IDAHO FALLS, ID - This is the season for hearty and healthy eating options here in North America as we move through the first part of February and fill our bellies in anticipation of an amazing year to come. Retailers are taking note, too, as is Wada Farms. Fresh on the heels of the New Year, the company is bringing its full line of organic Idaho potatoes to market.
“The most lucrative part of the Wada Farms organic program is the one-stop-shop factor, which benefits both our growers and our retail partners,” Marketing Director Eric Beck tells me. “We had roughly 1,000 acres in production for 2019 with the potential for more increases in 2020.”
With SEPC’s Southern Exposure right around the corner, the company is also taking advantage of the occasion to share this message and the company’s expansive program with attendees and buying partners. Currently and through the show, Wada Farms is offering red and yellow organic potatoes into early June and Russet organic potatoes into late May from its Idaho program. In this region, primary growing goes from April through August for the company.
The varieties used for the Wada organic program have gone through a vigorous trial and error process to ensure they meet the needs of today’s marketplace. Careful consideration is given not only to the agronomics of the varieties used for long-term sustainability, but also to the merchandising demands of appearance and culinary factors for the end user.
All varieties have been chosen to suit customers’ needs for both appearance as well as culinary factors.
“Our program continues to gain velocity with new and existing customers. The uniqueness behind our program is two-fold. First, we provide consolidation opportunities for those customers that are looking to get a bit of ‘everything’ on their trucks. Some can’t take a full truckload of organics or just want a few pallets of each variety. Wada can help facilitate those needs through our supply chain services,” Eric shares. “It’s in the details and paying attention to the customer’s supply chain needs that sets Wada apart in helping customers build their organic programs. Second, our organic program is nearly year-round from one location.”
As Eric reflects, Wada has been able to implement practices that help storage potatoes last longer.
“What this means to the customer is greater shipping efficiencies, better consolidation, and cost savings to the bottom line,” he says. “The Wada organic program continues to gain momentum and is looking forward to continued growth in 2020."
Wada Farms offers all the traditional packs that are in demand within the industry from bulk and consumer packs to totes.
With a program as progressive and expansive as Wada Farms, it is easy for retailers to have peak time, all the time.
Check out Wada Farms’ portfolio and vision at SEPC Southern Exposure booth #227 and keep an “eye” out for those organic potatoes!
MISSION, TX - There’s no better example of the old adage “change starts with you” than the fresh produce industry. How else are we produce purveyors going to expand the reach of fresh fruits and vegetables than by leading the charge ourselves both on a professional and personal front? As one of this year’s Texas International Produce Association’s (TIPA) Viva Fresh Clean Eating Challenge (CEC) participants, Michelle Cortez is not only embodying this unique industry quality but also reminding all of us to buy into produce’s biggest mission if we haven’t already.
“I agreed to this challenge because TIPA was looking for a millennial to participate and because I thought it would help encourage our industry to put our money where our mouth is,” began Michelle, Sales Manager for Empacadora GAB. “I think the Clean Eating Challenge speaks to those individuals in the produce industry that are stuck in a rut. Even though we’re a health-focused industry, a lot of us don’t eat that way since it's easier to eat what’s convenient. But as produce representatives, we can do more to be a part of our industry’s mission.”
Michelle’s decision to participate in the Clean Eating Challenge was also rooted in her own personal health journey.
“Two years ago, I was at my heaviest, which was 250 pounds. At the time, I was a size 18. When I had to buy bigger pants, I realized it was getting out of control,” Michelle shared. “I started slowly by not eating out as much and cutting back on soda and sweet tea—which for us Southerners is like water. Just by doing that, I lost 60 pounds in a year and a half. I wanted to lose another 40 pounds, so I joined the Viva Fresh Clean Eating Challenge.”
Once she officially joined the challenge, Michelle then doubled down on clean eating, a practice that led to some truly extraordinary results.
“Now, on top of those 60 pounds, I’ve lost 41 more pounds for a total of 105 pounds. I’ve lost six pant sizes, and now I’m no longer actively diabetic,” Michelle celebrated. “I feel like a completely different person. Clean eating has changed my life.”
When I asked Michelle if there were any secret produce items that helped her as she embarked on this journey, without hesitation, she revealed, “Blueberries! They’re my thing now. Because blueberries have a different glycol reading, they release sugar at a different rate than other fruits. They’re also rich in antioxidants, so you can eat a fair amount and still be healthy.”
