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PRODUCE BUSINESS MARCH 2011 52 MASTERS of MERCHANDISING 10Th Annual MASTERS of MERCHANDISING SUPPLEMENT

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PRODUCE BUSINESS MARCH 2011 52 MASTERS of MERCHANDISING 10Th Annual MASTERS of MERCHANDISING SUPPLEMENT MARCH 2011 • VOL. 27 • NO. 03 • $9.90 p.37 p.131 p.152 features departments 30 TURN UP THE SALES HEAT WITH MERCHANDISING REVIEWS SAVVY SPRING MERCHANDISING Working with produce-heavy holidays 119 Eight Tips To Grow and smart sales techniques, spring is the Your Avocado Sales perfect time to put your produce depart- Smart promotions, stickered ripe fruit and ment to work. varied displays keep avocados in consumers’ baskets. cover story 37 FLORIDA SPRING PRODUCE KEEPS SHELVES STOCKED 125 EightWaysToMake 21 THE 23RD ANNUAL Months ahead of the rest of the country, Berry Sales Blossom MYSTERY SHOPPER REPORT Florida’s spring produce brings retailers Keep berries top of mind with careful and Do your produce associates know the additional sales rings and consumers a creative merchandising techniques. difference between basil and parsley? Yams bounty of fresh produce after a long winter. and sweet potatoes? Spanish onions and sweet onions? Can they recognize flavor 44 WHOLESALERS PASS DRIED FRUIT AND NUTS differences between green bell peppers and THE TEST OF TOUGH TIMES redbellpeppers?Seewhatourmystery By focusing on long-time customers and 148 Dried Fruit And Nuts Score shoppers discover. offering services that go above and beyond Incremental Sales In Produce the call of duty, wholesalers find a way to With dried fruit and nuts, you can make a commentary work through a tightened economy. hat trick by winning over athletes, spectators and your sales goals without even 8 THE FRUITS OF THOUGHT 131 LOOKING DOWN THE ROAD AT breaking a sweat. Food Crisis At Core MEXICAN IMPORT ROUTES Of Middle East Unrest Rapid growth of Mexican greenhouses south of the Texas border and improved FLORAL AND FOLIAGE MARKETING 154 RETAIL PERSPECTIVE highways have opened the door for more Adapting To The Reality of Consolidation produce reaching East Coast buyers via 152 Showcase Blooming Plants Texas. As Potted Treasures 156 EUROPEAN MARKET After nearly an unbearable winter for too HowToBoostEuropean 138 HOW WILL TRACEABILITY many, floral retailers can boost sales by Fruit Consumption AFFECT RIGID PACKAGING? enticing consumers with long lasting Rigid packaging, earth-friendly materials blooming plants. in this issue and industry-wide automation are becoming the name of the game. 4 THE QUIZ 142 TRACKING TRANSPORTATION 6 WASHINGTON GRAPEVINE LOADS: INSTANT ACCESS Seeking to reduce costs, decrease food 10 TRADE SHOW CALENDAR safety concerns and ensure on-time deliv- eries, the produce industry embraces 12 PRODUCE WATCH tracking technology. 15 RESEARCH PERSPECTIVES 145 REGIONAL MARKET PROFILE: DALLAS 17 COMMENTS AND ANALYSIS As the Dallas Farmer’s Market improves and 151 FLORAL WATCH continues to draw consumers, the area’s wholesalers and distributors look to increase 157 INFORMATION SHOWCASE business by adding new staff and focusing on core business strategies. 158 BLAST FROM THE PAST special features 18 FROM THE PAGES OF 134 SUPPORT SYSTEMS: QUESTIONS THE PERISHABLE PUNDIT FOR PALLET PROVIDERS Fraudulent Farmer’s Markets ‘Detrimental To Legitimate Farms, Masters of Merchandising Retailers And Consumers’ starts on page 51 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. MARCH 2011 • PRODUCE BUSINESS 3 PRODUCE QUIZ THIS MONTH’S WINNER Yuri Zilber MARCH 2011 • VOL. 27 • NO. 03 • $9.90 Produce Buyer P.O. Box 810425 • Boca Raton • FL 33481-0425 Phone: 561-994-1118 • Fax: 561-994-1610 Air Stream Foods [email protected] Philadelphia, PA For 10 years, Yuri Zilber “Prior to joining Air Stream, I had my own PRESIDENT &EDITOR-IN-CHIEF has worked as a produce company called Amazing Foods with a part- James E. Prevor buyer for Air Stream Foods. ner,” says Yuri. “When we sold the company, [email protected] “I am in charge of the East I ended up at Air Stream a few years later.” PUBLISHER/EDITORIAL DIRECTOR Coast purchasing for the Yuri makes a happy home in the produce Ken Whitacre company,” he says. Air Stream is a broadline business, noting, “You always have to be on [email protected] distributor for airlines. top of things. I like the action; it’s very When asked to specify his duties, Yuri dynamic.” SPECIAL PROJECTS EDITOR Mira Slott exclaims, “I’m a fireman! I put out fires, doing When it comes to PRODUCE BUSINESS,hehas [email protected] whatever needs to be done.” Typically, that only recently begun reading the magazine. “It means he organizes deals for daily buying, comes to me at our office. It has some ASSISTANT EDITOR Amy