Produce Business September 2007

inside... The Pundit Looks At Food Miles • Fall Merchandising • Regional Profile: Philadelphia • MICHIGAN APPLES Eastern Apples • Chilean Avocados • LEAFY GREENS • Foodservice Software • IDAHO POTATOES • Potato Merchandising WISCONSIN POTATOES • Pear Profits • Colorado Produce • GREEN TRANSPORTATION • Pistachios • Cacti & Succulents

SEPT. 2007 • VOL. 23 • NO. 9 • $9.90

MARKETING • MERCHANDISING • MANAGEMENT • PROCUREMENT SPECIAL SECTION Starts on page 151 ALSO INSIDE: The 19th Annual Marketing Excellence Award - Page 36

Printed on Recycled Paper Reader Service # 3 SEPT. 2007 • VOL. 23 • NO. 9

FEATURES 76 FALL MERCHANDISING IDEAS...... 50 A cornucopia of produce promotions ushers in seasonal profits.

COVER STORY MICHIGAN APPLES — THE FUTURE IS BRIGHT ...... 76 THE GREEN ISSUE ...... 15 Climate and development cited as reasons for ripe trend. Are we entering a world where quality, price and service are EASTERN APPLES — A UNIQUE VARIETY OF FLAVORS ...... 82 insufficient to meet the desires For consumers looking for locally grown, Eastern apples can be the answer. and requirements of buyers, both consumer and trade? CHILEAN AVOCADOS PROVIDE YEAR-ROUND SOURCING ...... 86 This summer’s freeze will not affect the quality of avocado exports to the United States. GREEN GROWS UP ...... 26 Environment and ethics are FOUR WAYS TO ENLIVEN LEAFY GREEN SALES...... 92 stirring up industry changes. Exploring the state of the greens.

COLORADO PRODUCE...... 146 COMMENTARY Benefits for buyers include freight advantages, diversity and quality. THE FRUITS OF THOUGHT Wages And Social Responsibility ...... 8 NEW TRANSPORT TECHNOLOGY GETS GREEN LIGHT ...... 171 A variety of efforts are on the horizon. RETAIL PERSPECTIVE Marketing Research And Analysis ...... 180

EUROPEAN MARKET DEPARTMENTS Green Creativity...... 182 FOODSERVICE MARKETING Computer Software ...... 96 VOICE OF THE INDUSTRY Revolutionizing the way foodservice manages its produce acquisitions. The Green Journey ...... 183 MERCHANDISING REVIEW Potatoes Can Drive The Produce Engine...... 126 IN EVERY ISSUE Focus on variety, displays and cross-promotions. THE QUIZ ...... 4 MERCHANDISING REVIEW WASHINGTON GRAPEVINE ...... 6 Perfecting Pear Sales ...... 136 Ripe and ready-to-eat are keys to increasing pear profits. RESEARCH PERSPECTIVE...... 10 DRIED FRUIT AND NUTS COMMENTS AND ANALYSIS ...... 11 Pistachio industry Braces For Banner Crop ...... 174 More availability creates year-round demand for pistachios. PRODUCE WATCH ...... 14 FLORAL AND FOLIAGE MARKETING INFORMATION SHOWCASE .....185 Surge In Succulent Sales ...... 178 Expanding supermarket floral department can increase overall sales. BLAST FROM THE PAST ...... 186 SPECIAL ADVERTISING SECTION SPECIAL REPORT SPECIAL FEATURE A TOUR OF GEORGIA IDAHO POTATOES CAPTURE FROM THE PAGES OF THE PERISHABLE PUNDIT PRODUCE CONSUMER ATTENTION ...... 119 The Problem With Food Miles ...... 12 Retailers can use Idaho potatoes’ premium status to increase sales. 19TH ANNUAL MARKETING EXCELLENCE AWARDS ...... 37 WISCONSIN POTATOES OFFER • Interview With Tommy Irvin, PLETHORA OF CHOICES...... 131 PHILADELPHIA REGIONAL MARKET PROFILE Georgia Commissioner of Agriculture Reach out to consumers MARKET PROFILE: with big selling points. • Retail Buyers Guide Philadelphia Stays On Top ...... Page 60 • Promoting Georgia Grown RESTAURANT PROFILE: • Local To Global SPECIAL SECTION La Famiglia ...... Page 71 • Going To Market RETAIL PROFILE: • Muscadines Fill Niche Market Starts on page 151 Santori’s Fruit And Vegetables ..Page 73 STARTS ON PAGE 99

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 2007 • PRODUCE BUSINESS 3 PRODUCE QUIZ

THIS MONTH’S WINNER: SEPT. 2007 • VOL. 23 • NO.9 Marc Hop President & Editor-in-Chief •JAMES E. PREVOR Controller [email protected] Superior Sales, Inc. Publisher/Editorial Director •KEN WHITACRE Hudsonville, MI [email protected] From packaging to delivery, there is Managing Editor •JAN FIALKOW never a dull moment for produce grow- [email protected] ers. Just ask Marc Hop, controller for Special Projects Editor •MIRA SLOTT Super Sales, Inc., a Hudsonville, MI-based [email protected] SPONSORED BY grower, which specializes in mixed veg- Assistant Editor •AMY SHANNON etables. “Every day is different,” he says. [email protected] How To Win “All of the variables that come along with Circulation Manager •KELLY ROSKIN To win the PRODUCE BUSINESS Quiz, the first selling a perishable commodity make this [email protected] thing you have to do is enter. The rules are job very exciting.” Executive Assistant •FRAN GRUSKIN simple: Read through the articles and An 8-year veteran to the produce [email protected] advertisements in this issue to find the industry, Hop overseas all financial aspects answers. Fill in the blanks corresponding European Bureau Chief •ROBERT ZWARTKRUIS for Superior Sales. He has been reading [email protected] to the questions below, and either cut along PRODUCE BUSINESS for four years. “I enjoy Production Director • DIANA LEVINE the dotted line or photocopy the page, and the broad range of topics that cover send your answers along with a business [email protected] everything from the grower’s aspect to the card or company letterhead to the address Production Leader • JACKIE TUCKER listed on the coupon. The winner will be consumer’s perspective,” Marc says. [email protected] chosen by drawing from the responses As the winner of the PRODUCE BUSINESS Production Department received before the publication of our quiz, Marc will receive noise-cancellation FREDDY PULIDO RODUCE USINESS November issue of P B . The headphones. JOANNA ARMSTRONG winner must agree to submit a color photo to be published in that issue. Trade Show Coordinator • Jackie LoMonte [email protected] WIN AN ECO-LUXURY ORGANIC COTTON ROBE Contributing Editors Pamper yourself and be kind to the environment! Free of all chemicals at all stages of production CAROL BAREUTHER,DUANE CRAIG,HEATHER CROW, LYNN GALANIS,MAURCIA HOUCK,BILL JOHNSON, from cultivation to manufacturing. Made in Europe under fair labor conditions. Available in three BOB JOHNSON,JACQUELINE ROSS LIEBERMAN, unisex sixes: Unisize, extra small (for persons 5’5” or under) and extra large (6’ or over). TONY SEIDEMAN,SUZANNE SMITHER, TRISHA J. WOOLDRIDGE QUESTIONS FOR THE SEPTEMBER ISSUE Advertising ERIC NIEMAN,ASSOCIATE PUBLISHER 1) What is the Web address for Weyerhaeuser’s environmentally friendly [email protected] JENNIFER JORDAN [email protected] SANDY LEE 2) What is the toll-free number for Four Seasons Produce? [email protected] BILL MARTIN [email protected] ELLEN ROSENTHAL 3) What is the fax number for Chelan Fresh? [email protected] Floral Department Marketing ______E. SHAUNN ALDERMAN [email protected] 4) Where is Brooks Tropicals located?______Marketing Solutions and Integrated Sales JIM DELEGUARDIA [email protected] Send insertion orders, payments, press 5) What is the PMA booth number for Pride of New York? ______releases,photos, letters to the editor, etc., to: PRODUCE BUSINESS P.O. Box 810425 Boca Raton, FL 33481-0425 6) What is the street address for Riveridge Produce? ______Phone: 561-994-1118 Fax: 561-994-1610 ______E-mail: [email protected] PRODUCE BUSINESS is published by ❏ ❏ Phoenix Media Network, Inc. This issue was: Personally addressed to me Addressed to someone else James E. Prevor, Chairman of the Board P.O. Box 810425 Name ______Position ______Boca Raton, FL 33481-0425 Phone: 561-994-1118 Fax: 561-994-1610 Company ______Entire contents © Copyright 2007 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

4 PRODUCE BUSINESS • SEPTEMBER 2007 Reader Service # 72 WASHINGTON GRAPEVINE A report on the inside happenings of government.

SUBMITTED BY AUTUMN VEAZEY, DIRECTOR OF LEGISLATIVE AFFAIRS • UNITED FRESH PRODUCE ASSOCIATION Social Security No-Match Rule

n Aug. 15, 2007, the Immigra- receipt to determine whether it properly ● If at the end of 90 days the employer tion and Customs Enforcement recorded the listed employees’ names and cannot obtain verification, it has an addi- Agency of the U.S. Department SSN or alien documents. If the employer tional 3 days to complete a new I-9 Form for of Homeland Security (DHS) made a clerical mistake, it must correct it the employee, using the same procedures as issued a final regulation gov- and file the corrected information with SSA if he/she were newly hired. The employer Oerning the Social Security Number (SSN) no- may not accept any document disputed in match letters employers receive for withhold- the written notice. The employer must ing employees’ Social Security allocations. require that a document establishing iden- This directly affects the customary practices This regulation tity or that an identity and work authoriza- of all businesses and their employees. tion contain a photograph. Employers are required to send Form W-2 could have a ● An employer following DHS procedures to the Social Security Administration (SSA) by will have a “safe harbor.” DHS will not con- the last day of February (or last day of March devastating effect sider it to have constructive knowledge it if filing electronically) to report wages and on agriculture and employed unauthorized workers, unless DHS taxes of employees for the previous calendar could prove independently the employer had year. Employers are required to file W-2s for labor-intensive actual or other knowledge the employee was wages paid to each employee from whom: a) unauthorized to work. The safe harbor would income, social security or Medicare taxes packing and process- be available even if the worker later were were withheld or b) income tax would have determined to be unauthorized, assuming the been withheld if the employee had claimed ing operations. employer followed DHS procedures and no more than one withholding allowance or could prove it did so. had not claimed exemption from withholding ● An employer failing to follow proce- on Form W-4. or DHS within the 30-day period. dures set forth in DHS’ rule will be consid- In cases where employee names and ● If the employer reported the informa- ered by DHS to have constructive knowledge SSNs do not match SSA records, SSA sends a tion correctly on its I-9 or W-2 forms, it must it employed unauthorized workers. This will letter, known as a no-match letter, to inform confirm with the employee that he/she pro- influence DHS’ exercise of its prosecutorial the employer. There can be many causes for vided accurate information. If the employee discretion in deciding whether to bring a no-match, including a technical error, such did report the information accurately, the charges against employers that receive no- as a misspelled name or clerical error. employer must ask the employee to ascer- match letters and do not follow up on them. Another cause may be an employee not tain and correct the problem with the appro- ● Employers that re-verify documents authorized to work in the United States and priate agency. While the employer does not listed in no-match letters will have a defense using a false SSN or an SSN assigned to have a duty to solve the problem for the against discrimination allegations based on someone else. A no-match letter as well as employee, it must inform the employee of document-abuse provisions of current immi- an employer’s Employment Eligibility Verifi- the 90-day time frame for providing verifi- gration law. cation form can serve as indicators that an ably legitimate documents. This rule provides DHS increased author- employee may be an unauthorized alien. ● The employer and employee have 90 ity to penalize employers if workers’ names Under the new regulation, receipt of a days from receipt of the agency letter within and SSNs do not match government records. no-match letter from SSA or DHS may be which to complete this process. It expands the legal definitions of “knowl- sufficient to constitute constructive knowl- ● If during the 90-day period the edge” an employee is unauthorized to work edge of unauthorized employment. employee provides corrected information, and greatly increases employers’ potential The regulation provides specific steps an the employer is responsible for verifying the liability if workers are unauthorized aliens. employer should take to constitute “due dili- correction with DHS or SSA. For the produce industry, which depends so gence” and, hopefully, avoid liability in situa- ● If at the end of 90 days the employer heavily on an immigrant workforce, this reg- tions where it has received a no-match letter. cannot obtain verification from DHS or SSA ulation could have a devastating effect on This summary gives a quick overview of the that the document in question is acceptable, agriculture and labor-intensive packing and key components of this new regulation: the employer will have to terminate the processing operations. It could also revive ● The rule becomes effective on Sept. 14. employee or face the risk DHS may find it the push for an agriculture-specific legisla- ● Upon receipt of a no-match letter from had constructive knowledge the employee tive measure that reforms the current H2-A DHS or SSA, an employer has 30 days from was unauthorized. program for agriculture operations.

6 PRODUCE BUSINESS • SEPTEMBER 2007 Reader Service # 139 THE FRUITS By James Prevor OF THOUGHT President & Editor-in-Chief Wages And Social Responsibility

he industry is in for a rough ride. Terms such as “green” • Pay as low as 12¢ an hour. . . sometimes witheld for months. and “socially responsible” are subject to many interpre- • Forced overtime, adding up to 84-hour workweeks, sometimes with- tations. If you read the press releases, you may think the out the legally required overtime premium. focus will be on reducing packaging waste, solar energy • Absence of benefits, even legally required ones. or biodiesel in trucks. Yet part of sustainability and • Housing in cramped quarters, 10 to 12 workers to a room. Tsocial responsibility is certain to be interpreted to include improv- • Stiff fines for breaking rules (e.g., loss of a day’s pay for taking two ing wages and working conditions for farm workers. evening hours to visit friends on a national holiday). Efforts are apace to help domestic farm workers. McDonald’s, for Wal-Mart phased out the Kathie Lee Gifford line soon after. example, recently agreed to pay an additional penny a pound for Now, think about this: Every time a “sweatshop” opens, hun- Florida round tomatoes used in its U.S. restaurants, with the extra dreds or thousands of people apply for jobs principally because fac- money going to farm workers. This follows the Florida Fruit and tory work is so much more desirable than working in the fields! Vegetable Association’s 2005 Socially Accountable Farm Employers As more produce is imported from more countries, advocacy (SAFE) Program, which provides an external verification that work- groups will turn to Wal-Mart, McDonald’s, other buyers plus branded ers are being treated in accordance with the law. produce companies to demand better treatment According to McDonald’s website: for farm workers outside the United States. In 2006, we and our suppliers instituted indus- The industry is The industry is vulnerable and will be chal- try-leading grower standards that go beyond the lenged on worker rights. In some Third World SAFE standards...Florida tomato growers that vulnerable and agricultural industries, children and adults rou- supply the McDonald’s System must hire workers tinely toil in heat from dawn to dusk, seven as employees, rather than day laborers, provide should expect to days a week, with inadequate and unclean food them with opportunities to raise issues and offer and drink, inadequate shelter and medical care suggestions, and ensure they have access to safe, be challenged in for subsistence wages. Injuries are common. affordable housing (where available) and local The offenses that created uproar and cries of health screening and counseling services. the area of sweatshops for Kathy Lee Gifford, Nike and Wal- More and more attention will be paid to the Mart pale in comparison to the everyday condi- condition of farm workers, and growers kid worker rights. tions of many Third World produce workers. themselves if they think a high hourly wage will It takes only one press conference with a insulate them from criticism. Attention will few little girls saying they pick a brand’s or focus on the annual income and living condi- store’s produce for 18 hours a day at 5¢ a box tions of U.S. farm workers. Yet, this is nothing compared to what will and their sister went to the hospital from heat exhaustion, their happen as advocacy groups start paying close attention to the work brother lost a leg in a tractor accident, etc. and living conditions of farm workers in developing countries. Unfortunately, preventing children from working in impover- We have all read news reports skewering Kathie Lee Gifford for ished countries will not mean they will be nurtured or schools will lending her name to products produced in “sweatshops.” Here is be built. It means they will have no means of subsistence and how Human Rights For Workers, a self-proclaimed advocacy group, might turn to prostitution, robbery or work worse than agriculture. described the situation: If we require agricultural employers to provide each worker Take products bearing the Kathie Lee Gifford label and the multina- health insurance and a nice house with plumbing and air condition- tional chain that sells them, Wal-Mart. Two years ago, after a National ing and if we demand nobody work more than 40 hours a week, the Labor Committee investigation exposed the exploitation of teen-age girls result is unlikely to be prosperity in these poor countries. in a Honduran sweatshop making Kathie Lee pants, Ms. Gifford Most likely, companies would no longer produce in the most dis- . . . became an active leader in setting up the Apparel Industry Partner- advantaged countries, as they would have no competitive edge to ship, a White House task force dedicated to eliminating sweatshop abus- offer, so these countries would get even poorer and their people es not only in Honduras but elsewhere. more desperate. Now comes the revelation that handbags with the Kathie Lee label, When people start talking about “social responsibility” and “sus- sold by Wal-Mart, are made in three factories [in China] where condi- tainability,” they are often talking about policies that make Western- tions were among the worst among the 21 factories investigated for the ers feel good about themselves by seeming to demand high stan- National Labor Committee report. Through interviews away from the dards and fair treatment. The actual consequences are rarely so sat- factory compound, a team of researchers from Hong Kong learned of isfactory. The social issue is distorted but it is a guaranteed crisis for conditions such as: the industry one day — and soon. pb

8 PRODUCE BUSINESS • SEPTEMBER 2007 Reader Service # 19 RESEARCH perspectives The Power Of Suggestion

onsumers, who don’t live and breathe must remain a prominent one. produce like we do, must try to figure Our respondents told us various “triggers” out on their own what to eat for bet- at the retail point of sale make an important hare with your ter health, while keeping confident impact. In-store displays are viewed as the customers what something in the fridge doesn’t end most effective trigger (43 percent), followed upC as a health threat — for whatever reason. distantly by print advertisements (17 percent). we as produce Produce Marketing Association’s (PMA) Sixty-five percent indicate a produce clerk’s S latest consumer survey looks at what drives recommendation influences them to purchase industry members are consumers to purchase fresh fruits and veg- a new item; yet, earlier PMA research I’ve etables and checks their confidence in pro- written about reveals almost half of shoppers privileged to know duce safety. Opinion Dynamics Corp. sur- surveyed report no contact at all with produce daily. veyed 1,000 primary food shoppers by tele- department staff. Produce clerk interaction can phone in mid-June and found that — leaving translate into dollars and cents that are cur- taste aside — other motivators for purchasing rently being lost to lack of customer service. 31 percent in June. Could it be the industry’s produce are crying out for our attention. Availability of locally grown foods, which collective efforts to pioneer solutions and its These responses demonstrate how powerful ranked second behind nutritional value, also ongoing communication outreach are starting our carefully targeted suggestions can be to influences consumers. Twenty-one percent of to make a difference? I believe so, but much information-hungry shoppers. surveyed shoppers ranked it as their most remains to be done. Also, we cannot forget I wrote in my June column here about the important influencer — ahead even of price, building consumer confidence goes only as value of touching someone through taste test- which was cited as the top motivator by 15 far as another major food safety outbreak. ing. In that column, I mentioned that earlier percent. When asked if they were more likely Keeping the charts moving upward requires PMA research found 64 percent of shoppers to buy fruits and vegetables labeled as locally every one of us to keep our vigilance up, too. surveyed reported their store didn’t offer grown, an overwhelming 67 percent said yes. In fact, I see communication as a common taste-testing. PMA went back and asked the Previous PMA research suggests con- thread throughout this latest research, which question about the relative importance of sumers perceive locally grown to mean better suggests several opportunities to appeal to taste-testing measured against other drivers. taste, nutrition and freshness. It should be no consumers. When asked which one factor would make surprise to readers of PRODUCE BUSINESS that • Talk it up in the produce department, them more likely to purchase a fruit or veg- the demand for locally grown has swept with sampling, produce clerk interaction and etable they’d never purchased before, 45 per- across the country and manifests itself not integrated point-of-sale materials. cent of respondents ranked sampling first. only in stores but also in some restaurants. • Showcase fruits’ and vegetables’ nutri- Another 27 percent indicate “a recommenda- Meanwhile, in a match-up between locally tional value and the message that eating more tion from a trusted source” would do the trick. and organically grown produce, local beat out of them really does matter. While we purposely excluded taste specifi- organic with our shoppers; only 9 percent • Highlight locally grown products when cally from our factors this time around, I can’t cited organic as their primary motivator. As they are available to make it known that con- help but link sampling to taste. Teaching Time magazine suggested in a cover story tributing to the local economy is as important shoppers through giving them a taste is a earlier this year, locally grown food seems to to your company as it is to your customers. proven practice as old as the roadside vendors be have become the “new” organic in terms of • Educate customers about produce safety of biblical times. Today, successfully tempting hot buttons driving consumer demand. advances. Lean on PMA for credible and cur- customers’ taste buds with sampling lays a Our shoppers report the major barrier to rent produce safety information. fast track to the checkout. buying organics is price. Among those In other words, share with your customers When asked what most influenced them to respondents who are not more likely to buy what we as produce industry members are make a new purchase other than taste, 36 organic, 35 percent cite higher costs and 10 privileged to know daily. You know how percent of respondents cite nutritional value percent don’t see a real difference between much this working knowledge influences as tops. We know that high-nutritional value organic and traditionally grown. your own produce purchasing behavior. Con- is a characteristic our category largely owns There is good news about consumer confi- sider the possibilities of what this same infor- and that produce is one of the few food dence in produce safety. Our latest survey mation could do when shared with con- groups health experts encourage people to eat reveals the percentage of consumers placing sumers. Then put this power of suggestion to more of. We can’t rely on nutrition alone as themselves on the “most confident” end of work to increase their produce purchases — our sole message in marketing produce, but it the scale jumped from 25 percent in April to and your bottom line.

12 PRODUCE BUSINESS • SEPTEMBER 2007 COMMENTS & analysis Think Double-Duty

hat induces a consumer to try a didn’t know they would enjoy the product. new product? Some people expect Many consumers who don’t like eggplant o consumer research to provide new revela- would enjoy eggplant parmigiana. Although tions, but good research typically in-store demos can be expensive, an advan- should ever confirms what we already know. tage to demo’ing prepared items is co-spon- WBryan reports PMA research confirms soring demos with other companies — in this walk into a there are two big drivers to new product trial case a bread crumb, cheese and sauce compa- N in produce: ny — thus substantially reducing the cost. store without receiving 1. A consumer has sampled a product. The notion of getting a “trusted source” to the produce depart- 2. A consumer has heard from a trusted recommend product also offers many oppor- source it is a good product. tunities for marketers at all levels — and ment’s recommenda- Note that the mere sampling of a product overlaps with sampling. The best “trusted does not encourage trial. Consumers have to source” is typically a relative or a friend, so tion as to what is sample an item — and like it. So sampling is sampling or demo programs do double duty not a substitute for developing good tasting — motivating the sample recipient to buy and particularly interesting items; in fact, the better the item tastes, the consume the product and promoting the sam- or delicious today. better the sampling works. ple recipient to become a trusted source, urg- Marketers also need to remember sam- ing family and friends to buy the product. pling goes way beyond what can be done in One of the goals of every retailer ought to other media outlets. the produce department. Dick Spezzano, now be to turn itself into a trusted source for prod- That nutrition tops the charts, after taste, of Spezzano Consulting Service, Inc., but at uct recommendation. When the Waldbaum’s in what consumers say motivates them to pur- the time vice president of produce for Von’s chain put Julia Waldbaum on all its private chase is also not surprising. If you don’t know and chairman of the board of PMA, used to label products, it created a personality — you are going to enjoy something, you might give speeches urging produce vendors to get though she was a real person — who con- as well go with something good for you. their product on the salad bar at Sizzler — sumers could trust and turn to for advice. Many times research turns up findings when the chain was in its glory days. Think of independent bookstores where that may have meanings other than those Even giving Sizzler the product for free the staff commonly has recommendations out immediately obvious. Finding consumers are might be profitable, he said, because it was a on the shelves. No consumer should ever walk motivated to purchase by the availability of mass sampling program. Giving away product into a store without receiving the produce “locally grown” product may be such an can be significantly less expensive than pay- department’s recommendation as to what is example. ing for demos, sampling staff, insurance, etc. particularly interesting or delicious today. Note Although a few consumers may be moti- Using foodservice, especially white table- to retailers: You have to play this straight; you vated to purchase locally grown for environ- cloth restaurants, is a classic strategy in new can’t be a trusted source for product recom- mental reasons or to support local farmers, product introduction. When kiwifruit was first mendations if you sell the recommendation to these may well be niche motivators, just as imported into the United States from New the highest bidder. And you can’t promote the PMA research finds organic to be a niche Zealand, there was no money for mass mar- what you happen to be stuck with. motivator. keting — but it was introduced to many chefs, Marketing to foodservice also plays into The consumer enthusiasm over locally especially pastry chefs, at upscale restaurants. this effort to get trusted sources to recom- grown may just be another expression of the Soon consumers were sampling kiwi tarts mend a product. The simple appearance of an consumer enthusiasm for good tasting pro- and eating kiwi on fruit plates. They loved the item on the menu of a high-quality restaurant duce. Locally grown signals fresh, crisp, ripe product and started asking their grocers to get is a form of endorsement from a source of — all sensory, taste-related ideas. it in so they could use it at home. great authority — add in usage by Emeril, Although it is reassuring to see consumer Vendors also have to remember sampling Bobby Flay and the rest of the Food Network confidence in produce growing, PMA’s survey doesn’t mean just giving out raw product. gang and one has some real trusted authori- was taken before food-safety problems with Many times the goal is to sample prepared ties gunning for your product. baby carrots from Mexico in Canada and a product. This both gives a consumer who Public relations efforts are important here Salmonella find on spinach from California. already likes an item an idea for another appli- as well. Another form of trusted authority is Doubtless PMA will soon let us know precise- cation — which might spur consumption and getting mentions from women’s service maga- ly how fragile or how solid those gains in purchase — and persuades consumers who zines, such as Good Housekeeping, and in confidence may be.

SEPTEMBER 2007 • PRODUCE BUSINESS 13 FROM THE PAGES OF THE PERISHABLE PUNDIT The Problem With Food Miles

From Jim Prevor’s Perishable Pundit, Aug. 10, 2007

The New York Times ran an op-ed article entitled, Food That Travels Well, on the hot subject of “Food Miles”: The term “food miles” — how far food has traveled before you buy it — has entered the enlightened lexicon. Environmental groups, especially in Europe, are pushing for labels that show how far food has traveled to get to the market, and books like Barbara Kingsolver’s “Animal, Vegetable, Miracle: A Year of Food Life” contemplate the damage wrought by trucking, shipping and flying food from distant parts of the globe. There are many good reasons for eating local — freshness, purity, taste, community cohesion and preserving open Some people advocate labeling space — but none of these benefits compares to the much- the food imported by air. touted claim that eating local reduces fossil fuel consumption. In this respect, eating local joins recycling, biking to work and driving a hybrid as a realistic way that we can, as individuals, shrink our carbon footprint and be good stewards of ronment? Researchers at Lincoln University in New Zealand, the environment. no doubt responding to Europe’s push for “food miles label- On its face, the connection between lowering food miles ing,” recently published a study challenging the premise that and decreasing greenhouse gas emissions is a no-brainer. In more food miles automatically mean greater fossil fuel con- Iowa, the typical carrot has traveled 1,600 miles from Califor- sumption. Other scientific studies have undertaken similar nia, a potato 1,200 miles from Idaho and a chuck roast 600 investigations. According to this peer-reviewed research, miles from Colorado. Seventy-five percent of the apples sold compelling evidence suggests that there is more — or less — in New York City come from the West Coast or overseas, the to food miles than meets the eye. writer Bill McKibben says, even though the state produces far It all depends on how you wield the carbon calculator. more apples than city residents consume. These examples just Instead of measuring a product’s carbon footprint through scratch the surface of the problem. In light of this market food miles alone, the Lincoln University scientists expanded redundancy, the only reasonable reaction, it seems, is to count their equations to include other energy-consuming aspects of food miles the way a dieter counts calories. production — what economists call “factor inputs and exter- But is reducing food miles necessarily good for the envi- nalities” — like water use, harvesting techniques, fertilizer out- lays, renewable energy applications, means of transportation (and the kind of fuel used), the amount of carbon dioxide absorbed during photosynthesis, disposal of packaging, storage procedures and dozens of other cultivation inputs. Incorporating these measurements into their assessments, scientists reached surprising conclusions. Most notably, they found that lamb raised on New Zealand’s clover-choked pastures and shipped 11,000 miles by boat to Britain produced 1,520 pounds of carbon dioxide emissions per ton while British lamb produced 6,280 pounds of carbon dioxide per ton, in part because poorer British pastures force farmers to use feed. In other words, it is four times more energy-efficient for Londoners to buy lamb imported from the other side of the world than to buy it from a producer in their backyard. Similar figures were found for dairy products and fruit. These life-cycle measurements are causing environmentalists worldwide to rethink the logic of food miles. New Zealand’s most prominent environmental research organiza- Farmers market shopper tion, Landcare Research-Manaaki Whenua, explains that loading purchases into an SUV. localism “is not always the most environmentally sound solu-

12 PRODUCE BUSINESS • SEPTEMBER 2007 FROM THE PAGES OF THE PERISHABLE PUNDIT www.perishablepundit.com

tion if more emissions are generated at other stages of the Yet what this author advocates is more dangerous because, as product life cycle than during transport.” The British govern- a result of studies, it adds the patina of science to what is really ment’s 2006 Food Industry Sustainability Strategy similarly just made up garble. seeks to consider the environmental costs “across the life The problems are many, but let us look at five quick ones: cycle of the produce,” not just in transportation. 1. It is virtually impossible to know the true “car- “Eat local” advocates — a passionate cohort of which I am bon footprint” of anything. Flying strawberries from Cali- one — are bound to interpret these findings as a threat. We fornia to London? What if they fly in the belly of a passenger jet shouldn’t. Not only do life cycle analyses offer genuine oppor- that would have flown anyway? How do we score that? The allo- tunities for environmentally efficient food production, but they cations are fundamentally arbitrary because there are so many also address several problems inherent in the eat-local philos- different ways to calculate the carbon footprint. ophy. 2. How does anyone know what would be done in Consider the most conspicuous ones: it is impossible for place of the current activity? So, if the land isn’t valuable most of the world to feed itself a diverse and healthy diet for agriculture where the strawberries grow, perhaps it will be through exclusively local food production — developed into vacation homes that will be food will always have to travel; asking peo- energy hogs. How do we score this? ple to move to more fertile regions is sensi- 3. Is this the only value in the ble but alienating and unrealistic; consumers whole world? What if an African tribe living in developed nations will, for better or makes a living exporting vegetables to the worse, always demand choices beyond To think that United Kingdom, and if we stop buying their what the season has to offer. product, they will die? Does that count for Given these problems, wouldn’t it make consumers can do nothing? more sense to stop obsessing over food 4. What if the “better” product is miles and work to strengthen comparative something useful distributed slightly differently so con- geographical advantages? And what if we sumers have to drive 15 minutes out did this while streamlining transportation for the environment of their way to farm stands to pro- services according to fuel-efficient stan- cure it? Maybe the inefficient transport — dards? Shouldn’t we create development by looking at “food 20 items in a Range Rover — outweighs incentives for regional nodes of food pro- much more distant but more efficient commer- duction that can provide sustainable pro- miles” or “carbon cial transport. duce for the less sustainable parts of the 5. Whole industries are set up to nation and the world as a whole? Might it footprints” is take advantage of empty back hauls. be more logical to conceptualize a hub-and- My family was once principally interested in spoke system of food production and distrib- unreasonable. growing produce in Puerto Rico — an expen- ution, with the hubs in a food system’s natu- sive place compared to other Caribbean and rally fertile hot spots and the spokes, which Central American options, specifically travel through the arid zones, connecting because its large reefer import trade was them while using hybrid engines and alternative sources of going back empty or hauling non-refrigerated cargo. An almost energy? impossible thing to score. As concerned consumers and environmentalists, we must The truth is that the pricing mechanism is the best single way be prepared to seriously entertain these questions. We must we know to incorporate all the varied factors that go into decid- also be prepared to accept that buying local is not necessari- ing whether, here in the United States, we should buy our ly beneficial for the environment. As much as this claim vio- counter-seasonal grapes from South Africa, Chile or Australia. lates one of our most sacred assumptions, life cycle assess- The advocates of “food miles” don’t recognize it, but what they ments offer far more valuable measurements to gauge the really should be fighting for is pricing externalities into products. environmental impact of eating. While there will always be So, if, for example, we have to maintain a navy because we good reasons to encourage the growth of sustainable local need to import oil, we have to tax oil imports so that the cost of food systems, we must also allow them to develop in tandem maintaining the navy falls on consumers of imported oil, not the with what could be their equally sustainable global counter- general public. parts. We must accept the fact, in short, that distance is not Every product has a million unknown and, for practical pur- the enemy of awareness. poses, unknowable impacts on the environment. Because some About the best one can say for this piece is that there seems to Mexican immigrants in California pick strawberries, towns in be movement on the subject so that defenders of the concept of Mexico are transformed. Because consumers in London buy “food miles” are giving up on defending the ridiculous — that the Kenyan produce, safari animals are not shot for food. only thing that matters is how far the product is shipped — to To think that consumers can do something useful for the envi- defending the merely incorrect — that by carefully doing a “life- ronment by looking at “food miles” or “carbon footprints” is cycle assessment” of each food, we can determine where it is unreasonable. The best we can hope for is to make sure that the best to purchase food from. costs imposed on the environment by things such as oil are prop- Food miles are, on their face, bizarre. The concept implies erly accounted for in the price of food and all other goods. that one would help the environment by operating a pineapple- “Food miles” is a form of protectionism or nationalism in which growing greenhouse in Toronto. foreign product is derided. Prosperity is not built on such notions.

SEPTEMBER 2007 • PRODUCE BUSINESS 13 PRODUCE WATCH ANNOUNCEMENTS GROWER/SHIPPER SOFTWARE SOLUTION SUPER SWEET BABY PLUMS Vormittag Associates, Inc. (VAI), Ronkonkoma, NY, Alfiles Inc., Michoacán, Mexico, will be has announced a strategic alliance with AG Business making super sweet baby plums available Management. Fresh produce grower/shippers will in the United States and Canada begin- be able to leverage VAI’s S2K enterprise edition soft- ning in spring 2008. Grown only in the ware and two AG Business modules — Grower state of Michoacán from March through Accounting for VAI and iTrade Integration for VAI — June, the plum flowers depend on in a specially designed business solution. Monarch butterflies for pollination. Mexican baby plums will be packed in a box containing 12 plums labeled by Alfiles Inc., Product of Michoacán, Mexico. Reader Service No. 300 Reader Service No. 301

GOOD-TO-GROW IN SUPERVALU STRONG NEW YORK APPLE CROP Supervalu, Eden Prairie, MN, will participate in The New York Apple Association, Fishers, NY, has this year's nationwide Good-to-Grow produce announced its crop prediction is 29.5 million program. The campaign partners with the bushels for the fall harvest. While growing Discovery Kids Channel by providing tools conditions are favorable, many growers have that encourage children to eat more fruit and concerns about higher input costs, particularly for vegetables. There will be on-line and in-store energy and labor. A huge looming concern this fall promotional support for parents and teachers. will be having enough labor to harvest the crop.

Reader Service No. 302 Reader Service No. 303

NATIONAL WATERMELON MONTH LARSON JOINS SAGE The National Watermelon Association, Plant City, Sage Fruit Company, Yakima, WA, announces FL, announces that the U.S. Senate, through the Larson Fruit Company, Selah, WA, has joined leadership of Senators Saxby Chambliss (R-GA) and its ranks. Sage will be the exclusive sales and Johnny Isakson (R-GA), has designated July as marketing agent for Larson beginning with new National Watermelon Month. Long-term planning crop apples in 2007. In the upcoming season, for 2008 will allow the industry to market Sage will market approximately 6.2 million watermelon in a variety of new ways. boxes of apples in addition to its manifest of pears and cherries.

Reader Service No. 304 Reader Service No. 305

“BEST OF SHOW”AWARD TURBANA PORT MOVE Girard’s Foodservice Dressings, City Turbana, Coral Gables, FL, will move its port and of Industry, CA, received the Produce warehousing operations to Philadelphia in spring Marketing Association's (PMA) “Best 2008. The move will allow Turbana to continue of Show” recognition for its booth at serving its current customers and provide access PMA's 2007 Foodservice Conference to additional customers at a more competitive & Exposition in July in Monterey, freight cost, give better operational efficiency and CA. Criteria included booth help develop more southbound cargo. presentation, product display and professional appearance/etiquette. Reader Service No. 306 Reader Service No. 307

GOING GREEN GOING GREEN

CARBON NEUTRAL PROJECT DEARDORFF ATTAINS SAFE CERTIFICATION Dole Food Company, Westlake Village, CA, has Deardorff Family Farms, Oxnard, CA, announces it announced Standard Fruit de Costa Rica, its operating has received SAFE — Socially Accountable Farm subsidiary in Costa Rica, and the Costa Rican Ministry Employers — certification. Growers who earn of Environment and Energy agreed to work together SAFE certification has demonstrated commitment to establish a carbon neutral product supply chain to ethical labor practices and must comply with for bananas and pineapples, from their production strict standards outlined in SAFE's Farm Labor in Costa Rica to the markets in North America Employer Code of Conduct. and Europe. Reader Service No. 309

GOING GREEN SOCIAL ACCOUNTABILITY STANDARDS Dole Food Company, Westlake Village, CA, “ALL ABOARD”CAMPAIGN has announced all its company-owned banana International Paper, Memphis, TN, has farms in Colombia have been certified to the partnered with the City of Memphis, Social Accountability International SA 8000 Friends of City Beautiful and FCR of workplace and human rights standard. The Tennessee in the “All Aboard” campaign certification covers the cultivation, harvesting to broaden the scope of recycling. The City has added corrugated packaging and packing of organic and conventional and paperboard packaging material to its list of acceptable recyclable items bananas on eight farms. in the curbside-recycling program.

Reader Service No. 308 Reader Service No. 310

CORRECTION In More Than Just A French Fry in the August issue of PRODUCE BUSINESS, we inadvertently identified Don Flannery as executive director of the Idaho Potato Commission. Mr. Flannery is executive director of the Maine Potato Board.

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]

14 PRODUCE BUSINESS • SEPTEMBER 2007 Are we entering a world where quality, price and service are insufficient to meet the desires and requirements of buyers, both consumer and trade?

BY JIM PREVOR

hat does the green movement and its look to align themselves with marketers who scarcity as the defining characteristic of the age. parent, the broader social responsibili- represent the values with which the customer Galbraith claimed the situation had changed. ty movement, mean for the produce wants to affiliate itself. The traditional focus on increasing production W industry? At base, it is a sea change in This is, of course, an oversimplification. It is was no longer going to be the driving force it procurement criteria. perhaps more correct to say price, quality and once had been, since society had entered an Since time immemorial, produce, like most service are still the ante, the price of entry into age of mass affluence that would allow greater material things, has been sold primarily based the business with expectations uniformly high for attention to social good and self-fulfillment. on three criteria: quality, price and service. all three, but buyers are now at liberty to look at He argued we had already reached a point Even the rise of such important trends as the other criteria in selecting from whom to buy. where too much emphasis was paid on mind- organic movement didn’t change this paradigm. Economist John Kenneth Galbraith — who lessly increasing production of trivial items rather Being grown without synthetic chemicals is still had a degree in agricultural economics from than investing in more needed and important a testable product attribute; it is still an intrinsic Berkeley — published The Affluent Society in social goods. characteristic distinguishing the organic product 1958. It posited that economic thought of the Since much of the world population still from another, conventionally grown, item. day was based on 19th century notions of lives in poverty, increasing production remains On the other hand, no amount of product an important public policy goal. Still, the green testing will ever reveal to a buyer — at the con- and social responsibility movements can be sumer or trade level — if a company’s distribu- seen as an affirmation of Galbraith’s principles. tion center is covered in solar panels, if it takes With affluence widely established so high-quali- care of its employees or if it uses biofuel in its ty products can be economically produced and trucks. distributed broadly, attention can be paid to The business importance of the green and “luxuries” such as making sure one’s vendors social responsibility movements is that one’s are in sync with one’s values. customers — consumer or trade — will now The epicenter of this movement is the Unit- evaluate not the product, not the price, not the ed Kingdom, but the emotional and intellectual service; instead they will evaluate the vendor appeal of the message, combined with the buy- itself in deciding from whom to purchase. They ing power of the highly consolidated U.K. mul-

SEPTEMBER 2007 • PRODUCE BUSINESS 15 Is Climate Change Real?

hose who promote that global warming is here, is a major social changes — development of the interstate highway system, long-term trend and is caused by man-made activity invention of air conditioning and common use of the jet plane T commonly point to three charts to illustrate their case. in passenger transportation — led to substantial development. So a hurricane that would have caused no economic damage a hundred years ago and minimal damage as late as the 1980s can cause tens of billions in damage today. This doesn’t disprove global warming, but it means you can’t use economic losses from bad weather as a proxy for global warming either.

Graphics: Intergovernmental Panel on Climate Change

On the chart above, red dots indicate increased temperatures and blue dots decreased temperatures. It is clear that temperatures have been increasing. The problem is this chart only covers 25 years, and to a climatologist 250 years is not a long time. So, while this chart may explain why intuitively global warming makes sense to a lot of people — after all, it is the experience of our lives — it just doesn’t tell us much This graph, often referred to as the “hockey stick” graph about whether this is a permanent or temporary fluctuation. because of its shape, is probably the most commonly made argument for global warming as a long-term trend. But it is not as persuasive as it looks. The long history of relatively stable temperature is not a temperature measurement at all. It is based on tree rings, which is in many ways problematic. First trees only grow on land and about 75 percent of the earth’s surface is water, so we don’t know its accuracy for the bulk of the planet. Second, trees grow and don’t grow for many reasons other than temperature, such as water availability. The mixing of scales from a tree ring measure to an actual temperature measure can be itself distorting, so we don’t know what the more recent temperatures actually mean compared to old numbers. We do know today’s temperatures would include urban areas where buildings typically retain heat. The third segment of the chart is all predictions, which vary widely, and we have no experience that would lead us to trust the veracity of the statistical models used. Weather forecasters have trouble telling us what will happen this weekend, yet we are supposed to believe they have predictions a hundred years The chart above shows both total and insured damage has from now down pat. risen dramatically in recent years. But weather is not the sole Wven if global warming is a long-term trend, reversing that variable in this graph. If you take an area such as Florida, which trend is another matter entirely. The notion fresh produce has a is prone to hurricanes, you see that many technological and big role to play in this is extremely questionable. pb

tiples, has been spreading its influence across been concerned with food safety — to audit safety and pushed green issues and corporate the globe. criteria focused on environmental and social social responsibility to the back burner. Two years ago, several U.S. retailers began aspects of operations. Yet the issues remain, ready to explode all to buy into the movement; they started pressing It was only the great spinach crisis of fall over the industry when conditions are right. third-party auditors — who had traditionally 2006 that refocused the industry back on food What will those conditions be? It is hard to say:

16 PRODUCE BUSINESS • SEPTEMBER 2007 Reader Service # 74 [ Perhaps all that is required is for food safety to become less of a marquis issue, leaving ChileGAP people to focus on other concerns. [ Perhaps Tesco’s U.S. arrival, with its Fresh & Easy Neighborhood Market concept ramping Corporate up in volume and forcing dozens and, in time, Food Environment Social Safety hundreds of vendors to meet “British” standards Responsibility will tip the balance. [ Perhaps it will be Wal-Mart, under attack Rational use Natural Labor from all sides and with a CEO already showing Biological of Agro Natural Flora Health Energy Aspects/Workers Aspects Complements & Fauna Aspects great interest in sustainability issues, really Resources Welfare (ICM & IPM) allowing its British subsidiary — ASDA — to dominate its approach in the United States. [ Or maybe some unpredictable person, a U.S. grower/shipper, even as a fill-in for a crop driven as much by environment as food-safety. company or event will trigger a dramatic failure, without at least EurepGAP certification. So as companies pursue various certifications change in procurement practices. Some parts of the world, such as Chile and to meet food safety requirements, they will find Japan, have customized versions of EurepGAP themselves enmeshed in green and corporate to meet local conditions. Some have urged the social responsibility requirements as well. FOOD SAFETY United States to standardize on EurepGAP. Yet the biggest beneficiary of the change in Food safety is the carrot to move in the focus on the procurement end will be the area AS BASELINE direction of the larger social responsibility issues. of the industry with the fewest certifications: These certifications often focus on issues Ameri- locally grown. The green movement may simply sneak up cans would see as green or related to corporate on the industry. The world is filled with food- social responsibility as opposed to food safety. safety certifications that cover more than food The graph above, adapted from the Chile- THE NEW safety. EurepGAP, for example, is the baseline GAP program, shows three inner areas of the grower-level food-safety program throughout program: food safety, environmental responsi- ORGANIC Europe. Even when retailers have proprietary bility and corporate social responsibility. certifications, EurepGAP is the base. Even the food-safety portion of the program In our new world of procurement, locally This program is spreading. Marks & makes mention of many things, such as inte- grown is the new organic. Yes, organic is still Spencer, for example, generally won’t buy from grated pest management (IPM), that seem to be much in demand, but there has been a bifurca- 151 # Reader Serv i ce

18 PRODUCE BUSINESS • SEPTEMBER 2007 Reader Service # 91 tion in the organic community. The most deeply top of field and harvest conditions. Theoretical- produce, cheeses, poultry, etc., it is a form of committed organic partisans care little for the ly, in this view, Joe the farmer sees Jack the valued-added that large chains and home cooks technical rules governing the National Organic farmhand is sick and sends him home without have trouble competing with. Program. They are as opposed to “big organic” letting him touch the product. So the culinary culture has jumped on the — Whole Foods, Earthbound Farms, Horizon This is more a localvore’s fantasy than a real- local agriculture movement. Dairy — as to conventional producers. istic assessment of food-safety practices on Third, retailers are seeing local as a business They dream of a world in which agricul- smaller farms. Although mixing a small tool. The great dilemma for supermarkets is ture is local, preserving local green amount of contaminated product how to compete when the Wal-Mart Super- space, farmed by families and thus can spread contamination center and warehouse clubs are price leaders. preserving the yeoman farmer throughout a large process- The answer is to focus on perishables and and biodiverse — the antithe- In our new ing facility’s salad mix, it organics — to be the anti-Wal-Mart. sis of large fields of spinach world of is true of all fresh-cuts, This advice makes sense only if stores can or romaine needed to keep local or national. use these products to differentiate themselves processors working at procurement, When it comes to bulk from less expensive competitors. The theory is capacity. locally grown produce, the higher they should focus on perishables where the Those committed to this incidence of large-scale competition moves beyond price to quality and vision are far from a majority. is the new production food-safety assortment. Retailers have seized upon local Through highly publicized organic. outbreaks is mostly a sta- because, done properly, it makes price compar- articles in national publications, tistical quirk. isons difficult and allows differentiation. they may have provided the pas- Second, there is a culinary Ironically, conscious of its scope, eager to sion and intellectual capital to encour- trend of chefs being much more ingratiate itself with the local community and age a focus on locally grown, but numerous concerned with local than organic. This looking to curry favor with local legislators so other criteria are also driving this trend. was obvious from the chefs’ presentations at influential on real estate matters, Wal-Mart has First is food safety. Last year’s well publi- PMA’s foodservice conference; it grows out of one of the most aggressive local programs. cized problems related to Natural Selection the cultural predilections of chefs and the busi- Yet this demonstrates the appeal of locally Foods and Taco Bell, both large-scale national ness imperatives of white tablecloth restaurants. grown to a retailer. Every retailer can have local- operations, gave advocates of local an opportu- Small scale and locally grown are a competi- ly grown and be distinct because each can have nity to push the notion locally grown produce is tive advantage for high-end restaurants. When a different grower and each chain can promote safer than that shipped in from elsewhere. This a menu says the chef has searched out the best its unique way of identifying the growers. might be justified if a small farmer is more on local growers and artisan producers of fresh Fourth, consumer perceptions of organic are 147 85 # # Reader Serv i ce Reader Serv i ce

20 PRODUCE BUSINESS • SEPTEMBER 2007 Reader Service # 58 changing. After many years in which consumers community can be seen as running along this mal welfare, respect for the environment, mak- showed ignorance over organic standards — fault line: Those whose interest in organics is ing a difference in the community, packaging often thinking organically grown meant grown principally motivated by environmental con- initiatives, transport issues and treating suppliers without any fertilizer, pesticide, etc. — more cerns now find themselves confronted with the well, including helping them help their employ- recent studies indicate a growing recognition need to make a decision. If, for example, they ees and local communities. organic means grown without synthetic sub- live in Philadelphia and are looking to buy Looked at from a business perspective, the stances. This creates a dynamic in which the apples, are they better serving the environment initiatives can be seen as attempts by U.K. super- environmental or health impact of non-synthet- by insisting on organic, perhaps trucking them markets to fit the new paradigm of procurement. ic substances must be compared with synthetic from Washington state, or by buying locally When it is so hard to differentiate oneself by substances in growing conventional produce. grown product, perhaps grown with some syn- product, price and service, the proposal is to give The more consumers perceive organic as thetic chemicals but grown within a day’s drive people an opportunity to fulfill more than their using substances in the production process, the from Philadelphia? product needs by electing to shop with a particu- more they are likely to accept synthetic sub- Because interest in the environment incor- lar store. It is a change predicted by Maslow’s stances used in local growing as no big deal. porates a desire to maintain local open space hierarchy of needs: As our material needs are Fifth, and most important, concern about and because the focus of environmental con- satisfied, we are free to reach for deeper kinds of global warming drives the focus on locally cern has switched from chemicals to carbon satisfaction and meaning. grown product. There is little controversy over emissions, more people are saying local is their This reverberates down the supply chain; recent warmer temperatures but much contro- first priority. Many would prefer produce both retailers can improve continuously on a range versy over the extent and meaning. Is it the start locally grown and organic, but if they must of green and social issues by taking credit for of a permanent change? Is it the beginning of a choose, local is increasingly the first choice. their suppliers’ improvements, one reason why long-term trend? If so, to what degree is it a the mandate in most certifications for “continu- man-made change? If it is, can it be reversed? Is ous improvement” has to be taken seriously. produce a significant contributor to the problem NEW PARADIGM Both the media and retailers are presenting and can it be a significant part of the solution? U.K customers with initiatives to inspire green- These are all important questions (See Is Cli- OF PROCUREMENT ness and social responsibility. Food miles — a mate Change Real? on page 16) but, for indus- calculation of the distance an item has traveled, try purposes, it may not make any difference if The focus on green issues and corporate with the assumption it is a useful proxy for the the science on global warming proves accurate social responsibility has its epicenter in the stress the item imposes on the environment — or not — we may all be dead before we know. United Kingdom. It is not principally about pro- was the first phase. Experts quickly recognized What is clear is that the split in the organic duce. It encompasses sustainable fisheries, ani- it as oversimplification. Is growing bananas in a

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22 PRODUCE BUSINESS • SEPTEMBER 2007 Potandon is proud to announce the availiability of Idaho Organic Russets in October

Reader Service # 78 Visit us at PMA Booth #1560 local heated greenhouse more environmentally One of the more innovative concepts being because, typically, retailers are also accepting a friendly than shipping them in from the tropics? tried is ‘box initiatives.’ Rather than choose their responsibility to “fair deal” with vendors. This has led to an attempt to present con- own produce, consumers voluntarily get a We are still discovering what green and sumers with more complete data, often referred weekly “surprise” box of produce. This allows social responsibility will really mean. There are to as a carbon footprint, which attempts to farmers to grow a bio-diverse group of crops, many unresolved internal contradictions. How ascertain the carbon output involved in the pro- focusing on horticultural needs rather than con- do we measure the importance of highly sophis- duction and distribution of an item. Each item sumer preference. ticated and expensive food safety systems and could have a sticker or sign to inform consumers If consumers buy the box, throw out the expertise — only available at large scale, central- of the amount of carbon their purchase caused rutabagas and then buy oranges, the effort might ized facilities — versus the desire for locally to be produced. result in higher carbon output than if consumers grown product? How do we judge the impor- Many efforts are underway to standardize just bought what they wanted to begin with. tance of less transportation of product, especial- this calculation, but they are inherently subjec- ly by air, with the need to create opportunities tive. If a passenger aircraft can fly without han- for trade in developing countries? How will the dling freight — but takes freight anyway — what BURDEN ON issue of organic vs. locally grown shake out? percentage of the carbon output of that flight Much is still up in the air. What is clear, ought the freight to carry? Whether you believe SUPPLIERS however, is that the nature of procurement is you take total weight of passengers, luggage and shifting and whether one sells on a trade level freight and divide by the carbon output of the The supply base is being pressured to make or to the consumer, the evaluation process is flight or you take the additional output caused progress in packaging, carbon emissions, other shifting from price, product and service to the by cargo and divide that much smaller number environmental areas, treatment of labor and nature of the vendor. by the cargo pounds is a matter of choice — yet sustainable horticultural factors. In an age where you either have good prod- the choice of calculation shows a significant Vendors are being required to produce uct and good services or go out of business, the effect on the carbon footprint of an item. many impact studies. U.K. law requires British question is increasingly this: Is your company Airfreight itself is another overly simplistic retailers to publish annual reports on these the kind of organization buyers will feel good example of concern for the environment, with issues, and, in turn, they press vendors to do the about working with? Put another way: Does some retailers putting airplane stickers on air- same. There is greater demand for certifications your organization hold true to values so strong freighted items. The airplane warns consumers and initiatives to increase the availability of local that others will aspire to work with you? that buying this item will hurt the environment, production. It all puts enormous pressure on the Green is not just about what you do; it is although airplane delivery tells almost nothing supply base. However, vendors also have about who you are. Procurement will never be about an item’s impact on the environment. stronger grounds to object to poor treatment the same again. pb 63 55 # # Reader Serv i ce Reader Serv i ce

24 PRODUCE BUSINESS • SEPTEMBER 2007 Reader Service # 26 Green GrowsUp

Environment and ethics are stirring up industry changes.

