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Produce Business June 2010

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Produce Business June 2010 Reader Service # 3 JUNE 2010 • VOL. 26 • NO. 6 40 COVER STORY FEATURES 40 UNDER FORTY .................19 MAKE PRODUCE SALES SIZZLE IN THE SUMMER ..............................40 Consumers look forward to the bounty of summer crops, and showcasing what’s fresh with clean, clear and creative displays is a guaranteed ring. COMMENTARY ABUNDANT NEW JERSEY PRODUCE PROVES THE GARDEN STATE IS MORE THAN JUST A NICKNAME .....................48 THE FRUITS OF THOUGHT The push for locally grown and a strong promotional program Food Safety Stakes from the Department of Agriculture has helped Jersey-grown Just Went Higher .......................6 produce stay relevant, both at retail sales and in consumers’ minds. RETAIL PERSPECTIVE INCREASING SALES OF FRESH HERBS..............................................72 Transformational Advertising ..........102 Find an ideal product mix, price structure and merchandising approach to yield greater profit from herbs in produce. EUROPEAN MARKET Europe’s Downward Trend GREAT 2010 SEASON PROJECTED FOR In Produce Consumption .............104 CALIFORNIA AND BAJA TOMATOES ...............................................78 Barring any unforeseen events, this should prove to be a very good IN EVERY ISSUE year for those involved in the Southern California and Baja tomato industry. THE QUIZ ............................4 BARTLETTS: THE KING OF CALIFORNIA PEARS.................................84 But experts say retailers should focus on variety to make register ring. WASHINGTON GRAPEVINE ........5 PRODUCE WATCH ..................8 RESEARCH PERSPECTIVES ........14 DEPARTMENTS COMMENTS AND ANALYSIS ......15 MERCHANDISING REVIEW: FLORAL WATCH ...................97 Grape Merchandising: Turn Challenges Into Sales Opportunity..............................88 While the grape industry may be fraught with challenges, smart marketing INFORMATION SHOWCASE .....105 techniques and open lines of communications will help retailers and grower/shippers alike make the most of a year-long endeavor. BLAST FROM THE PAST .........106 DRIED FRUIT AND NUTS: New Messages, Packaging And Displays Pump Dried Plum Sales ............................95 Put dried plums to work in produce for added ring. FLORAL & FOLIAGE MARKETING: Does Better Lighting Increase Floral Sales?..................................................98 The quest for greater energy efficiency is causing some supermarkets to evaluate current lighting systems, and the take-away may be increased floral department sales. SPECIAL FEATURE FROM THE PAGES OF THE PERISHABLE PUNDIT PMA/United Interests Differ: Solution Offered ...............................................16 SPECIAL SUPPLEMENT KEEPING GEORGIA GROWN ON SHOPPERS’ MINDS Keeping Georgia Grown On Shoppers’ Minds ...............................................55 84 Georgia’s proximity to Eastern markets and its vast array of fruit and vegetables make the state perfectly poised to capitalize on the locally grown demand. Change Service requested: POSTMASTER: Send address changes to PRODUCE BUSINESS, P.O. Box 810425, Boca Raton, FL 33481-0425. PRODUCE BUSINESS (ISSN 0886-5663) is published monthly for $58.40 per year by Phoenix Media Network, Inc., P.O. Box 810425, Boca Raton, FL 33481-0425. JUNE 2010 • PRODUCE BUSINESS 3 PRODUCE QUIZ JUNE 2010 • VOL. 26 • NO.6 THIS MONTH’S WINNER: President & Editor-in-Chief •JAMES E. PREVOR As a Merchandising Services Manager for [email protected] Safeway, Marja works closely with the pro- Publisher/Editorial Director •KEN WHITACRE Marja Moyer duce and floral department to help increase [email protected] Merchandising Services their exposure throughout the store. “I work Special Projects Editor •MIRA SLOTT Manager in the internal advertising department and [email protected] Safeway Inc. help create layouts to assist in maximizing Pleasanton, CA Assistant Editor •AMY SHANNON the exposure of produce and floral. Last [email protected] year, I worked on the locally grown pro- gram, developing its look and feel. I also Assistant Editor •JENNIFER LESLIE KRAMER work closely with produce vendors to devel- [email protected] How To Win op in-store merchandising programs.” Circulation Manager •KELLY ROSKIN To win the PRODUCE BUSINESS Quiz, the first Though Marja officially joined the Safe- [email protected] thing you have to do is enter. The rules are way team in 1996 and has been supporting Executive Assistant •FRAN GRUSKIN simple: Read through the articles and the produce and floral departments since [email protected] advertisements in this issue to find the 2002, she has been working with the chain answers. Fill in the blanks corresponding