FreshAUGUST / SEPTEMBER 2017

DIGESTA P U B L I C A T I O N O F T H E F R E S H P R O D U C E & F L O R A L C O U N C I L 10 Features 9 Firm Makes Mark with LTL Deliveries FOCUS ON TRANSPORTATION 10 Big Crowd Makes 2017 a Big Success FOCUS ON CAL EXPO 11 Coombs & DeVries Honored by FPFC FOCUS ON EXPO AWARDS 12 FPFC Southern California Expo EVENT PHOTOS AND THANK YOUS 18 Career Pathways Reception 12 EVENT PHOTOS COVER PHOTO provided by User Friendly, Ink. 20 Organic Produce Summit Captures Enthusiasm of Growing Sector FOCUS ON ORGANICS 22 Southern California Membership Luncheon EVENT PHOTOS AND THANK YOUS 26 12th Annual Northern California Golf Tournament EVENT PHOTOS AND THANK YOUS 30 HAB Study Details Avocado Purchases by Consumer FOCUS ON RETAIL Volume 45, Number 4 August / September 2017 Departments FRESH DIGEST (ISSN-1522-0982) is published bimonthly for $15 of FPFC membership dues; 4 Editor’s View $25 for annual subscription for non-members By Tim Linden by Fresh Produce & Floral Council; 2400 E. Katella Avenue, Suite 330, Anaheim CA 92806. 6 Executive Notes Periodicals postage paid at Anaheim, CA, and By Carissa Mace at additional mailing offices. POSTMASTER: Send address changes to FRESH DIGEST, Council News 2400 E. Katella Avenue, Suite 330, Anaheim 8 FPFC Highlights CA 92806. 26 AUGUST / SEPTEMBER 2017 3 Millennials Don’t Work on Weekends

I was walking home was on Sundays and Mondays as the time the floor during the difference meant I almost certainly was not going FPFC Southern Cali- to get an urgent call or email. fornia Expo in July I believe the comment headlining this article and bumped into was not indicative of less dedication or commitment a veteran industry to work by the speaker, but rather a more healthy member who was view of work/life balance. Loving your job and being doing the same thing passionate about it is great, but taking some time off with a much younger and smelling the bouquet in the vase or wine glass member of his staff. Tim Linden is also a worthy endeavor. After exchanging Rather than disparaging this millennial creed pleasantries, we talked about a number of things in- – if it is one – I am going to heed the advice. I still By Tim Linden cluding my just-concluded European vacation as well need to attend the weekend PMA Conference 10 as the one he was about to embark upon. Then we days from now in Monterey, but I am going to take moved to past and upcoming events including the my wife and teen-aged daughter along. I’m sure late July Produce Marketing Association Foodservice there will be plenty of opportunities to hear the Conference which was on my to-do list, effectively crashing waves during breaks in the work action. wiping out the last weekend of July for me. While that’s not takingg the weekend off, it’s the best At this point, the younger staff member piped I can do at this point. up and noted that “Millennials don’t work week- ends.” I will not out this person though I suspect there would not be a scintilla of embarrassment about the concept. As I write this it is only a day later and I have been contemplating that concept for much of the past 24 hours. I’m not sure what I think. I will admit that the work ethic drummed into me by my dad is FPFC OFFICE 2400 E. Katella Avenue, Suite 330 still alive and kickin’. Put your nose to the grind stone Anaheim, CA 92806 and you will get ahead. Evenings and weekends and tGBY vacations are my own…unless they’re not. When Website: www.fpfc.org the phone rings, I answer it. But much of that is my own choice. I have Editorial Office basically been a self-employed writer in this industry Tim Linden 925-258-0892 for the past 30 years. I like to say that gives me the [email protected] opportunity to take off whenever I want. But it also means I am on call 24/7. My two-week Euro- Advertising Office pean vacation was punctuated with calls or emails Dana Davis checking on a number of stories and publications 302-750-4662 in various stages of completion. While in Europe, EBOBEBWJT!FQJYOFU my best chance to put down the connectivity to VIEW EDITOR'S

4 FRESH DIGEST

Taking a Look to the Future

“What’s the use so that they could learn what works at the store, of running if you’re not and educate in-store personnel on new products on the right road?” – and proper handling. German Proverb The task force interviewed retailers, large and First off, I don’t small, and the retailer consensus was that having a know German prov- day for store level personnel was important and erbs off the top of they wholeheartedly wanted that to continue. my head. I admit I And then they talked to exhibitors and spon- searched “Strategic sors, who are the ones that foot the bill, so it was Planning Quotes” and Carissa Mace important to get their input as well. Guess what this one came up. I the suppliers want? Retail buyers. Shocking, I know. liked it so I used it. While many suppliers understand the need for store I was looking up quotes because the FPFC level education and welcome them to the show Board of Directors has embarked on the strategic floor, many also made it very clear that they want planning process this year. We did this four years more time with buyers. The proliferation of regional ago and it is interesting to look back and see what shows that focus only on buyers has made this more NOTES our goals were and where we stand today. of an expected audience for exhibitors.