While there are many challenges that arise when changing bad habits into good ones, Michelle’s participation in the Viva Fresh Clean Eating Challenge is inspiring for those of us feeling overwhelmed.
“It’s easy to feel discouraged when you aren’t meeting the same goals as quickly as people you see on the internet. But with clean eating, it’s not about counting calories. Clean eating is a way to stop eating processed foods and start eating more fresh produce,” Michelle encouraged. “But don’t beat yourself up if it’s a hard process. The goal is to make healthy decisions each and every day so that you’ll have greater success in building a healthier you. Each of us participating in the Clean Eating Challenge is in it for different reasons, but we’re all meeting our goals, and you can, too.”
While the Clean Eating Challenge is already underway, there’s no reason for us fellow produce advocates to not join Michelle, Tommy Wilkins, Ed Bertaud, and Jed Murray on our own clean eating journeys. And the fact that TIPA and Viva Fresh are encouraging this mass participation only goes to show how truly one-of-a-kind the upcoming event is.
“Viva Fresh is unlike any other event in produce right now. The show focuses on quality, not quantity, when it comes to bringing together foodservice operators, retailers, and suppliers of Mexican and Texas produce. It’s insightful, educational, and it’s one of the shows I get the most out of because the opportunities to build new business and attend educational seminars are at a different level. And, Viva Fresh is only a regional show, which says a lot,” Michelle mic dropped.
As we as an industry continue to expand the reach of fresh produce, AndNowUKnow will continue to bring you the stories from those on the front lines.
SAN FRANCISCO, CA - Kathleen Triou knows how to put the “fresh” into fresh ideas, vision, and growth. With SEPC’s Southern Exposure just weeks away, companies across the produce industry are ramping up their messaging and portfolios to wow attendees at one of the most coveted events of the year. As the President and CEO of the Fresh Solutions Network (FSN), Kathleen is taking advantage of this time of year to share details of a program that has made the company one of the leaders in the potato category.
“We’ve got a full range of potato types available due to the geographic distribution of our farms, and the potatoes are high-quality across a range of sizes,” Kathleen shares. “For the Fresh Solutions Network growers of the Side Delights potatoes, the location where the potatoes are grown matters, and so does the journey the potato takes from seed to store to ensure the best-tasting potatoes on the market.”
For FSN, both of these key messages are reinforced under the company’s B2B and B2C campaign, Grown Where It Matters, which will be energizing the booth at Southern Exposure.
“Back in October, we launched a cutting-edge virtual reality (VR) video and podcast-based program that invites consumers and buyers to step into our potato fields and experience for themselves why our potatoes are Grown Where it Matters.”
At SEPC in Tampa, Florida, visitors to the FSN booth #426 will enjoy viewing the VR videos with 3D goggles that immerse viewers in the unique and fascinating world of potato farming.
“We are also launching our new ‘Journey of a Potato’ video. This groundbreaking—literally—video follows a potato’s lifecycle from seed to store and answers questions its viewers probably never thought of,” Kathleen says. “Engaging with consumers, buyers, and merchandisers through storytelling is a powerful marketing tool, as shoppers take an increasing interest in growing practices, harvests, packaging, and the role sustainability plays in the production cycle.”
When I ask Kathleen what makes FSN a leader of the potato category pack and a standout supplier and grower network for customers, she reflects that FSN growers dig deep to ensure outstanding customer service for its customers.
“We own the land, our sheds, our transportation, and thus, we are directly accountable for the quality and safety of the potatoes we sell. The only way to have more control over your potatoes would be to farm them yourself!” she says and laughs. “Also, we approach innovation collaboratively with retail partners.”
FSN designs its products to add value for shoppers and differentiate the company’s retail customers from their competition.
“We also realize that SKU rationalization is a hot area for retailers,” Kathleen notes. “We work with our customers to customize their assortment. Think of it as high SKU IQ—a smart assortment of locally sourced and nationally distributed products tailored to consumer preferences, down to the store level.”
Kathleen and the Fresh Solutions Network know their message like the back of their hands. And at this year’s SEPC Southern Exposure, they are primed to deliver in vision and flavor. Check out booth #426 to see, hear, and taste for yourself.
SANTA CRUZ, CA - If you are me, then it is tomato time all the time. With companies like Jacobs Farm del Cabo helping raise the bar in fresh organic produce, both the consumer and the trade news writer in me is happy to the core. At present, nearly all of the company’s Baja and Mexico zones are ramping up from San Jose del Cabo, Zaragoza, and Maneadero to Tepentu, Ciudad Obregón, Vallecitos, and Torim—making the buying ample for retailers this winter.