BY DUANE CRAIG

usinesses have always cast a watchful eye aspects — the so-called triple bottom line moving from something that business, and the on that single bottom line called profit. “It seems to me that the highest level of this produce business in particular, once saw as But dynamics at play during the last half- discussion is social responsibility,” says Bill Bish- important but optional, to what consumers are Bcentury — from the 1960s when a grow- op, president of Willard Bishop Consulting Ltd. increasingly going to make an integral part of our ing awareness of human effects on the in Barrington, IL. “Issues such as sustainability are performance — at least some consumers will.” environment emerged to the more recent spot- subordinate to that. I think the big issue that pro- Bishop Consulting was scheduled to com- light on global marketing that is illuminating duce retailers are living with is the question of plete a white paper on sustainability this summer every corner of businesses’ operations — are increased social responsibility and how to for the International Dairy-Deli-Bakery Associa- now causing many businesses to watch multiple respond to that in all of its forms. Some of it is tion (IDDBA) in Madison, WI. Though the report bottom lines. These other bottom lines, which fair trade, some of it is sustainability, some of it is will ultimately focus on the impact of social go by the names of environment and ethics, are carbon footprint; there are the social justice responsibility for supermarket dairies, delis and increasingly being placed under the banner of issues, but I think what’s becoming evident is bakeries, there will be important insight that can corporate social responsibility (CSR). that the whole area of social responsibility is be translated to produce policies. According to a 2005 report by the U.S. Gov- ernment Accountability Office, there are 12 U.S. agencies with more than 50 federal pro- CHALLENGES SPAN grams, policies and activities that are involved with endorsing, facilitating, partnering and THE INDUSTRY mandating CSR activities. In its efforts to help companies with their CSR initiatives, Canada It is not just retail that will be challenged, offers, among other things, a guide to imple- claims Fried DeSchouwer, vice president of sales menting a CSR plan. for Pan American Foods, a joint venture There is not a universally embraced CSR between BC Hothouse in Surrey, BC, Canada definition but, in practice, companies seem to and Greenhouse Produce in Vero Beach, FL. “It be using the title to blend together their eco- should be a supplier-driven program,” he says. nomic, social and environmental business “Shippers and grower/shippers need to start

26 PRODUCE BUSINESS • SEPTEMBER 2007 qualifying and quantifying their to pull new opportunities from the The entry by supermarket giant Tesco, head- efforts in social responsibility fabric of the business. Accord- quartered in Cheshunt, Hertfordshire, England, areas.” This, he says, can be ing to Jeanne Colleluori, into the U.S. market suggests there may be a way for companies to dif- “If Tesco is communications special- increasing pressure for others to at least take a ferentiate themselves successful..., ist, Wegmans is “system- first or second look at all things related to envi- from the pack and a way that’s going to atically assessing cur- ronment and social justice. The United King- to hand competitive rent business practices dom, from corporate boardrooms to govern- advantages to their retail affect pretty much and setting priorities ment to citizens, has been bullish on social partners. Part of that everybody.” for action.” She responsibility issues lately. advantage is being able describes her compa- Tesco is “very socially responsible,” says to supply trusted products Dick Spezzano ny’s efforts as identifying Dick Spezzano of Spezzano Consulting Service, and services to customers. Spezzano Consulting opportunities relative to Inc. in Monrovia, CA. “If Tesco is successful in Trust is translated into Service, Inc. their difficulty and time nec- the United States, I think that’s going to affect support for the business, claims essary to implement. pretty much everybody.” Sonja Tuitele, spokesperson for Wild Oats Markets Inc., based in Boulder, CO. Even though Wild Oats does not use the term socially responsible, she says the company is founded on the mission of enhancing its customers’ and employees’ lives. Toward those ends, she cites sustainable agriculture, food as close to nature as it is intended to be, supporting local communities and fair trade as representing some of the company’s core values. “Consider- ing all of the things we do, I believe the primary benefit is customer loyalty,” she says. “Cus- tomers will choose to support companies that are meaningful to them and have values that are aligned with their own.” Twenty years ago when Jonathan Rosenthal, managing director for Oké USA, Watertown, MA, got started in fair trade efforts, it was a novel concept, but today, he says, it has become an accepted practice. “I think the message is that corporate social responsibilities, of which fair trade is one of the strongest manifes- tations, are practices that are on the rise. I would encourage people to get in the game now and not wait to begin satisfying customers’ desires for more ethical products.” According to the International Federation for Alternative Trade, “Fair trade is a trading partnership based on dialogue, transparency and respect, that seeks greater equity in international trade. It contributes to sustainable development by offering better trading conditions to, and securing the rights of, marginalized producers and workers, especially in the South.” Beyond products, companies are increasingly looking to their operations for answers to rising energy costs and to glean new efficiencies. Publix Supermarkets, headquartered in Lake- land, FL, was recognized recently for its efforts in sustainability. Publix received the Sustainable Large Business Best Practices Award from the Council for Sustainable Florida. Some of the ini- 14

tiatives that led to the award include the reduc- # tion of its electrical usage by 7 percent overall and efforts resulting in the recycling of 7,600 v i ce tons of plastic and 209,000 tons of cardboard. At Wegmans Food Markets, based in

Rochester, NY, a sustainability specialist works Reader Ser

SEPTEMBER 2007 • PRODUCE BUSINESS 27 Speaking solely of the environment, Sir Terry Leahy, Tesco CEO, summed up the company philosophy this way: “Too often, the debate about economic growth and environmental sustainability has been presented as an either/or. Either you have economic growth or you have environmental sustainability. I believe that this is a false choice — we can, and must, have both.” Tesco’s U.S. business, named Fresh & Easy Neighborhood Market and based in El Segun- do, CA, is doing things such as mobilizing a fleet of trucks that will be less demanding on the environment. The trucks feature refrigeration units that use less diesel fuel, shut off when the temperature reaches the right level and can be plugged into building power so the tractor can be turned off while in the distribution center. The trailers will have quieter roll-up doors instead of lift gates. Another of Tesco’s initiatives is the installa- tion of a $13 million solar electric system at its distribution center in Riverside, CA. Other large scale produce sellers, such as Whole Foods Market Inc. in Austin, TX, and Wal-Mart Stores Inc. in Bentonville, AR, declined to comment on their initiatives but recent press releases suggest those companies are also increasingly focused on the environment and ethics issues.

LEGISLATION AND PACKAGING

In some instances, pending legislation and legislation under discussion are causing areas of the supply chain to ponder their operations. Robert Goldstein, president of Genpro Inc. in Rutherford, NJ, a third-party logistics provider specializing in perishable commodities, emphasizes the coming federal, state and even local regulations as the next round of changes to visit the transportation sector. “After 9/11, insurance levels increased, there was a severe driver shortage, there were equipment increases and then the fuel situation,” he remembers. “Over the last couple of years, everybody has seen how to fit those changes into pricing and service and has solved their own internal supply chain delivery methods. I think they have evaluated and made significant changes in their programs to get the capacity solved. Now there’s a new level coming in with increased regulation and compliance with those regulations. When a retailer is selecting a carrier, it really should be concerned about the car- 112

# rier’s compliance, that it is using the proper procedures and following best practices.” Goldstein cites restrictions at some terminals related to when trucks can operate their engines based upon temperature as one factor

Reader Serv i ce that can affect deliveries.

28 PRODUCE BUSINESS • SEPTEMBER 2007 Reader Service # 125 The To-Do List

he implications for the retailers the store. There were a number of those We do our best to help the growers sell to “ are they should only respond to brands that failed not because they were retailers and wholesalers. Then, with our T this when there’s a good business not what the customer was looking for but labels, we try to educate the consumers as reason to do so,” advises Bill Bishop, presi- because the customer wasn’t systematically much as possible. But the retail level is real- dent of Willard Bishop Consulting Ltd. in able to see them and find them. ly where there is the capability to take the Barrington, IL. “It therefore requires a strat- “Fair trade is a subject that can resonate ball and run with it and help the consumer egy so people can determine how it con- very powerfully with certain demographics. understand what organic means, and what tributes value to their company versus a Go into a store and where do you see fair fair trade means, how it affects them and reactive mode where the probability is it’s trade mentioned? When we introduce why it may cost more? I think it’s at the going to be a cost-minimization problem. these concepts we’ve got to think about retail level that big, big strides can be made You really need to be looking at the total them a little differently than just throwing a on these initiatives.” business to grasp the magnitude of this product up there, putting a price on it and When it comes to communicating com- thing.” He calls that the strategy part of the counting the number of cases we move,” he pany core values, community-focused pro- equation. explains. “We’re selling something quite grams are still powerful tools. Ed Odron, Secondly, he cites gathering data and different and we’re building something owner of Produce Marketing and Consult- making the data meaningful. And finally, quite different.” ing Services in Stockton, CA, talks highly of he emphasizes applying a system to testing Sara Clow, domestic commodity man- community involvement programs as inte- innovation. “The retailer needs to have ager for Pacific Organic Produce in San gral to a store’s persona. some systematic way of testing innovative Francisco, CA, stresses being aggressive Odron is a former, long-time supermar- new things,” he explains. “Most everybody about telling the story and outlines how ket employee, who mentions activities such will continue to sell a product that sells and retailers are at the best place to do that. as employee scholarships, charity mara- will stop selling a product that isn’t selling. “The education cycle is the most important thons and team sponsorship as ways “to When we first had shelf-stable prepared thing, and signage and communications promote the supermarket within the com- meals, there was no category for that stuff put out for the customer are the best ways munity — as a very conscientious part of and you just didn’t know where it was in to help move toward a greener food system. the community.” pb

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30 PRODUCE BUSINESS • SEPTEMBER 2007 Sometimes portions of an industry highlight relations and public affairs for the Pro- actually lead to efficiencies in the sys- seemingly small issues that really have a large duce Marketing Association (PMA) tems, adds Means. For example, footprint. Take all of those wooden shipping in Newark, DE, thinks CSR keeping product colder for food pallets for example. emphasis is only going to safety reasons could also have “The issues that we are confronted with in intensify. “First of all, it’s a Addressing social the additional benefit of the wooden-pallet and container industry are good thing to talk about,” responsibility keeping it fresher longer, those that address the protecting of our forests,” she says, referring to thereby reducing shrink. says Bruce Scholnick, president of National high-profile people talk- issues can She also believes stronger Wooden Pallet & Container Association in ing about the environ- actually lead to traceability systems could Alexandria, VA. “One of the things that has ment and to the buzz in allow companies to find occurred over the past number of years is that the press as indications efficiencies in advantages throughout the any number of invasive species, particularly that people are waking up the systems. chain relative to increasing those species from China like the emerald ash to these issues. Addressing product movement efficiencies, borer, or the Asian longhorned beetle or the social responsibility issues can ordering and fulfillment advantages wood wasp, have shown up and have begun to eat our forests. The food and agricultural organization of the United Nations has formed a treaty organization called the International Plant Pro- tection Convention, which has been signed by 164 countries. What that has done is establish some standards for the effective treating of solid wood packaging material to try and eliminate the invasion of these species.” He says the U.S. Department of Agriculture (USDA) has quaran- tined the shipment of ash wood from Illinois, Ohio, Michigan, and Indiana. The wooden pallet industry has responded by treating all pallets, including other wood species, regardless of destination, international or domestic.

OPPORTUNITIES ABOUND

One approach involves viewing issues and challenges as opportunities. In general, those in the produce industry, and those who watch it, see big changes coming in the years ahead. Willard Bishop’s Bishop sees the commodity nature of produce contributing to a potential sea change in how produce is grown, handled, You haven’t tasted Organic Produce shipped, bought and sold. “This has the mak- ings, over probably a generation, of changing a until you’ve tasted Eli & Ali’s whole bunch about the way produce is han- Organic & Specialty Produce dled,” he says. He cites the continued focus on visibility throughout the chain and on traceability as two driving factors. He believes the issues Eli & Ali’s benchmark for excellence begins and ends with under the social responsibility umbrella are our continued commitment to quality and service. opportunities and how companies respond to them may be predictable. We stand behind our product and He focuses on organics as an example. “Organics translate into something with a lot of reputation without compromise. the same characteristics which is that all of a You haven’t tasted a Tomato until you’ve sudden, certain attributes besides the variety and price and USDA grades turn out to be tasted an Eli & Ali’s Tomato! important. I would look at how retailers have responded to organics as an indication of how 71 they’re going to respond to social responsibility. 866-354-2547 • Ph: 718-389-2100 • Fax: 718-389-1514 # I think the answer is there’s a big distance Call: Jeff, Marc, Peter and Art • E-mail: [email protected] among the members of the pack. Some have been very leading edge, some are in the middle 206 Meserole Avenue • Brooklyn, NY 11222 and some are lagging.” www.eliandalitomatoes.com

Kathy Means, vice president of government Reader Serv i ce

SEPTEMBER 2007 • PRODUCE BUSINESS 31 and freshness, along with safety. Addressing these their positive impact on society, show 27 per- issues helps with a company’s public image, she cent of respondents think recent announce- says but quickly adds that taking action strictly for ments by “big supermarkets about environmen- Glossary Of public image benefit can backfire because it tal practices are nothing but cynical public rela- “can be seen through in a heartbeat.” tions;” 45 percent considered them small steps Global, informal, online polls are not scien- with much more effort needed; and 28 percent CARBON FOOTPRINT tific, but they do influence public opinion; viewed them as a real shift toward sustainability. Wikipedia: A measure of the amount of results from one poll show there just may be a Even as customers expect businesses to carbon dioxide (CO2) emitted through the certain amount of cynicism about companies’ behave in certain ways, they are evolving in combustion of fossil fuels; in the case of an efforts in environmental stewardship. The their beliefs. “Two years ago we did research organization, business or enterprise, as part results of a poll at the Web site of Mallen Baker, and people didn’t want to be seen as choosing of their everyday operations; in the case of the development director for Business in the organic because they were a tree hugger,” says an individual or household, as part of their Community in London England, a consortium Samantha Cabaluna, director of communica- daily lives; or a product or commodity in of 700 companies committed to improving tions for Earthbound Farm/Natural Selection reaching market. In materials, it is essen- tially a measure of embodied energy, the result of life cycle analysis. Carbonfootprint.com: A Carbon Foot- print is a measure of the impact human activities have on the environment in terms of the amount of greenhouse gases produced, measured in units of carbon dioxide.

CORPORATE SOCIAL RESPONSIBILITY (CSR) Investorwords.com, billed as the biggest, best investing glossary on the Web: The idea that businesses should not function amorally, but instead should contribute to the welfare of their communities. U.S. Government, GAO: The term CSR is often used to refer to business efforts to address the impact of business operations on such concerns as labor, environment, and human rights. Canadian Government: While CSR does not have a universal definition, many see it as the private sector’s way of integrating the economic, social, and environmental imperatives of their activities. As such, CSR closely resembles the business pursuit of sustainable development and the triple bottom line. In addition to integration into corporate structures and processes, CSR also frequently involves creating innovative and proactive solutions to societal and environ- Visit us at mental challenges, as well as collaborating PMA Booth #4010 with both internal and external stakehold- ers to improve CSR performance.

FAIR TRADE As widely accepted and advanced by international trade organizations and referred to as the FINE definition — Fair- trade Labelling Organisations International (FLO), International Federation for Alter- native Trade (IFAT), Network of European World shops (NEWS!) and European Fair Trade Association (EFTA): A trading part- 33

# nership, based on dialogue, transparency and respect, that seeks greater equity in international trade. It contributes to sustainable development by offering better Reader Serv i ce

32 PRODUCE BUSINESS • SEPTEMBER 2007 Foods in San Juan Bautista, CA. “They didn’t offering solutions] have been certified or what want it to mean they were members of any par- kinds of processes they’ve gone through to Terms ticular social movement. Today, I still think the make the claims they’re making,” cautions personal, health reasons for choosing organic David Stanton, brand manager, Minnetonka, are the driving factors, but I think there’s a lot MN-based NatureWorks LLC, makers of trading conditions to, and securing the more awareness about the environmental bene- biodegradable NatureWorks PLA. “There is ter- rights of, marginalized producers and work- fits of personal choice. I think the environmental minology being used in the marketplace that ers — especially in the South. Fair Trade impact of personal choices will continue to isn’t really clearly defined and there are compa- organizations (backed by consumers) sup- grow for everybody in every industry.” nies using that grayness to their advantage, port producers, raise awareness and cam- As discussion increases and debates begin especially when it comes to being green and paign for changes in the rules and practice raging, some people see a danger point emerg- being more environmentally friendly.” of conventional international trade. ing where there are no common definitions. “I According to Krysten Hommel, marketing think it’s very important for brand owners to and business development for Markon Cooper- PerishablePundit.com: A fair-trade understand how those companies [that are ative in Salinas, CA, Markon has a measured program allows people and regions that are not competitive producers of products to keep producing them.

FOOD MILES Leopold Center for Sustainable Agri- culture at Iowa State University: Food miles are the distance food travels from where it is grown to where it is ultimately purchased or consumed by the end user. BBC: Food miles are the measure of the distance a food travels from field to plate.

Green Movement Wikipedia: A political movement which advocates goals common to Green parties, including environmentalism, sustainability, nonviolence, and social justice concerns. Westburn Publishers Ltd.: A social movement akin to consumerism which is concerned about the impact of consumption on the natural environment and particularly the use or destruction of non- renewable resources. Pollution and waste disposal/recycling are high on the ‘green’ agenda. In some countries like Germany the green activists have formed a political party and have a significant impact on government policy. Freedictionary.com: A supporter of a social and political movement that espouses global environmental protection, bioregion- alism, social responsibility, and nonviolence.

SUSTAINABILITY U.S. Environmental Protection Agency: Sustainability refers to the ability of an ecosystem to maintain a defined/desired state of ecological integrity over time. Sustainabletable.org: The ability to provide for the needs of the world’s current population without damaging the ability of future generations to provide for themselves. 52

When a process is sustainable, it can be car- # ried out over and over without negative environmental effects or impossibly high costs to anyone involved. pb

Visit us at PMA Booth #3563 Reader Serv i ce

SEPTEMBER 2007 • PRODUCE BUSINESS 33 Earth-Friendly Produce

Packaging Goes Mainstream According to the Corrugated By Amy Shannon and Duane Craig Packaging Alliance, packages with this symbol are certified recyclable.

onsumers continue to demand products packaged in from corn, a 100 percent annually renewable resource. In the pro- earth-friendly material and retailers realize the monetary duce industry, it is used to manufacture label face stock, shrink C rewards recycling can provide. sleeve film, floral wrap and flexible packaging, Eichfeld explains. Experts say more and more packaging companies are teaming Beyond satisfying consumer demands, Maxco’s Flaming adds up with major brand owners to create products that make a posi- that using environment-friendly materials can also provide retail- tive impact on the environment and sustainability. ers with a revenue stream if they invest in a recycling program. “It’s a hot topic nationally and in Western Europe right now,” According to Ross Riedinger, vice president of sales and mar- says Jim Scattini, director of new business development for Wat- keting for Keyes Fibre, Wenatchee, WA, “Practicing sustainability sonville, CA-based Sambrailo Packaging, a supplier and distributor makes good business sense.” Keyes is the maker of Spring Cush- of packaging for agricultural commodities. “We’re not packaging ion, a molded fiber tray used to pack apples, avocados, berries with the same materials we used 30 years ago or 15 or 10 years ago.” and a variety of citrus. For instance, many companies are trying to get away from Riedinger says the company uses a recycle program that allows using wax boxes, says Oscar Katov, marketing communications packers to sell the recyclable material back to Keyes. “It’s taking consultant at Birmingham, AL-based OK Communications, Inc., products that still have value and making another valuable prod- which represents Weyerhaeuser Paper Co., Federal Way, WA. “The uct,” he says. wax box has really been a dilemma for many, many years because David Stanton, brand manager for Minnetonka, MN-based it doesn’t recycle,” he explains. “The produce industry, together NatureWorks LLC, says earth-friendly packaging is also a great with the supermarket industry, has been looking for the so-called way for brand owners to differentiate their product from competi- silver bullet to get rid of the wax box.” tors. NatureWorks’ polymers are used for packaging applications, The corrugated industry has introduced a new standard for such as high-value films used to wrap lettuce and other leafy returning the boxes to pulp and recycle them, he adds. The new greens. wax alternative boxes can be recycled, meaning more recycling “We sometimes focus so much on marketing the fresh fruit cash and cost avoidance in terms of disposal. It also means fewer inside the packaging that we never talk about the package itself,” corrugated boxes are going into landfills. he says. “It’s important to take that one extra step to really develop As an alternative to wax boxes and Styrofoam containers, Parli- quality packaging that supports the environment. er, CA-based Maxco, which specializes in fresh produce packag- Shannon Boase, president of Earthcycle Packaging Ltd.,Van- ing, particularly products that are recyclable and good for the couver, BC, Canada, agrees with Stanton and points out the environment, has developed a line of recyclable, non-wax con- importance of taking a position on environmental aspects. “We tainers and assembly equipment for packaging strawberries and are a driver of change and a driver of an environmental product. other produce, according to Mark Flaming, vice president of oper- Consistency is the key. You have to be consistent in all aspects of ations and sales. The company also manufactures clamshell and your business for the consumer to trust you. The consumer has to display-ready boxes for packaging citrus. believe that what you’re telling them is true.” “Our focus is to come up with the most sustainable products Earthcycle’s sustainable packaging is made from palm fiber. that are good for the environment,” Flaming explains. “A lot of it This renewable resource is actually a waste product that is dis- has to do with the end users — the consumers. They are wanting carded when palm fruit is harvested throughout the year for its oil. more environmentally friendly packaging.” Waverly Plastics, Waverly, IA, has a similar philosophy on pro- Scattini agrees, noting, “We want to head in the direction of producing consumer-packaging products, as exemplified by its moting environment-friendly packaging because we feel it is the newest earth-friendly innovation. Part of its Grocery Packaging right thing to do and because it’s the direction our customers want System product line, Tug & Tote individually dispenses 100 per- us to go.” cent renewable and biodegradable plastic bags to consumers for Sambrailo works closely with cardboard companies and dis- use in the produce department. tributes clamshell packaging made from recycled PET that are “We’re very concerned about the environment,” says Rose used for berries and other produce. “Big retailers are pointing in Nieuwenhuyzen, Waverly’s president and CEO. “We’re addressing the direction of becoming more green, and we’re going to be at the two important issues here -- the environment and sanitation con- forefront of that,” he adds. cerns. Not only are the bags biodegradable and recyclable, but “Consumers are wising up and retailers are starting to demand they are also totally confined in a box, so each bag will not be improvements. Using annually renewable resources is key right touched until the consumer is ready to use it. This prevents conta- now,” relates Rich Eichfeld, vice president of business develop- mination.” ment at Plastic Suppliers, Columbus, OH. Nieuwenhuyzen says the new product will be introduced at the Plastic Suppliers manufactures and distributes several lines of Produce Marketing Association’s (PMA, Newark, DE) upcoming plastic films used for packaging applications in the produce Fresh Summit convention and exposition in Houston, TX. The industry. Its newest product, EarthFirst, is a PLA-based film made bags will be available for sale in mid-October. pb

34 PRODUCE BUSINESS • SEPTEMBER 2007 approach to issues of social responsibility in order to keep things clear. “We are only going to start talking about socially responsible when we have set up specific, measurable and verifiable criteria,” she notes. “So although we respect any efforts that folks are making to do the right thing, we don’t want to talk about them in vague terms. So once we can identify those specific, measurable and verifiable criteria that we feel comfortable asking of our supply chain, we will do that and make that known.” She says Markon is currently looking at where inefficiencies can be removed from its systems and from those of its suppliers.

PRIORITIES

There is no shortage of issues for businesses to become aware and for which to begin for- mulating plans. Across the produce industry, food safety continues being the initiative at the top of the list. “The one thing I think that’s high on the consumers list is food safety,” says Ed Odron, owner of Produce Marketing and Consulting Services in Stockton, CA. “The supermarket needs to have a good program that puts a lot of responsibility on the growers they’re doing business with. But you just can’t put it all on the growers. I think the retailer has to take on its own responsibility.” “Everything we’re discussing has to have — right at the head of the list — food safety and wholesomeness — and that’s Job One ahead of everything else,” says Willard Bishop’s Bishop. “For a long time we assumed that was in place but now we see that sometimes it isn’t. Food safety is like convenience — never discount it.” Once the food supply is safe, other issues rise to the top. “The issue I hear about everywhere I go more than anything else is local,” says PMA’s Means. “It is about supporting local folks like small growers and family farms and it is also the issue of food miles. How far does it travel to get where it’s going and how much energy is it using versus having centralized production? Some people are saying if you are buying far away but it is supporting emerging or less-developed countries, this may be a better way to support those countries’ growth than providing aid. Or by supporting legitimate industry you keep it out of the drug trade. It’s not always in the guise of sustainability or social responsibility — it is sometimes just in the guise of fresher and closer. But eventually, the talk 155

does turn to lower transportation costs and the # feeling that it’s fresher, more healthful and supports local agriculture.” “One of the more recent things is the local phenomenon,” confirms Frank McCarthy, vice

president of marketing for Albert’s Organics, Reader Serv i ce

SEPTEMBER 2007 • PRODUCE BUSINESS 35 Inc., based in Bridgeport, NJ. “It’s a combina- going to be a question of being green; it will a marketing tool. Growing organic has to be tion of two things — one being the be a question of being able to sur- hand-in-hand with social responsibility.” presumption it is fresher and vive.” Oké USA’s Rosenthal uses fair trade as an the other is the concept of Mayra Velazquez de example of the change in thinking people will food miles.” “It’s going to be Leon, president of have to undergo in an era of heightened “It’s going to be increasingly difficult Organics Unlimited, emphasis on social responsibility. “How do we increasingly difficult to San Diego, CA, sees incorporate fair-trade practices into all levels defend production to defend production increasing pressure and all aspects of the food industry?” he asks. practices with a large practices with a large on growers coming “In the fresh produce industry the biggest issue carbon footprint,” from the rising tide is how do you incorporate those practices and Bishop of Willard carbon footprint.” of organic con- values and still have a viable industry. It’s a chal- Bishop explains. “That sumers. “When you lenge because it’s a change of thinking for most is resonating in Western Bill Bishop talk to buyers, they people. Whereas traditionally a buyer is looking Europe and in Asia as Willard Bishop don’t care where you at how to pay the lowest price, in fair trade well as from here. I’m pret- Consulting Ltd. get the product. They there are certain minimum prices that are dic- ty convinced now that most of don’t care about anything but tated by the rules, and the whole system is set the social change that occurs is not having the product where they up so there’s a real partnership between the going to happen as the result of some kind want it on time, with a certification.” The grower and the buyers. The biggest challenge of logical deliberation, it’s just a series of tecton- price demands run counter to the reality of for many people is to change their thinking ic plates that push up against each other.” growing organic produce, and filling the quanti- about what it means to buy and sell. They “I think it’s very clear what the biggest chal- ties demanded makes the growers feel quite a would be trying to create a win-win as opposed lenge is going to be,” says Joan Dye Gussow, bit of pressure, she continues. The upside, she to just a win for themselves.” nutritionist, author and professor, who is noted says, is that more people are being introduced Organics is one example where the payoff for her advocacy of buying local. “It’s going to to organics because the products are more to earlier efforts at creating socially and environ- be energy. We can’t afford to send our food all affordable. mentally responsible industry is being realized. over the world, particularly produce. Produce is She believes the growing organic demand “Until relatively recently if you were an organic vulnerable. So you have a cold chain, which should not be allowed to divert people from producer, you had to do a lot of convincing to costs energy, and then you have to ship it fast, the very core of what organic means. “I don’t get retailers to carry your products,” says Earth- which costs energy. I think the whole produce think people have always related organic with bound Farm’s Cabaluna. “It’s a relatively new market is going to have to adjust to this and it’s social responsibility until lately. I think that start- phenomenon that organic is being more active- going to be a different world. And it isn’t even ed with fair trade. More than anything, that was ly sought out.” pb Implementing Certified

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See us at PMA Booth 2333 Reader Serv i ce Reader Ser

36 PRODUCE BUSINESS • SEPTEMBER 2007 19th Annual Marketing Excellence Awards

This year’s Marketing Excellence What they all share is a vision of produce as a fundamental part of the Awards winners cover a wide array of American diet.With the growing promotional concepts. Some are aimed epidemic of obesity in this country, the produce industry is in the unprecedented at consumers, others at retailers. Some position of providing the one food promote the bounty of a specific state, category whose increase is beneficial to everyone. Substituting fresh fruits and others the value of going “green.” Still vegetables for high-fat, high-calorie snacks and meal components is a goal no others aim to increase the amount of one can dispute. fresh produce children eat or the variety PRODUCE BUSINESS is proud to recognize these organizations, presented in of specialty produce that adults eat. alphabetical order, for their contributions to the American marketplace. —By Jan Fialkow

2007 Winners / Campari Marketing Group / Capurro Farms / Colorado Department of Agriculture / Columbia Marketing International (CMI) / Frieda’s, Inc./Schnucks / Melissa’s/World Variety Produce / New Jersey Department of Agriculture / North Carolina Department of Agriculture & Consumer Services / Idaho Potato Commission / Ocean Mist Farms / Stemilt / Sunrise Growers / Tanimura & Antle

ANNUAL MARKETING EXCELLENCE AWARDS For information about entering the 2008 PRODUCE BUSINESS Marketing Excellence Award competition, please contact Ken Whitacre, 561-994-1118, ext. 101 or e-mail [email protected] Deadline for 2008 entries, June 6, 2008

SEPTEMBER 2007 • PRODUCE BUSINESS 37 19th Annual Marketing Excellence Awards Campari Marketing Group, Chicago, IL

One Hot Tomato Valentine’s Day Promotion Objectives: Raise awareness of Campari tomatoes in key markets by generating media coverage in broadcast media outlets. Description: Campari tomatoes were delivered to local meteorologists in five markets and suggested as a topic for their Valentine’s Day weather forecast, along with talking points.With snow and rain in many of the cities’ forecasts, CMG positioned Campari as “one hot tomato” for Valentine’s Day and the perfect ingredient for a romantic dinner Results: Multiple stations featured the tomatoes and two in New York, WABC and WCBS, kept the baskets of Campari tomatoes on camera for several minutes.The combined estimated audience for those two airings 1 alone totaled more than ⁄4 million viewers. During February, Campari tomatoes generated more than $1.3 million in total sales, an increase of 11.9 percent compared to January sales.

Capurro Farms, Moss Landing, CA

Capurro Farms Packaging Objectives: Position the company as a leader in the produce industry by offering consumers convenient, more usable product as well as promote a stronger image of food safety to consumers by using 100 percent degradable packaging. Description: BOUQUET GREENS: Wrapped in environmentally friendly, see-through material and featuring Capurro’s new logo.The product is designed to stand up vertically, presenting an attractive, clean and easy-to-identify presentation of greens. VALUE-ADDED: Convenient, environmentally friendly packaging allows consumers to grab-and-go.The new logo’s illustrations evoke the fruit and vegetable box labels of yesteryear. Results: The new packaging has been well received by retailers.The new packaging has improved consumer satisfaction and increased sales and margins.

Colorado Department of Agriculture, Lakewood, CO

2006/2007 Colorado Proud Campaign Objectives: Increase consumer awareness of the Colorado Proud program and logo. Description: The media campaign included TV ads; Just Picked! newsletter; 130 years, 130 Recipe Contest; Mystery Match-Up competition at the State Fair; Colorado Proud School Meal Day; and six booths at WestEx 2007. Promotional materials include Colorado Products Available Here window decals, shelf-talkers and POS Signs. Each month Colorado Proud sent a press release with a recipe featuring an in-season Colorado commodity. In January, the Colorado Proud Restau- rant Guide was published. Each restaurant received a Proudly Serving Colorado Cuisine window decal and menu decals. Results: Colorado Proud and participating sponsors ran 718 ads and reached 97.3 percent of households an average 24.9 times and 96.6 percent of adults 25- 54 an average 12.3 times.The campaign totaled 34,254,000 household impressions and 19.863,00 adults 25-54 impressions.The :30 ad won the 2006 Colorado Broadcaster’s Association Award for Excellence for Best Commercial Advertising Spot for an Advertiser, Any Length.

38 PRODUCE BUSINESS • SEPTEMBER 2007 Reader Service # 10 19th Annual Marketing Excellence Awards Columbia Marketing International (CMI) Frieda’s, Inc. and Schnuck Markets, Inc. Wenatchee,WA Los Alamitos, CA St. Louis, MO

Ambrosia — Mother Nature’s Newest Inspiration Frieda’s Produce University Promotion At Schnucks Objectives: Introduce a new apple variety to consumers and give Objectives: Educate consumers and produce managers on retailers an attractive, easy-to-use way to display this unique, Frieda’s specialty produce. Increase specialty produce sales at store limited-production apple variety. level during the promotion. Obtain residual increase in sales Description: CMI created high-impact in-store sales materials following the promotion. Increase customer service skills of all that included a full-color shipper, high-graphic display carton, produce personnel. posters, rack cards and recipes. Shippers, which included 100 recipe Description: Frieda’s Produce University, a training seminar to cards, one poster and one rack card, were then distributed to the prepare, educate and train produce managers on specialty produce retailers. Each shipper included four Euro boxes filled with items, took place on April 19, 2007. On May 19, 2007, an in-store Ambrosia apples, which are grown exclusively in the United States merchandising event was held in 101 Schnucks and Logli stores.The by CMI. event included produce managers who interacted with consumers, Results: Retailers set up the display and saw a lift in their apple in-store demos, a consumer giveaway (The Purple Kiwi Cookbook), categories. Retailers supporting POS signage , and local radio and TV advertising. created massive, Results: TRAINING SEMINAR: 105 Schnucks/Logli produce creative displays using managers attended. IN-STORE EVENT: 28 specialty items were the shippers and POS featured; during the 2-week promotion period (May 14 & 21), materials.They also specialty produce sales increased 170 ran demos and percent and 115 percent over the same time included Ambrosia period last year (LY). A spillover during the apples in their news- week of May 28 delivered a 79 percent paper advertising. increase over LY. Nearly 26,000 pounds of Consumers asked for more Ambrosia specialty produce items were sold during apples, thus creating more requests by the three weeks, 124 percent increase over LY. the retailers.

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40 PRODUCE BUSINESS • SEPTEMBER 2007 Reader Service # 8 19th Annual Marketing Excellence Awards

Melissa’s/World Variety Produce, Vernon, CA

Publicity For Melissa’s Great Book Of Produce Objectives: Expanding the reach of consumer publicity for the Melissa’s Great Book Of Produce via local and national newspapers, magazines radio shoes and the Web. Description: Food writers and editors of local and national circulated media were pitched the value of Melissa’s Great Book Of Produce, showing how it can be used as a reference guide and culinary guide and how it can help them educate their readers/viewers. Results: In a 12-month period (June 2006 to May 2007), there were 703 articles recorded by BurrelleLuce clipping with over 17- million in circulation.

New Jersey Department of Agriculture, Trenton, NJ

Fresh Spinach — Restoring The Public’s Confidence Objectives: Inform the public of the lifting of the 2006 ban on fresh spinach and of the safety of New Jersey grown spinach, encourage purchase of locally grown spinach and greens and re-establish the spinach market in New Jersey after the ban. Description: On Saturday, Sept. 23, 2006, the spinach ban was lifted except for three counties in California. In the next few days, an NJDA press release was sent to news agencies and trade personnel. Over 75 radio stations in the New York and Philadelphia media markets received a recorded :30 public service announcement (PSA) announcing the lifting of the ban and the safety of spinach grown in New Jersey. A print ad was sent to the four most widely read newspapers in the state.The ad was sent on CD-ROM to all major retailers in the state. Secretary of Agriculture Charles Kuperus and key staffers gave press interviews to local, state and national media and the Secretary recorded a :60 radio commercial. Results: The promotion helped reach the audience and helped re-establish the spinach market by building confidence in the safety of produce grown to Jersey Fresh grading standards.The Produce Safety Task Force was established in December 2006; it continues working to ensure the Jersey Fresh produce growers are capable of complying with any new regulations.

North Carolina Department of Agriculture & Consumer Services, Raleigh, NC

Got To Be NC Big Cart Objectives: Utilize the Big Cart to draw attention to the variety of NC produce and products. It serves as a powerful visual tool and as an extension of the department’s successful Got To Be NC marketing campaign. Description: The Got To Be NC Big Cart is nearly 13 feet tall and 15 feet long. It can actually be driven and holds three passengers. It is leased by the NCDACS from National Cart Co., based in St. Charles, MO, and is sponsored by five NC companies, including Hampton Farms, Severn, NC. Results: The Got To Be NC Big Cart has appeared at over 100 events in nearly half the counties in the state within the last year.

42 PRODUCE BUSINESS • SEPTEMBER 2007 Reader Service # 2 ELLIS ISLAND may not mean much to today's generation, but these windows and door looked out on a world of opportunity to our forefathers.

One hundred years ago, Daniel Nathel came to America to follow his dream and, unknowingly, started a legacy.

At Nathel & Nathel, we humbly celebrate the hopes and dreams that brought many New York produce families to where they are today.

We are proud to serve our many friends, clients and customers who have aspired to succeed in the New York produce market. Ph: 718-991-6050 • Fax: 718-378-1378 e-mail: [email protected] • [email protected] • www.nnproduce.net UNITS 354-364, 367, 368, 465-468 • NYC Terminal Market • Bronx, NY 10474

Reader Service # 82 19th Annual Marketing Excellence Awards Idaho Potato Commission Ocean Mist Farms Eagle, ID Castroville, CA

What’s Wrong With This Picture? Artichoke Nutrition News Promotion Objectives: Reinforce and grow the reputation of Idaho Objectives: Generate consumer awareness about the potatoes as America’s highest quality, No. 1-selling potato. nutrition/health benefits of artichokes. Increase retailer support for Idaho potatoes, thus driving volume Description: On April 24, 2007, Ocean Mist distributed an and growing the business. electronic press kit to health and nutrition writers and editors at Description: A fully integrated marketing campaign that targets daily newspapers and wires/syndicated news services, national the retail trade, What’s Wrong With This Picture? delivers a food and women’s publications, health and nutrition Internet sites consistent message with a dose of entertainment.The concept and regional women’s magazines. Simultaneously, a video news shows unusual fruits and vegetables — with the Grown in Idaho package was disseminated to national and local broadcast TV seal — although they are obviously not grown in Idaho.The media contacts, as well as a segment created just for cable TV campaign included a series of four full-page ads in major trade stations watched most by women. publications, monthly e-mail blasts that mimicked the ads and a Results: Print and media placements during the nutrition news monthly mailing of a rubber “stress ball” in the shape of that outreach effort totaled 3.5 million impressions. Print articles month’s fruit or vegetable. reached 2.6 million impressions and included stories in Shape Results: IPC has received an unprecedented amount of magazine, Self magazine, the New York Times, the Houston feedback from the retail trade. Recipients eagerly anticipate the Chronicle and WedMD.The video release reached an estimated 2 stress ball of the month, and many display their collections. million viewers,The cable story aired 120 times on 10 networks, Though branded potato including Home & sales are not possible to Garden, Lifetime, track, the response from pro- We, Discovery duce managers, senior cate- Health and Style. gory managers and retail advertising/marketing managers has been very positive.

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Reader Service # 124 19th Annual Marketing Excellence Awards

Stemilt, Wenatchee,WA

2006 Washington Stone Fruit Program Objectives: Help consumers more readily identify peaches and nectarines grown in Washington by emphasizing familiar locations in the state and the tree-ripened quality unique to Washington’s stone fruit industry. Description: Stemilt designed a program to identify its fruit with Washington as its origin so consumers recognizing the Washington difference would select Washington-grown fruit. It incorporated well-known imagery from the state into tote bags and display cards.The half-totes created for the promotion gave consumers the convenience of a pre-bagged product while still allowing full visibility of the fruit. A separate promotion was created for Ingles Supermarkets, based in Asheville, NC, to attract more customers to the nectarine display.This promotion provided a Getaway Sweepstakes for a weekend at the Biltmore Estate in Asheville. Shoppers who purchased Stemilt nectarines using their customer cards were automatically entered. Results: While this was retailer specific promotion, customized for Ingles Supermarkets, it received overwhelmingly positive responses from Ingles’ executives.They noted its creativity and ability to set the Ingles stores apart from their competitors.

Stemilt, Wenatchee,WA

Stemilt/Sesame Street Apple Of The Month Club At Hannaford Objectives: encourage kids to try new apple varieties by highlighting a different apple each moth in conjunction with one of the Sesame Street characters. Description: Hannaford Brothers Co., Portland, ME, ran six promotions (January through June 2007), featuring a different apple from Stemilt each month. POS materials included posters, 11x7 display cards and activity sheets for kids. All POS materials featured the Hannaford, Stemilt and Sesame Street Habits For Life logos.The promotions were: January — Fuji and Grover; February — Cripps Pink, Zoe and Elmo; March — Granny Smith and Oscar the Grouch; April — Braeburn and Cookie Monster; Cameo and Ernie; and June — Golden Delicious and Big Bird. Results: The promotion taught kid and adults about the different varieties of apples. A similar program that can be used by many supermarket chains is under development, thanks to the positive response from Hannaford and Sesame Street.

Stemilt, Wenatchee,WA

Stemilt/Nature Conservancy Program On Behalf Of Wild Oats Objectives: Combine forces with Wild Oats Markets, Inc., based in Boulder, CO, and The Nature Conservancy, based in Arlington,VA, to create a program that supports a more healthful environment and more healthful lifestyles. Description: Stemilt and Wild Oats mutually raised funds by promoting apples over the January-March 2007 time period to benefit The Nature Conservancy. Stemilt designed POS materials used in Wild Oats featuring the phrases:“Healthy living, Healthy places. Support The Nature Conservancy.” and “Eating the right foods and staying active are important components to healthy living, but the true basis for healthy living starts with a healthy environment.” Results: The three entities benefited from working together on a program helpful to their mutually shared customer group: the organic foods shopper. Remarks and feedback following the promotion affirmed this type of collaboration is highly effective.

48 PRODUCE BUSINESS • SEPTEMBER 2007 19th Annual Marketing Excellence Awards Sunrise Growers Tanimura & Antle Placentia, CA Salinas, CA

Strawberries Are Really Big Right Now Hit A Home Run With An Easy BLT Wedge Salad Objectives: Secure primary display space at produce depart- Objectives: Reinvigorate the maturing iceberg lettuce category ment entry; secure additional linear footage of display space; make to build excitement and increase consumption via a Father’s Day up for lost sales in February due to weather conditions; increase meal serving suggestion. Baseball was selected as the theme. over last year strawberry sales by at least 8 percent; and provide Description: The promotion included a display and ad contest consumers with new, guilt-free, indulgent strawberry usage ideas. for selected retail partners. Iceberg lettuce in a promotional Description: March promotion — partnership with Kellogg’s package that featured the recipe along with the call to action, Hit A Smart Start; April — partnership with Keebler Ready Crust; May — Home Run With An Easy BLT Wedge Salad, was shipped to partnership with T. Marzetti; and June — partnership with Enten- participating retailers. Retailers were encouraged to participate mann’s All Butter Loaf Cake. Each promotion featured its own with an incentive prize awarded to all entries as well as larger distinct POS but had a similar look, feel and elements that held the prizes based on the submitted ad’s/display’s creativity and four promotions together as a series. Select Midwest retailers ran effectiveness. the promotions and received a customized promotional kit.The Results: Eleven selected program also included high-value in-ad coupons on strawberries retailers participated. Original and demo programs on high-traffic days. sales volume target was Results: Secured primary display space at the front of the pro- 130,100; actual sold volume duce department in each retailer. Secured additional linear feet of was 225,016, exceeding display spaces versus last year, averaging four feet. Achieved addi- plan by 73 percent. Press tional sales necessary to make up generated 635 news clips; for sales lost due to the freeze. Year- featurette had 30 over-year sales over the promotion- placement s and 679 al timeframes were up 12 to 32 per- published online. Category cent. Delivered over 10,000 new was reinvigorated with many usage ideas and collected feedback retailers providing feedback, from hundreds of shoppers directly. suggestions and ways to better the promotion for next year. 111 # Reader Serv i ce

SEPTEMBER 2007 • PRODUCE BUSINESS 49 Fall Merchandising Ideas A cornucopia of produce promotions ushers in seasonal profits.

BY CAROL M. BAREUTHER, RD

Warm up customers to the season of eating with a series of This fall, PBH will offer the more than 50 retail strategically planned fall produce promotions. chains nationwide license to use Fruits & Veggies — More Matters. This will include access to an updated To accomplish this effectively, Karen Caplan, tool kit they can download from PBH’s Web site. It president of Frieda’s, Inc., Los Alamitos, CA, recom- will provide practical information, tips, ideas and mends, “Think of fall merchandising as a crescendo serving suggestions for fruits and vegetables and a that builds right through the end of the year. This seasonal twist. means putting your basic fall set in place, then “Retailers can use the copy and graphics in ads moving items in and out for specific holiday pro- or to make their own customized materials such as motions. This is much more effective than trying to rail strips, signage and posters,” explains Bryant switch entire strategies every week or so.” Wynes, PBH senior executive of retail marketing. Several fruits and vegetables are ideal to promote as a thematic tie-in. FRUITS & VEGGIES — Bartlett, Star Crimson and Red Sensation or Red MORE MATTERS MONTH Bartlett pears arrive in September, notes Neil September Galone, vice president of marketing, Diamond Fruit Good-bye 5-A-Day; Hello Fruits & Veggies — More Growers, Hood River, OR. “This year’s crop is Matters. exceptionally clean and well sized, averaging at 80s “Research revealed consumers felt daunted by and 90s. Industry-wise, the crop is up 13 percent, numbers and didn’t know portion size. Also, they meaning they’ll be good promotable volumes.” didn’t want to be preached at, scared into or made Lee Anne Oxford, marketing director, L&M to feel guilty. Fruits & Veggies — More Matters is a Companies, Inc., Raleigh, NC, adds, “Fresh fall crop simple, soft-sell message,” explains Elizabeth Pivon- new potatoes, bell peppers, cucumbers, greens and ka, president and CEO, Produce for Better Health cabbage are good to promote in September.” Foundation (PBH), Wilmington, DE. “We’ve really made a conscious effort to empha- size that all forms of fruits and vegetables count. ORGANIC HARVEST MONTH That means fresh, frozen, canned, juice and dried. September We’ve been working with the consumer affairs folks Organic Harvest Month is gaining momentum as and registered dieticians at supermarkets to get this retailers realize it can be a huge opportunity, says word out. Retailers that have a big picture mentality Frank McCarthy, vice president of marketing, immediately understand the promotional and prof- Albert’s Organics, based in Bridgeport, NJ. “For itable opportunities,” she adds. stores that carry organic produce it is a chance to

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Reader Service # 6 promote product and project their image as a during September.” CAPITAL CITY leader in supplying organic produce.” Albert’s offers a 30x72-inch banner that Tonya Antle, vice president of organic promotes and announces the celebration of FRUIT CO. INC. sales, Earthbound Farm, San Juan Bautista, CA, adds, “It’s harvest time, so everything is available — salads, sliced apples, mini- Norwalk, Iowa peeled carrots, dried fruit, broccoli, celery. It’s one of our best times of year.” SHIPPERS & DISTRIBUTORS Inside displays should reflect organics in a retailer’s advertising, says Albert’s "LEADERS IN THE PRODUCE McCarthy, “Large size displays in prominent INDUSTRY SINCE 1949." positions within the department with clear signs depicting the product is organic will work well. Having the first items you see upon entering the department be organic National Organic Harvest Month. “Any retail- can also be an excellent strategy.” er who wants to use this will be sent [an elec- Consumers really love recipes, notes tronic] file of the banner that can be taken to Antle. “Make a recipe that utilizes a few dif- a local sign shop and printed on vinyl for less ferent harvest-time produce items available than $100. When placed or hung at the in the produce department. Call out each entrance to the department, it is an excellent item, perhaps by displaying them together. way to make sure shoppers know something The featured items fly out the door whenev- special is going on,” says McCarthy. er we do this in our farm-stand store.” 515-981-5111 As for advertising, McCarthy suggests, Joseph M. Comito, Charles Wetegrove Jr. running “an across-the-board special on all ROSH HASHANAH 103 Keith Brooks, Kieran Comito, Christian Comito organic produce, something like 10 to 15 per- & YOM KIPPUR # Bob Harper, Jon Miller, Steve Murphy, Brendan Comito cent off on all organic items. This type of Sept. 12-14 & Sept. 21/222 promotion, while it may have a cost, will not Apples and the fall harvest figure promi- be outdone by a competitor and gives your nently in the celebration of Rosh Hashanah, organic selection a nice price image, at least also known as the Jewish New Year. Apples Reader Serv i ce Fresh-Cut SWEET POTATOES

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directories when you are ready to buy. For additional copies of this directory or any other, please call 561-994-1118 and ask for Directory Sales Department Email: [email protected] Reader Serv i ce #44

SEPTEMBER 2007 • PRODUCE BUSINESS 53 such as basil, mint, dill, chive, thyme and New Season rosemary.” Market MEXICAN ustomers who shop at New Sea- INDEPENDENCE DAY sons Market, a 12-store chain Sept. 16 C based in Portland, OR, are not ready for fall until October, says produce director Jeff Fairchild. “We have a Photo courtesy of New Seasons Market huge late summer crop of peaches and Galas, add Red Delicious, Golden Delicious, nectarines that runs into and through Fuji, Braeburn, Granny Smiths into October September. But by October, when the and Pink Lady in November,” says Roger weather starts getting chilly, customers Pepperl, marketing director, Stemilt Grow- are ready for fall.” ers, Inc., Wenatchee, WA. New Seasons themes its Saturday On the East Coast, Peter Gregg, special events, run from 11 AM until 5 spokesperson for the New York Apple Asso- Photo courtesy of New Seasons Market PM, around fall produce such as apples, ciation (NYAA), Fishers, NY, notes, “The ‘hot bell peppers, mushrooms, winter squash Mexican Independence Day marks the buzz’ variety is the Honeycrisp. Our growers and pumpkins. “The first weekend in 1810 revolt led by Father Miguel Hidalgo in have planted as many as possible as they October is our Apple Fest. We bring in an attempt to break away from Spanish rule. grow well in our climate. McIntosh is our 20 to 30 varieties of apples and set Although it took a dozen more years for this bread-and-butter variety and Empire is see- them up on large tables in the front of initial effort to succeed, Sept. 16 is marked ing a renaissance in demand, but we’ll pay the store,” Fairchild describes. by festive meals, parties and parades. extra attention this season to Jonagold and Bell peppers — how to roast them, “This holiday requires large displays of Crispin by taste sampling them in over sampling and a large variety on display traditional Latin ingredients — jalapeños, 1,000 stores nationwide this fall.” — are the subject of another Saturday jicama, tomatillos, garlic and dried chilies, to New bin wrap and a new brochure are session. Another centers on displays of name a few — to meet demand as large fam- available from NYAA. David McClurg, vice 12 to 15 varieties of cultivated and wild ilies celebrate this fiesta together. Stock president of marketing, explains, “The bin mushrooms. Samples of sautéed mush- modulars with a variety of Latin items. Be rooms are offered. sure to keep fresh stock in the backroom to Winter squash and pumpkins star on refresh displays,” says Schueller. the last Saturday of the month. “We L&M’s Oxford notes, “Field and Roma Schnucks teach customers how to cook with all tomatoes are shipping out of Baja in Septem- the different types of winter squash, and ber. Mexican limes are available, and fresh Market we have a pumpkin carving demonstra- chilies, onions and corn are also abundant he Fruits & Veggies — More Matters tion going at the same time,” Fairchild and ideal to feature for Mexican Indepen- theme takes center stage in the relates pb dence Day-themed promotions.” T produce departments at Schnucks New this year, Melissa’s offers Guacamole Markets, a 101-store chain headquar- and Salsa Kits. “These kits make it easy for tered in St. Louis, MO. “We are very dipped in honey symbolize a wish for sweet- American families to whip up fresh gua- pleased that Jackie Joyner-Kersee will be ness in the year ahead. New fruits of the camole and salsa. All they have to do is cut or back again this year as sponsor for the season such as fresh dates, figs and pome- chop for five to six minutes,” Schueller says. fifth year of our promotion. What used granates are also enjoyed and ideal for pro- “Set the theme with colorful signage and to be called Get Fit with Five will now be motion. Yom Kippur, the Jewish Day of Latin music. For promotion and advertising, called More Matters for your Health and Atonement, is observed with a sunset-to- consolidate or group products together in a Fitness,” says vice president of produce sunset fast, but a festive family meal usually high traffic location on the refrigerated rack. Mike O’Brien, who is this year’s chair of takes place prior to beginning the fast. Pile items no more than two high. Shoppers the board of trustees of the Produce for According to Robert Schueller, director of buy produce that looks good. Highlight Better Health Foundation (PBH), Wilm- public relations for Melissa’s/World Variety weekly advertised items with special signs,” ington, DE Produce, Los Angeles, CA, notes “There are he adds. September is an ideal time to hold many specialty produce items that are per- such a promotion, says O’Brien, because fect to promote for these two religious holi- of back-to-school. His produce depart- days. These include specialty vegetables NATIONAL APPLE MONTH ments will feature a variety of fruits and such as hothouse cucumbers, baby beets, September, October and vegetables in store ads as well as build mini sweet peppers, edamame, Italian pars- November special displays with signage in-store. ley, parsnips, butter lettuce, horseradish and Fall is the peak harvest time for apples “We will have an educational brochure Belgian endive; all types of winter squash across the nation — and for the 3-month highlighting the benefits of fitness and such as Delicata, Carnival, Golden Nugget, long National Apple Month. eating fruits and vegetables. The promo- Sweet Dumpling and Kabocha; potatoes such “We recommend starting off the season tion traditionally ends with a five-mile as Dutch Yellow, Ruby Gold and Creamers; by promoting Galas right away. Don’t wait run, which this year will be held at Six organic fruits such as oranges, kiwi and red to build the category and then promote as Flags over Mid America.” pb grapes; specialty onions and fresh herbs this means a loss of incremental sales. After

54 PRODUCE BUSINESS • SEPTEMBER 2007 wrap, which depicts a colorful variety of Kabocha, Butternut, Spaghetti, Acorn and apples grown in New York, measures 30- Red Kuri, to name a few. Bin sales are big. Jungle Jim’s inches high by 13-feet long. Retailers can “The trend now is for small painted use it to wrap bins, skirt tables or as wallpa- pumpkins. Consumers want happy faces, International per for the back of displays.” like clowns, not scary ones. Of course, we Market The new brochure, titled Guide to Apple usually have a chain or two that wants a Country Apples, contains a description of huge pumpkin for a ‘guess the weight’ pro- hanksgiving is the biggest food New York-grown apples, usage ideas, recipes motion,” he continues. “Don’t put pumpkins holiday of the year. To celebrate, and health information. In addition, it can on concrete or blacktop if you have them T Jungle Jim’s International Market, be affixed to a rack attached to a display- outside. These surfaces will heat up, cook a single specialty store in Fairfield, OH, ready container. the bottom of the pumpkin and cause it to stocks its 1-acre produce department According to Kay Rentzel, director of rot faster. Instead, set it up on a hay bale.” with items consumers want. Potatoes, National Apple Month for the U.S. Apple In light of the childhood obesity epidem- sweet potatoes, yams and winter squash Association, headquartered in Vienna, VA, ic, retailers can position naturally sweet are massively merchandised in bushel “We refer retailers to their state and regional apples, kiwifruit and pears as great trick-or- baskets and spillover displays. apple associations for promotional materi- treat fare. “We’ll do a lot of tie-ins or cross-mer- als. We don’t provide this. We do provide, “Run promotions on small-sized Gala, chandising,” says Dave Brossart, general however, the entry rules for the display and Red Delicious or Granny Smith apples in manager for produce and floral. “For merchandising contest. These rules include bags,” Stemilt’s Pepperl advises. “Use our example, we’ll put bags of fresh cranber- that retailers cross-merchandise our part- Sesame Street theme bins to merchandise ries next to the bagged salads and mer- ner’s products as well as apples. This year’s bagged apples. The characters of farmer chandise fresh sage next to celery for partners are the National Peanut Board and Elmo and Cookie Monster peeking out from making turkey stuffing.” Kraft Caramel dip. behind a giant apple and exclaiming, At this time of year, Brossart likes to “Apple marketers use the National Apple ‘Crunchy! Sweet! Fun to eat!’ really catch offer customers demos of items that are Month promotion to kick off the harvest kid’s eyes.” “odd, new or at their peak. For example, season and boost early-season shipments,” Similarly, Diamond Growers and Yaki- we’ll sample pomegranates. Florida cit- she adds. “Retailers use it to increase con- ma, WA-based apple growers/marketers, rus is just coming in, so we’ll sample the sumer sales and awareness, yield additional Borton & Sons, have partnered with Nick- red navels, and apples are at their peak, profits for the produce department and cre- elodeon to produce bagged fruit and display- so we’ll have customers taste-test some atively merchandise throughout the store.” ready cartons imprinted with characters of the less familiar varieties.” pb Participating retailers vie for more than such as Sponge Bob Squarepants. The car- $10,000 in prize money in categories based toon-themed bagged fruit, stacked in the on store size and in a category for best themed display ready carton, says Galone, health-oriented display. “Only about 5 per- “lends itself to either a freestanding display scoop out the flesh with a spoon. Play up the cent of entries are in the health-oriented or secondary display.” eye appeal of the kiwifruit’s inside by cutting category, so there’s lots of opportunity Again this year, the Milwaukie, OR-based a few fruit in half, sealing them in plastic there,” Rentzel says. Pear Bureau Northwest (PBN) will partner wrap and scattering the halves throughout with Radio Disney for a Halloween Pear-Ade the display. Finally, sales of kiwifruit promotion. The promotion will take place at increase as much as three times when adver- HALLOWEEN three community events in October in 20 tised,” she recommends Oct. 31 markets nationwide. “The select retailer in each market will have its banner displayed at each community event, its tag line played THANKSGIVING on Radio Disney, and it can tie in in-store by Nov. 22 offering coupons for pears or other promotions. It’s all about driving new customers into the store,” explains Dennis James, director of marketing. California kiwi starts harvest by the first of October and plentiful supplies for promotion are available by October 15, adds John Fagundes, president, Cal Harvest Marketing, Inc., Hanford, CA. “Green is most popular, followed by gold in more limited supplies.” Kiwifruit is popular among children Photo courtesy of Frieda’s because of its small size, convenience, sweet Thanksgiving is the biggest food holiday taste, and colorful appearance, says Hillary of the year, says L&M’s Oxford. “Build big Photo courtesy of Stemilt Brick, vice president of marketing, Giumarra displays, secondary displays and well- In October retailers bring in winter Companies, Fresno, CA. “Because of its stocked displays of produce.” squash galore, says Danny Heilman, sales nutritional value and year-round availability, “Items to stock up on includes several manager, Dan Schantz Farm & Greenhouse, moms love it too.” varieties of potatoes, winter squash, fresh Allentown, PA. “As many as a dozen or more “Post signs telling consumers how to pre- herbs, onions, garlic and vegetables such as varieties — Sweet Dumpling, Delicata, pare kiwifruit — slice the fruit in two and baby beets,” adds Melissa’s Schueller.

