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 [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 way in easing the demand for what we’re producing, we don’t for a transition period from the current H-2A burden on agricultural employers — if it even have enough labor to harvest what we guest worker system to the new program to passes. In meeting after meeting on Capitol would need to meet that demand.” ensure that employers will not confront gaps Hill, United Fresh is hearing that the The full Senate is expected to consider the in program availability and resulting opposition is sending a tremendous number bill in mid-June, setting the stage for workforce shortages. of letters, e-mails and making phone calls to meaningful action on immigration reform At United Fresh 2013, many industry defeat the legislation. Despite intense that is long overdue. The Senate Judiciary leaders stepped up and took action. Attendees opposition, passing comprehensive Committee approved language on May 23, called their senators and representatives immigration reform containing a new including a new agriculture worker program through United’s Immigration Call Center to agriculture guest worker program is still — which provides for a market-based federal urge their support of comprehensive possible — if supporters make sure that program to ensure a steady and experienced immigration reform. congressional offices know there is a real need agriculture labor force. The new agricultural Greg Leger, a grower-shipper of for this legislation. workforce framework was developed through watermelon and president of Georgia-based United Fresh encourages members and the negotiations between key senators, Leger & Son, acknowledged the gravity of the broader fresh produce industry to contact argriculture labor, and the Agriculture current situation. “We don’t harvest with any Congress today. Let them know that a stable Workforce Coalition, of which United Fresh is machinery whatsoever, so everything is done workforce is critical to the survival of a founding member. with hand labor. We have to have a strong businesses across the country. We need you to The new program allows current, workforce or else we go broke,” explained turn this opportunity into reality! Take action experienced agriculture workers to stay in the Leger after he called Congress from the show today at unitedfresh.org/labor.

6 PRODUCE BUSINESS • JUNE 2013

PRODUCE WATCH

TRANSITIONS

DMA SOLUTIONS THE OPPENHEIMER GROUP IRVING, TX VANCOUVER, B.C. DMA Solutions, Inc., The Oppenheimer Group promotes its announces the promotion of 15-year veteran, Ben Vallejo, to sales Megan Zweig to strategic manager of the company’s Chino Hills, marketing director. In her new CA, office. Vallejo, who had been a role, Zweig focuses on the sales representative since 2007, company’s overall client now leads the seven-person strategy and implementing team responsible for marketing strategies to elevate marketing the company’s DMA’s clients. She also takes products in the south- the lead on the company’s western U.S., as well as internal communications, national foodservice serving as the senior manager business development. in an effort to maximize DMA’s efficiencies, services, employee development and growth.

MARKET FRESH PRODUCE NIXA, MO Market Fresh Produce announces that PENNSYLVANIA APPLE Steve Ford joins the team as director of MARKETING BOARD business development. Ford's background HARRISBURG, PA includes over 10 years of successful sales The Pennsylvania Apple Marketing and operations experience with Frito-Lay Board announces its new executive and most recently with Sara Lee. The addi- director, Julie Bancroft. She brings tion of Ford allows Market Fresh to more than 10 years of experience in continue meeting client expectations and all facets of marketing communica- strengthening its talented team of top- tions, as well as experience in flight professionals. product development and opera- tions. In the coming months, one of Bancroft’s priorities will be to meet with industry leaders to develop new initia- FRESHWAY FOODS KINGSTON & ASSOCIATES tives SIDNEY, OH MARKETING for the Freshway Foods announces IDAHO FALLS, ID board. Janet Eastman as director of Kingston & Associates marketing. In this role, Marketing LLC., welcomes Eastman will lead the execu- Nick Proia to the company. tion of strategic marketing Proia fills the newly created initiatives, oversee public position of vice president of relations activities, and build business development. Proia brand awareness in support is responsible for developing of the company's retail and new business, strengthening foodservice programs. Prior to strategic relationships and joining Freshway Foods, expanding product lines and Eastman held marketing positions with Standard Register and Lau current distribution channels. Industries.

NEW YORK APPLE ASSOCIATION FISHERS, NY New York Apple Association (NYAA) FOWLER PACKING names apple and produce industry public relations veteran, Julia FOWLER, CA Stewart, as the association’s Fowler Packing, one of the largest spokesperson. Stewart’s responsi- grower/packer/shippers of stone fruit, bilities include planning and table grapes and clementines, executing media outreach activities hires Derrick Bender as vice to promote New York apples, president of New Business representing the association to Development. In his new consumer and trade media, and role, Bender helps expand providing strategic communications Fowler Packing’s domestic counsel to NYAA senior manage- and international programs ment. on its entire product port- folio.

Produce & Floral Watch is a regular feature of PRODUCE BUSINESS. Please send information on new products, personnel changes, industry, corporate and personal milestones and available literature, along with a color photo, slide or transparency to: Managing Editor, PRODUCE BUSINESS, P.O. Box 810425, Boca Raton, FL 33481-0425, or e-mail us at [email protected]

8 PRODUCE BUSINESS • JUNE 2013

PRODUCE WATCH

ANNOUNCEMENTS

OCEAN MIST OFFERS PERK TO ARTICHOKE LOVERS Ocean Mist Farms, Castroville, CA, is celebrating the start of the artichoke season by extending an exclusive offer to members of the Artichoke Aficionados Club. The offer allows members to purchase a case of artichokes directly from the company. Last year was the UNITED SCORES RECORD DONATIONS first year Ocean United Fresh Produce Association, San Mist Farms made Diego, CA, announces the landmark dona- artichokes available tion of salad bars to 436 California to purchase for the schools. The donation will benefit 300,000 club members. CALIFORNIA GIANT BERRY SPONSORS California students who now have access URBAN GIRLS SQUAD EVENT to a wide variety of fresh fruits and vegeta- California Giant Berry Farms, Watsonville, bles every day at lunch. The donation is CA, partnered with blogger Coryanne part of United’s “Let’s Move Salad Bars to Ettiene and the New York City’s social California Schools” campaign to increase networking group, Urban Girls Squad, to children’s fruit and vegetable consumption host an exclusive berry party on April 23 at and improve their health. the GE Monogram Center. The event served as an opportunity for California Giant staffers to share recipes, bake and interact with young moms and professionals who strive to balance work, home life and CMI KIKU APPLES GROWS STRONG entertaining. CMI, Wenatchee, WA, prepares for the beginning of its import season with the exotic KIKU apple variety. New packaging with the flavor profile for the KIKU apple supports the growing and distribution for this apple. The updated packaging is a follow up to last season’s two-pound grab-and-go pouch bag that included smaller snack-size CAC AND NATURIPE FARMS apples. PARTNER ON PROMOTION The California Avocado Commission, Irvine, CA, and Naturipe Farms, Estero, FL, have CRUNCH PAK’S BROADWAY REAL ESTATE developed a multi-faceted co-marketing Crunch Pak, Cashmere, WA, is headed for a promotion that supports the California year-long run on Broadway. The company is avocado season now through October. To participating in a marketing campaign that promote the concept of pairing berries with showcases its fresh apple product portfolio on avocados, Naturipe will print recipes a gigantic electronic billboard in the heart of featuring California avocados on select berry New York City’s world-famous Times Square. packages. The billboard, located at 1541 Broadway, is the only bi-directional screen in Times Square with screens that measure 10-feet by 90- feet. GOURMET TRADING’S RETAIL-FRIENDLY PACK SIZES Gourmet Trading Company, Los Angeles, CA, introduces DOLE’S TASTE OF SPAIN retail-friendly pack sizes of its EXCITES CONSUMERS Superblues for California’s Dole Salads’ Taste of Spain initiative blueberry season. Superblues combines a national, collect-and-win- are now available until the end meets-instant-win online game. The of June from the company’s own campaign uses new, delicious Spanish- farms in California. The super- influenced recipes, serving suggestions, sized and super crunchy blueber- and House Parties to spark consumers’ ries are available in the creativity, imagination and culinary “ole.” traditional 4.4-ounce and 6-ounce Participating consumers have the chance clamshells but also in the modi- to win more than 10,000 instant prizes and fied pack sizes: 5 ounces, 10 a grand prize culinary trip to Spain for two ounces and 16 ounces. valued at $40,000.

Produce Watch is a regular feature of Produce Business. Please send information on new products, personnel changes, industry, corporate and personal milestones and available literature, along with a color photo, slide or transparency to: Managing Editor, Produce Business, P.O. Box 810425, Boca Raton, FL 33481-0425, or e-mail us at [email protected]

10 PRODUCE BUSINESS • JUNE 2013

THE FRUITS OF THOUGHT TRAINING AT WAL-MART AND BEYOND By James Prevor President & Editor-in-Chief

ne can view Wal-Mart’s announce- businesses continue to grow, they reach a point at which the question ment that it will provide enhanced arises whether that entrepreneur can transition to a role of leading others. Otraining in produce to 70,000 associ- The process of inspiring and managing others is a difficult one. The ates as a kind of surrender to the primacy of various lists of “best places to work” are often simply lists of business people in the produce industry. Even Wal- models that are rich enough to allow for generous policies. In other cases, Mart, a company built upon excellence in they are closely held companies that may be satisfied with a less-than- logistics, is acknowledging that in the optimal financial return, so the owners feel good about how they treat produce industry, where product quality is people and are admired as pillars of the community. so variable and so dependent on care and If one needs to make a competitive return on investment, however, handling, it is impossible to optimize a and isn’t Google, with a giant moat of intellectual property, or GE, with produce operation without knowledgeable people. the ability to buy billion dollar businesses (in other words, if you are a Knowledgable players are necessary for corporate success, and Wal- produce industry company), then how does one optimize the contribu- Mart will find that more than education and training is essential. tions of one’s team? Knowledge, however, is not the only criteria for success. Associates also Perhaps the greatest gift one can give a team is to not put them in need to be dedicated and committed to excellence. For the same reason a situation in which they feel the choice is between taking care of busi- product knowledge is important ness or enhancing their own and requires specialized training, abilities to contribute. We have it is also difficult to supervise. seen many produce companies After all, if the produce clerk is If you can’t spare someone to attend the with strong growth potential trained but his manager is not, Cornell/United Executive Development implode because the people in how will the manager know if program or one of PMA’s leadership line for the next generation of opportunities are being maxi- leadership were so tied to the mized or problems neglected? programs, how are you positioned if the sales desk or their current func- Of course, this is not just Wal- same person gets sick or quits? tion that they never invested the Mart’s problem, nor the problem time in executive development. of retailers. Dealing with a For a company, this situation is product that is variable in supply, toxic. First, it is dangerous. If you quality, price, and with market conditions changing by the minute is can’t spare someone to attend the Cornell/United Executive Develop- a dilemma for the entire trade. Unlike many other industries, the ment program or one of PMA’s leadership programs, how are you produce business absolutely depends on the quality of the people positioned if the same person gets sick or quits? Being able to handle involved. Think about how few industries have anything similar to absences without failing to serve one’s customers is an essential attribute the moral responsibility ratings that the Blue Book offers. Think about of a strong company. Second, investment in training is the only way. If how difficult it is to create a system that consistently generates morally you have a great onion salesperson but you think he has CEO potential, responsible conduct. One realizes how utterly dependent every he will never develop that potential if he keeps doing the same thing. produce company is on deploying quality people. A lot of companies talk the game and say they back up professional The very essence of the professional quality crucial for the industry development, but when a motivated employee says he or she found a to advance is depicted in this month’s cover story, the iconic PRODUCE great program in China and wants to go for a month to gain expertise BUSINESS 40 Under Forty list of young industry leaders. For eight years, in global trade, watch the boss panic. we have chronicled the stories of the up-and-comers in the trade — Of course, individuals are often their own worst enemies. Some think both boosting their prospects and inspiring new entrants to strive for they are indispensable — or fear that they are not — and won’t go, no excellence. It is rewarding to see the degree to which these young matter what options are presented. Perhaps they are lazy and hesitant to leaders contribute to society and obtain greater authority and respon- do the serious work required to learn things outside of their comfort sibility in the field. zone. If they are superstars in their field, they suddenly find themselves Just prior to writing this column, this columnist wrote a piece for the not being a star at all as they confront new material in a context where Perishable Pundit about Wal-Mart’s new training policy and the Produce nobody cares about their past achievements. Traceability Initiative. As part of the piece, we published a key letter from Companies and individuals must remember that the velocity of Wal-Mart to suppliers. One of the signatories, Wal-Mart’s vice president change is so enormous today that standing still is the same as falling of produce/floral, Dorn Wenninger, was a member of the 2008 40 Under behind. So a word of advice to this year’s 40 Under Forty honorees: This Forty class when he was working for S. Katzman Produce in the Bronx. recognition is the beginning — not the end. Take it, leverage it, run with The enormous importance of people is a double-edged sword for it, and make sure you view your career as a process of continuous entrepreneurs looking to grow their businesses. Most of these businesses improvement. It is the only way to get where you want to go and the only initially thrive because the entrepreneurs are so good. However, if the way to contribute all you can do. pb

12 PRODUCE BUSINESS • JUNE 2013

FORWARD THINKING

JUNE 11, 2013 AUGUST 19 - 21,2013 POMPANO BEACH/FT. LAUDERDALE MIDWEST PRODUCE CONFERENCE & EXPO MANGO OUTREACH MEETING 2013 Conference Venue: Fort Lauderdale Marriott North Conference Venue: Hyatt Hotel, Chicago, IL Conference Management: National Mango Board Conference Management:Vance Publishing, Phone: 407-629-7318 ext 106 Lincolnshire, IL Email: [email protected] Phone: 866-671-6789 Website: www.mango.org Email: [email protected] Website: www.midwestproduceexpo.com June 13, 2013 MIAMI, FLORIDA MANGO OUTREACH MEETING August 21 - 24, 2012 Conference Venue: Miami Marriott Dadeland ISGA CONVENTION 2012 Conference Management: National Mango Board 22nd ISGA Convention - Building a Global Sprout Phone: 407-629-7318 ext 106 Growers Community Email: [email protected] Conference Venue: University of British Columbia, Website: www.mango.org Vancouver, BC Canada Conference Management: International Sprout Growers June 14, 2013 Association, Warwick, RI ANNUAL TIPA CHARITY GOLF TOURNAMENT Phone: 508-657-ISGA Texas International Produce Industry Email: [email protected] Charity Golf Tournament to help Food Bank RGV fight Website: www.isga-sprouts.org hunger and find hope in the Valley. Conference Venue: McAllen Country Club SEPTEMBER 22 - 24, 2013 Conference Management: Texas International Produce FFVA CONVENTION 2013 Association Conference Venue: Ritz Carlton, Ameila Island, FL Phone: 956-581-8632 Conference Management: Florida Fruit & Vegetable Email: [email protected] Association, Maitland, FL Website: www.texasproduceassociation.com Phone: 321-214-5200 • Fax: 321-214-0210 Email: [email protected] June 18, 2013 Website: www.ffva.com MCALLEN, TEXAS MANGO OUTREACH MEETING Conference Venue: Renaissance Casa De Palmas OCTOBER 5 - 9, 2013 Conference Management: National Mango Board ANUGA 2013 Phone: 407-629-7318 ext 106 The world’s leading food fair for the retail trade and the Email: [email protected] food service and catering market. Website: www.mango.org Conference Venue: Cologne Exhibition Center, Cologne, Germany June 19 - 21, 2013 Conference Management: Koelmesse GmbH, Koln, IFE 2013 Germany International Floriculture Expo (formerly The Super Phone: 492-218-212240 • Fax: 492-218-21993410 Floral Show) is the only U.S. venue where people from Website: www.anuga.com every aspect of the floriculture industry will converge under one roof. October 12 - 15, 2013 Conference Venue: Miami Beach Convention Center, NACS SHOW 2013 Miami, FL Conference Venue: Georgia World Congress Center, Conference Management: Diversified Business Atlanta, GA Communications, Portland, ME Conference Management: NACS, Alexandria, VA Phone: 207-842-5313 • Fax: 207-221-1471 Phone: 703-684-3600 • Fax: 703-836-4564 Email: [email protected] Email: [email protected] Website: www.floriexpo.com Website: www.nacsshow.com JULY 16, 2013 October 18 - 20, 2013 FRESH PRODUCE & FLORAL COUNCIL EXPO PMA FRESH SUMMIT 2013 2013 Fresh Summit International Convention and Expo Conference Venue: Disneyland Hotel, Anaheim, CA Conference Venue: Ernest N. Morial Convention Center, Conference Management: Fresh Produce & Floral New Orleans, LA Council, La Miranda, CA Conference Management: Produce Marketing Associ- Phone: 714-739-0177 • Fax: 714-739-0226 ation, Newark, DE Email: [email protected] • Website: www.fpfc.org Phone: 302-738-7100 • Fax: 302-731-2409 Email: [email protected] July 26 - 28 , 2013 Website: www.pma.com PMA FOODSERVICE CONFERENCE TOURS & EXPO 2013 The PMA Foodservice Conference & Exposition is the DECEMBER 10 - 12, 2013 only event focused exclusively on fresh produce in NEW YORK PRODUCE SHOW AND CONFERENCE foodservice and is widely rated by attendees as one of the Conference Venue: Pier 94, New York, NY industry’s best values for learning and networking. Conference Management: PRODUCE BUSINESS, Conference Venue: Portola Plaza Hotel, Monterey, CA Boca Raton, FL Conference Management: Produce Marketing Associ- Phone: 561-994-1118 • Fax: 561-994-1610 ation, Newark, DE Email: [email protected] Phone: 302-738-7100 • Fax: 302-731-2409 Website: www.nyproduceshow.com Email: [email protected] Website: www.pma.com

To submit events to our Forward Thinking calendar, please email [email protected]

14 PRODUCE BUSINESS • JUNE 2013

RESEARCH PERSPECTIVE

Fresh Enthusiasts Versus Elusives

BY KELLI BECKEL, SENIOR MARKETING MANAGER, NIELSEN PERISHABLES GROUP

omen with children are Highest Indexing Fresh Categories undoubtedly a large and high- for the Fresh Enthusiast Group Wspending consumer group. They • Specialty cheese are often the shoppers the produce indus- • Berries try targets when creating marketing • Packaged salad strategies and new products. But are these • Cooking vegetables consumers truly the ones who spend their • Tomatoes time and dollars in the produce department, • Fin fish or are we missing an opportunity to reach a • Citrus more lucrative shopper? • Apples Nielsen Perishables Group analyzed • Shrimp transaction data from FreshFacts Shopper • Breads Insights powered by Spire to identify the core and opportunity shopper groups of This group translates to huge spending fresh produce as well as the products that power in produce. The Fresh Enthusiast are most important to them. We examined group accounts for approximately 37 per- consumers in the context of Spire’s 40 cent of berry category sales, which equates unique “Essence” segments, which were to over $1.2 billion at retail each year. based on demographics and purchase his- tory throughout the store. Within these 40 Fresh Elusives consumer segments, the top five and bot- The opportunity in fresh lies with con- tom five groups for fresh produce were sumers who are more convenience-minded, determined based on their shares of fresh time-strapped, less willing to cook, and are CHART COURTESY OF: NIELSEN PERISHABLES GROUP sales compared to total store sales. more likely to be families than couples or Packaged salad is among Fresh Elusives’ If the consumer groups account for a singles. This is the primary consumer for lowest indexing fresh categories. The group greater share of fresh food sales versus their many retailers and suppliers, but this group accounts for 17 percent of packaged salad total store sales, and they are a significant accounts for a somewhat smaller share of sales, compared to Fresh Enthusiasts’ 33 sized group (high group spending power), sales not only in the fresh departments, but percent contribution. Intuitively, packaged they were designated in the Fresh Enthusiast also across the entire grocery store (21 per- salads should be a category that appeals to consumer group. The same methodology cent for Fresh Elusives versus 23 percent for on-the-go families due to its convenience was applied to determine a Fresh Elusive Fresh Enthusiasts). factor. If the industry can draw these busy group, where their share of fresh sales was The Fresh Elusive group benefits the families to packaged salads enough to raise lower than their share of total store sales. store most by over-spending on conven- their sales contribution from 17 percent to ience meat, but produce does not fall 21 percent (their share of total store sales), Fresh Enthusiasts anywhere in their Top 10 indexing cate- that would mean nearly $500 million in The Fresh Enthusiast group tends to be gories. In fact, five of their Top 10 lowest additional retail sales. affluent, health-minded, food-focused, and indexing categories are from the produce As the make-up of American households are more likely to be couples than families. department: berries, cooking vegetables, continues to evolve, so must the produce They account for 23 percent of total store packaged salad, tomatoes and citrus: industry’s understanding of whom should sales, but 27 percent of fresh sales, or over be considered when strategizing innovation, $25 billion in fresh food sales, annually. • Packaged meals assortment, packaging and marketing. Four of the five consumer segments • Fully cooked chicken included in the Fresh Enthusiast group are • Meat franks couples. Premium Healthy Living Families • Processed lunch meat are also in this group, but this segment is • Cakes limited to households with incomes greater • Deli pizza Nielsen Perishables Group consults with clients in the than $100,000. • Fully cooked beef fresh food space. Based in Chicago, IL, the company spe- cializes in consumer research, advanced analytics, Among the Top 10 highest indexing fresh • Breakfast sausage marketing communications, category developement, sup- categories for the Fresh Enthusiast group, six • Fully cooked other meat ply chain management, promotional best practices and shopper insights. For more information, please visit are produce categories. • Other miscellaneous meat items www.perishablesgroup.com.

16 PRODUCE BUSINESS • JUNE 2013 COMMENTS & ANALYSIS

Can Consumer Preferences Be Changed?

BY JIM PREVOR, EDITOR-IN-CHIEF, PRODUCE BUSINESS

n the season of F. Scott Fitzgerald and perspective for both retailers and marketers The Great Gatsby, one remembers the to assess business opportunities. Why do Iapocryphal conversation Ernest Hem- certain people buy differently, and is there ingway claimed to have had with his friend: anything that can be done to change these Fitzgerald: The rich are different than you habits? If so, what can be done? Why do certain and me. For retailers, this is interesting, and people buy differ- Hemingway: Yes, they have more money. retailers certainly would like to switch con- Now, the Nielsen Perishables Group tells sumers to higher margin products. It is also ently, and is there us that there are other differences as well, in retailers’ interests to encourage con- anything that can such as affluent people purchasing more, sumption of fresh. After all, fresh produce and different types, of fresh products. requires frequent replenishment, which be done to change One of the most significant changes in translates into more frequent consumer these habits? retailing has come from the use of UPC visits, which gives retailers more opportu- data to better understand the customer. nities to sell more products. Retailers once assumed that their “best” Yet, in the end, the big win from this customers were the biggest customers. It kind of focus is with marketers. After all, was, after all, hard to get data much the study doesn’t show that Enthusiasts eat beyond the total ring. With more data came more than Elusives — it just points to dif- the opportunity to see that the highest vol- ferences in purchasing preferences. it is beyond the time and experience of ume customers were often from large Changing those preferences switches a many consumers. families and were economically strained. retailer’s sales around, but switching con- There is, however, more than money Those large baskets were driven by items sumer purchases around — from products involved in these statistics. There is a cul- on sale, the use of coupons, and a focus on a given marketer doesn’t sell to one the tural gap. One wonders if a study has ever lower margin merchandise. The shoppers of marketer does sell — is the point of most been done on how eating habits change in these larger baskets often were both aware marketers’ efforts. America when affluent families see their of prices and driven by economy. The big So why are Enthusiasts and Elusives dif- incomes go down. In desperation, people buyers had a lot of dollars and a relatively ferent? Well the obvious call is affluence. may eat anything to stay alive, but in less high percentage of income at stake, so they Products such as specialty cheese, seafood, extreme situations, we would be surprised if studied ads, cherry-picked and shopped fresh-cut salad mixes and berries all are on the contours found in this study don’t stay competitive outlets. It turned out these the pricey end of the spectrum. Beyond the the same. One culture finds it acceptable to shoppers often bought a lot of stuff but the actual price of the product, fresh produce serve bologna sandwiches and one does contribution to profitability was minimal. always carries a financial risk. If a family not. One culture is predisposed to eat meat It gradually became obvious that the buys frozen or canned spinach, and then and another to seafood and to produce. “best customer” might need another defi- things come up, and these items aren’t con- The opportunities presented are many, nition entirely. A high-income urban sumed, the consumption is deferred. Fresh and Kelli Beckel is right to point to things bachelor wasn’t going to buy the copious meat can also be brought home and frozen. such as bagged salads as possible leverage amounts of paper goods and cheap hot But that bag of fresh spinach, if not con- points to increase consumption. However, dogs on sale that the largest volume cus- sumed, is money lost. the health and convenience messaging tomers were buying. Instead he ran in on If the family is affluent, it is a small risk most common among produce marketers the way home from work to pick up expen- for a small expense, but if a family is living probably won’t do the trick for the same sive prepared foods and bought premium paycheck to paycheck, with every dollar reasons it has never done the trick. The Elu- beer and wine. He stocked his house with budgeted out, it is a risk they may not want sives are likely to see appeals to convenience pricey olive oil and balsamic vinegar, and he to take. It is also true that convenience pro- as self-indulgent, and the appeals to health didn’t hesitate to buy raspberries — regard- duce items suffer because economical won’t be sufficient to overcome cultural less of cost. In fact, he wasn’t very aware of replacements are so accessible and obvious. practices and budgetary concerns. So the prices, didn’t check ads, use coupons or So consumers can easily compare the price challenge is to reposition produce with shop anywhere other than the convenient differential between bagged salad and greater relevance to blue collar concerns. place near his home or office. head lettuce, and one doesn’t have to be a How to do that is, well, to steal a line from This study by the Nielsen Perishables great chef to cut vegetables. In contrast, it Churchill: “A riddle, wrapped in a mystery, Group provides an important additional is a big job to make one’s own sausage, and inside an enigma....” pb

JUNE 2013 • PRODUCE BUSINESS 17 As Multiple Formats Devalue The Community Grocer, The Big Challenge Is Giving Up On The Notion To Be Everything For Everybody

FROM JIM PREVOR’S PERISHABLE PUNDIT 05.13.2013

e have always liked the Star Tribune, especially since percent. Fast food restaurants open their drive-through the editors solicited an op-ed from the Pundit that windows at 7:00 a.m. so workers can pick up a salad for lunch W was published under the title, “Who’s Guarding our on the way to work — another one percent of business is lost. Commerce?” A supermarket chain opens specializing in small stores with Now John Ewoldt has written a piece for the Star Tribune limited variety and low prices, taking six percent of the about shopping behavior, and we are reminded of a piece we market with them. Then we have gourmet stores, farmer’s wrote in Pundit sister publication, PRODUCE BUSINESS, a decade markets, flea markets, U-Pick operations, supercenters, ago, titled “Death By A Thousand Cuts”: hypermarkets, home delivery services and more. The nature of the competitive challenge posed to the What it all boils down to is that it is increasingly hard to contemporary supermarket produce department has changed. compete if your goal remains to be the broad-based Not all that long ago, the main concern was that another supermarket attractive to 95 percent of the people in the supermarket chain was opening in town and that the new community. Instead, the trend is to the development of niche stores would drive the existing chain out of business or at operations, each one dedicated not toward capturing the least take substantial market share. This was a dangerous entire market, but instead dedicated to doing a great job situation, but at least the threat was clear. A new direct serving a specific consumer segment. competitor is on its way and stores need to fight back. New The Star Tribune piece is titled, “Changing Shopping Habits stores must be built, remodels performed, pricing must be Challenge Traditional Grocers”: aggressive. Like increasing numbers of grocery shoppers, Ty Rushmeyer doesn’t have a regular store. The 28-year-old and his wife go to Rainbow once a Not only have retailers week, but they also stock up their pantry at Target. Then there are “fun runs” for unique products at Trader Joe’s, Whole fragmented, but consumers Foods, an Asian market, the Wedge Co-op and, in season, the are themselves no longer farmers market. “We’re looking for healthier options,” Rushmeyer said. demonstrating much loyalty. “But we’re also deal seekers. We know which store has the best price for each item.” Welcome to the new grocery landscape, in which But today the situation is different. It is the exception traditional grocers like Cub Foods and Rainbow are less able that the major competitive threat is a new supermarket chain to count on loyal customers who buy everything they need in coming into town, anxious to take major market share. More one visit. Instead, shoppers are spreading their money around typical is that supermarkets and their produce departments and constantly looking for deals. face death by a thousand cuts — death not from one new It’s a dynamic that complicates a competitive landscape chain seizing 40% of the market, but instead from a plethora for Cub Foods, the grocery market leader in the Twin Cities. of new formats, each one seizing a few percentages of the Supervalu, Cub’s parent company, is leaning on the Cub business. brand to help revive its fortunes after it recently sold several So the wholesale clubs come into town and grab four major chains but kept Cub. Just last week, Eden Prairie-based percent of produce sales. A Whole Foods chain, emphasizing Supervalu said it was cutting 1,100 corporate jobs to get its a “back to the earth” atmosphere, opens and takes six head count more in line with the company’s reduced size.

18 PRODUCE BUSINESS • JUNE 2013

FROM JIM PREVOR’S PERISHABLE PUNDIT 05.13.2013

The multi-format retail world inevitably devalues the community grocery store. This poses challenges for many not yet ready to accept the necessity of Focus.

But Cub and primary rival stores often see substantial same-store Rainbow are getting squeezed, not sales growth, much of it from increased only by Target and Wal-Mart, but also sales of non-fresh items to customers who by co-ops, farmers markets, specialty were drawn in by the fresh offering. gourmet stores, Aldi, dollar and None of this is new; supermarkets were drugstores. Rainbow recently closed its petrified at Wal-Mart’s entry into the food Forest Lake store and soon will shutter business precisely because it was theorized locations in Robbinsdale and that Wal-Mart could happily sell food for Plymouth. no profit and then make a profit when the …The increased range of shopping customers drawn in by the food offering options is changing the grocery bought high margin general merchandise business in many ways. Square footage at the same time. allocated to groceries grew 5.7 percent One of the things that is crystalizing from 2005 to 2011, according to the and that the Star Tribune piece Food Marketing Institute, but the emphasizes is that not only have retailers increase was at supercenters, fragmented but consumers are themselves convenience and dollar stores, no longer demonstrating much loyalty. warehouse clubs and In other words, it is not that there is a discounters/liquidators. Traditional Costco customer, a Whole Foods supermarkets decreased their space customer, a Trader Joe’s customer and an allotment. Aldi customer, etc. Instead, many of the Menards, for example, now customers shop at many venues at various devotes about six aisles to groceries as moments in their lives. well as a refrigerated section with In fact, the market is becoming so pizza, milk, cheese and eggs. At fragmented that it may not make sense to Walgreens, food and beverage items go after a specific type of consumer. now make up 20 percent of the Instead retailers may need to pursue merchandise with plans to allot more certain types of consumers at certain space, said Jim Jensen, divisional vice moments of their lives. In other words, president. “Food, along with beauty retailers need to think of their stores as and health items, gets customers to “buying dinner for a big date” outlets or visit the store more often and buy “running in to pick up a quick dinner for more,” he said. the kids” outlets or “stock up for a big The quote by the Walgreen’s executive, traditional holiday dinner” outlets, etc. Mr. Jensen, is telling: “Food, along with This likely means editing one’s beauty and health items, gets customers assortment as one edits the customer to visit the store more often and buy experiences for which a given retailer more.” This is the key to understanding chooses to compete. It means giving up what is going on. on being everything to everybody — still a Consumers visit grocery stores about big challenge for many grocers who have ten times a month. They visit general always thought of themselves as a merchandise and drug stores about once neighborhood’s grocery store. a month, so if these stores can get some With the growth of the internet, food business, especially perishable food, communities of like interest form more they are likely to increase shopper easily, and this tends to devalue the frequency substantially. communities of propinquity that were the This, of course, makes them very tough traditional core. competitors as they have an alternative Equally, the multi-format retail world motivation for selling food. A Target that inevitably devalues the community adds a PFresh concept, a dollar store that grocery store. This poses challenges for adds a fresh foods offer, a drug store that many not yet ready to accept the necessity puts in a nice fresh assortment… these of Focus.

20 PRODUCE BUSINESS • JUNE 2013

he United Fresh Produce Association celebrated its opening ceremony aboard the USS Midway Museum in San Diego, CA United Takes Ton May 14. PRODUCE BUSINESS and Avocados from Mexico spon- sored the festivities. While the live band played 1940's hits, guests Flight mingled and enjoyed refreshments as day turned into night.

