Produce Business February 2015
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Cover_Layout 1 2/5/15 9:58 AM Page 1 WWW.PRODUCEBUSINESS.COM FEB. 2015 • VOL. 31 • NO. 02 $9.90 FEBRUARY 2015 FEBRUARY What’s WRONG with this picture? How retailers can benefit from home-spoilage-education efforts. 3-Part Series INSIDE: THE PUNDIT EXAMINES FTC’S VIEW OF HAGGEN’S PURCHASE OF 146 STORES FROM BROKER TO SALES & MARKETING EXPERT • SPRING MERCHANDISING FLORIDA PRODUCE • MEXICAN MANGOS • VALUE-ADDED POTATOES NOGALES SPRING VEGGIES • PROTECTED PRODUCE • SUPPLYING ALASKA • LEAFY GREENS WHOLESOME CHOICE MARKET PROFILE • CARROTS • ONIONS • PACKAGED NUTS DOLE Fruit_Ad 2/2/15 2:39 PM Page 1 TOC_Layout 1 2/9/15 7:21 PM Page 1 FEBRUARY 2015 • VOL. 31 • NO. 02 • $9.90 50 83 features departments 30 MERCHANDISING REVIEWS FROM BROKER TO SALES 80 PROMOTING THE VERSATILITY AND MARKETING EXPERT OF LEAFY GREENS Business evolves to better meet Kale paved the way for experimental the needs of a changing marketplace. varieties and consumer demand. Now retailers have options to grow sales 36 and inspire shoppers. cover story WARM UP TO A NEW CROP OF SALES 22 WHAT’S WRONG Use the season to springboard relationships 83 INCREASING CARROT VISIBILITY WITH THIS PICTURE? with local farmers and introduce consumers Fresh-cut, snack packs and kid appeal In the first of a three-part series, to the best items available. broaden sales potential. PRODUCE BUSINESS explores the impact spoilage has on produce 44 FOODSERVICE MARKETING consumption at home and on LET THE FLORIDA SUNSHINE IN repeat sales. A look at how the state’s spring produce 75 ONIONS: THE MENU can boost profits for retailers. CHAMELEON commentary The world’s most essential ingredient 50 grabs a bigger part of the plate at 10 THE FRUITS OF THOUGHT THE PULSE OF NOGALES restaurants, schools and food carts. The Complexity Of Waste SPRING PRODUCE The Mexican harvest grows longer and more DRIED FRUIT AND NUTS 88 RETAIL PERSPECTIVE varied as the port expands and the season begins. True Strategic Planning 86 THE POWER OF PACKAGED NUTS 56 Dynamic displays reel 89 EUROPEAN MARKET THE MEXICAN MANGO POTENTIAL in consumer dollars. A Conversation With JDM Through advocacy and retail support, Food Group’s Darren Bevan this fruit proves to drive sales. 64 CONVENIENCE AND FLAVOR DRIVE RAPID in this issue GROWTH FOR VALUE-ADDED POTATOES 4 THE QUIZ Smaller-sized packages with added seasonings making big inroads.. 6 WASHINGTON GRAPEVINE 69 20 8 FORWARD THINKING PROTECTED PRODUCE: FROM NICHE TO MAINSTREAM 12 RESEARCH PERSPECTIVES The maturation of greenhouse- and shadehouse-grown produce brings a special features 13 COMMENTS AND ANALYSIS consistent supply of quality fruits and vegetables to retailers. 16 14 PRODUCE WATCH FROM THE PAGES OF 74 THE PERISHABLE PUNDIT 90 BLAST FROM THE PAST DISPATCH FROM ALASKA FTC’s Antiquated View Of The Market Produce makes its way to the Hands Haggen 146 Stores On The West Coast 90 INFORMATION SHOWCASE northern-most climes on earth. CORRECTION 20 In the January 2015 issue of PRODUCE BUSINESS, a photo was mis-credited in the foodservice ASCENDENT INDEPENDENTS: marketing article, “Chefs Across Restaurant Landscape Cater to Meatless Diners." The photo WHOLESOME CHOICE MARKET and recipe for the Pasta Primavera dish were provided and conceptualized by the National Produce-centric with international flair. Onion Association. Our regrets for the error. 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. PRODUCE BUSINESS / FEBRUARY 2015 / 3 Quiz_Layout 1 2/3/15 2:30 PM Page 1 produce quiz THIS MONTH’S WINNER owned company, Nogales, AZ-based Del Campo Supreme, before beginning his cur- rent business development position with FEBRUARY 2015 • VOL. 31 • NO. 02 • $9.90 Robinson Fresh in the fall of 2012. P.O. Box 810425 • Boca Raton • FL 33481-0425 LIAM T. SLAVIN “I’m enjoying my unique role at Robinson Phone: 561-994-1118 • Fax: 561-994-1610 Senior Sales Executive/Northeast [email protected] Robinson Fresh Fresh, because unlike most companies that Paulsboro, NJ sell a single produce category or service, I am PRESIDENT & EDITOR-IN-CHIEF able to provide value throughout the supply James E. Prevor Liam T. Slavin graduated from Saint chain from value-added product to national [email protected] Joseph’s University in 2009 with a degree in brands and strategic grower relationships. PUBLISHER/EDITORIAL DIRECTOR Food Marketing, and began his career in the Ken Whitacre “I continue to be intrigued by the per- [email protected] produce business while interning with sonal relationships that are prevalent Philadelphia, PA-based Procacci