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SEPTEMBER 2007 • PRODUCE BUSINESS 57 the first week in November and promote them right up until Thanksgiving,” says Sue Cub Foods Johnson-Langdon, executive director, North Carolina Sweet Potato Commission, Smith- hanhassen, MN-based Cub Foods is an 85-store chain of warehouse format stores. field, NC. She recommends creatively cross- The entire produce team at the Green Bay, WI, store set their minds and imagina- merchandising. “Instead of the usual brown C tions to building an eye-popping and profitable display for last year’s National Apple sugar and cinnamon, tie in canned fruit, Month contest. sour cream, cheese sauce and even cranber- “We featured 13 different varieties of apples that accounted for more than 338 cases of ry sauce.” apples being sold in the three weeks the store displayed apples,” says produce manager Retailers who have successfully Steve Hebel, who coordinated the entry. Drawing upon the excitement of the season with a increased year-to-year cranberry case sales tribute to the fall apple harvest and the theme, Fall Into Healthy Snackin’, the produce staff and profits have focused on alternative uses, incorporated a number of new crop apples from Washington, Wisconsin and Michigan into clearly communicating those ideas in their the display and cross-merchandised fresh peanuts, caramel apple dips and apple crisp. ads, says Mark Sherburne, general manager The store also offered consumers books and pamphlets that provided nutritional infor- of produce, Ocean Spray Cranberries, Inc., mation, selection methods and delicious recipe ideas. “Sampling played a big part in the Lakeville-Middleboro, MA. “For example, promotion,” Hebel adds. “Our staff offered consumers tastings of peanuts, apple cider, offer recipes that combine cranberries and applesauce and fresh apples with apple dips. We even held a bobbing for apples contest for citrus, include decorating ideas using fresh the kids.” pb cranberries, link cranberries with floral ads.” Cranberries are harvested once a year. Potato sales soar in the fourth quarter. before Thanksgiving, he says there is no Harvest typically begins during the last Seth Pemsler, vice president of retail, Idaho need to heavily discount because consumers week of September and continues through Potato Commission (IPC), Eagle, ID, advises are going to buy potatoes anyway. “For October. This year’s crop is not expected to offering “a broad range of potatoes. This example, discount them by 10 to 15 percent, be the record 7.9 million 100-pound barrels means Reds, Yukons, Fingerlings and but not by 50 percent. Also, don’t increase it was last year, but there will be plenty for Creamers in addition to Russets. Consumers bag size and offer more 10- and 20-pounders promotion, Sherburne says. often want to experiment with new recipes of Russets. Studies have shown consumers “Cranberries are one of three fruits or make a family favorite with a different will buy more potatoes, but they do so of dif- native to North America. In fact, food histo- variety this time of year.” ferent varieties.” rians tell us cranberries were served at the When promoting potatoes the week “Retailers start stocking sweet potatoes first Thanksgiving,” he adds. pb

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58 PRODUCE BUSINESS • SEPTEMBER 2007 PHILADELPHIA REGIONAL MARKET PROFILE

PHILADELPHIA Stays on Top

— ALSO INSIDE —

RESTAURANT PROFILE La Famiglia ...... Page 71

RETAIL PROFILE Santori’s Fruit And Vegetables...... Page 73 PHILADELPHIA REGIONAL MARKET PROFILE PHILADELPHIA

Despite setbacks and changes, Philly’s market Stays on Top is still going strong. BY JACQUELINE ROSS LIEBERMAN

to the smaller buyer — that’s where we concentrate our business. I’m looking to take care of the smaller customers,” says Klinghoffer. “Wholesalers are very important, because a lot of small vendors come to the market. It’s the only place they can go and get fresh produce,” says Procacci. “In the food business, small retailers, small restaurateurs need to have a place like this to get fresh produce daily.” “Some people can’t afford to buy direct — they’re not big enough,” agrees DiFeliciantonio. Buyers are not the only concern. “Some- times when the freight gets high, the drivers control the market,” says John Durante, president, Nardella, Inc., on the terminal market. usiness is wonderful,” says peaks and valleys in your business,” notes Joe He notes many truck drivers do not opt to Marty Roth, president, Procacci, CEO, Procacci Bros. Sales Corp., pick up half a load when gas prices are high. Coosemans Philadelphia, Philadelphia, PA. “When we started, there “Gas prices, utility prices, labor prices — Inc., on the Philadelphia were several winters when we had freezes in everything costs more,” notes DiFeliciantonio. “ Regional Terminal Market. Florida and didn’t have any tomatoes. If we “It’s got its ups and downs,” says John “I cannot complain. You didn’t diversify, we wouldn’t make any profit Black, sales, E.W. Kean Co, Inc., on the termi- just have to stay on top of in times like that.” nal market. “Especially with the freight cost. everything and diversify.” As some businesses grow, others disappear That’s a big factor this year. Some of it is truck Carrying a variety of altogether. There are fewer brokers than there companies closing down, but it’s more the products seems to be key were several years ago, Stea says, adding, “One high fuel prices.” By necessity, he says, much toB keeping up with the changing times. broker has 20 different stores it’s buying for.” of this cost will be passed on to customers. “Diversification is everything, because every- And, he notes, “More of these guys down here “We have to. It’s got to get passed on.” body wants to be in everything. Times are go direct. There are more FOB brokers then “Freight is probably the biggest problem in changing. People want to come for that one there are street brokers.” this industry,” agrees Chip Wiechec, president, package, instead of shopping around. They Chains are buying less from wholesalers. Hunter Bros., Inc., on the terminal market. want to get their tofu with their garlic,” says “They’re getting their stuff direct now. It’s not Shipping by rail may be a solution for Roth. the way it was 10, 15 years ago,” notes Gary some, but not for Black, who says trains sim- “That’s where the business is headed. A lot Klinghoffer, president, GK Produce, Inc., on ply do not run fast enough for his business. of people want to do one-stop shopping,” the terminal market. “Rail is more or less for onions and potatoes agrees Anthony Stea, CEO, Stea Bros., Inc., on Recently, the U.S. military went from buy- — stuff like that. You can save a little bit of the terminal market. ing produce on the terminal market to buying money on rail. But I’m bringing lettuce and “If you want to continue to grow, you direct for its local commissaries — a loss mer- cantaloupes and stuff like that, and you’ve got expand your product line. You get more cus- chants will have to make up for with other to bring it in fast,” he explains. tomers that way,” says John DiFeliciantonio, customers. Still, the outlook for wholesalers The weather plays another important role. partner, Ryeco Inc., on the terminal market. on the market is good. “This whole business revolves around weather There are other reasons purveyors expand “Business is good. Especially in the spring conditions,” notes Stea. For example, “The Jer- their offerings, as well. “People switch compa- and summer,” states Jimmy Storey, president sey blueberry crop’s cut down in half this year.” nies,” notes Jack Collotti, vice president, Col- of the Philadelphia Regional Terminal Market “The more the business changes, the more lotti & Sons, Inc., on the terminal market. and president, Quaker City Produce Co., on it stays the same,” says Durante. “It’s got its “Maybe they were buying strawberries from the terminal market. “More people are aware ups and downs.” you. Now they’re buying grapes.” that fresh fruits and vegetables are good for “There are times when with one item, you. It’s all over the news, and that’s definitely WHAT’S HOT IN PHILADELPHIA? prices are so high and sales are so low. If you helping out.” New items are constantly coming into depend on one item, you’re going to have “We’ve got to be more competitive. Gear it vogue in this diverse, bustling city. Roth reports

60 PRODUCE BUSINESS • SEPTEMBER 2007 Reader Service # 13 PHILADELPHIA REGIONAL MARKET PROFILE live hydroponic lettuces, with their roots intact, areas and they’re getting better at picking are the big new item at Coosemans. The com- them.” pany recently began offering specialty micro- But while Anglo and Asian consumers greens, such as daikon, and spicy-hot Sechuan increasingly prefer seedless, “Hispanic people buttons from Lake Success, NY-based Koppert like the seeded melons because that’s what Cress USA, that upscale restaurants use as a they grew up on,” says Roth. garnish as well as an ingredient. “They’ll do Nardella sells a fair amount of specialty fine because it’s just a beautiful package. They John Richardson and fruit, such as doughnut peaches and UFO nec- Kevin McNicholas of Quaker City sell a lot of them in Europe. It’s a little more tarines. “I think they have eye appeal in the expensive because of the packaging, and peo- store,” says Durante. “The retailers we deal ple are price-conscience, but they will catch with have real traditional items. When these on,” says Roth. specialty items become more popular and the “The herb category continues to grow. prices drop, you’ll see more of them.” We’re looking to continue adding to our offer- Packaged items continue to increase in ing of herbs,” says John Vena, president, John popularity. “Americans are very lazy. Especially Vena, Inc., on the terminal market. “Good pro- in big cities,” says Roth. “People work two jobs. duce is a great way for a restaurant or retailer to They don’t have time for anything. The pro- Gary Klinghoffer and distinguish itself. Fresh herbs are an area where Fred Klinghoffer of GK Produce duce department is becoming all packages and the restaurants that want to be the best of the pre-cut produce.” But, he notes, “When you best can get ahead.” deal with customers with ethnic backgrounds Of the herbs that sell well, Vena says, “In from other countries, they prepare everything this area, basil is king. It sells better than the from scratch. The Mexicans, for example, do others by far. The second mover is maybe not accept guacamole in a can. They make mint. Parsley is always a big deal.” Other herbs their own guacamole. Of course, the moment that do well are rosemary, thyme and tarragon. their kids are Americanized and go out on “Tarragon has picked up because of our Russ- their own, that’s a different story.” ian and Asian customers.” Tom Allen, Vladymir Cvikulo, Daniel Vena The demographic makeup of Philadelphia This summer, “Watermelons are a very good and John Vena of John Vena Produce is extremely diverse. Each store may sell to one item. We move the big watermelons — we or a few different types of customers. Alex don’t have room for the little ones,” says Roth. Dvor, owner, A&N House of Produce, located “Most people want the seedless,” reports in the Germantown section of Philadelphia, John W. Waleski, president, John W. Waleski says his independent retail shop services an Produce, Inc., on the terminal market. “They area that is about 85 percent African-Ameri- don’t want the mess. The seedless watermel- can. “It’s a very conservative area. They know ons, in the last two years, have gotten to be what they want,” he says, which means his really good. They’ve gotten to be better on a customers are less likely to try a new or exotic regular basis, and they’re sweeter. Growers Tracie Levin, Margie Levin Fischman, Brenda Segal item. “String beans and collard greens are cru- have learned which varieties work in which and Sarah Levin of M. Levin & Co., Inc. cial. And, of course, good quality fruit.” PRODUCE FROM HERE,THERE AND EVERYWHERE

hile much of what sells in son, on the mixed vegetable side we Chip Wiechec, president, Hunter didn’t have to be huge because they Philadelphia comes from will have pretty much all New Jersey Bros., Inc., on the terminal market. didn’t have a lot in the winter. You W Canada and California, produce,” says Gary Goldblatt, presi- Supermarkets and produce shops go back to the ’70s, there were no local growers get in on the action dent, G&G Produce, Inc., on the ter- are not the only ones looking to buy grapes past Christmas.” from spring until fall, and local stor- minal market. “On the tomato side, local food. “Farm stands that open During spring, when America’s age items such as potatoes, onions it’s going to be 50 percent Jersey, 50 up this time of year all want to sell fall fruit is less than stellar, “We and apples are sold year-round. percent out of state.” local stuff. They purchase some Jer- import pears and apples from “A lot of the retailers like the “In the summertime, we do a lot sey produce to complement what Argentina,” says John DiFelicianto- local stuff,” says Anthony Stea, CEO, of local produce,” agrees Michael they have,” reports Goldblatt. nio, partner, Ryeco Inc., on the termi- Stea Bros., Inc., on the Philadelphia Lombardo, sales, Pinto Brothers, Inc., While local produce is popular nal market. “It’s a fresh product — it’s Regional Terminal Market. “New Jer- on the terminal market. “Weather is a during the warmer months, imports not coming out of storage. They’re sey has the best tomatoes in the big part of it. Last year we had local get hot during the winter. “We get nice and crispy.” world.” New Jersey peppers into November. produce from everywhere — Mexico, “We’re going to follow the sun,” New York state cauliflower is also “When you’re handling the local Chile, Spain,” notes Wiechec. says Maxwell. “It’s a small world, sought after. “They do a good job stuff, the freight is much better,” he “We have no more seasons,” with transportation becoming avail- with that because they have that kind adds. “It’s nothing next to what you notes Mike Maxwell, president, Pro- able. As more and more exporters of weather,” says John Vena, presi- pay for California produce.” cacci Bros. Sales Corp., Philadelphia, get into the United States, there’s dent, John Vena, Inc., on the termi- “When you get into the local PA. “People’s expectations of what a more and more demand for the nal market. stuff, you can buy cantaloupes for retailer provides them with have products. It’s become a global pro- “Once you get into Jersey’s sea- $1 apiece instead of $2 apiece,” says changed. Fifty years ago, stores duce world.” pb

62 PRODUCE BUSINESS • SEPTEMBER 2007 PHILADELPHIA REGIONAL MARKET PROFILE Okra, which always sold well for use in spring mix mesclun was a specialty. Very few classic soul food dishes, now sells well to restaurants used it.” immigrant communities. “When Indian cus- The demand for arugula has jumped, as tomers started to move out of New York to well. “It’s been a siege with arugula,” says Vena. here, our okra business came back,” says Vena “It wasn’t discovered all of a sudden. Chefs of John Vena. with an Italian background were using it, and “My main items are mushrooms, potatoes, it had a trickle-down effect. The bagged salad onions and the California lettuces. In the past business has helped move it along, as well.” six years, we started doing exotic stuff like Anthony Stea Mark Levin Basil, too, has gained popularity. “Twenty Mexican and California avocados, cilantro of Stea Brothers of M. Levin & Co., Inc. years ago, it was either imported from Israel or and basil,” says Kean’s Black. Hawaii. Now, it’s grown in Florida and all over New influxes of immigrants constantly the world,” notes Roth. In the past few years, change the demand for ethnic produce. he says, microgreens and heirloom tomatoes Nardella’s Durante has seen an increase in have become popular. Latino, South African and West African resi- Greater varieties of each item are also dents in the Philadelphia area. becoming popular. “What we’re seeing now is “It’s becoming more of an ethnic kind of an even broader selection in the tomato cate- thing. You have Asian people, Indian people, gory,” notes Vena of John Vena. Hispanic people, South Africans, Koreans. Nelson Gonzales of Marty Roth of “People get passionate about the taste of They’re a big part of our business here,” says Al Coosemans Philadelphia Coosemans Philadelphia tomatoes,” says Procacci of Procacci Bros., Finer, president, Al Finer Co., on the terminal which helped spur the growth of the tomato market. “The people who have the larger retail category in recent years. “Our goal was to find supermarkets cater to a lot of ethnic groups a tasty tomato. We developed the UglyRipe, because we are in a multicultural world today.” then introduced the grape tomato the same “Specialties have become more main- year. We’re always working on new varieties.” stream,” agrees Roth of Coosemans. “You go Consumers are more willing to try those to any store or restaurant, they’re using what new varieties, as well as specialty items, than was once a specialty. They’re not even called a ever before. “Most good cooks are using every- specialty anymore.” Alex Dvor of ADM Produce Tom Kovacevich of thing now,” adds Kalman Batt, vice president, For example, he says, “Fifteen years ago, (buyer on the market) Kovacevich Co. Phila., Inc. Al Finer Co. “People are much more familiar E.W. KEAN CO., INC. Fruits & Vegetables from all Shipping Points

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SEPTEMBER 2007 • PRODUCE BUSINESS 63 PHILADELPHIA REGIONAL MARKET PROFILE with all different kinds of Mexican fruits and Vena of Jon Vena adds more privately vegetables, for example.” owned Hispanic restaurants have been arriving “I think a lot of it has to do with the cook- in the Philadelphia area. “About five years ago, ing shows,” says Coosemans’ Roth. “From Julia our avocado shippers said, ‘I’d like to sell you Child to today. It came around slowly. First, some No. 2 fruit. You can sell it to the tacorias.’ housewives found out about shallots.” Now I said, ‘What’s a tacoria?’ About two months more people are using cilantro. “I would say, later, I called him back and said, ‘I just saw my in the last 10 or 15 years, it became popular.” first tacoria.’ Now there’s a lot,” he explains. John Durante of Nardella, Inc, and Andre Santori of The growth in ethnic restaurants also has In addition to cilantro, Nardella’s Durante Santori’s Fruits and Vegetables (buyer on the market) an effect on consumer buying habits. “If you reports a rise in demand for limes. “It seems to go to a Mexican restaurant, you get cilantro all me Latins use limes the way Americans use over the place,” notes Mike Maxwell, presi- tomatoes. They use them in everything. Within dent, Procacci Bros. Sales Corp. the last 10 years, I’d say we move 30, 35 per-

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✹Air Ride Equipment John Waleski and Karen Walseki ✹Protective Service of John W. Waleski Produce, Inc. cent more limes than we used to. More people ✹48’ & 53’ Trailers on the market are handling that item, so the increase might actually be 90 percent more.” Bananas, too, are selling well because they AIM FOR THE BEST! are popular in Hispanic cooking, according to Mark Levin, owner, M. Levin & Co., Inc., on the terminal market. His company has carried a full line of tropical produce for 75 of its 101- year history. Included in bananas he now carries are plantains, niños and manzanos. Other items are seeing a boom, as well. “We sell a lot more hot peppers than we used to,” says Gary Goldblatt, president, G&G Pro- duce, Inc., on the terminal market. “In the winter we bring in a lot of gray squash for the Spanish trade.” 33-A NYC Terminal Market Nardella recently acquired rambutans, a fruit similar to lychee. “Dole was starting to get Bronx, New York 10474 big into that, and I’m in the process of finding Customer Line: 800-338-2743 out which ethnic groups eat them, how they eat them, how they use them, so I can give my Toll Free Fax: 800-422-4329 customers that information,” says Durante. Boston “There’s more interest in tropical and sub- tropical fruits like lychees and rambutans. 877-778-2743 Mangos continue to grow every year, and obvi- 164

# Orlando ously avocados continue to grow. We sell 877-318-2743 coconuts to Indian people, Southeast Asian people and some Hispanic people,” adds Vena. Ontario, CA While most Anglo customers buy with 877-229-2743 their eyes, Nardella’s Durante notes Latino

Reader Serv i ce customers are more likely to buy according to

64 PRODUCE BUSINESS • SEPTEMBER 2007 Reader Service # 158 PHILADELPHIA REGIONAL MARKET PROFILE quality and less according to appearance. “They’re more in tune to buying according to taste. They’re educated consumers,” he notes. Packaging has also become more important. “We pack a lot of products just for scan- ability,” says Procacci’s Maxwell. “A lot of times cashiers have to identify an item. With so many items, they almost have to be an expert.” Unless, of course, each item can be scanned. “It also brings traceability and is a tool for reducing shrink at the store level.” Todd Penza, Pete Penza, Michael Lombardo, Buddy Lombardo, Maxwell also reports a rise in private-label Fred Penza and Louis Penza of Pinto Brothers produce. “In our organic line, we’re doing a lot more private labeling. Our conventional their supply comes line is pretty stable. Stores can control their direct. “The large standards a lot better with private labeling.” majority of our customers are indepen- ANEW KIND OF CUSTOMER dent retailers,” As the demographic makeup of consumers Durante explains, continues to change, so do the demographics although chains will of buyers. “Business has been very, very good, Steven Wiechec Jack Collotti Jr. Brian Collotti often call for fill-ins, I think, because some of these ethnic people of Hunter Bros. of Collotti & Sons, Inc. of Collotti & Sons, Inc. and brokers and who are coming to this market,” notes Storey restaurants may buy of Quaker City Produce Co. “We have more of these big Korean compa- some produce from him. In the past several years, many new buyers nies,” notes Collotti of Collotti & Sons. “Instead of the large chains, which are on the market are immigrants from Africa look- “They’re getting bigger and bigger.” strictly price conscience, we basically concen- ing to achieve the American dream through the “You’re starting to see a lot of Indian super- trate on 2-, 3- or 4-store family-owned chains produce business. “They go into a lot of these markets, as well,” notes G&G’s Goldblatt. that really care what they put on their coun- neighborhoods where chains stores won’t go At one time, chain supermarkets bought ters,” says Finer’s Batt. in. It’s a wonderful service,” says Durante. produce at the terminal market. Today, most of Chefs like to walk the market, Durante For the REAL “Philadelphia Storey”, contact Jimmy, Larry or Kevin McNicholas

Specializing in Western & Southern Vegetables, Melons, and Mangoes

Call: Pete Penza, Fred Penza, Louis Penza, Jr., Todd Penza HANDLING ALL FRESH FRUITS AND VEGETABLES Buddy Lombardo & Michael Lombardo 69 -71 Produce Market, WESTERN VEGETABLES: Philadelphia, PA Jim “Jimmy” Storey, Kevin McNicholas, 215•336•3015 Meg Urzillo and Peter Storey 800•523•4047 Fax: 215•336•5422 SOUTHERN AND LOCAL VEGETABLES: Larry Storey Head Foremen: John Karigher & Chickie Curtin 94 64 # # 215-467-5000 • Fax 215-336-4416 Units 68-72 Philadelphia Produce Center Philadelphia, PA 19148 Reader Serv i ce Reader Serv i ce

66 PRODUCE BUSINESS • SEPTEMBER 2007 PHILADELPHIA REGIONAL MARKET PROFILE ORGANICS ARE STILL THE FUTURE ost businesses on the “There’s no market for it. It’s all as it must be kept separate from come closer, more people are going Philadelphia Regional Ter- ugly looking. People want pretty conventional to avoid chemical cont- to buy them,” he says. M minal Market agree organ- looking fruit. As long as it’s pretty amination. Becoming certified According to Levin, much of the ics have a promising future. But, for looking, they’ll buy it,” says Anthony organic also means hiring a third- cost is in transitioning the land from now, they do not move well. “The Stea , CEO, Stea Bros. “I just think party auditor. “It requires a big conventional growing to organic. demand for organics on the terminal organic is not what everybody says it investment,” he notes. “Sooner or later, that cost will even market is low,” notes Todd Penza, is. They’re not coming here for it, “I think it’s going to keep grow- out. Once the soil is changed over, sales, Pinto Brothers, Inc., on the that’s for sure. Once in a great while ing the way they say it is. I see more then the expensive part is done.” market. “We sell organic as we can, someone asks for organic spring organic in the retail stores than I did Outside of the terminal market, as the market allows it.” mix.” growing up,” says Penza. “If cus- sales of organics are faring better. “It’s the way of the future,” says “People say they want organic, tomers begin to demand it, we’ll “The top-growing lines we have are Mark Levin, owner, Levin & Co., “I but when they see it sitting on the have to bring in more organic.” organics and ethnic specialties,” says believe in the organic program. But shelf, it isn’t as pretty and they’re not “We’ll all have to get into it Mike Maxwell, president, Procacci it’s just not taking on any volume. sure they want to buy it,” agrees sooner or later,” adds Gary Goldblatt, Bros. Sales Corp., Inc., in Philadelphia I’ve got organic grapes right now Levin. Of course, this is not true for president, G&G Produce, Inc., “when but not on the terminal market. Pro- that are as sweet as sugar, but every organic item, he notes. “Some more and more shippers get into it cacci was the first company to grow nobody wants them.” items look good no matter what, like and it becomes a full-fledged item.” organic tomatoes in Florida “Part of the reason organics apples.” Many organic items are already “Our organics business is growing aren’t selling around here is organics John Vena, president, John Vena close in price to their conventional every year,” agrees Joe Procacci, CEO. are so much more expensive. Our Inc., notes the U.S. Department of counterparts, Chip Wiechec, presi- “It depends on the clientele you customers are trying to beat the Agriculture’s (USDA) new organic dent, Hunter Bros., Inc. points out. have. The chains have clientele in supermarket prices,” says Penza. Plus, standards make it more difficult and “A lot of times, it may be only a affluent areas where more people he adds, “The shelf life is less.” expensive to handle organic produce, matter of a couple of dollars. As they want organics.” pb notes. “It keeps them tuned into new products. Kean’s Black. “Most of our customers walk the Stea of Stea Bros. agrees many customers They’re always looking for something new.” market. Twenty-five percent of our business is are opting to order sight-unseen. “It’s more “We’ have a lot of people walking the mar- over the phone, 75 percent walk the market. and more by the phone,” he says. ket. More Columbians and Mexicans,” reports Although that 25 percent are big customers.” “There’s more of that now than there was RYECO INCORPORATED

Handling a complete line of fruit and vegetables including Strawberries, Stone Fruit, Featuring a Full Line Grapes, Melons, Citrus, of Fruits & Vegetables Western Vegetables, Apples and Pears Tomatoes Year-Round And As Always ... Specializing in Potatoes, Onions & Tomatoes. John and Nicole Sklarz and Steven Yeckes 84-86 Produce Market • 3300 S. Galloway St. 60 Philadelphia, PA 19148 45 # 215-755-2775 # Fax 215-755-2791 Phone: 215-551-8883 • Fax: 215-551-9036 Buying and Sales handled by Philadelphia Produce Market Mike Reilly, Sr. • Mike Reilly, Jr. • John DiFeliciantonio • Tinker Bowen Reader Serv i ce Reader Serv i ce

SEPTEMBER 2007 • PRODUCE BUSINESS 67 PHILADELPHIA REGIONAL MARKET PROFILE 10 years ago,” agrees Hunter’s Wiechec. “We the same wholesalers for years. “When we first have people who trust me if I say it’s good, started, I probably dealt with their parents,” who will buy it over the phone.” says Kean’s Black. In some cases, “We grew up “You have a lot more people doing more together. It’s like a great big family.” on the phone — pre-booked stuff, instead of “When I first came here, I went to every- coming down and buying. They trust us a lot,” body. But I kept coming back to the people says Collotti. who treated me well,” says Andre Santori, However, most customers prefer to shop owner, Santori’s Produce and Deli Market, the old-fashioned way. “Most people shop Chip Wiechec and Max Wiechec Galloway, NJ, who opened his store in 1990. around. They want to buy the best they can for of Hunter Bros. He was on the market shopping at Nardella. “I the best price they can,” says Ron Milavsky, always stop here [at Nardella], everyday, president, BRS Produce Company (trading as whether it’s for one box or 100 boxes.” Frank Leone), on the terminal market. “It’s my pleasure to shop on the market,” “Call-in customers have a lot of faith in proclaims Dvor. “I’m so grateful to have this you, because they’re letting you be their eyes. environment.” Some people want to see stuff,” says G&G’s Wholesalers on the terminal market sell to Goldblatt. And while the wholesaler can tell a customers as close as Pennsylvania, New Jer- customer if a product looks good or bad, big sey, New York, Maryland and Virginia and as or small, there are times when an item may be Steve Levachenco and far away as Florida. somewhere in the middle. “If the guy’s down Mickey Crawford of Ryeco “There’s a big push out of this market to here himself, he can make a judgment call.” serve the purveyors who serve the casinos,” A&N’s Dvor shops on the market six days a down here are the smartest ones,” says notes Finer of Al Finer, including the celebrity- week and buys all the produce for his indepen- Wiechec. For example, “If you’re spending your chef owned restaurants in Atlantic City. dent store there. “It’s always possible to get own money, you’re going to buy what you con- Many customers have a choice between the deals there,” he explains. “There is a lot of sider to be the best box of lettuce for the price.” Philadelphia produce terminal and Hunts product diversity. You deal with more than one “Of course, you have certain people you Point in the Bronx, NY. “There are a lot of person. At the market, you can touch, you can feel more comfortable with and you trust buyers who use both,” says Goldblatt of G&G. smell, you can eat, you can try. You can get them, but basically you shop around and “It’s a good time for customers. There are a your customers the best.” compare prices and products,” notes Dvor. lot more options for them than in the past,” “The people who do take the time to come Some customers have been buying from notes Ryeco’s DiFeliciantonio.

Anthony Stea — Sales # 51 # 159

3300 S. Galloway St., Unit 90 • Philadelphia, PA 19148-5410 Reader Serv i ce Reader Serv i ce

68 PRODUCE BUSINESS • SEPTEMBER 2007 Reader Service # 5 PHILADELPHIA REGIONAL MARKET PROFILE “Some of your New Yorkers come here. We “Sometimes I sell it and I don’t even make any- sell stuff a little bit cheaper than New York thing. If they’re going to help me when stuff’s here,” says Kean’s Black. short, I’m going to help them.” The Philadelphia market opens earlier on “Without shippers giving us the product Sundays than the Hunts Point market, Vena of and trusting us to make the most out of the Jon Vena notes. sale, we would be out of business,” according As competition increases, wholesalers are to DiFeliciantonio. offering more services. “We offer delivery,” says The relationship works both ways. “If I tell DiFeliciantonio. “We try to help with pricing my growers we’ve got something that doesn’t and make sure we always have product here for look right, they’ll go back and have it inspect- them. If we see something new that would ed,” says Wiechec. benefit them come down the road, we let them know. We work hard to keep our customers THE RETAIL ENVIRONMENT satisfied so they can satisfy their customers.” In greater Philadelphia, says Coosemans’ “We have much more service, as far as Roth, “There are a few independents. But most- delivery,” notes BRS’ Milavsky. “That’s a ly, it’s big chains. The independents are going.” Kallman Batt (standing) and change over the last 10 years.” Al Finer (seated) of Al Finer Co. Even the big chains are getting bigger. “Honest- At Al Finer, employees look at every box in ly, I think the way the chain-store business is a shipment and separate boxes according to going, they’re buying each other out.” quality. “Our customers rely on the fact that “There are fewer smaller chains,” states what they see, they get,” says Batt. Wiechec. “They’re still strong in the city itself.” Shippers also enjoy a good relationship “A lot of the bigger chains don’t want to be with wholesalers here. “They rely on us to tell in Philadelphia because it’s a union town,” them how it arrives,” Batt adds. notes Roth. “Most of the stuff we’re selling is from rela- “The city of Philadelphia will always have tionships my dad formed with shippers. I talk its little independents that will take care of the to one guy — my grandfather did business Hispanic neighborhood, the black neighbor- with his dad,” notes Hunter’s Wiechec. hood or whatever ethnic niche that neighbor- “They may have too much stuff. I help John Black of E.W. Kean Co. and hood needs,” says Roth. “It’s always an immi- them out,” says Collotti of Collotti & Sons. Ziggy Sidibe (buyer on the markt) grant who supports the produce business.” pb A. Vassallo, Inc. Wholesale Commission Merchants

Specializing in Beans, Support Your Nearby Tomatoes and a Full Line of Wholesale Produce Top Quality Vegetables

Market! Gene DiPascale & David DiPascale 49

95 215-336-1984 # # fax 215-336-7955

Unit #99 Produce Market Philadelphia, PA 19148 Reader Serv i ce Reader Serv i ce

70 PRODUCE BUSINESS • SEPTEMBER 2007 PHILADELPHIA RESTAURANT PROFILE

Classic technique and first- rate ingredients combine to create a memorable dining La Famiglia experience. BY JODEAN ROBBINS

ful experience. “We cook honestly,” he explains. “We bring the flavor from the producer to the pan to the dish to your palate, with as little time in between as possible. You’re tasting the real flavors in our food.” The light yet flavor-packed food of La Famiglia definitely melds the best together. Sena wants his diners to understand simpler food tastes better. “Our food is delicate in flavor and ultimately it leads to a more powerful dining experience,” he says. La Famiglia changes the printed menu once a year but has many innovative menu additions throughout the year. “We always feature a new pasta and appetizer every day and all our desserts change on a daily basis,” he explains. “Some of the items from our verbal menu eventually make it onto our print menu if they are popular enough. Every two years, we substantially overhaul the overall menu.” The restaurant also offers seasonal and special event menus. “We have a wine-pairing dinner at various times throughout the year and we also do the Seven-Fish dinner at Christmas,” describes Sena. “Another fun thing for us as well as our customers is our regional dinners. Every two to three months we choose a region from Italy and offer a dinner based on its specific cuisine. Sometimes we invite a guest chef from the region to cook with us. Our staff really gets excited and has fun with these dinners.” The restaurant boasts a world-class wine cellars underneath the restaurant. One of the ehind the dark wooden Italy’s finest hotels. Beyond what he learned largest and most decorated wine cellars in the door and paned windows of during his formal training in Italy, Luigi country, it has selections ranging from a 1947 La Famiglia lies a restaurant learned important aspects of cooking from his Barolo to the maturing prize wines of tomor- that provides an intimate father. “My father taught us the importance of row. Known primarily for outstanding selec- and classic eating experi- freshness in the ingredients we use,” Giuseppe tions from the famous wine producing regions ence. The old world décor Sena says. of Italy, it also boasts an incredible selection hints at the authenticity of Produce, a critical element of the food at La of wines from around the world. the meal, and the warm Famiglia, constitutes about 80 percent of the greeting of the hostess and menu. “All the fruits and vegetables we use are HONEST CUISINE staffB makes you feel you are a personal friend. fresh — nothing is canned,” he reports. “Pro- The honesty of La Famiglia’s cooking, Owned by Giuseppe Sena and his brother duce is essential to us since we do very classic which comes through loud and clear in every- Luigi, who is also the chef, this 130-seat and natural cooking here. We don’t believe in thing from the appetizers to desserts, begins restaurant has been a Philadelphia Old City fabricating dishes. Our emphasis is to bring with a savory dipping sauce of oil and mari- institution for 32 years. The Sena brothers are out the flavor of the ingredients and thus cre- nated red peppers with bread. Each aspect of from Naples, Italy; their father worked as a ate a fabulous dish.” the offering is delivered perfectly to the table chef for most of his life, cooking at some of Sena believes his food offers diners a truth- with a light, fresh presentation.

SEPTEMBER 2007 • PRODUCE BUSINESS 71 B.R.S. PRODUCE CO. T/A PHILADELPHIA RESTAURANT PROFILE The appetizers present a cornucopia of pro- cent from Four Seasons Produce, based in duce, including Gamberetti e Funghi, baby Ephrata, PA, but shops the Philadelphia mar- shrimp with porcini mushrooms and arugula ket once a week primarily for tomatoes. Addi- plus Primizie di Stagione, a spring mix with tionally, he buys organic and regional produce shrimp, avocado, julienne tomatoes, diced arti- from local growers. choke and shiitake mushrooms in a lemon The quality of the produce is his first prior- and olive oil dressing. Manzo Crudo, minced ity when sourcing. “We look for first quality beef cured with lemon and oil and served with only,” he says. “We want the freshest products capers, scallions, black truffles and Parmigiano and take delivery daily. We don’t want to store Units #106-108 cheese on a bed of arugula, bursts with the the produce we use.” fresh flavors of each ingredient. The Insalata di “Our sourcing is fairly simple and straight- 215-336-5454 Indivia e Rucola mixes arugula and endive forward,” he adds. “We use the best and only 215-336-1792 with toasted walnuts, Parmigiano cheese and the best. The success of our dishes depends fax 215-336-5220 sliced pears in a white balsamic vinaigrette. greatly on the quality of the ingredients we The Finest in Fresh Produce The pastas were all expertly prepared in start with, so we take sourcing very seriously.” delicate yet flavorful sauces. Pappardelle is Sena demands those working with him Sales by: Ron Milavsky, prepared with fresh porcini mushrooms in a love what they do, something evident in the Rick Milavsky, Ron Talarico light tomato sauce; rigatoni is combined with attitudes of everyone in the restaurant. The Charles SanMartino baby shrimp, zucchini, shallots, cherry toma- waiters are friendly and attentive but not toes and Pecorino cheese; penne is prepared intrusive, and really show they enjoy what TOMATO DIVISION with prosciutto, fresh onions and Parmigiano; they are doing. Part of the pleasurable dining Unit #100 and tagliollini come delectably with ground experience is due to the perfect service of the 215-467-7180 beef and black truffle in a brandy cream sauce. wait staff. “You have to be honest with your- Diners will be pleasantly surprised after self and with the customer and love what you 215-467-7182 having eaten the Antipasti and Pasta to have do,” proclaims Sena. “Then you need to pass # 40 FEATURING TOMATOES plenty of room left for the Secondi and it along to your staff. “ FROM ALL SECTIONS dessert, thanks to the delicate and light nature Most of La Famiglia’s weekend customers of La Famiglia’s cooking. Scallopine con Car- are regulars, drawn from a 30- to 40-mile Tomato Sales: Fred Makadon ciofi showcases gently braised veal medallions radius of the city. During the week, local and Mushroom Sales: Nick Stio with artichokes, sun-dried tomatoes and fresh out-of-town business people frequent the Reader Serv i ce oregano in a white wine garlic sauce. Filetto di restaurant. To Sena, his customers are not just Manzo is a grilled filet mignon in a red clients; they are friends who make his busi- wine/raspberry reduction sauce. Capesante ness successful. “I thank all my wonderful cus- all’Arancio presents pan-seared sea scallops in tomers and friends who have supported me a citric orange sauce on a bed of sautéed and my family. I hope I can be here and still spinach. serve them for many more years.” Gamberi al Timo brings perfect jumbo La Famiglia was Sena’s first restaurant in shrimp served with garlic, lemon and thyme Philadelphia and from it grew two others, Le and finished in an extra virgin olive oil wine Castagne, which he owns, and Ristorante sauce. Even the chicken entrées, often an after- Panorama, which brother Luigi owns. pb thought in many restaurants, are enticing. Supreme di Pollo ai Porcini is a breast of chicken sautéed with porcini mushrooms, garlic and a touch of tomato, and Fagottino di La Famiglia Pollo serves up a breast of chicken filled with 8 S. Front St., Philadelphia, PA Caprino goat cheese and spinach finished in a Tel: 215-922-2803 rosemary wine sauce. www.lafamiglia.com The dessert cart stages a bounty of fresh fruits expertly combined with traditional Hours: dessert flavors. A fresh pear poached in mosca- Lunch to wine sauce is a tempting end to the meal. Tuesday - Friday The chocolate and apricot cake hides tender 12 noon to 2:30 PM juicy bits of fresh apricot in the decadent dark chocolate. The visually stimulating coconut Dinner and raspberry cake is a mountain of delicious, Monday - Thursday airy flavor. The almond lemon tart with bits of 5:30 PM to 9:3 PM Friday-Saturday

# 24 fresh lemon zest and the fresh fruit cup both taste of fruit picked ripe from the tree. 5:30 PM to 10:00 PM

LOOKING FOR THE BEST Closed Sunday Sena spends from $4,000 to $5,000 per

Reader Serv i ce month on produce. He sources about 90 per-

72 PRODUCE BUSINESS • SEPTEMBER 2007 PHILADELPHIA RETAIL PROFILE Santori’s Fruits

Hands-on owner- ship assures top And Vegetables quality produce. BY JODEAN ROBBINS Most of the produce is displayed on large, wooden, movable tables with handwritten or blackboard signs that contribute to the farmers-market effect. Each product is clearly labeled for price. There are about 48 feet of wet rack, and the stores also merchandise in shipping cartons at times. Each store has at least two employees who are seasoned industry veterans and who have been with the store since it opened. These veterans train the newer employees.

SOURCING FOR SUCCESS Santori’s success is based in large part on getting the quality he needs at the price he needs. “Our customers are looking first and foremost for quality and then service and antori’s Fruit and Vegetable overall store sales. “It’s what brings people price,” he says. “My success came from being offers a refreshing shopping in,” he says. “It is so important, I am focused on top of the business and making sure the experience for those looking for only on the produce. I dedicate 100 percent of quality was there. My ability to buy exactly high-quality produce at reason- my time to produce. I have someone else who what I need in terms of quality, maturity and able prices. Andre Santori owns handles the deli operations so I can focus on volume is what makes or breaks my business.” four small produce and deli the produce items.” He sources 98 percent of product from the stores in New Jersey including The small 8,100-square-foot store is orga- Philadelphia Regional Terminal Market and this one at Somers000000 Point. nized with an open farmers market feel. Its the rest from local growers. His procurement Santori started his first store clean, fresh presentation and wide isles allow of eight trailer loads a week from the market 17S years ago in Atlantic City. He took the several customers access to the same display at results in over $4 to $5 million a year in pro- advice of his father-in-law to focus on pro- the same time. “I waste more floor space in duce purchases. duce even though he had no experience in the my stores because I like the openness,” San- He believes relationships are the biggest business. He learned quickly and hung in tori comments. There are about 3,500 square benefit of the market. “The trust and relation- through the tough startup, eventually turning feet of retail produce space and 400 square ships I’ve built over the years are valuable,” the store into a successful, profitable business. feet of deli. says Santori. “The guys on the market know “When I started I envisioned having several The layout of the store pretty much stays me and know what I need. They know what I stores but it’s taken some time with a lot of the same all year long. “We will change posi- buy and what I don’t. They know what vol- hard work and stress,” he states. “There were tions of some products depending on the sea- ume I can take and what I can pay for it. They times when I thought I’d throw in the towel son,” states Santori, “but we keep most things know if they give me something lower than but I stuck with it. The help of my family in the same place and the same format.” my standards, I bring it right back, so they’ll members has been crucial.” The store carries about 150 different items tell me right off if what they have fits what I’m Although Santori’s square footage may not on a regular basis with some increase in the looking for or not.” be extensive, the stores move an incredible summer, depending on what is in season. At Santori visits the market three to four a volume of produce, close to eight trailers a times, Santori offers different sizes of the same week, going from one place to another to find week. Each store offers the highest quality products. “I’ll carry three different sizes of the right mix of quality and price. “I enjoy produce, mostly in 2-pound bags, to cus- oranges or grapefruits to give our consumers a going up to the market and talking with every- tomers at rock bottom prices. “We work on better choice and also help them understand one there,” he says. “It is a unique place and moving volume by offering a good price,” he the price versus size difference,” he explains. one full of information and opportunity.” reports. “We sell cheaper than the chain stores A small value-added section includes spring The stores work on a very close inventory. “I but offer great quality at the same time.” mix, fruit salad and arugula. The products are buy only what I need,” he adds. “I buy about Produce contributes about 75 percent to made each morning and gone by day’s end. two days of product. I work close on what I

SEPTEMBER 2007 • PRODUCE BUSINESS 73 PHILADELPHIA RETAIL PROFILE immigrant communities and a growing interest in these items by Americans born here.” Santori’s Fruit Promotion varies among the stores. “In some of the stores we advertise in the local And Vegetable paper,” Santori says. “In one location, we 510 New Road advertise weekly in the local paper. In others Somers Point, NJ 08244 we do it sporadically throughout the year. But Tel: 609-927-4656 John Santori, vice president and our best advertising is word of mouth.” Andre Santori, owner The company recently hosted a kinder- Hours: 8 AM to 6 PM buy. I don’t like to carry over much product.” garten class to help educate kids about pro- Sunday: 10 AM to 4 PM duce. “About 20 kids came in to see the store ————————— Other locations SERVING CUSTOMERS and learn about produce,” he notes. “We let Service is an important part of Santori’s them walk around the front of the store and 520 N. Albany Ave. successful formula. “Although a lot of our see the products, then we took them in the Atlantic City, NJ stuff is bagged in 2-pound bags, we also have back where I had made a wholesale display in Tel: 609-344-4747 singles of some stuff. I never force people to shipping containers much like what you see Hours: 9 AM to 6 PM buy more than they want to, so if a customer on the terminal market. We talked to them Sunday: 10 AM to 4 PM asks us for a lower quantity than what we have about where produce comes from, nutrition, out, we’ll pull some and put together the and introduced them to some new things like 868 North Main Road quantity they want.” blood oranges, lychees and others. We gave Vineland, NJ “All our stores are different,” he explains. them each a bag of stuff to take home.” 856-563-1221 “Our Atlantic City store is the most diverse Most of the produce moves based solely Hours: 9 AM to 6 PM with a wide variety of ethnic customers and on Santori’s reputation but there are times Sunday: 10 AM to 4 PM we carry a more diverse mix of products there. when he needs to provide a little extra incen- Our Vineland store tends to move more tradi- tive by sampling. “Once we bought a load of 325 East Jimmie Leeds Rd. tional Italian products, like broccoli rabe.” cantaloupe that was deliciously sweet but had Galloway, NJ Santori is looking to add organic product a green color to it,” says Santori. “Customers Tel: 609-652-5252 in the coming year and reports seeing increas- were bypassing the display so we cut some Hours: 8:30 pm to 6 PM ing interest in specialty and tropical produce. open and started sampling — then they flew Sunday: 10 AM to 4 PM “We see this due both to the increase in the off the shelves.” pb

COLLOTTI &SONS,INC.

The Quality House of Philadelphia

A full line of Domestic and Imported Fruits & Vegetables,

Solid Experience, Convenient Location, Dependable Service.

Sales: Jack, Vincent, Jack Jr., Brian, & Chris Collotti, Jay Flancer, Robert Pardo 59 37 # # & Michael Bozzelli 215-389-3335 (ss) 215-389-3338 (LD) Fax: 215-755-9616 Reader Serv i ce Reader Serv i ce

74 PRODUCE BUSINESS • SEPTEMBER 2007 Reader Service # 101 Michigan Apples — The Future Is Bright Climate and development cited as reasons for ripe trend

BY MEREDITH AUERBACH

Life is looking pretty sweet in Michigan’s orchards along the high-elevation Fruit Ridge for apple orchards. Fall 2007 is bringing an the distinctive flavor profile that combines high excellent crop — just a bit smaller than last acids and good sugar levels. “We produce some of year but with a high level of quality. the older Eastern varieties — McIntosh, Empire, Northern Spy — that other producing areas don’t. Consumer trends also line up to favor Michigan Some are cooking or baking apples but we also apples. Attention is focused on hot-button con- have a great line-up of varieties for fresh eating.” sumer issues, such as eating locally, supporting “We’re very optimistic about this year,” relates family farms and reducing food miles. John Schaefer, president of Sparta, MI-based Jack Michigan has close, easy access to the dense pop- Brown Produce, a grower-owned corporation that ulations of markets in packs, stores, sells and ships for 75 growers. the Midwest, Mid- “Because we’re so close to these markets, we can Atlantic and South. And, quickly adapt to market changes. Our retail cus- Michigan apple growers tomers like how much flexibility we can provide. and shippers offer tradi- The battle to convince retailers to display and pro- tional as well as trendier mote the Michigan crop is behind us. We now com- varieties with flavor pro- pete on the basis of variety, quality, speed to mar- files preferred east of ket and service.” the Mississippi. “Approximately a FULL VARIETY COMPLEMENT thousand family-run According to Tom Pletcher, vice president sales farms bring in Michi- and marketing, for BelleHarvest Sales, Inc., Beld- gan’s 18-variety apple ing, MI, “The Midwest and Mid-Atlantic consumers crop,” says Denise often prefer Michigan’s more unique varieties. Yokey, executive direc- They want a hard, crisp apple, with high brix and a tor of the Michigan tart finish. For many, that means the traditional Apple Committee, the specialty regional varieties such as McIntosh. As research and promotion demand increases, we are increasing our crops of arm of the industry, newer varieties including Gala, Fuji and, of course, which is based in Lans- Honeycrisp. These will grow over time, bringing in ing, MI. “This year, we greater value. Like most apple producers, half of anticipate about 20 mil- our fresh crop is still Red Delicious, but each year lion bushels of which the share is a bit smaller as the other varieties between seven and move front and center.” eight million go to the “Apple consumers are more sophisticated than fresh market.” Available just a few years ago and want a broad assortment of from late August into flavors and textures,” Yokey adds. “For Michigan, June, Michigan apples that transfers to some older varieties and many can be shipped virtually new ones. The Michigan Apple Committee sup- year-round. ports retailers in their efforts to effectively sell our Yokey credits the apples with demos and sampling, school promo- northern climate and tions and recipe ideas. We field two merchandisers

Photo courtesy of Michigan Apple Committee the development of to help educate and assist retailers with variety

76 PRODUCE BUSINESS • SEPTEMBER 2007 Reader Service # 73 Your Customers’ Choice for California’s Finest Fuji, Gala, Pink Lady, Sundowner & Granny Smith Apples. Call Craig Casca 805-981-1839

Photo courtesy of Michigan Apple Committee [email protected] EXCLUSIVE SALES FOR selection and displays.” looking for a great pie apple, one for salads, According to Jack Brown’s Schaefer even traditional varieties and some for snacking, Nunn Better specialty varieties such as Ginger Gold and like the Honeycrisp. # 41 Golden Supreme can be found. “We have “During the harvest time of September to Ronald Nunn Farms some volume available in September.” November, we also merchandise 5- and 10- “Nunn Better” Brand Mark Anusbigian, co-owner of Westborn pound double-handled brown paper bags of Brentwood, California Markets, Detroit, MI, says, “It’s natural for schoolboy-size Michigan varieties,” he adds. Reader Service us to promote Michigan apples. For us, this “These give us a great ring. Putting everything together to focus on apples in the fall makes our produce department better for customers and more successful for us.” “Quality Since 1957”

GROWTH AND “It’s natural for us to DEVELOPMENT promote Michigan The Michigan apple industry is responsive to changes in the marketplace and con- apples. For us, this sumer demands for better quality, more fruit is homegrown varieties as well as new technology and more streamlined distribution. and fits in well with “The bulk of our crop goes into con- APPLES trolled atmosphere [CA] storage at harvest,” our practice of • says Barry Winkle, co-owner of Greg Shipping August — June supporting local Orchards & Produce, Inc., Benton Harbor, MI. “We farm our own acreage and pack, sell Consistent supplies farmers and bringing and ship for other growers. We use MPC or and quality the freshest product Smart Fresh to inhibit ethylene binding. • Apples stay crisper and fresh even longer, to our customers.” Over 15 varieties from extending our season. We start opening the across the state CA rooms right around Thanksgiving and the selling season runs to June.” • — Mark Anusbigian Yokey of the Michigan Apple Committee Westborn Markets 600,000 CA storage notes more Michigan shippers are using tray packs to improve appearance and display quality. 800-452-7753 BelleHarvest’s Pletcher points to innova- fruit is homegrown and fits in well with our tions such as the fresh apple slices served by Fax: 616-794-3961 practice of supporting local farmers and McDonald’s, based in Oak Brook, IL. “Many Tom Pletcher, RJ Simons bringing the freshest product to our cus- are Michigan Empires,” he says, “selected tomers. For apples, we create a niche dis- because they hold up so well and have a Belding, Michigan

play of 15 to 20 varieties, and we place good sweet and tart apple flavor.” # 134 www.belleharvest.com Michigan, Washington and California togeth- According to Ed Osowski, director of pro- er as well as baking apples alongside fresh duce for South Bend-IN-based, Martin’s Email: [email protected] eating apples. We get lots of traffic — people Supermarkets, a 20-store chain of stores in ★★★★ XXXX Reader Service

78 PRODUCE BUSINESS • SEPTEMBER 2007 directores whenyouarereadytobuy Email: [email protected] rectory SalesDepartment Directory WESTERN NEWYORK APPLES SHIPPING OFFRESHFRUIT Packing allsizepolybags,trays rectory orany other,directory please call PACKING, STORAGE AND “N BUCOLO 716-7787631 COLD STORAGE FOR OVERFOR 30YEARS For additonalcopesofths ALL BUYERS FAX FOR THEBESTFOR OFTHE IAGARA ATTENTION 561-9941118 5796 W and specialtypacks Call: Jerry Bucolo Call: Jerry or Chris Bucolo or Chris : 716-7788768 B and askfor URT O ILSON , NY14028 USE RCHARD B URT R B OAD RAND ” .

Reader Service #135 KEYSTONE FRUITMARKETING, INC. Gala, GOLDEN DELICOUS•ST EXPORT &DOMESTIC ALSO SHIPPING WALNUTS EMPIR •G Premium EasternGrown Apples SHIPPING AUGUST-JUNE PLU LABELINGAVAILABLE STORAGE CA 500 B RED DELICOUS•McINTOSH Richard Sambado&DannyHo Email: key Fax: 717-656-4526 Prima Frutta Bear Mountai Gr 717-656-2631 GREENCASTLE, PA USA17225 From thesefineGrowers Fax: 209-931-9424 Turkey 559-448-1 860 209-931-9420 Fax 559-261-98 42 anny Smith, ECKER Fred &JerryHess El Vi FRESNO LOCATION Bream Orchard stone@key (717) 597-2112 Jim Cousins R A D sta Orchard L KnobApples . •L A •FUJIROME Fuji &PnkLady EOLA stonefruit.com n Orchard , PA 17540 AYMAN s s ® s

Reader Service #42 Reader Service #99 Reader Service #70 [email protected] 1.80096888 33 RIVERIDGE PRODUCEMARKETINGINC. SEPTEMBER 2007• Fresh Cider,Fresh Cider, ShelfStable Wayne —MerchandisingDirector XXXX C ..BX66,GARDNERS,PA 17324-0066 P.O. BOX XXXX NATU O H FINEST THE FOR US ONTACT Michigan/Eastern Apples Michigan/Eastern AKDFEHT ORSPECIFICATIONS YOUR TO FRESH PACKED www.riveridgeproduce.com Gourmet Caramel Apples Gourmet Rog, Dawn, Don—Sales Your OneSourceFor Keith Thomas,orJohnRice & SpecialtyApples! and Red Tart Cherry and Red Cherry Tart it.com Email: sales@rcefru 800-627-3359 Display ReadyBoxes Contact BrendaBriggs, 9000 FruitRidge NW Juice Concentrate Fax: 717-677-9842 Websit.com ite: rcefru • HolidayBakng Sparta, MI49345 Sparta, RICE FRUITCO. • SchoolBus • Halloween and coldstorages presizer, packinglnes state-oftheart faciltes featurngour and mostmodern The East’ PRODUCE BUSINESS s largest E SENAPPLES ASTERN ★★★★ ★★★★ .