Tom Deardorff and Vasken Khanjian, Dear- dorff Family Farms; Michael RyShouwer and Mark Overduin, Bejo Seeds; Christian Malcolm, Cool-Pak; Jeff Trickett, Bejo Seeds

Dan’l Mackey Almy, DMA Solutions Inc.; Edward O’Malley, Datepac

Alan Ediger, Don Brumely and Bob Spence, Charlie Eagle, Southern Specialties Paul and Randi Auerbach, Ready Pac Produce and Michael Musyk, Baldor Maurice Auerbach, Inc. UNITED FRESH OPENING PARTY

Dave Austin, Mission Produce; Mark Hilton, Harris Teeter Supermarkets; Stephanie Hilton; Tim Hallows, Mission Produce; Todd Penza, Pinto Bros. Megan Rood, Mission Produce; Cruz Carrera, Mission Produce and Chris Ciruli, Ciruli Bros. Tanya Mason, Taylor Farms and Mishalin Modena, Growers Express

Nate and Heather Mineart, Michael Orf, Hy-Vee; Roger and Joni Pepperl, Stemilt

Andrea Chavez and Brian Talley, Talley Farms Steve Barnard, Mission Produce; Cass Antle, Tanimura & Antle; Rich Dachman, Sysco

Sue Ottum, Potandon, Mark Klompien and Travis Blacker, Idaho Potato Commission. Jim and Ellen Allen, Steve Ottum, Potandon New York Apple Association

Gretchen and Ernst Van Eeghen, Church Brothers; Bob Cummings from Crunch Pak Marty Ordman, Cynthia Nunes, Mike Cavallero, Robin Dobeasky, Bil Goldfield, and Todd Camel, Dole

Michael Stuart, Florida Fruit and Vegetable Association; Betsy Morrissey and Bob Jessica and Patty Thomas, Thomas Produce; Marie Eastman, Sanitation Specialists; Arturo Paniagua, Mary Morrissey, National Watermelon Association Tracy Lewin, Allen Lund Company Cork, and Alvin Wong, Safeway UNITED FRESH OPENING PARTY

Jacklyn Ha, Sean Picquelle, Taco Bell; Nina Brooks Haag, H. Brooks & Co.; Emily Fragoso, Status Gro

Cynthia Nunes and Robin Dobeasky, Dole

Jim Caldwell and Troy Riegel, Fresh from Texas

Sammy Perricone, Perricone Farms; Jessica Brown, Cabo Fresh; Arturo Paniagua, Safeway

Susie Cuevas, Polymer Logistics; Gideon Feiner, Jan and Michael Bledsoe, Polymer Logistics; Andy Bevan, Fresh and Easy Village Farms Neighborhood Markets; Carl Glick, Polymer Logistics Tanya Heffer, Jill Ercolani, Tracy Antonucci and Lisa Antonucci, J&K Fresh

Nichole Towell, Duda Farm Fresh Foods; Michael Stuart, Florida Fruit and Vegetable Association; Richard Hanas, Duda Farm Fresh Foods Dannie Timblin, Bret Smith, and Buster Houston, Safeway; Jamie Sells, Del Monte; Scott Bradley, Safeway

Larry Chmielewski, ILAPAK; Andrew Chryssogelos, Turatti; Rachelle Schulken and Kelly Catchot, Tonya Antle and Rick Antle, Tanimura & Antle; Bill Steve Robinson, Dole; Aaron Black, ILAPAK Renaissance Food Group Wilber, Houweling’s Tomatoes PRODUCE BUSINESS is accepting nominations for its Ninth Annual 40-Under-Forty Project, which recognizes the produce industry's top young leaders.

Honorees will be selected based on their professional accomplishments, demonstrated leadership and industry/community contributions. To be eligible, nominees must be under the age of 40 as of January 1 (People born after January 1, 1973).

To nominate someone, please fill out this form by March 1, 2013, and fax back to 561-994-1610.

Once nominated, the candidate will receive forms from us to fill out asking for detailed information. A candidate only needs to be nominated one time. Multiple nominations will have no bearing on selection.

ABOUT THE NOMINEE: Nominee's Professional Achievements: ______First Name ______Last Name ______Approximate Age ______Company ______Position ______Nominee's Industry/Community/Charitable Activities: Address ______City ______State ______Postal Code ______Country ______Phone ______Fax ______ABOUT THE NOMINATOR: E-mail ______First Name ______Last Name ______In 100 words or less, describe why this person should be nominated: Company ______(You can use a separate sheet for this) Position ______Address ______City ______State ______Postal Code ______Country ______Phone ______Fax ______E-mail ______

Nominator information is for internal use only and will not be shared with candidate or have a bearing on selection. For more information email: [email protected] 26 PRODUCE BUSINESS • JUNE 2013 CLASS OF 2013 Young And Smart Leaders On The Rise

thropists and activists to build local and eating local becomes more hard to spot around Greenling’s Mason Arnold, 34 and national networks to catalyze attainable than ever.” operational areas, not only because Co-founder and CEO the flow of capital to small food Arnold has seen his fair share of of his passion but also because he Greenling enterprises and local food systems. challenges. “Had I known anything drives a Prius with a six-foot banana Austin, TX He also helped create the Sustain- about produce when I got started in on top. able Texas Investment Club, which this business, I probably would have Arnold has been a focuses on local farms and local gone another way,” he quips. sustainability pioneer food. He served on multiple “Creating inventory management, Josh Auerbach, 30 and serial entrepre- community organization boards, storage and distribution processes Sales and Marketing neur since graduating including the non-profit organiza- that maintain produce quality from Maurice A. Auerbach, Inc. from The University of tion, Sustainable Food Center. the farm to the doorstep was quite Secaucus, NJ Texas at Austin in Greenling’s customers aren’t the a challenge, but we like to think 2001. In 2005 he co- only ones who noticed Arnold’s we’ve perfected it. While most Auerbach executes a founded Greenling, an award- passion for Sustainability. He and grocery retailers experience multitude of respon- winning local and organic grocery the company have been recognized spoilage of up to 30 percent, we sibilities including delivery service which has reached with more than 20 awards. He was maintain less than 2 percent managing a number over 55,000 customers and recognized in Slow Money’s 2010 spoilage with our just-in-time of customer accounts supports hundreds of local farms in National Gathering Showcase as an inventory system. We partner with as the primary repre- Texas. As co-founder and CEO of the entrepreneur who is “rebuilding local charitable organizations in sentative, managing company, he spends most of his local food systems, one small food each market to use the produce the lime category as commodity time moving the company forward enterprise at a time.” that isn’t perfect enough to send to manager/buyer, assisting in and helping his teams excel. Since Working directly with local, our customers, but is still edible. purchasing and procurement of its inception, Greenling has grown sustainable farmers is truly inspira- And the rest becomes compost to several other commodities, and significantly in Austin, and now has tional for him. He explains, feed our local soil systems.” participating in maintaining accu- branches in San Antonio since 2008 “Growing food the right way, His mission now, and for the rate product inventory on his own and Dallas since February 2012, and without chemicals and additives, is future, is to change the way people commodities as well as others. He has just launched Houston. also the hard way, and our local source their food. “We aim to helps set product pricing on a daily An advocate for organic and vendors are some of the most hard- continue to grow and make it easier and weekly basis and is one of the sustainable growing practices, working individuals you’ll ever for local producers to grow in a people who coordinate outbound Arnold drafted the legislation that meet. My mission is to help those sustainable way, and also for transportation for orders. created an Organic Advisory Board local farmers spend more time consumers to get local and organic He began his career humbly as to the Texas Department of Agricul- actually farming, rather than food on their tables,” he says. “And, a sales assistant and spent a great ture. He also helped create Slow worrying about distribution and to do this in a way that fits their deal of time interacting with ware- Money Texas — the statewide whether they’ll get a fair price for busy lifestyle and doesn’t break the house and packing room staff. chapter of Slow Money, an under- their hard work. This in turn helps bank. We believe our model can Gradually, he proved himself and taking to connect farmers, consumers too, because local, work anywhere people eat food!” became the primary sales contact entrepreneurs, investors, philan- sustainable food is more accessible, His love for what he does is not on several customer accounts.

JUNE 2013 • PRODUCE BUSINESS 27 40 UNDER FORTY Because of his drive, he plays an father, Paul. “He has been in the DMTB for two recent awards: The those times when quick on-time active role in the procurement of produce industry since before I was Des Moines Business Record’s 2010 delivery is needed.” product, culminating in his managing born,” he explains. “His knowledge, Best Kept Secret and 2012 Iowa He attributes his growing the lime category, and assisting in compassion, and work ethic have Business of Integrity Award for knowledge to the Comito family of other special projects. been crucial in my personal and small businesses. Capital City Fruit in Norwalk, IA, as Auerbach spearheaded the busi- professional development. We have Batten is active in the industry well as James DeMatteis, owner of ness development with a national always been close, but since we and his community. He traveled to DMTB. “At 70 years old, Joe Comito foodservice distributor from selling have been working together, I feel many growing regions and ship- has been a wealth of information one division to now selling seven the relationship has taken on addi- ping locations across the country, and insight into the produce busi- divisions in two regions as a corpo- tional depth, and I cherish the time met with shippers, and worked ness,” he says. “His son and current rate vendor. During his management we spend together in all capacities.” closely with buyers. Within his CEO, Christian Comito, has been of the lime program, he and the sales Though everyone at the company community, he’s active in volunteer another mentor to me, helping me team reached many new customers. has been uniquely influential, Auer- programs that help local families in develop a broader understanding of “I am particularly proud of the growth bach also recognizes Jeff Schwartz, need as well as arranging dona- how growers, shippers, re-packers, in our lime program and proud of our Ian Zimmerman, Bruce Klein, and Jim tions of fresh produce to various and distributors work together. sales team,” he says. “I applaud their Maguire as indispensable mentors. walks and triathlons. He recently Jimmy DeMatteis has always been efforts. The category has expanded directed his company’s donation of central to our business and played a and increased in volume, and our freight charges associated with huge role in developing my deci- customers include some of the finest Ben Batten, 32 moving a piece of steel beam from sion-making and leadership skills.” retailers, foodservice distributors and Account Executive the World Trade Center to a local wholesalers in the marketplace.” Des Moines Truck Brokers, Inc. fire department. He worked closely on accounting Norwalk, IA His inspiration comes from those Laura Berlanga, 34 for costs and charges on products and around him involved in day-to-day Product Innovation transactions to analyze profitability of Batten has been produce buying and selling. “I learn and Research Manager products and business. He revived instrumental in the a lot by listening to buyers put Ocean Mist Farms “dead” customer accounts that had growth and success together loads and deal with Castroville, CA not worked with Auerbach in several of Des Moines Truck growers,” he states. “I’m truly years and have returned as regular Brokers (DMTB) inspired when our customers Berlanga is known business. He championed successful during his nine year succeed and continue to grow. It as an intelligent, new items and lines for the company tenure with the shows me that what we’re doing energetic emerging such as peeled pearl and cipolline company. Throughout that time, the here at DMTB has a positive effect leader who rose onions and baby bok choy. company experienced record growth on their business.” through the ranks His responsibilities spill over to in the fresh produce division and, last He notes the challenging nature from sales coordi- future investment. He initiated and year alone, handled logistics for of the industry. “I’m sure most would nator to marketing managed Auerbach’s first-ever nearly 3,000 loads of produce. agree that it takes a different breed assistant to now leading its organi- recruitment of new talent from a Starting in dispatch, Batten of person to be successful in the zation in her current position. She is major business school’s food worked his way up the ranks. produce industry,” he says. “Being credited as being innovative in her marketing program, including Currently he plays a critical role in able to juggle customer price pres- thinking and approach to opera- creating job descriptions and inter- both sales and marketing, directly sures with changing markets and tional challenges and excels in viewing candidates for the positions. resulting in the company’s growth unpredictable weather requires skill. creating something new. He also contributed ideas and feed- and visibility as a respected player On our end of the business, we She was promoted to her back in the planning and construction for Midwest-bound produce loads. must adapt to rapidly changing situ- current position in January 2013. of Auerbach’s state-of-the-art facility, His leadership and expertise in the ations. Product availability can shift Prior to this, she worked in the which opened in December of 2011. produce supply chain helped the without much notice, and if our sales office, where she assisted As much as he loves his job, he company win numerous local and customers are on ad, the difference the artichoke commodity manager credits his love for his family as national awards. He was respon- in freight can mean being profitable on key accounts. She later transi- strongest inspiration. “I am truly fortu- sible for a 13 percent increase in or taking a loss. Truck availability tioned over to the marketing nate for the love and friendship of my company revenue during his first also plays a large role in buyer deci- department. As a marketing asso- wonderful wife, Michelle Auerbach, year as account executive and sions. My job is to ensure we have ciate, she managed print, digital, and our new beautiful baby daughter, provided invaluable oversight on the capacity to move fresh loads and pay-per-click ad campaigns for Lily Harper,” he shares. “And, I would the company’s new operations quickly and efficiently.” the trade and consumer, consumer not be here were it not for the training program. Another recent challenge is the affairs, and trade show events. Part constant love and support of my Batten earned the professional CA CARB requirements. “These of her responsibility was manage- parents, Paul and Randy Auerbach. I designation of CTB (Certified Trans- new laws have potential to hurt ment of the “Where to Find work with them and we STILL like portation Broker) from the top the produce industry in California Artichokes on Sale” program, seeing each other outside of work!” industry association, TIA (Transporta- by decreasing the supply of trucks which allows consumers to find In the future, he hopes to see the tion Intermediaries Association), in that can haul the loads,” he says. retail artichoke ads on the company and the industry develop March 2010. Although he holds a “We have to stay on top of these company web site or mobile site further. “The public’s increasing recog- Bachelor of Science in Transportation regulations and fight them when- as well as providing e-mail blasts nition of the value of fresh, safe, Logistics, he augmented his knowl- ever possible.” to Artichoke Club members during healthy and delicious fruits and edge with TIA-sponsored workshops His goal is to increase stability in the spring months. vegetables is and will continue to be on Temperature Controlled Transport, freight pricing. “I plan on working Berlanga is active in the a driver for more innovation,” he Marketing and Partnership in the closely with our produce customers community and has been a board states. “Who knows what great idea, Supply Chain. In September, he will to more accurately match supply of member of Ag Against Hunger for what underappreciated or undersup- graduate from Iowa Motor Truck product with spikes in demand,” he three years. She is currently the plied product lies around the corner?” Association’s (IMTA) Leadership Class. reports. “Additionally, we intend to second vice president and also on Chief among his mentors is his He was responsible for nominating add expedited freight service for the PR committee and Special

28 PRODUCE BUSINESS • JUNE 2013

40 UNDER FORTY

Events committee. “I truly enjoy ance with the IFCO “Hero of the Year challenge of its own, which makes being part of an organization that Award” for top incremental revenue. Joseph Bunting, 36 it fun,” he says. “I have learned to helps alleviate one of our country’s Though he served many industries Produce Business Manager be ready for change and depend biggest problems, hunger, and in his career, Bertaud has always United Supermarkets on the partnerships we have to provides fresh produce to those in been particularly focused on the Lubbock, TX help us through tough situations. need,” she states. needs of the produce industry. The people in the produce industry She is a past president of the He is known as an industry Bunting practically also motivate me. So many good Hispanic Business Association and is a activist and for getting involved to grew up at United people in the industry make the member of California Women in Agri- help whenever possible. He has Supermarkets, cele- work enjoyable and fulfilling. I culture. She is actively involved with worked on numerous issues on the brating his 20th year love visiting growers and seeing children’s education and is part of the industry’s behalf at the local, state this past year and first-hand their passion for what Lagunita Parent Teacher Committee and federal levels. Bertaud helped having worked as they do.” and the Pacific Coast Christian lead the Texas International Produce produce assistant In the next decade, Bunting’s Academy Parent Teacher Committee. Association’s (TIPA) evolution from manager, sacker, checker and goal is to become the Produce She is motivated by the chal- the Texas Produce Association to its stocker. After working the retail side Director for United. “Since I started lenges of the industry. “Every day is a current focus on international trade of the business during school, at the bottom, I have gained valu- new challenge, that is how the and was also instrumental in driving Bunting was snatched to full-time able experience through the years produce industry is, and that is what the association’s Border Issues employment by United on comple- that will help me lead in the I love about it,” she says. “I like Management Program. tion of his college education at future,” he says. “The retail market working in the fresh produce busi- He is currently chairman of the Abilene Christian College. The has become increasingly competi- ness, knowing that I play a small part board of the Texas International company was in the infancy of tive and for a small retail chain to in providing healthy, nutritious Produce Association and previously building its self distribution, having survive, it will require leadership. vegetables to the consumer. That is a served as vice chairman, secretary left Fleming in 2000, and Bunting, My goal is to lead our produce good feeling.” treasurer, and director-at-large for along with Darvel Kirby and Tommy department in this changing envi- In the future, Berlanga aims to the same organization. He also Wilkins, developed the procurement ronment, as well as develop the continue to grow and innovate. “I serves as a member of the United partnership lineup into one the next generation of leaders who will want to keep learning more and Fresh Logistics & Supply Chain company is proud of today. succeed me both at United and in creating innovative products to meet Council and the United Fresh North In 2011, he moved into the Busi- the produce industry.” consumer demands,” she says. American Transportation Working ness Manager role, where he took His mentors include United’s “Eventually, I look to move up even Group. He was presented with the the lead in data analysis, ad prepa- Jacky Pierce, Darvel Kirby and more in the company.” America Trades Produce Conference ration, SKU analysis, and Tommy Wilkins. “Jacky was a She credits many great people at 2013 Rising Star Award. performance reporting. He is respon- legend in our company,” he Ocean Mist who influenced her In his community, Bertaud is sible for creatively driving sales and explains. “He was instrumental in career and singles out Rosa and Ed active with America’s Second analyzing data to set retail pricing for the development of our company Boutonnet. “Rosa has always been a Harvest, Feeding America, all categories in produce. and produce department with great steady rock,” she says. “She is fair, Wounded Warrior Project, North In 2012, Bunting was named to passion and vision. He gave me a giving and has core work ethics and Texas Food Bank, South Texas Food the Southeast Produce Council Step shot at a career in produce even values that I admire. I respect Ed for Bank, Houston Food Bank, Ryan Up Program and traveled the South- though I lacked the experience at his strong balance, calm control, and Palmer Foundation, and the Chris- east learning and building his the time. Darvel is a great leader perspective on the produce industry. tian Fellowship Church. In company’s partnerships. He serves who leads by example. He has He has taught me to see things in 2011/2012, he worked with events on the Retail and Food Service Board taught me do what is right and different ways and recognize the to raise money for salad bars in of the United Fresh Produce Associa- always keep our guests in mind opportunities.” Houston Schools. tion, the Board of Directors of the with every decision we make. The people in the produce Southeast Produce Council, and is Tommy has taught me about the industry are his greatest inspiration. active in the Produce Marketing value of relationships in the produce Ed Bertaud, 40 “Many work in family-owned busi- Association. He has received business. He has helped me in my Director of Business Development nesses, some with generations of numerous Positive Impact Awards development as a buyer and a IFCO (Pallet Management history behind them, and none are from United Supermarkets for various leader. His ability to cultivate and Services Division) averse to plenty of hard work,” he activities, including creating guest build relationships within the Houston, TX says. “I grew up in a family-owned solutions and achieving record sales. industry is admirable, and I strive to business and know that the lessons He and his wife, Amiee, are achieve this in my career as well.” Bertaud has served I learned during that time have been very involved in raising their three the industry for nearly invaluable to me in my career.” children in a Christian environment 20 years, beginning In the future, Bertaud will strive as well as supporting them in many Michela Calabrese, 32 in 1994 when he to stay involved in key organizations. youth events. He helped in Stakeholder Director worked for Pallet “I want to maintain the organiza- providing a BBQ dinner in apprecia- Interrupcion Fair Trade Recycling Associates tional relationships I have developed tion for United’s partners the night Buenos Aires, Argentina of North America. He and further drive value to their before its annual Charity Golf Event, became vice president and memberships,” he says. hosting over 100 partners each Calabrese has been managing partner of Pallet Exchange He names John McClung of TIPA, year. He served the community a pioneer in the Inc., in 1997, general manager with Trent Bishop of Lone Star Citrus through Meals On Wheels for the organic/fair trade IFCO in 2000 and regional business Growers in Mission, TX, Mike Martin past seven years. arena and a development manager in 2008 of Rio Queen Citrus in Mission, TX, Bunting is motivated by the fast- partner with Inter- before being named to his current and Will Steele of Frontera Produce paced environment of the industry. rupcion in its position in 2011. That year, IFCO in Edinburg, TX, as the many “Each day may seem basically the Brooklyn, NY, office recognized Ed’s exemplary perform- mentors he has in the industry. same but always presents a new for eight years. As stakeholder

30 PRODUCE BUSINESS • JUNE 2013

40 UNDER FORTY director at Interrupcion, she has for those most marginalized in accessible to people across the U.S. row crops because of economics taken a leadership position within society. Through innovation, She is founder and CEO of and logistics. Farmers can’t afford to the produce industry, helping to strategic incentives and will- Brewers Organics, Georgia Girl take the risk of not being able to sell launch Taste Me Do Good fair trade power, we can work together to Organics and Space Girl Organics, 100 percent of their yields. I want and organic items with some of solve collective problems.” home delivery services offering to change that. I am creating the largest retail and distribution Her future goals focus on organic fruits and vegetables. The market food hubs for farmers to sell organizations in the U.S. and expanding the reach of fair trade. “I companies operate in Florida, their products. I am trying to fix Canada. These are key drivers of want to increase the percentage of Georgia, and Wisconsin. She is also logistics so farmers can farm and Interrupcion’s growth over the past fair trade organic food in the the founder and former owner of people can eat.” five years. marketplace, build consumer Clark’s Organic Market, Kansas City’s Looking toward the future, she Calabrese came into the awareness and empower original organic produce home aspires to set up additional markets produce industry from the develop- consumers,” she explains. “I also delivery service, and Arch City and to participate in more commu- ment world. She has a background want to increase access to healthy Organics, St. Louis’ original organic nity involvement. “I want to find in socio-economic empowerment food for all (despite geography or produce home delivery service. creative ways to help educate strategies and experience working social class) and raise the bar for Clark has leveraged technology consumers and lend a helping hand with The World Bank and UNICEF on the way food should be made by to set up an online market place, to those in need,” she says. “At this numerous poverty alleviation plans. creating higher environmental and removing the need for a traditional point, all of my businesses are in She educated hundreds of high- social standards necessary to storefront, achieving less produce major metropolitan areas. In the level management, produce compete in the produce industry. shrink, providing a market for local future, I want to expand to more personnel, and retail managers on We are a stakeholder community farmers and artisans, and ultimately rural areas like my hometown in the concept of fair trade and its because all those involved, from offering organic produce at a reason- Missouri. I think everyone should necessity to any Corporate Social field laborers to consumers, have a able price for consumers with the have a choice, an option and avail- Responsibility plan. She assisted stake in the success of the supply added convenience of delivery to ability of fresh foods.” companies with strategies on how chain, and most importantly, benefit their doorstep. She harnessed the Clark counts herself blessed to to convey this concept to share- from its existence. I strive to help power of communication and social have been mentored along her holders, community stakeholders, grow this community.” media to connect with customers, journey by some of the best people and consumers in order to aid sell- She names mentors Victor building a sense of community by in the industry. She specifically through, build sales, and better Savanello and Dean Holmquest of sharing stories from the fields, coor- names Pat and Frank Gallo of align with positive brand image. Allegiance/Foodtown in Iselin, NJ, dinating local events, and Central Produce in Kansas City, MO, She was one of two sales Jim Whitler of Vernon Produce in encouraging customers to blog on Rodney Scaman of Goodness Gree- people from 2005 to 2010 who Winston-Salem, NC, Terry Romp of the company web site. ness in Chicago, IL, and Tom assisted in growing company Heinens in Cleveland, OH, and Dave She created a logistics process to Stromolo of New York City Green revenue tenfold and is now one of Graf of Buehlers in Wooster, OH. “I move product in and out of her Market. “Pat and Frank rented me three sales people witnessing 100 will be forever grateful to these warehouses within 24 to 48 hours, my first warehouse space. They percent growth year after year. She gentlemen,” she says. “I entered yielding less risk, since the produce have been very generous with their created and executed the the produce industry with no has a home before it is out of the knowledge of produce and how the company’s Responsible Consump- produce background. I learned field. Clark’s efforts resulted in industry works over the years,” she tion Campaign, an in-store lessons, often times the hard way, farmers, wholesalers and brokers explains. “Rodney has become not educational marketing program but frequently from friends such as contacting her when they have just a mentor but a friend. He encouraging consumers to learn these. I have had so many mentors produce that doesn’t fit their tradi- generously made a special trip to how their purchase has power. The in this industry, from close clients to tional customers. Florida just to introduce me to campaign used food products as colleagues to friends. They have Clark took her business success farmers when I got started there. tools to educate and empower given Interrupcion a chance and beyond commercial borders. She Although I only speak to Tom a few customers to make positive change have guided me over the years.” implemented a successful item-of- times a year, he is quite an inspira- in producing communities through the-week campaign to benefit the tion and is always available to swap the food they buy. This included homeless. Customers may donate stories of how the industry really training hundreds of “Agents of Lucinda B. Clark, 28 an item each week, such as tooth- works.” Social Change,” who have “inter- Founder and CEO brushes or toothpaste, which the rupted” hundreds of thousands of Space Girl Organics, Brewers company picks up when the consumers at the point of sale in Organics, and Georgia Girl customer’s delivery is dropped off. Marcus Isaac Cutler, 29 supermarkets across America. Organics The items are then distributed to the Director of Field Operations Calabrese is inspired daily by La Belle, MO homeless via local shelters in the Race-West Company the Interrupcion community. “We market area. She also created a Clarks Summit, PA are joined by the common desire Clark epitomizes cooperative program allowing to build a better world through the rags-to-riches customers to pool their buying Cutler is part of a more productive and positive story, going from power to raise money for schools fourth generation systems,” she says. “We achieve living in a town of and charities. company estab- results everyday through respon- 600 on a struggling She is motivated by the desire to lished in 1973. He sible consumption, sustainable family farm to help small farms find a marketplace has been working community development, organic running multi- for their produce and to help fami- in the produce farming and fair trade processes. million dollar companies in three lies gain access to high quality business since Our industry is becoming more different states. She is a pioneer in organic fruits and vegetables. “I 2005, but started learning about and more relevant as we see the organic industry, traversing the grew up on a struggling family farm, produce from trips he took with his growing obesity epidemics, nation and raising organic aware- so I know firsthand the challenges father when he was a child. He hungry populations, food deserts ness, promoting and aiding small our farmer’s face,” she says. “The would go through supermarkets and fewer opportunities to access local farmers, and making high- way I see it, more farmers in the U.S. and learn proper ways to stack and capital and economic opportunity quality organic fruits and vegetables do not choose to grow produce over display produce.

32 PRODUCE BUSINESS • JUNE 2013 40 UNDER FORTY He held many roles at the was starting a new Produce considers himself privileged to everything I know in business, and Race-West Company. He brings his University and that I was going work alongside his younger has groomed me for success. I’m knowledge in field practices of to be the first graduate of the brother, Geoffrey. “We work grateful to be a part of one of the potatoes to the office, taking on Harris Cutler Potato Grad School. together every day constantly greatest success stories of a father the title of director of field opera- I was then given instructions to feeding off of each other’s and a son working together in busi- tions. He used his degree from visit as many potato and sweet energy,” he says. “Geoff’s level- ness.” Syracuse University in engineering potato sheds as possible headedness and business savvy and computer science to revamp between Washington and Penn- helped me grasp higher concepts the company’s computer systems. sylvania. I ended up visiting over in the business.” Charlie J. DiMaggio, 37 He also improved the company’s 45 sheds and packinghouses in His main future goal is to President/ Owner efficiency in order-entering, Washington, Idaho, Colorado, build upon the vision of his great FresCo LLC invoicing, and inter-office Wisconsin, New York, North grandfather, Philip Ball, his grand- Bronx, NY networking. He sees himself as a Carolina, Maine, New Brunswick father, Philip Cutler, and his father, steward of the 35-year-old busi- and Prince Edward Island.” Harris, to help distribute produce DiMaggio has been ness that his father built. He is From a very young age, Cutler efficiently from the farm level to in the industry his committed to advancing the has been involved with commu- dining room table. “I want to entire life. As a child, opportunities afforded by previous nity service. For 13 years he focus on discovering new he ventured to Hunts generations and building the busi- helped lead services for all Jewish avenues for fresh produce for the Point Market accom- ness for future generations. holidays at Elan Gardens, an company,” he says. He plans on panying his father, One of his most meaningful assisted living facility in Clarks expanding his growing partners Vincent, who had experiences in the industry Summit, PA, and at the Jewish and continuing to develop the retail stores in Manhattan and was a occurred in January of 2007 with Home of Northeastern Pennsyl- family business so that his chil- purveyor to fine restaurants. Upon his father, Harris Cutler, and vania. “During this time, I learned dren’s children can serve the adulthood, he worked with his brothers, Geoffrey and Joseph. the true meaning of respecting industry for generations to come. father’s retail business and in food- “We took a cross-country road trip one’s elders through serving the His father is his greatest service for a while. However, feeling from Clarks Summit to Seattle, elderly,” he says. mentor in the industry. “His 35- drawn to Hunts Point, he eventually WA, stopping to see customers One of his greatest inspirations plus years of experience helped took a position at another company and farms all along the way,” he in the industry is meeting and me through many trying times in as a floor salesman for M&R Tomato. explains. “Once we arrived in working with people who are the business,” he says. “He is Two years ago, DiMaggio opened Seattle, my father told me that he excited about what they do. Cutler responsible for teaching me FresCo on the Hunts Point Market. It is

JUNE 2013 • PRODUCE BUSINESS 33 40 UNDER FORTY the youngest company on the teach. This kept me striving for ...it takes just as the relentless pursuit of the best market, yet in an era where many more and cultivated the hope that “ quality, the great value of loyal terminal market businesses are one day I could succeed at building much planning to build vendor partnerships, and how to closing doors, FresCo has experi- a business on my own. Sal Restivo a million-dollar build successful programs.” enced significant growth. Within may not have known much about program as it does a two years, FresCo has grown to the produce industry before over 100 vendors and over 500 joining us, but he taught me some thousand-dollar Dan Ehrenstein, 31 customers. Its import division fundamental values of business program. Vice President, Sales & Marketing started in Fall 2012 and already has and I continue to value his input.” — Rebecca Eckblad,” Sunshine Bouquet Company a product range of over 25 Roundy’s Supermarkets Miami, FL different items from three different countries. In January 2013, Rebecca Eckblad, 35 Since taking over DiMaggio led FresCo to create a Director of Floral her after-work activities, coaching the responsibilities foodservice division, which is Roundy’s Supermarkets and playing on five softball teams, of sales and reaching its stated goal of taking in Milwaukee, WI as well as playing in a volleyball marketing almost no more than 15 and no less than and kickball league. She proudly four years ago, 10 customers per month. Rebecca Eckblad reports having been a former Ehrenstein helped DiMaggio is involved in every is known for her University of Wisconsin Madison double the size of aspect of FresCo on a daily basis. dedication, work mascot Bucky Badger, only the the company with respect to sales, Within the first two years of ethic, and conta- second girl in school history to employees and farms. Today it does creating the business, he taught gious passion and wear this coveted costume. over $125 million in sales, has over himself how to be a buyer, create enthusiasm for Eckblad’s motivation to sell 4,000 employees between the long lasting relationships, and be a the floral industry. flowers is overwhelming. “Working United States and Colombia, and principal of a vast company that Her love of flowers was realized with beautiful and amazing product over 700 acres of farms. This year’s branched out in many different early on in her career, when first is my inspiration,” she says. projections are for the company to areas of the industry. Fresco is well employed as a floral clerk during “Creating programs that excite grow and sell over 300 million on its way to not just being a high school and a floral depart- employees and customers is also stems of fresh-cut flowers. terminal market distributor, produce ment manager through college. “It inspiring, as is watching flowers Ehrenstein manages all of the purveyor and importer but to one was in those positions that I travel from the farms through the sales efforts for the company. His day expand into retail, develop decided working in retail and with supply chain in to the consumers’ responsibilities oversee sales to exclusive product lines and broker. flowers was more than a job to hands. Receiving complements at major national and regional super- DiMaggio works with many me; it was going to be a career.” annual sales meetings from store market chains across the country, non-profit associations, such as City In her seven years with directors who say they were most including Kroger, Wal-Mart, Sam’s Harvest and Food Bank, and he Roundy’s Supermarkets, a $4 inspired by my floral presentation, Club, Safeway, Ahold, Food Lion and serves on the board of the New billion publically held company, or hearing floral managers repeat many other large retailers. His York Produce Trade Association. He Eckblad progressed from floral something I taught them provides specific duties include pricing, emphasizes the need for commu- merchandiser to category the best daily motivation!” marketing, product design and nity involvement. “When I created manager to her current role as Her ongoing goal is to maintain constantly traveling the country to FresCo, community was a key value director of floral. She is currently differentiated and unsurpassed visit customers and see how prod- for me,” he explains. “From responsible for the procurement, floral programs in Roundy’s ucts perform at store level. He lowering the carbon footprint as retail sales and merchandising of markets, offering the freshest oversees and works with a great much as possible to being directly Roundy’s high quality floral product at the best value. “Getting sales team of over 30 people. involved in community programs, I programs at 160 stores. more flowers in more carts will He is inspired by the challenge wanted to ensure the company and As director of floral, Eckblad forever be my goal. I hope to help of growing the floral category for I contributed back.” developed and implemented the technologically-challenged each of the company’s supermarket He has always been motivated several successful programs floral industry more by fully inte- customers. “When compared to by his strong passion for the focused around driving floral sales grating social media and digital other mature manufacturing or industry and especially terminal with incremental units and communication into our floral farming industries, the floral market business. “It always creating excitement for the marketing and to develop floral industry in the U.S. is still relatively intrigued me to go into Hunts Point customers. Recently, she helped consumer insight,” she says. young and fragmented,” he Market with my father because of the company expand into the Kathy Hession, vice president of explains. “Just as the supermarket the hands-on action, the vast Chicago market with 10 new bakery and floral at Roundy’s industry continues to mature and volumes of produce being distrib- Mariano’s stores, which have Supermarkets and Eckblad current consolidate through mergers and uted, and the endless amounts of sparked a buzz in the industry. The supervisor, is a tremendous mentor acquisitions, so too will the floral knowledge there,” he says. “This floral program she directed in in her career. “I admire how highly industry, especially as it pertains to led to my dream of creating a Mariano’s can be considered a regarded she is in the industry and mass market retail sales. We have company to serve the current best-in-class in the country. the respect she commands for some fantastic growth opportunities needs of the industry but also to Roundy’s floral department and floral in the grocery business,” she in the future, and this keeps me pioneer in the changing times team at Mariano’s Lakeshore loca- explains. “Although floral may be a excited and motivated every day.” coming ahead.” tion earned honors as Chicago’s small percentage of total store His future goal is to increase His father was his first mentor Top Ten Florists in 2012. sales, Kathy didn’t allow me to feel floral consumption. “Through a and he also credits his close friend Eckblad completed the Master small and reminds me that it takes combination of having the best and now partner, Sal Restivo, as an Gardener certification program just as much planning to build a quality, value and design, I want to influence. “My father taught me the and speaks at local garden clubs, million-dollar program as it does a help each of our customers double original basics about produce,” he educating flower enthusiasts on thousand-dollar program. Build a their fresh-cut flower sales over the shares. “He always expected me to floral design, care and handling. great plan, and after that, it’s just a next five to 10 years,” he says. know more than what he would Her competitive spirit shines in matter of scale. Kathy taught me His primary mentor throughout

