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February 2009 • Produce Business 3 Produce Quiz Reader Service # 39 FEB. 2009 • VOL. 25 • NO. 2 26 FEATURES SPRING MERCHANDISING MADNESS ..............................................26 Fan the flames of customers’ spring fever by creatively merchandising COVER STORY seasonal produce and offering sizzling sales and hot holiday-themed promotions. STAYING TRUE TO FOOD SAFETY Even while pursuing “value,” FLORIDA SPRING PRODUCE REPORT ..............................................32 retail leaders must hold As springtime arrives, it’s clear that Florida is a produce powerhouse. fast to principles ...................16 GREENHOUSE PRODUCE DEMAND EXPECTED TO RISE......................39 Despite a rough economy, consumers are willing to COMMENTARY pay more for greenhouse produce if it’s merchandised properly. THE FRUITS OF THOUGHT AMP UP VALUE-ADDED POTATO SALES ........................................57 The Squandering Of Goodwill ........10 Today’s value-added potato products have plenty to offer retailers and consumers alike. RETAIL PERSPECTIVE MOVE MORE MEXICAN MANGOS ...............................................66 Culture Influences Strategic Approaches ...85 Consumer education, growing familiarity and migrating demographics are helping to expand this lucrative fruit. VOICE OF THE INDUSTRY Good Help Is Hard To Find And Harder To Make ...................86 DEPARTMENTS EUROPEAN MARKET MERCHANDISING REVIEW: Fruit Logistica Provides Celery Still Reliable Seller In Produce Aisle ..................................................74 Venue For European Sales ..............88 With consistent sales as an ingredient, bigger gains anticipated for fresh-cut variations. DRIED FRUIT AND NUTS: Five Tips For Merchandising Packaged Nuts ................................................79 IN EVERY ISSUE Opportunities abound for retailers to boost year-round nut sales. THE QUIZ ............................4 FLORAL & FOLIAGE MARKETING: Solve Labor Solutions In The Floral Department ............................................82 WASHINGTON GRAPEVINE ........6 Consider all options, advantages and disadvantages when building the right team of professionals. RESEARCH PERSPECTIVES ........12 COMMENTS AND ANALYSIS ......13 PRODUCE WATCH .................14 FLORAL WATCH ...................81 BLAST FROM THE PAST ...........90 INFORMATION SHOWCASE .......90 74 82 SPECIAL FEATURES FROM THE PAGES OF THE PERISHABLE PUNDIT 2009 Resolution For Retailers................................................................8 REGIONAL PROFILE: TORONTO Feeding The Future ........................................................................46 Farmers and wholesalers serving the Ontario Food Terminal look forward during challenging times. Pusateri’s Fine Foods.......................................................................53 An elite boutique offers shoppers the best of the best. 46 Q & A WITH MAYDA SOTOMAYOR AND DANIE KIEVIET Opportunity And Challenge For All In India.................................................54 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. FEBRUARY 2009 • PRODUCE BUSINESS 3 PRODUCE QUIZ F E B . 20 0 9 • VO L . 25 • NO . 2 THIS MONTH’S WINNER: President & Editor-in-Chief • JAMES E. PREVOR Mark Yep It’s the buildup of excitement from the [email protected] Produce Buyer change of seasons that keeps Mark Yep, pro- Valley Food Super Center Publisher/Editorial Director • KEN WHITACRE duce buyer, Valley Food Super Center, a sin- [email protected] Kerman, CA gle-store operation in Kerman, CA, in the Managing Editor • JAN FIALKOW business. “It’s all about making sure your dis- [email protected] plays are colorful, enticing and match the Special Projects Editor • MIRA SLOTT changing seasons,” he says. “If we’re prepar- [email protected] SPONSORED BY ing for Valentines Day, our emphasis is on flo- ral. In the summer, we like to create large, col- Assistant Editor • JENNIFER LESLIE KRAMER orful displays focused on watermelon sales.” [email protected] How To Win Valley Food Super Center is a family Assistant Editor • AMY SHANNON To win the PRODUCE BUSINESS Quiz, the first owned and operated grocery store started [email protected] thing you have to do is enter. The rules are by Mark’s father, Henry, in 1955. “I’ve been Circulation Manager • KELLY ROSKIN simple: Read through the articles and in the business for 40 years,” notes Mark. “I [email protected] advertisements in this issue to find the work mostly in the grocery department and Executive Assistant • FRAN GRUSKIN answers. Fill in the blanks corresponding also overlook the produce