79 Reader Service #43 Reader Service #69 triangle that extends from the Grand Rapids southeast to Florida, Virginia and the Caroli- nas, and southwest to Texas. Growers and shippers agree that the eating-locally trend now capturing consumer attention is having an impact on their business and the demand for Michigan apples. Jack Brown’s Schaefer notes, “Our job is to find the best home for the product with the highest possible value. The fresh market is first and best, followed by process then juice. Having large population centers such as Chicago, Detroit, and Milwaukee just a few hours away makes a difference. Even the Eastern markets such as Baltimore and Indianapolis are just over a day.” BelleHarvest’s Pletcher stresses the cost factor of locally grown produce, saying, “Transportation just costs less.” northern Indiana and Michigan, “It’s tomers love the taste of McIntosh, Paula Red Summing up the prospects for the Michi- become a tradition in our stores to kick off and Jonagold.” gan apple industry, Yokey of the Michigan the harvest season with bulk sales of Michi- Apple Committee says, “The future looks gan apples in harvest bins for two to three LESS COMPETITION good. The industry is increasing investment, weeks starting in September and then mov- In April 2007, growers were apprehen- getting more efficient and better able to use ing to bagged sales by variety and size. We sive a freeze would cause damage and short- the research coming out of Michigan State heavily feature what we call 5-pound Martin en the crop. That happened in Missouri but University just a few miles down the road. Select bags of 80-count variety apples and 3- Michigan emerged largely unscathed. Small- Our quality continues to improve with better pound lunchbox size 100- to 125-count bags. er crops from Washington and California pack design to provide better appearance. Even displayed alongside the Washington also can help improve demand for Michigan Retailers are noticing and finding Michigan crop, we get great sales because our cus- product. The primary distribution area is a apples well worth their value.” pb

Visitusat PMA Booth #4533 31 46 # # Reader Serv i ce Reader Serv i ce

80 PRODUCE BUSINESS • SEPTEMBER 2007 We’re Changing The Way America Eats. One “Byte” At A Time!

Since its official launch on March 19th, 2007, We know that today’s families are www.fruitsandveggiesmorematters.org has served looking for help and the internet is as a source of informa- the first place they turn. So we’re tion and inspiration for developing new features to give Moms across the country. Moms everywhere the tools they want, including streaming video, They exchange ideas in more recipes, new children’s “Mom2Mom”, our online activities, seasonal fruit and veg- chatroom. They reach gie information and more. out to industry professionals in “Ask the Produce for Better Health Foundation and our mem- Expert” for answers to bers firmly believe that this is how we can increase their ques- America’s consumption of fruits and vegeta- tions about nutrition and fruits and bles – with practical information they can vegetables. They download recipes put to use every day. for their families and games for their children. If you’re interested in helping us, whether you’re a PBH member or not, be They search our fruit and vegetable sure to direct your customers to our database for tips on website in all of how to shop for and your marketing activi- store their favorites, or ties. Together we can learn about new items make a difference. they might like to try. One mom – one child – And that’s just the one family – one byte – beginning! at a time.

www.fruitsandveggiesmorematters.org

For more information contact Claudia Wenzing @ (302) 235-2329, ext. 320 or [email protected] Produce for Better Health Foundation • 5341 Limestone Road • Wilmington, DE 19808 302.235.2329 • www.pbhfoundation.org

Reader Service # 104 Eastern Apples — AUnique Variety of Flavors For consumers looking for locally grown, Eastern apples can be the answer.

BY BOB JOHNSON

Apples may be associated with the state of Many areas have effective campaigns urging Washington, but for retailers east of the Mis- consumers to buy local produce as a way to sustain sissippi River, there are tremendous opportu- a healthy local community. “Buying local is a big nities in Eastern apples. issue, people are looking at food miles,” says Rus- sell Bartolotta, general manager, Klein’s Kill Fruit Consumers up and down the East Coast are Farms Germantown, NY. “They want to keep the demanding more locally grown produce, particular- farmers in their local area going to stop everything ly apples. from being built up.” “Eastern apples are local,” says Sandy Cohen, The continuing rise in fuel costs has turned president, Cohen Produce Marketing, Aspers, PA. shipping distance into a huge advantage for Eastern “Local is the new organic. People would rather buy apple producers, according to Bartolotta. “It costs local. You don’t want to support the oil industry by $6,000 to $7,000 to ship a truckload of apples from trucking apples in 3,000 miles from Washington.” the Yakima Valley to the eastern United States,” Part of the market appeal of Eastern apples is Bartolotta says. “We’ve got a big advantage there.” they can be brought to market with less use of fossil Many people are looking for local produce fuel. “Eastern apples are within 400 to 500 miles of because they know where it came from and expect two-thirds of the population of the United States it to be safe. “We’ve been seeing a real interest in and Canada,” says Jim Allen, president, New York buying local,” says Dave Robishow, regional mar- Apple Association (NYAA), Fishers, NY. “This area keting manager for the Virginia Department of is closest to the market, which means you are using Agriculture (VDA), Richmond, VA. the least amount of fuel to get them to market.” He believes the appeal of local produce brings together a number of issues — food miles, security and food safety.

LOCAL — AND UNIQUE Most Eastern apple shippers supply varieties you just cannot get anywhere else at any price. “Retailers want to stock variety and we offer 23 varieties through the summer and fall seasons,” notes Lee Peters, vice president for sales and marketing, Fowler Farms, Wolcott, NY. “Realistically you could only get nine of these 23 varieties out of the state of Washington.” Virtually all of Fowler’s retail customers want to receive all of the 23 varieties as they become available. “What we offer with 23 different varieties is 23 different flavors, and 23 different uses,” Peters explains. “We start with Jersey Macs in the second week of August and continue to Fujis in the first week of November.” The uniquely Eastern apple comes in all sizes. “Empire is known as a kid-friendly apple because it is small- to medium-sized, and it fits well in a kid’s

82 PRODUCE BUSINESS • SEPTEMBER 2007 Reader Service # 21 Sullivan and Co., Ayer, MA “Our specialty is the Macintosh. It grows well in the North- east; it grows almost exclusively in the Northeast. The Macintosh is very popular in the Northeast and in Florida, which has a lot of transplanted Northeasterners.” Later in the season, J.P. Sullivan harvests other Northeastern favorites including Cort- land, Macoun, Empire and Honeycrisp. “Other regions may also grow these varieties, but we like to think we grow the best ones,” Iannacci says.

UNIQUE — AND BETTER Many Eastern seaboard producers believe deeply their local apples taste not only different but also better. “We have always felt Virginia produces a great tasting Eastern apples appeal to growing consumer demand for locally grown produce. apple — we have never stopped pushing that,” proclaims VDA’s Robishow . hand,” Peters continues. “The Fortune apple Macintosh, Cortland and Empire are Cohen of Cohen Produce agrees, saying, at the other end is a monster.” among the varieties only produced by East- “The flavor of Eastern apples, in my opinion, New York is No. 2 in apple production, ern growers. “These are very big sellers for is as good or better than Western apples.” according to NYAA’s Allen, and produces us, and they are very big sellers throughout Russell suggests people sample a variety many varieties unique to the Northeast. the Northeast,” Russell says. “I think it’s of Eastern and Western apples to learn the “The key to merchandising Eastern important to focus on the varieties you can’t differences, and adds, “We have a sugar-to- apples is to focus on the wide varieties that get from the West.” acid profile that gives us a flavorful apple you are available,” says John Russell, director of Others agree the sheer number of can’t get from the West.” sales and marketing, Sun Orchard Fruit unique varieties is the No. 1 selling point. He’s not alone: Many grocers believe Company, Burt, NY. “We have up to 16 dif- “Variety is, I think, the biggest selling point,” there is a difference in the sugar-to-acid ferent varieties of apples.” says John Iannacci, sales representative, J.P. composition in Eastern apples. “Our apples How To Make Things Grow Whatever your role in the produce industry, the key to a blossoming bottom line is knowledge. About major trends and developments, and the people behind them.... About new sales opportunities around the world.... New packaging and transportation technology.... New ideas in marketing and promotion.... New retail strategies.... New equipment and services.... New techniques for managing individual businesses, and their personnel, more efficiently.

And your Number 1 source for all of the above is PRODUCE BUSINESS, the industry’s only monthly business magazine serving all buying segments. And the most widely read of any publication in the field. If you’re not receiving every important issue, call to start your subscription without delay. It’s the only way to be sure you’re getting all the knowledge you need. And growing the way you should.

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84 PRODUCE BUSINESS • SEPTEMBER 2007 purchase materi- how to handle our apples.” als, recipes and Looking ahead, this year is shaping up to variety guides. be a juicy one for apples. “Retailers will start “We offer a lot of pricing where they ended last year; and as merchandising things fall into place, I don’t see a downturn support and this season,” says Bartolotta from Klein’s Kill materials to help Fruit Farms. educate the con- Supplies were low and prices were strong sumer,” Allen at the end of last season, and this season fig- notes. “We also ures to pick up where last year ended. offer handling “There’s no carryover from last year’s crop, materials so and this will not be a huge year nationwide,” retailers can edu- Bartolotta says. “There weren’t that many

Photos courtesy of New York Applecate Association their staff on apples left in the country as of July 1.” pb have excellent flavor and condition,” NYAA’s Allen relates. “Our apples have an excellent acid-to-sugar ratio that gives them very good flavor.”

“We offer a lot of merchandising support and materials to help educate the consumer. We also offer handling materials so retailers can educate their staff on how to handle our apples.”

— Jim Allen New York Apple Association

The Eastern apple harvest begins in August and peaks in September. “We encourage our retailers to put out a full mix not only in the count sizes, but also in the 3-, 5- and 8-pound bags,” Sun Orchard’s Russell says. “This gives the customers a choice.” One specialty to remember, as fall approaches, is the popular apple tote bag. “We do a good job in the fall leading up to Thanksgiving with the tote apples,” J.P. Sul- livan Iannacci says. “It’s a big item in the fall.” 315-594-8068 Even in the fall, it is important to offer a 140

variety of packs to suit the needs of cus- Contact us today! # tomers. “We encourage people to carry all of the packs including tote bags, 3-pound bags, Lee Peters - [email protected] • Peter Faas - [email protected] 5-pound bags and loose apples,” Fowler’s Jenell DiLella - [email protected] • Jennifer Sutton - [email protected] Peters says. Tim Horvath - [email protected] • Rod Sobczak - [email protected]

NYAA supplies retailers with point-of- Reader Serv i ce

SEPTEMBER 2007 • PRODUCE BUSINESS 85 Chilean Avocados Provide Year-Round Sourcing This summer’s freeze will not affect the quality of avocado exports to the United States.

BY AMY SHANNON Despite a freeze in early July, produce experts “That still leaves a fair amount of Chilean fruit,” say Chile’s Hass avocado crop will maintain says Dana Thomas, CAIA board member and presi- its quality, if not its quantity, for the upcom- dent of Index Fresh Produce, a Bloomington, MA- ing harvest. based Hass avocado importer. “Even though it’s down, Mexico’s supply will fill in any shortfalls.” “Technology and research tells us they will be Equihua agrees. “Keep in mind California also OK when they get here,” says Jim Donovan, vice experienced a freeze this year. Every so often, you president of global sourcing for Mission Produce, have freezes. Obviously, it’s not what we expected. Inc., Oxnard, CA. “Chilean avocados will continue But, I think this year, we will be in the market with to flourish.” a good amount of fruit.” According to Chris Puentes, president of Inter- On a national scale, Chile will export 230 to 240 Fresh, Inc., a Fullerton, CA-based importer of million pounds of Hass avocados to its international Chilean avocados, the freeze should not affect the markets between July 2007 and February 2008, esti- fruit’s quality as long as Chilean growers are quick mates Comite De Paltas, Santiago, Chile. Organiza- to identify the damaged avocados. “Hopefully, grow- tion experts report Hass avocado crop losses to be ers in Chile will avoid exporting that fruit,” he says. between 33 and 37 percent from last year’s record- Maggie Bezart, marketing director for the high production figures. Chilean Avocado Importers Association (CAIA), Puentes says early-season Chilean avocados Aptos, CA, agrees. “Quality is very important in may be a little cheaper than late-season California Chile. They’re assuring that the oil content will avocados for a few months due to California avoca- meet the quality standards consumers expect from dos being more mature this time of year. Chilean avocados.” Chile’s season primarily runs from about Sept. 1 Unfortunately, industry experts through Feb. 1, while California avocados are are seeing a drop in supply com- strongest from May to August. pared to last year’s exported Hass “For the most part, it’s very early in the growing avocados due to the Antarctic cold season, and there’s not a lot of oil content and matu- wave that struck central Chile. rity,” Puentes says. “Once you satisfy the demand This season, CAIA estimates from consumers who will pay more for California 170 to 180 million pounds of avocados, then Chilean and California avocados will Chilean Hass avocados will be become closer in price. There’s only a certain per- exported to the United States. That centage of people that will pay the higher price for estimate is down from the 260 mil- the late-season California avocados.” lion pounds of Chilean Hass avocados exported to the United States ALTERNATING SEASONS last year, notes Xavier Equihua, SUPPORT CONSUMPTION CEO and executive director of As the California avocado season winds down, CAIA. “Yes, the freeze wiped out retailers replace them with Chilean avocados. The about a third of the supply. But this alternating growing seasons has proved to be a year’s supply is actually more in major factor in building supply and supporting a line with the crops we’ve had in growing consumption, Mission’s Donovan says. years prior to the 2006-07 season. “For the past 22 years, Chilean fruit has really We had a very large increase last added to the supply.” year,” he explains. CAIA’s Equihua agrees, noting, “Chilean fruit

86 PRODUCE BUSINESS • SEPTEMBER 2007 Reader Service # 57 has really helped make avocados a year- its own use, says Jay Humphreys, president available year-round, Puentes says. round crop.” of Ultimate Avocado, McAllen, TX. “The “The emission of Mexican avocados 12 Since 1990, American consumption of United States is its most important market. months of the year was the big wild card last avocados has climbed 7.2 percent each year, It’s historically a big market with a lot of vol- year,” he notes. “Chile used to be a great according to CAIA’s Bezart. This exceeds the ume, particularly during the Thanksgiving, complement to California — and it still is. average consumption growth rate for other Christmas and Super Bowl seasons.” Avoca- We’ve used them to help grow demand.” fresh fruits. dos account for about 30 percent of Chile’s “More than anything, Chilean avocados “More and more supply has come into gross export sales. are a supplement to California and Mexican the country,” relates InterFresh’s Puentes. As one of the top suppliers of Hass avo- avocados,” Humphreys agrees. “Varied grow- “More retailers are getting involved in ripen- cados, Chile allows consumers to enjoy the ing seasons help you maintain your rela- ing programs, prices have decreased and the category year-round, particularly during the tionship with your costumers year-round.” demand has significantly grown in the past fall and winter months, when California He believes the alternating seasons allow 10 years.” avocados are out of season. It was not until his company to offer retailers more choices. Chile tends to overproduce avocados for recent years that Mexican avocados became “They fill a gap in our California supply, but there’s certainly a home in the market for all of them,” notes Puentes.

MARKETING EFFORTS BUILD DEMAND Jorge Luis Obregon, managing director of the Hass Avocado Board (HAB), Irvine, CA, says regardless of the impact July’s freeze will have on the U.S. supply, retailers should feel confident in the year-round promotions available. To keep up that confidence level, he suggests retailers and producers visit HAB’s one-stop on-line resource for current avocado market data and up-to- date marketing plans. Equihua suggests retailers visit CAIA’s Web site for more information on the organization’s marketing efforts, including seasonal promotions, point-of-sale materials and other selling tactics. Made up of Chilean avocado importers, exporters and producers, CAIA conducts market development activities and promotions to boost the consumption of Chilean avocados in the United States. Obregon attributes much of the growing demand for avocados to the heavy marketing programs in place. “Organizations are putting millions of dollars into marketing and these are things that are really driving the growth,” says Mis- sion’s Donovan. Promoting the consumption of Chilean avocados served as the main objective of last year’s CAIA marketing campaign that included TV commercials, in-store demonstrations, sampling (including club stores for the first time) and promotional events in targeted cities, many of which have a large His- panic/Latino population. The intense promotional efforts paid off and added to the demand for the fruit, according to Bezart. This season, CAIA has teamed up with the American Youth Soccer Organization 20

# AYSO), based in Hawthorne, CA, to encourage mothers and children to eat more Chilean avocados. “We’re getting a lot of positive feedback on this already,” Equihua notes. “What better way to reach this part of

Reader Serv i ce the market?”

88 PRODUCE BUSINESS • SEPTEMBER 2007 Reader Service # 34 What’s Next?

ooking ahead, Dana Thomas, presi- cados is on the rise, price has stayed rela- dent of Index Fresh Produce, a Bloom- tively stable, says Jay Humphreys, president L ington, MA-based Hass avocado of Ultimate Avocado, McAllen, TX. importer, predicts the supply of avocados Jim Donovan, vice president of global will increase following this year’s harvest. sourcing for Mission Produce, Inc., Oxnard, “We should see an upward trend in produc- CA, agrees, “Chilean avocados are really a tion for the next five years or so once we great value right now to retailers and con- get past this freeze.” sumers as people are finding new uses for The International Business Magazine This makes sense given the increase in them.” Serving the Fruit, Vegetable avocado consumption. In the last 10 years, Once considered an exotic fruit, avoca- and Floral Industries. U.S. consumption of Chilean Hass avocados dos are becoming more mainstream, he has more than doubled from about 8 to 10 adds. “Retailers are saying they’re right up To get ahead in million per season to 18 to 20 million in the top five products. They’re a good, the produce business, pounds, he says. versatile product. And they taste good.” “Chile’s production will continue to Maggie Bezart, marketing director for you need to increase as the growing season continues the Chilean Avocado Importers Association stay ahead of to lengthen,” he explains. “More and more, (CAIA) Aptos, CA, agrees. “Avocados have the produce business. we see avocados from Chile are becoming become a staple in the produce depart- interchangeable with California avocados. ment. The industry has worked hard to They complement each other well.” increase sales of avocados on a year-to- For subscription Although consumption of Chilean avo- year basis.” pb information, please use the bind-in card in this issue or visit CAIA recently signed Ingrid Hoffman, benefits to eating avocados. They’re nothing www.producebusiness.com. the first Latina to host her own cooking but good for you.” show on the Food Network, as its spokesper- Although most consumers understand son. Hoffman, who hosts Simply Delicioso, the health benefits of eating avocados, some will promote and bring awareness to the use still believe the fruit contains cholesterol, of Chilean avocados. says CAIA’s Equihua. “This is a misconcep- Quality. Index Fresh’s Thomas believes aware- tion. It’s a fruit. It comes from a tree. How ness and long-term promotions are key to can it have any cholesterol?” strengthening the market for Chilean avoca- In addition to relaying accurate informa- dos. “The great thing about the Chilean tion about the nutritional value avocados Value. industry is it allows importers like myself to offer, Humphreys suggests retailers organize go to retailers and commit to long-term pro- in-store demonstrations to teach consumers grams. That is the way to build demand. how to buy, ripen an avocado and use avo- Don’t rely solely on day-to-day tie-ins.” cados at home. “Consumers need to know Service. One way to do this is to advertise they can do more with avocados than just Chilean avocados during more untraditional make guacamole dip,” he says. State-of-the-art ethylene generators. seasons, such as the fall and winter. “Contin- InterFresh’s Puentes agrees, suggesting, Powerful ripening concentrate. uing to maintain large displays and utilize “Think beyond Super Bowl parties.” Complete ripening room supplies. marketing programs during these months Mission’s Donovan also believes ripening Service without equal. can help drive sales,” Bezart adds. programs and other marketing efforts can “Running promotions tied to television be a major boost to sales. “The more people ads along with large displays and demon- you can get to try them, the better,” he says. strations are good ways to promote Chilean “They’re an acquired taste.” avocados,” according to Thomas Big, attractive displays move more avoca- Interfresh’s Puentes adds that display dos and build demand, advises Thomas. “We contests can serve as simple ways to encour- see large displays year-round that do nothing American Ripener,LLC age retailers to promote and drum up sales but boost consumer demand. This steady, 1-800-338-2836 for the Chilean fruit. constant flow allows demand to constantly 803 Pressley Road #106 Likewise, says Ultimate Avocado’s build on itself.” 38

# Charlotte NC 28217 Humphreys, one of the best ways for retail- The same concept works in foodservice, ers to boost the demand for avocados is he adds. “Twenty years ago, there were a lot through increased consumer education. “It’s of avocados in the summer but virtually E-Mail: [email protected] a great fruit,” he explains. “It offers more none in the winter. Now that avocados are Visit our Web Site: ripening.com potassium that a banana, but most con- coming in from Chile, restaurants can have 9797

Reader Serv i ce sumers don’t know this. There are a lot of avocados on their menu year-round.” pb

90 PRODUCE BUSINESS • SEPTEMBER 2007 Reader Service # 30 Four Ways To Enliven Leafy Green Sales Exploring the state of the greens.

BY DUANE CRAIG

Even as leafy greens remain an essential pro- director Bigg’s Supervalu, Inc., chain, in Milford, duce item, growth above their per capita OH, echoes that assessment. “Head lettuce is basi- consumption numbers of 52 pounds for 2000 cally flat. We’re seeing about the same amount go and 2003 remains elusive. out every week. It was declining when packaged salads first came out but has now leveled off.” U.S. Department of Agriculture (USDA) esti- Even though spinach was originally down 50 mates show leafy greens per capita consumption percent after the September 2006 contamination below 50 pounds for 2006 and 2007. Those in the incident and is still off by about 20 percent, Jen business see opportunities and reveal some tactics Verdelli, director of sales, Verdelli Farms, Inc., Har- that could get greens growing to higher numbers. risburg, PA, sees some bright spots. “Baby spinach is In recent months, greens have been selling well. on a growing trend. With the spinach crisis, it did According to Ashley Rawl, director of sales and take a big hit — but it is getting back to normal.” She marketing, Walter P. Rawl & Sons, Inc., Pelion, SC, says Verdelli’s savoy spinach is 75 percent back. the leafy green category is growing a little bit. “We Dino Allen, director of produce sales, Glory still don’t feel like we’re losing in the bulk; we’re Foods, Columbus, OH, notes other category direc- just really gaining. Our value-added numbers are tions. “The category is changing, first of all, because growing some so that’s very positive to us.” of the packaging. Consumers see the convenience “Leafy greens sold well this past winter,” relates of it being cut, cleaned, washed and ready to cook. Frank Schuster, president, Val Verde Vegetable Co., Second, a lot of people are looking at more health- McAllen, TX. “We sell several different areas — tra- ful eating habits, and greens as well as other fresh ditional Southern greens such as collards, turnips vegetables, supply a great source of vitamins.” and mustard greens; European ethnic greens, such While leafy greens have always suffered from a as kohlrabi, root parsley and Swiss chard; and His- lack of glamour, television may be jazzing up their panic greens such as cilantro, although cilantro is image. “I think the cooking shows have helped,” used across the spectrum says Brad Fritz, director of produce marketing, the Asians use a lot of cilantro. Nugget Markets, Inc., based in Woodland, CA. Actually, Asian greens — such “Before, people didn’t know what some of these as daikon and methi greens — items were. I’ve been in the business for 30 years are growing. Methi has an and I had never tried chard before, but now seeing aroma of curry.” the different recipes and the ways of cooking it, I “We have not noticed any gave it a whirl and it’s actually pretty good. If you change in popularity of any know how to cook it properly, it tastes very good.” leafy item in particular,” says “Cooking shows are showing people how to Rick Osterhues, director of experiment with leafy greens and how simple, marketing, Capurro Farms LLC, fresh and inexpensive these products can be to pre- Moss Landing, CA. “Overall pare as a healthful, tasty addition to their healthful demand for leafy greens like on-the-go lifestyle,” adds Osterhues. He says restau- romaine, green leaf, red leaf, rants also are adding excitement to leafy greens. butter and spinach seems to be “There are a lot more people looking for things steady and at levels of demand like watercress and some of the more upscale types that were seen before any food- of greens because there are more people cooking safety issues arose.” and watching these cooking shows,” notes Lyons. Marvin Lyons, produce Rawl of Walter P. Rawl continues to see the cate-

92 PRODUCE BUSINESS • SEPTEMBER 2007 gory develop with gourmet-type blends like ing signature blends with extra, value-added merchandising bagged leafy greens near mustard greens, turnip greens, collard and condiments.” bulk items because the water from the mis- kale. “From a health standpoint, eating dark, One includes a recently launched line ters clogs up the holes in the bags that allow leafy, green vegetables is finally beginning from Capurro called Bouquet Greens. “Our oxygen transfer,” says William Richards, to get across nationally as far as the health exclusive ‘protective bouquet jacket’ increas- director of quality assurance, Glory Foods. benefits. It seems to be trendy right now to es the products’ food-safety image and “The product doesn’t breathe correctly so it sauté some greens with vegetables, put allows for a bonus-sized bunch of fresh, 100 deteriorates more quickly. You have to keep percent useable product that can be stored these products between 33° and 40° F — inside its own packaging, if storage is need- that allows for a nice, fresh, crisp product ed,” relates Osterhues. coming out of the bag every time.” “It seems to be trendy Rawl’s Rawl agrees. “This is a huge issue. to sauté some greens 2. PROPER CARE We definitely don’t want any misting on the AND HANDLING bags.” He suggests redirecting or turning off with vegetables, put “One of our biggest concerns is stores misters in the area where the bags are. He greens with pasta or use a bed of greens with fish on the top.”

— Ashley Rawl Walter P. Rawl & Sons, Inc. greens with pasta or use a bed of greens with fish on the top.” Other developments include a growing interest in organics. “Organic leafy greens are probably the most popular items, as opposed to the conventional blends,” says Ande Manos, sales representative, Babé Farms, Santa Maria, CA. “Organic is more positively perceived to be a safer — and a more healthful — product.”

1. OFFER CHOICES Glory’s Allen sees convenience and ease of preparation driving the increase in prepared and packaged greens. He believes this encourages people to try items they would not normally try. “You have traditional customers who still like to purchase bulk items, but packaging will sometimes cause consumer interest in items they haven’t tried because those items are easier to prepare.” Glory uses shelf talkers to help stores communicate the message that one bag of cleaned vegetables equals three bunches. “You need to compare bulk price — three items of bulk at a certain price are never going to be more than that bag,” says Allen. “Some customers have said they’ve seen the transition in their stores and the consumer prefers the bag. Some retailers say they do just as much in the bulk as they do in the bag, so they keep both and keep the options open for the consumer.” Packaging makes it easier for consumers 47

to identify different varieties, Capurro’s # Osterhues adds. It also provides information on nutrition, preparation, recipes and home storage tips. “There has been a jump in new and

innovative packaging,” says Manos, “includ- Reader Serv i ce

SEPTEMBER 2007 • PRODUCE BUSINESS 93 also says misting takes away from the presentation of the packaging because it makes the windows less clear and customers can- Is Spinach Recovering? not see the product freshness and color. According to Mitch Ardantz, vice presi- ay Clark, executive director of the sure that who they purchase from has a certi- dent of sales and marketing, Bonipak Pro- Leafy Greens Council, St. Paul, MN, fied HACCP plan and is following proper duce Co., Santa Maria, CA, proper rotation, a R says there is some preliminary evi- GAPs.” Verdelli Farms recently invested in a simple procedure, is really important. dence spinach sales have been recovering. state-of-the-art system that samples wash He cites the U.S. Department of Agriculture’s water for pathogens. The system tests water 3. DISPLAY TO SELL (USDA) Agricultural Marketing Service’s num- as it passes through the wash system and 1 Rawl’s Rawl recommends displaying in bers showing a 6 percent increase of domes- will yield results in 2 ⁄2 hours. The theory is if unique ways. “Have some garlic, red pepper tic shipments to market this year over last the pathogen is on the leaf, evidence of its and other recipe items close by. Try pairing year through March 2007. presence will be in the wash water. with extra virgin olive oil, which is being Others have cautiously noted a similar “I think we’re going to have to make touted as the new way to cook greens. Draw trend at retail. Brad Fritz, director of produce some adjustments,” says Mitch Ardantz, vice people to the category. Put out bulk and bag marketing, Nugget Markets, Inc., Woodland, president of sales and marketing, Bonipak displays. Make the display space a bit bigger CA, says, “Spinach slowed down a bit because Produce Company, Santa Maria, CA. “I think so it doesn’t get lost in the sea of products, of the scare, but it seems like it’s coming we need to build that consumer confidence or highlight the category with colored items back. It started coming back [in March].” level back up and work hard to do that.” around it. Make sure signs identify the Marvin Lyons, produce director for Bigg’s According to Rick Osterhues, director of items and that they have the correct prices.” Supervalu, Inc., based in Milford, OH, is also marketing, Capurro Farms LLC, Moss Landing, “Marry leafy greens with other products cautious about the return of spinach. “Spinach CA, retailers can help ensure the food they to suggest uses,” adds Ardantz. “For exam- never really came back. It has improved but it receive from California shippers is safe by ple, put them with tomatoes and dressings, hasn’t come back. We sell more Swiss chard, buying only from those companies that have and marry exotics with one another in a rainbow chard, dandelion greens and those signed up with the California Leafy Greens kind of build-your-own-salad display.” kinds of things than we used to, but I can’t Products Handler Marketing Agreement from say we’re seeing significant increases.” the California Department of Food and Agri- 4. DEMOGRAPHICS, Some pre-cut and packaged greens pur- culture, Sacramento, CA. HEALTH AND PROMOTIONS veyors have made recipe changes. “The spinach recall didn’t have a lasting Matching leafy greens offerings to the “Our greens are processed as ready-to-eat effect on us,“ notes Frank Schuster, president, and we use all precautionary measures even Val Verde Vegetable Co., McAllen, TX. “The though most of our buyers are going to cook problem was packaged spinach out of Califor- it,” says William Richards, director of quality nia. We sell fresh spinach — grown in Texas. TEXAS GREENS assurance, Glory Foods, Columbus, OH. “A lot Because it’s fresh, people wash it themselves. of consumers were introduced to our product They’re more confident in the product. Our SPECIALISTS as a substitute for spinach, using it raw and spinach is bulk in a box — bunches of spinach putting it in salads. We have seen companies wrapped with Twist’ems.” Available reformulating their mixes using alternative “The demand for leafy greens is maintain- November - March greens. A lot of companies took hits not just ing at a steady pace, and the industry will cer- on spinach but across the board because a lot tainly see an increase as we approach our of their products had spinach in them.” summer salad season,” says Ande Manos, Today’s focus is on regaining consumer sales representative, Babé Farms, Santa Maria, confidence and implementing procedures CA. “However, due to recent events, some and technologies to guarantee safe food. consumers may still pause when selecting “The spinach crises pushed the industry to leafy greens, whether they be packaged or find new methods to ensure the product bulk. Consumer confidence is still a bit fragile, going on the shelf is safe,” explains Jen and I think our industry is doing exceedingly Verdelli, director of sales, Verdelli Farms, Inc., well at developing new food-safety strategies Harrisburg, PA. “It’s important retailers make to satisfy the confidence of the consumer.” pb

demographics that frequent the store is a purchase.” 956-994-1310 win-win. “I can’t give away bok choy in one “People are looking for healthy options store, while in another I have two rows of and healthy choices and as long as the Handling a full line of fruits & vegetables bok choy along with baby bok choy,” says retailers stay with them and promote them, from South Texas & Mexico Supervalu’s Lyons. “We try to market to the I think people will start buying again,” says neighborhood.” Verdelli Farms’ Verdelli. “All the numbers 163 Dorothy • Israel # “Spring and summer are a great time to we have show the retailers that started pro- Pete • Mary Lou promote fresh leafy greens, bagged salads moting leafy greens right after everything and all the components that make up a was okayed by the FDA [Food and Drug McALLEN, TX great salad,” explains Babé’s Manos. “Offer- Administration] got their numbers back. But www.valverdevegetable.com ing these items on ad is an excellent way to the retailers that held off on promoting and

Reader Serv i ce entice the consumer to make that healthful putting them back on the shelf haven’t.” pb

94 PRODUCE BUSINESS • SEPTEMBER 2007 Made possible by a grant from: Special Invitation

As a result of a special grant provided by Mann Packing Company, funds have been secured to allow four select individuals (two from retail and two from the foodservice operator segment) to receive all inclusive scholarships to attend the 2008 PMA/Cornell/PRODUCE BUSINESS Leadership Symposium in Dallas, TX, January 16-17, 2008

The goal of the program is to allow gifted participants from retail and foodservice to engage with their peers from other industry sectors and immerse themselves in a program that goes beyond the produce trade to encourage strategic thinking and a broader perspective on business.

If you would like to be nominated or if you would like to nominate someone else, please visit www.producebusiness.com and complete the short form.

For more information, please contact Ken Whitacre, publisher, at [email protected] or call 561-994-1118, ext 101.

Reader Service # 122 F O O D S E Computer Software R V Revolutionizing the way foodservice manages its produce acquisitions. I C BY BILL JOHNSON E

M A oftware programs are making pack and sell. “When a product R their way through the foodservice comes into a customer’s packing supply chain. Many changes are shed, my job is to know where it K impacting the way perishable came from. Our software gives the E foods move through the distribu- product an identity from when it T Stion system, especially for restaurants and crosses the scale at the packing shed I other foodservice operations. until the time it leaves the yard.” In I Warehousing, inventory and shipping the case of a recall such as last N operations have become more efficient, year’s Taco Bell E. coli incident, this G thanks to a variety of software programs type of software is essential in deter- that save time and money. As distributors mining how widespread the prob- face increasingly complicated and far-flung lem may be. logistical issues, software program develop- Software does more than track ers are producing new systems to help products. Software programs enable order, store and ship fresh produce. distributors to build loads faster and But beyond data collection and inventory create more accurate shipping control, software vendors are offering pro- records, eliminating errors. Walborn duce distributors and suppliers “manage- says the system cuts down on labor ment systems” that help them make critical and reduces costs. Lower costs management decisions. throughout the supply chain can Leroy Meyer, director of business devel- lead to greater profit on menu items. opment for Dimensional Insight, Inc., “Because of better information Burlington, MA, says a major problem pro- through software,” Morris says, “we duce distributors face in terms of managing can almost guarantee 2 or 3 percent and tracking sales is an inability to view increase in growth.” data in an organized format. “They can cre- According to Jeff Waters, nation- ate it, but they don’t have a way to access al account manager, John Deere it,” he explains. Agri Services, Lathrop. CA, integrat- Advanced computer software organizes ed systems are extremely helpful to Increasingly sophisticated software helps food- this data so produce distributors can more all sectors of the industry. For exam- service operators with inventory and quality easily access and manage information. ple, a grower who collects a variety control and are an essential food-safety link. “If you don’t move it, you’ll end up of data from multiple packing lines dumping it,” claims Henri Morris, president will need to take time to access the of Solid Software Solutions, Houston, TX. data when he wants to answer a question. Charles Ward, president of WaudWare, a “There’s no way some of our clients could But “with the integrated system, he can software developer based in Brampton, ON, keep track of critical dates without this tech- have immediate access to any data in real Canada, believes software solutions can nological help.” Solid Software offers distrib- time in one place.” Waters says. Once again, greatly improve operations and profitability utors programs that use inventory lot num- this impacts the food-safety and traceability throughout the supply chain. This, of bers to verify how long a product has been issues that have become paramount. course, is significant for the end user. in the warehouse, a crucial consideration for “Keeping track of your costs is impor- Early in the supply chain, growers and foodservice operators requiring ripe and tant,” says Mark Van Leeuwen, president, producers “can take more orders, keep the ready-to-eat produce. Measure Systems, Inc., Las Vegas, NV. “If number of errors down, and keep on top of Don Walborn, vice president sales and you know the true cost, you can take advan- cash flow.” WaudWare offers the Produce technology, Kirkey Products Group, Long- tage of the market. Knowledge is power. If Inventory Control System (PICS), solutions wood, FL, describes his niche as being on you know the situation, good or bad, you software that provides users with a flexible the supply side, serving people who grow, can do something about it.” costing system, a line-by-line display of

96 PRODUCE BUSINESS • SEPTEMBER 2007 inventory and profits, and a warehouse the pipeline. food safe by preventing the spread of dis- transfer system. Randy Fields, chairman of Park City eases that pose a threat to prized produce. Group, Park City, UT, says technology has Measure Systems’ Van Leeuwen says soft- TEAMING UP become much more sophisticated at the ware programs can work as critical audit TO IMPROVE EFFICIENCY foodservice level in the past several years. and recall tools for tracking labor, yield and Dimensional Insight supplies intelli- And he should know: His wife Debbie is the productivity in real-time. gence software, also known as analysis and moving force behind Mrs. Fields Cookies, For example, if a foodservice distributor reporting tools, to a variety of businesses, which operates some 4,200 locations. or restaurant receives a shipment of produce including Naturipe Farms LLC, which want- More and more distributors, and even and some is rotten, Measure’s integrated ed to find a system to better manage inven- individual operators, are turning to software software systems can trace the box back to tory, track sales and supervise promotions. companies like Park City Group to receive find out when it was received, how it was Dimensional Insight’s Diver technology was management applications and consulting handled and who handled it. “This is particu- the perfect fit, Meyer says. for their foodservice operations.. larly important during a time when retailers Here is how it works: Throughout the Park City provides a variety of applica- are dealing with food safety issues,” he says. day, Diver collects data from a variety of tions aimed at reducing out-of-stocks, Because produce is “God-grown,” Van departments including sales, marketing, decreasing shrink and boosting sales, Fields Leeuwen adds, it is very susceptible to accounting and inventory. That data is inte- says. For example, Fresh Market Manager potential diseases. But with a good tracking grated into the system, analyzed and orga- offers precise item management, forecast- system, distributors can prevent the spread nized into easy-to-access reports. “An execu- ing and production planning, computer- of diseases if they can quickly determine tive can come in each morning and access aided ordering and on-hand inventory data. where the bad produce is coming from. “You all information gathered from the day “It’s the best way to get the proper levels can stop it if you know you bought 50 cases before,” says Meyer about the software’s of inventory, so that you don’t have too lit- of the item on lot XYZ. To have that trace- “dashboard” tool. “It’s reporting on the fly.” tle or too much, which becomes shrink,” ability is paramount.” On the sales end, the sales team can use Fields says. “If you have the software in Charles Shafae, president of dProduce the software to access graphs, tables and place to manage these factors properly, you Man, Half Moon Bay, CA, claims knowing other data about what they have sold, how will improve the quality of your produce the point of harvest is especially important much they have sold and where they have which will drive up sales and customer loy- if contaminated food needs to be recalled. sold it. This information can provide food- alty.” His software can track produce from the service distributors and wholesalers servic- field where it was picked to the market ing foodservice accounts a direct look into KEEPING FOOD SAFE where it was delivered. Similar to how Fed what is currently available and what is in High-tech tracking tools can help keep Ex tracks packages, the software uses Radio 12 # Reader Serv i ce

SEPTEMBER 2007 • PRODUCE BUSINESS 97 F O Compatibility And O D Interconnectivity Visit S us at ood distributors are using a variety of software programs, yet not all systems PMA E may be compatible or able to interface. Full interconnectivity is critical for users Fresh who need to connect online. R Summit F “We do it all the time,” says Charles Shafae, president of dProduce Man, Half V Houston Booth Moon Bay, CA. “We provide ‘open architecture’ that is able to be customized for I #1142 every location.” His customers and their customers may already have a presence on C the Web, and they need to be connected. Connie Taft, president and COO, Integrated Knowledge Group Inc., Bakersfield, E INTEGRATED ACCOUNTING & MANAGEMENT SOFTWARE CA, says, “If you’ve got an integrated system, you can improve your customer service and manage a wider breath of product. Speed and turnaround are major benefits.” Her company offers ProPack, an integrated accounting software system specifical- M • Quick Order® Entry ly created with the produce industry’s needs in mind. The software allows users to A • Unlimited Pricing Flexibility • Inventory Control access and analyze data directly from other reporting tools, such as Microsoft Excel. R • Warehouse Management, R.F.I.D. “Everything is updated in real time,” she says. “This allows users to quickly and accu- • Lot Tracking • Sales Analysis • Routing rately make critical management decisions.” pb K • Lot Liquidation • Load Accounting • Grower Accounting E • Ordernet (Internet Order Placement) • User Customized Reports Frequency Identification (RFID) and a is not just to make the current operation T • The complete Internet microchip containing information such as more efficient but to look ahead at the cus-

I 118 accounting package the product’s date, time, product code and tomers’ needs and help them make manage- # N • Quick Book agricultural field. ment decisions.” He wants to be able to pre- NEW “If there’s a recall, such as the big dict the customer’s future needs before the G Integration spinach one last summer, and you don’t customer asks for them. “We’re not just a 1-888-PRODMAN(776-3626) have the proper traceability, you have to supplier; we’re a consultant,” he says. www.dproduceman.com notify everyone to find out who touched it,” Tim York, president, Markon Coopera- Reader Serv i ce says WaudWare’s Waud. “But with the right tive, Salinas, CA, says, “Clients rely heavily kind of technology in place, you could call on us. They ask us for new ways to evaluate the one specific supplier and trace it back to data, and we develop some in-house.” the farm it came from. This technology could have prevented perfectly good LOOKING AHEAD spinach from going to waste.” Software providers see opportunity for development. “The future of the business is MEETING phenomenal,” says Solid Software’s Morris. CUSTOMER DEMAND “It’s evolving all the time. We have abilities I When software developers look at the wouldn’t have dreamed about in past years.” future demands of their customers, they see Kirkey’s Walborn notes the future will many challenges. Shafae anticipates cus- require a move to a certain kind of standard- tomers expecting systems that can operate ization. “If we’re going to reap the benefits even faster. “In the United States, when peo- of technology, we’re going to have to be The International Business ple want something, they want it right standardized in the food and software indus- Magazine Serving the Fruit, away,” he says. “And the new generation of tries,” he says. Vegetable and Floral Industries. younger managers are more knowledgeable Purchase orders look different from one about computers.” buyer another, he explains. With standard- To get ahead in In the past, ordering was done over the ization, all players would use consistent the produce business, phone, then by fax and then by e-mail, nomenclature. An order for “large oranges” Shafae notes, adding even e-mail is no from one company will mean the same you need to longer fast enough for some people. “I’m thing as “large oranges” from another. “I stay ahead of always thinking about what my customers’ think everyone would like to see a stan- the produce business. customers want,” he explains. “They want to dard,” Kirkey adds. Before that time comes, put in an order instantaneously on the Web. though, he sees an interim growth in the For subscription Everything is going to the Web because the use of “middleware” or software that trans- world is getting smaller. What used to be lates one buyer’s forms into another. information, mom-and-pop businesses are now compet- With R&D, software vendors are racing to please call us at ing against the world, and they constantly offer new functions to increase their cus- 561-994-1118 need new tools to compete.” tomers’ efficiency and productivity. “It’s a Constant R&D is required, agrees crazy business because it’s changing so fast,” Kirkey’s Walborn. “The demand for service says John Deere’s Waters. pb

98 PRODUCE BUSINESS • SEPTEMBER 2007 A Tour Of Georgia Produce

Inside: • Interview With Tommy Irvin, Georgia Commissioner of Agriculture • Retail Buyers Guide • Promoting Georgia Grown • Local To Global • Going To Market SPECIAL ADVERTISING SECTION • Muscadines Fill Niche Market Interview With Tommy Irvin, Georgia Commissioner of Agriculture

The country’s longest-serving agriculture commissioner shares his thoughts.

sia to China as well as in Europe and Central America. Of course, we have had long- time trade involvement with Canada. Trade with these countries allows their people to be able to obtain reasonably priced food leading to improved political relations.

Immigration is a topic on everyone’s mind. How can the differences be resolved? For agriculture, this is an industry issue that needs to be resolved outside of the political arena. The broader issue needs to be resolved. Georgia farmers are in the basic business of growing food at a reasonable price. We need to endorse a way to keep these production and packing workers here; otherwise agriculture will be seriously handicapped and cheap food will disappear when supplies are unable to meet consumer demand.

Food safety has become a major topic for the fresh fruit and vegetable industry in the last year. What is Georgia doing about this problem? A major mission of my administration has been increasing food safety standards. We started a Good Agricultural Practices [GAP] program as we entered this millenni- um. The staff is committed to the program with inspection and testing. BY DAVE DIVER Traceability has also become very important. Georgia producers recognize the n 1968 Tommy Irvin was winning his first elec- importance of food safety for the consuming public. tion to be Georgia’s Commissioner of Agricul- ture and I was working in Atlanta for Kroger. A new farm bill is in the process of being discussed in Congress. What do you Several years later, I transferred out of state and believe will be the outcome? lost track of local Georgia elections. There are going to be some small cuts in total dollars being allocated to agricul- IUpon hearing Tommy Irvin was up for re-election in ture. I’m in favor of seeing some shift of dollars from basic to specialty crops, which 2006, my initial thought was this must be his son or will help fresh fruit and vegetable producers. Remember there are always tradeoffs some other relative. Not so! Commissioner Irvin was when a new bill is written. elected last year to his 10th four-year term in 2006 and began his 39th year in office. He is the longest-serving Future commissioners of agriculture are going to have a challenge continuing agriculture commissioner in the country, a feat that your rate of progress. What suggestions do you have for future growth? could only be accomplished because of his record serv- The mission needs to involve everyone as a team. The Farm Bureau, the commodi- ing the agricultural interests of the state. ty commissions, the University of Georgia College of Agriculture and Environmental Commissioner Irvin was gracious enough to take Sciences, as well as other agricultural entities must maintain close common ties with time from a busy schedule to provide the following the state Department of Agriculture for future programming. answers to our questions. For example, the University of Georgia College of Agriculture’s development of new cultivars helps improve production of consumer-demanded products, and the royal- You’ve spent a lot of time with trade missions to ties paid by growers help fund programs for additional future development. It’s a win- other countries. What have been the benefits? ning, never-ending cycle if everyone’s goals are consistent. Georgia must compete in the world trade zone. We have been successful in opening up markets from Rus- Thank you, Commissioner Irvin.

GA2 ADVERTISING SECTION Reader Service # 39 A Tour Of Georgia Produce The state’s bounty of fresh fruit, vegetables and nuts appeals to consumers everywhere.

By Dave Diver

or most retail buyers and merchan- as Vidalia onions. Prior to March 1 of each selling season until disers, one of the most important year, Vidalia onion growers and packers are September, consumers requirements leading to successful required to register with the Georgia Marketing are purchasing smaller performance is first-hand knowledge Division and meet the requirements of the size retail units more F of the country’s major growing areas Vidalia Onion Act of 1986. Coupled with a consistently over a acquired through personal visitation. Fortu- specified list of varieties continuously being longer time period, which nately, the Georgia Department of Agriculture improved, this contributes to the consistent brings improved consumer satisfaction and (GDA), Atlanta, GA, offers retailers tours of the sweet flavor and increasing production. greater per capita consumption. state, which ranks fifth in the nation’s fresh Today, agricultural practices have become Initially, most Vidalia onions were shipped fruit and vegetable output. sophisticated. On Hendrix Farms, a global in 25-pound or larger units for retail bulk dis- Large individual producers also offer visits. positioning system (GPS) program helps mea- plays. Now onions are sized and packed in R. E. Hendrix of Hendrix Produce, Metter, GA, sure production results relating to soil sam- individual units of two pounds and larger. 1 says, “Greater retail consolidation has lead to ples and onion pungency testing over 2 ⁄2 acre Each onion should have a Vidalia sticker continual buyer turnover, many of whom may grids. These results enable the application of attached. The small consumer units enable find themselves unable to relate to the vari- fertilizer and fungicides with pinpoint accuracy suppliers to provide expanded merchandising ants of the grower/shipper world. rather than the former shotgun methodology messages including usage, nutrition and On a recent GDA tour, marketing coordina- that used the same inputs and practices for an recipes. tors Jason Deal and Greg Peacock provided entire field. Sloan Lott, sales manager for Bland Farms, this Savannah, GA, resident the opportunity to Many Vidalia onion growers remark that a Vidalia, GA, says “Bruising is a far greater learn firsthand about Georgia fresh fruit and rotation including corn leads to a reduction of enemy of onions than heat that may reach up vegetable production and marketing. Not only diseases in the soil and improves future pro- to 100 degrees Fahrenheit. One of the best were they knowledgeable about the area, but duction. ways to minimizing bruising is having packing their contacts with growers brought a better All these practices have led to substantial lines that minimize the amount of drop as the understanding of the various crops being pro- increases in yields per acre that more than off- onions go from one conveyor to the next. duced and the marketing challenges the set gradual declines in acreage being harvest- Delbert Bland, managing member, says the industry faces. ed in recent years. Since the use of controlled- company is adding an additional computer- Gerrald’s Vidalia Sweet Onions, Inc., atmosphere storage extends the sweet onion ized sizing/packing line next year to reduce Statesboro, GA, grows everything from onions bruising and increase production. to melons to carrots and peanuts. President Although organic has become an operative Terry Gerrald says, “Growers’ success enables term for retailers, most growers are waiting for American consumers to eat the best, safest demand to substantially increase before plant- and cheapest food grown on earth.” ing more organic product. “Organics are not only more expensive, but they are also more NOTHING LIKE difficult to grow,” explains Gerrald’s Gerrald. VIDALIA ONIONS On the other hand, Bland finds organics Mention Georgia produce to consumers have been a positive factor leading to overall and sweet Vidalia onions are the first item increased demand for Vidalias. that come to mind. Consequently, they have Both Rick Berry of Oconee River Produce, become one of the most identifiable produce Inc., Mt. Vernon, GA, and R.E. Hendrix brands on the market. acknowledge the challenge of managing the John Shuman, president of Cobbtown, GA- flow of product coming to market as prices based Shuman Produce, a marketing company generally decline at the end of May with har- whose products are marketed under the Real- vest in full swing before starting to rebound at sweet brand, says consumers associate sweets the beginning of July. onions with the Vidalia name. “It’s become Many view Vidalia onions as strictly sea- it’s own category.” sonal, but with the consolidation of retail buy- According to the Vidalia Onion Committee ing groups, growers must maintain contact (VOC), Vidalia, GA, only onions grown on with buyers throughout the year. Bland Farms acreage located in 20 counties are classified reaches this goal by having year-round sales

GA4 ADVERTISING SECTION Serving the Southeast with a full line of the freshest Fruits and Vegetables & Hispanic produce available. Atlanta State Farmers Market Cross dock facilities located in Cairo, GA; Palatka, FL & Maiden, NC Wholesale Division ~ 800-782-5833 • Retail Support Division ~ 800-391-8222 Hiram Folds, CEO; Calvin Folds, President; Jeannie Springfield, Vice President Randy Lineberger, Executive Vice President Andrew Scott, Sales Manager Wholesale Division Derek Powell, Director of Retail Support Division Delivering throughout the Southeast with our own fleet of satellite equipped trucks. e-mail: [email protected]

Reader Service # 76 www.generalproduceinc.com growth that obviously transcends the delineat- customer” days. “This allows us to stay in wholesale produce house ed Vidalia growing region. Claiming to be the touch with our customers and keep them in the southeast. “We largest Vidalia grower and marketer, Bland updated,” he adds. buy product all over Farms is purchasing an operation in McCrae, Shuman says Shuman Produce, whose the United States, GA, and will be packaging a portion of its pro- Vidalia onions account for about 60 percent of everything under the duction under the Del Monte label next year. all sales, stays connected with buyers year- sun, but we carry a large Vidalia onions are the most popular crop round because retailers are demanding sweet amount of Georgia-grown product when it’s in for Claxton, GA-based Antioch Farms, Inc., onions and other vegetables year-round. “This season.” Located at the Georgia State Farmers says owner Ralph Cavender. “We plant seed in is a good reason why growers should diversify Market about 10 miles south of Atlanta, Gener- mid September, plant the seedlings in Novem- and utilize their infrastructures year-round.” al Produce grows local produce such as water- ber and December, and market them from Andrew Scott, sales and procurement man- melons, peaches, corn, bell peppers, cucum- April through August,” he says. ager for General Produce, Inc., Forrest Park, bers and carrots. To maintain year-round relationships with GA, agrees, adding that his company has Wendy Brannen, VOC executive director, is customers, Antioch hosts in-store “meet the expanded to become the largest full-line very pleased with this year’s response to the VOC’s National Retail Display Contest. This year’s contest rewards store employees at all levels for activities related to onion displays.

Patrick Farms GROWER / PACKER / SHIPPER of Fresh Produce

Patrick Farms is located in the heart of the Coastal Plains Growing Area.

We are proud of our heritage and want to say thanks to all This year’s National Consumer Recipe Contest, our dedicated customers for making our company a success. which was Internet- and satellite media-based, has generated excellent consumer interest. We have a full line of southern Vegetables. Together, these contests have stimulated demand to meet the increased supply. “The display material usage increased nearly five Our Sales are handled by: times as independent and smaller chains became the largest users,” Brannen notes. Patrick Farms Brannen spends considerable time speaking with consumers and retailers to provide phone: (229) 528-4252 • fax: (229) 528-4589 the input for future marketing programs. “Two e-mail: [email protected] new marketing programs are in the works for next year and an all-day planning session will be held shortly,” she says.

GEORGIA VEGETABLES ARE INTEGRATED TO YEAR-ROUND PROGRAM Fresh vegetable production and marketing takes on numerous business approaches. Southern Valley Fruit and Vegetable in Norman 65

# Park, GA, grows a spring and fall vegetable crop in Georgia as well as off-season crops in the Yucatan peninsula of Mexico to enable the company to supply year-round produce. Steve Mathis, who manages the winter

Reader Serv i ce Yucatan harvesting operation, indicates, “We

GA6 ADVERTISING SECTION Front and Center

YOUR CUSTOMERS DESERVE NOTHING LESS than the greatest opportunity to SEE, TOUCH and SMELL the sweet onion they clamor for. Year round supply means year-round profits.