34 PRODUCE BUSINESS • JUNE 2013 What is a Pundit? Merriam Webster — a person who gives opinions in an authoritative manner usually through the mass media. What is the Perishable Pundit? Just ask our readers —

“... providing substance, thought-provoking opinions and, at the very least, waking up many.” “Excellent commentary on the status of regulators’ positioning on food safety for the produce industry.” “... bringing some common sense to the E. coli issue of late.” “... a lively and engaging forum for discussion of issues relevant to the produce industry.” “... thought-provoking commentary with robust dialog.” “... keeping the debate going...” “... kind of an investigative reporter...” “... extensive coverage leaves no subject without great healthy discussion, and no topic is too sacred.” “Your courage in stating your opinion and your reaction to criticism is respectful and honest.” “... focused on the complicated issues relating to food safety in produce.” “... teaching the industry quite a bit about the power of the internet.” “... an education for those of us who are still refining our computer skills.” “... a valuable service.” “... the most important journalism in the industry, and now we get them every day... you have become the ‘voice’ ...” “Your analysis of the state of leadership in the produce industry past, present, and future is right on!” “... a welcome part of the day that stimulates the mind and encourages us to think about and consider a different point of view.” “... writing with heart and insight...” “... one of my ‘must-read’ e-mails everyday!” “Our industry has traditionally not been associated with being ‘deep thinkers’, and you have definitely become our Thought Leader.” “... a resource that delves deeply into issues impacting our industry. Kudo’s!” “Keeps us thinking.” “... spreading your abundant common sense on a daily basis.” “... most refreshing.” “The Pundit does, in fact, incite reactions and cause good thinkers to think harder and longer on topics that are current and newsworthy.” Catch the Perishable Pundit every day. Go to www.perishablepundit.com click on the “Subscribe Today” button and receive a daily copy of Jim Prevor’s Perishable Pundit via e-mail. 40 UNDER FORTY his career has been John Simko, expanding the supplier base. I believe in the 10,000 Exchange (NYMEX) for over four Sunshine Bouquet president. “He Currently, his focus is on negotia- “ years before coming back to the taught me a tremendous amount tions with shipping lines and hour rule – if you family business. Drawing on her about sales, production, farming, overseeing financial operations of really want to make experience and drive, she helped strategy and human nature,” Ehren- the company. It has grown from something work, you the company achieve efficiencies stein says. “Without his guidance 25,000 tons to 80,000 tons. on an expense side and push and leadership, I most certainly Recently, Englebrecht was need to put a lot of creativity in new business develop- would not have progressed both named director of Ocean South time in. Through youth ment ventures to add incremental professionally and personally in life Fresh, one of the largest exporters athletics, I learned how revenue streams. as quickly as I have. I have also to Russia. His role there is to struc- Her position in the company has learned a tremendous amount ture the company so that it is able to win, lose and deal evolved from the day-to-day oper- about retail from our customers, and to handle larger volumes at better with injury – all ations to a far more strategic and how important a small number of profit margins. Closer to home, he factors in my comprehensive one. Realizing that details can be in making the differ- was recently elected to the board of inventory control and management ence between success and failure.” Citrus Juices, the largest orange juice management style. had room for improvement, she plant located in the Western Cape — Stiaan Engelbrecht, ” pushed to create a new inventory region of South Africa. Everseason system and implemented it into the Stiaan Engelbrecht, 36 As a director for the Western everyday routine. She was effective Managing Director Cape Citrus Producers Forum make is at home. Over the past 10 in decreasing the loss of product Everseason (WCCPF), Englebrecht helps deter- years, the real opportunities and revenue due to lost, broken, Citrusdal, South Africa mine the direction of the successful started for entrepreneurs and now, and mis-picked items. Fierman’s and growing South African industry. looking ahead, our children will inventory includes over 500 SKU’s. Englebrecht holds His principal role is managing the make or break the future. We must The new system allows for deter- several key posi- finances of the WCCPF as well as grasp those opportunities, make mining when produce is about to tions for the South serving on the operational them available to all, and make turn and it also integrates into African citrus committee of the WCCPF to manage them secure.” product traceability. industry — any one the day-to-day operations of the He is inspired by and On the business side, she of which might be export program to the United States. committed to his family and to started a new inside sales, business enough for any one His boyhood, as one of 10 chil- building a better future for South development venture that grew person. He is managing director of dren, was spent working on the Africa. “The minute you see exponentially in the past six Everseason, an export company he family’s sub-Saharan desert farm. making time for your family as a months. She put together a sales founded. He is responsible for the Some 130 miles from the nearest compromise you have missed the team to focus on untapped day-to-day running of the business town and 30 miles from the nearest boat,” he says. “That is why the resources and increase the and growing shareholders’ equity. neighbor, his family relied on a Everseason offices close for lunch customer base. She successfully Under his leadership, Everseason has generator for electricity and bore every day and all employees go initiated the usage of social media, grown from 9,000 tons of export to holes to collect rain for water. He home for lunch. Ten days of a in all its forms, to further market 34,000 tons in 2012. The company credits athletics, strong family ties, holiday does not make up for one products and services. On a daily serves markets around the world, and long hours working on the farm hour missed at the school play. I basis, she updates customers with including Europe, U.K., U.S.A., and and in a citrus packinghouse as key feel a great deal of responsibility prices based on market, takes Canada, nine countries in the Middle contributors to his leadership style working in the citrus industry. orders, and makes sure orders are East, Asia and Russia. and vision for South Africa’s place in Citrus is by far the biggest fruit placed properly and in a timely He is also chairman and director the world market. export commodity for South Africa. fashion. She is responsible for of Icon Produce, a company he He knew that he would one day Our industry gives work to thou- ensuring customers are satisfied helped co-found. It was established become a business owner in South sands of people in South Africa. with product, quality and pricing. to be one of South Africa’s leading Africa. “I believe in the 10,000 hour We must remain informed individ- Fierman has also been instru- export companies to the Middle rule – if you really want to make ually and collectively, stay up to mental in recommending new East. It trades in all fresh produce something work, you need to put a date with new trends and to drive product lines both domestically and and has grown from 3,000 tons to lot of time in,” Engelbrecht says. and improve.” internationally to target a wider 11,000 tons. Englebrecht’s responsi- “Through youth athletics, I learned array of customers. She introduced bility currently with Icon Produce is how to win, lose and deal with a product line of produce snack to manage current clients, identify injury – all factors in my manage- Pamela A. Fierman, 31 items to the marketplace, looking to market trends and keep the clients ment style. Then my early days in Vice President of Marketing & embrace a customer base in a on the cutting edge of those trends. the packing industry taught me Business Development society where healthy snacks are Also, he is responsible for the fruit negotiating skills and a deeper Fierman Produce Exchange, Inc. becoming more prevalent. Her supply and assures that all suppliers understanding of people, collabora- Hunts Point Terminal Market newest venture is on the buying can respond quickly to markets’ tion and entrepreneurship.” Bronx, NY side of the business. She traveled to demands. As chairman, he is In his current roles, Engelbrecht various growing regions to build responsible for financial operations. empowers his employees to see Fierman entered relationships with shippers. She Englebrecht is a director of logis- their roles and responsibilities in the business as a intends to utilize the knowledge tics company Freight Logistics4u, South Africa’s economic future. “I fourth generation and insight gained to improve another company he co-founded. At know I can make a difference in member of a 75- handling and distribution of the the time the company was estab- the lives of 25 growers in Citrusdal year-old company various types of produce the lished, he managed the business who will again influence the lives with high expecta- company supplies. side to develop shareholder agree- of more than 1,000 workers and tions. Though She gained significant inspira- ments. As the company grew, he their families in Citrusdal,” he said. “born” into the business, her career tion at the start from melding her has managed expansion and prof- “From here, it just spreads wider. didn’t begin there. She first worked experience at NYMEX with her itability by selling shares and The biggest difference you can at the New York Mercantile Hunts Point work. “The parallels

36 PRODUCE BUSINESS • JUNE 2013 40 UNDER FORTY between the two industries gave me I made it a point to food desert, by placing fresh the insight and knowledge I needed “ Chelsea Ariana Fiss, 29 produce grown by local farmers in to thrive in a volatile market such as learn every aspect of Retail Program Manager, San Diego four corner stores within a rede- Hunts Point,” she explains. “Upon my the business, from and Imperial Counties velopment district of Western arrival here, I made it a point to learn office work to selling on Network for a Healthy California, Chula Vista. The project required every aspect of the business, from UC San Diego Center for Community her to market and educate four office work to selling on the street to the street to buying Health, Division of Academic local liquor store owners to parcel buying product.” product. General Pediatrics, Child Develop- out a portion of their store’s She continues to be motivated by — Pamela A. Fierman,” ment and Community Health merchandising area for the sale of new experiences. “Whether it’s trav- Fierman Produce Exchange, Inc. San Diego, CA fruits and vegetables. The project eling to see shippers or attending was incredibly successful, as it different conferences, the experi- learn from his experience has In her current posi- demonstrated a significant portion ence I gain is monumental in provided me with the foundation I tion, Fiss facilitates of sales for the store owners and achieving goals both professionally needed to move forward and partnerships increased access to fresh produce and personally,” she states. “This continue in a successful manner. He between neighbor- for the local community. This project year, I played an active part in encourages me to attend the weekly hood stores and received the 2012 PRODUCE BUSINESS setting up and working our company PR meetings for the Hunts Point community health Marketing Excellence Award for the booth at the New York Produce Market, which he chairs. It is not agencies to help adaptation and implementation of Show. Following the show, I hosted a only important to be involved in my increase the consumption and the project. dinner for over 20 shippers, family own organization but also the purchase of fruits and vegetables With Fiss at the lead, this model and employees to attend. Through market as a whole. I hope to one among food-stamp-eligible Califor- is currently being used locally to organizations such as City Harvest day follow in his footsteps and nians. Through Retail Program guide more conversion projects to and hurricane relief funds for Sandy, become a member of the Co-Op activities and promotions, retailers distribute local produce to diverse I have seen the importance and Board. It is important to be instru- show their commitment to communities, including rural and benefits of being able to help and mental in the decision-making customers’ health, which increases Native American populations in assist the community in need.” process that not only affects my loyalty and even helps drive sales. coordination with San Diego Her greatest mentor is her father, business but the market as a whole. In 2011, Fiss took the lead on a County’s “Building Better Health” Joel Fierman. “None of what I’ve My father’s knowledge and passion local demonstration project funded long-term strategy. done would be possible without his for the business taught me how to by the Centers for Disease Control. As part of the Healthy Eating guidance and support,” she shares. be a respected leader in this industry The aim of the project was to bring team on Kaiser Permanente’s “Being able to travel with him and and within our company.” fruits and vegetables to an urban Lemon Grove Healthy Eating and

JUNE 2013 • PRODUCE BUSINESS 37 40 UNDER FORTY Active Living (HEAL Zone) grant with “Our food system is being driven by pop- are given the opportunity to join the Childhood Obesity Initiative, Fiss culture. Things as simple as broccoli and family business.” offers technical assistance and blueberries were foreign to most of the kids. In the future, Gibson is inter- guides the group’s efforts to ested in serving as a commissioner increase healthy food access. From that experience, I knew I wanted to be part on the Idaho Potato Commission Last fall, she participated in two of a group making systematic changes to support and on the U.S. Potato Board. “Both popular Food Day events. The first nutrition education through the consumption of organizations’ missions are to included over $1,000 in donations promote potato consumption in the for farmer-led market tours with fruits and vegetables.” United States and internationally,” professional chefs facilitating — Chelsea Ariana Fiss, he says. “Each organization is healthy recipe demonstrations to San Diego and Imperial Counties Network for a healthy California instrumental in the continued over 150 low-income elementary success of the potato industry. I’d school students and their families also like to become more involved plus free cookbooks and fresh goals is a design to improve the ness and a logistics company. in the National Potato Council. What produce give-a-ways. The second local economy through the sale of Graduating with an MBA from they do is important, especially was the “San Diego Food Day local produce by joining farmers, Idaho State University, he worked their ability to shape the regulatory School Passport Challenge”. A co- community, retailers and nutrition in public accounting before and political environment in which led group effort that was recently education. “As the creative designer starting his career in the produce we operate.” selected by the Center for Science of the concept, I am collaborating business at Magic Valley Produce Gibson was mentored by his in the Public Interest as one of its with colleagues to create the San as the Controller. family, especially his grandparents, top five most replicable Food Day Diego Harvest of the Month Gibson has been a board Costa and Ruth Delis, who founded models in the nation. Calendar Initiative. This is a compre- member with the Idaho Grower Magic Valley in 1965. “Their dedi- Fiss is inspired and challenged hensive toolkit of resources and Shippers Association (IGSA) for six cation to the produce industry and by the need for greater education curriculum for multiple venues and years, the National Potato Council their family business has always on, and access to, healthy produce. community organizations based on (NPC) for five years, the Idaho been evident,” he says. “I always “From a young age, I was taught San Diego’s local harvest.” Eastern Oregon Potato Committee admired the hard work and deter- the importance of caring for your Her mentors include San Diego’s (IEOPC) for six years, and the Magic mination they had in building the body with healthy foods and exer- local growers, farmers’ market Valley Ground Water District for business and the values they cise,” she explains. “When I began managers and retail owners and several years. He served as instilled in their children. The entire working in the school system, and managers who are on the forefront Chairman of the IGSA during the family worked to make the busi- joined the kids for lunch, I took note of changing communities through 2011/2012 packing year and on ness a success.” of their eating habits, general low produce sales and nutrition educa- the executive committee of the Dave Beesley of Snake River knowledge of produce, and lack of tion. She also credits Larry Brucia of IEOPC for the past two years. He Plaines Potatoes in Idaho Falls, ID, is nutrition education. I realized that Sutti & Associates and co-workers often takes on additional tasks such another mentor. “While working our food system is being driven by Blanca Melendrez and Michelle as being chairman of the annual with Dave on the IGSA board of pop-culture. Things as simple as Zive. “Larry has contributed tech- IGSA convention. He participated in directors, I always admired his intel- broccoli and blueberries were nical assistance and consulting on the Potato Industry Leadership Insti- lect, wit and overall understanding foreign to most of the kids. From projects. I value his insight, stories tute in 2007 and the Business of of the potato industry,” he says. “He that experience, I knew I wanted to and guidelines for success. My Potatoes Leadership Program spon- has become a very good friend as be part of a group making system- supervisors Blanca and Michelle sored by Syngenta in 2005. well as a colleague in the produce atic changes to support nutrition saw that my diverse experience Gibson’s involvement in business.” education through the consumption was a great foundation to improve community activities led Magic of fruits and vegetables.” our community and help create a Valley Produce to become a leader Funding for projects is a difficult food system for San Diegans — in supplying potatoes to the Idaho David M. Hahn, 34 challenge. Fiss combated this issue particularly low-income families.” Food Bank and other Food Kitchens Director of Procurement by creatively introducing partners to around the State of Idaho. He, his Four Seasons Produce, Inc leverage the capacity of projects wife Renee, and his two boys are Ephrata, PA and developing plans sensitive to a Dean G. Gibson, 40 volunteers at the Mini-Cassia minimal budget. In 2012, she Controller Christmas Council, providing gift Hahn began his received one of 100 nationally Magic Valley Produce baskets of food and Christmas gifts buying career with awarded mini-grants from Share Paul, ID for needy families in the area Four Seasons in 1998. Our Strength Shopping Matters to during the holiday season. He is He was an intern conduct store tours to low-income Gibson owns and also a member of the Rotary Club, while attending and Women Infant and Children operates a successful an international charitable organi- Millersville University. (WIC) eligible families. In March of grower/shipper zation. His responsibilities 2013, she obtained over $4,000 in operation along with Gibson is a third generation included watermelon buying as produce and material donations his brother, Jeff. Since family member of the business and well as focusing on the company’s enabling network programs and joining Magic Valley is inspired by his family’s commit- locally grown program, which at the projects to function at their highest Produce in 1999, the ment to the Idaho Potato industry time was in its infancy. In 2002, potential while making a difference size of the family farming operation and their business. “The produce after four successful summer in the lives of low-income San has more than doubled. Magic industry is a challenge, even in the seasons, he took a full time position Diegans. “My approach to business Valley grows and packs Idaho Pota- good times, but working with in buying value-added products. partnerships has significantly toes as well as grows grains and family toward the common goal of Over the years, he worked with a enhanced the services offered to hay. Gibson has experience in other producing a quality product and multitude of commodities including our low-income audience,” she related businesses directly involving running a sustainable business is watermelons, cantaloupes, eastern relates. the potato and produce industry, rewarding,” he says. “I am moti- and western vegetables, tomatoes One of Fiss’s current project including a custom application busi- vated to ensure that my children and fall ornamentals.

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Hahn has been instrumental in which allowed me to make my taining low prices for customers the success of Four Seasons’ locally own decisions, whether they were allowing his team to capitalize on grown program. Its grower network right or wrong. He had the confi- growing categories like clemen- Joshua Knox, 37 saw extraordinary growth over the dence in me that while my decision tines. He partnered with one of the Strategic Category past couple years. Hahn personally might have been wrong, I’d ulti- biggest domestic growers in Cali- Manager – Melons takes time each year to meet with mately learn from the results. His fornia, which provided invaluable C.H. Robinson the growers to review the current passion for success was evident as input about the crop. He then Eden Prairie, MN year as well as plan for the he initiated quarterly one-on-one connected with leadership on the upcoming season. In 2008, he initi- meetings, set goals, and challenged operations side of the business to Working out of ated a major change in the us to achieve them.” promote citrus at store level with no Davis, CA, Knox is company’s tomato program. historical precedent, showing in his 13th year at Leading an internal team, he consistent double-digit growth for C.H. Robinson. He designed and developed a new Alberto Harfush, 37 the duration of the season in both is known for his label, “Chubby Cheeks,” now the Produce Director dollars and volume. In the month of passion around tomato program label. He began Wal-Mart Stores Inc. December 2012 alone, the developing rela- working with growers in Florida and Bentonville, AR company doubled volume tionships and processes that result Pennsylvania to have the label compared to the previous year. in improved flow from the grower packed at source. This change alone Harfusch is known While many in his position to the customer. eliminated a significant amount of for his passion for would develop an ego, Harfusch is Knox played an integral part in shrink, and ultimately improved the selling produce and known for his humility and is said the development of C.H. Robinson’s overall profitability of the program. growing categories to exemplify Sam Walton's credo for Pink Ribbon Watermelon Program In 2009, he was elected to be as well as his respect for the individual. He is in 2007. Launched then with one on the Board of Directors with the ability to leverage interested in giving back to the customer and a minimal donation Ephrata Public Library, including a the expertise of produce community. As of to breast cancer research, the stint as treasurer in 2011 and 2012. growers to the benefit and advan- November 2012, Harfush became a program today involves retailers Working directly with small tage of his work. He is strategic in member of the PMA’s PLU Assign- across the United States and Canada growers within the community his thinking and makes time for ment Committee. He also supports to bring Pink Ribbon to their stores. inspires him. “I believe it is critical joint business planning with the company’s community and This resulted in over $680,000 to support our local economy, and suppliers. He is innovative and chal- charity initiatives on a regular basis. donated to local breast cancer knowing that you play such a vital lenges his vendors to strive for the He has been inspired by research. Not only has this program role in their overall success is same goal. He is always looking for passionate people with strong had a positive financial impact to humbling,” he says. “Food Safety ways to improve his operation and beliefs and vision. “I have been breast cancer research, but it has has become crucial in the produce drive sales. blessed to come across a lot of helped educate consumers on the business, and it’s much harder for He is responsibile for major industry leaders matching this healthy benefit of watermelons. smaller growers to stay in tune orchard categories such as apples, description,” he says. “One chal- In addition to his development with new laws, or the demands, citrus and stone fruit, and manages lenging aspect of our industry is the of the Pink Ribbon Watermelon by large retailers or wholesalers. billions in produce sales for his duality of the here-and-now versus program, Knox is very involved with I’ve addressed this challenge head organization. As director and CTL building-future-business. We have mentoring employees. Supervisors on. This year we provided all our (Category Team Leader) responsible found that a healthy combination of and co-workers credit him for local growers with the opportunity for citrus, apples and pears for Wal- both is required while always looking at the business through a to join us at a Food Safety Seminar Mart U.S., he coordinates sourcing, staying open to learn. Learning is different lens and seeing the bigger led by the Penn State Extension. planning, replenishment and something our industry provides on picture via his mentoring activities. Our goal is to support all of our merchandising teams to ensure the a daily basis.” Knox is constantly challenging growers in developing their Food operation provides fresh produce at In the future, Harfusch aspires fellow employees on a daily basis, Safety Plan and work at becoming low prices to customers. to even better tune the relation- and also guides them through diffi- GAP-certified for the upcoming Harfusch has brought together ship between demand and supply. cult times. 2013 season.” every piece of the company’s cross- “I feel passionate about the His main inspiration comes from In the future, he hopes to focus functional team with one common dynamic nature of our industry,” his family. “I want to teach my chil- on organics. “I hope to have the goal in mind: to save consumers’ he explains. “I strive for a better dren the fundamentals that hard opportunity to expand our grower money so they can live better. understanding of our crops and work pays off and nothing comes base by adding new organic When last year’s regional apple crop demographics so we can provide for free,” he explains. “I want to growers to our locally grown was decimated by weather events, the right combination of produce make sure my daughters grow up program,” he says. “This is definitely he provided direction for specific attributes to our broad customer with a great work ethic, ability to a top priority.” partnerships that needed to be in base and provide all growers build relationships, to take pride and Hahn names Rick Stauffer of place to keep local growers relevant equal growth opportunities. responsibility in what they do, and Seminole Produce Distributing in for as long as possible while having Clear and open communication understand where our food comes Sanford, FL, and Jason Hollinger at transition plans to service all is crucial.” from. Besides my family, I’m deeply Four Seasons as mentors. “Rick was customers without interruption. By He credits Ignacio Cifuentes in motivated by innovation. Although my direct supervisor throughout my mitigating the expected heavy Wal-Mart’s Global Food Sourcing in the products we bring to market are summer internships and through inflation on last year’s apple cate- Santiago, Chile, as a significant centuries old, I enjoy working to 2005,” he explains. “Rick always gory, the company increased the mentor, as well as other suppliers find the next generation of seed, stressed the importance of having velocity of its apples and volume he’s worked with during his career. packaging and ultimately improving good information, but more impor- growth close to double digits on a “All of our apple, pear and our supply chain.” tantly, how to act on it. I worked for very mature category. citrus growers have been impor- His future goal is to be a part of Jason for the past three years, and In citrus, he shared the strategy tant to my development,” he says. the development of the next set of he has been an excellent coach. He of capturing a disproportionate “Their guidance and patience have leaders within the produce knew the right questions to ask, amount of volume while main- been invaluable.” industry. “This is a very challenging

40 PRODUCE BUSINESS • JUNE 2013 40 UNDER FORTY business, and in order to have a other investments, and in 2004 purpose. I learned from Greg the Baptist Church of Nogales, where sustainable career, you need to Gowan Semillas SA de CV, part of power of patience and good plan- he serves as a Deacon and has surround yourself with good Gowan Group LLC, was founded. ning. Mr. Keithly is always an been a Sunday School teacher for people who push you but also He became the general manager inspiration for his gentle firmness, the past five years. He works closely guide you,” he says. “I’m always for the new partnership and drove common sense, and long term with middle school boys and girls, striving to improve supply chains the company to a full line of distri- perspective. I learned from him to mentoring them and providing a and grow business, but ultimately, bution in Mexico. ‘walk the talk’.” positive role model. He is involved the legacy I want to leave behind In 2008, he transitioned in a ministry that takes food and is the development of others.” directly into the produce industry, other much-needed supplies, such His mentors have been the supplying peppers for fresh and Omar Losolla, 37 as clothes, hygiene products, school different teams he’s been a part of processing markets. He concen- Sales Manager supplies, etc., to the mostly indige- in his CHR career. “I’ve been trated on developing relationships SunFed nous workers of the greenhouse surrounded by new and tenured and evolving to supply an array of Rio Rico, AZ industry in Imuris, Sonora, Mexico. employees who view our business produce (including peppers, toma- Losolla is inspired by the people through different lenses, which toes, onions, papayas, Losolla is credited in the industry. “I have had the always challenges status quo,” he watermelon, and oriental vegeta- by associates as honor to meet, work and trade with states. “This diverse group of people bles) and working in the different being an extremely wonderful people,” he says. “I’m makes sure you are constantly markets of Nogales, San Diego, bright and charis- challenged to be the best at what I improving yourself to ensure you Phoenix and Los Angeles. Now as matic individual do and to perform at the highest are challenging them on a daily GM at West Coast Tomato who is able to level every day. It’s about never basis, but also be there to guide Growers, one of the industry’s make tough calls settling for doing just enough to get them through difficult times.” largest vine-ripe tomato growing and balance the needs of all with a by but going far and above the call operations, he is meeting new smile on his face. In his short time of duty to help maintain the challenges head-on. He assists in with SunFed, he rose through the company I represent as a major Victor A. Lopez, 39 cost analysis and reviewing proj- ranks to occupy a heavy load of leader in the industry.” General Manager ects for special packing and value responsibility for the company. In the future, Losolla intends to West Coast Tomato Growers, LLC added from a production, financial, In his current position, Losolla continue in the sales/management Oceanside, CA marketing and logistical point. advances prices to all retail/chain side of the business. “I enjoy Lopez lists many angles the store customers on all commodi- getting into the trenches and Lopez is known as a industry has to face as a particular ties. He is responsible for product getting things done,” he explains. “I young enthusiastic challenge. Lopez explains, “From allocation, handling all the eastern definitely want to be part of some- entrepreneurial spirit governmental compliance, to wholesale terminal markets, and thing that is unique, regardless if it with a successful industry compliance, food safety, handling Canadian retail belongs to me or not. I always want career track in the workers’ comp, transportation, and customers. He advises all to be associated with something produce and seed more, we face multiple hurdles. I commodity managers to set daily that is known for being top of its industries in both the see the business as a whole pricing on commodities, manages class. I also believe that longevity U.S. and Mexico. After graduating system. All parts must work to and schedules product ad commit- and consistency are the mark of from Cal Poly San Luis Obispo in succeed. From the many hats that ments, and gives direction to the individuals who do things right. I 1997, where he also completed an I have worn in my career, I have packing shed as far as what needs would be honored to perform at a internship with Pybas Vegetable always tried to help close the gap to be packed on a daily basis. He high level for the next 30 years just Seeds of Santa Maria, CA, he was between field, grower, distributor manages sales department to walk in the path of other great recruited by Keithly Williams Seeds and final consumer.” personnel and the timely and produce people, nurturing friend- of Holtville, CA. In 2000, he In the future, Lopez plans to proper sale of all commodities. ships and building relationships finished his Masters in Interna- become more involved in the He started his career as an with other great individuals.” tional Business from National different agencies so that he can be inspector for the Department of He names Rudy Batiz of Frank University in La Jolla, CA. During his an active force and voice in the Agriculture in Arizona in Donio, Charles Fox of Coastal 10-plus years in the vegetable industry. “The produce industry is 1997/1998. Then he was hired by Marketing Service and SunFed’s seed industry, Lopez excelled in challenged directly with issues Wilson Batiz to do Quality Control in Danny Mandel as mentors. “Rudy seed variety evaluations, basing concerning agriculture,” he states. the warehouse in 1998 and worked gave me my first job in the produce them on key factors like shelf life, “Having hands-on experience will there until 2005, also handling its business and was always there to uniformity and marketability. be beneficial, and as a member of Food Safety program and Food give me great advice in critical time His experience and education the various organizations repre- Security program. He played a key of my career,” he shares. “Charles formed his vision of the future for senting our industry, I would be role in getting the company CTPAT- has been one of the most impor- the industry. He realized the need able to present firsthand experience certified. In 2005, he left Wilson tant men in my life. He was a father for a seed distributor to invoice and on relevant issues and help to make Batiz to work for Coastal Marketing figure and modeled the most deliver directly in Mexico. His vision a difference.” Service out of Fort Myers, FL. In important aspects of the business led to the creation of Keithly His mentors include Harry Singh 2010, he left Coastal and was hired for me. He was extremely encour- Williams de Mexico. As co- Jr. and Dick Keim of West Coast by SunFed as an FOB salesman. Just aging and loving. He cared about manager, he helped with intense Tomato Growers, Greg Emi one short year after his debut with my family and me in a sincere and product development and sales Muranaka of Muranaka Farm in SunFed, he was promoted to the special way. He recently passed resulting in tremendous growth in Moorpark, CA, and Kelly Keithly of sales manager position. away in 2012, and I greatly miss less than a year. Keithly Williams Seeds in Holtville, He has been coaching coed him. Danny has been key in In 2002 Lopez left KW to start CA. “Mr. Singh inspires me with his soccer in the AYSO soccer league for shaping and instilling in me a Integro Seeds S de RL, where as a persistence in the industry, facing the past two years and was mindset of excellence and a clear partner he succeeded in making challenges, and an unyielding focus involved in coaching little league vision. Having built a very successful several seed varieties standard in to his goal and vision,” he shares. “I baseball in Rio Rico, AZ. He is company, he embodies the charac- the industry. This success attracted admire Dick’s strong mind and extremely active in his church, First teristics of a person who never

JUNE 2013 • PRODUCE BUSINESS 41 40 UNDER FORTY settles for mediocrity but is always Simply, I want the stay relevant to the consumer base fied the priorities of sales staff, striving to be the best at what he “ it serves. Homegrown will continue maximizing benefits to the does. He has a relentless work organic produce to tell the farmer’s story despite the company. He expanded and led ethic, always thinking a step ahead industry to double in challenges. It is about the growers various business process improve- of the competition.” size over the next five and we must not forget that.” ments over the past few years. Mabs credits his grandfather, the Using best practice management years. Sustained, late Gordon Keith Patterson, who techniques, in conjunction with Scott Mabs, 39 consistent growth is served as CEO of Early California information technology, he Chief Executive Officer what is needed for Foods in Lindsay, CA, and his father, redesigned operational processes Homegrown Organic Farms Don Mabs of Agricare in Strathmore, throughout the company. This has Porterville, CA more people to have CA, as providing exemplary mentor- included staffing and succession access to organic ship. “My dad has been an planning. As the company has Mabs was hired by produce. The produce incredible example of excellence in grown, Marano resisted growing Homegrown Organic growing crops and caring deeply for the organization in a linear way. Farms six years ago industry must stay the people who work for him,” he Instead, he imbedded himself for as director of sales relevant to the shares. “I have never questioned his months at a time in targeted and marketing. Since consumer base integrity in business and relation- departments to plan the right hires that time, he ships. My grandfather was an through a review of work flow. orchestrated and led it serves. amazing man who touched the Marano notes the complexity of numerous changes to redefine — Scott Mabs,” lives of many. His legacy lives on working with family when leading what the company is and how it Homegrown Organic Farms through our farming generation.” business process improvements as operates. During his tenure, he He also names Tom Avinelis of well as the challenge of responding changed the name of the company AgriCare in Strathmore, CA, John to a fast-paced industry. “Not only and the branding of all items from solutions for organic citrus growers France of Homegrown Organic do I encounter the common, ‘We’ve Sierra Heights Marketing to Home- dealing with the Asian Citrus Farms in Porterville, CA, and Vern always done it this way’ response grown Organic Farms. Psyllid in California. He worked Peterson of Peterson Family Farms to change, but I also have to nego- He changed the company two years for the California Citrus in Kingsburg, CA, as mentors. tiate and compromise with family culture from individualistic to team- Mutual, a grower-based advocacy members who’ve known me my oriented through the example of association dealing with the entire life,” he explains. “The world service-based leadership. He industry issues that affect growers Anton J. Marano, 38 of fresh produce moves at light replaced over half of the staff with in California. Vice President Sales speed compared to any other team members who support the In his community, Mabs is an Anthony Marano Company enterprise. Balancing customer new culture and vision for the active in his church’s youth ministry, Chicago, IL needs and vendor relations, in a future. He doubled the sales of the small group and worship ministries. competitive market like Chicago, company during his time there and He led a seminar for the Ag Path- Marano grew up in requires 100 percent focus on the transitioned the customer base ways Program, which helps local his family’s fresh fruit pace of business.” from 30 percent retail business and high school students understand and vegetable distri- He actively supports the Chicago 70 percent wholesale business to opportunities that exist through bution company Food Depository with donated fruits 75 percent retail business and 25 choosing a career in agriculture. founded by his and vegetables. “This charity distrib- percent wholesale business. He is inspired by the dynamic grandfather 60 years utes 64 million pounds of food, Mabs implemented a quality nature and the people of the ago. He joined the including more than 21 million control program with the utilization produce industry. “The produce company full time in 1997 after pounds of produce, to 650 pantries, of iPad applications and technology industry is best summed up with graduating Loyola University soup kitchens and shelters in Cook to create real time quality control one word – perishable,” he says. Chicago with a Bachelors Degree in County,” he says. data throughout the organization. “It shapes and influences our busi- Business Finance. Prior to taking on His future goal for the produce He consulted with Suntreat Packing ness in so many ways. The culture leadership responsibilities, he industry is developing better pack- on the development of Sumo Citrus and fabric of why our industry learned every job in the company, aging solutions for customers. in the U.S. market and helped make does what it does is based in this including packing tomatoes, pulling “Emerging food traceability Homegrown the exclusive supplier reality. Once you understand this, orders, driving customer deliveries requirements as well as conven- of Organic Sumo Citrus. He the pieces that don’t seem to and selling. ience attributes are challenges launched a new marketing make sense in our industry begin The hallmark of Marano’s work answered by well designed solu- campaign focused on making the to come together. Anyone who is his mastery of information tech- tions,” he suggests. “The ideal company’s growers into superstars has spent many years in the nology and promoting its use container protects the product as with the people who buy their produce industry can’t help but be throughout the organization. A well as enables effective labeling. product. This included the release of inspired by the people who make decade ago, every sales order was The challenge is ensuring consis- a new web site, grower videos and up who we are. So much of our handwritten and inventory was tent product quality.” biographies, and the development industry is founded on the values kept on a paper ledger. Since then, Marano is inspired and of Facebook and Twitter pages. of families and relationships based he has promoted sales and fulfill- mentored by the work ethic of his He is an active part of the on a hand shake — TRUST!” ment automation and directed the family. “My father has been my industry and has participated in His future goals are both simple design, definition and implementa- mentor in life and business,” he organic citrus round table discus- and complex. “Simply, I want the tion of robust custom software relates. “Sometimes his advice is sions at the Citrus Research Board organic produce industry to double solutions. The entire process has unsolicited, but I never felt ignored. Annual Conference. He is a former in size over the next five years,” he been refined with the introduction Fresh produce distribution is not an alternate board member on the explains. “Sustained, consistent of real-time inventory and imme- industry you can learn in a book. California Blueberry Commission growth is what is needed for more diate customer feedback. The relationships and business and a member of the ACP Organic people to have access to organic He led a core team to address knowledge is passed on from one Industry Task Force, seeking to find produce. The produce industry must software requirements and modi- generation to the next.”

