Produce Business September 2009

inside...THE PUNDIT LOOKS AT PTI •FALL MERCHANDISING •MICHIGAN APPLES •CHILEAN AVOCADOS •CALIFORNIA GRAPES • HANNAFORD’S LEED STORE PEARS •NEW YORK APPLES •TRANSPORTATION •REGIONAL MARKET PROFILES:PHILADELPHIA &THE TWIN CITIES •PISTACHIOS •SUSTAINABLE FLORAL MARKETING •POTATOES

SEPT. 2009 • VOL. 25 • NO. 9 • $9.90

STARTS ON PAGE 67

Unsustainable Sustainability Why asking producers to shoulder the burden of buyer-led sustainability initiatives is a step in the wrong direction.

Printed on Recycled Paper Reader Service # 52 SEPT 2009 • VOL. 25 • NO. 9

FEATURES 38 HANNAFORD “LEEDS” THE WAY WITH COVER STORY FIRST PLATINUM-LEVEL-CERTIFIED STORE ...... 18 With the opening of its Augusta, ME, store, where locally grown and organic produce UNSUSTAINABLE SUSTAINABILITY take center stage, Hannaford sets an example for grocery chains across the country. Why asking producers to shoulder the burden of buyer-led sustainability initiatives is a step FLY THROUGH THE FALL SEASON WITH in the wrong direction ...... 26 SMART MERCHANDISING TECHNIQUES ...... 38 Cool weather, a cornucopia of fall harvested fruits and vegetables and copious family-oriented cooking holidays make the fall a ripe time for produce promotions.

NEW YORK APPLES PROVIDE COMMENTARY A BIG BOOST TO FALL PRODUCE ...... 49 Empire State to produce a greater volume of bigger, better-than-ever apples. THE FRUITS OF THOUGHT When Price Trumps Standards ...... 10 MAKE ROOM FOR MICHIGAN APPLES ...... 55 RETAIL PERSPECTIVE Environmentally conscious state offers top promotional To Lead Or To Follow...... 143 efforts to showcase this season’s voluminous apple crop. EUROPEAN MARKET Misguided Intentions Of CHILEAN AVOCADO CROP BOUNCES BACK ...... 58 ‘Eat Seasonably’ Campaign ...... 144 Retailers can expect larger volumes of this top profit producer, along with elevated marketing support from trade organizations, growers and suppliers.

MAKE CALIFORNIA GRAPES THE STAR OF FALL PRODUCE ...... 62 Mixed displays with ample room and seasonal, smart promotions will keep California grapes at the top of consumers’ minds.

THE TRANSPORTATION INDUSTRY KEEPS ON TRUCKING ...... 113 Hauling produce has been hit by the current economy, but transportation providers are making adjustments, muddling through and, in many cases, starting to see improvements in business.

IPC RETAIL DISPLAY CONTEST BRINGS IN THE RINGS ...... 125 The 2009 Idaho Potato Commission Potato Lover’s Month Retail Display Contest continues to raise brand awareness of Idaho potatoes.

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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.

SEPTEMBER 2009 • PRODUCE BUSINESS 3 SEPT. 2009 • VOL. 25 • NO. 9

IN EVERY ISSUE DEPARTMENTS

THE QUIZ ...... 6 MERCHANDISING REVIEWS: Seven Sure-Fire Ways To Sell More Spuds ...... 120 WASHINGTON GRAPEVINE ...... 8 Potatoes continue to be a category leader, and dedicated attention to displays along with value-added promotions will keep them there. PRODUCE WATCH ...... 12 Put Pears To Work In Produce ...... 130 RESEARCH PERSPECTIVES ...... 14 Better visibility, ripening programs and seasonally updating displays are tools to maximizing pear sales. COMMENTS AND ANALYSIS ...... 15 DRIED FRUIT AND NUTS: FLORAL WATCH ...... 140 Pistachio Industry Rebounds Following Recall ...... 138 In light of a disastrous pistachio recall earlier in the year, the category continues to INFORMATION SHOWCASE .....145 reassure consumers’ concerns over food safety, and as a result, boost sales volume, some say.

BLAST FROM THE PAST ...... 146 FLORAL AND FOLIAGE MARKETING: Pushing The Sustainability Wave ...... 141 Suppliers recognize the value of offering retailers eco-friendly bouquets and other certified floral products.

SPECIAL SECTION SPECIAL FEATURES

FROM THE PAGES OF THE PERISHABLE PUNDIT Pundit’s Mailbag — Wholesaler’s Struggle With PTI and Real Life Situations ...... 16

REGIONAL PROFILE: RELATIONSHIPS AND LONGEVITY IMPART VALUE IN PHILLY...... 91 STARTS ON PAGE 67 As the Philadelphia Regional Produce Market celebrates an historic 50 years, long-lasting relationships sustain and motivate the merchants and their customers.

Tap Into Tinto ...... 103 Acclaimed Chef Garces’ tapas transport diners to Europe 103 with an eclectic mix of French and Spanish culture and cuisine.

Darrenkamp’s — Caring For Its Customers...... 105 This Lancaster retailer’s motto — We Care! — comes through in everything it does.

REGIONAL PROFILE: TREND TRACKING IN THE TWIN CITIES ...... 107 Produce wholesalers and distributors are taking cues from the increasingly diverse Minneapolis-St. Paul population as they push forward with local, organic products that answer to the highest level of food safety standards.

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4 PRODUCE BUSINESS • SEPTEMBER 2009 Reader Service # 131 PRODUCE QUIZ

SEPT. 2009 • VOL. 25 • NO.9 THIS MONTH’S WINNER:

To say Tim Nuss has come of age in the President & Editor-in-Chief • JAMES E. PREVOR produce industry would be an understate- [email protected] Tim Nuss ment. His father is a farmer, growing toma- Sales Associate Publisher/Editorial Director • KEN WHITACRE toes, beans, asparagus and a variety of other [email protected] Prima Bella Produce Inc. crops. “I’ve seen the farming and packing Tracy, CA side of the business,” says Nuss. “Now I get Special Projects Editor • MIRA SLOTT to see the sales side.” [email protected] A recent graduate of Point Loma Assistant Editor • AMY SHANNON Nazarene University, Nuss is a member of [email protected] the sales team at Prima Bella Produce, a Assistant Editor • JENNIFER LESLIE KRAMER How To Win Tracy, CA-based company that sells prepack- [email protected] To win the PRODUCE BUSINESS Quiz, the first aged, value-added sweet corn. “We do the Circulation Manager • KELLY ROSKIN thing you have to do is enter. The rules are 4- and 8-pack shrink-wrapped packs that [email protected] simple: Read through the articles and you see in the grocery store,” details Nuss. advertisements in this issue to find the The company also does business with the Executive Assistant • FRAN GRUSKIN answers. Fill in the blanks corresponding foodservice market. “We work with the small [email protected] to the questions below, and either cut along independents, and the big boys, too.” OBERT WARTKRUIS the dotted line or photocopy the page, and European Bureau Chief • R Z [email protected] send your answers along with a business Although Nuss first saw PRODUCE BUSINESS this past July at the PMA Foodservice Con- card or company letterhead to the address Production Director • DIANA LEVINE listed on the coupon. The winner will be ference, he took an instant liking to it. “I [email protected] chosen by drawing from the responses really like the magazine format,” he says. received before the publication of our “It’s different than all the other publications Production Leader • JACKIE TUCKER November issue of PRODUCE BUSINESS. The out there. We have it in the break room to Production Department winner must agree to submit a color photo read, and I know everyone here finds it real- FREDDY PULIDO to be published in that issue. ly helpful.” JOANNA ARMSTRONG Trade Show Coordinator • JACKIE LOMONTE WIN A PORTABLE LCD DIGITAL TELEVISION [email protected] Haier’s portable 7-inch LCD TV lets you enjoy your favorite television shows anywhere, anytime. A built-in tuner with detachable antenna provides crisp Contributing Editors 1 CAROL BAREUTHER, MIKE DUFF, SANDY LINDBLAD LEE, reception. A rechargeable battery offers up to 2 ⁄2 hours of power. JODEAN ROBBINS DUARTE, BARBARA ROBISON Advertising ERIC NIEMAN, ASSOCIATE PUBLISHER QUESTIONS FOR THE SEPTEMBER ISSUE [email protected] 1) When do Paramount Farms’ television ads begin for Wonderful Pistachios? ______JENNIFER JORDAN [email protected]

______SANDY LEE [email protected] 2) What is the web address for Nonpareil? ______BILL MARTIN [email protected] 3) Which Food Network Chef is involved with Chilean Hass Avocados? ______MELISSA MILLER [email protected] ELLEN ROSENTHAL [email protected] 4)How many generations of the Habelman family have worked with The Cranberry Network? Floral Department Marketing E. SHAUNN ALDERMAN [email protected]

5) What is the slogan for T. M. Kovacevich - Philadelphia Inc.?______Send insertion orders, payments, press releases,photos, letters to the editor, etc., to: ______PRODUCE BUSINESS P.O. Box 810425 6) In what two cities does Wholesale Produce Supply Company have offices? ______Boca Raton, FL 33481-0425 Phone: 561-994-1118 Fax: 561-994-1610 E-mail: [email protected] PRODUCE BUSINESS is published by This issue was: ❏ Personally addressed to me ❏ Addressed to someone else Phoenix Media Network, Inc. James E. Prevor, Chairman of the Board Name ______Position ______P.O. Box 810425 Boca Raton, FL 33481-0425 Company ______Phone: 561-994-1118 Fax: 561-994-1610 Entire contents © Copyright 2009 Address ______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: SEPTEMBER QUIZ PRODUCE BUSINESS • P.O. Box 810425 • Boca Raton, FL 33481-0425

6 PRODUCE BUSINESS • SEPTEMBER 2009 Reader Service # 132 WASHINGTON GRAPEVINE A report on the inside happenings of government.

SUBMITTED BY ROBERT GUENTHER, SENIOR VICE PRESIDENT, PUBLIC POLICY • UNITED FRESH PRODUCE ASSOCIATION Progress On The Food Safety Front

ne of the most vocalized criti- bility and oversight on food safety matters House reflected the sustained, bipartisan cisms of food safety oversight and serve to underscore how the public and effort to acknowledge these concerns and in recent years has been that private sectors can work together to the guiding priorities of the produce indus- the federal government has improve the entire food safety system. This try. After extensive feedback and testimony been lax in coordinating its plan embraces key recommendations from multiple industry stakeholders, law- Oefforts to make our food safer. This spring, advanced by the produce industry that will makers revised the bill to include provisions the Obama administration took a major step help to ensure that initiatives address food that strengthen the bill’s commodity-specific toward answering those criticisms when it safety priorities. approach to produce, guarantee equal treat- formed the White House Food Safety Work- ment of imported and domestic produce in ing Group. Designed to coordinate federal food safety standards and ensure that FDA efforts and develop short- and long-term would work with USDA, state departments plans to make food safer, the group was also The Senate will likely of agriculture and other agencies in imple- charged with presenting recommendations menting all produce provisions. The Senate on how to upgrade current U.S. food safety take up food safety will likely take up food safety when Con- laws and better bridge the gaps between fed- when Congress gress reconvenes this month. eral agencies in order to ensure those laws The push toward better traceability — are being adequately enforced. reconvenes this month. highlighted by the Produce Traceability Ini- Earlier this summer, the group’s work tiative (PTI) — has also taken a central role came to fruition as Vice President Joe Biden in the national food safety discussion, and is and working group co-chairs USDA Secre- one in which the entire industry has been tary Tom Vilsack and Health and Human But the long-term success of food safety closely involved. We are in the midst of Services Secretary, Kathleen Sebelius, legislation must rest on three guiding princi- arguably the most ambitious self-regulation announced a food safety plan created by the ples: First, any policy governing food safety initiative in the history of the produce busi- group with the assistance and feedback of must be both commodity-specific and based ness. While PTI is not about providing an numerous industry stakeholders, including on sound science; second, the policy must immediate panacea to cure the industry of United Fresh. be consistent for each individual crop its traceability woes, it is a coordinated effort Recommendations made in the plan regardless of domestic or foreign origin; and to bring us past the proprietary, one-step-for- include the issuance of a commodity-specif- third, the policy must be provided with sig- ward and one-step-back traceability prac- ic draft guidance on preventive controls that nificant federal oversight to rebuild con- tices our industry currently utilizes. the industry can implement to reduce the sumer confidence. But initiative and progress should not be risk of microbial contamination in the pro- Legislative work on food safety began in confused with achievement. We’re not there duction and distribution of tomatoes, mel- earnest in May, as the House Energy and yet, and we encourage our industry to ons and leafy greens; issuance of a draft Commerce Committee drafted the Food remain involved. guidance on steps the food industry can take Safety Enhancement Act of 2009. The bill We’ve reached a critical mass on food to establish effective traceability systems; passed the House with broad bipartisan sup- safety. Although the House has made and implementation of a new incident com- port just before the August recess, but the progress in passing workable food safety leg- mand system to address outbreaks of food- original draft was not without debate. For islation, the debate over food safety is far borne illness. Additionally, the plan example, many in the industry bristled at from over. The policies made on Capitol Hill announced that the FDA will create a new the idea of the draft’s prescriptive mandates reach beyond Washington and into our position, deputy commissioner for foods, to for traceability, feeling that such mandates fields, our produce aisles, our reefer trucks oversee and coordinate its efforts in the food would hamper the progress we are making and our processing facilities. As an industry, industry, including food safety. in tracing the billions of cases of produce we must remain both informed and The working group’s recommendations- that crisscross the country every year. engaged. Together, we are the key to unlock- demonstrate a shift in government responsi- The version of the bill that passed the ing the future of produce.

8 PRODUCE BUSINESS • SEPTEMBER 2009 Reader Service # 47 THE FRUITS By James Prevor OF THOUGHT President & Editor-in-Chief When Price Trumps Standards

he greatest threat to the future of the produce industry recently featured a letter from a producer explaining how Tesco is this: We rely principally on large buyers to set and simply abandoned its famous Nature’s Choice standards when limit- enforce standards for important supply chain issues ing its supply chain to approved vendors would have proved costly. such as food safety, traceability and sustainability. These Sometimes, buyers present the waiving of standards as compas- buyers, however, find it difficult to turn adherence to sion for producers, and that is the way the postponement of Tthese standards into a compelling competitive advantage with con- requirements to conform to the Produce Traceability Initiative have sumers. This leads to constant pressure to ditch the standards in been presented. But seen from the perspective of competitors who order to get less expensive product. The savings on this product managed to conform by the initially declared deadline, the move is directly translate into either higher margins or an opportunity to a sucker punch. offer consumers a lower price, an attribute with proven appeal. The latest move in this arena involves private label, already a This dilemma is placing enormous financial pressure on the best source of stress for producers who find themselves pressured to growers and packers in the industry, while providing a marketing commoditize a business they have spent the last two decades trying windfall for the soft underbelly of the industry — the countless pro- to de-commoditize. Once again, though, we are hearing of buyers ducers that work without any sense of supply adding insult to injury. To start, these buyers chain responsibilities beyond what they have to put enormous pressure on producers to do pri- do legally to stay in business. Sometimes they Top-quality vate label and demand that they do so based on don’t even worry about that. producers are left marginal costs only, meaning substantially Fulfilling supply chain responsibilities and reduced margins for the producer. Then, after operating at the highest standards on matters of in the postion of the producers buy and inventory all this expen- food safety, traceability, sustainability and having paid sive private label packaging material, the other matters of industry concern is only possi- “exceptions” creep in. Buyers are presented ble with much advance planning. It can take substantially to with an opportunity to buy less expensive pro- years of effort and involve substantial expendi- conform to duce and don’t order their own private label, tures to meet the high standards dictated by standards, but find the very product they claimed was at the focus demanding buyers, yet the buyers’ decision to of the chain’s marketing and image efforts dur- make “exceptions” and buy outside their net- themselves thrown ing negotiations. work of vetted vendors takes two seconds. into price Of course, one can blame the producers and This means that there is an enormous competition with point out they should be more mindful of these dichotomy between the vision discussed at possibilities in writing contracts and making meetings, where requirements for ever-enhanc- those who have not deals. And, certainly, private companies are ing standards are outlined by important buyers, done the same. free to deal with one another on any terms and the day-to-day experience of vendors work- they agree on. Yet the industry as a whole can’t ing with the actual people charged with pro- be better than the sum success of the compa- curement, who often find it expedient to pur- nies that compose it. So we can’t, as an indus- chase based on price. try, be indifferent to the consequences of the trade’s habits of pro- This dichotomy creates a burden that does not fall evenly across curement upon the production base. the industry. Since the mediocre producers never paid any atten- And all we are mentioning here is the issue of conformance to tion to these tough buyer standards, they invested nothing to con- pre-announced standards. If we can’t do that, what is the chance for form to them, so a decision by buyers to not require producers to innovative producers to actually raise standards? Ideally, we would conform with previously announced requirements costs them noth- like to have a situation where producers could walk in the door at a ing, and, in fact, just means that another customer is now available buying office, demonstrate how they are exceeding standards for to them. On the other hand, the top-quality producers — those who supply chain responsibilities and this would be worth something to take supply chain responsibilities seriously and invest the time and the buyer. money to meet these standards — are left in the position of having Yet, at best, the individuals who buy have no incentive to pay paid a substantial amount of money to conform to standards, but more for higher standards and, in this value-oriented economy, the find themselves thrown into price competition with those who have buyers increasingly don’t seem constrained to even uphold not done the same. announced standards. In this environment, all that is left to enforce The public examples of this are legion, though only the tip of the higher standards is mandatory government regulation. If that is iceberg. PRODUCE BUSINESS’ sister publication, PerishablePundit.com, where we come out, it will be our own actions that are to blame. pb

10 PRODUCE BUSINESS • SEPTEMBER 2009 Reader Service # 56 PRODUCE WATCH TRANSITIONS RENAISSANCE FOOD GROUP MISSION PRODUCE INC. RANCHO CORDOVA, CA OXNARD, CA Don Ochoa has been hired as vice president of Megan Rood has been hired as a sales representative. business development. After more than 29 years She recently graduated from Cal Poly State University with Safeway, he will oversee the integration of the with a degree in agribusiness. During her internship premium quality Garden Highway brand of fresh- at Mission, she worked on many operational projects cut produce and Really Cool Foods brand of premi- on the production side. She will be responsible for um quality prepared foods. Most recently, he handling current and prospective accounts as well as worked as the produce category director at attending various industry trade shows. Safeway.

FRUIT PATCH INC. STEMILT GROWERS INC. DINUBA, CA WENATCHEE, WA Scott Wallace was appointed to president and Rebecca Meyers has been hired as merchandising chief executive officer. He previously was the pres- manager for the Midwest and Southeast regions of the ident, CEO and chairman of the board for United States. She previously worked three years at Gardenburger Corp., and later the president of C&S Wholesale Grocers, most recently as its apple global operations for SVP Worldwide Corp. The and pear national produce buyer. Her duties will Fruit Patch Board of Directors is confident he will include working directly with partner customers to add value for all stakeholders, including employ- develop marketing programs. ees, growers and retailers.

THE SHOLL GROUP II/GREEN GIANT FRESH MARKET FRESH PRODUCE LLC MINNEAPOLIS, MN NIXA, MO Jason Landry has been promoted to vice president of Don Sieling has joined as national director of busi- sales. He formerly worked as director of sales after ness development. He brings more than 23 years joining the company in 2005 as northern sales manag- experience in senior level management, sales and er. He will be responsible for driving the sales and dis- marketing. He will be responsible for ongoing devel- tribution expansion of the Green Giant Fresh value- opment and implementation of the Market Fresh added produce business. strategic marketing plan across North America.

R.S. HANLINE CO. CALIFORNIA AVOCADO COMMISSION SHELBY, OHIO IRVINE, CA Tom Browning was appointed to director of sales and Tom Bellamore has been named president. A CAC marketing for the company's newly created retail member since 1994, he has served as acting president products division. For the past seven years, he served since May 2008. His duties will include building on as the vice president of national accounts for Fresh CAC's strong foundation of leadership in marketing Express/Chiquita. He will be responsible for the cre- and category research, solidifying premium position- ation, development and sales of value-added fruit and ing with consumers and identifying efficiencies in vegetable products. production that will enhance CAC's yield-per-acre.

ANNOUNCEMENTS MEIJER TO SOURCE APEAM TO LAUNCH MEXICAN FROM AREA FARMERS AVOCADO MARKETING PROGRAM Meijer, a Grand Rapids, MI-based chain with The Avocado Producers and Exporting Packers 189 stores, plans to expand its sourcing of Association of Michoacán, Los Angeles, CA, local produce with an increased emphasis on plans to launch a marketing program aimed at its Home Grown initiative aimed at boosting local economies throughout the Midwest. increasing consumer purchase frequency and This year, the chain plans to work with more market demand for Mexican avocados during than 65 local growers in Michigan, Ohio, the fall/winter season. The program will include Indiana, Illinois and Kentucky. radio, television and online advertising that will air between November 9, 2009 and February 7, 2010. Reader Service No. 300 Reader Service No. 301

CFFA TO KICK OFF ALBERT'S ORGANICS TO LAUNCH MEDIA CAMPAIGN OPEN NEW SOUTHEAST DIVISION The Chilean Fresh Fruit Association will be Albert's Organics Inc., Bridgeport, NJ, plans marking the first arrival of navel oranges from to expand its operations with its eighth distri- Chile with the launch of a media campaign to bution center set to open September 14 in build consumer awareness for its latest addition Charlotte, NC. The 43,000-square-foot facility to the summer citrus mix. CFFA is working with will serve the Southeastern United States. It green grocers and food personalities across the will allow Albert's to continue to provide cus- country to produce TV and in-store video seg- tomers with the best care, handling and distri- ments featuring navel oranges. bution of organic, fresh foods. Reader Service No. 302 Reader Service No. 303

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]

12 PRODUCE BUSINESS • SEPTEMBER 2009 PRODUCE WATCH ANNOUNCEMENTS SEALD SWEET TO IMPORT GILLS ONIONS TURNS ONION FAIR TRADE-CERTIFIED CITRUS JUICE INTO GREEN POWER Seald Sweet International, Vero Beach, Gills Onions, Oxnard, CA, recently debuted its FL, will begin importing Fair Trade- onion juice-fueled Advanced Energy Recovery Certified citrus, further advancing its System that transforms onion waste into enough commitment to socially responsible growing and marketing practices. This energy to power up to 460 homes. For installing makes it one of the first companies in the system and reducing gas emissions by up to the United States to offer Fair Trade- 300,000 tons per year, Gills is eligible to receive $2.7 million from Certified citrus certified by Transfair USA Southern California Gas Co. (The Gas Company) as part of a state pro- and sourced from Fair Trade-Certified gram to encourage self-contained energy generation by businesses. grower partners in South Africa. Reader Service No. 304 Reader Service No. 305

OCEAN MIST PLEDGES PFK, MASTRONARDI/SUNSET AND TO SUPPORT PMA FIT SHUMAN SUPPORT YOUNGEST SAILOR Ocean Mist Farms, Castroville, CA, pledged Produce For Kids (PFK), Orlando, FL; $50,000 to the Produce Marketing Association Mastronardi Produce/Sunset, Kingsville, ON, Foundation for Industry Talent (PMA FIT). The Canada; and Shuman Produce Inc., Reidsville, funding will support programs, such as student GA, teamed up to support Zac Sunderland's outreach initiatives and internship best prac- endeavor to become the youngest person to tices, designed to broaden awareness about the sail around the world solo. The companies rewards and opportunities of a career in the sponsored Sunderland's month-long excur- produce industry. sion to encourage kids around the world to follow in his footsteps. Reader Service No. 306 Reader Service No. 307

PBN PAIRS UP WITH POP ROCK BAND OSO SWEET TO HARVEST Pear Bureau Northwest (PBN), Portland, OR, PERUVIAN ONIONS teamed up with Honor Society, a pop-rock band, to OSO Sweet, Charleston, WV, announced the generate excitement for USA Pears across the availability of its new Peruvian onion from country. The partnership includes a comprehen- September through December. OSO Sweet's sive integrated marketing program and consumer parent company, Saven Corp., successfully contests taking place in each metropolitan area extended its growing season an additional three playing host to Honor Society during its summer- months, placing the OSO Sweet brand in U.S. time tour. stores for more than nine months of the year.

Reader Service No. 308 Reader Service No. 309

GIUMARRA TO SPA ANNOUNCES OFFICIAL OPENING MARKET ASPARAGUS Specialty Potato Alliance, Mountainside, Giumarra, Los Angeles, CA, announced a NJ, a group comprised of North America's new partnership with Campo Pablo premier growers and distributors of spe- Borquez S.A. de C.V. to market asparagus in cialty potatoes, announced its company North America. (Pablo Borquez is pictured opening. SPA introduced its products and at right.) The new marketing company, founding members on July 26 at the Giumarra Borquez LLC will market aspara- Produce Marketing Association's (PMA) gus from Mexico, Chile, Peru and Foodservice Conference in Monterey, CA. California. The product will be sold in the SPA will provide a family of products to the foodservice and retail industries. United States and Canada. Reader Service No. 310 Reader Service No. 311

REALLY COOL FOOD PARTNER DESERT GLORY RELEASES WITH RENAISSANCE FOOD GROUP FIRST SUSTAINABILITY REPORT Really Cool Food Company LLC, Cambridge Desert Glory, San Antonio, TX, released Desert City, IN, merged with Renaissance Food Glory Sustainability Report, its first sustainability Group LLC, Sacramento, CA. The move will document that covers all aspects of sustainabili- offer retailers and consumers the broadest selection of the freshest prepared and value- ty and meets the Global Reporting Initiative added fresh foods. Renaissance will lead the (GRI) criteria. The report is the culmination of sales and marketing team for Garden an intensive on-site audit, conducted by Highway-Chef Essentials, Really Cool Foods, Strategic Sustainability Consultants and Garden Highway and Kitchen 1836 brands. Fleishman-Hillard. Reader Service No. 312 Reader Service No. 313

RED RIVER VALLEY POTATO CORRECTION SHIPPERS FIGHT BREAST CANCER In the Chicago Regional Market Red River Valley Potato Shippers, East Grand Profile in the August issue of Forks, MN, hopes to raise $250,000 in donations PRODUCE BUSINESS, we misiden- for the National Breast Cancer Foundation tified the company name of based in Frisco, Texas. Red River Valley Potatoes Mr. Brent Schmit. He is the tagged with a pink ribbon Kwik Lok, along with president of Eclipse Dist. Inc. POS materials, will be available to retailers We regret the error. throughout the country.

Reader Service No. 314

SEPTEMBER 2009 • PRODUCE BUSINESS 13 Recessionary Reactions

hat entices consumers to buy fruits and vegetables these days? In this new economy, you might onsumers are looking for the same value expect price to be the most important factor. So it’s no sur- industry members are looking for Wprise that according to consumers surveyed recently by The Hartman Group on behalf of nowadays: help through the troubled the Produce Marketing Association, in-store C discounts and coupons from specific stores economy and assurance of every day, would most influence them to buy. year-round value for dollars spent. But don’t assume the story stops — or even starts there — because price seldom stands alone in defining value, and certainly doesn’t in this case. Amid the current recession’s penny pinching, more than nine out of Consumers’ behavior is shifting in ways you seek to help your business grow. 10 survey respondents said quality remains that really aren’t surprising, our new research Just as I encouraged you to adapt accord- the most important factor in their choice of a tells us. The consumers we surveyed note ingly to consumers’ new needs, PMA is produce department. Price came in third, they’re buying less expensive fruits and veg- adapting accordingly to our members’ new behind store cleanliness, which was second. etables during the down economy, and getting needs. We’re emphasizing our year-round So it’s the quality and cleanliness that gets back to basics. In this way, they are defining value, beginning with our economy-busting shoppers into the produce department in the value as those familiar, stand-by fruits and programming at the Fresh Summit Interna- first place — before anything else factors in. vegetables known for their reliability and rel- tional Convention and Exposition. This year’s Consumers also told us that the produce ative low prices. Consumers may be reducing Fresh Summit includes general session department continues to be a strong driver of fresh-cut purchases and even growing their speakers such as Condoleezza Rice and overall store choice; 53 percent of respon- own fruits and vegetables to save money, Obama campaign strategist David Plouffe, dents report they have changed stores for the both of which present opportunities for sup- numerous workshops to help your business produce. With supermarkets facing an ever- pliers and retailers. find the upside to today’s downturn, one-stop widening array of competing locations offer- As consumers adapt their meaning of learning at our new Produce Traceability ing more fresh produce — different retail for- value in this economy, our consumer market- Learning Center and the global industry’s mats, farmers’ markets, community-supporting and messages must adapt accordingly. best networking, education and trade show. ed agriculture and foodservice outlets among Our focus shouldn’t just be on selling at the And our value continues year-round, with them — the need to focus on the produce lowest price — quality is equally important. Fresh Connections education and networking offering in a store has never been greater. This new research offers myriad ideas for events that bring PMA to your backyard, and (These new studies join the database of consumer messaging in today’s newly chal- our expanded food safety offerings including research available through our Consumer lenged economy. our “Ask Dr. Bob” audioblog featuring Dr. Research Online subscription service.) A recent survey of PMA’s members shows Bob Whitaker, new food safety symposia and PMA’s new research helps us understand the economy has members redefining value, our crucial financial and scientific support for consumers’ changing needs and expectations too. The association’s members — our “con- research at the Center for Produce Safety, to at a time when the consumers are cutting cor- sumers,” if you will — expect even more from name just a few examples. ners and examining the value of every dollar your trade association than you have in the In essence, consumers are looking for the spent. Today’s struggling economy has not past. You told us you are looking for the latest same value industry members are looking for only redefined their meaning of value — like- information and tools to help cope with the nowadays: help through the troubled econo- ly in ways that will last long after the reces- economy. You want industry promotion, my and assurance of every day, year-round sion is over — but also has heightened con- advocacy and leadership with government on value for dollars spent. We can both meet our sumers’ awareness of good value in the mar- the industry’s behalf and industry representa- customers’ needs by building better connec- ketplace. This research illustrates that for tion during food safety crises. You are tions and by providing products and services most consumers, value sits prominently at the entrusting PMA with your recession-pinched that promote prosperity — with a commit- intersection of quality and price, and neither dollar, and in return expect and demand more ment to quality that nobody should compro- can succeed at the expense of the other. programs and services that deliver the value mise at any price.

14 PRODUCE BUSINESS • SEPTEMBER 2009 Cutting Through Consumer Biases

onsumer research is filled with intriguing insights into consumer behavior, yet any attempts to deduce how a business ought to behave he challenge for produce producers and from what consumers report must be retailers alike is to educate consumers carefullyC considered. It is not surprising that quality, cleanliness to appreciate delicious fruits and vegeta- and price guide consumer decisions. If you T add in some sort of reference to assortment bles that may not win a beauty contest or may and location, you get the five elements that have won every consumer survey on selec- not conform to the biases of consumers. tion of shopping venues that seems to have ever been conducted. The real question is what to make of these declarations. Cleanliness, for example, is right A decision to offer quality to consumers sarily fresher, safer or more tasty than some- up there as a determinant of where con- seems like a no-brainer, but then one realizes thing produced by a grower shipping region- sumers choose to shop — yet does that mean the difficulty within the fresh produce catego- ally, nationally or internationally. retailers ought to hire dozens of mop boys to ry of persuading consumers that there is a The challenge for produce producers and be scrubbing all day? Probably not. More quality difference. Obviously there is appear- retailers alike is to educate consumers to likely, all the popular supermarket chains are ance, but wilted greens, moldy berries and appreciate delicious fruits and vegetables, acceptably clean in general, just as they offer gnats flying nearby are typically a function of even though they may not win a beauty con- acceptable quality, acceptable prices and a flawed store-level operation. No major test or may not conform to the biases of con- acceptable assortment. Those that are not chain buys rotten produce. sumers. This is difficult for the industry, as reasonably close are not even considered. Taste differs, but for the most part, con- producers have, with few exceptions, left Obviously there are niche players that cater to sumers don’t know about the taste until they marketing to retailers and retailers have gen- certain income groups or ethnic groups but, buy the product and take it home. erally seen their place as offering things for for the mass market, these widely desired There is a whole infrastructure of food sale, not changing consumer attitudes. It is traits — all traits long known to retailers as safety behind many products. But, for the the province of the chef to select product to important — function as the ante, the price of most part, the industry frowns on promoting offer based on freshness and flavor; retailers entry if you will, for playing in this game. food safety so consumers know little about it. tend to offer almost everything. This is where the power of specialty foods, Some companies are trumpeting sustain- Yet in this day of pursuing value, part of including specialty produce, can kick in. If all ability and it matters to some consumers, but the value quotient may include being more the players are offering acceptable stores, one that seems to be a rather specialized niche. selective. Retailers have partially caught on to may choose one store over another because it This is really where branding comes in this and many are trimming their assortment. always has that special salad dressing or sells and we find consumers have definite prefer- All too often though, this is to enhance lever- those unusual melons or a favored brand. ences for certain brands. Surprisingly, they age against suppliers, rather than being Often with consumer research, it is not the even pay attention to certain trade brands focused on offering consumers the best. most popular items that are the point of dif- and look for them, because they have had Much like consumers thinking the obvi- ferentiation; often it is some trait that is very good experience with them through the years. ously beautiful is always the best, the trade important to a small group. Selling Kosher or In the end, though, most consumers shop sometimes makes the same error in how they Halal foods is a perfect example. These items with their eyes, and “quality” thus comes to participate in conventions. Yes, shaking will show up way down the list of important mean “good-looking.” This is problematic for hands with a big buyer is an obvious good, reasons for selecting one store over another, the produce industry because the largest but so much money and time is invested in yet in a world where all the stores are pretty strawberry is not necessarily the sweetest; the developing fantastic educational programs, clean, the offering of wide selections of reddest apple, not necessarily the most crisp. which too many don’t make a priority of Kosher or Halal food is likely to actually be Alternatively, sometimes consumers shop attending. Long-term, the beauty of learning the determinant of which store gets the busi- with their predispositions leading the way and connecting in the educational program ness of those requiring such certified foods and so they may assume — wrongly — that will stay with you long after that handshake for religious reasons. something at a local farmers market is neces- is forgotten.

SEPTEMBER 2009 • PRODUCE BUSINESS 15 From The Pages Of The Perishable Pundit Pundit’s Mailbag — Wholesaler’s Struggle With PTI And Real Life Situations

From Jim Prevor’s Perishable Pundit August 11, 2009

n the July, 2009, issue of PRODUCE BUSINESS, Bryan Silber- that extra $4 in our pocket or pass on the value to our customers mann, President of the Produce Marketing Association simply because I know nothing about this grower, and, so, can’t I(PMA), and the Pundit had an exchange on the issue of vouch for his food safety efforts! traceability, specifically, the Produce Traceability Initiative My 76-year-old father and partner, who has 55 years of (PTI). Whereas Bryan pointed out that “Traceability Is Fun- farming and wholesale experience, both look at me like I have damental,” we asked “Will Buyers Ante Up For PTI?” two heads when I consider passing this up! That $4 covers a lot The piece brought this letter from a wholesaler in Cali- of sins, such as what we throw away or lose in repacking. It fornia: can also be a powerful lure to attract customers who then also buy other items. And if we do pass up the deal, the farmer is I read your article, “Will Buyers Ante Up for PTI?” and said likely to just go down the street and my competition will gain to my pop, “This guy gets it,” so I am the advantage. Not inconsequentially, if sending you this letter. the product is going to be in commerce I’m 49, my pop is 76, my other It’s tough to tow the line on anyway, did our refusing to market it partner is 63. They are old make the food supply any safer? school...my father is a legend in the the wholesale level. If the I know my competition is not pass- San Francisco Produce Terminal. I buyers don’t value some- ing it up! He is putting that $4 in his told them both a while back that this pocket or using it for a more attractive is the way to go; this is real: trace- thing, how can a supplier price on the price list he’s floating ability, food safety, sustainability — pay extra to around to our customers. if we do not get on this train in its What do I say when a customer calls infancy, we might get run over by it provide it? The problem I and says “Hey! Joe’s Romas and Cherry later. see with the Produce Toms are $4 cheaper than yours. Officially, I am the Vice President What’s up?” I say, well mine are of Galli Produce Inc., in San Jose, Traceability Intiative (PTI) is inspected; I have transparency with my CA, incorporated in 1956. Unoffi- that it includes no growers; I know what I am selling, but cially, I’m also the self-proclaimed many buyers just don’t care. Food Safety Director! mechanism to bring in these My point is it’s tough to tow the line In order to do business with small buyers. on the wholesale level. If the buyers many national restaurant chains don’t value something, how can a sup- and foodservice distributors, we have plier pay extra to provide it? The prob- had to really take a look at whom we lem I see with the Produce Traceability buy from. Every grower from whom Initiative (PTI) is that it includes no we buy direct, for example, Nunes and Boggiatto to name a cou- mechanism to bring in these small buyers. ple, all have these Recall/Traceability procedures in place, as do If you travel as much as I think you do, you realize that in our brokers. Any Town, USA, there is a restaurant on every corner. Chances We are a relatively small company, yet we conduct mock are it’s not a chain, but a single- or family-owner. Chain busi- recalls and reviews each year to ensure our compliance with ness is nice, but single-owner or family restaurants are the Good Manufacturing Practices. bedrock of all wholesalers. These independents are probably I have developed Sanitation Standard Operating Procedures struggling, or at the very least, feeling the pinch we all are. (SSOP) for every inch of our warehouse. It’s costly, to say the And you know what else? Until they get bit by the “I got sick least, and hard to pass the costs on, especially when the playing in your restaurant or cafe” pit bull, a Recall/Traceback Protocol field is not level in regards to my competition, many of whom in place by their wholesaler is not going to be a priority. Ever. skip all these steps. These independents want that Roma tomato from the 15-acre It used to be that in the summertime, the farmer who has 15 guy that’s $4 cheaper if they can get it. acres in Gilroy, or wherever, would come to my dock with out- What makes this even more real to me is that 45 years ago, standing Roma tomatoes or Cherry Toms. Maybe he wants $6 my grandfather and father were that 15-acre guy! They raised in a $10 market! It’s very difficult to pass that up and not put cabbage, radishes, green onions, red leaf, green leaf etc., in the

16 PRODUCE BUSINESS • SEPTEMBER 2009 www.perishablepundit.com From The Pages Of The Perishable Pundit

Santa Clara Valley, never seeing any kind of inspector from the Putting in a system to trace product gets more difficult the FDA or California Department of Pesticide Regulation (DPR). further down we go in the distribution chain. Stand on the floor What has changed since then for that guy? Should it? The on a busy terminal market and try and imagine where the prod- solution I think has to come from the wholesaler, regardless of uct goes after it is sold by the wholesaler. A customer known as what the restaurant would like. That being said, every day we Ken, the guy with red truck, pays cash for a pallet of tomatoes. have small one- or two-truck wholesalers and purveyors come to He puts the tomatoes in his garage where the boxes sit on the our dock and buy merchandise, haggle a bit, drink coffee, etc. floor near cleaning supplies, motor oil and who know what else. They back in with their rickety, non- He and his kids (two of whom just refrigerated trucks, vans and pick-ups. used the toilet without washing their As I load them up, I have to wonder hands) dump the tomatoes on a dirty “Hmm, when was the last time they We suspect that there will tarp to sort them for color. The green washed this truck out with a 2 percent ones sit in the garage for a few days chlorine solution and documented it?” be no “solution” to the to ripen, during which time some — like we do once a week as per Galli- problem. Private action is rodents snack on tomatoes. When SSOP #20. they finally ripen, Ken delivers the I guess my point is how are these unlikely to drive universal tomatoes to some of the finest restau- guys brought into an industry trace- traceability, and federal rants in town for all of us to enjoy. ability initiative? PACA? Produce regulations are likely to Somehow, I don’t think that Ken Associations? Half of them or more do — or even a legitimate small whole- not have membership in either one. exempt the specific, small- saler or purveyor — is interested in They function completely under the scale players. investing in a traceability system. radar screen. A 100 percent solution They will have to be dragged kicking seems unattainable, yet the whole The most likely outcome: A and screaming to the table. The prob- industry will be vulnerable to its bifurcation of the industry. lem is that the system is only as good weakest link. I’m glad it’s not my job as its weakest link, and unless Ken is to bring compliance to this side of the Some companies will operate a part of the system, it doesn’t work. industry because it would mean in a sort of small-scale, What Jeff Pieracci’s letter adds breaking someone’s toys. is the day-to-day dynamic — the PTI is also only an “after the fact” unregulated guy offering to sell tomatoes at a tool. Contamination can occur in sector and large players bargain price — that drives these many places from field to plate. PTI decisions in one direction or and plant sanitation go hand-in-hand. will conform to world-class another. Who’s going to do the leg work on the standards. We suspect that there will be no ground to get everyone involved? And “solution” to the problem. Private if everyone is not involved, how can action is unlikely to drive universal wholesalers such as our own compete with those not spending traceability, and federal regulations are likely to exempt the the money and refusing the opportunities that we are? specific, small-scale players that Jeff wrote about. — Jeff Pieracci, Galli Produce, San Jose, California The most likely outcome: A bifurcation of the industry. Some companies will operate in a sort of small-scale, unreg- This letter strikes us as a particularly poignant and inci- ulated sector and large players will conform to world-class sive window on an aspect of the industry often ignored in standards. Companies such as Galli Produce will either have the councils that discuss industry affairs. We’ve written a to choose segments or they will bifurcate themselves. Per- great deal about traceability, and while recognizing the haps one company buys from the top vendors, maintains value of PTI, we have always seen it as more of a start than total transparency and sells to those buyers who value such a solution. Jeff’s letter points to small wholesalers and inde- efforts. A totally separate company takes advantage of trans- pendent restaurants as just two of the big holes PTI leaves actional opportunities and sells to companies that have cus- open in the traceability web of the produce industry. tomers heavily focused on price. We’ve recognized this before. In our piece, Is Produce It is not an entirely satisfactory solution, but it may be Traceability Initiative Worth The Investment?, we ran a classic the one we get. note from a brilliant wholesaler about “Ken in the red truck” Many thanks to Jeff Pieracci and Galli Produce for shar- buying down on a terminal market: ing their perspective on this important matter.

SEPTEMBER 2009 • PRODUCE BUSINESS 17 THE GREEN ISSUE Hannaford LEEDS The Way With First Platinum-Level-Certified Store With the opening of its Augusta, ME, store, where locally grown and organic produce take center stage, Hannaford sets an example for grocery chains across the country.

There must be something in the water, or SETTING AN EXAMPLE perhaps it’s the relatively harsh climate that From its earliest conception — soon after the begin- makes Maine people need to endure, look ning of the new millennium — Hannaford’s newest for the latest trends and innovations and act store required a public referendum before the company proactively. Maybe it’s the overabundance of was allowed to purchase the property. Acquiring the pine trees, the rugged coastline and rock ledge land meant the demolition of a school, the remnants of foundations highlighting the environment. As which were recycled for use in the supermarket, with long as I’ve known about Scarborough- the total expenditure coming in around $10 million. At based Hannaford, the company has always the beginning of 2008, one national cost estimate to attempted to stay on the cutting edge when- build a slightly smaller-size supermarket was just over $4 ever it was looked like the correct direction million. To make up for the extra $5 million required to to pursue. build this environmentally friendly structure, the oper- BY DAVE DIVER ating savings would need to be substantial. Therefore, it was not surprising to learn Hannaford Only four days after the store opened, New York, NY- Dave Diver is the former would open what is now being identified as the world’s based consulting organization, McKinsey and Company vice president of produce most environmentally advanced supermarket. On July Inc., released an important research report focused on at Hannaford and a 25, 2009, Hannaford achieved the U.S. Green Building the significant contribution of energy-efficient, green regular columnist for Council’s highest standard — a Platinum LEED (Lead- buildings in the creation of strategic energy and climatic PRODUCE BUSINESS. ership in Energy and Environmental Design) certifica- solutions. Combined with other non-transportation ini- tion — with its newest store, in Augusta, Maine. tiatives, these green buildings have the potential to reduce the nation’s energy consumption 23 percent by 2020, saving the economy $1.2 trillion and reducing greenhouse gasses by 1.1 gigatons annually. A targeted investment of $50 billion yearly over the next ten years would provide a two- to-one potential savings and also generate 900,000 jobs. At a time when energy and environment are major topics of discussion, Rick Fedrizzi, CEO and founding chairman of the United States Green Build- ing Council, headquartered in Washing- ton, D.C., says, “As congress debates climate change legislation, these findings make an overwhelming case that we must dramatically strengthen provisions that support and scale green buildings.” He adds, “Green building can stimulate the economy at a level one-and-a-half times larger than the Stimulus Bill. In Photo courtesy of Hannaford Hannaford’s Augusta store is as aesthetically pleasing as it is environmentally friendly.

