FreshA Publication of the Fresh Produce & FloralDigest Council August / September 2019

KENDALL, CRUZ HONORED; HINES WARD ENTERTAINS AT THE FPFC EXPO

WHOLESALERS BRING VALUE TO ORGANIC SPACE

AVOCADO SALES BOOMING AS U.S. SUPPLY NEARS 3 BILLION POUNDS PAID Tucson, AZ Tucson, U.S. Postage U.S. Permit No. 271 No. Permit Presorted Standard The Expo Issue

Fresh Digest FreshA Publication of the Fresh Digest Produce & Floral Council Carissa Mace Tim Linden Publisher Editor Dana Davis Heather Gray Advertising Design/Layout

FRESH PRODUCE & FLORAL COUNCIL 2019 Board of Directors Features In Every Issue OFFICERS Andrew Bivens Westlake Produce Company Chairman of the Board Brian Cook KENDALL, CRUZ Pete’s HONORED; Editor’s View Chairman Elect 10 HINES WARD ENTERTAINS Sean McClure 4 Treasurer/Secretary BY TIM LINDEN Alfonso Cano Lucky THE Immediate Past Chairman FPFC EXPO PAST CHAIR REPRESENTATIVES 11 PHOTOS & THANK YOUS Harland Heath Executive Notes Heath & Lejeune, Inc. Honorary Past Chairman WHOLESALERS 6 BY CARISSA MACE Roger Schroeder Honorary Past Chairman BRING VALUE Connie Stukenberg 22 TO ORGANIC SPACE California Avocado Commission Past Chairman AVOCADO SALES BOOMING Council News DIRECTORS 8 Mike Casazza AS U.S. SUPPLY NEARS FPFC HIGHLIGHTS FreshSource, LLC 24 3 BILLION POUNDS Greg Corrigan Raley’s Rick Cruz FPFC SUMMER Retailer News CORNHOLE TOURNAMENT Don Gann 34 INDUSTRY HIGHLIGHTS Stater Bros. Markets 26 PHOTOS & THANK YOUS Paul Kneeland Gelson’s Markets Scott Leimkuhler MEMBERSHIP LUNCHEON Progressive Produce, LLC CERRITOS, CA Kori Martin 30 The Oppenheimer Group PHOTOS & THANK YOUS Liane Mast Stater Bros. Markets Jeffrey McLellan Credit Consulting Lynnie Nojadera Quebec Distributing Co. Kristen Reid MIXTEC Group Sheryl Salazar / Michael Schutt Volume 47, Number 4 August / September 2019 Raley’s Supermarkets Dannie Timblin Melissa’s World Variety Produce Fresh Digest (ISSN-1522-0982) is published bimonthly for $15 of FPFC Rich Van Valkenburg Van Valkenburg & Associates membership dues; $25 for annual subscription for non-members by Fresh Paige Venable Produce & Floral Council; 2400 E. Katella Avenue, Suite 330, Anaheim Vallarta Supermarkets Bob Waldusky CA 92806. Periodicals postage paid at Anaheim, CA, and at additional Fresh Gourmet Company, LLC mailing offices. POSTMASTER: Send address changes to Fresh Digest, Carissa Mace 2400 E. Katella Avenue, Suite 330, Anaheim CA 92806. Fresh Produce & Floral Council President Fresh Digest | 3 EDITOR’S VIEW By Tim Linden Tomatoes, Garlic, Avocados and Grapes his is a produce and floral ing about Italian chefs, far be it for to be almost insatiable. These high publication, which isn’t always me to question their cooking. But prices have persisted even though Tobvious from my columns. since I have been home, I have been shipments have been robust most So this issue I am confining myself trying to duplicate the dishes I ate of the time. As I contemplate how to produce and several items that most in Italy (the aforementioned to pay for my youngest daughter’s recently caught my eye. bruschetta, baked fish, eggplant par- out of state college tuition this year, I spent a couple of weeks in Italy mesan without breading and simple my armchair financial advisors have this summer and you can’t do that spaghetti). My family has given me told me to remember the adage without celebrating the tomato. fairly high marks. But I have doubled, that one should not tap into their From the Neapolitan pizza in its na- tripled and quadrupled the amount of own retirement account to pay for tive Naples to the simple spaghetti garlic I observed in those recipes. I college tuition. Does the same hold recipes in Florence to the eggplant love garlic and it is such an inexpen- true for your avocado food budget? parmesan in Milan to the whole sive way to add punch to any dish. What should come first -- my child’s baked fish in foil in the northern Although I noticed the other day that education or my love for avocados? lakes region, the tomato is the star my local had raised the Which brings me to grapes. of Italian cuisine. And I haven’t price of garlic to 79 cents a bulb. I Well not actually grapes but even mentioned the bruschetta have paid 50 cents a bulb (2 for $1) rather a byproduct of the grape. And appetizer served with every meal. since the beginning of time. Garlic that brings me back to Italy. The Italian tomatoes – especially cherry is cheap for the punch it packs and a grape in its crushed and fermented tomatoes -- are full of flavor and 60 percent increase is not going to form is also a staple of Italian cuisine. with just a little olive oil and season- alter my buying habits as I still only And just like the tomato, I embrace ings, Italian chefs are masters at go through about two bulbs per week. that concept. From the $4 vino turning any other ingredient into An extra 58 cents a week is not going de casa at lunch to the $18 glass of a fabulous delivery system for that to break the budget. Which brings Brunello at dinner, the Italians know tomato flavor burst. Which brings me to the avocado. how to accompany a meal. It was only me to garlic. The same supermarket has through trial and error that I was able The little flavorful clove is a been selling avocados for $2.50 each to appreciate the nuances of each staple in Italian-American cooking. for most of the summer. I eat a lot end of the wine spectrum…and de- The more garlic the better is my of avocados and that price increase termine for which occasion each fit. mantra. I discovered that is not the does require more thought. I have I also made another discovery. When case in Italy. They like their garlic been told that high prices consuming grapes in this fashion, the but more as a subtle flavor enhancer for avocados could be with us for a more you consume, the less you care rather than as an overpowering, taste couple of more months. America’s about the rising price of garlic, avo- bud-smacking flavor. After just rav- love affair with the avocado appears cados or a college education.