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lenge and opportunity of educating communication and customer Antonia Mascari, 31 customers on how to incorporate Raquel Mello, 32 service. They have constantly Marketing Manager our offerings and make their Sales Manager reminded me how building rela- Indianapolis Fruit Company department a produce destination.” Hapco Farms tionships is key. Whether we are Indianapolis, IN Riverhead, NY working with growers, truckers, buyers or consumers, we need to Mascari is known Mello started her be diligent in our communication as a self-directed, “It’s important to produce career and service.” articulate, and nurture young, intelli- with Ahold in 2003. enthusiastic young As a produce buyer woman who brings gent and determined for Stop & Shop, Luke Miller, 28 a freshness and people for future she oversaw the Regional Sales Manager passion to the growth. Our industry is citrus, apple/pear, Value Added/Business Develop- industry. She was raised in the tropicals and watermelon cate- ment Manager Value Added industry. Throughout her teen years ever-changing, and if gories. She quickly excelled at Litehouse Foods and college, she often worked in you don’t evolve to learning the importance of working Sandpoint, ID various roles at Piazza Produce and meet these changes, closely with growers and antici- its parent company, Indianapolis pating consumer demand. In 2010, Miller’s under- Fruit. Mascari joined the company you will ultimately she left the procurement side to standing of on a full-time basis over three years fail. switch to strawberry and water- multiple aspects of ago in the foodservice division of — Antonia Mascari,” melon sales, joining Hapco the value-added Piazza Produce as a sales and Indianapolis Fruit Company Farms. Over the past two years, she channel and his marketing consultant. After a few and her team have grown Hapco’s ability to participate years on the foodservice side, she business significantly. across various disci- was promoted to her current posi- Mello is inspired by the exciting plines has been instrumental in the tion as marketing manager for Her future goal is to continue and challenging nature of the healthy growth of Litehouse’s busi- Indianapolis Fruit Company. cultivating the family business produce industry. “We are chal- ness within the produce industry. At As marketing manager, Mascari with other young family lenged daily with availability Litehouse, he assists in numerous is responsible for establishing members. “It’s important to affected by weather, increasing responsibilities, ranging from marketing goals to ensure prof- nurture young, intelligent and fuel costs and seasonal demands, internal margin management to itability of products and services. determined people for future but it’s these challenges that make marketing to project management Since starting with Indianapolis growth,” she says. “Our industry is my job and our industry so to business development. His role Fruit, she has successfully ever-changing, and if you don’t fulfilling,” she explains. “I’m has been cross functional within the revamped its advertising efforts evolve to meet these changes, inspired when faced with these company’s internal team and through the development and you will ultimately fail. It is my challenges and being able to still touches all aspect of the business. execution of a new marketing plan. goal, along with future genera- provide my customers with excep- During his career at Litehouse, By doing so, she has played an tions, to carry on a successful tional service. There’s no better one of Miller’s greatest accomplish- instrumental role in improving legacy — not only to grow our feeling than overcoming these ments was launching the customer relationships. She has also company but to shape the future daily obstacles and having quality company’s Varietal Apple Cider into worked on various committees and of our industry.” fruit delivered to our retailers.” the produce department. This projects to shape the future direc- Mascari notes having had many In the future, Mello looks product line added excitement to tion at Indianapolis Fruit Company. influential mentors preparing her forward to partnering with new the produce department and Mascari currently resides on the throughout the years, but particu- growers. “I want to build displayed how important innovation United Fresh Nutrition and Health larly mentions her father, Michael commodity sales under the Fresh is at Litehouse. The seasonal line Council, where she channels her Mascari, president of Indianapolis From the Start label,” she reports. peaked at over $12 million in just personal interest in combating Fruit, and Lisa McNeece of “Having the ability to build a two years’ time and has been in childhood obesity and increasing Grimmway Farms in Bakersfield, program from the ground up is a high demand ever since. nutritional awareness. In her CA. “Since I was a young girl, I great feeling, and I look forward to In his role as a regional sales community, she has served as a always knew I wanted to be a part adding acreage thus increasing manager in value-added channels, mentor to young girls as a basket- of the family business,” she sales for new commodities over the he has been able to integrate ball coach. She has actively raised explains. “I saw the dedication next few years.” marketing flavor trends in Litehouse money and volunteered at Handi- from my father at an early age and She notes particular mentors items offered to value-added part- Capable Hands, Inc., and the local the importance of hard work, dedi- she worked with early in her career ners. He has also made strong Italian Street Festival Fundraiser. cation, honesty and integrity. When including Dominic D’Antuono and flavor recommendations that have She is inspired by her peers and I think of key leadership skills, I put Gary Kosofsky from Stop&Shop in proven successful and have helped the by industry’s dedication to his name next to each. Lisa Freetown, MA. “Under their tute- grow the total produce category. increase produce consumption McNeece is an impeccable lage, I was able to build on my Soccer has been a passion of while promoting health and nutri- example and role model for procurement and industry knowl- Miller’s since he was five years old, tion to adults and children. “I younger members of the industry, edge,” she relates. “Since working and he was part of the varsity couldn’t see myself working in any especially women. She truly cares with Hapco Farms, I have had the soccer program at Gonzaga Univer- another industry,” she says. “I am about others and shows this by the benefit of learning the other side of sity during his studies. “Through the challenged by the complexity of time she spends mentoring young the business from Eric Scannelli, years, I developed a lot of knowl- marketing the vast array of our people. Her high level of involve- who has 20-plus years on the sales edge and skill around the sport,” he produce offerings, including perisha- ment in a multitude of industry desk. I have been able to gain an relates. “This has allowed me to bility, unpredictability, consumer boards and committees demon- immense amount of guidance in give back and coach in the small demands and progressive strates her dedication to spreading sales. Each of these gentlemen has community of Sandpoint, Idaho. I’ve marketing tools. I enjoy the chal- the word of fresh produce.” instilled in me the importance of coached ages 10 through high

JUNE 2013 • PRODUCE BUSINESS 43 40 UNDER FORTY school and really enjoy being a part cost negotiation, price and overall the business,” she says. “I hope to at the opportunity to expand his of something that meant so much inventory management in these eventually have a well-rounded talents and was given the position to me growing up.” categories. She is directly account- understanding of both procurement as head fruit buyer at Global The people at Litehouse are an able for cost of goods to ensure and merchandising that allows me Organics, where he has excelled. inspiration to Miller. “Being an overall financial goals, manage to make a difference in the The biggest challenge he sees employee-owned company, service levels, and maximize customer shopping experience.” in the organic produce industry is everyone takes so much pride in inventory turns to optimize She notes having had the privi- meeting the ever-increasing their day-to-day work,” he says. working capital. lege to learn from some of the best demands. “Growers are recog- “Hearing from Edward and Doug Perry develops strong vendor people in the industry. She specifi- nizing this shift, so there’s a lot of Hawkins is so inspiring. They are full partnerships to ensure fresh, quality cally names Domenic D’Antuono, opportunity for new growers and of passion for the company and are product is being sourced at all Gary Kosofsky and Doug Williams of vendors out there,” he says. “It’s really a true ‘rags to riches’ type times. She works closely with the Stop & Shop, as well as several inspiring when you’re able to make story. The quality of our products sales and merchandising team on Ahold associates. “Domenic’s, Gary’s a connection.” and the pride we take in our pricing, promotions, merchandising and Doug’s years of experience, In the future, Prater dreams of customer service is inspirational to and seasonal changes. She ensures commitment and high level of having his own working organic me. Not only does it make it fun to that the stores receive product on integrity still motivate me on a daily farm. “Whether it is just for fun or work for a company that values time to satisfy customers and is basis,” she shares. “In my recent for revenue, I love the idea of that these things, but it makes it a place considered an asset to the produce years at Ahold, I have looked to kind of lifestyle,” he shares. I hope to stay at for a long time.” team by co-workers. Brian Fleming and David Lessard as His principal mentor is his father, A future goal for Miller is to After graduating from Bentley mentors in my current position as a Allen Prater, a produce manager for grow his knowledge and experi- College, she worked at Stop & Shop procurement manager. Brian guides Dominick’s in Chicago for almost 20 ence at Litehouse and in the in 2003 as a coordinator in the and supports my decision-making years and now with E.W. James & produce industry. “I want to logistics department. In 2004, she by allowing me the freedom to Sons. “He taught me almost every- continue to be an asset to the transitioned to the meat procure- come to solutions to the daily chal- thing I know, especially company and contribute every- ment department as an lenges. He encourages all of us to merchandising and the art of really thing I can to make the company administrative assistant. Shortly work together as a team and just caring for the produce,” he says. an even bigger success,” he says. after that had the opportunity to support our corporate initiatives “Besides my father, our purchasing “I want to be a leader in the become an assistant produce buyer. collectively. David demonstrates director here at Global Organics, company and make sure it is In 2010, Perry was promoted to dedication to consumer trends by George Caldwell, has definitely successful to give back to the procurement manager during the creating and executing strategic, been influential for me and the way employees as it is an ESOP transition of the buying offices to result-driven merchandising plans. I approach the industry. George has (employee stock ownership Carlisle, PA. Dave’s high energy management such a passion for organic produce program) company. Their families While working in Freetown, MA, style keeps the entire office on that it is infectious. He is like family rely on Litehouse, and I want to at the Stop & Shop Distribution task. One of his best motivational to me.” make sure I can be a positive Center, she was part of a small quotes is ‘You can’t steal second piece in growing the business to group that organized charity events with your foot on first’.” further success.” in the community, helping children, Gary M. Redner, 35 Miller names Allen Wright, a seniors and those in need of winter Executive Vice President Board Member and long-time coats, Thanksgiving dinners, food Jesse Prater, 29 Procurement employee at Litehouse, as an influ- and Toys for Tots. She played an Purchasing Associate Redner’s Markets ential mentor. “He is the one who active role in organizing office Global Organic Specialty Reading, PA inspired me to get into the sales sample sales to raise money to Source, Inc. side of the business,” Miller states. support the community. In the five Sarasota, FL Redner represents “He has always had great advice years that she was part of the the third genera- and has generously shared his group, they were able to donate Prater has been in tion of Redner’s experiences with me, something I over $70,000 to the community. the industry for Markets, a family value and appreciate.” The produce industry and the over 13 years, retail business associates she works with inspire starting as a started in 1970 by her on a regular basis. “Our focus is produce clerk at his grandparents Lynn Perry, 34 making sure customers have what E.W. James & Sons and now operating with 43 stores. Procurement Manager they need, when they need it. Supermarket in He has been involved in the opera- Ahold USA When it comes to produce, I find the Camden, TN. From there he moved tion at some level since he was a Carlisle, PA pace and ever-changing variables to to Chicago where he worked at kid. His first job was cleaning toilets be two of the most fascinating and Wild Oats (before Whole Foods at the company’s warehouse facility. Perry manages and challenging things about the busi- Market acquired them) and eventu- He worked part-time through high oversees the procure- ness. I enjoy the daily challenges ally became a sales representative school and then college. He ment of several that have a direct effect on the end at Goodness Greeness, one of the became full time in 2002, one produce categories, user. I continuously look for new Midwest’s largest suppliers of week after graduating from college. including apples, and innovative items that ensure a organic produce. Five years ago, a tragedy threw pears, watermelons, lasting relationship between our He has been with the Global Redner into a greater role. In March dried fruit, peanuts/ produce items and our customers.” Organics for almost six years and is 2008, his father, who oversaw pistachios/nuts and organic pack- Her future goals include growing an integral part in the growth of the procurement for all the company’s aged salads. She manages her knowledge of the industry. “I company. He started in sales and departments and its two distribu- ordering, code-date tracking, and want to expand the variety of was consistently one of the top tion centers, was the victim of a logistical information to ensure commodities I am responsible for sales representatives, even serving homicide. His family approached shipments for all Ahold USA retail procuring and broaden my knowl- as interim sales manager at one him to undertake fulfilling his divisions. She is responsible for edge of the merchandising side of point. Four years ago, Prater jumped father’s role. “I wanted to honor my

44 PRODUCE BUSINESS • JUNE 2013 40 UNDER FORTY father and carry on his legacy,” Redner remem- way. I not only want to make him proud, but bers. want the same for the next generation.” His first priority with the transition was visiting the large growers and packers with whom Redners had directly worked with for years to Serafin F. Ruiz, 38 assure them that the partnership would remain Harvesting Manager intact. Redner maintained and built these rela- Ocean Mist Farms tionships. His efforts paid dividends in the level Castroville, CA of quality Redners offers and that its customers have come to expect. Ruiz grew up in the agriculture Redners’ second priority was to develop new environment of the Coachella relationships and opportunities for various Valley. During his adolescent and commodities or seasons the company had been teenage years, he worked along- missing out on — for example, a direct California side his family harvesting a cherry program. Over the past three seasons, the variety of crops like citrus, company significantly increased sales through this grapes, raisins, pears and other partnership. In addition, the company did not stone fruit commodities. During these years he have a strong winter berry program. It has been migrated with his family throughout California able to see significant increases as a result of and Arizona following the harvest of the crops. Redners’ efforts and truly lifted overall produce He graduated from Cal Poly San Luis Obispo distributions as a result during the off-peak winter in 1998 with a degree in Agricultural Engineering months. The same can be said for the Chilean Technology and began his career as production import program on several commodities as the supervisor for Paramount Citrus in Delano, CA. In company under Redners’ direction has formed 2000, Ruiz started working for Ocean Mist Farms stronger relationships in this area. as the harvesting manager for its signature commodity, artichokes. He developed a keen ability to forecast over 5,000 acres of artichokes “People want to know where in different regions of California and Mexico. their produce came from and In his present position, he spearheaded the development of a piece rate program to compen- that growers and packers sate and motivate the harvesting crews. This stand behind what they are contribution allowed Ocean Mist Farms to retain producing. skilled employees in California, even in an ” extremely tight labor market. On a daily basis, — Gary M. Redner, Redner’s Markets Ruiz effectively leads and manages over 250 people. Additionally, Ruiz is recognized for his Redner is motivated by serving as a link energetic work ethic and capability of communi- between growers and customers. “This past cating with employees. These positive traits have season I invited each of our partner growers for a contributed to the success of Ocean Mist Farms picture event,” he explains. “The goal was to get and its strategic goals. family pictures and be able to utilize them in our Ruiz is currently an active member of the stores and our ads. We wanted customers to Toast Masters club. He also enjoys volunteering identify with the products they were buying and on his daughter’s softball and running teams. One be assured not only of local sourcing, but that of his enjoyments is mentoring young individuals each farmer was committing to quality and stood who want to learn and be part of this industry. behind their products. This year we plan to open He successfully completed the Leadership Devel- it up more to other departments in our stores.” opment Program (LDP) through the Center for In the near future, Redner is building greater Creative Leadership. links with customers. “People want to know The people in the agriculture industry inspire where their produce came from and that growers him. “I have a tremendous respect for those and packers stand behind what they are people who work from early in the morning to producing,” he says. “We are just about to launch late at night,” he says. “They are passionate about a Facebook page and are planning to utilize some agriculture despite the many challenges they face of our partnerships to tell a story about the prod- every day. In an environment where farming ucts we offer to our consumers. We plan to use practices are complicated due to government the long standing partnerships within our regulations and labor shortages, constant perimeter departments to draw on with their communication is key to being successful.” products to help create a niche for us as we are One of his future goals is to develop and work trying to attract the next generation of shoppers.” on projects to help maximize the best return for While Redner has many family influences in the Ocean Mist Farmers’ growers and produce the the business, his prime mentor was his father. safest and best quality for the customers. “My father built solid relationships within the At Ocean Mist Farms, some of his mentors produce, meat, deli, and seafood community,” he include Ed and Rosa Boutonnet, Dale Huss, Philip says. “He was well respected and known for his Taluban and Art Barrientos. “They taught me to blunt honesty as well as humor. He is my mentor be confident and be patient in our challenging and anything I do, I always question if I am repre- industry,” he relays. “Additionally, in working with senting the family and the company the right Joe Michelli Jr. and others, I have learned how to

JUNE 2013 • PRODUCE BUSINESS 45 40 UNDER FORTY work as a team in making deci- Produce for Better Health Marketing like ours at such a young age is to aid local churches, the Salvation sions that are in the best interest and Communications committee. very inspiring to me!” Army and various food banks. Last of the company. Chris, Drew and Recognized for her outstanding year, around Thanksgiving, he Adrian Zendejas are great peers ambitions, she was selected as an participated in a cookout at Youth and have been a great inspiration Employee of the Quarter in 2011, as Amit Kumar Shee, 39 Bridge in Centerton, AR, by as young leaders.” well as Sales/Marketing Employee Sam’s Produce Buyer donating all the pumpkins for the of the Month twice in her five years Sam’s Club pumpkin carving activity. with Stemilt. Bentonville, AR His motivation stems from his Brianna Shales, 28 Shales is motivated by the inter- propensity for science and numbers Communications Manager change and people involved in her Shee made the and how they relate it to the Stemilt Growers work. “It’s so fun to see the most of his five industry. “The produce industry has Wenatchee, WA dialogue between fans about our years in the evolved and is continuing to fruits,” she says. “It really highlights produce industry evolve,” he explains. “As an engi- Known as highly the fact that people want to know holding a signifi- neer by trade, numbers and science organized, hard- where their food comes from and cant position with are my forté. Seed and soil selec- working and how it is grown. The stories from one of the world’s tion, production and planning, adaptable, Shales our growers, the people who work leading players in produce retailing. harvesting techniques, packaging developed Stemilt’s so hard to get healthy foods into In his current position at Sam’s Club, and shipping options, merchan- consumer people’s mouths around the world, he works with purchasing of the dising, and customer education and marketing program inspire me each day. It’s an honor to greenhouse category for all U.S. perception are some of the that includes press, advertising, be able to share their story to our Sam’s Clubs. Prior to joining Sam’s, elements that inspire me to look social media, bloggers and various audiences.” he worked with Wal-Mart Global at beyond the basics. My educational outbound marketing. These efforts the beginning stages of Wal-Mart’s background helps me to take all the helped Stemilt develop a stronger global produce initiative. aspects together and look for better brand as well as a new product “I want to raise He successfully developed and solutions rather than just fix one development community. consumption levels of increased several categories of piece of the puzzle.” Under her responsibility for produce by concentrating on In the future Shee hopes to Stemilt’s corporate communications fresh fruit and fresh educating customers on mangos, share his knowledge with other and social media, Shales grew the produce as a whole. helping promote produce, and countries to secure future growth company’s social community on — Brianna Shales, ” achieve double-digit growth for and help promote greater sustain- Facebook, Twitter, Pinterest and, Stemilt Growers several consecutive years. Having ability and quality. “There are most recently, a new corporate blog found grape tomatoes to be the countries like India where farming (The Stem). She partnered with In the future, Shales hopes to fastest growing tomato category, he practices need improvement and Stemilt’s owners in meetings with continue working to build conducted a statistical analysis to the whole produce industry needs the State governor to bring agricul- the Stemilt brand at both trade and define what customers are looking a revamp,” he says. “I also want to ture to the forefront with the State consumer level. “I want to raise for and worked with growers on look at sourcing and selecting future business community. consumption levels of fresh fruit grape tomato varieties. produce items that are ecologically Shales is a lead member of the and fresh produce as a whole,” she Under his initiative, the balanced, economically sound and Stemilt Responsible Choice Council, states. “In my current role, there are company introduced newer vari- excellent. Lastly, it must be an which strives to catalog and devise so many opportunities to help do eties to its customers, capitalizing outstanding eating experience; new sustainability initiatives to that! Down the road, I’d love to take on the current trend and providing quality is the key to success.” implement throughout operations on a deeper leadership role both the customer with an excellent “Tammy Roberts, formerly with as part of the company’s long- here and within the industry eating experience. These examples Sam’s and now consulting in La standing Responsible Choice groups. I feel like I’ve barely are just a few of the many illus- Plata, MD, and Loren Green at Sam’s program. She created a catalog and scratched the surface and look trating his ability to find the Club in Bentonville both helped me corporate social responsibility report forward to getting more involved as essential attributes of a produce in understanding the basics and showing the depth of the program, my career evolves.” item and utilize numbers to tell the intricate details involved in the and she helps to calculate the She names Stemilt marketing story and build sales. produce business,” he says. “The company’s economic savings and director, Roger Pepperl, and presi- As a Sam’s Club produce buyer, late Jerry Hull of Sam’s Club, as well sustainability impact. Shales also dent, West Mathison, as mentors. he is responsible for the tomato, as Michael Cochran of Wal-Mart and serves on Stemilt’s Corporate Social “Roger is a great boss, and I’m potato, pepper, onion, cucumber Russell Mounce of Sam’s Club, have Responsibility Committee, which fortunate to work alongside him and pumpkin categories. Shee all constantly guided me decides how the company gives each day,” she says. “He chal- possesses a keen ability to source throughout my career as a Sam’s back to the community through lenges our team to look for and identify new items and trends produce buyer.” sponsorships, donations, and partic- innovative ways to take our then devise marketing strategies to ipation in community events. product to market and has deep capitalize on opportunities. He plays Her participation in national knowledge of the vast produce an important role establishing and Chad Street, 31 campaigns that advise on consumer industry. The knowledge he is able maintaining supplier relationships Purchasing Coordinator initiatives is very impressive. She is to pass to me will certainly guide and driving the execution of Indianapolis Fruit Company Stemilt’s representative on the me as I continue my career. West multiple business plans and projects Indianapolis, IN USDA’s Center for Nutrition Policy holds the weight of the entire for merchandising. Shee remains and Promotion Center for Nutrition company and the tree fruit focused as an active leader Street is known for Policy and Promotion National industry on his shoulders, but he supporting the company’s strategy, his exceptional Strategic Partners committee, which is always a calm and collected vision and growth of the categories. passion and dedi- works to promote the MyPlate leader making intelligent and In his community, Shee cation to the guidelines and messaging to thoughtful decisions. The fact that contributes to the Fayetteville Boys produce industry. In consumers. She also serves on the he is leading a large organization and Girls Club. As a buyer, he is able his current position

46 PRODUCE BUSINESS • JUNE 2013 40 UNDER FORTY with Indianapolis Fruit, he is especially recognize my first we produce,” Swiatkowski says. “I largest revenue-generating activity embraced for his forward-thinking mentor, Bruce Baker with Foster also want to see us become a at PMA. As part of the team, he and expanding ideas for the Caviness. He taught me everything manufacturer and innovator of helped the expo grow year after company. His creativity extended I needed to know about the more items. For the chains we don’t year, even in a time when budgets category growth and profits over 38 produce business and always had sell everyday programs to, I want to where tight and tradeshows saw a percent. time to listen to the opinions of supply the re-packer with our decrease in sales in general. A third generation produce others. Another mentor is Lee quality bulk products. We plan on Szczepanski has been a key part person, he witnessed his mother Woodham at FreshPoint, who took candy flavoring and panning choco- in developing innovative ways to work her way up through the ranks me under his wing and showed lates in the near future.” increase recognition for exhibitors. of the business. He started in me the ropes. Lastly, Joe Corsaro of Swiatkowski names his father, He helped design and then imple- produce as a buyer with Foster- Indianapolis Fruit, whom I have George Swiatkowski, as well as mented a new booth assignment Caviness in Greensboro, NC. In his known for 15 years, has treated buyer interaction as having served system, involving personal commu- three years there, Street learned all me like a son and taught me the as mentors. “My dad remains my nications with more than 900 he could about the produce busi- power of integrity while working mentor even though he passed exhibitors. He was instrumental in ness. Soon he became product well with others.” about 10 years ago,” he explains. creating a new area to give first- manager and helped the company “He started selling snacks in time exhibitors distinct visibility as see their best years of sales to date. produce in Northeast Ohio back in well as developing a new Floral After his time with Foster-Cavi- Mike Swiatkowski, 32 the 1990’s before anyone else Pavilion to be featured at the 2013 ness, he moved to FreshPoint in Vice President of focused on this opportunity. I look at PMA Fresh Summit. Raleigh, NC, as buyer. This experi- Sales & Marketing him as a pioneer in the industry He was inspired to work in the ence chronicled one of the biggest Hickory Harvest Foods selling bulk and pre-packed. Many produce industry because of the accomplishments in his career. Akron, OH of the buyers I met have been energy of the people he met at Street helped the company achieve mentors throughout the years industry events early in his career. record sales by creating metrics to Swiatkowski is in reading what it takes to sell and “The people and the unique quali- achieve a cultural shift within the charge of Hickory become a good partner supplier.” ties of the products we bring to company to a more “progressive Harvest’s in-house market really motivate me,” he mentality”. Then he moved to the salesmen and says. “The challenges of the company’s top sales office in Hart- brokers in the George Szczepanski, 28 produce industry are what keep me ford, CT. Eastern half of the Sponsorship/Exhibit Sales interested and excited. Seasonality, In the community, he works United States. Manager perishability, early- and late-season with The Children’s Museum of Indi- Under his direction, the team works Produce Marketing Association varieties, sourcing from different anapolis and Reilly’s Children’s to achieve a goal for stores to have Newark, DE regions, logistics, competition and Hospital, Little Sisters of the Poor to four percent of total produce sales all the other unforeseen issues feed the homeless, and he coaches in the snack-food category via large A graduate of the make creative problem solving a elementary-age basketball. everyday sets and seasonal promo- Food Marketing necessary part of the job.” Street is motivated by the rela- tions. In the past three years, the Program at St. His short term goal is to tionship and family aspects of the company has added more than 15 Joseph’s University, continue to refine the process of business. “My grandfather had deep new regional chains. Szczepanski was reserving booths at Fresh Summit roots in the Central California citrus Since he took over sales in one of the first and to bring the show to a broader agriculture, and my mother paved 2004, the company has tripled in participants in the audience of exhibitors and atten- her own way to success,” he shares. total sales, adding over 30 PMA Foundation’s Pack Family dees. “In the longer term, I see “However, I also want to ensure employees. He guided sales efforts Career Path Program in 2004. myself moving to a more strategic success based on my own effort. and successes (made by his brother, Recognizing the great potential of role,” he says. “I hope my back- That pushes me to always strive to Joe Swiatkowski), developed an this industry, he went to work for ground in the produce industry and do better. In this business, personal internal sales force and a small Jac Vandenberg, Inc., where he was contact with so many people in relationships are what matter most, broker network. in sales for two years managing the different parts of the industry can and it drives me to be the best I can He is inspired to create the best kiwi category. In his second year, be leveraged to drive PMA to find every day.” snack food program in the industry. he was handed a large client and better ways to serve the industry.” Street sees a bright future “Convincing a produce buyer to was able to double its box and Szczepanski credits Al Murray, within our industry. “We have great switch to my program is only the dollar sales from the previous year, assistant secretary of agriculture for opportunity, from creating new beginning,” he says. “Showing bringing the client into the the state of New Jersey, Professor excitement for the next generation them an over 100 percent sales company’s top customer list. He Jerry Bradley from St. Joseph’s to become a part of agriculture, to increase in the snack category was known to be an integral part of University, and Jamie Hillegas, PMA providing quality, flavorful, safe during the first year is what drives the sales force and a fun person to director of tradeshows, as mentors. fruits and vegetables to our me. Maximizing the sales of my work with. “Al Murray was my boss at my first consumer,” he says. “I want to focus customers is beneficial for both After completing a Masters in industry job working with the Jersey on these objectives that will one parties. The challenge is to consis- Agricultural Economics from the Fresh campaign and is still day give me the chance to be in tently come out with new items, University of Delaware and someone I go to for advice,” says charge of day-to-day operations packaging, new specials, and interning in agricultural lending with Szczepanski. “Jerry brought me to and even run my own company.” display vehicles.” Met Life, he came to work with my first Fresh Summit, as part of Street notes his fortune in being In the future, Hickory desires to PMA in 2010. He used his experi- the first Career Pathways Program. surrounded by phenomenal individ- have every produce department in ence in the industry to develop a We still get together every year at uals who helped mold him both Eastern U.S. do business with close rapport with the exhibitors of Fresh Summit and any other personally and professionally. Hickory Harvest Foods. “I want the PMA Fresh Summit and Food- industry event we can both find our “These men and women lead daily them to consider us a long-term service Conference. He currently way to. Jamie encouraged me to by example, expressing their supplier because of our business manages the sale of the Fresh work hard, gave me advice on how passion for the industry,” he says. “I practices and the quality product Summit Expo floor, the single to succeed in our organization, and

