate character on a package of Dole fresh fruit, their entities, but the timing with the business itself. sensibilities are redirected and those themes We absolutely saw the vision from Day 1, but are reinforced in a deeper way. it took us some time going through the logis- “When we were courting each other, tics and £guring out what the right products we didn’t want a one-hit wonder, a get-in- would look like. You’re just starting to see the “There’s Beauty in Healthy Living” campaign and-out campaign,” says King. “We want to beginning of a lot of exciting things to come.” is featured at Marysville Farmers Marketplace, come together to make a diŒerence; we’re not Dole and Disney have a history going back Marysville, CA. going to do that with a one-oŒ program for to the mid-1970s, when Dole became a sponsor

PRODUCE BUSINESS / JUNE 2017 / 79 PHOTO COURTESY OF DOLE FOOD COMPANY

Bil Goldfield John King “Fuel up with Dole” celebrates Disney Pixar’s Cars 3 while promoting healthier snacking.

“By working with Dole, we can partner and vegetables in our licensing program, which involves deals with partners like Dole who with a branded food company in the produce use our brand and intellectual property on space across a wide selection of products. ...” products,” says King, noting the number does not include its studio partners in Disney’s — John King, Walt Disney Company theme parks. “Žat brings us to a new cumulative total of 4.7 billion servings of fruits and vegeta- of the Enchanted Tiki Room at the Anaheim, stories. We can use them as positive in”uences bles since 2006. We have a third-party come CA, Disneyland Park and introduced the Dole for families with kids to make healthy choices. in and audit those numbers. It’s not just a Whip soft serve frozen dessert. “Essentially, Kids are impressionable, and these choices can passive, unquantied approach; it’s part of it was the rst time our brands were tied become life-long habits.” our DNA. It’s built into how we operate our together,” says Goldeld. Both brands have a daily business.” halo of family goodness, he adds. DISNEY AND HEALTH When you look at Dole’s fresh portfolio, the Disney sees multiple advantages to part- On the Disney side, the corporation’s well- company is seen as a great partner, says King. nering with Dole. “From any company we’ve ness commitment started in 2006. “Technically, “Keep in mind, we’ll be reporting our results spoken to, Dole probably has the most dedi- we’re in our eleventh year of the program,” says of servings of fruits and vegetables at the end cation to health and wellness, just given [Chief King. “Žere are three tenets to the licensing of 2017, and Dole will have an in”uence on Executive Oˆcer} David Murdock’s commit- initiative: it’s about nutritious foods, physical that number. It won’t be directly attributed to ment to the Dole Nutrition Institute in North activity and providing information to families Dole, but Dole will have a signicant impact Carolina and its research on the benets of to help them make better decisions — whether on those results,” says King. a plant-based diet. Žat’s an added factor,” it’s how to eat healthy and the types of foods says King. and recipes, or with physical activity. Being GETTING KIDS TO SAY ‘YES’ “With Dole, we’re in a new category. We the resource to help families in the decision Consumers can be inundated with all sorts haven’t been in bananas before, and while it’s making you’ll see taking place across the entire of fun character promotions on all types of not the primary reason for our partnership, organization in di›erent ways.” products in the grocery store — and in TV household penetration of bananas is in the Disney instituted a Mickey Check system, advertising — including many unhealthy mid to high 90 percentile, so it’s obviously which requires items to meet specic nutri- choices. “We can talk all day long about how an opportunity to in”uence a lot of families tional guidelines. Part of the approach is an produce is healthy for you, but parents still and kids,” says King. “If you look at most of 85/15 portfolio balance. “We realize we would have trouble getting their children to want to the produce business, there is not a lot of be hypocritical to say kids shouldn’t have eat it,” says Goldeld. “As a parent of a young consumer goods-type product branding, and treats,” says King. “It’s about moderation. We child myself, I know the power of characters not a lot of companies have dollars to do active allow 15 percent of our portfolio to be treats, — particularly, the power of Disney to get chil- marketing. And while many companies may which ironically have to meet Disney’s treat dren to buy something they don’t even know have an assortment of products, they are not guidelines as well.” they want or need. We know there are other consistently branded across that assortment. As a company, Disney’s goal is to have food brands that have done it successfully; but “By working with Dole, we can partner its entire portfolio meet the 85/15 balance. produce has lagged behind, so we’re trying to with a branded food company in the produce “In North America, we have met that guide- ght the good ght by addressing the pangs of space across a wide selection of products. Že line since 2008, so within two years of doing children yelling, ‘I want that,’ by putting those idea is to create impact, so when you walk the program, we were compliant,” says King. characters on the good stu›.” into the retailer, you’ll see in-store theater. You “Globally, our goal is compliance by 2020; we In the rst three weeks of its Beauty and the won’t have to hunt for the one product on a continue to make progress each year.” Beast campaign sweepstakes, Dole received a shelf somewhere in the produce space; you’ll Disney is so committed to this program, it higher-than-expected consumer outpouring of be able to see a physical presence in the space. publishes results in its annual report, tracking almost 50,000 entrees. “As retailers get more For us, we have a lot of compelling characters servings of dairy, fruits and vegetables. “In and more exposed to the healthy initiative and there is a high aˆnity for our brand and 2016, we had 388 million servings of fruits program, coupled by the cumulative consumer

80 / JUNE 2017 / PRODUCE BUSINESS PHOTO COURTESY OF DOLE FOOD COMPANY

interest and media coverage, we expect iceberg lettuce. As we delve deeper into to see growing lifts in sales,” says Gold- this later this summer, we’ll start seeing the eld. branding on our blueberries, strawberries, Dole is encouraging retailers to raspberries, celery, salad varieties, broccoli, merchandise the branded products in cauli¡ower — everything’s going to keep prominent displays with its point-of-sale building from there.” materials, recipes, price cards, posters According to King, the program is a and banners. “is includes retail display licensing deal at its core, using Disney’s contests that best encapsulate creativity IP (International Property) and brand on in sales potential and everything else that Dole product and packaging. “We do repre- lls that awareness toward the program- sent other business units within the Walt ming,” says Goldeld. Disney Company. For instance, we work It can be challenging to alter eating with our studio team to complement the behaviors. e produce industry strug- products we have in market. ere are many gles to increase consumption, and on how layers that come with that. en we also best to market fresh fruits and vegetables. work with our Disney digital network Sometimes, promoting produce as “healthy” to help drive the marketing and PR and can create a backlash, as consumers can communications with our various Disney associate healthy with not tasting as good. outlets to help get the message out to the Connecting Dole products to Disney’s consumer. So the deal will cover product compelling characters and stories is a move and packaging, as well as the marketing, to counter that. which is everything from the traditional PHOTO COURTESY OF DOLE FOOD COMPANY “We don’t market produce as healthy media outlets to your digital and social outlets because everyone knows it’s healthy,” says and then things like PR and communications, King, adding, “Why invest your time in nutrition tips. ere was also a dual-branded so it’s a well-rounded approach. marketing something as good for you when interactive microsite, special signage, display “Without giving details of the contract you’ve already checked that box? e question contests and other activities in supermarkets itself, I would say denitely expect this program is, how do we leverage our characters, which across the country. However, once a campaign to be in the market for the next several years,” basically create familiarity with kids, to make ends, the messaging is not dead and gone, says King. “We’re going to be leveraging all them more open to try new things? Maybe according to King. “It’s on to the next rotation, our di‹erent content providers. Film is one they don’t eat salad, but they see the character and looking for the marketing thread of what of many ways to deliver content. In addition, on the package and it gets them to try it. e characters can help re-emphasize that.” some might come through our media partners, biggest battle is to get them to taste it, and is summer, “Fuel Up with Dole” cele- where we have Disney Channel, Disney Junior then they like it, and now you’re in.” brates Disney Pixar’s Cars 3 — in theaters and Disney XD, and some can be coming ere’s always that serendipity when a June 16. e latest campaign kicked o‹ on through the consumer products and interactive character or property connects with a product, May 25 and will run through Sept. 4 in the media side — we have a lot of content through such as an elephant with peanuts, or the Dole United States and Canada. e program apps and mobile games. ere are no limits bananas campaign in the 2006 animated focuses on engaging families on their road to what that will look like. at’s the universe Curious George movie. trips and summer vacations with tools that and scope of what we can do, and we’ll pull “For us, it’s about the initiative and the create healthier meal and snacking options. e whatever levers we need to, based on what marketing message we want to support, and promotion incorporates NASCAR promo- makes sense. We’re obviously implementing who is the core demographic and which char- tional events, and Cars 3 characters, including things this year, but actively planning things acters can reinforce that message,” says King. Lightning McQueen, Cruz Ramirez, Jackson for 2018 and beyond.” Take the lm Frozen, for example. ere are Storm, Miss Fritter and Smokey, are featured not many things that grow in the snow, but on nearly 400 million Dole bananas, pineap- THE PARTNERSHIP those characters can just be role models and ples, salads and berries in Canadian and U.S. Some programs, such as Sesame Street, may endorsers for kids to make good choices.” supermarkets. A dedicated microsite, digital be geared to a younger age group, whereas interactions, blogger and social programs and Disney’s broad content reaches a wide audi- THE CAMPAIGNS contests complement the in-store program. ence — consumer demographics range across e collaboration oŠcially launched last Lucaslm’s Star Wars: e Last Jedi is next Disney, Marvel, Lucas and Pixar. “We literally fall with a successful campaign around Disney’s on the program agenda and is slated for later target what we call the four quadrants: the Moana. In the next phase, the Beauty and the this year. young, old, men and women, so we’re hitting Beast promotion kicked o‹ March 2017 with “As we develop this program and add in every age and demographic,” says King. “Our the theme, “ere’s Beauty in Healthy Living.” more and more products over the next three or characters and stories cover the eld. We It featured Belle, Beast, Lumiere and other four years, it’s going to expand until we virtu- have some that might appeal to a much more characters on collectible stickers placed on ally, hopefully, take over the produce depart- specic demographic, and we can emphasize Dole bananas, pineapples and salads. e char- ment with inspiring signage and messaging,” that segment in marketing as well.” acters also served as inspiration for a host says Goldeld. “Right now, we have Disney Some properties are narrow in age scope, of healthy recipes, serving suggestions and characters on bananas, pineapples and classic making it diŠcult to branch out. Having broad

PRODUCE BUSINESS / JUNE 2017 / 81 appeal opens possibilities on what can be done. not only a uniqueness in the marketplace that “At the same time, I would never want to no one else had access to here, but also allowed disparage other properties that are encouraging us to think about strategy in a much broader healthy living; all are good in that regard,” says sense and a much broader demographic as we King. “We always support folks in the industry plan these campaigns out,” he says. with our same goal to increase the consumption Disney has other partners, but maybe they of fresh fruits and vegetables for families and do a single product for a short period of time. kids. We think we can be that one-stop-shop “We’re talking about exclusivity across these for our licensees, as well as potential licensees.” lines, with a program carried throughout “One of the things we like with this the year in a much more elaborate type of program is we’re partnered with the Disney campaign,” says Gold†eld. “If you see a message Studio overall, but it also incorporates Lucas, once or twice, maybe you’ll pay attention, but Marvel and Pixar, so we really have the ƒexi- then you’ll move on. As consumers are exposed bility of being able to target di„erent audiences to our program day-in-and-day-out, it’s going with di„erent properties,” says Gold†eld. “We to become more appealing and in some ways know we can start with Disney and the Mick- more ubiquitous. But also, that messaging ey’s and Minnie’s and attract the very young, becomes ingrained because you’re going to be but also keep consumers engaged as they get seeing it for years.” older with the Pixar properties and then prob- Œen there are the multiple social media ably to the live action †lms like Pirates of the components streamed through the various Caribbean, then eventually into Star Wars and properties. “When you start adding up these then into Marvel. You’re not just talking about outlets, you’re talking about tens of millions of capturing 6-year-olds and then you lose these followers that you might be able to reach with kids and families. You’re allowed to play in the the posts,” says Gold†eld. “We can work with sandbox and graduate to another studio. Disney in getting things posted on some of “We considered this when we were in their social channels and really get messaging discussions and found this program gave us PHOTOS COURTESY OF DOLE FOOD COMPANY out to a very wide swath of followers. pb

82 / JUNE 2017 / PRODUCE BUSINESS Blue Book.indd 1 5/12/17 10:51 AM NEW JERSEY PRODUCE: A Reputation For Quality And Freshness

The Garden State produces more than 100 different types of fruits and vegetables.

BY BARRY SPARKS

n 1876, Abraham Browning compared of some of the nest produce in the country.” stores overnight. Growers also can easily reach New Jersey to “an immense barrel, lled New Jersey is a Top 10 producer of a the South and Midwest markets. with good things to eat and open at both number of fruits and vegetables. According “Our proximity to major markets plays a ends, with Pennsylvania grabbing from to the New Jersey Department of Agricul- signicant role in the freshness and quality of one end and New Yorkers from the other.” ture 2016 statistics, the state ranked third in our produce,” says Beaver. “Many times, New IHe called New Jersey “­e Garden State,” and cranberries and spinach, fth in bell peppers, Jersey produce can be picked in the morning the nickname stuck. sixth in peaches and cucumbers, seventh in and be in the grocery stores the same day.” Although New Jersey is the most densely tomatoes and eighth in blueberries. New Jersey, however, boasts more than populated state in the United States, food Many factors help make New Jersey one geographic and weather advantages. “Our and agriculture are the state’s third-largest of the top produce states in the nation. ­e growers are productive and e¡cient,” says industry. As of 2017, New Jersey had 9,000 ideal soil, temperate climate and a growing Beaver. “We have many farms operating by the farms covering 720,000 acres. Farmers in the season that typically stretches from March same families for generations. ­ey combine Garden State produce more than 100 di‹erent through December or January, contribute to knowledge and technology to maximize their kinds of fruits and vegetables. Sales generated the state’s outstanding production and diversity e‹orts.” in 2015 totaled $1.04 billion, according to of produce. Generational pride and heritage provide the New Jersey Department of Agriculture Geographically, the Garden State is in a some of the intangibles running through many (NJDA). sweet spot — approximately one-tenth of New Jersey farms. “New Jersey’s diversity of produce and the United States’ population lives within a “We are proud of what we grow,” says John outstanding production surprise many people,” 100-mile radius of central New Jersey. Formisano of Formisano Farms, located in says Tom Beaver, director of the NJDA’s Its location, combined with a quality infra- Buena, NJ. Formisano is a fourth-generation marketing and development division. “New structure network of interstate highways and a grower; his grandfather started the business Jersey has a long history of being the home turnpike, allow growers to ship to East Coast in 1908.

84 / JUNE 2017 / PRODUCE BUSINESS Please Visit Us at United Booth #3935

NJ Department.indd 1 5/12/17 10:57 AM “When produce is packed under your runs from early June through mid-August. Hammonton, NJ. family name, you take a lot of pride in it,” says ‚e three major varieties grown in the state Peaches are another well-known New Jersey Bill Nardelli Jr., a fth-generation grower at are Duke, Bluecrop and Elliott. crop, ranking fourth in production behind Nardelli Lake View Farms in Cedarville, NJ. According to NJDA, in 2016, New Jersey California, South Carolina and Georgia. “You make sure you do the best job possible.” produced 48 million pounds of blueberries, Peaches have been growing in the state since which were rst bred commercially about 100 the early 1600s. ‚e season runs from late VARIETY OF FRUITS years ago in Whitesbog, NJ. Last year, the crop June through September. Today, there are While New Jersey is home to a variety generated nearly $66 million in production approximately 80 peach orchards with a total of produce, blueberries are among the most value, according to NJDA. of 4,600 acres. Although there are more than recognized. ‚e state ranks fth in blueberry “New Jersey blueberries are known for their 100 varieties of peaches, yellow-”esh peaches production, behind Oregon, Washington, excellent taste and ”avor,” says Tim Wetherbee, comprise 64 percent of New Jersey’s peaches. Michigan and Georgia. ‚e season typically sales manager for Diamond Blueberry Inc., Because New Jersey is so close to major markets, peaches can be picked well-mature when their color, ”avor and sugar are high. Sugar is one of the most important compo- nents when it comes to ”avor. New Jersey peaches are picked when they are ripe and 10 to 18 percent sugar. Because a peach will not increase its sugar after it is harvested, growers use the process of cooling with water, or hydro cooling, to help retain the sugar. “A combination of factors allows us to deliver peaches to the market with the highest level of quality and freshness,” says Beaver. “We believe you get the best eating experience with New Jersey peaches.” Another high-ranking fruit grown in the state is cranberry, harvested in September and October; the state ranks third in production behind Wisconsin and Massachusetts. In 2016, New Jersey produced 56 million pounds of cranberries with a production value of $21 million, according to NJDA. In 2012, the Philip E. Marucci Center for Blueberry and Cranberry Research in Chats- worth, NJ, a substation of the New Jersey Agricultural Experiment Station of Rutgers University, released the Scarlet Knight cran- berry. It is one of six varieties introduced by the Center since 2005. ‚e Scarlet Knight cran- berry is intended for the fresh fruit market and table displays. It’s larger with a more uniform shape and has a longer shelf life than the tradi- tional cranberry.

