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Produce Business December 2008

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Produce Business December 2008 inside... PUNDIT LOOKS AT WHOLE FOODS •Q&AWITH KEN SCHMIDT •CAUSE MARKETING •CHINESE NEW YEAR • PMA IMPACT AWARDS SUPER BOWL MARKETIING •MEXICAN PRODUCE •SOUTH AMERICAN IMPORTS •CHILEAN EXPORTERS •TEXAS PRODUCE •FLORIDA STRAWBERRIES REGIONAL PROFILE:BOSTON •FLORIDA CITRUS •ALMOND SALES •DRIED FRUITS AND NUTS •PROTECTING FLORAL CROPS DEC. 2008 • VOL. 24 • NO. 12 • $9.90 MARKETING • MERCHANDISING • MANAGEMENT • PROCUREMENT HEALTH INITIATIVES Starts on page 67 Reader Service # 53 DEC. 2008 • VOL. 24 • NO. 12 HEALTH INITIATIVES Starts on page 67 FEATURES MARKETING FOR A GOOD CAUSE (EVEN IN BAD TIMES) PART 1.........23 As Cause Marketing becomes increasingly popular, suppliers and retailers can use COVER STORY it as an additional marketing tool as well as an opportunity to do something good. RING IN SALES DURING CHINESE NEW YEAR ..................................30 TOP 10 INDUSTRY TRENDS This annual celebration offers retailers the opportunity & ISSUES FOR 2009 ...............16 to market and sell produce popular in Asian cuisines. In a turbulent economic climate, it’s back to basics. PUMP UP YOUR SUPER BOWL PROMOTIONS .................................32 Score a sales touchdown with winning marketing and merchandising tactics. MEXICAN PRODUCE INDUSTRY REMAINS OPTIMISTIC ....................40 The Mexican industry continues to press forward and work COMMENTARY toward future innovations despite its many challenges. THE FRUITS OF THOUGHT SOUTH AMERICAN IMPORTS .....................................................50 Counting Our Blessings ..................8 Freight costs and fluctuating dollar valuations make shipping product from the exporting countries into the United States a major challenge. RETAIL PERSPECTIVE Cash Credit And Leverage..............105 WIN BIG WITH TEXAS PRODUCE ................................................60 Although production is down slightly, the Lone Star State VOICE OF THE INDUSTRY continues to create marketing programs and expand importing efforts. Courting Consumer-Affairs Advisors .....106 FLORIDA STRAWBERRIES MAKE RETAIL SPLASH ...........................63 EUROPEAN MARKET Bountiful strawberries take center stage in the produce department Q&AWith Philippe Binard ...........108 thanks to consumer education, promotional efforts and great-tasting fruit. DEPARTMENTS IN EVERY ISSUE MERCHANDISING REVIEWS: How To Merchandise Florida Citrus With Ease ..............................................95 THE QUIZ ............................4 Layer on profits by stocking long-time favorites and new varieties from the Sunshine State. WASHINGTON GRAPEVINE ........6 DRIED FRUIT AND NUTS: Health-Conscious Consumers Driving Almond Sales .........................................99 RESEARCH PERSPECTIVES ........10 Give this nutritious nut a boost by highlighting health attributes and usage ideas. COMMENTS AND ANALYSIS ......11 FLORAL & FOLIAGE MARKETING: Reduce Shrink By Preventing Botrytis .....................................................103 PRODUCE WATCH .................12 Protect floral crops against grey mold by taking proper steps to identify and control it. FLORAL WATCH ..................101 BLAST FROM THE PAST .........110 SPECIAL FEATURES FROM THE PAGES OF THE PERISHABLE PUNDIT INFORMATION SHOWCASE .....110 Whole Foods Exercises Pundit ‘Option Two’.................................................14 Q & A WITH KEN SCHMIDT........................................................15 PACKAGING WITH IMPACT .......................................................36 Six companies claim PMA’s prized Impact Awards for Packaging. DEALING WITH CHILEAN EXPORT TRANSFORMATIONS ....................58 Chilean exporters of winter fruit present their vision for the United States. REGIONAL PROFILE: BOSTON Boston Carries On .........................................................................79 Despite a slow economy, business is bustling at Boston’s produce market. Atlantic Food Mart ........................................................................92 32 Neighborhood supermarket offers quality and service from employees who care. Summer Winter ............................................................................94 Fresh, regional fare is the key — no matter what the time of year. 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. DECEMBER 2008 • PRODUCE BUSINESS 3 PRODUCE QUIZ D E C . 20 0 8 • VO L . 24 • NO . 