JUNE 2013 • PRODUCE BUSINESS 47 40 UNDER FORTY worked with me on many of my children in the Salinas Valley. first day on the job, Tim has been a would keep audiences engaged biggest projects. She’s been a She is inspired by her colleagues driving force in my career,” she and learning while having fun. This mentor and friend, and my in the agricultural industry. “I draw states. “I respect and emulate his “Kids Cooking in the D’Arrigo successes have come with the help insight and motivation from the ability to lead by example, to Kitchen” has been a big hit among of her guidance.” committed and creative industry provide clear and concise direction, families with every class sold out professionals with whom I interact and his ability to share a vision. His and a waiting list. The class entails with on a daily basis,” she says. “I value of customer service, dedi- a lead chef and five sous chefs to Krystal Thomsen, 34 understand the importance of agri- cated work ethic and exceptional teach a class of 20 kids. The Retail Sales & culture’s far-reaching effects, sales skills are traits that I strive to program worked with an array of Customer Service Manager knowing that my daily work has an achieve. Randy was instrumental in local chefs such as: Chef Dory Ford Driscoll’s influence on the choices people my first years in the agricultural with Aqua Terra, Chef Kevin Hincks Watsonville, CA make when feeding their families. industry, sharing valuable career and Celebrity Chef, Todd Fisher. Though consumer education can be wisdom and coaching me. His As an active community volun- Thomsen has been an overwhelming undertaking, it is industry knowledge and under- teer and member of California with Driscoll’s for an area I strive to constantly standing of the grower proved to be Women in AG (CWA), Pizarro- 11 years, starting improve. A great number of key skills for me.” Villalobos served as the 2012 Chair as a sales coordi- consumers do not know or under- of the Progressive Dinner to raise nator and working stand where their food comes from. scholarship funds for young women her way up. As a I recognize the need for thoughtful, Claudia Pizarro-Villalobos, in the tri-county area pursuing collaborative leader honest, and easy-to-understand 37 studies in agriculture and viticulture of the retail sales team, she guides consumer information, and I Sales Specialist in high school and in college. She and oversees the team’s long range welcome the challenges this area D’Arrigo Bros. Co., of California also sits on the CWA scholarship goals, fulfilling annual business may pose.” Salinas, CA committee that distributes the plans, and works with her team funds. For the past two years, she colleagues in achieving them. Pizarro-Villalobos’ has been an active board member Her commitment to customer “A great number of wide range of of HELP (Healthy Eating Lifestyles service has led to unsurpassed consumers do not experience from Principles), whose mission is to growth in national and regional politics, education, promote healthy eating, physical accounts in both domestic and know or understand and health to agri- activity, and the increased Canadian markets. She led where their food cultural sales has consumption of fresh fruits and Strategic Initiative Projects, comes from. I recog- led to creative vegetables among youth and achieving more efficient processes success at D’Arrigo. She began her adults. Through her connections in while maintaining and exceeding nize the need for career after graduation from Cal the non-profit sector, she was able customer expectations. thoughtful, honest, and Berkeley, working as director of to secure $75,000 from the Cali- Thomsen manages a select easy-to-understand programs at Hartnell College. She fornia Endowment for two group of Driscoll’s top customer was selected as a Ford Fellow consecutive years, assisted with a accounts. The company relies on consumer information, Scholar for the U.S. House of fundraiser at D’Arrigo that raised her for insight and trusts her with and I welcome the chal- Representatives in Washington, $50,000 and approached Taylor the most complex situations. She is lenges this area may DC, and then returned to Salinas Farms to sponsor the event for passionate about career develop- and formed the new Monterey three years at $35,000. ment, as demonstrated in her pose.” County Health Consortium. She is motivated by her love for management of the eight retail — Krystal Thomsen, She also was co-owner of what she does and the challenge of sales coordinators. She completed Driscoll’s Chapala Family Mexican restaurant overcoming obstacles. “When I the very rigorous Driscoll’s Leader- with her mother. She participated started with D’Arrigo, I was the only ship program as well as Leadership In the future, Thomsen looks to in marketing as a consultant for female sales person and one of Salinas Valley and Core Selling Skills expand her leadership role not only Hartnell College and also served as three women in the sales office,” for Sales Professionals. She has within Driscoll’s but also within the the executive director for Partners she shares. “At the onset, I endured been awarded the Central Coast industry. “With berries being the for Peace. She was hired by D’Ar- derogatory comments and worked Young Farmers & Ranchers Number One category in produce, I rigo five year ago due to her through games played by some Member of the Year and the Star want to lead the continued expan- tenacity, energy, focus, enthu- industry buyers. The daily obstacles Award from the California Young sion of the Berry Patch in the siasm and love for the community. that confronted me at times were Farmers & Ranchers. marketplace,” she explains. Pizarro-Villalobos works as a draining and made me wonder Thomsen regularly participates “Driscoll’s global initiatives and sales specialist focusing on the why I continued in the job. The in the fundraising and community strategies are the foundation of my Andy Boy specialty commodities simple answer always was that I events as well as events that are future growth within the industry. I like Fennel, Rabe, Cactus Pears and love what I do!” created by her customers for their see the importance of the develop- Nopalitos. She is a commodity Her mentors include Margaret communities. In the past, she has ment, guidance, and mentorship of manager for Cactus Pears and D’Arrigo Martin of Taylor Farms and been very involved with the young people in our industry as Nopalitos. She also assists with an Tonya Antle, formerly with Earth- Monterey County Young Farmers vital to its continued success. I array of marketing projects and bound Farms in San Juan Bautista, and Ranchers Association. She is intend to continue being one of the organizes company events. CA, and now teaching at CalPoly known for her tireless and industry’s most stalwart advocates, Four years ago, she took the San Luis Obispo. “Margaret has passionate fundraising for cancer most visibly as a consumer lead at D’Arrigo to establish a culi- been a mentor since we became research — a cause near to her educator and liaison.” nary program for kids and adults to friends over 10 years ago,” she heart. She also spearheads an Thomsen credits two Driscoll’s showcase all the commodities — says. She continuously motivates annual campaign to provide back- people, Tim Youmans and Randy something never before done at me through her spirit of service as a packs and a multitude of other Benko, with her success and the company. She created two class philanthropist, business leader and school supplies for underprivileged continued development. “Since my formats for each age category that produce activist. Tonya’s knowledge

48 PRODUCE BUSINESS • JUNE 2013 40 UNDER FORTY of, and passion for, produce is invig- ization handle themselves in the create. He took his only asset at the our customers’ needs, listen to orating. She is such a genuine, most respectable and inspiring time (his car) and traded it in for an them and grow in the direction they intelligent and fearless person. Her manner,” she says. “Every chance I old refrigerated truck. His first loca- steer us. I believe there are tremen- innate characteristics make her a get, I share with others the oppor- tion was built by his father, a friend dous growth possibilities for small savvy seller and leader in the ag tunities that lie ahead for hard and himself. During that first year, retailers and produce distributors industry. Both Margaret and Tonya workers within this important and he started the company of Provi- like us. We don’t worry about the have taught me that passion, inspirational industry.” dence Produce Markets, Inc., and he big box retailers and mega food persistence, relationships and Working as part of a small staff worked hard to keep the concept distributors of the world. Our local balance are key factors to success in is both challenging and empow- simple: providing produce to the market share is small but, as I tell the industry.” ering. “We work together to make community and sourcing local people, I would rather have a small sure that everything gets done, when in season. market share and amazing growth however we often have to Since then, the company has potential than large market share April Ward, 35 complete tasks that normally grown into a much larger line of and only trying to hold ground.” Communications Director wouldn’t fall under the responsi- products and services. It currently He names Mike Severt of Severt California Leafy Greens Marketing bilities of our position,” she has four retail locations and a ware- & Sons Produce in Columbia, SC, Agreement (LGMA) explains. “There is a real sense of house to serve its retail outlets and Todd Gates of VB Hook & Co. in Sacramento, CA community within our organiza- wholesale customers. Its unique Columbia, SC, and John Mackey of tion and the whole California Leafy and simple farm-fresh style has Whole Foods as particular influ- Ward leads the Greens industry.” created a strong following. White encers for his career. “Mr. Severt communications In the coming year, Ward will be promoted change and helped taught me hard work is not an team responsible working to expand the LGMA’s blos- amend the zoning laws in Charlotte, option in the produce industry; it’s a for presenting the soming social networking program. NC. These laws had previously way of life,” he shares. “Todd Gates LGMA food safety “Online outreach presents unlimited restricted open-air produce markets, displays strong professionalism and program to the opportunities and is an affordable but now embraces and encourages industry knowledge. John has taken leafy greens way to share your message,” she these types of businesses in the city. a concept from small to huge. I industry’s vast audience of regula- states. “I would also like to attain He has also helped people and admire how he has really put some tors and buyers. She collaborates my master’s degree in communica- young entrepreneurs create busi- strong values into the industry, with fellow LGMA staffers, outside tions. Continuing education is a high nesses and successfully launch into subsequently passing them down agencies and industry volunteer priority for me and will enhance my the industry. to the employee, vendors and leaders on initiatives and is respon- career choices moving forward.” White believes strongly in growers of that company.” sible for crafting all of the LGMA’s Working with LGMA board and giving back. “My community has communications efforts. Her skills committees—especially industry always been so supportive of my and leadership have helped estab- leadership—provided numerous business. I feel an obligation and Adrian Zendejas, 38 lish the LGMA’s reputation as an mentors for her. “To see how they passion when it comes to returning General Manager innovative food-safety program that think and make decisions led me to the favor,” he says. “Providence Desert Mist Farms institutes healthy practices for farms grow as a professional,” she says. Produce donates thousands of Coachella, CA in the leafy greens industry. “From day-one, Scott Horsfall, the pounds of fruits and vegetables Ward manages the LGMA’s organization’s CEO, gave me the every year to those in need. We As GM at Desert emerging social marketing utmost respect and opportunity. partner with philanthropic organi- Mist, a farming program and is an online advocate. Having a supervisor who is zations and charitable causes to operation for She oversees the annual update of supportive and allows for career distribute to those who are less Castroville-based the LGMA’s rapid response plan, growth is really all that one can ask fortunate. We also sponsor Ocean Mist Farms, manages the LGMA’s strategic for, and I’ve found it in the produce community events, fundraisers, Zendejas manages planning process, and coordinates industry working for the LGMA.” and make in-kind contributions to over 3,400 crop LGMA’s “Golden Checkmark” award schools and camps.” acres on 2,600 land acres for an program. Ward orchestrates media He is motivated by the chal- operation of 22 field employees, training for industry spokespeople David White, 31 lenges created by the incredibly two field supervisors and two office and marketing efforts to buyers President & CEO dynamic industry. “My dedicated staff. He reviews budgets, farming and customers. She also partners Providence Produce Markets, Inc. team continuously works on new agreements, planting schedules with LGMA’s advertising and PR Matthews, NC ways to do things, meeting new and monitors farm labor contractor, consultants to develop targeted growers and working with new Valley Pride, with 35 field and incisive advertising, direct Over the past 10 vendors,” he states. “No day, week, employees. Since he began mail, and Internet marketing years, White has or season is the same. I am most working for Desert Mist, assets have campaigns. In 2012, she managed steadily and challenged by finding the products doubled in size. LGMA’s first consumer-outreach aggressively built that no one else can, whether it is The son of migrant farm program test in Canada. Charlotte, NC’s fore- from a local farmer or a far-off workers, Zendejas was the first in To stay active with women who most retail produce region. The reward is bringing his family to earn a college educa- have similar interests, Ward is a experience. With premium produce to the customer tion and eventually begin his member of California Women for signature road-side open-air and creating the ‘wow factor!’” farming education with Sea Mist Agriculture and an annual partici- markets, he created a distinctive In the future, White aspires to Farms, another farming operation of pant in industry charitable efforts brand for his customers and an expand his company’s brand, Ocean Mist, in Castroville, CA. It all like 5K runs. exceptional work place for his quality standards and logistics. “We started with a college field trip to Ward reveals how working with employees. He started his company are not trying to be the next fran- the Salinas Valley, where he met the California Leafy Greens industry as a road-side produce stand in chise hit or finding someone to help Ocean Mist’s Ed Boutonnet and was is a real inspiration. “The LGMA was 2002. Though he had little startup us open 100 new stores,” he eventually hired for summer work. created in response to a crisis, but money, he had a clear idea of the explains. “We are focused on the From 1995 to 1997, he worked in the individuals who built this organ- concept and a brand he wanted to quality of what we are doing to to various roles for Ocean Mist during

JUNE 2013 • PRODUCE BUSINESS 49 40 UNDER FORTY winter and spring breaks. In June agriculture. He explains, “Most of depend on others to feed us,” he first chance to become a grower. 1997, he was hired full time by Sea my holidays and weekends were says. “We need to be leaders in He guided me through my career Mist Farms, as an IPM specialist and spent in the grape orchards food production, quality and path and goals that eventually led was eventually promoted to assis- picking up rocks, pruning grapes, safety.” to my promotion and transfer to tant production manager for Sea replacing broken stakes, thinning His mentors include Ed the Coachella Valley. Jeff mentored Mist. In April 2006, he became bunches, tying vines or harvesting Boutonnet and Dale Huss of Ocean me in developing crop planting general manager of Desert Mist grapes in over 100-degree Mist in Castroville, CA, and Jeff schedules for all three desert areas Farms in Coachella, CA. temperatures. It is difficult work Percy of Desert Mist in Coachella, of production. He has also helped In 2011, Zendejas was but rewarding as well. My parents CA. “Mr. Boutonnet gave me my me create annual budgets, awarded Agriculturist of the Year always preached to me the impor- first opportunity and encouraged contracts and land leases. These 2011 by the California Women for tance of an education.” me to seek him out for work even skills have helped me develop my Agriculture-Coachella Valley During this time, he would though he didn’t personally know leadership responsibilities and Chapter. He enjoys giving tours of occasionally see a white pickup me,” he says. “Dale gave me my become a better manager.” pb the farming operation to elemen- truck pull up, talk to the foreman tary children and senior citizens and leave. “I thought to myself, with the mission of helping them that’s what I want to do,” he says. better understand where their “Not because I wanted to get out Take Part In Selecting food comes from. He is vice-pres- of the heavy work, but because ident of the Farm Bureau in that guy seemed to have a lot of Next Year’s Nominees! Riverside County and is on the responsibility and knowledge to Coachella Valley High School FFA grow beautiful grapes and make a 40 Under Forty is an annual feature of PRODUCE Advisory Board. He is actively difference in the farming commu- BUSINESS magazine. If you would like to nominate involved with the 4-H Desert Sand nity. From that moment on, I knew a young leader for next year’s edition, please visit Blasters and in coaching girls AYSO I needed to study hard to fulfill my www.producebusiness.com or fax your soccer. He loves spending time dream of being a farmer.” nomination to 561-994-1610. and traveling with his wife, One of Zendejas’ goals is to Next year’s nominees must be under the age daughter and son. help educate and encourage Zendejas grew up in the east people to continue the great of 40 as of March 1, 2014 end of the Coachella Valley, and farming traditions. “We need to (born after March 1, 1974). like many during that time, his keep farming in the U.S. for family was directly involved in everyone’s benefit and not

50 PRODUCE BUSINESS • JUNE 2013 PROFILE SERIES ASCENDENT INDEPENDENTS

ALL PHOTOS COURTESY OF HARMONS From Roadside Stand To Urban Supermarket A dream realized, Harmons is the first supermarket in downtown Salt Lake City. BY OSCAR KATOV

never expected that a supermarket would be built down- Mark Jensen, that some day we would have a store located in down- town, and such a big one,” the shopper says, clearly town Salt Lake,” says McFarland. “We partnered with the City Creek “ pleased with her family’s store visit. ”We parked for free Project and offered to build a grocery store as part of the city’s larger in the store’s garage, we had a great lunch in the deli — picking and choosing from all sorts of items — and now we’reI starting to do some shopping.” She pauses, and says with a smile, “My neighbor says there are more than 200 different cheeses to choose from and an absolutely beautiful spread of fresh produce. And, she asked me to bring her a loaf of special artisan bread.” Similar shopper praises have been the norm since last year, when Harmons opened the first supermarket in Salt Lake City’s downtown business district. For Bob and Randy Harmon, the store is more than a special “first”. It is a realization of their grandparents’ dream, Jake and Irene Harmon, whom opened a roadside fruit stand 82 years ago while facing the challenges of the Great Depression. In the late 50’s, Jake and Irene moved 20 miles west of Salt Lake City to build their first full-sized grocery store, called “Harmon’s City.” Today, 16 Harmons supermarkets flourish in Uta — capped by a 68,000 square foot, two-floor supermarket, delicatessen and parking garage. Located in the historic City Creek area, it’s a short walk from Temple Square — site of the world-recognized Mormon Temple. A key player in the planning and development of the complex is Lori McFarland, vice president of sales. When asked to define goals of the latest enterprise, she refers to the company’s mission statement: “Be remarkable. People will be disappointed shopping anywhere else.” “We knew from our visionary leaders, CEO Dean Peterson and COO

JUNE 2013 • PRODUCE BUSINESS 51 A MESSAGE FROM “Our model for the “The VP for the Customer” store’s produce depart- “ ver the past couple of ment is ‘truck-to-shelf,’ Odecades, Harmons experi- enced significant change, so the quality will last always searching for highly committed, longer in our passionate people who share common values, creativity and leadership. With customers’ homes.” incredible leadership, we’ve grown from nine locations in 2000 to 16 today. We — Lori McFarland now have a family of 2,400 and growing. Randy and I have both worked in our development project. There were many years early years, doing all kinds of tasks — of working through the architectural chal- like sorting milk and pop bottles, lenges, including putting the garage on top of sweeping floors, bagging and clearing the store, and creating an amazing store carts from the parking lot. We enjoyed within a smaller space to give all customers being there with Grandpa Jake and our the ‘Harmons Shopping Experience.’ We dad, Terry Harmon, at the family store. wanted to offer a great dining experience We have traveled throughout the through our deli for local business people, country and abroad to understand and and yet offer a complete grocery shopping learn about this amazing industry. We experience for nearby residents.” have visited family farms and the finest “We had to provide the right quality and retailers to improve everything we do for variety of produce, offer great fresh-cut fruit our associates and our customers. These and vegetable products (made by our sous experiences allowed us to keep a pulse chefs), along with an amazing selection of on best methods, highest quality prod- organic produce,” adds McFarland. “Our model ucts and innovation.” for the store’s produce department is ‘truck- —Bob Harmon to-shelf,’ so the quality will last longer in our customers’ homes. We also launched our fresh juices, made in the store. We created a deli that would be a convenient option for local business, by offering a wide selection of hot food from our wok, fresh-made soups, pizza, a few trips to Europe, to get ideas, learn fun, and a great experience. With our sushi, a salad bar and a selection of sand- about trends, and then put our own touches wonderful associates delivering the best food, wiches. We spent many years in the U.S., and on them. We want grocery shopping to be we just like to have fun at what we do.” Robert Seegmiller, produce sales director, who has served the company for 33 years, emphasizes, “Produce remains the corner- TEACHING ABOUT TASTE stone of our business. We take great pride in How do children learn to enjoy fresh giving customers a broad selection of food fruits and vegetables? not available elsewhere. A good deal of our produce is locally grown, ranging in variety One way is starting early to introduce chil- from cherries and watermelons to apples and dren to products they may not see at home. squash. We like to think that just about It’s fun for an entire classroom to taste prod- anything can grow in Utah. We promote offer- ucts together. A program of this kind, called ings of local farmers with signs in the produce “Teach To Taste,” was developed by Harmons departments telling their stories. Our to teach Salt Lake City first graders about customers demand quality. We continue to healthy food choices. find that product quality overcomes debates A variety of visual aids also help, such as about price. Another important factor in our U.S. and world maps showing where different program is loyalty with vendors. We have products grow. At the beginning of the year, vendors who go back to the earliest years – all the children pledge to try everything, but such as an orange grower who now calls our they don’t have to finish what’s on their plates. navels, Harmons Oranges.” The objective is to encourage the children to There’s a legacy, too,” says McFarland. eat with their families at the table—without “Our success today is directly related to the the distraction of watching TV. roadside fruit stand 82 years ago.” pb

52 PRODUCE BUSINESS • JUNE 2013 SUMMER MERCHANDISING

From elaborate floor displays to family-fun games, retailers are PHOTO ON RIGHT COURTESY OF US HIGH BUSH BLUEBERRY COUNCIL exploring creative ways to heat up holiday sales. Heat Up Produce Sales With Summer Holiday Merchandising Summer marks a celebration of U.S.-grown fruits and vegetables. As such, it’s a ripe opportunity to reap season-sational profits on produce. BY CAROL M. BAREUTHER RD

n most northern climates, summertime MEMORIAL DAY tions. In the old days, retailers reacted more drives the largest volume of produce May 27 quickly by posting in-store promotions, and sales. At least that is the case for Grand “Memorial Day marks the kick-off to this really helped us move product.” Rapids, MI-based Meijer, which oper- barbeque season,” says Karen Caplan, president “Sweet corn is a natural for grilling holi- Iates 199 supercenters and grocery stores of Frieda’s Inc., in Los Alamitos, CA. “This days,” says Jason Stemm, spokesperson for the throughout Michigan, Ohio, Indiana, Illinois means the first zucchini, eggplant and peppers Maitland, FL-based Fresh Sunshine Sweet and Kentucky. in many regions, and these all lend themselves Corn Council. “The last shipments are wrap- “In our area, people are cooped up all to a summertime grilling display. Specialty ping up out of Florida at this time, and the winter. They look forward to going outside, items such as baby pineapples, pearl and boiler crop is transitioning to Georgia and Texas, so and that means picnics, cookouts, graduation onions are available now too and tie nicely into there is good availability. Bi-color is most parties and family reunions,” says Brian holiday promotions.” popular, representing over 60 percent of the Coates, senior buyer and produce merchan- Jeff Williams, president of Wm P. Hearne crop out of Florida.” diser for Meijer. “This all adds up to greater Produce, in Wimauma, FL, says, “We’re ship- Most retailers build big displays for Memo- sales of fresh produce. The impact was greater ping peppers, squash and cucumbers out of rial Day with husking bins adjacent to before imports and year-round availability of Georgia to the East Coast and Midwest from minimize the amount of husk and silk that falls many fruits and vegetables, but we still see a the second week in May to the second week in to the floor. Some retailers even offer heavier definite increase in sales in the summer.” June. Cucumbers are especially a big item with plastic bags. The standard produce bags are The key warm-weather merchandising people starting to eat more salads. It’s at this fine for greens, but may break or rip under the themes of barbequing and grilling tend to stay time of year that retailers need to be mindful of weight of several ears of corn. the same from Memorial Day through Labor retail prices each week to reflect changing “Small chains and independents still favor Day. It is the ever-changing parade of fresh FOBs. For example, going from 59 to 69 cents point-of-sale (POS) materials,” Stemm adds. “I produce available throughout the summer each on cucumbers when FOBs are $30, to 3 recently had a call from a 24-store chain for and the prospects this represents for promo- for $1 when FOBs drop to $10. It’s risky to plan leaflets, tear pads and posters to help them tion that creates more selling opportunities. this four to six weeks in advance for ad promo- build eye-catching displays.”

JUNE 2013 • PRODUCE BUSINESS 53 MEIJER CELEBRATES SUMMER HOLIDAYS Research conducted WITH FRESH PRODUCE by the San Jose, CA-

ummer produce is the headliner in watermelon and early apples are headquartered Side Note Side ads and in-store promotions from promoted for Labor Day. Throughout the Mushroom Council SMemorial Day through Labor Day summer, Meijer stores will feature locally at Meijer, a Grand Rapids, MI-based grown produce each week such as blue- “shows that swapping retailer that operates 199 supercenters berries, corn, watermelon and out a portion of and grocery stores throughout Michigan, cantaloupe as well as all the traditional Ohio, Indiana, Illinois and Kentucky. garden vegetables. ground beef for finely Brian Coates, senior buyer and Promoted fruits and vegetables are chopped mushrooms produce merchandiser, says, “Sweet corn showcased in massive waterfall displays is big for Memorial Day. Sales of corn built within the produce department. in hamburgers...can don’t seem to fluctuate with the weather, What’s it take to execute successful lower the calories, fat but watermelon can. If it’s cold out, it summer holiday produce promotions? doesn’t matter what price is on the “Constant planning as the weather and sodium, but retain watermelon. Cherries from California are changes,” says Coates. “I listen to the the flavor due to usually promotable. Michigan is growing buyers and what they’re hearing about more sweet cherries, but the volume isn’t timing, availability and quality. Some- mushroom’s umami large enough during the season to supply times things don’t come out as we effect.” more than a few stores. For vegetables, planned, and we have to add or cut — Kevin Donovan, we promote local Michigan asparagus.” loads according to weather-related Phillips Mushroom Farms “Father’s Day produce ads will tie in events. There’s a certain agility needed with a store-wide grilling theme,” Coates to make it all work.” peppers are favorite accompaniments for says. Sweet corn is a focus item, along “Success is evident in the sales,” grilled steaks and hamburgers as well as cut-up with portabella mushrooms. For Fourth Coates says. “Plus, we know something and placed on skewers to make kabobs.” of July, watermelon is the lead item. Corn is successful if it’s picked up in the “Retailers can encourage Dad and the entire is in the ad again, as are blueberries and social media chatter. For example, when family to eat healthier by introducing the cherries. Tree fruit is another big driver we promoted strawberries 10 pounds for ‘swapability’ concept,” recommends Kevin in ads from June through Labor Day. $10 in the spring, everyone was really Donovan, national sales manager for Phillips Grapes, tree fruit, sweet corn, local talking about it.” pb Mushroom Farms, in Kennett Square, PA. Research conducted by the San Jose, CA-head- quartered Mushroom Council “shows that Many retailers will also feature corn on the sorts of different items from a grilling display swapping out a portion of ground beef for front page of ad circulars for this holiday. to a fresh and local summer salad set.” finely chopped mushrooms in hamburgers and Multiples such as eight ears for $5 or five ears “May is the first opportunity to showcase other ground meat dishes can lower the calo- for $2 are the norm. the abundance of summer fruits,” says Dovey ries, fat and sodium, but retain the flavor due to “On the supply side, the corn industry is Plain, marketing coordinator at Family Tree mushroom’s umami effect,” explains Donovan. transforming with the introduction of the Eco- Farms, in Reedley, CA. “We have the widest To make it easier for retailers to convey this Crate,” says Chris Harris, director of sourcing array of items so we get excited about Memorial concept, the Mushroom Council announced a category development at C. H. Robinson Day promotions. There’s blueberries, apricots, new summer online recipe contest called Worldwide, Inc., in Eden Prairie, MN. “This cherries, white peaches, white nectarines, yellow “Swap It or Top It”. Consumers are encouraged environmentally friendly container is made nectarines — a little bit of everything.” from recyclable plastic and weighs less than “Produce has an opportunity to seize some current container solutions. Due to its overall of the sizzle that traditionally goes to the meat design and material performance, up to 30 department,” Plain adds. “Grilled veggies are percent more crates can be loaded per truck- more common, but grilled fruits are a load compared to conventional crates.” newcomer. Introduce your customers to Other vegetables, such as sweet carrots and grilled fruits through pictures, recipes, onions, are highly promotable in late May. and social media.” Matt Curry, president and owner of Curry & Company, in Brooks, OR, says, “Our Vidalia FATHER’S DAY sweet carrot program continues through June, June 16 while peak promotional times for Vidalia sweet Apron-clad men tending steaks on onions are late April through the summer. the grill is the iconic image of Father’s Sweet onions especially need to be differenti- Day. Robert Schueller, director of public rela- ated from regular storage onions. In addition, tions for Melissa’s World Variety Produce, in PHOTO COURTESY OF sweet onions can be merchandised with all Los Angeles, CA, says, “Potatoes, onions and MONTEREY MUSHROOMS

54 PRODUCE BUSINESS • JUNE 2013

to transform their traditional summer grilling winter to an 18 to 20-ounce pack of portabellas recipes using mushrooms, with the grand prize in the summer.” of $5,000 in cash and gift cards. The contest Monterey Mushrooms also offers four started on June 1 and the winner is announced portabella mushrooms in a corrugated tote during September’s National Mushroom with handles from May to October. The totes Month. POS materials to help retailers drive create an attention-grabbing display and are contest awareness and mushroom sales include often used for in-and-out promotions. shelf-danglers, channel strips and posters. Demand for portabella mushrooms FOURTH OF JULY skyrockets in the summer, tells Joe Caldwell, July 4 vice president of Monterey Mushrooms, Inc., Salad fixings such as cabbage, onions and in Watsonville, CA. “We start converting over potatoes, in addition to traditional summer more square footage to portabella production fruits such as watermelon, blueberries and in late April. Portabellas are popular to grill peaches, star in promotions leading up to this and place on top of steaks and burgers. Some patriotic holiday. limited-assortment club stores will switch from Jeff Greene, director of marketing for the PHOTO COURTESY OF FRIEDA’S, INC. a 24-ounce pack of baby portabellas in the Hollar & Greene Produce Company, in Boone,

56 PRODUCE BUSINESS • JUNE 2013 NC, says, “We will have cabbage starting in potato salad that includes green onions as well the peak season: in a bin, as mini’s with other mid-June this year. Greens are the staple, espe- as crumbled blue cheese. melon like cantaloupe and honeydew, and cially for summer dishes like coleslaw. We also Watermelon peaks in availability from May chunks in the fresh-cut fruit section.” grow and sell red and savoy cabbage.” to September, with July officially designated as “Big displays drive impulse sales even more “July is the peak season for Walla Walla National Watermelon Month. than loss-leader pricing,” says Hunt. “We’ve sweet onions,” says Curry & Company’s Gordon Hunt, director of marketing for the worked with retailers on the last three ‘World’s Curry. “They are the sweet onion of choice in Orlando, FL-based National Watermelon Largest Watermelon Displays’. They were built the Pacific Northwest and also have a loyal Association (NWA), explains, “Years ago, I with 160, then 180 and finally 200 cartons, and following in many areas of the U.S. The would have said large whole watermelon are in each case, retailers had to order more before Fourth of July is a great time for potato salads best to merchandize in the summer. However, the week-long promotion was finished.” and other picnic style items, so provide with smaller households, retailers can best “Oregon blueberries are in heaviest volume recipes featuring sweet onions.” boost sales by offering something for everyone the entire month of July,” says Bruce Turner, “Display Star-Spangled Spuds on an end — large picnic-size, mini’s, fresh-cut halves, Curry & Company’s director of sales. “We cap and decorate with American flags,” quarters and chunks and even seeded for those encourage our retail partners to have blueber- suggests Frieda’s Caplan. The 1-pound bag who want to have summertime seed-spitting ries on ad every week and to push multiple features gourmet Yukon Gold, purple and red contests. Similarly, it’s most profitable to displays with multiple pack sizes to maximize potatoes. The company provides a recipe for merchandize watermelon in three areas during third-quarter sales. During the month of July,

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JUNE 2013 • PRODUCE BUSINESS 57 we’ll be pushing our largest retail packs including the 5-pound box and 18-ounce clamshell. For Fourth of July, feature a red, white and blue theme with blueberries along with either cherries or strawberries.” The Folsom, CA-headquartered U.S. High- bush Blueberry Council offers a variety of holiday-themed recipes to help retailers sell more blueberries. For Fourth of July, recipe ideas include Chicken Blueberry Salad Platter or Wraps, Blueberries BBQ Sauce, Wave the Flag Cupcakes and Star Spangled Blueberry Parfaits. “One relatively new tree fruit variety that is a direct descendent of two older canning peach varieties —and will be available from late June through mid-July—is Family Tree Farms’ peach pie,” says Plain. “We call it an heirloom peach but it’s more technically an ‘heirloom- style’ peach. It’s a yellow flesh, Saturn peach. It’s completely orange, no red blush at all, giving it a unique appearance. The flavor is simply melt-in-your mouth delicious. Consumers are used to their peaches being red on the outside, so we know this will take some marketing effort to get that initial purchase. Our 14-ounce clamshell, along with an attractive old-style label design, makes for the perfect package. POS signage is also available with QR codes for those who want to get even more information.”