department.” [email protected] to the questions below, and either cut along A PRODUCE BUSINESS reader since its incep- the dotted line or photocopy the page, and European Bureau Chief • ROBERT ZWARTKRUIS send your answers along with a business tion, Mark enjoys reading about current [email protected] card or company letterhead to the address trends, new products and where various Production Director • DIANA LEVINE listed on the coupon. The winner will be commodities originate. “We’re getting prod- [email protected] ucts year-round and it’s very helpful for chosen by drawing from the responses Production Leader • JACKIE TUCKER received before the publication of our keeping up with that.” Production Department April issue of PRODUCE BUSINESS. The winner As the winner of the PRODUCE BUSINESS must agree to submit a color photo to be FREDDY PULIDO Quiz, Mark wins an iPod/iPhone dual alarm JOANNA ARMSTRONG published in that issue. clock radio. Trade Show Coordinator • JACKIE LOMONTE WIN A CARBON FIBER HEATED VEST [email protected] Unlike typical heated clothing with bulky wires, this windproof fleece vest Contributing Editors has a virtually undetectable heating element, delivering sustained warmth CAROL M. BAREUTHER, DUANE CRAIG, JACQUELINE ROSS LIEBERMAN, K.O. MORGAN, while allowing comfortable wear. Includes AC adapter. HOWARD RIELL, JODEAN ROBBINS, JON VANZILE, TRISHA. J. WOOLDRIDGE Advertising QUESTIONS FOR THE FEBRUARY ISSUE ERIC NIEMAN, ASSOCIATE PUBLISHER [email protected] 1) What is the slogan for Mann’s Sunny Shores? JENNIFER JORDAN [email protected] SANDY LEE 2) Who is the office manager for Ippolito Produce? [email protected] BILL MARTIN [email protected] 3) What company sells the Champagne Mango? ELLEN ROSENTHAL [email protected] Floral Department Marketing 4) What is the phone number for Duda Farm Fresh Food? E. SHAUNN ALDERMAN [email protected] Marketing Solutions and Integrated Sales JIM DELEGUARDIA 5) What award was given to Blue Book Services? [email protected] Send insertion orders, payments, press releases,photos, letters to the editor, etc., to: PRODUCE BUSINESS 6) What are the four varieties of tomatoes grown by King’s Choice Tomatoes? P.O. Box 810425 Boca Raton, FL 33481-0425 Phone: 561-994-1118 Fax: 561-994-1610 E-mail: [email protected] PRODUCE BUSINESS is published by This issue was: ❏ Personally addressed to me ❏ Addressed to someone else Phoenix Media Network, Inc. James E. Prevor, Chairman of the Board Name __________________________________ Position ____________________________ P.O. Box 810425 Boca Raton, FL 33481-0425 Company ____________________________________________________________________ Phone: 561-994-1118 Fax: 561-994-1610 Entire contents © Copyright 2009 Address ______________________________________________________________________ Phoenix Media Network, Inc. All rights reserved. City__________________________________________________________________________ Printed in the U.S.A. Publication Agreement No. 40047928 State ____________________________________ Zip _________________________________ one ____________________________________ Fax _________________________________ Photocopies of this form are acceptable. Please send answers to: FEBRUARY QUIZ PRODUCE BUSINESS • P.O. Box 810425 • Boca Raton, FL 33481-0425 4 PRODUCE BUSINESS • FEBRUARY 2009 Reader Service # 49 WASHINGTON GRAPEVINE A report on the inside happenings of government. SUBMITTED BY DR. LORELEI DISOGRA, VICE PRESIDENT, NUTRITION & HEALTH • UNITED FRESH PRODUCE ASSOCIATION The ABC’s Of Getting More Fruits And Vegetables In School Meals s the industry looks at its public more fruits and vegetables. Fresh is asking Congress to provide $10 mil- policy plate for the coming One of the simplest and most direct ways lion per year so schools can purchase need- year, increasing fruits and veg- to increase kid’s fruit and vegetable con- ed equipment, such as refrigerators and etables in school breakfast and salad bars, funding that low-income schools lunch should be a top nutrition should receive first. For instance, $10 mil- Apolicy priority. lion per year would enable 1,000 schools to 2009 provides a unique opportunity to United Fresh Child purchase walk-in refrigerators and 2,500 improve school meals, because all child schools to purchase salad bars. nutrition programs, including school break- Nutrition Priorities: Many schools want to serve more fresh fast and lunch, will be reauthorized by Con- 1. A Salad Bar in Every produce during breakfast and lunch periods, gress this year. Similar to the Farm Bill, child yet lack a cost-effective way
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