Produce Business June 2013
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JUNE 2013 • VOL. 29 • NO. 06 • $9.90 p. 62 p. 83 cover story features 27 40 UNDER FORTY: CLASS OF 2013 53 HEAT UP PRODUCE SALES WITH SUMMER HOLIDAY MERCHANDISING YOUNG AND SMART LEADERS Summer marks a celebration of U.S.-grown fruits and vegetables. As such, ON THE RISE it’s a ripe opportunity to reap season-sational profits on produce. 62 NEW JERSEY PRODUCE EVOLVES AND ADVANCES commentary With high brand recognition, Jersey Fresh produce continues to diversify and reach wider markets. 12 THE FRUITS OF THOUGHT 69 BAJA CALIFORNIA TOMATOES Training At Wal-Mart And Beyond Mexico’s ‘ideal’ combination of sun, soil and temperatures – plus shade house technology – produces a greater number of high quality tomatoes for the market. 94 RETAIL PERSPECTIVE Strategic Planning And Flexibility departments 96 EUROPEAN MARKET Lessons Worth Teaching MERCHANDISING REVIEW 83 10 Solutions For Selling More Grapes in this issue Produce decision-makers share their tactics for overcoming grape challenges. THE QUIZ 4 DRIED FRUIT AND NUTS 91 How To Successfully Market Dried Plums In Produce 6 WASHINGTON GRAPEVINE Capture the millennials while keeping mature customers happy. 8 PRODUCE WATCH 14 TRADE SHOW CALENDAR special features 16 RESEARCH PERSPECTIVES 18 FROM THE PAGES OF THE PERISHABLE PUNDIT As Multiple Formats Devalue The Community Grocer, The Big Challenge Is Giving Up On The Notion To Be 17 COMMENTS AND ANALYSIS Everything For Everybody 98 INFORMATION SHOWCASE 22 UNITED FRESH TAKES FLIGHT 51 FROM ROADSIDE STAND TO URBAN SUPERMARKET BLAST FROM THE PAST 98 A dream realized, Harmons is the first supermarket in downtown Salt Lake City. insert 75 GEORGIA GROWN: CONNECTING WITH CONSUMERS floral business Industry players celebrate Georgia’s top producers for the nation. • Q & A With Akemi Gertz p. 75 of Draeger’s Market 87 RETAILERS WANT TO KNOW: • Floral Trekking Where Do Suppliers Envision The • Succulents Stone Fruit Category In The Year 2020? • Holiday Planning 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. JUNE 2013 • PRODUCE BUSINESS 3 PRODUCE QUIZ THIS MONTH’S WINNER Joseph Ippolito Sales Merchandiser JUNE 2013 • VOL. 29 • NO. 06 • $9.90 Procacci Bros. P.O. Box 810425 • Boca Raton • FL 33481-0425 Philadelphia, PA Phone: 561-994-1118 • Fax: 561-994-1610 [email protected] Joseph Ippolito is a retired Union supermarket as a produce manager and broker but that doesn’t stop supervisor. I did everything there.” PRESIDENT & EDITOR-IN-CHIEF him from working part time Ippolito says he got into the produce indus- James E. Prevor for Procacci Bros. As a sales try because of his love for produce. “Fruit and [email protected] merchant, Ippolito travels veggies are my pleasure,” says Ippolito. and advises stores on what produce to buy. And with reading PRODUCE BUSINESS for more PUBLISHER/EDITORIAL DIRECTOR “I’m a consultant more the anything else,” than 20 years, this isn’t the first time he’s won Ken Whitacre says Ippolito. the PB Quiz. [email protected] Ippolito has worked for Procacci Bros., “I think I won the contest before, a long SPECIAL PROJECTS EDITOR located in Philadelphia, PA, for seven years. time ago. In the 90’s,” says Ippolito. “The Mira Slott “Before that, I worked for myself as a bro- magazine is outstanding. Very informative. I [email protected] ker and before that, I worked for the old Grand think everyone should read it.” INTEGRATED CONTENT EDITOR Michele Sotallaro How To Win! To win the PRODUCE BUSINESS Quiz, the first thing you have to do is enter. The rules are simple: Read [email protected] through the articles and advertisements in this issue to find the answers. Fill in the blanks corresponding to the questions below, and either cut along the dotted line or photocopy the page, and send your answers along with a PRODUCTION DIRECTOR business card or company letterhead to the address listed on the coupon. The winner will be chosen by drawing from Diana Levine the responses received before the publication of our August issue of PRODUCE BUSINESS. The winner must agree to sub- mit a color photo to be published in that issue. [email protected] PRODUCTION LEADER Jackie Tucker WIN A SURVIVOR’S BACKPACK PRODUCTION DEPARTMENT No home or car should be without this fully stocked backpack. SUNSHINE GORMAN Unless you live in an area that does not have floods, high winds, FREDDY PULIDO earthquakes or even fires, your family or anyone in distress would appreciate having this kit nearby. Included in the backpack: poncho, EVENT COORDINATOR thermal blanket, respirator mask, medical supplies, and many