CHANGING DEMOGRAPHICS As demographics changed, so have New Jersey growers. ‚e in”ux of Asians, Hispanics and Africans along the Eastern Seaboard has created unprecedented demand for ethnic produce. “We are trying to meet the demands of the consumers,” says Nardelli’s Nardelli. Surveys conducted by Rutgers University and 15 other East Coast universities reveal Asian and Hispanic residents tend to spend more money each month on fresh fruits and vegetables than the national average. Food quality and freshness, followed by store selec- tion and availability, were the most important

86 / JUNE 2017 / PRODUCE BUSINESS NJ Blueberry.indd 1 5/12/17 10:56 AM aspects for these buyers — far more than price, remain viable. NJAES thrives to increase the language of vendors or packaging. knowledge and skills of agricultural and horti- Top ethnic produce includes bok choy, cultural professionals in the areas of sustainable habanero peppers, jalapenos, poblanos, ghost and agricultural organic production methods, chili peppers, African eggplant and Malabar new crops, pest management, farmland pres- spinach. Although kale isn’t considered an ervation, risk management and more. ethnic vegetable, its production has soared “Rutgers works closely with New Jersey due to its healthy attributes. growers,” says Beaver. “A strong relationship Rich Marolda of Marolda Farms in Vine- has been built over the decades. NJAES is land, NJ, says a decade ago, he sold seven or always innovating and always trying to keep eight times as many collard greens as kale. New Jersey growers stay ahead of the curve.” Today, it’s about 50/50. “Once Dr. Oz started Wetherbee says NJAES is a big help for to promote kale as a superfood, the demand the state’s blueberry growers. ““ey track the went through the roof,” says Marolda. “We progress of berries from the beginning of the have been trying to keep up.” year. “ey estimate the time of bloom and Nardelli agrees and says not only has he harvest; and, they are very accurate. “at’s increased his production of kale, but he has important to us, because if we miss the mark, started to grow dierent varieties. it can have an adverse nancial eect.” Ryan Flaim, fourth generation of Flaim ORGANIC ACREAGE Farms, located in Vineland, NJ, says NJAES’s Another response to consumer demand research on crop diseases and pesticides is includes the increase of organic acreage. extremely helpful. Tom Sheppard, president of NJDA’s Beaver says organic produce has expe- Eastern Fresh Growers, Cedarville, NJ, cites rienced incredible growth in the past ve years NJAES’ work on food safety issues and trials — from 2011 to 2015, the number of certi ed of new varieties of produce as being valuable. organic farms increased from 44 to 75. Today, “NJAES research, innovation and devel- Beaver says there are more than 100. During opment are tremendous assets to New Jersey the same time, there was a 43 percent increase growers,” says Marolda. in organic acreage and a 77 percent increase in New Jersey is a major agriculture player. market value, which jumped from $6.4 million It’s a role Beaver doesn’t see changing any to $11.3 million. time soon. In 2008, Mardolo started with ve acres “Our growers continue to get stronger devoted to organic. Today, he grows organic — a bright sign for future generations,” says produce on 60 acres. Beaver. “New Jersey has an excellent reputation Beaver says the Rutgers New Jersey Agri- for fresh, high-quality produce. It’s in high cultural Experience Station (NJAES), the demand and consumers count on us.” education resource for the state’s agriculture producers, plays an integral role in helping OFTEN IMITATED New Jersey growers keep pace with change and ““e Jersey Fresh program has been very

n JERSEY FRESH AND LOCALLY GROWN MOVEMENT AID GROWERS

In 1984, the United States was still feel- five percent of consumers in the New Jer- ing the effects of the recession of the early sey-New York-Philadelphia region recog- 1980s, as the unemployment rate hov- nize the Jersey Fresh program, according ered around 7 percent. That year, the New to a recent study conducted by the state. Jersey Department of Agriculture (NJDA) Jersey Fresh is the oldest state-specific funded and initiated the Jersey Fresh pro- brand program. It has become a bench- gram to benefit local produce growers. The mark for other states to initiate their own program provides consumer education and state-sponsored agricultural marketing promotional campaigns that focus public program. “We like to brag about the quali- attention on the wide variety of fruits and ty and the freshness of our produce,” says vegetables produced in the state. Tom Beaver, director of NJDA’s marketing The program was well received, and, and development division. “The Jersey over the years, has grown into a highly Fresh brand has strong consumer recogni- successful and recognized program. Eighty- tion and is highly respected.” pb

88 / JUNE 2017 / PRODUCE BUSINESS successful,” says Wetherbee. “It’s a great California, which generates an extraordinary and where the food was produced. “It makes program — one that is often imitated.” volume of produce and has a year-round consumers feel good about their purchase, and e program includes professionally devel- growing season. making the customer happy is the ultimate oped billboards, radio and television adver- Linda Doherty, president and chief exec- goal of the food retailer,” she says. tising, as well as special promotional activities utive of the New Jersey Food Council in “e Jersey Fresh program and the ‘locally held throughout the state during growing Trenton, NJ, says purchasing local has several grown’ movement are a powerful combi- season. Specic point-of-purchase materials, benets. She says it allows retailers to interact nation,” says Formisano Farms’ Formisano. such as price cards, stickers, banners and recipe directly with growers and assures the freshest “ShopRite puts the name of our farm in its cards, are provided free of cost to retailers and produce possible. ads, promoting the locally grown aspect. direct marketers. According to Doherty, consumers are more Consumers know where their produce is Growers who want to use the Jersey likely to support their local farmer and have coming from, and they can be assured of its Fresh logo in marketing need to submit an a sense of loyalty if they know who they are freshness and quality.” pb application and a $30 fee to the New Jersey Department of Agriculture. Inspection and certication at packing houses and processing facilities help guarantee the products being shipped and processed meet all grade standards. Beaver says the program benets growers, retailers and consumers. “Consumers can be assured they are receiving products that were grown nearby whenever stores are using Jersey Fresh point-of-sales materials,” he says. “It gives growers an advantage because many consumers are looking for the Jersey Fresh brand.” Eastern Fresh Growers’ Sheppard says, “We have Jersey Fresh logo stickers on our shipping boxes. It’s denitely a selling point for many customers. If you buy our asparagus, you know where it comes from.”

LOCALLY GROWN In addition to the Jersey Fresh program, New Jersey growers are beneting from a “locally grown” movement, which has gained momentum in recent years. Numerous polls show consumers want locally grown products. In 2009, the Food Marketing Institute, Arlington, VA, conducted a national study asking Americans why they buy local. e top three reasons: freshness (83 percent); supporting the local economy (75 percent); and knowing where the product came from (58 percent). “Interest in locally grown produce has de- nitely increased over the years,” says Flaim five percent of consumers in the New Jer- Farms’ Flaim. sey-New York-Philadelphia region recog- “Locally grown is a popular movement all nize the Jersey Fresh program, according across the country. It has had a huge impact to a recent study conducted by the state. on growers. Consumers like to buy from the Jersey Fresh is the oldest state-specific area where they live. ey are interested in brand program. It has become a bench- where their food comes from,” says Wetherbee. mark for other states to initiate their own Marolda Farms’ Marolda echoes Wether- state-sponsored agricultural marketing bee’s observations. “e locally grown move- program. “We like to brag about the quali- ment has been an injection for the New Jersey ty and the freshness of our produce,” says produce industry,” he says. “It helped New Tom Beaver, director of NJDA’s marketing Jersey get to the head of the line again. It gives and development division. “The Jersey us a competitive advantage.” Fresh brand has strong consumer recogni- Marolda points out that in the past, New tion and is highly respected.” pb Jersey often found it dišcult to compete with

PRODUCE BUSINESS / JUNE 2017 / 89 PHOTO ON LEFT COURTESY OF NATURIPE; TOP RIGHT PHOTO COURTESY OF CHERRY CAPITAL FOODS; MIDDLE AND BOTTOM RIGHT PHOTO COURTESY OF VAN SOLKEMA PRODUCE MICHIGAN: Product Diversity Hits The Mark In The Midwest Natural resources help make it one of the largest agricultural states in the United States.

BY LARRY BERNSTEIN AND DOUG OHLEMEIER

he Wolverine State grows a variety volume), the Great Lakes State is second in 10th for fall potatoes. Michigan growers also of fruits and vegetables that carrot and celery production, according to harvest eggplant and onions and large volumes retailers can depend on to keep statistics from the Michigan Department of of sweet and tart cherries, which ship primarily their produce aisles well-stocked. Agriculture and the U.S. Department of Agri- as processed. ˆroughout the summer, Michigan culture. Michigan is the third leading blueberry Tshippers truck product to supermarkets in the producing state, but the largest east of the CLIMATE, DISTRIBUTION ADVANTAGES Midwest and East Coast, and some commod- Rocky Mountains. ˆe state is also No. 3 in The state produces more than 300 ities, including blueberries, have developed a shipping of asparagus, pumpkins and squash. commodities grown on a commercial basis. reputation among overseas buyers. ˆe state’s Michigan is fourth in tomatoes and According to the Lansing, MI-based Michigan other commodities also possess a strong repu- cucumbers, but ‹rst in cucumbers for pick- Department of Agriculture & Rural Devel- tation in the buying community. ling. Cabbage is sixth, with bell peppers, green opment (MDARD), agriculture contributes While well-known for the many apples beans and sweet corn seventh. In peaches and $91.4 billion annually to the state’s economy, it produces (Michigan is third in national strawberries, Michigan is in eighth place and second in diversity only to California. With

90 / JUNE 2017 / PRODUCE BUSINESS Naturipe.indd 1 5/16/17 6:02 PM approximately 10 million acres of farmland vice president of product management for Michigan really o‹ers a good volume of fruit and 52,194 farms, the economic impact of fruit Salinas, CA-based Naturipe Farms LLC with great quality and great žavor to help and vegetable production is $758 million and and the Grand Junction, MI-based MBG combat some of those slower sales weeks,” he $673 million, respectively. Marketing, attributes the fruit’s growing says. “–e berry category is really increasing Michigan’s secret to growing and supporting demand to the favorable micro-climates along each and every year in consumer pull-through so many commodities is its micro-climates that Lake Michigan’s shore. –e lake e‹ect allows in sales and movement and it’s driving retailers’ make it a unique home for a variety of products, for milder winter growing conditions and bottom line.” including chestnuts, cranberries and more, cooler summers. “–e micro-climates devel- True Blue Farms, based in Junction City, says Jennifer Holton, MDARD’s director of oped just about perfect growing conditions for MI, grows, packs and sells blueberries from communications. blueberries, which gives them that fantastic two southwest Michigan shipping locations. Tyler Hodges of Superior Sales Inc., a žavor,” he says. “–ere are a lot of other things –e lake e‹ect climate and the way the Great Hudsonville, MI-based grower-shipper of but Lake Michigan is the single biggest thing Lakes formed the sandy loam, whose fertile fruits and vegetables, says the di‹erent types that makes Michigan blueberries unique. ” soil provides root systems proper nutrition, of soil are a great beneŒt. “Each grower, Michigan is one of the leading blueberry created a “fruit belt,” an area favorable for fruit depending on where they are in the state, can producing states. In 2016, the state produced growing, explains Shelly Hartmann, co-owner. Œne-tune one or two commodities they are 100 million pounds of fruit, about 14 percent Fruit belts are common in the Great Lakes good at growing,” she says. of U.S. and Canadian production, according region, including Lake Erie’s southern shore. Retailers acknowledge the beneŒts of to statistics from the Folsom, CA-based U.S. Michigan’s climate and growing regions. Highbush Blueberry Council. Production typi- ASPARAGUS GROWTH “Michigan o‹ers a diverse micro-climate and cally begins in late June and runs through the Retail and consumer interest in local and weather conditions that help to produce a end of September. Fresh production accounts growing awareness for where food originates wide variety of fruits and vegetables,” notes for about 55 percent of harvesting, up from 40 has coincided with an increase in production of Jamie Postell, director of produce for Grand percent in the past, says Bocock. Michigan fresh asparagus. –e state has been Rapids, MI-based Meijer Inc. “–e area is Fresh Michigan blueberries play a key role increasing its fresh sales each year, expanding ideal for growing apples, tomatoes, aspar- in summer retail merchandising and make about a million pounds annually, explains John agus, cherries and blueberries, to name a few for strong berry patch promotional oppor- Bakker, executive director of the Michigan examples. Considering all of Meijer stores tunities. As Eastern Seaboard production is Asparagus Advisory Board, headquartered in are within a six-state footprint around the nearly Œnished by late July, Michigan is the Dewitt, MI. A decade ago, processing consti- Midwest, sourcing from Michigan means that next closest area to supply volume to East tuted 80 percent of production. Today, fresh our produce is not on the road as long – and Coast markets. –e fruit doesn’t travel as far usage has climbed to 60 percent of production. we can get the shipment into stores faster.” and freight rates aren’t as high as West Coast “When I started in 2002 as executive product, explains Bocock. Its Midwestern loca- director, Michigan had a poor reputation in the BERRY BONANZA tion allows many retailers to run local grown fresh market as being an unreliable supplier,” Michigan blueberries ship throughout ads. “As July and August movement starts says Bakker. “We worked hard on that, and North America and worldwide. Brian Bocock, to slow in retail, especially in fresh produce, it has changed. As we’ve done more packing, n MERCHANDISING LOCAL While independent supermarkets can co-owner. True Blue Farms offers other igan has the best blueberries, cherries and more easily establish a local connection more traditional retail merchandising great apples,” he says. “There are so many and story, doing so is more difficult for suggestions, including providing recipes, varieties; they taste like they came off a the chains that need to buy in massive sending out specials and offering coupons. tree in your backyard.” quantities. Detroit wholesale produce Distributors like to tout the state’s At Grand Rapids, MI-based Meijer Inc., distributor Riggio Distribution helps chain produce. Every growing region has its local is critical for its produce depart- stores source from growers that haven’t tendencies and specifications, and each ments in and out of state. “Local produce supplied them previously. “We deal with geographical location produces something helps the local community and our Mich- small local growers and put them in front different. The diversity helps differentiate igan-based customers purchase produce of an audience that they would not be Michigan, says Riggio. grown in their home state,” says Jamie able to reach on their own,” says Dominic Grower-shipper Tyler Hodges of Supe- Postell, director of produce. “However, we Riggio, president and co-owner. Ultimately, rior Sales, Hudsonville, MI, notes Michigan see demand for Michigan produce from establishing local connections can be done serves as a hub for many items possessing other Midwestern states like Wisconsin, by the chains as well, even if it is on a few exceptional flavor profiles. “We’re not just Illinois and Indiana because the state has select items. shipping bland and tasteless product, but a strong reputation for producing the best Junction City, MI-based True Blue good quality fruit and vegetables that go fruits and vegetables in the Midwest.” Farms’ in-store demonstrations allow the beyond a good appearance,” he says. Meijer’s promotes Michigan produce by grower to meet shoppers, which allows Nate Stone, who oversees special proj- starting at the store level and informing customers to feel more confident about ects at Detroit-based Ben B. Schwartz & shoppers at the shelf particularly near their purchase, says Shelly Hartmann, Sons Inc., likes to promote quality. “Mich- seasonal items. pb

92 / JUNE 2017 / PRODUCE BUSINESS some of the fresh sheds have gone to some much of the rest of the country. Location is key the boss of everyone in our business, and there automated equipment. I would say our quality for Todd Miedema, director of marketing and is something humbling about that.” improves every year.” Michigan growers ship to partner at Hudsonville, MI-based Miedema ƒe hard work and old-school values are retail customers east of the Mississippi River Produce Inc., which grows and ships a variety alive and well in Michigan’s produce industry. as well as into Texas. Harvesting begins in of fruits and vegetables. Miedema points to Miedema says there’s nothing extraordinary May and is usually nished by the end of June. Michigan’s location as a key to its agriculture about what is happening in Michigan. “You Stephanie Pierce, sales manager for Cherry success. “We are 12 to 15 hours from most of have Midwestern people who pour them- Capital Foods, a Traverse City, MI-based food the country and within two days of all parts of selves into their jobs,” Riggio says. “It’s not big distributor, works with Michigan farmers, the country, which means you can get things businesses doing these things but individuals growers and producers, locally and regionally. from location to market quickly,” he says. and family farms that do this, and they do it “ƒere’s collaboration statewide to buy Mich- Because of the state’s large variety of fruits because they love it and have been doing so igan grown, from government to non-prot and vegetables, it can oŽer retailers and buyers for generations.” organizations, businesses, healthcare and one-state shopping. ƒe convenience can be a Like all businesses, those in Michigan’s fruit education,” she says. money saver for retailers. Todd Van Solkema, and vegetable industry must pay attention to Another state program is Pure Michigan. co-owner and chief executive of Byron Center, the bottom lines, and those businesses exist While its primary purpose is to attract tourism, MI-based Van Solkema Produce, puts it only if they can make a sustainable prot. Nate Stone, who oversees special projects at succinctly: “If you are in the produce business, However, there’s a certain camaraderie and Ben B. Schwartz & Sons Inc., a wholesale you need to be supporter of Michigan because appreciation for what others do and their distributor of fresh fruits and vegetables in of the full variety of items you can get, and few role in making the industry thrive. Stone Detroit, says the program also oŽers a lot of states can claim that,” he says. Van Solkema appreciates growers who he says are equally support to growers. Produce grows, packs and ships a variety of as important to Michigan’s vibrant fruit and fruits and vegetables. vegetable industry as the environment. “You MIDWEST PROXIMITY Dominic Riggio, president and co-owner could name any item and these guys can While the acknowledged key to real estate of Riggio Distribution, a Detroit wholesale compete in quality against anybody in their is location, location, location, the well-known produce distributor, points to the state’s repu- growing season,” he says. phrase is applicable to other industries as well. tation. “You see some of the best quality come Relationships are important to Superior Besides Michigan’s favorable natural resources, out of Michigan,” he says. “We sell things Sales’ Hodges. “We do whatever we can for the state itself is in a good location to reach coming out of the ground. Mother nature is growers and retailers and appreciate the

n MERCHANDISING LOCAL igan has the best blueberries, cherries and great apples,” he says. “There are so many varieties; they taste like they came off a tree in your backyard.” At Grand Rapids, MI-based Meijer Inc., local is critical for its produce depart- ments in and out of state. “Local produce helps the local community and our Mich- igan-based customers purchase produce grown in their home state,” says Jamie Postell, director of produce. “However, we see demand for Michigan produce from other Midwestern states like Wisconsin, Illinois and Indiana because the state has a strong reputation for producing the best fruits and vegetables in the Midwest.” Meijer’s promotes Michigan produce by starting at the store level and informing shoppers at the shelf particularly near seasonal items. pb

PRODUCE BUSINESS / JUNE 2017 / 93 opportunities to serve both our growers and important for the apples and pears sold by Chicago, one of the largest U.S. metropol- retailers,” he says. e opportunity to represent Benton Harbor, MI-based Greg Orchards itan areas, is only a 100 mile drive, so freight growers and support their products brings joy LLC. Barry Winkel, general manager, says costs are lower for Michigan apples vs. from to Dominic Russo, buying and sales manager Greg Orchards is trying to encourage growers the West Coast, explains Winkel. “Most of of Detroit-based Rocky Produce. Russo says to plant more apple orchards so the grower our markets are overnight,” he says. “Fruit consumers have faith and trust in Michigan. and packer can extend its shipment volume. can be picked and packed and delivered the e fourth generation family business distrib- Michigan ships apples to retailers as far away next day or sometimes the same day. It’s not utes to retailers in the Midwest, the Mid-At- as Texas, Florida and throughout the Eastern sitting in storage or on the road for very long.” lantic, the South, and nearby Ontario, Canada. United States, and to customers east of the For local, retail buyers often de“ne the term Rocky Mountains. Harvesting typically begins as originating from surrounding states. at MAKE IT LOCAL in mid-August with storage product shipped allows Michigan’s apple and peach packers to Local and regional marketing remains through July. market their fruit as “local” to supermarkets not only in Michigan, but also in Chicago, northern Indiana and parts of Ohio. anks to local demand, Michigan peaches are experiencing an increase in sales. e state doesn’t raise enough of the soft fruit to supply all the demand from Michigan’s supermar- kets. “We are seeing a big increase in interest,” says Winkel. “If only we could grow more of them.” As production is alongside Lake Michigan, the fruit bene“ts from the warmer lake temperatures, which allow the groves to withstand low winter temperatures. e lake e›ect produces a later spring bloom and makes it less apt to su›er from early freezes, he says. Michigan harvests peaches beginning the third week of July and usually “nishes by mid-Sep- tember. While Michigan o›ers retailers great choice, quality and convenience when it comes to the fruit and vegetable market, those in the industry also suggest how to market their product to shoppers. “Everyone wants to eat local,” observes Schwartz & Sons’ Stone. Whatever the actual reason, it is something for retailers to pay attention to. It’s important to market local home grown product so consumers can learn of the product’s avail- ability, says Nick Huizinga, general manager of Hearty Fresh Inc., based in Byron Center, MI. Over the past few years, Hearty Fresh has placed a state label on each of its products, which has led to increased sales. e company grows, repacks and ships fruits and vegetables for retailers and wholesalers. Cherry Capital Foods’ Pierce takes it further and says people perceive a taste di›erence when buying close to home. Unlike other products, produce is hyper localized and people are concerned about food miles. Cherry Capital Foods provides background information on farms as well as the products’ growing prac- tices. “Consumers can imagine the face of a real person/family, which gives them a sense of the people involved in that product,” she says. Russo agrees and says consumers like to support local farmers and growers and be a part of a local movement. pb