PHOTO COURTESY OF TANIMURA & ANTLE

SUMMER: TIME FOR LOCALLY GROWN August August is the peak of the domestic produce season. Family Tree Farm’s Plain suggests a “back to basics” approach for the produce department at this time of year. “Produce team members should all be sales people. They should taste the products, know a little some- thing about every product and engage with the customers,” Plain advises. Plain advocates sharing a taste experience to the customer. “For example, saying, ‘I tried that plumcot this morning and it’s fantastic!’ Something this simple will move a customer to buy. Think about why consumers enjoy the

58 PRODUCE BUSINESS • JUNE 2013 Side Note for, andtheydistinquished Harps from the competition. a signature itemthatcustomerslook discovered that theBerry Bowls became over 800 percent. Moreover, Baker sales ofvariety berriesincreased by that Harps introduced itsBerry Bowls, a packofvariety berries ontheirown.” Berry Bowl, theymaybemore apttobuy T FEATURE BERRY BOWLS HARPS FOODSTORES like them.But aftertheytrythemina price. Maybe theydon’t know ifthey’ll variety berries,”says Baker. “Maybe it’s strawberries, butnoteverybody buys berries andgrapes. as well as onrefrigerated shelvingwith coolers withotherfresh-cut fruitproducts berries. These bowls are displayed in bowl withthesamecombination of ounce bowl anda10ouncesnack-sized for under$7)stores alsomakea14to15 dard 1.5 poundsize bowl (whichretails day,” saysBaker. In additiontothestan- rate. “Some stores sellupto30bowls a to eachstore’s projected sell-through are packed fresh dailyin-store according plastic bowl-shaped clamshell. The bowls three variety berriespackagedinaclear percent strawberrieswithatoppingofall Bowl idea.” up withtheBerry when we came the berries. That’s is toletthemtry customers tobuy best waytoget figured thatthe what todoand raspberries. We rackedourbrainsfor berries –blueberries,blackberriesand that we weren’t sellingasmanyvariety explains, “A years few ago we noticed promotions centersonberries. homa andMissouri. One ofthebiggest with 72-stores locatedin Arkansas, Okla- Stores, aSpringdale, AR-based chain display contestsandmore atHarps Food reductions andsamplingdemosto The strategyworked. In thefirstyear “The thoughtisthateverybody buys “The Harps’ Berry Bowls consistof85to90 Dennis Baker, director ofproduce, promoted by everything from price vegetable thatisn’t creatively here’s notasummertimefruitor pb bright color whensteamed.”bright is lessbitter thankale. Plus, don’t they losetheir sprout’s aBrussels kale hybrid with flavor that areThey sprout aBrussels andRussian Red “We’re introducing kalesprouts thissummer. the pastfewyears,” explains Melissa’s Schueller. increased over 500percent insalesthroughout into your produce department.” can tothatproduct bring knowledge aspect farmers’ market experience, anddo whatyou “Retail aboutasupply buyers whoworry “Kale isafarmer’s market favorite thathas want to have ahigh-quality aready supplyof locallygrown andalso who like thehaloof protects theproduct. It’s forretailers awin-win that lifepackaging also hasextended shelf are available year-round andnationwide. It Antle. “Our field-packed whole-headlettuces executivechief officer andprincipal, Rick eties andLittleGemsSweet Lettuce,” explains Antle’s two newproducts: LettuceArtisan Vari- premium lettuce Tanimura products with & reasons, cansatisfyconsumer demandfor gap inlocalgreensdueto weather, orother JUNE 2013 • PRODUCE BUSINESS 59 Side Note GROCERY OUTLET’S SUMMER FRESHTIVAL

PHOTO COURTESY OF GROCERY OUTLET

t least 12 bins of fresh summer Prices are super-hot! For example, past produce are displayed outside specials have included two-pound bags A under a large tent at the entrance of nectarines for 99 cents, large or in the parking lot of Grocery Outlet cantaloupes for 99 cents each and water- stores for the chain’s branded Summer melons for $1.99 each. Freshtival. This annual 72-hour produce Produce and store staff set up the promotion is in its fourth year at the bins early in the mornings, adding Berkeley, CA-headquartered discount signage and balloons to call attention to grocer, which has 185-plus independantly the promotion. Most stores create extra operated-stores in seven states. excitement with food samplings, melon Scot Olson, director of produce and carving demos, and kid-friendly stations floral, explains, “We feature what our where young shoppers can enter coloring owners and operators like. It could be a contests and other produce-centric activ- six-bin display of watermelon, plus six ities. Some stores host a barbecue, a to eight additional bins of grapes, taco truck, a hot rod car show or a live berries or tree fruit. Some stores have radio broadcast. bins of mangos and maradol papayas. “My favorite [activity] is a corn We suggest products and planograms, roaster,” says Olson. “Freshly roasted but we work hand-in-hand with each corn is served on a stick with all the store’s owner and operator because they fixings like parmesan cheese, garlic salt ultimately know what their store’s and Tajin seasoning.” customers like best.” The hard work to plan these Freshti- “The planning for Summer Freshtival vals always pays off. Olson says that the starts a month or more in advance,” lift on produce sales ranges from single Olson says. “We partner with growers to to high double-digits with an average of get the best price and quality produce.” 15 to 20 percent per store. pb

lettuce with brand loyalty.” month across the country, which makes water- Antle adds, “It’s easy to put our lettuces in a melon a great way to refresh and cool off.” mobile refrigerated merchandizer and cross- C.H. Robinson’s Pink Ribbon Watermelon merchandize with ingredients for summertime Program, a comprehensive initiative that favorites like burgers, tacos and upscale BLTs.” includes consistent supply, in-store support, “There’s a missed opportunity in early and a cause-marketing component, adds a August for watermelon sales when the late- new mobile app this season. The app features season regional supply kicks in,” says C.H. a variety of different activities for users to Robinson’s Harris. “Overall sales of water- interact with. From step-by-step instructions melon will increase seven percent for weeks for carving ornate watermelon centerpieces, that are five degrees above average in temper- to watermelon recipes, to a family-friendly ature. Typically, August is a consistently hot “Save the Watermelon” seed-spitting game,

60 PRODUCE BUSINESS • JUNE 2013 “We’re introducing kale sprouts this summer. They are a Brussels sprout and Russian Red kale hybrid with a Brussels sprout’s flavor that is less bitter than kale.” PHOTO COURTESY OF — Robert Schueller, Melissa’s World Variety Produce FAMILY TREE FARMS the app has something for every generation. refreshing healthy fruit that consumers crave. when customers get in the store, so the display In addition, all profits from the app’s sales are We offer materials that retailers can use to and grapes need to look good to encourage donated to breast cancer research. enhance their grape displays.” purchase. If the display looks empty or the Cindy Plummer, vice president of domestic grapes look tired, it will affect sales. Make sure LABOR DAY marketing for the California Table Grape displays are large enough to keep up with September 2 Commission, in Fresno, CA, agrees and adds, demand and are restocked regularly.” “Grapes have many competitors for shelf “Fall is also a great time to have plentiful Labor Day marks a transition time from the space within the produce department in the displays of grapes when volume is highest for lazy days of summer to when family members summer,” says Nick Dulcich, owner of Delano, the California season. For both summer and head back to work and school. It’s a time when CA-based Sunlight International Sales, Inc. fall, displays should be refreshed often. The final moms look for something quick, easy and “But in the fall, grapes reign supreme for that decision to purchase grapes most often happens nutritious to put on the table for dinner. pb

JUNE 2013 • PRODUCE BUSINESS 61 The state’s retailers, such as Avenel-based Foodtown, creatively spotlight New PHOTO COURTESY OF FOODTOWN Jersey-grown produce. New Jersey Produce Evolves And Advances With high brand recognition, Jersey Fresh produce continues to diversify and reach wider markets. BY CAROL M. BAREUTHER, RD

he Dutch first settled in what today from their native England to New Jersey in presence in the state. In the 1930s, however, is New Jersey. In an effort to recruit 1682, explains Thomas Sheppard, president of dairy was foremost with some 3,500 farms. settlers, principals at the Dutch Eastern Fresh Growers, Inc., and owner of Then, in the aftermath of World War II, Eastern West India Company sent posters 1600-acre Sheppard Farms, in Cedarville, NJ. European and Jewish immigrants settled and Tback to the Netherlands “Politics brought us here. We’ve farmed for 14 raised flocks of chickens. We became known as proclaiming the newly settled land as the generations because of the mild climate moder- the ‘egg basket’ of the nation. In the 1960s, truck “Garden Spot of the New World”. That was in ated by the Delaware River to the west, the farming picked up, and there was an increase in the 1600s. Today, this state, which is the fourth sandy acidic soil, and an ample water supply.” fruit and vegetable production.” smallest and most densely populated of the Some of the 10,300 farms in the state are Farming in the state has never been segre- United States, continues to thrive as the multigenerational and relatively large at over gated to one commodity. “New Jersey farmers “Garden State”. 1,000 acres. Others are significantly smaller grow nearly 100 different crops, everything In fact, agricultural cash receipts in 2012 (around an acre or less). These smaller farms from asparagus to zucchini, and they make the reached a record high $1.12 billion, according started more recently by immigrants or by most of their land with up to three harvests to the New Jersey Annual Statistics Bulletin, weary Wall Street retirees who recognized the each season,” says Murray. jointly published by the National Agricultural hands-on lifestyle and an opportunity to cash The Philadelphia-headquartered Procacci Statistics Service, Trenton, NJ-based New Jersey in on the “locally grown” trend. The average Brothers Sales Corporation will capitalize on Agricultural Statistics Service (NJNASS), and farm size, however, is 71 acres. Some 730,000 consumer demand for nursery products and New Jersey Department of Agriculture (NJDA). acres in the state are in active cultivation. fresh produce by marketing the plants of Within this figure, fruits and vegetables Thanks to the State Farmland Preservation UglyRipe heirloom tomatoes and Santa Sweets contributed $428.8 million and were second Program, 201,327 acres as of January 31, 2013 grape tomatoes at retail this season. only to the nursery/greenhouse/sod sector at are permanently preserved as farmland. Rick Feighery, director of sales for Procacci $453.6 million. “New Jersey’s agricultural industry’s ability Brothers, explains, “We successfully test- to constantly re-invent itself to meet changing marketed the plants with a few retailers last Industry Snapshot market demand is what keeps it vibrant,” says season. They can be merchandized in either The Sheppard family received a grant to Al Murray, the NJDA’s assistant secretary of floral, the garden center or produce depart- farm land in Cumberland County and moved agriculture. “There’s always been a produce ment. We ship a mix of both plants in rack

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company of Foodtown, an Avenel, NJ-based chain TOP 10 NJ FRESH of 59 independently owned grocery stores), says, FRUITS & VEGETABLES “We have supported Jersey Fresh for over 26 years. BY DOLLARS The program is probably stronger today than ever due to the greater interest by consumers in locally

Side Note Side Item Dollars grown produce. We work closely with the staff at (million) the NJDA and find the weekly market update very 1. Blueberries $80.8 helpful in planning for what’s in season and 2. Peaches $39.6 what’s coming in season next.” 3. Tomatoes $30.8 “The NJDA has done an excellent job 4. Cranberries $29.9 supporting the growers of New Jersey produce 5. Bell Peppers $28.9 with the Jersey Fresh program,” says Bob Von 6. Apples $28.5 Rohr, director of customer relations for Glass- 7. Sweet Corn $23.1 boro, NJ-headquartered peach growers, Sunny 8. Cucumbers $15.7 Valley International. “They place timely trade and 9. Summer Squash $15.2 consumer ads in print media in the New Jersey 10. Spinach $12.7 Metro area, run targeted promotions for peak production periods, and continue the promotion Source: USDA, National Agricultural Statistics of August as New Jersey’s official Peach Month.” Service, New Jersey Field Office, Trenton, NJ. 2012 “Newspaper, trade magazine, radio and TV PHOTO COURTESY OF SUNNY VALLEY INTERNATIONAL advertising will all be part of Jersey Fresh’s promotional platform this season with the theme ‘Another Winning Season’,” says the NJDA’s displays that hold 350 units. Two racks of Promoting Jersey Fresh Murray. “In addition, we’ll also have our plants, a display of tomatoes in the middle Jersey Fresh is New Jersey’s advertising, customary point-of-purchase materials such as with basil and fresh mozzarella cross- promotional and quality grading program. Jersey Fresh logo’d stickers, banners, posters, merchandized in would make an Started in 1984, it’s one of the first such state pennants, T-shirts, aprons and hats.” eye-catching display.” branding programs. It’s also one of the most The tomato plants are sold in a 6-inch tall recognized by consumers. According to the Top Crops pot, with a UPC code and high-graphic pack- Jersey Fresh Awareness and Purchase Report, New Jersey is a national Top 10 producer of aging that provides instructions on how to conducted by Lawrenceville, NJ-based Bruno nearly a dozen fruits and vegetables. The state grow and care for the plants. The plants are & Ridgeway and released January 2013, total ranks third in cranberry, bell pepper and expected to bear fruit in six to eight weeks. awareness of the Jersey Fresh brand by spinach production; fourth in peaches; fifth in Procacci’s tomato-growing operation consumers in the state was 78 percent, up from blueberries and cucumbers; sixth in squash; includes 13 acres in South Jersey, where an 41 percent in 2002. seventh in tomatoes; eighth in apples; ninth in 11,000-panel, 2-megawatt solar farm Dean Holmquist, vice president of perish- sweet corn, and tenth in snap beans. (opened in 2010) supplies enough energy to ables for Allegiance Retail Services (parent power the 200,000 square foot packing house and its coolers. Side Note Technology is another facet of farm life TOP 10 NJ FRESH that has evolved and advanced in New Jersey. FRUITS & VEGETABLES Art Galleta, owner and president of the 1320-acre Atlantic Blueberry Company’s BY POUNDS farm, in Hammonton, NJ, says, “Forced-air Item Pounds cooling, soft and color electronic sorting, and (million)* regular third-party food safety audits on our 1. Bell Peppers 120.3 fresh packaging operations, harvest opera- 2. Cucumbers 73.1 tions and management systems are all 3. Cabbage 72.0 standard now.” 4. Sweet Corn 68.4 Agriculture isn’t without its challenges in 5. Peaches 60.0 New Jersey. Sheppard Farm’s Sheppard says, 6. Tomatoes 56.7 “Labor is a real issue, as it is in other states. 7. Cranberries 55.0 We use the H-2A certification program, but 8. Blueberries 55.1 it’s not good enough. My son is a mechanical 9. Lettuce 39.0 engineer, and he’s trying to design a robot to 10. Apples 34.0 pick crops like blueberries. The problem is that it must be gentle. Cosmetic appeal is *Utilized production huge for fruit and vegetables sold on the Source: USDA, National Agricultural Statistics fresh market.” Service, New Jersey Field Office, Trenton, NJ. 2012 PHOTO COURTESY OF FOODTOWN

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PHOTO COURTESY OF FOODTOWN

Peaches hit the Fourth of July holiday, and then we Approximately 92 growers produce over 60 finish up with Blue Crop and Elliott in mid- million pounds of peaches on 5,500 acres. July August to the first of September.” through September are peak harvest months. Von Rohr of Sunny Valley says, “All of our Tomatoes peaches are drip-irrigated to ensure optimal The Jersey tomato is iconic for its recogniz- moisture. They do not have to be pre-condi- able taste. “Procacci grows its heirloom tioned because they are well matured at harvest. UglyRipe here, as well as its Santa Sweets grape Every farm that harvests for the wholesale tomatoes,” says Feighery. “We also grow vine market uses the practice of hydro-cooling, ripe, beefsteaks, romas and cherry tomatoes. which contributes to the high quality and flavor The season starts in late June and goes until the that the state’s peaches are known for.” first freeze in late October or early November. Jersey tomatoes will lose momentum with non- Blueberries regional retailers after Labor Day, but regional The highbush blueberry is native to New retailers will carry them right to the end of the Jersey, and it was here in the early 1900’s that it season.” was first cultivated for commercial production. Ninety percent of the state’s production is Corn found in two South Jersey counties, Burlington Sweet corn “pays the bills,” says Scott Ellis, and Atlantic. owner of Ellis Farms, in Trenton, NJ, who grows Atlantic Blueberry’s Galleta says, “The state 100 acres of sweet corn. Ellis grows a triple used to produce 30 to 40 million pounds; now sweet variety and finds market demand is for it’s 50 to 60 million, and I think the potential is two-thirds white kernels and one-third for bi- close to the 70-million mark. Acreage has stayed color. He sells chiefly to roadside stands and to the same; however, some peach orchards have three New Jersey locations of Wegmans, an 81- been converted over to blueberries.” store chain based in Rochester, NY. “Blueberries start harvest in the middle of Ellis explains his arrangement with June,” explains Tim Wetherbee, sales manager Wegmans: “At first they wanted me to deliver at Diamond Blueberry Inc., in Hammonton, three times a week and sell the corn as fresh. NJ. “We start with the Duke variety, which has That won’t work with my name on it. So they excellent yield and production that allows us to agreed I could deliver my corn fresh daily. I have

66 PRODUCE BUSINESS • JUNE 2013 one truck dedicated just to Wegmans.” more peppers — habaneros, jalapenos and chocolate and habanero). serranos — due to the Hispanic influence.” Ellis of Ellis Farms grows a purple and Vegetables Former New Jersey Secretary of Agriculture, yellow variety of corn favored by Koreans. “I “Asparagus has been front-runner vegetable Art Brown, owns 20-acre B&B Farms, which sold some farm land next to a Korean family grown by Sheppard Farms over the past 14 includes a blueberry operation as well as some years back. They saw how I grew soybeans years,” says Sheppard. “Asparagus is a traditional WorldCrops, a 10-acre share crop operation he and wanted me to grow black soybeans for crop, and it provides money early in the season. and his wife helped Liberian-native, Morris them. I tried, but it didn’t work. Then they In the 50s and 60s, there was over 30,000 acres Gbolo, start in 2009. WorldCrops grows African asked me to try Korean corn, and I’ve been of asparagus grown in New Jersey. A disease vegetables such as kittey and bitter ball doing that successfully for six to seven years wiped much of those acres out. Now we’re eggplant, okra, sweet potato shoots, greens now. They sourced the seed for me; I grow it down to 1,200 acres in the state, and I have 300 (such as Malabar spinach and jute leaves), and and they market it. It’s almost as financially of it. We now grow varieties developed by hot peppers (such as Jamaican red, yellow, valuable as sales of sweet corn.” Rutgers University that are disease-resistant and yield a high quality product.” “Demand for fresh market peppers, cucum- bers and snap beans is up,” says Sheppard. Lettuce needs are also up, especially from bagged salad producers such as Ready Pac Produce, an Irwindale, CA-headquartered company that operates a regional processing facility in Florence, NJ. Sheppard Farms, which opened a new 28,125-square food packing facility in 2011, ships 800,000 boxes and Eastern Fresh 1.2 million boxes of fresh produce annu- ally throughout the eastern U.S. and west to Texas. New Jersey is one of the most ethnically diverse states, according to the NJDA.

Organic Fruits & Vegetables The NJDA boasts an Organic Certification Program, and organic produce production continues to grow in the state. Jersey Legacy Farms, owned by David Shep- pard and his daughter, Michelle, farm some 100 acres of organic land in Cedarville, NJ, with another 75 acres in transition. The family grows over a dozen crops such as vine-ripe, grape and pear-shaped tomatoes, four types of lettuce, summer squash, cucumbers, eggplant and bell, mini sweet and jalapeno peppers. The 116-acre Big Buck Farms, in Hammonton, NJ, is claimed to be the largest organic blueberry grower in the state.

Ethnic Specialties New Jersey is one of the most ethnically diverse states, according to the NJDA. It’s no wonder then that farmers grow a number of fruits and vegetables to suit a number of different cultural tastes. Bill Dea, market manager and produce buyer for the Tri-County Cooperative Auction Market, in Hightstown, NJ, says, “We’re seeing

JUNE 2013 • PRODUCE BUSINESS 67 Several farms in the northern, more urban- grown fruits and vegetables for their customers. berries. Donio employees sample the fruit with ized, part of the state grow Asian pears. Varieties Last summer, Wegmans used social media Acme’s customers. include Hosui, Yoinashi and Kosui. to send early-morning tweets to its customers ShopRite Supermarkets hosts day-long telling them that Jersey tomatoes had arrived to farmer’s markets in select locations that include Retailers Put The ‘Fresh’ In Jersey Fresh the Cherry Hill, NJ, location from Dooley farmer’s visits and taste demos. The number of community farmers Farms in Vineland, and that Ellis of Ellis Farms Still other retailers make stocking fresh markets in New Jersey skyrocketed from 35 in would visit the Princeton location with his just- Jersey produce a season-long event. 2001 to 155 in 2012, according to the 2012 New picked corn. “Foodtown stores partner with local growers Jersey Annual Statistics Bulletin. Consumers also Some chains highlight fresh with special in- and host weekend farmer’s market events from have access to a vast number of roadside stands. store events. Acme Markets, a 114-store chain April through October,” says Holmquist. “The This competition inspired the state’s retailers to headquartered in Malvern, PA, partners with stores will hold events outside either under a spotlight their ability to provide New Jersey- Donio, Inc., in Hammonton, to promote blue- tent in the parking lot or under the front canopy of the store and display Jersey produce in orchard bins. The physical set up is key. The tent, the bins dummied, bushel baskets filled, corn stalks and hay bales for decoration, and ideally a cash register so customers can conve- niently ring up their purchases. I had one customer tell me she didn’t usually shop at our stores, but turned in when she saw the big tent.” Foodtown also calls out its Jersey Fresh produce via ad circulars, in-store display competitions, cross-merchandising throughout the store such as bakery tie-ins of blueberries and peaches, and especially with social media (e.g., Facebook contests for customers to submit favorite recipes for a Jersey-grown fruit or vegetable for the chance to win a gift card). Last year, Kings Food Markets made a commitment to serve its customers fresh produce with the launch of its Local Fresh 24/7 program. Paul Kneeland, vice president of produce, floral and seafood for the 25-store chain based in Parsippany, NJ, worked with Red Tomato, a non-profit organization based in Plainville, MA, to reach its goal of helping regional farmers deliver fresh produce to local supermarkets. Farmers took their freshly picked products to the Landisville Cooperative, in Landisville, NJ, where it was consolidated, trans- ported on trucks (hired by Kings), taken to the chain’s distribution centers, and immediately sent out to individual stores. “In an up to a 12-foot wide area at the front of the produce department, we display produce that has been harvested in the past 24 hours or less,” explains Kneeland. “It’s our commitment to get our customers the freshest fruits and vegetables. After 24 hours, we rotate the product out to its regular planogram position and label it local.” Kneeland says he had hoped to kick off the program with at least 10 to 12 items, but ended up with 30 to 36 and expects the same variety this year. “It’s definitely easier to fill up the trucks with more variety. It’s harder to manage in-store. Produce managers are a hard sell — even if they loved the program and asked for more product.” pb

68 PRODUCE BUSINESS • JUNE 2013 Rafael Gomez (left) is a key PHOTO COURTESY OF ANDREW & WILLIAMSON part of Andrew & Williamson’s Baja harvest team. Baja California Tomatoes Mexico’s ‘ideal’ combination of sun, soil and temperatures – plus shade house technology – produces a greater number of high quality tomatoes for the market. BY BETH FRITH

show of hands please from those that region due to demand. The Roma tomato different regions in Baja. One of these regions who know Baja California is in represents 58% of tomatoes coming from all is the San Quintín Valley area, about 200 Mexico. Its northern border is of Mexico. miles south of San Diego. The other is 300 California and the name means John King, vice president of sales for miles further south in the El Vizcaíno region. A “Lower California,” but it is a state Andrew & Williamson, based in San Diego, The company has been farming tomatoes in in Mexico, a peninsula separated from the CA, calls the Baja area a “world-class growing Baja since 1986. King reports that Andrew & mainland of Mexico by the Sea of Cortez and region” for tomatoes based on its warm, semi- Williamson ships tomatoes coast to coast bordered on the west by the Pacific Ocean. arid conditions. Sun, temperatures, and soil depending on the type of customer. The food- American tourists often see Baja Cali- provide the ideal combination. The “Baja service side of the business is national, he says, fornia for the first time when they walk across Season,” that ideal time for growing tomatoes but the retail business is mostly in the the U.S. Border at Tijuana just to say they had in this part of the world, typically runs for Midwest and West Coast regions. The been to Mexico. According to the website, about nine months beginning late April and company is not quite as competitive on the History.com, over 50,000 cars and 25,000 going through December. retail side in other parts of the United States pedestrians cross the border every day. due to freight costs and seasonal local supplies Tourism draws many to the area, some for Tomatoes Right On Time coming from other parts of the country. sport fishing along 1,900 miles of coastline. Expo Fresh, LLC, San Diego, is another Expo Fresh’s Schachtel reports that the The northern Baja peninsula also features provider of Baja tomatoes. Bob Schachtel, company ships tomatoes as far north as ideal conditions for grape growing, so sales manager, says this season’s crop will start Montreal and Vancouver in addition to the wineries attract many visitors as well. this month (June), and he thinks it will last Eastern and Southeastern United States. He For retail produce and foodservice execu- through December, “maybe longer.” Expo says Expo Fresh “doesn’t butt up against other tives, Baja’s greatest feature is its tomato Fresh ships Roma tomatoes and vineripes as deals.” Expo Fresh has farms located about 175 production. According to the USDA Foreign well as grape and cherry tomatoes. miles south of San Diego in the San Quintín Agricultural Service (FAS), during the “The quality and yield look excellent and Valley region. summer season (May to October), Baja Cali- it’s on time,” King says. The company fornia growers are the main producers and produces vineripes as well as Romas and Hothouse or Greenhouse? exporters of fresh tomatoes from Mexico. higher value items, such as heirlooms, grape Buyers beware. Slight terminology differ- Production is primarily the Roma tomato tomatoes, yellows, and organics. ences can have big implications regarding reports FAS, outpacing the round tomato in Andrew & Williamson farms in two methods of tomato production.

JUNE 2013 • PRODUCE BUSINESS 69 “It’s a lot easier for the pickers,” he says. Conveyors in a central spot move the fruit to the packing house so there is much less handling. He adds that growing in shade houses has reduced the amount of herbicides and pesticides that are used, likening the process to growing organically due to reduced usage of these chemicals. “It’s very mild compared to what we used to use.” The result is “a lot more Number One fruit,” he reports. At Andrew & Williamson, tomato harvest criteria is an important part of the company’s vine-ripened program. According to King, “We select color stage 4 and higher to ensure the best flavor and consistent quality.” The Secretariat of Agriculture, Livestock, Rural Development, Fisheries and Food (SAGARPA), the Mexican government’s parallel organization to the USDA, reports that shade house and greenhouse production has increased 13 percent in Mexico every year since about 1998 “as producers increasingly Expo Fresh’s Schachtel points out that house consists of netting over the fields that become aware of the benefits in production, alternative methods of growing are evolving keeps out most pests and causes less wind quality, pest control, and reduced exposure to in Baja. He says the industry has changed damage. It offers many additional benefits climate change.” SAGARPA has began from a mostly outside field-grown crop to including better quality fruit, more efficiency promoting this type of production to rural being grown in shade houses. The shade for harvesting, and food safety. and poorer farming regions because the

70 PRODUCE BUSINESS • JUNE 2013 agency sees the benefit “as a form of social tant to have these terms defined. -grown product was about 4,200 acres (1,700 development.” The higher the technology in Ed Beckman, president of Fresno, CA- hectares) and greenhouse grown was about farming, the greater economic benefit to the based Certified Green House Farmers, says 1,284 acres (520 hectares). local community. that California growers are “actively seeking This evolving definition clarification has Despite the improvements in quality, to define greenhouse-grown” products. This impacted how Baja growers are able to label controversy surrounds the way these products definition will clarify that greenhouse prod- their product. The term “hothouse” allows are described to buyers. Shade houses and ucts are “fully enclosed, have automatic some flexibility in application because it is a greenhouses are in the same category of climate controls, and you can’t call them broad description of “some type of protected “protected agriculture,” but are widely different. greenhouse grown if they are grown in soil,” culture,” according to the USDA’s Economic Since greenhouse-grown products are seen as says Beckman. “premium” tomatoes and fetch a higher price The USDA’s Foreign Agricultural Service Side Note from buyers, many growers believe it is impor- (2010) reports that the acreage in shade house PILOT FOOD SAFETY PROGRAM TO BE TRIED FOR TOMATOES ocusing on food safety strategies is one of many initiatives that FSan Diego, CA-based Andrew & Williamson is exploring to improve food quality and develop a better working environment on the farm. The New York Times recently reported on a new training program that Andrew & Williamson is conducting for California strawberry harvesters. Workers who take the training learn safe food- handling methods; in exchange for incorporating improved handling proce- dures, the workers are compensated with a higher hourly pay. The product is then marketed as a premium strawberry and gets a better price in the market. Buyers have shown willingness to pay extra for a safer product. The strawberry program was a pilot in California, says John King, vice pres- ident of sales for Andrew & Williamson, but the goal, he says, is “to expand in all of our farming operations.” King says a leadership team has already been established in Baja Cali- fornia so that those operations can come onboard to establish the same training programs for workers in safe food handling. The advantage to retailers? Improved quality means increased sales in the department. “The cost of shrink and throwaway also will decline,” says King. As a result of the Times article, King says, “There has been fantastic feed- back from consumers.” He adds that those who read the article directed comments to the company website and wanted to know what retailers were marketing the products so they could buy it. pb

72 PRODUCE BUSINESS • JUNE 2013 TURN YOUR MARKETING INTO AN AWARDING EXPERIENCE

Right now, and on through June 7, 2013, we’re taking entries for the 25th Annual Marketing Excellence Awards Program, presented by PRODUCE BUSINESS. The awards recognize excellence in marketing in each of six categories: retailers, restaurants, wholesalers, shippers, commodity organizations and allied service/product providers. Print, broadcast and other media are eligible to win.

To participate, send us the following for each entry:

1. Your name, company, address and phone.

2. Type of business.

3. Names and dates of promotion (must have taken place between June 1, 2012 and June 1, 2013). 2012 MARKETING EXCELLENCE 4. Promotion objectives. AWARD WINNERS 5. Description of promotion. • The Avocado Producers And Exporting 6. Promotion results (sales or traffic increases, media Packers Association of Michoacan (APEAM) attention). What made this program a success? • California Avocado Commission • Columbia Marketing International Corp. 7. All support materials used in the promotion – such • Concord Foods as POP, ads, posters, TV commercials. • Crunch Pac High-resolution images to illustrate the promotion • Idaho Potato Commission are encouraged. (Please do not send any produce) • National Mango Board • Network for a Healthy California/ Harvest of the Month • Ocean Mist Farms SEND ENTRIES TO: • Sage Fruit Co. PRODUCE BUSINESS MARKETING • Stemilt Growers LLC EXCELLENCE AWARDS • Sunkist Growers P.O. Box 810425 • Boca Raton, FL 33481-0425 • Sunlight International • University of Massachusetts, Amherst Deadline for entries is June 7, 2013 • Vidalia Onion Committee For additional information, call: 561-994-1118, Ext. 101 BRED IN FLORIDA, GROWN IN CALIFORNIA “new tomato with an old world prominance of an end cap display taste” is how Tom Deardorff, pres- makes tomato purchases more of an

Side Note Side A ident of Oxnard, CA-based impulse buy and results in extra sales to Deardorff Family Farms describes the the department. Tasti-Lee tomato that Deardorff grows, Deardorff markets a retail-ready packs and ships out of Ventura County, package with consumer information that California. promotes the higher lycopene content of Bred specifically for taste, researchers its Tasti-Lee tomato. The company is at the University of Florida, Gainesville among several licensees of the Tasti-Lee “isolated high-taste characteristics from tomato, so the products can be found older varieties and created one that had throughout the country. better shelf life, flavor and a higher Tasti-Lee is distributed in a one-pound lycopene content—50 percent more.” package of three to four tomatoes. Dear- Deardorff advises putting tomatoes dorff believes that “this is an easier way as an unrefrigerated end cap display to for checkers to scan the product—the PLU sections. “A big display sets the tempo for the capture consumers who walk by. The is on the package,” he notes. pb department,” he says. He describes a display using the Roma as the Every Day Low Price “leader” that could be featured at around 99 Research Report. “It will be up to the market advanced” group of farmers than in other cents to $1.49. (largely commercial buyers) to decide if there regions of Mexico and so the products are As a value item, King suggests Romas is a significant point of differentiation relative very competitive in the marketplace. should be displayed in bulk. “Don’t spend a to those meeting the greenhouse definition,” lot of money on packaging,” he advises. King according to the report. Merchandising Advice also recommends surrounding the Romas USDA research reports that Baja Andrew & Williamson’s King recommends with higher value items such as organics, producers represent a more “technologically building abundant displays in produce grapes, and heirlooms. pb

74 PRODUCE BUSINESS • JUNE 2013 Connectingwith Consumers

Industry players celebrate Georgia’s top peppers, cantaloupes, snap beans, sweet corn, peaches and producers for the nation. BY BILL MARTIN blueberries. It is a top producer of watermelons (ranking 4th nationally), squash (5th) and cabbage (6th). eorgia is one of the leading states in terms of “Georgia consumers are totally on board with the idea of fresh produce production, and its citizens could ‘locally grown,’” states Jack Spruill, marketing division director not be prouder. According to the Georgia for the GDA. “Without regard to the kind of produce, they are Department of Agriculture (GDA), Georgia ranks seeking local providers whenever possible.” While locally grown second in spring onion acreage, thanks primarily may be a national trend, Spruill believes this movement is accel- Gto the Vidalia sweet onions in the southeastern part of the state. erated in Georgia because of a major influx of new residents to Georgia also ranks third nationally in production of bell metropolitan Atlanta over the past decade.

JUNE 2013 • PRODUCE BUSINESS 75 “These transplants to the South see our climate is ideal for vegetable production and feel that production should be close to their homes,” he says. Luminita Mlajeru is regional produce buyer for Whole Foods Market Inc., in Braselton, GA, where she purchases produce for 26 stores scattered through Georgia, the Carolinas, Alabama, Tennessee and Kentucky.