By Carissa Mace Because of the last strategic planning process, The task force came up with changes that we now have new efforts such as our Apprentice address both areas, taking advantage of our location Program, scholarships awarded to students from for the event – the Disneyland Hotel. In 2018 we four universities, and The FPFC Market Report®. will add a Monday night event at Disney’s California We also have a younger and more diverse board. Adventure park. We will host an invitation-only In fact, our Chair Elect, Alfonso Cano, is from the dinner inside a private area of the park. All exhibi- independent chain Northgate Gonzalez Markets. tors will get four tickets per purchased booth, and Having a more diversified board was one of the complimentary registration will be open to retailers major goals the last go-around. at certain levels: vice president, director, corporate It is exciting to see what will come to fruition merchandiser: buyers; category managers and field as a part of this next planning process. supervisor/merchandiser. This applies to both Although long-term planning is important, produce and floral divisions. Retailers will get two that doesn’t mean that we aren’t continuously tickets to the in-park event and a complimentary looking for ways to modify and improve what we hotel stay at the Disneyland Hotel Monday night. do when it is needed. This event will feature dinner and cocktails, a One such change for 2018 involves our private showing area for the World of Color show Southern California Expo. The Expo has evolved a and a private hour for our group at the Soarin’ Over great deal over the years. Many people remember the World attraction. This should allow exhibitors when it was actually two shows – the Produce Expo to have more quality time with higher level retailers and the Floral Expo. In the late 1990s, when I was in a unique atmosphere. with the FPFC as the event manager, those two We are also bringing back educational semi- events merged into one. nars for store-level personnel. We’ve heard from We are making a significant change to the retailers that they are missing this aspect of the show. Expo next year recommended by a task force that We will be eliminating the long-running Floral De- was formed to analyze the event. One of the most sign Contest. It is time for this to be retired. While interesting questions the task force had to tackle fun for the 35 individuals involved, the resources can was who, exactly, is the audience for this show. be better spent offering a merchandising seminar For those of you like me who remember when for many more floral store-level clerks. there were two shows, you might also remember We are looking forward to the enhancements that these shows were not designed as buying to this event and want everyone to be sure to mark shows; they were designed as a day for store level your calendars for July 16th and July 17th. It is going personnel to come and learn about the products to be quite a party at the happiest place on Earth. they merchandise and sell every day. Exhibiting We are confident this road will be the right one for companies wanted to reach the store level clerks us to run on as the FPFC continues its journey! EXECUTIVE

6 FRESH DIGEST

The Fresh Produce & Floral Council Welcomes the Following New Members:

Christine Douglas Maria Jose Clark, Matthew Clark, Continental Floral Greens Anthony Garcia, Jesse Garcia, Ruby Rodriguez Robert Bright, Bob Colcord, Los Angeles Produce Kelly Ireland Distributors Delta Trak, Inc. Janette Lujan Christian Henandez Lujan Transport, Inc. Hermo Produce Thomas Cowle Amy Love Mexus Produce, Inc. Koen Pack Charles Pavia Proactive Packaging & Display COUNCIL NEWS

Harold Maxell III PureGrow

John Pope Schoenmann Produce - MountainKing

Abram Murguia Vegetable Grower Supply

8 FRESH DIGEST Firm Makes Mark with LTL Deliveries

By Tim Linden

For the past 15 years, Rollin’R Enterprises Inc., kets. “That’s no longer the case,” he said. “Now Oxnard, CA, has focused its work on the most dif- they are scattered all over the place: L.A., Vernon, ficult haul in the fresh produce industry: LTLs --less Long Beach, City of Industry, Corona…they are all than load is the exact acronym, but far less than a considered L.A.” Focus on Transportation full load is the meaning. He quipped that his challenges aren’t hurdles “I don’t think our customers know how that you can jump over but whether obstacles that difficult it is,” said Rolando Nava, the owner who are in the way. He said the biggest one is the delays is more comfortable being called a hands-on guy. that are commonplace at both pick-up and drop off. “They don’t know what we have to go through. The pallet isn’t ready to be picked up at the desig- They load one pallet and they want it delivered nated time or can’t be received at the appointed during a 1 a.m. time slot.” time. Both scenarios throw off the schedule and While Nava laments the task, he knows it is can easily put the load out of sequence. the degree of difficulty that has created a very good He listed another issue as lack of drivers. niche for his firm. Based in Oxnard, the vast majority Nava said it is not difficult to find drivers to do of his business is running in two different lanes: LTLs straight loads, which the company also handles. from Santa Maria/Oxnard to Los Angeles and from “But no one likes multiple pick-ups and multiple San Diego/Coachella to L.A. He said a typical load drops. It’s tough to find drivers that want to do has five to six pick ups and five to six drops. With what we do.” 26 pallet positions on his fleet of 50 trucks, he said Rollin’R’s labor force consists of three dis- a typical pick-up is in the three to four pallet range. patchers and three coordinators, a warehouse “I’d love to get my customers up to the seven to staff of six, three full-time mechanics and a cadre eight range with three drop offs.” of drivers. “We operate 85 percent of the loads But Nava understands that’s wishful thinking. in-house and we use a few sub-contractors when He has built his reputation on doing the next-to- necessary. We basically operate on a fixed rate and impossible. On a typical load coming from the north, have customers that we have been dealing with for a truck will pick up pallets of produce at various many years. I try to get a 3-5 percent hike in rates sites in the Santa Maria district destined for the L.A. every year to deal with my rising costs, but that’s Wholesale Market and several retail or wholesale difficult to do.” warehouses in the greater Los Angeles area. That He said the next challenge coming down the truck will make a few more stops in Oxnard before road – pun intended – is the advent of electronic stopping at the company warehouse and cross logs. That mandated rule of the Department of docking. There the pallets can be distributed prop- Transportation is slated to go into effect in De- erly for delivery to the L.A. marketplace. It would cember of this year. Nava said it is inevitable that be great if the load could be picked up in the exact drivers will face delays that will put them over their reverse order that it will be dropped off. But that legal drive time. “It is going to run out when they rarely works out. The trucker will get to one spot are waiting for a pick-up or delivery and they are to pick up a few pallets and they aren’t ready. So going to have to park their truck” until they can he’ll go to another pick-up spot while waiting and legally drive again. the load will be out of sequence. That challenge is another one that Rollin’R Nava said the task was easier when he is just going to have to work around as it provides started in the business as most of the Los Angeles a difficult but extremelyy important service to the wholesalers were located on the wholesale mar- fresh produce industry. AUGUST / SEPTEMBER 2017 9 Big Crowd Makes 2017 a Big Success; But Changes on Tap for 2018