18 PRODUCE BUSINESS • SEPTEMBER 2009 VISIT US AT PMA BOOTH #3062

Reader Service # 71 What Is LEED? LEED certification provides independent, third-party verification that a construction project meets the highest green building and performance measures. LEED-certified buildings can lower operating costs, increase asset value, reduce waste sent to landfills, conserve energy and water, reduce greenhouse gas emissions, qualify for tax rebates and much more. For a retail project to be considered LEED-worthy, it must take into account the following areas during the design and build process (This list is only a sample of what LEED considers, and further information can be found

online at the U.S. Green Building Photo courtesy of Hannaford Council’s Web site): A close-up shot of the Augusta store shows the numerous solar panels, along with the 7,000-square-foot section dedicated to green and red sedum plants, • Construction activity pollution which reduce water runoff and insulate the store. • Development density and community connectivity ing elements also support the overall mission. To linked by a shared concern for our earth and a • Bicycle storage and provide shoppers with a wide selection of desire for the diverse bounty it provides...We changing rooms responsible product choices, the Hannaford believe that corporate responsibility is our shared • Protection or restoration of store offers more than 3,500 natural and organic responsibility.” natural habitat during site items, along with hundreds of local Maine- development grown products. During the summer season, • Water-efficient landscaping locally grown produce, identified by Hannaford “This store will use less • Innovative wastewater as “Close to Home,” peaks. In addition to being technologies fresh and nutritious, its delivery requires less energy, less water,create • Optimized energy performance energy and consumers identify with the farmers, • On-site renewable energy many of whom are adding production of organic less waste. It will do • Enhanced refrigeration items. Customers look for Close to Home pro- tremendous things. But management duce as a priority because they want to support • Construction waste management the local economy, reduce carbon footprint and what it does most is • Use of regional, recycled have a strong belief local product tastes better, educate. The 50,000- and rapidly renewable materials says Will Wedge, produce director, who points • Indoor chemical and out the upscale Augusta market is approximate- square-foot building will pollutant source control ly 96 percent Caucasian. use about 50 percent less Not only is Close to Home identified as pro- SOURCE: WWW.USGBC.ORG duce grown in-state, but all growers who are not energy than one of already GAP-certified will be required to be by comparable size.” terms of climate change, a commitment to ener- 2010, according to Wedge, who also notes the gy efficiency would be the equivalent of taking organic offering at the Augusta store echoes the the entire U.S. fleet of passenger cars and light rest of the larger format stores. The 140-plus — Rich Fedrizzi trucks — more than 200 million vehicles — off SKUs make up about 14 percent of the total United States Green Building the roads.” SKU mix and account for 4.5 percent of total At the opening of the Hannaford store, produce sales. Fifty percent of organic sales Council Fedrizzi noted it was one of the cleanest, most come from 15 percent of the items and 30 per- amazing projects the review team had seen in a cent of SKUs provide 90 percent of sales. while. “This store will use less energy, less water Organic sales have continued double-digit and create less waste. It will do tremendous annual growth since integrating the items things. But what it does most is educate. The throughout the department three years ago. The construction of the store incorporated 50,000-square-foot building will use about 50 This first Platinum LEED-certified store is a systems never before used in supermarkets, with percent less energy than one of similar size.” visible extension of Hannaford’s published state- the site work reusing or recycling more than 90 ment on corporate responsibility: “Consider the percent of the material procured from the GREENING THE farms, the fields and orchards, our suppliers and demolition of the school. New systems included MARKETING GAME their factories, Hannaford Associates... you and drilling two 750-foot-deep geothermal wells for Taken in the macro context, various market- your families. We are all connected. We are regulating the building’s temperature in both

20 PRODUCE BUSINESS • SEPTEMBER 2009 Reader Service # 99 summer and winter. Additionally, a Green Chill larger and recently remodeled 66,500-square- refrigeration system — using 50 percent less foot footprint, scheduled for a grand reopening refrigerant gas than traditional systems when on the same day. This competition, neither con- coupled with doors on most refrigeration cases ceding anything, has made each better and the — provides additional energy savings. Fifty sky- consumer the winner. Additionally, a Super lights, which dot the roof, welcome natural light Wal-Mart is less than three miles away. into the store and are complemented with motion sensor-controlled lights, so they can dim A WALK THROUGH or brighten based on the number of consumers THE NEIGHBORHOOD in a given area. My trip to Augusta initially brought me to Water usage is expected to achieve nearly a the recently remodeled Shaw’s store, which by 40 percent savings by ice-free cases in the most consumer standards is more than accept- seafood department, restroom low-flow faucets, able. Being headquartered in West Bridgewater, dual-flush toilets and waterless urinals. A 7,000- MA, with stores in all six New England states, a square-foot section of the roof area is dedicated large, approximately, two-by-three-foot sign to green and red sedum plants, which serve to highlighted photos of a farmer from each of the reduce water runoff and insulate the store. states. However, as a shopper, it was difficult to The store lobby provides consumers In the store’s entryway, an educational dis- comprehend the definition of locally grown. plenty of opportunities to learn about play area provides environmental information The price cards over items advertised by Hannaford’s environmental approach helpful for the casual shopper, along with those competitors, accompanied by Shaw’s statement, as well as its other initatives. interested in expanding their knowledge of “We watch over competitor’s prices so you don’t potential ways to save the planet. have to,” was an intriguing addition. However, overshadowed by out-of-stocks blueberries and All of these innovative, environmental inte- on items advertised by both Hannaford and restricted allocation of many tree fruit items. grations brought praise from Governor John Shaw’s, they did not reduce their retail to Now in the middle of its second month, the Baldacci. “I know where the First Lady and I match Hannaford’s advertised retail. So much new, green Augusta Hannaford store — pro- are going to be shopping,” he said. “We’re going for the message being made on the other items. duce in particular — was capturing the largest to be coming right to this store,” an interesting A visit to a Super Wal-Mart in Augusta, share of the area’s food-shopper dollars. Even statement, given the Governor’s mansion is ME, brought no surprises. Adequate produce though the square footage is nearly 25 percent nearly equidistant from Shaw’s, Hannaford’s variety, good pricing on many, but not all, items less than Shaw’s, the total offering is much long-time primary competitor, which boasts a and some summer fruit and melon displays were more alive and dynamic. Everywhere, con- 107 106 # # Reader Serv i ce Reader Serv i ce

22 PRODUCE BUSINESS • SEPTEMBER 2009 Reader Service # 129 Even though the produce department at Hannaford’s new store is nearly 25 percent smaller than the size of its neighborhood competitors, it still captured the largest share of the area’s food-shopper dollars.

sumers were enthusiastically purchasing. ing tomato plants from Backyard Farms were on The store lobby is not only a bright atten- display at the department’s entry. tion-getter, but provides the consumer the As the local program has grown, there are opportunity to learn about each individual more local growers supplying organic items on a environmental and energy-saving approach seasonal basis. The balance of the product is

77 from dramatically displayed modules. Inside, procured from Albert’s Organics Inc., in Bridge-

# store lighting automatically adjusts to consumer port, NJ, and Philadelphia, PA-based Procacci traffic fluctuations section-by-section. On entry, Brothers Sales Corp., says Wedge. the surrounding produce department was so All of the Hannaford associates are extreme- busy that the lighting was always maximized ly pleased with the overall sales and overjoyed with the produce share sales being approximate- Reader Serv i ce All of the Hannaford ly 20 percent greater than what was originally projected. Wedge reports the produce sales associates are extremely share is exceeding that of Hannaford’s typical stores due to outstanding department manage- pleased with the overall ment, high quality standards and the store’s sales and overjoyed with easy-to-shop layout, which creates endless shopping efficiencies for the customer. Other raw the produce share sales sales figures are left to everyone’s guess, imagina- being approximately 20 tion and analysis. During my time spent in Maine, I had the percent greater than what opportunity to speak with shoppers living with- was originally projected, in a 30-mile corridor where each company had three sets of stores. Their universal commentary due to outstanding was that while shopping both chain’s stores in their respective communities, they found the department management, Hannaford marketing far more acceptable, high quality standards including personal attention from store employees. Three decades earlier, Shaw’s held the and the store’s easy-to- greatest market share, which was reversed in less shop layout. than a decade and has continued ever since. Now that’s sustainability. While the energy-savings and environmen- and, as a result, the fresh, colorful presentation tal alternatives at Hannaford’s new platinum- was even more vibrant. level LEED-certified store will contribute greatly A large floor stand sign for locally grown to sustainability, perhaps the greatest sustain- produce, identified as “Close to Home,” depicts ability factor is the associates themselves. I met 111

# an outline of the state with names and locations several whom I had known from 18 to 25 years of the various growers written in easily change- earlier. It is the associates who implement sus- able magic marker. Blackboard signs highlight tainable programs and enable a company to the availability of 150 organic items on this par- remain sustainable as they continue being ticular day. To emphasize both during the store proactive to all the changes occurring on the

Reader Serv i ce opening, a half dozen greenhouse-grown climb- planet and in the business world. pb

24 PRODUCE BUSINESS • SEPTEMBER 2009 Reader Service # 64 Unsustainable Sustainability Why asking producers to shoulder the burden of buyer-led sustainability initiatives is a step in the wrong direction. By Jim Prevor

ustainability, done right, is difficult to argue against. Unlike environmentalism or social activism or the profit motive, the existence of a tripartite system in which the interests of all three concerns must be considered Sprevents extremism and provides a natural tension to avoid over-investment in a particular area. The strongest argument against sustainability is the argument for specialization. Rather than having individual companies or institutions struggle to find a balance between the environmental, social and economic responsibilities, society might be better off having specialized institutions devoted to each of these concerns. No less a luminary than Dr. Milton Friedman, the famous Nobel Prize winning economist, wrote a sem- inal piece arguing precisely this point in an essay published in The New York Times Magazine in 1970, titled “The Social Responsibility of Business Is to Increase Its Profits”: What does it mean to say that the corporate executive has a “social responsibility” in his capacity as businessman? If this statement is not pure rhetoric, it must mean that he is to act in some way that is not in the interest of his employers. For example, that he is to refrain from increasing the price of the product in order to contribute to the social objective of preventing inflation, even though a price increase would be in the best interests of the corporation. Or that he is to make

26 PRODUCE BUSINESS • SEPTEMBER 2009 Reader Service # 23 expenditures on reducing pollution ing poverty. Insofar as his actions lower the wages of beyond the amount that is in the best In each of these cases, the corpo- some employees, he is spending their interests of the corporation or that is rate executive would be spending money. required by law in order to contribute someone else’s money for a general The stockholders or the customers to the social objective of improving the social interest. Insofar as his actions in or the employees could separately environment. Or that, at the expense of accord with his “social responsibility” spend their own money on the particu- corporate profits, he is to hire “hard- reduce returns to stockholders, he is lar action if they wished to do so. The core” unemployed instead of better spending their money. Insofar as his executive is exercising a distinct “social qualified available workmen to con- actions raise the price to customers, he responsibility,” rather than serving as an tribute to the social objective of reduc- is spending the customers’ money. agent of the stockholders or the cus- Wal-Mart Must Include Adequate Return On Capital In Its Sustainability ‘Index’ Or It Will Do More Harm Than Good

Excerpted from Jim Prevor’s Perishable As Step One, Wal-Mart will ask all of its We’ve heard that Mike Duke is a man of Pundit, August 5, 2009 suppliers to answer 15 simple, but powerful integrity, so we accept at face value that Wal- questions on the sustainable practices of their Mart means good for the world by promulgating al-Mart announced a major new sus- companies. In the United States, we will ask this initiative. tainability initiative by holding a “Sus- our top-tier suppliers to answer quickly. And It is, however, a train wreck waiting to hap- W tainability Milestone Meeting” and internationally, each country will work with pen and will probably do real harm to the world. issuing a statement from Wal-Mart CEO Mike its suppliers on developing timelines. Partly the problem is with the initiative Duke, which is excerpted here: Like our customers, we now expect more of itself: First, sustainability — dealing with three Today, we’re announcing we will lead the ourselves and our more than 100,000 suppliers separate spheres of responsibility, the social, creation of a Sustainability Index. The Index around the world. environmental and economic — is inherently will bring about a more transparent supply Wal-Mart also issued a press release, a fact complex and value-driven. Despite many chain, drive product innovation and, ultimate- sheet and a copy of the 15-question survey it is attempts to posit an analogy between sustain- ly, provide consumers the information they sending to vendors around the world. ability efforts and accounting balance sheets, need to assess the sustainability of products. The gist of Wal-Mart’s proposal is to do there is no “triple bottom-line” that can reason- If we work together, we can create a new three things: First, ask 15 questions of suppliers; ably be said to represent sustainability efforts. retail standard for the 21st century. second, work to establish a consortium of uni- This means any attempt to create an index We will roll out the Index in three main versities that will establish a database of the life- meaningful to consumers at large will be inher- steps. Some of the work will start right away. cycle impact of products; and third, make this ently deceptive. One product may emit more We expect the rest to happen over the next five information available and meaningful to con- carbon, but the company producing the product years. sumers. may not treat its employees well and may

WAL-MART SUSTAINABILITY PRODUCT INDEX: 15 QUESTIONS FOR SUPPLIERS

Energy and Climate: Mart for the most recent year measured. tions for any of the products that you sell to Reducing Energy Costs and Greenhouse 2. Have you set publicly available solid Wal-Mart? Gas Emissions waste reduction targets? If yes, what are those 1. Have you measured your corporate targets? People and Community: greenhouse gas emissions? 3. If measured, please report total water use Ensuring Responsible and Ethical Pro- 2. Have you opted to report your green- from facilities that produce your product(s) for duction house gas emissions to the Carbon Disclosure Wal-Mart for the most recent year measured. 1. Do you know the location of 100 percent Project (CDP)? 4. Have you set publicly available water use of the facilities that produce your product(s)? 3. What is your total annual greenhouse reduction targets? If yes, what are those tar- 2. Before beginning a business relationship gas emissions reported in the most recent year gets? with a manufacturing facility, do you evaluate measured? the quality of, and capacity for, production? 4. Have you set publicly available green- Natural Resources: 3. Do you have a process for managing house gas reduction targets? If yes, what are Producing High Quality, Responsibly social compliance at the manufacturing level? those targets? Sourced Raw Materials 4. Do you work with your supply base to 1. Have you established publicly available resolve issues found during social compliance Material Efficiency: sustainability purchasing guidelines for your evaluations and also document specific correc- Reducing Waste and Enhancing Quality direct suppliers that address issues such as tions and improvements? 1. If measured, please report the total environmental compliance, employment prac- 5. Do you invest in community develop- amount of solid waste generated from the facil- tices and product/ingredient safety? ment activities in the markets you source from ities that produce your product(s) for Wal- 2. Have you obtained 3rd party certifica- and/or operate within?

28 PRODUCE BUSINESS • SEPTEMBER 2009 tomers or the employees, only if he is to say, engages in open and free com- ability as a corporate mantra is that the spends the money in a different way petition without deception or fraud.” rules have changed and it is not profitable than they would have spent it. When Dr. Friedman was writing, the to not be sustainable. In The Triple Bottom Dr. Friedman sums up the article by issue was whether individual corporations Line, authors Andrew W. Savitz and Karl quoting his book, Capitalism and Free- should be expected to conduct them- Weber introduce the book by telling, at dom: “...there is one and only one social selves in a matter influenced by social length, the story of how the board of the responsibility of business — to use its responsibilities beyond the profit motive. Milton Hershey School Trust was thwarted resources and engage in activities The issue was hotly contested then and in its attempt to sell The Hershey Compa- designed to increase its profits so long as remains so today. Indeed, perhaps the ny. Although legally it had not only the it stays within the rules of the game, which strongest argument for adopting sustain- right to do so but was, perhaps, required

engage in tax-evasion... and there is no number or rank that can make those things add up. Second, the data Wal-Mart hopes to collect literally changes all the time. Harvesting during different times of the day may impact carbon output; this week the vessel carrying the product is a passenger jet, next week it’s a freighter. This week orders were low, so the shipment was an LTL that took a circuitous route; next week the orders were better, so they filled a trailer and went direct. Photo courtesy of Wal-Mart Inc. Mike Duke, CEO of Wal-Mart, at the recent Sustainability Milestone Meeting.

There should be a 16th and one often neglected. high enough return on capital that you can jus- question on that survey to When we went to Oxnard to see the Gills tify raising new capital to expand your busi- Onions Advanced Energy Recovery System, we ness?” This also is the question with which Wal- suppliers. It is the most were thrilled but, not insignificantly, we were Mart could most directly help its vendors. important question Wal-Mart thrilled because Gills could convert this onion Many opinion leaders somehow look at peo- waste to energy and earn a 20 percent-plus ple and only see mouths to feed, when people could ask: “Are you earning a return on doing so. also have hands with which to build and brains high enough return on capital Before they encourage suppliers to waste with which to discover. Natural resources are money to score better on some metrics and thus not really natural at all. Oil was a worthless that you can justify raising impoverish the world, we hope that the execu- inconvenience until people figured out how to new capital to expand your tives at Wal-Mart would remember this: If Gills use it. Onion waste was just an inconvenience, Onions had built the EXACT SAME system too, until some smart folks figured out how to business?” but it cost ten times as much, it would not be make it into electricity. an example of sustainability. It would be a horri- We wish Duke had taken a different tack; ble waste of resources that could be used for instead of bemoaning limits we supposedly are Third, the focus on the product is itself many beneficial purposes. living under, he could’ve directed the initiative deceptive. Very often the environmental impact Yet there is nothing in the way Wal-Mart toward cultivating the natural resource of intel- of a product depends on the consumers. Do proposes to go about this to make us think it ligence in children wherever Wal-Mart operates. they drive in an empty car to pick up the item? would score against a company actively wasting For the future will be sustainable not What about the cooking and storage procedures money to get a better “mark” on this index. because we tread lightly on the earth, but in the house? It is very common for these things In other words, the index, if it ever happens, because geniuses yet unborn will find ways to to account for 25 percent or more of the impact will not represent some kind of “natural” level overcome obstacles. We will find ways to make of the product on the environment. of sustainability but, instead, the result of deci- what now looks like useless sea or barren plan- Fourth, the initiative is biased against the sions to spend money to achieve a higher rank- ets a cornucopia of resources for mankind. economic sphere of sustainability, and this will ing. In many cases, however, this higher ranking Wal-Mart’s gift to the world has been to make the world a poorer place. Take a look at will be achieved at the horrible, humanity- make living easier for many people close to the the initial 15 questions being posed to Wal-Mart impoverishing cost of wasted capital. waterline. We wish it would run a kind of talent suppliers in the box at left. If Wal-Mart doesn’t change this, it will search throughout that customer base, not to Note that there is not one single question actively make the world poorer as capital is find the best singers, but to find children with devoted to the supplier’s prosperity. No concern wasted to improve one’s grade on the test. the highest IQs, who could most benefit from a that capital might be wasted. Yet capital is always There should be a 16th question on that sur- fantastic education paid for by Wal-Mart and the scarcest of resources. vey to suppliers. It is the most important ques- who, if given the chance, will build a great, and This is a crucial component of sustainability tion Wal-Mart could ask: “Are you earning a sustainable, future for us all. pb

SEPTEMBER 2009 • PRODUCE BUSINESS 29 to do so in order to avoid excess concen- introduced itself to Americans with a dec- tration of its portfolio, which would have laration that it would install America’s placed the trustees in the breech of legal largest rooftop solar panel array on top of requirements to act prudently. its new U.S. facility, it was making a judg- The comeuppance of the story was that ment about how it wanted to position itself political power could be exercised by in America. Same thing when it announced many who had no specific contractual rela- that it would give away money to local tionship with Hershey and to whom the charities as it opened each store. Although foundation owed no obligation. In today’s these actions may have been explained as world, with the power of the media and solely altruistic activities, in reality, these non-governmental organizations and the ubiquitous role of government, it borders on foolishness to not reach out and consider the concerns of those who might oppose your project. Of course, even back in 1970, Dr. Fried- man knew green-washing when he saw it, even if he had never heard the term, and he 53

said that much that Photo courtesy of Fresh & Easy # would be done under According to Tesco, the company has installed America’s the banner of social largest rooftop solar panel array on its new U.S. facility. responsibility would actually be done for prudent business rea- efforts were almost certainly analyzed not sons: only from the perspective of what did the Reader Serv i ce “Of course, in practice the doctrine of most public good, but also from the per- social responsibility is frequently a cloak for spective of what would ultimately pay off actions that are justified on other grounds for Tesco’s shareholders. rather than a reason for those actions.” There is, of course, nothing wrong with “To illustrate, it may well be in the long thinking about one’s shareholders, and run interest of a corporation that is a major Tesco’s management is well trained to employer in a small community to devote evaluate the multifaceted impact of these resources to providing amenities to that types of actions. Doing so is complex, as community or to improving its govern- one is weighing the value of a positive rep- ment....” utation against the cost of capital expend- “In each of these... cases, there is a ed. In the case of the solar panels, there is strong temptation to rationalize these an offsetting savings on electric that has to actions as an exercise of ‘social responsi- somehow get factored in as well. bility.’ In the present climate of opinion, It is the very complexity of weighing with its widespread aversion to ‘capital- these various considerations that instantly ism,’ ‘profits,’ the ‘soulless corporation’ illuminates the enormous problem that and so on, this is one way for a corporation occurs when buyers attempt to mandate to generate goodwill as a by-product of sustainability throughout their supply expenditures that are entirely justified in its chain. own self-interest.” “It would be inconsistent of me to call GOING FROM on corporate executives to refrain from this DISCUSSION TO DICTATION hypocritical window-dressing because it There is certainly plenty of low hanging harms the foundations of a free society. fruit, and so there is no harm in a big buyer That would be to call on them to exercise sitting down with vendors and looking for a ‘social responsibility!’ If our institutions opportunities. Perhaps by working togeth- 48

# and the attitudes of the public make it in er, empty back-hauls can be avoided in their self-interest to cloak their actions in some areas — thus saving fuel, reducing this way, I cannot summon much indigna- carbon emissions and wear-and-tear on tion to denounce them.” trucks — or perhaps more efficient pack- So it goes today. When Tesco decided aging can be identified to reduce wasted

Reader Serv i ce to open stores in the United States and it space within the trailer and optimize trans-

30 PRODUCE BUSINESS • SEPTEMBER 2009 make a charitable Some would say that even with all its donation or build a imperfections, the very idea of giving out solar array on the roof, sustainability scores and using the scores get lost in the necessi- to rank suppliers and promote such scores ty for uniformity. to consumers will help move the world fur- No buyer has the ther along the path to sustainability. capacity to visit every facility of every supplier and make judgments about the trade- Once companies get offs that company should make. There is beyond the discussion-and- simply no way to know discovery phase and into

Photo courtesy of Fresh & Easy or bring into consider- Tesco habitually makes donations to neighborhood chari- ation the fact that mandates, very bad things ties when a new Fresh & Easy opens. company X is not investing in reducing its start to happen. port, refrigeration and shelf-life. carbon footprint because it is spending its This is all sustainability as a kind of money hiring the handicapped and pro- higher consciousness, in which companies viding special accommodation for their work to avoid inadvertent waste or dam- challenges. The answer, though, is that such sus- age to the environment. It is, for the most Knowing this type of information is not tainability will be unsustainable. The pro- part, completely unobjectionable and, in trivial. It is the essence of sustainability to posed Index not only will fail to provide fact, a great idea. consider all parts of the three responsibili- any useful information to consumers or to Once companies get beyond the dis- ties: environmental, social and economic. trade buyers, it is highly likely to do real cussion-and-discovery phase and into Yet, for simplicity’s sake, the world will damage: Damage to companies, indus- mandates, very bad things start to happen. wind up getting what Wal-Mart has recent- tries, indeed to the world economy with all The problem is that all the weighing of ly proposed: An index that is little more the implications of that for future employ- different factors that an individual compa- than an arbitrary weighting of highly limit- ment, investment in research and develop- ny can do in judging, whether it wishes to ed criteria. ment and future prosperity. 70 # Reader Serv i ce

SEPTEMBER 2009 • PRODUCE BUSINESS 31 PROBLEMS WITH BUYER- This, however, actively leads to the DICTATED SUSTAINABILITY wasting of capital — perhaps the scarcest The first problem with such dictates is of resources. they prevent the most prudent use of resources. It is notable that the governmental efforts both in Europe and, now, The second big problem with the United States to reduce carbon emissions have coalesced around a cap-and- buyer-dictated sustainability trade program. Why not just a cap on emissions? Why cap and trade? The is that, virtually without answer is reducing carbon emissions costs different amounts for different industries, exception, such plans ignore different companies and different locales. The societal goal is not merely to reduce the economic sphere emissions; it is to do so most efficiently. of sustainability. What cap-and-trade does is that it leads those for whom reducing emissions is very expensive to pay those for whom reducing emission is very inexpensive to do so. The comeuppance of it all is that Doing this is inherently unsustainable the societal goal is achieved at the lowest because in a low margin business such as cost to society. fresh produce, few companies indeed will Yet when a big buyer dictates reduc- survive if they have to devote any appre- tions in emissions, water use or any other ciable resources to things that won’t earn a criteria, it only has

67 leverage over its spe- # cific supply chain. The truth is that it may not pay for a produce farm to reduce carbon emissions — perhaps Reader Serv i ce an auto manufacturer can do so for a fraction of the price — but by being concerned only with its own supply chain, the buyer is actively making society poorer than it need

be. It is actively requir- Photo courtesy of Publix Super Markets ing that money be Publix practices sustainability in its three Florida Green- wasted. wise stores. The second big problem with buyer-dictated sustainability legitimate return. is that, virtually without exception, such The irony here is that big buyers have plans ignore the economic sphere of sus- an excellent opportunity to really practice tainability. Buyers who are demanding sustainability not by dictating to vendors extensive “life-cycle analysis” of each about what the vendors should do but by product and letting vendors know that doing themselves what is well in their they won’t be doing business together power to do: Encourage the strength of unless these suppliers obtain either a cer- the supplier base by making sure payment tain percentage reduction in carbon out- is adequate to fund the initiatives that the put or hit a set level decreed appropriate buyer values. Initiatives on food safety, for that item are actively encouraging com- traceability and sustainability are expen- panies to waste money. sive and buyers committed to sustainabili- In other words, they are adding into the ty have to be committed to maintaining a mix an external factor — the ability to sell vibrant supply base. 109

# to a big buyer, such as Wal-Mart. Now, Perhaps such a concerned attitude is when a vendor calculates whether it makes too much to ask, but at the very least we sense to install solar panels, Wal-Mart will can see retail sustainability efforts as have its thumb on the scale, saying yes, do focused on what retailers themselves do, so, otherwise you won’t meet the criteria not mostly a matter of claiming credit for

Reader Serv i ce to sell to us. what buyers force the supplier base to do.

32 PRODUCE BUSINESS • SEPTEMBER 2009 Reader Service # 58 ject to fruition. Dictating standards just because those standards are easily measurable is a mis- take and can lead to many unintended consequences. It may be a retailer that expressed a prudent sense of wariness best. Back in May of this year, PRODUCE BUSINESS magazine presented its First Annual Retail Sustainability Award to Lake- land, FL-based Publix Super Markets. As part of that event, we did an interview with Maria Brous, director of media and community relations, and Michael Hewitt, manager of environmental services. Maria Photo courtesy of Gills Onions Gills Onions received a check for $2.7 million from Southern California Gas Co. for talked about how Publix viewed Fair Trade installing its Advanced Energy Recovery System, which reduces greenhouse-gas initiatives: “We don’t like anybody coming emissions by up to 30,000 tons per year. into our house telling us how to do business. We don’t go into other people’s and There is nothing wrong with looking to communities, working with their own do that, but we do establish the relation- do business with suppliers who share a employees. ships for the long term.” buyer’s values, but the detailed implemen- Recently, Gills Onions, based in Well said. If the relationship is long tation of dictated specifications is, by its Oxnard, CA, provided a perfect example term, then, like members of a family, one nature, too amorphous, too distant and of sustainability done right. It developed a would expect each other’s values to influ- too complicated to bring about useful system to convert onion waste into elec- ence one another and, eventually come progress. tricity. Significantly, no buyer told them to into sync. Then it starts to make sense to build such a plant. It grew out of a search invest money in pursuit of shared goals. DOING IT RIGHT for solutions to the problems Gills faced in If sustainability means corporate dic- Sustainability involves many judgments dealing with excessive onion waste. Put tates to vendors who, each day, need to about the relative importance of different another way, the team at Gills saw this as a prove their value in an auction, then sus- things. These decisions are best made by compelling opportunity and it was that tainability, which requires long-term invest- individual companies, living in individual uplifting enthusiasm that carried the pro- ment, becomes impossible. pb

34 PRODUCE BUSINESS • SEPTEMBER 2009 Reader Service # 46 GOURMETTRADINGHARVESTSENSATIONSJACOBSMALCOM&BURTT CUSTOMIZEDBROKERS CUSTOMIZEDBROKERS ALLEY ALLEY V V AL AL YST YST CR CR Reader Service # 3 1 Reader Service #8 Reader Service #22 ARMS ARMS CHESTNUTHILLF CHESTNUTHILLF 3 0 vice # Reader Service # 3 7 Reader Service #29 Reader Ser CARBAMERICAS CARBAMERICAS ARPRODUCE ARPRODUCE T T AL AL vice #28 Reader Service # 3 Reader Ser Reader Service #4 ALPINEFRESH ALPINEFRESH

36 PRODUCE BUSINESS • SEPTEMBER 2009 PROGRESSIVEPRODUCE PROGRESSIVEPRODUCE

KEYSTONEFRUITMISSIONPRODUCENORTHBAYPRODUCE THEPERISHABLESPECIALIST THEPERISHABLESPECIALIST Reader Service #10 Reader Service #9 Reader Service #25 SOUTHERNSPECIAL SOUTHERNSPECIAL TIES TIES TEAMPRODUCE TEAMPRODUCE Reader Service #7 Reader Service #24 Reader Service #27 WESTERNFUMIGA WESTERNFUMIGA TION TION Reader Service #41 Reader Service #85 Reader Service #26

SEPTEMBER 2009 • PRODUCE BUSINESS 37 Fly Through The Fall Season With Smart Merchandising Techniques Cool weather, a cornucopia of fall harvested fruits and vegetables and copious family-oriented cooking holidays make the fall a ripe time for produce promotions.

BY CAROL BAREUTHER, RD

Karen Caplan, president and CEO of specialty I think we’ll see an increase in consumer pur- produce supplier, Frieda’s Inc., in Los Alami- chasing power. Consumers will be ready to spend tos, CA, notes, “Every indicator says the econ- more money on food this fall.” omy has hit the bottom of the recession. ORGANIC HARVEST MONTH: September The Greenfield, MA-based Organic Trade Associ- ation (OTA) started Organic Harvest Month in 1992 as a widespread way to promote organic food and agriculture. According to Simcha Weinstein, director of marketing for Albert’s Organics Inc., based in Bridgeport, NJ, “Organic Harvest Month was primarily initiated by the natural foods industry. How- ever, in the past several years, we have seen strong participation from conventional mass-market retailers. Both organic and conventional retailers see it as an opportunity to broaden the educational scope of organics, as well as to promote themselves as the community destination for organic fresh food.” According to the OTA’s 2009 Organic Industry

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Reader Service # 100 Korner section of its newsletter, providing Metropolitan Markets Celebrates fun facts and nutritional information. This year, Bryant Wynes, PBH’s senior Organic Harvest Month executive of retail marketing, reports, “We have prepared a ‘toolkit’ of information and n organic-themed, bi-weekly ad and special displays mark Organic Harvest Month at materials that will be distributed to each Metropolitan Markets, a 6-store chain based in Seattle, WA. Ed Laster, produce special- state’s Fruits & Veggies — More Matters pro- A ist, says, “Instead of the regular weekly ad where we have one banner and three sub- gram coordinators. They are always willing features on organic produce and 15 to 18 conventional items promoted, we’ll flip this around to work with retailers on outreach and edu- and make the ad all about organic. The organic items featured are a blend of fruits and veg- cational events.” etables, depending on availability, along with a packaged salad, salad dressing and juice. We Additionally, PBH is offering two Sep- try to choose ad items that encourage customers to traverse the entire produce department.” tember events that retailers can use to cre- Signage highlighting organic farmers is also a feature of produce displays. “Earthbound ate a customized promotion. PBH’s World’s Farm is a big supplier of ours and we’ve featured them the past two years,” details Laster. Biggest Healthy Foods Treasure Hunt “They have a good story to tell. However, we’re careful about how much story-telling we do empowers children ages four to eight to on the signage because what customers want to know most is the price.” pb make healthy food choices, including eating more fresh produce. The program comes with an interactive Munch Crunch Bunch Survey, U.S. sales of organic foods reached mote this in-store. For example, Albert’s Treasure Hunt-themed book/game contain- $22.9 billion in 2008, an increase of 15.8 per- Organics offers a 24”x48” banner that can be ing 45 Foodle (food riddle) cards that can be cent over 2007 sales, despite tough econom- hung in-store announcing, “September is used in the supermarket’s produce depart- ic times. Organic Harvest Month.” The company also ment as a treasure hunt for fresh produce. Weinstein contends organic consumers offers a “Specials” POS sign that can spot- The second event, and part of a yearlong are sacrificing expensive luxury items for light organic fruits and vegetables on sale. partnership between PBH, American Greet- everyday staples. “Therefore, retailers ings and its global licensing agent, Cookie should focus on stocking everyday products Jar Entertainment, is an update of the at excellent pricing rather than expanding Strawberry Shortcake character and her into new, specialty items and exotic vari- friends who now prefer fruit to fruit-fla- eties of produce.” vored desserts. A themed toolkit includes ad Tonya Antle, vice president of organic slicks with text and graphics of the title sales for Earthbound Farm, located in San “Promotions should character and her friends, short consumer Juan Bautista, CA, notes, “Salads, of course, be complemented columns, a recipe with photo, sign tem- are plentiful. The most abundant fruits for plates that can be customized, activity us are grapes, apples, sliced apples, dried with abundant, eye- sheets and an activity booklet. fruits, blueberries and melons. Plus, all of catching displays. our top vegetable items are in season at this time, including celery, carrots, broccoli, cau- Offer recipes and NATIONAL APPLE MONTH: liflower and broccolette.” sampling to induce September - November Maureen Royal, director of sales at CF Over 900 retailers and military commis- Fresh, headquartered in Sedro Woolley, WA, conversation and saries participated in National Apple Month adds, “Organic apples, most root crops, pota- (NAM) this past year. In September and toes and nectarines are most plentiful this trial for these November, entrants in the apple industry’s time of year.” organic items.” annual generic promotional contest build in- To celebrate Organic Harvest Month, store displays that prompt consumers to buy Antle advises, “Promotions should be com- more apples and apple products. The win- plemented with abundant, eye-catching dis- — Tonya Antle ner receives $10,000 in cash prizes. plays. Offer recipes and sampling to induce Earthbound Farm Kay Rentzel, the Dillsburg, PA-based conversation and trial for these promoted NAM director, explains, “Apple marketers organic products.” use the promotion to kick off the harvest Royal advises, “Tell stories about your season and boost early-season shipments. growers and develop a personal connection FRUITS & VEGGIES — MORE Retailers use it to increase consumer sales between them and your consumers.” MATTERS MONTH: and awareness, yield additional profits for “Even though Organic Harvest Month is September the produce department and creatively mer- a national holiday, it’s really nice to pro- The Wilmington, DE-based Produce for chandise throughout the store.” mote the local nature of your own celebra- Better Health Foundation’s (PBH) Fruits & The contest is successful for retailers tion,” adds Weinstein. “Bring in speakers; Veggies — More Matters is a theme incorpo- who participate. For example, the single- coordinate workshops; sponsor events. All rated into promotional activities by retailers unit Oregon Dairy Inc., in Lititz, PA, sold of these should involve key people from throughout the year, especially in Septem- more than 129,000 pounds of apples last your local community. If you take advan- ber as kids head back to school. Last year, year, including 20 varieties, and experienced tage of local resources it can be a very excit- for example, Weis Markets, a Sunbury, PA- a lift of more than 22 percent in apple sales ing, dynamic and inexpensive celebration.” based chain, used the Fruits & Veggies — during its 30-day display and promotion. Organic produce suppliers can provide a More Matters logo and information about The fall is an ideal time to promote variety of materials to help retailers pro- produce in the Weis HealthyBites Kid’s apples. Roger Pepperl, marketing director

40 PRODUCE BUSINESS • SEPTEMBER 2009 York applevarieties. characteristics andflavor profiles ofNew port includesPOSvariety cards thatdetail new crop signs. Otherin-store displaysup- new crop Empires andother, more generic POS signagepromoting newcrop McIntosh, ponent oftheprogram isnewlydesigned all outto pushfresh, localfruit.”Akey com- Allen, NYAA president, says, “We’re going the hugebuy-localproduce trend. Jim promoting newcrop apples, tyinginwith promotional supportprogram for retailers Association (NYAA) willofferafull-service there’s afullvariety ofapplesavailable.” time for line-pricedApple-ramas since opportunity for bulkads. October isgreat centage oflarge apples. Thisoffers an smaller thanlastyear, butwithabiggerper- tote bagsfilledwithapplesor3-poundbags. Farmed,” canholdmatching 4-to 5-pound the tag line, “Fresh, Flavorful &Family which hasaBackTo TheLandthemewith up into afreestanding display.Thebin, no movingpartsthatmakes iteasyto pop- Stemilt willofferanewone-piecebinwith kins, peoplethinkofapples.” Thisseason, says, “As soonasthefrost hitsthepump- for StemiltGrowers Inc., inWenatchee, WA, The Fishers, NY-based New York Apple Pepperl adds, “Thecrop issizingup Season BeginsSeptember10 TAILGATING TIME:Football sport-themed merchandising duringthefall found thatretail hasresponded well to Hass Avocado Board (HAB),says, “We have managing director oftheIrvine, CA-based hand-in-hand inthefall. JoseLuisObregon, build n-storedsplaysencouragngconsumerstobuymoreapples. National AppleMonthsthendustry’s annualgenericpromotonalcontestto Sports, snackingandfresh produce go from ChileandMexico thistimeofyear, merchandise various products.” retailers with great opportunitiesto cross- during game-dayparties. Italsoprovides the fect senseto promote healthfulsnacking football goesfull-steamahead,itmakes per- period. Asbaseballcomesto acloseand SEPTEMBER 2009•PRODUCE BUSINESS Regarding avocados, whichare available

41 Photo courtesy of National Apple Month Reader Service # 74 Obregon suggests, “Put all the fresh ingredients to make guacamole — avocados, limes, National Apple Month onions, tomatoes, cilantro — in the same display and have tortilla chips, beer, peanuts At Foodland and other snacks nearby to draw people into the produce department.” Another good tactic, Obregon adds, is he winning concept for a National Apple secondary large displays as people enter the Month display at Foodland, a single-store store or enter the produce department. T based in Lebanon, PA, came about as a way “This helps capture additional impulse sales. to generate empty boxes for a local church’s It is all built upon the foundation of having Thanksgiving food drive, explains produce manag- enough ripe fruit on display to satisfy con- er, Keith Fetterolf. “The church group gets turkey sumer demand. Many consumers wait until and canned goods from us each year and brings the day of their tailgating event to go and the items to New York City to donate to needy fam- buy the ingredients. If the store doesn’t ilies. This past summer, the group approached us to have ripe avocados then the consumer find out how they could get 500 empty boxes to distribute the food, so my idea was to order either goes somewhere else, buys processed a lot of apples, build a big display and save the boxes.” product and doesn’t serve fresh guacamole.” Fetterolf used a locally grown theme of From Our Farms to Your Family and built a 22- This season, the HAB, Mexican Hass foot-long by 13-foot high display with over 12 varieties of eastern-grown apples, including Avocado Importers Association (MHAIA) Red Delicious, Golden Delicious, Cortland, Rome, Stayman Winesap, Ginger Gold, Macoun, and Chilean Avocado Importers Association Jonathan, Crispin and Honeycrisp. He advertised the apples at 99-cents-a-pound, sold in bulk 1 (CAIA) will jointly launch a comprehensive, and in totes that held four to five pounds each, for a 1 ⁄2-month period from October 2- multi-discipline marketing campaign tied to November 29. The result? “We sold 20,640 pounds of apples, or a little over a ton and saw the professional baseball 2009 playoff sea- apples sales lifts of 35 percent over the previous year,” says Fetterolf. “And, we generated son that runs late September through late nearly 600 empty boxes.” pb October. The campaign, called The Big Hit, will be promoted via a national, multi-mil- also be a national sweepstakes where con- programs. One retail-oriented program is lion dollar partnership with a major cable sumers can win prizes such as a $5,000 the Grab Some For the Game Display Con- sports network, featuring 30-second TV home entertainment package. test, which runs from September through spots and sponsorship billboards. There will The CAIA will use a variety of marketing February. POS available to retailers includes 43 101 54 # # # Reader Serv i ce Reader Serv i ce Reader Serv i ce

42 PRODUCE BUSINESS • SEPTEMBER 2009 Retailers shouldconsiderbringingfootball- displays andcompellingmerchandising. duce isdrivingawareness viahighlyvisible o ber OneandTwo inpopularity.” children, withfresh produce ranking Num- snacking continuesto grow withadultsand gory isapproaching $500million.Fresh dale, CA, says, “Theproduce snackingcate- tions for Ready Pac Produce Inc., inIrwin- fruit, vegetables andcorporate communica- related promotions. AliLeon,director of ads andpartyplatters are idealfor sports duce suchasfresh-cut fruit,single-serve sal- pads; andin-store demokits. themed posters; signcards withrecipe tear baseball-, football- or tailgating-themed salesoffresh-cut pro- n Leon continues, “Thekey to capitalizing Beyond avocados, grab-and-go snackpro- Gametime. Anytime!-

Reader Service #60 Hispanics spend47 Hispanics annually, produce thannon- or about$228on Variety ProduceInc. percent moreon oetSchueller Robert — both fruitsand Melissa’s/World “On average, vegetables.”

Reader Service #69 September 15-October15 MONTH: HISPANIC HERITAGE on impulsepurchases.” ing-themed itemsandsignagecancapitalize high visibilitylocationswithmultipletailgat- gestions andrecipes. End-capdisplaysin ment andincludeteam-orientedmealsug- related POSmaterialsto theproduce depart- od, whichbeginsjustbefore Mexican Inde- plantains andmore for thismonth-longperi- squash, cornhusks, cilantro, jicama,yucca, create colorfuldisplayswithfresh chiles, based inLosAngeles, CA, wants retailers to tions for Melissa’s/World Variety Produce, SEPTEMBER 2009•PRODUCE BUSINESS Robert Schueller, director ofpublicrela- 43 Reader Service #65 44 September 18 ROSH HASHANAH: Chicken Tacos. Peppers withGreen ChileSpanishRiceand StuffedBell tains withBalsamicVinegar, ed recipes includedRoasted Yellow Plan- ca, SpainandtheCaribbean.Produce-orient- recipes from Central America,SouthAmeri- bilingualbookwithauthentic 8-page, free, a panic Heritage Monthbyofferingcustomers Quincy,MA-based chain,celebrated His- a as 2/$1.” than “per-pound”ormultiplepricing,such clear andsimple. Bythe“each” works better an itempriorto checkout. Keep pricing pricing, Hispanicswant to knowthecostof bulk displays. Schuellercontinues, “As for the Latinconsumerandsoare massive, respectively,” reports Schueller. pared to others thatspend$157and$152, $228 onbothfruitsandvegetables com- duce thannon-Hispanicsannually,orabout Hispanics spend47percent more onpro- ic customers are valuable ones. “Onaverage, frame willbenefitattheregister, asHispan- and promoting traditional Latinstaples.” Americanized. Thismeansstocking upon compared to CincodeMayo,whichismore tional, family-oriented Hispanicholiday can IndependenceDayismore ofatradi- “A crucialpointto remember isthatMexi- will addto thisfestive promotion,” headds. strings andwreaths, piñatas andstreamers pendence Day,onSeptember16.“Chile grown inNew York. City. Macsare thebiggestvariety ofapple Delicious andGranny SmithinNew York and thethird favorite applebehindRed theNumberOnesellingappleinBoston is 2006 andOctober 2008,theMcIntosh apple Mid-Atlantic markets between November of retail salesdata infive Northeast and time we’re harvesting McIntosh apples.” all alongtheEastCoast.Itfalls atthesame Hashanah isabigholidayinNew York and Gregg, NYAA spokesperson, notes, “Rosh “Nosh a‘Tosh, TheBigApple’s Apple.” Peter cards featuringMcIntosh apples. Itreads, fresh herbs.” leeks, carrots, pomegranates, quinceand apples, figs, celeryroot, squash,onions, al ingredients suchasdriedfruits, honey, family food occasionthatfeatures tradition- Jewish New Year. Schuellernotes, “It’s a PRODUCE BUSINESS• SEPTEMBER 2009 Last year, Stop &ShopSupermarket Co., Freshness iscrucialwhenmarketing to Retailers thattake advantage ofthistime According to anNYAA-sponsored survey This year, theNYAA isofferingPOSsign Rosh Hashanahmarksthestart ofthe

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SEPTEMBER 2009 • PRODUCE BUSINESS 45 Halloween-Theme Spurs Produce Sales At Bigg’s

n late October, oversized bins of pumpkins and fall mums greet customers at they enter Bigg’s, an 11-store chain located in Milford, OH, and a subsidiary of Eden Prairie, MN- I based Supervalu, Inc. Produce director, Marvin Lyons, discloses, “In-store, we’ll build a big display of all the hard squash, such as butternut, spaghetti and turban, along with more bins of pumpkins, and decorate them all with orange and black crepe paper.” When it comes to pumpkins, the new challenge this year will be the economy. “The price point for the pre-painted pumpkins range from $6 to $8 depending on size, whereas ready- to-carve pumpkins sell for less, about $3 to $5 on average,” Lyons reports. “At the same time, consumers are time rushed and may want the convenience of a painted pumpkin.” A Guess-the-Weight contest is something Lyons likes to run when pumpkins in the 150- pound range are available. In addition to pumpkins, fruit and vegetable platters are something Lyons promotes. “All the Halloween parties make these popular,” he says. pb

HALLOWEEN: OCTOBER 31 Think Halloween and pumpkins come to mind immediately. John Carl, sales manager at Dan Schantz Farm & Greenhouse LLC, in Zionsville, PA, remarks, “If fall is

45 anything like spring, people will be staying # in and decorating their homes, and that means mums and pumpkins. Pre-painted owers Inc.

pumpkins are a star in the category and a Photo courtesy of Stemilt Gr great way to push margins and sales. We market to kids, meaning we sell pumpkins Stemilt offers this black- and orange- Reader Serv i ce with bright colors and funny faces. Kids colored, display-ready carton with don’t like scary designs and parents don’t spooky eyes for its apples. buy them.” For adults, Carol recommends, “Heirloom-type pumpkins, squash and Buddies clad in Halloween costumers is gourds are popular this year for decorating.” available to decorate the fresh pear display. Some shippers offer Halloween-theme packaging and display pieces for fresh produce. For example, The HMC Marketing THANKSGIVING: Group Inc., located in Kingsburg, CA, offers November 26 its Goblin Grape program, a 1-pound holi- Thanksgiving marks the start of the “Big day-oriented clamshell of black, seedless Family Dinner” season, according to Larry grapes with a matching box display. Similar- Narwold, business development director for ly, Stemilt Growers offers a black- and Nationfresh LLC, headquartered in Lakes orange- colored, display-ready carton with Littleton, CO. “All these meals deserve to spooky eye designs for its apples. start with a salad, with the key ingredient of Pear harvest in the Pacific Northwest is tomatoes. Grape and cherry tomatoes, TOVs also in full swing by the end of October. (tomatoes on-the-vine) and Romas are items Dennis James, director of marketing for the for promotion.” Pear Bureau Northwest (PBN), in Milwaukie, Vegetables such as broccoli, cabbage and OR, says, “All varieties of winter pears are collard greens are also big promotional available by Halloween.” items for Thanksgiving, says Lee Anne Once again, the PBN will run its Hal- Oxford, marketing director for Raleigh, NC- loween PEARade promotion, which takes based L & M Companies Inc. “In some place in more than 20 markets nationwide areas, there’s a locally grown appeal that and runs throughout the month of October. makes these items even more popular.” She Three community events that focus on USA adds, “Onions and potatoes are typically on 66

# Pears, Halloween safety and nutrition are ad, too. For example, some retailers will held in conjunction with Radio Disney as advertise, buy a 5-pound bag of russets and part of the promotion. In addition to a retail- get a 3-pound bag of onions free.” er banner displayed at each event and retail- George Wooten, owner/president of tagged ads running on radio display Wayne E. Bailey Produce Co., in Chadbourn,

Reader Serv i ce throughout the month, POS featuring Pear NC, contends Thanksgiving is the biggest

46 PRODUCE BUSINESS • SEPTEMBER 2009 Reader Serv i ce # 80 Reader Serv i ce #3 5 Reader Serv i ce # 108 Reader Serv i ce # 121 Reader Serv i ce #3 6

SEPTEMBER 2009 • PRODUCE BUSINESS 47 maintains, “The rule of thumb is to have Turkey Day At Kings cranberries in store by November 1 — no later. Customers like to stock up because Super Market cranberries can be frozen. Retailers can encourage this with multi-bag promotions.” hanksgiving is a great holiday to promote produce, contends Paul Kneeland, vice presi- The 12-ounce plastic bag remains the dent of produce and floral for Kings Super Markets Inc., a 25-store chain based in Par- standard unit of sale for cranberries, reports T sippany, NJ. “We push two things. One, items with a high gross profit and secondly, Bob Wilson, principal partner/managing items with a high ring at the register.” Kneeland continues, “Asparagus is a component of a member of Wisconsin Rapids, WI-based traditional Thanksgiving meal, and so are broccoli and celery, so we’ll rotate and promote Cranberry Network LLC. However, the com- these items. We’ll also promote the mainstays, such as potatoes, because our competitors do. pany is introducing new packaging. “We are All items on ad are merchandized in a high traffic area in the produce department.” offering the club stores 3-pound, zip-top Fresh cranberries are another favorite seasonal ad item. “We’ll use them as a color break bags. A few have tried clamshells, but this is and cross-merchandise them next to green beans and broccoli,” says Kneeland. “It makes a a more expensive unit. No matter what the striking display.” pb pack, it’s important to keep cranberries cold for best quality and shelf-life.” holiday for sweet potato sales. “We move the Southern Hemisphere. The Comice pear To coincide with its Bogs Across America about 20 percent of the crop at this time,” he makes an especially elegant dessert due to events, this past fall, Ocean Spray set up reveals. “Retailers can start to promote mid- its sweet taste and creamy texture.” freestanding bog exhibits at select Kroger October.” For Thanksgiving, build big dis- Gordon Robertson, vice president of grocery stores in Ohio and Kentucky in plays, include bulk as well as 3- and 5-pound sales and marketing for Sun World Interna- October and November. Consumers at these bags, and put sweet potatoes on ad, recom- tional LLC., located in Bakersfield, CA, and other local Kroger banners in the west- mends Wooten. “There’s no need to run remarks, “Red Globe grapes are great for ern United States, including Fred Meyer, sweet potatoes as a loss leader or with a snacking and have an ornamental appeal as Fry’s, King Soopers and Ralphs supermar- deep discount since people are going to buy well, due to their large size.” kets, had the opportunity to learn about the them anyway this time of year.” Don’t forget the cranberries — one of the taste, health and heritage of the cranberry. As for fruit, promote berries and pears few truly seasonal fruit, and they happen to “Last year, we test-marketed a promotion for desserts and centerpieces, says Megan be available fresh only in the fall. For where we affixed coupons for $1-off fresh Schulz, marketing assistant for the Giumar- Thanksgiving promotions, Keith Benoit, cranberries on bottles of Ocean Spray cran- ra Bros. Fruit Co. Inc., in Los Angeles, CA. senior director of special markets for Ocean berry juice. The promotion was successful, “We have blackberries and blueberries from Spray Cranberries Inc., in Middleboro, MA, so we’ll do again this year,” says Benoit. pb

48 PRODUCE BUSINESS • SEPTEMBER 2009 New York Apples Provide ABig Boost To Fall Produce Empire State to produce a greater volume of bigger, better-than-ever apples.