She shares the same enthusiasm with PHOTO COURTESY OF GEORGIA PEACH COUNCIL Georgians’ passion for home-grown produce. A prime example of this passion “We are lucky to have local peaches in about peaches,” she observes. is reflected in sales numbers. When each of the six states [in her division]. Kevin Hurley is a merchandiser for Georgia peaches are in season, the fruit Consumers ask for specific varieties and Sweetbay Supermarket, a 72-store chain accounts for about 60 percent of Whole want to know when they will be available. based in Tampa, FL, that relies heavily on Foods’ total peach sales. They are becoming more knowledgeable Georgia-grown produce. A 27-year-

GEORGIA’S AGRICULTURE LEGACY CONTINUES

he Georgia fresh produce industry and compliance regulations. we started eating them he said, “I think I has a lot of pride in its products, Andrew Scott, General Produce Co. – can sell these.” That is how I got my Tand many give credit to supportive Our agricultural commissioner, Gary grapes into Kroger stores. state government for their success. They Black, has done an outstanding job since Greg Leger, Leger & Son – In my also take pride in the products grown and taking office. He made a real difference opinion, the Georgia-grown watermelon that their companies are private, family with Georgia Grown and the consump- is always the sweetest tasting. I handle operations. For example, Jack Spruill, tion of Georgia Grown fruits and watermelons up the East Coast as the marketing division director for the vegetables. season progresses, and Georgia is one of Georgia Department of Agriculture, notes John Shuman, Shuman Produce – I am the strongest production areas I work. The the Georgia legislature has passed a bill proud of the opportunity to grow Vidalia Fourth of July is the biggest holiday for creating the Georgia Grown Commodity onions and raise my family in the region. watermelon sales, and those melons are Commission in 2013, which has been We are truly blessed to have the Vidalia grown right here in Georgia. Georgia- signed by Gov. Nathan Deal, and onion in our region of Southeast Georgia. grown watermelons are a tradition — sort becomes effective July 1. The economic impact the onions have in of like the American flag. “This is critical to the program moving our local area is tremendous. Charles Hall, GFVGA – Our associa- forward, as it provides us with a business Will McGehee, Genuine Georgia – It’s tion has been a leader in providing model giving a clear financial path for hard not to be proud of our legacy. We’ve grower assistance to guarantee they have long term continuation of the program. been growing peaches a long time as a the information and resources for a This solid foundation will lead to more family. I’m proud to be a fifth-generation successful food safety operation. Beth participation by both producers and company, because peach farming is not Oleson, GFVGA director of food safety retailers,” Spruill says. easy. There are not a lot of people who and education, and Katie Odrobina, our can do it, and the fact we have been here food safety consultant, work hard to be a THE INDUSTRY SHARES ITS for 125 years is pretty impressive. resource for our growers. They ensure GEORGIA PRIDE Mike Jardina, J.J. Jardina Co. – I am farms’ operations meet the standards and Bill Brim, Lewis Taylor Farms – I am so proud to be a part of the push for the operating procedures needed for proud of our Georgia Grown program Georgia Grown campaign, and I am successful and safe operations. and our Agricultural Commissioner, Gary proud to have Gary Black as our Commis- I am also extremely proud of our Black. sioner of Agriculture. grower involvement in shaping policy and Nickey Gregory, Nickey Gregory Co. Jacob Paulk, Paulk Vineyards – My life regulatory policies at the national level. – The GDA has always been great working has been growing and creating a market GFVGA, and many of our growers, are with farmers. They are involved with food for the Muscadine grape. I remember called on for information, testimony, safety and are hosting lab classes on the visiting Kroger in Atlanta. The buyer didn’t comments and input as representatives of Atlanta State Farmer’s Market. These want to take my grapes. I took a box of the Southeastern produce grower. sessions include food safety requirements grapes when I met with him, and when

76 PRODUCE BUSINESS • JUNE 2013 JJ Jardina_Layout 1 6/25/13 11:51 AM Page 1

J. J. JARDINA CO., INC. QUALITY FRUIT SINCE 1925

APPLES YEAR ROUND, SOUTH CAROLINA PEACHES, STRAWBERRIES, CITRUS, GRAPES, MANGOES AND LIMES Mike Jardina • Larry Jardina • Matt Jardina • Bob Goins Phone: 404 366-6868 • Fax: 404 366-1386 E-mail: [email protected] www.jjjardina.com

Atlanta State Farmers Mkt. 16 Forest Pkwy., Bldg. S Forest Park, GA 30297-2015 veteran of the company, Hurley works with everyone’s radar these days. Even though with the marketing theme, “From our Sweetbay’s stores primarily we wouldn’t necessarily classify Georgia Neighbors to the North.” This was also in west-central Florida, as being local here in Florida, because supported with in-store signage. Further although the company has only items grown in Florida are classified support for Georgia peaches came with supermarkets as far south as locally grown,” Hurley says. “But Sweetbay having Fort Valley, GA-based as Naples and northward in Gainesville. A Georgia is certainly close enough.” Pearson Farms making a personal appear- part of Delhaize America Inc., it was ance at one of its stores. recently announced the chain was being Georgia Peaches Will McGehee heads the sales and sold to Bi-Lo Holdings, along with The two big Georgia-grown items in marketing department for The Genuine Harveys, and Reid’s. Hurley buys a lot of Sweetbay stores are peaches and Vidalia Georgia Group, LLC of Fort Valley, GA, Georgia produce in season. onions. Last year Sweetbay had roadside and he represents the growing operation “Locally grown seems to be big on bill boards promoting Georgia peaches for Pearson Farms. McGehee says a shift from volume-filled containers to a hand- packed two-layer tray over the past decade has added to the sales and popu- larity of Georgia peaches. Not only is there less shrink, but peaches remain on the tree an extra day before picking. Hurley at Sweetbay agrees. He says the chain wasn’t even carrying Georgia peaches until a couple of years ago, and recalls “when they picked them green and hard and shipped them volume-filled. There is certainly a value now in getting Georgia peaches from right across the border versus all the way from the West Coast, after shipping it five days. It makes a big difference and it certainly is fresher,” he says. Duke Lane III, a principal in Lane Southern Orchards of Fort Valley, GA, adds that consumers seem more emphatic about eating good quality fruit than ever — and they are specifically requesting Georgia peaches. Lane points to Whole Foods for its support of the Georgia-branded produce and the chain’s strong promotional support through large displays that high- light the freestone fruit and flavor. Mlajeru of Whole Foods says the retailer is prominently displaying heavy peach promotions, and she invites the growers to tell local Whole Foods team members the Georgia story. “We believe in big displays and good location in the produce department to move product. If the weather allows, we even have outside Georgia peach displays,” she notes. Besides having his own business, McGehee is marketing director for the Georgia Peach Council. He is expecting an “outstanding” peach crop this season, with the council having several programs in place to promote this year’s fruit. The Georgia Peach Council has sched- uled a number of TV cooking demonstrations during the season and has a “Georgia in July” promotional kit for

78 PRODUCE BUSINESS • JUNE 2013

retailers in the Midwest, Northeast and Southeast. “There is certainly a value now in getting The retail kit includes Georgia peaches from right across the border versus all the point-of-sale merchan- dising display bins way from the West Coast, after shipping it five days. It highlighting freestone makes a big difference and it certainly is fresher, peaches, Georgia Peaches farm market ” bags, recipes and nutritional information. — Kevin Hurley, Sweetbay Supermarket A successful Facebook application from last season will once again be avail- able for retail social media campaigns. receive a sweet Georgia peach at the promote,” states Hurley at Sweetbay. “We Consumers also will be able to send a finish line. always joke that everyone’s crying for “virtual” Georgia peach to someone. them, but they don’t make you cry. It’s a Finally, the council’s mascot, Big Fuzzy, Vidalia Sweet Onions great item.” will be in Atlanta on July 4, where an esti- Another popular Georgia product for John Shuman, president of Shuman mated 60,000 runners are participating in retail promotions is the Vidalia sweet Produce Inc., of Reidsville, GA, says, the Peachtree Road Race. Participants will onion. “This is a huge crop for us to “Sweet onions continue to drive the overall onion category growth, and consumers value them for their great flavor and versatility in cooking.” GEORGIA COMPANIES SPEAK OUT Referring to the Vidalia onion as “world famous,” Shuman says one of the more successful promotions is the annual ndrew Scott, General Produce – Produce for Kids (PFK) campaign, which “Based on our sales dollars, our was launched in 2002 and now includes 17 Awholesale distribution operation retail banners in 33 states and more than is a Top 100 privately owned company in 40 produce growers and shippers. the state of Georgia.” Shuman Produce is a founding sponsor, John Shuman, Shuman Produce – and he notes PFK has raised over $4.2 “We are a family-owned company and million for children’s hospitals and chari- have been since the Shuman family ties in local markets of the retailers that started in the sweet onion business nearly support the campaign. 30 years ago. After I was faced with more than a few hardships following in my Georgia Produce father’s footsteps, I feel very blessed to John Shuman Promotional Trends work in the Vidalia onion industry and Charles Hall is the executive director of continue our family farm. One day, I Greg Leger, Leger & Son – “We are the Georgia Fruit and Vegetable Growers hope our children will take over the busi- not the biggest grower/shipper of water- Association, based in LaGrange, GA. He ness and continue the family tradition in melons, but that is not one of my goals. I cites a good example of Georgia-grown the Vidalia onion industry.” think we are one of the best when it produce being promoted is through the Duke Lane, Lane Southern Orchards comes to quality, value and service.” Georgia Watermelon Association. It works – “People obviously know us as peach Mike Jardina, J.J. Jardina Co. – “We with the Atlanta Braves, where an old fash- growers, but we also farm about the same specialize only in fruit and are a family ioned wooden-handle fan encourages amount of acreage in pecans. Collec- owned business. It will remain family- those at the ball park to eat more Georgia tively, we are farming about 5,000 acres owned as long as I have anything to do watermelons. of peaches and pecans.” with it.’ Greg Leger, a principal in Leger & Son, Will McGehee, Genuine Georgia – Nickey Gregory, Nickey Gregory Co. Inc., of Cordele, GA, grows and ships “We have been growing peaches since – “We pride ourselves in quality, service watermelons from a number of states 1888. Peaches tend to be sexier and get and price, but it is sometimes tough to including his home state of Georgia. the headlines, but we also farm pecans – meet these goals because of the “Watermelons have really grown more nearly 3,000 acres of pecans. Most economy. Price becomes a big factor. You and more to be a year-round product,” people do not know we have a huge have to look at a lot of variables and talk Leger relates. “Consumers expect it. pecan business that rivals our peaches.” with customers to help them understand Retailers, even in the winter months, have Jacob Paulk, Paulk Vineyards – “It is certain factors. For example, a label watermelons, whether in quarters, halves, very hard for a small company like us to might cost more, but if you look at the or slices.” get our Muscadine grapes out there. volume you received from that label Leger points out the Georgia Water- However, I believe with its unique taste, (which can reduce shrink) it makes sense. melon Queen conducts in-store the product will gradually be accepted You are more than order-takers. You have promotions throughout the season around the United States.” to be a salesman.” providing “field to fork” information to consumers. “It is exciting for the

80 PRODUCE BUSINESS • JUNE 2013 consumer, and naturally it is exciting for recognition is Muscadine grapes, grown Division. We hope to the kids,” he says. and shipped by Paulk Vineyards of Wray, expand more into the Leger also points to the National GA. Principal Jacob Paulk has devoted Midwest and Northeast. I Watermelon Promotion Board and the himself since 1975 to the product and says believe we’ll get into the National Watermelon Association working he is now the world’s largest grower. He New York City market this as co-sponsors with NASCAR in the and his son, Chris, have 500 acres of the year,” says the 81-year-old entrepreneur. Camping World Truck Series season. seeded grape, mostly produced for the Greg Cardamone is general manager of Nickey Gregory is a principal in the fresh market. A year ago, Jardina began vegetables with Raleigh, NC-based L & M Nickey Gregory Co., a wholesaler on the handling sales and marketing for the Companies, Inc., shipper of Georgia- Atlanta State Farmer’s Market. He says Paulk in the Atlanta area. grown product. He has found success with organically grown Georgia vegetables are “We sell to Publix and Kroger’s Atlanta retailers in promotions involving Georgia becoming more widely grown, as well as some fruit. He specifically mentions organic beans and squash. “We don’t handle organic, but there is a very big possibility we will be in the near future,” Gregory says. Andrew Scott, sales and procurement manager for wholesaler General Produce, Inc., in Forest Park, GA, says more tradi- tional Western-grown vegetables, such as broccoli, romaine, green leaf and even pears and persimmons, are now being grown in Georgia. “Last fall, we had a very successful Georgia-grown sweet potato ad during Thanksgiving that went better than expected; so much so, that we were able to be aggressive with pricing, both at the buyer-level and at the store-level. Due to the increase in volume with this ad, we sourced product just 200 miles from our warehouse, and did not short the customer financially.” Mike Jardina is president of wholesaler J.J. Jardina Co., in Forest Park. The whole- saler specializes in fruit distribution, and he cites Georgia-grown apples as “one of the most demanded items we carry. Sales are growing every year.” Jardina says varieties gaining popu- larity range from the Pink Lady to Galas and Fujis. Georgia apples in three-pound bags are particularly popular with consumers. Gregory says Kroger Co. has had lots of success in his area promoting Georgia- grown product. “Kroger filmed a lot at Georgia farms with beans, squash, peppers, greens, cabbage, etc. A lot of people are starting to ask the retailers if the product is locally grown.” Gregory points out, for years the only Georgia item ever publicized was the Vidalia onion. He praises the Georgia Department of Agriculture for supporting the Georgia Grown program and notices its efforts really growing the sales of Georgia produce in the future. One item starting to receive more

JUNE 2013 • PRODUCE BUSINESS 81 cantaloupes, sweet pota- is convincing people his seeded grape, good a crop our growers produce if we toes, cucumbers, bell with its “unique and beautiful taste,” will can’t harvest it or sell it because of a peppers and squash. sell successfully. foodborne illness outbreak,” Hall “We provide our Jardina says his wholesale distribution surmises. “We have to solve our immi- customers with bios of the company’s biggest challenge is keeping gration/labor issues on the national level. growers and the town (or area) in which up with the product specifications of the And this year, the Food Safety Modern- the product was grown. This really makes many different customers ordering from ization Act will be a major issue with a good connection with the consumers,” his warehouse. which we have to provide education for Cardamone says. At General Produce, Scott names our growers.” various challenges ranging from “chasing Gregory, the company namesake, Identifying Challenges money” from slow-paying customers to points to transportation issues as their Every segment of the produce keeping vendors compliant with food biggest challenge. The wholesale distrib- industry has its own unique challenges, safety and traceability issues on their end utor runs about 25 of its own tractor and this is certainly the case for those — this is especially true with importers. trailers. It is quite challenging remaining who grow, ship, distribute, buy and sell He also cites the challenges of control- in compliance with U.S. Department of products grown in Georgia. ling expenses such as labor, fuel and Transportation rules and regulations. For example, Paulk says when he costs associated with shrink. Shuman of Shuman Produce says this started out, there was no commercial Lane at Lane Southern Orchards year’s Vidalia onion crop is his biggest market for Muscadine grapes. He recalls agrees with Scott regarding increasing challenge. Colder and wetter weather visiting a Jacksonville, FL, wholesaler who costs. Rising labor costs and the avail- conditions in March and April hampered had failed handling his grapes. So Paulk ability of good, reliable labor are the start of the season. Shuman and visited roadside stands in the area and concerns of Lane. He hopes meaningful other growers then had to deal with told them if they needed more grapes to proposed immigration legislation will widespread seed stem issues, which call that wholesaler. Within a week, the help improve the situation. reduced the amount of onions for sale to wholesaler called ordering 100 boxes. Hall of the GFVGA weighs in on the retailers. Fortunately, the affected onion With the popularity of seedless topic specifically pointing to labor and can be easily graded and discarded, with grapes, Paulk says his biggest challenge food safety issues. “It doesn’t matter how the remainder of the crop unaffected.pb

82 PRODUCE BUSINESS • JUNE 2013 MERCHANDISING REVIEW 10 Solutions For Selling More Grapes

Produce decision-makers share their tactics for overcoming grape challenges. BY CAROL M. BAREUTHER, RD

Varieties, colors, packaging, growing preference, display size and pricing are among the considerations retailers grapple with to increase grape sales.

rapes have shifted from a and Q2, respectively, and 6.2 and 6.7 percent in seedless grapes. Green grapes blemish more summertime favorite to a year- Q3 and Q4, respectively, according to Nielsen easily than dark-color reds, so this makes their round staple. In doing so, they’ve Perishables Group data. However, at times, importation after this date a riskier proposition. become strong profit centers that retailers find it nearly impossible to stock a Some 99 percent of Southern Hemisphere Gcontributed 5.8 percent to total complete assortment of high-quality red, green green grapes will typically come in prior to produce dollar sales during the 52-weeks and black grapes. April 10, while offshore Crimsons will continue ending February 23, 2013, according to data Traditionally, a smooth transition occurs to ship until mid-May. provided by the Nielsen Perishables Group, a between the major domestic and offshore “The earliest Northern Hemisphere green Chicago, IL-based fresh food consulting firm. growing regions. Gordon Robertson, vice pres- grapes, such as Perlettes, don’t start shipment According to Scot Olson, director of ident of sales and marketing for Sun World out of Mexico until May 15 or 16,” says Atomic produce and floral of Grocery Outlet, a 185- International, LLC, in Bakersfield, CA, explains, Torosian, co-owner of Crown Jewels Marketing, store chain headquartered in Berkeley, CA, “I’d “The domestic season can go as long as mid- in Fresno, CA. “Our Mexican deal seems to be say that during Q3 and Q4, grapes are one of May through January, and supplies from Brazil getting later. Only 15 to 20 percent of the crop our top 10 produce categories. Customers defi- in October, Peru in November, and Chile in harvests in May with 80 to 85 percent now nitely look for imports too, but the volume and December through May. The transition from compressed into a heavy June program.” quality are peak during summer and fall when Chile to Coachella and Mexico is generally Rob Spinelli, in sales at Anthony Vineyards, grapes come from right here in California.” smooth. However, with all of these transitions, in Bakersfield, CA, sums up this tricky time Selling more grapes at retail is not without challenges arise due to weather conditions and frame: “Retailers are watching their inventory its difficulties, despite this fruit’s register- product quality in each growing region.” of green grapes during the first two weeks of ringing potential. Here are 10 common retail “Crimsons transition smoothly, therefore May. After that, time is needed to fill the challenges and their money-making solutions: there’s generally no lack of or interruption in pipeline, so it’s the last week in May before the supply of red grapes,” says Tim Dayka, things start to settle down for green grapes.” 1. Stock A 52-Week Supply managing partner at Dayka & Hackett, LLC, in Similarly, due to lower demand and total Grapes have been available and customers Reedley, CA. “However, as the Southern Hemi- availability—as well as quality and perishability have purchased these sweet bite-sized fruit year- sphere starts to finish with green grapes, there is issues—there can be a gap in black grape supply round for some two decades. This is clear in the the potential for a small gap.” in early May. fact that category dollar contribution to This possible interruption is due to a 2010 This isn’t the case for green and black grapes produce sales changes little over the quarters. federal marketing order that establishes April on the back end of the domestic deal. Dayka & For example, in 2012, grapes represented 5.2 10 as the cut-off date for importers to bring in Hackett’s Dayka explains, “Traditionally, and 5.0 percent of produce dollar sales in Q1 anything less than U.S. Number One graded- Thompsons would finish harvest in late

JUNE 2013 • PRODUCE BUSINESS 83 MERCHANDISING REVIEW

In the next five years, Anthony Vineyard’s grapes when the grapes are merchandised Spinelli predicts, “California shippers will have alongside red and green grapes.” good volumes of better quality late-season green 4. Offer Seeds In A Seedless Market and red variety grapes well into December.” Americans love seedless grapes. In fact, 84.9 percent of grape category dollar sales during the September or early October, and we’d put them tional Sales, Inc., in Delano, CA, agrees. 52-weeks ending February 23, 2013, were seed- in storage after that. Now, newer green grape “Retailers carry numerous varieties of apples, less, according to Nielsen Perishables Group varieties such as Autumn King and Luisco, as pears, or plums, many the same color or data. Seeded represented only 15.1 percent of well as proprietary varieties, harvest into appearance; why not two varieties of green or grape sales. Red Globes represent a lion’s share November. That means we’re only pulling for red grapes?” of the seeded grapes sold in the U.S. one month out of storage before the imports “There are great differences between colors “It’s the large size, pleasant crunch and come in rather than three months.” and varieties of grapes, both in flavor and beautiful red color that makes Globes attractive In the next five years, Anthony Vineyard’s texture,” explains Karen Brux, North American to customers,” explains Grocery Outlet’s Olson. Spinelli predicts, “California shippers will have managing director of the Chilean Fresh Fruit In addition, Gina Garven, manager of good volumes of better quality late-season Association (CFFA), in Fresno, CA. “Retailers souring business analytics and vendor managed green and red variety grapes well into can benefit by educating their customers on the inventory for C.H. Robinson Worldwide, Inc., December.” attributes of the various varieties on display.” in Eden Prairie, MN, says, “Globes are still “This coming season, Sun World will be Pandol Bros.’ Pandol offers a creative solu- mainly driven by ethnic consumers. However, the first grape grower to offer proprietary tion to this debate, “It’s kind of funny that we the popularity of Globes is growing outside of late- season varieties in all three colors,” says sell grapes by color. Why don’t we sell a ‘tart’ ethnic consumers due to the increase in Sun World’s Robertson. “This provides grape with a tannin taste characteristic like a recipes—including this specific variety. Most retailers with extended availability, superior Flame and a ‘sweet’ grape with a low acid finish families are still reluctant to deal with seeded quality and more opportunities to promote like a Crimson? In the new variety samplings grapes since this item is mainly eaten as a snack. and grow the category.” we do at retail, it becomes very clear that flavor Nonetheless, when a recipe is calling for this While a full assortment year-round grape and texture are what light up consumers.” particular variety, retailers see purchases supply seems to be the industry’s Holy Grail, increase and add to overall category sales.” breaks in supply at retail don’t necessarily have 3. Bump Up Black Grape Sales to be a bad thing. In fact, it can prove advanta- Black grapes are a tough sell. Only 5.7 5. Address Organic Availability Issue geous. It’s all in how the gaps are positioned. percent of category dollar sales were of the Organic grapes accounted for only 2.1 John Pandol, director of special projects at black/blue variety for the 52-weeks ending percent of total category sales for the 52 weeks Pandol Bros., in Delano, CA, says, “We’ve had February 23, 2013, according to Nielsen ending February 23, 2013, according to Nielsen this foreign concept from the can-stacker cate- Perishables Group data. Perishables Group data. One reason for such a gory management world invade the produce Grocery Outlet’s Olson says, “Some low annual percentage is a lack of year-round department dictating that the grape display consumers still think the black varieties have availability. The CFFA’s Brux says, “There are no should be the same 52-weeks a year. That’s not seeds. Also, the higher sugar levels in some Chilean organic grapes in North America.” what Mother Nature says. At certain times of black varieties cause them to break down “On the domestic front, we can keep our year, from certain places, and in certain years, faster. These two points have caused customers supplied with organic grapes from the grapes are just better. One retailer uses a consumers to shy away. It’s a shame, because July to January; no problem,” says Jon Zani- ‘good, better, best’ designation at retail to indi- there are some newer great-tasting black grape novich, vice president of Jasmine Vineyards, cate peak of season.” varieties out there like Fantasy Seedless and Inc., in Delano, CA. Sun World’s Midnight Beauty.” “Anthony Vineyards is working to expand 2. Sell By Color, Variety Or Flavor “The right promotion can drive trial, its availability of organic grapes through adding “Customers at Grocery Outlet purchase which is an opportunity to introduce shop- new acreage,” says Spinelli. “We now have red grapes by flavor and freshness,” says Grocery pers to a color they haven’t tried before,” says and green organic grapes from May to Outlet’s Olson. “They aren’t overly concerned Sun World’s Robertson. “We’ve experienced November without any gaps and are working with variety name. But when you talk to the this with our Midnight Beauty black grape, to extend this availability to December. We’re buyers, they know each and every variety and where promotional pricing drove a major also working on offering all three colors from purposely seek out specific ones that will create increase in the black seedless category and May to October. Demand is increasing from the the best eating experience for the customers.” also spurred repeat purchases after the natural food stores, and conventional stores are Red grapes represented 55.3 percent of cate- promotional period. The black seedless starting to give a bigger focus to organic.” gory dollar sales during the 52-weeks ending promotion also drove total category growth There seems to remain a catch-22 to future February 23, 2013, with green at 38 percent, as shoppers decided to trial the new variety growth in organic grape availability. “Organic according to Nielsen Perishables Group data. and also buy their staple grape.” grape growing takes a commitment and many “Some retailers have started to carry two to Megan Schulz, West Coast business devel- growers are not in a position to make this three varieties of the same color of grape,” says opment manager for Giumarra Companies, in commitment,” explains Sunlight’s Dulcich. Dayka & Hackett’s Dayka. Los Angeles, CA, adds, “We see that consumers “Organic grape sales are a very small part of the Nick Dulcich, owner of Sunlight Interna- are more willing to purchase black seedless total. FOB’s have drawn much closer to conven-

84 PRODUCE BUSINESS • JUNE 2013 tional grapes and a loss of incentive to the Clamshells also make it easier for retailers to well and is easy for customers to pick up grower has occurred.” sell two or three colors in one pack. because of the handles. It’s a good mover.” At the same time, “research in 2012 by the As for bags, Sun World raised the bar with The retailer challenge is to compare added St. Louis, MO-based research division of its new clear pouch bag, which is designed cost to improved merchandising and impulse Fleishman-Hillard International Communica- for better product visibility. “Bag clarity is purchases in selecting the optimal packaging. tions shows that while consumers are willing one of the top five influencers of grape Anthony Vineyard’s Spinelli offers the to purchase organic grapes, they don’t want to purchasing,” says Robertson. Sun World uses numbers: “A clamshell costs about 20 cents, a pay over 10 to 20 percent more for organic a new high clarity cast polypropylene. “The gusseted high-graphic bag costs 9 cents, and a grapes than conventional grapes,” adds Cindy industry standard is currently polyethylene, slider bag costs 3 cents. That means the extra 6 Plummer, vice president of domestic and it tends to amplify bag cloudiness, which cents of going from a slider to gusseted bag can marketing for the Fresno, CA-based California is one of the top five negative influencers at add up to an extra $1.2 million a year on 20 Table Grape Commission (CTGC). the point of purchase. In addition, this million bags.” pouch bag is designed with a gusseted 6. Consider Packing & Merchandising bottom that allows for stand-up merchan- 7. Create Display Space Few retailers sell grapes without some form dising and a slider zip function for easy and Grapes are offered on an average four-foot of packaging. Today, pack types range from convenient resealing,” explains Robertson. refrigerated destination display at Grocery clear plastic clamshells to conventional plastic One step further, some growers and ship- Outlet. “The cool temperature not only slider bags—which tend to dominate sales due pers have introduced a high graphic reduces shrink, but increases impulse sales,” to their low cost. grab-and-go bag with handles. This new- says Olson. “Customers love to buy and eat “Clamshells are king at Grocery Outlet,” style bag provides a canvas for graphics and cold grapes.” says Olson. “We don’t have scales in our stores, marketing messages. It can also be sold as a Research by the CTCG shows that space therefore we sell 2-pound fixed weight variable weight package, which improves the allocation of more than 25 feet can generate up clamshells. They make it easy for customers to retail price point. to 63 percent more dollars per store per year pick up and inspect the quality of the fruit. Paul Kneeland, vice president of produce, than sets under 18 feet. In addition, studies Clamshells also protect the fruit, reduce shrink, floral and seafood at Kings Food Markets, a demonstrate that during grape season in Cali- are easier to stack on display, and prevent slips 25-store chain based in Parsippany, NJ, finds fornia, a maximum sales lift is obtained with and falls due to the fruit falling on the floor.” this bag-style attractive. “It shows the grapes displays measuring at least 25 to 30 square feet.

JUNE 2013 • PRODUCE BUSINESS 85 MERCHANDISING REVIEW

The CTGC’s Plummer explains how 8. Recipes Boost Grape Sales should be, gone. Pandol Bros.’ Pandol retailers make room for grapes in stores. “In “Eaten fresh out of hand is the main focus explains: “Pushing for really low FOBs/retails addition to a prominent primary display of for grapes,” says Nick Bozick, president of when the grapes are at peak freshness encour- grapes, don’t forget secondary displays. Richard Bagdasarian, Inc., in Mecca, CA. ages growers to store grapes. Then Secondary displays can raise the visibility of “Never discount the recipe factor; however, retailers/consumers pay the highest prices for grapes and ensure that they get noticed. offering recipes doesn’t hurt.” the oldest grapes. With regard to 99-cent ads, They’re also a great way of highlighting Consumers in focus group testing say they the industry went through a long period where unique or new varieties.” want to know more ways to use grapes and grape ads drove traffic but stores didn’t make This is just the tactic utilized at Grocery that this knowledge will spur them to much money on grapes. The quality and condi- Outlet. From June to October, Olson and his purchase more, according to 2012 Fleishman- tion of 99 cent-per-pound grapes were so bad it staff place 3x3-foot field bins of grapes at Hillard International research conducted on didn’t drive traffic. Now ad prices are in the the front of the store. Plus, they utilize slant, behalf of the CTGC. $1.25 to $1.50 range, and all of a sudden, metal-rack mobile merchandizers filled “Because of this feedback,” says CTGC’s retailers are seeing the category dollar increase with four to five cases of grapes as end cap Plummer, “we are now featuring usage images in grapes—similar to what they’ve seen in displays alongside of tree fruit or at the in our advertising campaign. QR codes are berries the past few years.” check-out registers. included in the print advertising campaign According to 2012 Fleishman-Hillard Inter- Sun World is introducing bins this and take shoppers to a mobile site that national research conducted on behalf of the summer to spotlight its proprietary brands includes recipes for the usage images. We have CTGC, consumers think grapes are a bargain at and highlight grapes as a healthy snack. The recipes and photos available for retailers to $1.20 a pound, reasonable at $1.70 per pound, bins include beauty shots of the product, a incorporate in their customer communica- and begin to seem expensive when the price per nutrition label, as well as a ‘Sweet & Healthy’ tions including social media pages.” pound reaches $2.80. call out, and a QR code leading to a mobile- Price isn’t the only way to promote grapes. friendly web site with more information 9. Give The Best Promotional Price “Giumarra offered Fair Trade Certified red, and recipes. “Grapes are price-promoted once per green and black seedless grapes this spring Secondary display ideas within produce month year-round at Kings Super Markets,” grown in Sonora, Mexico, by the Salazar family include merchandising grapes next to lettuce says Kneeland. “In peak season, we’ll drop as [in Hermosillo],” Schulz says. “Grapes sold or salad kits. Displays outside the department low as $1.49 per pound.” under the program were packed under the work well in Deli or Wine and Cheese. The days of 99 cent-per-pound ads are, or Nature’s Partner label and had a Fair Trade Certified sticker. The fruit was sold at a premium, and the resulting funds were returned to a worker council of Salazar farm employees.”

10. Plan A Merchandising Strategy “Grapes are popular in winter and summer,” says Kings’ Kneeland. “We encourage customers to try freezing grapes for a refreshing warm- weather snack.” Dayka & Hackett’s Dayka agrees. “Like bananas, you could make the argument that consumers’ purchases of grapes aren’t that seasonal anymore.” Research conducted in 2010 by the Perish- ables Group on behalf of the CTGC shows that five promotions per month in spring/summer generate five times the volume lift of one promotion, while four promotions per month in fall/winter generated 85 percent more volume lift than one promotion. “While consumers might not differ in their grape purchasing habits by season, retail handling of grapes should,” says Pandol Bros.’ Pandol. “Southern Hemisphere grapes are generally a month old when they hit the shelf. Springtime and summertime grapes are fresher. Adopting a supply chain that minimizes dwell time is the best strategy spring and summer. In the winter, inspection and cullage is key.” pb

86 PRODUCE BUSINESS • JUNE 2013 RETAILERS WANT TO KNOW… Where Do Suppliers Envision The Stone Fruit Category In The Year 2020?

The consensus among suppliers is that flavor issues

PHOTO COURTESY OF KINGSBURG ORCHARDS will be resolved before year 2020.

DOVEY PLAIN marketers, but we are aware that others are input costs skyrocket and labor shortages Marketing Administrator close behind us in this area. become commonplace. The challenge will be Family Tree Farms Hopefully, “flavor” and “trust” are two to find efficiencies without compromising Reedley, CA words that will dominate the stone fruit arena quality. Consolidation in the stone fruit New produce items from around the world in 2020. If the past 10 years have taught us industry will have leveled off by 2020, but the will continue to battle for shelf space. Consis- anything, it’s that we can’t grow and ship just number of actual growers will likely have tently great flavor is how stone fruit suppliers anything, regardless of how it tastes, and shrunk to an all-time low, as small- to will earn their right to maintain shelf space. expect to maintain consumer loyalty. Retail medium-sized growers are squeezed out by Growers will continue to seek ways to beat the buyers are keenly aware that they have to rising costs. competition and win the flavor battle. provide outstanding flavor to their customers. Local and organic will probably grow in The front line in that battle is currently Buyers will continue to be educated about popularity over the next seven years. Perhaps variety selection. Family Tree Farms is defi- the commodities they purchase, to the point the middle ground of “pesticide-residue free” nitely ahead of the curve regarding selection, of selecting certain varieties and rejecting is where real growth opportunity is in stone and we have finalized exclusive arrangements others — all based on flavor. This is fruit. Most consumers do not understand the with most of the world’s top stone fruit happening now and will surely become more concept that pesticides break down naturally breeders. Giving retailers a flavorful and prominent in the years to come. over a set period of time. After that time, there unique variety, specifically available through The next wave of farm innovation is going can be virtually no trace of the pesticide on us is an advantage for us as growers and to be geared toward efficiency as farming the fruit. Educational efforts, certification and

JUNE 2013 • PRODUCE BUSINESS 87 “The next wave of farm innovation is going to be geared toward efficiency as farming input costs skyrocket and labor shortages become commonplace. The challenge will be to find efficiencies without compromising quality.” — Dovey Plain, Family Tree Farms

residue-testing programs could go a long way toward alleviating public concern.