By Tim Linden

With about 1,700 participants, close to 200 information or experience. He said “failure is your booths and more than 250 companies exhibiting, the friend” as it allows you to come back with renewed 2017 version of the Fresh Produce & Floral Council effort. He noted that his first year as a running back Southern California Expo was highly successful. But at USC he gained 1,500 yards. While that remains several big changes are slated to kick-in next year. an enviable goal, Allen looked at it as underachiev- FPFC President Carissa Mace said the Council ing and vowed to be the first collegiate runner to and the Expo Committee take a fresh look at the ever break 2,000 yards in one season, which he did event every year and going into this year’s iteration, the next year. it was determined that some changes to make it After his address, Allen hung around the Expo more retailer and exhibitor friendly are warranted. hall signing autographs for a long time as the line to But before getting into those changes, the FPFC’s top meet him extended well down the aisle. staff member said the 2017 show was one of the At the end of the day, many show attendees biggest ever. In one way or another, the FPFC has happily exited the hall with a bag of samples while been holding a regional trade show since the 1970s. collectively those 200 booths donated thousands of In the early years, high school home economics pounds of produce and floral products to charitable teachers were the target audience. At some point organizations in the area. the focus shifted to retailers and for many years the While the show continues to be a great FPFC held separate produce and floral shows. The success, Mace said feedback from participants and two were combined about two decades ago. committee discussions indicated that greater value The 1,700 participants this year, which includes for exhibitors and attendees is warranted. The attendees walking the show as well as those working 2018 version will include several major changes the booths, is a record, and about 10 percent greater to accomplish this. Education sessions during the participation than in 2016. As almost always is the Expo will be added next year for floral and produce case, the day began by featuring a morning keynote store-level staff, which will replace the floral design address delivered by a well-known Los Angeles area contests. While that contest has been very well sports star. This year, Marcus Allen, who excelled received, time constraints limit participation to only as a running back for both the USC Trojans and 35 participants. About five times that many in-store the Los Angeles Raiders for the better part of personnel will be served by the addition of the two decades, gave an upbeat speech stressing the educational sessions. There will also be a pre-Expo importance of positive thinking. He noted that he event at Disney’s California Adventure, featuring always believed in himself and, even as a young kid, a buffet dinner, hosted bar, and private access to envisioned winning the top collegiate award in the specific parts of the theme park. Senior-level retail- Focus on So Cal Expo Heisman Trophy, as well many other honors. ers, show sponsors and exhibitors will be provided He gave much credit to his parents, who he tickets to the event. These retailers will also receive said raised him to believe that he could accomplish one hotel night compliments of the FPFC. anything. He told the crowd to fill up their kids’ The 2018 Expo is scheduled for July 16 and proverbial gas tanks every day with love and a 17 and the Disneyland Hotel Convention Center positive attitude. He also disputed the theory of will again be the venue. failure, noting that failure is only a result of lack of