BY AMY SHANNON

Heavy rain in the heart of New York’s grow- begin in mid-August, according to NYAA. Consid- ing season is set to produce a large volume of ered the traditional kickoff to the apple season, the pleasantly plump apples at least as big as McIntosh harvest is scheduled to begin the first this past year’s crop — possibly even larger. week of September. The crop is expected to come within the state’s “Fresh-picked local fruit will be abundant this 5-year average of 29 million bushels. “New York fall,” reports Jim Allen, president of the New York apples will meet or exceed our 5-year average of Apple Association (NYAA), a Fishers, NY-based, close to 3 million bushels,” says Allen. “It is expect- non-profit agricultural trade association that repre- ed to be a large-sized crop due to ample rainfall.” sents 695 growers. “Consumers will be delighted “This year’s crop looks very good with a plenti- with the fresh taste and bigger size of this season’s ful supply of all the popular Eastern varieties,” new crop apples.” states John Russell, manager of Lake Ontario Fruit, New York’s apple season runs from September a subsidiary of Lake Ridge Fruit Co. LLC., an through early November. Ranking second in the Albion, NY-based packinghouse that stores and nation in apple production, the state grows apples packs fresh apples. “Great fruit size and flavor on 44,916 acres, according to NYAA. should highlight this year’s crop.” At press time, growers expected early-season Lee Peters, vice president of sales and market- varieties, such as Ginger Gold and Paula Red, to ing for Fowler Bros. Inc., based in Wolcott, NY, notes, “The 2009 apple crop is sizing nicely and has awesome quality.” At press time, he expected to harvest the third week of August. Sandy Cohen, president of Cohen Produce Mar- keting, located in Aspers, PA, adds, “As of now, the crop looks very good. It’s sizing nicely. The crop is fairly clean. The volume is clearly that with little or no shortages.” Cohen works with all fresh apple products from most of the major producing states.

RISING DEMAND Consumers are rapidly purchasing New York- grown apples known for their home-grown appeal. Many of the state’s orchards are within one tank of gas to 30 million consumers, according to NYAA. “Because local demand is so strong, we’re relieved we should have enough new crop apples for everyone,” explains Allen. According to the NYAA, new scan data reports New York-grown varieties are dominating the marketplace in major markets located along the East Coast. McIntosh ranks third in popularity in New York and first in Boston. Empire and Honeycrisp Photo courtesy of New York Apple Association New York Apple Association’s Apple Country marketing material will be varieties also rank high. available to retailers this fall. Allen points to an increase in production and a

SEPTEMBER 2009 • PRODUCE BUSINESS 49 Plantings of new apples varieties, such as Gala, are on the rise.

125 growing number of packing and storage ing facility level.” # facilities as major trends emerging in the Lake Ontario’s growers constantly strive industry. “Plantings of new varieties, such for producing apples that suit consumers’ as Honey Crisps, Seetango, Gala and others, needs. “Managed varieties have become — are on the rise.” and will continue to be — one of the important elements of our business as we contin- Reader Serv i ce BIG ON SIZE, QUALITY ue to find new varieties with the flavor pro- Heavy rains produced larger segments of file and eating experience that our cus- the popular apple varieties, such as Honey tomers demand.” Crisp, since more recently planted trees come into bearing production this season, notes Allen. Traditional New York-grown varieties, such as McIntosh and Empire, look promising, as well. To offset the rains, “Place new selling growers will be searching for sunshine in stations in the deli the season’s remaining weeks. Sunshine generates sugar content in the apples, giving department or them the flavor consumers love. “Retailers love larger apples because they prepared food area sell by the weight,” points out Allen. “Con- to encourage apples sumes are mixed, as they want different sizes for different purposes.” at meal time, rather Cohen expects retailers to move to larger than chips and sizes, and “hopefully promote more bulk, local apples. The opportunity exists with other snacks.” larger apples to do promotions in No. 8 or No. 10 bags,” he says. — Jim Allen Despite larger-sized fruit due to added New York rainfall, Fowler’s Peters notes, “We still need Apple Association the heat that has been lacking.”

119 TOP GROWING PRACTICES

# For New York growers, food safety is a critical issue. “It’s always at the forefront of Likewise, Cohen of Cohen Produce anything our growers, and we as packers, ensures all of his company’s growers and do,” stresses Russell of Lake Ontario. “Our packers are either GAP-certified or will be growers undergo food-safety audits at the by the end of the year. “Most — if not all —

Reader Serv i ce farm level, and we do the same at the pack- packers have food safety plans in place,” he

50 PRODUCE BUSINESS • SEPTEMBER 2009 VISIT US AT PMA BOOTH #4032

Reader Service # 98 merchandising New York apples with related items, providing retail price points to move the crops, increasing displays and keeping them rotated. “Place new selling stations in the deli department or prepared food area to encourage apples at meal time, rather than chips and other snacks.” Peters concurs, adding, “Most customers want to cross-merchandise and sell apples in great volume. By tying in other departments throughout the store, they will achieve maximum sales and profits.” Cohen recommends promoting the locally grown aspect of New York apples, along with apple club packs and tote bags. “Feature as many varieties as possible,” advises Peters. “A flavor for every taste will send home the message that consumers need to buy local, eat well and live well.” The NYAA supports profitable growing and marketing of New York apples by building demand for apples and apple products; Photo courtesy of New York Apple Association Merchandising tote bag apples plays off a farm-stand feel and is a great way to representing the industry at state and feder- draw attention to the fruit. al levels; and serving as the primary information source on New York apple-related states. “Produce traceability is also another is not new,” explains Peters. “We have had matters. It plans to offer its full-service Pro- issue that packers are moving towards if trace-back since 1987.” motion Support Program for retailers pro- they are not there already.” moting the state’s new crop Apples. The Certified by Cologne, Germany-based PROMOTIONAL ASSISTANCE program focuses on the ‘Buy Local’ produce GlobalGAP, Fowler Bros. has also been To best highlight the benefits of this sea- trend. “We’re going all out to push fresh, USDA-audited for several years. “Food safety son’s apples, NYAA’s Allen suggests cross- local fruit,” explains Allen. “This fall, our can request banners, display wraps and health card POS signage. NYAA also offers a new poster highlighting New York apples using a star-burst sticker that reads “New Crop.” Additional in-store display materials, “Feature as many such as POS variety cards that include varieties as possible. detailed characteristics of New York apple varieties, are also available. Each of the A flavor for every POS product variety cards includes a colorful illustration of the apple and a list of the taste will send home apple’s flavor characteristics. Other popular the message that marketing materials include the Apple Country and the Hispanic apple variety consumers need to guides, which will both be available to buy local, eat well retailers again this fall.

The NYAA will continue with its suc- Photos courtesy of New York Apple Association and live well. ” cessful in-store display program, touted as The New York Apple Association dis- one of the most effective ways to promote tributes various POS material through apples. In 2008, the NYAA sponsored — Lee Peters its Apple Country marketing campaign. approximately 1,500 in-store demos Fowler Bros. Inc. throughout the country. A $600,000 television and radio advertising campaign geared hours and less than one to two days.” He toward promoting the taste and health bene- recommends using POS materials to educate fits of New York-grown apples is also on the consumers, advertise homegrown or locally horizon for the organization. produced New York apples and emphasize apples will be coming straight from the “We will be hitting the trade early with new crop apples orchard — not from storage.” new crop promotions themed around the Fowler’s Peters expects retailers to The NYAA’s Promotion Support Program fact that apples are the original comfort respond positively to this season’s promising includes newly designed POS signage for food, as well as the significant consumer crop. “They will merchandise what we har- new crop McIntosh and new crop Empire, interest in homegrown apples,” notes Allen. vest, so their consumers have the advantage along with generic new crop signs. Retailers “We can be in the most major markets in of taking home a healthy snack.” pb

Reader Service # 92 Reader Service # 73 Make Room For Michigan Apples Environmentally conscious state offers top promotional efforts to showcase this season’s voluminous apple crop.

BY AMY SHANNON Michigan growers are promising a plentiful highly anticipated first apples of the season.” fall apple harvest — high on quality and Holly Whetstone, MAC communications and quantity. marketing specialist, projects this year’s crop to be one of the best in recent history. “Apples are sizing Weather in the Great Lakes State has been close up very well and there are lots of them,” she to ideal with ample precipitation in most areas and reports. “The cooler summer temperatures and a lack of severe storms. plenty of rain have really helped develop the flavor Yield is expected to be high, since most trees are and size of the apples.” also carrying heavy loads of apples, according to “It’s absolutely wonderful,” agrees John Schae- Denise Donohue, executive director of the Michi- fer, president of Jack Brown Produce Inc., a packer gan Apple Committee (MAC), in DeWitt, MI. “Not based in Sparta, MI, that stores and sells approxi- only is it a very large crop for our state, but it is also mately 14 varieties of fresh Michigan apples. one of great overall quality. We’re thrilled to have “Growers are planting new and improved existing an outstanding crop in the making and look for- varieties, as well as new varieties, such as Honey- ward to rewarding retailers who advertise these crisp.” MAC forecasts a 25- to 27-million bushel crop with excellent taste and good size. The third-largest apple-producing state in the country, Michigan produces more than 20 varieties for the commercial market. Small family-owned and operated farms continue to dominate the Michigan apple landscape. According to Whetstone, about 65 percent of Michi- gan apple orchards are less than 200 acres. “Apple orchards are trending toward high-density plantings in order for growers to bring more desirable varieties to market faster.” One factor that sets Michigan apples apart from those grown elsewhere has to do with the state’s distinct growing climate. “Surrounded by the Great Lakes, Michigan’s unique geography with the lake effect provides ideal conditions for growing apples,” emphasizes Whetstone. “We’re the ultimate just-in-time shipping mechanism. We’re close to major customers and we pack to order,” stresses Schaefer. Popular Michigan apple varieties include Hon- eycrisp and Jonagold, according to blind taste tests conducted in fall 2008 and early 2009. “Consumers preferred these varieties to others grown else-

Photo courtesy of Michigan Apple Committee where,” reports Whetstone. “Galas also continue to The Michigan Apple Committee organizes a number of grow in consumer appeal.” promotional efforts on behalf of the state’s apples. “We’ve had substantially more Galas than other

SEPTEMBER 2009 • PRODUCE BUSINESS 55 56 PROMOTIONAL EFFORTS consumer islookingfor.” Armock. “Growers are adaptingto whatthe with consistenteatingquality,notes them, andwe getmanycustomer calls.” duce. “There’s alotofconsumerbuzzabout enon,” agrees SchaeferofJackBrown Pro- big increase involume inHoneycrisp.” eties ofMichiganapples. “We’ve alsoseena shipper andmarketer of20different vari- Marketing Inc., aSparta, MI-basedpacker, Armock, president ofRiveridge Produce eastern production areas,” addsDon Reader Service # 117 for retailers whoadvertise early-sea- offers Apple EarlySeasonRebate isaseriesof baking varieties.” retailers on tray-pack applesandholiday Rebate andintroducing great, newoffers for “We’re bringingbacktheEarlySeason adds. ing newrebate offers intheworks,” she states Whetstone. “We alsohave someexcit- that customers can’tseemto getenoughof,” being adifficultvariety to grow, thisisone paign featuringanewEuro carton. “Despite Honeycrisp, MAC isrolling outanewcam- PRODUCE BUSINESS• SEPTEMBER 2009 New strains are alsobeingdeveloped “Honeycrisp isthemostrecent phenom- Now through October 15,theMichigan As more Michigangrowers beginto plant sures andbillboards. promotion willincludeKwik-Lok bagclo- local economy,”Whetstone explains. The that they’re supportingfarmers andthe ence for locallygrown produce, knowing ers andconsumers have expressed aprefer- ger andbetterintheMidwest, where retail- ing backourLocallyGrown campaignbig- baking varieties. “Thisyear, we’re alsobring- rebates focusing ontray-pack applesand the organization hopesto designadditional than ever before,” reports MAC’s Donohue. could bringmore fresh applesto thetable ing seasonwithexpectations thatMichigan Apple” or“MichiganAppleCommittee.” istered logoalongwiththewords, “Michigan fy, advertisements mustincludeMAC’s reg- rebate madepayableto theirstore. To quali- sold, allowingthemto earnupto a$2,000 ble for 25centsper-caseofMichiganapples their ads. Participating retailers willbeeligi- c Gold, GalaorJonamac. Theycanalso following: Paula Red, McIntosh, Ginger minimum ofthree adsonatleastoneofthe in therebate series, retailers mustpublisha push thisyear’s plentifulcrop. To participate son Michiganapplevarieties inaneffort to hoose to mixandmatch varieties within The rebate seriesisafirst for MAC, but “We’re gearingupfor anaggressive sell- FOCUS ONFOODSAFETY Reader Service # 91 without spoilage. themthrough thewinter ripeness andstore harvest applesduringthefall attheirpeak atmosphere rooms willallowthegrower to capacity,” Schaefersays. Thecontrolled- “We’re adding30,000square feetinstorage rooms aspartofa$2millionexpansion. Brown isbuilding17controlled-atmosphere largest packers onthestate’s ridge, Jack apples fresh andsafeiscritical.Oneofthe with minimalimpactontheenvironment. supply applesto manypartsofthecountry Michigan’s central locationmeansitcan a output thatresults from bothpackingplants danger ofexcessive fuelusageandcarbon consumers are becomingmore aware ofthe another important factor, asretailers and for allgrowers.” toes, food safetyisdefinitelyintheforefront tively recent recalls onpeanutsandtoma- Whetstone oftheMAC. “Inlightoftherela- government’s sealofapproval, according to farm certificationprogram withtheU.S. Agricultural Practice) certification,theon- growers are expected to meetGAP (Good nd coast-to-coast shippingofproduce. For JackBrown Produce, keeping its Decreasing thestate’s carbonfootprint is This fall, more than300Michiganapple pb Reader Service # 113 Chilean Avocado Crop Bounces Back Retailers can expect larger volumes of this top profit producer, along with elevated marketing support from trade organizations, growers and suppliers.

BY AMY SHANNON

While fresh avocados arriving from Chile time for Labor Day ads,” remarks Bezart, who have been light in the past couple of years anticipates 310 million pounds of Chilean avocados due to freezes, the industry anticipates a to be exported to the United States. larger crop this season and plans to help “The supply of avocados this year will be signifi- push sales with increased marketing and pro- cantly higher than this past year,” according to motions. Bruce Dowhan, general manager of Giumarra Agri- com International LLC, located in Escondido, CA. “The season began early this year as the maturi- “This past year, there was approximately 160 mil- ty of the fruit was ready to ship in July,” reports lion pounds, and projections are approximately 300 Maggie Bezart, marketing director for the Chilean million pounds.” Dowhan says harvest will begin in Avocado Importers Association (CAIA), based in the northern regions of Chile where the avocados Washington, D.C. “However, it was perfect timing are most mature. as the California crop was shorter than expected.” In terms of boxes, “We estimate this Chilean Favorable weather should make for good quanti- import season to be 10 to 13 million boxes for the ty and volume, and growers are gearing up for a United States,” notes Rob Wedin, vice president of profitable peak season, which should run from fresh sales for Santa Paula, CA-based Calavo Grow- October into December. Chile has many boats arriv- ers Inc. Chilean avocados account for about 5 to 10 ing to ports throughout the United States. “Just in percent of Calavo’s business. “Demand for Hass avocados in the United States continues to grow at about 15 percent per year.” Demand continues to increase during the fall and winter months, when “there should be 18 to24 million pounds of product, which builds strong consumer demand,” explains Bezart. “Avocado consumer purchases increased five percentage points over the previous year. Consumers in the West are still the strongest purchasers, but the East and Southeast are having significant growth, and the Midwest is not far behind.”

COMPLEMENTARY SEASON Typically arriving in July or August and running through February, Hass avocados dominate the Chilean avocado season. “Every season is different based on a blending of Chilean crop size and U.S. opportunity,” says Wedin. “But, with the exception of Florida and Dominican greens, which produce very different avocado species, 99.9 percent of the avocados in the U.S. market are the Hass variety.” Plus, “There are several varieties of other avoca- This year’s expected crop of roughly 300 millions pounds of Chilean dos available primarily from California throughout avocados is practically double that of last year’s. the year,” adds Dowhan.

58 PRODUCE BUSINESS • SEPTEMBER 2009 Reader Service # 34 Chile’s harvesting season peaks when ers. Nontheless, it’s important to display a near the checkout aisles, the bins create California’s harvest reaches its lowest point. variety of avocados, including those that are impulse sales. The bins can also be cross- “This complementary situation provides suf- firm, breaking and ripe. Produce employees merchandised in other departments, espe- ficient volume to promote avocados who are educated on the ripening process cially in the chip aisle with dips and other throughout the year,” notes Dowhan. “Chile will also help consumers dry complementary items, she adds. is unique as it provides high quality avoca- Explaining the growing process and a lit- CAIA is also encouraging retailers to dos at times in the year where there is limit- tle about the regions where Chilean avoca- enter its in-store Grab Some For The Game ed availability.” dos are grown is another option. “POS mate- choose-your-theme display contest, which Bezart of CAIA agrees, adding, “Fresh rial that tells the story of growing avocados will be featured in a minimum of 25 retail avocados from Chile are the perfect comple- in South America has proven to be effec- chains across the United States. The contest ment to the California season.” She notes tive,” notes Giumarra’s Dowhan. “The allows retailers to select one of several both California and Chile adhere to strict Chilean Avocado Import Association has themes that fit into their store and produce population and harvesting guidelines. “Chile been successful in working with retailers to department goals. “This retail display con- has the highest food safety standards with promote more often, provide demos and test is so easy to enter, produce managers GlobalGAP and the highest voluntary stan- creatively merchandise the product. These would be crazy not to do it,” Bezart states. A dards on maturity level of 23 percent. Our will be critical elements in moving retail produce director in each of CAIA’s importers are primarily California growers increased volumes from Chile this year.” four regions selects first- , second- and third- and shippers.” Bezart agrees, adding, “Feature Chilean place winners, who will each be recom- Hass avocados at their peak of season, intro- mended for United Fresh Produce Associa- SMART MARKETING ducing new consumers to them at the tion’s Produce Manager of the Year Award. Affordable prices and ample quantity are height of flavor, while simultaneously dri- important for building avocado sales, but ving consumption with existing customers.” BUILD EXCITEMENT they’ll only help retailers so much if dis- CAIA recently launched a new, in-store From highlighting the nutritional bene- plays aren’t vibrant, neat and plentiful. produce display bin to help retailers attract fits involved with consuming avocados to “Keep displays fresh through merchandising attention to Chilean avocados. “It’s a great organizing promotions with a sports-related ripe avocados,” suggests Wedin. “Require way to add additional avocado selling space theme, CAIA offers multiple programs dependable displays and promote often.” at the front of the department or by comple- geared toward building Chilean avocado Consumers prefer riper Chilean avoca- mentary items, including garlic, onions, profits. “This year’s in-store promotional dos as opposed to overly firm avocados, so tomatoes and sandwich features, such as let- opportunities will give our valued retailers displaying ripe fruit will entice impulse buy- tuce,” Bezart notes. When featured at or an effective in-store approach throughout 62 # Reader Serv i ce

60 PRODUCE BUSINESS • SEPTEMBER 2009 our selling season in key ways, including produce team incentives, consumer contests, philanthropic programs, POS con- Joint Marketing Efforts sumer outreach and education on avocados, — all of which are completely customizable ith a large Chilean crop on the Hass supply in the fall months creates a ter- by the retailer,” reports Bezart. horizon, the avocado industry is rific opportunity to promote Hass avocados “CAI considers its supermarket retail W gearing up to launch a compre- to baseball fans,” reports Mike Browne, partnerships to be the cornerstone of its hensive, multi-discipline marketing cam- MHAIA chairman. “By channeling marketing marketing efforts that are focused on suc- paign tied to the professional baseball resources, messaging and strategies into cessfully increasing U.S.-based consumer 2009 playoff season that runs late Septem- one cohesive campaign, we are determined demand and consumption of Chilean Hass ber through late October. The Big Hit is the to strengthen Hass avocado consumption.” avocados,” Bezart adds. first collaborative marketing effort orga- The groups plan to promote The Big Hit Approximately 186 Grand Rapids, MI- nized by the Irvine, CA-based Hass Avocado using a national, multi-million dollar part- based Meijer Inc. locations; 115 Schenec- Board (HAB), Mexican Hass Avocado nership with a major cable sports network, tady, NY-based Price Chopper Supermar- Importers Association (MHAIA) and the featuring 30-second TV spots and sponsor- kets; and 193 Matthews, NC-based Harris- Chilean Avocado Importers Association ship billboards, estimated to generate more Teeter Super Markets Inc. locations will fea- (CAIA), located in Washington, D.C. than 147 million impressions. “Fully inte- ture Chilean Hass avocados from October 4- “The Big Hit is a best-in-class example of grated programs give us the capacity to 31 as part of its Pink Ribbon Produce pro- how multi-origin avocado marketing orga- reach consumers in all of our key markets,” gram, an in-store cause marketing promo- nizations can work together to promote the states Jorge Covarrubias, chairman of CAIA. tion uniting the produce industry in the category as a whole,” states Len Francis, “Working together on a program tied to the fight against breast cancer. “It focuses on HAB chairman. “The program aligns avoca- professional baseball playoffs will allow us educating consumers through in-store sig- dos with the excitement building around to leverage the excitement around the nage, product ads and public relations,” the professional baseball play-offs, while sporting event and promote Hass avocados explains Bezart of CAIA. benefiting in-season avocados. to those consumers that are already plan- CAIA is also running a 30-second televi- The purpose of the campaign is to ning to watch the games.” sion commercial with creative focused on increase avocado sales during the fall by The campaign also includes a national strong nutrition that delivers messaging in positioning the Hass avocado as a must- sweepstakes that gives consumers the an active, energetic and family-friendly way, have ingredient for baseball playoff party chance to win prizes including a $5,000 details Bezart. “In addition to using cutting- menus. “The convergence of multi-origin home entertainment package. pb edge, 3-D titling, television creatives also reflect CAIA’s commitment to youth soccer.” Addtionally, the CAIA has a 30-second radio ad centered on nutritional messaging, motions along with sports and nutrition Chilean avocado demonstrations; a 4-color presented in an upbeat, friendly and trust- themes in the produce department,” notes recipe leaflet with nutritional information, worthy manner. Additionally, the organiza- Bezart. “It’s easy-to-implement, in-store POS recipes and facts about Chile’s growing tion announced a new outdoor billboard that provides tips on selection, handling and areas; an easel-backed sign announcing the that promotes consumption of Chilean avo- storage of fresh, Chilean Hass avocados.” Chilean Avocado Lovers Club consumer cados by emphasizing the healthful active Beginning September 1, CAIA will contest; and 50 ripening bags that fit on the lifestyles associated with them. “We also launch the Chilean Avocado Lovers Club back of the sign. have new POS to support joint baseball pro- and ask consumers to enter the “So Good. So All Cincinnati, OH-based Kroger Co. divi- Many Ways.” contest for a chance to win sions will feature Chilean Hass avocados $250 in free groceries or a free official soc- from October 11 through November 7, 2009, cer ball. CAIA will select 260 consumer win- and January 3 through 30, 2010, as part of ners throughout the country. The contest CAIA’s Make the Most of Your Produce pro- will run through February 15, 2010. “We will gram, which focuses on educating con- promote the club and sweepstakes through sumers through in-store events, signage and extensive media relations outreach and spe- multimedia. “It’s important to educate and cial Facebook and Twitter groups and pages entice consumers about the benefits of eat- on the Internet,” explains Bezart. Con- ing fresh produce year-round, specifically, sumers will also have the opportunity to Chilean Hass avocados, as well as teaching sign up for Avocado Love Letters, e-newslet- consumers how to handle, store and select ters containing recipes, usage ideas, nutri- Chilean Hass avocados, thus bringing new tional information and promotional initia- and more frequent purchases,” states Bezart. tives.” Bezart suggests retailers feature Chilean CAIA also offers retailers a complete kit Hass avocados at their peak of season, intro- for in-store demonstrations to increase ducing new consumers to them at the Photo courtesy of Chilean Avocado Importers Association excitement about sales of this season’s crop. height of flavor, while simultaneously dri- The kit includes “Ask Me About MUFAs” ving consumption with existing customers. CAIA’s “So Good. So Many Ways.” con- buttons to encourage consumers to ask and “The program offers Kroger consumers the test is an integral part of the Chilean demonstrators to explain the nutritional opportunity to get educated on the proper Avocado Lovers Club, launched on Sep- benefits of monounsaturated fats and avoca- selection, use, handling and preparation of tember 1, 2009. dos. It also contains a complete guide on fresh produce.” pb

SEPTEMBER 2009 • PRODUCE BUSINESS 61 Make California Grapes The Star Of Fall Produce Mixed displays with ample room and seasonal, smart promotions will keep California grapes at the top of consumers’ minds.

BY CAROL BAREUTHER, RD

Grapes aren’t just a summer fruit. Even million 19-pound boxes of grapes, slightly less than though California, which supplies 98 percent last year’s record 98.5 million pound crop. of domestic grapes, begins harvest in May, Nick Dulcich, sales manager at Sunlight Interna- half of the state’s crop ships after September tional Sales Inc., headquartered in Delano, CA, 1, according to the Fresno, CA-based Califor- reports, “Overall, volume is expected to be less than nia Table Grape Commission (CTGC). last year. We should see less Red Globes, Autumn Royals and Thompsons, which could substantially Ed Laster, produce specialist at Metropolitan shorten the shipping season that typically ends in Markets, a 6-store chain based in Seattle, WA, says, early January.” “Grapes are an important category in terms of vol- Yet on the quality front, Rick Eastes, vice presi- ume and dollar sales in the fall. However, there are dent of sales and marketing for Fruit Patch Sales some challenges. Prices aren’t as good as during the LLC, in Dinuba, CA, contends, “Most varieties look summer and there’s some competition from new to have excellent quality, with perhaps Flame seed- crop apples.” less having a little less berry size as an average.” Jim Llano, sales manager at Castle Rock Vine- QUANTITY & QUALITY yards, headquartered in Delano, CA, adds, “What The CTGC projects a 2009 total volume of 97.4 we are looking at going into September and October is that all varieties appear balanced and there’s good balance within each variety. This is relative to last year, when Crimsons suffered from quality issues, such as appearance and berry size throughout the season.” Weather can ultimately affect how California’s grape crop will play out in terms of quantity and quality. According to Dave Parker, director of marketing for Scattaglia Growers & Shippers, located in Traver, CA, “You don’t want rain, even drizzle, on the grapes due to the risk of rot and mold. Rains typically come in October. The industry now routinely covers the vines with light, permeable sheet plastic at the slightest suggestion of rainy weather to prevent these problems.” The fall and winter marketing window for Cali- fornia grapes has shifted over the years. Grower/shippers once shipped California grapes into February and March, says Steve Kenfield, vice Merchandising more than one color of grapes will boost sales volumes. president of marketing and business development

62 PRODUCE BUSINESS • SEPTEMBER 2009 Visit us at PMA Booth #702

Reader Service # 72 for The HMC Group Marketing Inc., headquartered in Kingsburg, CA. “Then Chile Grape Fall & Winter entered the market, and now Peru and Brazil come in with grapes during Novem- Promotional Tips ber and December.” Andy Kampa, a sales associate at Eden he California Table Grape Commis- Magic Number. Three grape promotions Prairie, MN-based C. H. Robinson World- sion, in Fresno, CA, recommends the per month translates into an average cate- wide Inc., notes, “Last year, California’s har- T following strategies for promoting gory lift in volume by nearly 50 percent vest was later and good quality grapes were grapes specifically in the fall and early win- and in category dollar impact by more than available into December. This put pressure ter season, based on research conducted 20 percent. on imports from Brazil and Peru. But, as by The Perishables Group in 2007: • Four Ad Items Is Best. A multi-item ad, late-season varieties from California are • A Small Discount Can Go A Long Way. or promoting four grape items at once, gar- available, I personally see the Brazil and A discount of between 40 to 49 percent ners the best volume and dollar impact for Peru deal shrinking.” will maximize average category volume lift. the category. For example, advertising two When to transition from domestic grapes However, even a small promotional dis- varieties produces a 36 percent category to imports at retail depends on quality, says count (less than 10 percent) can drive posi- volume lift, while four generates a 59 per- Marvin Lyons, produce director at Bigg’s, an tive lift of grape promotions. cent lift. 11-store chain based in Milford, OH, and a • Get Grapes Out The Door In Bulk. Con- • Front Page News. Nearly 50 percent of subsidiary of Eden Prairie, MN-based Super- sumers may need a reminder that fresh shoppers look at store ads or specials for valu, Inc. “It doesn’t happen at a certain grapes are readily available in the fall. fresh produce before they shop. Front-page date on the calendar. We might shoot for a Therefore, it’s a good time to run deeper ads generate nearly double the volume certain date, but in reality, when the quality promotions. For example, 10 (pounds of and dollar lift of back-page ads. slips on the California end, then we move grapes)-for-$10 promotions generate both • Feature Grapes. Feature ads outper- on to Chile.” positive volume and dollar lift. form sub-feature ads by 209 percent in vol- At the same time, according to a March • Three Promotions Per Month Is the ume and 190 percent in dollars. pb 31, 2009 release from the CTGC, 93 percent of U.S. consumers prefer California grapes to all other grape regions. Therefore, there’s from their competitors. Seeded Red Globes a marketing advantage to sticking with LATE-SEASON sell well into Asian communities, while domestic grapes as long as possible. VARIETAL TRENDS seedless varieties work well everywhere.” The CTGC reports there are over 60 vari- For the fall, Dulcich expects Autumn eties of grapes grown in California, of which Royal (black), Crimson (red) and two new 15 are most abundant in production. green varieties — Autumn Kings and Luisco. Kenfield adds, “In the last five to seven “There will also be Scarlet Royals, Magentas years, there has been both public and pro- and Majestics available in September and prietary varietal development. This has early October.” impacted eating quality and visual appear- At Metropolitan Markets, Laster reports ance, with the production of big, tasty, red grapes outsell green. “Red grapes are crunchy grapes. The varietal development always sweet and don’t have as much shrink hasn’t necessarily been aimed at extending because their dark skin doesn’t show imper- the California window, but to build quality fections, such as shadowing or an amber into the window we have.” color as in green grapes. Green run second The advent of several new early and late- and black grapes are third. Black grapes are season varieties “is leveling out in what used tough to get consumers to buy and require a to be a bell-shaped curve of production,” lot of education.” asserts Jim Howard, vice president of the Red Grapes: Flame and Crimson “are CTGC. “Now, there is more consistent avail- the two major red varieties in the fall,” ability through the season.” according to Parker. Scattaglia’s Parker agrees, adding, “We’re C. H. Robinson’s Kampa admits, “The now able to keep grapes longer on the vine. Crimson crop was short last year due to a There’s no rush to harvest the grapes, and freeze. Newer red seedless varieties, such as with excellent cold storage capabilities,we the Scarlet Royal, helped to fill this gap.” can now offer a planned harvest schedule, Scarlotta Seedless is a 2005-introduced and barring any weather issues, follow it.” proprietary, late-season red grape variety Jon Zaninovich, vice president of Jas- developed by Sun World International, locat- mine Vineyards Inc., based in Delano, CA, ed in Bakersfield, CA. Gordon Robertson, remarks, “For retailers, this offers a more vice president of sales and marketing, says, reliable supply without interruptions and “This is a large, full premium grape that the ability to promote later into the year.” we’ll have in significant volume. Last year, Sunlight’s Dulcich notes, “Most retailers we shipped it into January. It’s great for concentrate on three colors, and some like snacking and has an ornamental element, to promote grower proprietary varieties on too, due to its large berry size.”

Reader Serv i ce # 120 special occasions to set themselves apart The Vintage Red, available from Septem-

64 PRODUCE BUSINESS • SEPTEMBER 2009 ber through December, is a small, profitable ing to recognize that the majority of black best supply is July through October. You variety. Tim Dayka, managing member at grape varieties today are seedless and this tend to lose the organics in the late deal.” Reedley, CA-based Dayka & Hackett LLC, increases their appeal.” C.H. Robinson introduced its Welch’s believes, “It should make significant gains Don Goforth, director of marketing for brand organic grape program last year. “We during this marketing season.” Family Tree Farms Marketing LLC, head- packed clamshells and bags of Flame and Green Grapes: Kampa of C.H. Robinson quartered in Reedley, CA, shares, “We’ll Crimson, Princess and Pristine, and Sum- maintains green, seedless Thompsons “have have some late-season Autumn Royals like mer and Autumn Royals,” details Kampa. fallen by the wayside in the last few years as we did last year.” The Autumn Royal is a “They’re not flying off the shelf in compari- heartier varieties of green grapes emerge. large blue-black grape harvested in August son with conventional, but they do add an There’s heated discussions in the industry and available through January. additional layer for incremental sales.” about whether Thompsons will remain in Columbine Vineyards, located in Delano, Scattaglia will enter the organic grape significant production.” CA, offers its proprietary Black Globe. market this year, reveals Parker, beginning Princess, harvested from July through Though the variety is seeded, its extra-large, with Flame and Crimson. November, and Pristine, available from Sep- sweet, crunchy fruit is creating demand. tember through December, are two varieties Seeded Grapes: Americans prefer seed- of very large, green, seedless grapes that less grapes. Nonetheless, Jasmine’s Zani- “One reason why have nearly doubled and tripled, respective- novich notes, “Sales of seeded Red Globes ly, in production out of California during the pick up in the fall.” nearly 80 percent of last three years. Bigg’s Lyons agrees. “Red Globes hold up California grapes are Likewise, Autumn King, a large, green, well in holiday fruit baskets and are popular seedless grape harvested in October and for table decorations due to their size.” packed in bags is available through December, has increased Organic Grapes: Sun World’s Robertson from just over 11,000 million 19-pound box notes, “Organic grapes are not nearly the that it’s a cheaper equivalents in 2007 to nearly half a million volume of conventional. However, we do type of packaging boxes in 2008. see strong consumer demand for them.” Black Grapes: “Black seedless grapes are Rob O’Rourke, senior vice president of and allows a better third in popularity after red and green, but business development for RJO Produce Mar- price point.” we do see the blacks growing in popularity,” keting, in Fresno, CA, adds, “Organic vari- says Bigg’s Lyons. “Black grapes have had a eties of grapes available tend to mimic core history of being seeded. Customers are start- varieties such as Flame and Crimson. The — Jon Zaninovich Jasmine Vineyards Inc.

Selling Grapes By Variety BAGS VS. CLAMSHELLS Nearly all of the grapes grown in Califor- ill California’s grape industry go Steve Kenfield, vice president of market- nia are packed either in plastic bags or rigid the way of the apple category, ing and business development for The HMC containers. At Bigg’s, “We offer all bags,” says W where retailers sign and promote Group Marketing Inc., in Kingsburg, CA, Lyons. “We have done some 3-pound and consumers buy individual varieties by agrees. “Consumers don’t remember vari- clamshells with two to three colors of name? Or, will grapes follow on the heels of eties. On the shipper side, there is a complex grapes. Customers seem interested and like tree fruit, where two to three varieties are varietal mix. To consumers, there’s just a the variety, but we haven’t seen significant available for two-week windows and con- generic commodity description — red, green, growth in this item.” sumers simply know a peach as a peach? black. Produce marketers may have a special Bags are also the predominant packaging Advertising new, flavorful varieties of variety they want to promote, but actually used for grapes at Metropolitan Markets. grapes can prove beneficial to customers translating this to the consumer is a signifi- Laster states, “The only time we use a who are only familiar with “Red” or “Green” cant leap.” clamshell pack is for the organic grapes as grapes, says Nick Dulcich, sales manager for While it is nice to have new varieties, it this helps to isolate and highlight them.” Sunlight International Sales Inc., based in can go too far, like it has in the case of tree Fruit Patch’s Eastes reveals, “The poly Delano, CA, he says. “A new eating sensation, fruit, notes Blair Richardson, CEO of Fresh- PLU bag will continue to be the primary such as a mid-season Magenta or late-season Sense, headquartered in Parlier, CA. “Apples pack style, with a number of clamshell Autumn King, will intrigue customers to pur- are unique in that they can store. Grapes can packs following suit in 1.5-, 2-, 3-, 4-, and 5- chase more grapes and continue to support store for a little while, but tree fruit don’t pound styles in master containers.” the category well after the traditional vari- store. To go the variety route, there has to be Vineyard’s Zaninovich believes, “One eties have run out.” a large enough window for consumers to rec- reason why nearly 80 percent of California’s On the other hand, John Pandol, vice ognize the individual variety and find it week grapes are packed in bags is that it’s a cheap- president of special projects for Pandol Bros. after week.” er type of packaging and allows a better Inc., based in Delano, CA, points out, “I don’t “It’s too early to tell where grapes are price point on the product.” see a lot of retailers offering two red or two headed and I hope it’s away from the tree C. H. Robinson’s Kampa agrees. “Retail- green seedless at the same time, even fruit model,” Richardson adds. “However, I’d ers are seeking ways to lower costs, and though PLU stickers have allowed us to do love to see the merchandising of grapes built packaging is one way they can do this.” Cost this for the last 10 years. It’s all about SKU around flavor profile. Consumers know color is also a reason why some retailers are mov- rather than PLU.” first, flavor profile second.” pb ing away from slider top bags and even min- imally less expensive bags with zip closures.

SEPTEMBER 2009 • PRODUCE BUSINESS 65 “For grower/shippers, it’s a question of field- Promotions: Not versus-shed pack, the need to have scales, and zero tolerance for underweight since Just For the Holidays these are fixed-weight packs.” Over the last year, Castle Rock Vineyards has begun packing 2-pound clamshells ed, green and black grapes are line- Halloween. The program offers black instead of 3- and 4-pounders, says Llano. priced and promoted in fall ads at grapes packaged in a 1-pound holiday- “We’re not sure if it’s the economy. Calls are R Metropolitan Markets, a 6-store themed clamshell with matching display- coming from all over for the smaller clams, chain based in Seattle, WA. Ed Laster, pro- ready box. Steve Kenfield, vice president so it doesn’t seem to be region-specific.” duce specialist, reports, “We’ll occasionally of marketing and business development, Retail price points can play a big role in run a black-only ad in order to highlight says, “It’s a great way to push sales of the success of clamshell packs. Pandol the grape’s uniqueness.” black grapes.” points out, “Some retailers have found they Fall is a great time for a grape-arama or Holiday fruit baskets is another popu- can’t sell a 2-pound clam for $4, but they promoting multiple varieties at once, says lar way of including grapes in end-of-year can sell an open bag of grapes for $2 per- Rob O’Rourke, senior vice president of purchases. Specifically, Red Globes are the pound. It’s an identical value, but I think the business development for RJO Produce preferred grape in holiday fruit baskets. problem is sticker shock.” On the other Marketing, in Fresno, CA. “This time of Pandol points out, “A less favorable hand, Pandol advises, “Merchandise a 3- to year, retailers can run two reds and two exchange rate combined with a 45 percent 5-pound clamshell of grapes and give it a greens of different sizes and shape, along tariff on U.S. grapes going into Mexico will sharper advertised ad price than the club with a black and a seeded.” mean good promotional opportunities, stores. This can get consumers’ attention.” According to Don Goforth, director of especially for Red Globes from September Bi- and tri-color clamshell packs of marketing for Family Tree Farms Market- to December.” grapes are gaining in popularity, says Jas- ing LLC, headquartered in Reedley, CA, This fall, the CTGC will offer a variety mine Zaninovich. “It is a more expensive “Stone fruit volume was off 30 to 35 per- of promotions. One is a season-long short pack than regular clamshells because we cent this summer due to two unseasonably advertising message airing during radio have to bring the two or three varieties into cold days in the middle of the bloom. traffic reports. Fall-themed tags highlight a central location to pack them. But, it’s a Retailers interested in playing catch-up on tailgating and the holiday season. A sec- great marketing tool. Retailers can use the lost sales opportunities from summer tree ond promotion utilizes Starlite billboards pack to distinguish themselves from com- fruit can promote grapes in the mid- to — small billboards located in retail parking petitors. It also offers an opportunity to let late-season,” he explains. lots, which entice consumers to buy more consumers try black grapes.” John Pandol, vice president of special grapes via eye-catching, graphics. C.H. Robinson’s Kampa adds, “Since projects for Pandol Bros. Inc., based in Also, from June through mid-Decem- organic displays are often smaller than their Delano, CA, warns, “We need to get away ber, consumers who buy six pounds of Cal- conventional counterparts, a tri-variety from 99-cents per-pound pricing, and 88- ifornia grapes can send in their receipt clamshell provides the opportunity to offer cents per-pound, too. The everyday low and receive a free copy of the Best Life Diet all three colors of grapes in a smaller display price should be in the range of $1.49 to Cookbook, written by Oprah Winfrey’s per- space.” $1.99. Retailers need to be open to buying sonal trainer, Bob Greene. Online banner Regarding cost, Dayka contends, “This off the market and the chance for last ads for the CTGC and market-specific will come down as the industry becomes minute deals.” retailers will run in September and Octo- more efficient in packing these multi-vari- Seasonal holidays are ideal themes for ber on browser sites, such as Yahoo, pro- ety grape packs.” grape promotions. For example, The HMC viding consumers the opportunity to enter Group Marketing Inc., based in Kingsburg, and win a spa vacation and the chance to DON’T SHRINK CA, offers its Goblin Grape program for spend the day with Greene. pb THE DISPLAY Grapes are among the highest dollar generators per square foot in the produce However, John Pandol, vice president of clamshells now represent about 32 to 35 department. However, Sun World’s Robert- special projects for Pandol Bros. Inc., in percent of our year-round business and we son says, “Display space typically decreases Delano, CA, asserts, “If you’re not closing foresee significant growth. Ten to 15 years in the fall. This is a missed opportunity.” the bag at retail, it makes sense to go back to from now, we believe the clamshell business According to Perishables Group data the old-school bag without a slider or zip- will be about 80 percent. There is a cost from 2005, the most recent available sup- top.” One problem with merchandizing associated with using clamshells over bags, plied by the CTGC, grapes generate $96 per- bagged grapes unclosed is the risk of them but the difference is less than 10 percent on square-foot. A display of at least 27 square rolling free and creating slip-and-fall situa- a per-pound basis.” feet is recommended in the fall and early tions. A closed bag or clamshell solves this According to the CTGC’s Distribution winter. Scattaglia’s Parker knows the advan- liability problem. Books 2004-2008, the amount of clamshell tages of large displays. “They provide a big HMC’s Kenfield contends “Clamshells packed grapes shipped to the United States visual presence and this means more are where the market is headed, but it’s not and Canada in 2008 was 8.9 million boxes, impulse sales, and grapes are certainly an going to be overnight.” or less than 10 percent of the 2008 crop. impulse purchase.” Dayka of Dayka & Hackett agrees, “For retailers, benefits of a clamshell Robertson adds, “The recommendation is adding, “The grape industry is currently pack are that the shelf-life is better and to allocate about 40 to 45 percent of the dis- going through what the strawberry industry there’s the ability to stack them and build a play for red and green grapes and 10 percent went through in terms of packaging. For us, nicer looking display,” explains Kenfield. for black grapes.” pb

66 PRODUCE BUSINESS • SEPTEMBER 2009 Fresh Summit International Convention & Exposition Anaheim, California, U.S.A. October 2-5, 2009

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Booth #555 Booth #604 Booth #644 Booth #646 ROBOCOM SYSTEMS BORTON & SONS INC. PAKSENSE INC. FRESHSENSE INTERNATIONAL Yakima, WA Boise, ID Parlier, CA Farmingdale, NY For the past 90 years, Borton & Sons is a PakSense Ultra Labels monitor tempera- FreshSense is at the forefront of produce Robocom is a leading provider of supply premier grower and shipper of quality ture and time of perishable items during innovation, with new brand concepts

chain software and services to the pro- AISLEapples, 600 pears and cherries. We are com- distribution. Lights indicate if tempera- and new ways of working together to duce and food industry. Robocom’s mitted to our customers’ ongoing suc- ture abuse occurs and data can be down- meet the changing demands of retailers products include industry-specific ware- cess through continuous innovative pro- loaded and graphed. and consumers. We offer the world’s house management systems, voice pick- grams and largest selection of traditional and spe- ing modules, labor management system, solutions. cialty stone fruit products with complete lot and COOL unmatched value, consistency, quality (Country of Origin Label) and safety. traceability and support.