4 | August / September 2019

Executive Notes By Carissa Mace

A Winning Strategy “If everyone is moving forward together, then success takes care of itself.” – Henry Ford

ines Ward, former Pitts- team at the FPFC. For the past decade. I know I will personally burgh Steeler and Super 10 years, Angela Steier has been miss her dearly and members will no HBowl MVP, was the featured an independent contractor for the doubt miss her presence as well. speaker at the Keynote Breakfast FPFC handling marketing and Angela’s departure afforded us for the recent FPFC Expo. Hines on-site event management. Many the opportunity to look at overall was a fantastic, down-to-earth of you know her as the gal that staff structure. It was going to be speaker, and a great deal of his helps you out with your sponsor extremely difficult to find another presentation focused on the need presentations at luncheons, and independent contractor or even for teamwork. He talked about our chairmen over the years have an agency to take over the variety the fact that one great player isn’t come to rely on her for her script of tasks Angela performed for us. going to win a Super Bowl. It takes writing skills, making them look So a new staff position of Com- the special dynamics of a team ef- good at the podium. Committees munications Specialist has been fort to make that happen. and the board have known Angela created. This position will take on Before Hines spoke, our two for the gift of bringing strategic Angela’s former functions as well as prestigious annual awards were pre- thinking to a situation and coming absorb some of the duties Direc- sented – the FPFC Floral Achieve- up with great themes and marketing tor of Member Services Amy Wun ment Award and the Norman materials to promote the events. In and I have been handling. With a H. “Buz” Bolstad Award. Jason addition, the credit for the newly small staff, sometimes you end up Kendall from Kendall Farms was designed, well-received website doing things “just because,” and presented the Floral Achievement goes to Angela. both Amy and I have adopted some Award and Rick Cruz from Pavilions Angela and her husband, Don, marketing functions “just because.” was this year’s Produce Achieve- are moving to North Carolina Well, now there is someone to ment Award recipient. Both Jason in the fall and we will miss them handle all functions that belong in and Rick touched upon similar both (Don was often a volunteer that centralized position. themes as Hines – that it is the helper at the big events like Dinner We did a search for the posi- result of a great team that makes an Dance and Expo). Angela brought tion using the Indeed.com recruit- organization rise above the rest and a unique skill set to the FPFC and ing tool. I’d never used an online helps an individual shine. though not formally staff, in many search site before and, I must say, We recently announced some ways she was a crucial part of the I was pleasantly surprised at the new additions and changes to the FPFC’s evolution over the past results. We had 168 candidates for