94 / JUNE 2017 / PRODUCE BUSINESS grapes merchandising review Fruit Of The Vine

Getting the most out of grape and then may be enticed to buy grapes on that rise in value to $185.8 million and a 3 percent merchandising. trip to the store. Either way, merchandising is increase in volume to 82.26 million pounds. a catalyst.” Natalie Erlendson, program marketing BY K.D. LORIA manager for Sun World International LLC, COLOR MY WORLD based in Bakersfield, CA, says recently Karen Brux, managing director of North conducted consumer research by the company he fresh table grape catego- America for the Chilean Fresh Fruit Associa- showed consumers primarily know grapes by ry tallied nearly $2.7 billion tion (CFFA), San Carlos, CA, says red grapes color, though they do have an interest in vari- in retail sales in the United account for approximately half of America’s eties with unique —avors as a special treat. “In States in the 52 weeks ending total spend on grapes and half the total grape their everyday shopping, consistent quality is May 28, 2016, an increase of volume. the most important factor in purchase deci- 6.7 percent, or $169.6 million, compared to Nielsen numbers show this sub-category sion,” she says. “We believe desired consistent the previous year’s numbers. increased 5.2 percent to $1.38 billion last year. quality is achieved through superior propri- TRecent research by Chicago-based Nielsen Meanwhile, approximately $1.12 billion was etary varieties and a dedication to growing Perishables Group further shows the volume spent on white grapes at retail — an increase for —avor. ” of fresh table grapes increased at retail by 6.2 of 8.8 percent more than the previous year. percent to more than 1.21 billion pounds Similarly, the volume of white grapes sold THE RETAIL PERSPECTIVE overall. Žis represents not just growth in the was up 8.7 percent, to 489.2 million pounds. Victor Savanello, senior director of produce overall grape category, but in all sub-cate- “White (green) grapes made the biggest and —oral for Allegiance Retail Services LLC, gories, and in both volume and value. Že contribution to growth in the grape category based in Iselin, NJ, says at his retail stores, data also shows branded grapes increased sales in the last year in absolute terms,” says Brux. he doesn’t see a lot of di›erence from one more than 14 percent and now account for 20 “Žough accounting for a smaller share of variety of either red or green grapes as it moves percent of all dollars spent on grapes. the overall grape category — 40.2 percent through the California season, but it does sell “When the economy is strong, consumers of the total volume and 41.2 percent of total slightly more red. are more inclined to buy grapes on a weekly value — white grapes generated 53 percent of “My customers deœnitely look forward to basis, especially if they are at some type of the increase in spend (compared to 40 percent our later season — Sunlight International, value pricing for incentive to buy,” says Keith for red grapes), equivalent to more than $90.1 Pretty Lady and Hobgoblin seasons,” he says. Andrew, sales manager for Delano, CA-based million.” Carrying multiple varieties successfully Columbine Vineyards. “When the economy Nielsen further shows that for the black requires strong consumer education at the is weak, most consumers look for value deals, (blue) grapes category, there was a 4 percent shelf, as well as the capability to o›er specialty

PRODUCE BUSINESS / JUNE 2017 / 95 merchandising review grapes varieties at di‹erent price points, which can be challenging in a PLU environment. “To meet the needs of consumer shopper segments we’ve identiŒed, an ideal category mix would include an everyday value grape selection, a premium selection, organic and specialty varieties pulsed in and out of the cate- gory throughout the year to generate excite- ment and capture incremental dollar sales,” says Erlendson. “While consumption data doesn’t demonstrate color or varietal di‹er- ence regionally in the United States, you do see di‹erences in preferences internationally.” John Pandol, director of special projects for Pandol Bros. in Delano, CA, says some retailers PHOTO COURTESY OF SUN WORLD with the ability to scan random weight bar codes are experimenting with multiple red or It could be the timing of the crop, the size of a niche variety as the centerpiece. Every retailer green seedless at di‹erent price points. “–ere the grapes, the žavor proŒle, the fruit’s ability wants to o‹er something new and compelling is a movement to proprietary varieties. Not to store for an extended period, or a combina- to shoppers, and these new varieties o‹er them because they are better, but because the public tion of all of them,” says Pandol. “–ere’s a lot that opportunity. It takes years to introduce research programs at many ag universities aren’t of feedback and consumer research we have a new variety in the marketplace, so when what they used to be,” he says. not yet received to help us Œgure out which you see something land in your local produce

NEW VARIETIES Last year, new grape varieties such as “While consumption data doesn’t demonstrate color Cotton Candy and Moon Drop grapes deliv- or varietal di erence regionally in the United States, ered category growth, representing 1 percent of total grape sales overall. –ose numbers are you do see di erences in preferences internationally.” expected to increase this year. — Natalie Erlendson, Sun World International “What’s occurring right now in the global grape industry is unprecedented,” says Jim Pandol, owner of Selma, CA-based Jim Pandol of these will succeed.” department, you can bet it’s good.” & Co., a year-round supplier marketing grapes United Fresh’s 2016 Fresh Facts on Retail Allegiance Retail’s Savanello has noticed a for major retailers and club stores throughout report revealed that in a category dominated by rise in customers asking for these varieties and the United States. “–ere’s a revolution and familiar varieties such as –ompson Seedless he expects Allegiance to increase its order on evolution of new varieties being introduced and Crimson Grapes, newer entrants such as these in the summer. to the grape industry, and there is still a lot to Cotton Candy, Moon Drop and Muscat are “Flavor is the most important component of be determined.” creating excitement in the industry. marketing grapes, and we are focusing on vari- Pandol has seen more than 30 new varieties “–ey are unique in shape, color, size, and eties that deliver both žavor and eating expe- introduced in the past three to Œve years and most importantly, taste,” says CFFA’s Brux. rience to the consumer,” says Megan Schulz, says there are additional varieties being planted “–ese new varieties put some spark into grape marketing and communications manager for that have yet to be introduced. “Each of these merchandising, with retailers often building a Giumarra, Los Angeles. “Our newest early red provide something unique, or that’s the intent. huge display of the better-known varieties with seedless variety, Passion Fire, has exceptional eating quality with high sugar. It has very large, crisp berries and excellent cherry color.” Another grape that’s expected to do well for the company is Summer Royal, an early season black seedless grape that has a unique sweet žavor with a hint of Concord. With juicy žesh and tender skin, the variety is available throughout May and the beginning of June. Columbine Vineyards has seen strong demand for varieties such as Holiday, Flame, Crimson and Milano, in addition to some of the newer grapes on the market. “–e bulk of the consumers have personal preferences for one color more than the others, but think of them as either white, red or black,” says Andrew. “But in the past three to Œve years,

96 / JUNE 2017 / PRODUCE BUSINESS Sun World.indd 1 5/16/17 6:05 PM merchandising review grapes

“e California Table Grape Commission recommends bagged grapes be gently stacked no more than three layers high. “Two-pound clamshells can be stacked up to four layers high, and 4-pound clamshells in original shipper boxes can be stacked up to six layers high,” says Cardinale. ““ese stack height recom- mendations will assist in decreasing shatter and breakdown of the grapes.” Summer holidays, including Memorial Day, Fourth of July and Labor Day, as well as graduation, picnics and BBQ themes, are the perfect time for retailers to get creative with their displays for California grapes to draw consumer attention and increase sales. “Build creative displays that grab the atten- tion of consumers; this includes overhead signage, balloons, etc.,” says Cardinale. “e Commission o
ers price cards and danglers to retailers to decorate displays. The Commission also recommends removing any poor-quality, tired and non-ap- pealing grapes from the display; utilizing proper country of origin signage, as well as variety and price information; expanding display space for grapes with large, abundant displays that are frequently refreshed and generate increased consumers are beginning to demand grapes sales; and creating multiple or secondary by variety speci c.” displays to drive additional sales and highlight While most agree it’s ideal to have a unique varieties or showcase premium grapes, premium demanded grape variety in all three value grapes or organic grapes, etc. colors throughout the season, it is dicult to “In addition to the stand-alone snacking accomplish for any one shipper — though it’s angle, grapes can be cross-merchandised coming closer to reality each year. with a variety of pairings,” says Cardinale. “For example, grapes with bread and peanut ON DISPLAY butter for a quick sandwich, bagged salads and Je
Cardinale, vice president of commu- salad ingredients to add a juicy burst of œavor, nications for the California Table Grape cheese and wine for an instant party or with Commission, Fresno, CA, says the upcoming small individual containers and bags to make summer season is prime time for California them even more portable.” grapes, and retailers across the country are Lauren McNinch, sales support lead for moving more because of simple merchandising Columbine Vineyards, says each display size best practices. depends on the individual retailer and the “To obtain optimum sales results, retailers produce department layout. “We are always should target an average of at least 25 square willing to work with retailers to optimize feet of space devoted to grapes from May their grape display in the produce department through August,” he says. “Space allocation through additional displays and point-of-pur- of more than 25 feet can generate up to 63 chase materials,” she says. “Grapes, for the most percent more dollars per store, per year than part, are merchandised together, but we have sets under 18 feet.” worked with retailers to cross-merchandise Pandol Bros.’ Pandol says “the golden rule our Columbine Vineyards grapes with other is to never have a bigger display than the store products in the produce department to allow can maintain.” He maintains that 25 square consumers to be creative and make fun, fresh feet is too small for a 150,000-square-foot store and delicious recipes using our CoVi grapes.” and too big for a 20,000-square foot store. “I As an impulse buy, appealing displays am a big fan of frequently restocking with can inœuence grape purchases. Sun World’s aggressive cullage. “e empowered produce Erlendson says this means carrying good manager who knows how to use the trash can quality, avoiding stacking any higher than is our biggest ally.” two bags, and rotating and culling displays is

98 / JUNE 2017 / PRODUCE BUSINESS grapes

important. However, she notes retailers can also catch shoppers’ attention with creative “Research shows promoting grapes from California displays and signage, which consumers report three to ve times per month can increase sales by 30 being inuenced by. to 57 percent.” MERCHANDISING MATTERS When it comes to maximizing grape sales, — Cindy Plummer, California Table Grape Commission promotion is key. “How often you promote and where the ad is placed has a big impact on California big growth in retail in the past two decades Allegiance Retail’s Savanello. “I don’t see any grape sales,” says Cindy Plummer, the Cali- has been stores with limited assortment — merchandising advantages from one season to fornia Table Grape Commission’s vice presi- club stores, extreme value, limited assortment another; the only diˆerence is the price point dent of domestic marketing. “Research shows stores, hard discounters and dollar stores. “Basic you can reach with the summer grapes, and promoting grapes from California three to €ve assortment with maybe an extra SKU in season, how much of a larger display you would build times per month can increase sales by 30 to 57 with sharp pricing and quick turnover... it’s to support the demand they then command.” percent. And when it comes to ad placement, very appealing. ’e experiential shopping Savanello says grape display size will vary front page ads create the greatest impact on the stores are trying to have as much as possible, greatly depending on retail, not as much by category, followed by front page ads coupled and because they are a destination, they also season. “While you will likely reach more with in-store price reductions.” have quick turnover.” competitive retails during your summer Cali- Industry data also shows promotions of ’e optimal number of varieties a store will fornia grape season, it’s all about the retail two or three varieties produces more volume carry and market depends on its customer base for us,” he says. “We will create secondary impact in the category. “It is a standard best and what sells and what doesn’t. displays, often using high-graphic dump bins practice to oˆer all three colors of California “We carry a red, green and black seedless, supplied by our suppliers, during the summer grapes — red, green, black — and oˆer organic and a Red Globe seeded variety every day, season. We will also always create a secondary grapes to appeal to most of your customers,” then complement them with specialty items merchandising location — up in front of the says Plummer. like the Cotton Candy, an Italia when available department — during promotional weeks. But According to Pandol Bros.’ Pandol, the and an Eastern Concord when in season,” says we will always maintain our primary location

PRODUCE BUSINESS / JUNE 2017 / 99 merchandising review grapes in the department as well.” carry a black grape part of the year.” basis, regardless of economic climate,” says As for year-round merchandising, Pandol ere are more than 85 varieties of Cali- Plummer. of Pandol Bros. recommends retailers think fornia table grapes, giving buyers plenty of Pandol & Co.’s Pandol says he services more regionally and seasonally. “If you combine options in color and in seeded and seedless. retailers who say the best strategy is to enough regions and seasons, and add a little Each variety has its own characteristics of merchandise by color, while some retailers cold storage, a retailer can always have grapes taste, color, texture, size, etc., and providing are on the other end of the spectrum, and are on the shelf. Are the grapes always the same? all three grape colors gives shoppers more carrying 15 to 18 varieties and identify them No. I know retailers who sell two to three purchasing options. at the store level when merchandising them. times the grapes in September than in January. “California grapes are a good pick for “e challenge is to identify the best oppor- So, my advice on maintaining a consistent today’s diverse shopper. All income levels, tunity for their customers,” he says. “A lot of display year-round is: Don’t. As a merchan- ethnicities and ages report buying grapes it is personal taste.” dising impact, we see retailers that may only during the California grape season on a regular PACKAGING THE GRAPES In addition to the di
erent varieties and tastes, grapes also come in a few di
erent package types. Approximately 83 percent of California grapes sold in the United States are sold in bags. Of these, 93 percent of them are in pouch bags and the rest in zip-type bags, slider bags and non-sealable bags, while 15 percent are in clamshells. “Bags and clamshells both have a place in the produce department,” says Plummer. “While there are some pouch bags sold as ƒxed weight, most bagged grapes are sold as random weight; clamshells are all sold as ƒxed weight. ere will always be a need for ƒxed weight packaging, especially as produce items continue to be sold in stores without produce scales and in non-traditional food retailers.” Pandol Bros.’ Pandol says he is seeing ƒxed weight bags displacing clamshells for 2 pounds or less. “ree pounds and up is still clamshell. I don’t see a regional preference; the most common is random weight bags with clam- shells for specialty grapes, premium or unique varietals and large-size value.” Columbine Vineyards’ Andrew says customers have di
erent ideas of what pack- aging works best for their region/consumer and company focus as to price point or quality level. “Clamshells help protect the grapes better and sit neatly on the counter or refrigerator shelf, but they usually create sticker shock compared to random weight bagged grapes,” he says. Although Savanello is not a fan of clam- shell packaging for grapes, he does understand the opportunity that exists in certain vari- eties, especially organic. However, he likes the gusseted bags better. “Packaging has played a huge part in driving grape sales in my stores,” says Savanello. “Our program with Sunlight and the Pretty Lady gusseted bags has taken our grape sales to the next level. e gusseted bags allow for a fantastic merchandising presentation, both by allowing the bags to stand up and display the product more prominently, and then simply by the incredible graphics on the bags themselves.” pb

100 / JUNE 2017 / PRODUCE BUSINESS FIFTEEN YEARS AFTER THE NOP A look at the optimal merchandising method for organics.

BY CAROL M. BAREUTHER

he best way to merchandise organ- Delaware. “
en two years ago, I started in 2016-published U.S. Families Organic Atti- ically grown fruits and vegetables a few of our newer stores to put all of our tudes and Belief ’s Study, 84 percent of families within the supermarket’s produce organic produce together and create a destina- said it was important to choose organic when department has been a long-time tion point. It’s had an impact on sales.” shopping for fruits and vegetables. topic of debate. On one hand, do What is undebatable is organics are a “Organic buyers tell us their choices are Tyou segregate all organics into one section? Or key contributor to the produce department’s guided by the desire to provide the most integrate organic produce next to its conven- ring. In fact, organic fruits and vegetables healthful, nutritious foods for their fami- tional counterpart?
is question started represented roughly 9 percent of the produce lies,” says Angela Jagiello, associate director popping 15 years ago, when the USDA’s Agri- department’s total dollars in 2016, according of conference and product development for cultural Marketing Service implemented its to data provided by Chicago-based market the OTA. National Organic Program (NOP), thus legit- research ‡rm Nielsen Perishables Group. At the same time, consumers do di¢er in imizing this growing method to the masses.
is percentage has steadily increased from terms of their involvement with organics when Today, the answer to this selling uncertainty 5.9 percent in 2012, 6.7 percent in 2013, 7.7 it comes to knowledge and beliefs about the is about as de‡nitive as the scarecrow char- percent in 2014 and 8.5 percent in 2016. Of products themselves, according to Bellevue, acter’s ultimate directions in the 1939 classic this, organic fruit made up 31 percent of total WA-based
e Hartman Group’s Organic movie, e Wizard of Oz: “… some people do organic produce sales; organic vegetables, 55 & Natural 2016 report. For example, “the go both ways.” percent; and other organic items (non-produce most involved organic users (24 percent of “For years, we integrated our organic sold in the produce department), 14 percent. consumers) believe organics encompass a set produce,” says Richard Stiles, director of Driving this growth is consumer demand of federal standards that represent ‘a good produce and “oral for Redner’s Markets, a and availability of organic produce. place to start’,” says Laurie Demeritt, chief Reading, PA-chain with 44 markets and 13 According to the Washington, D.C.- executive of
e Hartman Group. “Such quick shoppes in Pennsylvania, Maryland and based Organic Trade Association’s (OTA) shoppers echo beliefs like ‘at minimum, it’s

PRODUCE BUSINESS / JUNE 2017 / 101 better than conventional for me, animals, the “Unlike a decade ago, when there was a wide price gap, planet and workers, but it doesn’t take every n TIPS FOR MERCHANDISING ORGANICS important factor into account.’ More conven- today there is typically only a 10 to 30 percent price tional organic users (24 percent of consumers), difference between organic and conventional on believe organic is a set of federal standards that regulate farming practices, pesticide use and commodity items.” animal welfare. ese shoppers might say, ‘It’s — Robert Schueller, Melissa’s/World Variety Produce better for me and my family, and also good for the planet.’” This same report finds organic users continue to skew toward having a higher gories year-round.” wide price gap, today there is typically only a 10 income, higher education and younger age. Apples, pears, berries, bananas, citrus, to 30 percent price di›erence between organic Forty-two percent of Millennials say they grapes, avocados, stone fruit, specialty fruits and conventional on commodity items,” says buy organics compared to 32 percent of Baby and value-added fruit were the Top 10 Robert Schueller, director of public relations Boomers. organic fruit categories for 2016, according for Melissa’s/World Variety Produce in Los On the supply side, increased availability to Nielsen Perishables Group data. Packaged Angeles. “As a result, many of the Top 10 means retailers have a chance to build organics salad, carrots, value-added vegetables, lettuce, retailers will carry conventional or organic, into a more robust category than ever before, tomatoes, cooking greens, cooking vegetables, one or the other — and many times it’s just says Laura Grossman, organics customer group potatoes, onions and celery ranked as the Top the organic.” manager — sourcing,for Robinson Fresh, 10 on the organic vegetable side. Interest- Additionally, there are more imported and Eden Prairie, MN. ingly, organic sales as a percentage of total specialty organic produce items available now Addie Pobst, organic integrity and logistics produce dollars remain consistent throughout than in the past. “We’re also seeing an exten- for Viva Tierra Organic in Mount Vernon, the seasons. For example, “rst quarter 2016 sion of the season. For example, now organic WA, agrees and adds: “Because we have seen showed sales of 9.1 percent. Second quarter ginger is available year-round rather than just a strong demand for organics, primarily apples stats indicated organic sales were 8.9 percent, a few months. Specialty ethnic items especially and pears since that’s what we sell, we have followed by 9.1 percent and 9.4 in quarters have a lot of room to grow in organic,” says established both North American and South three and four, respectively. Schueller. American programs to supply these two cate- “Unlike a decade ago, when there was a INTEGRATE VERSUS SEGREGATE According to Grossman, merchandising is the unchartered territory of organics. “Similar to the dawn of the packaged salad era, and on par with the merchandising of value-added cut fruit and vegetable items, retailers are testing di›erent strategies,” she says. e OTA hosted a panel discussion last summer with several produce merchandising experts, says Jagiello. “eir consensus was retailers could be equally successful with integrating organic produce or segregating, given they had the fundamentals of produce merchandising down. However, it is incum- bent upon all retailers when handling organic produce — whether the retailer is certi“ed organic or not — to prevent commingling with non-organic products and contact with prohibited substances.” at said, the prevalence of one merchan- dising method over another often depends on the individual store, addsSchueller. “Retailers who are new to carrying organics or trying to build their programs and have a small or medium number of o›erings should put these in its own section. Retailers, especially those who o›er a large amount or almost all organic produce, should have an integrated program.” An advantage to an integrated merchan- dising approach is increased visibility of organic choices for all shoppers.