Booth #650 Booth #702 Booth #714 Booth #734 BORDER COLD STORAGE SUNLIGHT CALIFRESH OF NNZ INC. Pharr, TX INTERNATIONAL SALES INC. CALIFORNIA LLC Lawrenceville, GA Border Cold Storage opened its new, Delano, CA Bakersfield, CA NNZ Inc. introduces state-of-the-art facility in July, 2008, Jakov Dulcich and Sons is a family farm- Califresh of California, Spud Shade anti-greening which has the capacity to maintain 11 AISLEing 700 operation. Our grapes are marketed a grower, packer and shipper of Fresh potato bags. Spud Shade different temperatures, allows us to store in Pretty Lady and Sunlight Labels by Green Garbanzos, invites you to experi- uses a patented co- many different commodities without co- Sunlight International Sales. A number of ence “Totally Green” Chickpeas at our extruded opaque film to help keep out mingling items. We new, seedless varieties are grown by the PMA booth. Served as an easily prepared the UV light present in a retail environ- also offer other ser- Dulcich family including Luisco, Autumn and nutritious appetizer, snack or ingre- ment. Using Spud Shade material on the vices including re-run- King, Magenta and the up-and-coming dient in many recipes, fresh garbanzos front of the bag provides a large print ning products, pack- Scarlet Royal are rich in flavor, appealing to people of area for marketing, while regular poly on aging, quality assur- variety. all ages and ideal for vegetarian and the back of the bag allows the produce ance and freezing. health-conscious consumers. to be viewed. Booth #739 Booth #751 Booth #802 Booth #815 TURTLE ISLAND FOODS TOKITA SEED CO. JP VILLAGE FARMS LP RFBII COMPUTER Hood River, OR Saitama, Japan Eatontown, NJ SERVICES Stop by our booth to try the new, award- Our Tomatoberries have won the 3rd Village Farms leads the industry as a pre- Grand Rapids, MI winning tempeh and tofurky products place award at Fruit Logistica Innovation mier grower and marketer of branded, RFBII Custom Solutions from the leading innovators of refrigerat- 2008 and have been capturing publicity AISLEhydroponic, 800 greenhouse-grown produce offers a document manage- ed meat-alternatives. from all over the world. in North America. Our great-tasting, ment and signature capture module for Kids love Tomatober- fresh, vine-ripened tomato, bell pepper Key Central®, allowing users to capture ries because they don’ t and cucumber varieties are hand-picked signatures digitally and organize their taste like tomatoes. at the peak of flavor. Our documents in digital folders including Taste it, grow it and Hydroperfect® growing meth- BOLs, quality reports, food safety docu- market it. Tomato- ods produce vegetables 365 ments, invoices, pick sheets and any berry delights everyone! days-a-year that are healthier other documents associated with your for the people and the planet. work flow. Booth #818 Booth #827 Booth #843 CLASSIC SALADS LLC BAERO NORTH AMERICA INC. FRUIT2DAY Watsonville, CA Saint Louis, MO Broomfield, CO At Classic Salads, we believe the consis- BAERO lighting is designed with the chal- Fruit2day® is the first product launch by tent freshness and quality of our prod- lenges of supermarket lighting in mind. Hero/White Wave, a new joint venture ucts reflects the passion of our commit- Reflectors are designed to match rectan- between Switzerland-based Hero Company ment to our customers. High quality, gular food cases, while lamps and filters and White Wave Foods. Fruit2day® is a new color and strict safety control standards are expressly manufactured to keep way to enjoy fruit. Our beverages blend a have made Classic Salads the premier foods fresh. Fixtures with state-of-the-art variety of real fruit bits, rich fruit purees and provider of Spring Mix, Spinach, Arugula electronic ballasts provide exceptional all natural fruit juices in four great-tasting fla- and other Baby Gourmet energy efficiency, and everything works vor combinations. Each 6.75-ounce bottle Specialty items for all of together seamlessly to provide grocers contains 2 servings of fruit with no added your foodservice and retail with unmatched product illumination sugar, and contains only 110-120 calories. needs. and cost performance.

SEPTEMBER 2009 • PRODUCE BUSINESS 69 PMA AISLE-BY-AISLE BOOTH REVIEW Booth #848 Booth #856 Booth #871 Booth #902 LAKESIDE PRODUCE INTEREX CORP CHERRY CENTRAL SAMBAZON Leamington, ON Irving, TX COOPERATIVE INC. San Clemente, CA Known as the exclusive Since 1999, Trechas has been adding Traverse City, MI Sambazon® is the global producer of Stramato, spice to life with its line of flavorful fruit Cherry Central is a grower- market leader in açaí — the original strawberry toppings: Trechas Chile Powder, Trechas owned agricultural cooper- AISLEa 900 delicious and powerfully nutritious pur- tomato, Lakeside Pro- Spicy Powder, Trechas Salimon, Trechas ative that was formed in 1973 with 14 ple berry that grows on palm trees in the duce has added organ- Chamoy and Trechas Liquid Chile. Our member cooperatives across the United Amazon Rainforest. Visit our booth to ics and Rubies to its diverse product line- fruit toppings States. Today, the company represents experience our full line of organic açaí up, all produced and packaged with our line will enhance 500 cherry and apple growers across the beverages, including new açaí juice fla- “green focus” mandate. the flavor of your country. Our member-grown fruit serves vors and multiserve sizes, Amazon Ener- favorite fruit or the foodservice, industrial and retail mar- gy® drinks and Antioxidant Elixir™ — a vegetable. kets — both private label and branded.. completely new and positively refreshing açaí beverage from Sambazon. Booth #920 Booth #934 Booth #938 Booth #952 COLORFUL HARVEST MIXTEC GROUP DPRODUCE MAN SOFTWARE WILCOX Salinas, CA Pasadena, CA Half Moon Bay, CA MARKETING GROUP Colorful Harvest grows pre- MIXTEC Group is the #1 executive dProduce Man Software is the most up- Rexburg, ID mium, quality, fresh berries, search firm in the produce world. We to-date, integrated accounting software Wilcox Markeing and colorful, heirloom-style provide exceptional executive recruit- for the produce industry since 1980. Our Group is a premium produce including strawber- ment and leadership consulting to the services include internet order place- quality grower and ries, bush berries, melons, Rainbow “who’s who” of the industry. ment, Country Of Origin Labeling shipper of Idaho Potatoes. We offer the Crunch Carrots™, orange, purple and (COOL), lot tracking, inventory control, best-in-class category management and green cauliflower, sweet red corn, violet growers accounting, routing, drop ship- retail programs. Our Good Agriculture broccoli and seasonal green beans. ment, bar code/RFID, consignments and Practices (GAP) result in industry-leading broker’s module, just to name a few. sustainability, freshness verification and enhanced nutrition.

Booth #953 Booth #1002 Booth #1010 Booth #1030 ROCKET FARMS D’ARRIGO BROTHERS GIORGIO FRESH COMPANY HYDROSERRE MIRABEL INC. Salinas, CA OF CALIFORNIA Temple, PA Mirabel, Quebec, Canada Rocket Farms is an industry leader in Salinas, CA Stop by our booth at PMA to sample HydroSerre Mirabel growing potted plants. D’Arrigo Bros (Andy delectable mushroom hors d’euvres and will once again exhibit

Our potted plants range AISLEBoy®) 1000 is a family-owned company spe- cappuccino, accompanied by fresh its very popular Living from orchids and poinset- cializing in broccoli rabe, broccoli, shrink- insights into our great approach to sus- Boston Lettuce at this tias to organic herbs and wrap broccoli, cactus pears, cauliflower tainability, food safety and quality man- year’s PMA. In addition tomatoes. Come by our (white, green, orange and purple), agement systems. You will learn how our to its flagship product, booth and see what we romaine hearts, romaine, green leaf, red SQF (Safe Quality Food) and MGAP new varieties and pack- have for you. leaf, butter lettuce, iceberg lettuce, fennel (Mushroom Good Agricultural Practices) aging will also be pre- and nopalitos. Stop by, check out our certifications benefit sented to attendees during the show. new booth and view our Andy Boy® pre- our customers and their mium quality fruits and vegetables. demanding consumers. Booth #1060 Booth #1065 Booth #1070 Booth #1082 NATURESEAL INC. TO-JO IPPOLITO FRUIT & TRACEGAINS Westport, CT MUSHROOMS PRODUCE LTD. Longmont, CO NatureSeal is the solution to maintaining Avondale, PA Burlington, Ontario, Canada TraceGains turns PTI from a cost center the taste, texture and color of fresh-cut, Family-owned and operated Visit North America’s leading brussels into a profit center. Our positively fresh-frozen or dried produce. These vit- since its inception 75 years ago, To-Jo is a sprouts grower, shipper and packer to assured traceability enables item-level amin and mineral blends were developed full-line producer of white and specialty see our new microwaveable package. We recalls at the ingredient level and makes and patented mushrooms, as well as fully prepared, also offer a vast array of spinach packs, sure there is no disintermediation in the with the USDA. value-added products for the retail and along with over 200 SKUs of bulk and food supply food service markets. Stop by our booth packaged pro- chain. to check out our 2008 PMA Impact duce items. Award-Winning, value-added On-The- Spot Gourmet line and its extensive offerings of fresh retail products.

70 PRODUCE BUSINESS • SEPTEMBER 2009 Reader Service # 5 PMA AISLE-BY-AISLE BOOTH REVIEW Booth #1130 Booth #1138 Booth #1146 Booth #1161 BROOKS TROPICALS PEAR BUREAU NORTHWEST DRAGONBERRY BEACH STREET FARMS Homestead, FL Milwaukie, OR PRODUCE INC. Watsonville, CA Brooks Tropicals grows, packs and ships USA Pears, grown in Washington and Clackamas, OR Beach Street Farms, a premier grower quality tropical produce from sunny Oregon, represent 84 percent of the U.S. Dragonberry Produce is a boutique spe- and shipper of conventional and organic

AISLESouth 1100 Florida and the Caribbean. fresh pear crop. With several varieties cialty company, marketing unique fruits berries, is committed to providing the Caribbean Red and Caribbean Sunrise and nearly year-round availability, USA and vegetables from the Pacific North- highest quality of berries available. papayas, SlimCado avocados, star fruit Pears are a fresh and profitable choice to west. Grown in the heart of the California and limes are our specialties. carry in produce departments strawberry-growing regions of Northern from fall to summer. Stop by and Southern California, supplies are our booth to learn more about available nearly varieties, pre-conditioning pro- year-round. grams and other new merchandising opportunities. Booth #1165 Booth #1168 Booth #1174 Booth #1191 YUCATAN FOODS RED BLOSSOM SALES PROWARE SERVICES INC. FOODLOGIQ Los Angeles, CA Los Olivos, CA Plant City, FL Durham, NC Yucatan Foods proudly presents Cabo It’s what’s inside that counts! Stop by Red AgWare is an affordable solution FoodLogiQ is an industry leader in pro- Fresh, a new lifestyle brand made with Blossom’s refreshment center at PMA to designed for small to medium growers, viding food safety and traceability soft- fresh, vine-ripened produce. All Cabo see what’s happening behind the scenes packer, shippers, brokers and distributers. ware to the food industry in the United Fresh items come in clear, re-sealable and at Red Blossom Farms. Take a break, Integrated components include: receiv- States and Canada. FoodLogiQ’s software recyclable 12-oz. tubs with bright, vibrant refresh and ing, packing and re-packing, warehouse platform combines traceability, quality labels. The new Cabo Fresh product line recharge at Red management, sales, grower accounting, management, food safety compliance includes: Authentic and Mild-Organic Blossom. A/R, AP and consumer mobile applications into Guacamole, Mild and Medium Salsa, and GL. one single, easy-to-use application. The Bruschetta and NEW Avo-Hummus, 50 company offers its software to customers percent Hass avocado mixed with 50 as a web-based service, tailor-made to percent classic, creamy hummus. meet the clients’ wants and needs. Booth #1208 Booth #1218 Booth #1226 Booth #1226 CURRY & COMPANY TURBANA CORPORATION GREEN GIANT FRESH WAYNE E. BAILEY Brooks, OR Coral Gables, FL (SHOLL GROUP II) PRODUCE CO. Curry & Company markets and distrib- The leading importer of Fair Trade Eden Prairie, MN Chadbourn, NC utes fresh onions, sweet onions, blueber- bananas and plantains, Turbana is also Convenience, kid-friendli- Wayne E. Bailey Produce

AISLEries 1200 and potatoes from North and South the fourth largest importer of bananas in ness and value have reached Company has been America through multiple shipping loca- the United States. Turbana also imports new heights at Green Giant Fresh. High- exceeding customers’ expectations for tions across the country. gold pineapples in the United States. Our lights include new, healthful and over 70 years. We pride our company Since 1967, we have sus- commitment to product quality and per- microwave steam items, such as potato on its ability to meet any sweet potato tained long relationships sonal customer sat- blends and sweet potatoes. Mushrooms need. Ask us about our new processing with our customers with isfaction is second feature special promotions and carrots plant. precise quality, great service to none. and tree fruit feature new packaging. and unique programs.

Booth #1238 Booth #1248 Booth #1252 Booth #1260 DURAND-WAYLAND INC. SUNNYRIDGE FARM MAXCO SUPPLY INC. DULCINEA FARMS Lagrange, GA Winter Haven, FL Clovis, CA Ladera Ranch, CA Durand-Wayland and Greefa are U.S. SunnyRidge Farm Inc., family-owned and Maxco’s LTS Green System Dulcinea Farms™ created a new category partners combining advanced technolo- operated since 1993, is a grower, packer, Clamshell Container is the of premium produce that guarantees an gy with expert sales, service and support. shipper and marketer of blueberries, sustainable, recyclable exceptional taste and eating experience. Our complete lines of produce-packing raspberries, blackberries and strawber- long-term cold-storage With a unique solution-based approach equipment include electronic grading by ries. SunnyRidge’s standards of flexibility, alternative to waxed, to providing the freshest and best quality weight, dimension, shape, color and reliability and innovation drive the com- EPS or hard plastic produce year-round, Dulcinea® is com- blemish; bin sanitizers, tote dumpers, vol- pany from all aspects of the business. containers. Engineered mitted to product development, innova- ume fillers and other peripheral equip- You can count on SunnyRidge to deliver to safely deliver fresh produce tion, quality marketing and consumer ment. We are leading the way in high- the latest and best berry varieties avail- without non-recyclable materials. satisfaction. tech, labor and cost-reducing grading able, on time, and in the pack size that solutions for produce packers. meets your needs. Booth #1274 Booth #1302 Booth #1314 Booth #1338 ATAGO USA INC. WELL-PICT INC. ORCHID ISLAND JUICE CO. IMAGINATION Bellevue, WA Watsonville, CA Fort Pierce, FL FARMS ATAGO is an industry leader in refrac- Well-Pict’s latest developments include: a Natalie’s Orchid Island Juice Whitefish Bay, WI tometers, distinguished by unsurpassed re-engineered, two-pound strawberry Company makes the world’s Disney Garden is

quality, durability and accuracy. Stop by AISLEclamshell, 1300 reduced shipping costs, a “Best Tasting Orange Juice” increasing consump- our booth to see our latest invention, the redesigned Web site and new winter according to NBC’s Today tion of fruits and veg- new digital Dip-Type PEN-PRO refrac- strawberries from Florida. Visit us to Show, Real Simple Magazine and etables among children, with over 250 tometer, as well as our most popular digi- learn more! Cook’s Illustrated Magazine. Family-owned SKUs of fruits and vegetables, including tal hand-held refrac- and operated, the company has been favorites such as Foodles, My Size Mini’s tometers, the squeezing Florida grown citrus year-round and Pixie Sweet. PAL-Series. since 1989 to produce a wide range of fresh-squeezed, gourmet pasteurized, fresh- frozen and organic citrus juices.

72 PRODUCE BUSINESS • SEPTEMBER 2009 Reader Service # 49 PMA AISLE-BY-AISLE BOOTH REVIEW Booth #1348 Booth #1352 Booth #1362 FARMER’S BEST COASTLINE SUNRISE GROWERS INTERNATIONAL Salinas, CA Placentia, CA Nogales, AZ Coastline Produce Sunrise Growers is one of the largest producers and Visit our booth to see our fully-certified, and RedLine Solu- marketers of high-quality, fresh strawberries and an award-winning produce, packed using tions announce exceptional line of red bell peppers. We offer a variety the latest technology and distributed the successful launch of a pilot project of innovative marketing programs throughout the year with top-level service. this summer to enable PTI compliance to drive higher sales for our customers. We are fully ver- across Coastline’s product line. The pilot tically integrated from source to market, ensuring quali- solution provided by RedLine allows ty throughout the supply chain. Coastline to generate PTI case labels based on their weekly and daily harvest planning.

Booth #1368 Booth #1402 Booth #1410 Booth #1438 ECORIPE TROPICALS FRESH GOURMET MISSION PRODUCE INC. PRIMUSLABS.COM Fort Lauderdale, FL COMPANY Oxnard, CA Santa Maria, CA Offering a full line of papayas from mul- Commerce, CA Mission Produce is a global player in the Through PrimusLabs.com, our clients tiple growing regions, Ecoripe Tropicals We are proud to introduce eight salad avocado and asparagus market. The and supporters will be provided with the proudly introduces our Belicious Papayas AISLEtoppings 1400 inspired by salad trends and company has nationwide DCs. New most effective means of maximizing their from Belize, Panafruit Solo Papaya from consumer choices when dining out. Four from Mission is our fresh guacamole return on safety and quality investments, Panama, and Maradol Papaya from Mex- sliced almond flavors include Toasted, product line branded Mr. Avocado. The subsequently ico. We are also Garlic Caesar, Bold Ranch and Honey fresh guacamole products will comple- aiding their introducing LaFini- Roasted. Two nut toppings include ment Mission’s fresh avocado program. attempt to ta Rambutan from Honey Roasted Pecan Pieces and Glazed distinguish Guatemala. Walnut Pieces. Two fruit toppings are their prod- Dried & Sweet Cranberries and Plump & ucts in the eyes of the buyers. Sweet Golden Raisins. Booth #1442 Booth #1448 Booth #1452 Booth #1464 CALIFORNIA SUN DRY FOODS PANDOL BROTHERS INC. OSO SWEET ONION MATIK NORTH Danville, CA Delano, CA Charleston, WV AMERICA - BOIX California Sun Dry Foods dries California For over 70 years, Pandol has been pro- OSO Sweet is an importer of onions MACHINERY tomatoes in the summer sun for seven to viding the world’s finest produce and ser- from Chile and Peru sold under the OSO West Hartford, CT 10 days. This slow, sun-drying process vice that is second to none since 1941 Sweet brand name. OSO Sweet also Matik Inc. introduces a allows partial rehydration We are a family-owned and operated grows domestic onions in new combination tray erector, called the at night, which produces year-round grape supplier, Texas, which the Boix “DUAL” machine, manufactured by a bright red, sweet, fully grower and owner. With company exports Boix Maquinaria in Spain. Features plump dried tomato. newly branded packaging, to Europe. include: the unique ability to switch the fresh and innovative ideas, we machine quickly and cheaply from Bliss can pack any style including 3-piece boxes to common footprint 1- multi-color. piece, open-top trays; and a combination hot melt and cold glue optional. Booth #1469 Booth #1469 Booth #1470 Booth #1486#1469 FRESH APPEAL PLANT & FOOD GFF INC. ITAUEIRA Keene, NH RESEARCH City Of Industry, CA AGROPECUARIA S A Fresh Appeal, an innovative leading-edge Auckland, GFF Inc. is introducing a Sweet Red Fortaleza, CE, Brazil provider of UV disinfection and shelf-life New Zealand Onion Vinaigrette made with a blend of Itaueira will be sampling a extension technology is pleased to Plant & Food Research, a New Zealand- gourmet sweet red onions, vinegar and new melon variety with demonstrate its technology, which will based company providing research that fresh herbs for a green skin, white flesh and establish the new standard in healthy and adds value to fruit, vegetables, crop and unique flavor a delicious taste, specially safe produce. food products, will be showcasing its profile. developed to be a great capabilities at this year’s convention. commercial success for its sweetness. This year’s convention will be the first the Itaueira melons are never out of season. new company will attend, introducing its Stop by our booth to taste these amazing combined capability to the global fresh melons. produce industry.

74 PRODUCE BUSINESS • SEPTEMBER 2009 Reader Service # 102 PMA AISLE-BY-AISLE BOOTH REVIEW Booth #1514 Booth #1516 Booth #1534 Booth #1539 SUN-RYPE PRODUCTS PRODUCE MAGIC SOFTWARE PRINCE EDWARD M & M FARMS Kelowna, BC, Canada Escondido, CA ISLAND POTATO BOARD Mulberry, FL Sun-Rype’s 100 percent fruit snacks make We offer inventory Charlottetown, PEI, M&M Farms is it easier for today’s busy families to incor- and accounting soft- Canada tropical! We grow

AISLEporate 1500 healthful eating into ware for growers, From the rich, red soil of beauti- and market over their active lives with no farm management, ful Prince Edward Island, we are 40 of the finest preservatives, no artificial packers/re-packers, processors, shippers, Canada’s largest producer of tropical roots, fruits and vegetables. From flavors and no colors. brokers, import/export, floral, organics, potatoes. PEI ships to over 30 countries avocados to yucca, M&M Farms harvests fresh-cut, consignment, distribution cen- and has been a supplier to the United quality and reliability. ters, and “iTrade.” We have user-defined States for many years. Our varieties menus, interfaces to Excel, QuickBooks include round white, russet, yellow, red, and other accounting packages. organic and other specialty varieties.

Booth #1575 Booth #1584 Booth #1602 Booth #1612 DELEON’S BROMELIADS WEST PAK KPG SOLUTIONS INC. ALCO DESIGNS Miami, FL AVOCADO INC. Longwood, FL Gardena, CA DeLeon’s mission is to provide the high- Temecula, CA KPG Solutions is the premier provider of Alco Designs is a manu- est quality orchids and bromeliads, offer- West Pak specializes in sourcing, packing software, including facturer of merchandising

ing exemplary value and customer ser- and marketing avocados from California, AISLEfood 1600 safety and fixtures perfect for your vice at competitive prices. By controlling Mexico and Chile. We offer custom traceability solu- produce department. We the climate we provide consistent avail- ripening programs, creative retail, food tions for the world- strive to provide the best ability year-round. Stop by our booth to service promotion and merchandising wide food industry. quality displays and service with compet- see our extensive support. Let us show you itive prices. We pride ourselves on help- color assortment. how to save and grow your business by ing you create beautiful, abundant-look- 1-2 percent. ing displays that will drive sales using less product, minimizing shrink and ultimately, increasing your profits. Booth #1615 Booth #1634 Booth #1714 Booth #1810 T.R. TURONI SRL FAMOUS SOFTWARE LLC CALIFORNIA STRAWBERRY CHILEAN FRESH Forli, FC, Italy Fresno, CA COMMISSION FRUIT ASSOCIATION T.R. Turoni SRL will present a new, non- Famous Software will be featuring new, Watsonville, CA Sonoma, CA destructive fruit ripeness tester. The DA advanced repacking, report administra- Visit our booth to learn about the Cali- The Chilean Fresh Fruit

Meter is a very promising tool for both tion and other recent enhancements. AISLEfornia 1800 Strawberry Commission’s priorities Association has added practical and scientific applications Representatives will be available to — food safety, trade relations, research, many new elements to because it can monitor the ripeness level answer your PTI traceability and food nutrition, public policy and marketing its promotion plan that of fruit, while still on the trees. This accu- safety questions. communications for an industry that will raise sales of various rately establishes the opti- produces over 88 Chilean fruits. Stop by mal harvest time. It can be percent of the coun- our booth to sample ice used in a cool retail envi- try’s strawberries. cream and pastries that ronment to detect maturi- feature the many “Flavors of Chile.” ty changes as well. Booth #1818 Booth #1824 Booth #1830 Booth #1838 HAWAII PAPAYA INDUSTRY SAGE FRUIT COMPANY TANIMURA & ANTLE INC. CALAVO GROWERS ASSOCIATION Yakima, WA Salinas, CA Santa Paula, CA Hilo, HI Sage Fruit Company is a high quality Tanimura & Antle’s NEW Artisan™ Let- Calavo Growers is the world’s leader in Hawaii produces the finest papayas with grower, packer and shipper of Northwest tuce offers more variety, color, flavor and growing fresh avocados. It is also a multi- perfect flavor and complete nutrition. Tree Fruits specializing in apples, cherries texture than the spring mix. Our hydro- commodity packer, shipper and proces- Visit our booth to sample our “Good- and pears. ponically grown Living Lettuce is packed sor, supplying both the retail and food- ness With Aloha.” with roots attached for optimal freshness service industries. Ask us how you can and extended shelf-life. Stop by our get fresh avocados and hand-prepared booth to find out more about all of our guacamole during any season. Our other premium vegetables includ- products include pineapples, papayas, ing iceberg, romaine, Broc- mushrooms, toma- coflower®, cauliflower, broc- toes and organics. coli and peppers. Booth #1839 Booth #1839 Booth #1847 Booth #1849 CATALYTIC GENERATORS LLC QA SUPPLIES CEI — NICARAGUA ETHYLENE CONTROL INC. Norfolk, VA Norfolk, VA Managua, Nicaragua Selma, CA In 1973, Catalytic Generators invented We have recently upgraded our website, The Center for Exports and Investments For over 23 years, Ethylene Control’s and patented the on-site process of eth- making it easier to navigate, find product Nicaragua (CEI) is a private, non-profit proven technology continues to be used ylene production to initiate the con- information and order supplies. Please corporation whose goal is to promote worldwide to extend the shelf-life of pro- trolled ripening of various fruit. Today, take a look at our product reviews or the products of the micro-, small- and duce and floral products with our we manufacture eight types of genera- customer testimonials. If you don’t see medium- scale enterprises, as well as sachets and filtration systems. tors which convert our Ethy-Gen® II something you need, just let us know. organized or individual producers in Ripening Concentrate into ethylene, a international markets, in an effort to con- natural plant hormone. tribute to growth in the national export base.

76 PRODUCE BUSINESS • SEPTEMBER 2009 PMA AISLE-BY-AISLE BOOTH REVIEW Booth #1850 Booth #1883 Booth #1902 Booth #1922 THERMAL WAVERLY PLASTICS NATIONAL HERBTHYME FARMS INC. TECHNOLOGIES INC. Waverly, IA WATERMELON Compton, CA Blythewood, SC Tug & Tote Produce Bags manufactured PROMOTION HerbThyme Farms is America’s largest Stop by to discuss solutions for your by Waverly Plastics dispense one-at-a- BOARD fresh, organic herb grower. We ship from

ripening needs with time from a box that integrates beautiful- AISLEOrlando, 1900 FL regional facilities coast-to-coast, deliver- the company that has ly into your produce department. They Through research, ing fresh from our USA Farms to your installed more ripen- are also available communication and shelves. ing rooms for more in biodegradable marketing initiatives, the National Water- Top-10 Retailers than plastic formula- melon Promotion Board is finding new all other companies tion. ways to enhance market opportunities combined. for farmers and to promote the nutritional, culinary and convenient benefits of watermelon. Booth #1928 Booth #1954 Booth #1988 Booth #1996 EDIBLE SOFTWARE FOWLER FARMS PURFRESH INC. DEL REY AVOCADO Houston, TX Wolcott, NY Fremont, CA Fallbrook, CA Edible Software is a comprehensive Win- Apples, apple cider, point-of-sale materi- Purfresh’s clean solutions purify, protect We are proud to present our growers’ dows-based inventory control and al, merchandising ideas and a great sales and preserve the world’s food and water. fruit — some of the finest conventional accounting software package that was team that wants to help you raise your The company’s crop applications, wash and organic avocados grown in the coded from inception specifically for the apple sales is what our company is all systems and cold chain technologies world. We are the largest packer of Cali- wholesale produce distribution industry. about. Stop by our booth and we’ll help effectively safeguard fresh produce fornia-grown, organic avocados. Stop by Many of our clients report increases of you put value in front of your customers! before and after its harvest. for a quick update on the world of avo- between 1-3 percent of gross margin cados. after the installation of Edible Software.

Booth #2002 Booth #2002 Booth #2002 Booth #2003 CALIFORNIA ASPARAGUS CALIFORNIA FIG ADVISORY CALIFORNIA LEAFY GREENS YAKIMA FRESH COMMITTEE BOARD Sacramento, CA Yakima, WA El Centro, CA Modesto, CA LGMA (California Leafy Green Products Our growing, packing and shipping expe- The California Asparagus Commission Both the California Fig Advisory Board Handler Marketing Agreement) mem- rience reaches back to the early 1900s.

AISLE(CAC) 2000 is a statewide commodity organi- and the California Fresh Fig Growers bers are working to protect public health YAKIMA FRESH was formed by three of zation representing the state’s fresh and Association can be found in the Califor- by reducing potential sources of contam- the most successful Northwest growers: processed asparagus industry interests. nia-grown produce pavilion. Stop by to ination in California-grown leafy greens. Roche, Stadelman and Yakima Fruit. The Commission, created in 1990, funds gain the latest industry and product LGMA-accepted food-safety practices YAKIMA FRESH is varietal research, domestic and interna- information on are verified through regular and random your source for all tional promotion programs, as well as fresh and dried audits conducted by USDA-trained gov- your Northwestern public relations efforts on behalf of the figs. ernment inspectors. apple, cherry and 150 California asparagus production pear needs! entities. Booth #2018 Booth #2019 Booth #2019 WASHINGTON STATE PRODUCE BUSINESS PERISHABLE PUNDIT PRODUCE PAVILION Boca Raton, FL Boca Raton, FL Moses Lake, WA This marks the 24th anniversary of PRO- There is nothing quite like Jim Prevor’s You’re invited to experience the finest DUCE BUSINESS, the No. 1 publication reach- Perishable Pundit. The founder and edi- produce from Washington State at our ing produce buyers around the world. tor-in-chief of PRODUCE BUSINESS magazine pavilion. This year, Executive Chef Char- Covering marketing, merchandising and takes a lifetime of industry experience lie Baggs will be demonstrating culinary procurement issues that affect sales of into cyberspace, allowing readers to dishes utilizing the finest produce and floral items, PRODUCE BUSI- learn things not found anywhere else, in potatoes, onions, aspara- NESS uniquely “initiates industry improve- a context that puts information into per- gus and Walla Walla ment” in each issue. spective and explains its significance to sweet onions from the you and your organization. Access the Evergreen State. Pundit at www.PerishablePundit.com and see for yourself. Or come by our booth and meet Jim Prevor and the whole staff. Booth #2026 Booth #2027 Come talk to us about your views on SUNKIST GROWERS PACON NETTING INC. issues confronting the industry, about Sherman Oaks, CA Baldwin Park, CA interesting things your organization is The Sunkist brand is an international Pacon offers both tubular doing and learn how an affiliation with icon that stands for premium, fresh citrus the Perishable Pundit can return big ben- extruded and woven efits to you and your business in the and great tasting beverages and prod- plastic mesh packaging years ahead. ucts. As one of the world’s most trusted solutions. Custom print- brands, the Sunkist brand is a promise of ing in up to eight colors fresh taste, premi- for mesh packages from um quality and 1 to 20 lbs. Pacon also satisfaction. blows film and offers printed poly bags.

SEPTEMBER 2009 • PRODUCE BUSINESS 77 PMA AISLE-BY-AISLE BOOTH REVIEW Booth #2041 Booth #2045 Booth #2038 BC HOT HOUSE FOODS INC. BARD VALLEY MEDJOOL DOLE FOOD COMPANY Langley, BC, Canada DATE GROWERS Westlake Village, CA BC Hot House growers have been com- Bard, CA As the planet’s largest produce provider, mitted to producing premium green- The Bard Valley Medjool Date Growers Dole’s fruits and vegetables provide the nutri- house-grown produce for over 35 years. Association is comprised of family- ents and vitality people need to pursue a Tomato, pepper and cucumber varieties owned and operated date gardens that healthy lifestyle. The Dole® brand conveys have been carefully selected for consis- focus strictly on growing dates — “The the highest standards in fruit, vegetables and tent quality and Fruit of Kings.” Visit our nutrition education. It’s this unwavering com- unsurpassed flavor. booth to see our commitment to fulfill its customers’ needs and consumers’ expectations that has plete line of retail earned Dole the reputation as the “gold standard” in produce. packs for the world’s finest Medjool dates.

Booth #2050 Booth #2051 Booth #2068 Booth #2072 BABE FARMS INC. AMPORT FOODS COAST TROPICAL MUCCI INTERNATIONAL Santa Maria, CA Minneapolis, MN San Diego, CA MARKETING INC. Babe Farms will exhibit select items from Our full line of dried First established in 1947, Coast Citrus, Kingsville, ON, Canada its year-round harvest of over 30 vari- fruits, mixed nuts, trail along with its DBA, Coast Tropical, has Mucci Pac offers a variety of products, eties of baby lettuces and specialty mixes, sunflower seeds, become an international fresh fruit and including bell and mini peppers, English greens, colorful root veggies and baby soy nuts and sun-dried tomatoes are vegetable importer, exporter and distrib- and mini cucumbers, eggplant, zucchini cauliflower. available in several unique styles of pack- utor with worldwide locations. The com- (seasonal), and tomatoes (Beefsteak, aging: Ziplocs, stand-up bags, lay-down pany places a strong emphasis in provid- Sapori Tomatoes-on-the-Vine and bags, cups and clamshells. We are the ing consumers with safe, wholesome Roma). private-label leader in dried fruits. fruits and vegetables. Our goal is to bring our customers superior quality, service and price without sacrificing honesty.

Booth #2096 Booth #2097 Booth #2102 Booth #2168 PEAKFRESH USA REDLINE SOLUTIONS CALIFORNIA AVOCADO LGS SPECIALTY SALES LTD Anaheim, CA Santa Clara, CA COMMISSION Bronx, NY Peakfresh® is a modified atmosphere Redline provides complete solutions that Insist on California avocados. Visit the Nationally renowned for our deliciously packaging (MAP) film specifically devel- enable whole-chain traceability for grow- California Avocado Commission booth sweet, easy-peeling Darling Clementine, oped for the packaging of fresh fruit, veg- ers, packers and shippers. We have over AISLEto 2100 learn about the pow- LGS has enhanced our product mix with etables, plants and cut flowers. When a decade of experience integrating bar- erful, integrated mar- exceptional-quality avocados, grapes, used with refrigeration at correct temper- code and wireless technologies. Redline keting support of the apples, pears, stone fruit, limes, lemons, ature levels, Peakfresh® will extend the can deliver the appropriate hardware California avocado navels, Minneolas and other sensational life of your product and maintain its and software to meet your PTI require- grower campaign. Hear about the value citrus from around the world. LGS is a freshness. ments from that the California avocado season consistent, year-round supplier and offers start to finish. brings to retailers and get data on avoca- first access to pioneering new varieties do pricing and consumer preference for and packaging, which are designed to California Avocados. meet all your needs. Booth #2172 Booth #2180 Booth #2190 BONIPAK PRODUCE CO. PARAMOUNT FARMS HONEY BEAR Santa Maria, CA Los Angeles, CA BRANDS Bonipak is a multi-commodity grower, Paramount Farms is the world’s largest Elgin, MN packer, shipper and processor supplying vertically integrated supplier of pista- Honeybear Brands is a the retail and foodservice industries. chios and almonds, with 30,000 acres of leader in providing fresh Bonipak offers products of the highest pistachio orchards located in central Cal- fruit programs for retail quality and freshness with year-round ifornia. Paramount Farms’ pistachios are and foodservice partners. availability. Primary products include sold nationwide under the Wonderful®, Honeybear is one the largest growers of broccoli, cauliflower, lettuce, celery, Everybody’s Nuts!® and Sunkist® brands. Honeycrisp apples and features a full line spinach, mixed-leaf vegetables and Paramount is the developer of www.Pista- of domestic and imported varietals. Visit cilantro. Our Cut-To-Cool Program chioHealth.com, the leading source of our booth to sample some of the world’s ensures that fresh-harvested products are information on pistachio finest apples! cooled and ready to ship in 24 hours. health. Booth #2191 Booth #2197 Booth #2218 Booth #2224 AURORA PRODUCTS INC. DREAM FOODS FRESH SOLUTION CHEP Stratford, CT INTERNATIONAL NETWORK Orlando, FL Aurora Products Inc. packages only the LLC Moses Lake, WA CHEP is the global leader in pallet and highest quality organic dried fruits, nuts, Santa Monica, CA The Fresh Solution Farms Network is a container pooling services, serving granolas, veggie chips and trail mixes. Dream Foods International AISLEpartnership 2200 of five multi-generational many of the world’s largest companies. The company maintains a commitment LLC, a manufacturer of not-from- potato and onion companies that own Combining superior technology and an to encourage customers to “Eat concentrate, organic citrus juices, proud- production acreage and processing facil- asset base of over 300 million pallets Healthy!” Not only is Aurora a leader in ly announces the introduction of its new ities across North America. The compa- and containers, CHEP offers its cus- providing new, all-natural football season shipper displays. Conven- ny is committed to driving profitable cat- tomers exceptional value, a platform items, but we strive to tion attendees may view the displays and egory growth through leadership in that enables reduction in customer keep a sustainable envi- sample the company’s acclaimed prod- innovation, category management, state- product damage and an environmen- ronment. ucts at our booth. of-the-art operations and sustainable tally-sustainable logistical solution. agricultural and supply chain practices.

78 PRODUCE BUSINESS • SEPTEMBER 2009 Reader Service # 94 HALL D

PLEASE VISIT OUR SPONSORS’ BOOTHS

Booth #3945 Booth #2038 Booth #3912

80 PRODUCE BUSINESS • SEPTEMBER 2009 www.producebusiness.com

Booth #843 Booth #2168 Booth #1362 Booth #2019

SEPTEMBER 2009 • PRODUCE BUSINESS 81 PMA AISLE-BY-AISLE BOOTH REVIEW Booth #2244 Booth #2250 Booth #2272 Booth #2302 SPICE WORLD INC. EDINBURG CITRUS KEYSTONE FRUIT FRIEDA’S INC. Orlando, FL ASSOCIATION MARKETING INC. Los Alamitos, CA Spice World has been in the garlic busi- Edinburg, TX Greencastle, PA Started in 1962 by Frieda Caplan, Frieda’s ness and serving American supermarkets The Edinburg Citrus Association has We are a single-source grower, packer Inc. was the first wholesale produce com-

for 59 years. We are growers, processors been growing and packing quality Texas and shipper of year-round Certified AISLEpany 2300 in the United States to be founded, and shippers of the red grapefruit and oranges since 1932. Sweet® Onions. We have year-round sup- owned and operated by a woman. Once No. 1 jarred garlic in We pack a wow-factor in every carton of plies of Walla Walla River, Vidalia® and a small produce stand at the Los Angeles America’s supermar- our deliciously sweet and juicy fruit. Cus- Mayan Sweet® sweet onions, as well as Produce Market, Frieda’s has emerged as kets today. tomer participation hybrid red, white and yellow onions. We the nation’s premier marketer and dis- in our different pro- also supply southern peaches, eastern tributor of specialty produce and offers grams increases our apples and asparagus. more than 600 specialty items to grocery relationship with stores and foodservice distributors in the our costumers. United States and Canada. Booth #2332 Booth #2339 Booth #2350 Booth #2360 BASKET EASE RED RIVER VALLEY NORTH CAROLINA MAF Industries Prior Lake, MN POTATOES DEPT. OF AGRICULTURE Traver, CA Fruit baskets are fast and easy to make East Grand Forks, MN Raleigh, NC MAF Industries manufactures complete using our patented plastic, wicker and The Red River Valley of North Dakota At the North Carolina Department of fresh fruit and vegetable packinghouse bamboo containers. Supplies are avail- and Minnesota is the largest red potato Agriculture pavilion, you will have the systems for packers throughout North able throughout the year to growing region in the country. The Red opportunity to visit growers, packers America, including Canada, the United wrap, enhance, and promote River Valley of the North has some of the and shippers of a wide variety of fruits, States and Mexico. We offer automation, your fruit gifts. darkest and richest soil in the world and vegetables, peanuts, peanut products integration and system controls. the temperate northern climate provides and nursery crops. North Carolina grow- plenty of natural rainfall, providing the ers, packers and shippers offer consis- deep red color and robust flavor only tent, high-quality products that are grad- non-irrigated potatoes can provide. ed, packed and cooled with the latest technology. Booth #2368 Booth #2388 Booth #2396 Booth #2396 WADA FARMS MARKETING REICHEL FOODS INC. VISION IMPORT GROUP TAVILLA SALES CO. GROUP LLC Rochester, MN Riveridge, NJ Los Angeles, CA Idaho Falls, ID Reichel Foods produces Vision Import Group wel- Tavilla is a grower/shipper/packer where Wada Farms Marketing Group LLC is an Dippin’ Stix: a value-added, comes you to our booth vertical integration allows for lower Idaho potato grower and shipper that fresh-cut snack with extend- to experience all of our prices, while maintaining higher quality. also handles the sales for Dole potatoes, ed shelf- life. Dippin’ Stix are branded items, including Stop by our booth to check out our onions and sweet potatoes. packaged in a USDA serv- Mango Maniacs, Mojito exclusive brands, including Pinicola ing size and are favorably Limes and Mr. Squeeze limes and lemons. pineapples, Mango priced. Mr. Squeeze Mexican Lemons are Primus Magic mangos and Lab-certified. Keep a lookout for Miss chiles and Latin pro- Easy Peel clementines from Spain for the duce from the Chile holiday season. Company.

Booth #2402 Booth #2414 Booth #2438 Booth #2454 DEL MONTE FRESH SENSITECH INC. C. H. ROBINSON COMPANY DELTATRAK INC. PRODUCE Beverly, MA Eden Prairie, MN Pleasanton, CA Coral Gables, FL Is your cold chain up to par? Sen- C.H. Robinson started over 100 years FlashLink VU is DeltaTRAK’s newest elec- Del Monte Fresh offers sitech Inc. combines electronic moni- ago in the produce industry, providing tronic data logger. It features a large LCD AISLEretailers 2400 and foodservice toring with data management and sta- fresh fruits and vegetables to the settlers display and downloads data operators an array of tistical analysis to deliver end-to-end of Minnesota and the Dakotas. Today, via a USB adapter. The LCD innovative solutions to cold chain visibility. Ask for a demo to C.H. Robinson sources the highest quali- panel shows when the log- address the changing tastes and lifestyle see how cold chain visibility throughout ty products while integrating value- ger is active, stopped or in needs of today’s consumers. Our exten- the entire supply chain can improve the added logistics, distribution and informa- DeltaTRAK’s patented sive distribution network allows just-in- quality and shelf-life of your tempera- tion reporting services. We provide our ShadowLog®mode. Numer- time deliveries of our premium-quality, ture-sensitive perishables, while reducing customers with a full-line of supply chain ous trip statistics are avail- fresh products to your doorstep. process-related costs and inefficiencies. solutions that meet each company’s indi- able for viewing on the vidual needs. LCD display.

82 PRODUCE BUSINESS • SEPTEMBER 2009 PMA AISLE-BY-AISLE BOOTH REVIEW Booth #2458 Booth #2490 Booth #2512 Booth #2550 CONWED GLOBAL GOURMET TRADING TEMPLE-INLAND INC. MIATECH NETTING SOLUTIONS Los Angeles, CA Austin, TX Clackamas, OR Minneapolis, MN Gourmet Trading offers fresh asparagus Temple-Inland excels in the production Miatech Inc. manufactures equipment Conwed introduces Vexar® netting and blueberries year-round. Visit our of corrugated and specialty packaging for better control and management of with Ecocycle™ Technology, a safe, earth- booth to learn about Gourmet’s new AISLEsolutions. 2500 From commodity brown-boxes perishable products. We offer produce friendly packaging solution that has a offerings and to meet our dedicated and bulk harvest bins to common foot- misting, cold room reduced lifetime, compared to standard sales staff. print die-cut containers and intricate and warehouse plastic netting. Conwed exclusively multi-color Point of Purchase displays — humidification, eth- makes netting with Ecocycle Technology we deliver! ylene and pathogen for all automated produce packaging control systems, equipment including form fill and seal ambient cooling sys- machines, soft net automatic welding tems for packing machines and clipping machines. rooms and much more. Booth #2582 Booth #2602 Booth #2610 Booth #2710 POTANDON PRODUCE LLC READY PAC IDAHO-E. OREGON ONIONS IDAHO POTATO COMMISSION Idaho Falls, ID Irwindale, CA Parma, ID Eagle, ID As an exclusive marketer of Green Ready Pac will feature Idaho-Eastern Oregon produces beauti- In the past, the Idaho Potato Commission Giant® Fresh Potatoes and Onions, new ideas in fresh-cut ful yellow, red and white storage onions brought you the cast of Gilligan’s Island, including exclusively owned varieties, AISLEsalads 2600 — with and within all sizes — from boilers to super colos- AISLEthe 2700 star of I Dream of Jeannie, a wild Texas Potandon is your one-stop shop for all out protein, fresh, nutri- sal. Whatever you’re rodeo and those crazy danc- your potato and onion needs. Visit our tious snacks, fresh-cut fruit, vegetable looking for, we have it, ing heads. At this year’s PMA booth to see our new products. cups — with and without dips — and along with experienced show, the IPC promises to party platters at PMA 2009. shippers ready to meet deliver another unforgettable your special transporta- booth experience. Come by tion and packaging and check out the action. requirements.

Booth #2734 Booth #2802 Booth #2814 Booth #2818 LOWRY COMPUTER LITEHOUSE HURST’S BERRY FARM INC. MANN PACKING PRODUCTS Sandpoint, ID Clovis, CA COMPANY Brighton, MI Litehouse has always been known as a Hurst’s Berry Salinas, CA Lowry’s Secure Visibility is an inventory leader in fresh and natural products. Stop Farm offers the See what’s new in the control software application that cap- AISLEby 2800 and see our innovative new products finest berries year- fresh-cut vegetable category as Mann tures case-level traceability information and consumer programs. round, from blue- Packing Company celebrates its 70th in real-time. Built around GS1 standards, berries, blackber- anniversary. Visit our booth on Saturday, Secure Visibility is designed to help com- ries and raspberries to specialty berries October. 3, and meet Hungry Girl, Lisa panies comply with the Produce Trace- such as currants, gooseberries and our Lillen. This is Lisa’s second PMA appear- ability Initiative (PTI) case-level standard popular Kiwi berries. ance with Mann where she will be signing for external traceability. free copies of her new book.

Booth #2838 Booth #2862 Booth #2877 Booth #2878 SETTON FARMS DESERT GLORY ORANGE NORTH SHORE Commack, NY San Antonio, TX ENTERPRISES INC. GREENHOUSES INC. Producer of “America’s Best Tasting Pista- Desert Glory is the leading grower of Fresno, CA Thermal, CA chios,” Setton Farms offers a full-line of NatureSweet vine-ripened tomatoes. PET Tiger-Payroll Employee Tracking and North Shore Greenhouses provides inno- pistachios, nuts, dried fruits, seeds, trail- NatureSweet tomatoes are grown from Traceability provides Produce Traceabili- vative products to the retail market. We mixes, chocolates, candies, organic and specially selected seeds that are cultivat- ty from the field to the consumer, PET specialize in living herbs and all-natural products available in bulk and ed to deliver the sweetest, home-grown records data and creates barcodes (or European cucumbers. Living retail packaging. flavor ever. The NatureSweet portfolio of assigns pre-printed barcodes) electroni- herbs are the freshest, products includes vine-ripened cherry cally tying the data to the product’s field longest-lasting herbs avail- tomatoes, Cherubs — a sweet snacking GPS location, employee-handling and able. Stop by and see our tomato — and D’Vines — a super-sweet equipment information. With one sys- new living potted basil. strawberry tomato. tem, the user can manage Produce Trace- ability Initiative issues and payroll data. Booth #2879 Booth #2950 Booth #2968 Booth #2979 SUMMERIPE SAMBRAILO PACKAGING BEDFORD HOLLANDIA PRODUCE Dinuba, CA Watsonville, CA INDUSTRIES INC. Carpinteria, CA Summeripe provides ready-to-eat peach- Sambrailo Packaging is a third-genera- Worthington, MN Hollandia Produce, home of the award- es, plums and nectarines. Through years tion, family-owned company that has Our ElastiBand® works winning line of Live Gourmet living let- of research, we have mastered the all-nat- AISLEserved 2900 the produce and floral industries well for bundling and tuces, cress and arugula, invites you to ural process to condition our tree fruit. since 1923. With locations in California labeling products and is stop by our booth and experience for Our complete and comprehensive pro- and Mexico, we have built a reputation a great way to reduce your packaging. It yourself the differ- gram is centered on dedicated teams on service, quality and innovation. Visit is ideal for lettuces, melons, celery, ence freshness can and great tasting our booth to see our revolutionary Snap- bananas, cabbage and clamshells. They make. fruit. Flap Container and new line are available in lengths of up to 12.5 1 of RunRite Blueberry inches and widths starting at 2⁄ -inch. Our Clamshells. printing options include digital or flexor.