“All of our Del Cabo-branded tomatoes are grown year-round; however, we are seeing an exceptional peak right now which will run through March,” Kyla Oberman, Marketing Manager, shares with me. “Our products are organic and sustainably grown and we truly believe in and act on our tagline: Healthy Soils, Healthy Plants, Healthy People.”
This February, Jacobs Farm del Cabo is offering key items including its Organic Sugar Plum Grapes in a vibrant pint that Kyla refers to as Nature's candy, as well as the longtime favorite, Organic Heirloom Cherry Mix in pints. This pack is the essence of the Del Cabo grower collective, a combination of several best-tasting tomato varieties.
“Our Organic Heirloom Cherry Mix is a pack that offers a variety of flavors, colors, and shapes, which is what makes this pack so wonderful,” Kyla notes.
Jacobs Farm del Cabo ships out of Vernon, in Southern California, and South San Francisco, California as well.
For the Del Cabo team, the only thing that tastes sweeter than fresh organic produce to them is knowing that every bite supports the people and the earth that brought it to their customers—today and far into the future. This is a message that is not only a foundation on which they grow, but one that comes through in their products.
The Jacobs Farm del Cabo team brings great flavor to the table with all of its partners who also find that they can really taste the heart and passion put into the produce.
“Our go-to-market strategy has been consistent from day one—grow delicious, healthy food without damaging the environment. Meanwhile, our efforts in and around the areas we grow positively benefit the people, communities, and the environment," Kyla reflects. "Our key audience is one that holds these values as a priority when seeking out their fresh produce. Most of our long-standing customers—both trade and consumer—are just that, because they believe in our mission and want to continue that support."
As the tomato category finds more and more growth and differentiation, keep checking back with AndNowUKnow for the latest and greatest from our industry friends.
MONROVIA, CA - After beating San Francisco’s chain store ban and opening another New York location, rumors started flying that Trader Joe’s was contemplating a New Jersey store. Well, it looks like those rumors are true. The cult retail icon announced on its company page that not one, but three stores are slated to open—with one taking up residence in the Garden State.
In the first announcement, Trader Joe’s is dropping anchor on 6130 Laurel Canyon Bl, North Hollywood, California, the grocer’s home state. Next up in the announcement line is the rumored New Jersey store, touching down on 775 Haddonfield Rd, Cherry Hill, New Jersey.
The most recent posting, however, caused this writer to do a double take. According to the company's website, the grocer will be opening up shop at Arizona State University, 940 E. University Ave, Tempe, Arizona.
No other information was given at this time, with the retailer stating, “We'll continue to post new details about the store and its opening here, so please check back for updates.”
Where will Trader Joe’s drop anchor next? Keep reading AndNowUKnow as we follow the industry's beat.
BIRMINGHAM, AL - The grocery delivery behemoth Shipt has managed to secure multiple key retail partners like Southeastern Grocers and Target. It appears the company is aiming for further expansion, announcing a total rebrand that is expected to draw new eyes. Through this new brand campaign and refreshed logo, Shipt will no doubt be scooping up more retail partners very soon.
“We felt like the current brand identity didn’t speak to our demographic,” said Chief Marketing Officer Harley Butler. “We can use that bag to represent all the different things [Shipt delivers.]”
While the company mainly has its sights set on grocery partnerships, it also markets directly to consumers who can purchase a membership with Shipt, according to AdAge. The company employs a fleet of over 100,000 individuals who are expected to deliver groceries within an hour. The rebrand will include a logo change from the iconic spaceship to a shopping bag that is a better representation of the service.
The campaign has been dubbed “Over-Delivering Delivery” and will include a series of visual advertisements that highlight how Shipt manages to deliver on such premium services.
“The primary goal of the advertising is to attract new customers and also to remind existing customers of who we are and why we’re special and to drive increased orders that way,” added Butler.
Who will be next to partner up with the delivery expert Shipt? Keep a tab open for us at ANUK as we investigate.
FOWLER, CA - Valentine’s Day is right around the corner, and Bee Sweet Citrus’ sales team has reported a strong supply of specialty citrus varieties to meet consumer demand. Varieties that will stand out this holiday will be Cara Cara Navels and Blood Oranges.