6 | August / September 2019 our position and narrowed the list the current marketing functions, even figured out a way, thanks to down to about 10 individuals for Emma is going to be conducting an our phone provider, to have calls interviews. The cost was minimal, overview and will revamp our social answered by Brett when we are in the system did a great job screen- media presence. I’ll be honest, meetings and transfer calls directly ing and matching applicants to our neither Angela nor I have had the to him. So even when Brett is not needs, and it was extremely easy to time to really dive down that rabbit here, he’ll be here, so to speak. navigate. I don’t want to sound like hole, and our social media presence The response to Brett’s return an ad for Indeed, but I do think it is leaves something to be desired. has been overwhelming to see. We a great recruitment resource for a Emma will be tackling that area and started announcing his return at small business. I expect to see a whole new pres- this year’s Expo and board members Joining the staff as Communica- ence for the FPFC sooner rather were literally jumping with delight. tions Specialist is Emma McBride- than later. It was a sight to behold! Brett Taylor. Emma comes to us from And rounding out the new team brings a calm, collected confidence Toberman Neighborhood Center in is an old and familiar face – Brett to his work and his attention to San Pedro, CA, where she served Roberts. He’s back! Brett left us detail is above and beyond. To have as Development/Communica- in July 2017 to move back home him back gives us a renewed confi- tions Associate. Non-profits and to be with family in Delaware. I’ll dence and we couldn’t be happier to associations have a lot in common be honest – we never got over his have this fall into place. and the skill set needed in both loss. Both Amy and I have been So moving forward, Amy, Brett, environments is very similar. Emma bitter this whole time! I’m de- Emma and I look forward to work- has a terrific background in market- lighted to say that we found a way ing with the FPFC Board, com- ing and communications and as of to have Brett work remotely from mittees and members to move the this writing, I can say she has fully Delaware doing accounts receiv- Council forward and, as one team, jumped into the swing of things and able and member services, and he tend to the success of the FPFC is already proving to be a terrific will come out and be in the office and the industry. asset to the team. In addition to before, after and during events. We

Fresh Digest | 7 Council News

THE FPFC WELCOMES UPCOMING FPFC EVENTS THE FOLLOWING NEW MEMBERS August 21 Ande Manos FPFC GOLF TOURNAMENT Tustin Ranch Golf Club, Tustin, CA Babe Farms, Inc. September 14 Betty Rienick FPFC BOWLING TOURNAMENT Betty’s Premier Promotions BowlMor Lanes Orange County, Tustin, CA September 25 Jonathan Lingao FPFC MEMBERSHIP LUNCHEON ECAN RMS USA/ Castlewood Country Club, Pleasanton, CA The Orchid Lei Company October 2 Mark Masten FPFC MEMBERSHIP LUNCHEON Sheraton Cerritos, Cerritos, CA Joolies December 4 Mike Reed FPFC MEMBERSHIP LUNCHEON Sheraton Cerritos, Cerritos, CA Little Potato Company For additional information on FPFC Events Danny Wang Visit our Website at www.fpfc.org or email [email protected] Ph: (714) 739-0177 Fax: (714) 739-0226 Max Group Corp. Ron Jorgensen FPFC OFFICE TCI Transportation 2400 E. Katella Avenue, Suite 330 Anaheim, CA 92806 tGBY Carel Els 8FCTJUFXXXGQGDPSH Titan Cold Storage EDITORIAL OFFICE Tim Linden 925-258-0892 [email protected] FPFC MISSION STATEMENT The mission of the Fresh Produce & Floral Council is to ADVERTISING OFFICE connect members to the information, education and Dana Davis professional network they need to increase knowledge, grow 302-750-4662 their businesses and collectively advance the industry. [email protected]

8 | August / September 2019

Kendall, Cruz Honored...

By Tim Linden

Jason Kendall joined the operation as a teenager and became general manager after graduating from college. In 2004, he was tasked with rebuilding the company business from the ground up after a fire destroyed 75 percent of its production. Moreno discussed Kendall’s effort to create an organic and sustainable farming operation, and also focused his attention on his workers and a commitment to help- ing others. In 2009, Kendall and his family part- ners created “The Outreach Farm Project,” which provides a portion off the family’s land to local food pantries and rescue missions. Moreno quoted Kend- all as saying, “We can’t compete with bigger compa- nies, so we want to create a place where we can be impactful and make a difference.”

Winner of the FPFC Floral Achievement Award, Jason Kendall of Kendall Farms with his family

ore than 1600 people attended THE FPFC EXPO on July 16, which honored industry veterans Jason Kendall and Rick Cruz, and Mfeatured keynote speaker Hines Ward. The event also witnessed a plethora of retailers and invited guests enjoying a night at Disney’s California Adventure theme park on Monday, July 15. Hundreds of industry members mingled at the Stage 17 party venue, ate and drank the night away, and enjoyed the park’s World of Color show as well as its many rides and attractions.

Kendall of Kendall Farms was presented with the Winner of the Norman H. “Buz” Bolstad Produce Award, Rick Cruz of Pavilions with his family Fresh Produce & Floral Council Floral Achieve- ment Award by Marta Moreno of Rose Gonzales Kendall accepted the award with his family behind Plants, who was the 2018 recipient. She revealed him and thanked the Kendall Farms team for driving that Kendall actually got into the flower business the company’s success. via the avocado. His father started Kendall Farms by purchasing a 50-acre avocado grove in Fall- Cruz, a longtime So. California retailer who is cur- brook, CA. Because of water concerns, the family rently the sales manager for Pavilions, was presented farm switched to flowers, specializing in hearty the Norman H. “Buz” Bolstad Produce Achievement varieties from Australia and South Africa and Award by colleague Kent Kuwata of Smart & Final, expanded the farm to 500 acres. who is also a past winner of the honor.