“Sweet Onion Specialist”

1-800-VIDALIA Georgia Sales Office: 800-440-9543 • FAX: 912-654-3532 Florida Sales Office: 800-354-1240 • FAX: 772-564-7121 Texas Sales Office: 956-566-0246 • FAX: 866-432-9170 www.blandfarms.com Visit our PMA Booth #1901

Reader Service # 113 have daily container delivery by ship into the ed States. strawberries. port at Panama City, FL. From time of packing The only Georgia crop grown by Antioch “We grow all mixed in the Yucatan, fresh vegetables arrive at the Farms during the fall months is organic sweet vegetables in April, Georgia facility in three days.” potatoes. Grown during September and Octo- May, June, July, Sep- During the spring and fall seasons, both ber, organic sweet potatoes can be very lucra- tember, October and the Green Giant and Southern Valley labels are tive, particularly as consumers begin to November,” Patrick says. packed. Green Giant is packed to order and demand more organic produce, Antioch’s “We grow turnips, mustard greens, collard shipped to all 48 states since Southern Valley Cavender says. greens and kale leaves in September until June is the exclusive Green Giant packer for the veg- Gibbs Patrick Jr., president of Omega, GA- of the next year for year-round sales.” etables it provide. Some product for Green based Patrick Farms, Inc., says his farm’s Geor- Jon Schwalls, director of operations, Giant is also consumer-unit tray-packed for gia-grown commodities include bell peppers, claims, “Southern is the largest producer of retailers. The Southern Valley label is packed cucumbers, squash, personal watermelons, pole-grown vegetables such as cucumbers, as harvested and primarily shipped to cantaloupes, eggplants, turnips, mustard eggplant and squash, which provide improved receivers in the eastern two-thirds of the Unit- greens, collard greens, kale, jalapeños and appearance, longer shape, darker color and improved shelf life.” Lewis Taylor Farms, Inc., Tifton, GA, approaches the year-round selling concept by having its sales handled by Rosemont Farms, Boca Raton, FL, allowing president Bill Brim and his associates to focus on the production from approximately 4,000 acres. “Costs of production have increased nearly 50 percent since 2000, leaving little to cover fixed costs after

paying for the variable inputs for production and packing,” he says. Brim is also president of the Georgia Fruit and Vegetable Growers Asso- ciation (GFVGA), LaGrange, GA, and a member of United’s Government Council. Particularly challenging for Georgia vegetable growers is the spring overlap with the Florida and Mexico growing seasons, causing markets to decline at the very beginning of shipments to market. This is just the opposite seasonality result growers from these and other producing areas generally encounter. In addition to conventional crop production, Georgia farmers also grow transplants for their own use and to sell to others, thus bal- ancing workloads and providing an alternative income source. 66

# Besides following Georgia Good Agricultur- al Practices (GAPs), Georgia growers use country-of-origin labeling that provides traceability since some shipments are sent to Canada. Oconee’s Berry has a different type of oper-

Reader Serv i ce ation, packing product from 10 growers locat-

GA8 ADVERTISING SECTION Bell Peppers • Variety Peppers • Eggplant • Zucchini • Hard Squash • Cucumbers Beans • Cabbage • Greens • Spinach • Yellow Squash • Cantaloupe

Rosemont Farms Corporation Toll Free 877-877-8017 www.rosemontfarms.com

Reader Service # 148 ed in 10 different counties and shipping 22 cucumbers, bell peppers fresh fruit and vegetables, some of which are and eggplant. certified organic. Approximately half of these “We’re a family- growers are GAP-certified, but all provide owned business so it’s product traceability. To provide year-round important that we oper- shipping, during the summer months Osconee ate year-round in some VIDALIA ONIONS brings in produce from southern Ohio. Berry capacity,” he says. “In the summertime, we claims all the Ohio produce meets the same ship products from Michigan, the Carolinas consistent quality standards established dur- and Tennessee.” Individually labeled ing the Georgia producing seasons. Gerrald’s Gerrald has begun growing car- Free POP material Oconee’s Georgia grown products include rots and has plans to harvest around 400 acres Full Color graphic boxes 450 acres of Vidalia onions, many of which find beginning next March. Previously sold to re- the way into controlled-atmosphere storage at packers in 25- and 50-pound units, regular and Packaging Offered: the Mount Vernon, CA packing facility. baby carrot cellos will be available for retail BOXES Harry Shaeffer with Lake Park, GA-base and foodservice customers next year. 40lb., & 10lb. Marker 29 Produce, says his company provides BAGS its customers with fresh produce in July and GEORGIA FRUIT — 25 lb., 10 lb., 5 lb., 3 lb., & 2 lb. August — the two months when they do not GOOD NEWS/BAD NEWS ship any Georgia products — by bringing in Easter morning this year brought a once- Full line of Vidalia onion condiments produce from Florida, North Carolina, Michi- in-a-decade ambush to peach, blueberry and gan and a few other locations up and down the pecan growers. The unexpected heavy frost — Sales By: eastern U.S. and in some cases freeze — nearly wiped out R.E. Hendrix - Kevin Hendrix “We talk to our customers every day, get to this year’s production. The good news, if there know them and build relationships,” Shaeffer is such a thing, is the year after this kind of 800-752-1551 says. “This is important because when things disaster usually finds the damaged plants pro- 115 get tight, they know they’re going to get taken ducing above average volume. Given that # 912-685-3220 care of.” expectation, buyers should start penciling in Patrick Farms’ Patrick agrees that it’s criti- those Georgia shippers now for next year’s Fax: 912-685-4420 cal for growers to maintain a close relationship promotion calendar. with buyers year-round with buyers. “The win- Frost was not the only abnormal weather www.hendrixproduce.com dows we have for our mixed vegetable pro- element affecting the first half of the year’s Reader Serv i ce gram is fast and it takes good employees and growing conditions. The operative word service to meet the needs of our dedicated throughout most of Georgia was drought. customers,” he says. “We do this through dedi- Those buyers familiar with Georgia agriculture cation to our customers and a solid focus on know most growers, set up with irrigation service and food safety.” equipment, often find themselves better able Lyons, GA-based L.G. Herndon Jr. Farms’ to control watering needs than if rainfall had most popular Georgia-grown commodities been excessive. include Vidalia onions, sweet corn, and a vari- Bill McGehee of Big 6 Farms in Fort Valley, ety of greens. The farm harvests its onions GA, is upbeat about the peach industry even from April to September, while corn is pulled though this year saw the Georgia peach pro- in June and July, and greens are harvested The muscadine, native to the year-round. Southeast, is a unique sweet juicy But, from July to October, owner and presi- fruit that has been discovered to be a powerhouse of health benefits. dent Bo Herndon, says he outsources to farms in North and South Carolina, Ohio and SEASON Michigan. During slower seasons, Herndon August and September says it’s important to keep buyers informed. “Staying in contact with customers day in Packed in quart clamshells and day out gives them a better idea of what and 20 pound boxes. you’re doing,” Herndon says. “If you talk to people once a year or once every six months, PAULK VINEYARDS you’re not going to do as much business. JACOB AND GARY PAULK Good business relationships will help you better promote your products and thus move more product.” 229-468-7873 James Kilby, salesman for Georgia Veg- 128

# Fax: 229-468-7876 etable Co., Inc., Tifton, GA, says Georgia’s sea- www.paulkvineyards.com son runs in two parts — the first half of May to the Fourth of July and September through 1788 Satilla Road to Thanksgiving. A grower of many different Wray, GA 31798 products, Georgia Vegetable’s Georgia crops

Reader Serv i ce include snap beans, yellow squash, zucchini,

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SALES BY: NICKEY GREGORY • VICKI GILBERT • ANDREW MOSTE • SCOTT CHAPMAN TOMMY MASTEN • SHELLY BRUCE • JOHNNY GREGORY • A.A. (BILL) JONES SCOTT CARTWRIGHT • EMORY WEST • CHERYL GREGORY (ACCOUNTING) TRANSPORTATION: BOBBY HOLLOMAN • KATHY LUNSFORD

404-366-7410 • FAX: 404-363-1169 16 FOREST PARKWAY • FOREST PARK, GA 30297-2088

Reader Service # 81 duction plunge nearly three-quarters from 2008 are being developed to focus on both ing fresher, better tasting recent year’s volume. “New varieties during the retailers and consumers. berries for the con- last 10 years are gradually improving the over- And as Georgia production falls into a mar- sumer.” In turn every- all level of taste,” he says. “The proven early keting sweet spot from the end of April to late one from grower to Flavor Rich variety is now in its sixth year” and June, blueberries are another major fruit being consumer will share is receiving encouraging retailer acceptance. made available year-round. With demand benefits. As new orchards are planted, site selection for increasing yearly, retailers have easily good soils and air drainage to minimize frost absorbed production increases from acreage THE STRENGTH OF effects will enhance peach condition. growing by 15 to 20 percent per year. GEORGIA PECANS Although production begins in May and A range of package sizes from 4.4-ounce Pecan growers throughout Georgia look to continues through August, the overlap with clamshells to full pints enables shippers to nut shellers and marketers such as Marty Har- the Carolinas can be a plus. The two areas easily cope with declining prices brought rell, owner of the Harrell Nut Company, Camil- together can compensate for each other. When about by increased supplies. Changing the size la, GA, to sell their crop. “Georgia is the largest one has a production gap, the other is usually of the consumer unit keeps price points in a producer in the U.S., closely followed by Texas in a position to be a backup to help fulfill pro- more consistent identifiable range. and rapidly increasing pecan producer New motion activity plans of buyers. With more attention being paid to blueber- Mexico,” Harrell explains. Even though some “A producing advantage for Georgia peach ry nutrition attributes, improved varieties pro- areas were affected by frost, Georgia should growers is the proximity to major markets,” ducing larger size and more favorable fruit retain its No. 1 position this year. McGehee says. The five million-plus metro have made them increasingly attractive to con- Duke Lane III, vice president of sales for Atlanta population has one of the fastest sumers. The University of Georgia has even Lane Packing Company, Fort Valley, GA, growth rates in the country and is only a few more promising varieties in the pipeline for agrees. “People recognizing the nutritional hours away from the growing areas. Other future production. value of pecans has really helped drive the rapidly growing areas throughout the South- Stanley Scarborough of Sunny Ridge Farm, demand,” he says. east provide excellent easy-to-reach sales Winter Haven, FL, says, “In 2008, they will con- Lane Packing’s top Georgia crops include opportunities. Areas within a perimeter from duct a pilot program of package dating and pecans and peaches. Lanes says the growing Dallas, TX, to Chicago, IL, to New York, NY, are coding to provide traceability back to the farm season for pecans is between October and Jan. reachable the following day. and enable retailers to provide easier rota- 1. Lane’s pecan crops are harvested across McGehee believes the product does the tion.” The combination of product improve- 2,000 acres. talking. With this in mind and with new vari- ment and greater adherence to the cold chain He says Georgia pecans offer consumers a eties coming into production, promotions for will meet Scarborough’s objective of “achiev- distinct level of quality unlike pecans from other growing areas. “They’re desirable,” Lane says. “We do as good of a job as anybody else.” Gourmet Quality Retailers selling shelled pecans from produce department displays year-round are find- Fresh Green Color ing sales increases far exceeding the sales level when pecans and other shelled nuts were Low in Calories found only in grocery department baking sections. “The addition of zip-locked packaging Serving the industry since 1991 Good Fiber Source has helped increase sales of larger-size con- Tasty, Crisp & Delicious sumer units, although over-wrapped trays still sell well in a few markets,” Harrell says. VARIETIES SOLD: Consumers can expect stable-to-increased pricing even as production increases because • Green Snap Beans, KY,Wax China and Hong Kong are growing export mar- Americus GA kets. The ability to use the heart-healthy sym- May 1 - July 1 bol on pecan packages has increased consumer interest and consumption. Seven years Sept 15 - Nov 15 of research show nuts have climbed to the top of the healthful snack list with pecans the top Crossville, TN provider of antioxidants, according to a U.S. July 1 - Sept 15 Department of Agriculture (USDA) study. Eat- 1 ing 1 ⁄2 ounces of pecans daily has shown to AIB & GAP lower LDL cholesterol by up to 13 percent. CERTIFIED Georgia fresh fruit and vegetable production, while ranking behind California and Flori- da, is important to retailers and foodservice operators everywhere. These previously men-

62 Fresh Plants, Inc.

# tioned commodities may account for the Green Beans Division 419 Southerfield Road • Americus, GA 31719 largest proportion of producing acreage buyers 1-800-424-3553 may want to tour, but learning more about the Tel: 229-928-2669 • Fax: 229-928-0183 state’s important growing niches, such as mus- E-mail: [email protected] cadine grapes, (please see page GA19) is also

Reader Serv i ce beneficial. GA

GA12 ADVERTISING SECTION GEORGIA FRUIT & VEGETABLE GROWERS ASSOCIATION RETAIL BUYER’S GUIDE

COMPANY INFORMATION APPLES ASIAN PEARS BEANS BELL PEPPERS BLACKBERRIES BLUEBERRIES BUTTER BEANS CABBAGE CANTALOUPES CARROTS CORN CUCUMBERS EGGPLANT GRAPES GREENS MUSCADINE OKRA PEACHES PEANUTS PEAS PECANS SPECIALTY PEPPERS SQUASH STRAWBERRIES SWEET POTATOES TOMATOES VIDALIA ONIONS WATERMELON A C Produce / Fred Paulk ✘✘✘ ✘ 912-534-5700 Fax: 912-534-5479 Antioch Farms, Inc. / Ralph Cavender ✘✘✘ 912-739-0171 Fax: 912-739-0465 Baker Farms / Joe Baker ✘✘✘✘ ✘ 229-769-3218 Fax: 229-769-3991 Baxley Sunbelt Blueberry Corp Jane Morris ✘ 229-367-4634 Fax: 229-367-7042 Bland Farms / Michael Hively ✘✘ ✘ 912-654-1426 Fax: 912-654-1330 Borders Melons East / Mark Paulk ✘✘✘ ✘ ✘ 229-896-1895 Fax: 229-896-1774 Braddy Farms, Inc. / Gary P. Braddy ✘✘ ✘ 912-583-4414 Fax: 912-583-4087 Bridges Farm / John Bridges, Jr ✘✘ 229-246-9575 Fax: 229-248-0069 Calhoun Produce, Inc. / Joyce Calhoun ✘✘✘ 229-273-1887 Fax: 229-273-0082 Callaway Farms / Larry Callaway ✘ 912-684-3256 Chip Rountree Farms / Chip Rountree ✘ 229-549-8865 Fax: 229-896-1161 Cowart, Inc. / Jim Cowart ✘✘✘✘ 912-565-9199 Fax: 912-565-0199 Dan Jones Farms / Dan C. Jones ✘✘✘✘✘ ✘ ✘✘ 229-872-3393 Fax: 229-872-3393 Deep South Growers / Candi Reed ✘ 912-384-5450 Fax: 912-384-5450 Dewitt Produce / Randy Dewitt ✘✘✘✘ ✘✘ 229-263-5000 Fax: 229-263-4099 Docia Farms Inc / Philip Grimes ✘✘✘ 229-382-3872 Fax: 229-382-1057 Emerich Farms / Terrell Hudson ✘✘ ✘✘ 478-627-3039 Fax: 478-627-3553 Eubanks & Sons Produce / Trey Eubanks ✘✘ ✘ ✘ 229-294-8657 Fax: 229-294-0574 Joe Fletcher Farms / Joe Fletcher ✘✘✘✘✘ 229-924-4744 Flowers Brothers Produce / Chip & Beau ✘✘ 229-387-8212 Fax: 229-38-7-8097 Four Corners Farms / Rawls Neville ✘✘✘ 912-852-5098 Fax: 912-852-5097 Fresh Plants / Charles Heart ✘✘ ✘✘ 229-928-2669 Fax: 229-928-0183 Fresh Plants, Inc. / Kim Welch ✘ 229-649-7967 Georgia Vegetable Co. / Billy Thomas ✘ ✘ ✘✘✘✘ ✘ ✘ 229-386-2374 Fax: 229-386-2500 Gibbs Partick Farms, Inc / Gibbs Patrick, Jr ✘✘ ✘✘ 229-528-4252 Fax: 229-528-4589 Glenn Heard Farms / Glenn Heard ✘✘ 229-246-1340 Fax: 229-246-0200 Hardy Farms / Alex Hardy ✘ 478-783-3044 Fax: 478-783-0606 Hendrix Produce / Kevin Hendrix ✘ 912-685-3220 Fax: 912-685-4420 Herndon & Son Farm, Inc./Billy Herndon ✘ 912-559-5636 L. G. Herndon, Jr. Farms /L.G. Herndon Jr. ✘✘ ✘ 912-565-7640 Fax: 912-565-7158 Herring Farms / Danny Herring ✘✘ 229-559-0101 Fax: 229-559-0066 Hopkins Farms / Carroll Hopkins ✘✘ ✘ ✘ ✘✘ ✘ 229-872-3504 Fax: 229-872-3216 Horner Farms, Inc. / Connie Horner ✘ 912-487-3049

ADVERTISING SECTION GA13 GEORGIA FRUIT & VEGETABLE GROWERS ASSOCIATION RETAIL BUYER’S GUIDE

COMPANY INFORMATION APPLES ASIAN PEARS BEANS BELL PEPPERS BLACKBERRIES BLUEBERRIES BUTTER BEANS CABBAGE CANTALOUPES CARROTS CORN CUCUMBERS EGGPLANT GRAPES GREENS MUSCADINE OKRA PEACHES PEANUTS PEAS PECANS SPECIALTY PEPPERS SQUASH STRAWBERRIES SWEET POTA- TOES TOMATOES Jerod & Rodney Baker Farms / Jerod Baker ✘✘ 229-324-2739 Jet Farms Of Georgia/ Joe Thomas Brian Carroll ✘✘ 229-294-0087 Fax: 229-294-7919 K.G.Cardin & Sons Farms / K.G. Cardin ✘✘ ✘ ✘✘✘✘ ✘ ✘ 229-324-3275 Fax: 229-324-2933 Keystone Fruit Marketing/ Kurt Schweitzer ✘✘✘ 717-597-2112 Fax: 717-597-4096 Leger & Son, Inc. / Greg Leger ✘ 229-273-4548 Fax: 229-273-4998 G.W. Long Farm / Gerald Long - 229-246-8086 ✘ ✘✘ ✘✘✘ McLain Farms, Inc. / James Mclain ✘ 912-526-8436 Fax: 912-526-6600 McLeod Farms / Ronnie McLeod ✘ 912-65-49459 Fax: 912-654-3854 Mercier Orchards, Inc. / Tim Mercier ✘✘✘ ✘ 706-632-3411 Fax: 706-632-2685 Miles Berry Farm / James Allen Miles, Jr. ✘ 912-367-0651 Fax: 912-367-1147 Minor Produce, Inc. / Richard Minor ✘✘ 229-924-2241 Fax: 229-928-0862 Mobley Greenhouse, Inc. / Patrick Mobley ✘✘ ✘✘ 229-985-5544 Fax: 229-985-0567 Mtn Honey / Virginia Webb ✘✘ 706-754-7062 Fax: 706-754-8583 Murray Farms / Greg Murray ✘✘✘ 229-246-6563 Fax: 229-248-0522 Ochlockonee Ridge Farms / Scott Hart, Jr ✘✘ 229-941-5971 Osage Farms, Inc. / Ricky James ✘✘✘ 828-526-3989 Fax: 828-526-4408 P.G.C. Farms / Gregg Calhoun ✘ 229-246-7090 Fax: 229-246-0605 Jacob W. Paulk Farms, Inc. / Jacob Paulk ✘✘✘ 229-468-7873 Fax: 229-468-7876 Pete’s Little Idaho Tater Farm / Terry England ✘✘ ✘ ✘ 770-867-1601 Fax: 770-867-2160 Pinecliff Growers / Hamill Mcnair ✘ ✘✘✘ ✘✘ 229-336-8417 Fax: 229-336-5056 Plantation Sweets / Ronny Collins ✘✘ ✘✘ 800-541-2272 Fax: 912-684-4545 Quality Produce, LLC / Bill Brim ✘✘✘✘ ✘ 229-382-4454 Fax: 229-382-8930 R & H Farms, Inc. / Randy Hiers ✘✘✘ 229-559-4176 Fax: 229-559-9851 R & W Produce, Inc. / Rick & Willard Powe ✘✘ ✘✘✘ 229-377-1540 Fax: 229-377-2023 Roberson Farms, Inc. / Sid Roberson ✘✘ ✘ ✘✘ ✘✘ ✘ 229-382-6678 Fax: 229-386-0251 Roger T. Price Farms / Roger Price ✘ 229-263-5024 Fax: 229-229-8971 Rollins Farms, LLC / Tommy Rollins ✘✘ ✘ 912-565-8850 Fax: 912-565-8851 Sanders Farms, Inc. / David Sanders ✘✘✘ ✘ 912-565-7477 Fax: 912-565-7578 Shuman Produce, Inc. / John G. Shuman ✘ 912-557-4477 Fax: 912-557-4478 Smith Produce / The Pea House / Eric Smith ✘✘ 229-273-9810 South Georgia Produce/ David Corbett ✘✘✘✘ ✘ 229-559-6071 Fax: 229-559-4955 Southern Grace Farms / Timothy Mcmillan ✘✘✘ 229-533-7965 Fax: 229-533-3058 Southern Valley / Wanda Taylor ✘✘✘ 912-769-3676 Fax: 912-769-3397 Southern Valley Fruit & Vegetable / Dug Schwalls ✘✘✘✘✘ ✘✘ 229-769-3676 Fax: 229-769-5800 Stanley Farms / R.T. Stanley, Jr ✘✘ ✘ 912-526-3575 Fax: 912-526-3705

GA14 ADVERTISING SECTION GEORGIA FRUIT & VEGETABLE GROWERS ASSOCIATION RETAIL BUYER’S GUIDE

BR AND Quality Produce PRODUCE for over USA 50 years!

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912-857-3876 Chris Grizzaffe, Van Childres & Steve Storm [email protected] 404-608-0101 • 800-480-4463 Atlanta Sylvania, Georgia Fax: 404-608-0401 102 35 # # ATLANTA STATE FARMERS MARKET Tampa BUILDING E, UNITS 8-13 16 FOREST PARKWAY FOREST PARK, GA 30298 Reader Serv i ce Reader Serv i ce

ADVERTISING SECTION GA15 Promoting Georgia Grown Harveys highlights Georgia Grown produce

By Dave Diver

ocally grown has become more sig- directly from the farm nificant in recent months as con- to most stores sumers look for freshness, reduced enabling the con- transportation costs and nutritious sumer to receive maxi- food. mum freshness. L Purvis and Swindle recognize For years, Georgia has provided retailers with signs and logos identifying Georgia Grown many of their customers have different con- product. Among retailers effectively imple- sumption habits than those in cities such as menting the program is the 68-store Nashville, Atlanta, Augusta, and Savannah. As an exam- TN-based Harveys Supermarkets — nearly all ple, seedless watermelon is the primary seller of which are in small- to medium-size markets in most metropolitan markets. But in Harveys, throughout Georgia. Promoting Georgia Grown seeded melons outsell seedless nearly two to produce has become a win-win program for one, presenting a substantial procurement growers, consumers and the company. Even challenge especially around the summer holi- though Brussels, Belgium-based Delhaize days. While many large chains sell only whole acquired Harveys in 2004, the local marketing melons, Harveys produce departments still cut program has continued. melons into halves, quarters and slices. From April through December, nearly every One of the Georgia Grown programs labels ad features locally grown items with the Geor- watermelon grown in Georgia, but packed in gia Grown logo and appropriate signing at store Florida with the Florida shipper’s address. Cus- level. Michael Purvis, director of produce oper- tomer reaction initially is, “Where are my ations, is able to utilize the company print favorite Georgia melons?” shop to obtain any type of sign needed to sup- Although Harveys stores may be somewhat port the program and draw customer attention smaller in volume than those of larger chains to Georgia Grown. operating in metropolitan markets, fast Produce buyer Joyce Swindle works with a turnover provides the freshest possible prod- substantial number of growers who provide uct. Up-to-date sales information provides a the large variety of vegetables, fruit and mel- guide to proper allocation of product on dis- ons delivered to the distribution center for play. delivery to stores three times a week. Highly While one might expect most vegetables to perishable greens and okra are often delivered be displayed only in bulk, a substantial number is available tray-packed, providing another opportunity to use Georgia Grown labels. In keeping with local consumer interest, shelled beans and Muscadine grapes are noticeably displayed and sell well. The majority of customers prefer to purchase Muscadines in varying amounts. Consequently, these are still primarily displayed bulk while the majority of industry sales are in consumer clamshell units. Harveys understands its customers’ interest in produce. The company knows they like local Georgia Grown and have long-time interest in how they purchase product. Recognizing the interests of its customers and fulfilling them have helped produce departments become a key for a successful supermarket operation. GA

GA16 ADVERTISING SECTION Local To Global Georgia producers are mindful of their own backyards as well as the world stage.

By Dave Diver

o stimulate Georgia Grown produce farmers market has the largest volume and one hand, GDA’s efforts programs, GDA places ads in continues increasing in the wholesale are an attempt to newspapers throughout the state. division. increase exports TV advertising calls attention to The Cordele Farmers Market provides around the world. the availability at strategic times a retail operation for local residents and In May 2007, Commis- T sioner Irvin appointed Terry during the growing season. The consumer a wholesale section to sell melons grown finds Georgia Grown display materials reinforc- in Georgia and Florida. During the pre-Fourth Coleman, long time Georgia legislator, to the ing the message at the point of sale. of July selling season, buyers frequently post of deputy commissioner of agriculture. GDA marketing coordinators assist pro- wait outside the gates making their commit- One of his duties is to work with the state’s ducers in grading, packaging, quality and ments before the melons even enter International Trade Team. inspection. They also act as liaisons between the grounds. Georgia producers grow and pack foreign- producers and buyers to assist producers Other principal farmers markets are in grown produce for importing and marketing in locate potential markets for their products Augusta, Columbus, Macon, Savannah and the off-season. No longer is the agricultural and assist with promotional activities Thomasville. Additional markets open on a distribution system a one-product seasonal throughout the state, including assistance to seasonal basis in a number of growing areas. venture for individual grower shippers. What State Farmers Market managers. As buying concentration has increased, was once a production mentality now requires Thenetwork of State Farmers Markets is so too has the concentration of production marketing and promotion on the local and the among the largest in the country. The Atlanta involved in international trade. On the international scene. GA COWART, INC.

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ADVERTISING SECTION GA17 Going To Market Wholesalers play vital role in Georgia Grown activities.

By Amy Shannon

s the market for Georgia-grown service wholesalers and retailers, such as Similarly, Nickey Gre- produce expands, wholesalers Supervalu, Nash Finch and Ira Higdon,” he gory, president and continue to play a large role in says. The company’s top Georgia-grown crops owner of family-owned activities from the farm to the that it markets include carrots, corn, watermel- and -operated Nickey A retailer. on, cucumbers and bell peppers. Gregory Company, LLC, General Produce Company, Ltd., Forest The Produce Exchange of Atlanta at the also at the Atlanta State Park, GA, runs its own retail supermarket divi- Atlanta State Farmer’s Market in Forest Park, Farmer’s Market, works mostly sion, says Andrew Scott, sales and procure- GA, works with a mix of grocery chains, “down with small foodservice companies and some ment manager. The division makes up 25 per- home” mom-and-pop restaurants and other retailers. cent of the company’s produce sales. “We’ve foodservice businesses, says manager Chris In terms of growers, Gregory works with a partnered up with some of the country’s best Grizzaffe. “ton of small farms from all over,” including Morven, GA-based Dewitt Produce Company, Inc., and Hopeful, GA- based Hugh Branch, Inc. Grizzaffe works with multiple shippers and some brokers year- round in order to provide customers with the freshest produce at good prices. “Most of our products are coming from up north right now,” he explains. “We don’t have much coming from Georgia this summer, especially with the record heat we’ve been experiencing.” During season, however, his locally grown commodities include green beans, cucumbers, eggplant and zucchini. Gregory, whose top locally grown commodities include greens, cucumbers, bell peppers, squash and peaches, says Georgia’s season runs from April to November. “In the spring, we mostly deal with produce in southern Georgia,” he notes. “That switches to North Georgiain August. By the time September and October roll around, we’re doing a little bit from both North and South Georgia. Although he deals with produce from outside the state, Gregory says Georgia-grown produce is some of the best in the country because it is grown on small, family-owned farms. “We have a tremendous amount of small farmers,” he says. “They do a super job. I think they give their produce more of a personal touch.” GA

GA18 ADVERTISING SECTION Muscadines Fill Niche Market Southern favorite appeals to consumers’ nutritional demands.

By Dave Diver

lthough relatively small in total chemicals in Muscadines and alert consumers cadines, making them an volume, Muscadine grapes offer to new products, so the Muscadine can ideal product for the health-conscious consumers a become a daily health habit even when the Georgia Grown label. multitude of sought-after antioxi- fresh fruit is unavailable.” Approximately 80 A dant benefits. According to Gary Paulk of Paulk Vineyards, percent of Muscadines, har- Thanks to research done by University of headquartered in Wray, GA, “Muscadines are vested in August and September, are marketed Georgia College of Pharmacy professors Diane sold mostly in the Southeast and in large city fresh with the majority being sold in Hartle, Phillip Greenspan and James Hargrove, markets, such as Chicago, Detroit, and New clamshells weighing up to 20 ounces. Most of the health benefits of Muscadines are well doc- York City, where large numbers of southerners the balance, formerly culls, are sold for juice. umented. In their book Muscadine Medicine, they settled after World War II. Many of these trans- “Products are not over-produced, they are “discuss health benefits of the many phyto- planted southerners still remember Mus- undersold,” Paulk believes. GA

Here is an easy way to ADVERTISERS Bring Home Georgia Grown For more information on any of the advertisers in this special section, INDEX please copy this page, circle the number(s) below that correspond(s) to the advertiser(s). COMPANY PAGE# RSN TELEPHONE FAX Fill in your company information and fax this page to Bland Farms ...... GA7 ...... 113...... 800-440-9543 ...... 912-654-3532 561-994-1610. Or mail complete form to Cowart Incorporated ...... GA17 ...... 86...... 912-565-9199 ...... 912-565-0199 PRODUCE BUSINESS • P.O. Box 810425 Fresh Plants, Inc...... GA12 ...... 62...... 229-928-2699 ...... 229-928-0183 Boca Raton, FL 33481 Circle the number that appears next to the ad General Produce, Inc...... GA5 ...... 76...... 800-782-5833 ...... 404-361-1841 35 39 62 65 66 Hendrix Produce, Inc...... GA10 ...... 115...... 800-752-1551 ...... 912-685-4420 76 81 86 102 113 Naturally Fresh ...... GA3 ...... 39...... 404-765-9000 ...... 404-765-9016 114 115 128 148 Nickey Gregory Name Company, LLC...... GA11 ...... 81...... 404-366-7410 ...... 404-363-1169 Company Patrick Farms, Inc...... GA6 ...... 65...... 229-528-4252 ...... 229-528-4589

Street Address Paulk Farms ...... GA10 ...... 128...... 229-468-7873 ...... 229-468-7876 Produce Exchange City Co. of Atlanta, Inc...... GA15 ...... 102...... 800-480-4463 ...... 404-608-0401 State Zip Rosemont Farms CorporationGA9...... 148...... 877-877-8017 ...... 561-999-0241

Phone Shannon Vineyards ...... GA15 ...... 35...... 912-857-3876 ...... 305-675-3876 Shuman Produce, Inc...... GA20 ...... 114...... 912-557-4477 ...... 912-557-4478 Fax South Georgia Produce, Inc. GA8 ...... 66...... 229-559-6071 ...... 229-559-1091

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ADVERTISING SECTION GA19 Reader Service # 114 SPECIAL REPORT IDAHOPOTATOES Capture Consumer Attention Photo courtesy of Idaho Potato Commission

Retailers can use Idaho potatoes’ premium status to increase sales.

BY LYNN GALANIS

s a standard grocery list item, potatoes practically toes,” says Seth Pemsler, vice president of retail/international for sell themselves. the Idaho Potato Commission, Eagle, ID. “It’s perceived to be the But why not make them work harder? In addition best quality, the No. 1 best potato they could buy. So, from a retail- A to the usual 5-pound bag, grocers can entice shop- er’s perspective, we tell them if you want to stock a less expensive pers to buy a perfect pair of Idaho bakers for that potato from another state, you should have a premium potato special dinner and a package of Idaho fingerlings, both at higher because there are going to be times when the meal really matters. If profit margins than the bag. If potatoes are a kitchen staple, Idaho the consumer perceives Idaho potatoes to be the very best — and potatoes can be marketed as specialty items that elevate the status the consumer does because we’ve been developing the brand for of meals. the last 70 years — you need to have them in your stores.” “Idaho is known around the world as synonymous with pota- Ryan Bybee, sales manager for GPOD of Idaho, Shelley, ID,

SEPTEMBER 2007 • PRODUCE BUSINESS 119 Contest Motivates Retailers To Put Spuds On Display

he photos you see here are of the winning stores for the most recent Idaho Potato Lovers Month Display Contest, which is now in its 17th year. In the past three years, T the Idaho Potato Commission (IPC), Eagle, ID, has partnered with Kraft for this competition, and stores have completely made over their Idaho potato displays to participate. There are three categories of five winners each, based on the number of registers in a store. The top five in each category receive $1,250, $1,000, $750, $500 and $250. Along with those 15 prizes, 100 stores get honorable mentions and $100. Every entrant also gets a premium, such as a TV, a DVD player or an MP3 player. To enter the contest, stores must submit a photograph of their Idaho potato display, which must include a dehydrated Idaho potato as well as two of three specified Kraft products. “We also have a military overlay. Because the military can’t take cash prizes, we have a completely separate contest for the commissaries, and we get phenomenal entries,” says Seth Pemsler, IPC vice president retail/international. “They send in picture booklets, they send in videos, they send in plays. I mean, it’s just amazing what they do. They find it a

great opportunity to utilize their creativity at a very slow time of year.” Photo courtesy of Wada Farms Judging by the winners, that creativity pays off, as does the display’s applicability to Potato Lovers Month, Kraft, and, of course, Idaho potatoes. adds, “Price is not always the best determin- All the photos below of winning entries are courtesy of the Idaho Potato Commission. ing factor whether to buy. Today’s con- The picture on page 119 is of the $1,250 first-place cash prize winner in the 1-5 cash sumers are more and more willing to pay register category, submitted by Jeff Stewart, Piggly Wiggle, Bonifay, FL. for quality, and I think we have to show the consumer, especially with the food-safety issue, that we have good-quality product. This winning display, showcasing the And the better they look, the more confi- healthful attributes of Idaho potatoes, dent the consumer is in them.” won the $1,250 first-place cash prize Mark Morell, produce supervisor of the in the 10+ Cash Registers category. It five independent, family-owned Geissler’s was submitted by Brett Reed, pro- Supermarkets, based in East Windsor, CT, duce manager of Hy-Vee Food Stores credits supplier Shapiro Produce, Boston, in Windsor Heights, IA. MA, with bringing him high-quality produce. “They’re big buyers up in the Boston market, so they can pull the best of the best, This Idaho potato display, featuring a and that’s what they give us,” he says. potato heart for Potato Lover’s Month It helps that Idaho potatoes, regardless won a $250 cash prize in the 10+ of shipper or brand, are labeled with their cash register category. Jon Duff, pro- state of origin. However, growers and dis- duce manager of Hy-Vee Food Stores tributors lament the fact that potatoes are in Maryville, MO, submitted the entry. frequently eliminated from the spotlight in favor of fancier produce. “Potatoes are incredibly profitable, but you don’t have a tendency to spend the This winning display, showcasing a energy behind them like you do other Dancing with the Spuds theme, won a things because of the perishable issue or $1,250 first-place cash prize in the because of the seasonal issue,” IPC’s Pem- 6-9 cash register category. It was sub- sler notes. “You know, potatoes are always mitted by Donna Shuey of Slone’s around. Or it’s just a low-interest category Signature Market in Jackson, KY. because it’s not new and sexy. It’s not some of this new cool stuff — it’s not a grapple, it’s not a personal watermelon, it’s not a miniature head of lettuce. A lot of those The $1,250 first-place cash prize things, especially the leafy things, have very in the Ad Overlay contest went to short shelf life, so you better not overbuy,” Jeff Stewart, produce manager of Piggly Wiggly, Bonifay, FL. he explains. But if retailers buy too many potatoes, “They can hold them in the back room for an extra two weeks.” Although IPC offers retailers a variety of promotions, point-of-sales materials and

120 PRODUCE BUSINESS • SEPTEMBER 2007 Reader Service # 92 recipes, some experts believe they are per- to drive sales,” Higham continues. “When blemishes, little cuts, cracks, just due to the haps underutilized. retailers promote Idaho potatoes, they’re fact that we’re at the end of last year’s crop. “It seems in the last five years or so more likely to capture that large segment of They were harvested last fall and we’re get- there are fewer Idaho potato promotions at customers who want and are loyal to Ida- ting towards the end of the storage cycle. the retail level, and I think that’s a challenge hos. We tag along with the Idaho Potato One of the biggest things is, people seem to we face,” says Jamey Higham, director of Commission, and we support our customers eat a lot less starch lately, so you’ve sort of business development of Potandon Pro- when they want to run a promotion.” got to be a little bit more creative.” duce, LLC, Idaho Falls, ID. “We’ll cross-merchandise,” Geissler’s “We’re seeing fewer promotions of SELL MORE POTATOES Morell offers. “We’ll use some grocery Idaho, and we think that carrying Idaho According to David Lukens, produce items. During the summertime, we’ll make potatoes and promoting them are two differ- manager for West Point Market in Akron, a nice big display. We’ll have some spray ent things,” he adds.. OH, “One of the biggest challenges we face butters and wrap up some potatoes in tin “I think if a retailer is flat in the potato at this time of the year is the older crop of foil, like you’d throw on the grill, and put category, then promotions are an easy way potatoes, where we start to get a lot of the some salt-and-pepper shakers out there.

NOT JUST ANOTHER POTATO “During the summertime, we’ll make a nice big display. We’ll have some spray butters and wrap up some potatoes in tin foil and put some salt-and-pepper shakers out RUSSET BURBANK there. Tie-ins are huge. It makes everybody in the other The Potato that made departments happy, Idaho famous if we can use them.”

Mark Morell 208-357-7691 SS Geissler’s Supermarket Fax: 208-357-5151 Tie-ins are huge. It makes everybody in the Ryan Bybee or Adam Blanchard, Sales other departments happy, if we can use them.” GPOD of Idaho “We’re a very customer service-oriented store. We’re probably one of the last stores Shelley, ID left in America where you still have your www.gpod.org produce weighed in the department,” Lukens says. “There is always somebody in the department, so people might come ask, New York ‘What’s something different I can do tonight with potatoes?’ Also, we’ll do things from Sales Office time to time like demos for items. We make really good scalloped potatoes leading up to 718-589-0790 the holidays. We might make them up one day, sample it out and give out the recipe 142

# Al or Paul Mattie with them.” One of the key selling points of potatoes is their nutritional value — a topic of high interest to consumers. “Even though the Atkins diet is obviously

Reader Serv i ce dead, and even though we’ve done lots of

122 PRODUCE BUSINESS • SEPTEMBER 2007 Reader Service # 149 but taste and work differently.” Sometimes, Bybee explains, a consumer may pick up an Idaho Russet potato, but pick up a different Russet the next time they go shopping. “It tastes different. It cooks different. They’re saying, ‘What’s going on here?’ So other than put, say, ‘Russet potato,’ they need to put the variety on their bulk displays.” “We do very few bagged potatoes,” says West Point’s Luckens, who carries everything from Yukon Golds to C-sized Reds to Klondike Roses. “We’re much more of a gourmet market. We’re very much a specialty food market.” According to Pemsler, most of the big shippers now offer a full line. Most retailers usually stock them without a second thought, but there are a few retailers who do not carry Idaho potatoes at all, and he believes the reason is usually the cost of shipping. with smaller petite Stanger agrees. “Because of our distance potatoes in Reds, Yellows and Russets to the East Coast markets, transportation is in a microwave steamable bag. It just kind always a challenge. That’s why we use heavy national advertising to of pressure cooks them as it’s microwaving rail compared to most other states, because help educate consumers of the nutritional and steaming them,. You just basically open our distance and rail has been viable. But value of a potato, our research shows they because of fuel and road costs, transporta- all don’t know yet,” IPC’s Pemsler claims. tion is always a concern,. We’re always look- “We offer in-store POS materials, as does ing to find better, inexpensive ways to the U.S. Potato Board [Denver, CO], that are improve our transportation methods.” focused entirely on the nutritional value of “Because of our distance to the potatoes.” The ones featuring exercise guru BEST IN CLASS PRACTICES Denise Austin nicely tie potatoes in with East Coast markets, For retailers without a system for dis- physical fitness for the active consumer.” playing Idaho potatoes, arming themselves “Potatoes in general, on fresh consump- transportation is always with a plan may yield surprising results. tion, have been flat and slightly negative, so “We also offer category management there is a big concern, not only with retail- a challenge. That’s why we services, which basically means we will help ers but obviously with potato growers on them look over what they have and find bet- how to reverse that trend, to get the public use heavy rail .” ter ways, something the U.S. Potato Board more aware of the benefits of potatoes and has developed called best in class prac- to get consumption up,” notes Kevin Kevin Stanger tices,” says Pemsler. Since the U.S. Potato Stanger, vice president of marketing, Wada Wada Farms Potatoes Board works with potatoes from all states, Farms Potatoes, Idaho Falls, ID. the Idaho Potato Commission can go in and “The challenge is one, to get people eat- add Idaho-specific nuances and provide rec- ing potatoes in general, and, two, to realize ommendations on everything from mer- when they’re buying potatoes that not all chandising and pricing to promotion. potatoes are Idaho potatoes. That comes them up, throw a little parsley on them, With so many opportunities to increase down to the retailers promoting them and maybe mash them once or twice with a fork this category of sales, there is plenty of room identifying them correctly so consumers or however you want to do it. They’re for Idaho potatoes to grow at the retail level. realize they have the choice between an absolutely great.” A sack of dusty brown potatoes may get Idaho and a non-Idaho potato.” he continues. In addition to these innovations, retailers thrown in a cart before the consumer heads Offering easy preparation in the form of can stock several sizes and colors to provide toward more colorful, better displayed fruits value-added products is a way to entice con- more visual appeal and taste options. and vegetables. Nicely arranged, well lit sumers. Wada Farms’ individually wrapped “One thing I think they could do to help boxes of red, white, gold and blue potatoes potato, the Easy Baker, paved the way for its sales is advertise and display the variety of displayed along with the brown ones add latest product that has just hit stores. the potato,” GPOD’s Bybee advises. “There’s some much needed impact to the area. Pro- “This is our Easy Steamer,” Stanger a lot of different Russet potatoes that are vide some meal ideas and recipe cards, and says. It’s a pound-and-a-half, specially mar- being shipped today. For instance, there’s a shoppers may be inspired to toss in small keted and produced bag for baking and Russet Burbank, a Russet Norkotah and a containers of gourmet potatoes along with steaming potatoes. We’re doing this now Western Russet, which all look very similar their usual bag of standard spuds. pb

124 PRODUCE BUSINESS • SEPTEMBER 2007 What is a Pundit? Merriam Webster — a person who gives opinions in an authoritative manner usually through the mass media. What is the Perishable Pundit? Just ask our readers —

“... providing substance, thought-provoking opinions and, at the very least, waking up many.” “Excellent commentary on the status of regulators’ positioning on food safety for the produce industry.” “... bringing some common sense to the E. coli issue of late.” “... a lively and engaging forum for discussion of issues relevant to the produce industry.” “... thought-provoking commentary with robust dialog.” “... keeping the debate going...” “... kind of an investigative reporter...” “... extensive coverage leaves no subject without great healthy discussion, and no topic is too sacred.” “Your courage in stating your opinion and your reaction to criticism is respectful and honest.” “... focused on the complicated issues relating to food safety in produce.” “... teaching the industry quite a bit about the power of the internet.” “... an education for those of us who are still refining our computer skills.” “... a valuable service.” “... the most important journalism in the industry, and now we get them every day... you have become the ‘voice’ ...” “Your analysis of the state of leadership in the produce industry past, present, and future is right on!” “... a welcome part of the day that stimulates the mind and encourages us to think about and consider a different point of view.” “... writing with heart and insight...” “... one of my ‘must-read’ e-mails everyday!” “Our industry has traditionally not been associated with being ‘deep thinkers’, and you have definitely become our Thought Leader.” “... a resource that delves deeply into issues impacting our industry. Kudo’s!” “Keeps us thinking.” “... spreading your abundant common sense on a daily basis.” “... most refreshing.” “The Pundit does, in fact, incite reactions and cause good thinkers to think harder and longer on topics that are current and newsworthy.” Catch the Perishable Pundit every day. Go to www.perishablepundit.com click on the “Subscribe Today” button and receive a daily copy of Jim Prevor’s Perishable Pundit via e-mail. M E R C H A Potatoes Can Drive N D I S The Produce Engine I N Focus on variety, displays and cross-promotions. G BY BOB JOHNSON R E he No. 1 selling item in the pro- V duce department is also fre- I quently among the most neglect- E ed and overlooked items. E “Potatoes are the largest selling W Titem in the produce department by weight,” says Seth Pemsler, vice president for retail and international sales for the Idaho Potato Commission (IPC), Eagle, ID. Potatoes may be relatively inexpensive, but they are among the top five most profitable categories in the produce department. According to Ken Gray, vice president of sales and marketing, Bushwick Commission Company, Farmingdale, NY, the cost savings involved in supplying locally grown potatoes are a major factor in potato profitability. Consumers are looking for a variety of potato options. “If you can bring in locally grown potatoes, you’re really creating a win-win situation tions for the Colorado Potato Administrative “The bulk, 5- and 10-pound bags of one vari- because you’re saving on freight costs and Committee, Monte Vista, CO. “Consumers ety should all be displayed together,” Ted your consumers are getting the freshest are looking beyond the Russet favorite to Kreis, marketing director, Northern Plains product available.” other varieties such as Golds, Fingerlings Potato Growers Association (NPPGA), East Even considering all the opportunities and new specialties like Colorado’s exclusive Grand Forks, MN, says. “There should be for extra sales, some experts say retailers are Purple Majesty, which add color and nutri- different pricing offered — both premium not taking full advantage of potatoes. “Retail- tion to the serving. A display featuring multi- potatoes and bargain priced.” NPPGA ers have a tendency to ignore the potatoes, varieties in bulk and bags enhances sales.” includes growers from North Minnesota, and that’s a mistake,” Pemsler notes. “They The right mix of potatoes will depend on North Dakota and Eastern Montana, but the should pay attention to what they carry, consumer demographics. “No more one-size- bulk of the potatoes are grown in the Red how they price it and how they promote it.” fits-all for potatoes,” she suggests. ”Large River Valley on the Minnesota/North Dako- Consumers are becoming more discrimi- families buy the large bags and prefer the ta border. nating in most of their product purchases. value Russet. Smaller units buy 2-pounders Depending on the occasion, consumers “It used to be that you would only see red and clamshells. Hispanics like to select their may be looking for very different potatoes. delicious in the apple section and one kind own in a bulk display.” “It is critical that the retailer has the right of mushroom, but not any more,” says Mac According to Cliff Corwin, marketing and assortment of potatoes at all times because Johnson, vice president for marketing, U.S. sales manager, Skagit Valley’s Best Produce, the same customer is buying different vari- Potato Board (USPB), Denver, CO. Mount Vernon, WA, “In many parts of the eties, sizes, quantity and quality depending The first rule of contemporary potato country, families are smaller than they used on the occasion,” Pemsler says. A consumer merchandising is to serve customers who to be. Giving customers a little variety in the might want one sort of potato for a dinner are looking for different kinds and packages size and pack can help. I see some retailers for two but very different potatoes for potato of potatoes. offering 2-, 3- and 5-pound bags with differ- salad or for a barbecue for 20 people. “Carry different varieties,” urges Veronica ent colors and sizes of potatoes.” “No. 1 is offering a good selection and Kraushaar, Nogales, AZ-based Viva Market- Potatoes should also be offered in differ- variety of potatoes,” USPB’s Johnson says. ing Strategies, which handles communica- ent size packages at different price levels. “You need to offer not just Russets but also

126 PRODUCE BUSINESS • SEPTEMBER 2007 Reds, Yukons, Whites, even Fingerlings and “Put your potatoes with your onions and Many shippers are also ready to offer Purples in some of the upscale stores.” sweet potatoes,” he suggests. “You’re not hands-on help with displays. “It comes down going to look for potatoes where the blue- to partnering with the retail stores,” says VARIETY SELLS berries are.” Tim Feit, director of promotions and con- A well-stocked potato section must Many associations are ready to help spiff sumer education, Wisconsin Potato and Veg- include many potato varieties and colors. up the look of the potato display. “We have etable Growers Association, Antigo, WI. “There are a lot of different Russet vari- round danglers that hang over the potatoes “Some of the grower/shippers will take on eties and they work differently,” explains with the varieties and nutritional informa- part of the responsibility of promotion and Ryan Bybee, sales manager, GPOD of Idaho, tion,” explains Karen Lynn-Townshend, display.” Shelley, ID. “There are so many varieties market development officer, Prince Edward A good display may include potatoes and uses that retailers should label them Island Potato Board (PEIPB), Charlottetown, with associated products. “I saw one retailer and explain their uses. If they would do PEI, Canada. “We also have backers to slip display microwavable potatoes with a wrap that, consumers would know what they behind the product with pictures of the vari- around them with dips,” says PEIPB’s Lynn- were buying.” eties and their uses.” Townshend. “It really worked.” “It’s important to have a good color selection,” says Kevin Stanger, vice president of sales and marketing, Wada Farms Potatoes, OUR ROOTS RUN Idaho Falls, ID. “In addition to the Russets you need your reds and Yukons.” In addition to shipping Wada Farms potatoes, Wada also has a marketing partnership agreement with Dole Profresh. deep “Consumers should be offered a choice, whether it’s Russets, whites, reds or whatever,” advises NPPGA’s Kreis. The Red River Valley is known for the naturally darker color of its red potatoes,. The potatoes are harvested and transported in cooler weather, which helps keep them fresh. “Most of our fresh potatoes are grown within 30 miles of the river,” NPPGA’s Kreis says. “We have heavy black soil that produces a good crop of red potatoes. Ninety percent of the Red River Valley potatoes are red potatoes.” The variety of offerings should include some of the growing number of value-added potato products. “A couple of the new things we are introducing this next month will be our Easy Steamer’ and our ‘Steakhouse Baker,” says Wada’s Stanger. “The Easy Steamer is big in Europe currently. This is a 1.5-pound bag that pressure cooks and steams the product in the microwave. We’ll have these in reds, yellows and Idaho Russets. The Steakhouse Baker is two potatoes that are tray-wrapped and have an enclosed salt packet with Quality instructions to oil and salt each potato to give them that ‘steakhouse’ taste.” Potatoes It is important to explain and categorize Since 1934 the uses of different types of potatoes to consumers, according to GPOD’s Bybee. SHOW-AND-SELL TIME BUSHWICK COMMISSION CO., INC. Potatoes are among the driving items in the produce department, but they do not Main office: Farmingdale, NY 137

necessarily get prime location. “One of the # most important things you can do is make a Jack, David, Ken and Marc nice display and make it prominent for people to see,” says Mark Turner, Bushwick gen- (800) 645-9470 or (516) 249-6030 eral manager. “End-cap space is the best. If www.bushwickpotato.com

you make it look nice, people will see it. Reader Serv i ce

SEPTEMBER 2007 • PRODUCE BUSINESS 127 M E Best In Class Program R C Produces Top Sellers H he U.S. Potato Board (USPB), Denver, lated into what potato varieties to offer A CO, is receiving high marks for its and how to display and promote them. N T Best in Class merchandising and pro- “We need demographic information on motion program. the customer base for each of the stores,” D D “Some of the best things I have seen Johnson says. “A lower-income neighbor- I are from retailers using the Best in Class hood with working families might want S program,” says Kevin Stanger, vice presi- more 10-pound bags, while an upscale dent of sales and marketing, Wada Farms store needs smaller packs with more spe- I Potatoes, Idaho Falls, ID. cialty items.” N This comprehensive program, which One Midwestern chain in the program, emphasizes assortment and display strate- for example, has eight different plans for G gies based on information about con- stores with different customer bases. sumers, is working minor miracles in “We also need to know if they will R increasing potato sales, and even sales of involve their suppliers,” Johnson says. “We the entire produce department. request suppliers be brought into the meet- E “The stores in the Best in Class program ing. This affects them, and they are V have increased sales anywhere from 4.5 involved in making it work.” percent to 11 percent,” says Mac Johnson, Potato shippers have responded very I USPB vice president for marketing. “We positively to this program because it offers E compare how the store does to the compe- them a hands-on opportunity to increase W tition. There is a significant increase in sales of their product through a program pound sales and dollar sales. It also that works. increases the contribution of potatoes to “Some Wisconsin shippers have had the entire produce department.” some good experiences with the Best in The program is built on six key ele- Class program,” says Tim Feit, director of ments — merchandising, assortment, pric- promotions and consumer education, WI ing, promotion, packaging and communi- Wisconsin Potato and Vegetable Growers cation. Association, Antigo. “We just added communication last The program aims to increase sales of year because most of our talk is at the the entire produce department, not just of headquarters level and it’s important that the potato products. the store understands what the program is, “We request data on the overall perfor- and how to implement it,” Johnson says. mance of the produce department, so we He estimates about 520 stores are can see what contribution the program is already involved in the program. “The making,” Johnson says. stores call us and then we qualify them for The success of the effort is carefully the program. We need access to one or monitored by regularly bringing together two years of point-of-sale data of potatoes the major players who have their own and potato products on a weekly basis. It’s areas of expertise. the only way we can establish a baseline “We go out and have monthly meetings to see where they are missing opportuni- to look at sales numbers and review mer- ties.” chandising and promotions efforts, quarter- USPB works with the Perishables Group, ly meetings that involve the suppliers and Chicago, IL, to analyze how store-by-store an annual review,” Johnson says. pb demographic information should be trans-

“Good signage certainly helps, particular- the package must be clean and clear. “Pack- ly with unique items like Fingerlings,” says aging is important,” says NPPGA’s Kreis. USPB’s Johnson. “Most consumers don’t “Clear, uncluttered packaging helps. That’s even know that they exist, let alone how to what the customers see before they pick up 79

# use them.” the product.” Bushwick’s Gray believes Wal-Mart does an “excellent job of displaying potatoes in PROMOTIONAL bins” with signage highlighting the area OPPORTUNITIES where the potatoes were grown. There is a trend among some retailers to Visit us at PMA Booth #2247

Reader Serv i ce Whatever the potato product or variety, cut back on the time and resources they

128 PRODUCE BUSINESS • SEPTEMBER 2007 devote to promoting potatoes. “Retailers are wick. “For example we are a New York com- grown the Idaho brand through 50 years of promoting potatoes less often than they pany and we do Pride of New York promo- advertising. Idaho is a premium potato, and used to,” Kreis says. tions.” it is perceived that way by the consumer.” One reason for the decline in potato pro- Many crop organizations also offer help Because Idaho potatoes have established a motion might be recent increases in whole- with promotions. “We develop four recipes a brand name, Pemsler believes retailers can sale potato prices. However, potatoes are still year that we send out to retailers.” PEIPB’s charge a 10 to 20 percent premium. a bargain, and consumers can be enticed to Lynn-Townshend relates. “We send out a lot pay a few cents more. “Consumers will still of point-of-purchase materials.” CARE AND HANDLING buy an item at a higher price if it’s promot- The IPC has four people in the field Potatoes are durable, but they are not ed,” he adds. advising retailers throughout the country on indestructible. If they are not properly cared When potato sales slow down, promo- how to manage their potatoes. “We are the for, they will suffer in appearance and sales. tions should pick up. “One of the big things experts in the potato category, that’s all we The most common mistake is allowing that works really well is to work with your do,” Pemsler says. “Idaho is really the only too much exposure to light, which turns growers and shippers to run ads and specials brand name in the potato industry. We have potatoes an unsightly shade of green. when consumption is low,” notes GPOD’s Bybee. “A lot of retailers will just keep the price the same when sales slow down.” For example, February is a standard time when potato sales slow down. That makes it the right time for promotions. “We have Potato Month displays to draw people to the produce department in February,” IPC’s Pemsler says. Gray advises retailers to work with state agriculture officials to coincide in-store promotions with various state programs and initiatives, such as Jersey Fresh or Pride of New York. Potato promotion increasingly means Beautiful outside... cross-promotion with related products. “One thing that I see as a consumer that works is cross promotion,” Lynn-Townshend says. “Mix it up and display the potatoes with other products that go with them, like dips or that kind of thing.” Cross-promotion can effectively include meat dishes in a whole-meal promotion. “I really think at certain times of the year cross-merchandising helps, like when you Autumn Gratin Purple Majesty Salad Winter White Turnover put potatoes with beef or chicken, for example,” explains Skagit Valley’s Corwin. “In the summer, people don’t think of potatoes as a side dish because of the heat. That might be Beautiful inside a good time to cross-merchandise.” “One of the things retailers can do is Only our potatoes are grown at an altitude of 7600 feet, meaning they include produce items in full meals or in dif- enjoy plenty of sunshine, cool air, and rich soil that gives them their ferent menu items,” Pemsler suggests. “Peo- bright colors and unique flavor. ple don’t eat potatoes by themselves. They eat them with a topping or they eat them as Our altitude and isolation also means fewer pests and plant diseases, part of a meal. By building a display in the making our production practices a thing of beauty as well! produce section, you draw people to the produce department. We are partnering with Look to our popular Russets, Yellows, Reds, Fingerlings and Purple Fresh Express, Tyson chicken, Fetzer wine, varieties to enhance your category. and Lea and Perrins in a broad-scale, full- For these and other recipes please visit us at meal promotion with coupons.” He also advises cross-promoting potatoes with ww.coloradopotato.org cheese or bacon bits. 32

Retailers can get a lot of help from their # friends in the potato industry when it comes to promotion. “We have point-of-purchase materials and work with our customers who want to

do promotions,” says Turner from Bush- Reader Serv i ce

SEPTEMBER 2007 • PRODUCE BUSINESS 129 M “Stocks not rotated daily E lose freshness,” Viva’s Kraushaar cautions. R “Light greens potatoes, C so keep bulk displays H covered on off-hours, and turn bags so the A product is not directly N exposed.” The period of time D D potatoes can be exposed I to the light varies con- S siderably depending on the variety of potato. I Turner has seen N some very light-skinned potatoes begin to show a G G greenish tint after just one day of exposure to R direct light. But he has also seen darker product, and they drive sales of other items skinned potatoes, such as Russets, handle in the produce department. A little care in E two weeks of light without showing any ill their handling will be rewarded. V affects. “Some retailers tend to think of potatoes “Quick turnover should handle this as a commodity and just stack them up as I problem, but you should also rotate the high as they can and forget them,” USPB’s E 28 stock,” he advises. Johnson says. “That makes them hard to # W It is also important to avoid bruising the rotate to manage greening or bruising. And it potatoes on display. “Don’t over stack bags makes it hard for consumers to get at them.” too high on display,” Kraushaar cautions. And what consumers cannot get at, they Potatoes are a high-volume, high-revenue cannot buy. pb See us at PMA Booth #1815 Reader Serv i ce

QUALITY POTATOES Washington Red, Whites, Yellows, Purples Cartons: 50 lb 40 lb Euro Sacks: 50 lb mesh Consumer Packaging: 5#, 10#, 15#, Poly Bags Also 2# & 3# Poly Mesh Bags Cliff Corwin—Sales email: [email protected] 67 133 # # 360-848-0777 Toll Free: 877-787-2378 Fax: 360-848-0778 www.svbest.com Come see us at PMA Booth #1501 Reader Serv i ce Reader Serv i ce

130 PRODUCE BUSINESS • SEPTEMBER 2007 SPECIAL REPORT WISCONSIN POTATOES Offer Plethora Of Choices Photo courtesy of Bushman’s, Inc.