102 / JUNE 2017 / PRODUCE BUSINESS “Unlike a decade ago, when there was a wide price gap, n TIPS FOR MERCHANDISING ORGANICS today there is typically only a 10 to 30 percent price Call Out. Use signage to call out the sales; they boost the entire department,” Gunn. difference between organic and conventional on availability of organic produce.“This could says Jessie Gunn, marketing manager Promote. Build awareness through commodity items.” be category signs, shelf strips or danglers. for Wholesum Harvest in Nogales, AZ. promotional events. “Regularly promote These can help to build awareness and “The more organics you display, the organic value-added items through tempo- — Robert Schueller, Melissa’s/World Variety Produce lead to intrigue,” says Robert Schueller, more you’re pulling in the shopper who rary price reductions and digital coupon director of public relations for Melissa’s/ likes produce. They don’t just transfer to offerings,” says St. Geme. World Variety Produce in Los Angeles. organic purchases, they purchase more Schuller recommends featuring one Take a successful page out of the large produce.” to three organic items each week in the retailers’ organic merchandising book. Educate. Educate the produce staff to store’s ad circular to help attract consumers. “Safeway stores in our area use chalk- be able to speak effectively and knowl- Cross-Promote. Create value-add areas board signage at the entrance of the edgeably to the benefits and differences with options in multiple locations, such produce department to list what’s avail- of organic produce, and why it’s important as fresh-cut fruit, grab-and-go and deli able in organic in-store that day,” says not only to the diet, but to the environ- areas,” says Laura Grossman, organics Addie Pobst, organic integrity and logistics ment and to the conservation of important customer group manager — sourcing, for at Viva Tierra Organic, Mount Vernon, WA. resources. Robinson Fresh in Eden Prairie, MN. “This “It makes organic more visible, easier to “Act as a resource for your shoppers. can help capture incremental sales and find and lends an upscale vibe.” Explain the benefits of organic over impulse purchases from shoppers who Offer Abundance. Vicky St. Geme, vice non-GMO, which only addresses a seed want convenience.” president of marketing for Taylor Farms issue. Organic handles both the concerns “While 30 to 40 percent of a store’s in Salinas, CA, suggests retailers allocate of consumers from both the non-GMO and organic ring comes from produce. to be adequate space and sufficient facings to the free of pervasive chemicals perspec- truly successful with an organic program, meet days of supply demand and elimi- tive. Use creative shelf talkers, bin stands a retailer needs to go beyond produce nate out-of-stock conditions. and bin drops to help message the impor- and embrace the entire store,” says “Organics don’t cannibalize the produce tance of organically grown produce,” says Schueller. pb

“Merchandising value added next to It seemed confusing and not consumer- or conventional organic produce is the ideal worker-friendly. For example, it’s easier to display,” says Vicky St. Geme, vice president tell in a segregated set when something needs of marketing for Taylor Farms in Salinas, CA. attention or a section is empty,” says Alfonso “is allows the consumer to trade up without Cano, produce director. moving to a separate section of the produce Grouping all organics together o›ers department, and allows for substitutions when a couple of additional bene“ts, including an item is temporarily out of stock.” providing the retailer with an opportunity to “For markets that are in areas that may not gauge consumer interest in organic produce have as much exposure to organic produce, before committing to a larger area amount integrating with conventional may create an of self-space. opportunity to educate a customer on the bene- Another bene“t is the reduced risk of pesti- “ts of organic produce,” says Mayra Velazquez cide crossover that could come from conven- de León, president and chief executive of tional produce. “We’re proud that we do the Curtis Bay, MD-based Organics Unlimited. work to avoid pest without the poisoning from “A challenge to integration,” says Schueller, restricted chemical pesticides. It would be a “is that it can be harder for consumers to tell shame to have our produce exposed to those which products are o›ered in organic when at store level from contact with heavily sprayed they walk into the department.” produce that often doesn’t go through a wash On the segregated front, Redner’s Stiles before it hits store shelves,” says Jessie Gunn, says he saw an increase in sales after grouping marketing manager for Wholesum Harvest, the chain’s o›ering of organic produce into Nogales, AZ. one destination display.“We developed an 8- retailer based in Anaheim, CA, has been On the other side of the coin, e Hartman to 12-foot refrigerated section with signage o›ering organic produce to its customers for Group’s Demeritt says, “our display and above calling out organic. is created a big three years. “We put all of our organic produce shelving recommendations for organic prod- enough section, so even customers who didn’t in a segregated display for several reasons. ucts are uni“ed as far as we do not recommend come in looking for organics could see it, stop, First, it’s a new category for our customers. specialized sections or ‘stores within stores.’ Too look and buy — especially if the pricing is like Secondly, I remember back in the 1990s, when often, specialized sections are overlooked or conventional,” he says. I was working as a produce clerk for Albert- ignored by consumers who might otherwise Northgate Markets, a 41-store Hispanic son’s and we integrated the organic produce. be eager to try the products.” pb

PRODUCE BUSINESS / JUNE 2017 / 103 RISE AND DINE

Chefs take a fresh look at produce for breakfast, brunch and ‘brinner’.

BY JOHN LEHNDORFF

PHOTO COURTESY OF NATIONAL ONION ASSOCIATION

“good” breakfast may no longer smoked salmon, poached eggs and Béarnaise McGriddles have been added to the roster and be quite good enough. sauce and serves it with fennel slaw. a Chicken McGriddle sandwich is being tested Consumers are increasingly Meanwhile, the distinction between break- in Florida and Georgia. Starbucks recently turning their backs on cold Corn fast and brunch is starting to fade, especially introduced Sous Vide Egg Bites, an item made Flakes to embrace a wider array with the rise of “breakfast for dinner” or using the slow-cooking technique and available ofA a.m. fare. Concerned about wellness and “brinner” menus. Brunch-focused restaurant in two ™avors: bacon and Gruyere, and egg tness, they are looking for less sugar, lower groups are growing, including Snooze A.M. white and roasted red pepper. carbs and more substance in the morning. is Eatery with 17 locations in California, Colo- is creating new opportunities for restaurants rado, Texas and Arizona, and Chicago-based GLOBAL INFLUENCES to showcase fresh produce at breakfast and Yolk with 10 restaurants in Illinois, Indiana When the National Restaurant Association brunch, according to trend forecasters and and Texas. compiled the What’s Hot: Top 10 Food Trends chefs. e fast food world is also seeing a break- for 2017 report, chefs surveyed agreed that Frittatas, shakshuka, savory and fruit-topped fast boom — and not just in the morning. international and ethnic-inspired breakfast whole grain bowls, creative sandwiches, waes According to Datassential, 93 percent of more dishes will appear on many more breakfast and breakfast nachos, pastas and pizzas are than 300 quick-service restaurant operators and brunch menus this year. Instead of ham showing up on menus along with produce- nationwide reported an increase in breakfast and eggs, McCormick’s 2017 ™avor forecast topped toasts. An explosion of Eggs Benedict sales in 2016. ey owe some of that increase — an annual report on emerging ™avors by the variations includes one at Chicago’s Jam restau- to McDonalds’ expansion of breakfast items Sparks, MD-based spice company — predicts rant that tops fresh potato-leek cakes with like the Egg McMu–n to the all-day menu. global tastes will infuse breakfast in dishes such

104 / JUNE 2017 / PRODUCE BUSINESS “We tried to honor vegetables on our breakfast menu allow diners options to customize. For instance, Brooklyn’s Egg Restaurant features organic much in the same way that we do for our lunch and din- fruit and vegetable sides, including caramelized ner offerings, which allowed us to curate a menu that’s grapefruit with mint, broiled tomatoes and sauteed kale. pretty different from other breakfasts.” e breakfast item popping up on many — Matt Weingarten, Dig Inn menus is bowls with a dizzying array of vege- tables, greens, grains, fruits and other nutritious stu˜ — even at upscale eateries. At Beefsteak in Los Angeles, “Top Chef ” star Marcel Vign- as traditional Asian congee (rice porridge) and a health concern, as is gluten, so the heavier, eron dishes the Smoked Bowl: brown rice and shakshuka, a Turkish dish of eggs poached in sweeter brunch items have evolved into dishes quinoa with tomato sofrito, fresh corn, beans, a sauce of tomatoes, chili peppers and onions, that are lighter and vegetable- and fresh fruit- sweet peppers and cilantro, plus barbecue sauce often spiced with cumin. Seatown Seabar in driven,” says Mali. and a choice of eggs, avocado, Cotija cheese or Seattle dishes jasmine rice congee at brunch Another breakfast and brunch standard, Korean beef short rib. Etai’s Café in Denver topped with a poached egg, chile oil, green the skillet, has also been upgraded, according changes it up in its Paleo Bowl, which is layered onions and a choice of braised pork, Dungeness to Mali. e Ranchero Skillet at e Patio on with sweet plantains, chorizo sausage, poached crab or coho salmon. Gold‘nch tops red onions, sweet potatoes, eggs, roasted green chilies and fresh pico de According to Chicago-based Datassential’s roasted poblano chilies and corn with chorizo gallo. breakfast research, international day-starters sausage, Cotija cheese and eggs. “Customers Serving breakfast is a fresh concept for Dig coming to mainstream U.S. menus soon will are responding well to the new items,” he says. Inn, the New York–based restaurant chain include Brazilian pao de queijo, or baked cheese Sourcing diverse fruit and vegetable vari- specializing in what it calls “farm-to-counter” bread; Lebanese manakish, a €atbread “pizza” eties is made easier by proximity to markets in fare. “Over the years, we noticed how lunch seasoned with the Mediterranean spice blend Southern California. “At e Patio on Gold- and dinner received the most attention in the za’atar; and Singaporean kaya toast spread ‘nch in San Diego we have a truck that comes quick service industry, but no one was doing with butter and coconut curd jelly. is trend around once or twice a week from San Diego anything unique with breakfast. is was an is echoed by Colorado-based Food and Drink Specialty Produce. We can purchase produce opportunity for us to bring our veggie-centric Resources, which cites the rising popularity that is less than 24 hours out of the ground,” approach to breakfast and brunch,” says Dig of khachapuri (Georgian egg pizza) and says Mali. Inn culinary director Matt Weingarten. Dig okonamyaki (thin savory Japanese pancakes), Inn has 11 New York locations and one in which both lend themselves well to brunch HONORING VEGETABLES Boston, and launched breakfast in 2016. and customization with produce. Consumers are looking for menus that “We tried to honor vegetables on our break- allow them to customize meals to their dietary fast menu much in the same way that we do for MEET SHAKSHUKA needs and whims. A few, key, easy-to-recognize our lunch and dinner o˜erings, which allowed Known as uova al pomodoro in Southern labels on menu items, ranging from “organic” us to curate a menu that’s pretty di˜erent from Italian cuisine and shakshuka in the Middle and “paleo” to free-from gluten, dairy, etc., other breakfasts,” says Weingarten. East, eggs poached in tomato sauce is a help guide diners. e small plate option on Dig Inn’s breakfast menu includes toasts, new morning star on menus across the dinner menus is ‘ltering down to breakfast to quinoa wa¨es, egg sandwiches and bowls. country ‘lling the same €avor niche as the Southwestern staple, huevos rancheros. e Moroccan-style shakshuka served at Mina’s Mediterraneo Restaurant in Miami features n FRESH PRODUCE ON BREAKFAST AND BRUNCH MENUS eggs, tomatoes, onions, peppers, garlic and cumin served in a hot skillet with bread for Shirred Eggs: Wilted tri-colored Swiss Egg Whites: With sweet potato purée, dipping and scooping. chard and roasted mushrooms baked with cannellini beans, sage turnips, polenta, Eggs poached atop a sauce of heirloom two eggs and Fontina cheese. Hudson mustard greens and Mutsu apple. Jam, tomatoes, chilies, onions and garlic with North Hil’s Cafe, Cold Spring, NY Chicago African spices is a new addition to the menu Wood-fired Brunch Pizza: Roasted mush- Honey Ginger Brunch Salad: Roasted at e Patio on Gold‘nch, according to Adam rooms, blistered tomato, chicory, sweet beets, spinach, almonds, Chevre cheese Mali, executive chef and consultant with the onion puree, fennel pollen and poached and two eggs over easy. West Egg Café, San Diego-based Patio Group, which oper- eggs. Wolf Peach, Milwaukee Atlanta ates several California restaurants, including Borscht Sandwich: Roasted beets, pickled Gaucho Sandwich: Seared wagyu tri-tip e Patio on Lamont, Fireside by e Patio, veggie choucroute (Alsatian sauerkraut steak, over-medium egg, chimichurri and Harvest by the Patio. Mali was formerly dish) and dill cream on ciabatta. Meat dressing, red onions and arugula in a executive chef at San Francisco’s Mandarin Bread Cheese, Portland, OR warm brioche bun. Eggslut, Los Angeles Oriental Hotel and a regional chef for Twitter. Baked Avocado Cup: Whole baked Baked Polenta: Ham, baked eggs, “For brunch, I am building items o˜ of the avocado with melted Mozzarella, smoked cherry tomatoes, roasted mushrooms and produce that is seasonally available. Sugar is salmon and jalapeno. Bru’s Wiffle, charred scallion vinaigrette. Wolf Peach, de‘nitely becoming recognized by diners as Beverly Hills, CA Milwaukee pb

PRODUCE BUSINESS / JUNE 2017 / 105 “e Harvest Bowl features a seasonal grain, The National Onion Association’s signature sandwich choice of vegetables and soft boiled egg topped with tomato apricot relish and house-made series of recipes now includes the Garden Focaccia Egg superseed crunch. e Rainbowl is more savory, with kale-yogurt, curried chickpeas, roasted Sandwich with fresh onions, cucumber, carrots and red carrots, chia seeds, soft boiled egg, rosemary bell peppers. and olive oil. e Autumn Bowl mixes Greek yogurt, pumpkin (with seeds), popped quinoa, banana, dates and groats with spices sprinkled on top,” says Weingarten. “We honestly weren’t sure what to expect, but our guests really love that they can start at Bru’s Wiœe in Beverly Hills, CA. Bru’s the day with a wholesome meal cooked from Toast o–ers strawberries, bananas, blueber- scratch,” he says. ries and mango with peanut butter and fresh whipped cream atop thick slices of French- A TOAST TO PRODUCE toasted cinnamon sourdough bread. e breakfast stalwart toast has been reborn e baked fruit classic clafoutis gets a make- as the foundation of small tasty dishes, espe- over in Comme un clafoutis on the brunch menu cially as the hipster favorite, avocado toast. at Le Coucou restaurant in New York. e At Nectar Restaurant in Cincinnati, toasted French café’s pancake-like version is topped seeded sourdough is topped with avocado, with crème fraîche and fresh seasonal fruits white bean hummus, spinach and nori. PHOTO COURTESY OF DIG INN ranging from plums and white peaches to Avocado toast is crowned with hemp seed and apples and blueberries. a poached egg on a brunch menu at Michael’s Co., fresh produce •lls the breakfast menu. Genuine Food & Drink in Miami. “Nobody talks about vegetables at breakfast SANDWICHES: VEGGIES AND MORE Toasts are the stars on the menu at Etai’s time, but they always order omelets with e Egg McMu¥n is the quintessential egg Café, a bakery spot at the recently opened veggies and other dishes that include fresh sandwich, but U.S. restaurateurs are pushing Denver Central Market, a popular urban food vegetables like truœed fried eggs topped with ingenuity with handheld meals. At Meat Bread hall. “e young professional demographic fresh asparagus,” say Dede Lahman, co-owner Cheese in Portland, OR, a popular toasted living in downtown Denver is looking for of the restaurant. sandwich includes grilled fresh green beans, new and interesting dishes, something lighter “We always serve our house-made granola bacon relish, soft-boiled egg, Parmesan and and healthier in the morning,” says Robin in spring and summer with forest berries — aioli on ciabatta. e Egg Sammy menued at Baron, executive chef of the café. Her family local whenever possible, and a special waœe Doughnut Lounge in Kansas City, MO, starts also operates Silvi’s Kitchen and e Good with seasonal fresh fruit,” she says, adding with fresh spinach and tomato and adds bacon, Son restaurant, as well as Izzio’s artisan bread fresh biscuits are served with real tomato jam a fried egg and Cheddar to a halved, toasted company. made in-house. doughnut spread with garlic dijonaisse. e café serves Labne Cheese Toast spread During its annual pancake month in e National Onion Association’s signature with labne (yogurt cheese) and a dukkah, an February, Clinton Street Baking Co. creates sandwich series of recipes now includes the herb salad. “It re”ects the Middle Eastern and unique one-day-only specials, such as fresh Garden Focaccia Egg Sandwich with fresh Mediterranean ”air to our menu. e dukkah coconut pancakes with caramelized pineapple, onions, cucumber, carrots and red bell peppers. salad starts with chopped fresh herbs. We use bruleed bananas and roasted macadamias. “It was designed as a vegetarian sandwich that fresh mint, ”atleaf parsley and cilantro, plus Other specials have ranged from blackberry could have egg for the breakfast version or not raw pecans, roasted almonds, pomegranate pancakes with Meyer lemon curd and black- (for lunch version). It was developed as part of molasses and olive oil,” says Baron. Sales for berry syrup, to Japanese pumpkin pancakes a series of recipes the National Onion Asso- the item were slow at •rst due to unfamiliarity, with pumpkin seed streusel. e eatery’s ciation developed on signature sandwiches,” but gradually have increased, says Baron. “Breakfast for Dinner” menu features favor- says Mary Humann of the Greeley, CO-based Etai’s Café also o–ers Smoked Salmon ites like brioche French toast with caramelized National Onion Board. Toast on hearty 100 percent rye bread with bananas. McCormick’s 2017 ”avor forecast also cream cheese, fresh dill and a twist: Austrian predicts more egg-topped breakfast hashes, cucumber salad from an old family recipe. “I UPGRADING SMOOTHIES, PANCAKES but they’re not all corned beef. At Boston’s drive to a Middle Eastern market to get Persian While vegetables have •nally found a place Deep Ellum restaurant, duck con•t hash cucumbers every week. Hardly anyone seems to on a.m. menus, restaurateurs are •nding other includes •ngerling potatoes, Swiss chard and be using them in restaurants. ey really taste vehicles for fresh fruits and berries. Tropical bell peppers. amazing,” says Baron. e Persian cucumbers fruits are also putting in more appearances. Whether most Americans will switch from are peeled, very thinly sliced and tossed in a Pitaya (dragon fruit) is popping up primarily in morning oatmeal to a bowl of soup remains light sweet and sour dressing. e café’s Love smoothies like the Pretty in Pink with coconut, to be seen, and doughnuts don’t seem to be Toast is spread with house-ground almond banana, strawberry and mango served at Beef- going anywhere fast. In fact, the 2017 Google butter, fresh berries, local honey and bee pollen. steak in Los Angeles. Food Trends Report gives a hot trend “Rising At New York’s Clinton Street Baking French toast also gets special treatment Star” nod to vegan doughnuts. pb