10 | August / September 2019 Cruz began his career as a produce clerk for Big He also cited his efforts on behalf of FPFC as he Bear Markets in San Diego in 1977 and then became has served the Council for many years on the board a produce manager for Vons five years later. Vons and as board chairman. launched Pavilions in 1985 with Cruz becoming a produce merchandiser. Kuwata called Cruz a “fear- Cruz, also flanked by his family, was quite touched less innovator” and noted that today “he still never by the honor and thanked all his mentors that helped stops looking for new ideas that will differentiate his him achieve the success he has had. “At every level I marketplace.” Among his innovations was being one had someone behind me helping me get to the next of the first to feature locally-grown produce and in- level,” he said. viting growers into his stores to speak to customers. Hines Ward Entertains

Keynote Speaker Hines Ward, who was a star receiver but he does miss the camaraderie.“It’s the relation- for the Pittsburgh Steelers in the National Football ships that stick out to me.” League for 14 years, called himself a “modern day Forest Gump” after listening to the introduction He called his teammates a “band of brothers” by FPFC Chairman Andrew Bivens of Westlake and noted that in any pursuit, teamwork is Produce. Ward was an outstanding athlete in essential in achieving success. He applauded high school having the opportunity to play either both Jason Kendall and Rick Cruz for their football or baseball in college. At the University awards and noted that both men attributed of Georgia, he played quarterback and their success to the people around them. Hines tailback as well as receiver and had called his mom “my best teammate ever” and tremendous statistics in all three noted that it truly takes all 53 guys on categories. After his profession- the field to win a Super Bowl. The al playing days ended, he has Steelers were in the Super Bowl devoted his time to charity three times during Ward’s pursuits (the Hines Ward tenure, winning two of Helping Hands Foundation) them. Ironically, he and has become an ac- said the best and complished sportscaster most talented and won season 12 of Steeler team he “Dancing with the played on Stars.” (2004) didn’t reach the At the podium, Ward Super Bowl as regaled the crowd the teamwork with stories of his ethic wasn’t teammates and noted quite there. that “teamwork has been my foundation my Ward urged the crowd to set entire life.” He continu- monthly goals to achieve their own suc- ally returned to that theme cess. He left the audience with the mantra that during his hour long talk and has driven his success over the years: “Hard work Q&A session. He said he doesn’t beats talent when talent doesn’t work hard.” miss the grind of playing football

Keynote Speaker Hines Ward talked about his career with the Pittsburgh Steelers

Fresh Digest | 11 Disneyland Hotel July 16, 2019

FPFC Presdient Carissa Mace with Nils Lommerin and Roberta Davis-Lewis from ICD/Davis Lewis Orchards

Thank You Lanyard Giumarra Companies

Carlos Preciado from Melissa’s Produce accepts the Name Badge Produce Best of Show award from Expo Committee Chair Kori Martin of The Oppenheimer Group Earthbound Farm

Box Lunch Grimmway Farms

Celebrity Speaker Idaho Potato Commission

Keynote Breakfast California Avocado Commission Domex Growers

Disney Photo Pete’s

Floral Achievement Award Produce Marketing Association

Norman H. “Buz” Bolstad Produce Award Best of Show in the floral category: 4Earth Farms Kendall Farms Hotel Room Key Holder 12 | August / September 2019 Specialty Fresh LLC Dino Medica from Metropolitan Market enjoys fresh coconut milk while he chats with Raul Gallegos from Melissa’s Produce

Sponsors! Event Program Westlake Produce Company

Registration Area Lesley Denney and Shaun Robinson from Diablo Kern Ridge Growers, LLC Foods try samples at Caramel Naturel WJL Distributors, Inc.

Event Photographer North Shore Living Herbs + Greens

Brand Ambassador Advantage Fresh CMC Sales & Marketing Coastal Nursery FreshSource, LLC Impact Group Maddan & Company, Inc. Perimeter Sales & Merchandising San Miguel Produce exhibiting at Ventura County Produce Alliance

Centerpieces Provided By Kent’s Bromeliad Nursery, Inc. Diana Radestock, Cathy McClintock and Jason Refrigerated Truck Provided By Kendall from Kendall Farms with Liane Mast, Cindy Brent Redmond Transportation Schmitz and Lori Doro from Stater Bros. Markets Fresh Digest | 13 Caitlin Tierney and Kimberly Chan from 99 Cents Only Stores with Patricia Jimenez from Fresh Concepts, Inc.

The FPFC Apprentices got in on the fun at Expo’s Opening Night Adventure

Jules Buehler from North Shore Living Herbs + Greens shows off her cartoon self

Peter Steinbrick of Melissa’s Produce with Rob McDougall from Gelson’s Markets

Gary Caloroso, Giumarra Companies; Robin Lynch; Joseph Casey, Giumarra Companies; Kellee Harris, Giumarra Companies; and Jane Hunts, Harry and David

14 | August / September 2019 Expo’s Opening Night Adventure concluded with a private seating area for the water and light spectacular, World of Color

FPFC & Exhibitors Give a Shout-out to the Buyer Community! Thank you to the following retail/foodservice companies for attending this year’s Expo!