SEPTEMBER 2009 • PRODUCE BUSINESS 83 PMA AISLE-BY-AISLE BOOTH REVIEW Booth #3041 Booth #3051 Booth #3062 Booth #3069 CHRISTOPHER RANCH LLC GREAT LAKES INTERNATIONAL STEMILT GROWERS INC. DADE SERVICE CORPORATION Gilroy, CA TRADING, INC. Wenatchee, WA Daytona Beach, FL Our new bags extend the shelf-life of our Traverse City, MI Stemilt Growers Inc. is a leading tree-fruit Dade Service Corporation designs and garlic. They offer better cooling, Great Lakes Interna- growing, packing, and shipping company. builds pressurized ripening rooms, cool-

AISLEimproved 3000 freshness, 80 percent less tional Trading has Owned and operated by the Mathison ing rooms and distribution facilities for packaging and are 100 percent recy- been specializing in family, Stemilt is one of the nation’s lead- the produce industry. Products include clable. premium-quality dried ing shippers of ripening rooms, pressure coolers, freez- fruits, nuts and edible seeds for over 25 sweet cherries ers, cooler rooms and CA rooms. years. We offer sealed-in “peak-season and one of the We also offer DASERCO Brand flavor” and freshness in each package uti- largest suppliers pressurized ripening systems, lizing vacuum-sealed technology. In addi- of organic tree pressure coolers, produce refrig- tion to our Vac Pack line, we offer Stand- fruits. eration systems and computer Up Bag presentations. control systems Booth #3072 Booth #3079 Booth #3082 Booth #3083 NEW MEXICO DEPT. SHENANDOAH GILLS ONIONS LLC HMC OF AGRICULTURE GROWERS INC. Oxnard, CA Kingsburg, CA Las Cruces, NM Harrisonburg, VA As the nation’s largest fresh-onion 2009 marks the 30th anniversary of our Visit the New Mexico Pavilion where you Shenandoah Growers offers a processor, we are pioneers in sustainable Lunch Bunch grapes. Building on a tradi- will find 10 companies offering a variety year-round supply of organic, practices. Stop by our booth to learn tion of investing and innovating for quali- of products including green chiles, sweet living culinary Herbs. how we are converting our onion waste ty, HMC offers year- onions, watermelon, pumpkins, pecans, to renewable energy, eliminating green- round supplies of value peanuts, pinto beans, potatoes, new house gas emissions and more. You can added grapes in all machinery, technology and more. also view our retail fresh-cut onion prod- forms. The holy grail of ucts. We look forward fruit is being delivered to talking to you from our orchards in California. about your sustainability concerns. Booth #3160 Booth #3164 Booth #3228 Booth #3268 EAGLE EYE PRODUCE SOUTHERN SPECIALTIES INC. APEAM A.C. COAST PRODUCE Iona, ID Pompano Beach, FL Uruapan, Michoacan, Mexico COMPANY Eagle Eye Produce Inc. and Champion Southern Specialties has been providing Ranked as the world’s Los Angeles, CA Produce are Tier One growers, shippers produce solutions since 1990. Our largest avocado producer Discover retail solutions at the Coast Pro-

AISLEand 3100 processors with locations across the Southern Selects, Paradise Tropicals and AISLEand 3200 the top provider in duce Company booth. Coast Produce United States that are dedicated to pro- Today’s Gourmet brands have been the U.S., avocados from Company features comprehensive retail viding excellent customer service. We proven to provide Mexico follow stringent programs, such as the Coast Snacking grow, sell and ship a full line profits for our cus- quality measures that Line, Farmer’s Select, Coast Asia, Coast of premium produce year- tomers. Our team ensure year-round pro- Caliente and Coast Organic, which high- round. of growers, duction of the world’s finest avocados. light our dedication to our customers importers, proces- and valuable relationships with our grow- sors and shippers are based in Florida, ers. Texas and California. Booth #3276 Booth #3282 Booth #3283 Booth #3288 ALLEN LUND TIMCO WORLDWIDE INC. PRODUCE PRO SOFTWARE POLYMER COMPANY INC. Davis, CA Woodridge, IL LOGISTICS La Canada Flintridge, CA Offering mini-watermelons, seedless Produce Pro’s comprehensive, all-in-one Riverside, CA Specializing as a national, third-party watermelons, cantaloupes, honeydews software is designed specifically for distri- The Advantages of the Polymer RPC — transportation broker, the Allen Lund and organics, Timco is one of the leading bution of produce and other perishables. Active Locking Mechanism include ease Company works with shippers and carri- melon shippers in North America. In the We can help you of folding for the store personnel, reduc- ers across the nation to transport dry, last 25 years, we have established a year- achieve complete and tion of time to remove empty RPC’s from refrigerated and flatbed freight, specializ- round production program that spans accurate product shelf, and reduction of hand and ing in produce. Additionally, the Allen 12 U.S. States, Honduras, Guatemala, traceability — just wrist stress for store personnel. Our Lund Company has an international divi- Mexico and Panama and include the ask us how! products are compatible with corru- sion, ALC International, which is licensed MelonUp! and Sundia labels. gated and other RPC’s, ribs and sockets by the FTC as an OTI-NVOCC, and a to stack with common-footprint corru- logistics division called ALC Logistics. gated.

84 PRODUCE BUSINESS • SEPTEMBER 2009 PMA AISLE-BY-AISLE BOOTH REVIEW Booth #3322 Booth #3340 Booth #3350 Booth #3368 APIO INC. HOLLAND FRESH GROUP PERO VEGETABLE KINGSBURG ORCHARDS Guadalupe, CA Den Haag, Zuid-Holland COMPANY LLC Kingsburg, CA Apio Inc., the leading OTC USA is a young and dynamic orga- Delray Beach, FL Kingsburg Orchards is more committed manufacturer of branded, nization, specializing in the import, The Pero Vegetable Company LLC is a than ever to flavor. We are consistently

AISLEfresh-cut 3300 vegetables, markets a complete export and distribution of organic veg- vibrant, 100-year-old, privately owned exploring new ways of producing the line of bags and trays for club and retail etables and fruit. With offices in Europe business. We specialize in the retail and best and most unique eating experience stores under the Eat Smart® brand featur- and our team in South America, OTC wholesale of high-quality produce as a for consumers with our more than 200 ing Breatheway® membrane technology. offers a broad range of organic products. grower, packager, marketer and distribu- varieties of fresh fruit. Apio will be showcasing a variety of new tor. products at PMA, including bagged salad kits, single-serve cups, new cut vegetables products and party trays.

Booth #3378 Booth #3388 Booth #3402 Booth #3418 SILVER CREEK SOFTWARE J & C TROPICALS OPPENHEIMER GROUP MARIANI PACKING COMPANY Boise, ID Miami, FL Coquitlam, BC, Canada Vacaville, CA Visual Produce, an accounting program J & C Tropicals is a ver- With a vertically-integrated base of grow- Mariani Packing Company is the largest targeted to the fresh produce industry, tically integrated tropi- ers from over 25 countries, The Oppen- family-owned global producer of dried

offers unique capabilities for produce cal produce grower, importer, shipper AISLEheimer 3400 Group is a valued supplier to fruits. Mariani leads the industry in wholesalers, distributors, packers, brokers and packer. The company’s distribution retailers, wholesalers, and foodservice unique offerings and innovation through and grower settlements, including cus- chain spans throughout the United customers. We deliver year-round vol- the development of new dried fruit con- tomer menus, contract pricing, lot con- States, Puerto Rico and Canada. Key umes of preferred items, as well as cus- cepts, such as their Enhanced Wellness trol, route accounting, visual internet, products include boniato, yuca, malanga, tom packaging, category management, line of dried fruits with added supple- landed cost, traceability and much more. chayote, mango, plantains and our quality assurance, e- ments. newest — the sweet tamarind. commerce and transportation solutions.

Booth #3438 Booth #3452 Booth #3474 Booth #3479 SUNSWEET GROWERS CHELAN FRESH MARKETING DOMEX SUPERFRESH KEYES FIBRE CORP. Yuba City, CA Chelan, WA GROWERS Wenatchee, WA Sunsweet offers a variety of 100 percent Chelan Fresh Marketing serves as the link Yakima, WA Keyes is a leading packaging company fruit snacks that are highly nutritious, between growers and Domex is a tree-fruit whose products and services are primari- delicious and very convenient. Products retailers to move fresh leader for conven- ly focused in the food and beverage include dried plums, antioxidant blend, fruit. Chelan Fresh tional and organic apples, pears and industries. Keyes has been following envi- Philippine pineapples, Philippine mangos, Marketing provides cherries. Located in the heart of central ronmental and sustainable practices for cherries and apricots. vehicles for over 419 Washington state, Domex offers you over 50 years. growers to market all merchandising support, regional reps, of its fresh-fruit prod- year-round category planning and more. ucts under one roof. Put us to the test today; you’ll love our high-quality fruit, our customer service and our attention to detail. Booth #3482 Booth #3487 Booth #3502 Booth #3510 PRIMARY PACKAGE INC. ATLAS PRODUCE MARZETTI CARLSON AIRFLO Tulare, CA & DIST. INC. COMPANY Brooklyn Park, MN Primary Package can help you cut pro- Bakersfield, CA Columbus, OH Carlson AirFlo proudly works hand-in- duction costs with a customized fresh Atlas Produce & Dist. Marzetti will be featuring hummus veggie hand with produce managers through- produce packaging system including sin- Inc. is the grower and shipper of the pop- AISLEdips 3500 for the produce department and out the retail industry. We focus on gle machines or fully automated packing ular Caramel Natural™ Medjool Dates veggie tray applications. Marzetti Refrig- developing products lines, Flowpack, graders, sorters, palletiz- and Date Coconut Rolls. We are excited erated Dressings, Marzetti and Chatham tailored for easy pro- ers and more. to introduce three new additions to our Village Croutons will also be showcased duce merchandising product line, including the Caramel Nat- along with Marzetti Fruit Dips. and dramatic visual ural™ Date Almond Rolls, Jumbo Red appearance. Dried Grapes and Jumbo Golden Dried Grapes. All three items are produced in California. Booth #3536 Booth #3546 Booth #3574 Booth #3583 ALLIANCE RUBBER COMPANY SCS (SCIENTIFIC MISSISSIPPI SWEET POTATO PACIFIC ORGANIC Hot Springs National Park, AR CERTIFICATION SYSTEMS) COUNCIL PRODUCE/PURITY Alliance has had 86 years of experience Emeryville, CA Mississippi State, MS San Francisco, CA manufacturing rubber bands to meet Enhance your competitive edge with Sci- The Mississippi Sweet Pacific Organic Produce has been pack- your packaging needs. We offer custom- entific Certification Systems. Be on the Potato Council invites ing, shipping and marketing organic fruit printed bands to brand and promote frontline of food safety with SCS risk everyone to come by our grown by high-quality organic farmers your produce, stock PLU bands to aid management ser- booth and satisfy your since 1994. We are now one of the check and meet vices cost-effective need for sweet potatoes. largest marketers of organic tree fruit in COOL requirements programs, which the United States. We offer year-round and ProTape® to guarantee flavor and programs out of multiple shipping points combine the attribut- high nutrition. throughout the United States. es of PLU Bands with bar coding capability.

SEPTEMBER 2009 • PRODUCE BUSINESS 85 AISLE 3600 86 marketing rightstotheLyon variety of ed States.Alongwithhaving theexclusive commodity packed broccoliintheUnit- leading producersandmarketers of Beachside ProduceLLCisoneofthe Guadalupe, CA BEACHSIDE PRODUCELLC Booth #3976 for bonedevelopmentandhealth. powerful antioxidant boostandessential immune system, insulinproduction,a value ofvitaminD,whichisgoodforthe rooms deliver100percent ofthedaily vitamin D.Monterey’s vitaminDmush- Monterey introducesmushroomswith Watsonville, CA MONTEREY MUSHROOMSINC. Booth #3918 and Europe. out NorthAmerica industries through- and foodservice duce. We distributetoretail, wholesale cializes infresh-cut andvalue-addedpro- vegetables. Ourprocessingdivisionspe- nearly 30differentand varietiesoffruits some. Today, BoskovichFarms produces grown producethatissafeandwhole- Since 1915,theBoskovichfamilyhas Oxnard, CA BOSKOVICH FARMS INC. Booth #3612 accompanied byanewWeb site. launch oftheredesigned brand willbe GTINbarcode. The scanable 14-digit able PLUnumberaswellamachine bothahuman-readers, whichfeature packaging istheGS1DatabarPLUstick- fresh produce.Thehighlightofthenew brand oforganic its popularVivaTierra CF Fresh willbeunveiling anewlookfor WA Woolley, Sedro CF FRESH Booth #3941 PRODUCE BUSINESS• SEPTEMBER 2009 artichoke, Beachside Produce provides afull-lineof year-round. vegetable consolidation foritscustomers

AISLE 4000 AISLE 3700 PMA AISLE-BY-AISLE BOOTHREVIEW of theMarie’s difference. freshness, quality and variety are allpart sumers appreciate. Homemadeflavor, glazes withthehomemadetastecon- creating deliciousdressings, dipsand Today, Marie’s continuesthetradition of refrigerated-produce dressing category. has growntobetheNo.1brand inthe Seattle atMarie’s Café.Sincethen,Marie’s Marie’s® ProduceDressing in originated Dallas, TX MARIE’S Booth #4010 registered couponsforproductpromotion. also available. We have registered pressure sensitivere-close tapeand self-venting duringmicrowave cooking are ration products,easy- package openingand such aslasermicro-perforation forhighrespi- Features includedforproduct visibility. are Anti-fog filmsandregistered anti-fogcoatings specifications toextendproductshelf-ife. American Packaging specializesinbreathable IA City, Story CORPORATION AMERICAN PACKAGING Booth #3945 regions aroundtheworld. pears andmore fromthefinestgrowing ing andshippingfreshgrapes, citrus, totheproduceindustry,of service grow- Seald Sweetproudlycelebrates acentury Vero Beach,FL INTERNATIONAL SEALD SWEET Booth #3930 Gourmet Garden. and excitinginnovationshappeningat our boothanddiscoverthelatestnew every-day cooking. Make sure todropby and spiceseasy for make fresh herbs herbs andspices Gourmet Garden Folsom, CA GOURMET GARDEN Booth #3732

AISLE 3800 pears, apples,blueberriesandcherries. tine growersandexportersoffresh off-season businessbymeetingArgen- Come toourboothandincrease your Buenos Aires,Argentina COPEXEU Booth #3938 and high-quality customerservice. PMA tohearmore aboutourproducts and blackberries.Besure tovisitusat um strawberries, blueberries,raspberries We are agrowerandshipperofpremi- Watsonville, CA BERRY FARMS CALIFORNIA GIANT Booth #3812 New York ciderandaNewYork apple! November. Stopbyandsamplefresh began inAugustandwillfinishby Cortland, CrispinandMacoun.Harvest McIntosh, Empire, Gala,Honeycrisp, tion. Leading New York favorites are exceed recent cropsinflavor andcondi- slightly aboveaverage volume,butwill New York’s fresh applecropwillhave Fishers, NY ASSOCIATION INC. NEW YORKAPPLE Booth #4032

AISLE 3900 round. Dandy® fresh-cut isavailable celery year- and decreases pittingandstrings.Our cutting system, whichextendsshelf-life producers touseastate-of-the-artcelery- Farm Fresh Foods isoneofaselectfew source solutionforfresh produce.Duda Duda Farm Fresh Foods astheirsingle enjoy theconvenience ofworking with Saturday, October3.Ourcustomers on throughout theday startingat12p.m. promotional itemswillbeshowcased uct innovation.Give-aways, drawings and Farm Fresh Foods unveils itslatestprod- It willbeashowtoremember asDuda Wellington, FL FRESH FOODSINC. DUDA FARM Booth #3912 your immediate needs. Potter Inc.cancreate aprogram tofit finalize holiday baskets fruit for 2009, consumer. Andforthosewhohave yet to Display isawin-winfortheretailer and space-savings, ourHalf-Pallet Shipper perfect ready-to-sell For gift. laborand with delectablegourmetsnacks forthe kets pairhealthful,conventional fruits Potter Inc.’sFruit andGourmetGiftBas- OH Bryan, POTTER INC Booth #4042 marketing ofagricultural plasticfilm. Do you wanttoobtainbetterproduction Zapopan, Jal,Mexico AGRICOLAS EXPORTADORA DEPLASTICOS Booth #3973 yinproductionand ny ing Mexicancompa- thelead- are ity? We withbetterqual- fruits you wanttoharvest in your crops?Do PMA AISLE-BY-AISLE BOOTH REVIEW Booth #4050 Booth #4110 Booth #4118 Booth #4119 CRUNCH PAK GRIMMWAY FARMS CHURCH BROTHERS LLC. PRIMA BELLA PRODUCE Cashmere, WA Bakersfield, CA Salinas, CA Clovis, CA Crunch Pak has new packaging! We are Grimmway Farms is a grower/shipper of With over 40 years experience in innova- Prima Bella ships fresh, super-sweet corn still No. 1 in sliced apples. fresh and processed conventional and tion, quality and food-safety, Church year-round. We offer white, yellow, and

AISLEorganic 4100 carrots and carrot juice. Brothers is your fully vertically-integrat- bi-color corn with or without husks, in a ed, one-stop shop for all your produce variety of cobb sizes and packs including needs. Operating under the Church microwaveable trays. Brothers umbrella today are our own farming, harvesting, processing, food-safety, consolidation and trucking entities that will secure the highest quality of delivered produce. Booth #4130 Booth #4138 Booth #4141 Booth #4146 EARTHBOUND FARM OCEAN MIST FARMS SAN MIGUEL PRODUCE INC. MASTRONARDI PRODUCE San Juan Bautista, CA Castroville, CA Oxnard, CA Kingsville, ON Earthbound Farm began 25 Ocean Mist Farms will debut commodi- San Miguel Produce, makers of Cut ‘N Mastronardi Produce/SUNSET® is a fami- years ago in a small back- ty-wide new packaging at PMA Fresh Clean and Jade, introduces new organic ly-owned pioneer and industry leader in yard garden with a big com- Summit. The new packaging has many and Asian value-added cooking greens the gourmet greenhouse industry that mitment to organic farming. Today, we consumer benefits, including greater for retail, wholesale and foodservice. grows and markets nationally recognized work with 150 dedicated farmers to offer product visibility and a consistent graph- brands such as the Cam- innovative, healthy and delicious certi- ic design to enhance the product and pari® Tomato, Splendido™ fied-organic products year-round. In make it easier for shoppers to find on Grape Tomatoes and 2009, our organic farming on 33,000 store shelves. makers of Champagne Cocktail Toma- acres will keep about 10.5 million & toes™under its SUNSET® pounds of conventional agricultural label. chemicals out of the environment. Booth #4154 Booth #4162 Booth #4183 Booth #4210 MINISTERIO DE AGRICULTURA COLORADO POTATO AFS TECHNOLOGIES INGERSOLL-RAND INDUSTRIAL Lima, Peru ADMINISTRATIVE COMMITTEE Phoenix, AZ REFRIGERATION INC. The Peruvian coast is the largest natural Monte Vista, CO AFS Technologies Bridgeton, MO greenhouse in the world, where crops are Visit our booth and see why our unique provides software Ingersoll Rand's bountiful and produce high-quality har- varieties of Colorado potatoes are solutions for the AISLEEnvironment 4200 Man- vests. Peru’s focus on GAP/GMP has favorites in homes and in restaurants. food and beverage industry that are agement System (EMS) Surface and Air attracted many investors to Peruvian agri- Only our potatoes are guaranteed to improve the bottom line. Sanitation Technology reduces food safe- culture. Peruvian companies are grown in a healthy AFS offers the industry’s only complete ty risks and minimizes cross contamina- equipped with state-of-the-art technology alpine environment. end-to-end software suite utilizing service tion of your fresh, perishable products. to better handle their oriented architecture (SOA) and the EMS is 100 percent organic, operates exports and compete in Microsoft .NET framework. 24/7/365, and minimizes mold, bacteria the world markets. and viruses within a defined refrigerated environment. Booth #4218 Booth #4219 Booth #4224 Booth #4315 KES SCIENCE CAVENDISH PRODUCE GR PRODUCE INC. EPIC ROOTS LLC AND TECHNOLOGY Winter Garden, FL McAllen, TX Salinas, CA Kennesaw, GA Cavendish Produce is your fresh potato GR Produce Inc. is one of Mexico’s Epic Roots California grows Mâche For over 20 years KES® Science & Tech- specialists! Russets, whites, reds, yellows, largest producers in the agricultural Rosettes and Mâche Rosette Mixes, nology has provided the perishables blues, fingerlings, organics — we have industry. Our primary products include: AISLEwhich 4300 are unique, delicious, extremely industry with quality assurance, food what you’re looking for. Retail or food- Roma tomatoes, jalapeño pep- nutritious and versatile. They add excite- safety and enhanced freshness equip- service, we bring you value through pers, onions, potatoes — ment to your salad case. Our new prod- ment solutions. Our NASA-developed premium products and packaging. in open weave sacks or in ucts should not be missed! food safety air sanitation technology, the boxes — cucumbers and AiroCide PPT system, is recognized glob- pecans. Our brands are ally as an established proven solution recognized nationally and against airborne contaminants. internationally.

Booth #4318 Booth #4330 Booth #4344 Booth #4350 RAINIER FRUIT COMPANY BONITA EUROPEAN FLAVORS VEG-LAND INC. — J.B.J Selah, WA Staten Island, NY El Portal, FL DISTRIBUTING Rainier Fruit Company’s legacy of farm- For over 50 years, Pacific Fruit Inc., the The European Flavors project aims to Fullerton, CA ing experience drives our commitment sole distributors of Bonita premium promote the extraordinary flavors and We are growers, packers to quality in the apples, pears, cherries bananas from Ecuador, has taken great characteristics of both fresh and and shippers of fresh and blueberries we produce. Our solid pride in maintaining our commitment to processed Italian fruits and vegetables in organic produce. We offer horticultural foundation, paired with quality, consistency and service. Along the United States. Inspired by the simple programs for retail and state-of-the-art facilities and unfaltering with bananas, we also offer plantains, yet healthful Mediterranean cuisine, our foodservice, including con- customer service, has positioned us as reds, ninos, limes and sun-ripened fruits are produced in compliance with solidation. Please visit our booth, featuring the leader in the North- pineapples. Organ- strict European directives — safeguard- our organic fresh-cut items and current list west fruit industry. Stop ic bananas are ing the environment, health and safety of of other locally grown produce. by to discuss starting a always available. the consumer and grown in accordance pre-ripened pear program. with low-impact production regulations.

SEPTEMBER 2009 • PRODUCE BUSINESS 87 PMA AISLE-BY-AISLE BOOTH REVIEW Booth #4372 Booth #4402 Booth #4410 Booth #4418 WHOLLY GUACAMOLE COLUMBIA MARKETING SARGENTO FOODS INC. DISCOVERY GARDEN’S Fort Worth, TX INTERNATIONAL (CMI) Plymouth, WI Oakdale, CA Wholly Guacamole is America’s No. 1- Wenatchee, WA Sargento® is bringing Discovery Garden’s spe- selling guacamole. All of our Wholly One of the largest growers, packers and even more news and cializes in proprietary

products are consistent in taste and tex- AISLEshippers 4400 of premium quality convention- excitement to pro- variety potatoes — Sier- ture year-round. The HPP process locks al and organic apples, pears and cherries duce with Sargento Salad Finishers® and ra Gold, with a russet skin and Sierra in flavor and provides a great, fresh-tast- in Washington, CMI offers a full selection Potato Finishers®! We’ve paired our nat- Rose, with a shiny red to dark mahogany ing product with unparalleled food safe- of the finest quality Washington and ural cheeses with chef-inspired combina- skin. Samples will be available at our ty. Today, Wholly Guacamole and Fresh- imported fruit. tions of premium meats, dried fruit, nuts, booth. Discovery Garden’s now has dis- erized Foods is the world leader in avoca- croutons and cheese sauces, allowing tribution points across the United States, do and guacamole. consumers to turn ordinary salads and year-round. potatoes into tasty sensations.

Booth #4428 Booth #4525 Booth #4527 Booth #4529 AIRDEX INTERNATIONAL INC. GARDEN PROTEIN WILDWOOD ORGANICS ELIOS FOODS LLC Henderson, NV INTERNATIONAL Fullerton, CA San Leandro, CA Worldwide patented AIRDEX pallets, Richmond, BC, Canada As a leading provider of innovative soy Korfi salad dressings from Elios Foods are known as the “world’s lightest pallets” are Gardein is a tasty and meaty plant-based products, Wildwood offers real food for made from all-natural, gluten-free ingre-

AISLEsanitary, 4500 shock-absorbing, protein made from a blend of nutri- healthy indulgence. We offer the only AISLEdients 4600 for an authentic Mediterranean thermal insulating, repairable, tious and natural ingredients includ- tofu made from sprouted soybeans and experience. Korfi dressings are now ISPM-compliant and free after ing soy, wheat proteins, pea proteins, PastaSlim, the versatile low-carb, low- offered for your fresh produce depart- a single airfreight journey. vegetables and grains, including calorie, fully- ment or restaurant. They weigh only seven to 10 quinoa, amaranth, millet and kamut. cooked noodles pounds, carry 3,500 pounds and dramat- Gardein is currently sold in the fresh sec- made from tofu ically reduce CO2 emissions with no tion of grocery stores and a new, frozen and certified deforestation, all while also slashing line will launch in the fall. gluten-free. cargo costs. Booth #4602 Booth #4603 Booth #4606 Booth #4610 NORTH BAY PRODUCE INC. MOONEY FARMS TRIUNFO-MEX INC MAKOTO DRESSING INC. Traverse City, MI Chico, CA City Of Industry, CA Melbourne, FL North Bay Produce Inc. is a Mooney Farms offers a full line of premi- Triunfo-Mex is showcasing its Makoto Dressing has globally operated, grower- um sun dried tomato products for the Jovy Fruit Rolls in ten great fla- created special blends owned marketing and distribu- retail industry. Our Bella Sun Luci prod- vors. These Jovy Fruit Rolls have of dressings, sauces tion cooperative. The company ucts are packed in 100 percent pure an extended shelf-life of 18 and marinades using grows and distributes a continuous and olive oil and contain only the months from date of manufac- the freshest ingredients diverse range of fresh fruits and vegeta- highest-quality ingredients. ture. They are gluten-free and possible. The Makoto bles throughout the year from U.S. and Come by and taste the Kosher. Jovy Fruit Rolls are line includes Ginger Dressing, Honey Latin American farms. NBP is dedicated best at our booth. fortified with vitamin C and Ginger Dressing, Ginger Slaw, Vegetable to adding value, guaranteeing quality, sold at a suggested retail Sauce and our newest flavor, Orange and ensuring customers we are operating price of $.59 each. Ginger Dressing. under safe, ethical conditions. Booth #4612 Booth #4613 Booth #4628 Booth #4632 SOUTHWIND FARMS BOZZANO OLIVE RANCH HALIBURTON INTERNATIONAL WOODLAND FOODS Heyburn, ID Stockton, CA CORPORATION Gurnee, IL Located in the Snake River Valley, we Bozzano Olive Ranch’s award-winning Ontario, CA Woodland Foods offers a complete line of have been farming for the last four gen- California-certified Extra Virgin Olive From the fields of Baja Mexico, Califor- specialty-dried ingredients in the follow- erations. Our products are pure, natural, Oils are very fresh nia’s Central and Imperial Valleys, we ing categories: mush- and handpicked, and so versatile that receive vine-ripened tomatoes and rooms, chiles, grains, ensuring that the very they are used in the tomatillos, fresh peppers, garlic, onions beans, rices, herbs, best crops make it to finest restaurants in and cilantro, all hand-harvested and spices, fruits and nuts. your table. the country and also selected for color sold in fresh-produce and freshness. for our departments. Salsa Fresca.

88 PRODUCE BUSINESS • SEPTEMBER 2009 Floral Aisle-by-Aisle Booth Review Booth #543 Booth #647 HOSA INTERNATIONAL NATURE’S FLOWERS Doral, FL Doral, FL Hosa International will showcase our Nature’s Flowers, spring 2010 floral selections, which an award-winning AISLE 500 feature spray roses, lilies and roses AISLE 600 grower and ship- from our 200- per of premium, hectare Rainforest fresh-cut flowers and bouquets to the Alliance- and Veri- grocery store floral industry, is your Flora-certified ultimate resource for quality flowers farms in Colombia and exceptional service. Our product and Ecuador. lines include private label flowers, hand-tied bouquets and customized marketing programs created to increase your sales and profits.

Booth #873 Booth #957 Booth #980 Booth #1039 B AND H FLOWERS INC. FARMERS’ WEST FLOWERS ASB GREENWORLD FLORALIFE INC. Carpinteria, CA & BOUQUETS INC. Valdosta, GA Walterboro, SC B and H Flowers produces a variety of Carpinteria, CA For more than 30 Floralife Inc., a division of Smithers- commercial, VeriFlora-certified, Farmers’ West grows premium Cali- years, ASB Green- Oasis Company, is a manufacturer of AISLE 800 AISLE 900 organic flower crops for mass market fornia-cut flowers and turns them world has been a AISLE 1000 specialty products for the post-har- retail. We also produce innovative into lovely European-styled, hand- supplier to the floral industry. vest care and handling of fresh-cut merchandising tools. We tied bouquets and bunches. We are producers of peat and related flowers and potted plants. Products guarantee to provide Designed to sell, mixes, including potting soils, mulch include Floralife® cut-flower foods, our nationwide cus- Farmers’ West brings and bark items. Our own peat bog is hydration solutions, EthylBlock™ tomers with sustainably eco-friendly flowers to in New Brunswick, Canada, with loca- technology ethylene action inhibitor, grown, vibrant, long- marketplaces. Stop by tions in Mt. Elgin, ON; Valdosta, GA; greenhouse cleaning products, auto- lasting California-grown to see how we can and Virginia. matic dosing systems, adhesives, cut- flowers. increase your floral lery and protective flower-finishing sales. sprays.

Booth #1214 Booth #1458 Booth #1978 Booth #1990 TEMKIN INTERNATIONAL AERIAL BOUQUETS MICKY'S MINIS ENCORE FLORAL Payson, UT Chesterfield, MO FLORA EXPRESS MARKETING INC. Extend the life of your produce with Aerial Bouquets is one of the largest Millstadt, IL Grand Rapids, MI Temkin’s controlled-atmospheric balloon manufacturers and distribu- Micky's Minis grows fun, profitable, We specialize in fresh-cut flower bou- AISLE 1400 AISLE 1200 packaging and independent shelf-life tors in the country. Stop by our booth AISLE 1900 miniature plants for all occasions. quets and arrangements. Importing testing. Zipper pouches, header bags, and find out how to “Get with the Winner of PMA's 2008 prestigious nationally and internationally allows sleeves, sheets and rolls are all avail- Program!” Impact award for packaging excel- us to include products from different able. Choose from hundreds of trend- lence, we blend our unique size countries in our unique creations. Our setting stock prints for floral applica- plants with simple, yet tasteful, acces- facilities in Miami, FL, and Dallas, TX, tions or build your sories to bring your customers value allow us to enhance our production brand with custom and great prices! We're launching the and distribution opportunities nation- printing in up to eight year-long celebration of our 20th wide. different colors. anniversary. Come help us celebrate and see our imaginative new items.

Booth #2009 Booth #2011 Booth #2015 Booth #2063 THE SUN HIGHLAND SUPPLY NURSERYMEN’S EXCHANGE BAY CITY FLOWER CO. INC VALLEY GROUP CORPORATION Half Moon Bay, CA Half Moon Bay, CA Arcata, CA Highland, IL With over 65 years of experience, The family-owned Bay City Flower The Sun Valley Group brings the con- Operating since 1937, Highland is the Nurserymen’s Exchange is one of the Co. Inc will celebrate 100 years of AISLE 2000 cept of earth, wind, water, bloom to world’s leading manufacturer of deco- largest wholesalers of indoor plants, business in 2010! Known for growing our PMA booth, which imaginatively rative floral packaging. Product lines tropical foliage and decorative acces- the most diverse assortments of uses the crates our flowers are grown include: Speed Covers® plant covers, sories in the nation. Offering a broad unique-quality flowering plants in the in to provide the booth’s structure. Clearphane® film, Plastifoil® florists range of innovative products year- United States, our Flowers are surrounded by opaque foil, Picture Perfect™ flat plant cov- round to retailers nationwide, we aim is to keep our blue curtains representing the all- ers, Monza™ and Tessera™ plant pride ourselves on customer’s floral encompassing sky and the nourishing wrapping sheets, wire and design our horticultural displays fresh and rain that waters Sun Valley flowers. tools, sleeves, Easter grass and more. excellence and colorful. inspired design.

Booth #2702 Booth #4338 KERRY'S A-ROO COMPANY NURSERY INC. Strongsville, OH Homestead, FL A-ROO has several new We create demand with the most packaging products AISLE 2700 fashion-forward products featuring AISLE 4200 being introduced for the produce the highest quality orchids, bromeli- and floral departments this year. The ads and eye-catching pottery from Petal Pouch™ is one of these item around the world. Visit our booth and offering an innovative way for floral discover how our compelling, value- department customers to carry out minded living arrangements can be plants and flowers. A true grab-and- the solution you have been looking go gift sleeve, the Petal Pouch™ will for to grow your floral department. make the flower-buying experience easier for all customers.

SEPTEMBER 2009 • PRODUCE BUSINESS 89 Reader Service # 87 PHILADELPHIA REGIONAL MARKET PROFILE

Relationships And Longevity Impart Value in Philly As the Philadelphia Regional Produce Market celebrates an historic 50 years, long-lasting relationships sustain and motivate the merchants and their customers.

BY JODEAN ROBBINS

ooted in 50 years of history and looking toward a new era erations, but we’re into our fourth. Over those years we’ve established of produce distribution, the Philadelphia Regional Pro- good relationships, and it’s not just because of the quality of our fruit.” duce Market (PRPM) continues to play a valuable and rel- Ken Hurst, president and CEO of Hurst Produce Inc., based in evant role in the northeastern produce scene. With multi- Ephrata, PA, has been doing business with the PRPM for 32 years. “I generational companies still standing strong and the addi- think it means a lot to customers to know the Market has been around Rtion of newer players, Philly market vendors and buyers note the for a long time and will continue to serve us in the future,” he says. importance of relationships and longevity in this business. “We hope our customers would say the same about our company, “In the produce business you’re only as good as your word, so rela- which is celebrating 32 years.” tionships are obviously key,” says Chip Wiechec, president of Hunter The value of a good relationship is true for both the customer and Bros. Inc. “In the corporate world, relationships have become less the shipper sides of the market. “Relationships are very important,” important because of changing personnel and ownership. However in states Jimmy Storey, Jr., president of both Quaker City Produce Co. and our world, relationships are incredibly important.” PRPM’s Board of Directors. “Without our good customers and shippers “For us, relationships have been very important and are probably we don’t have a business.” one of the most important aspects of the business,” remarks Mark “My shippers keep me in business and the relationship with them is Levin, owner of M. Levin & Co. Inc. “We’re working on 104 years in extremely important,” agrees Anthony Stea, CEO of Stea Bros. Inc. 2010. I’m told family businesses don’t usually last more than two gen- “Some of these relationships go back 15 years or more.”

SEPTEMBER 2009 • PRODUCE BUSINESS 91 PHILADELPHIA REGIONAL MARKET PROFILE

Mark Levin, M. Levin & Co. Inc. Mike Maxwell, Procacci Dan Vena, John Vena Inc. Marty Roth, Coosemans Brothers Sales Corp. Philadelphia Inc. Setting The Bar In 1959 And 2010 he Philadelphia Food Distribution Center was started in June of 1959, and celebrated its 50th anniversary just a few months ago. At the time, it was the first of its kind in the world. It T accomplished a feat that had never been done before — gathering the entire wholesale, fresh-food industry together in one 450-acre area of the city. The first tenant to occupy the new center was the Philadelphia Regional Produce Terminal, set on 24 acres. “Prior to this move, the fresh-food industry was scattered along Dock Street near the Delaware waterfront,” says Nelson Gonzalez, Coosemans Philadelphia Inc. Sonny DiCrecchio, executive director of the Philadelphia Regional Produce Mar- ket. “After the move to the new center, the area previously occupied by the vendors was used to erect the Society Hill Towers, kicking off the development of the waterfront community and expansion

of center city projects, shaping the Philadelphia skyline we see today.” In 1992, the market underwent a $22 million dollar face-lift and expansion including 72 new 2,500 square-foot, state- Richie Routhenstein, Coosemans Philadelphia Inc. of-the-art, walk-in refrigerators, eight new ramps for cross-docking capabilities and The very nature of business on a whole- the repaving of the entire 24-acre site. In sale market spurs relationships and even 2001, the market’s Board of Directors friendships. Jeff Lerro with M & C Produce approved a feasibility study to retrofit the Co. Inc. believes, “Nobody can develop rela- 42-year-old market. “After a year of work- tionships like we can here. It’s the nature of ing with professionals, it was determined the market business. We’re all about relation- that retrofitting the old market would not be affordable, nor ships, relationships with the customer and would the businesses survive the construction phases,” DiCrec- relationships with the supplier.” chio explains. “This started a seven-year quest to build a new Relationships are not only integral to the market at a turnkey site. “ inner workings of the market, but a favorite In September of 2008, after four site location changes and aspect of the business for many of those who seven years of grueling and intense negotiations with the state of are involved in it. “What I really enjoy about Pennsylvania, the market broke ground on a 48-acre site just the business is going beyond relationships seven miles from its current location. The site includes an addi- and establishing friendships,” says Joe Procac- tional 15-acre site eight blocks away for overflow parking of ci of Procacci Brothers Sales Corp. “I have trucks and tractor-trailers. “Just as in 1959, Philadelphia once relationships that go back 50 to 60 years. I again will set the bar for excellence in the produce industry by enjoy the friendships I have with people in opening the first-of-its-kind in the world fully refrigerated ter- the industry.” minal market,” says DiCrecchio. “The main refrigerated building housing the 27 produce businesses alone is the size of 14 A MATTER OF TRUST professional football fields. Completion of the new terminal Trust forms the foundation of the produce market will be in the fall of 2010.” pb business and has become increasingly vital in today’s topsy-turvy economy. “Our business is

92 PRODUCE BUSINESS • SEPTEMBER 2009 Reader Service # 18 94

Reader Service # 59 going tobeasuccessfulexchange.” trusts youandhasfaithinwhatdo,it’s more importantthanever. Ifthecustomer same positioneconomically, relationshipsare Inc., agrees,adding,“Sincewe’reallinthe established relationshipstohelpthemout.” Money istightandbuyersarerelyingontheir important nowbecauseoftheeconomy. er forCoosemansPhiladelphiaInc.“It’s more true today,” saysMartyRoth,secretary/treasur- built ontrustandrelationshipsthatisstill PRODUCE BUSINESS• SEPTEMBER 2009 Working togetherisavitalelementofthe Fred Penza,vicepresidentofPintoBros. PHILADELPHIA REGIONALMARKETPROFILE ...PoueC. / FrankLeone.“Rela- B.R.S. ProduceCo.,T/A and bad,”declaresRonMilavsky, presidentof are steadyduringalleconomictimes,good We’re usetolivinginachangingbusiness.” have, beitweatherproblemsortheeconomy. get throughwhateverchangingdynamicwe r nal. We havethesameworkethic.We’re Corp. “Inourbusiness,we’reallprettyfrater- Maxwell, presidentofProcacciBrothersSales people worktogether,” pointsoutMike produce business.“Whentimesgettough, ecession-resilient. We digdowntogetherand One thingremainscertain.“Relationships troller forT.M. Kovacevich-PhiladelphiaInc. mary focus,”saysMicheleCarfagano, con- or moreyearswithsomeshippers.” built onpersonalrelationships.We goback30 cerned aboutqualityandprice,butsomuchis duce Inc.“Ofcourse,everyoneisalwayscon- Waleski Pro- Waleski, presidentofJohnW. business withaperson,”assertsJohnW. utmost importance.“Peoplecomeintodo goingon.” face-to-face contactandseewhat’s importanttomaintainthat the market.It’s does businesswiththePhillymarket.“Iwalk which importsfruitfrom22countriesand Fresh Taste ProduceU.S.A.& Associates Inc., relationship business,”admitsTom Leonardi of back decadesforsome.“Thisisdefinitelya great riches.’” goodnameisbetterthan book oncewrote,‘A wiseauthorofanold true totheirword. A men andwomeninthisbusinesswhostay duce. “Ihavecometotrustandrespectthe amount oftime,”statesHurstPro- quality canchangedrasticallyinashort ships goingback40years.” which benefitstheirbuying.We haverelation- tomers. Theyhavemoreconfidenceinyou, tionships giveyouabetterrapportwithcus- problems ortheeconomy. “Relationships havealwaysbeen ourpri- And thatface-to-facecontinuestobeofthe Time investedinnurturingbusiness goes “In thistypeofwork,productcostand all pretty fraternal. Weall prettyfraternal. “In ourbusiness,we’re ethic. We’re recession- We’re used tolivingin resilient. We digdown changingbuisness.” a changing dynamicwe have thesamework have, beitweather through whatever together andget Procacci Brothers MikeMaxwell — Sales Corp. PHILADELPHIA REGIONAL MARKET PROFILE

“Nurturing relationships is the core of our ethnic customers, and in addition to wanting great relationships are, the question remains as business. Even within the company we’re nur- good quality produce, they understand the to what benefits a good relationship actually turing relationships as we have three genera- relationship aspect of the business,” says brings in every-day business terms. “Relation- tions of families working with us.” Richard Nardella, CEO and chief financial ships allow you to have an arrangement with officer of Nardella Inc. “They want to be your customers, where you tell them what CHALLENGE AND CHANGE friends and have a connection.” they should buy — that’s the goal,” explains However, it can be harder to develop and “You have to be honest, have good prices Fresh Taste’s Leonardi. “It’s our job to serve keep relationships today. “Many customers, and good quality,” says Gary Goldblatt with them. Behind all the computers, faxes, e-mails especially the larger ones, are skeptical,” G & G Produce Inc. “It doesn’t matter if it and technology, what really matters is know- states M. Levin’s Levin. “It is often easier to was 100 years ago or yesterday.” ing, ‘Ed will take care of this for me.’” develop a relationship and the benefits “There is a sense of stability we offer cus- derived from it with smaller- or medium-sized WHAT IT ALL MEANS tomers with a relationship,” contends Manos. guys. We do have the longevity to provide While it’s wonderful to talk about how “They know we’re here and have their best great product and service to everyone!”

“Relationships allow you to have an arrangement with your customers, where you tell them what they should buy — that’s the goal. It’s our job to serve them. Behind all the computers, faxes, e- mails and technology, what really matters is knowing, ‘Ed will take care of this for me.’”

— Tom Leonardi Fresh Taste Produce U.S.A. & Associates Inc.

“Change can be challenging,” states Pro- cacci of Procacci Brothers “Companies we started with years ago are now out of business, and also buy-outs affect established relationships. One day you know the buyer or VP and the next day you don’t! Then they’re taking their business somewhere else where they already have an established relationship.” “Relationship maintenance is a challenge,” admits George Manos, president of T.M. Kovacevich-Philadelphia Inc. “Changes can bring new people into the picture, which can 13

really test you. But, sometimes it’s refreshing # when the new generation comes in with new ideas and perspective.” Regardless of the evolution of the Philly market and its customer base, relationships

still count. “We’re getting more and more new Reader Serv i ce

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Richard Nardella, Nardella Inc. John Durante, Nardella Inc. Mark Semerjian, Nardella Inc. Joe Procacci, Procacci Brothers Sales Corp. interest taken care of. The shippers feel the help certain customers increase sales by you can make good business decisions. If you same way. It’s a good feeling for everyone.” putting together a specialty pack for them.” feel like you have to continually look over In some instances, an established relation- A consistent relationship also better your shoulder, then that makes working ship means help with ads, promotion and ensures satisfaction. “We want a good rela- together very difficult.” increased sales. “I’ve been able to help cus- tionship with our customer to make sure On the grower side, a good relationship tomers with their ad sales,” explains Todd they’re satisfied with the product,” says Storey helps better move product. “If a crop comes Penza, a sales associate with Pinto Brothers. “I of Quaker City Produce. “I’m on the floor on strong, the grower may ask for you to take can help them get some extra promotion and every day from 4 am until noon to inspect all more and he knows you’ll treat him fairly,” deals and give them some advance notice on the product going out and ensure my cus- explains Penza. “They trust us with their mer- what is promotable.” tomers are happy.” chandise and trust us not to flood the market.” Dan Vena of John Vena Inc. sees both sides Fred Hess, president of Hess Bros. Fruit “I have a few shippers who stay away from of the coin. “If you can build a good relation- Co., headquartered in Leola, PA, adds, “If you certain areas I’m trying to sell,” shares Stea of ship, then it’s lucrative both from the supplier have someone you can trust provide you with Stea Bros. “By doing that, they allow me to do and customer standpoint. The customers who a consistently good product, and because of a better job for them and it’s a win-win.” shop every day definitely understand the value the relationship they’ll be honest with you In some instances, an established relation- of a relationship with us. For example, I can about problems or potential problems, then ship does translate into better pricing. “We can 104 39 # # Reader Serv i ce Reader Serv i ce

96 PRODUCE BUSINESS • SEPTEMBER 2009 PHILADELPHIA REGIONAL MARKET PROFILE help our smaller customer offer a great deal us to serve the customer,” says John Vena’s tell our customers we can put them on promo- because they’re flexible and work with us,” Vena. “If we know exactly the right product tion four to six times a year and offer a com- says Fred Penza of Pinto Bros. mix, we’re better able to anticipate what they petitive price year-round, as well as guarantee- “We can give a better pricing break when need. I can know their trends and remember ing they have the right color bananas all the we have an established relationship,” says what worked or didn’t work in the past.” time. If they’re strictly contract-buying, they Coosmans’ Roth. “We go out of our way to can’t guarantee the color — they’re at the help the buyer because we better know their SERVICE AND INFORMATION mercy of the elements.” needs. We also make sure they get the prod- Knowing the customer helps vendors tailor John Vena, president of John Vena Inc., uct they need. Everything works both ways.” services for customers. “What can I do for says, “Our company has always been dedicat- “Buyers are saving money by coming you?” asks M. Levin’s Levin. “I can provide ed to the customer in the Philadelphia area down themselves,” adds John Black with E. W. you with service and that’s why we’ve been and for 90 years has tried to do what is best for Kean Co. Inc. “They’re getting that face-to- around for so long. I can do so much more our customers, employees and shippers — in face connection now. When you get to know when I understand the customers’ business. I line with our Partners in Quality.” them, you can let them know about good deals. Customers are looking to us to help provide solutions for them.” “My customers have known me for years and they stick with me because I treat them fairly,” says Jack Collotti, Jr., president of Col- lotti & Sons Inc. “We try to give everyone the right stuff, as far as their market and use.”

HELP ME HELP YOU Good relationships help vendors better help their customers. “You know their business and you get a feel for what the customer needs,” says John Difeliciantonio, partner with Ryeco LLC. “You see their pattern and you know what might help them. When you talk every day and share information on what you have and what they need, it helps them better their business. A more open relationship is more beneficial in this business.” “Customers rely on you,” says G & G’s Goldblatt. “They know they don’t need to explain. The longer the relationship, the easier it is for us because we know what the customer needs.” “There are tiers of customers. If we know which tier each customer fits in, we can better serve them,” says Lerro of M & C Produce. Consistency is key to a beneficial business relationship. “A customer without a good relationship will most likely only buy from the market when things are tight,” explains Fred Penza. “But, a customer with a good relationship will be consistent. We try to serve all of our customers as best as possible, but having a relationship really helps you better know what the customer needs. We know their buying trends and their take on aggressive prices. This helps us help them.” “We can do more for the regular customer than the spot buyer because we know their business,” agrees Procacci Brothers’ Maxwell. “Sometimes, I will eat a higher price differ- 118

ence for a short time in order to best serve the # market and our customers. That’s what you do when you’ve got relationships with people. A relationship will give you an average price over 52 weeks versus spot buying.”