106 / JUNE 2017 / PRODUCE BUSINESS MARKET PROFILE CHICAGO Windy City Is Midwest Capital Of Global Produce Economy T      -    . By Bob Johnson

he contrast between the modern Chicago International Produce Market opened on South Wolcott Avenue on the city’s South Side in 2003 and the old South Water Street TMarket — •rst established on the south bank of the Chicago River in the 1870s — mirrors the old and the new in the city’s produce distri- bution system. ›e South Water Street Market, located on what was once dubbed “the busiest street in Nick Gaglione, president of D&K Chicago, “›ings like dragon fruit and rhubarb.” the world,” was a gathering place for Chicago has been in Chicago produce sourcing specialty ›e Terminal Market is less a place for residents to meet local produce merchants, fruits from the far corners of the world since Illinois farmers to peddle their produce than and each other. For decades e¢orts were made the 1970s. Following in his father’s footsteps, a receiving station for fruits and vegetables to tear it down because it brought too much he has experienced •rst-hand the contrast shipped from around the country, and even congestion to the area. between the modern International Produce the far sides of the world for consumption by ›e city eventually succeeded in leveling Market and the 20th century incarnation of Greater Chicago-area consumers. this venerable produce hallowed ground to the old South Water Street facility. “I was in “We get Washington apples, California soft make room for condominiums, and chose land the Old Market,” says Gaglione. “Most of the fruit and citrus, and a little out of Florida, and a mile away from the heartbeat of the city for equipment and the building are more modern some out of Chile and Peru,” says Gaglione. a modern facility that today is a meeting place and up-to-date than the stu¢ that was built in “›ere’s not much out of Illinois or Michigan. only for those in the business of produce. the 1920s. It’s cleaner and there is more room Ninety-•ve percent of our produce is sold in ›e new market has everything a wholesaler to operate. ›ere is only one ·oor here, too.” Illinois, and the rest is just over the border.” could want — 1 million cubic feet of refriger- While the Old Market backed up to the Even Strube, which has historic connec- ated space, custom repacking and packaging Chicago River for easy access by boat for tions with local agriculture, is only able to facilities, cross-docking and even a ripening produce from farms throughout the Midwest, source vegetables from nearby a few months room on site. the modern market is close to the Damen exit of the year. “We do a lot of locally grown; Since Fred Strube started his wholesale from Interstate 55, and just a few miles from our family has always been huge into local produce business in 1913, Strube Celery & Midway Airport for fruits and vegetables from produce,” says T.J. Fleming, director of sales Vegetable Co., in Chicago, it has grown to be around the world. and marketing at Strube. But, he adds, “It’s one of the largest in the Midwest. One of Gaglione’s neighbors at the Chicago all seasonal.” “In the Old Market we were the largest International Produce Market is the Chicago Strube estimates that nearby Midwestern wholesaler,” says Robert (Rob) Strube III, pres- division of Coosemans Worldwide, an inter- farmers only have an abundant supply of fresh ident of Strube Celery & Vegetable Co. “›e national produce shipper started in the 1970s vegetables about three months of the year. “›e new market made it a more level playing •eld. when entrepreneur Herman Van den Broeck three months the local farmers are in season, It gave the smaller wholesalers more room. It would pick up Belgian endive at Los Angeles we get as much as we can,” he says. “But we did give us more temperature control, which International Airport and sell it to high-end source all over the place. We sell everything made it easier.” local restaurants out of the back of his Cadillac. from apples to zucchini, but not bananas.” Strube brings a full line of fruits and vege- “›ey come to us for shorts and new Fresh fruits and vegetables for Chicago tables into Chicago year-round from a global commodities that they didn’t want to have neighbors are low on the crops list. Pump- network of growers developed over the past as line items in their warehouses,” says Mark kins are among the leading produce crop, with century. Pappas, president of Coosemans Chicago. annual revenue of $20 million.

PRODUCE BUSINESS / JUNE 2017 / 107 CHICAGO MARKET PROFILE

ROOFTOP GARDENERS 85 and is located next to its 3,000-square-foot Most of the produce eaten by the city organic rooftop garden, which includes two folk comes to them through wholesalers like massive vertical hanging gardens and dozens Gaglione and Pappas, or the distribution of planter boxes ˆlled with vegetables, fruits centers of corporate retailers. and herbs. Homestead also has a 65-seat indoor Many Chicagoans are bridging this distance second-story space, which is open year-round. by joining the thriving movement of rooftop “People are looking for better quality, and and greenhouse gardeners. a few more are looking for organic,” says Homestead on the Roof, an alfresco farm- Gaglione. Dean (Deke) Pappas, Lisa Strube, Strube to-table restaurant in the city’s Ukrainian Whole Foods and Trader Joe’s both have Panama Banana Celery & Vegetable Co. Village/East Village neighborhood, is situated presence in the Chicagoland area to rank next to its rooftop garden. e restaurant seats among the top organics retailers, and conven-

L to R: Greg and Mark Mandolini, Mandolini Co.

L to R: Nick and Sam Gaglione, D&K Chicago

tional markets are ˆnding increased interest in organics. “ e organic volume has increased,” says Bill Dietz Jr., president of Heartland Produce, Kenosha, WI. “Retailers have increased their organic sections, and they even run organics on ad. e organic has been a slow growth for some years, but in the past four or ˆve years, everybody has been talking about it.” Many wholesalers are noticing a marked shift in the demand for organic produce in the greater Chicago area. “ e organic thing is coming around,” says Strube. “We tried it 12 or 13 years ago, but we were too soon.” In addition to Whole Foods, which has nearly a 4 percent market share in the metro- politan area, Chicago is the center for a new organic produce-oriented chain that has blos- somed overnight. Four years ago, Chris Sherrell, former SunŽower Farmers Market president and chief executive, and a group of co-workers created Fresh yme Farmers Market with the ambitious goal of growing to 48 Midwestern stores in ˆve years. e ˆrst store opened in the Chicago suburb of Mount Prospect in 2014.

108 / JUNE 2017 / PRODUCE BUSINESS Produce Pro.indd 1 5/12/17 11:07 AM CHICAGO MARKET PROFILE

L to R: Benjamin Jimenez, Jose Guadalupe Gonzalez, Adolfo Vega Jr., Ana Trejo, Roberto Tellado, Carlos Juarez and Mario Gonzalez, La Hacienda Brands

ƒe company is so passionate about produce, prole a foodservice area as Whole Foods may Michigan, La Hacienda Brands nds markets it made it the nucleus of the store, ensuring have.” for its selection of Mexican produce among the bounty of fruits and vegetables is visible ƒe formula is working. ƒe company has many of the larger mainstream supermar- from all other departments. opened 62 stores in nine Midwestern states kets. “We sell to some independents, but the “We’re going to start really focused on and Kentucky, and has an additional 18 stores majority is to big markets with more than culture and getting involved in local. Granted, scheduled to open by the end of 2018. 10 stores,” says Adolfo Vega, president of La with the expectation that 25 percent of our sales Hacienda Brands, Chicago. “A lot of them buy is going to be produce, we know the Midwest MODERN URBAN ETHNIC MIX their produce direct because they can get cheap limits the ability of produce from a seasonal ƒe sprawling metropolitan area — Chicago prices, but there are some items they can’t get standpoint. But throughout that season, we’ll and the surrounding suburbs — is nearly direct. We sell papayas because they won’t get absolutely support it,” Sherrell says in a state- two-thirds Anglo and around one-sixth Black, a full load. We sell limes, peppers and tomatoes ment on the Fresh ƒyme website. “We’re according to a report from Chain Store Guide. out of Mexico, too.” looking at an everyday natural farmers’ market But the city proper of 2.7 million residents is Mainstream interest in Mexican fruits and where 40 percent to 50 percent of our sales roughly equally divided among Anglos, Blacks vegetables has allowed La Hacienda to nd a are going to be in perishable departments — and Hispanics. “Chicago has always been niche in competitive produce markets domi- produce, meat and some of the other health diverse ethnically,” says Coosemans’ Pappas. nated by a smaller number of larger players. foodservice areas — but not really as high From its coolers a few blocks oŽ Lake “Overall, the demand for Mexican produce

110 / JUNE 2017 / PRODUCE BUSINESS says D&K Chicago’s Gaglione. sure Island and a little Roundy’s.” Wholesalers who remained ašoat during Strube also ‚nds a relatively stable customer this transition to more consolidated markets base among the independents, some of whom had to survive tough competition. are not that small. “We sell mainly to inde- “It’s competitive,” says Coosemans’ Pappas. pendents, but some of them have up to 15 “When I ‚rst started, there were specialty stores,” he says. “ere hasn’t been all that houses down here. ere still are, but now much consolidation in Chicago; we still have everyone carries everything. It’s probably 70 so many independents.” percent diŒerent customers than it was 21 years Strube ‚nds the buyers have become L to R: T.J. Fleming, Anthony Battista, Jon Strube, Strube Celery & Vegetable Co. ago. It’s attrition with new people starting, or sharper, more knowledgeable about produce people combining. We do the medium-sized market conditions around the country. “One is more than it used to be; there are more market chains like Pete’s, Garden Fresh, Trea- of the big changes is all the customers know people eating it,” says Vega. “Some of the old customers went out of business; there’s more chain stores. ere’s a lot of competition, so the prices are tough.” Panama Banana opened for business in the late 1920s at the old South Water Market and today wholesales bananas, mangos, pineapples, avocados, tomatoes, melons and citrus from its spacious ‚ve-unit facility at the Chicago International Produce Market. “In the last decade the Chicago market has become more and more diversi‚ed as the city itself has as well,” says Tommy Durante, buyer/seller in the fruit department at Panama Banana. “As new ethnic groups have moved into the area, the market has adjusted. Each ethnicity uses distinctly diŒerent produce items, and it’s up to the market to carry these prod- ucts. New businesses sprouted up as specialty houses and existing houses have adapted their product lines to cater to the new customers. At Panama Banana, we have expanded our product lines dramatically.” e city is large enough to bene‚t as a hub, shipping ethnic fruits and vegetables to smaller markets throughout the Midwest. “Buyers from outside the Chicagoland area have discovered the volume and diver- sity of our market and realized they can get better deals here than they can from various outside brokers and even from some shippers directly,” says Durante. “is is partly due to the longstanding relationships we have with our suppliers. Panama supplies many companies that are out of state, often selling full truckloads of products to them.” Like most of the country, Chicagoans increasingly buy their fruits and vegetables from a small number of corporate super- market chains that reign supreme with produce sourced from places far and wide. Jewel-Osco, Wal-Mart, Sam’s Club and Costco sell roughly half the fruits and vegetables, according to the Chain Store Guide report, while no other retailer has more than a 5 percent market share. “ere are not as many smaller customers as there were; they got bigger or consolidated,”

PRODUCE BUSINESS / JUNE 2017 / 111 CHICAGO MARKET PROFILE

L to R: Mike Ruffolo, Luis Arellano, Mike Couwenhoven, Steve Argires, Mark Poremba and Mike Smietana, JAB Produce what’s going on in terms of the market,” he name of the game,” says Panama Banana’s program manager for Growing Power in says. “
e buyers are more educated, and that Durante. “Independents have grown to small Chicago, a national non-pro t organization makes it harder.” chains, each with their own warehouses.
ese and land trust supporting people from diverse Heartland’s Dietz says the Chicago market facilities allow buyers to purchase for several backgrounds and the environments in which has become more competitive as industry stores and make better deals for themselves they live, by helping to provide equal access to leader Jewel-Osco, an Albertsons subsidiary, through volume.
is forces the market busi- healthy, high-quality, safe and a‡ordable food has consolidated its position. “Jewel is doing nesses to sharpen their pencils and often act for people in all communities. well, and everybody’s got to work a little harder. as brokers, delivering full loads directly to the “We have six farms in Chicago ranging in We deal with most of the independents, and do warehouses. Adapting to the changing envi- size from a quarter acre to seven acres,” says ‘shorts’ business with chains like Jewel. When a ronment has kept the Chicago Market and Clawson. “We sell the fruits and vegetables Jewel comes to us, it’s a short buy for something Panama Banana lucrative.” at farmers markets, farm stands, restaurants on ad, or a truck is late, or they rejected a load. In the modern city, however, diversity and a mobile produce bus, the Fresh Moves It’s mostly shorts.” frequently means ethnic and economic segrega- Mobile Market.” Wholesalers nd retail consolidation has tion that is re­ected in limited produce options Today, Growing Power in Chicago employs left them no choice but to become more eŽ- for residents of large areas of the city. 300 young people, nearly all of them from cient and imaginative to survive. “
e West and South Sides are food neighborhoods where it is diŽcult to nd fresh “On the store level, growth has been the deserts,” says Lauralyn Clawson, youth produce, let alone sell it. pb

112 / JUNE 2017 / PRODUCE BUSINESS FOODSERVICE PROFILE CHICAGO True Food Kitchen: Where Food Is Delectable Medicine Weil met Fox in the late 1990s and the with a œavor-forward menu that rotates regu-    . ’ pair quickly saw the possibilities of a culinary larly with the seasons. Signature dishes include - -  partnership. When their œagship True Food Spaghetti Squash Casserole, Inside Out    Kitchen opened in Phoenix nine years ago, Weil Quinoa Burger, Scottish Steelhead, œavorful described the cuisine as having both “Medi- and healthful bowls and pizzas. By Bob Johnson terranean elements and lots of Asian food, True Food Kitchen sources its produce especially ingredients from Japanese cuisine. from Fresh Concepts, a Murrieta, CA-based t True Food Kitchen in Chicago’s It’s a mix of the two healthiest food cultures in company with a Chicago regional o°ce. ‹e trendy River North area, the menu is the world, the same one that’s reœected in the company works with local distributor Dalmares literally just what the doctor ordered. anti-inœammatory food pyramid I developed.” Produce. “Any leafy greens we use are organic,” ‹e restaurant — created by Dr. ‹e anti-inœammatory diet features fresh says Sullivan. “We work with local partners on Andrew Weil and entrepreneur fruits and vegetables at the base, beans or sourcing the produce. In the o±-season, we SamA Fox — opened in November 2016 as legumes daily, whole grains or pasta a few work with partners out of Arizona, Southern the latest in a growing chain of True Food times a week, plus healthy fats, ©sh, unlimited California, Southern Texas and Florida.” pb restaurants based on Weil’s anti-inœammatory amounts of cooked Asian mushrooms and food pyramid. herbs; at the top of the pyramid is a daily TRUE FOOD KITCHEN “We’re using a lot of the superfoods,” says glass of red wine and a treat of dark chocolate, 1 W. Erie Michael Sullivan, master chef at True Food eaten sparingly. Chicago Kitchen in Chicago. “We use a lot of the Hima- ‹ere is not just one menu at True Food (312) 204-6981 truefoodkitchen.com layan berry sea buckhorn, which is a superfood, Kitchen but four. ‹e health-driven, seasonal as is turmeric and garlic, when used properly.” restaurant merges nutrient-rich ingredients

PRODUCE BUSINESS / JUNE 2017 / 113 CHICAGO RETAIL PROFILE Pete’s Fresh Market

       .