10 FRESH DIGEST Coombs & DeVries Honored by FPFC

By Tim Linden

try and then his wife and family for their support. He said he was humbled by the honor. Chris Robinson of The Pinery was the pre- senter of the FPFC Floral Achievement Award to DeVries, president and CEO of The Sun Valley Group. Robinson related DeVries’ journey, which began in Holland many years ago. A fourth genera- tion grower, DeVries was born in the Netherlands Focus on Expo Awards to a family with a long tradition of growing flowers. He received his B.S. degree in horticulture in Holland and then immigrated to the in 1983. He soon began his career with Sun Valley and even- tually moved to Arcata in Northern California and built the first Dutch glass greenhouse. In 1991, he joined with two other Dutch partners in a friendly purchase of Sun Valley. Lane and the partners have since built Sun Valley to be a prominent player in Lane DeVries the floral business nationally. Bill Coombs of DLJ Produce and Lane DeVr- Robinson said DeVries “dedication to quality ies of The Sun Vally Group were honored by the and customer service” is always evident and is a big Fresh Produce & Floral Council during its annual reason for his success. He cited his “optimism” and Southern California Expo, each receiving the associa- said he is known as a “team player.” tion’s top award for their respective fields. DeVries called the award a “great honor” Coombs, who is the president of DLJ, which and said his position in the industry has given him is headquartered in Long Beach, CA, was presented a “front row seat” on the growth of floral sales in with the Norman H. “Buz” Bolstad Produce Award the United States. He did state that foreign-grown by last year’s recipient, Rich Van Valkenburg of Van flowers have dominated the market in recent years Valkenburg & Associates. He noted that Coombs but noted that locally-grown product is enjoying a has had successful careers on both the retail and comeback as more and more shoppers are asking wholesale sides of the business, and credited the where these products are being grown. honoree with much of DLJ’s growth in recent years. In 1996, Coombs joined DLJ, which had been founded three years earlier. He helped grow the company to the successful wholesale firm it is today, with all e-commerce and EDI capabilities and an in-house transpor- tation and logistics department for all local, national and export sales. As Coombs moved toward the podium to accept the award, his family surprised him from the wings, which clearly tugged at his heart strings. He was choked up as he first thanked his father for introducing him to the indus- Bill Coombs and family along with presenter Rich Van Valkenburg (far right) AUGUST / SEPTEMBER 2017 11 July 18, 2017 Disneyland Hotel, Anaheim, California

Best of Show Floral Rose Gonzales Plants, Inc.

Best of Show Produce Melissa’s Produce

Sponsors

Name Badge Norman H. “Buz” Bolstad Charging Station Earthbound Farm Produce Award Fresh Gourmet Company 4Earth Farms Greenhouse Produce Co., LLC Commemorative Bag Quebec Distributing Co. Apio, Inc. Promotional Poster Sunrise Produce Company The Oppenheimer Group Kern Ridge Growers, LLC Design Contest Box Lunch Event Program Ocean View Flowers Grimmway Farms Westlake Produce Company Produce Marketing Association Keynote Breakfast Registration Area Spectrum Floral Service California Avocado Commission WJL Distributors UnitedAg Freska Produce International, LLC Event Photo Invitation Pura Vida Farms North Shore MIXTEC Group Lanyard Event Signage Centerpieces The Giumarra Companies Domex Superfresh Growers Kent’s Bromeliad Nursery, Inc. Celebrity Speaker Kern Ridge Growers, LLC Refrigerated Truck Idaho Potato Commission Ready Pac Foods Brent Redmond Transportation Veg Fresh Farms Floral Achievement Award Western Fresh Marketing Produce Marketing Association

12 FRESH DIGEST Level A (4 years and over experience)

Floral Design Contest Winners

1st Place Fernando Nunez Hernandez with Ryan Sanchez, //

2nd Place Becky Montecalvo Level B with Angeline Nieto, (0 – 3 years experience) 3rd Place Gelson’s Markets Priscilla Moreno with Ryan Sanchez, Albertsons/Vons/Pavilions

1st Place Alberto Moreno with Kristin Lares,

2nd Place Renia Hovani 3rd Place with Paige Venable, Lupe Ramirez with Gary Niehaus, Stater Bros. Markets AUGUST / SEPTEMBER 2017 13

Keynote speaker Marcus Allen stopped by the DLJ Produce booth to congratulate the 2017 Norman H. “Buz” Bolstad Produce Award recipient, Bill Coombs

Carlos Preciado from Melissa’s Produce with Amanda Bixler, Tina Matthews and Vanessa Ayala from Albertsons/Vons/ Pavilions

FPFC Board Chair Connie Stukenberg of the California Avocado Commission presented Alicia Calhoun of the Center for Growing Talent by PMA with a plaque commemorating ten years of partnership in the Career Pathways Program

Floral designers at work in the Floral Design Contest

14 FRESH DIGEST Sheryl Salazar from Albertsons/Vons/ Pavilions tries a Tofurkey burger

Jeff Ledesma from Stater Bros. Markets stopped to check out Bing Beverage

Gabriel Avila from El Super talks with Megan Ichimoto from San Miguel Produce

Samantha Ball and Junko Ball sample new products from Mann Packing Co., Inc.