“Lack of a relationship makes it harder for Reader Serv i ce

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John Black, E.W. Kean Co. Inc. Ted Kean III, E.W. Kean Co. Inc. John Vena, John Vena Inc. Tony Hurst, Hurst Produce Inc.

“An established relationship helps us better benefit of a relationship,” agrees Nardella of customers and pass it right back to the ship- service and inform them,” says Waleski of Nardella Inc. “For example, in tomatoes, if a pers, for example, requests for different Waleski Produce. “I can help direct them guy knows there is a problem in a certain packs,” says Hunter Bros.’ Wiechec. “Experi- toward what’s best. For example, corn and growing area, he won’t ship until they have ence builds trust and trust allows us to better watermelon have to be the best product better product. We do our best to find the serve our customers and shippers. An estab- because you can’t see inside. My customers product needed at the best quality available.” lished relationship gives you the ability to get know I’ll tell them if it’s not top-quality.” “One of the biggest benefits of the relation- a foot in the door with a new product or Information is another valuable part of the ships made over the years is the updates I experiment. Then you have someone you trust equation. Fresh Taste’s Leonardi details, “It’s receive from vendors concerning the increase to get the right feedback for the shipper. It’s not just about selling the fruit. We let cus- and decrease of product pricing and quality,” important to have the flow of info back and tomers know what’s going to happen. We says Hurst Produce’s Hurst. “This is helpful to forth between the customers and shippers.” make sure to help them buy what they need. me in serving my customers.” We educate them so they can make the best Good relationships with customers can LOOKING FOR CONVENIENCE decision for their business.” help merchants serve their shippers as well. As lives and business get busier, a good “The information link is a key part of the “We can take the information we get from our relationship translates to greater convenience. 21 50 # # Reader Serv i ce Reader Serv i ce

98 PRODUCE BUSINESS • SEPTEMBER 2009 PHILADELPHIA REGIONAL MARKET PROFILE

Gary Goldblatt, G & G Tom Kovacevich III, Coosemans Frank Banecker and Paul Matthews, Procacci Specialties Produce, Inc. Philadelphia Inc.

“Customers are busy and occupied with other chants are looking for ways they can better boxes from the day before we’ll take them things so they’re relying more and more on serve their customers. “Customers want easy, back. If I take care of you, you’ll take care of our relationship,” says Coosemans’ Roth. streamlined service,” reports Todd Penza of me — that’s relationship business.” “There is more phone business and those Pinto Bros.’ “They want to trust the market And when problems arise, a good relation- coming in are shopping faster. They’re relying vendors more. They need to rely on us to be ship can help ease the problem. “If there is a more on us to get them what they need.” knowledgeable and understand what they problem with the load, it’s immediately taken “People today have more things on their need so they can shop 10 stores instead of all care of,” says Nardella of Nardella Inc. “They plates and they just don’t have as much time of them.” know we’re going to do the best job for them. to contribute to the relationships as they once “My goal is to make the customer’s life If a customer has a problem with something, did,” says Hess of Hess Bros. Fruit. “But it also easier,” says Dan Vena of Vena Inc. “I want to we’ll send a truck to pick it up and make it means they’re trusting people more to do be the first phone call whenever they have a right. They have confidence that we’ll take things for them because they don’t have the question or need something.” care and resolve the issue.” time to do it themselves. There is a lot of “We really focus on making the customer’s E.W. Keans’ Black adds, “While the friend- emphasis put on trust and service.” life easier,” says M. Levin’s Levin. “I’ll make a ship aspect may not always guarantee busi- The pursuit of convenience means mer- second delivery if you need it, or if there are ness, it is advantageous. If there’s a problem 19 20 # # Reader Serv i ce Reader Serv i ce

SEPTEMBER 2009 • PRODUCE BUSINESS 99 PHILADELPHIA REGIONAL MARKET PROFILE

John Waleski and Neil Markovic, John Nelli and Chip Wiechec, Hunter Bros. Inc. Jeff Lerro, M & C Produce Co. Inc. John W. Waleski Produce Inc.

and they have a relationship with you, they “It’s about continued value,” adds Ryeco’s “We’re always looking at what service we don’t feel hesitant to come back about it.” Difeliciantonio. “The bottom line is you have can offer to better serve our customers,” says to find a way to help your customers make Stea of Stea Bros. “Our longevity means we’re CREATING VALUE money. You can be the friendliest guy in the still creating value.” The PRPM is not resting on its history or world, but you must benefit them business- “Our ability to read what is going on in our laurels as merchants focus on continuing to wise, too.” customer base has allowed us to stay rele- create value. “Being part of a 90-year old Developing or maintaining a relationship vant,” says John Vena of John Vena. “We still company is really exciting,” says Dan Vena. means performance. “Longevity doesn’t mean have a strong base of customers and it’s grow- “Having all that history behind us is inspiring. anything if you’re not performing,” says Pro- ing. They’re connected to this market and are However, reflecting on the past is the easy cacci of Procacci Bros’. “You need to ask what connecting others to our business.” part. Figuring out where to go next is harder.” you’ve done lately. We’re always looking to The opening of Procacci Specialties on the “Relationships are based on how much see how we can keep current. The new mar- market is an example of innovation and value we create — and that’s true on both ket is a great example of this. We’re not resting change to better serve customers. “Our spe- sides,” says Wiechec of Hunter Bros. on our history, we’re moving forward.” cialty division is an answer to our customers’ 110 127 # # Reader Serv i ce Reader Serv i ce

100 PRODUCE BUSINESS • SEPTEMBER 2009 PHILADELPHIA REGIONAL MARKET PROFILE

Tim Reilly and Steve Levchenko, Ryeco LLC. Michele Carfano and George Manos, Edward Reynolds and Tom Leonardi, T. M. Kovacevich-Philadelphia Inc. Fresh Taste Produce U.S.A. & Associates Inc. needs,” explains Maxwell. “It serves a niche ier with those commodities.” John Vena. “My grandfather started at 151 and products include plants, flowers, organic Dock Street. In the 1930’s, the merchants and items, juices, salad dressings, salad items and NEW MARKET city were thinking about a food distribution ethnic grocery items. We’re changing and DEMONSTRATES COMMITMENT center. Philadelphia has always been a for- expanding the line in response to our cus- The commitment made by the vendors on ward-thinking city. We’re still forward-think- tomer feedback.” the Philadelphia market to procure a new ing. The new market is a reflection of this.” M. Levin is serving its customers another market facility is perhaps the best demonstra- The new market is already under construc- way by offering some fresh-cut options. tion of how seriously they take their relation- tion and plans are for companies to be moved “Some new things we’re doing include offer- ships. “To make the kind of commitment we in by fall of 2010. “The new market shows ing cut fruit in gallon sizes, including fruit have made to the new market is huge,” we’re committed to our customers into the salad, citrus, orange and grapefruit segments,” exclaims Maxwell of Procacci Brothers’. “This future,” says Kovacevich’s Carfagano. “We’re explains Levin. is one of the most exciting developments in excited about the whole new market event.” Leone’s Milowsky reports, “We’re expand- our industry.” The new, state-of-the-art facility will pro- ing our California shipments and getting heav- “The new market is a natural step,” adds vide multiple benefits for merchants, shippers 16 14 # # Reader Serv i ce Reader Serv i ce

SEPTEMBER 2009 • PRODUCE BUSINESS 101 PHILADELPHIA REGIONAL MARKET PROFILE

Anthony Nicodemo, Anthony Stea and Nick Bongiorno, Michael Lombardo, Buddy Lombardo, Louis Penza, Todd Penza, Pete Penza and Fred Penza, Stea Bros. Inc. Pinto Bros. Inc.

and customers. “The new market demon- the elements,” says G & G’s Goldblatt. “The valuable feat to accomplish.” strates our commitment to future relationships customer will have it easier because we’ll “The new market will provide us the with our customers and growers,” says Ryeco’s have constant temperature year-round.” advantage of being able to strengthen our rela- Difeliciantonio. “It’s a big investment, but it Merchants are looking forward to being tionships with new and existing customers will be a state-of-the-art facility. Going for- able to better serve everyone with whom they because of technological support,” says ward, it doesn’t benefit our customers or ship- do business. With the economy the way it is Wiechec of Hunter Bros. “Forward distribution pers to stay in our current location.” right now, keeping clients happy is key. “We will be a big area for the new market because “We’re going into an improved facility to hope the customers and shippers see how of space.” better serve our customers and better handle we’re trying to grow our relationship with “This market is an integral part of Philly the product for our shippers,” says Quaker them by improving the environment we’re in,” and the environment around it,” says Fred City’s Storey. says Storey. “In the new market, the product Penza of Pinto Bros. “We’ve lasted 50 years “In the new market, we won’t be open to will never break the cold chain. It’s a very and will be around for many more.” pb 12 17 # # Reader Serv i ce Reader Serv i ce

102 PRODUCE BUSINESS • SEPTEMBER 2009 PHILADELPHIA FOODSERVICE PROFILE Tap Into Tinto Acclaimed Chef Garces’ tapas transport diners to Europe with an eclectic mix of French and Spanish culture and cuisine.

BY JODEAN ROBBINS

ntering through the two French ers are young, including college students out doors into Tinto’s intimate interior for their first ‘grown-up’ meal in the city, along may as well be a flight over the with experienced world travelers looking for a Atlantic Ocean, as guests are taste of a place they once visited and loved.” transported into Spain’s Basque Eregion. From the construction of the menu to CRITICAL COMPONENT the unique mix of flavors, executive chef and In this 100-seat restaurant, every dish on owner, Jose Garces, has melded both French the menu has a produce component and one- culture and Spanish cuisine into perfected eighth of the menu is strictly fresh fruit and small plates (or tapas) sharing influences from vegetables. “Tinto has a strong focus on Ver- both sides of the border. duras, or vegetable dishes, including a section “I want my guests to experience the extra- of the menu dedicated to vegetable-based ordinary cuisine of this area,” says Garces. tapas,” Garces points out. “Add in some fantastic wines, an intimate din- Produce is a crucial ingredient in the tradi- ing space, special imported products, such as tion of Garces’ cuisine. “Spanish food is rela- authentic Spanish cheeses and charcuteries, tively simple food and they often rely on the as well as live Spanish guitar on Friday bounty of the land around them to dictate evenings, and you’ve got a really transportive their eating habits and recipes,” he explains. dining experience.” “At Tinto, we try to emulate this simple Tinto’s rustic wood tables and intricate reliance on top-quality products to create top- tiling hint at the authenticity to come, but the quality foods. Rather than relying on a wealth food is what really delivers. “Our charcuterie of seasonings and sauces, we try to serve sim- display case at one end of the bar allows din- ple, authentic dishes that let the few key ingre- ers to study the cheese and charcuterie dients in each dish really shine.” options available to them,” says the toque. Like many chefs, Garces is dedicated to “The open kitchen offers a glimpse of the seeking out the freshest quality ingredients and chefs working hard to prepare their small he sources them from various suppliers includ- plates of Basque fare.” ing Farm Art, Sue’s Produce, Mikuni, Wild The servers have an incredible depth of Harves, and Chef’s Garden. “The finest fruits knowledge about this cuisine and amazingly and vegetables make the finest dishes, and good pronunciation of some difficult Spanish therefore, make my job as a chef that much and Basque words. “They are really the ‘tour easier,” Garces states. “When possible, I try to guides’ of the meal,” states Garces. “They lead source my produce locally, to support area guests through a menu of often unfamiliar farmers. Their work is critical to our success! items and help them to make choices that will Fresh ingredients make the best food — peri- delight them.” od.” Garces, a 36-year-old Chicago native, has The freshness and quality of the produce for many years now thought of Philadelphia as dictates the freshness and quality of the final his real home. His parents were born in product and is something Garces takes seri- Ecuador and the heritage of his family is ously. “When we are unable to source top- incredibly important to him, as well as his quality produce for a specific menu item, we culinary creations. He attended culinary will remove it from the menu, instead of serv- school at Chicago’s Kendall College, and ing it with substandard products,” he remarks. worked in Spain and in New York City. Garces “This is an inconvenience to our guests, so arrived in Philadelphia to work with Chef sourcing and cooking with fresh, local pro- Douglas Rodriguez at Alma de Cuba, and is duce is a high priority in all of my kitchens.” now the executive chef and owner of five of The restaurant tries to add new menu items Philadelphia’s top innovative restaurants. every few months, to follow the seasons and The demographics of Tinto vary widely. continue to offer guests a fresh experience. “We get a fascinating mix of locals, travelers, The chef adds, “We also have some seasonal visitors and more,” explains Garces. “Our din- items, such as our Truffled Chestnut Soup with

SEPTEMBER 2009 • PRODUCE BUSINESS 103 104 Reader Service # 93 they’re offthemenu!” customers whohavemissedthemwhile back eachyear, muchtothedelightofour Duck andMushroomHash,thatwebring Chicken cider andarepairedwithshavedapple.The The DiverScallopsfeatureademi-glaceof powder andisservedoverconfitpotatoes. The SpanishOctopus,or belies theirintricatemixofdelicateflavors. poached figswrappedinSerranoham. delectableFigtapashowcases vinaigrette. A pine nuts,allmixedwithaSevilleorange no ham,Missionfig,friedgoatcheeseand peppers. An Arugula SaladunderscoresSerra- loom tomatoes,avocadosandfriedPadrón every dish.ThegazpachoincorporatesHeir- which includeinnovativeusesofproducein best flavorsoutofauthenticingredients, commitmenttobringingthe reflects Garces’ toes andEspelettechile. Prawns pairnicelywithchorizo,grapetoma- joined byeggplant,baconandsherryjus. banzo puréeandtrufflejus.Thelambloinis PRODUCE BUSINESS• SEPTEMBER 2009 The inherentsimplicityofTinto’s dishes The mealexperienceatTinto definitely Brocheta DELIGHTFUL TREATS (skewer) isservedwithgar- Pulpo useslemon , PHILADELPHIA FOODSERVICE PROFILE almond brittle. tures celeryroot-applepuréeandMarcona and lemon,theBerkshireporkcheekfea- rack oflambismatchedwithartichokepurée Porcinis andtruffledgoatcheese.Theroasted New York stripispairedwithherbroasted and Espelettechile.Inthecategoryofmeats, and thejumbolumpCrabincludesavocado Belly inhoneylacqueraddsshavedapples, BerkshirePork cherry andLaPeralspread. A duck featuresconfit,Serranoham,black do theirfairshareofintegratingproduce.The of produce in every dish. of produceinevery The various include innovativeuses Tinto definitelyreflects flavors outofauthentic The mealexperienceat Garces’ commitment to bringingthebest ingredients, which Montaditos (or canapés)also coax outofhisdishes. through intheremarkableflavorsheisableto integrity andqualityoftheingredientsshines commitment ofGarces andhisstafftothe an amazingandenjoyableexperience.The tation ofeachdishmakeeatingatTinto truly staff, andthethoughtfulbeautifulpresen- creations, theattentionandknowledgeof geleé andalmondlacetuile. orange-olive oilcaramel,orangeblossom Mato yMiel try creamandfreshblackcherries,the Basque poached figsandfigsorbet.The lana saffron cream,orthetraditional chocolate cakewithcaramelizedbananasand case whetherit’s the there’s asecrethiddeningredient. Shallot andParsleymakesyouwonderif the Wild MushroomswithRoastedPotato, palate’s delight,andtheextraordinaryflavorof fresh pappardelleandMeyerlemonarea Mahon espuma.Babyartichokesservedwith richasinhissmokedtomato compotewith so vinaigrette. Asparagus hasneverbeforebeen dates, orangesegmentsandpaprikasherry are atastesensationpairedwithalmonds, talentbehindit.Greenbeans lar withGarces’ D i Fri The uniqueandlusciousflavorsofGarces’ The dessertscompletetheproduceshow- Even thevegetabletapasmenuisspectacu- nner: Sunday-Thursday, 5pm-11pm caramelizedSpanishcustardservedwith , Lunch: Monday-Fri day -Saturday, 5pm-12mi Brunch: Sundays,10am-3pm is atraditionalBasquecakewithpas- 114 S.20thStreet Tel: 215-665-9150 Phi is agoat’s milkmoussewith TINTO ladelphi 2:30pm Bananas y Azafran day, 11:30am- a, PA Crema Cata- dni Gateaux ght rich a , pb PHILADELPHIA RETAIL PROFILE Darrenkamp’s — Caring For Its Customers

This Lancaster retailer’s motto — We Care! — comes through in everything it does.

BY JODEAN ROBBINS

ith origins as a small fam- the farm-stand feel of the department. ily store in Lancaster, PA, Thoughtful cross-merchandising, such as Darrenkamp’s Food Mar- including salad toppers and dips within the ket strives to maintain the lettuce and greens display, as well as comple- same type of relationship mentary items in the berry and fresh-cut dis- withW its customers as that original small store, plays, make shopping easier for customers even though the company has now grown to looking for ideas. a three-store chain. In business since 1932, it Wide aisles in the department are cus- is still family-owned and its store philosophy tomer-friendly, allowing shoppers to easily revolves around serving the customer. navigate the store and linger as long as they “Our mission statement is clear about our want. “They don’t feel like they’re in some- Bob Zimmerman, Fred Hess of Hess Bros. Inc intentions,” says Bob Zimmerman, produce one’s way if they stop to look at a display,” and Joe Darrenkamp. category manager. “We are committed to car- says Zimmerman. “We try to keep the aisles ing for our customers and communities by as free as possible from clutter and items. It offering friendly, personalized service, quality encourages customers to take their time and meats and competitive prices.” buy more.” Darrenkamp’s values its long-established Approximately, 23-linear feet of berries relationships with customers and reputation in (strawberries, blueberries and cherries) line the community. “Our customers trust us to the left side of the department and create a have the best quality at a fair price,” says Zim- visually attractive display. Cross-merchandised merman. “We go the extra mile on a lot of whipped cream and short cakes complement items to ensure we’re giving our customers the products. “This section is extremely popu- what they demand.” lar during the summer,” reports Zimmerman. Produce is an extremely important part of The department is constantly making the store and Darrenkamp’s customer base adjustments on the floor. “We make big demands top quality. The produce depart- changes seasonally, but we’re also changing ment’s contribution to overall sales is around displays every week, depending on what 10 to 11 percent. Zimmerman remarks, “We we’re promoting,” explains Zimmerman. “We emphasize the perishables, basically produce, adjust according to the specials. The cut-fruit meat, seafood and deli, in our stores. We were island stays where it is, but we enlarge the originally known for quality meats, and as our citrus display in the fall, for example. We also stores grew, we started getting a reputation for expand the blueberries and cherries in early having top-quality produce as well.” summer.” All three stores have the same format, including a Jane’s Café, which offers cafeteria- UNIQUE EMPHASIS style dining featuring a daily selection of hot ON VALUE-ADDED entrées, made-to-order sandwiches and a Upon entering the department, shoppers complete salad bar. Two stores have a phar- immediately encounter a 13x6-foot refrigerat- macy. The Willow Valley store, which PRO- ed island filled with fresh-cut fruit salads, DUCE BUSINESS visited, boasts 2,700 square feet melons, over-wrapped veggies, sliced and of produce, within a 35,000-square-foot store. diced veggies and fresh cider. Darrenkamp’s emphasis on fresh, value-added products has FARM-STAND FEEL grown substantially. “We notice a lot of work- A first glimpse of the department yields ing women, so we’ve increased our grab-n-go wide, open aisles and abundant, visually items over the last few years,” says Zimmer- appealing displays. Use of wood crates to man. “We see value-added and convenience merchandise stonefruit and handwritten-style as a growing opportunity. Ten years ago, we signage for most of the pricing helps promote hardly did much value-added, but in the last

SEPTEMBER 2009 • PRODUCE BUSINESS 105 PHILADELPHIA RETAIL PROFILE

few years, we’ve really begun to push it, and possible,” says Zimmerman. “Local or regional statement reflects the value we place on our we’ve seen it expand. The key is freshness.” is very important to us and we like to use it employees. It states, ‘Because we value each Darrenkamp’s has also found success with whenever we can. In-season, we go to the team member, we will strive to provide a safe fresh-cut fruit and vegetable trays. “We’re see- local produce auction; we have local vendors and rewarding workplace.’ When our employ- ing an increase in cut fruit and vegetable trays and growers; we buy from local wholesalers.” ees feel valued, they value their work and, in as party items, especially with the younger Darrenkamp’s has been able to cultivate turn, the customers.” generation,” says Zimmerman. lasting relationships with local growers. “Over Darrenkamp’s has its own training program Darrenkamp’s does almost all its value- the years, we’ve built respect with growers,” for employees that covers topics such as dress added processing in-house for quality and explains Zimmerman. “We have specific code, customer service, produce handling and shrink reasons. “This is our signature,” Zim- growers who produce just for us and we’re merchandising, among others. merman explains. “Rather than buying it very fortunate to have local people who grow already processed, we’re doing it here. The great stuff, such as Hess Bros.’ apples, from EFFECTIVE PROMOTION customers like it better because we can con- nearby Leola, PA, roughly 11 miles away.” The store serves a wide range of customers, trol the quality. We can control the ripeness The chain also pulls one to two trucks a from young people and retirees to singles and and freshness of the product.” week, depending on the season, from the large families. “Our challenge is to have a “We’re packaging our grapes in-house Philadelphia Terminal Market through a product mix for each and every one of our because of the quality control and it’s easier to wholesaler that buys for them. “We use the customers,” says Zimmerman. “For example, merchandise them,” Zimmerman continues. market as a fill-in when other sources aren’t we’re handling different packaging sizes now “We also do in-house packaging of spinach available,” explains Zimmerman. “One bene- so both our single customers and our family and lettuce mixes for the same reason. We fit in buying from the Philly market is the customers have the size they need.” over-wrap some veggies because it cuts down speed. We can have it here the next morning. Darrenkamp’s promotional messages focus on dehydration.” I’ve been buying from the market since the on quality, freshness, service and fair prices. 1980’s with my previous job and continue to The chain does weekly ads about two-and-a- VARIETY IN SOURCING do so for Darrenkamp’s.” half weeks out, and includes a recipe in its With 750 total produce SKUs in the sys- To make the most of the product once it’s circulars every week. Its also hold weekly tem, and about 200 on the floor at any given in the store, Darrenkamp’s employs 16 total demos throughout the store, grabbing con- time, Darrenkamp’s relies on many sources to produce workers, eight of whom are full-time. sumer interest in new and seasonal products. provide the store with the quality it needs. “We average eight to ten working at any given Darrenkamp’s is involved in a local mar- “We utilize a wide range of sources and place time,” says Zimmerman. “Employees make the keting group called Family Owned Markets, more emphasis on seasonal/local whenever difference. The second part of our mission which consists of 14 family-owned independent stores in the Lancaster area. “We get a lot of benefits through these affiliations, but we’re still independent and able to have our own identity,” states Zimmerman. One success story and good illustration of the chain’s relationship with its suppliers is its foray into Tote Bag Apples. “We weren’t sure of this, but tried it solely on the recommendation of our supplier and it worked tremendous- ly,” admits Zimmerman. “It has a farm market image that fits well with our stores and our customers love the product.” Darrenkamp’s is also very community oriented. “In the fall we have a Community/Fam- ily Night where we offer hay ride and showcase antique tractors,” explains Zimmerman. “We sell hot dogs and drinks and it really creates excitement with our customers.” pb

DARRENKAMP’S WILLOW VALLEY

106 Willow Valley Square

15 Lancaster, PA 17602

# Phone: 717-464-2700 Open 24 Hours from: Monday-6 am through Saturday-10 pm. Sunday: 7am - 10pm Reader Serv i ce

106 PRODUCE BUSINESS • SEPTEMBER 2009 CASEREGIONAL STUDY PROFILE Trend Tracking In The Twin Cities Produce wholesalers and distributors are taking cues from the increasingly diverse Minneapolis-St. Paul population as they push forward with local, organic products that answer to highest level of food safety standards.

BY SANDY LINDBLAD LEE

As the retail and foodservice sectors in the Min- hours or less,” claims Hauge. “And we will cool the product as fast neapolis-St. Paul region continue to evolve, pro- and as efficiently as possible,” adds Jason Hendrickson, director of duce wholesalers and distributors in the Twin purchasing and business development. Cities are adapting to the trends. “Americans are buying locally grown like never before,” stresses Through maintaining and expanding their customer base, many Phillip Brooks, president of H. Brooks & Co. LLC, in New Brighton, companies are increasing their product lines. What’s more, busi- MN. “Consumers want to know where their food was grown, who nesses are beginning to target specific demographics in an effort to grew it, and how. People want to know about the heritage and track respond to the increasing demand for locally grown produce, all the record of what they are eating.” He notes his company “has a long while remaining focused on food safety. history of close relationships with farmers who harvest the most delicious and best produce. These farmers, many of whom are sec- LOCAL IS HOT ond and third generation, know their land and their craft.” Sweet Locally grown fruits and vegetables may be the hottest category corn, peppers, zucchini and eggplant are some of the more preva- on the shelves of produce departments in the Minneapolis-St. Paul lent homegrown choices. metropolitan region, and wholesalers are stepping up to respond to H. Brooks provides additional resources to its customers through that demand. Minnesota may not seem like a prime source for its “Meet the Farmers” series it has been running in its bi-weekly growing produce, but locally grown products have always flour- newsletter. Brooks encourages retailers to utilize this information to ished in popularity when they peak during the summer months. gain more consumer confidence. “Let customers know how much Minneapolis, MN-based Wholesale Produce Supply LLC (WPS) you value the taste of freshness,” he says. “Help them connect with executives have noticed the importance of locally grown produce to the land by using signage that forges a relationship between con- buyers and consumers, and they point out the benefits of attaining sumers and farmers. Not only will you increase sales, you will product through their company. “Our program at Wholesale is deepen and strengthen your customer relationships.” unique to everyone else’s because we support an enormous distrib- Brooks also suggests the utilization of the Minnesota Grown Pro- ution area,” notes Brian Hauge, president. “We have the luxury of gram through the St. Paul-based Minnesota Department of Agricul- bringing back product from smaller growing regions, and it’s easier ture for more ideas and support for promoting locally grown. and more cost-effective for us to procure the products and supply Jim Hannigan, president and CEO of J & J Distributing Co., in our customers.” St. Paul, MN, is answering the locally grown demand with plans to To guarantee the company’s supply chain, “We actually contract- grow his own supplies in the future. Hannigan hopes to develop a ed with specific growers to produce determined amounts for our full-scale hydro-farm at his own packing facility. His operations are customers,” Hauge continues. For added food safety assurance, “We situated right in the middle of an urban area, not far from the request suppliers we’re assisting to either maintain third-party cer- state’s capitol building. “We’re taking baby steps on the project,” he tification, or that they are working toward certification in the near stresses. He is working with several partners, including the city of future. We’re working with key grower-partners to bring them to St. Paul and X-Cel Energy, to help make the project a reality. the next level.” Sources already in place for J & J include a wide base of local Added shelf-life of locally grown products is also a benefit from organic growers, since the company has specialized in organics for WPS. “We can literally get the products from field to market in 24 several years. “We have a strong local program, as well as a solid

SEPTEMBER 2009 • PRODUCE BUSINESS 107 Phillip Brooks, H. Brooks & Co. Inc. Jim Hannigan, J & J Distributing Co. Kevin Hannigan, Paul Piazza, J & J Distributing Co. Minnesota Produce Inc. organic program. It’s the best of both worlds ta during 2002, according to a report from Latino customer segment. “Some of our for our customers.” Hannigan adds, “Even the Minneapolis-based University of Min- greatest ventures are our produce, grocery our caramel apple growers are local!” This nesota College of Education & Human and dairy lines for Hispanic consumers, fea- fall, the company is introducing “Home- Development. Immigrants born in Somalia turing the Mexico Lindo label,” reveals Han- made,” a new label for its caramel apples. outnumbered all others, followed by those nigan. J & J offers its retail clients a “full Brings Co. Inc., located in St. Paul, MN, born in India, Ethiopia and Mexico. store program,” which includes the all- is are selling locally grown rutabagas and Minnesota’s population will continue to encompassing service involved with intro- onions when they are in season, reports become more racially and ethnically ducing the entire line into retail outlets. Beth Arel, sales manager. “We will be pack- diverse, according to a report from the State “Although sales are growing, this is a much ing 3-pound bags of onions with the locally- Demographic Center at the Minnesota more difficult category. We’ve been focusing grown label,” she says. Department of Administration, located in St. on adding Hispanic items to our Cub store Paul. Between 2005 and 2015, the non-white lines and we work with our customers on MARKETING TO A population in the state is projected to grow merchandising,” he adds. DIVERSE POPULATION 35 percent, compared to 7 percent for the Latino products are one of several grow- While the Twin Cities’ strong Scandina- white population, while the Hispanic popu- ing segments in the fresh produce industry vian influence is still highly recognizable, lation is expected to increase 47 percent. that have necessitated a much larger facility the region is increasingly diverse. Immi- Several Twin Cities wholesalers make for J & J. “We’ve increased from 20,000 grants from 160 countries came to Minneso- sure to point out the growing needs in the square feet of space in 1997 to the 108,000 84 82 128 # # # Reader Serv i ce Reader Serv i ce Reader Serv i ce

108 PRODUCE BUSINESS • SEPTEMBER 2009 Food Safety... How Does Your Tomato Supplier Measure Up?

Our Food Safety Program Surpasses Industry Standards!!!

LOT TRACEABILITY—Our efficient Traceback System is Second to None and has been in place for over 8 years.

MINNEAPOLIS, MN WINNIPEG, MANITOBA 612.378.2025 204.632.9076

WWW.WHOLESALEPRODUCE.CC

Reader Service # 81 “What’s New In The Twin Cities?”

rings Co. Inc., St. Paul, MN: Shallots have been added to the Hannigan is working with hydroponic and alternate energy-related product line of this multi-state distributor specializing in onions partners in the United States and Canada, along with colleagues at B and rutabagas. “Shallots are getting to be more popular as Ohio State University, who have taken on a study of urban farming more people are experimenting with cooking at home,” notes Beth and selected Hannigan’s concept as a special project. Arel, sales manager. Also new at the company, J & J has launched a lineup of grill-able New to the sales staff is Kelly Durant, who joined the company in vegetables, mostly in private label items. The vegetables are packed June. She previously was in the health care industry, but has a diverse in microwavable and oven-ready packaging, and Hannigan notes the produce background “since she grew up in a family produce busi- response has already been extremely positive. “We’ve also got a fall ness,” says to Arel. line coming out that features more root vegetables in the package,” H. Brooks & Co. LLC, New Brighton, MN: “We’ve refreshed what he notes. we’re doing with the goal of helping our customers sell more product Key additions to the J & J staff include Johnny Gill and Ida DeLisi. and increase profitability,” says Phillip Brooks, president. Among the Gill joined J & J as vice president of business development and cus- enhanced offerings are a newly designed logo, Web site, and bi-week- tomer relations. His background in retail grocery with HEB, Wal-Mart, ly newsletter. Fleming and Target “brings a lot of knowledge to our company and While continuously operating for over 100 years, “We’ve found will be a great asset in the retail area,” notes Hannigan. Gill grew up people perceive us as having the freshest produce with the fastest in the grocery business, working at his family’s Gill’s Food Stores. delivery, and our new graphics provide a better reflection of our per- Ida DeLisi is now a part of the marketing division at J & J. “She is formance,” adds Brooks. “Speed equals freshness of product, which very innovative and she brings graphic experience to us with her cata- ultimately yields more profit for our customers.” logue creation work.” Prior to joining J & J, she was a business analyst The new logo features more vibrant colors and a superior design in another industry. with a new tagline stating, “Where Fresh is Fresher.” The company is also revamping its Web site and will be launching “Our bi-weekly newsletter offers more information to aid our cus- the new look in September. tomers,” Brooks continues. “We’re helping to give them more and bet- Minnesota Produce Inc., Minneapolis, MN: President, Paul Piazza, ter ways to sell the product.” The latest trends, nutritional information emphasizes, “Things are stable here, which I almost have to say is a and recipes are all a part of the newsletter. “We also print the recipes surprise to us because of the economy.” The company has been in in a recipe card format so customers can easily insert them in their business for nearly 50 years, with the bulk of its customer base Web site or include them in store displays.” Each newsletter also fea- remaining with foodservice distributors and processors. tures a “Buyer’s Top Ten,” which lists the most popular, top-selling Wholesale Produce Supply LLC, Minneapolis, MN: An expanded products during that specific time frame. food safety program, enhanced foodservice focus, facility upgrades Brooks & Co. continues to provide a documented commitment to and many staff additions are all part of the company’s ongoing efforts sustainability. The company was the second in the nation — and the to stay on the leading edge, according to president, Brian Hauge. first in the Midwest — to receive certification from Minneapolis, MN- “We’re also working with key grower-partners to elevate them to based Midwest Food Alliance (MFA). The organization is a branch of the next level to make sure we exceed the requirements necessary for Portland, OR-based Food Alliance. There are more than 250 Food our supplies in all critical areas for food safety,” says Hauge. “We fol- Alliance certified farmers and manufacturers in the United States. low a strict protocol that monitors for chemical residues and surface According to Bob Olson, director of the MFA, Food Alliance offers pro- bacteria, but we don’t stop there. Two testing laboratories assist us by ducers and handlers a way to verify they are conducting business in a routinely checking our products.” sustainable manner through environmentally friendly procedures. “As one of the larger wholesalers in the Midwestern region, “Our Brooks & Co. has also made upgrades in its packing facility. program is unique from our competitors,” notes Jason Hendrickson, Among the upgrades, the company installed new equipment that director of purchasing and business development. “We have a trans- allows it to tray-pack Sweet Elite sweet corn for Minneapolis, MN- portation distribution system that spreads throughout the Midwest based C. H. Robinson Worldwide Inc.’s Midwest accounts. “We’re and helps with efficient delivery and distribution of both locally grown going to be a central hub for packaging Sweet Elite trays of corn,” regionally procured products.” says Brooks. “We also continue to support our local growers as much as possi- J & J Distributing Co., St. Paul, MN: Jim Hannigan continues his ble — as we have in the past — including home-grown produce in sea- focus on increasing his company’s green efforts in the Twin Cities. son out of the Midwest growing regions,” notes Hauge. Several years ago, he was already implementing many of the initia- Reed Sibet, director of sales and marketing, emphasizes, “So tives that today, many are only beginning to consider. many of our good customers are seeing more cost-savings by doing Hannigan, an owner of J & J Distributing Co., plans to build a business with us. Our staff has done a great job helping our cus- hydroponic greenhouse on his property to help meet the locally tomers be more competitive.” grown demand. This urban farm, as he calls it, would use alternative When it comes to quality control, WPS maintains there are times energy, employ St. Paul residents and provide homegrown produce. where nothing compares to manual labor. “We continually travel the “It’s all about job creation and reducing the carbon footprint,” Han- world to seek out the newest in tomato repack and color sorting, and nigan notes, who has a great deal of local support for his hydroponic we still haven’t found anything to take the place of hand-packing,” greenhouse. “The city of St. Paul is doing all it can to help get this pro- Hauge says. “We believe the product can still get damaged too much ject off the ground,” he says, adding that he has received approval on by automation. To maintain the best quality, we feel that hand-pack- a $550,000 economic stimulus grant. ing is still the best.” pb

110 PRODUCE BUSINESS • SEPTEMBER 2009 square feet where we operate now.” culture programs with local and regional Meanwhile, the premise that organic pro- Brooks of H. Brooks & Co. reports his growers — with certification for food safety duce is better for you, in addition to its sus- Hispanic business continues to grow. “We in place.” tainability factor, provides some psychologi- have more customers joining us each week,” “Organics are now 25 percent of our cal backup to marketers of organic produce he says. business,” emphasizes J & J’s Hannigan. who have to fight consumer resistance to Three years ago, H. Brooks added a new “Kevin Hannigan, our organic program higher prices compared to conventional pro- dimension to its Latino wholesale business director, is the best in the country. We are duce. Considering its current momentum, through its acquisition of Latino product dis- highly respected in the organic arena. J & J the natural/organic food segment is predict- tributor, El Burrito Bodega. Brooks claims not only provides the products, but exten- ed to grow 63 percent by 2010, surpassing the list of Mexican and Latin American gro- sive merchandising assistance for organic the $46 million market, according to a cery and produce items the company car- departments. Additionally, we help retail report from Packaged Facts, a market ries is “the most comprehensive found cashiers easily identify organic produce by research publisher, based in New York, NY. under one roof. We now feature 300-plus offering ‘pull-n-pak’ retail merchandising WPS has expanded its organic line to items, including soda beverages specific to bags for produce departments.” meet customer demand. In addition to the Hispanic preferences, specialized quesos and other different cheeses, homemade tor- tillas and fresh produce specifically obtained for Hispanic preferences. We also offer customized help with merchandising and setup for independent retailers who need help expanding that category.” Brooks adds, “We are also helping manufacturers who want their items introduced into stores, which could include anything from Piñatas and pinto beans, to the wildly popular Mexican candy and various, hard- to-find varieties of fresh chili peppers. At the same time, our core is still the perishable side of the business.” For WPS, customized assistance to the Latino population includes its expertise gained by a long-time specialization in tomatoes. Since salsa surpassed ketchup as the most popular condiment of American consumers, the WPS tomato supply chain and availability provides important benefits, says Hauge. “Due to our vast supply base, we have the ability to react quicker to procure and deliver the freshest — and widest selection — of tomato varieties from local, national and international sources.”

THE ORGANIC EXPLOSION To supply the steadily increasing demand for organics, several Twin Cities wholesalers are continuing to focus on one of the more popular segments in today’s food industry. Brings’ facility was officially certified in 2007 for organic produce handling and distribution. The onion and rutabaga specialist offers organic onions in yellow, red and sweet onions in both bulk and 3-pound consumer packs. “We plan to expand our line in the future,” reports Arel. Maintaining a “certified organic” warehouse and fresh-cut facility, H. Brooks has maintained focus on that segment of its cus- 83

tomer base for several years. “Organics have # been a major growth area and focal point for us,” notes Brooks. “Our efforts are guided by experts in the organic field, including our work with the Organic Trade Association.

We’re also participating in sustainable agri- Reader Serv i ce

SEPTEMBER 2009 • PRODUCE BUSINESS 111 formed by USDA, Silliker, Primus, ASI and MCIA for organics.” “Food safety has always been a top priority at Wholesale Produce — from the cleanliness of our facility, to the ongoing training of our personnel, to our fleet of trucks. We make sure that if it comes from us, it’s safe for the consumer,” Hauge continues. At Brings, owner Pat Coan says food safety remains top-of-mind throughout the Wholesale Produce Supply Co. personnel, from The sales staff at Minnesota Produce, from left: repacking and distribution process. “We left: Jason Hendrickson, Brian Hauge, Art Phil Klint, Paul Piazza, Ken Meyer and Jeff received a ‘superior’ rating through AIB Cer- Quiggle, Doug Weller and Reed Sibet. Goldish. tification — the highest rating they give.” organic round and Roma tomatoes, the com- Practices (GAP) are maintained.” H. Brooks’ Brooks also points out the pany repacks and distributes specialized Hauge points out WPS’ leadership role emphasis on food safety. “We’ve had our packs. “We were the first in the industry to regarding critical facets for optimum food HACCP plan in place for years now, and we offer a 12-ounce, two-pack in a bubble wrap safety maintenance. “The company started are constantly updating it to ensure it’s tray,” notes Art Quiggle, WPS’ vice presi- our HACCP [Hazard Analysis & Critical Con- meeting all our needs. We had top ratings dent. “We also offer a round tomato three- trol Points] program back in 1997 before from ASI and all the other major food safety pack and two-pack tray.” most people in our industry even know and security auditors. What’s more, we have what that was. Our program has evolved additional measures in place that far exceed MEASURES TO MAINTAIN and grown to cover all aspects of HACCP,” any governmental mandates. CUSTOMER CONFIDENCE he asserts. “Were not stopping at where the J & J’s Hannigan also stresses the impor- Food safety and sanitation, lot traceabili- government says we should be; we go tance of the traceback system, pointing out ty and security require daily monitoring to beyond that. We already have policies in the company’s attention to food safety and maintain customer confidence, emphasizes place for Social Responsibility at our facility sanitation “is second to none.” WPS’ Hauge. “Food safety is obviously our and are making sure the people we deal number one priority, not only in our pack- with are doing the same. Our lot traceability THE FOODSERVICE SECTOR aging, but through the growers we buy from system was developed five years before the Although the sluggish economy has as well,” he emphasizes. “We have monitor- government mandate was issued in Decem- reportedly had some effect on the foodser- ing in place to make sure Good Agricultural ber of 2005. We have third-party audits per- vice sector in the Twin Cities, the majority of the produce wholesalers agree that segment remains strong. H. Brooks has become “a great logistics expert for foodservice providers, and we provide assistance as expeditors in packing and distribution for our foodservice customers,” notes Brooks. “Through the company’s fresh-cut operation, we have a great program for foodservice distributors. Our larger packages of fresh-cut product reduce labor costs and waste, while providing increased quality and shelf-life.” “Consumers in the Twin Cities are becoming more educated and are looking for different varieties of produce. The first place they may see something new is at a restaurant that features unique types and cuts of produce through an artistic presentation on the plate,” details WPS’ Quiggle. “Although we’re 90 percent retail, we are moving more into foodservice,” reports Han- nigan. “Our fresh-cut fruits and vegetables provide convenience and save time by cutting out labor-intensive prep work.” Brings has a foodservice component as well. Arel reveals, “Our year-round sweet 130

# onion program is very appealing to our foodservice customers, as well as to retail, not to mention sweet onion varieties are improving all the time. They provide thick rings and are firmer, which make them easier for

Reader Serv i ce baking and frying.” pb

112 PRODUCE BUSINESS • SEPTEMBER 2009 The Transportation Industry Keeps On Trucking Hauling produce has been hit by the current economy, but transportation providers are making adjustments, muddling through and, in many cases, starting to see improvements in business.

BY MIKE DUFF

Paul Kazan, president of Target Interstate costlier fuel meant dollars per load, which had Systems Inc., based in the Bronx, NY, points been off 15 percent, were down in the 20 to 25 per- out everyone in transportation has taken a cent range. On top of everything else, getting hit and on the East Coast, his business has return loads proved to be a constant challenge. “We softened lately. couldn’t get trucks off the East Coast,” he admits. “It makes for an awkward situation.” A downturn in June came as a surprise to him, Kazan notes truck rates had become comparable with lower volume and revenues per load due to to what rail operators were getting, but taking those lower rates. A lack of demand for equipment plus rates was the only way to move the rigs out. “I don’t think they’re doing well,” he says, referring to rail lines. “We had to close down some underperform- ing operations and we’re not able to carry all the employees we did. In some ways, we’ve gotten lean and mean, but, unfortunately, that had to come with the decision to lay off people,” he explains. “The business has flattened out. Right now, we’re running a tighter ship than we have in a long time. Sometimes, an economic downturn pushes you to where you are aware of what you need to do and improves your business.” And transportation companies are doing just that. In an effort to stay busy and keep their customers happy, many companies are creating a competitive edge with new offers, creative routes and profitable promos.

PUTTING THE CUSTOMER FIRST Although food has been less impacted than other commodities hauled across the United States, providing support for customers remains critical, asserts Mark Petersen, transportation manager at Eden Prairie, MN-based C. H. Robinson Worldwide Inc. “We continue to work with our customers through these challenging times to find innovative Some trucking companies are having trouble getting trucks back from the ways to help them cut costs and increase efficien- East Coast. cies in their supply chains,” he says, adding the cur-

SEPTEMBER 2009 • PRODUCE BUSINESS 113 rent situation is a more intense extension of new ideas to help customers cut costs and son does its best to meet the needs of all of business in more ordinary times. “Cus- increase efficiencies in their supply chains.” its customers, strong relationships tend to tomers are always looking for the most cost Kazan has had to offer more promotions hold up better in tough times. “I think it’s effective service available to them in the to customers on the freight side of his busi- fair to say that most everybody employs a marketplace,” Peterson notes. ness to get trucks rolling out West where type of philosophy of taking care of those The reality is, as service companies, they can pick up produce headed east. that take care of them, but that isn’t only transportation firms are in a competitive “We’re offering rebates to people on booking related to the cost of hire or the cheapest or sector. Petersen says, “C. H. Robinson can freight,” he reveals, adding he’s also had to most expensive truck,” he explains. “We are compete at a high level to earn business in do some creative routing to keep trips prof- dedicated and committed to our relation- the marketplace in any environment. We itable by scheduling trucks to deliver and ships. We value all of the relationships we believe our competitive advantage is our pick up loads in multiple cities during cross- have and take pride in being able to consis- people, relationships, technology and our country trips. tently provide a high level of service.” network. We are always working to suggest While Petersen emphasizes C. H. Robin-

“Right now, we are running a tighter ship than we have in a long time. Sometimes, an economic downturn pushes you to where you are more aware of your business.”

— Paul Kazan Target Interstate Systems Inc.

Jimmy DeMatteis, president of Des Moines Truck Brokers Inc., based in Nor- walk, IA, is another transportation operator who believes focusing on servicing the core customer base is the best way to cope with the present economy. “We have experienced some increase in business,” he says. “I guess we’re fortunate. This year, we’re celebrating our 40th year in business. We recognized our long-term customers, some who have been with us for 15 years or more, are people we needed to visit. We examined our relationship and what value we bring to the table and what we can do to remain their preferred partner.” While revenues might now be what they were last year, in large measure because of the higher cost of fuel in the past year, DeMatteis believes a better way to determine how the business is doing is based on 90

# loads carried. “I’m not going to pretend I know why we’re up, but our load count is up 28 percent for the month of July and it was up also in May and June,” he says. Brent Schmit, president of Shorewood,

Reader Serv i ce IL-based truck broker Eclipse Dist. Inc.,

114 PRODUCE BUSINESS • SEPTEMBER 2009 Reader Service # 63 admits taking care of his regular customers is a critical consideration in the current economy, but it isn’t easy. Even his long- time customers are taking a harder look at costs and making tough decisions. Nonethe- less, Schmit focuses on those customers he feels has a reasonable assurance to remain solid. It can take a dozen loads to make up for just one lost to a customer failure, making it all the more difficult to maintain trac- tion in the current economy. Photo courtesy of C. H. Robinson Worldwide Inc. During the year ahead, C. H. Robinson Worldwide Inc. will continue to expand its OVERCOMING CHALLENGES service offerings and invest in its global network. Fuel prices have affected Des Moines Truck Brokers doubly, as farmers switched off feed production for ethanol, driving up prices for beef, pork, poultry and egg producers at a time when consumers in Califor- nia are cutting back on food budgets. Similar to transportation operators in neighboring central states, such as Indiana and Ken- tucky, Iowa trucking firms are caught in a local bind. “Now, we don’t have as many loads of beef, pork, poultry and eggs going out to the West Coast,” DeMatteis says. “When the protein diet was the rage, we couldn’t get enough trucks to haul eggs to California and Arizona.”

“Now, we don’t have as many loads of beef, pork, poultry and eggs going out to the West Coast. When the protein diet was the rage, we couldn’t get enough truck to haul eggs to California and Arizona.”