Reach out to consumers with big selling points

BY SUZANNE SMITHER

1 ariety, value and convenience make Wisconsin pota- thing from 1 ⁄2-pound packages to 50-pound cartons.” toes a wise pick for retailers and consumers, accord- Larry Alsum, president and general manager for Alsum Pro- ing to Wisconsin's growers and packers. duce, Friesland, WI, agrees that the state’s wide variety is a major V “Wisconsin offers a smorgasbord of potato selling point. “We have a full line: Russet, Red, White, Fingerling, choices for retailers,” says Chris Anthony, vice presi- Purple, Yellow,” he notes. “We’re expanding new varieties. We have dent and co-owner of Anthony Farms, Scandinavia, WI. “We have five varieties of Fingerlings: Russian Banana, French Fingerling, Reds and Whites, and Wisconsin growers are moving into specialty Ruby Crescent, Purple Peruvian and Red Thumb. The newest is the varieties like Fingerlings and Purples. In packaging, we offer any- Ozette variety, a yellow-skinned, yellow-fleshed potato.”

SEPTEMBER 2007 • PRODUCE BUSINESS 131 This year’s crop looks to be of very high quality although it will not have quite the yield of last year’s crop, according to Jerry Bushman, founder of Bushman’s Inc., in Rosholt, WI. “The has been some adversity in weather conditions, but the ground has absorbed the excess water. There is good maturity and good size. There will be great,marketable potatoes this year,” he says.

INNOVATIVE IDEAS While the Badger State ranks third in production — behind Idaho and Wash- ington — it is taking the lead when it comes to new ideas.

Photo courtesy of Russet Potato Exchange “Wisconsin is being innovative, offering merchandising solutions and opportuni- Mike Finnessy, sales manager, Okray truck because of our proximity to many ties. We’re speaking to all potato con- Family Farms, Plover, WI, reports a “new markets within 500 to 600 miles — Min- sumers,” says Rachel Leach, marketing russet variety, the Russet Freedom, that’s neapolis, Kansas City, New Orleans and the manager for Russet Potato Exchange, Ban- late-maturing and easily-stored.” East Coast are all one or two days out. croft, WI. Wisconsin’s closeness to many Midwest Retailers don’t have to order as much, and and East Coast markets offers retailers “the we can put them all on the same truck.” “Wisconsin is advantages of convenience and freshness,” Anthony agrees that proximity to retail- Finnessy adds. ers is a big plus for Wisconsin. “We basi- being innovative, “The nice thing about Wisconsin pota- cally are closer to the markets,” she says toes,” he continues, “is that we can take noting that Anthony Farms offers overnight offering merchandising Russets, Whites, Reds, Yellows, Fingerlings delivery to many markets. “Our motto is and Blues and put them all on the same ‘Let us be your potato warehouse.’” solutions and opportunities. We’re speaking to all potato consumers.”

Rachel Leach Russet Potato Exchange YOUR YEAR AROUND PRODUCE SUPPLIER

Specializing in Potatoes, “We as Wisconsin packers have the Big- Onions and Watermelons gins brand, basically a potato about twice Now Hiring the size of regular potatoes, over 10 ounces, Experienced that’s selling like hotcakes,” she explains. Sales Person The line includes the Biggins Single, wrapped for microwave, and the Biggins Complete, a flavor-wrapped potato with a topping that comes with a knife, fork and For nearly 100 years, we’ve exceeded our customers’ napkin. The Complete is available with Hid- expectations...and that’s not about to change. den Valley Ranch dressing, Sargento cheese or sour cream and butter with bacon, Leach continues. Mitch Bushman, John Hopfensperger, Maria Yenter, Bob Dobbe, “Retailers can market them either in pro- Sam Saccullo (All Fruits & Vegetables), Jerry Bushman, duce or in a refrigerator display,” she PHD (Potato Handler Deluxe), Harry Coleman. explains. From the consumer’s point of view, “it’s a really easy way to cook a potato — Offices: Wisconsin, Idaho, Colorado, Florida & Illinois. they cook very thoroughly in a microwave.” 136

# The Biggins line also features triplet 800-826-0200 packs and brand-new Biggins Grillers, wrapped in gold aluminum foil and ready for [email protected] the grill, Leach adds. Bushman’s Bushman believes the

Reader Serv i ce “hottest thing is to make potatoes sexy, but

132 PRODUCE BUSINESS • SEPTEMBER 2007 Environmentally Friendly Potatoes

igh-quality, environmentally friendly potatoes, grown to stringent standards with Integrated Pest Management H(IPM) farming practices, Healthy Grown Potatoes offer retailers and their customers an attractive alternative to conventional potatoes. And they are much less costly than completely pesticide-free organics. Healthy Grown is a collaborative effort of the Antigo, WI- based Wisconsin Potato and Vegetable Growers Association (WPVGA), the University of Wisconsin, the World Wildlife Fund and other conservation groups, such as the International Crane Foundation and the Defenders of Wildlife. The Web site relates the history and achievements of this Photos courtesy of Russet Potato Exchange program “conceived in the mid-’90s by a group of Wisconsin says, means “using friendly bugs to kill bugs that harm potato potato farmers as an experiment in large-scale, reduced-pesticide plants, introducing friendly insects to help kill harmful ones so we agriculture.” It touts IPM practices as offering “common ground don’t have to use pesticides.” for growers, environmentalists and health-conscious consumers.” While organic potatoes are pesticide-free, Healthy Grown uses Tim Feit, WPVGA director of promotions and consumer educa- “just enough pesticide to ensure a high yield, higher than tion was there from the start. “Ten years ago, it was pretty organic,” Feit explains. “The big benefit is that the retailer can groundbreaking,” he recalls, pointing out “a lot of consumers forget an environment-friendly potato at a reasonable price and get that farmers really care about their land. It’s been in the fam- charge a reasonable price to the consumer.” ily for generation after generation — we really love that land. A “The good news is Healthy Grown sales are up,” Feit declares. lot of the things in the program, the farmers were already doing.” “There’s a really big green movement. Healthy Grown has survived “Farmers keep records of all the different pesticides they put because of these farmers wanting to do the right thing. It was on,” Feit adds. “University of Wisconsin researchers agree on costing more money but we continued. Now we feel we’re turning standards and farmers try to meet them,” he continues. IPM, he a corner.” pb how do you do it? A potato has fewer calories and more value than an apple — we need to get that message out there.” The way to get out the message, explains the self proclaimed Ph.D. — potato handler deluxe — is through packaging. “We need creative sizing, larger bakers, singles, small gourmet varieties, like Reds, Yel- It is the People that Make a Company! lows and Purples. We’re packaging these varieties in 3s and 5s and we’re working e and Serv on a multi-color pack. We have to make erienc ice Set y, Exp Us A potatoes attractive to the consumer.” alit part Alsum of Alsum Produce is also enthu- Qu ! siastic about packaging for convenience. “We’re innovative in packaging,” he says, noting the advantages to the consumer of convenient microwavable spuds as well as 24-ounce packages of creamer-size potatoes that offer higher value. “We’ve led the way.” Offering meal-planning solutions to The Okray Family consumers is also a big selling point, Has Been Farming Leach notes. “The biggest thing from a Since 1905 point-of-sale perspective is a lot of new recipes to promote,” she says. 146

Alsum is proud of Wisconsin’s “whole Mike Finnessy, Sales Manager # system approach of protecting our envi- Sales: Dick Okray, Walt Sexton, Chris Okray ronment and producing healthful, top- (715) 344-0918 • (715) 344-2526 quality, sustainable potatoes.” This creates a winning proposition for retailers and Fax: (715) 344-7324 Plover, Wisconsin

consumers. “We’re just getting a small Reader Serv i ce

SEPTEMBER 2007 • PRODUCE BUSINESS 133 premium, about half a cent a pound,” he groups, also cross-promotions with other relates. “The first holiday I think of is adds. “Right now, compared to conventional products.” In March, potatoes, corned beef Thanksgiving — people are going to buy potatoes, ours are a definite bargain.” and cabbage are marketed together as a St. potatoes at Thanksgiving. Best in Class pro- Patrick’s Day meal solution, she explains, motes partnership between retailers and PROMISING PARTNERSHIPS and in summer, steaks for the grill and bulk grower/shippers.” Growers and packers in the Badger baking potatoes are promoted together. Alsum is also satisfied with Alsum Pro- State point with pride to the results of their duce’s association with Best in Class. “We’ve participation in cutting-edge collaborations been a leader in the Best in Class project — and programs. “The Best in Class program we’re using it to increase our market share. “I chair the Wisconsin Potato and Veg- We’ve had some positive results.” etable Growers’ Fresh Marketing Commit- is a way of marketing Russet Potato’s Leach is excited about a tee,” says Anthony Farms’ Anthony. “We’ve and category management new RPE licensing agreement with Disney. been very involved in buying into the U.S. “On Sept. 1 we’re rolling out our Disney Potato Board [Denver, CO] marketing pro- for potatoes, reinventing promotion with a lot of Disney magic. We’re gram for category management. going to be a part of the Disney Garden “The Best in Class program — my com- the way potatoes are brand in partnership with Imagination pany and myself in particular have been Farms.” The goal of this is to tailor the mar- involved with one of the retailers — is a way marketed in supermarkets, ket to children and families and increase of marketing and category management for offering lots of different consumption of vegetables by children.” potatoes, reinventing the way potatoes are Food safety is another area where part- marketed in supermarkets, offering lots of options to consumers.” nership brings satisfying results. “Food different options to consumers,” she contin- safety is huge for us,” Anthony says. “We’ve ues. Best in Class offers a lot of different been involved in the OSHA food safety pro- choices, from bargain offerings to specialty Chris Anthony gram since 1991, with a superior rating.” products, also choices in assortment and Anthony Farms display and how they’re marketed.” THE “GREEN” STATE Best in Class recommendations, she Perhaps the greatest source of pride for says, include “potato varieties or assort- “We’re also looking at how we put pota- these growers and packers is their partici- ments promoted up to nine times a quarter, toes on promotion — not necessarily deep pation in the Healthy Grown program, addressing the needs of various consumer discounting,” Anthony Farms’ Anthony which Anthony refers to as a “value-added

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134 PRODUCE BUSINESS • SEPTEMBER 2007 point ofview, “Ourgoalwouldbetohave amarketing generations.”From future to tothelandand we havethatresponsibility Anthonysays.“We program,” Grown feel saysAlsum. develop standards,” to worked withtheUniversityofWisconsin tion groups. conserva- andprominent ofWisconsin sity withtheUniver- Antigo, WI,inpartnership Potato andVegetable Association, Growers 11th year, wasdevelopedbytheWisconsin has eco-restoration.” practicesandalso ment-friendly growing environ- thatusesvery under aprogram “grown potatoes,sheexplains,are Grown Healthy concept uniquetoWisconsin.” Lynn &Ryan F YELLOW, WHITE&REDONIONS “Our farm participates intheHealthy participates “Our farm “We that oneofthegrowers were nowinits Program, The HealthyGrown and sizes;packagein2,3,5,10, COLORADO SWEETS our productisavailableinbags, • are availableinspecifiedcolors T 25, 40,50poundquantities. Fagerberg Shipping JulythroughMarch T www.fagerbergproduce.com suitourcustomersneeds, o reusable plasticcontainers • ransplant andseeonions or 970-834-1357 high- F All sizepacksavailable 970-834-1353 Produce, Inc. ax 970-834-1434 Eaton, CO80 615 Sales hand graphic boxesand Since 1948 P agerberg &AlanKinoshita .O Box8 led by

Reader Service #75 Grown potatoes are “lessexpensivetothe potatoesare Grown sumers, shepointsout,isthatHealthy andcon- market.” Abigplusforretailers Itisaniche this beavalue-addedproduct. least harmfultotheland.” them thatway, butit’s the costs alittlemoretogrow under agreenplanthat’s very easyontheland.It Potatoes are“grown Okray FamilyFarms Mike Finnessy

Reader Service #98 more manhours.” more extratestingand Itrequires over-fertilize. in.Wethe fertilizer wedon’t makesure howwespoon-feed careful very and we’re get agoodyield.We usesyntheticfertilizers to it’shard organic fairly goodyields.With tothe land. Weleast harmful stillcanget themthatway, togrow more butit’sthe easy ontheland,”hesays.“Itcostsalittle planthat’svery underagreen “grown are Potatoes ofpraiseforHealthyGrown. rus joinsthecho- participant, another program toes. Itstimehascome.” pota- ecosystem-friendlywaytogrow entire as“an Exchange, describingHealthyGrown ject,” saysLeachofRussetPotato consumer” thanorganics.” SEPTEMBER 2007•PRODUCE BUSINESS • State-of-the-Art Storage/Curing Facility• State-of-the-Art • Finnessy ofOkrayFamilyFarms, pro- oftheHealthyGrown “We’re part email: [email protected] East CoastSales-Greencastle, PA Cartons -40#,10# -Sacks-50#,25# Cartons US#1 Grade•Nutri-CleanCertified ShippingJune-Mid-September• • 509-526-9200 Cartons -SacksConsumer Cartons Tom, Dan,Jennifer&Steve Progressive Produce Corp. Walla Walla, WA 99362 Consumer -10#,5#,3#,2# Marketing, Inc. High GraphicTri-wall Bins xlsv ADistributor Exclusive LA Reds -Yellows -Whites Keystone Fruit shipping year-round 717-597-2112 323-890-8100 Hybrid Onions Premium Sizing Certified Sweet Certified pb 135 Reader Service #100 M E R C H A Perfecting Pear Sales N D Ripe and ready-to-eat are keys to increasing pear profits. I S BY TRISHA J. WOOLDRIDGE I N G or a long time, pears were shipped so hard and unripe to produce depart- R ments that customers were advised to ripen them at home for up to a E week before consuming them. Many V Fstores still follow this practice, displaying I immature pears that need to be ripened by E consumers willing to wait to eat their fruit. E Fortunately, this does not need to be the W case. Retailers and pear distributors are making strides in conditioning and ripening the fruit so that today’s busy consumers can eat a pear the same day they buy it. Retail- ers who opt to display ready- to-eat pears are seeing a significant growth in sales. “The latest trend is to have the fruit ready to eat,” says Broc Bengard, vice president Ripe pears drive repeat sales and help for Kelseyville-CA based Ben- create perceived value. gard Marketing. “There have been a lot of advances to have ripening. Unripened pears are also less like- pears on the shelf that are ly to spoil and more durable for shipping ready to eat.” and storing. However, the chilled tempera- “When we schedule it so tures used for shipping and storing slow the stores received the condi- ripening process significantly, leaving the tioned [ripened] fruit, the cus- fruit still green if it is displayed at retail tomers win because the fruit stores without pre-conditioning. tastes better and we win Some stores keep the pears in storage through more repeat sales,” and wait for them to ripen, but that can take explains Gary J. Campisi, quite some time. The practice of pre-condi- director of quality control for tioning, also known as pre-ripening, is done Wal-Mart Stores, Inc., head- through temperature and exposure to ethyl-

quartered in Bentonville, AR. Photo courtesy of USAene, PEARS a ripening hormone. The treatment is “We saw a significant rise in usually adjusted for the hardness of the pear sales with pre-conditioning, and we contin- fresh Growers, Yakima, WA, about current or the time since picking. ue to see an increase in the pear category.” conditioning techniques. “Consumers are Bengard explains, “Pre-conditioning is Tracy King, director of marketing for learning, ‘Hey! Pears are good.’” the process where the harvest is exposed to Dovex, Wenatchee, WA, explains, “The basic ethylene and warmed. Then, the pears are dilemma in pears is consumers’ desire for PEAR RIPENING 101 cooled back down for shipping. When re- instant gratification. Consumers don’t want Pears generally do not ripen well on the triggered at room temperature, it starts the to ripen them themselves. It defers the grati- tree. Even if they do, tree ripening has a process of ripening again.” fication. The innovation of ripening allows very short time-span during which very He continues by illustrating how timing for a capitalization on pear sales.” small batches of pears can be picked. This is affects the process, “The first two to three “It’s definitely affected sales in a positive not optimal for mass production and supply. weeks of harvest are ethylene treated, way,” agrees Loren Queen, marketing and The best way to maintain a high level of depending on the district. The fourth week, communication manager for Domex Super- quantity and quality in pears is off-the-tree we just pick and pack. Sometimes, in the

136 PRODUCE BUSINESS • SEPTEMBER 2007 Reader Service # 117 M and when they are sent to the store. If pre- E conditioned pears are in the warehouse for too long, they will ripen while in the ware- R house rather than at the store.” He suggests C pears be kept in the warehouse for a very H short time before sending them to the store. Some retailers actually treat the pears A themselves. Wal-Mart, for example, has a N very effective conditioning program with 42 conditioning centers for their districts. Each D D fruit is tested with a penetrometer for firm- I ness and conditioned accordingly. S I N G third week, if the pressure, or how much the “Climacteric means it’s going to climax,” “Fruit is an impulse R pear gives to the touch comes down, we says Kihlstadius, who also serves the Mil- purchase. It’s don’t need to treat them.” waukie, OR-based Pear Bureau Northwest E What makes the pre-conditioning so (PBN) and the Sacramento, CA-based Cali- sensory. Whenever V effective with pears is biology. “Pears are a fornia Pear Advisory Board (CPAB). “It’s like you bring in value climacteric fruit, a fruit that continues to a bell curve. During the ripening, the pear I ripen once picked,” explains Dennis Kihlsta- will give off more carbon dioxide and take in and put it in front of E ethylene. After the peak ripeness, when it’s dius, the ripening and technical advisor for the customer, you W Produce Technical Services, Bemidji, MN. going downhill, it gives off ethylene.” After picking, the starches convert to sugar; Timing is important, notes Bengard Mar- create a good acid and sugar react to soften and, depend- keting’s Bengard. “It’s important to control ing on the type, change the color of the pear. how long the pears are in the warehouses experience. You win and they win.”

— Gary Campisi Wal-Mart Stores, Inc.

PRE-CONDITIONING OPPORTUNITIES “Shelf life is different from flavor life,” Kihlstadius says. “Stores want a longer shelf life, but a long shelf life has less flavor.” Less flavor means slower turnover of the product and fewer repeat sales, however. Many retailers worry about higher levels of shrink with riper pears, but stores that carry conditioned or pre-conditioned pears find quite the opposite. “Pears sell better when ripe,” says Moni- ca Doll, produce manager, Vallerga’s Market, a single-store operation in Napa, CA. “People want to eat them right now.” Maintaining the fruit display at the higher level of ripeness does require more atten- 123

# tion by department staff. Domex’s Queen says, “It’s more critical to stay on top of rotating and culling. The payoff is much higher sell-through; the effort is worth it.” Bengard cautions that riper pears can be

Reader Serv i ce more delicate with lower pressure when

138 PRODUCE BUSINESS • SEPTEMBER 2007 Reader Service # 48 M they arrive at store shelves, so they need a the fruit. “In a hotly competitive retail envi- E gentler touch. ronment, retailers realize they will be The “Treat the fruit a little better,” suggests rewarded with a perception of premium Science Of R Kihlstadius, who specifies they should not quality.” C be stacked as high or as deep as non-ripened Dennis James, PBN director of market- Pre-Conditioning ing, states, “Without a question, there is a H pears. “Fresher fruit should be turned over faster. As a general rule, higher sugar means significant value perceived when ripened here is a recipe to it,” says Den- A a higher respiration and a lower shelf life.” pears are offered. People want to organize “ nis Kihlstadius, ripening and N “You get a little less shelf life,” offers and simplify life. Before, people would buy T technical advisor for Produce Dovex’s King, “but that’s a fair price to pay things and expect a lot of prep work. That’s Technical Services, Bemidji, MN, in regards D for rewards in more sales and sales that are not a value anymore.” to the pre-conditioning and ripening I worth more.” A better pear experience Domex’s Queen adds, “Pre-conditioned process of pears. “You can’t change much.” S drives repeat sales and proper ripeness also pears are ready to go now, have a nice scent Kihlstadius has taught a course in fruit helps create more of a perceived value in and add that much more value. They’re pre- ripening management at the University of I California, Davis for the past nine years. He N compares the ripening room for pre-conditioning to an oven. “A baker won’t bake all G of the pastries at the same temperature for the same amount of time. You shouldn’t R do that to fruit.” Different fruits have different ideal tem- E peratures and capacities for ripening. Most V fruit needs to be kept between 55° and 70° Fahrenheit to accept ethylene. Pears, I on the other hand, require a temperature E between 64° and 70° Fahrenheit, depend- W ing on the harvest, for proper ripening. The ripening room adjusts temperature and quantity of ethylene to which the pears are exposed. Higher temperatures cause a faster respiration in fruits, so they can absorb more ethylene quicker. Howev- er, Kihlstadius points out, “If it’s too high, the respiration is still high, but the absorp- tion receptor site begins to shut down.” A high temperature alone will not ripen fruit; the fruit needs to absorb the ethylene, but adding more ethylene to the room does not mean the fruit will absorb more at a faster rate. “You never need more than 150 parts per million of ethylene in the room. On average, it should be 100 parts per million. If you double the ethylene, the fruit will not ripen faster,” he explains. pb

mium items when ready to eat, right now.” “Fruit is an impulse purchase,” says Wal- Mart’s Campisi. “It’s sensory.” Ripeness creates that sensory experience for the customer through scent and instant gratification. Providing that experience raises the value of pears. “Whenever you bring in value and put it in front of the customer, you create a good experience. You win and 25

# they win.”

RE-INTRODUCING THE PEAR Many consumers forget what a pear should taste like because pears were often

Reader Serv i ce sold under-ripe, causing consumers to guess

140 PRODUCE BUSINESS • SEPTEMBER 2007 Visit us at PMA Booth #4901

Reader Service # 27 M E “The most successful R pear merchandisers C go beyond the H notion of pears for A A pears’ sake. They N show how pears fit D into an upscale I S lifestyle.” I N G — Tracy King Dovex Offering a variety of ripe and ready-to-eat pears on a consistent basis R builds consumer loyalty. E proper ripening techniques at home. Accord- changing people’s perception about pears. image packs even more value into the fruit. V ing to PBN’s James, “There are many stores Domex’s Queen cites the power of produce “The most successful pear merchandis- against the Anjou pear, but we give them a department personnel conducting demos ers go beyond the notion of pears for pears’ I ripe pear to try, and it’s the first time they’ve and sampling. “It’s a real key to driving sake,” Dovex’s King explains. “They show E had it in their lives. It’s like a whole new sales. Customers realize the pear they’re how pears fit into an upscale lifestyle. Posi- W pear.” When pears are properly ripened, tasting is taken right off the display and is tioned with gourmet wine and cheese, pears “The flavors you get are far and away better ready to eat.” are perceived to have a lot of value and than just letting it sit there!” Along with introducing customers to the aligned with a certain type of lifestyle. Offering samples can go a long way in great taste of pears, giving pears a new When people look at wine and see a higher

You work hard... Your advertising should too.

Building your produce business demands the best you have to offer. Long hours. Tough decisions. Making sure you get the most for each dollar. Reaching for the competitive edge. All reasons why your advertising should be in PRODUCE BUSINESS. PRODUCE BUSINESS is the industry’s leading magazine reaching more purchasing decision-makers than any other produce publication. Its articles, departments and columns are unique… exploring the business of produce, presenting ways to run businesses better, and searching out new business opportunities for its readers. Quality editorial combines with a quality environment for your advertising message. Look through the pages of this issue. Superior paper. Excellent color. A permanently bound magazine, every month. You’ve earned your business’ reputation by giving a little extra, striving to be the best. Shouldn’t the place you advertise reflect your effort? To find out more about how PRODUCE BUSINESS can make your advertising work harder for you, give us a call.

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142 PRODUCE BUSINESS • SEPTEMBER 2007 Reader Service # 150 M E California Pears Are Branching Out R By Bob Johnson C H n California pears, there is a trend toward says Elliot. Although he grows mainly Bartletts, niche markets, according to Hemly. “The other “ more varieties,” says Doug Hemly, presi- Elliot also offers a selection of Golden Bosc, Red varieties will continue to grow slowly, but I A I dent of Greene and Hemly, Courtland, Sensation and Comice varieties. don’t see any dramatic change coming. Bosc is N CA. “The California pear industry historically has A major reason behind the trend is super- being looked at because there are fully russet- been a Bartlett pear industry. The change is due markets needing to compete with the Wal- ted varieties. There is also some interest in red D largely to declining demand for processed Cali- Marts and Costcos, which are able to offer good skin varieties.” I fornia pears.” prices on large volumes. “The chains are trying “There has been a transition on a gradual S Other producers and suppliers agree variety to show they have something different,” Ben- basis to new varieties,” says Chris Zanobini, is the new name of the game in California gard explains. executive director of the California Pear Adviso- I pears. “For most of the retailers the trend is One new wrinkle in California pears is the ry Board (CPAB), Sacramento, CA. N toward more varieties,” says Broc Bengard, vice wider availability of Asian pears grown in Cali- Bosc has solidified its position as second president of Bengard Marketing, Kelseyville, CA. fornia. “I see an increase in the consumption of only to Bartlett among California fresh market G “The strongest part of this trend started around the Asian pears,” says John Hein, marketing pear varieties. “We’re looking at around 3.6 mil- two years ago, but it’s been going on longer director for Crown Jewels Marketing & Distribu- lion 36-pound equivalent boxes of Bartletts this R than that.” tion, Fresno, CA. “They used to be seasonal, but year, and a million boxes of other varieties,” In addition to the traditional California now they’re year-round, which has increased Zanobini estimates. Of the million boxes of E Bartlett, retailers are now carrying Bosc, Red, the demand.” The increasing popularity of other varieties, around 75 percent will be Bosc. V Crimson and other pear varieties. “The Bartletts Asian pears began six or seven years ago. “You’re always looking for new varieties are still the primary ones in our time slot. But Asian pears look and handle very different- that will extend the season with an earlier har- I retailers seem to want an array of different ly from the more familiar Bartletts. “I refer to it vest,” Zanobini explains. “There are some peo- E pears,” says Dave Elliot Jr., co-owner of David as an apple pear because it looks like an apple, ple who are trying a bunch of new varieties.” W Elliot Orchards, Courtland, CA. and it’s almost as durable,” Hein says. One producer already has a new red pear The demand for additional pear varieties Bartlett and Bosc remain the major pear variety that has not yet been introduced to the began increasing around 10 to 12 years ago, varieties, but the other varieties are finding marketplace. pb

There are a lot of incorrect myths when it comes to produce, particularly pears. “Pears should not be refrigerated until ripe,” he advises. “Many retailers and consumers refrigerate them and that doesn’t give an accurate flavor profile.” Queen suggests using POS materials to promote ripeness. “Signage should let you know there are ‘Ripe Anjou pears’ or ‘Ripe Bartlett pears.’ Let the customer know that they are ripe and ready to eat. Educating the consumer is critical,” he recommends. Domex provides custom signage for stores and educational packaging with its pears. The company recently introduced the ripeSense package of four pre-conditioned pears with a sensor on the clamshell that price, they see it as being worth more. To ripeness in pears. Environment and growing displays the pears’ ripeness. the extent of associating pears in that con- conditions can affect color. Some varieties Teaching consumers about ripeness and text, they are no longer a commodity but simply don’t change color much as they the benefits of ripe pears is one step. The part of a lifestyle of higher value.” ripen, so it is important to find accurate next is to maintain consistency in the prac- Vallerga’s Doll agrees, “We cross-mer- ways to judge ripeness. tice of offering properly ripened fruit. chandise pears at the deli with cheese.” She CPAB and PBN advertise their Check the “It comes down to the basics of life and suggests retailers “offer recipes and ideas Neck campaign as an accurate measure of consistency,” notes James. “People want and have more signage with nutrition facts, ripeness; a pear is ripe and ready-to-eat consistent eating quality and if fruit is ready where the pears are from and where they once its neck gives to slight pressure. to eat and they can eat it right away, it cre- are grown.” “Pears ripen from the inside out,” notes ates a retail sale.” Produce Technical Services’ Kihlstadius. “If Wal-Mart’s Campisi agrees, “Once you get EDUCATION you squeeze the equator of a pear, you’ll see customers to try pears, then you need to AND CONSISTENCY your fingerprints in about two days. You maintain consistency to get them to come Color does not necessarily depict shouldn’t squeeze the middle.” back.” pb

144 PRODUCE BUSINESS • SEPTEMBER 2007 What customers have come to expect from The Sage Fruit Company.

Headquarters - Yakima, Washington Steve Reisenauer • [email protected] 509-248-5828 Regional HQs - Kansas City Chuck Sinks • [email protected] SAGE FRUIT COMPANY. 913-239-0060

Charlotte, NC. Kansas City, MO. Cincinnati, Ohio Orlando, Florida Chuck Yow Tim Colln Kevin Steiner Bill Olvey [email protected] [email protected] [email protected] [email protected] 704-861-2843 913-967-9307 859-992-0003 321-277-6255 Reader Service # 36 Colorado Produce Benefits for buyers include freight advantages, diversity and quality.

BY SANDY LINDBLAD LEE

With steep fuel prices showing no sign of Casting a big shadow on this widespread opti- waning anytime in the near future, the nat- mism, however, are uncertainties relating to labor ural freight advantage offered by Colorado availability in both the fields and warehouses for produce continues to gain increasing atten- harvest and packing. tion from buyers. While some grower/shippers anticipate no serious shortages, others express frustration about diffi- While Colorado’s location in the middle of the culties with more labor-intensive crops. western half of the United States has consistently Sakata Farms, Inc., Brighton CO, grows, packs provided a freight advantage to customers, buy- and ships sweet corn, onions, broccoli and cabbage ers who had previously diverted their purchases among its mix — produce that needs a lot of hand to more distant growing regions are increasingly labor throughout the year. Bob Sakata, head of oper- drawn to the Mile High state’s offerings. Howev- ations, says ongoing delays in attaining additional er, it is diversity and quality of Colorado produce labor through the H-2A worker program while also that contributes to increasing loyalty. complying with Colorado regulations that are even “The higher the fuel, the better the freight stiffer than federal Form I-9 requirements verifying advantage to us here,” notes Chuck Bird, general employment eligibility have intensified the difficul- manager of Martin Produce Co., Greeley, CO. ties. Sakata needs about 200 seasonal workers “Truck availability has been good this season as throughout the growing season to plant, cultivate David Petrocco Sr. of David well.” His company’s northern Colorado growing and harvest his vegetable crops — a number that Petrocco Farms and packing operations are situated 40 to 50 does not include warehouse packing labor. miles north of Denver, in one of the state’s pri- David Petrocco Sr., president of David Petrocco mary produce-growing regions. Farms, based in Brighton, CO, received permission Along with its freight advantages and variety, to get H2A workers, but the program is only valid Colorado received some assistance from Mother for this year. “We need a good guest-worker pro- Nature this year. Industry representatives from gram which is not cost prohibitive, or we may have all production regions concur that optimum to change dramatically what we plant,” he explains. growing conditions have produced excellent qual- Petrocco is one of the state’s most diversified let- ity and yields. Despite weather-related problems tuce and mixed green growers, multiplying his early in the growing season, volume has been need for hand-harvesters. Petrocco, who is also an steady since the harvest began in mid-summer — onion grower/shipper, made the decision to elimi- and is expected to continue through the fall. nate transplanted onions this year because of their Chuck Bird of Martin Produce Co. hand-labor intensity. He pays the equivalent of $10 per hour to workers in the H2A program through wages, transportation and housing. “People who used to come to work here are going instead to year-round jobs with fast-food restaurants and hotels or to full-time nursery work.” Although Colorado may have a freight advantage because of its location, Petrocco believes skyrocket- ing fuel costs have severely impacted his business “through the price of our chemicals, waxed containers and diesel fuel, among other things.” Martin’s Bird echoes the feelings about labor woes. “We have the INS, EPS, FDA, Immigration & and Naturalization Service, Wage and Hour, and uncounted more to comply with. It’s just a huge alphabet soup of people looking over our shoulders

146 PRODUCE BUSINESS • SEPTEMBER 2007 Colorado Produce Diversity

ne of Colorado’s greatest assets — its dry climate help make it ideal for organic pro- Fresh Direct LLC, Monte Vista, CO. Last year, fresh produce — is often overlooked duction,” he stresses. the company began offering organic red, O because of all the attention shown to One of the larger organic operations is yellow and purple varieties to its customers. the state’s breathtaking scenery and health- Wellington, CO-based Grant Family Farms, While the organic produce niche has ful climate. Colorado continues to offer which plants and harvests more than 2,500 been earning considerable attention, Col- diversity that can satisfy the cravings and acres. “We are the largest family-owned orado’s higher-volume conventional items, needs of even the most inventive retail and organic vegetable farm in the United States,” including onions, potatoes, sweet corn, cab- foodservice buyers. claims co-owner Andy Grant. bage, and tree fruit, remain the industry’s Some believe the state’s high altitude, “Our signature item is our Savoy spinach,” mainstays. fresh air and clean soil help grow products he says, with leaf lettuce, romaine, broccoli, Colorado’s dry climate yields high-quality that are even more nutritionally dense than parsley, cilantro, chard, collards, other greens, onions and potatoes to supply the U.S. and the average federally established standards. and several squash varieties also on the export markets nearly year-round, thanks to Onions and potatoes are two of the organic availability list. in-field curing and modern storage facilities. state’s leading vegetable crops, but they are Albert’s Organics, headquartered in Bridge- Most of the onions are grown north and east only the beginning of the offerings. Carrots, port, NJ, has a distribution center in Aurora, of Denver, with some in the Arkansas Valley sweet corn, beans, squash, mixed greens, CO. “We have the largest distribution cover- in the southern part of the state and on the cabbage, broccoli and tree fruit are also har- age of any organic produce supplier in the Western Slope. vested and shipped. country,” claims Frank McCarthy, vice presi- Watermelons and cantaloupes began Yellow squash, zucchini and mixed leaf dent of marketing. shipments in late July. The Arkansas Valley lettuce varieties are only a few examples of One onion grower who has tapped into has earned a reputation for its legendary the items Ken Mosesman owner of Market the organic potential is Fagerberg Produce Rocky Ford cantaloupes. Distributing in Dallas, TX, buys during the Co., Eaton, CO. “We are making affiliations The tasty, high-quality fruit from Col- Colorado produce season every summer and with growers in Colorado and other regions to orado orchards is much anticipated each fall. Market Distributing is a wholesale oper- supply organics,” according to owner Lynn summer. Grown on the Western Slope, the ation servicing wholesale and retail in the Fagerberg. four leading fruit crops are apples, peaches, Dallas-Ft. Worth region. With a lineup that includes several Finger- pears and cherries. However, early spring Ray Keegan, an owner of American Pro- ling potatoes, LaSalle, CO-based Strohauer cold snaps and high winds had an impact on duce LLC, in Denver, CO, appreciates Col- Farms has seen huge growth in its organic this year’s tree-fruit yields. orado produce, which helps him supply his specialty produce. A 400 percent increase in Mark Menagh, executive director of the retail and foodservice customer base. King organic Fingerling production includes Russ- Boulder County Farmers Market, Boulder, Soopers, Safeway, Albertson’s Super K-Mart ian Banana, Fresh Fingerling, Rose Finn Apple CO, reports tree-fruit production has been and various Hispanic markets are among his and Peruvian Purple varieties, owner Harry most severely affected by hard frost in early key retail customers. “Colorado vegetables Strohauer reports. April. He estimates Western Slope overall have more flavor, they keep their freshness “Strohauer Farms’ organic and convention- fruit production to be “down more than 50 longer, and the quality is great,” he says. al fingerling potatoes are smaller in size, percent. Peach tree production is down as Colorado produce suppliers are respond- which makes them convenient, flavorful and much as 80 percent, pear tree production is ing to more of today’s hottest trends, includ- versatile,” Tanya Fell, director of marketing reduced by about 70 percent, and apple ing increased organic production. and retail relations explains. “Because of their yields are down 20 to 60 percent.” Cherry According to Don Gallegos, agriculture size, Fingerlings bake quickly. They can also and apricot tree production was practically program specialist, Colorado Department of be roasted, grilled, steamed, sautéed, boiled, nonexistent. Agriculture (CDA), Lakewood, CO, “Since fried or mashed. However you prepare them, In spite of this year’s reduced volume, 1989, Colorado has been one of the Fingerlings add outstanding flavor and color sellers say universal regard will maintain the nation’s leaders in the fast-growing agricul- to your favorite meal.” popularity of Colorado fruit. Producers and tural organic industry. The was one of the She says new packaging with labels distributors agree the high altitude at which first state agencies to develop and imple- reflecting “the natural lifestyle of Colorado” the fruit grows makes it taste better. While in ment state organic certification of the farms.” will be released in November, adding that recent years other regions of the country Gallegos cites 2006 CDA statistics that consumer totes with handles will be available have focused on bringing back the lost fla- indicate 150 certified organic farms and for both organic and convention fingerlings. vor in stone fruit, western Colorado orchard ranches totaling nearly 173,500 certified Sales of organic russet potatoes have been owners claim they have always maintained acres, ranking Colorado among U.S. leaders increasing “at the rate of 13.5 percent per a practice of not harvesting fruit before it in organic produce. “Colorado’s winters and month,” says Mike Brothers, salesman at Farm reaches its flavor peak. pb

— and adding to our costs of doing business. well shutoffs seriously affected the growing 450 irrigation wells impacted over 200 grow- Our two biggest burdens to bear are labor region northeast of Denver this season. ers and 20,000 acres. Although the area has shortages and water problems.” Farms continued to face critical water short- experienced some relief during the past two falls in 2007 because a well shutdown in years, ongoing drought conditions have WATER ISSUES May this past year by the state water engi- been compounded by pressure from rapidly Water shortages caused by governmental neer remains in effect. The shutdown of escalating populations along Colorado’s

SEPTEMBER 2007 • PRODUCE BUSINESS 147 Front Range, which has diverted water to several municipalities. Even with the water restrictions, “The vegetable crops look great at this point,” notes onion grower/shipper Dennis Hoshiko, president of North Weld Produce, Colorado

he Colorado Department of Agriculture (CDA), Lakewood, CO, created Colorado T Proud in 1999 to promote locally grown, raised or processed products to consumers statewide, nationally and internationally. Currently, the program has more than 780 members that include growers, processors, restaurants, retailers and associations. This year, a contest for shoppers to win free groceries at Pleasanton, CA-based Safe- way, an expanded TV advertising campaign and a Colorado pavilion at the Newark, DE- based Produce Marketing Association (PMA) Fresh Summit are among the Colorado Proud As Organic Produce gains increasing space in produce departments, multitudes are activities, which are helping to gain new suddenly attempting to capture their share of this complex category’s popularity. attention for Colorado produce. Safeway is sponsoring an online contest We set the standard for product excellence long before it became fashionable. We that includes a grand prize of free groceries understand Organics and the extra steps necessary to ensure the integrity of this for a year, according to Wendy Lee White, specialized product line. CDA marketing specialist . Twelve $100 Safeway gift cards are being Our diligence has established us as industry leaders in growing, packing and awarded, starting in July and continuing distribution of Organic produce. through October, with the grand prizewinner receiving a year’s supply of groceries at Safe- And while others are still experimenting, we already deliver perfection. way (valued at $5200). In addition to the contest, consumers can find recipes, produce picking tips, a crop calendar and a searchable Colorado products directory online. Last year’s contest resulted in 115,055 total entries. “We are excited to partner with Safeway to promote local products,” said John R. Stulp, CDA commissioner. “Everyone can help support Colorado agriculture throughout the year by buying products with the Col- orado Proud logo and the Better for you. Bet- ter for Colorado. tag line.” Colorado Proud is encouraging people to buy local products through a summer and Year-Round Supplier of Conventional and fall television advertising campaign on the “Certified Organic” Potatoes in all popular state’s most popular TV stations. “We’ve “Certified Organic” Potatoes in all popular been running our television ads on Channel Russet,Russet, Red, Fingerlings Red and Yellow and Yellow Varieties Varieties 11 in Grand Junction in addition to Channel 9 in Denver,” White reports. Several Colorado grower/shippers have 719-754-3484 played the starring role in various Colorado Proud commercials. Filming was done on site 162 Fax: 719-754-2200

# at the fields and packing facilities of partici- [email protected] pating grower/shippers. “In 2006, our Colorado Proud television Randy Bache Tom Perrin Bob Noffsinger Angela Aguirre ad, featuring photographs from renowned photographer John Fielder, proved to be so Reader Serv i ce

148 PRODUCE BUSINESS • SEPTEMBER 2007 based in Greeley, CO. “We will be able to Hoshiko explains. The well shutoffs most drip, he adds, and his plans call for gradual provide our customers with good volume of seriously impacted grains and other crops conversion of additional acreage to drip. great quality.” planted primarily for rotation purposes. Petrocco Farms is also utilizing drip irri- “In spite of the fact that we are still in While producer augmentation plans to gation on an expanding basis. the worst drought in recorded history, the address future irrigation needs are under- vegetable crops remain the top priority,” way, other alternatives are being explored. QUALITY REMAINS Fagerberg Produce Co., Eaton, CO, has FIRST PRIORITY been evaluating the benefits of drip irriga- Despite these mounting adversities, most Proud tion for several years. Lynn Fagerberg, pres- Colorado shippers stress that quality ident, has converted over 750 acres of his remains their No. 1 priority. highly successful that we have acquired 99 farming operations to drip, which averages A standout among these is North Weld new members and have increased consumer about 40 percent less water use than the tra- Produce, a shipper that maintains what awareness of the program statewide,” White ditional, row irrigation method. Crop yields some now consider an old-fashioned harvest continues. show at least a 20 percent increase with method. Unlike virtually all direct-seeded The Colorado Proud television ad featuring Fielder’s photography received the 2006 Colorado Broadcaster’s Association Award for Drawing from our Family Roots Excellence for Best Commercial Advertising Spot for an Advertiser, Any Length. as one of the Northern According to the 2006 data from Channel Colorado’s earliest 9 television in Denver, the 2006 series result- Homesteaders in 1882, ed in 718 ads and reached 97.3 percent of through four generations... households an average of 24.9 times and 96.6 of adults aged 25-54 an average of 12.3 times. White says the data also reveals the ad gained 34 million household impressions. Farmers, ranchers, processors, retailers and restaurants that are members of Col- orado Proud and wish to participate have a variety of additional advertising packages available to them. The U.S. Department of Agriculture (USDA) Specialty Crops Grant Program awarded the CDA Markets Division more than $40,000 to develop and create a Colorado pavilion for PMA’s Fresh Summit. While several Colorado producers and distributors have plans to be a We remain at the core of the onion industry. part of the 2007 show in Houston, TX, the official unveiling of the full-scale pavilion is planned fore the 2008 PMA Fresh Summit in While upholding our strong grower–shipper foundation... Orlando, FL. Highlighting some of the strongest benefits of the Colorado Pavilion, Tim Larsen, CDA Now one of the senior international marketing specialist, notes, “The Colorado pavilion will be a large NATION’S LEADING ONION DISTRIBUTORS! exhibition area where the Colorado produce industry can share common spaces at trade shows. We will be able to promote Col- Consumer Packs Our Specialty orado’s produce on the U.S. level as well as internationally.” Most diverse line of precision-packaged product Starting with the 2008 PMA convention, current technology can produce. space for both association and individual company booths within the Colorado pavilion will provide wholesale, retail and food- Featuring “Colorado Sweet” Onions service buyers a better and more comprehensive view of what the Colorado produce industry offers. Call Lynn Fagerberg, Alan Kinoshita 55

A committee of Colorado produce associ- or Ryan Fagerberg # ations and individual produce growers, working in cooperation with the CDA Markets 970-834-1353 • Fax: 970-834-1434 Division, will coordinate the final details for the Colorado pavilion. pb www.fagerbergproduce.com Reader Serv i ce

SEPTEMBER 2007 • PRODUCE BUSINESS 149 Lynn Fagerberg of Fagerberg Produce Co. Dean and Jean Hoshiko with his granddaughter Remi of North Weld Produce Inc. onion growers, the company still harvests will more than recover their money for our the majority of its onion crop by hand . premium label — through less shrink and a Hoshiko maintains that labor availability is higher sales volume,” Hoshiko notes, adding not a problem. According to Hoshiko, “Our that completed market tests by two retail clientele appreciates the higher quality and chains proved increased sales from his Blue longer shelf life that hand-harvested onions Tag label. produce, and we are pleased to be able to Hoshiko attributes his company’s ability provide jobs for more people by doing so.” A to stay in business in an evolving, competi- loyal labor pool continues to return annual- tive marketplace to “a long-time, dedicated ly to his farms, so his workforce is main- staff, loyal customers,” and a higher power. tained, he explains. “We plant and we nurture, but God gives the “The more quality-conscious retailers growth.” pb

OUR FAMOUS LABEL MARTIN SAYS IT ALL !!! PRODUCE, INC.

Our Tradition Continues... Leader through History — For 68 years, we’ve established and maintained the standards for excellence as one of Colorado’s first onion and potato packer-shippers. Leader into the Future — Our attention to detail utilizes the most updated research and technology available through every step in our production, packing, and distribution process.

Onion Sales handled by • MARTIN PRODUCE INC. Greeley, CO 970-352-6712 • Transportation: 970•352•7405 Dorothy Martin • Dewey Zabka • Chuck Bird Now Shipping: Colorado Yellow, White and Red Onions Featuring “Colorado Sweet” Onions Also Shipping: Colorado Red, Russet, and Yukon Gold Potatoes 145 77 # # Potato Sales handled by • CANON POTATO CO. Center, CO. 719-754-3445

“Martin’s Leader” • “Hoyle’s Best” • “Utility Elk” brands Reader Serv i ce Reader Serv i ce

150 PRODUCE BUSINESS • SEPTEMBER 2007 Special Floral Section Starting on pageIncluding 167

CALIFORNIA TABLE DOLE FOOD HOLLANDIA LGS NEW YORK STATE SUNRISE THERMAL GRAPE COMMISSION COMPANY PRODUCE SPECIALTY SALES DEPARTMENT OF GROWERS, INC. TECHNOLOGIES, INC. AGRICULTURE AND MARKETS Reader Service # 156 Booth #5 Booth #9 Booth #16 Booth #19 NNZ, INC. SWEET ONION IMG CITRUS, INC. RFBII COMPUTER SERVICES Lawrenceville, GA TRADING COMPANY Vero Beach, FL Grand Rapids, MI NNZ carries a full line of biodegrad- Palm Bay, FL IMG Citrus is a fully integrated RFBII provides computer

AISLE 001 able, compostable, sustainable, Specializing in quality sweet onions Florida citrus company that offers services to produce industry earth-friendly products. Our from around the world, we oversee one-stop shopping for fresh clients including network trays come in PLA, palm our supplies from seed to store, grapefruit, oranges and tangerines. support, custom software, ➤ fiber, Sugarcane, tapioca offering year-round supplies of fresh Our mission is “to and Internet and mobile starch and bamboo. NNZ Granex-seed sweet onions from delight consumers integration of your data.

offers compostable and ➤ Florida, Georgia, California, worldwide with We help you make the best oxo-degradable Washington, Mexico, citrus-grown use of your current system films in shrink- Ecuador, Guatemala, Chile responsibility.” and strategically plan for , cling — and and Peru, packed to order your IT system’s future. flow-wrap formats. in bulk, cartons and ➤ ➤ high-graphic mesh bags

Booth #26 Booth #133 Booth #233 Booth #344 MIATECH, INC. IMAGINATION OSOSWEET ONIONS PRIMA BELLA Clackamas, OR FARMS Waterford, MI PRODUCE, INC. Miatech will showcase our misting Indianapolis, IN OsoSweet is Tracy, CA ➤

products, cold-room humidification AISLE 100 With more than 250 SKUs, our AISLE 200 celebrating its 20th AISLE 300 Prima Bella ships fresh GloriAnn tools and pathogen and ethylene Disney Garden brand is finding season bringing brand super sweet corn year-round control systems. Our equipment innovative ways to make eating the finest, most from the heart of California’s helps maintain freshness and fruits and vegetables fun. Featuring consistent winter Central Valley. White, yellow and quality in fruits, vegetables and the No. 1 family brand in the United sweet onions to bi-color corn is available with or flowers. They also help control States, Imagination Farms will show- the United without husks, in cut cobs or product weight case a broad range of categories States. Stop by and cobettes, and in a variety of food- ➤ loss and shrink. including Foodles, Fresh Veggies & celebrate with us at our colorful ➤ service, club store and retail packs. ➤ Sauce, and Pixie Sweet corn. new booth.

Booth #423 Booth #459 Booth #543 Booth #609 ONEONTA STARR NATIONAL RAISIN CO. A.J. TRUCCO, INC. DULCINEA RANCH GROWERS Bronx, NY. Bronx, NY. ➤ FARMS, LLC Wenatchee, WA We are introducing the Disney Importers of fine produce from Ladera Ranch, CA ➤

AISLE 400 Oneonta Starr Ranch presents the Dried Fruit line, which includes AISLE 500 around the world, A.J. Trucco AISLE 600 At Dulcinea Farms, nothing is

legendary reputation of the fragrant ➤ 12/6/1.25-ounce Raisins, specializes in fresh Italian chestnuts, more important than meeting con- pear. For more 1,300 years, these Raisin/Cranberry Mix kiwifruit, grapes, fresh and dried sumers’ needs with the best tasting ➤ extraordinary pears have been andTropical Fruit Mix, figs, roasted hazelnuts, garlic, dried produce available in any season. cultivated west of the Gobi 12/14/.5-ounce Raisin fruits and nuts. This year, we’re Stop by our booth to learn about Desert near the Tian Shan Mini, 12/5-ounce Fruit introducing Trucco Organic, a full- our exciting new products and mar- Mountains in China. The & Nut Mix Pouch and line of USDA-certified organic pro- keting support that will help contin- flesh is crisp and juicy with a 12/5-ounce. Apple- duce to meet the growing demand ue to grow the category. delicate fragrance. Cranberry Mix Pouch. for quality organic products.

➤ Booth #621 Booth #633 Booth #709 Booth #733 HAMPTON FARMS SOUTHERN MOONEY FARMS ➤ COPEXEU Severn, NC SPECIALTIES, INC. ➤ Chico, CA ASOCIACIÓN CIVIL Hampton Farms is your ultimate Pompano Beach, FL Hand-selected and sun- Buenos Aires, Argentina

destination for peanuts. We are a Southern Specialties is the leading AISLE 700 dried to perfection, our Come to our booth for your vertically integrated, quality-driven grower/shipper/processor of sun-dried tomatoes are off-season produce business by organization and the nation’s pre- specialty produce. We offer packed under the Bella Sun Lucí meeting Argentine growers and mier shipper of in-shell, shelled and Southern Selects, a value-added and Summer’s Choice labels. Avail- exporters of fresh pears, apples, processed peanuts. We recently line of quality-assured produce and able in halves and julienne cuts, this blueberries and cherries. acquired Olde Tyme Foods and are Paradise, our brand of tropical pro- new product is packaged in a con- now the exclusive source for Peanut duce. We grow the highest quality venient stay-fresh zippered 3.5- Butter Mills and in-store, fresh- asparagus, peas, French beans, ounce bonus pack. Redesigned bag ➤ ground peanut butter programs. papayas, mangoes and more. highlights California quality.

Booth #742 Booth #747 Booth #760 Booth #807

PRODUCE SUNDIA CORPORATION CARGO DATA CORP. 800 PURITY FOR KIDS Oakland, CA Ventura, CA ORGANIC

Reidsville, GA Sundia is featuring True Fruit, an Visit our booth for a demonstration San Francisco, CA AISLE ➤

PFK, a promotional ➤ attractive and delicious line of of our new wireless RF recorder. Pacific Organic Pro- campaign for produce depart- fresh fruit cups and the company’s The device offers full data in duce/Purity.Organic is an interna- ments, aims to educate kids and line of watermelon juices — both the palm of your tional fruit and juice company dedi- parents about healthful eating. PFK of which are proving popular with hand before moving cated to improving the bottom line also raises funds for local Children’s consumers for their refreshing a pallet at the dock. for organic growers and promoting Miracle Network hospitals in our ➤ taste and vitamins for sustainable agriculture. Our retailer markets and through PBS a healthful lifestyle. ➤ distinctive brand allows produce Kids. managers to create striking visual displays featuring the fruit and juice together. ➤

SEPTEMBER 2007 • PRODUCE BUSINESS 153 Booth #833 Booth #942 Booth #954 Booth #1001 RED ZOO FOWLER FARMS GILLS ONIONS, LLC CARLSON AIRFLO Ruthven, ON Wolcott, NY Oxnard, CA MERCHANDISING SYSTEMS

Our booth is the place to be if fla- We invite you to stop by our booth Stop by our booth and see our Brooklyn Park, MN ➤ vor is important to you. We will to meet our sales team. We’ll have 10-ounce diced yellow organic pack. Supermarkets nationwide AISLE 900 showcase “sweet and robust” a number of apple varieties to This product is available year-round AISLE 1000 are enjoying the benefits of Amorosa baby cocktail tomatoes, see and taste as well as our and is certified organic. Gills Onions our new Peg Hook System. “old-world flavor meets new-world fresh-pressed apple cider made will be showcasing our retail packs They can now utilize vacant convenience” GrapeRoma from a blend of of sliced and diced red and yellow space underneath the shelf snack-sized toma- seven varieties. onions, as well as a full array of to merchandise herbs with toes and Check out our foodservice a peg hook bar mounted directly “crunchie” new half bin packs. to the shelf. Coupled with P.O.D.S BaBee seed- made for easy and curved shelving, this system less cucumbers. added sales. creates a profit-generating ➤ ➤ merchandising display. ➤

Booth #1133 Booth #1223 Booth #1233 Booth #1309 APIO, INC. BROOKS TROPICALS, INC. NEWSTAR FRESH COLORADO POTATO ➤ Guadalupe, CA Homestead, FL FOODS, LLC ➤ ADMINISTRATIVE Founded in 1979, Apio markets a Visit us under the grass huts. The Salinas, CA COMMITTEE

AISLE 1100 full line of fresh-cut meal solutions AISLE 1200 largest importer of papayas into NewStar’s new Iceless AISLE 1300 Monte Vista, CO under the Eat Smart brand. To North America, Brooks harvests 70 Chopped Green Colorado potatoes are grown at an extend shelf life and preserve percent of everything it sells: Onions are made from altitude of 7,600 feet with plenty of

freshness naturally, Apio utilizes its Caribbean Red and Caribbean ➤ premium iceless green onions, sunshine, cool air and rich soil that

➤ exclusive Breatheway Sunrise papayas, SlimCado double-washed and uniformly cut gives them their bright color, unique technology, which avocados, Starfruit, Persian to ensure consistent sizing and flavor and, in some cases, superior provides an optimal limes and many other premium color. They are available in 8-ounce nutritional properties. From our atmosphere within tropical fruits and vegetables and 1-pound, regular and jumbo popular Russets to the new Purple the package. from southern Florida and sizing, with both mixed-green and Majesty, you will find many favorites the Caribbean. all-green selections. among our more than 100 varieties.

Booth #1317 Booth #1333 Booths #1345 and #1433 Booth #1417 ➤ VLAM WELL-PICT BERRIES MODERN SPICE ➤ Brussels, Belgium Watsonville, CA MUSHROOM FARMS, INC. WORLD, INC. VLAM promotes Flemish agricultur- We offer a complete berry program. Avondale, PA Orlando, FL

al products. Only the highest quality Our premium proprietary strawber- We offer a new line of stuffed AISLE 1400 Spice World has been in the garlic

is eligible to bear the labels Flandria ries are available year-round, propri- portabella mushrooms, ➤ business and served American and the Green Arch. A growing etary raspberries mid-April through including Feta Cheese and supermarkets for 59 years. To bet- number of customers care deeply November. Blackberries and blue- Southwest Cheese flavors in ter serve our customers, we are about their health and the environ- berries ship during peak spring and two sizes. We also carry a certified growers, processors and ment, so almost every grower uses summer months. We also offer pro- full-line of whole and sliced shippers. Spice World is the No. 1 the “integrated” or “environmental- prietary organic strawberries and mushrooms in whites, jar garlic in America’s supermarkets ly aware” methods of cultivation ➤ raspberries. portabellas, criminis today, and we are proud to display with severe specifications. and other specialty our organic line. mushrooms.