Brothers. VP EDITORIAL throughout the produce industry,” says Ellen Koteff “I was hired after graduation, and they Slavin. “I find it motivating to see that this [email protected] continued my education throughout the collective effort is delivering value to not SPECIAL PROJECTS EDITOR warehouse, production and sales [divi- only company owners, employees, and the Mira Slott sions],” says Slavin. He briefly accepted an global fresh produce consumer but is doing [email protected] opportunity to work for another family- so with a common goal of sustainability.” INTEGRATED CONTENT EDITOR Michele Sotallaro How To Win! To win the PRODUCE BUSINESS Quiz, the first thing you have to do is enter. The rules are simple: Read [email protected] through the articles and advertisements in this issue to find the answers. Fill in the blanks corresponding to the questions below, and either cut along the dotted line or photocopy the page, and send your answers along with a PRODUCTION DIRECTOR business card or company letterhead to the address listed on the coupon. The winner will be chosen by drawing Diana Levine from the responses received before the publication of our April issue of PRODUCE BUSINESS. The winner must agree to [email protected] submit a color photo to be published in that issue. PRODUCTION LEADER Jackie Tucker WIN AN EMERGENCY RADIO & COMPACT CHARGER PRODUCTION DEPARTMENT Just in time for the harsh winter weather, this compact radio and charg- Sunshine Gorman Freddy Pulido ing device is handy for any snow day. This model is the only one tested Christopher Sizemore with weather alert types (49 total) across multiple counties and states, the EVENT COORDINATOR radio runs for five hours after a full charge. The radio’s large, ergonomic Jackie LoMonte hand crank requires little effort to turn and it has an easy-to-adjust digi- [email protected] tal tuner. This superior model’s features include: an integrated LED flash- EDITORIAL INTERN light, ambient light, emergency beacon, water-resistant construction, as Madeline Mesa well as four power sources (AC, USB, battery, and solar). [email protected] CONTRIBUTING WRITERS QUESTIONS FOR THE FEBRUARY ISSUE Carol Bareuther, Mark Hamstra, Mindy Hermann, Bob Johnson, John Lehndorff, Keith Loria, Gill McShane, Kristen Pope, 1) What is the web address for Four Seasons Produce Inc.?________________________________ Anthony Stoeckert, Lisa White ______________________________________________________________________________ ADVERTISING Eric Nieman, Associate Publisher 2) Which company claims to have the “fruit of legendary perfection”? _______________________ [email protected] Linda Bloomfield ______________________________________________________________________________ [email protected] Katrina Brown 3) According to the chart on the HBF International ad, which berry is only available Oct. - Dec.? __ [email protected] ______________________________________________________________________________ Sandy Lee [email protected] Kelsee Loche 4) What is the name of the produce manager on the Idaho Potato ad? _______________________ [email protected] ______________________________________________________________________________ Bill Martin [email protected] 5) What are the two phone numbers on the Paramount Citrus ad?__________________________ Ellen Rosenthal [email protected] ______________________________________________________________________________ Gino Valconi [email protected] 6) What kind of fruit replaces the “O” in the word “Delicious” on Vision Produce’s ad? __________ FLORAL DEPARTMENT MARKETING E. Shaunn Alderman _______________________________________________________________________________ [email protected] Send insertion orders, payments, press releases, This issue was: Personally addressed to me Addressed to someone else photos, letters to the editor, etc., to o o PRODUCE BUSINESS, P.O. Box 810425 Boca Raton, FL 33481-0425 Name ______________________________ Position ______________________________ PH: 561.994.1118 FAX: 561.994.1610 PRODUCE BUSINESS is published by Phoenix Media Company __________________________________________________________________ Network, Inc. James E. Prevor, Chairman of the Board P.O. Box 810425, Boca Raton, FL 33481-0425. Address ____________________________________________________________________ Entire contents © Copyright 2015 Phoenix Media Network, Inc. All rights reserved. Printed in the U.S.A. City _______________________________________________________________________ Publication Agreement No. 40047928 State _____________________________________ ZIP _____________________________ Phone