99 Cents Only Store Glatt Mart North State Grocery A.R. Supermarket Northgate Gonzalez Markets Albertsons/Vons/Pavilions Harry and David Paramount Unified School District Armstrong Garden Centers HMart Pavilions Bashas’ Huntington Beach Union H.S. PRO*ACT, LLC BIL Conference/Yuri’s Night District Raley’s Supermarkets Boiling Point Restaurant Idyllwild Village Market Grocery Company BP AMPM Imperfect Produce Riverside Unified School District Irvine Ranch Market Rowland Unifies School District Cardenas Markets Irvine Unified School District San Marcos Unified School District Chaffey Joint Union High School Jetro/Restaurant Depot Scripps Health-Food Service District Jons Fresh Marketplace Smart & Final Charlie’s Produce Kaiser Permanente Solid Coffee Roasters Chino Valley Unified School Dis- LA & SF Specialty Specialty Produce trict Laguna Beach Unified School Sprouts City Club District St Jude Medical Center Clark’s Nutrition Lazy Acres Market Sunshine Flowers Daymon LBUSD El Morro Super 1 Mart Diablo Foods Los Angeles Unified School District Superior Grocers El Super Lucky Tapio Brothers Foodservice El Super/Bodega Latina Lynwood U.S. District The FruitGuys Fallbrook UHSD MBN Creative Topco & Associates Family Tree Produce Metropolitan Market Trader Joe’s Ferguson’s Flower Gallery Model Meals Tutto Fresco Mondo Fresco Produce Vallarta Supermarkets Four Season Market Montebello Unified School District Valley Center-Pauma USD Fresh Concepts Inc. Mother’s Market & Kitchen West Central Foods Co. FreshMax LLC./Galleria Market National Resource Management Front Porch Newport Mesa Unified School Worldwide Produce Galleria Market, LP District Yantra Kitchen Gelson’s Markets Nor-Cal Produce, Inc. Zion Market

Fresh Digest |/ 15 Keynote speaker Hines Ward with Expo Committee Chair Kori Martin from The Oppenheimer Group and FPFC Chairman Andrew Bivens from Westlake Produce Company.

Lisa Davis from Bonduelle Fresh Americas and Greg Corrigan of Raley’s Supermarkets with Phil Grijalva and Matt Runge from Fresh Express

Nancy Hamilton from Advantage Fresh and Danny Carinci from WTRMLN WTR with Rick Cruz from Pavilions

Lisa Blake from Armstrong Garden Centers catches up with Lorraine Kent and Lauren Kent from Kent’s Bromeliad Nursery

16 | August / September 2019

Terri Daniels and Jackie Feist from Albertsons/Vons/Pavilions go tropical with James Laitipaya from BJ Orchids, Inc.

Tracey Ramirez of Ralphs Grocery Company chats with Luis Cisneros and Willie Salave’a from Real Fans Go Nuts

Baltazar Garcia from Pete’s talks about new product with Sheryl Salazar from Albertsons

Matt Stocks from Melissa’s Produce with Dennis Krondak of Northgate Gonzalez Markets; Shonna Lea Williams from Superior Grocers, Ali Moezzi from Northgate Gonzalez Markets, and Javier Bautista from Northgate Gonzalez Markets

18 | August / September 2019

The team from PRO*ACT arrives at Expo’s Opening Night Adventure

Christine Chun and Megan Langner from Imperfect Produce chat with Mark Bucek from RPE, Inc.

Rosa Tong and Stacey Iturzaetz from Mother’s Market & Kitchen catch up with Tish Martinez from Por La Mar Nursery

20 | August / September 2019 Bill Coombs from DLJ Produce, Inc.; Bill Brooks from Westlake Produce Company; Kent Kuwata from Smart & Final; and Mike Andoorian from DLJ Produce, Inc.