By Bob Johnson

immy Dremonas was 16 years old when he and one of his brothers opened their €rst produce store at 87th Street and Stony Island Avenue on Chicago’s South Side in 1974 — a 1,000-square-foot, Jfull-service produce stand. —e store, which the Greek immigrant brothers named Pete’s Fresh Market after their father, was built on a simple formula: O¡er high-quality fruits and vegetables, locally grown when possible, at a¡ordable prices. “Produce is the core of what we do,” says Dremonas. “We open di¡erent stores in Chicago’s neighborhoods. We use our produce in the deli; it is one of the reasons people come to the stores.” —e simple formula has worked, despite competition from the area’s large supermarkets, PHOTO COURTESY OF PETE’S FRESH MARKET including Jewel-Osco, Mariano’s, Whole Foods and Fresh —yme Farmers Market. “We Dremonas counts on the generations-old organic and non-GMO. We are selling a lot have 13 stores and are expanding; we opened local wholesalers at the Chicago International more organic; that happened about six years a new store last year,” says Dremonas. Produce Market on Chicago’s South Side. ago,” says Dremonas. —e connection to the community extends “We get seven to 10 trailers of produce a day Pete’s Fresh Market is expanding because to nearby farmers, because Pete’s Fresh Market from the Terminal Market,” says Dremonas. of its commitment to serve customers across was buying local before it was “cool” to do so. “We go to Strube, Panama Banana, Marano.” the many economic and ethnic divides of “For years, we have prided ourselves on buying Strube has been a leading Chicago produce Chicago. “Our goal is to serve everyone,” primarily from local suppliers. In fact, we are wholesaler for more than a century; Panama says Stephanie Dremonas, executive o´cer proud of our long-standing relationship with Banana has been a €xture in Chicago produce and Jimmy’s daughter. “—ere is no level of our suppliers — many who date back to our since Tom Pappas rented basement space at disposable income, no race. We try to appeal €rst days in Chicago,” says Dremonas. the South Water Street Market in 1929; and in to everyone, to all the races, to Hispanics, In Chicago, as in most of the Midwest, the past 65 years, Anthony Marano Company African-Americans. We’ve been lucky to please weather limits how much of the year produce has grown from being “the tomato guys” into all those customers. We have stores in high- can be sourced from nearby farms. “Local is a full-service fruit and vegetable wholesaler. end neighborhoods and in urban settings, very important to what we do,” says Dremonas. “For the Hispanic stu¡, you have La Galera where things are more di´cult. We’re in all “When we say ‘local,’ we mean Michigan, Produce, J.L. Gonzalez Produce and some kinds of neighborhoods.” pb Wisconsin and Illinois. We have local apples smaller wholesalers,” says Dremonas. “We for seven or eight months; but we only have have an ethnic market — Hispanic, Greek and the local vegetables three to four months out of Italian customers — and they look for ethnic PETE’S FRESH MARKET the year. —e rest of the year, most of it is from produce. —e Hispanics mainly want bananas, 4343 S. Pulaski Road Florida and California. As time passes, we also papayas, pineapples and mangos.” Chicago get produce from Chile and New Zealand.” Dremonas has also learned to cater to a (773) 927-4300 Per the store’s website, the store breaks down growing wave of consumers who are concerned petesfresh.com bunches and hand-cleans and re-bands them about food safety and about the materials Hours to assure there’s no dirt, decay or spoilage. used to grow the fruits and vegetables. “Our Daily: 7:00am - 10:00pm While the large corporate supermarkets customers are more conscious with how clean bring produce in from around the world, the produce is. —ey are more interested in

114 / JUNE 2017 / PRODUCE BUSINESS stone fruit merchandising review

Four Ways To Stone Fruit Success

With supply low for the total produce sales for the 52 weeks ending Feb. United States, based on USDA Agricultur- classics, new varieties 25, 2017, per FreshFacts data supplied by the al Marketing Resource Center information. could help push a bigger Chicago-based Nielsen Perishables Group, Meanwhile, more than 90 percent of the nec- third quarter sales accounted for a whopping tarines in the United States are grown in Cal- ring this summer. 4 percent of total produce sales. is compares ifornia. is year, East Coast peach availability to ­rst-, second- and fourth-quarter catego- will be light due to weather-related issues. BY CAROL M. BAREUTHER ry contributions at 0.6, 1.9 and 0.5 percent, “A historically warm winter means the fruit, respectively. especially that which typically harvests in July, Here are four ways retailers can sell more didn’t get the chill hours it needed,” says Will weet juicy peaches, nectarines, stone fruit year-round. McGehee, ­fth generation peach farmer and plums and apricots are among the partner at the Genuine Georgia Group LLC, iconic fruits of summer. Even with 1. STOCK WHAT CUSTOMERS WANT in Fort Valley, GA. “at means our season availability from Chile in the win- “We carry the basics, such as peaches, nec- runs from the third week in May, when we ter, these stone fruits still evoke tarines and plums, as well as a variety to keep started harvest, to about the second week in nostalgic remembrances of outside picnics it interesting for our customers like tree-ripe July; then availability starts to peter out.” and fruit so succulent that one bite produced fruit, white-‡eshed peaches and nectarines, and Meanwhile, a freeze in late March wiped Sa stream of juice dripping from chin to arms. pluots,” says Marc Goldman, produce director out 80 to 90 percent of the South Carolina Since there are supply gaps between South- at Morton Williams Supermarkets, a 13-store peach crop, according to Martin Eubanks, ern and Northern Hemisphere stone fruit, chain based in New York. assistant commissioner of the South Carolina this builds customer anticipation and creates Peaches are king of the stone fruit category, Department of Agriculture, Columbia, SC. a huge opportunity for seasonal excitement representing 48.7 percent of dollar sales for “We’re unsure of the packing volume we’ll and sales. the 52 weeks ending Feb. 25, 2017, according have for commercial sales in July and August, “Stone fruits are extremely important to to Nielsen Perishables Group’s FreshFacts. but retailers purchasing other produce from produce department sales in the summer, right Nectarines came in second, at 28.6 percent our state should keep in close contact with up there with berries and cherries,” says John of category sales, followed by plums at 20.2 their growers,” he says. Savidan, produce director at Bristol Farms percent and apricots at 2.5 percent. New Jersey peach growers who pack un- and Lazy Acres, a 15-store chain based in Peaches & Nectarines. e popularity of der the “Jersey Fruit” and “Just Picked” labels Carson, CA. peaches owes to this fruit being grown in more have been fortunate weather-wise, says Bob is seasonal opportunity is evident in the states than nectarines. For example, California, Von Rohr, director of marketing and customer numbers. While peaches, nectarines, plums and South Carolina, Georgia and New Jersey are relations for Sunny Valley International in apricots collectively represented 1.8 percent of the top four peach production states in the Glassboro, NJ. “We hope to see a fairly normal

PRODUCE BUSINESS / JUNE 2017 / 115 merchandising review stone fruit full crop; we’ll start harvesting the rst week “Pluots really take over plums in July and Au- Simonian. of July, or a little earlier.” gust, when it’s hottest and the sugars really rise Varietals. Bristol Farms’ Savidan seeks out For the past decade, some stone fruit acre- and volume comes on. Typically, retailers will lesser-known varietals to oƒer customers some- age in California has been replanted with Man- display and promote four to ve diƒerent colors thing diƒerent and to stimulate sales in the darins, almonds, grapes and kiwi, resulting in of pluots at a time, and they will sample the category. “Šis means working with growers a reduction of about 40 percent of the crop, fruit. You can’t do the same thing with peaches on varieties with incredible avor that not ev- says Jon McClarty, president of HMC Farms, and nectarines since there isn’t so much of a eryone carries. Examples are the white- eshed Kingsburg, CA. “Stone fruit is temperamental diƒerence in skin color among varieties.” Polar Ice Nectarine, Black Splendor Plum, to grow and has lost some ground to items that Pluots are a speci c cross between plums Black Raspberry Pluots and Plumogranate.” oƒer growers a better return.” and apricots that have a registered trademark, Yellow- eshed peaches and nectarines are while plumcot is the term for more general 2. OFFER CONVENIENT PACKS the classic staples. crosses between these two fruits. Bulk displays that allow customers to feel, “We are seeing more interest by the U.S. New varietals like the pluot tend not to smell and choose their stone fruit by the piece market for white esh or sub-acid varieties of cannibalize other similar items; rather they continue to be popular. However, “demand is both peaches and nectarines. In the past, these oƒer incremental sales, says Michael Walsh, increasing for all types of consumer packs, were more of export items,” says McClarty. stone fruit category manager for sourcing with the primary vehicles being clamshells Plums, Pluots, & Plumcots. Šere are at Robinson Fresh, headquartered in Eden and bags,” says Dovey Plain, marketing co- hundreds of plum varieties with red-, black- Prairie, MN. “Še new and exciting varietals ordinator for Family Tree Farms in Reedley, and green-skinned the most popular. However, can expand consumers’ baskets and get them CA. “Šese add the convenience of a unique “pluots are taking share away from traditional coming back looking for more.” UPC for the product, as well as the ability to plums,” says Jeƒ Simonian, vice president of Apricots. Apricots are available from April more fully describe the product with package sales for the Simonian Fruit Company, based to July from California and June to August design and labeling.” in Fowler, CA. from Washington. “Šere’s really no work Šis season, Genuine Georgia, a sales and Michael Elwinger, marketing manager for being done to lengthen the season. Apricots marketing cooperative in Fort Valley, GA, Kingsburg Orchards in Kingsburg, CA, agrees. are one of those truly seasonal fruits,” says introduced its 2-pound grab-and-go pouch

THE FLAVOR FACTOR An inconsistent eating experience — in “We are focusing on this proprietary lower than some bland or boring-tasting other words, a sweet juicy peach one day program and have the right of first refusal varieties. People seem to get fixed on brix and a bland dry one the next — is one on some 15 to 17 varieties of stone fruit,” levels because you can measure them, but of the biggest detriments to stone fruit says Jeannine Martin, director of sales for a refractometer isn’t going to tell you if the sales at retail. This is an all too prevalent Giumarra’s stone fruit division in Reedley, customer is going to enjoy the product.” problem in an age where the distance CA. “This means we have the potential to One of the big challenges is from picking to point-of-sale can be up bring more of these varieties into com- the proper handling at store lev - the coast, cross-country or intercontinen- mercial production, possibly including el to ensure great eating stone fruit. tal. Handling practices have long been peaches. We are really excited to have the “The basic rule is to check the pres- the way to improve this quality quanda- rights to market these flavorful varieties.” sure with a penetrometer or take a bite,” ry. Today, a combination of horticultural Beyond breeding, harvesting practices says Dovey Plain, marketing coordinator practices and handling techniques that come into play. For example, it’s important for Family Tree Farms, Reedley, CA. “The span from the nursery to the consum- for growers to pack the fruit the same pressure will guide your handling. Firm er’s refrigerator is proving to help bring day it’s harvested. Holding fruit overnight fruit should be stored out of the cooler consistency to stone fruit’s flavor mojo. can result in off-flavors and mealiness, in the back room and allowed to ful- “Consumers look for a good eat- says Denver Schutz, technical services ly ripen. Fruit that is ripe and aromat- ing piece of fruit and finding it can be manager for Gerawan Farming, head- ic makes for a sure sale. Temperatures a crap shoot,” says Jeff Simonian, vice quartered in Fresno, CA. “To achieve the in retail coolers can damage firm fruit, president of sales for the Simonian sweet juicy fruit that consumers demand, inhibiting its ability to ever ripen. Once Fruit Company, Fowler, CA. “That’s why a grower needs to harvest more often; as fruit has softened, it is safe to refrigerate. we’ve gone back to the nursery level much as 10 times per tree,” says Schutz. If stores find themselves with an over- and looked for better eating varieties.” Jon McClarty, president of HMC Farms supply of soft fruit, place some in the This is the third season of increasing in Kingsburg, CA, agrees. “Ripeness is cooler until sales catch up with supply.” commercial volumes of the Giumarra key. People often confuse softness and Finally, “retailers need to inform cus- Companies’ Nature’s Partner DulceVi- ripeness. We consider ripening starts and tomers on the proper way to handle the da line of red apricots and white, black ends on the tree. Softening can occur on or fruit once they get it home to enhance and yellow nectarines. The Los Ange- off the tree. We are a big tree-ripe house. the eating experience,” says Bob Von Rohr, les-headquartered company holds the Secondly, brix is a component of taste, but director of marketing and customer rela- exclusive license with a fourth-gener- only a portion of the taste. There are vari- tions for Sunny Valley International, Glass- ation breeder consortium in France. eties that taste great at brix levels that are boro, NJ. “This leads to repeat sales.” pb

116 / JUNE 2017 / PRODUCE BUSINESS bag of small-sized fruit under its new “Geor- whole peaches, such as the Summer Flames, promotion,” says Savidan. gia Juicys” brand. “is ts with the trend for Elegant Lady’s and Zee Lady’s from local Social media is another avenue for retailers small-sized, kid-friendly fruit like Cuties or growers that are spotlighted for a week each, to promote. Some growers are assisting in this Halos in Mandarins, Lil Snappers in apples but peach products throughout the store. For with ready-made content. and pears, and Mighties in kiwi. It also answers example, there is a limited-time peach sau- “is season, we’re shooting 15-second the need to have a brand within the brand of sage in Meats, a peach sushi roll in Seafood, videos, such as one of us standing in an orchard Georgia Grown,” says McGehee. peach salsa and grilled peaches dressed with and telling customers this fruit will be in their an aged balsamic vinegar in the grab-and-go store in two weeks. It’s simple. We’re shooting 3. DISPLAY A BUFFET OF CHOICES Deli, peach tarts in the Bakery; peach jams these with an iPhone; we are not bringing Stone fruit is o€ered in large displays in the and jellies in Grocery, and even plastic molds Hollywood into it. But we think it’s a great way front lobbies of Bristol Farms’ stores during to make peach pops in the Bristol Kitchens for us as growers to connect with our retailers summer. Similarly, at Morton Williams Super- housewares. “It’s truly a whole store peach and their customers,” says McGehee. pb markets, summertime displays are prominent. “We keep all the stone fruit together,” says Goldman. “After that, it can vary by store. For example, if we have two islands, then we’ll put the basic southern peaches and California nectarines on one and the higher-end tree-ripe and white-ˆeshed fruit on the other.” When domestic stone fruit is available, roughly May through October, customers are more interested in new varieties and experi- ences, so it’s best to o€er ve to eight SKUs, including organics, recommends Robinson Fresh’s Walsh. “When the Chilean season is in full swing, roughly January to April, it’s best to carry three to ve SKUs. Figure your staples — yellow peach, yellow nectarine and plum, with some white ˆesh and/or new va- rieties mixed in.” ere are great opportunities for retailers to promote some of the more unique varieties of stone fruit available out of Chile, such as Purple Heart Plums, Emerald Candy Pluots and Red Grenade Pluots, says Karen Brux, managing director of North America for the Chilean Fresh Fruit Association, San Carlos, CA. “Retailers are calling out specic varieties and giving their shoppers more information on the di€erent ˆavor proles. is is a great way of creating a catchy display and elevating the entire stone fruit category.” Cross-merchandising displays can be ef- fective sales tools. “Put some peaches next to pie ingredients and a small recipe book,” says Walsh.

4. PEACHY„KEEN PROMOTIONS A variety of stone fruit is featured in weekly ads all summer at Morton Williams Super- markets. “It might be a southern peach and tree-ripe nectarine one week, then a California nectarine and tree-ripe peach. Essentially one basic and one high-end item each week for the domestic season,” says Goldman. ere are several other ways to promote stone fruit in addition to price. For example, Bristol Farms features peaches in a month-long celebration in July. is doesn’t just include

PRODUCE BUSINESS / JUNE 2017 / 117 INDIANAPOLIS MARKET PROFILE Wholesalers Deliver More Produce To Indianapolis Stores, Eateries

L        ’  .

By Doug Ohlemeier

arge corporations have expanded their bases in Indianapolis, which fuels economic activity and the delivery and marketing of foods. Power-generator manufacturer Cummins recently opened La new oŒce tower in Indianapolis. Overall, produce wholesaling remains strong, says Pete Piazza, president of Piazza Produce Inc., based in Indianapolis. ““e produce economy and economy overall is good,” he says. “Our sales are doing well and are growing every year. Unemployment is low. If there’s one problem, it’s not having enough quality employees, whether at the distribution or foodservice level. “ere is a shortage of good employees.” Every day the Indianapolis Fruit Company Inc., distributes to retail, foodservice and other wholesale customers in 15 Midwestern and Southeastern states. “e large coverage area provides it many local grower contacts. Melons are a big commercial and local item for Indiana. Indiana growers also produce squash and toma- toes in high volumes. Leaf items, including kale, are also seeing increasing production and demand. “A lot service purveyors and wholesale customers napolis apart from a lot of destinations as far of people value the opportunity to eat close throughout its surrounding states, as well as as distributing produce is concerned is being to home and enjoy the fruits, vegetables and other parts of the Southeast and the East. “e at the Crossroads of America,” says Ray. ““e artisan foods produced, grown or manufactured company services customers through a Lake- expansion of I-69 farther south to connect in their communities,” says Daniel Corsaro, land, FL, distribution center. “Over the years, the southern states is almost complete. We’re assistant director of sales and marketing for the company has changed logistics strategies also very close to Chicago and able to hit Indianapolis Fruit. “Because someone’s de£ni- as far as looking deeper in connecting Point surrounding states relatively easily.” tion of ‘local’ may be di¥erent from another’s, A with Point B in a more economical way,” In Indianapolis and its surrounding cities, the hardest part for anyone in the food business says Rocky Ray, vice president and co-owner. the restaurant business is thriving. “Just in is managing a local program that is local for all “Instead of looking at other produce businesses downtown Indianapolis, you walk down the its customers. Finding programs that work for as our competitors, sometimes, it’s healthy in street and it’s restaurant after restaurant,” says foodservice operators and retailers is a chal- business to look at them as a potential partner Ray. “It doesn’t matter what day of the week lenge, but it certainly is doable, as numerous and achieve our common goal.” you go out. “ey all seem to be doing well. farmers and manufacturers throughout the “ere’s a lot of competition there, and a lot of nation are able to supply consumers quality LOGISTICAL ADVANTAGES di¥erent concepts to enjoy.” products that may be available in retail and Situated where four major interstate high- Piazza Produce is distributing more foodservice outlets.” ways — I-65, I-69, I-70 and I-74 — dissect specialty produce items, including baby vege- Ray & Mascari Inc., an Indianapolis the city, the metropolitan area possess some tables, leafy greens and Belgian endive. “e key tomato repacker, distributes to retail, food- distribution advantages. “What sets India- to specialty deliveries is turnover. A distributor

118 / JUNE 2017 / PRODUCE BUSINESS Marcus Agresta, Piazza Produce Inc. Daniel Corsaro, Indianapolis Fruit Company Michael A. Ray and Joseph M. Ray, Ray & Mascari Inc. needs a base hungry to purchase those products, customers contact her for lists of local items tent supplies throughout the year, more growers says Piazza. To e ectively market specialties, they can promote. “Chefs will plan their menus are entering aquaponics and hydroponic Piazza communicates to chefs, schools and around the local product,” she says. “ƒat’s how production. Herbs, leaf items, lettuces and other institutional buyers via newsletters, which important it is to them. Everyone’s on local other produce are produced outside of soil in explain product availability. now. ƒey really like that part of it.” Earlham the heart of the metropolitan area, says Daniel Indianapolis’ Circle City Produce distrib- College in Richmond, IN, will purchase any Corsaro. “ƒose operations have to scale-up to utes produce and other specialty foods to local item. ƒe institution likes to advertise support the volume the retail segment requires,” customers throughout the state, as well as into where the produce originated and will promote he says. “You see a lot more of those growers parts of Ohio and Kentucky. Specialties include it via maps and other materials. Local items operating in the foodservice realm now. ƒey specialty and local cheeses, and specialty meats also work well with college students’ desire to can sell smaller quantities to the restaurants such as bison. Demand for local remains strong, eat healthy. than the larger growers.” says Toni Corsaro, sales manager. Leading More small local growers are adapting food local items include asparagus, sweet corn, bell HYDROPONIC, AQUAPONIC safety standards. “ƒe issue of safety standards peppers, cucumbers and blueberries. Corsaro’s To satisfy local demand and provide consis- is becoming less and less an issue every year,”

PRODUCE BUSINESS / JUNE 2017 / 119 INDIANAPOLIS MARKET PROFILE PHOTO COURTESY OF PATACHOU INC.