indirectly since 1983, when she produced European Bureau Chief •ROBERT ZWARTKRUIS to the questions below, and either cut along Safeway ads through an external vendor for [email protected] the dotted line or photocopy the page, and the company’s Northern California stores. send your answers along with a business Production Director • DIANA LEVINE [email protected] card or company letterhead to the address She relies on PRODUCE BUSINESS to keep her informed on what’s happening in the indus- listed on the coupon. The winner will be Production Leader • JACKIE TUCKER chosen by drawing from the responses try. “I’ve been reading the magazine for received before the publication of our about one-and-a-half years,” she estimates. Production Department FREDDY PULIDO August issue of PRODUCE BUSINESS. The win- “I like to see what’s going on with other ner must agree to submit a color photo to retailers and current events. I count on it to JOANNA ARMSTRONG be published in that issue. keep me abreast of situations.” Director of Online Communications JASON KAHAN WIN AN INDOOR/OUTDOOR Trade Show Coordinator •JACKIE LOMONTE ELECTRIC GRILL [email protected] Never let the weather stop you again from grilling up your favorite Contributing Editors burgers or vegetables. The grill can range in temperature from 170° to CAROL BAREUTHER,CHUCK GREEN,KEN HODGE, 410°F. The large, non-stick cooking surface can accommodate up to JODEAN ROBBINS DUARTE,BARBARA ROBISON, three NY strip steaks at once. BRYANT WYNES,JON VAN ZILE QUESTIONS FOR THE JUNE ISSUE Advertising ERIC NIEMAN,ASSOCIATE PUBLISHER 1) Rock Garden’s new line of herbs comes in what kind of special packaging? ______________ [email protected] SANDY LEE ____________________________________________________________________________________ [email protected] 2) What are the names of the two varieties of peppers grown by Sun World? ________________ BILL MARTIN ____________________________________________________________________________________ [email protected] Colleen Morelli 3) During what months are Jersey Fresh blueberries available? ___________________________ [email protected] ELLEN ROSENTHAL ____________________________________________________________________________________ [email protected] 4) Name two of the upcoming events that will feature Georgia peaches.____________________ Floral Department Marketing E. SHAUNN ALDERMAN ____________________________________________________________________________________ [email protected] Send insertion orders, payments, press 5) In what two California cities will you find Coosemans? ________________________________ releases,photos, letters to the editor, etc., to: PRODUCE BUSINESS ____________________________________________________________________________________ P.O. Box 810425 Boca Raton, FL 33481-0425 6) What is Baero’s booth number at the International Floriculture Expo?____________________ Phone: 561-994-1118 Fax: 561-994-1610 E-mail: [email protected] ____________________________________________________________________________________ PRODUCE BUSINESS is published by Phoenix Media Network, Inc. James E. Prevor, Chairman of the Board This issue was: ❏ Personally addressed to me ❏ Addressed to someone else P.O. Box 810425 Boca Raton, FL 33481-0425 Name __________________________________ Position ____________________________ Phone: 561-994-1118 Fax: 561-994-1610 Entire contents © Copyright 2010 Company ____________________________________________________________________ Phoenix Media Network, Inc. All rights reserved. Address ______________________________________________________________________ Printed in the U.S.A. Publication Agreement No. 40047928 City __________________________________________________________________________ State ____________________________________ Zip _________________________________ Phone __________________________________ Fax _________________________________ Photocopies of this form are acceptable. Please send answers to: JUNE QUIZ PRODUCE BUSINESS • P.O. Box 810425 • Boca Raton, FL 33481-0425 4 PRODUCE BUSINESS • JUNE 2010 WASHINGTON GRAPEVINE A report on the inside happenings of government. SUBMITTED BY DAVID GOMBAS, PH.D., SENIOR VICE PRESIDENT, FOOD SAFETY & TECHNOLOGY • UNITED FRESH PRODUCE ASSOC. Harmonized Audits And Standards n mid-May, the Technical Working DG: We’vehadtwoconcernssofar:buy- GV: What are the potential savings creat- Group (TWG) of the Produce GAPs Har- in on the harmonization process and the ed by the Draft Harmonized Standard? monization Initiative released its first harmonized standard. It’s easier to create a DG: Today, there are more than a dozen Draft Harmonized Standards. The draft new standard than to build on an existing GAP standards being used
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