1 2 THIS MONTH’S WINNER: Brian Wright Being successful in the produce industry, President & Editor-in-Chief • JAMES E. PREVOR Sales and Packing Manager says Brian Wright, sales and packing manag- [email protected] Del Mar Farms er, Del Mar Farms, Westley, CA, entails Publishing Director • KENNETH L. WHITACRE Westley, CA knowing how to “roll with the punches. [email protected] Every day is different,” he explains. “It’s a Managing Editor • JAN FIALKOW very fast-paced industry.” [email protected] Wright has worked for the grower/ship- 1 Special Projects Editor • MIRA SLOTT SPONSORED BY per/packer for 2 ⁄2 years and deals mostly [email protected] with apricots, honeydew, Roma tomatoes Assistant Editor • AMY SHANNON and almonds. “Dealing with variability is [email protected] How To Win probably one of the biggest challenges in Circulation Manager • KELLY ROSKIN To win the PRODUCE BUSINESS Quiz, the first the produce business.” [email protected] thing you have to do is enter. The rules are Brian’s responsibilities include watching simple: Read through the articles and packing costs and dealing with food-safety Executive Assistant • FRAN GRUSKIN advertisements in this issue to find the and quality-assurance issues. “Food safety [email protected] answers. Fill in the blanks corresponding has become a true necessity these days and European Bureau Chief • ROBERT ZWARTKRUIS to the questions below, and either cut along we’ve always strived to make quality our No. [email protected] the dotted line or photocopy the page, and send your answers along with a business 1 priority,” he adds. Production Director • DIANA LEVINE [email protected] card or company letterhead to the address A PRODUCE BUSINESS reader since he joined listed on the coupon. The winner will be Del Mar, Brian enjoys the history of the Production Leader • JACKIE TUCKER chosen by drawing from the responses many produce businesses, particularly those Production Department received before the publication of our that are family-owned and passed down FREDDY PULIDO February issue of PRODUCE BUSINESS. The from generation to generation. JOANNA ARMSTRONG winner must agree to submit a color photo As the winner of the PRODUCE BUSINESS Trade Show Coordinator • JACKIE LOMONTE to be published in that issue. Quiz, Brian wins a 12-piece golf set. [email protected] WIN AN IPOD/IPHONE DUAL ALARM CLOCK RADIO Contributing Editors CAROL BAREUTHER, DUANE CRAIG, PETER LAVERY, Start or end your day with your favorite music or podcasts — direct from your iPod or JACQUELINE ROSS LIEBERMAN, COLLEEN MCGINN, iPhone. Charges each unit while docked. Alarm can be set for iPod/iPhone music, K.O. MORGAN, JULIE COOK RAMIREZ, JODEAN ROBBINS AM/FM stations or buzzer. iPod and iPhone are not included. Advertising ERIC NIEMAN, ASSOCIATE PUBLISHER QUESTIONS FOR THE DECEMBER ISSUE [email protected] JENNIFER JORDAN 1) What is the number to receive more information about the Idaho-Eastern Oregon Retail [email protected] Display Contest? _____________________________________________________________________ SANDY LEE [email protected] BILL MARTIN 2) What is the Web address for Oso Sweet Onions? _______________________________________ [email protected] ____________________________________________________________________________________ ELLEN ROSENTHAL [email protected] 3) What is the fax number for Garden Fresh Salad Co.? ___________________________________ Floral Department Marketing E. SHAUNN ALDERMAN ____________________________________________________________________________________ [email protected] Marketing Solutions and Integrated Sales 4) What is the street address for Red Blossom Farms? ____________________________________ JIM DELEGUARDIA [email protected] ____________________________________________________________________________________ Send insertion orders, payments, press releases,photos, letters to the editor, etc., to: 5) What is the phone number for SunnyRidge Farm, Inc.? ________________________________ PRODUCE BUSINESS ____________________________________________________________________________________ P.O. Box 810425 Boca Raton, FL 33481-0425 Phone: 561-994-1118 Fax: 561-994-1610 6) What year was Edinburg Citrus Association formed? __________________________________ E-mail: [email protected] PRODUCE BUSINESS is published by Phoenix Media Network, Inc. James E. Prevor, Chairman of the Board P.O. Box 810425 This issue was: ❏ Personally addressed to me ❏ Addressed to someone else Boca Raton, FL 33481-0425 Phone: 561-994-1118 Fax: 561-994-1610 Name __________________________________ Position ____________________________ Entire contents © Copyright 2008 Phoenix Media Network, Inc. Company ____________________________________________________________________ All
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