AUGUST / SEPTEMBER 2017 15 Lisa Juarez with FreshSource, Aimee DuRee and Kristyn Lawson of Good Foods and Nannette Anderson of FreshSource

Valerie Rangel of Tessemae’s All Natural (center) with Greg Corrigan and Michael Schutt of Raley’s

Dan Takehara, Lily Garcia, Apolinar Parra, Otto Gomez and Yoshinori Matsuura from Gelson’s Markets

To see more photos, search #SoCalExpo17 or visit us on Facebook at facebook.com/FPFCorg

16 FRESH DIGEST Design Contest Donors Dramm and Echter Floral Supply Syndicate Flowerlink/Florecal Kendal Floral Supply Oasis Company Pyramid Flowers Rose Gonzales Plants, Inc. Westland Floral Company Door Prize Donors A&A Organic Farms Beachside Produce, LLC Bing Beverage Bland Vidalia Farms Jules Buehler from North Shore discusses her product with Marsha Oka-Holmes Westland Floral/Gallup & Stribling Chilean Fresh Fruit Association Evergreen Agri-Tech, Inc. Floral Supply Syndicate The Giumarra Companies GloriAnn Farms Gourmet Garden Herbs & Spices Greenfruit Avocados Greenhouse Produce Co., LLC Grimmway Farms House Foods ICD/Davis Lewis Orchards IFCO Systems Kent’s Bromeliad Nursery Kern Ridge Growers, LLC Little Potato Co. Matsui Nursery, Inc. McLellan Botanicals/Taisuco America MPK Foods North Shore Pete’s Living Greens John Fiecko from Grocery Company chats with Armand Lobato from the Idaho Potato Commission Progressive Produce, LLC Red Shell Dressing Rocket Farms, Inc. Rollin’ R Enterprises RPE, Inc. Taylor Farms Retail, Inc. Temkin International, Inc. U Gottabee Nutz Valley Fruit & Produce Veg-Fresh Farms West Pak Avocado Westland Floral/Gallup & Stribling Wholly Guacamole Wildbrine Zespri Kiwifruit Zola

Attendees from Albertsons/Vons/Pavilions enjoying samples of Zespri Kiwifruit

AUGUST / SEPTEMBER 2017 17 Career Pathways Reception Dave Howald of Pear Bureau Northwest is flanked by Cal Poly Pomona students Diego July 17, 2017 Recinos-Walsh and Karen Hernandez

Dick Spezzano of Spezzano Consulting Service with Jan DeLyser of the California Avocado Roger Schroeder of Stater Bros. Markets and Jack Gyben of Commission Progressive Produce, LLC flank Jessica Aurioles of Cal Poly Pomona

Cory Stahl of Progressive Produce, LLC with Alicia Calhoun of Produce Marketing Association

Angelica Vera and Ivana Denkouska of Global Agricultural Trading with Jesse Lopez of Tanimura and Antle and Catherine Gipe-Stewart of Domex Superfresh Growers

18 FRESH DIGEST Jim Leimkuhler of Progressive Produce, LLC with Dale Liefer of Pura Vida Farms

Jim Leach of The Oppenheimer Group, Tanya Mason of Taylor Farms, Alex Jackson Berkley of Frieda’s Specialty Produce and Jeff Oberman of United Fresh Produce Association

Charles Olins of Concord Foods, Kristen Reid of MIXTEC Group and Ivette Radillo of Westlake Produce Company

Paul Olabode of Chapman University with Amir Sadeghian of Bolthouse Farms

AUGUST / SEPTEMBER 2017 19 Organic Produce Summit Captures Enthusiasm of Growing Sector

By Tim Linden

Enthusiasm for this particular segment of the rise. While they expressed some level of concern industry was on full display at the second annual about the on-line retailing experience, they also Organic Produce Summit, held in Monterey, CA, collectively believe that fresh produce will remain July 12-13. largely an in-store purchase. The group articulated One of the breakout sessions included a very that increased attention on organic produce by loud and boisterous argument about what produc- bigger retailers and on-line merchants introduces tion techniques should qualify for the organic seal, more consumers to the category, which ultimately while another session celebrated organic produce benefits specialists as well. sales as the clear driver of increased fruit and veg- Another session was devoted to robotics etable consumption. and automation in the agricultural industry. Nathan “This second annual summit took off on the Dorn of Food Origins and Joshua Lessing of Soft excitement of the first show,” said Michael Schutt, Robotics appear very confident that an automation a produce buyer for Raley’s Supermarkets. “It’s revolution is coming to agriculture. Food Origins of- absolutely great having a show specifically devoted fers a data collection service that is designed to give to organic produce rather than having this sector growers detailed information into the productivity bolted on to some other event. Many of the organic of their field laborers. He says such information suppliers, especially the smaller guys, can come here gives growers a better picture of their labor costs rather than go to one of the other shows. It’s great and allows them to analyze the economic benefit of to have a place of our own.” automation. Soft Robotics has built a fundamentally Greg Corrigan, vice president of produce & different class of robotic grippers that have been floral for the chain, said, “This is my first year here. designed to replicate the incredible efficiency and It’s a great show; we love these smaller shows.” elasticity of the human hand. Lessing said this tech- Keith Wilson, president of King Fresh Produce nology uses “compliant” materials such as rubber LLC., Dinuba, CA, called it a great show with lots of and softer materials to better duplicate the human buyers. Fifteen percent of that firm’s production is hand. He noted that octopuses’ tentacles were the organic and it’s increasing every year. inspiration for the design. Currently, the robotic On Thursday, the event began with four process is starting to make inroads in the shed breakout sessions and four keynote addresses packing of produce. Lessing said it is a much bigger covering a variety of topics. “Excellence in Or- challenge to take the technology into the field. ganic Produce Merchandising” featured Schutt of “Bioponics – Organic or Not?” featured a ro- Raley’s along with Jeff Fairchild of New Seasons, a bust session of opposing viewpoints. Tom Beddard, Focus on Organics Northwest chain of two dozen outlets currently president and founder of Lady Moon Farms, argued expanding into Northern California, and Jonathan that only soil-based growing systems, designed Steffy of Four Seasons, an East Coast wholesaler specifically to enhance the soil, should qualify for operation. The trio discussed many different topics USDA organic certification. Jessie Gunn, director but agreed that organic produce sales continue to of marketing for Wholesum Farms, and Ed Horton,