says Greg Corsaro, Indianapolis Fruit’s presi- dent. “One of the challenges of local growers is the amount of food safety regulations. Many times, your local grower doesn’t have the nan- cial resources or the complete knowledge to comply with them.” Indianapolis Fruit provides the local growers it works with in its distri- bution area opportunities for education and assistance in getting certied. In the city’s ultra-competitive supermarket scene, Marsh Supermarkets Inc., based in Indi- anapolis, is always looking for and willing to test new products for its trade partners and share data that can be used by both sides to increase sales, says Dave Rhodes, vice president of produce and Œoral. “We want our partners to be partners, not just suppliers who take an order and ship us product,” he says. “We look to our partners for information, such as trends in other marketing areas, that we may Tyler Herald, Patachou Inc.’s executive chef be able to use in hopes of getting a jump on our competition.” Number One area where a chain or indepen- dent can impact their consumer mindset on THE ONLINE RETAILERS the shopping experience as a whole.” HAVE FORCED BRICK GREAT RESTAURANTS AND MORTAR RETAIL- Local is a major push at restaurant operator Patachou Inc., which operates 11 restaurant ERS TO REALLY WORK locations through ve restaurant concepts in HARD TO DIFFERENTI- the Indianapolis region. “Local produce is a huge part of what we do,” says Tyler Herald, ATE THEMSELVES. Patachou’s executive chef. Patachou’s restau- — DANIEL CORSARO, INDIANAPOLIS FRUIT COMPANY rants promote local ingredients by listing farmers in separate corner menu sections, as well as on its websites. Servers and chefs also know where products are sourced. “For me, ONLINE RETAILING sourcing local produce is a no-brainer,” says Online retailers have pressured traditional Herald. “It’s really starting to mean something supermarkets and forced them to step up their to people. „ey care more about it than they game, says Daniel Corsaro. Traditional retailers have in the past.” have been diligent in creating a shopping „e Cunningham Restaurant Group in experience and a produce department where Indianapolis operates 21 restaurants in three the Baby Boomers, Millennials, Generation states. Xers and others can buy services, tools and Carl Chambers, executive chef, says he products they can’t nd online. “„e online has always felt the Midwest has been a little retailers have forced brick and mortar retailers behind in culinary trends. “My philosophy is to really work hard to di“erentiate themselves,” to utilize the local farms when we can,” he says Corsaro. “„e produce department has says. “„ere’s a lot of chef-owned restaurants always been a point of di“erentiation, but now in Indianapolis. „ey are working with growers more than ever, the consumer is recognizing who are growing open-pollinated heirloom it really is a di“erentiating point. Before, in varieties they sell not only at farmers markets, the corporate o”ces, people would say they but also directly to chefs. It’s really all about the want their produce department to be a point diners. „ere’s a shift from going out to eat at of di“erentiation. Now, a consumer walks in your corporate chain restaurants to supporting and recognizes the produce department is nicer, your local restaurateur. „at translates to those cleaner and serviced better with educational people who understand the produce and the and point-of-sale materials throughout that local food movement, and in turn want to other stores in the area may not have. It’s the support their local farmers.” pb

120 / JUNE 2017 / PRODUCE BUSINESS freeze-dried produce dried fruits & nuts Fast-Growing Freeze-Dried Lines Bring New Opportunities

LEFT PHOTO COURTESY OF CG IMAGES; RIGHT PHOTO COURTESY OF CRUNCHIES NATURAL FOOD COMPANY

Health-conscious snackers that was among the rst consumer brands to them overnight. en they would walk on gravitate toward these profit- introduce freeze-dried snacks. He sees pro- the cloth in the morning to squeeze out the able and popular items in the duce executives as a partner in the education moisture, making a portable, ‘shelf-stable’ meal. produce department. process, which explains why he pushes to have “rough the freeze-drying process, 99 per- his products merchandised in produce. “e cent of the moisture is removed,” he continues. nutritional content is where the consumer “e result is a preserved fruit or vegetable BY SOPHIA MCDONALD is lacking knowledge,” he says. “e beauty snack that holds its shape, color and nutri- of being in produce is that the managers are tional value. Each bite has a natural crunch professionals. ey know their products really and delicious, tangy avor.” well, and they interact with consumers in the Why does it make sense to merchandise roduce sections have long carried department. at’s something you don’t get in freeze-dried food in produce? “When we dried fruit alongside nuts and the grocery aisle.” rebranded, we did a big study on the con- other healthy snacks. But now sumer and what drives and motivates them,” there’s a relatively new option FREEZE„DRIED PRODUCE BASICS says Jacobson. “What was interesting was the for shoppers: packaged freeze- Just what is freeze-dried produce? most likely consumers of freeze-dried fruits dried fruit that’s crunchy, nutrient-rich and “With freeze drying, you’re taking out the and vegetables are fresh fruit consumers. It’s tasty. water and leaving in the color, nutrients, aroma another delivery system for them to get their P“e freeze-dried fruit retail market is the and avor of the food,” says Jacobson. “ey vegetables.” fastest-growing segment in the entire dried taste, smell, look and are as nutritional as fresh “ese products are appropriate for the pro- fruit category,” says Angela Liu, founder and food, but the water is out, so it’s a crunchy item. duce department because they oŽer consumers president of Crispy Green, a natural food Consumers like snacks that crunch. at’s what a convenient option to eat more fruit, even company based in Faireld, NJ. at means makes the product interesting and unique.” while they are on-the-go,” says Liu. “Today’s it’s a market — and potential prot center “Freeze drying is an ancient Incan tech- consumers are constantly on the move, and do — that produce executives should be paying nique used to preserve food thanks to the not always have time to slice a fresh mango or attention to. freezing temperatures found at high altitudes store a banana in their briefcases. Dried fruit Many consumers still need to be educated in the Andes,” says ierry Ollivier, founder gives them the opportunity to take their fruit about what freeze-dried fruit is and why it’s and chief executive of BrandStorm Inc., a wherever they go, and also satises those pesky so good for them. Scott Jacobson is the chief Van Nuys, CA-based company marketing its crunch cravings. executive of Crunchies Natural Food Com- products under the name Natierra. “e Incas “Our sales data also points to a higher de- pany, a Westlake Village, CA-based company placed sliced potatoes under a cloth and froze gree of protability when our products are

PRODUCE BUSINESS / JUNE 2017 / 121 dried fruits & nuts freeze-dried produce merchandised in the produce department ver- riety, including strawberries and other berries, still the biggest buyers of these products, but sus grocery,” she adds. at’s another reason it mangos, Asian pears, cantaloupes, tangerines, that is changing as consumers are becoming makes sense to carry freeze-dried fruits and apples, bananas, grapes and pineapple. interested in eating healthy snacks that are vegetables in produce rather than grocery.” For the most part, freeze-dried fruits come easily portable,” says Liu. with no preservatives, arti€cial colors, additives Consumers purchasing snacks want healthy PRODUCT OPTIONS or added sugar, which adds to their healthy products that transport easily, will not spoil Steve Freischmidt, produce coordinator appeal. However, Natierra dips some of its and can be eaten on the go. Freeze-dried fruits for Woodman’s Food Markets Inc., a 16-store freeze-dried mangos, bananas and strawberries and vegetables have all of those qualities. “It’s chain with locations in Wisconsin and Illi- in chocolate for a sweeter treat. not going to go bad on a hot day or in a gym nois, and headquartered in Janesville, WI, says bag,” says Crunchies’ Jacobson. freeze-dried fruits are the most popular with AUDIENCES AND USES Ollivier suggests using freeze-dried foods his customers. Shoppers will €nd a wide va- “Mothers with children and Millennials are beyond snacking. “ ey can be enjoyed at home as a crunchy topping on cereal, yogurt, salads, smoothies and ice cream,” he says. “With their intense color and Šavor, they are a great bak- ing ingredient. Whole or crushed into a €ne powder, they give a natural color and fruity Šavor to mu‹ns, pancakes, ganache, cupcake frostings and popsicles. ”

MERCHANDISING TIPS “ e main thing is to merchandise freeze- dried food so it’s visible,” says Freischmidt. “Otherwise, it’s going to get lost and you’re not going to have any sales. ” Make sure freeze-dried fruits and vegeta- bles are merchandised with other snacks. To ensure they stand out, place them on racks, in shippers or on other highly visible display pieces. “Retailers have done a great job of cre- ating these destinations for healthy snacks,” says Jacobson. “Having a prominent section is an important €rst step. It’s an impulse item and has low household penetration, but we think as consumers learn about it, they’ll be looking for it.” Another option is to put them next to the fresh — preferably organic — fruits and veg- etables, says Ollivier. His experience is that they’ll see superior point-of-purchase per- formance there. Freeze-dried foods typically come in their own sealed packaging. It’s best to keep bags in a cool, dry place, says Ollivier. is is one product that may require exper- imentation. “I think demos are a very expen- sive vehicle that doesn’t yield the results we’d like to see,” says Jacobson. “When we have a new retailer, we’ll geo-target likely consumers around those stores and send them samples or coupons to alert them that Crunchies is available. Because we know the product is on-trend in so many ways, we want to get that barrier to sample down rather than a demo.” Instead, focus on educating consumers about their nutrient density, great taste and satisfying crunch. ese qualities should be enough to increase sales and keep consumers coming back for more. pb

122 / JUNE 2017 / PRODUCE BUSINESS Crunchies Food.indd 1 5/23/17 9:13 AM retail perspective

Developing The Next Generation BY DON HARRIS

s young adults graduate from high school and college and begin employees and subsequently, are recognized for providing superior looking for new careers, discussion in the Monday meetings service, as well as attractive presentations, within their produce Aturns to the need to recruit and encourage these graduates to departments. These innovative retailers have recognized that the consider careers in the grocery industry. Management maintains the cost of an effective training program is a small investment when stance there are always plenty of graduates available to work in the compared to the benefits of employing qualified clerks. It also is a industry, thus no need for aggressive recruitment. The individuals small cost when compared to the cost of employee turnover, as well responsible for each of the departments — especially produce — do as the lack of continuity and experience lost when employees do not always share this view, as new employees are leave the job. Even with minimal training, rapid hard to come by and require additional training to turnover still exerts a high cost on the efficiency be effective and provide customer service in order and profitability of the produce department. The to drive sales. Most often, management believes introduction of new employees on a regular basis training does not directly affect or improve over- An effectively affects not only the operation and appearance allsales directly, and therefore, it is one of the administered of the department, but takes a major toll on the first line items to get cut from the budget. This system of training team’s morale. The result: a barely presentable shortsighted approach once again proves “they and indifferent produce department operation. just don’t get it!” and mentoring by We all recognize produce operations that Throughout the industry there is an appalling experienced per- provide a superior presentation and offer excellent lack of on-the-job training and mentoring of new sonnel provides customer service. Management often maintains employees, especially in produce. This leads to they cannot afford the costs involved with providing personnel who simply go through the motions an atmosphere this type of presentation. Management does not and avoid contact with customers to accomplish for employees to realize it cannot afford to allow the operation to their tasks for which they have not been properly grow and perfect have a second-class presentation compared to trained. Many of these new clerks last only a short innovative produce retailers. An effectively admin- period of time because they are not properly trained their skills while istered system of training and mentoring by expe- on how to do their jobs correctly, nor are they told assisting in, and rienced personnel provides an atmosphere for what the value of their work means to the success contributing to, employees to grow and perfect their skills while of the department. Additionally, without proper assisting in, and contributing to, the success of the training and mentoring by experienced personnel, the success of the department. The morale developed by this type of the critical work of engaging with the customer is department. training provides an environment conducive to job undone. Many consumers lament on the lack of satisfaction and employee retention. service and attention paid to them by clerks in As an industry, we must resist the urge to cut the department — when they can find one. This training programs at the first round of cost control lack of interaction is a major concern and could and continue investing in the development of our lead to consumers looking elsewhere — including the internet — for employees. In the long run, the future and continued growth and their produce needs. success of the industry depend on the recruitment and retention of The solution to this issue is simple. Each retailer should have skilled, educated personnel running the produce department. pb an active training program that provides the necessary skills and mentoring by experienced clerks to ensure new employees are armed with the proper education and knowledge of their position in order to perform at a high level. Management must realize the Don Harris is a 41-year veteran of the produce industry, with most of that intrinsic value of such a program in terms of developing the type time spent in retail. He worked in every aspect of the industry, from “field to fork,” in both the conventional and organic arenas. Harris is presently con- of employee in the produce department who will assist customers sulting and is director of produce for the Chicago-based food charity organi- in making their purchases. One only needs to look at the operation zation, FeedingAmerica.com. Comments can be directed to editor@phoenix- of forward-thinking retailers across the country that invest in their medianet.com.

124 / JUNE 2017 / PRODUCE BUSINESS wholesale market

Shoes Too Big To Fill BY ALAN SIGER he city of Pittsburgh recently lost two legendary community successes and importance to the community. Rooney used to say, leaders this past April — Ambassador Dan Rooney, chairman “I’m no bigshot” and Hillman lived by the motto, “The whale that T of the Pittsburgh Steelers Football Club, and industrialist and spouts gets harpooned.” Both men were pillars of their community, philanthropist Henry Hillman, chairman of the Hillman Company. and Pittsburgh is diminished by their passing. Rooney and Hillman passed away within a day of each other. As I wonder who will fill their shoes, I think about all the leaders In 1969, Rooney took over the Pittsburgh Steelers from his father, in the produce industry who are no longer with us. I’ve been around Art Rooney Sr., and transformed a laughingstock of a franchise the industry for more than 50 years, and I’ve watched as giants have into six-time Super Bowl champions. This turnaround occurred as passed on, leaving holes that seemed too large to ever fill. As I look area steel mills were closing and jobs were being lost; Pittsburgh’s back today, it’s clear that those giants created solid foundations economy hit rock bottom in the 1970s, and the within their organizations, and their successors success of the Steelers was a source of true pride. are building upon their legacy. Rooney had a profound influence on the Bud Antle passed away in 1972. He was the National Football League’s (NFL) resolution of largest lettuce shipper in the United States, and I two labor disputes that could have destroyed the I’ve watched remember my father worrying about the future of league. He was instrumental in convincing the other as giants have our then-largest supplier. Ten years after Antle’s owners to adopt revenue sharing, thus ensuring passed on, leaving passing, the company joined forces with its leading the ability for smaller market teams to compete. grower, the Tanimura family, and created Tanimura Of all his contributions to the NFL, he may be best holes that seemed & Antle. Today, Tanimura & Antle, Salinas, CA, is a known for introducing the “Rooney Rule,” which too large to multi-faceted leader in the western vegetable deal. required all NFL teams to interview at least one ever fill. In the mid-1980s, Vincent Zaninovich of Jasmine minority candidate when filling a coaching vacancy. Vineyards, Delano, CA, died in a car accident. Zani- A longtime supporter and fundraiser for Ireland novich and his cousin, Martin Zaninovich, founded and Irish causes, Rooney was appointed ambas- the company in 1947. Jasmine’s reputation for high- sador to Ireland by President Obama in 2009. He quality Delano district grapes was second to none, became the first United States ambassador in history to visit each of and I worried what impact Zaninovich’s sudden death would have Ireland’s 32 counties while in office. Even with all his achievements, on the company’s product. Martin, along with his son, Jon, stepped Rooney never lost track of who he was or where he came from. Rooney up alongside Vincent’s sons, to ensure Jasmine’s quality never and his wife of 60-plus years, Pat, lived in the house he grew up in wavered. Martin, a grape industry icon, passed away in 2014, and on Pittsburgh’s north side. He went to mass every day, and while today, Jasmine continues to be a leader in the table grape industry on his daily walks to and from the stadium, he always found time to guided by the next generation. stop and talk with folks along the way. Many of those who have died in the wholesale produce industry As an indication of how much he was loved by his community, as I were personal mentors. Among them were Steven D’Arrigo of D’Arrigo write this, thousands are lined up to pay their respects at Heinz Field. Bros., New York; Herb Abrash of Andrews Bros. in Detroit; and Bob Like Rooney, Hillman also joined a successful family business, Strube of Strube Celery in Chicago. These three men built tremen- the Hillman Company. After taking the reins of the business from his dous companies, and all left a void when they died. However, each father, he turned an industrial company into a multi-faceted corpora- of these companies continues to grow and prosper by building on tion. He was an early venture capitalist in the Silicon Valley, and was the foundations left for the next generation. Are you building a a perennial on Forbes Magazine’s “List of America’s Wealthiest 400.” foundation for your company to protect its future when you’re gone? The significance of Hillman’s wealth was not how he earned it, It is said no one, no matter how great, is irreplaceable. Someone but rather, how he used it to help his community and its citizens. steps up to fill the void, and quite often, lead an organization to Henry and his wife, Elsie, gave millions of dollars to charities in the even greater success. The shoes left by Rooney and Hillman are region, often benefiting universities and medical centers. Many tremendously large, and it will likely take more than two people to times, the Hillmans participated behind the scenes, and requested fill them. pb that their gift be accepted without public recognition. The couple Alan Siger is chairman of Siger Group LLC, offering consulting services was involved with numerous organizations, not just as names on a in business strategy, logistics and operations to the produce industry. Prior board of directors list, but as valuable leaders offering their time, to selling Consumers Produce in 2014, Siger spent more than four decades growing Consumers into a major regional distributor. Active in issues affecting guidance and governance. the produce industry throughout his career, Siger is a former president of the Both Rooney and Hillman exuded humility and downplayed their United Fresh Produce Association.