— Jimmy DeMatteis Des Moines Truck Brokers 44

# Fuel is only one consideration to be weighed in rates that already have been squeezed to the point where there is little room left to maneuver. When fuel prices fell late last year, some wiggle room opened in

Reader Serv i ce cost considerations, but as they gain, the cir-

116 PRODUCE BUSINESS • SEPTEMBER 2009 Reader Service # 75 The overall effects of the economic tur- How The Recession moil have put more stress on Kazan’s business. “We’ve had to pay our truckers faster,” Is Affecting The Rails he notes. “Everyone is needing money faster than in the past to make ends meet.” hile the recession has been basic business model is sound, only requir- The economic circumstances can be tough on companies involved in ing adjustment to the present circum- complicated as new systems in bidding, W truck transportation, it hasn’t stances. “What we’re doing is keeping our scheduling, accounts payable, etc., have been all gentle upgrades on the rails core competencies in place,” he says. come online, some of which shift costs onto either. Paul Esposito, senior vice president “Also, we’re branching out into consolida- the transportation provider. Yet, C. H. Robin- of sales and logistics for Railex LLC. Co., tion of freight.” With large, refrigerated son’s Petersen maintains new systems are based in Riverhead, N.Y., declares, “The transportation centers, Railex is developing an inevitable part of doing business. “You recession has collapsed rates.” new forms of consolidation for both retail simply adjust and price business based on Railex contracts with railroads to run and foodservice users who consistently what it takes to execute given the parame- regular trains between the West and East move mixed loads and can benefit from ters assigned to it,” he says. Coasts and provide a steady transportation the company’s ability to maintain con- Service demands also are inevitable and, link between the regions, but the recession trolled atmosphere. to a significant extent, simply an extension has decreased demand and traffic. Califor- Railex is looking ahead to the recovery of the difficulty of the business climate nia’s decision to push back implementa- and remains confident its business is through the distribution chain. Petersen tion of new trucking regulations that poised to grow. Currently, the company is contends establishing services at an agree- Railex felt sure would decrease their avail- contracting two trains each week from Cal- able cost is at the heart of the business C. H. ability for Golden State shippers and boost ifornia’s Central Valley and one from Robinson operates and, as such, demands its own business is yet another bump in Washington State. Additionally, it has for additional aid arise from necessity. the road. entered into discussion for a second week- As foodservice sales slid early in the Still, Esposito asserts the company’s ly train from Washington. pb year, business declined for Kenosha, WI- based Cool Runnings. President Fred Plotsky reveals this past February was the bottom of cumstances return to something like the try last year head-on — one that was partic- the skid. Consumers aren’t spending as “life altering” situation that, according to ularly difficult for low-margin industries, much on eating out in the recession, mean- Kazan, confronted the transportation indus- such as produce. ing the company, which caters to the food- 11 # Reader Serv i ce

118 PRODUCE BUSINESS • SEPTEMBER 2009 service industry, has less business and, as a There is not going to be any V-shaped mar- result, the number of loads the company ket rebound. We’re in the flat part of it now. carries for a given customer has diminished. “We’ll provide I don’t think we’re going to see anything to The core problem isn’t customers disappear- say ‘wow’ until about this time next year. ing, Plotsky notes, but rather scaling back to services to our We’re going to be struggling through and, the point where business is off between 20 customers and unfortunately, there are going to be some and 30 percent. peaks and valleys along the way.” What’s more, Plotsky notices his cus- contract carriers During the year ahead, C. H. Robinson is tomers are shifting costs back on their ser- committed to remaining flexible. Petersen vices suppliers. In some cases, customers that will allow us to maintains, “We will provide services to our are using third-party administrative firms continue to meet our customers and contract carriers that will that require fees for collecting receivables, allow us to continue to meet our long-term effectively charging him to turn over money long-term growth growth objectives. We will keep on expand- he’s owed. In others, customers have cut objectives. We will ing our service offerings and investing in back their traffic departments and gone to our global network.” interactive Internet updates, which is less keep on expanding At Cool Runnings, Plotsky is simply try- efficient for the company. our service offerings ing to keep people employed and busy. “We Plotsky also points out some firms he have people here for 16 years, 13 years, and works with are looking at price before any- and investing in our they still keep coming here, and they feel thing else, which works fine until trucks they’ve actually built something,” he become scarce. He tries to work with his global network.” explains. “It’s just a nice working environ- more loyal and consistent customers while ment. People don’t mind coming to work or avoiding as much as possible those compa- — Mark Petersen putting in the extra effort. We’re just trying nies that avoid signing long-term contracts. C. H. Robinson to find freight.” He warns the same transportation firms that Worldwide Inc. Just as produce distributors have, Tom provide low rates when trucks are abundant Lange has been adjusting to circumstances, will continue to live by the law of supply adding two new employees to the logistics and demand when they’re scarce, with the department to satisfy the need for additional result that prices can suddenly ratchet up pounded by regulatory changes for truckers services and a diverse customer base that, by 30 percent. “Cheap trucks are cheap hauling produce. Currently, anyone who is like businesses around the country, are try- trucks,” he says. “They work cheap, then involved in moving products in and out of ing hard to navigate the roiling economy. pb you can’t find them when the market California faces the challenge of meeting turns.” tough new state regulations regarding trucks DeMatteis of Des Moines Truck Brokers and trailers. Not only would rule changes in recognizes the recession can lead people the Golden State require expenditures for who already are scrambling to stay on top to new trailers or modifications to existing consider new opportunities. “It’s pretty trailers, Schmit notes the government also easy, if you don’t have solid relationships, looks to increase trucker insurance costs. “If good partnerships and a good rapport with a guy is not making money, it is going to be customers for them to say, ‘Let’s test the nearly impossible for him to spend $20,000 waters,’ or ‘Let’s throw some new people a on a new reefer,” Schmit remarks. Although bone.’ The next thing you know, a few bones California delayed implementation of some add up to a skeleton and you’re missing standards, Schmit reports he knows truckers something,” he cautions. who won’t haul to the state, preferring Many companies Eclipse hauls for are routes that take them to the Pacific North- moving less volume. “This recession is not west, Idaho and Texas and back to the Mid- doing anything for them when it come to west, where his business is located. the price of product, and that supports the Local factors, too, can have a significant price of transportation,” Schmit explains. impact on what is happening to transporta- “We’re hearing from customers that their tion firms. Mike Patton, vice president of sales are down.” sales for the Springfield, IL-based Lange With consumers buying less, margins Logistics Inc., reveals his business rebound- and revenues are down, thus, less calls are ed in the spring as independent retailers in coming in for transportation services. Yet, the area around the Windy City — the ulti- scaling back to meet the level of demand is mate recipients of much of what he moves only part of the equation. The recession is — built business by making quick moves to driving some companies Eclipse might work accommodate changing consumer purchas- 105

with to the point of financial distress. ing patterns. # Schmit maintains work might be out there, but driving volume by extending credit STAYING AFLOAT beyond set, reasonable standards is only an Target Interstate’s Kazan is prepared for a invitation for disaster. long, hard haul. “The business is not stellar,”

Recessionary troubles are being com- he says matter-of-factly. “Everyone hurts. Reader Serv i ce

SEPTEMBER 2009 • PRODUCE BUSINESS 119 M E R C H A Seven Sure-Fire Ways N D I S To Sell More Spuds I N Potatoes continue to be a category leader, and dedicated attention G to displays along with value-added promotions will keep them there.

R BY CAROL BAREUTHER, RD E V ash it, fry it, slice it, dice it. I Anyway they are prepared, E Americans love their pota- E toes. According to a Febru- W ary 2009-released survey by Mthe Eagle, ID-based Idaho Potato Commis- sion (IPC), consumers chose potatoes (26 percent), as their favorite vegetable. Raul Gallegos, director of produce and floral at Bristol Farms, a 15-store chain based in Carson, CA, says, “We had all the diets. Now, it looks like diet trends have changed and combined with the current economy, today, it’s meat and potatoes, or back to the basics.” Consumers are indeed spending more on potatoes. The potato category represented 5.5 percent of total produce dollar sales for the 52-week period ending December 27, Creating a potato destination in the produce department will encourage con- 2008, compared to 5 percent the previous sumers to buy more than one variety and possibly trade up. year, according to Perishables Group Fresh- Facts powered by ACNielsen. Paul Kneeland, vice president of produce (NPPGA), in East Grand Forks, MN, con- and floral for Kings Super Markets Inc., a 25- tends, “Recently, red-skinned potatoes have 1. BUILD ON THE BASICS store chain based in Parsippany, NJ, agrees taken share from russets. This past year, Most retailers carry a good selection of and adds, “Our best-seller is a 60-count that slipped back, but only by less than 1 russet, red and yellow or Yukon potatoes, Idaho baker that pairs well with steaks. I percent due to aggressive pricing from says Mac Johnson, president and CEO of think it gives customers the feel of eating in Idaho. Looking ahead, sizing will be good Category Partners LLC, based in Aurora, CO. a steakhouse at home.” this year.” “Most Eastern retailers also carry a strong Russet potatoes contributed 62 percent of According to Perishables Group Fresh- offering of white potatoes. Russets and reds, volume and 55 percent of potato category Facts, in 2008, red potatoes made up 14.6 and whites in the east, really have no sea- dollar sales in 2008, according to Perishables percent volume and 18.6 percent of dollar sonality. Many of the other varieties have Group FreshFacts. sales in the potato category. some seasonality based on availability.” Some 60 to 70 percent of russet potatoes Timothy Hobbs, director of development The four main varieties of potatoes — grown in Idaho are the Burbank variety, and grower relations for the Presque Isle- russet, red, white and yellow/gold — made reports Ryan Bybee, sales manager for based Maine Potato Board, says, “White pota- up 96.3 percent of volume and 93 percent of GPOD of Idaho, in Shelley, ID. “Twenty-five toes are our niche. Acreage is stable, so we dollar sales in the potato category in 2008, to 30 percent are Norkotah. The Norkotah look to have about the same size crop as this according to Perishables Group FreshFacts. looks good on the shelf and a lot of retailers past year.” Dick Thomas, Jr., vice president of sales like to merchandize it in bulk. But, it doesn’t White potatoes represented 13.9 percent at Potandon Produce LLC, headquartered in taste or cook like the Burbank.” of volume and 12.4 percent of potato catego- Idaho Falls, ID, notes, “Russets are king of Ted Kreis, marketing director for the ry dollar sales in 2008, according to Perish- the category.” Northern Plains Potato Growers Association ables Group FreshFacts.

120 PRODUCE BUSINESS • SEPTEMBER 2009 “Yellow flesh varieties are gaining more acceptance and shelf space and growing incrementally in volume and sales,” reveals Cross Promotional Ideas Scott Phillips, director of sales and marketing for the Nonpareil Corp., headquartered For Cooking At Home in Blackfoot, ID. ore consumers are cooking at says, “Betty Crocker is the First Lady of In 2008, yellow flesh potatoes con- home in these uncertain eco- food and the marketing opportunities in tributed 6 percent of volume and 7.5 per- Mnomic times. Tim Feit, director of the produce department are exciting. We cent of dollar sales in the potato category, promotions and consumer education for plan to tie-in with shipper displays of Betty according to Perishables Group FreshFacts. the Wisconsin Potato & Vegetable Growers Crocker cookbooks and offer other types Association Inc. (WPVGA), based in Antigo, of cross-promotional opportunities.” 2. ADD SMALLER SIZES WI, points out potatoes have always been Cross-merchandising is an ideal way to AND NEWER VARIETIES one of the best values in the supermarket. instantly give shoppers preparation sug- Small-sized potatoes are big sellers at “The fact that consumers are more bud- gestions. The fact that potatoes are rarely, Kings Super Markets, says Kneeland. get-conscious in today’s economy is an if ever, consumed unadorned, presents “Creamers are our second-best seller after opportunity for retailers to promote this several tie-in ideas. For example, accord- russets. I think customers like them because value and increase sales.” ing to a February 2009-released survey they are quick, convenient and versatile.” One way to promote the potato’s value by the Eagle, ID-based Idaho Potato Com- At Bristol Farms, “We offer all the special- is to play on its versatility. Roland Mac- mission, Americans top off their baked ty varieties, including creamers, purples Donald, market development officer for potato with butter more than 40 percent and fingerlings,” details Gallegos. the Prince Edward Island Potato Board, of the time, followed by sour cream, ched- Johnson of Category Partners says, headquartered in Charlottetown, PEI, dar cheese and bacon. “We’re seeing increased sales of fingerlings, Canada, remarks, “Consumers still want to Consumers are indeed looking for purples and some of the other specialty know what to do with potatoes. They ideas, meal solutions, and a good value, potatoes off a relatively small base. Certain- want to know what type of potato is good maintains Mac Johnson, president and ly, some of this has been created by the for baking or boiling, for example, and CEO of Category Partners LLC, in Aurora, Food Network and some by consumers this is where signage is so important. They CO. “A micro-baker with a can of chili used experiencing a new variety at their favorite also want ideas for quick and different as a topping, along with bagged salad restaurant. Many retailers have also played tasting recipes.” makes a great, quick meal. Almost every a role by giving some of these specialty Nonpareil Corporation, in Blackfoot, ID, retailer has rotisserie chicken. Build a sec- potatoes space in their potato displays.” is capitalizing on consumer’s quest for ondary display of red potatoes nearby Creamer, fingerling and purple potatoes recipes and cooking tips by being the first and you have dinner for the family. Pota- combined represented 1.2 percent of the to distribute and market produce under toes are so versatile that the cross-promo- potato category’s volume and 3.2 percent of the Betty Crocker Fresh label. Scott tion and merchandising opportunities are dollar sales in 2008, according to Perishables Phillips, director of sales and marketing, almost endless.” pb Group FreshFacts. Tim Feit, director of promotions and consumer education for the Antigo-based takes about five years to bring a variety into 5-pound organic russets.” Wisconsin Potato & Vegetable Growers Asso- commercial production.” According to Perishables Group Fresh- ciation Inc. (WPVGA), shares, “I recently New this year, Potandon will offer three Facts, organically grown potatoes con- met with a major Wisconsin potato shipper varieties of small-sized specialty potatoes in tributed 0.8 percent of volume and 1.1 per- who told me that specialty potatoes, such as four-pack styles under its Green Giant Fresh cent of dollar sales to the potato category in 1 fingerlings and purples, were a profitable label. These 1 ⁄2-pound mesh packs include 2008. However, both volume and dollar sales niche within their sales mix. Volume sales purple skin, purple flesh potatoes; red skin, saw double-digit gains last year. weren’t high, but there is a high profit mar- yellow flesh potatoes; yellow skin, yellow Category Partner’s Johnson says, “Rus- gin.” He continues, “As with any new prod- flesh potatoes and a medley pack of all sets are the largest selling organic, followed uct offering, it is important to introduce three colors. Cooking instructions and by reds.” these new varieties effectively and educate recipes are provided with each bag. Linda Weyers, administrator for the the consumer on features and benefits with Monte Vista, CO-based Colorado Potato signage, brochures and recipes.” 3. OFFER ORGANICS Administrative Committee, says, “While The higher cost of specialty potato vari- Organic potatoes, similar to specialty organic potato production in the state is eties has slowed sales recently due to the varieties, have slowed down in sales due to holding steady, we’ve noticed more retailers sluggish economy, explains Seth Pemsler, the higher price point and a downturn in asking for locally grown. For example, three IPC’s vice president of retail. “But, they the economy, says GPOD’s Bybee. “But to four Safeway stores in our area recently aren’t going away by any means, and most demand is still there,” he adds. ran a big locally grown Colorado Proud pro- retailers aren’t decreasing their shelf space At Bristol Farms, Gallegos discloses, “We motion and potatoes were among the pro- for them.” carry four SKUs of organic potatoes, includ- duce featured.” An ever-growing number of specialty ing russets, reds and yellows.” potato varieties is what Kent Romrell, senior Though organic produce is a big category 4. CONSIDER VALUE-ADDED vice president of sales for Potandon Pro- at Kings Super Markets, with double the Demand for potatoes has eroded over the duce, calls, “a bright spot in the potato cate- contribution to produce sales of the national last decade, says Kathleen Triou, vice presi- gory. We look at as many as 100 new vari- average, “This hasn’t translated to potatoes,” dent of domestic marketing for the U.S. eties a year in an in-depth way, although it admits Kneeland. “We do the best with the Potato Board (USPB), in Denver, CO. “Con-

SEPTEMBER 2009 • PRODUCE BUSINESS 121 M reformulated line will consist of whole red- E skinned and yellow flesh potatoes and can be displayed unrefrigerated with the rest of R the potato display. C Over the past six months, Potandon Pro- H duce has test marketed its Green Giant brand of potato steamers. The four-item A line, which is packaged in 13-ounce N microwavable bags, includes small yellow- fleshed potatoes in mesquite bacon and D D three chili flavors and small red skinned I potatoes in four cheese and roasted garlic S flavors. Thomas notes, “The product is best displayed refrigerated in the fresh-cut veg- I etable section.” N 5. OFFER A MIX OF SIZES G Kneeland declares that ten-pound bags of potatoes have gone the way of the dinosaur R at Kings Super Markets. “We haven’t carried that size for years. Smaller bags, such as the E 3- and 5-pounders, are more popular. We V even carry a sleeve bag of five potatoes that New, value-added products and cross- does well. The idea is that the potatoes are I merchandising displays can attract all the same size and all cook at the same E new consumers to the potato category. rate.” W In 2008, 47 percent of volume and 44.3 sumers today want to put dinner on the percent of potato category sales were in 5- table fast and potatoes are competing with pound bags, with 24.8 percent volume and other side dishes, such as the 90-second fla- 14.6 percent of sales in 10-pound bags. vored rice packets. In response, the indus- Meanwhile, 16.5 percent of volume and 25.9 try is developing potato products that can percent of dollar sales were represented by be prepared in less than 10 minutes.” potatoes sold in bulk, according to Perish- WPVGA’s Feit notes, “One of these prod- ables Group FreshFacts. ucts is individually wrapped, microwave- Nonpareil’s Phillips sees a slightly differ- able potatoes.” ent trend. “In this economy, we’re seeing a Bristol Farm’s Gallegos has his own basic upswing in 5-, 10-, 15- and even 20- opinion on the matter. “We felt that we pound bags. Some consumers are buying haven’t given microwave russets, both larger bags for the value.” organic and conventional, enough opportu- “Unless there’s a good price on the 10- nity. This summer, we positioned them pounders, they won’t sell fast, even for the prominently and took advantage of cross- holidays,” warns Cliff Corwin, Jr., marketing merchandising opportunities, such as sec- and sales manager for Skagit Valley’s Best ondary displays in the meat and deli Produce Inc., based in Mt. Vernon, WA. departments. The idea was to promote a Paul Dolan, general manager of Associat- quick and convenient meal solution, and it ed Potato Growers Inc., in Grand Forks, ND, was a huge success.” notes, “For red potatoes, about 90 percent of One of the newest types of value-added what we pack is 5-pound bags, especially for fresh potatoes are steam-in-the-bag prod- the A-size potatoes. B-size and smaller will ucts. Triou maintains, “The steamer bag go into 3-pound bags.” market for fresh vegetables is projected to Category Partners’ Johnson says, “With become a $1.7 billion industry by 2013. It’s over 60 percent of U.S. households now 1- or a segment that’s definitely emerging.” 2-person households, a 3-pound bag — even Johnson adds, “We’ll be introducing a a 3-count tray pack — makes more sense line of fresh potato steamer bags this fall. than five or 10 pounds. We’ve significantly We had this item before, and they did okay, expanded our offering of smaller packages but really didn’t meet our expectations. and they are doing well.” 122

# Since then, we’ve done extensive consumer The two most common types of packag- and packaging research. One of the ing are poly/mesh and poly/poly, adds changes was re-naming the product to Johnson. “There’s a different cost structure Microwave-in-the-Bag for better consumer on each. The poly/mesh has an upscale clarity. We also downsized to a two-serving feel. Kroger’s private label is all poly/mesh.

Reader Serv i ce quantity to offer a better price point.” The The poly/poly preference is less expensive

122 PRODUCE BUSINESS • SEPTEMBER 2009 and driven by cost.” would have more space allocated to 10- retailers to do is test new varieties, mer- Packaging preference is also geography pound, or value-proposition bags, whereas chandising techniques and promotions to driven. GPOD’s Bybee details, “The Midwest higher income stores should offer more spe- determine the optimal variety mix for their likes mesh, the East prefers poly, and the cialty varieties, such as baby Dutch and fin- store. As long as effective pricing and pro- West wants a tinted bag.” gerlings, and a store near a college campus motion is done, consumers will let retailers needs double the space for micro-bakers.” know their preference As for pack styles, Johnson adds, “A lim- An additional element of an effective dis- ited-assortment box-store might offer three play is plentiful and descriptive signage, “We’re seeing or four items, a more mainstream retailer according to GPOD’s Bybee. increased sales needs two or three bulk items and five to Johnson agrees, adding, “Most signage eight bagged items, while an upscale store says ‘Bakers $.89.’ It’s not a lot of informa- of fingerlings, or chain should have four to five bulk items tion. Nutritional information would be a purples, and some and six to 10 bagged items.” plus, especially with an aging consumer NPPGA’s Kreis adds, “The best thing for demographic interested in health and well- of the other specialty potatoes off a relatively small base.”

— Mac Johnson Category Partners LLC

6. CREATE A POTATO DESTINATION A potato display can look like one blur of brown with a little red, white and yellow mixed in, if retailers aren’t careful. Howev- er, at Kings Supermarkets, produce managers create displays that feature a feast of color. For example, “We’ll frame the potato display with asparagus, red pepper and corn on the sides,” says Kneeland. “It really makes the potatoes stand out.” Sixty-eight percent of consumers have potatoes on their shopping list, reports USPB’s Triou. “For those who do not, it’s the quality of the display that’s important for impulse sales. That means a clean, well- organized display, where potatoes are regularly culled and rotated to prevent greening. Offering an ample variety is also key.” Consumers are looking for choice, notes Johnson. “So it’s important to offer them a variety of potatoes so they stay shopping in that category.” Triou concurs, and adds, “Consumers today are more sophisticated and buy different types of potatoes for different applications. If a retailer doesn’t have an appropriate selection on-hand, then there’s the potential for missed sales, either by consumers who would normally purchase more than one variety or by consumers who would trade up to another variety if available.” 103

What makes up an optimal choice really # depends on the retailer. “Shopper demographics have to be considered even within a retail chain,” asserts Johnson. “For example, stores catering to lower income families Reader Serv i ce

SEPTEMBER 2009 • PRODUCE BUSINESS 123 M ness. Also, usage tips, recipe ideas and for consumers to pick up both, and it’s a E almost anything that delivers a consumer good way to get consumers to try something message, versus just a price.” new and trade up.” R What is the optimal display size? Kreis Ken Gray, vice president for the Bush- C believes, “This depends a great deal on the wick Commission Co. Inc., based in Farm- ingdale, NY, contends, “During this econom- H type of store and the space available. Nonetheless, potatoes are a major profit cen- ically challenged time, successful retailers, A ter within the produce department, so the like suppliers, are getting down and dirty N potato display should be prominent.” with great pricing to provide customers with both quality and value.” To do this, try differ- D D 7. ADVERTISE AND ent things. “For example, put 8-, 15- and I PROMOTE REGULARL even 20-pound bags on sale, promote S At Bristol Farms, a potato item is featured unique varieties, or run a special promotion every other week in the chain’s circular, on 3-pound, red, B-size potatoes,” he adds. I says Gallegos. “We expand on promotions The IPC has found success with helping N during the holiday season when demand is retailers increase potato sales in a variety of high and focus promotions around ease-of- ways, including its annual Potato Lover’s G use items, such as microwave bakers.” Month promotion in February, national pro- Multiples are a favored promotional tech- motions with partner products, and this R nique for potatoes at Kings Super Markets. year, by conducting retailer-specific promo- “We’ll sell bags at $2-for-4-pounds or $3-for-5- tional programs. For example, Publix Super- E pounds, depending on what type of potato markets, a Lakeland, FL-based chain part- V we’re featuring,” notes Kneeland. nered with the IPC and Sargento to present Promoting two items at the same time its Win Free Groceries for a Year Sweep- I can also be successful, remarks John Pope, stakes. Idaho potato and Sargento product E vice president of sales and marketing for displays provided colorful sweepstakes sig- W MountainKing Potatoes, located in Houston, nage, contest registration forms and TX. “For example, run a russet promotion coupons for Sargento Finishers. “During the with a sub-feature on a baby red or yellow promotion period, Idaho potato sales flesh. Both have different uses, so it’s logical increased 17 percent.” pb 55 126 124 # # # Reader Serv i ce Reader Serv i ce Reader Serv i ce

124 PRODUCE BUSINESS • SEPTEMBER 2009 IPC Retail Display Contest Brings In The Rings The 2009 Idaho Potato Commission Potato Lover’s Month Retail Display Contest continues to raise brand awareness of Idaho potatoes.

BY JENNIFER LESLIE KRAMER

The 18th year of the Idaho Potato Commis- WHY IT WORKS sion’s (IPC) Potato Lover’s Month Retail Dis- The Potato Lover’s Month Contest takes place play Contest was another huge success annually in February, during what is generally a according to the IPC. slow time for produce departments. The perfect timing of the campaign provides produce managers The IPC continued its popular contest with a way to lure shoppers back into the produce more than 2,150 entries, an 11 percent increase department, when there is often not an abundance over this past year. Seth Pemsler, vice president of of fresh fruit, compared to other times of the year, retail and international for the Eagle, ID-based IPC, such as summer and early fall. “If you tried to do recognizes the continued growth of the contest. the display during the summer, there is a great deal “Throughout the first 13 years of this contest, we of competition occurring within the produce probably averaged 600-700 entries,” he says. “But in department,” explains Pemsler. “It would be hard to the last five years, we have consistently had more get sufficient display space, or even the attention of than 2,000. What’s more, the entries really run the the produce managers as they are most likely gamut, arriving from stores all across the country, swamped with local, fresh fruit during this time. the big boys and the little guys, too.” In addition to This presented an opportunity for the potato indus- increased traffic in the produce department, pro- try to capitalize on this lull and increase the capital duce managers are undoubtedly attracted to the in the potato category, along with the produce cate- first place prize of $1,500. Not to mention, even gory in general.” fifth place winners are rewarded with $250. IPC’s contest is a big boost for the produce Photos courtesy of Idaho Potato Commission Above: Lammers Food Fest, 1st place, 6-9 cash registers category. Right: Kirkpatrick Foodland, 1st place, 1-5 cash registers category.

SEPTEMBER 2009 • PRODUCE BUSINESS 125 department in general, says Pemsler. “Large, explains Pemsler. What’s more, this year, creative Potato Lover’s displays lure shop- contestants were rewarded with a portable pers into the produce department during a DVD player just for entering. time when many would just pass it by,” he This year, the IPC partnered with Mrs. believes. “Once they’re there, they think, Dash Seasoning Blends and Molly McButter, ‘Oh, I need lettuce, and maybe I’ll pick up two healthful potato toppings that help some strawberries, too. It definitely encour- retailers extend profits to the grocery aisles. ages impulse buys.” “It’s really the perfect combination,” IPC also rewards the category managers remarks Pemsler. “Today, everyone is trying at the winning stores. “We know how inte- to establish healthful eating habits. Plus, gral their excitement and participation is in February can still be considered a diet the whole process, so we reward them with month, as people are coming off the New the same amount as we give the store,” Year and still trying to stick to their No. 1

Top: Pete’s County Market, 4th place, 10+ cash registers category. Bottom: Save Mart, 5th place, 6-9 cash registers category.

resolution — losing weight.” The partner- PMA VISIT US AT ship has proved successful for all parties BOOTH #4612 involved. In fact, according to Pemsler, Mrs. Dash had already signed on for another year before this year’s contest had even come to an end.

THINGS TO CONSIDER Pemsler notes, this year, everything needed to enter the contest was made available online via the IPC’s Web site. In order to enter, supermarkets and independent grocers had to maintain their displays in the produce department for at least one week between January 26 and February 27, 2009. In an effort to make the most out of the contest, the IPC required displays to include 114

# fresh bulk or bagged Idaho potatoes, an Idaho dehydrated potato product, such as Idaho Spuds, as well as Mrs. Dash Seasoning Blends and Molly McButter, this year’s retail partners.

Reader Serv i ce While it may seem easy at first, there are

126 PRODUCE BUSINESS • SEPTEMBER 2009 Reader Service # 61 128 Reader Service # 2 PRODUCE BUSINESS• SEPTEMBER 2009 are acan’tmiss!” drive ithomethatpotatoes have arrived and thedisplay andreally attentionto more current to thedisplay.“Thiswillbring even were ableto maintain thedisplay!” much more theycouldhave soldifthey disappointing.Imaginehow product, that’s profit theylost simply byrunningoutof goods to maintain it.Ifyouthinkaboutthe play, youhave to besure to have enough hearthat!Whenyoubuildabigdis- want to out ofpotatoes,” reveals Pemsler. “We don’t saying theirdisplaywas such ahittheyran from retailers quitefrequently and letters sure to have enoughproduct. “We getemails be despite howobviousitmaysound,isto ber ofcashregisters store size, whichisdeterminedbythenum- judgedby get ourattention.”Entriesare and othercreative eye-catchers definitely retailers thatmake theirownbanners, signs always encourage including, POS, whichwe mile. Insteadofonlyusingoursignageand appreciate itwhenretailers gotheextra them,” explains Pemsler. “Also, we challengingtimegettingto really a will have stacked too high,ortoo unevenly, shoppers ally, ithasto beshoppable. Ifproducts are play look—andwork —itsbest.“Conceptu- definitely tipsandtricksthatmake thedis- category. W WestMiltary category. Above:Piggly Top Left:SheppardAFB,1stplace, iggly, 2ndplace,6-9cashregisters Pemsler also suggests runninganadcon- Another hintthatPemsler suggests, pb Reader Service # 97 M E R C H A Put Pears To Work In Produce N D Better visibility, ripening programs and seasonally I updating displays are tools to maximizing pear sales. S I I BY MIKE DUFF N G

R he universal verdict is that it has been a good year for pears in the E main crop growing regions of the V West Coast. Chris Zanobini, exec- I utive director of the Sacramento- Tbased California Pear Advisory Board E E (CPAB), reports, “We have a very nice pear W crop. We had a great bloom. We’ve had great growing weather, and it looks like the quality is going to be exceptional. It seems like all the growing areas have a solid crop and all varieties have done well.” Loren Queen, marketing and communications manager for Domex Superfresh Growers LLC headquartered in Yakima, WA, agrees, adding, “The year leading up to the season was ideal growing conditions for Using pears as a color break in an apple display has proven to be a success, boost- pears. We had a lot of cold weather this win- ing sales of both items. ter, which helps invigorate the trees, then had a perfectly timed bloom with heat com- ues to play a role in pear operations. Some committed to expanding varieties flavor ing in behind.” growers, as well as independent grocers and options and novelty that makes pears more Bob Mast, vice president of marketing for chain operators looking to differentiate attractive to both regular and occasional Wenatchee, WA-based Columbia Marketing themselves through expanded produce consumers. The issue, according to Mast, is International Corp. (CMI), asserts that, so selection, are using pears to make their mer- execution. The best way to introduce spe- far, the company’s pear crop looks good. chandising a bit more interesting. cialty varieties is through ads and conspicu- “The growing weather has been outstand- CPAB’s Zanobini reveals the board does ous in-store merchandising, but getting such ing,” he notes. “We’ve had some sunny days regular research on consumer pear prefer- support is a challenge, as is consistency in — not too warm — with some chilly hours at ences. Bartlett remains the preferred vari- application. Headquarters has to take the night. The crop looks nice and clean.” ety, but he adds the Golden Russet Bosc has initiative if a retailer is going to take pears to Roger Pepperl, marketing director at been gaining fans. Among the red varieties, the next level. “If we could secure ad space, Stemilt Growers Inc., also located in Star Crimsons are doing well, and Haley Red it does force the hand of the store, as they Wenatchee, WA, expects a good pear crop — a newer variety— is emerging strong. have to ensure they have the offerings,” this year, which is excellent news, consider- The ever-increasing varieties of pears Mast explains. ing, “The company has a new pear packing can prove to be a challenge. Mast contends, Michael Mockler, produce operations plant to walk right into as soon as the pears “Pears have not evolved like apples with director for Thrifty, a division of Sobeys that start coming in,” he says. club varieties. We have the standard vari- includes a wholesale operation and a 24- Steve Reisenauer, director of sales for eties day-in and day-out. The challenge with store supermarket chain based in Saanich- Sage Fruit Co. LLC, based in Yakima, WA, pears is the beginning of the California deal ton, British Columbia, Canada, believes reveals, “It looks like the crop is going be overlaps. One green pear at a time is the offering a variety of pears keeps the catego- very good volume this year and a little larg- way to go, as opposed to stocking Bartletts ry viable for those consumers who are not er than the past couple of years.” and Anjous simultaneously. The challenge satisfied with the two main varieties, partic- is getting Anjous going while there are still ularly for food retailers who establish their CONSIDER VARIETY Bartletts in stores.” reputations on having a greater perishables Outside of the core green — and a few Offering specialty varieties, such as variety than the typical major chain retail- red and brown — stalwarts, variety contin- Forelle and Comice, can provide retailers ers. Up until 2007, Thrifty was an indepen-

130 PRODUCE BUSINESS • SEPTEMBER 2009 VISIT US AT PMA BOOTH #2003

Reader Service # 57 M E Organics And Locally Grown R R rganics are a challenging part of more convenient to be organic,” adds C the pear picture. Hard to grow due Queen. “They all had more disposable H O to pest problems and tending to income regardless, so you could continue yield small fruit, organics have a role in to increase the size of your organic pear A the pear sector, yet aren’t as prominent as crops. We’re looking forward to that con- N in some fruit and vegetable categories. “I tinued growth, especially when the pear think organics are part of the mix, but consumer is pretty much the same demo- D D there has been some slip in sales in the graphic as the organic consumer. Organic I organic sector due to the economy,” pears work because the pear customer is S explains Chris Zanobini, executive director usually middle-aged or older, and they of the Sacramento-based California Pear have a bit more money and higher educa- I Advisory Board (CPAB). “They are a grow- tion, just like the core organic customer.” N ing and important part of the mix, but I At Stemilt Growers Inc., based in don’t see them becoming more than that Wenatchee, WA, organics are seen in a G in the near future.” positive light. Roger Pepperl, marketing Offering speciality varieties of pears, Organic pears remain limited, although director, notes, “We’re one of the largest R such as Comice, can make both regular demand exists, contends Bob Mast, vice organic pear shippers.” In stores, he recom- and impulse consumers take notice. president of marketing for Wenatchee, mends organic pears be merchandised E WA-based Columbia Marketing Interna- adjacent to organic apples at a one-to- V dent grocer, and like many independents, tional Corp. (CMI), but he adds growing dif- three ratio, with the pears ideally swapped built its point of differentiation around hav- ficulties — pears are not only hard to grow out each month for a different variety. I ing a more dynamic perishables operations organically but difficult to transition to While organics are something to con- E than more mainstream food retailers. organic as well — complicate the growth sider in the pear world, locally grown has W Despite its new partnership with Sobeys, it picture. “Organic pears are less developed not had much of an impact. Zanobini still operates in that mode. than organic apples. We’re seeing a little admits, “It’s easy for me in California to Variety consumers are typically upscale, growth on organic pears, but the fruit typi- say that the local effort is great,” he notes. and if they are looking for these types of cally requires a fairly high retail to begin After all, many consumers in Los Angeles products in the rest of the store, they will with. Getting organic pears in at the price and San Francisco are available to gobble surely expect the same in the produce points they command isn’t conducive to a up California pears, but the reality is, out- department. “Whether they are looking for lot of consumers’ purchasing habits, but side of the West Coast and a few markets, Comice or Concorde, you can’t afford to we’re seeing some increase on it,” he such as New York, the impact isn’t pro- have someone who is looking for upscale explains. nounced. However, he notes anything that pears not come into the store,” says Mockler. According to Loren Queen, marketing makes people more aware of domestic Pears that have emerged to take a middle and communications director for Domex fruits and vegetables is good for California ground between upscale varieties and core Superfresh Growers LLC., based in Yakima, pear growers and the produce industry as offerings, such as the Concorde and Bosc, WA, organic pears face two major prob- a whole. provide novelty and a different experience lems. “It’s a pest management issue — Due to pears’ limited growing area, that consumers might embrace. Sage’s Reise- that’s the biggest challenge — and it’s Mast contends that it’s difficult to have nauer is among those who identify the Con- yield,” he says. Organics remain a niche widespread locally grown pears. “For the corde as an up-and-coming variety. “It’s a product for most consumers, including most part, pears are only grown in the very unique pear,” he remarks. “It’s for those those who might have once flirted with Northwest south to California. They are not retailers who have a clientele that likes exot- natural products. “Back when the con- as widespread a planting as other fruit, ic pears and moves them well.” sumer had more money, it was much such as apples.” pb In addition to the Concorde, Sage offers Red Anjou and Comice pears, as well as Green Anjous and Bartletts. Reisenauer ways,” he explains. ads where a store is promoting an item at 10 admits not every retailer the company Additionally, Mast believes a tiered pounds for $10, or five pounds for $5 to get a works with wants Red Anjou and Comice approach to merchandising — one that big purchase at a lower retail price.” varieties. “Only some will expand to put includes core, secondary and more novel Suzanne Wolter, marketing director for them in, but those are critical pears to some varieties — is generally the most functional Selah, WA-based Rainier Fruit Co., believes customers.” in maximizing pear potential. Making the for most consumers, pears are an impulse merchandising work, though, requires buy, rather than a standard shopping list PROMOTE PEARS advertising support, particularly in store cir- item. For that reason, pears must be con- FRONT AND CENTER culars. It must include less familiar, upscale spicuously displayed in a heavy traffic area CMI’s Mast believes getting consumers to varieties if consumers are going to consider if they are to reach maximum potential. consider pears more often is the key to the full breadth of the assortment. “Mix-and- “Pears are hidden in the back. In order to boosting future sales. “We’re looking for new match ads are a good idea to get consumers encourage the sale of an impulse item, it avenues to get secondary pear displays that to try some new varieties,” he suggests. needs to be front-and-center.” At that point, focus on different varieties and emphasize Mast points out value promotions are grower initiatives are in the right place to the uniqueness of these varieties in new enjoying some success, including, “Big-buy flourish. Until pears are merchandised

132 PRODUCE BUSINESS • SEPTEMBER 2009 Reader Service # 112 M where consumers will regularly notice five and a half to seven percent. So pears “Pears really are E them, varieties such as a Forelle or a Seckel tend to get short SKUs. It might only get two are less relevant to growing the category. impulse items and 50 SKUs — red and green.” R Most consumers don’t know what they are To establish a stronger position in the C and, to the extent that the pear display may percent or more of produce department and in the general marketplace, pears will have to take it one step H be hidden, the opportunity to educate con- consumers are not sumers about them is limited. at a time. Cyclical promotions can drive A Domex’s Queen agrees, relating, “Pears planning to buy interest beyond Bartletts and Anjous and N really are impulse items and 50 percent or pears when they boost the category for retailers. “During the more of consumers are not planning to buy fall months — September through Decem- D D pears when they come into the store. People come into the store. ber, retailers can run monthly pear-apolooza I have to see them as they are coming into promotions once a month,” suggests Pep- People have to see S the produce department. What’s more, they perl. “Build displays around Bartletts and need enough space to be seen, 16-square- them as they are Anjous, but include other pears with it. Sales I feet at the opening of the season in Septem- of Bartletts and Anjous will increase with N ber, and, as they ramp up in October coming into the pro- more exciting displays. People like to see through the holidays, they need 20- to 24- variety; it sparks interest in the pear catego- G duce department.” G square feet. When they have enough space, ry. If retailers are successful, they can do a pears do well.” business on variety pears all year.” R For Queen, extraordinary pear promo- — Loren Queen In terms of positioning pears, Stemilt rec- tions aren’t as important as consistent atten- Domex Superfresh ommends two-line pricing. For example, a E tion. “You have to execute every day,” he Growers LLC. red pear along with Bartletts or Anjous can V asserts. “Those who are running successful run at the base price and variety pears at pear categories are making sure they do the higher price points, perhaps $1.29- and I everything right, especially with Anjous and details. With all that, though, Stemilt is real- $1.49-per pound, respectively. E Bartletts. Those are the power players.” istic about promoting pears. “Pears are a W Stemilt, on the other hand, takes a broad- much smaller category in the produce CREATIVE MARKETING er approach to the market and sees potential department. It can be somewhere in the Sage Fruit Co. works with the Milwaukie, in varieties. “We have Boscs, Star Crimsons, one to two-and-a-half percent range of the OR-based Pear Bureau Northwest (PBN) in Concordes, Seckels and Comice,” Pepperl dollar volume, compared to apples, which is support of its advertising, making sure its

VISIT US AT PMA BOOTH #1824 6 # Reader Serv i ce

134 PRODUCE BUSINESS • SEPTEMBER 2009 Reader Service # 32 M retail partners are aware of what promotions E are available. The company focuses marketing initiatives on specific retailers since Asian Pears R “what works for one retailer doesn’t for C another,” explains Reisenauer, but he adds sian pear sales are gaining outside to local farmers’ market just to be proac- H consistency is one factor that is important of traditional ethnic markets. The tive in promoting the product effectively. everywhere. Whatever works best for a spe- A fruit continues to win over con- Yet, it’s not just a matter of selling the con- A cific retailer needs to be addressed through- sumers who seek a different flavor profile, sumer. He thinks people handling Asian N out the year. but the crunch of an apple. pears need to be more aggressive in Reisenauer suggests retailers work within In Soo Lee, senior manager at the Kore- approaching the trade as well. “You see a D D seasonality to promote pears at their peak an Agricultural Trade & Information of lot of people promoting figs and kiwi and I and keep the attention of consumers who New York Inc., headquartered in Great advertising at PMA, cutting and tasting, S are growing more aware of when fruit is hit- Neck, NY, says consumers are still con- but you don’t see that with Asian pears.” ting the market at its best. “You don’t want fused by Asian pears. Korea mainly Kragie believes more chain store sup- I to promote Bartletts in February,” he states. exports two Asian pears: Shingo and Gold- port is required to get Asian pears to a N “You want to promote Bartletts early. That’s en. Large and round, the Shingo is defi- level where the business is consistent and when the demand is there. Then in the fall, nitely unlike the pears U.S. consumers are healthy, and he’s hopeful that given the G promote the Boscs and the Anjous into the used to, but it is particularly crispy, and hands-on nature of their new product pro- Christmas season and beyond. Those winter has great potential with apple fans. The motions, warehouse clubs might tip the R pears work as Christmas items in gift box Golden isn’t far beyond in size or crunch. balance for the product. “Costco and displays, and retailers can suggest Boscs as a Korean pears continue to find their Sam’s Club are willing to do a lot more of E baking pear.” way primarily to Asian specialty markets, the in-store demos and sampling. With V Given the economy, Stemilt’s Pepperl although King Kullen supermarkets have that, you will get a lot more demand for suggests retailers consider value-packaging been carrying them for six years, relates the product. It’s a great eating piece of I in bins and display-ready cartons. Value- Lee. BJ’s, as well as West Coast Costcos fruit,” he says. E packaging includes 3-pound polybags mix- also have carried Korean pears. Korean Ag Bob Mast, vice president of marketing W ing green, red and brown varieties, and Trade continues to attend trade shows, at Columbia Marketing International (CMI), over-wrapped packages of a variety of pears. such as PMA’s Fresh Summit, to familiarize headquartered in Wenatchee, WA, main- Retailers can look at a range of merchan- more retailers and distributors with the tains a greater range of consumers will be dising ideas to move more pears and some- product. In 2008, $2.2 million — in export enticed by the Asian pears if they are times a little experimentation can pay off. pricing — worth of Korean pears arrived in properly educated. “That’s an opportunity “We actually did a study on pear merchan- the United States, according to Lee. for us to help educate the consumer,” he dising, and we commingled pears and Much of the Korean Ag Trade’s promo- says. “They’re not used to buying some- apples together,” shares Pepperl. “Although tions focuses on consumer education. thing that’s like an apple and pear mixed some of the new apple varieties are bi-color, “They don’t know how to eat Korean that’s going to be crunchier. Typically, we brought pears into the apple display and pears,” says Lee. “American pears are we’ve seen them displayed in separate used them for color breaks. We saw an eaten with the skin on, but you have to locations, in specialty or Oriental food sec- increase of 12 percent in pear sales and an peel Korean pears.” tions. But we’ve seen the biggest success increase of two percent in apple sales. We Christopher Kragie, deciduous fruit when they’re merchandised with pears manager for Western Fresh Marketing, and promoted from time to time.” based in Madera, CA, asserts consumers Also in Wenatchee, WA, Stemilt Grow- don’t have to peel Asian pears to enjoy ers Inc. incorporates Asian pears in its pro- them, and promoting them that way isn’t gram and recommends changing varieties necessary. It might even be counter-pro- regularly to help catch the interest of con- ductive, as Americans are less likely to sumers. Retailers can play on the differ- peel produce than ever before. Today, ences between green and russetted Asian much of what once was eaten skin-off, pears to put another spin on the category. including apples and potatoes, is con- Because Asian pears have that crispiness, sumed skin-on. Stemilt’s marketing director, Roger Pep- Kragie agrees, though, that Asian pear perl, believes they have a particular gains have been spotty, in part because appeal to children. “Kids will always be low prices have made the commodity less attracted to crispy things.” valuable to the people handling it. Prices Asian pears have good flavor and juici- to growers in California, which had grown ness, but with or without the skin, shop- untenably low for some, should improve pers just don’t understand them sufficient- as several have left the market. “California ly. Pepperl discloses, “Consumers don’t is going to be a lot lighter than in the know what to do with them. They’re great past,” he adds. for salads or eating out-of-hand, but con- Consumer awareness is critical, and sumers could cook with them, too. You’ve Stemilt supports ambitious sampling education must be hands-on. Kragie got to put them out there and in ads as programs, which often include wine shares he has taken boxes of Asian pears part of second line-pricing.” pb and cheese.