20 FRESH DIGEST president of Urban Farms, represent firms using increase and their respective shoppers continue different techniques to produce fresh produce that to express a preference for the category. does qualify for organic certification under the cur- has expressed its commitment to the sector and rent rules. Gunn said her firm’s container system it has done so to serve the desire of its members. does improve the soil in its operations, but argued Shavey said Costco continues to grow the category that the organic movement is much more than just with more choices. improving the thin slice of soil under each plant. Miller chronicled the growth of the category Urban Farm is a vertical farming operation that uses at Sprouts which started with carrots and bananas a substrate and liquid fertilizers to produce fresh, and evolved next into salads and wet rack items. organic crops in a factory setting. Horton correctly “Our biggest struggle right now is getting enough asserts that it qualifies for organic certification and supplies to fill demand.” is firm is planning on marketing the technology for has the same issue. Corsi said the urban production of organic produce around the company is helping to address the supply issue by country. operating its own farm as a laboratory for would-be Jordan Rost of Nielsen and Gina Garven of organic growers. Robinson Fresh discussed the trends driving the A common theme expressed by all of the continued double-digit growth of organic sales dur- retailers was the impact being felt by on-line com- ing their OPS breakout session. Rost said organic petition. Each of these retailers is playing in that sales are driving growth in the retail sector. He said space but there appeared to be general consensus that while organic produce represents 12 percent of that picking their own fresh produce at retail is still produce department sales nationwide, it currently important to shoppers. accounts for about 36 percent of growth in the Another keynote address was given by the produce category. Organic ingredients in center- founders of The Organic Coup, which is the first store items are having a similar impact. While sales fast food restaurant chain to be granted organic of many center-store products are shifting on-line, certification. Founders Dennis Hoover and Erica that is not the case with fresh produce, according to Welton, who both worked at Costco for many years, Rost. He indicated that a top notch organic produce started with one fast food store two years ago and department is a good way to attract customers now have nine operations in the San Francisco Bay to your store. Garven reported on Robinson Area. They are projecting 30 locations in the next Fresh research showing that organic produce has 30 months and 10,000 in the next 20 years. They moved into the mainstream and is no longer just a clearly believe fast food is the next big area to ex- niche product. It is carried in virtually every retail perience rapid growth in the organic category. category and consumers across the board are pur- The final keynote speaker was David McIner- chasing it. Millennials are the number one driver ney of FreshDirect, an on-line grocer operating in of organic produce sales, but “Gen Xers” are not three East Coast markets. Since the company was far behind. The research found that a majority of founded at the start of this century, it has experi- organic produce shoppers purchase conventional enced exceptional growth and has seen its organic produce during the same trip. Quality and price, offerings and sales be a major drive of that growth. rather than philosophy, are the factors considered Currently about 35 percent of its sales are organic by this group. with organic produce sales in the 45 percent range. The keynote sessions also centered on the McInerney, a co-founder of the operation, said about dynamic growth in the category. 75 percent of its users do buy organic products. Registered dietitian Ashley Koff told the McInerney is a backer of organic produce, but organic devotees that they should be promoting he is also leery of creating a perception gap between this sector as being “better” for consumers. She conventional and organic. He worries that the fo- argued that while it is not perfect, organic produce cus on “organic” over “conventional” confuses the is better nutritionally. She is a huge believer of a consumer and steers them away from better-for-you plant-based diet and all the better if those plants conventional grapes, for example, toward organic are grown organically. Doritos or Oreos made with organic flour simply A retailer round table discussion included because the word “organic” appears on those labels. Dave Corsi of Wegmans, Heather Shavey of McInerney wants to see more produce consumers. Costco and Chad Miller of Sprouts. There was “We need to draw more consumers to produce, much consensus among the panelists with each not just upgrade them from conventional to organic. agreeing that organic produce sales continue to We need more people eating more produce.” AUGUST / SEPTEMBER 2017 21 Southern California Luncheon June 21, 2017 Thank You Sponsors! Key Sponsors The Giumarra Companies Mann Packing Co., Inc. The Oppenheimer Group Tessemae’s All Natural Yerecic Label

Guest speaker Melissa Hartwig discussed her Whole30 Eating Plan

Kami Castillo, Passion Growers, with Gary Newhaus, Lori Doro and Liane Mast (seated) from Stater Bros. Markets.

FPFC MISSION STATEMENT The Fresh Produce & Floral Council is a dynamic community of professionals across all sectors of the fresh produce and floral industry who do business in California and the western region.