other Jackie LoMonte [email protected] must-have items necessary to survive a catastrophe. EDITORIAL INTERN Madeline Mesa QUESTIONS FOR THE JUNE ISSUE [email protected] 1) Sun-Maid has been “America’s Favorite” since what year? _______________________________ CONTRIBUTING EDITORS Carol Bareuther, Nicole Brayshaw Bond, Beth Frith, Bob Johnson, Oscar Katov, Bill Martin, ______________________________________________________________________________ Jodean Robbins, Barbara Robison 2) What is the slogan for Ocean Mist Farms? __________________________________________ ADVERTISING Eric Nieman, Associate Publisher ______________________________________________________________________________ [email protected] 3) What is the telephone number in California Sun-Dry’s advertisement? ____________________ Sandy Lee [email protected] ______________________________________________________________________________ Bill Martin [email protected] 4) Curry & Company is based in which Oregon city? ____________________________________ Andi Mowrey [email protected] ______________________________________________________________________________ Ellen Rosenthal 5) What is the website address for Jersey Fresh?_________________________________________ [email protected] 6) Which company has been “sourcing uncommon produce from around the world for more than Gino Valconi [email protected] 25 years”? ______________________________________________________________________ FLORAL DEPARTMENT MARKETING ______________________________________________________________________________ E. Shaunn Alderman [email protected] Send insertion orders, payments, press releases, This issue was: ❏ Personally addressed to me ❏ Addressed to someone else photos, letters to the editor, etc., to PRODUCE BUSINESS, P.O. Box 810425 Boca Raton, FL 33481-0425 Name ______________________________ Position ______________________________ PH: 561.994.1118 FAX: 561.994.1610 Company __________________________________________________________________ PRODUCE BUSINESS is published by Phoenix Media Network, Inc. James E. Prevor, Chairman of the Board P.O. Box 810425, Boca Raton, FL 33481-0425. Address ____________________________________________________________________ Entire contents © Copyright 2013 Phoenix Media Network, Inc. All rights reserved. City _______________________________________________________________________ Printed in the U.S.A. Publication Agreement No. 40047928 State _____________________________________ Zip _____________________________ Phone ______________________________ Fax __________________________________ Photocopies of this form are acceptable. Please send answers to: JUNE QUIZ PRODUCE BUSINESS • P.O. Box 810425 • Boca Raton, FL 33481-0425 4 PRODUCE BUSINESS • JUNE 2013 Lending a Voice to Immigration Reform By Robert Guenther, United Fresh Senior Vice President of Public Policy omprehensive immigration reform Cis within reach, and this may be the last chance for the produce industry The produce industry takes action today! to ensure that this critical issue is addressed. United Fresh is helping lead the charge to secure the stable and legal agriculture Despite intense opposition, passing workforce that is necessary to the success of comprehensive immigration reform containing our members. At United Fresh 2013, much of the talk on a new agriculture guest worker program is the trade show floor was about the absolute still possible — if supporters make sure that necessity for immigration reform and the uncertainty facing the fresh produce industry congressional offices know there is a real need should the legislation fail. for this legislation. Tom Deardorff, president of Deardorff Family Farms in Oxnard, CA, and vice Call 1-855-204-0918 chairman of the United Fresh Grower-Shipper Board, explained the challenge his operation is facing to meet growing market demands. “We are increasing our organic production U.S. while adjusting to legal status. It also floor. “It’s very important for all growers to capacity, but unfortunately we’re running in establishes a future workforce program, which take the time to call, because you can make a to situations where we’re not planting acres provides employers and employees with difference — every individual can. It’s got to because we know we won’t have the labor to flexibility through either an “at-will” or start from the ground up, and we’re as close to harvest them,” he said. “So even though there contractual arrangement under a three-year the ground as it gets.” are a lot of positives in the marketplace and visa program. The new proposal also allows The bill could go a long