136 PRODUCE BUSINESS • SEPTEMBER 2009 thought pears would benefit, come their trepidation about new products, but were surprised apples as more people are willing to take a risk on a did, too. We think it’s the visi- item that is on sale.” bility of the colors.” Stemilt also supports ambitious sampling Signage can provide a programs, including those that mix pears, boost as well. “Pear-of-the- wine and cheese. “That becomes a very nice month signage or the pear- use for pears,” Pepperl says. Sampling pro- apolooza, accompanied by a grams can turn into new merchandising ini- guide to flavor profiles and tiatives. “That’s really a popular thing we’ll uses are all excellent ideas,” be doing more of this fall.” The company notes Pepperl. “People are also will build on the fact that restaurants confused today as produce are using pears more in their dishes, in both departments have a thousand entrees and salads. It plans to distribute Offering a wide range of pears encourages products. Stores that educate recipes that allow consumers to translate consumers to experiment with new varieties. their shoppers, along with what they have been seeing at restaurants ads, help consumers over- into home-cooked meals. pb Take Advantage Of Ripening Programs ipening programs are one of the most effective methods of We want to educate consumers about pre-ripened pear programs enhancing pear revenues. According to Chris Zanobini, and, if retailers are carrying them, to get consumers to shift to R executive director of the Sacramento-based California Pear pears that are ready to be eaten, instead of those that have to sit on Advisory Board (CPAB), “California started the pear ripening effort, their counters at home for four or five days.” at least this go around, about 15 years ago. We started getting Domex Superfresh Growers LLC, based in Yakima, WA, is tak- focused with everything based on university research. Now the ing ripening right to the consumer. “We have been packaging pears whole West Coast pear industry is working in the same direction, using a RipeSense technology,” says Loren Queen, marketing and trying to accomplish the same thing, giving consumers a perfect communications manager. “RipeSense is a packaging program that piece of fruit to eat. We’re all vying for a portion of the consumer includes a sticker that shows how ripe the pears are inside of the dollar. We have to have a piece of fruit that’s at its optimum. The container. We pack four or five to a package, depending on the ripening effort is critical there.” type of program we’re involved in, trigger the ripening process CPAB has a ripening advisor on staff that works with the entire and then send them out to retail stores. Consumers can determine U.S. pear industry to establish ripening programs. Its ripening the level of ripeness by looking at the color of the sticker,” he con- efforts start with packers and handlers, so they know how to work tinues. “Some consumers like them a little less ripe, and they can with fruit in the distribution process. The board also is developing be particularly useful in salads. When the pears are ready to eat, retail protocols to establish training and handling practices that put the labels change from red to yellow. We’re using RipeSense with fruit into consumer shopping carts in the best condition. Anjou pears, since consumers have a hard time figuring out if this Unfortunately, some pear retailers are overlooking critical variety is ripe, since it’s not as obvious as the Bartletts.” Technolo- opportunities. Zanobini explains the issue at hand. “Number One, gy such as RipeSense can get the consumers attention and provide they have got to provide the consumer with product that is ready a reason for picking up pears. to eat, so having a ripening program is critical. Number Two, hav- Queen notes a ripening program is “the keystone in making a ing multiple varieties and sizes, and value-added options, such as pear program successful. Pear ripening is relatively new as far as six pears in a bag, can help boost the category. Having multiple widespread application, so we’ve been working with our retail varieties is also integral, as is positioning pears within the store. Of partners helping them understand how to run a preconditioned course, everyone wants the same spot, but think of where the dis- pear program. When retailers make the switch, they are seeing a play is productive at what time of year. For example, if retailers lay sales increase of 50 percent in some cases over non-conditioned out pears with tree fruit in July and August, it can boost the cate- fruit.” gory by 11 percent.” Stemilt Growers Inc., located in Wenatchee, WA, also has a David Lessard, senior director of produce and floral at A&P, in trademarked ripening program that focuses on Anjous. In the Montvale, NJ, is building up a pre-conditioned pear program for process, the company warms the pears then floods them with eth- the company’s stores and is looking forward to getting the fruit to ylene and finally cools them to provide an optimal condition. customers. “We have a pre-ripened program that we are doing with “At our partner accounts — and we have a lot of partner retail- Bartletts,” he shares. “It will be sometime in early August. We’re ers — we have shown double-digit increases with the use of a going to place pre-ripened pears just like the ripe peaches and nec- ripening program. That’s been a big win for us,” says Roger Pep- tarines. We’re going to focus on that eating experience.” perl, marketing director. Bob Mast, vice president of marketing for Wenatchee, WA-based Sage Fruit Co LLC, headquartered in Yakima, WA, focuses its Columbia Marketing International Corp. (CMI) notes ripe fruit ini- ripening program on Green Anjous. “It’s an important part of our tiatives are a matter of pear sellers catching up to the consumer. program,” says Steve Reisenauer, director of sales. “It puts a piece “It’s hard for the consumer to understand that when they are ready of ripe fruit in customers’ hands at an earlier time than ripening at to eat a pear they must consider the X factor of time out from hav- home would. Not to mention, many consumers don’t know how to ing the pear on the shelf and when they can actually consume it. properly ripen a pear once they get it home from the store.” pb

SEPTEMBER 2009 • PRODUCE BUSINESS 137 D R I E D Pistachio Industry F R U I Rebounds Following Recall T In light of a disastrous pistachio recall earlier in the year, the category continues to reassure & consumers’ concerns over food safety, and as a result, boost sales volume, some say.

N BY BARBARA ROBISON U T he pistachio world is returning to fall, with production expected to exceed S normal, following a scary ride 2008 levels. The crop, estimated at more earlier this year. “The recall had then 425 million pounds, should be of high- a negative effect on the industry quality due to excellent growing conditions. at the time,” admits Marc Seguin, Setton Pistachio resumed normal busi- Tdirector of marketing for Paramount Farms, ness operations June 1, 2009, following the a pistachio marketer based in Bakersfield, voluntary recall of roasted shelled pistachios California. “Now, our pistachio sales are and roasted in-shell pistachios. Pistachios reaching pre-recall trends. We are definitely packed after the recall are marked “Packed on track to meet our sales volume goals for after June 1, 2009.” Mia Cohen, COO of Set- the year.” ton Pistachio, declares, “While no confirmed A voluntary pistachio recall was institut- illnesses have been conclusively linked with ed in early spring by Terra Bella, CA-based the recall, Setton took aggressive actions to Setton Pistachio of Terra Bella Inc. after the build upon our food safety program and FDA found salmonella in its pistachio prod- become a model for the industry.” ucts. The company recalled more than two million pounds of pistachio products and FOCUSES ON FOOD SAFETY

closed its California plant. In addition, the Food safety will be highlighted by the Photo courtesy of Keenan Farms Inc. FDA recommended that consumers stop pistachio industry as it moves into the new Pistachio companies are making a con- eating pistachios altogether. 2009 marketing season. Matoian notes, “The certed marketing effort in an effort to As a result of the FDA’s announcement industry was progressive in establishing make up for lost sales due to the recall. and the precautionary recall, pistachio sales proactive food safety practices in 2000 and is dropped dramatically. Shipments — domes- determined to make those practices and pro- Teresa Keenan, marketing manager at tic and foreign — were about 50 percent of cedures stronger than ever.” Avenal, CA-based pistachio marketer normal during the month immediately fol- The California Pistachio Board, based in Keenan Farms Inc., reports, “Our sales are lowing the recall. In May, shipments were Folsom, CA, representing industry proces- recovering each week. To reassure our cus- 82 percent of the previous year’s shipments sors and handlers, is working with the Sacra- tomers, we have reconfigured our process- during the same period, according to mento, CA-based California Department of ing plant to address new microbiological Richard Matoian, executive director for the Food & Agriculture on a new, wide-ranging requirements. We’ve completed upgrades on Fresno, CA-based Western Pistachio Associa- state regulatory program, incorporating sci- all of our food safety initiatives.” The com- tion (WPA). entifically valid good agricultural and manu- pany has also incorporated disinfectant foot- However, the FDA reported no cases of facturing practices. “We will also be working baths, hand sanitizers throughout the facili- human illness conclusively linked to the with the University of California Coopera- ties and quarterly refresher food safety recalled pistachio products. Plus, of the 2008 tive Extension, the California Department of courses for employees. pistachio harvest of 278 million pounds, the Health and the FDA,” reports manager Private, third-party auditors routinely two million pounds the FDA recalled repre- David Goldenberg. inspect Paramount Farms’ plant, ensuring sented less than one percent of the total “Sure, there was a pistachio sales fall-off quality programs are up to date. “Additional- 2008 harvest. “We have no more recent ship- as with any major recall, but sales are really ly, we are consistently audited by our ment statistics, but we strongly believe the looking good now,” says Mike Maguire, wholesale customers and have passed their pistachio business will be back to normal in director of produce operations, for Market rigorous vendor assurance program stan- a few months,” reports Matoian. Basket Supermarkets, a 60-store chain based dards,” adds Seguin. The 2009 pistachio harvest will begin this in Tewksbury, Massachusetts. The recall cost pistachio marketing com-

138 PRODUCE BUSINESS • SEPTEMBER 2009 pany, Aurora Products Inc., based in Strat- As the new season begins, Keenan Farms ford, Connecticut, over $130,000. “Fortu- will customize merchandising programs for nately we were able to overcome the finan- retailers, but also provides POS materials, cial losses,” states owner, Stephanie Black- such as price cards, mini-posters, dump bins well. “Aurora offers over 250 items, of which and display shippers. New merchandising pistachio products are only a small portion. materials will emphasize the pistachio’s We will market our other nut offerings until health benefit and will be unleashed in the the dust settles for pistachios,” fall and continue through the holidays and “The recall didn’t affect us one bit,” Super Bowl time. declares Dave Erickson, produce buyer and Wade Carmichael, senior category man- merchandize manager at Rosauers Super- ager of produce for Ukrop’s Supermarkets markets Inc., a 21-unit chain based in Inc., a 28-unit chain based in Richmond, Vir- Spokane, Washington. “We’ve carried Won- ginia, discloses, “I think everybody was derful and Keenan pistachio brands, which affected by the recall in some way. We pro- weren’t part of the recall, so our sales vided our customers with specific informa- remained good.” tion about it and the brands not involved. Now, we’re looking forward to the new sea- HIGHLIGHT HEALTH son and what sales promotion programs will In addition to strengthening food safety be available to help retailers.” programs, the pistachio industry will start Setton Pistachio plans to build on what the new season with plans to help build many people already know — marketing the retail sales. “As part of our campaign, we are nuts as a nutritious and heart-healthy snack developing a new industry logo that empha- that helps keep you full longer and can even sizes the health and nutritional values of the help combat stress, according to Cohen. pistachio,” says WPA’s Matoian. Paramount Farms also has holiday pro- 38 WPA will focus on a consumer outreach motions. Seguin notes, “We will introduce an # and education program. More than 30 exciting, new pistachio campaign for the fall research studies have shown that incorpo- and holiday season. It will be a broad con- rating nuts, such as pistachios, into the diet sumer- and retail-based program for our can reduce the risk of heart disease and Wonderful brand, emphasizing the nut as a Type 2 diabetes. healthful snack.” pb Reader Serv i ce 115 78 # # Reader Serv i ce Reader Serv i ce

SEPTEMBER 2009 • PRODUCE BUSINESS 139 FLORAL WATCH TRANSITIONS KENNICOTT BROTHERS COMPANY VAUGHAN INC., CHICAGO,IL SANFORD,FL Lenny Walker is the new director of Market Mike Nicholas joins the nursery as a new Fresh Flowers, the growing and marketing sales team member. In addition to servicing division of Kennicott Brothers. Drawing on 30 existing customers, he is implementing years in the floral industry, Walker offers a expansion plans for selling Vaughan's dish large array of services to the mass markets. gardens and indoor tropical foliage plants to Kennicott has been growing and importing flo- non-traditional accounts. Experienced in ral products for 128 years. building new businesses and forging relationships with external partners, Nicholas has worked in several industries as an entrepre- neurial sales management strategist.

NEW PRODUCTS WATER-WISE AND LABOR-SAVING ORGANIC BASIL FOR HOME CHEFS Structural Plastics Corp./Bench Masters, Northland Floral Inc., St. Catharines, Holly, MI, introduces its Waterbed self- ON, Canada, is promoting Organic watering plant display system. The system Basil in Burlap. Consumers are thrilled wicks water up from the reservoir, deliver- to pinch the USDA Certified Organic ing it to plants through a pressure-activated leaves as needed when cooking at capillary mat system. Evaporation is home. Available in a 4-inch size, reduced and labor is saved. The Waterbed is packed 12-per-case and a 6-inch size, 24” x 48” and works with most benching, packed 6-per-case. The eco-friendly, but is specifically made for Benchmaster 2’ decorative burlap bag is biodegradable. x 4’ and 2’ x 8’ benches. Indoors or out- doors, each Waterbed will hold roughly 32 6-inch pots, or eight 10-inch pots. Reader Service No. 320 Reader Service No. 321

REDUCING ENVIRONMENTAL FOOTPRINT ECOCHIC KoenPack USA, Miami, FL, introduces plas- The John Henry Company, Lansing, MI, is tic Eco-Friendly buckets made using only promoting its new EcoChic line featuring a 100 percent recyclable virgin material, variety of tags and signs on environmentally which is free of any pollutants. Because of friendly substrates and decorative, reusable superior material, the buckets are slightly containers. Recycled enclosure cards and thinner and there is a significant increase envelopes are also available, as well as cus- in production speed. The result is a tomized plant tags. The EcoChic slogan is decreased environmental footprint. Stock “Because the Earth sustains us all.” colors available in red, purple, white and black, but color customization is possible. Color buckets are 10 liters.

Reader Service No. 322 Reader Service No. 323

ORGANIC SOIL WAFERS BAG THE BALLOONS AND GO Wonder Soil, Las Vegas, NV, has a new item in its line of HI-FLOAT Company, Louisville, KY, introduces Endless Earth friendly products. The Wonder Soil 7-2-3 Organic Balloon Transport Bags — great for soccer moms and 1 Tube contains 18 2 ⁄2-inch compressed expanding potting parents hosting birthday parties. The original Transport mix wafers. They are made with BIOSOIL, natural organic Bags hold 15 fully inflated, 11-inch balloons. This new fertilizer, mycorrhizae, kelp, worm castings and water-sav- roll is not perforated so bags can be cut to any size. The ing polymers. Eighteen wafers fill 18 four-inch pots. With bags allow for easy transportation of balloon arrange- an unlimited shelf-life, the lightweight, easy-to-use potting ments and help minimize tangling. mix product saves freight, labor and water.

Reader Service No. 324 Reader Service No. 325

BAMBOO-LOOK DECOR PINEAPPLE PLANT PLEASES Napa Home & Garden, Duluth, GA, Hawaiian Sunshine Nursery, Waimanalo, HI, is introduces a trio of glazed ceramic bam- offering Lava Burst Dwarf Pineapple, an exciting boo vases. Each one is handmade by a new variegated form of Ananas lucidus. The potter and hand-dipped into the perfect foliage has a bright orange stripe in the center and caramel glaze. The 5-, 7-, and 12-inch bears a small reddish-orange ornamental pineap- tall ranges are ideal for the perfect green ple. This is a durable, drought-tolerant upright arrangement. Perfectly sculptural, con- plant in a 6-inch pot for interior and exterior uses. sumers may prefer the vases hold nothing at all.

Reader Service No. 326 Reader Service No. 327

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]

140 PRODUCE BUSINESS • SEPTEMBER 2009 F L O R A Pushing The L & Sustainability Wave F O Suppliers recognize the value of offering retailers L eco-friendly bouquets and other certified floral products. I A BY AMY SHANNON G E hile all corners of the pro- green-washing],” says Brady. duce industry work to Fair Trade, granted in the United States M incorporate socially by Oakland, CA-based TransFair USA, is one responsible or environ- of the most recognizable certification pro- A mentally friendly prod- grams. World Flowers LLC, an Englewood, R Wucts into their list of offerings, the floral NJ-based supplier and subsidiary branch of K world is not far behind, offering an array of Oserian Flowers, a Naivasha, Kenya-based E certified bouquets and other floral items. farm that works with buyers in Europe and “With environmental concerns an emerg- the United States, offers all Fair Trade-certi- T ing societal issue, it is important that flower fied floral products. “Fair Trade has a very I growers and marketers communicate not strict set of rules and a rigorous series of N only the beauty of our product, but also that audits,” states Joseph Farrell, president of it is being grown in an eco-friendly, respon- World Flowers. G sible way,” explains Bruce Brady, director of Organic Bouquet Inc., located in San marketing and business development for Francisco, CA, supports many sustainability Farmers’ West Flowers & Bouquets Inc., programs, including Fair Trade, New York, based in Carpinteria, CA. NY-based Rainforest Alliance (RA), Oakland, Maria Brous, director of media and com- CA-based VeriFlora, Bogotá, Columbia-based munity relations for Publix Super Markets Florverde, as well as several other certifica-

Inc., a Lakeland, FL-based chain, agrees, tion groups. “Some of these we do not sup- Photo courtesy of B and H Flowers adding, “It is the right thing to do for the port as stand-alone certifications, but offer Publix offers EarthSmart flowers, which environment. Consumers are demanding them as part of multi-certified choices,” are packaged in biodegradable sleeves. certified floral products because of the sus- emphasizes Robert McLaughlin, president of tainability factor and they are interested in Organic Bouquet. “They all have their “We’ve been a member of VeriFlora for at saving our planet’s natural resources.” The strong points, and all of them beat the alter- least four years,” Parkhurst notes. “The chain only conducts business with floral natives of no social or environmental industry leaders are all going in the direc- companies that support certification pro- responsibility.” tion of being green. There’s a strong grams at the farm level. “Our Smart bou- Educating retailers, as well as con- demand for certified products, but unfortu- quets offer a card with green tips. Also, sumers, about various certification programs nately not too many people want to pay for some of the bouquets have a seal indicating is an important aspect to marketing certifi- it, retailers or consumers.” the alliance they belong to along with a [cor- cation programs. “We give them responsible Farmers’ West became VeriFlora-certified responding] Web site.” choices at a competitive price,” explains in 2008 and subsequently began including Many suppliers and retailers are quick to McLaughlin. “Our stance on certifications the VeriFlora label as part of its flower adopt certified products as a matter of social and eco-friendly products is that we support bunches and bouquets. The certified prod- responsibility, but others are holding back, all the major certifications after careful ucts include lilies, gerberas and germinis, unsure of the potential impact of certifica- internal review.” snapdragons, dahlias, matsumoto asters, tion programs, and perhaps still unaware of The Elite Flower, based in Doral, FL, spe- lisianthus, liatris and sunflowers. “VeriFlora exactly what sets certified and non-certified cializes in roses, spray roses, alstroemeria, has been called the gold standard of the sus- products apart. Standardizing organizations gerbera and farm-made bouquets. Elite is tainability movement,” claims Brady. “Since are working to educate both retailers and currently certified by Florverde, VeriFlora becoming VeriFlora-certified, the big suppliers to “validate their claims and keep and Rainforest Alliance, according to Alan increase in requests has been for sustain- producers from making idle assertions [or Parkhurst, AIFD, PFCI, a floral designer. ably grown flowers.”

SEPTEMBER 2009 • PRODUCE BUSINESS 141 F This is due in part to the abundance of L marketing information developed by certified growers — the VeriFlora Sustainability Go The Distance O Council and Scientific Certification Systems ome suppliers have recognized the time-consuming, labor-intensive practice R (SCS), the Emeryville, CA-based creator of benefits of certification programs of sweeping each production station indi- the VeriFlora standard — Brady adds, sug- vidually to combine all waste in several A S and are taking their sustainability gesting retailers contact their suppliers to efforts one step further. For instance, Dos garbage bins destined for area landfills. L find out which standards they use. “Then, Gringos built its facility with a unique B and H collects all of its rainwater request materials from the certifying organi- waste system that sweeps green waste and irrigation water in a percolating pond zation to use as additional incentives to into grates, propels them down a convey- and holding tank and then recycles the & & drive floral sales.” or belt and into a compost bin. The com- water through a completely self-con- Several flowers and greens supplied by post material is later picked up by the tained system, completely eliminating F Vista, CA-based fresh-cut flower supplier City of Vista, allowing the contract flower any runoff. The company also inspects Dos Gringos — A California Flower Compa- grower to turn a week’s worth of discard- plants and water valves daily to minimize O ny are VeriFlora-certified. “VeriFlora ed stems, leaves and errant petals into wasted water, and has installed high-effi- L inspects our farms to ensure that certified mulch that fertilizes parks, hiking trails ciency water pumps. Additionally, the crops are being grown in accordance with and roadside foliage throughout the com- business makes extensive use of benefi- I I sustainable agricultural practices,” explains munity. “It’s a win-win for our facilities cial insects, uses soft or organic products A Joan Saunders, manager of executive ser- and the city,” explains Joan Saunders, in the rare instance treatment is needed G vices. “We’ve been certified for over a year. manager of executive services. and is increasing the use of certified We initially looked into the certification pro- Created by Jason Levin, Dos Gringos’ organic fertilizers. The company’s exten- E gram because we felt it was a good fit for president, the system serves as an envi- sive recycling program works to conserve our clients, such as Whole Foods Market.” ronmentally friendly alternative to the resources and minimize waste. pb All floral products supplied by Home- M stead, FL-based Kerry’s Nursery Inc. are Ver- A iFlora-certified, says Alex Sevilla, vice presi- R dent of sales and marketing. Kerry’s became are labeled as Rainforest alliance-certified, “We’ll customize just about anything, includ- certified in early 2009. “It gives us a way to and its Earth Smart bouquets include certifi- ing counter signs for coolers.” K communicate to the world that we are envi- cation labeling, notes Brous. Packaged in E ronmentally conscious.” biodegradable sleeves, Earth Smart flowers EXPLORE ORGANIC B and H Flowers Inc., located in Carpin- are grown and distributed by Gems, a Organic Bouquet and Organic Style, the T teria, CA, is the first flower grower in Santa Miami, FL-based marketer of fresh-cut flow- online provider of eco-friendly and organic I Barbara County to be VeriFlora-certified as a ers. The flowers are grown and packaged gifts, will more than double its revenue in N sustainably grown greenhouse operation, using certified social and environmental 2009-10 as the rest of the industry is seeing according to Scott Fulton, vice president of standards, including integrated pest man- decline, according to McLaughlin. “We’re G sales and marketing. The fifth-generation agement practices, optimal irrigation tech- working hard in new ventures and initia- family operation has been VeriFlora-certi- niques, sound disposal alternatives and con- tives that allow us to build the foundation fied for three years, and it has worked with trol of air emissions. needed to lead the organic and sustainable some floral products certified as USDA- Later this year, Organic Bouquet plans to floral industry.” organic for a little more than a year. “For us, launch its new business-to-business plat- Organic Bouquet’s current organic pro- receiving the certification was more a vali- form, which will allow the company to jects include three hectares of organic roses dation [of our practices],” Fulton explains. become a trading and educational content in Ecuador, as well as several projects deal- “The fact is, we’ve been growing sustainably site for the floral industry. “We have several ing with premium, heirloom and organic for a long time. Still, it has helped us POP materials to assist retailers at the con- produce. “We’ve been investing millions in become better suppliers.’ sumer level,” reports McLaughlin. The com- organic projects in both North and South pany also is in the process of initiating the America,” McLaughlin remarks. USDA-certi- EDUCATE CONSUMERS first and largest certification of retailers fied organic floral products are in great Knowledge about each of the major certi- through a 50-store pilot program. demand. “Growing the supply continues to fication programs and what they mean is The marketing department at Farmers’ be the problem of this industry. But we have growing, experts say. Still, many retailers West works with its retail customers to plans to double the world’s certified organic are in the dark. “We talk to a lot of people develop custom marketing programs to suit flowers in the next few years. All of our who only have a real basic understanding,” their promotional needs. “We believe in organic floral products will be dually certi- notes World Flowers’ Farrell. “Some super- growing great flowers and providing market- fied as organic and sustainable.” markets aren’t ready just yet. It takes time ing materials that help to sell our flowers,” While some suppliers are more hesitant to get a program going, but once it does, it notes Brady. than Organic Bouquet to delve into the takes off like wildfire.” Likewise, Dos Gringos creates special organic floral sector, many are considering it McLaughlin of Organic Bouquet suggests labels for its certified bouquets. “We’ll cus- in the near future. “A small portion of the retailers spend time learning about each cer- tomize whatever we need, whether it’s products we work with are already organic- tification directly from the certifying information on the product or a label of certified, even though we do not ship and agency. “But they also must trust their sup- some kind, based on our customers’ needs,” label them as such,” states Saunders of Dos plier for up-to-date information,” he adds. reports Saunders. Gringos. “We are, however, in the process of Publix’s floral products include certifica- “We are willing to help retailers with receiving our Organic Handler Certification. tion labels. For instance, its alstros and lilies marketing materials,” adds Elite’s Parkhurst. It’s the wave of the future.” pb

142 PRODUCE BUSINESS • SEPTEMBER 2009 RETAIL By Dave Diver PERSPECTIVE To Lead Or To Follow

ecently, Lorelei DiSogra, vice president of nutrition and ing more healthful meals, an indirect inference emphasizing the health for the United Fresh Produce Association, was contribution of fresh fruit and vegetables. What an overall mar- quoted, “If each school funded gets $20,000 to $30,000 for velous program it could become if leading retailers would create produce, that’s a new business opportunity for a local programs similar to Safeway’s with an emphasis on produce and industry player in that region.” exercise initially for their employees and ultimately for their cus- RThe reality is the program funded from the USDA billion-dollar tomers. budget — launched with $15 million for the start-up program in a There is also the initial opportunity for individual retail stores to few test states several years ago — will grow to more than $72 mil- Adopt a School in the neighboring community, supporting a portion lion in the coming year and is scheduled for a $150 million expendi- of the cost to increase the availability of fresh fruit and vegetables ture in the 2011-2012 school year. At a minimum of $20,000 per for the student’s daily fresh snack. Similarly, wholesalers, producers school, this equates to a maximum of 7,500 schools being in the and foodservice operators could also become a Produce Partner for program in another two years. More simply stated, this is equal to a an individual school. little more than 150 schools per state. The first comment could well be that it’s too costly. Just provid- According to DiSogra, there are approxi- ing the money is an enormous expense. But mately 100,000 schools in the United States, or the marketing opportunities are immense for nearly 14 times as many that would possibly each individual contributor to develop a con- be covered two years from now. Doing so sumer attention-grabbing promotional pro- would require an expenditure of two to three gram. Developing various types of contest billion dollars from the USDA at a time when The choice is challenges related to healthy weights is one the federal budget will be facing a trillion dol- between being way to gain attention from an overall healthy lar deficit. Granted, two billion dollars only leaders and objective and increase growth of the produce represents a miniscule two-tenths of one per- industry. There is no lack of marketing exper- cent, or chump change, for those connected coordinators tise or creativity to generate a public relations with Washington largess, similar to the expen- for the program turning costs into a positive return diture of Cash for Clunkers. But is it realistic? on investment. The criteria must include an analysis of numerous As the produce industry contemplates a prospective results. Will the program achieve potential $30 million generic marketing program, what the combined results of being a catalyst for stakeholders, better way than to focus on a school snack reducing childhood obesity and improving the produce program than with voluntary coordi- overall consumption of fresh fruit and vegeta- and becoming nated company participation? The challenge bles? And does this exposure lead to increased passive, becomes not only altering student consump- family consumption when school-age children tion and activity programs, but also how to eat at home? Can this become part of reducing dissatisfied develop an entirely new consumption pattern health care costs and improving productivity political among future generations. from a lower number of sick days? followers. Instead of seeing a school becoming part of As the health insurance debate escalates, the federally funded snack program as a way Dave Burd, president of Safeway, outlined how to profit from the sale of those items, the the company has reduced health care costs mindset needs to be addressed to the pay-off after identifying behavior as a major contribu- on a longer term basis. Now is the time to look tor. Non-union associates are offered incen- at the big picture. Do we recognize the slip- tives for good-health behavior, married with personal accountabili- pery slope we are on when we look to more and more government ty. Seventy percent of chronic diseases, including cardiovascular, intervention with all of its attendant controls and inevitable taxa- diabetes and cancer are the result of smoking, obesity and lack of tion? Will we then be more comfortable lying in the hammock of activity, according to the Cleveland Clinic. A recent study stated mediocrity from a governmental safety net instead of being able to obesity accounts for nearly ten percent of medical spending for use our own freedom over risk-and-reward initiatives? Identify the one-third of the adult population, and the amount continues to soar top priorities, coordinate all efforts toward those goals and the sec- at the same time another third are overweight. ondary objectives will be achieved. The choice is between being The Safeway program includes associate team weight loss and leaders and coordinators for the numerous potential stakeholders, activity competition, as well as corporate cafeteria discounts for eat- and becoming passive, dissatisfied political followers. pb

SEPTEMBER 2009 • PRODUCE BUSINESS 143 EUROPEAN Interview by Mira Slott, excerpted MARKET from the July 23, 2009, Perishable Pundit Misguided Intentions Of ‘Eat Seasonably’ Campaign Nigel Jenney

uch has been written about sustainability and the Our climate allows us to produce certain vegetables very well, locally grown movement, but a new battle has and a number of fruit items well. But the climate is what it is in the been brewing in Britain between advocates of eat- UK. As you know, we get quite a bit of rain. Producing items, such ing “seasonably” and the fruit and vegetable indus- as bananas and citrus, are almost impossible to grow. try. It’s an intriguing issue. After all, isn’t all pro- Q: How long has this seasonal campaign been running, Mduce seasonal somewhere? Pundit Investigator and Special Projects and are you noticing any difference in terms of ways con- Editor, Mira Slott, sat down with Nigel Jenney, president of the sumers are purchasing? Fresh Produce Consortium, based in the United Kingdom, to find A: Up to date, no. The Eat Seasonally campaign was only mar- out more: keted in June of this year, so we’ve responded very quickly and Q: Could you describe and put into context how this sea- robustly. Number one, we’ve talked about the desire and interest of sonal campaign began and the various groups sponsoring it? consumers to get produce for much longer times of the year. Actual- A: The Eat Seasonably campaign is one of many that have come ly, quite often there are a lot of fruits and vegetables coming from to the floor in recent months in the UK, precipitated and encour- other parts of the world that are not detrimental from a sustainabili- aged by the current recession and increasing consumer interest on ty perspective. sustainability and food security in the UK. Q: Eating locally produced food has become a popular Q: Where did this “eat seasonably” concept originate? phenomenon, exemplified acutely when major UK supermar- A: The National Trust, which owns a lot of agricultural land, kets started differentiating food packages from Kenya with extended its interests, starting a non-profit initiative called, We Will airplane stickers. Some characterize sustainability as being if You Will. Eat Seasonably is the first campaign from the project made up of three silos — environmental, social and business spearheaded by Dame Fiona Reynolds, director general of the related. What is your position in this regard? National Trust, and Ian Cheshire, Chairman of B&Q, a do-it-yourself A: Food security and sustainability are major topics in the UK for store. B&Q has a planting and seeds division and encourages UK food supplies in general, from meat products to cereals through to consumers to focus on growing their own fruits and vegetables. The fruits and vegetables. As you’ve already highlighted, we’ve chosen campaign is partially funded by the UK’s Department of Environ- to import a wide variety of fresh produce. In a country that imports ment, Food and Rural Affairs (Defra), a group that encourages con- large amounts of fresh produce, it gets on the radar very quickly. servation of energy in the home, in transportation, etc., and sees There are two elements we are examining, and the UK govern- eating locally as an off shoot. ment is looking at how we can encourage improved food security Promoters of the initiative say it “aims to deliver a series of new andwhether or not there is the potential to grow more fresh pro- and unique collaborative efforts between business and civil society duce in the UK. Balancing that, we are also very aware food securi- to encourage the mass mobilization of individuals toward more sus- ty is a global position, and quite rightly, accept locally, in-season tainable lifestyles.” produce grown wherever in the world. Enjoying fresh produce in We felt it necessary to raise the flag for imported produce. The season, regardless of its origin, is the important thing. campaign is partially funded on a narrow definition of what consti- Q: Are retailers gravitating to the Eat Seasonably cam- tutes in-season produce. It’s great to encourage consumption of paign? Will they be marketing the concept with signage and fresh fruit and vegetables, but we want to stop the distorted mes- promotions? sages around it. Our industry is taking a much broader approach to A: From our point of view, what we’re looking to do is to encour- promoting produce. age consumers to eat more fresh produce, so regardless of the sea- Q: Could you elaborate on what exactly is problematic son, the great news is that retailers and others are promoting fresh with this campaign? produce. It’s all about balance, enjoying product regardless of what A: Our core view is that we accept the Eating Seasonably cam- UK product is in season. paign encourages consumption of fresh produce. What we’re con- Q: What reaction have you received from your broad concerned about is limiting that choice of enjoyment, because it only stituency since you voiced your concerns regarding the Eat permits British produce and only certain produce at different times Seasonably campaign? of the British season. The UK enjoys a varied diet of fresh produce A: The response that we’ve had from all areas of the supply and around 60 percent of fresh produce in the UK is imported. chain supports the importance of taking a constructive and bal- Broadly, the UK is considerably more self sufficient in vegetables anced way forward. It’s about promoting increased consumption of than fruit. I’d say roughly 77 percent of vegetables compared to 10 fresh produce and it’s not about promoting one particular commodi- to 15 percent of fruit. ty or origin.

144 PRODUCE BUSINESS • SEPTEMBER 2009 INFORMATION Receive supplier information fast using the Produce Business Information Showcase. Here’s How: SHOWCASE 1) Please go to www.PRODUCEBUSINESS.com and click on The Electronic Rapid Response Card and enter the Reader Service numbers that correspond to the ad and the information showcase. 2) Contact the advertiser directly via the Web site, e-mail, phone or fax listed in the ad.

SEPTEMBER 2009 COMPANY PAGE # RS# PHONE FAX COMPANY PAGE # RS# PHONE FAX Agrexco USA, Ltd...... 139...... 38 ...... 718-481-8700 ...... 718-481-8710 M. Levin & Co., Inc...... 100...... 110 ...... 800-523-1986 ...... 215-755-6757 Albert’s Organics ...... 21...... 99 ...... 678-429-9497 ...... 610-388-8418 LGS Specialty Sales, Ltd...... 90...... 87 ...... 800-796-2349 ...... 718-542-2354 Alpine Fresh...... 36...... 31 ...... 305-594-9117 ...... 305-594-8506 M&M Farms, Inc...... 32...... 67 ...... 800-634-7898 ...... 305-233-0813 Altar Produce LLC ...... 36...... 29 ...... 760-357-6762 ...... 760-357-8265 Maine Potato Board...... 124...... 124 ...... 207-769-5061 ...... 207-764-4148 American Packaging Corporation ...... 71...... 5 ...... 585-254-9500 ...... 919-570-0413 Mann Packing Company, Inc...... 11...... 56 ...... 800-884-6266 ...... 831-422-5171 Associated Potato Growers, Inc...... 122...... 122 ...... 800-437-4685 ...... 701-746-5767 J. Marchini & Son / LeGrand...... 24...... 111 ...... 559-665-9710 ...... 559-665-9714 B.R.S Produce Co...... 96...... 39 ...... 215-467-7180 ...... 215-467-7182 Miatech ...... 46...... 66 ...... 800-339-5234 ...... 503-659-2204 BelleHarvest Sales, Inc...... 56...... 117 ...... 800-452-7753 ...... 616-794-3961 Minnesota Produce, Inc...... 108...... 84 ...... 612-377-6790 ...... 612-377-3768 BelleHarvest Sales, Inc...... 44...... 116 ...... 800-452-7753 ...... 616-794-3961 Mission Produce, Inc...... 37...... 7 ...... 888-549-3421 ...... 805-981-3660 Blue Book Services ...... 9...... 47 ...... 630-668-3500 ...... 630-668-0303 MIXTEC Group ...... 42...... 43 ...... 626-440-7077 ...... 626-440-1557 The Brings Co., Inc...... 108...... 128 ...... 651-484-2666 ...... 651-484-8857 Nardella, Inc...... 102...... 17 ...... 215-336-1558 ...... 215-336-5757 H. Brooks and Company ...... 111...... 83 ...... 651-635-0126 ...... 651-746-2210 New York Apple Association, Inc...... 51...... 98 ...... 585-924-2171 ...... 585-924-1629 Jack Brown Produce, Inc...... 56...... 91 ...... 616-887-9568 ...... 616-887-9765 New York Apple Sales, Inc...... 50...... 125 ...... 518-477-7200 ...... 518-477-6770 Bushwick Commission Co., Inc...... 123...... 103 ...... 800-645-9470 ...... 516-249-6047 Niagara Fresh Fruit Co...... 45...... 89 ...... 716-778-7631 ...... 716-778-8768 Capital City Fruit Co., Inc...... 42...... 54 ...... 515-981-5111 ...... 515-981-4564 Nonpareil Corp...... 27...... 23 ...... 800-522-2223 ...... 208-785-3656 Carb-Americas, Inc...... 36...... 4 ...... 954-786-0000 ...... 954-786-0775 North Bay Produce ...... 37...... 85 ...... 231-946-1941 ...... 231-946-1902 Castle Rock Vineyards...... 64...... 120 ...... 661-721-8717 ...... 661-721-0419 P.E.I. Potato Board ...... 124...... 126 ...... 902-892-6551 ...... 902-566-4914 Chestnut Hill Farms...... 36...... 22 ...... 305-592-6969 ...... 305-436-8969 Pandol Brothers, Inc...... 43...... 65 ...... 661-725-3145 ...... 661-725-4741 Chilean Avocado Importers Association ...... 59...... 34 ...... 202-626-0560 Paramount Farms ...... 7...... 132 ...... 310-966-4654 ...... 310-447-7778 Classic Salads, LLC...... 24...... 77 ...... 831-763-4520 ...... 831-763-1542 Paramount Farms ...... 5...... 131 ...... 310-966-4654 ...... 310-447-7778 Collotti & Sons, Inc...... 98...... 21 ...... 215-389-3335 ...... 215-755-9616 Pear Bureau Northwest ...... 133...... 112 ...... 503-652-9720 ...... 503-652-9721 Columbia Marketing International...... 135...... 32 ...... 509-663-1955 ...... 509-663-2231 The Perishable Specialist, Inc...... 37...... 24 ...... 305-477-9906 ...... 305-477-9975 Coosemans Philadelphia, Inc...... 96...... 104 ...... 215-334-3634 ...... 215-334-3636 Peruvian Asparagus Importers Association ...... 37...... 41 ...... 610-284-0326 The Cranberry Network LLC ...... 39...... 100 ...... 715-422-0410 ...... 715-422-0406 Philadelphia Fresh Food Terminal Corp...... 97...... 118 ...... 215 336-3003 ...... 215-336-5542 Crowley Maritime Corp...... 109...... 63 ...... 800-CROWLEY Pinto Brothers, Inc...... 101...... 16 ...... 800-523-4047 ...... 215-336-5422 Crystal Valley Foods ...... 36...... 30 ...... 800-359-5631 ...... 305-592-9803 Primavera Marketing, Inc...... 45...... 79 ...... 209-931-9420 ...... 209-931-9424 Curry & Company ...... 47...... 35 ...... 800-929-1073 ...... 503-393-6085 Procacci Bros. Sales Corp...... 100...... 127 ...... 800-523-4616 ...... 215-467-1144 Customized Brokers ...... 36...... 3 ...... 305-471-8989 ...... 305-471-8988 Produce for Better Health Foundation...... 35...... 46 ...... 302-235-2329 ...... 302-235-5555 Del Monte Fresh Produce ...... 148...... 33 ...... 800-950-3683 ...... 305-520-8495 The Produce Marketing Association ...... 54...... 73 ...... 302-738-7100 ...... 302-731-2409 Des Moines Truck Brokers, Inc...... 119...... 105 ...... 800-247-2514 ...... 515-981-0923 Produce Pro Software...... 30...... 48 ...... 630-395-0535 ...... 630-572-0390 Dole Fresh Fruit Company...... 73...... 49 ...... 818-879-6600 ...... 818-879-6628 Progressive Marketing Group ...... 37...... 9 ...... 323-890-8100 ...... 323-890-8113 Dole Fresh Vegetable Co...... 2...... 52 ...... 800-333-5454 ...... 831-754-5243 Quaker City Produce Co...... 104...... 93 ...... 215-467-5000 ...... 215-336-4416 dProduce Man Software ...... 30...... 53 ...... 888-PRODMAN ...... 650-712-9973 Railex, LLC ...... 117...... 75 ...... 888-4RAILEX ...... 518-356-3908 Duda Farm Fresh Foods, Inc...... 75...... 102 ...... 866-792-DUDA ...... 561-978-5705 Red Blossom Farms, Inc...... 43...... 69 ...... 805-981-1839 ...... 805-693-0032 Earthbound Farm...... 23...... 129 ...... 888-624-1004 ...... 831-623-7886 Rice Fruit Company...... 45...... 42 ...... 800-627-3359 ...... 717-677-9842 East Coast Brokers & Packers, Inc...... 147...... 68 ...... 800-557-7751 ...... 863-869-9850 Riveridge Produce Marketing, Inc...... 45...... 113 ...... 616-887-6873 ...... 616-887-6874 Fagerberg Produce. Inc...... 47...... 80 ...... 970-834-1353 ...... 970-834-1434 Riveridge Produce Marketing, Inc...... 57...... 40 ...... 800-968-8833 ...... 616-887-6874 Four Corners Farm ...... 47...... 121 ...... 912-852-5098 ...... 912-852-5097 Ryeco, Incorporated ...... 106...... 15 ...... 215-551-8883 ...... 215-551-9036 Four Seasons Produce, Inc...... 94...... 59 ...... 800-422-8384 ...... 717-721-2597 Sage Fruit Company ...... 134...... 6 ...... 913-239-0060 ...... 913-239-0055 Fowler Farms ...... 52-53...... 92 ...... 315-594-8068 ...... 315-594-8060 Saven/OSO Sweet ...... 47...... 36 ...... 231-946-9696 ...... 231-946-1420 Fresh Partners AB ...... 46...... 45 ...... 46-8-742-1215 ...... 46-8-742-6201 Setton Pistachio of Terra Bella, Inc...... 139...... 78 ...... 559-535-6050 ...... 559-535-6089 Fruit 2day/White Wave ...... 79...... 94 ...... 303-635-4844 ...... 303-635-5844 South Wind Farms ...... 126...... 114 ...... 208-436-8164 ...... 208-436-8039 G&GProduce, Inc...... 102...... 12 ...... 215-336-9922 ...... 215-336-9925 Southern Specialties ...... 37...... 26 ...... 954-784-6500 ...... 954-784-5800 Genpro Transportation Services, Inc...... 116...... 44 ...... 800-243-6770 ...... 973-589-1877 Spice World, Inc...... 124...... 55 ...... 800-433-4979 ...... 407-857-7171 Giorgio Fresh Co...... 98...... 50 ...... 800-330-5711 ...... 610-429-3810 Stea Bros., Inc...... 101...... 14 ...... 215-336-7806 ...... 215-336-2194 The Giumarra Companies ...... 60...... 62 ...... 760-480-9133 ...... 760-489-1870 Stemilt Growers, Inc...... 19...... 71 ...... 509-662-9667 ...... 509-663-2914 Global Organic Specialty Source, Inc...... 22...... 106 ...... 877-952-1198 ...... 941-358-6551 Sun Orchard Fruit Company ...... 50...... 119 ...... 716-778-8544 ...... 716-778-8545 Gourmet Trading Company ...... 36...... 8 ...... 310-216-7575 ...... 310-216-7676 Sun-Glo of Idaho...... 128...... 2 ...... 208-356-9891 ...... 208-356-7351 Harvest Sensations ...... 36...... 37 ...... 305-591-8173 ...... 305-591-8175 Sunlight Int’l. Sales ...... 63...... 72 ...... 661-792-6360 ...... 661-792-6529 Hess Brothers Fruit Co...... 44...... 86 ...... 717-656-2631 ...... 717-656-4526 Sunrise Growers ...... 68...... 96 ...... 714-630-2050 ...... 714-630-0215 Honey Bear Tree Fruit Co...... 44...... 123 ...... 800-551-6183 ...... 952-746-1316 Sunrise Logistics...... 114...... 90 ...... 888-518-8502 ...... 717-721-2518 Hunter Brothers Inc...... 99...... 19 ...... 215-336-4343 ...... 215-336-4340 Team Produce International, Inc...... 37...... 25 ...... 800-505-0665 ...... 305-513-9596 Idaho Potato Commission...... 127...... 97 ...... 208-334-2350 ...... 208-334-2274 Thermal Technologies, Incorporated...... 25...... 64 ...... 888-4-MRPEEL ...... 803-691-8010 Interex Corp...... 41...... 74 ...... 888-441-8676 Trinity Fruit Sales...... 45...... 88 ...... 559-433-3777 ...... 559-433-3790 J&J Distributing Co...... 112...... 130 ...... 651-221-0560 ...... 651-221-0570 A.J. Trucco, Inc...... 139...... 115 ...... 718-893-3060 ...... 718-617-9884 Jacobs, Malcolm & Burtt, Inc...... 36...... 28 ...... 415-285-0400 ...... 415-824-4844 United Fresh Produce Association ...... 33...... 58 ...... 202-303-3400 ...... 202-303-3433 E.W. Kean Co., Inc...... 99...... 20 ...... 215-336-2321 ...... 215-336-1596 John Vena, Inc...... 95...... 13 ...... 215-336-0766 ...... 215-336-2812 Kern Ridge Growers, LLC ...... 22...... 107 ...... 661-854-3156 ...... 661-854-2832 Vidalia Onion Committee ...... INSERT...... 51 ...... 912-537-1918 ...... 912-537-2166 Keystone Fruit Marketing, Inc...... 44...... 108 ...... 717-597-2112 ...... 717-597-4096 Village Farms...... 31...... 70 ...... 888-377-3213 ...... 610-429-6222 Keystone Fruit Marketing, Inc...... 37...... 10 ...... 717-597-2112 ...... 717-597-4096 Wada Farms Potatoes Inc ...... 127...... 61...... 888-BUY-WADA ...... 208-785-0415 Keystone Fruit Marketing, Inc...... 47...... 95 ...... 717-597-2112 ...... 717-597-4096 Weis-Buy Farms, Inc...... 42...... 101 ...... 239-433-3530 ...... 239-433-3773 T.M. Kovacevich - Philadelphia, Inc...... 93...... 18 ...... 215-336-3160 ...... 215-336-2866 Well-Pict Berries ...... 43...... 60 ...... 831-722-3871 ...... 831-722-6340 The Kunkel Co., Inc...... 108...... 82 ...... 952-938-3528 ...... 952-938-1028 Western Fumigation ...... 37...... 27 ...... 954-673-2914 Lakeside Organic Gardens ...... 32...... 109 ...... 831-761-8797 ...... 831-728-1104 Wholesale Produce Supply Company...... 109...... 81 ...... 612-378-2025 ...... 612-378-9547 Layer Saver, LLC ...... 118...... 11 ...... 866-597-7287 ...... 866-597-7278 Yakima Fresh LLC ...... 131...... 57 ...... 800-541-0394 ...... 847-685-0474

SEPTEMBER 2009 • PRODUCE BUSINESS 145 Blast from the Past nly those truly ensconced in the produce world are aware of the longtime connection between Banana Dis- O tributors Of New York Inc. and Junior’s Produce Inc. The snapshot to the right, from the late 1940s, illustrates the extent to which these two popular New York-based produce companies are intertwined. James Georgallas, standing on the far right, founded Banana Distributors in the early 1940s, establishing his business at the Harlem warehouse depicted in the photo. What began as a small pushcart business has grown into one of the largest banana business in New York, located just outside of the Hunts Point Terminal Market. While Georgallas has retired, the business has remained in the family, with Paul Rosenblatt, Georgallas’ son-in-law, running the show. Georgallas’ daughter, Eva Rosenblatt, is also a partner at Banana Distributors and has fond memories of growing up in the business, even though much has changed in the past 60 years. “When Dad first started the business, bananas arrived very differently than they do today. They used to arrive in a stalk, with a long rope attached to it so they could be hung from the ceiling to ripen [as shown in the inset photo]. Today, when you buy from Ecuador, they typically arrive already cut into the clusters you see in the grocery store and we ripen them with ethylene.” Also included in the picture, standing second from the left, is Louis Augone, Georgallas’ partner and brother- in-law, as well as Louis’ brother, Ted, on the far left. Eva remembers her Uncle Louis fondly, saying, “He was the best — the kindest, most loving man. When my son was very young, he would come spend the day at the warehouse. Even though he couldn’t do much because he was so young, Uncle Louis always gave him a $5 bill at the end of the day.” Augone’s legacy has continued with his son, Junior, who also grew up around the business. To no one’s surprise, Junior started his own venture in 1979, Junior’s Produce, which is now located on the Hunts Point Market. pb

The Blast from the Past is a regular feature of PRODUCE BUSINESS. 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]

146 PRODUCE BUSINESS • SEPTEMBER 2009 With the proper blend of the best of tradition and state-of-the-art technology, we take great pride in providing our customers with the very best tomatoes. Year-round—from Pallet to Plate, the choice is clear.

Batista Madonia Sr. President & CEO Evelyn M. Madonia, Executive Vice President/Secretary-Treasurer

Batista Madonia Jr. Rosemary Madonia, Stephen Madonia Sales Manager Comptroller All Growing Operations

GROWERS • PACKERS • BROKERS • SHIPPERS 800-557-7751 or 863-425-3500 Fax: 863-869-9850

Reader Service # 68 Reader Service # 33