To see more photos, search #FPFCExpo19 or visit us on Facebook at facebook.com/FPFCorg

Fresh Digest | 21 :KROHVDOHUV%ULQJ 9DOYHXR 2UJDQLF 6SDFH

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holesalers can play an important role for a retailer to contact all these different growers in the continued growth of the organ- necessary to put together a program that will sup- Wic sector as they can more efficiently ply all of his needs. When dealing with the most source and inventory a wide range of popular items, a retailer may very well be able to items than retailers. contact a shipper or two and fill his organic orders, but Kurkjian said that’s just not the case with the At least that was one take-home message presented vast majority of organic produce items. It seemingly by a quartet of wholesalers at the July Organic Pro- takes a village of growers to fill up those shelves of duce Summit, held in Monterey, CA. even just a medium size retailer. In fact, he noted that Crosset made a big leap in the organic category FPFC member Mark Munger, vice president of earlier this century when it became the organic sup- sales and marketing for 4Earth Farms in Los Ange- plier for one of the country’s larger retailers. les, served as the moderator of the wholesaler panel and explored the important role that the wholesaler Elizabeth Nardi, CEO of Organically Grown Com- can play in helping retailers and foodservice opera- pany (OGC) out of Portland OR, agreed. She said tors increase their organic offerings to the consum- variety is very important when a retailer is offering er. The panelists relayed that searching for all the organics to their customers. She said that generally small quantities of all the different organic SKUs means working with smaller growers and smaller can be time consuming and costly for a typically volumes. She called her company a “supply chain time-challenged retail or foodservice buying office. engineer” that specializes in putting together the supplies of many different growers to fill the needs Greg Kurkjian, vice president and general manager of their retail customers. OGC is an organic pro- of The Crosset Company, which operates largely duce specialist as Nardi noted that 98 percent of its in the Midwest from its Northern Kentucky perch, volume comes from that sector. drove home this point stating that his firm can more efficiently source from multiple organic growers to Mark Hill, director of organic produce for Baldor, provide its retail customers with a one-stop shop- a Northeast foodservice distributor based in the ping opportunity. He said it is much more expensive Bronx in New York City, said his firm offers that

22 | August / September 2019 same service for the community of restaurants in their marketing region. It is well known that chefs like to work with unique, hard to find products. Hill said Baldor has created a network of both large and small organic grow- ers that are constantly bringing the wholesaler new items to offer to these innovative chefs.

Each of the wholesalers on the panel noted that they work with local organic growers to help them produce crops that retailers and chefs want. Crosset is engaged in a unique effort working with state departments of agriculture in the Midwest to identify programs that have been established to help local growers. Often growers aren’t aware that these programs exist.

All of the panelists reported that the organic produce movement still has lots of life and room for growth. Nardi said that for many years OGC had to employ a “push to market” strategy to get retailers to handle the products of its organic growers. Today, she said it is much more of a “pull through” ap- proach as retailers are specifically look- ing for organic items to feature. She said organic produce sales continue to grow across the board as all consumer segments adopt healthier eating habits.

Hill of Baldor said he has built that firm’s organic produce division over the past 14 years and it continues to register impressive growth each year. He expects that to continue as more and more consumers seek greater transpar- ency with regard to the food they eat and how it is grown. He said interest in organic produce in the Northeast can be found everywhere – in the cities, the suburbs and rural areas.

In its fourth year, the Organic Produce Summit continues to grow, which illus- trates the continued growth in organics. The show had more than 1600 attend- ees with almost 150 exhibitors.

Fresh Digest | 23 By Tim Linden

t the most recent Hass Avocado Board even though f.o.b. prices have been high. He said meeting in July, one participant speculated lower prices could very well energize consumers that there could be three billion pounds and create record sales. That is a difficult point to Aof fresh avocados in the U.S. marketplace dispute. In July, the three major supplier districts in 2020. (Mexico, California and Peru) filled the U.S. market with about 220 million pounds of avocdos. Though While others both publicly and privately doubted that is a substantial volume of fruit – and is actually that figure will surface as soon as 2020, it’s definitely greater than what the monthly average will be this on the near horizon. For 2019, it has been estimated year – the f.o.b and retail price of avocdos was very that U.S. consumers will purchase more than 2.5 high all month. was consistently over billion pounds of avocados…and this was an off $50 per carton for the most popular fruit and those year for production in the alternate bearing cycle 48 size avocados continued to register brisk sales for most avocado trees. California could easily add at retail even though they were typically priced at 200 million pounds to the mix next year and Peru $2-$2.50 per piece. Rankin and others wonder what will also have a larger crop. While Peru has typi- would happen to sales if market conditions led to cally sent about 60 percent of its volume to Europe, carton prices under $30 and retail prices below $1 a experts have said that the U.S. market is much more piece for an extended period. elastic, meaning it has greater potential to increase volume when prices drop. Nobody knows for sure but market analysis by HAB in the first quarter of this year seemed to prove that Rankin McDaniel Sr. of McDaniel Fruit Co., Fall- promotional pricing does lead to very, very strong brook, CA, recently opined that avocado sales in sales. For the 10-week period stretching from early the U.S. market have been rolling along this year Avocado Sales Booming as U.S. Supply Nears 3 Billion Pounds January to mid-March, the U.S. market absorbed