“If consumers are looking for fruit that’s both healthy and delicious, Cara Cara Navels and Blood Oranges are a must-have this season,” stated Citrus Director of Communications Monique Bienvenue. “Both varieties are aesthetically pleasing, delightfully flavorful, and extremely nutritious.”
While the exterior of a Cara Cara Navel looks like that of a regular orange, their pink interior quickly sets them apart. Less acidic than most citrus varieties, Cara Caras are known for their sweet, crisp flavor, as well as their amazing nutritional benefits, according to a press release. A natural source of Lycopene, a naturally occurring pigment and powerful antioxidant, Cara Caras can help contribute to a strong immune system and can help improve one’s skin health.
Another variety that’s sure to stand out this season are Blood Oranges. Easily recognizable with their blushed rind, Blood Oranges are often utilized to enhance the flavor of specialty cocktails, salads, baked goods, and more.
“Like Cara Caras, Blood Oranges are often sought out for their unique flavor,” continued Bienvenue. “Anthocyanins, another naturally occurring pigment, are responsible for giving Blood Oranges their dark reddish hues, as well as their sweet, berry-like taste.”
While Cara Cara Navels and Blood Oranges work in unison with Valentine’s Day-themed promotions, Meyer Lemons, grapefruits, and mandarins are also available from Bee Sweet Citrus to help consumers kick off the spring season.
For more exciting Valentine’s Day promotions, keep reading our reports at AndNowUKnow.
NEW ZEALAND - With over 22 years of rich history at its back, the kiwifruit expert Zespri has announced a new identity through its recent rebrand. The new brand and logo are expected to provide a strong platform for the company to continue its recent growth. Zespri is well positioned to reach its goal of $4.5 billion in sales by 2025, driven by the commitment of its 2,800 New Zealand and 1,500 offshore growers.
“We see evidence that consumers today are making more considered purchasing decisions and looking for brands that have a purpose and set of values that they can personally identify with,” said Chief Growth Officer Jiunn Shih. “We’re proud of our purpose and our values, including our role as kaitiaki (guardians) for our future generations, and consumers can expect to see that increasingly brought through in our refreshed visual identity.”
Revealed at one of the world’s leading fresh produce exhibitions, Berlin Fruit Logistica, the new brand better reflects the company’s purpose, which is to help people, communities, and the environment thrive through the goodness of kiwifruit. According to a press release, the refresh includes a new brand vision, a new brand tagline, and a new visual identity that captures the burst of flavour consumers get from biting into a Zespri Kiwifruit.
“We’re confident that our new brand will resonate not only with our loyal fans but pique the interest of new ones, helping differentiate Zespri in the fresh produce market so that we can continue to grow our share of the global fruit bowl,” added Shih.
This refresh was designed to position the company for its next phase of growth. Shih continued, adding that the refresh had been an extensive process, including looking at how Zespri could better connect emotionally with consumers and build a stronger, more intuitive brand identity. Customers and consumers will see a refreshed Zespri logo featuring the use of a green fan, inspired by the vibrant cross-section of a kiwifruit with different shades of green bursts, and a red wordmark reflecting the energy and dynamism of the Zespri brand.
“Zespri Kiwifruit are not only among the world’s most nutritious fruits, but they also taste amazing, so consumers can make the better choice of reaching for a snack that is both healthy and delicious,” Shih explained. “And to celebrate the importance of being healthy, we’ve introduced a new tagline, empowering our people to ‘make your healthy irresistible’.”
Having worked extensively with some of the world’s leading market research agencies on the development and validation of the new brand direction, Zespri was delighted to see that in testing, the new logo was clearly recognised by regular Zespri users with higher predisposition to choose Zespri. The refreshed brand also recognises the fact that consumers are increasingly health conscious, looking for snacking options that are healthy, tasty, and natural.
“This is a really exciting time for Zespri and our industry on the back of the strong growth we’ve seen and the increasing global demand for nutritious products like our Zespri Kiwifruit,” Shih concluded. “We can't wait to share our new look with growers and consumers, and look forward to helping even more people, communities, and the environment around the world thrive through the goodness of kiwifruit in the years ahead.”
The new brand will be progressively rolled out across Zespri packaging and collateral and enter markets from May 2020, with Zespri set to make its biggest-ever investment in marketing in 2020 to ensure a strong brand impact and reach as many consumers as possible. It follows the company’s operating revenue hitting $3 billion for the first time, and its announcement in late 2019 that Zespri is commercializing a new red kiwifruit variety, which will play an important role in attracting even more consumers to the kiwifruit category. The company will also host its industry conference, Momentum 2020: Standing Up and Standing Out, next week in New Zealand, which will introduce how Zespri is transforming to a future proof organisation in a fast-changing environment.