Shannon sets pricing for company sales associates and insightful articles and I find it helpful for what [email protected] oversees contract bid work. Ido.” ASSISTANT EDITOR Jennifer Leslie Kramer [email protected] How To Win! To win the PRODUCE BUSINESS Quiz, the first thing you have to do is enter. The rules are simple: Read through the articles and advertisements in this issue to find the answers. Fill in the blanks corresponding to the CIRCULATION MANAGER questions below, and either cut along the dotted line or photocopy the page, and send your answers along with a Kelly Roskin business card or company letterhead to the address listed on the coupon. The winner will be chosen by drawing from [email protected] the responses received before the publication of our May issue of PRODUCE BUSINESS. The winner must agree to submit EXECUTIVE ASSISTANT a color photo to be published in that issue. Fran Gruskin [email protected] WIN A CONVECTION OVEN PRODUCTION DIRECTOR This convection oven has an automatic rotating carousel to cook foods Diana Levine evenly, and accommodates up to a 12-inch pizza or a 3-lb. roast. Cook- [email protected] ing time is reduced by up to 30 percent in this oven, which bakes — with PRODUCTION LEADER or without convection — and boils from 250-450 degrees F. Includes Jackie Tucker removable and adjustable racks, a digital control panel, a baking pan, removable drip tray, non-stick interior and stainless steel interior. PRODUCTION DEPARTMENT SUNSHINE GORMAN FREDDY PULIDO DIRECTOR OF ONLINE COMMUNICATIONS QUESTIONS FOR THE MARCH ISSUE JASON KAHAN 1) Name three team members at Maurice A. Auerbach Inc. _______________________________ TRADE SHOW COORDINATOR Jackie LoMonte ______________________________________________________________________________ [email protected] CONTRIBUTING EDITORS 2) The America Trades Produce Conference takes place in which city? ______________________ Meredith Auerbach, Carol Bareuther, Julie Cook Ramirez, Bob Johnson, ______________________________________________________________________________ Sandy Lee, Kim Morgan, Jodean Robbins, Barbara Robison, Jon VanZile, 3) What is the phone number for DNE World Fruit Sales? ________________________________ Trisha Wooldridge ADVERTISING 4) Name three ingredients used in Marie’s Salad Dressings. _______________________________ Eric Nieman, Associate Publisher [email protected] ______________________________________________________________________________ Sandy Lee [email protected] 5) What vitamin is found in Monterey Mushrooms’ products?_____________________________ Bill Martin ______________________________________________________________________________ [email protected] Colleen Morelli 6) Name three brands marketed by Trinity Fruit Sales. ___________________________________ [email protected] ______________________________________________________________________________ Ellen Rosenthal [email protected] FLORAL DEPARTMENT MARKETING This issue was: ❏ Personally addressed to me ❏ Addressed to someone else E. Shaunn Alderman [email protected] Name ______________________________ Position ______________________________ Send insertion orders, payments, press releases, photos, letters to the editor, etc., to Company __________________________________________________________________ PRODUCE BUSINESS, P.O. Box 810425 Boca Raton, FL 33481-0425 Address ____________________________________________________________________ PH: 561.994.1118 FAX: 561.994.1610 PRODUCE BUSINESS is published by Phoenix Media Network, City _______________________________________________________________________ Inc. James E. Prevor, Chairman of the Board P.O. Box 810425, Boca Raton, FL 33481-0425. State _____________________________________ Zip _____________________________ Entire contents © Copyright 2011 Phoenix Media Network, Inc. All rights reserved. Phone ______________________________ Fax __________________________________ Printed in the U.S.A. Publication Agreement No. 40047928 Photocopies of this form are acceptable. Please send answers to: MARCH QUIZ PRODUCE BUSINESS • P.O. Box 810425 • Boca Raton, FL 33481-0425 4 PRODUCE BUSINESS • MARCH 2011 ON G GT RA N P I E H V S I A N W E A Letter to the President on Regulatory Reform By Julie Manes, Director of Government Relations, United Fresh Produce Association Dear Mr. President, Protection and Affordable Care Act passed last year, it is critical to make sure the needs of agricultural employers are taken into account. We are On January 18, the Wall Street Journal published an opinion piece that different than other businesses in a number of respects. These factors you wrote calling for a complete review of all government regulations.While include
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