24 | August / September 2019 more than 57 million pounds per week. That time increased each year for the past four years with a 27 period coincides with several promotional holidays percent increase from 2016. that HAB discussed in a recent press release. Heart health is a focus of HAB’s initiatives during The HAB research noted that Hass avocados started American Heart Month (February). Many breakfast the new year off with strong sales for three key Q1 recipes were promoted to bring awareness to the promotional periods, including sales leading up to heart health benefits of Hass avocado, as more than Super Bowl weekend in early February, Valentine’s 75 percent of the fat in healthy avocados is “good Day two weeks later and St. Patrick’s Day in mid- fat.” The Dietary Guidelines for Americans recom- March. The HAB analysis noted that Valentine’s mend replacing bad fats with good fats and good Day and St. Patrick’s Day are not traditionally fats can help improve intake of dietary fat without perceived as large avocado consumption holidays raising LDL (“bad”) cholesterol levels. Valentine’s compared to Super Bowl weekend, which is known Day has been a highlight for avocado sales during for chips and guacamole and a variety of avocado American Heart Month, with sales trending up for dishes. However, as consumers continue to find new three out of the past four years. usage ideas for Hass avocados, non-traditional holi- days are witnessing record sales as indicated in the St. Patrick Day avocado sales were up across the Hass Avocado Board’s Holiday Retail Recap. country as the holiday saw record total U.S. dollar sales and volume at nearly $50 million and 51 mil- “We are excited to see holiday avocado retail sales lion units. In addition to nutritious avocado being reach new heights as consumers continue to add added to soups, stews and smoothies, the holiday them to a variety of dishes,” said HAB Executive week benefited from lower prices, making volume Director Emiliano Escobedo in a press release. surge and pushing dollar sales to new heights. “Avocados are being added to salads, sandwiches, wraps and burgers in addition to making guacamole. The Hass Avocado Board releases a holiday recap They are nutritious and delicious and consumers are each quarter, covering avocado sales trends for the recognizing their versatility.” corresponding holidays and events. The reports pro- vide the industry with up-to-date holiday insights to Super Bowl weekend ranks among the biggest avo- assist marketers and retailers with planning for next cado weeks of the year, and 2019 didn’t disappoint year’s holiday store promotions. HAB offers these with avocado volume reaching 65 million units, insights and detailed retail information. which was a four-year high. In fact, volume has

Fresh Digest | 25 FPFC Cornhole Tournament Eight Bridges Brewing June 22, 2019 Thank You Sponsors! Kevin Trisko from Taylor Farms and Shawn Dagen from HS&R Foods are ready to play

Winning pair Dan Addiego The winning team from Interfresh, from FreshSource, LLC Inc. – Brian Petratuona and and Dannie Timblin from Brandon Gritters – won their own Melissa’s Produce cornhole board.

To see more photos, search #FPFCRaces19 or visit us on Facebook at facebook.com/FPFCorg

26 | August / September 2019 Sponsors Food Truck Sponsors NatureSweet LTD The Oppenheimer Group Platinum Sponsor Progressive Produce, LLC Premium Sponsors First Fruits Marketing Five Crowns Marketing Pacific Sales Pete’s West Pak Avocado Gold Sponsors Calavo Growers, Inc. Marzetti Robinson Fresh Sierra Produce Veg Fresh Farms Brian Petratuona from Supporting Sponsors Interfresh, Inc. lets one fly DLJ Produce Dole Vegetables FreshSource, LLC Hadley Dates Lipman Family Farms Potandon Produce Renaissance Food Group Taylor Farms Retail, Inc. Mihae Finnie from Del Monte Fresh and Kent Kuwata from Torn & Glasser Smart & Final Vive Organics Wholly Guacamole/ Fresherized Foods WTRMLN WTR Cornhole Sponsors Bonduelle Fresh Americas California Avocado Commission California Pear Board Crunch Pak Fresh Gourmet Company Great West Produce Co., Inc. Impact Group Jacobs, Malcolm & Burtt Quebec Distributing Co. Retail Space Solutions Snack it Forward Westlake Produce Company Door Prize Donors Mariani Nut Giumarra Companies

Contributor Quebec Distributing Co. Fresh Digest | 27 The teams line up and start tossing!

Darryl Bollack of Mariani Nut explains the rules of cornhole

Myisha Nathaniel from Raley’s Supermarkets (center) brought the whole family to enjoy the day

28 | August / September 2019 There was plenty of fun even You don’t have if you didn’t play cornhole to bounce in a bounce house

Jason and Angela Gunt from with Daniel O’Rourke from Lipman Family Farms

Food trucks provided sustenance to the competitors

To see more photos, search #FPFCcornhole or visit us on Facebook at facebook.com/FPFCorg

Fresh Digest | 29 Membership Luncheonū Cerritos, CA June 19, 2019

Thank You Sponsors! FPFC Chairman Andrew Bivens from Westlake Produce Co. gives away a door prize.

Michael Perlish from The Gap Partnership discussed The Art & Science of Negotiation.