The Council is dedicated to providing members with convenient opportunities to build productive Michael Casazza from Del Monte relationships, access timely market information, Fresh with dad Mike Casazza of enhance their business skills, and pool their FreshSource, LLC efforts to promote and advance the industry.

22 FRESH DIGEST Apprentices Balthazar Garcia of Hollandia Produce, LP and Jim Leach of The Oppenheimer Group with panel moderator Marty Craner of B&C Fresh Sales and panelists Leonard Batti of Taylor Farms Retail, Inc., Peggy MCormick of MMM Marketing and Garrett Nishimori of San Miguel Produce

Associate Sponsors A.M.S. Exotic LLC Apio, Inc. Taylor Farms Retail, Inc. Zespri Kiwifruit

Networking Social Hour Sponsor FreshSource, LLC

Rich Van Valkenburg of Van Valkenburg & Associates is mentor to apprentice Sally Symms of Symms Fruit Ranch

Jay Helberg, Valley Fruit & Produce; Cote Clark and Anthony Garcia of the LA Produce District; Marvin Quebec from Quebec Distributing Co. and Alfonso Cano from Northgate Gonzalez Markets

AUGUST / SEPTEMBER 2017 23 Fresh DIGEST Carissa Mace Tim Linden Publisher Editor

Dana Davis Heather Gray Advertising Design/Layout

FRESH PRODUCE & FLORAL COUNCIL 2017 Board of Directors OFFICERS Connie Stukenberg California Avocado Commission Chairwoman Alfonso Cano Northgate Gonzalez Markets Chairman Elect Andrew Bivens Westlake Produce Company Treasurer/Secretary Marvin Quebec Quebec Distributing Co. Immediate Past Chairman Brad Martin Perimeter Sales & Merchandising Past Chairman Representative Harland Heath Heath & Lejeune, Inc. Honorary Past Chairman Representative Carissa Mace Fresh Produce & Floral Council FPFC Apprentices Blair Butterworth of Grimmway Farms; Alex Kim of Robinson Fresh; Gabriel Hilbert of Consolidated President West Distributing, Inc.; and Johannah Rosario of Ready Pac Foods DIRECTORS Nancy Betancourt Vision Produce Company Mark Carroll Mike Casazza FreshSource, LLC Brian Cook Hollandia Produce, L.P. Greg Corrigan Raley’s Supermarkets Kelly Craner B & C Fresh Sales Rick Cruz Albertsons/Vons/Pavilions Allen DeMo Frieda’s Specialty Produce Miguel Garcia Scott Leimkuhler Progressive Produce, LLC Liane Mast Stater Bros. Markets Sean McClure Ready Pac Foods Rick Montoya Farmers and Growers Plaza, LLC Kristen Reid MIXTEC Group Pat McDowell and Brad Martin of Perimeter Sales & Merchandising with Rob McDougall of Gelson’s Markets Roger Schroeder Stater Bros. Markets Rich Van Valkenburg Van Valkenburg & Associates Bob Waldusky Fresh Gourmet Company

24 FRESH DIGEST Harland Heath of Heath & Lejune with FPFC Chair Connie Stukenberg of the California Avocado Commission; Master of Ceremonies Roger Schroeder of Stater Bros. Markets; and guest speaker Melissa Hartwig, co- developer of the Whole30 Eating Plan

Photo Sponsor North Shore

Décor Sponsor Evergreen Agri-Tech Inc.

Erick Coronado from Avocados from Mexico with Carlos Preciado from Melissa’s Produce and David Mesa from humm kombucha

Dave Miroglio of Marzetti with Nancy Hamilton of Advantage Fresh; Debi Orrin of Evolution Fresh; and Ryan Savage, Advantage Fresh

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

AUGUST / SEPTEMBER 2017 25 Northern California Golf Tournament June 2, 2017 Calippe Preserve, Pleasanton, CA

First Place Team Erik Heacox, Tanimura & Antle Jim Leach, The Oppenheimer Group Kevin Trisko, Earthbound Farm Jesse Lopez, Tanimura & Antle

Second Place Team Dave Pinizzotto, Robinson Fresh Keith Reese, Robinson Fresh Gary Ruggiero, Raley’s Supermarkets Greg Welch, Robinson Fresh

Goodie Bag Donors Third Place Team Bare Snacks Greg Corrigan, Raley’s Supermarkets Bing Beverage Jeff Kyer, InterLink Marketing Group, Cabo Fresh A Division of Advantage Fresh DeLallo Mil Mijanovic, Safeway Earthbound Farm Dave Moore, Earthbound Farm Enlighted Broad Beans Mariani Nuts NatureSweet Nourish Tournament Contributors Robinson Fresh A.M.S. Exotic, LLC Taylor Farms Retail, Inc. IFCO Systems Wonderful Brands Maddan & Company World Foods Raley’s Zespri Kiwifruit Tessemae’s All Natural Zola

26 FRESH DIGEST Closest to Pin Winner Women’s: Audrey Dunne, Apio, Inc.

Longest Drive Winner Women’s: Longest Drive Winner Audrey Dunne, Apio, Inc. Closest to Pin Winner Men’s: Men’s: Jim Leach, The Oppenheimer Group Dave Haubert, FreshSource Produce LLC