BOB MAXWELL Director of Sales Kingsburg Orchards Kingsburg, CA I will be 70 years old this December. For at least 60 years, I have been a real fan of Snickers candy bars. I buy a minimum of two a week. So, in 60 years, I’ve purchased over 6,000 Snickers, and not once have I purchased a bad one. What you might be asking is, “What does this have to do with my vision of the future of the stone fruit category?” Well, in the same 60-year period, I can’t tell you the number of poor peaches, nectarines, plums, and apricots I’ve purchased. Admittedly, I’ve bought a lot of good ones as well, but really it’s a 50/50 proposition. Is being disappointed half the time really acceptable? At Kingsburg Orchards, we’re doing something about it. We’ve invested heavily in aggressive proprietary nursery programs. We’ve pulled out hundreds of acres of trees in that effort. We’ve replaced those trees with trees from our test blocks — proven varieties with high sugar, low acid, wonderful texture, cosmetic appeal, durability, but most importantly, flavor. Fruit that tastes like fruit — not taste- less mush. We’ve put this fruit in our premium labels: Sugar Tree, Season Opener, and Flavor Farmer. When you see those labels, you can buy with confidence. We are completely committed to one principle — it’s not size, not “tree-ripened”, not local, not imports, not

88 PRODUCE BUSINESS • JUNE 2013 will rise sharply. Store-level digital pricing will begin to take shape. Unique weather patterns will create more over-stocks and out-of-stocks. Retailers will learn price can control inventory and limit supply gaps. Stores will be brighter with better lighting. Devices that manage ethylene will be discreetly placed throughout the produce department. Kits for salsas and other fruit/spice blends will be displayed alongside certain loose fruits.

ROB O’ROURKE Senior Vice President RJO Produce Marketing Fresno, CA Our motto at RJO is “Quality Driven; Quality Delivered.” We believe that the issue of quality will continue to drive the industry

PHOTO COURTESY OF RJO PRODUCE MARKETING as the science of growing pushes the quality ever closer to perfection. Consumers will likely support quality and will be willing to pay for it. “Brix will no longer RJO pioneered new technologies, as an be the measuring stick for stone fruit, extension of RJO’s acclaimed Bird Dog Inspection Program, and is able to instantly but other components such as a ratio of sugars track crop quality in the field. It allows RJO and acids will be taking its place.” Bird Dog inspectors to photograph, collect and instantly classify the quality of any fresh — Duke Lane III, Lane Southern Orchards produce they are inspecting. The system allows the Bird Dog to input a displays, not organic — it’s flavor, flavor, produce manager begins explaining the broad range of characteristics for each flavor. concept of just-in-time pricing. commodity and variety from size, color and Our vision for 2020, and beyond, is for “You see Ms. Sweets, yesterday’s inventory solidity to brix and overall appearance. An customers to buy a peach, plum, or nectarine at the store level was six cases. Our warehouse extension of the application is the ability to with the same confidence that I’ve had buying was empty. The next load is not scheduled for track product quality today and over time via Snickers bars for the last 60 years. arrival until tomorrow. As the inventory dwin- the Bird Dog Quality Scoring System (BDQ), dled, the price began to rise. This process is where each characteristic is instantly coded DUKE LANE III called just-in-time pricing. It allows us to and assigned a BDQ score. Vice President of Sales adjust prices accordingly. Once store inventory Product-scoring algorithms have been Lane Southern Orchards/ reaches a certain threshold, pricing changes. reviewed and modified to allow adjustments Georgia Peaches The good news is that when tomorrow’s based on customer-specific quality specifica- Fort Valley, GA load reaches the stores, pricing will drop back tions. BDQ scores reflect the key attributes It’s August 22, 2020. Georgia Peach enthu- to $3.99. You better hurry though; Georgia determined by the customer to measure their siast, Rosy Sweets, goes to her local Publix in Peaches are hot item this month.” desired quality against the market and over Indianapolis looking to duplicate the eating The West Coast will continue to develop time. In 2013, RJO customers now have the experience she had last night with her fresh creative crosses of stone fruits and other ability to assess and quantify the quality of Georgia Peach and blueberry fruit bowl. fruits. Flavor will continue to drive sales — fresh produce in ways never done before. This Already calculating her list, “4 pounds of now more than ever. Tree-ripened anything new process brings the Bird Dog app and BDQ Georgia Peaches at $3.99 a pound…I need will be expected. Brix will no longer be the scores full circle providing unbiased, quantifi- $17 or so!” measuring stick for stone fruit, but other able, pertinent information based on their Rosy is shocked to see the digital Georgia components such as a ratio of sugars and specifications. Buyers are no longer working Peach display now read Sweet Georgia acids will be taking its place. Some commer- off a “best available” or “this ranks #1”. Peaches…$4.99. Recognizing she is short of cial production of stone fruit will be in every We believe that technology will continue cash, and not willing to accept the change, contiguous state in America, but Georgia will to influence our industry in unimaginable Rosy seeks out the produce manager and still remain, “The Peach State.” Demand for ways. By 2020, the advancements in the demands yesterday’s price, and more impor- organics will remain high and availability will science to grow, harvest, pack, grade, condi- tantly, an explanation. Well aware of the remain low. Chilean imports will eat great tion and transport fresh stone fruit will have question and the emotional angst, the most of the time. Imports of all stone fruit advanced — which will, no doubt, present

JUNE 2013 • PRODUCE BUSINESS 89 PHOTO COURTESY OF RIVERMAID

“The remaining players have survived by maintaining a keen focus on the most flavorful varieties, ruthlessly eliminating those that don’t eat well.” — Dave Parker, Rivermaid Trading Company

new challenges. With increased production have survived by maintaining a keen focus on comes increased regulation and environ- the most flavorful varieties, ruthlessly elimi- mental concerns to carefully navigate. nating those that don’t eat well. This Companies (like RJO) are responsible for discipline will continue, coupled with an helping customers around the world manage ongoing drive to deliver high quality and high these variables, so as to ensure quality to the maturity fruit to shoppers. end user will no doubt be in high demand. Bio-Solutions are swelling: Bio-pesticides, bio-fungicides and bio-herbicides will obviate DAVE PARKER concerns about pesticide residues. California Marketing Advisor will, most likely, lead in adopting this change. Rivermaid Trading Company “Local” will be more accessible through Lodi, CA technology. Improvements in refrigerated Strength in small numbers is the way to go. transportation and assiduous utilization of In recent years, we have seen a consolidation the new systems will enable better cross- of marketing and sales into the hands of fewer country delivery of riper fruit. stone fruit companies. As recently as 10 years Abundant consumer data, including ago, fewer than 30 companies marketed 80 behavioral data and social intelligence, will percent of the category. Today, the same drive decision-making in the supply chain. volume is handled by no more than 11 enti- Consumers will get most of their information ties, suggesting that the industry is capable of about food from their mobile devices, and a stronger stance in the marketplace. they will provide much of the supply chain Finding a platform for growth is crucial. data directly through their networks. At the same time, there has been a reduction A combination of excellent varieties, in overall volume, from approximately 65 improved delivery and better information will million cartons in the late 1990s to perhaps result in more widespread consumer satisfac- 47 million cartons this year (2012 was an tion with stone fruits. The industry will anomaly, with the pack out reduced by hail to readily increase production of juicy, flavorful around 42 million packages). fruits to meet the renewed demand. By 2020, Culling varieties of new stone fruit will stone fruit volume could begin to surpass the continue to emerge. The remaining players historic benchmark of 65 million cartons. pb

90 PRODUCE BUSINESS • JUNE 2013 DRIED FRUIT & NUTS How To Successfully Market Dried Plums In Produce

Capture the millennials while keeping mature customers happy. BY MICHELE SOTALLARO

Retailers and marketers diversify efforts to attract a growing dried plum audience with appealing displays and nutrition messaging.

ith the name change of the tunity for consumers to fill that need. The idea Impulse Shopping Mindset California Prune Board to is to continue to communicate that health and In addition to participating in a healthier the California Dried Plum nutrition message to people who shop in the lifestyle, consumers — especially younger Board 13 years ago came a produce department and the whole dried fruit generations — are increasingly becoming an Wsuccessful migration of new category. Whether it is raisins, cranberries, impulse-driven society. “Produce is a great consumers who discovered they loved dried apricots or prunes, these foods really piggyback department for impulse purchases. When plums (or prunes). Most dried fruit companies off fresh fruits, so it makes sense to include customers make a shopping list, they write: continue using both names to appeal to all dried plums as part of that product portfolio.” milk, eggs, cereal, fruit and vegetables — not consumers. But along with great achievements “There’s so many foods that people exact produce items. There’s room to choose come new challenges, like how to maintain the weren’t eating five to 10 years ago that they’re from ‘fruit’ and ‘vegetables’. We take advantage customer expansion and how to obtain eating now, like dried plums, because of of that fact, and make people buy more stuff,” premium floor space. the health benefits,” says Dick Stiles, director admits Kings’ Kneeland. It’s evident that with the new breed of of operations for produce at Redner’s Ware- As Michael Sansolo, president of Sansolo health-conscience consumers, dried plums house Markets in Reading, PA. “Continuing Solutions, Washington, DC, explained during were reintroduced as a healthy alternative to share the health benefits messaging his “Inside Today’s Consumer” lecture at the to satisfy sweet cravings. The industry is capi- builds momentum and helps us promote 2013 United Fresh conference, consumer talizing on the benefits dried plums the product.” marketing is no longer defined by demo- offer, such as: vitamins as a nutrient-rich “We play up the health aspects,” says Chad graphics. Instead, the shopper’s “need state” is powerhouse, minerals that promote bone Hartman, director of marketing for Tropical the driving force. To understand consumer’s health, and outstanding fiber content to Foods in Charlotte, NC. “The soluble fiber needs, moods, and lifestyles is to know what is improve digestion. found in dried plums is helpful for weight loss impacting purchase decisions. Society moves and diabetes.” at an exponential rate, yet individuals like to Health Benefits Lead Sales Paul Kneeland, vice president of produce at behave at an incremental pace. “With the health initiative spreading in Kings Food Markets in Parsippany, NJ, takes June Jo Lee, vice president of strategic North America, consumers are looking for another approach to support sales, “We stock insights for Bellevue, WA-based Hartman healthy snacking alternatives,” says Joe Tamble, organic dried plums, and they move more than Group, spoke at the United conference as well. vice president of sales at Sun-Maid Growers of conventional. We highlight dried plums as Her lecture on food culture supported this California, in Kingsburg, CA. “We snack quite ideal for snacking, great value, and to help sporadic buying theory. As a food ethnogra- a bit, and dried fruit offers an excellent oppor- lower cholesterol,” adds Kneeland. pher (someone who studies the systematic

JUNE 2013 • PRODUCE BUSINESS 91 DRIED FRUITS AND NUTS California Dried Plum Board Talks Future Strategy he youngest demographic that taste good,” says Zea. “It’s critical that performance category with performance- “ we’re finding is 18 to 25 years we expand the opportunities given to oriented recipes for energy bars. T old. These millennials are consumers to try them, especially for The Natalie Coughlin partnership is cresting more and more toward whole younger people.” not the only high-profile endorsement foods in general — rather than supple- Increasing dried plum meal options for California Dried Plums. “We had a ments — which really has the market along with extensive research is how Zea 30-day digital promotion with coming to us,” says Donn Zea, executive hopes to propel the category. “There are DoctorOz.com,” says Zea. The series director of the Sacramento-based Cali- a number of things that we already know provided healthy eating tips, recipes, fornia Dried Plum Board. “We’re trying about dried plums, so we trust our advi- workout videos and highlighted nutrient- everything we can to reach out to this sory panel to help guide us,” Zea rich foods such as California Dried group, as well as our core audience, from explains. Consisting of highly regarded Plums. Natalie Coughlin also represented a traditional standpoint. We’re pivoting nutritionists from around the country, the California Dried Plums on off our more robust nutrition research advisory panel highlights opportunities HelloGiggles.com (the crafty lifestyle web each year so that every demographic will and data that would be of most interest site co-founded by the popular 33-year- benefit from the food they eat.” to a younger population. old actress, Zooey Deschanel). Zea explains that the digestive health “From a domestic standpoint, we’re In addition to the younger-demo- significance behind dried plums went looking into easy-to-prepare meal graphic web efforts, one of California from a message for primarily older citi- choices for people on the go,” says Zea. Dried Plum’s registered dietitians, Leslie zens to a message for everyone. “It’s “Dried plums are the best low sugar/low Bonci, developed a platform that important for people to understand how glycemic index option to use as a savory connects with high school sports beneficial dried plums are for digestive topping on salads and other dishes.” programs. “She educates kids that it’s health – which is the cornerstone to our Zea is grateful for the partnership not about how many reps you can do, overall health. Certainly that affects the between the California Dried Plum Board but what you’re putting into your body young as well as baby boomers and and one of its brand ambassadors, to allow you to do those reps,” says Zea. older folks,” says Zea. Olympic swimmer and gold medalist, The California Dried Plum Board “From the standpoint of overall Natalie Coughlin. He reveals that she was plans to expand upon these marketing health, there couldn’t be a better product instrumental in helping California Dried efforts and health messaging for younger than dried plums. They’re convenient and Plums break into the sports nutrition and audiences with future campaigns. pb recordings of human cultures), she discovered store,” reports Sun-Maid’s Tamble. “Sun-Maid Redners Markets’ Stiles also uses shippers that society is “picky” with their food. Lee told encourages all sale opportunities — especially and alternate displays that can be showcased in the story of one subject who went to a grocery in the produce section. After all, it is fruit.” various places throughout stores. “They help store to forage for lunch and had not begun to “In our experience, when retailers sell dried toward impulse sales, and they’re so handy,” think of what to eat for dinner. plums in produce versus grocery, results show says Stiles. “Space is at a premium these days “Dried plums are a non-seasonal item, so between 10 to 15 percent higher margins, with all the different products retailers carry. retailers are able to offer a product that is avail- because the prices are higher in produce,” When you can get product on a shipper so able year-round to consumers. There are also explains Sunsweet’s Driscoll. “Stores are also people see it — and it’s not hidden down the cross-promotional opportunities within able to attract new consumers who might not aisle with 50 other items — I think that gener- different categories like granola, baking, trail shop the dried fruit aisle. Bringing new ates sales. You just have to get the product out mixes, etc.,” says Jen Driscoll, the dried fruit consumers into the category means incre- there and get people to try it.” product manager of Sunsweet Growers Inc., mental profit from new consumption.” The unanimous push to promote dried based in Yuba City, CA. “Providing a well- Increased sales, visibility and consumer plums’ health benefits, shipper displays and rounded secondary display program creates awareness are excellent benefits for suppliers impulse options is just the beginning of the impulse purchases and provides unique offer- and retailers, and that’s why everyone is scram- product’s evolution catering to a younger ings. Retailers can also educate consumers on bling for space in Produce. “Space is something market. These elements are trends homoge- different usage occasions,” adds Driscoll. to fight for!” says Tropical Foods’ Hartman. nizing to tell the story of dried plums and its Sunsweet’s Driscoll agrees, “Space is always an bright future. Produce-Placement is Priceless issue since the produce section is so large, and “Over the past five years, the dried fruit “The total dried fruit category is a very we also see challenges from heavy competition category has grown significantly every year. So profitable segment for produce retailers. When to other fruit and nut brands.” this category is robust, it follows the trend of dried plums are sold in Produce, sales do Sun-Maid’s Tamble surmises, “The if you health and nutrition,” says Sun-Maid’s Tamble. better,” says Sun-Maid’s Tamble. “In fact, build it, they will come’ visual exposure can be “Consumers continue to understand (and are research from IRI data points out that when challenging.” The classic Field of Dreams movie being made aware of) the benefits of dried the dried fruits are shelved and positioned quote is not the only tactic Tamble believes. “We fruits, and that is fueling part of its growth within the produce section (or adjacent to work with retailers to find adequate space and along with variety, exposure, unique items, produce), dollar sales velocity can improve up encourage using shipper displays in Produce. advertising and a positive playing field for the to 30 percent higher versus grocery or center- Once they try it, they see product move.” growth to continue.” pb

92 PRODUCE BUSINESS • JUNE 2013

RETAIL PERSPECTIVE

STRATEGIC PLANNING AND FLEXIBILITY

round this time of year, retail rest of the store to take advantage of these cost savings and allows the management begins to think about produce operation the ability to promote the best possible item. The A planning for the final two quarters of progressive retailers that engage in such a strategic planning exercise the year and the first quarter of the next year. allow for this type of flexibility for their produce operations. This is an important exercise for nearly every Conversely, the majority of retailers that participate in this process department in the store. The one key excep- consider the official schedule to be permanent and unchangeable. This tion is the produce department. type of planning ties the hands of the produce operation and invari- Each time I participated in a strategic ably results in an unimaginative, boring, play-it-safe department. This planning session like this, I only encoun- version of item-selection eliminates the benefit of any seasonal oppor- tered blank stares of disbelief from the other tunities as well as the use of different varieties of items in the ad. departments when I presented the “planning schedule” for Produce. Another casualty of this type of planning is any “theme” promotion, The plan for promotional activity such as “Melon Mania,” “Berry and items for the third and fourth Patch,” “Pear Perfection,” etc., quarter and the first quarter of which requires proper timing to the following year was always Even in the case of planning “in pencil,” include as many varieties as presented “in pencil.” The retail possible. With this many moving and marketing management the variability of Produce undermines parts, it is difficult with always seemed to have a problem any such planning. maximum flexibility to promote with this strategy and did not “theme” promotions on the understand the reasons behind it. correct week. The sessions were originated While this planning is good to save costs for the advertising for holiday marketing, sched- department. In their world, the farther out you plan your advertising, uling for promotions such as those for Cinco de Mayo, Memorial Day, the less it will cost. These lead times are segmented into cost values Fourth of July, Easter, Thanksgiving, etc., can still present the possi- based on advanced notice. Nearly all the other departments in the store bility that the key item for these promotions may not be available. The can project out as far as 36 weeks due to the perishable nature (or lack wildcard of weather conditions and its effects on produce commodi- thereof) of their products. The other departments can plan their ties will always be the reason that this type of long-term planning production to fit their projected schedule. needs to be modified. The one exception is Produce (and Floral), which cannot, with any Of course, it is necessary that Produce be involved in these strategy certainty, project accurately items to promote on any given week. To sessions. The sessions provide helpful information on what the rest of try to project such a schedule is to court disaster for the produce oper- the departments are planning, as well as any major themes that ation. Some retailers try to project a schedule of produce items based marketing management has planned for the next 36 weeks. The key on previous history and seasonality; however, this most often results to surviving in this environment is convincing your marketing and in promoting the wrong item at the wrong time. In my experience, I advertising management that it is in their best interests to allow flexi- have tried many strategies to meet the requirements of such a planning bility in selection of items for the produce operation. session. Each attempt resulted in (as outlined above) promoting the Not only can you use the information and affects of weather in the wrong item at the wrong time. Even in the case of planning “in pencil,” major growing areas on supply and timing, you can utilize the weather the variability of Produce undermines any such planning. conditions locally to illustrate the unpredictability of Produce espe- The major shortfall of any long-term produce planning is the fact cially in the local area. Your efforts to negotiate a minimum of four that to remain competitive, and be relevant to your market, requires weeks flexibility in selection of items, and if possible the optimum of changing your promotional item as conditions dictate. This defeats two weeks for revising the item selection, will pay dividends in terms the overriding purpose of this planning process, which is cost control of having the right item at the right time. This will enable you to for advertising. generate the sales profits from key seasonal items. This effort allows However, the benefits of having the flexibility to change items in you to be on the “cutting edge” of produce availability and seasonality the ad four weeks out (acceptable) or two weeks out (best) allows the while blending your efforts with the rest of the store. pb

By Don Harris Don Harris is a 38-year veteran of the produce industry, with most of that time spent in retail. He has worked in every aspect of the industry, from “field-to-fork” in both the conventional and organic arenas. Harris is presently consulting on all subjects of retail, category development and sales strategies, among others. Comments can be directed to [email protected]

94 PRODUCE BUSINESS • JUNE 2013

EUROPEAN MARKET

LESSONS WORTH TEACHING

Interview conducted by Mira Slott, excerpted from the Perishable Pundit, June 11, 2013

n April, Freshfel Europe sent a letter to user. It receives close to 20 million Euros out of 90 million available for the the European Commission’s Commis- school scheme. Isioner for Agriculture, Dacian Ciolos, The U.K. hardly uses it. It has a system that is not aligned with the questioning the appropriateness and the EU’s. The U.K.’s school scheme goes through its National Health Service timing for change considerations to the with other parameters. It prefers to go its own way, which is very specific European Commission’s CAP (Common to the status of the U.K. Agriculture Policy) schemes on agricultural As far as the distribution of money for the fruit scheme by country, the products to school children. The European second biggest is Germany. If we take the whole budget, Germany will Commission looked for a number of have 11.5 million Euros, Poland close to 10 million as well as Romania, options for improving the functioning of and then France and Spain, both with roughly five million. schemes targeting children under the CAP. The main trouble was that the latest proposed changes were directed toward inclusion of other agri- Q: Do you think the proposed budget for the scheme will pass? cultural products in the schools, thus diluting specific efforts of the A: It’s on the table now almost 18 months because it has a budget. Just school fruit scheme. like you have the fiscal cliff in the Philippe Binard, secretary U.S., we have something similar in general of Freshfel Europe in Brus- the EU. There are major discrepan- sels, Belgium, discusses the conflict Freshfel’s Philippe Binard fights for cies between the Commission’s with the Perishable Pundit. Europe’s school fruit scheme. proposal for the whole budget and what member states are willing to Q: What sparked the proposed accept. The member states are changes, and why do you view reducing budgets. Our budget line them as detrimental? for the school scheme is 90 million Euros for the time being. With the A: The European Commission is looking at whether the school fruit proposal to change it to 150 million Euros, that budget line for 2014 to scheme needs to have its own functioning, or in simplification, should be 2020 has not been affected. However, as long as there is no final deal with merged with other agricultural products; that could be a benefit of the budget, the approval for the school theme is dependent on that. extending the school scheme to a broader range of products. This is where we conflicted with the Commission. The background of Q: Isn’t there a lot more work to be done to build meaningful long- how and why the existing schemes came about are quite different. The term results in changing children’s eating habits and increasing main reason for the fruit scheme, and why the background is important, produce consumption? is the need to educate children on fruits and vegetables. A: The scheme exposes children to new eating experiences. To really When you have public money, it’s important to know how to monitor make the differences we come to the EU to argue it needs to be much the program and see its benefits. A broader scheme defeats the ability to more ambitious. The 90 million Euros corresponds to one piece of do that if you add milk, grain, cereal or meat products in the scheme. There fruit per child per week. With one piece, you won’t change eating are even talks about adding flowers. habits of children, and the scheme needs to be accompanied by more educational programs. Q: What happened to the proposed increased funding? The most effective cases are where the programs are more intense with A: When institutions participate in the scheme, the EU supports 50 measures to raise awareness and bring the message home to benefit the percent of the product. There is a financial proposal to raise the EU contri- family. The comprehensive programs show something happening from bution to 75 percent. the health aspect and overall attitudes of the children. Another element of the proposal is to have the EU co-finance the What’s important is to include diversity of produce. In an apple- accompanying promotion measure that needs to be taken in any school producing region, what is brought to school are apples. If the supplier in scheme. If you don’t have activity to educate the children, the scheme won’t Spain distributes oranges or mandarins, the likelihood is the children are be effective. This is something that had to be financed by each of the coun- used to the taste because they have them in their backyard garden. It’s tries. This could help to convince more countries to jump into the system. important for kids to discover new products, learn to cut a kiwi or how to prepare broccoli or carrots. These elements of diversification are Q: What are the implementation impressions from each country? happening, but need to be more. We have strong support, yet we cannot A: There are countries strongly using the scheme — Italy is the biggest rest on our laurels. We must remain vigilant. pb

Philippe Binard Binard has a legal background from the University of Leuven (Leuven, Belgium). In 2001, he was appointed General Delegate of Freshfel Europe (the European Fresh Produce Asso- ciation) located in Brussels, Belgium. This association is the European fresh fruit and vegetables representative body incorporating more than 200 members (associations and companies) from the fresh produce sector.

96 PRODUCE BUSINESS • JUNE 2013 RICHARD J. BYLLOTT, CPA Chief Financial Officer, Nathel & Nathel, Inc. Founder, We Are Many Foundation 5 MILE

RUN FOR “THE MANY”

5 Mile Run for “The Many”

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Donate online @ wearemanyfoundation.org or mail payments to: We are Many Foundation, P.O. Box 5313, Hauppauge, NY, 11788. Go to “Events” tab on the site for more info about the run for the “The Many” BLAST FROM THE PAST KFI RADIO PRESENTS: BRANDT FARMS

ack in the late 1960’s, television continued to forge its way into American homes. But with Bell Laboratories’ transistors, radios were made smaller, Bbetter and cheaper for houses and cars. In 1965 there were roughly 228 million radios in the U.S., and a typical AM/FM radio cost $30. Suspense-filled crime stories and heart-wrenching dramas may have made their way to television, but automobile commuters still needed entertainment and news while in transit. Nelson McIninch was Farm Director at radio station KFI AM 640 when this photo was taken on June 29 in the late 1960s. He is interview- ing Jack Brandt (seated on far left), founder of Brandt Farms, while F.A. Preuss (standing in suit) and K.A. Boyajian (standing behind McIninch) show their approval of the plums presented to McIninch. F.A. Preuss was a grower in Sanger, CA, and chairman of The Califor- nia Fresh Plum Advisory Board—a state promotional program that dis- solved around the early 1970s, along with a variety of other fruit boards, to jointly operate under the umbrella of the federal program known as the California Tree Fruit Agreement (CTFA). The CTFA was established in 1933 to affect the marketing of pears, peaches, plums, cherries, apri- cots, and persimmons by educating consumers, food industry profes- sionals and media about the fruits. In 2003, the CTFA disassembled due to internal conflicts. K.A. Boyajian was a local grower and board member of The California Fresh Plum Advisory Board as well. “Usually in early summer, McIninch would host a ‘meet the grower’ segment during his broadcast to kick off the marketing year for plums,” says Wayne Brandt, son of Jack Brandt. Located in Reedley, CA, Brandt Farms was established in 1941. Wayne's father started the business by growing and packing his own nectar vari- ety peaches and hauling them to the San Francisco market. The business expanded when neighbors asked Jack Brandt to handle their fruit as well. Brandt Farms now has 72 years and three generations of experience in growing, packing and marketing California peaches, nectarines and plums.

The Blast from the Past is a regular feature of PRODUCE B USINESS. We welcome submissions of your old photos, labels or advertisements along with suggested captions. Please send materials to: Editor, PRODUCE B USINESS, P.O. Box 810425, Boca Raton, FL 33481-0425, or e-mail [email protected] INFORMATION SHOWCASE Receive supplier information fast using the Produce Business Information Showcase. Here’s How: JUNE 2013 Contact the advertiser directly via the Website, e-mail, or phone listed in the ad. COMPANY PAGE # PHONE WEBSITE COMPANY PAGE # PHONE WEBSITE Anthony Vineyards, Inc...... 26 ...... 661-858-8300 ...... www.anthonyvineyards.com Harris Produce Vision ...... 66 ...... 269-903-7481 Asociacion Mexicana de Highline Mushrooms ...... 59 ...... 519-326-8643...... www.highlinemushrooms.com Horticultura Protegida A.C...... 72 ...... 667-715-5830 ...... www.amhpac.org International Agricultural Baero North America, Inc...... Floral 12-13 ...... 314-692-2270 ...... www.baerousa.com Mktg Management LLC...... 86 ...... 888-550-9181 ...... www.iammgt.com Baero North America, Inc...... 7 ...... 314-692-2270 ...... www.baerousa.com J J Jardina Company, Inc...... 77 ...... 404-366-6868 ...... www.jjjardma.com Bari Produce...... 90 ...... 559-560-5600 ...... www.bariproducecom Jasmine Vineyards, Inc...... 85 ...... 661-792-2141 ...... www.jasminevineyards.com Basciani Foods, Inc...... 56 ...... 610-268-3044 ...... www.bascianifoods.com Leger & Sons, Inc...... 82 ...... 800-235-5289 ...... www.legerandson.com Blue Book Services ...... 9 ...... 630-668-3500 ...... www.producebluebook.com Mann Packing Company, Inc...... 13 ...... 800-884-6266 ...... www.veggiesmadeeasy.com Buona Foods, Inc...... 56 ...... 610-274-0712 ...... www.buonafoods.com Melon Source, Inc...... 60 ...... 800-624-2123 California Avocado Commission ...... 45 ...... 800-344-4333...... www.californiaavocado.com/retail MIXTEC Group ...... 37 ...... 626-440-7077 ...... www.mixtec.net California Sun Dry Foods ...... 71 ...... 800-995-7753...... www.calsundrytomaoes.com MJB Sales, Inc...... 57 ...... 610-268-0444...... www.mjbsales.com Capital City Fruit Co., Inc...... 33 ...... 515-981-5111 ...... www.capitalcityfruit.com Monterey Mushrooms ...... 57 ...... 636-587-2771 ...... www.montereymushrooms.com Castle Rock Vineyards ...... 26 ...... 661-721-8717 ...... www.castlerockvineyards.com New Jersey Blueberry Industry Council ....65 ...... 609-292-8853 Center for Produce Safety ...... 19 ...... 530-757-5777 ...... www.cps.ucdavis.edu New Jersey Department of Agriculture ....63 ...... 609-292-8853 ...... www.state.nj.us/agriculture C.H. Robinson Worldwide, Inc...... 61 ...... 877-679-2933 ...... www.chrobinson.com New York Apple Association, Inc...... 31 ...... 585-924-2171...... www.nyapplecountry.com Cinco Plastics ...... Floral 19 ...... 713-863-7632 ...... www.cincoplastics.com Ocean Mist Farms...... 100 ...... 831-633-2492 ...... www.oceanmist.com Coosemans Shipping/ Paulk Vineyards ...... 82 ...... 229-468-7873 ...... www.paulkvineyards.com Coosemans L.A...... 29 ...... 323-588-1127 Pecketts Inc...... Floral 22 ...... 407-222-7800 Country Fresh Mushroom Co...... 57 ...... 610-268-3043 ...... www.countryfreshmushrooms.com Penang Nursery ...... Floral 17 ...... 407-886-2322...... www.penangnursery.com Crown Jewels Marketing ...... 74 ...... 559-438-2335 ...... www.cincoplastics.com Peri & Sons Farms ...... 33 ...... 775-463-4444 ...... www.periandsons.com Curry & Company...... 55 ...... 800-929-1073 ...... www.curryandco.com Phillips Mushroom Farms ...... 59 ...... 800-722-8818 ...... www.phillipsmushroomfarms.com Dole Fresh Fruit Company ...... 2 ...... 818-879-6600 ...... www.dole.com Produce for Better Health Foundation ....21 ...... 302-235-2329 ...... www.pbhfoundation.org dProduce Man Software...... 61 ...... 888-PRODMAN ...... www.dproduceman.com Produce Marketing Association ...... 11, 39 ...... 302-738-7100 ...... www.pma.com Eastern Fresh Growers, Inc...... 67 ...... 856-447-3563 ...... www.easternfreshgrowers.com PuraVida Farms ...... 74 ...... 480-588-7012 ...... www.puravidafarms.com Eclipse Berry Farms, LLC ...... 26 ...... 310-207-7879 ...... www.eclipseberryfarms.com Record Buck Farms ...... Floral 7 ...... 561-537-8586 ...... www.recordbuckfarms Fierman Produce Exchange ...... 37 ...... 718-893-1640 Red Blossom Farms ...... 5 ...... 805-981-1839...... www.redblossom.com Floral Business ...... 14 ...... 561-994-1118 ...... www.floralbusinessmagazine.com Shuman Produce, Inc...... 79 ...... 912-557-4477 ...... www.realsweet.com Fresh Produce & Floral Council...... 68 ...... 714-739-0177 ...... www.fpfc.org Sun Valley Group ...... Floral 10 ...... 800-747-0396 ...... www.thesunvalleygroup.com General Produce, Inc...... 78 ...... 800-782-5833 ...... www.generalproduceinc.com Sun-Maid Raisins ...... 93 ...... 800-786-6243 ...... www.sunmaid.com Georgia Peach Council ...... 81 ...... 478-956-6418 ...... ww.gapeaches.org/retailers/retailers Sunview Marketing International ...... 26 ...... 661-792-3145 ...... www.sunviewmarketing.com Giorgio Fresh Co...... 58 ...... 800-330-5711...... www.giorgiofoods.com United Fresh Produce Association...... 50 ...... 202-303-3400 ...... www.unitedfresh.org The Giumarra Companies ...... 88 ...... 213-627-2900...... www.giumarra.com The USA Bouquet Co...... Floral 3 ...... 786-437-6502 ...... www.usabq.com GPW Direct Consumer LLC ...... Floral 24 ...... 616-847-1552 Vineland Co-op Produce Auction, Inc. ....66 ...... 856-691-0721 ...... www.vinelandproduce.com A. Gurda Produce Farms ...... 60 ...... 845-258-4422 ...... www.agurdaproduce.com We Are Many Foundation ...... 97l

98 PRODUCE BUSINESS • JUNE 2013 PerishableNews.com is an outlet for news about all the perishable categories typically featured in a retail store: DAIRY, DELI, BAKERY, MEAT & POULTRY, SEAFOOD, PRODUCE, FLORAL Plus we cover top-level happenings in Retail and Foodservice that are of special interest to a perishable food executive at a supermarket or other retail chain and at a foodservice chain operation or foodservice distributor.