PRODUCE BUSINESS / JUNE 2017 / 125 european market

Jan England Forecasts Future Of Produce Retailing JAN ENGLAND

BY CAROL M. BAREUTHER Ed Note: This column is an excerpt from Jim Prevor’s is an opportunity for suppliers to provide usage suggestions and Perishable Pundit meal ideas about their products that retailers can use in-store to arrying a potato grower introduced Jan England to the world sell more produce. of food and farming more than 20 years ago. England used A. I think there could be more information at the point of sale. I Mthis platform of practical experience, as well as her skills at appreciate it’s expensive, but more ideas at display-level would go polling shoppers and consumers, to build her market research firm. down well because what’s happening in the U.K. is a move toward England Marketing Limited, located in Warboys, United Kingdom, providing ready-meal formats. A lot of supermarkets are going the some 80 miles north of London, has become well-recognized among route of providing meal ingredients all in one place. This is especially supply chain professionals. England’s encyclopedic knowledge of the true of convenience stores, which are targeted toward young working industry has also led her to leadership positions within the industry, people who want to grab something on their way home. My opinion including serving as vice chairman of the food, drink and agriculture is this hasn’t come through into fresh produce. You’ll find the meat special interest group of the Chartered Institute of Marketing. and sauce, but the fresh produce isn’t always there. At our online sister publication, PRODUCE BUSINESS UK, readers were first introduced to England Marketing, of which England is Q. We hear a lot about Millennials. On one hand, they don’t have managing director, when her year-long Mystery Shopper survey was the cooking skills of past generations. On the other, they are more serialized on the website each month. interested in food than their parents and grandparents. What is the The England Marketing team visited 12 U.K. cities to rate stores of implication of this for suppliers? nine major U.K. retailers on factors such as the presentation of fresh A. There are so many single-person households in the U.K., produce, attractiveness of displays and promotions, among others. something like 30 percent of the population. I think that if there We talked with England about the implications of her research, were smaller pack sizes of a variety of fresh produce, people would her take on major issues affecting the U.K. produce industry in the buy more. past year and her recommendations to help keep fresh produce suppliers ahead of the curve. Q. Two hot topics in the U.K. and Europe this past year have been Brexit and immigration. How do you see these two factors affecting Q. Your Mystery Shopper Report, which published in 2016, fresh produce suppliers? provided many instructive points for retailers to “up” their game. A. The big issue for suppliers is a desire to see an exemption for What would you say are the major implications of this research produce pickers from Eastern Europe, because they are seasonal labor for high-volume buyers and sellers of fresh produce in the United rather than immigrants. I think everyone is sweating now because Kingdom? nobody has made any decisions yet about seasonal workers, and A. Collaboration is a word that is bandied about at retail, and we’ve relied on them for many years. specifically in fresh produce; in my view, it’s all talk. Retailers don’t I think Brexit has made people start thinking about where food collaborate with their suppliers. If there was a bit more money to be comes from a little bit more. Millennials are looking for more local made, suppliers could come up with innovative and creative ideas. stuff, while the older generations are buying British because that’s For example, consider we are all told we need to eat 5 or 7 or 10 what they’ve traditionally done. British, however, is still not the key portions of fruits and vegetables a day. Retailers aren’t necessarily point of buying fresh produce. making that easy for the consumer, apart from some, like Aldi, that are putting a selection of produce on sale each week really cheap. Tesco Q. What do you foresee in the future and what would you recom- is following suit; you can buy a big bag of carrots for 29 or 39 pence. mend to fresh produce buyers and sellers? These retailers are competing on price; they are not encouraging A. First, focus on better quality. Secondly, make a bit more organic people to try new ideas and mix and match as much as they could be. produce available and place it alongside the conventional so people In this regard, retailers need to be enthusiastic about fresh produce can see all the choices available. Third, I think having unusual or rather sell it cheap to lure people in. This type of collaboration could slightly unusual fruits and vegetables that aren’t particularly well really be a win-win situation for the retailer and the supplier. recognized should be made available with some explanation as to what it is and how to use it. Fourth, I think buyers and sellers need Q. One of the points you made in your Mystery Shopper research to be keyed into the rise of convenience shopping. And lastly, I think was that stores scored lower because some in-store colleagues produce suppliers should be aware of the rise of Aldi and Lidl, and were unable to answer questions about produce. It appears there why they are gaining market share. pb

126 / JUNE 2017 / PRODUCE BUSINESS produce on the menu

How To Sell Produce To A Chef BY AMY MYRDAL MILLER

This is the first of a three-part series looking at the unique chal- increases in states like California, reducing food costs is an option for lenges both small and large foodservice operations face in getting controlling expenses. But if you can provide produce with value-added product into their operation. benefits that reduce some labor costs, you’re selling something of interest to a restaurant. Also keep in mind many restaurants have hen I started working at The Culinary Institute of America in minimally skilled labor. There are many produce products that are 2007, I learned that if I were going to get any cooperation difficult to work with (e.g., peeling and cutting squash, cutting and Wor respect from the chefs, I needed to quickly learn their pitting avocados), and paying a premium for value-added fresh-cut language. As a registered dietitian, I was used is preferable to paying for workers’ compensation to talking about nutrition and numbers. When claims for kitchen injuries. working with chefs, I realized I’d have more power talking about food and flavor. While foodservice Features And Functions If you want to sell more produce to chefs, here and retail have Another opportunity for capturing a chef’s are my recommendations. some things attention is to talk about how many ways your produce item can be featured on the menu. Familiarity in common, Restaurants with limited refrigerated storage First, you need to familiarize yourself with the foodservice has need produce items that can function in many chef’s menu. Go to the website and download the many unique ways on the menu. menu. If the restaurant doesn’t have a website, go to the restaurant and pick up a copy of the menu. attributes. The more Promotion If they won’t let you take a copy with you, take a you appreciate this, Can your marketing and PR team help with few photos. A chef will be more likely to listen to the better you’ll be promotions for the chef or restaurant? An LTO can your sales pitch if you have ideas that work with turn into a full-time menu offering if promotions his or her current operation. in moving more drive sales beyond expectations. If your com- Where is produce currently used on the menu, produce onto pany is willing to invest in helping the chef and and where could more produce be used on the restaurant and restaurant promote a new menu item, you may menu? Are the salads using just one type of let- get much more than a one-time sale. tuce? Are the side dishes limited to just a few foodservice menus. vegetables? Is there an opportunity to feature Support more fruit on the dessert or beverage menu? Do you have a training team that can provide Would the menu benefit from a seasonal or limited-time offer (LTO) valuable training for a chef or restaurant? Produce storage, and its to generate some excitement? effect0 on quality and shelf-life, is a big issue for controlling food costs in a restaurant operation. What can you do to help a restaurant Flavor team better manage its produce handling and storage? Second, when talking about your products, talk about the flavor, These tips are just scratching the surface of what you can do to not the appearance. Perfect peaches don’t matter in a restaurant better serve your foodservice clients. While foodservice and retail kitchen. They’ll be quickly transformed into something. Unless you’re have some things in common, foodservice has many unique attri- selling bananas to an operation like Starbucks that will feature whole butes. The more you appreciate this, the better you’ll be in moving bananas, don’t bother selling on perfect looks. more produce onto restaurant and foodservice menus. pb

Form Amy Myrdal Miller, MS, RDN, FAND is a farmer’s daughter from North Dako- Most restaurants strive to keep food costs below 35 percent, so ta, award-winning dietitian, culinary nutrition expert, and founder and presi- dent of Farmer’s Daughter Consulting, Inc. She is the director of The Culinary price is always going to be an issue. But keep in mind restaurants also Institute of America Healthy Menus R&D Collaborative. You can learn more have fixed overhead and variable labor costs, which for operations about her business at farmersdaughterconsulting.com and you can follow her with minimum wage team members is a big issue. With minimum wage insights on food and flavor on Twitter @AmyMyrdalMiller.

PRODUCE BUSINESS / JUNE 2017 / 127 voice of the industry

Recipe For The Future: Tradition And Innovation In Equal Parts BY JEFF HUCKABY

n the surface, tradition and innovation might seem to be at nity. A regional production model enables us to increase yield and odds with each other, but to me they are — and must be — produce crops on a year-round basis, be more responsive to custom- Oinextricably linked. The words of Grimmway Farms’ founders ers’ particular needs and lessens travel times from “farm to table.” continue to remind us that we must always meet our commitment to provide customers with “consistent quality, service and competitive Product Mix pricing,” while looking for new ways to fulfill that promise. We never There hasn’t been any single advancement in memory with greater forget that our early growth and success was predicated on explor- importance to our industry than the shift to organics. Grimmway’s ing “new technology” to engineer a machine that would perfect the organic division started more than 20 years ago but advanced to “baby carrot” into a mainstay of school lunches a new level with the acquisition of Cal-Organic and healthy snacks. Farms, and I spent my early years with the company The time-honored quote, “Innovation is any- helping grow that division. The challenge now is thing but business as usual,” reflects how we think Our industry cer- keeping pace with demand, while managing the about innovation. While it extends to all aspects of tainly doesn’t higher farming costs with consumer preferences operations, there are several key areas the industry look like it did 20 and expectations. can concentrate on as we look to the future. What products are integral to the organic line, years ago, and will and which are just too difficult or time-consuming Technology change even more to grow and harvest? How do we balance the need Calling your dedicated employees your most over the next two for harvesting certain organics by hand, versus the important asset shouldn’t be a company slogan; customer’s willingness to pay for that cost? We’re it’s an authentic description of how we should decades. However, working on solutions, including new harvesting value our workforce. Yet, as a people-based en- if past is prologue, equipment and zero-waste strategies that involve terprise, the industry must embrace technologies I am extremely preventing, reducing and recycling 80 percent of that provide tools and resources to operate with our landfill waste to more productive streams. greater efficiency and manageably scale our busi- optimistic about We’re also innovating our farming ratios, with ness. Utilizing the latest technologies enables us its future. a move away from bulk commodities toward more to effectively manage costs, whether by employing ready-to-eat and pre-packaged goods. GPS guidance-equipped tractors, saving both time and fuel, or harnessing the power of software modeling programs Energy and drones to more accurately predict crop yields. Innovation also means caring for the planet. It’s not only the right As we look ahead, we expect technology to play an even more thing to do; it’s just good for our business. Our operations depend significant role in how we approach our operations, including soil and upon a reliable and affordable supply of energy, with an eye toward crop sensors to assess soil health and irrigation needs. At Grimmway environmental responsibility. we will continue to be early adopters to ensure our workforce has the We’ve implemented new technologies to minimize our use of latest tools to enhance efficiency, safety and yields. fossil fuels and reduce our carbon footprint. We’ve converted to energy-saving LED lighting throughout our facilities, expanded our Production Diversity solar farm to a 4.2-megawatt system, and replaced all of our metal With the vagaries of climate change, droughts and water short- halide lamps with lead-free fluorescent tubes. ages, good business practices require us to diversify our footprint. Our industry certainly doesn’t look like it did 20 years ago, and Innovative approaches must be taken to how we manage and organize will change even more over the next two decades. However, if past farming and production. While the majority of Grimmway’s operations is prologue, I am extremely optimistic about its future. The ability are in Kern County, for example, we also recognize the imperative to to innovate, use technology for good, increase yields to bring more yield more crops — and more frequently — by diversifying our farming healthy products to more people — while never losing sight of our sites and geographic footprint. responsibility to customers and the planet — is not only a force for While we foresee our local Kern County operations as always being success, but a force for good. pb central to our business, we’ve expanded our farming throughout Jeff Huckaby is the president of Grimmway Farms. Headquartered in Ba- California and nationwide, including Washington, Oregon, Colorado, kersfield, CA, Grimmway is a global produce leader that supplies more than Florida and Georgia, and continue to look at more areas of opportu- 135 products — grown entirely within the United States.

128/ JUNE 2017 / PRODUCE BUSINESS information showcase

Receive supplier information fast by using the PRODUCE BUSINESS Information Showcase. Here’s how: JUNE 2017 Contact the advertiser directly via the website, email, or phone listed in the ad. COMPANY PAGE # PHONE WEBSITE COMPANY PAGE # PHONE WEBSITE Anthony Vineyards, Inc...... 98..... 661-858-8300...... www.anthonyvineyards.com Micky’s Minis Flora Express . FL-7..... 800-753-6464 ...... www.mickyminis.org Apio, Inc...... 5...... 800-454-1355...... www.apioinc.com Miedema Produce, Inc...... 93..... 616-669-9420 ...... www.miedemaproduce.com AquaBox USA Inc...... 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FL-11...... 713-863-7632...... www.cincoplastics.com of Agriculture ...... 85..... 609-292-8853 ...... www.jerseyfresh.nj.gov Concord Foods ...... 77...... 508-580-1700...... www.concordfoods.com New Jersey Peach Crunchies Food Company .... 123..... 805-230-2248...... www.crunchiesfood.com Promotion Council ...... 117...... 973-744-6090 ...... www.jerseypeaches.com Del Monte Fresh Produce ..... 132..... 800-950-3683...... www.freshdelmonte.com New York Apple Sales, Inc...... 53...... 518-477-7200 .... www.newyorkapplesales.com Dietz & Kolodenko ...... 113..... 312-666-6320...... www.cipmarketing.com Nickey Gregory Dole Fresh Vegetable Co...... 2..... 800-333-5454...... www.dole.com Company, LLC...... 59...... 404-366-7410 ...... www.nickeygregory.com dProduce Man Software ...... 37....888-PRODMAN...... www.dproduceman.com Panama Banana Dist Co...... 110...... 773-446-1000 ...... www.panamabanana.com Eastern Fresh Growers, Inc. ...86...... 856-447-3563.. www.easternfreshgrowers.com Pandol Brothers, Inc...... 100...... 661-725-3145 Ethylene Control, Inc...... 75..... 800-200-1909...... www.ethylenecontrol.com Penang Nursery ...... FL-25..... 407-886-2322 ...... www.penangnursery.com Farmer’s Daughter Peri & Sons Farms ...... 44...... 775-463-4444 ...... www.periandsons.com Consulting LLC ...... 88..... 916-564-8086.farmersdaughterconsulting.com Phillips Mushroom Farms ...... 41..... 800-722-8818 ...... phillipsmushroomfarms.com Fierman Produce Exchange .... 37...... 718-893-1640 Piazza Produce ...... 120...... 800-772-7255 ...... www.piazzaproduce.com The Flavor Tree Fruit Company ..7...... 559-389-5845...... www.flavortreefruit.com Potatoes USA ...... 31...... www.usfreshpotatotraining.com Four Seasons Produce, Inc. ....29.....800-422-8384...... www.fsproduce.com Produce for Better Fresh Origins, LLC ...... 13...... 760-736-4072...... www.brightfresh.com Health Foundation ...... 26...... 302-235-2329 ...... www.pbhfoundation.org Fresh Produce & Floral Council ..122 .....714-739-0177...... www.fpfc.org Produce Marketing Assoc...... 9...... 302-738-7100 ...... www.pma.com Generation Farms ...... 61..... 336-420-2244...... www.generationfarms.com Produce Marketing Assoc. . FL-27...... 302-738-7100 ...... www.pma.com Georgia Department Produce Pro Software ...... 109..... 630-395-9600 ...... www.producepro.com of Agriculture ...... 58..... 404-656-3678...... www.agr.georgia.gov Ray & Mascari, Inc...... 119...... 317-638-0356 ...... www.rayandmascari.com Giorgio Fresh Co...... 25...... 800-330-5711 ...... www.giorgiofresh.com Renaissance Foods Group ...... 12..... 916-638-8825 ...... www.rfgfoods.com A. Gurda Produce Farms ...... 50..... 845-258-4422 ...... www.agurdaproduce.com Ben B. Schwartz & Sons, Inc. .94...... 313-841-8300 ...... www.benbdetroit.com Harris Consulting Solutions ... 75...... 269-903-7481 Shuman Produce, Inc...... 57...... 912-557-4477 ...... www.realsweet.com Heartland Produce ...... 108...... 262-653-1000 ...... www.heartlandproduce.com Silver Creek Software ...... 50..... 208-388-4555 ...... www.silvercreek.com Highline Mushrooms ...... 23...... 519-326-8643 ...www.highlinemushrooms.com South Georgia Produce, Inc. ..62...... 229-559-6071 ...... www.sgproduce.com Hood River Cherry Company ...34...... 541-386-2183 ...... www.hrcherrycompany.com Strube Celery & Indianapolis Fruit Co...... 120...... 317-546-2425 ...... www.indyfruit.com Vegetable Company ...... 111...... 312-226-7880 ...... www.strube.com International Sun Valley Group ...... FL-9...... 800-747-0396 ..... www.thesunvalleygroup.com Floriculture Expo ...... FL-31...... 207-842-5414 ...... www.floriexpo.com Sun World International ...... 97..... 760-398-9430 ...... www.sun-world.com JAB Produce ...... 110...... 312-226-7805 ...www.jabproducecompany.com Sunny Valley Jasmine Vineyards, Inc...... 99...... 661-792-2141 ...... www.jasminevineyards.com International/Jersey Fruit ...89..... 856-881-0200 ...... www.sunnyint.com Ken Corbett Farms LLC ...... 60...... 229-559-9051 ...... www.kencorbettfarms.com Sunshine Bouquet Co...... FL-29..... 305-599-9600 ...... www.sunshinebouquet.com Kirk Company ...... FL-15...... 920-787-3317 ...... www.kirkcompany.com Thermal Technologies, Inc. .... 73..... 803-691-8000 ...... www.gotarpless.com La Hacienda Brands, Inc...... 112...... 312-243-2755 ...... www.lahaciendabrands.com To-Jo Fresh Mushrooms, Inc. ..24.....610-268-8082 ...... www.to-jo.com Lakeside Organic Gardens ..... 51...... 831-761-8797 ...... www.lakesideorganics.com United Fresh Leger & Sons, Inc...... 66..... 800-235-5289 ...... www.legerandson.com Produce Association ...... 71..... 202-303-3400 ...... www.unitedfresh.org Little River Produce ...... 12...... 229-559-1248 ...... www.littleriverproduce.com United Fresh Live Trends Produce Association ...... 78..... 202-303-3400 ...... www.unitedfresh.org Design Group LLC ...... FL-13...... 407-814-4907 ...... www.livetrendsdesign.com The USA Bouquet Co...... FL-3...... 800-306-1071 ...... www.usabq.com Mann Packing Company, Inc. . 15.... 800-884-6266 ...... www.veggiesmadeeasy.com John Vena, Inc...... 68...... 215-336-0766 ...... www.johnvena.com V. Marchese ...... 102..... 414-289-0995 ...... www.marchese.com Vidalia Onion Committee ...... 63...... 912-537-1918 ...... www.vidaliaonion.org Mastronardi Produce, Ltd...... 39...... 519-326-1491 ...... www.sunsetproduce.com Vineland Co-op Melon Source, Inc...... 44..... 800-624-2123 Produce Auction, Inc...... 88...... 856-691-0721 ...... www.vinelandproduce.com

PRODUCE BUSINESS / JINE 2017 / 129 BLAST FROM THE PAST

From Greece To The Windy City

anama Banana traces its roots back to 1924, when 11-year- neighboring buildings at the South Water Street Market. It was old Tom Pappas arrived all alone in Chicago from Greece. also when Dean’s sons, Dean (Deke) and Todd, began working for PLiving with family on the city’s Near West Side, Pappas found the company during summer break. The photo, taken in 1969, is work unloading box cars on lower South Water Street Market — a of Pappas (left) and friend and silent partner, Gus Marlas. wholesale produce row situated along the Chicago River’s south In the early 1990s, Deke and Todd took over the family business. waterfront. Today the area is known by locals as Lower Wacker Deke is vice president and Todd is president. Today, Panama Ba- Drive. Pappas worked hard and saved his money. nana offers a full line of tropical produce and vegetables. In 2003, In 1929, at age 16, Pappas purchased a horse-drawn cart and the company left South Water Street Market for the new Chicago leased basement space at the South Water Street Market. He International Produce Market located on Chicago’s Southwest worked Chicago’s iconic Maxwell Street area — a community on Side. The third-generation family business now operates from the city’s Near West Side primarily of Greek, Italian and Jewish a 70,000-square-foot warehouse. The new space features state- decent — selling bananas door-to-door to residents and storefronts of-the-art ripening rooms, climate-controlled docks for receiv- on Halsted Street. ing, shipping and staging, a repacking facility and cold cooler Over the next 30 years, Tom built Panama Banana to be one capacity for more than 100 semi-loads. The company has grown of the largest banana houses on the South Water Street Market. into a full-service distributor. As the company website says, “our In 1960, at age 21, Tom’s son, Dean, joined the business, tak- commitment to quality and customer service remains the same ing over in 1974. During the ‘70s, Panama Banana added tropical as the values that were established by the first generation of the fruit to its product line and expanded its location, taking over Pappas family.” pb

130 / JUNE 2017 / PRODUCE BUSINESS Peri News.indd 1 5/12/17 11:02 AM Del Monte.indd 1 5/12/17 10:52 AM