Putting Contest Winner Scott Mercer, Impact Sales

Straight Drive Winner Straight Drive Winner Men’s: Women’s: Kerry Lynch, Zuckerman Produce Brady Matoian, OK Produce Sponsors

Tommy Bahama Mini Store Closet to Pin Contest Programs Good Foods InterLink Marketing Group, Quebec Distributing Co. The Oppenheimer Group A Division of Advantage Fresh Event Signage Sponsors Sun-Rype On Course Drink IFCO Systems Mastronardi Produce – West Individual Longest Drive Lipman Produce Ocean Mist Farms San Miguel Produce Drink Cart Robinson Fresh Marzetti Name Badge Earthbound Farm Putting Contest Apio, Inc. AUGUST / SEPTEMBER 2017 27 Jennifer Mencarini of Interlink, Audrey Dunn of Apio, Inc. and Kristyn Lawson of Good Foods

Erik Heacox of Tanimura & Antle, Ben Vallejo of The Oppenheimer Group, Peter LeBlond of Jacobs/Del Cabo and Jim Leach of The Oppenheimer Group

Championship Tees Apio, Inc. Driscoll’s Edge Sales & Marketing Earthbound Farm Fresh Gourmet Company FreshSource Produce, LLC Hollandia Produce, LP Guy Davidoff of Twin Peaks House Foods Distributing, Tom Maag of Bay Area Interfresh, Inc. Herbs, Dave Ackley of U.S. Foods and InterLink Marketing Group, Brian Petratuona of Interfresh Inc. A Division of Advantage Fresh Litehouse Foods Mann Packing Co., Inc. Marie’s/Ventura Foods Marzetti The Oppenheimer Group organicgirl Robinson Fresh Taylor Farms Retail, Inc. Wonderful Sales Gary Ruggiero and Erin Vickerman of Raley’s World Food Products Supermarkets with Kip Martin of

28 FRESH DIGEST Kevin Trisko and Dave Moore of Earthbound Farm flank Charlie Hunt of Raley’s Supermarkets

Greg Welch, Dave Greg Corrigan of Raley’s Pinizzotto and Supermarkets, Rachelle Schulken Keith Reese of of Renaissance Foods and Rick Robinson Fresh Sisney of InterLink Marketing Group, A Division of Advantage Fresh

Shawn Dagen of FreshSource Produce, LLC; Rachel Molatore of Taylor Farms Retail, Inc.; Tommy Renda of Safeway and Brian Cook of Hollandia Produce LP

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

AUGUST / SEPTEMBER 2017 29 HAB Study Details Avocado Purchases by Consumer

With the growing popularity of fresh avoca- dos in the U.S., fresh avocados can be purchased in a wide variety of retail channels from traditional grocery to the internet and beyond. Today’s avocado shoppers are taking advantage of this opportunity, as evidenced in a recently-released study from the Hass Avocado Board (HAB). HAB’s new Avocado Category Channel Over- view, and its companion piece, the Avocado Channel Action Guide, reveal how the category is shifting across channels and how changing household avocado purchase patterns are contributing to these shifts. The convergence of two powerful mega trends, the rise of the fresh perimeter and cross- channel shopping, are transforming the shopper journey and creating dramatic changes in the retail landscape – changes that are apparent in aggregated at the channel level, 2016 was not a the avocado category as well. HAB’s new channel strong year for avocado purchases in these channels. study, based on household purchase data, shows These two channels lost avocado shoppers vs. year how these dynamics are playing out for avocados. ago, and annual avocado spend per household in For example, in 2016, despite competition from these channels fell as well, down -9.9 percent for the emerging channels, 73 percent of all avocado internet and -2.4 percent for dollar stores. The role purchases (in dollars) were still made in traditional of the avocado category in these channels may look grocery brick-and-mortar stores. However, the very different in the future as retailer strategies and study also found that many households are shop- shopping behaviors evolve. ping for avocados in more than one channel, giving Grocery, the largest channel for avocado them the opportunity to compare experiences and purchases, showed gains in several key purchase product offerings. drivers. Notably, the channel attracted new avocado “As consumer demand for this versatile, shoppers in 2016, posted an increase in both repeat healthy fruit continues to climb, we’re seeing that buyer rate and frequency of avocado trips. How- avocados are maintaining their prominent role in ever, a -2.5 percent decline in avocado spend per Focus on Retail traditional retail food outlets, as well as gaining a trip appears to have contributed to lower overall presence in channels that are emerging as sources category purchases for the channel and a purchase for fresh produce,” says Emiliano Escobedo, execu- share loss to the large format outlets such as Club, tive director of the Hass Avocado Board. “This new Mass Merchandisers and Supercenters. These large analysis uncovers specific purchase patterns in each format channels were the only channels to post channel that retailers and marketers can focus on category purchase gains, with most underlying to drive avocado category growth.” purchase drivers trending upward. Notably, these Internet and dollar stores are relative new- channels gained new avocado shoppers in 2016, comers as purveyors of fresh produce. While and improved their repeat buyer rate, but showed individual retailer results may have varied, when mixed results for spend per trip.

30 FRESH DIGEST