For more of the latest news across all produce categories, keep checking in with us at AndNowUKnow.
CASTROVILLE, CA - Ocean Mist® Farms has recently onboarded an industry veteran. Tom Botelho will now be known as Ocean Mist Farm’s newest Sales Representative.
“I am happy to join the Ocean Mist Farms family and look forward to this new opportunity with a respected company,” said Botelho. “I’m pleased to have the opportunity to contribute to the continued success of Ocean Mist Farms.”
According to the press release, Botelho joins Ocean Mist Farms with over 30 years of experience in the agricultural industry. This included serving as Director of East Coast Sales for Tanimura and Antle, a role in which Botelho encouraged customer loyalty, satisfaction, and profitable growth among existing and target customers, and supported the sales and marketing efforts across all company products.
Botelho comes to the company with a proven sales track record and industry relationships that will be key in his and Ocean Mist Farms’ success. Now on the sales team, Botelho will work closely with Sales Manager, Joe Angelo, to build Ocean Mist Farms’ business in key territories.
“We are glad to have someone of Tom’s caliber join our team,” said Angelo. “His extensive knowledge of sales within the agriculture industry makes him a vital addition to our team.”
Congratulations to Tom Botelho on his recent appointment! Keep checking AndNowUKnow for the latest in the ag industry.
DEERFIELD, IL - Kroger’s partner, Walgreens Boots Alliance, announced today that a new President will be spearheading the company in its future growth plans. Richard Ashworth will be responsible for developing the strategies and plans for all Walgreens operations and will have full responsibility for the leadership, development, and management of the business. He will report to Alex Gourlay, Co-Chief Operating Officer, Walgreens Boots Alliance.
According to the press release, Ashworth began his career as a service clerk with Walgreens in 1992. During his 28-year tenure with the company, he has served as President of Operations, Walgreens, and has held a variety of leadership positions with increasing responsibility overseeing pharmacy, health care commercial, retail, and other segments. Ashworth also serves as Vice Chairman on the Board of Directors of the National Association of Chain Drug Stores and will assume the Board’s Chairmanship in April.
“Richard is a strong leader who grew up with the Walgreens brand and who has a great appreciation for its storied heritage. He truly understands our customers and is passionate about the role we play in their daily lives,” said Stefano Pessina, Executive Vice Chairman and CEO, Walgreens Boots Alliance. “We are pleased to have Richard lead the Walgreens business, and lead the charge as we create the Walgreens of the future. His experience will be incredibly valuable as we continue to accelerate our ongoing transformation to best meet the needs of our customers, communities, and team members.”
The news of Ashworth’s recent appointment follows Kroger’s announcement to pilot “food prescriptions” in Ohio. In November of 2018, we reported that Kroger released its OptUp app with the intention to spur healthier purchases. Then, last month, the grocer teased "Food as Medicine" in its 2020 trend predictions—a unique strategy that could help growers' expand the footprint of fresh produce.
"To help customers manage their general wellbeing and chronic conditions like diabetes, heart disease and cancer, Kroger Health is piloting a new food prescription program, inviting primary care physicians to refer patients to Kroger Health experts for individualized nutrition counseling and personalized food recommendations," the retailer wrote in a press release. "Customers can then fill their food prescriptions at Kroger stores in select markets with dedicated support from the Kroger Health nutrition team."
According to The Spoon, Kroger has partnered with a Cincinnati doctor who will provide dietary recommendations to diabetes patients and direct them to a nutrition expert at a Kroger supermarket in Forest Park, Ohio.
Pessina continued, “I would also like to thank Alex for his leadership and dedication through a pivotal time, following the formation of Walgreens Boots Alliance, and most recently into a period of rapid change across pharmacy and retail. He will continue in a key, global role as a member of my leadership team, advancing our health and wellness strategy while working closely with Richard.”
As healthier eating takes more of a precedence with today's consumers, the renewed emphasis on produce as medicine is sure to revitalize the grocery aisle. Will the new President appointment mean the pilot will expand to other Kroger stores? Also, will other retailers follow suit and prescribe produce to shoppers? Keep reading AndNowUKnow as we follow the news.