➤ Booth #1445 Booth #1464 Booth #1552 Booth #1601 VERDELLI FARMS, INC. BOTANICAL HONEYBEAR TREE ALMOND BOARD Harrisburg, PA INTERESTS, INC. FRUIT COMPANY OF CALIFORNIA ➤ Verdelli introduces Garden Bites, a Broomfield, CO Elgin, MN Modesto, CA ➤

new line of 10 varieties of steam We provide retail seed-packet pro- AISLE 1500 Honeybear is a leader in grower- AISLE 1600 ABC research has shown California pressure-cooked vegetables with grams with guaranteed sales, free based supply programs for retail almonds have the power to deliver ➤ VitaSeal technology, which uses display racks and beautifully partners who feature high-quality both nutrition and taste. Stop by both steam and pressure to designed packets. We are a full-line fruit year-round. It is recognized as our booth for usage ideas, market- cook vegetables, guaran- seed-packet company and offer a the No. 1 brand of Honeycrisp ing and nutrition research, and deli- teeing safer preparation complete certified organic seed- apples. We offer a full line of cious almond samples. Established and more accurate cook packet line. Each packet has beauti- domestic and imported apples, in 1950, ABC’s charge is to promote times. Stop by and check ful watercolor artwork plus a mini- pears and other tree fruits. the best quality almonds, Califor- them out . encyclopedia printed on the inside. nia’s largest tree crop.

Booth #1601 Booth #1601 CALIFORNIA FIG CALIFORNIA TABLE ADVISORY BOARD GRAPE COMMISSION Fresno, CA Fresno, CA Want to taste The California Table Grape Commission AISLE 1600 something promotes fresh California grapes in the Unit- sweet, savory and ed States and more than 50 countries. Our delectable? Are domestic and international marketing pro- you intrigued? grams provide retailers and foodservice oper- Stop by our booth ations with customized promotions, advertis- for a taste. ➤ ing, category management, POS and training information. ➤ SEE AD ON PAGE 155

154 PRODUCE BUSINESS • SEPTEMBER 2007 Reader Service # 108 Booth #1601 Booth #1617 Booth #1633 Booth #1641 CALIFORNIA CALIFORNIA AVOCADO SEALD SWEET TREE FRUIT AGREEMENT COMMISSION INTERNATIONAL LGS SPECIALTY SALES Reedley, CA Irvine, CA Vero Beach, FL Bronx, NY The California PPN Network is the Experience the power of the pro- With more than 98 years experience Sweet, easy-to-peel Darling resource center for everything grams, materials and people that in growing, packing and marketing Clementines are the most loved and peach, plum and nectarine provid- support your avocado category fruit from Florida, Texas, California looked for brand of Clementines in ed by the California Tree Fruit growth. The California Avocado and growing regions around the the United States. They are avail- Agreement. The PPN Network Commission booth showcases the world, Seald Sweet International is able virtually year-round in five cool

➤ delivers information, marketing latest best practices research the global source for quality year- kinds of packaging: Dora the expertise and con- demonstrating the power and profit round citrus. Explorer, SpongeBob SquarePants,

sumer demand-build- ➤ of successful Blues Clues, Backyardigans and our ing activity to expand merchandising. traditional "orange and blue." opportunities of Cali- ➤ Retailers call them the "crown jew- fornia PPN growers. els" of the citrus category. ➤

Booth #1701 Booth #1701 Booth #1717 FLORIDA DEPARTMENT FLORIDA DEPARTMENT HURST’S BERRY OF AGRICULTURE OF CITRUS FARM, INC. Tallahassee, FL Lakeland, FL Sheridan, OR ➤ Visit B&W Quality Growers, Blue FDOC provides turnkey programs We have the finest AISLE 1700 Lake Citrus/Noble Juices, Florida to help grow breakfast day-parts. specialty berries from

➤ Strawberry Growers Association, Our programs are blueberries, blackberries and Florida Tomato Committee, designed to boost restau- raspberries to specialty berries, Florida Watermelon Association, rant revenue, increase such as currants, gooseberries, and Fresh King, Kerry’s, Pioneer check averages and ➤ our popular baby kiwi. Hurst’s offers Growers Cooperative, S.M. tips, and provide cus- high-quality produce year-round. Jones & Co., Inc. Fresh from tomers with the nutri- Drop by and see us. Florida Chef Justin is at the tious benefits of Flori- pavilion this year. da orange juice. SEE AD ON PAGE 170

Booth #1723 Booth #1733 ➤ Booth #1743 Booth #1801

BOSKOVICH FARMS, INC. ➤ SUN-MAID GROWERS CONWED BASKET EASE Oxnard, CA OF CALIFORNIA GLOBAL ➤ Prior Lake, MN ➤ Our reputationis built Pleasanton, CA NETTING SOLUTIONS Basket Ease’s Easy Does It

on quality, integrity We offer a full line of raisins, Minneapolis, MN AISLE 1800 Fruit Basket program and top quality pro- apricots, pitted plums, dates, tropi- Introducing EcoSeries Packaging, involves a simple four-step duce. We continue to cals and other fruit products under Vexar header bags made with mate- assembly process that serve the retail, wholesale the Sun-Maid brand. We offer a rials certified to the AS D6400 com- uses containers designed and foodservice industries with the wide variety of prepacked displays postability standard. A unique com- to quickly make beautiful finest mixed vegetables, strawber- that save labor and encourage bination of affordable pricing and fruit baskets. Our patented scal- ries and fresh-cut produce available. incremental retail sales. Backed by superior performance, Vexar pack- loped design containers are avail- Stop by to see our new lineup of the most extensive advertising and aging is an environmentally friendly able in wicker, plastic and the new organic vegetables and fresh sliced consumer promotion program in option for marketers, retailers, PLA plastic. We carry a complete apple products. the industry. growers, packers and consumers. line of all the supplies you need.

Booth #1823 Booth #1855 Booth #1861 Booth #1901 ➤ AG-PAK, INC. MANTROSE-HAEUSER PRODUCE CAREERS, INC. VIDALIA ONION Gasport, NY COMPANY, INC. Arroyo Grande, CA COMMITTEE Ag-Pak supplies industry- ➤ Westport, CT Produce Careers is one of the pro- Vidalia, GA

leading produce-packaging equip- Our NatureSeal contin- duce and food industry’s premier AISLE 1900 Taste the original sweet onion! Chef ment and provides exceptional ues to pioneer the fresh- contingency search companies, fill- Jon Ashton grills up Sweet Vidalia after-market support. We offer cut produce industry ing jobs with top talent. There are Sliders, so you can personally expe- weighing, bagging, optical sorting, with innovative formula- no up-front fees or retainers. We rience that unique Vidalia flavor. washing and polishing equipment tions. It protects fresh- average 60 percent of job search Booth staff is on standby to share from the world’s best manufactur- cut fruit and vegetables with precise➤ fulfillment with 75 percent of the success stories from Vidalia’s 2007 ers. Stop by to see a complete line blends of vitamins and minerals that candidates being non-job seekers. Thrill Your Grill campaign — a of weighing and bagging systems, effectively inhibit oxidation while national brand awareness blitz plus the revolutionary NEWTEC maintaining the natural taste and designed to boost in-store sales. Celox RV12 optical potato grader. texture for up to 21 days. ➤

Booth #1913 Booth #1955 Booth #1960 NATURALLY FRESH, INC. HASS AVOCADO PAKSENSE Atlanta, GA BOARD Boise, ID

With 26 branches across the nation, Irvine, CA Our TXi label monitors temperature➤ ➤ Naturally Fresh is the manufacturer HAB is your central and time of perishable items

of Naturally Fresh dressings, dips source for avocado marketing intel- ➤ through distribution. Onboard lights and sauces and Jackaroo meat ligence. Stop by and test drive indicate if temperature excursions sauce. Look for Naturally Fresh avoHQ, the Intranet dedicated to have occurred and data collected products in your growing the Hass avocado business by the label can be downloaded favorite supermarket through shipment/sales data, and graphed. PakSense labels or local restaurants. research, advertising, promotional provide insight into what happens opportunities and more. Taste some to products during distribution, delicious recipes and check out the promoting better food quality latest in intelligent promotions. and safety decisions.

156 PRODUCE BUSINESS • SEPTEMBER 2007 Booth #2033 Booth #2053 Booth #2103 Booths #2117 D’ARRIGO BROTHERS REDLINE SOLUTIONS NOVAZONE, INC. MISSION PRODUCE, INC. CO. OF CALIFORNIA Santa Clara, CA Livermore, CA Oxnard, CA Salinas, CA RedLineMobile provides real-time Novazone, an ozone-based clean Mission Produce, Inc. offers an D’Arrigo Brothers, a family-owned interface for product movements, food and water disinfectant supplier, asparagus program that is

AISLE 2000 company that has brought you the picking/staging and shipments for AISLE 2100 offers a cold-storage ozone solution year-round with sourcing from ➤ highest-quality produce available Famous v.6x. RedLineHarvestPro is for fresh produce in regu- Peru, Mexico and California. for more than 84 years, introduces a mobile harvest tracking system lar and controlled atmos- Romaine Baby SweetHearts. They that utilizes RFID and GPS to identi- pheres. Our solution kills ➤

➤ are the tastiest and sweetest part fy commodity, source and container mold in the air and on of the heart and are 100 percent while tracking and exposed surfaces, shuts useable. Come see us to check monitoring the down the sporulation out the newest addition to the harvest process. process and consumes eth- romaine heart family. ylene. Extend product life and

➤ decrease decay losses naturally.

➤ Booth #2125 Booth #2201 Booth #2202 Booth #2221 WAYMOUTH FARMS, INC. CHILEAN AVOCADO CHRISTOPHER RANCH, LLC NEW YORK STATE DEPART- Minneapolis, MN IMPORTERS ASSOCIATION Gilroy, CA MENT OF AGRICULTURE Waymouth Farms, maker of Good Aptos, CA Family-owned agribusiness AND MARKETS Sense Snacks, provides innovative, Leaders in safe agricultural prac- Christopher Ranch, LLC, offers Cali- Albany, NY quality snack foods. The most AISLE 2200 tices, Chilean Hass avocado grow- fornia-grown garlic in bulk, jarred, Come visit the New York state pavil- recent additions include a line of ers use state-of-the-art growing, peeled, roasted, specialties and ion at booths #2221 and #5044 to organic sesame sticks, featuring oat harvesting, grading and transporta- organics. We are the largest fresh see and sample outstanding fresh bran, quinoa and flaxseed, plus a tion. Because of its natural bound- ➤ garlic grower/ produce from the state of New new, 100 percent all-natural kids aries, Chile offers both conventional packer/shipper in York. You will have the opportunity ➤ line featuring and organic avocados from August the United to meet with some of the finest dried fruit and trail through February. Stop by and sam- States. Visit our growers and marketers in the coun- mixes in single- ple the “simply sensational” avo booth to see all try and discuss your fresh produce OW LY N I E M D

A F serve portions. dog with Hass avocados from Chile. ★ of our products. needs. Produce grown in ★ 6 S 5 I 9 N C E 1 New York, The Pride of New York.

Booth #2221 Booth # 2241 Booth #2247 TORREY FARMS, INC. MAUI PINEAPPLE PEI POTATO ➤ Elba, NY COMPANY BOARD We are a family-owned farming Brentwood, CA Charlottetown, PEI operation in its 12 generation of till- For nearly a hundred years, Maui From the rich red soil ing soil. Our commodities include Pineapple Company has advanced of Prince Edward Island, Canada, green, red and Savoy cabbage; the art of tropical agriculture on the potatoes are our specialty. Our ➤ cucumbers; summer and winter island of Maui. Our experience has varieties include White, Red, Yellow,

squash; green beans; red and yel- ➤ taught us how to combine our Russet and organic potatoes. With ➤ low onions; red, white and Yukon island’s sunny days, cool the taste of distinction and the potatoes; and pumpkins. nights, fresh water and assurance of quality, we ship We are integrated from rich volcanic soil to pro- throughout North America and to growing to packing, mar- duce Maui Gold, the more than 30 countries worldwide. keting and transportation. world’s best pineapple. SEE AD ON PAGE 163

Booth #2301 Booth #2352 ➤ Booth #2419 Booth #2443

THE PRODUCE C. H. ROBINSON ➤ STEMILT GROWERS, INC. OPPENHEIMER GROUP MAGIC SOFTWARE WORLDWIDE, INC. Wenatchee, WA Vancouver, BC Escondido, CA Eden Prairie, MN AppleSweets are sliced, flavored A solutions-driven, integrated mar- Inventory/accounting software for We are one of the world’s largest and packaged with perfection. AISLE 2400 AISLE 2300 keter of fresh produce since 1858, growers, farm management, pack- providers of supply-chain solutions Using our Precision Apple Slicing we pioneer new fresh produce vari- ers/repackers, processors, shippers, and transportation services. We System (PASS), each apple is cut eties, nurture direct connections brokers, importers/exporters as well have 100-plus years of experience with the accuracy of a robotic surgi- between the world’s leading grow- as the floral, organics, fresh-cut, in the produce industry, providing cal knife. PASS prevents excess ➤ ers and North American ➤ consignment, distribution center high-quality sourcing and logistics damage to the apple’s retailers, cultivate sophis- and iTrade sectors. We provide solutions for the best brands in the cell structure, leading to ticated delivery networks user-defined menus, interfaces to business, including Welch’s, Mott’s, longer product shelf life. and set standards for Excel, QuickBooks and other Tropicana, Bambino and our own Patented, all-natural fla- food safety and quality. accounting packages. brand, Fresh1. vors add nutritious pizzazz

Booth #2452 Booth #2453 Booth #2457 ETHYLENE CONTROL, INC. BASF CORPORATION WAVERLY PLASTICS

Selma, CA Research Triangle Park, NC Waverly, IA ➤ For more than 19 years, Ethylene The BASF agricultural products divi- Waverly Plastics Control has improved product shelf sion is a leader in crop protection will introduce Tug life for the floral and produce and is committed to the fresh pro- & Tote produce industries. Our 10-pack of 28-gram duce industry, providing fruit, veg- bags, the full line sachets works etable and nut growers with fungi- of biodegradable great in reach-ins. cides, insecticides and herbicides bags that are the Our filter will pro- along with other innovative prod- Clean Way to tect your walk-in ucts and solutions. ➤ Bag, and the ➤ for six months for Green Way to less than $50. Bag.

SEPTEMBER 2007 • PRODUCE BUSINESS 157 Booth #2501 Booth #2511 Booth #2556 CIRULI BROTHERS, LLC THERMAL TECHNOLOGIES, INC. HORTRESEARCH Rio Rico, AZ Blythewood, SC Auckland, New Zealand For years, Ciruli Brothers has served Thermal Tech is exhibiting the latest We are a New Zealand as the exclusive distributor of the innovations in ripening-room technology includ- fruit science company AISLE 2500 Champagne mango. Now, we also ing its industry-leading TarpLess design. Stop by specializing in all aspects distribute Leyson eggplant and to discuss solutions to your ripening needs with of fruit breeding, produc- hothouse colored bell peppers, the company that has installed more ripening tion, post-harvest management, Campaña specialty eggplant and a rooms for more top retailers, banana growers and sustainable crop systems, and food ➤ wide variety of the finest quality avocado processors than all the other companies and health research. HortResearch produce. Please stop by and visit us. combined. is the name behind the development of Zespri Gold kiwifruit, Jazz ➤ SEE AD ON PAGE 169 ➤ brand apples and the first intelligent fruit labeling system, ripeSenseT.

Booth #2557 Booth #2625 Booth #2633 ➤ Booth #2653 STERILOX FOOD SAFETY NEW YORK APPLE DEL MONTE FRESH BORTON &

Malvern, PA ASSOCIATION ➤ PRODUCE COMPANY SONS, INC.

The Sterilox System 2200 is the next Fishers, NY Coral Gables, FL Yakima, WA ➤

generation of Sterilox Food Safety AISLE 2600 New York’s 2007-08 apple crop will Visit the Del Monte Fresh Produce A grower/shipper of quality apples, equipment. The 2200 generates a have slightly above-average volume booth to discover our latest pears and cherries, Borton contin- food sanitizing solution that kills and exceed recent crops for flavor innovative fresh and fresh-cut ues to introduce new and innovative harmful pathogens and spoilage and condition. Leading New York healthful lifestyle solution products marketing programs to drive retail organisms on contact to improve favorites are McIntosh, Empire, for your produce department. Learn sales. Our NASCAR and Nick- the freshness of produce and pre- Gala, Honeycrisp, Cortland, Crispin about our latest marketing support elodeon programs continue build-

➤ vent cross contamination when and Macoun. Harvest began in programs and our new exciting ing momentum. We also offer our crisping. It keeps your August and will finish by November. promotions that will drive new Apple Tree label. Stop by and produce safer, fresher, Stop by and sample a fresh New consumers to your aisles and check out the multiple marketing longer. York apple and appletini! produce higher ring at checkout. programs and packaging options.

Booth #2659 Booth #2663 ➤ Booth #2744 Booth #2762 ➤ KOPPERT CRESS USA MARKET FRESH SILVER CREEK SOFTWARE WILKINSON Lake Success, NY PRODUCE, LLC Boise, ID INDUSTRIES, INC. Introducing a new aromatic herb, Nixa, MO Visual Produce, an accounting pro- Fort Calhoun, NE

Tahoon Cress. Originating from the Market Fresh is part of a network of AISLE 2700 gram targeted to the fresh produce Wilkinson introduces new easy-seal young sprouts of a 50-foot grower partners united to create industry, offers unique capabilities entrée packaging — FreshServe Himalayan tree, Tahoon Cress is a Best-in-Class flexible for produce wholesalers, distribu- round and rectangular bowls and combination of earthy forest flavors procurement and supply chain tors, packers, brokers and grower lids offering supermarkets, proces- that make you feel you’re walking in management. We have a settlements, including customer sors and casual dining restaurants the forest after it rains. comprehensive understanding menus, contract pricing, lot control, more convenient choices for take- Try Tahoon Cress and of retail and believe in providing route accounting, out. Several sizes and a snap to taste mushrooms, garlic our clients with the most Visual Internet, open and close make them perfect and walnuts, along with a progressive marketing programs landed cost and ➤ for salads, to-go entrées, fresh-cut smoky aftertaste. ➤ in North America. much more. produce, desserts and more.

Booth #2833 Booth #2942 Booth #2946 ➤ Booth #2952 IDAHO POTATO ALLIANCE MISSISSIPPI SWEET HOLLANDIA PRODUCE COMMISSION ➤ RUBBER COMPANY ➤ POTATO COUNCIL Carpinteria, CA Eagle, ID Hot Springs, AR Mississippi State, MS Hollandia Produce, home of the AISLE 2900

AISLE 2800 The Idaho Potato You take pride in the freshness of The Mississippi Sweet award-winning Live Gourmet Commission wel- your product. So do we. Our rubber Potato Council invites family of hydroponically grown comes y’all to Texas! bands are made fresh daily in the you to stop by and see why vegetables, invites you visit us at Please come and visit our booth to United States to meet your packag- people are asking for our our booth. Harvested with its roots see some real Texas hospitality. ing needs. We offer custom-imprint- sweet potatoes. These sweet intact to preserve freshness, Live While here, try on your very own ed bands designed to brand and potatoes have a great taste Gourmet is “absolutely fresh cowboy hat, get a quick roping les- promote your produce or stock PLU that keeps customers coming because it’s still alive.” son from a real cowboy, and have bands. ProTape combines rubber- back for more. Come by our your picture taken riding Spud, our band attributes with bar-coding booth and see for yourself. very own Texas bull. capability.

Booth #2957 Booth #3052 Booth #3055 ➤ PERO VEGETABLE BEAUMONT NORTH SHORE

COMPANY, LLC PRODUCTS, INC. GREENHOUSES, INC. ➤ Delray Beach, FL Kennesaw, GA ➤ Thermal, CA As a leading grower, distributor and Veggie Wash, the 100 percent We provide innovative products to AISLE 3000 marketer of fresh vegetables and natural fruit and vegetable wash, is the retail market and specialize in fruits, Pero Vegetable is a name now offering two new sizes: a herbs, European and mini synonymous with high-quality 32-ounce size for soaking bulk cucumbers. We grow in ➤ standards and satisfaction. Pero produce and refilling the greenhouses to ensure a safe, has earned this reputation ready-to-use 16-ounce unit, and consistent and high-quality product during the past 100 years, a 2-ounce trial size for in-store with year-round availability. North thanks to our unwavering promotions. Come by our booth Shore Living Herbs are the freshest, commitment to fulfill our for great introductory deals and longest lasting herbs available. customers’ needs. specials on these new sizes. Stop by and see what’s new. SEE AD ON PAGE 165

158 PRODUCE BUSINESS • SEPTEMBER 2007 Reader Service # 119 ➤ Booth #3059 Booth #3101 Booth #3133 Booth #3201 CURRY & COMPANY, INC. LITEHOUSE FOODS SUNSWEET SUNKIST Brooks, OR Sandpoint, ID GROWERS, INC. GROWERS, INC.

Curry & Company markets and Come taste our new products and Yuba City, CA Sherman Oaks, CA ➤

distributes onions, potatoes and see our exciting consumer-driven Sunsweet offers a wide variety of AISLE 3200 The growers of Sunkist, one of the AISLE 3100 blueberries year-round across North programs. Litehouse is an employ- 100 percent fruit snacks that are world’s leading

➤ America from our multiple shipping ee-owned company that manufac- highly nutritious and convenient. citrus marketers, locations throughout the West tures and markets refrigerated salad Products include dried plums, man- are dedicated to delivering excep- Coast. Since 1961, discriminat- dressing; organic dressing; veggie, gos, cranberries, cherries and apri- tional quality fresh produce, ing buyers have come to caramel and yogurt fruit dips; cots. Come try our new Sunsweet sourced from around the globe and depend on our quality prod- ➤ homemade bleu Ones individually wrapped dried backed by more than 113 years of ucts and our high service level. cheese crumbles; plums — the perfect convenient, expertise in sales, advertising, pro- glaze, sauces and healthful and indulgent snack. motions and transportation. freeze-dried herbs.

Booth #3233 Booth #3245 Booth #3316 CONCORD FOODS, INC. LINYI JIULI PRODUCE PERISHABLE PUNDIT ➤ Brockton, MA COMPANY, LTD. Boca Raton, FL Concord is a leading manufacturer Shandong, China There is nothing quite like Jim Prevor’s of value-added, non-perishable Linyi Jiuli Produce Company offers Perishable Pundit. The founder and editor- AISLE 3300 items designed to increase fresh Chinese fresh produce, including in-chief of PRODUCE BUSINESS magazine produce sales, including smoothie fresh ginger, garlic, carrots, onions takes a lifetime of industry experience into cyberspace, allowing readers to mixes, seasoning pouches, ➤ and mushrooms. The majority of learn things not found anywhere else in a context that puts the information into apple crisp, caramel and our produce comes from Linyi City perspective and explains its significance to you and your organization.

candy apple kits, dips, pie in China’s Shandong ➤ Access the Pundit at www.PerishablePundit.com and see for yourself. Or glazes and shelf-stable Providence. come by our booth and meet Jim Prevor and the whole staff. Come talk to us lemon and lime juice. Try about your views on issues confronting the industry, about interesting things our new chocolate-fla- your organization is doing and learn how an affiliation with the Perishable vored dips at our booth. Pundit can return big benefits to you and your business in the years ahead.

160 PRODUCE BUSINESS • SEPTEMBER 2007 ➤ Booth #3316 Booth #3333 Booth #3419 PRODUCE BUSINESS IDAHO-EAST PACIFIC TOMATO Boca Raton, FL OREGON ONIONS GROWERS/PACIFIC TRIPLE E This year marks the 22nd anniver- Parma, ID ➤ Palmetto, FL RODUCE USINESS ➤ sary of P B , the No. 1 Idaho-East Oregon AISLE 3400 The SunRipe family of companies is publication reaching produce Onions will present a dedicated to growing, hand-select- buyers around the world. Covering booth like no other at this year’s ing, packing, shipping and market- marketing, merchandising, Fresh Summit. In celebration of 50 ing the finest tomatoes, vegetables marketing and procurement issues years of operating under Federal and citrus. The Esformes, Heller and that affect the sales of produce and Marketing Order No. 958, this eye- Collier families provide rigorous floral items, PRODUCE BUSINESS catching booth will promote Span- food safety and handling standards, uniquely “initiates industry ish Sweets in a surprisingly fun way. innovative technology, concern for improvement” in each issue. Stop by and get in on the Action. the environment and appreciation to our employees.

Booth #3433 Booth #3455 Booth #3463 MONTEREY AGRICAP FINANCIAL HUGH H. MUSHROOMS, INC. CORPORATION BRANCH, INC.

➤ Watsonville, CA Los Angeles, CA Belle Glade, FL ➤ Monterey Mushrooms will feature We are a diversified financial A leading supplier of sweet corn to new organic products, including an services company that provides a foodservice and retail markets in 8-ounce organic white and 8-ounce broad range of financial products the United States, Canada and organic baby bella/brown pack. and services, including accounts- Great Britain, we offer a year-round Oysters and shiitakes are offered in receivable financing, supply-chain program from multiple growing 3.2-ounce organic packs. These financing, import/export financing, regions that includes bulk and products will be showcased along real-estate lending, bridge packaged corn. In recent years, with Monterey’s organic portabel- financing, and commercial and ➤ Hugh Branch has diversified, las, maitake, king trumpet, brown agricultural becoming a significant supplier of and white beech mushrooms. farm loans. TM leafy greens and green beans.

The Ag Industry's Lende SEPTEMBER 2007 • PRODUCE BUSINESS 161 Booth #3501 Booth #3517 Booth # 3550 DEL MONTE FOODS BABÉ FARMS, INC. DOLE FOOD COMPANY Keller, TX Santa Maria, CA With the return of its award winning Del Monte Foods, the refrigerated A premier grower/shipper located Bananimals, Dole showcases its fruit category leader, announces on the central coast of family of top quality fresh fruits and three new Fruit Naturals items — No California, Babé Farms vegetables, including the wide Sugar Added Peaches, Hawaiian will exhibit select items varieties of delicious bananas; the ➤ Style Medley and Apples & Oranges. from its year-round har-

latest offerings from Chile, organic ➤ These unique varieties add excite- vest of more than 30

pineapple; and introduces a full line ment to the refrigerated pro- varieties of baby let- ➤ of fresh-cut vegetables that provide duce shelf and are avail- tuce, specialty greens, colorful root timesaving solutions to everyday able in a veggies and baby cauliflower. Cre- meals and snacks. convenient 8-ounce size — ative packs of specialty vegetables, perfect for an on-the-go signature salad blends and baby SEE AD ON PAGE 159 snack! head lettuce will also be displayed.

Booth #3553 Booth #3563 Booth #3613 Booth #3647 COHEN PRODUCE PLASTIC SUPPLIERS, INC. DOMEX SUPERFRESH HIGH STREET LOGISTICS MARKETING ➤ Columbus, OH GROWERS San Luis Obispo, CA Aspers, PA Check out EarthFirst PLA film, our Yakima, WA A full-service, one-stop source for We are a group of supply-chain revolutionary plastic film made from Domex is the complete freight transportation ser- management specialists who supply No. 2 field corn, which is sustainable AISLE 3600 leader in vices throughout the United States,

chain stores in the United States and compostable. EarthFirst is growing and ➤ Canada, and Mexico. A third-party and overseas, as well as importers made from NatureWorks polymers. marketing apples, pears, cherries, logistics 3PL freight broker, we offer overseas. We specialize in apples This film can be used for labeling, peaches, nectarines and apricots local, regional and national service and pears from every major U.S. shrink-sleeve labeling, flexible from the Northwest and the world. through more than 15,000 carriers. growing region. We function as packaging, tamper evident bands Visit our booth to learn how our ➤ We have access to thousands of shippers, brokers, exporters and and windowing applications. integrity, intensity and experience trucks daily looking for ground inspection agents. We also can increase your profits and loads to haul or back-haul handle a full line of fruits and vege- ➤ delight your customers. at affordable rates. tables.

Booth #3654 Booth #3705 ➤ Booth #3719 Booth #3743 YAKIMA FRESH, LLC HERBTHYME FARMS/ DELAWARE DEPARTMENT FOUR SEASONS

Yakima, WA AGRIVENTURES USA OF AGRICULTURE PRODUCE, INC. ➤ With growing, Compton, CA Dover, DE Fleetwood, PA

packing and AISLE 3700 America’s largest herb grower and Agriculture is Delaware’s No. 1 Four Seasons Produce — conven- shipping experience dating back to largest certified organic herb industry. We produce excellent tional organic and ethnic solutions the early 1900s, Yakima Fresh was grower. Our extended-shelf-life products that are second-to-none in for your fresh fruit and vegetable formed by three of the most suc- packaging merchandises at room the marketplace. The Delaware needs; Earth Source Trading — cessful Northwest growers: Roche, temperature, increases sales and Department of Agriculture is com- importers and marketers of fresh ➤ Stadelman and Yakima cuts shrink. Servicing accounts ➤ mitted to providing quality fruits and vegetables; Sunrise Fruit. We’re your source coast to coast from California, services to assist Delaware’s Logistics — your transportation, for Northwest apple, New England and Florida producers to maximize cross-dock, storage and distribution cherry and pear needs. production facilities. A new facility their opportunities to mar- partner. in the Midwest is coming soon. ket these products.

Booth #3760 Booth #3763 Booth #3801 Booth #3818 CRAVO A.M.S. EXOTIC, LLC FOX PACKAGING KIRKEY ➤ EQUIPMENT, LTD. Los Angeles, CA McAllen, TX PRODUCTS GROUP, LLC ➤ Brantford, ON A.M.S. Exotic introduces our Earth Fox Packaging leads the produce Longwood, FL

AISLE 3800 Cravo is the world leader in Exotic’s premium vegetable and packaging industry with the Fox A premier provider of software, retractable roofs. Visit our booth steam-cooked vegetable line. We Fresh Mesh line of mesh bags, hardware and consulting solutions and learn how Cravo retractable ➤ specialize in retail, foodser- including the Fox Fresh Mesh for agri-business. Combining roof structures are now enhancing vice and wholesale baby Combo bag, the widely popular in-depth knowledge of agriculture quality and improving yields of vegetable products nation- combination mesh and poly bag. with decades of IT expertise, we organically grown produce. New wide. A.M.S. Exotic offers deliver applications developed to Cravo literature includes retractable high quality, convenient, meet the needs of growers, pack- A-frame greenhouses, retractable safe specialty vegetables in ➤ ers/shippers, sales organizations, rafter greenhouses and retractable convenient sizes for super- food processors, brokers and gift flat roof structures. market chains nationwide. fruit shipping organizations.

Booth #3823 Booth #3833 Booth #3852 Booth #3943

T. MARZETTI COMPANY WAYNE E. BAILEY WP SIGN SYSTEMS GRIMMWAY FARMS ➤ Columbus, OH PRODUCE CO. Centralia, WA Bakersfield, CA We will feature hummus, veggie Chadbourn, NC It is our 75th anniversary of Grimmway Farms dips and spreads for retail and Wayne E. Bailey offers its providing eye-catching signage to is a grower/ship-

veggie tray application. New customers a diverse selec- the supermarket industry, and it is AISLE 3900 per of fresh and

crouton flavors, available in T. tion of sweet potato prod- ➤ all because of you, our wonderful processed car- Marzetti and Chatham Village ucts. Stop by and see our sweet customers. Please come by our rots, carrot juice varieties, will be potatoes from North Carolina, Mis- booth for your thank-you gift. If we concentrate and a full line of organ- showcased. New sissippi, Texas and Louisiana. Don’t don’t know you yet, ➤ ic carrots, fruits and ➤ veggie dip and fruit dip offerings miss our newest addition and fresh- come by our booth vegetables under the Cal-Organic will be available, as well as cut processing company, George to receive your label. Grimmway also grows favorite refrigerated dress- Foods, and culinary sweet potato thank-you-for-stop- and ships year-round supplies of ings and vinaigrettes. treats from Chef Tony Merola. ping-by gift. potatoes and citrus.

162 PRODUCE BUSINESS • SEPTEMBER 2007 Reader Service # 121 Booth #3957 Booth #4004 Booth #4007 Booth #4010 ZUMASYS, INC. EUROPEAN VEGETABLE BLUE BOOK SERVICES SAMBRAILO PACKAGING Lake Forest, CA SPECIALTIES Carol Stream, IL Watsonville, CA ➤ Zumasys specializes in technology Salinas, CA Blue Book Services provides A third-generation solutions for the fresh fruit, veg- We are the world’s largest radicchio produce businesses worldwide with family-owned etable and floral industry, providing AISLE 4000 grower and the only grower in timely credit ratings, marketing infor- company, Sambrai- a competitive advantage by increas- North America to harvest fresh mation and trading assistance. Be lo has served the ing productivity, lowering costs and daily. Thanks to our seasonal Florida one of the first to experience Blue agricultural indus-

improving system uptime. We can ➤ program, Royal Rose radicchio is Book Online try since 1923. enable your workforce to access all fresher-bigger-better. Services — a With locations in California, Mexico your applications such as Famous, Stop by and see why new and and now Florida, we have built our

➤ Bluebook, iTrade and more from America is asking the dynamic, credit reputation on service and quality. coolers, fields, and redhead, “What’s rating, educa- Known for our design-to-distribu- even the car. a salad without tional and mar- tion packaging innovations, Sam- radicchio?” keting tool. ➤ brailo truly does “whatever is best for the produce.”

Booth #4015 Booth #4018 Booth #4025 Booth# 4141

DEL CAMPO SUPREME NEW JERSEY DURAND-WAYLAND, INC. CRYOVAC ➤ Nogales. AZ DEPARTMENT OF LaGrange, GA SEALED AIR CORP. Looking for organic, hydroponic or AGRICULTURE Our produce packing systems Duncan, SC field-grown tomatoes and color Trenton, NJ combine technology with easy use Cryovac’s broad AISLE 4100 ➤

peppers? Del Campo ➤ The New Jersey Department of and maintenance. We design, pro- produce packaging consistently delivers Agriculture represents New Jersey’s duce, install and service full-line portfolio includes the high-quality, high-flavor vast agricultural industry and uses packing systems utilizing the latest Simple Steps and safe products. We the Jersey Fresh marketing and technology in blemish grading, heat-and-serve package specialize in 10 tomato advertising program to showcase color sorting, fruit labeling for microwave steaming types and six bell pep- the 100 different varieties of fruits without stickers, melon ➤ fresh vegetables, bags for per types, including and vegetables grown in the packing, bin sanitizing, fresh-cut produce, rollstock and more than 40 value- Garden State. volume fillers, tote lidstock films, and applications added retail packs. dumpers, etc. for the oven.

Booth #4203 Booth #4223 Booth #4347 Booth #4417

KEYSTONE FRUIT ➤ EARTHBOUND FARM COASTLINE MAXCO SUPPLY, INC. MARKETING, INC. San Juan Bautista, CA Salinas, CA Parlier, CA Greencastle, PA America’s largest grower and ship- We are a year-round Maxco’s Long Term Storage pack- AISLE 4300

The largest producer/marketer of per of organic produce and special- grower/shipper of more than AISLE 4400 aging system for grapes is the sus- AISLE 4200 Certified Sweet Onions in the ty salads, we are pushing clamshell 25 fresh commodities. We grow tainable packaging alter- world. Servicing customers across technology to new heights with our high-quality, nutritious and delicious native to EPS or hard ➤ the United States and Canada with ➤ innovative new packaging designed vegetables in a wide variety of sizes plastic containers. LTS is sweet onions, hybrid red, white and to meet foodservice needs. and pack styles. We pride ourselves 100 percent recyclable

yellow onions, asparagus, southern Three of our most popular ➤ on going the extra mile for our and engineered to peaches and northeastern apples. items, baby spinach, baby customers and withstand high humid- Maintaining high standards in food arugula and baby lettuce, being open to ity while maximizing safety, food security, third-party cer- are now available in constant change. the use of renewable tification while utilizing technology. 2-pound clamshells. source materials.

Booth #4425 Booth #4425 Booth #4501 Booth #4521 BC HOT HOUSE PAN AMERICAN FOODS SQF INSTITUTE CALIFORNIA GIANT, INC. FOODS, INC. Surrey, BC Arlington, VA ➤ Watsonville, CA Surrey, BC Pan American Foods combines the Learn how the Safe Quality Food California Giant, one of the nation’s BC Hot House Foods is a ➤ unique strengths of BC Hot House (SQF) program, a globally accepted, largest strawberry grower/shippers AISLE 4500 grower/shipper of the freshest, Foods and Greenhouse Produce independent certification system has expanded its product line to

most flavorful, vine-ripened pro- Company to create a larger, more designed specifically for the food include fresh premium blueberries. ➤ duce. Our tomatoes, long English efficient, grower-owned sales and sector, can provide a consistent, The expansion is cucumbers and sweet bell peppers marketing organization. ➤ credible, cost-effective solution to being met with are grown hydroponically in green- Customers can now access restore consumer confidence. The great enthusiasm houses and delivered year-round. Canadian and Mexican SQF program is administered by and strong demand You can see and taste our commit- member-grown greenhouse the Safe Quality Food Institute from new and exist- ment in everything we grow. produce year-round from (SQFI), a division of FMI. ing California Giant eight warehouse facilities. customers.

Booth # 4556 Booth #4606 Booth# 4610 SUNRISE GROWERS, INC. TREE TOP, INC. AURORA PRODUCTS, INC. Placentia, CA Selah, WA Stratford, CT Sunrise Growers is one of the largest producers Tree Top’s premium quality apple Aurora Products offers the highest and marketers of high-quality, fresh strawberries slice products offer a fresh, authen- quality, all-natural and organic nuts, AISLE 4600 and an exceptional line of red bell tic taste for your menu items. Crisp, seeds, dried fruits, trail mixes, gra- peppers. We offer a variety of ➤ natural, and ready-to-use, Tree nolas and our new all-natural candy innovative marketing programs throughout the Top’s fresh slices and chunks are a line. Our products are certified year to drive higher sales for our customers. We tasty ingredient. Partner up with our organic and Circle K kosher. In addi- ➤

are fully vertically integrated from source to mar- product development team to cre- tion to our comprehensive retail ➤ ket, ensuring quality throughout the supply chain. ate signature prod- program, we offer holiday ucts that cover any packaging and shippers. meal occasion. Ask about our new line of SEE AD ON PAGE 152 organic roasted nuts.

164 PRODUCE BUSINESS • SEPTEMBER 2007 Reader Service # 9 Booth #4632 Booth #4648 Booth #4653 Booth#4701 QA SUPPLIES, LLC SAGE FRUIT CO., LLC ATLAS PRODUCE & J&J PRODUCE Norfolk, VA Yakima, WA DISTRIBUTION, INC. Loxahatchee, FL QA Supplies offers QuikAlert, a Sage Fruit is a Bakersfield, CA Catch the Trophy rapid screening test for microorgan- grower/shipper/packer of high- Fresh Medjool dates revitalize your Experience with AISLE 4700

isms, such as E. coli and salmonella, quality Washington state tree fruits, produce offerings with eye-catching J&J Produce, the ➤ used on food before it is packaged including apples, pears, cherries packaging, excellent quality East Coast’s leader in supply-chain or shipped. While traditional meth- and stone fruit. We grow both and great taste that will have solutions, delivering produce fresh ods for this type of detection conventional and organic products. your customers coming back daily from our farms in Florida, require a 24-hour culturing process ➤ We service retailers, wholesalers for more. Trigger impulse Georgia, Tennessee, the Dominican to determine if a product and food service buys and extra register Republic and Central America. See had been contaminated, customers. We offer rings, when you display ➤ our source packing solutions and QuikAlert does this in 20 market-by-market Caramel Natural Fresh hear about our new Joint Venture

minutes. marketing plans to fit Medjool Dates on a year- with Alico, Inc. that everyone is talk- ➤ your business needs. round basis. ing about.

Booth #4707 Booth #4753 Booth #4833 Booth #4901 KES SCIENCE AND Z&S FRESH RAINIER FRUIT COLUMBIA MARKETING TECHNOLOGY Fresno, CA COMPANY INTERNATIONAL ➤ Kennesaw, GA We offer Old El Selah, WA Wenatchee, WA

KES is proud to present AiroCide Paso Fresh! salsa Rainier Fruit’s legacy ➤ As one of Washington AISLE 4800 AISLE 4900

PPT photocatalytic air purifying kits, avocados, ➤ of farming experience drives our state’s largest fruit ship- technology to PMA. The NASA bell peppers, chili peppers, toma- commitment to quality in the pers, CMI packs in the technology enhances quality assur- toes, citrus items, squash, and apples, pears and cherries we pro- quality with premium

➤ ance and extends perishable fresh- onions, along with Just-Ripe tree duce. Our solid apples, pears and ness. The device eliminates air- fruit, cherries and berries. We also horticultural foundation paired with cherries from fertile borne mold, bacteria and eth- provide Old El Paso Fresh! refriger- state-of-the-art facilities and valley orchards. Visit ylene gas. It is not a filtering ated salsa and guacamole along unfaltering customer service has our booth to see our new crop of system and emits no ozone with Progresso refrigerated positioned us as the leader in the conventional, specialty and organic or other by-products. bruschetta and pesto toppings. Northwest fruit industry. apples and pears.

Booth #4913 Booth #4918 Booth #4923 ➤ Booth #4958 ➤ DIMARE FRESH, INC. PRODUCE PRO, INC. NATIONAL JBJ DISTRIBUTING/

Arlington, TX ➤ Woodridge, IL WATERMELON VEG-LAND/ Welcome to Produce Pro is a premier PROMOTION BOARD FLOWERLAND Texas. Please provider of software Orlando, FL Fullerton, CA visit our booth! specifically designed for The NWPB operates with a single An organic grower, shipper and dis- produce distributors. Our objective — to increase consumer tributor of produce, we supply flow- comprehensive system pro- demand for watermelon through ers, seasonal fruit baskets and vides fully integrated accounting, promotion, research and education- organic fresh-cut fruits and vegeta- ➤ inventory management, product al programs. Today, the NWPB rep- bles. We specialize in conventional traceability, comprehensive pricing, resents growers, shippers and and organic services, such as pre- order entry, radio frequency, e-com- importers of watermelon in the cooling, storage and cross-dock merce, document imaging, business United States. operations. Regional offices meet analysis, WMS and much more. our local customers’ needs.

Booth #5007 Booth # 5023 Booth # 5052 Booth #5060 ➤

RED BLOSSOM FARMS ➤ MASTRONARDI JUSTUS FOODS, INC./ NATRATEC Santa Ynez, CA PRODUCE, LTD. TODAY’S FARM INTERNATIONAL, LTD. Committed to quality and safety, Kingsville, ON Georgetown, TX Katzerin, Israel ➤

AISLE 5007 Red Blossom has become one of Visit the Campari Café to see the Justus Foods is a food manufacturer Natratec, a biotechnological California’s leading strawberry new varieties of Sunset gourmet creating freeze-dried fruits and company, manufactures Natralife, a producers. In June, we introduced greenhouse vegetables. New vegetables under the Today’s Farm natural, organic, edible protective

Trace Back, a Web-accessible Ancient Sweets, long peppers with brand. Today’s Farm represents a ➤ covering for fruits and vegetables system that is one of the first a naturally high brix level, are great brand new healthful snack seg- to enable longer shelf life. The electronic traceability programs for for salads and stuffing and available ment with all the nutritional innovative product does not strawberries. Red Blossom believes in a variety of packages. We deliver value of fresh produce. Come change the integrity of the pro- effective Trace Back is critical to a year-round Sunset quality-assured by our booth to experience duce, but simply delays the ripen- comprehensive and successful food gourmet products in custom pack- this new taste sensation. ing process. The result is a longer safety program. ages throughout North America. shelf life and slower dehydration.

Booth #5111 Booth #5132 FRUTZZO NATURAL JUICE NORTH BAY Alpine, UT PRODUCE, INC. Frutzzo, a pioneer of high-antioxi- Traverse City, MI dant, natural and organic juices We are a globally AISLE 5100 since 1999, was the first compa- operated, grower-

ny in America to create 100 per- owned marketing and distri- ➤ cent fruit juice blends featuring bution cooperative. We grow a potent antioxidant and nutri- diverse range of fresh fruits and ent-dense fruits such as pome- vegetables year-round on farms in granate, blueberries, raspber- the United States and Latin Ameri- ries and açai. Our juices are dis- ca. Our key commodities include tributed nationwide. apples, asparagus, blueberries, ➤ sugar snaps and snow peas.

166 PRODUCE BUSINESS • SEPTEMBER 2007 AISLE 800 Aisle-by-Aisle Booth Review the Greens Drop-in bouquet. experience thedifference. Homeof Miami. Visit ourboothand with ourproduction andshippingin farms are centrallylocated inFlorida and pre-greened containers.Our bulk greens, ready-to-go bouquets greens withthelargest selectionof grower/shipper ofquality cut Sutton Ferneriesisa Miami, FL SUTTON FERNERIES,INC. Booth #319 Booth #806 Geraniums and“Off-series” plants. school themepromotion, Gourmet Otherfunitemsincludeour glitter. with brightpaintsandeye-catching mini poinsettiascreatively enhanced decorated poinsettias,whichare Our group ofproducts includes sizes foreveryseasonandholiday. unique pottedplantsinsmallpot Minisoffers unusualand Micky’s Millstadt, IL FLORAL EXPRESS MICKY’S MINIS

Floral

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AISLE 1300 AISLE 400 ➤ AISLE 001 will love. customers trees your and fresh sculptured with elegant, supplying you good by you look Trees make Christmas the expert.SoletSilverMountain your customersexpectyoutobe When itcomestoChristmastrees, Sublimity, OR CHRISTMAS TREES SILVER MOUNTAIN Booth #416 ecompetitive. be beflexible,butbigenoughto to home décor, whichissmallenough Expression isournewlineofliving décor toseasonalstyles.Green and artificialflowersfrom home with fresh foliage,alongwithvases containers —emptyorcomplete offer ceramic,metalandbasket We Spring, TX ARKO ASSOCIATES, INC. Booth #3 33x30 cmindimension. 35 cm,theLondonProcona is Available inheightsof25,30and will present anewsizeProcona. PagterInnovations, Thisyear, tainer. popular product istheProcona con- systems forcutflowers.Ourmost facturers andmarketspackaging Pagter Innovationsdevelops,manu- Itasca, IL PAGTER INNOVATIONS Booth #1363

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AISLE 1400 AISLE 500 AISLE 100

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Booth #141 the retailer where theypurchased stores, phoneorviatheWeb siteof next FTDdeliveryorder placedat purchasing consumers$10off their reward card givingbouquet- a newconsumeroffer thatincludes a introduces FTDPremium Bouquet, in quality, artistryanddependability, companies intheworld,isleader FTD, oneofthelargest floral Downers Grove, IL FTD, INC. untreated varieties. priced varieties,alongwith380 certified organic andreasonably ters. We offer 120 national discoun- sold tothe and products not customer service shipping, great timely order high-quality seed, packaging, stunning company with garden seed ly-owned Botanical isafami- Broomfield, CO INTERESTS, INC. BOTANICAL Booth #1464 within 24hours. minimum orders andcanship acceptlow satisfaction. We of superiorservice, selectionand baskets. Celebrating25years supplies, plush,ceramicsand and foilballoons,ribbon,floral than 15,000products, suchaslatex world. Thecompanyoffers more coordinating giftproducts inthe suppliers ofballoonsand ton +Burtonisoneofthelargest Family-owned andoperated,Bur- Bogart, GA BURTON +BURTON Booth #532 the product.

SEPTEMBER 2006•PRODUCE BUSINESS ➤ ➤ More FloralExhibitors onnextpage

➤ AISLE 300

Booth #558 Booth #306 in a3-tierconfiguration. the merchandiser isavailable front foreasycustomeraccess, anywhere inastore. Openatthe ideal formerchandising cutflowers easily. Thelowheightmakesit stands thatallowcustomerstoshop profile, openfloralmerchandisers’ MEI offers alineoftopless,low LaGrange Park,IL AND FIXTURES REFRIGERATION MEI SPECIALTY freight brokerage services. over-the-road, airreservation and We offer customsclearing, Ftomaintain thecoldchain. at 38° decked andtemperature-controlled United States.Alltrailersare California andFloridaacross the transports floralproducts from Our company-ownedequipment have offered Total FloralLogistics. Since 1945,Armellinisubsidiaries Palm City, FL INDUSTRIES, INC. ARMELLINI ➤ 167 s Booth #1701 Booth #1817 Booth #1941 Booth #1941 KERRY’S HIGHLAND SUPPLY HAWAIIAN SUNSHINE HAPPY HAWAIIAN PLANTS BROMELIAD NURSERY CORPORATION NURSERY, INC. Naalehu, HI Homestead, FL Highland, IL Hilo, HI Hawaiian Floral Fusion features AISLE 1700

AISLE 1800 Operating since 1937, Highland is AISLE 1900 grown-in-Hawaii orchid plants with the world’s leading manufacturer of flowers made of botanically correct, decorative floral packaging. Product clay art representations. This is an ➤ lines include: Speed Cover plant extraordinary gift for the office or covers, Clearphane film, Plastifoil ➤ home. Merchandiser friendly, florists foil, wire tools and florist wire requiring no watering during the supplies, Picture Perfect flat plant in-store display. Long shelf life with covers, Bellina flat plant covers, no fragile blossoms.

These qualities are synonymous Monza and Tessera plant wrapping ➤ with Kerry’s — beautiful product, sheets, Wrapid-O film sleeves, consistent performance and the Easter grass and more. highest of standards in providing Our Hawaiian Volcano Plants are ➤ for every type of consumer. And distinctive plants grown on volcanic now we offer a new, high-fashion cinder. Hand selected, each rock is look. Backed by a new logo, unique and original and provides an Kerry’s is combining its exceptional excellent habitat for growing exotic product with brand new, unique plants. These plants are easy to care containers and design elements for and perfect for home, office, from all over the world. restaurant/lounge, tabletops and water gardens.

Booth #2758 Booth #3323 Booth #3352 Booth #3852

TEXAS STATE FLORISTS’ NURSERYMEN’S FLORAL WP SIGN SYSTEMS ASSOCIATION EXCHANGE, INC. CONSULTING GROUP Centralia, WA Austin, TX Half Moon Bay, CA Spokane, WA AISLE 2700 AISLE 3300 ➤

The Texas State Florists’ Association Floral Consulting Group is an AISLE 3800 was founded in 1914. The TSFA ultimate resource for your floral growers’ division booth will include business. As seasoned sales, four Texas growers featuring potted marketing and floral professionals, ➤ plants including year-round and sea- we turn experience into profits. sonal blooming and foliage plants. We are responsive, targeted and

➤ Nurserymen’s Exchange is your results-oriented. We deliver com- home and garden wholesale prehensive and clear plans to pro- partner, providing innovative duce more for your business today. WP Sign Systems has your solution solutions for your business needs ➤ for floral signage. Our magnetic since 1941. We offer distinctive sign kit includes more than 200 quality products year-round names and changeable pricing. We including blooming plants, tropicals, have several styles to choose from home décor accents and outdoor to complement the beauty of your garden plants and accessories. flowers. Got your own list? We fill custom orders at surprisingly affordable prices. Stop by our booth for more information.

Booth #4010 Booth #4052 SAMBRAILO PACKAGING JEFFERSON STATE Watsonville, CA FORREST PRODUCTS, LLC Hayfork, CA

AISLE 4000 We manufacture a complete line of indoor and outdoor wooden produce fixtures for the upscale ➤ retailer. We have fixtures for those small unusable spaces in your produce area. We specialize in custom design. Our products and services include merchandising solutions, display boxes, equipment and fixtures for floral and produce A third-generation family-owned departments. company, Sambrailo has served the floral and produce industries since 1923. With locations in California, Mexico, and Florida, we have built our reputation on service and ➤ quality. Known for our design-to- distribution packaging innovations, Sambrailo truly does “whatever is best for the produce.”

168 PRODUCE BUSINESS • SEPTEMBER 2006 Reader Service # 17 Visit us at LGS Specialty Sales, Ltd. the PMA 718.542.2200 800.796.2349 Fax 718.542.2354 Booth #1641 www.lgssales.com

TopTop qualityquality productproduct && thethe coolestcoolest packagingpackaging inin youryour prproduceoduce section!section!