30 | August / September 2019 Key Sponsors Bob Waldusky of Fresh Gourmet Chilean Fresh Fruit Association Company (center) learns how to negotiate with Brad Martin and Giumarra Companies Mary Ann Gunther from Perimeter Sales & Merchandising. Associate Sponsors Cool-Pak/Bunzl Ag MIXTEC Group The Oppenheimer Group Produce Marketing Association Zespri Kiwifruit

Networking Social Hour Sponsor FreshSource, LLC

Photo Sponsor North Shore Living Herbs + Greens Decor Sponsor Westerlay Orchids

Expo Committee Chair Kori Martin from The Oppenheimer Group explained new features of The FPFC Expo for exhibitors, sponsors and attendees.

Fresh Digest | 31 FPFC Apprentices Esmeralda Mejia from Westlake Produce Co.; Lizbeth Reyes; Julie Boland from Bonduelle Fresh Americas; and Amanda Nojadera from Quebec Distributing Co.

Rachelle Schulken, Renaissance Foods Group, with Master of Robert Thompson from FreshSource, Ceremonies LLC with Denny Sharma and Jon Miller Caitlin Tierney from BP AM/PM Mini Market from 99 Cents Only Stores and Scott Liemkuhler from Progressive Produce, LLC

Erik Dickerson, American Business Bank; Ketan Mehta, The Corporate Development Group; Trey Weatherill, American Business Bank

32 | August / September 2019 Brian McDaniel, Michelle Tonner and Heather Wilson from Daymon/ Stater Bros.

Jeff Osugi, Stephanie Lopez, Abel Medina and Eric Medina, Maui Fresh International, LLC.

Greg Rivera, Iris Vaughn and Frank Nunez from Charlie’s Produce.

To see more photos, search #FPFCLunch or visit us on Facebook at facebook.com/FPFCorg

Fresh Digest | 33 Retailer News

Trader Joe’s Updates called “thinner plastic.” The Co. began selling the Produce Department Trader Joe’s is estimating that snack chainwide in May 2018 and with these and other changes it the item continues to gain shelf In late July, Trader Joe’s an- will be eliminating four million space. Safeway and its banners are nounced some changes to its pounds of plastic annually by the also selling the crunchy, pea-based produce department during one of end of 2019, with about half of that snack in its produce departments. its regularly-scheduled podcasts. In savings coming from the produce The research noted that taste is this July 22 episode, Jack Salamon, section. key in growing this category. “The category manager for produce at It turns out avocados are the new consumer is not willing to make Trader Joe’s, was interviewed. top selling item in the department. a sacrifice,” said the researchers. He talked about some of the Trader Joe’s typically handles a “They want it all. Better for you is major changes coming to the re- handful of avocado SKUs, including important, but it also has to taste tailer’s produce aisle and also talked both conventional and organic avo- great. If it tastes like cardboard, it’s about the chain’s top selling pro- cados as well as at least two bagged not going to fly.” duce items. One of the big changes options. Salamon said blueberries Peatos recently launched new will be a reduction in the use of and organic strawberries took sec- flavors and is taking dead aim at plastic packaging. Trader Joe’s ond and third place. bringing a healthy alternative to produce department has always that mostly “junk food” category. featured more packaging – and the But they have a ways to go. Two accompanying UPC – because the Plant-Based Snacks snack brands—Doritos and Chee- retailer does not feature scales at Gaining Traction tos—combined are $3.7 billion in the checkout stand. But Salamon sales, which is about equal to the size of the $3.6 billion natural snack told the podcast that more items Plant-based snacks that deliver business. In fact, Cheetos regis- will be sold in bulk such as apples, protein, fiber and flavor are gaining tered 6 percent growth last year. onions, garlic and potatoes. traction…and the produce depart- With flavor and healthy alterna- Besides reducing packaging, he ment is right in the middle of the tives as their goal, snack producers, said some of these actions will result movement. According to a report who have long tapped corn and in lower costs. “The cost of putting called “Salty Snacks: U.S. Market potatoes to tempt taste buds, are those two little heads of garlic in TrendsTrends andand Opportunities”Opportunities” from now testing alternatives such as a sleeve added a lot to our costs. market research fifirmrm PackaPackagedged lentils, peas, cauliflower, chickpeas But now, you can go to Trader Joe’s Facts,Facts, the size ofof the natural snack and coconut. and get a big clove of garlic for 49 business is $3.6 billion and expand-expand- Cauliflower Tortilla Chips have cents,” he said. inging quicklyquickly at 10-12 percent per made their debut and PepsiCo has The company is also testing year. launched several chips products environmentally friendly packag- Peatos is the fastest-growingfastest-growing made from real fruits and veggies. ing that is biodegradable and can snackssnacks in thethe produceproduce aisaisle,le, exexpand-pand- be composted. Another packaging inging its presence fromfrom 100 stores option being tested uses what he lastlast yearyear to more tthanhan 5,200 totoday.day.

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