Reader Service # 144 New Transport Technology Gets Green Light A variety of efforts are on the horizon

BY TONY SEIDEMAN

Green is gaining traction in the produce go, co-president of the Hunts Point Cooperative transportation industry. Market and partner in D’Arrigo Brothers Trans- portation, Bronx, NY. “In the next five years, you’ll Although some companies say they are seeing see a shift to more environmentally friendly, effi- little demand for it, numerous others are investing cient vehicles,” he says. significant amounts of time and money in high-effi- Not everyone agrees — especially companies ciency, low-impact transport technology. that do not have support in cushioning the bottom- Government subsidies are playing a key role in line impact of the new technology. “No, we’re not most of these programs, with many businesses thinking of that,” says Paul Boelter, vice president working directly with state, federal or local agen- of operations at Dallas, TX-based FFE Transporta- cies, or relying on subsidies to make the systems tion Services, Inc. “We’re a common carrier. If some affordable. produce supplier has his own fleet, maybe he’d be So far, the cost of implementing the new tech- thinking of some other technology to keep his pro- nologies is not matched by the efficiencies they duce cold. I don’t know. But for us, from a cost bring. This is one of the main reasons subsidies are standpoint there’s nothing out there.” so important. But, in the long term, they could Still, a number of major projects are underway, change the way goods are moved in America and and some carriers and manufacturers are working all over the world. hard to develop and implement new technologies. Proponents hope to follow a path that has proven Among the most interesting efforts are: potent and successful for American transport since the construction of the Erie Canal — using a mix of D’ARRIGO BROTHERS government cash and entrepreneurial inventiveness AND NEW YORK STATE to help nascent transport systems make the costly Reducing environmental impact is critical, par- leap from great idea to reliable tool. ticularly in America’s most densely populated Not all the programs are directly produce-relat- urban areas. So, it is no surprise that New York and ed, but there is a good chance they will have an California are the sites of some of the most interest- impact on the movement of perishable goods. Some ing programs. are catalytic in “We’re trying to get a pilot program going,” D’Ar- scope and may rigo explains. His focus is on clean air rather than have a dramatic energy efficiency. Given the direct health impact impact in seeding pollution has on its citizens, New York state is will- the acceptance of ing to put serious money behind clean energy new technologies research. “We’re working with the New York State and fueling their Department of Transportation and the New York adoption through- State Energy Research and Development Authority out the industry. [Albany, NY],” he continues. Members of Without government support, any changeover the produce busi- would probably be almost impossible, D’Arrigo con- ness are opti- tinues. “It’s not a cheap task to change a truck from mistic about their a diesel to a natural gas — you buy a diesel truck potential. “It’s all and send it to someone who does the refit. But beginning to take there’s money out there to do the changeover, so shape,” says you don’t get yourself in a non-competitive envi-

Photo courtesy of Carrier Transicold Matthew D’Arri- ronment and get put at a disadvantage because of

SEPTEMBER 2007 • PRODUCE BUSINESS 171 the cost of transportation.” dations already developed in other industries. Virtually all will make the machines Carrier PORT OF LOS ANGELES they drive more efficient and cleaner. HYBRID TECHNOLOGY This has the potential to directly impact And Tesco DEVELOPMENT EFFORT the produce transport industry, since it will By today’s standards, Los Angeles/Long transform machinery from forklifts to rail- Beach is not shoveling out huge amounts of road locomotives. Some of the maritime efrigeration is an essential element money, but its willingness to work with industry’s and world’s most-recognized com- of perishables transport. It is also a equipment designers and manufacturers to panies are involved in the Los Angeles/ R major energy consumer, so it is no expand to new markets will result in signifi- Long Beach project with players such Gen- surprise major refrigeration manufacturers cant new products on the market in the eral Electric, based in Fairfield, CT, and Alli- such as Carrier Corporation, based in Farm- next few years. son Transmission, based in Indianapolis, IN, ington, CT, and Thermo King, based in Min- Los Angeles is taking a careful approach. providing machines or key systems. At pre- neapolis, MN, are putting a lot of time and Most of its systems will be built upon foun- sent, it looks as if the initial costs will be energy into increasing the energy efficiency of the systems they offer. Besides making its equipment physically more efficient, Carrier is also looking to make it easier for drivers to use it, providing a further boost to energy efficiency. Such systems focus on things like the critical period when cargo is first loaded in a vehicle and needs to be cooled down. “We provide the customer with the ability to program their equipment based on their ambient temperature,” says Ignacio Aguerrevere, director of marketing, Carrier Transport America, Eagan, MI. Many drivers set their initial temperatures lower than they need to be in the usually mistaken assumption this will cool things down more quickly. By using product chill systems, companies can magnify the energy savings they are already getting by relying on multi-temperature systems. Carrier’s marriage of computers and refrigeration also makes it much easier for drivers to choose the temperature of their different compartments. Instead of working through hard-to-understand text-based systems, a visual menu helps drivers easily and quickly program proper temperatures for each commodity loaded into the vehicle. These systems are so appealing that British retailer Tesco, headquartered in Cheshunt, Hertfordshire, England, has committed to Carrier for the refrigeration equipment in all the trucks it purchases as it moves into the U.S. market. “For multi-tem- To get ahead in the produce business, perature applications, Tesco looked at us,” you need to stay ahead of the Aguerrevere says. “One hundred percent of their order was for Carrier and the new produce business. products it offered,” he says. pb

The International Business Magazine Serving borne by the ports and terminal operators the Fruit, Vegetable and Floral Industries. themselves, which will then share the expense with other facilities’ users. Such basic tools as forklifts and tractors For subscriptioninformation, please could benefit from the effort. Local authori- ties are providing a tractor manufacturer usethe bind-in card in this issue. with $1.2 million to develop a new generation of hybrid tractors. Field tests on the new

172 PRODUCE BUSINESS • SEPTEMBER 2007 equipment will start in about a year and a potential to improve things even further. tion industry. half, with fuel consumption reductions Responding in part to pressure from South- “For the most part, there’s a general expected to total 40 percent or better — a ern California, General Electric is working interest. People want to be ecologically good number, but far less than enough to on “next generation” engines that will store friendly,” relates Craig Cahill, director of pay for the cost of the improved machines. surplus energy in non-lead batteries, cutting perishable logistics for La Canada, CA-based fuel consumption by as much as 15 percent Allen Lund Company, a third-party logistics MITSUBISHI FUSO’S and greenhouse emissions by 50 percent. provider. “But the cost factor is constantly HYBRID VEHICLES Environmental damage costs everybody being weighed, and it doesn’t seem the tech- This important Japanese truck manufac- something. But the reality is that the price nology has met the demand yet in terms of turer is already taking the hybrid path, but tag is a diffuse one, which can make coming implementing viable solutions,” he says. “I’d its new units are going to be awhile reach- up with the money to fix things a tough love to see it happen but, unfortunately, it ing U.S. shores because of regulatory and choice. This truth is placing roadblocks in hasn’t been a real driving force yet, even financial hurdles, warns Joe Devlin, director the way of the rapid adoption of clean, effi- though I can see it on the forefront of every- of corporate communications, Mitsubishi cient technology by the produce transporta- body’s mind.” pb Fuso Truck of America Inc., Bridgeport, NJ. “We introduced a hybrid electric truck in Japan and we’re looking to do that here,” Devlin says. The Japanese trucks premiered in 2006 and offer a 30 percent increase in fuel economy. Still, the improvements by themselves will not pay for the cost of implementation. “When you have the subsidies the government was offering and the volumes they’re projecting for full production, it will be a wash,” Devlin says. “With the subsidies, costs will drop 10 to 15 percent compared to conventional vehicles. Patience will be among the most important thing businesses that want to start using the trucks will need. They’re not going to be introduced here before 2010 because Mitsubishi needs to develop a U.S.-emission-compliant engine that works with the hybrid power train.”

AMERICAN RAILROADS Estimates are that the cost to move a 40- Specializing in perishable foot container across the continent by rail is 30 percent of the cost to move it by truck, freight management and railroads are certainly eager to trumpet their advantages. “The fuel use and the fuel conservation here is one of our biggest contributions to the environment,” says Gary Sease of Jack- Corporate Headquarters Regional Operating Centers sonville, FL-based CSX Corp. Railroads are trying to add to this advantage by purchas- 201 Route 17 North Fort Myers, FL San Antonio, TX ing new equipment that offers an even big- Suite 900 Greenville, SC Sandersville, GA ger environmental edge. Rutherford, NJ 07070 “We’re purchasing locomotives that are Rio Rico, AZ much more environmentally friendly than they used to be,” Sease says. His company is working with General Electric and Spring- field, NJ-based Electromotive, the two biggest locomotive producers in the United Toll Free: 800-243-6770 States. CSX is also taking a specific look at www.genprotrans.com produce and the refrigerated market and how it can increase efficiency there. 15

“We’re all looking at hybrid technology,” # Sease says. “So far we’ve experimented with it. We haven’t made a big commitment to it yet. Initially, the focus will be on hybrid locomotives working in rail yards.”

A new generation of locomotives has the Reader Serv i ce

SEPTEMBER 2007 • PRODUCE BUSINESS 173 D R I E D Pistachio Industry F R U I Braces For Banner Crop T More availability creates year-round demand for pistachios. & BY MAURCIA DELEAN HOUCK N U T nce considered a holiday spe- S cialty, pistachios are more than just a good winter seller. Today’s higher yield crops have made this popular nut Oan everyday snack enjoyed by millions. With more than 400 million pounds of California pistachios expected to be harvested this fall, preliminary reports indicate industry sales will reach $700 million in 2007, says Marc Seguin, director of marketing for Paramount Farms, based in Los Angeles, CA. Sales are expected to double within the next seven years, he adds. This is good news for produce retailers who have found pistachios to be a big profit- maker in recent years. Packaged pistachio sales have increased nearly 70 percent since the late 1990s, Seguin says. Higher demand and higher Photo courtesy of California Pistachio Commission yield has made pistachios one of the fastest Popular pistachios offer retailers an opportunity for substantial profit. growing categories within the produce industry. “Pistachios are one of the most profitable Agriculture (USDA) urging Americans to eat been a big boon to pistachio sales in the last items in the produce department,” he says, more nuts for better heart health, have year or so,” agrees Theresa Keenan, presi- estimating that retailers who take the time helped raise public awareness of the many dent of Keenan Farms in Avenal, CA. “Use and energy to promote the product properly health attributes of pistachios. Now that peo- your in-store displays to tell about that, and can easily increase sales by 400 percent or ple are more aware of how healthful pista- encourage consumers to reach for pistachios more in a very short period of time. “The chios are, it is up to retailers to use more instead of other more traditional snack secret is to create compelling displays and health-related displays to drive up sales, foods. Surprisingly, if these displays are find a hot-price point.” industry experts say. placed in prominent positions throughout According to Mia Cohen, COO, Setton “Now is the time to put the spotlight on the produce department, sales increase dra- Pistachio of Terra Bella Inc., Commack, NY, pistachios,” says Dr. David Heber, director of matically,” she advises. “Product placement is very important. A the Center of Human Nutrition at the Uni- This, according to Keenan, proves pista- well-placed display in the customer’s line of versity of California in Los Angeles. “Deli- chios are a favorite choice among today’s sight, coupled with good pricing or even a cious, satisfying and good-for-you, pistachios healthier snacker. “The message is clear,” coupon offering is what sells pistachios.” are an excellent snack choice that is natural- she says, “pistachios are a healthful snack ly cholesterol-free and a good source of that people love, and by the pound, they are HEALTH MESSAGE eight important nutrients.” cheaper than potato chips. That’s a big mes- KEY TO INCREASED SALES These are exactly the type of claims most sage to push when trying to increase sales.” Healthful eating recommendations industry experts tell retailers to stress on Growers such as Keenan Farms offer released last year by the U.S. Department of their signage. “Recent health messages have online pistachio recipes that encourage the

174 PRODUCE BUSINESS • SEPTEMBER 2007 use of pistachios in a heart-healthy diet, all strive to provide more in an attempt to raise public awareness packaging and market- about pistachios and generate more super- ing options for pistachio market sales. products, retailers are being urged to do the KNOW YOUR CUSTOMER same when promoting “Another strategy employed by pista- pistachios within their chio growers and retailers nationwide is stores. recognizing who your consumer is and tar- geting that specific group,” according to Set- A SOCIAL ton’s Cohen. “Different consumers require SNACK different packaging, promotion and product A major selling point marketing. Right now, we’re finding packed retailers should capital- tubs displayed on a low-profile at the end of ize on is that pistachios produce tables are most effective for the are a very social snack average pistachio buyer, but we realize that Photo courtesy of Paramount Farms enjoyed by the masses, as our customers’ needs change, so must which makes promotion around holidays our marketing and packaging strategy.” order to reach new customers. “At Para- and special events very important, Seguin Paramount Farms’ Seguin agrees, adding mount Farms we’ve introduced several new says. “Pistachios are most often enjoyed at that marketing to different demographic pistachio products to service many different social occasions — holiday get-togethers, groups will require changes in product kinds of pistachio consumers,” he explains. parties, sporting events, among others — placement, availability and advertising in As pistachio growers and producers and need to be marketed properly for these

BARD VALLEY MEDJOOL DATE GROWERS ASSOCIATION J&R IMPERIAL DATE GARDENS 1517 York Rd. • Bard, CA 92222 ORCHARDS (760) 572-0277 Fax: (760) 572-0404 Contact: Gus Nunez “Where Quality & Quantity Meet” WINTERHAVEN RANCH 15621 Computer Ln. • Huntington Beach, CA 92649 California Fresh Figs New (714) 892-5586 Fax: (714) 893-2161 Red Crop Contact: Chris Nielsen Box DATEPAC, LLC “Al Dolce Fico” REPRESENTING THESE FINE GROWERS: BARD DATE CO., VANDERVOORT DATE RANCHES, WESTERN DATE RANCH, SUN GARDEN GROWERS, & “Orchardmaid Organics” ROYAL MEDJOOL DATE GARDENS 2575 E. 23rd Lane • Yuma AZ 85365 # 61 928-726-9191 Fax: 928-726-9413 CALIMYRNA Contact: Dave Nelson or Chris Denning 16 oz., 12 oz. & 8 oz. Clam Shells Available thru September 11 lb., 5 lb. and 2 lb. boxes, 2 lb. and 1 lb. tubs www.bardmedjool.com Reader Service BLACK MISSION Available Thru October KADOTA FIGS Available Thru October

Simply Beautiful BROWN TURKEY The fig flourishes in the fertile and sun Available Thru November drenched valleys of California. Our growers and packers of California figs are committed to providing you Ask for with the healthiest, nutritious and safest fruit possible. Richard DeBenedetto CALIFORNIA FIG ADVISORY BOARD 559-665-1712 # 97 # 56 559.440.5400 • Fax: 559.438.5405 # 53 Fax: 559-665-7059 [email protected] Chowchilla, CA www.californiafigs.com Reader Service Reader Service Reader Service

SEPTEMBER 2007 • PRODUCE BUSINESS 175 D occasions. R “For instance, Super Bowl Sunday is one of the highest consumption dates for pista- I chios,” Paramount Farms’ Seguin continues, E making it important for retailers to recog- D nize the importance of including pistachios in their Super Bowl snack displays, as well as advertising. F The winter holidays are also a traditional peak selling season for pistachios, Seguin R R adds, making gift tins, party packaging and U even unique recipe suggestions essential I marketing tools in driving up holiday sales. T

N “Pistachios have a U great potential for T raising a retailers S bottom line when 4

# displayed prominently and marketed properly.”

Reader Serv i ce — Marc Seguin Paramount Farms

MAKING PISTACHIOS A YEAR-ROUND PRODUCT Limited crop yields in the past may have made pistachios a temporary fall/winter favorite, but an increase in growing capacity and crop yields during the past two decades now make pistachios a popular snack food that can be enjoyed year-round. “The average consumer is used to having pistachios available around the holidays, but they may be surprised to learn that they can now enjoy them 12 months a year now,” explains Seguin. It is therefore crucial for retailers to prominently display their pistachio inventory year-round. “When consumers see pistachios, they buy them,” he stresses. 22

# “Compelling displays can help lift sales and keep them steady throughout the year — not just at holiday time,” Seguin adds. “Pistachios have a great potential for raising a retailers bottom line when displayed

Reader Serv i ce prominently and marketed properly.” pb

176 PRODUCE BUSINESS • SEPTEMBER 2007 PRODUCE BUSINESS is accepting nominations for its third annual 40 Under Forty Project, which recognizes the produce industry's top young leaders.

Honorees will be selected based on their professional accomplishments, demonstrated leadership and industry/community contributions. To be eligible, nominees must be under the age of 40 as of April 1 (People born after April 1, 1968).

To nominate someone, please fill out this form by April 1, 2008, and fax back to 561-994-1610.

Once nominated, the candidate will receive forms from us to fill out asking for detailed information. A candidate only needs to be nominated one time. Multiple nominations will have no bearing on selection.

ABOUT THE NOMINEE: Nominee's Professional Achievements: ______First Name ______Last Name ______Approximate Age ______Company ______Position ______Nominee's Industry/Community/Charitable Activities: Address ______City ______State ______Postal Code ______Country ______Phone ______Fax ______ABOUT THE NOMINATOR: E-mail ______First Name ______Last Name ______In 100 words or less, describe why this person should be nominated: Company ______(You can use a separate sheet for this) Position ______Address ______City ______State ______Postal Code ______Country ______Phone ______Fax ______E-mail ______

Nominator information is for our use only and will not be shared with candidate or have a bearing on selection. For more information email: [email protected] F L O R A L Surge In Succulent Sales & Expanding supermarket floral department can increase overall sales.

F BY MAURCIA DELEAN HOUCK O L surge in demand for succulents I during the past two to five A years has offered grocery retail- G ers a unique opportunity to E increase sales in what has tradi- Ationally been a lower-profit area of the store. Lower profit no more, says Louise Strut- M ner, company representative for Nursery- A men’s Exchange, Half Moon Bay, CA. She A believes supermarket plant sales continue R to rise, thanks in large part to the ever-grow- K ing trend of using big, beautiful succulents E in today’s home and office décor. “Succulents are hot right now and getting T hotter,” stresses Strutner. “Cre- I ating big, beautiful succulent N gardens in a variety of containers are all the rage, and G any retailer willing to get on The wide variety of colors, textures the bandwagon is sure to see a and shapes makes cacti and succulents dramatic increase in profits.” popular with consumers. Doug Painter, U.S. sales manager for Sorensen Green- ing — marketing ploys that help generate houses, Ruthven, ON, Canada, additional sales. says succulent and cactus Bob Reidmuller, resident horticulturist of sales can easily become one of Altman Plants, Inc., Vista, CA, urges retailers a retailer’s most profitable cat- to use succulents and cacti in special-offer or egories. “People are fascinated special-event displays as much as possible in by succulents and cacti due to other parts of the store. “If your store is run- their shapes, sizes, colors and ning a Southwestern theme or western days forms. These intriguing plants promotion, include the plants in a major dis- attract customers to make play with featured items such as chips and multiple purchases because salsa, guacamole or avocados. These plants each plant is so unique and make excellent decorative accents and can

different. This gives supermar- Photos courtesy of Sorensenhelp Greenhouses, Inc increase food sales as well as show cus- kets an item that can draw tomers how they can use them for inexpen- attention to the floral department and gener- you don’t sell large succulent gardens, it will sive decorating if the are having some kind ate some of the highest dollar-per-square- show your customers how beautiful and rich of get-together at home.” foot returns.” these plants look together.” This can help Painter advises his retailers to tie cacti and Both Strutner and Painter believe the key generate larger sales as customers reach for succulents into promotional themes in order to increasing sales is to draw the consumer three or four individual plants to display to maintain high sales year-round. “Although to the product. together at the home or office, instead of the they started out being summer plants used “Provide as much color and interesting one they originally planned to buy. on patios and porches, they have now varieties as possible” Painter advises. “The When displaying succulents and cacti, become a year-round seller, thanks to the wider the amount of variety, the faster the retailers should take special care to show- ingenuity of today’s savvy marketing teams.” product sells.” case as much color and texture as possible,” In addition to tying cacti and succulents “Showcase your inventory in large gar- she continues. Combining the right plants to a specific theme or season, Waldo Guer- den containers,” Strutner suggests. “Even if can be very dramatic and consumer pleas- rero, sales and marketing director for Kactus

178 PRODUCE BUSINESS • SEPTEMBER 2007 Korral, Harwood, TX, recommends retailers stress the tolerance of these plants. “No matter what you desire in plants, cacti and suc- Succulents And Cacti culents have the diversity and adaptability to suit any lifestyle.” They are extremely tol- Must-Haves erant of neglect and require little water or care, making them a wonderful choice for ith literally hundreds of varieties of succulents and cacti plants to choose those without a green thumb. from, it can often be difficult for supermarkets with limited space to know Another benefit to adding succulents and W what’s best to stock. According to Louise Strutner, spokesperson for Nurs- cacti to a supermarket’s floral inventory is erymen's Exchange, Half Moon Bay, CA, it is always best to include varieties that that they can help a retailer keep a fresh complement each other in color, shape, roughness, etc., in order to give consumers a better idea of how to use the plants together. This allows the retailer to sell more and maintain a fresh look throughout the department all year. Doug Painter, U.S. sales and marketing manager for Sorensen Greenhouses, Ruthven, ON, Canada, agrees. He suggests retailers always stock the following basic plants: These plants offer so Echeveria: This plant is known for its variety of color ranging from ghostly white much variety that to phosphorescent pink to blood red. Hawthoria or Zebra: These are tough plants that prefer low light conditions, grocers have making them great desk and coffee-table plants. found many Aloe Vera: Always a favorite, this plant has unique shape and texture, as well as excellent medicinal purposes — it is a natural treatment for burns and scrapes — consumers returning making it both practical and beautiful. Color Grafts: This type of cactus is grafted from two separate plants to create a again and again to new variety. It is bright and beautiful, making it a real crowd pleaser. add a new and dif- “With so many different colors and textures to choose from, these plants can keep an otherwise dull floral department looking fresh and sparking interest,” Painter says. ferent one to their “They provide color at times when there might not otherwise be color, which can plant collection. attract more customers during more typical slow-selling seasons.” pb

ple, very practical Aloe Vera. These plants designed to offer younger consumers a way offer so much variety that grocers have to learn about the variety of succulents and look to the department all year, says Nurs- found many consumers returning again and cacti available. Although a hit with many erymen's Strutner. “Cactus and succulents again to add a new and different one to their consumers in their 20s and early 30s, the provide an extremely large group of diverse plant collection. line has become a hit with children. plants to choose from.” Altman Plants took this concept to a new “Children have a natural curiosity for Some examples include Echeverias, level when it introduced a new line of col- succulents and cacti — maybe because of Color Grafts, Hawthoria, Zebra and the sim- lectable plants called Spiny Friends, their natural weirdness in color and texture compared to other plant varieties,” explains Altman’s Reidmuller. “Both succulents and cacti are very tactile plants — hard, bumpy, fuzzy, etc. — and this is appealing to children.” These “kid magnets,” can be money in the bank for the savvy retailer who recognizes the untapped potential of this often overlooked consumer. “Since cacti and succulents are often very low maintenance and very inexpensive plants, parents are likely to purchase them on an impulse when shopping with children,” agrees Kactus Korral’s Guerrero. “Stores which target this unique consumer base with colorful displays aimed specifically at kids can expect to double or triple their cacti sales almost immediately.” With sales continuing to increase in the cacti and succulent plant market, it’s especially important for supermarkets to showcase them in their floral departments to Photo courtesy of Sorensen Greenhouses, Inc Cacti and succulents are easy to care for and provide interesting color options ensure that they tap into this ever-growing throughout the year. and profitable consumer market. pb

SEPTEMBER 2007 • PRODUCE BUSINESS 179 RETAIL By Dave Diver PERSPECTIVE Marketing Research And Analysis

arket research in the mid-20th century was pretty vival. Attempting to change from within would almost be a formula basic: Measure raw sales volume in relation to what for failure. Regardless how capable individuals are, it is difficult to consumers said they would do and then decide if visualize necessary changes to the same degree as someone with additional promotion was needed to reach the varied experience and a fresh pair of eyes. objective. Going outside is precisely what occurred when Food Lion hired MBack then, marketing Professor Max Brunk at Cornell University Mike Haaf, Office Depot’s executive vice president of marketing, to was adopting new statistical measurement tools for the evaluation of be its senior vice president of sales and marketing nearly five years sales results and identifying consumer choice differences according ago. The challenge was to identify and understand who the con- to what sales were done and what consumers said they would do. sumers are and what their wants and needs are. The objective was For decades, most businesses took the-one-size-fits-all marketing to customize the shopping experience for the consumer and devel- approach. In other words, the variation among consumer interests op stores conducive to specific groups of consumers and to provide for an individual product or individual retail outlets was minimized them with exactly what they want. in the minds of marketing leaders. To better understand its consumers, Food Gradually, researchers began to recognize dif- Lion conducted in-depth research, surveying ferent purchasing patterns among broadly nearly a million individuals. Direct personal defined groups with contrasting demographic interviews, observation of shopping trips and make up. Slowly, the recognition that shopping surveys were utilized to acquire the data. The habits varied among distinct socioeconomic and For decades, research involved investigating shopping expanding ethnic groups emerged. Researchers habits, how people perceived the total grocery applied interesting nomenclature to six or eight most businesses shopping experience and general lifestyle groups, and companies began differentiating took the information. product offerings accordingly to match up with one-size-fits-all After compiling all of the data, the research individual retailers’ merchandising programs. team identified eight distinct groups of con- Computerization combined with improved marketing sumers. The challenge became bringing catego- software programs to allow the manipulation of approach. ry management, store operations, pricing and sales data tied to information from frequent marketing associates together to develop the shopper cards, and shotgun marketing trans- future implementation process. formed to a rifle-shooting approach. Haaf was once quoted as saying, “We’ve real- Retailers’ adjusted product offering inside ly developed a rigorous, well-structured the four walls became the focus cliché — cate- approach to understanding intimately the wants gory management. However, the overall direc- and need of different customer groups.” tion still continued, except for minor variations with the same Bringing the information into reality has fathered the develop- macro retailing approach. ment of the strikingly different Bloom and Bottom Dollar banners. On its way to becoming the largest food retailer, Wal-mart The latest generation of Bloom stores in South Carolina represents a became particularly adept at building similarly merchandised boxes dramatic departure from both the old and the current Food Lion with limited variation in marketing strategy while it continued image. The research has also resulted in approximately 30 Food Lion adding market share. For the most part, competitors searching for stores in Washington, D.C., and the Maryland and Virginia suburbs answers to the juggernaut were making revisions but, with few being re-merchandised and converted to the Bloom nameplate. Alto- exceptions, the tide was carrying nearly all units of individual retail- gether, 50 stores in the Southeast now sport the marketing philoso- ers in the same direction. phy of being the “grocery store of choice, not one of the choices.” While almost everyone had a few thrusts into somewhat differ- Here, produce takes on a whole new merchandising perspective. ent consumer marketing endeavors, the tons of marketing informa- After a great beginning, it will be worth watching how Food Lion tion were not altering marketing directions focused on individual and Haaf go about marketing to the remaining identified consumer consumer segments. segments. How many more banners with appropriate adjustments Food Lion becomes an excellent case study. Known as an organi- will be required to serve the balance of the customer base? zation that operated small- to mid-size units with a focus on price, Meanwhile, suppliers should be well aware of this marketing Food Lion eventually started being out-priced by larger volume big- dimension. Will significant differences for the fresh fruit and veg- box stores with greater variety. Finally, with new leadership, the etable supply chain be required? The whole produce industry needs chain recognized a new approach was necessary for growth and sur- to partner with the findings. pb

180 PRODUCE BUSINESS • SEPTEMBER 2007 Jin Ju Wilder Eduardo Leyson Coast Produce Castro, Ciruli Bros. Are you part of the Heart & Soul of the Industry?

Bruce Taylor Tom Casas Taylor Farms Tanimura & Antle

The Heart & Soul of the industry are the people who make things happen in produce and floral. The movers and shakers. If you think they get together and share ideas and information only at Fresh Summit each year, you’re missing out on a lot. The Produce Marketing Association keeps them connected year ‘round. And we provide them with important information and insightful solutions to everyday business challenges. They turn to PMA for the latest industry research; help with emerging technologies; tips for raising productivity and profits; assistance with government relations; and much, much more. So what can we do for you?

Produce Join The Heart & Soul of the Industry Marketing Association Find out how we can help you. Visit www.pma.com/membership or call +1 (302) 738-7100. www.pma.com

Reader Service # 54 EUROPEAN By Marc DeNaeyer MARKET Green Creativity

re we turning green or is only “greed turning green” as of the taxis drive on natural gas produced from waste; in the United the Australian Climate Exchange announced in July? Kingdom some 22,000 trucks can drive a whole year on the waste of By now, most of us have been confronted with the fresh produce alone. In Holland, we drive largely on LPG —liquid Inconvenient Truth of the world’s most successful Pow- petroleum gas. In Germany, many cars mix diesel with bio-fuels. erPoint presentation. Whether it has ignited aware- So far we are treating symptoms. We are missing the creativity Aness, been the ultimate wake-up call or become the catalyst for for real solutions. For example, two alternatives were recently entrepreneurs to smell the money is an issue that will be debated offered — build 100-meter-wide stretches of trees on either side of all for generations. highways. It would absorb CO2 emissions of cars and at the same Green is a PR gold mine: just have your CEO announce you are time provide a noise shelter for surrounding houses. Or relocate all going green or carbon-neutral at some point in the next decade, and greenhouses along the motorways, since tomatoes and cucumbers you are sure to be nominated for some award. Has anyone given need CO2 to prosper. Creative? Yes! Feasible? Worth a try! the details of how this goal is to be achieved, if it even can? Has In the fresh produce industry, retailers will ask us to help them anyone analyzed if benefiting the globe was the primary goal, or succeed in their public pledges. All well and good, if they are will- was it the earnings per share? ing to share the financial burden. Growers To reduce emissions in fresh produce is to around the world will produce CO2-neutral produce, ship, sell and consume less. It is to Growers around goods within a decade, especially if we give undo globalization, pretend the world is no them an incentive to do so. If a retailer is will- longer growing in population, squeeze a water- the world will ing to do it with so called fair-trade profit-shar- melon into a hole the size of a lemon. ing schemes, why not on carbon footprints? Coupling that with the need to at least curb produce Next we need to find a carbon-neutral ship- the growth in emissions while maintaining our ping line. We may need to involve Richard current lifestyle is forcing this debate into a Branson, since his airline Virgin has commit- CO2-neutral thousand different and uncontrolled directions. ted to becoming CO2-neutral within a decade. No one is leading it. By blurring the lines of the goods within a Then we have local transport. Switching to debate, the definition of green gets blurred: natural gas has huge potential, but we don’t Some really mean fair trade, others organic, still decade, espe- produce enough waste, so we’d need to grow others the need to change holistically. organic produce to fuel the trucks. Will the So where does Europe stand today? From a cially if we give organics industry allow for this? And will the “frutero’s” point of view, it is — as always — rel- consumer understand it? ative. Compared to what? And how does the them an incen- When we have brought the fresh produce to picture look inside Europe: Again — always het- town, will we re-invent our distribution to min- erogeneous and finely divided by the old bor- tive to do so. imize the carbon footprint? Will consumers ders and cultures. accept that their favorite apple may not be Countries with smaller populations and available 24/7? Will the produce industry com- those that are somewhat isolated have silently proceeded for a bine logistics with other industries (dairy, meat) to have only one decade with rules and regulations on waste separation, recycling, delivery for all shops in downtown London — regardless of name? incentives of fuel-efficient cars etc. In Ireland and Scandinavia, you Is the solution biodegradable packaging that turns into compost need to build a shed in your garden for the segregation of waste. within 60 days but whose raw materials have to be shipped from Recycling plastic is so expensive consumers no longer want every- the United States via Taiwan to Germany at a huge CO2 expense, or thing wrapped in plastic. The “bag for life” — the grocery bag you is it an oil based-package that is going to be around 2000 years from bring to the shop over and over again — is a fact of life there; in the now but that helps us go CO2-neutral this year? United Kingdom, some have recently recognized it as an important, Whatever the solution, the road is going to be evolutionary and innovative benchmark in going green. In Germany the Gruene never-ending. But we must get creative. And we must be honest Punkt — green point — has been a government law, which regu- with our customers and ourselves — we do this not solely for altruis- lates the recycling of all consumer packs in the market, since 1990. tic reasons. The fun will be to find a niche that works for your entire Let’s move to fuel: In Europe overall fuel standards are very supply chain and with increasing independence from oil. It will be a acceptable. Granted, we cannot get ourselves to trade in our German cosmos of x million supply chains. Ideally someone should unite all racing models for a Prius, but a diesel-powered Smart at 60 mpg easily efforts under one umbrella, so even though we all look to profit from beats the hybrid. And it is cool and fun to drive! In Sweden today half it, we concentrate our efforts on the promising avenues. pb

182 PRODUCE BUSINESS • SEPTEMBER 2007 VOICE OF By Samantha Cabaluna THE INDUSTRY The Green Journey

s director of communications for Earthbound Farm, grocery bags are thrown away in the United States each year. It’s the country’s leading brand of organic produce, I find such a problem that some cities have written ordinances banning the topic of sustainability on my plate every day in one the plastic bags from distribution. If every household in the country way or another. Recently, I’ve seen a sea change in used its own reusable tote instead of using paper grocery bags for consumer concern about the environment. Just two just one shopping trip a year, we could save about 60,000 trees. Ayears ago, during extensive consumer research, we talked to people There are many options with many price points — and they’re great across the country about why they choose the food they do. for billboarding your brand, too. In addition to offering bags for sale, Even though many consumers understood the environmental give your shoppers an incentive to use them. For example, give your benefits of organic farming, they said they didn’t want the fact that shoppers 5¢ off for every bag they bring, or enter them into a week- they purchased organic food to identify them as having a particular ly drawing for a free bag of groceries. Celebrate the change. affinity for environmental issues. They chose organic food for per- Walk the walk: Make reusable bags a part of your family’s regular sonal health benefits, period. For some, the “greenness” of organic routine. food was a bonus but not a reason to buy. My, how times have changed! Today, con- 2. Lead with compact fluorescent light cern for the environment and the clear chal- bulbs. lenges that face us are top of mind for many Compact fluorescent light bulbs (CFLs) are 1 people. Two years ago, the Prius and compact as bright as incandescents, but they use just ⁄3 fluorescent light bulbs were perceived as icons as much energy. Changing just one bulb in of the overly committed or, at worst, simply every household in the United States would dorky. Today, they’re hip. Insistence on reduce air pollution as much as taking 1 mil- It’s no longer simply a matter of style and nothing less lion cars off the road. That’s an impressive politics. The environmental challenges we face improvement. Find out more at the U.S. gov- (global warming, peak oil, adequate clean water than perfection ernment’s Energy Star Web site. and more) aren’t just for tree-huggers anymore. is the enemy Walk the walk: Change your home’s light These are real issues with practical impacts on bulbs to CFLs as your incandescents burn out. all of our businesses, today and into the future: of progress. rising energy costs and resulting transportation 3. Expand your organic offerings. cost increases, concern about “food miles,” Self-serving? Perhaps. But you should know extreme weather events that devastate crops, that the environmental benefits of organic fights over water resources. Your consumers farming extend far beyond reducing chemicals care about these issues now, and their concern in our water, air and food supplies. According will only increase over time. to a 23-year study by the Rodale Institute [Kutztown, PA], organic Amid all that caring, there’s also an awful lot of passionate opin- farm fields absorb the greenhouse gas, carbon dioxide, while similar ing about what we all should be doing. When our public discussions conventionally farmed fields don’t. At Earthbound Farm, this year become so heated, instead of motivating people to change, the ran- our fields will absorb enough CO2 to equal removing 7,500 cars corous debate makes people feel powerless; if they can’t give up driv- from the road. ing altogether, live off the grid and grow their own food, it seems they Walk the walk: Eat more organic food. might as well make no changes at all. It can feel overwhelming. To make the most of each of these steps, give your staff opportu- Insistence on nothing less than perfection is the enemy of nities to learn more about the real, tangible benefits of these small progress. And there are so many ways to make real progress without but powerful changes. And share that information with your shop- converting your rooftop to a solar energy farm. The journey of a pers with easily understood displays. Consumers look to retailers as thousand miles begins with one step. Here are three very simple trusted sources of information, and they’ll seriously consider what ways to start: you choose to share with them. Starting the green journey isn’t as challenging as it sometimes 1. Give your shoppers an incentive to use reusable bags. seems. But you have to start with a step or two. Why wait? Start More than 100 billion plastic shopping bags and 10 billion paper walking. pb

Samantha Cabaluna is Director of Communications at Earthbound Farm

SEPTEMBER 2007 • PRODUCE BUSINESS 183 Finding – And Keeping –Talent By Cindy Seel, Executive Director, PMA Education Foundation retail chain’s rapid expansion means it needs to find happening so rapidly, and the fight for talent is so fierce, the enough experienced associates to fill new positions cre- industry must take a proactive stance or it loses in the long run. A ated in every department. Filling them in the produce Bill Schuler, PMAEF’s vice chair and president of Castellini division is particularly difficult — the special combination of Company, agrees there is strength in numbers, whether across product knowledge and understanding of the retail environ- the supply chain or within its segments. “We can’t make ment is difficult to find and crucial to profitability. much impact acting alone as individual companies,” said A distributor, in an ongoing effort to hire enough people Schuler recently. “However, just imagine if many companies to handle its growing operations, discovers many other com- in our industry combined resources. The organized approach panies are clamoring for the same small talent pool. The com- to tackling recruitment and pany realizes traditional approaches no longer work — and it retention issues would enable will have to find other ways to entice the best people into us to accomplish things none The fight for considering careers in produce distribution. of us could do alone.” talent is so fierce, A grower/shipper’s management team strategically envi- What will PMAEF do to sions its growth and the people needed to make it happen. help sustain the viability of the the industry must The resulting new organization chart has a lot of empty slots, industry? You often hear the take a proactive and team members realize no matter how great their growth phrase “from field to fork” but potential, they can’t do it without the right people. another supply chain demands stance or it loses Companies up and down the supply chain can identify our attention — student to in the long run. with these scenarios. Ask almost any produce executive the leader. PMAEF is creating pro- biggest challenges he or she is facing, and chief among them grams focused on the entire are finding the right people. The best college and university produce career cycle. Our goal is to recruit top talent to the graduates are drawn to higher-profile industries with bigger industry and then keep them by developing their leadership recruiting and compensation budgets. Companies recycle top potential. Initial foundation programs include the Nucci talent as they compete in a dwindling labor pool. Scholarship for Culinary Innovation and the Pack Family/ So how are industry companies finding new employees? PMA Career Pathways program. These two event scholarships For the most part, they are using their own limited combina- have been successful at raising awareness of our industry and tions of career fairs, campus recruiting, internships, word-of- recruiting quality employees, but they are not enough. mouth within produce and other perishables industries, hir- A more fundamental strategy is being put in place. Over the ing people away from other produce companies, employment next few months we will develop a strong network of educators Web sites and existing relationships. who can serve as a conduit between the industry and students. The efforts to go it alone are not enough; the employee From that connection will grow programs such as produce crunch is getting worse. Two years ago, industry leaders real- industry guest lecture opportunities and a series of sample case ized the need for a comprehensive initiative to address recruit- studies professors can use to teach real-world industry issues. ment and retention challenges throughout the supply chain. For students, we’re planning a career resource Web site, job- The solution: the PMA Education Foundation (PMAEF), a not- shadowing programs and a job bank of full- and part-time for-profit organization mobilized in 2006 to focus on the positions. We’ll help establish internships throughout the sup- future of the industry through investment in people. ply chain and develop an internship “effective practices” guide PMAEF’s founders realized there was no single, organized to enhance the value to students of existing programs. effort promoting the rewards and opportunities of careers in And these are just the programs to attract new talent. We produce. In establishing the foundation, we’ve set out to still need to address the challenges of career development for change that. Our mission is to create partnerships with pro- those in the industry. The possibilities are endless and excit- duce businesses and educational institutions to ensure a ing! Can we do all this and more? Yes, we can — if we have strong talent pool and continued leadership for our future. the support of the produce industry. “The foundation will Steve Barnard, president and CEO of Mission Produce, pas- grow in phases; what we’re doing now is just the first phase,” sionately believes in a unified effort. That’s why his company says Barnard. “We’re looking for industry-wide support. As we contributes to PMAEF and why he agreed this year to chair the grow the foundation, the potential for new programs will board of directors. “This is an industry-wide issue affecting grow and we all will benefit in the long run.” every company in the industry,” he said recently. “We need to To learn more about the PMA Education Foundation and take care of our own. As companies grow and change, we need its activities, visit www.pmaef.com. Want to contribute? We a way to recruit and retain people for the entire industry even welcome your support in whatever way makes sense for you. if they don’t go to work for our respective companies.” Contact me at [email protected] to find out the opportuni- It’s a daunting task. However, demographic changes are ties available.

184 PRODUCE BUSINESS • SEPTEMBER 2007 INFORMATION Receive supplier information fast using the Produce Business Information Showcase • By Phone • By Fax • By the Reader Service Cards in each issue of Produce Business. Here’s How: SHOWCASE 1) On the reader service cards between pages 58 and 59, just circle the numbers that correspond to the ads and information showcase listings 2) Mail or fax the reader service card today or phone the supplier of your choice directly. SEPTEMBER 2007 COMPANY PAGE # RS# PHONE FAX COMPANY PAGE # RS# PHONE FAX Agrexco USA, Ltd...... 175...... 56 ...... 718-481-8700 ...... 718-481-8710 Keystone Fruit Marketing, Inc...... 79...... 99 ...... 717-597-2112 ...... 717-597-4096 Albert’s Organics...... 21...... 58 ...... 800-899-5944 ...... 610-388-8418 Keystone Fruit Marketing, Inc. / Walla Walla . . . . 135...... 100 ...... 509-526-9200 ...... 509-527-3110 Alpine Fresh ...... 56...... 152 ...... 305-594-9117 ...... 305-594-8506 Lakeside Organic Gardens ...... 30...... 23 ...... 831-761-8797 ...... 831-728-1104 American Ripener, LLC...... 90...... 38 ...... 800-338-2836 ...... 704-527-6705 LGS Specialty Sales, Ltd...... 170...... 144 ...... 800-796-2349 ...... 718-542-2354 Amerifresh, Inc...... 130...... 133 ...... 559-266-2000 ...... 509-884-2223 Litehouse Foods, Inc...... 43...... 2 ...... 800-669-3169 ...... 208-263-7821 Arkansas Tomato Shippers, LLC ...... 53...... 1 ...... 888-706-2400 ...... 520-377-2874 Maine Potato Board ...... 130...... 28 ...... 207-769-5061 ...... 207-764-4148 Arkansas Tomato Shippers, LLC ...... 51...... 6 ...... 888-706-2400 ...... 520-377-2874 Mann Packing Company, Inc...... 9...... 19 ...... 800-884-6266 ...... 831-422-5171 ASG Produce, Inc...... 78...... 41 ...... 805-981-1839 ...... 805-981-1842 J. Marchini & Son / LeGrand ...... 20...... 85 ...... 559-665-9710 ...... 559-665-9714 Ayco Farms, Inc...... 56...... 84 ...... 954-788-6800 ...... 954-788-5600 Mariani Packing Co...... 176...... 4 ...... 707-452-2800 ...... 707-453-8334 B.R.S Produce Co...... 72...... 40 ...... 215-467-7180 ...... 215-467-7182 Martin Produce, Inc...... 150...... 145 ...... 970-352-6712 ...... 970-352-5687 Wayne E. Bailey Produce Co...... 52...... 18 ...... 800-845-6149 ...... 910-654-4734 Melissa’s/World Variety Produce, Inc...... 36...... 96 ...... 800-468-7111 ...... 323-588-7841 BelleHarvest Sales, Inc...... 78...... 134 ...... 800-452-7753 ...... 616-794-3961 Mexican Hass Avocado Importers’ Assoc ...... 91...... 30 ...... 410-877-3142 Black Stallion Logistics...... 72...... 24 ...... 646-401-9995 ...... 646-514-1614 Mexican Hass Avocado Importers’ Assoc ...... 89...... 34 ...... 410-877-3142 Bland Farms...... GA7...... 113 ...... 800-440-9543 ...... 912-654-3532 Michigan Apple Committee ...... 80...... 31 ...... 800-456-2753 ...... 517-669-9506 Blue Book Services...... 69...... 5 ...... 630-668-3500 ...... 630-668-0303 Misionero Vegetables ...... 24...... 63 ...... 800-EAT-SALAD ...... 831-424-0740 Brooks Tropicals ...... 41...... 8 ...... 800-327-4833 ...... 305-246-5827 Mission Produce, Inc...... 57...... 129 ...... 888-549-3421 ...... 805-981-3660 Jack Brown Produce, Inc...... 80...... 46 ...... 616-887-9568 ...... 616-887-9765 Nardella, Inc...... 63...... 93 ...... 215-336-1558 ...... 215-336-5757 Bucolo Cold Storage ...... 79...... 135 ...... 716-778-7631 ...... 716-778-8768 Nathel & Nathel ...... 44-45...... 82 ...... 718-991-6050 ...... 718-378-1378 Bushmans’, Inc...... 132...... 136 ...... 800-826-0200 ...... 715-677-4076 Naturally Fresh ...... GA3...... 39 ...... 404-765-9000 ...... 404-765-9016 Bushwick Commission Co., Inc...... 127...... 137 ...... 800-645-9470 ...... 516-249-6047 Naturipe Berry Growers ...... 17...... 74 ...... 239-591-1664 ...... 239-591-8133 California Fig Advisory Board ...... 175...... 53 ...... 559-440-5400 ...... 559-438-5405 New York Apple Association, Inc...... 83...... 21 ...... 585-924-2171 ...... 585-924-1629 Cal-Organic Farms ...... 25...... 26 ...... 661-845-3758 ...... 661-393-6458 New York Dept of Agriculture ...... 163...... 121 ...... 800-554-4501 California Table Grape Commission...... 155...... 108 ...... 559-447-8350 ...... 559-447-9184 Nickey Gregory Company, LLC...... GA11...... 81 ...... 404-366-7410 ...... 404-363-1169 California Tree Fruit Agreement ...... 39...... 10 ...... 559-638-8260 ...... 559-638-8842 North Bay Produce ...... 57...... 160 ...... 231-946-1941 ...... 231-946-1902 Capital City Fruit Co., Inc...... 52...... 103 ...... 515-981-5111 ...... 515-981-4564 Okray Family Farms ...... 133...... 146 ...... 715-344-0918 ...... 715-344-7324 CarbAmericas ...... 56...... 87 ...... 954-786-0000 ...... 954-786-96785 P.E.I. Potato Board ...... 128...... 79 ...... 902-892-6551 ...... 902-566-4914 Central American Produce, Inc...... 56...... 138 ...... 954-943-2303 ...... 954-943-2067 Pacific Organic Produce ...... 20...... 147 ...... 415-673-5555 ...... 415-673-5585 CF Fresh ...... 28...... 112 ...... 360-855-0566 ...... 360-855-2430 Pacific Tomato Growers/Pacific Triple E...... 30...... 29 ...... 941-722-0778 ...... 941-729-5829 Chelan Fresh Marketing ...... 188...... 11 ...... 509-682-3854 ...... 509-682-5766 Pacific Tomato Growers/Pacific Triple E...... 53...... 44 ...... 209-835-7500 ...... 209-835-7956 Chestnut Hill Farms ...... 56...... 90 ...... 305-592-6969 ...... 305-436-8969 Pandol Brothers, Inc...... 53...... 110 ...... 661-725-3145 ...... 661-725-4741 Chilean Avocado Importers Association ...... 87...... 57 ...... 202-626-0560 Patrick Farms, Inc...... GA6...... 65 ...... 229-528-4252 ...... 229-528-4589 Collotti & Sons, Inc...... 74...... 59 ...... 215-389-3335 ...... 215-755-9616 Paulk Farms ...... GA10...... 128 ...... 229-468-7873 ...... 229-468-7876 Colorado Potato Administrative Committee . . . . 129...... 32 ...... 719-852-3322 ...... 719-852-4684 Pear Bureau Northwest ...... 139...... 48 ...... 503-652-9720 ...... 503-652-9721 Columbia Marketing International ...... 141...... 27 ...... 509-663-1955 ...... 509-663-2231 The Perishable Specialist, Inc...... 57...... 126 ...... 305-477-9906 ...... 305-477-9975 Coosemans Philadelphia, Inc...... 65...... 158 ...... 215-334-3634 ...... 215-334-3636 David Petrocco Farms, Inc...... 150...... 77 ...... 303-659-6498 ...... 303-659-7645 Cowart Incorporated ...... GA17...... 86 ...... 912-565-9199 ...... 912-565-0199 Phillies Tomato & Produce Corp...... 67...... 60 ...... 215-755-2775 ...... 215-755-2791 Crystal Valley Foods ...... 56...... 153 ...... 800-359-5631 ...... 305-592-9803 Pinto Brothers, Inc...... 66...... 94 ...... 800-523-4047 ...... 215-336-5422 Customized Brokers ...... 56...... 157 ...... 305-471-8989 ...... 305-471-8988 Plastic Suppliers ...... 33...... 52 ...... 866-ERTH-1ST ...... 614-471-9033 Date Pac LLC/ Potandon Produce ...... 23...... 78 ...... 800-767-6104 ...... 208-524-2420 Bard Valley Medjool Date Growers...... 175...... 61 ...... 928-726-9191 ...... 928-726-9413 Primavera Marketing, Inc...... 79...... 42 ...... 209-931-9420 ...... 209-931-9424 Deardorff Family Farms ...... 18...... 151 ...... 805-487-7801 ...... 805-483-1286 Produce Exchange Co. of Atlanta, Inc...... GA15...... 102 ...... 800-480-4463 ...... 404-608-0401 Diamond Fruit Growers...... 138...... 123 ...... 541-354-1492 ...... 541-354-2123 Produce for Better Health Foundation ...... 81...... 104 ...... 302-235-2329 ...... 302-235-5555 Dole Fresh Fruit Company ...... 159...... 119 ...... 818-879-6600 ...... 818-879-6628 The Produce Marketing Association ...... 181...... 54 ...... 302-738-7100 ...... 302-731-2409 Dole Fresh Fruit Company ...... 2...... 3 ...... 818-879-6600 ...... 818-879-6628 The Produce Marketing Association ...... 75...... 101 ...... 302-738-7100 ...... 302-731-2409 dProduce Man Software...... 98...... 118 ...... 888-PRODMAN ...... 650-712-9973 Produce Pro, Inc...... 97...... 12 ...... 630-395-0535 ...... 630-572-0390 Duda Farm Fresh Foods, Inc...... 7...... 139 ...... 561-978-5714 ...... 561-978-5705 Progressive Marketing Group...... 57...... 130 ...... 323-890-8100 ...... 323-890-8113 Earthbound Farm ...... 19...... 91 ...... 888-624-1004 ...... 831-623-7886 Quaker City Produce Co...... 66...... 64 ...... 215-467-5000 ...... 215-336-4416 East Coast Brokers & Packers, Inc...... 187...... 16 ...... 800-557-7751 ...... 813-869-9850 Rainier Fruit Company ...... 137...... 117 ...... 509-697-6131 ...... 509-697-3800 Eli & Ali, LLC ...... 31...... 71 ...... 866-354-2547 ...... 718-389-1514 Walter P. Rawl & Sons, Inc...... 93...... 47 ...... 803-894-1900 ...... 803-359-8850 Fagerberg Produce Co...... 149...... 55 ...... 970-834-1353 ...... 970-834-1434 Rice Fruit Company ...... 79...... 69 ...... 800-627-3359 ...... 717-677-9842 Fagerberg Produce Inc...... 135...... 75 ...... 970-834-1353 ...... 970-834-1434 Riveridge Produce Marketing, Inc...... 79...... 43 ...... 800-968-8833 ...... 616-887-6874 The Florida Tomato Committee ...... 52...... 120 ...... 407-894-3071 ...... 407-898-4296 Riveridge Produce Marketing, Inc...... 77...... 73 ...... 616-887-6873 ...... 616-887-6874 Four Seasons Produce, Inc...... 61...... 13 ...... 800-422-8384 ...... 717-721-2597 Rosemont Farms Corporation ...... 57...... 161 ...... 877-877-8017 ...... 561-999-0241 Fowler Farms ...... 85...... 140 ...... 315-594-8068 ...... 315-594-8060 Rosemont Farms Corporation...... GA9...... 148 ...... 877-877-8017 ...... 561-999-0241 Fresh Partners AB...... 40...... 105 ...... 46-8-742-1215 ...... 46-8-742-6201 Ryeco, Incorporated ...... 67...... 45 ...... 215-551-8883 ...... 215-551-9036 Fresh Plants, Inc...... GA12...... 62 ...... 229-928-2699 ...... 229-928-0183 Sage Fruit ...... 145...... 36 ...... 509-248-5828 ...... 509-457-2113 Fresh Pro Trading Co...... 27...... 14 ...... 877-321-8200 ...... 717-721-2597 Sambrailo Packaging ...... 32...... 33 ...... 831-724-7581 ...... 831-724-1403 Fresh Produce Association of The Americas . . . . . 88...... 20 ...... 520-287-2707 ...... 520-287-2948 The Sample Dome ...... 40...... 107 ...... 800-596-3676 ...... 403-936-5868 Fru-Veg Marketing, Inc...... 56...... 89 ...... 305-591-7766 ...... 305-591-7665 Setton International Foods, Inc...... 176...... 22 ...... 631-543-8090 ...... 631-543-8070 Fruit Royale, Incorporated ...... 46...... 141 ...... 661-720-2740 ...... 661-720-2745 Shannon Vineyards ...... GA15...... 35 ...... 912-857-3876 ...... 305-675-3876 Fruitition ...... 188...... 11 ...... 509-682-3854 ...... 509-682-5766 Shuman Produce, Inc...... GA20...... 114 ...... 912-557-4477 ...... 912-557-4478 G&GProduce, Inc...... 68...... 159 ...... 215-336-9922 ...... 215-336-9925 Skagit Valley’s Best Produce, Inc...... 130...... 67 ...... 877-787-2378 ...... 360-848-0778 General Produce, Inc...... GA5...... 76 ...... 800-782-5833 ...... 404-361-1841 Skyline Potatoes ...... 148...... 162 ...... 719-754-3484 ...... 719-754-2200 Genpro Transportation Services, Inc...... 173...... 15 ...... 800-243-6770 ...... 973-589-1877 South Georgia Produce, Inc...... GA8...... 66 ...... 229-559-6071 ...... 229-559-1091 Giorgio Fresh Co...... 46...... 7 ...... 800-330-5711 ...... 610-939-0296 Southern Specialties...... 57...... 80 ...... 954-784-6500 ...... 954-784-5800 Global Organic Specialty Source, Inc...... 24...... 55 ...... 877-952-1198 ...... 941-358-6551 Spice World, Inc...... 40...... 109 ...... 800-433-4979 ...... 407-857-7171 GPOD of Idaho ...... 122...... 142 ...... 208-357-7691 ...... 208-357-5151 Stea Bros., Inc...... 68...... 51 ...... 215-336-7806 ...... 215-336-2194 Green Giant Fresh...... 23...... 78 ...... 800-767-6104 ...... 208-524-2420 Sunlight Int’l. Sales ...... 47...... 124 ...... 661-792-6360 ...... 661-792-6529 Grimmway Farms ...... 25...... 26 ...... 661-845-3758 ...... 661-393-6458 Sunrise Growers ...... 152...... 156 ...... 714-630-2050 ...... 714-630-0215 Harvest Sensations...... 56...... 132 ...... 305-591-8173 ...... 305-591-8175 Sweet Onion Trading Company ...... 49...... 111 ...... 800-699-3727 ...... 321-674-2003 Hendrix Produce, Inc...... GA10...... 115 ...... 800-752-1551 ...... 912-685-4420 Tanimura & Antle, Inc...... 5...... 72 ...... 800-772-4542 ...... 831-455-3915 Hess Brothers Fruit Co...... 79...... 70 ...... 717-656-2631 ...... 717-656-4526 Target Interstate Systems, Inc...... 64...... 164 ...... 800-338-2743 ...... 800-422-4329 Hollandia Produce ...... 165...... 9 ...... 805-684-4146 ...... 805-684-9363 Team Produce International, Inc...... 57...... 88 ...... 800-505-0665 ...... 305-513-9596 Hunter Brothers Inc...... 74...... 37 ...... 215-336-4343 ...... 215-336-4340 Tennessee Dept. of Agriculture...... 58...... 116 ...... 615-837-5517 ...... 615-837-5194 Idaho Potato Commission ...... 121...... 92 ...... 208-334-2350 ...... 208-334-2274 Thermal Technologies, Incorporated ...... 169...... 17 ...... 803-691-8000 ...... 610-353-8663 International Hotel Motel & Restaurant Show. . . . 140...... 25 ...... 800-272-SHOW Val Verde Vegetable Co., Inc...... 94...... 163 ...... 956-994-1310 ...... 956-994-1312 J&R Orchards ...... 175...... 97 ...... 559-665-1712 ...... 559-665-7059 A. Vassallo, Inc...... 70...... 95 ...... 215-336-1984 ...... 215-336-7955 Jacobs, Malcolm & Burtt, Inc...... 57...... 154 ...... 415-285-0400 ...... 415-824-4844 John Vena, Inc...... 70...... 49 ...... 215-336-0766 ...... 215-336-2812 JBJ Distributing, Inc...... 36...... 68 ...... 714-992-4920 ...... 714-992-0433 Vidalia Onion Committee ...... INSERT...... 400 ...... 912-537-1918 ...... 912-537-2166 E.W. Kean Co., Inc...... 63...... 50 ...... 215-336-2321 ...... 215-336-1596 Wada Farms Potatoes Inc ...... 123...... 149 ...... 888-BUY-WADA ...... 208-785-0415 Keyes Fibre ...... 35...... 155 ...... 800-786-8517 ...... 509-663-1023 Waverly Plastics ...... 22...... 131 ...... 800-454-6377 ...... 800-428-7793 Keystone Fruit Marketing, Inc...... 135...... 98 ...... 717-597-2112 ...... 717-597-4096 Weyerhauser Paper Co...... 29...... 125 ...... 800-TOP-BOXES Keystone Fruit Marketing, Inc...... 57...... 143 ...... 772-316-0364 ...... 717-597-4096 Yakima Fresh LLC...... 143...... 150 ...... 800-541-0394 ...... 847-685-0474

SEPTEMBER 2007 • PRODUCE BUSINESS 185 Blast from the Past

n the late 1980s, an invasion of pesky white flies in Yuma, AZ, spawned the creation of a revolutionary tool that saved one Califor- niaI grower’s iceberg and romaine lettuce crops. With no chemicals effective enough to help the plagued winter crops, Rick Antle, CEO of Tan- imura and Antle, Inc., Salinas, CA, pio- neered a machine that could suck the flies off the plants. “We called it the Bug Vac, though we never put a patent on it,” he says. “Eventu- ally, the white flies went away and they never came back.” Although Antle’s original Bug Vacs have since been dismantled, similar tools are used today in the strawberry industry to protect plants from lygus bugs. Antle says the Bug Vacs work best when combating winged insects that cannot tightly latch onto plants. Antle may not have known it at the time, but his focus on solving a horticultural problem with the use of innovative technology — and without the use of toxic chemicals — was a progenitor of the kind of thought that today’s Green Movement looks to instill in all agriculture.

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]

186 PRODUCE BUSINESS • SEPTEMBER 2007 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 Jr., Sales Manager 800-557-7751 • Fax: 863-869-9850 All Growing Operations-Stephen Madonia Reader Service # 16 Reader Service # 11