IRVINGTON, NY - BrightFarms has recently announced changes to its customer team in an effort to better support its retail partners. The company has promoted Abby Prior to the role of Senior Vice President of Sales and Marketing, and has hired Matt DiNitto to fill the role of Director of Sales, East.
“This expansion of our customer team brings the energy and vision that will allow us to continue to build our best-in-class local salad program,” said Steve Platt, CEO, in a press release. “We’re rapidly establishing a footprint across the Eastern U.S., we’re excited to open the Carolinas as our next market.”
In her new role, Prior will lead BrightFarms’ Customer Growth Team, where she will oversee category and brand growth at partner retailers. Prior has been with BrightFarms since 2015 and has become an essential component of the company’s success with national retailers, developing longstanding partnerships with Kroger, Ahold-Delhaize, and Walmart. As a prominent industry leader, Prior has been named a Woman of Influence in the Food Industry by The Griffin Report, among other accolades.
DiNitto brings a diverse background to his new role as Director of Sales, East, and has extensive experience in CPG, ranging from dairy to baked goods. Most recently, he worked at Dean Foods as its Senior Director of National Customers, a role in which he oversaw the company’s relationship with Ahold-Delhaize and other major retailers. DiNitto has also worked with national retail customers at Bimbo Bakeries USA.
In addition to its most recent hires and promotions, BrightFarms will be opening its newest and largest greenhouse in Selinsgrove, Pennsylvania, later this month. The new facility will expand BrightFarms’ distribution throughout the Northeast, with a focus on the tri-state region. BrightFarms has also appointed Affinity Sales as its Northeast broker to support the company’s growth throughout the area, and Bob McGowan will serve as the company’s lead Account Executive.
Congratulations to Abby and Matt on their exciting new positions.
WASHINGTON, DC - Equitable Food Initiative (EFI) recently added both a new position and a new face to its team. After creating the position of Workforce Development Specialist, the organization tapped Ana Luisa “Lulu” Rivera Collazo to fill the role. As the Workforce Development Specialist, Collazo will be responsible for training EFI leadership teams in workplace collaboration and problem-solving skills.
Collazo has been training on EFI farms since 2016, after which she joined the company in a full-time capacity in 2019. According to a press release, her hiring comes at a critical time for the company, as it seeks to build capacity and expand to more farms across North, Central, and South America.
“Lulu’s dedication to her work and her exceptional skills in facilitation and building leadership teams is a valuable skill set so we’re very glad to have her on board full time,” stated Gretta Siebentritt, Director of Workforce Development. “Her experience is well-suited to help our growing number of farm operations looking to train and develop strong leadership teams.”
Collazo was raised on a family farm in Puerto Rico, where she fell in love with both nature and agriculture. She earned her bachelor’s degree in education, with an emphasis in outdoor recreation. Her work experience includes roles as outdoor educator, facilitator, and community organizer where she assisted groups in developing strong, healthy relationships and building thriving communities.
Congratulations to Ana Luisa on this new role!
UNITED STATES - The fight for higher pay is ongoing for some in the grocery industry, but Walmart is one big retailer that continues to evaluate its associates’ wages. Roughly one year ago, the company announced plans to raise its hourly starting wage to $11 in addition to investing in employee benefits. Over the weekend, Walmart announced another wage increase, testing a new starting hourly wage of $12 for newly-created jobs in 500 of its U.S. stores, according to Reuters.
The news source noted that over 5,000 of its stores will maintain a minimum wage of $11 per hour. This change was reportedly made as part of Walmart’s efforts to improve the customer experience amongst tight grocery competition.
Jami Lamontagne, Senior Director of Corporate Communications, commented that the new wage will be applied to employees serving in the newly-created role of Team Associate. These employees will be trained to perform several functions throughout the store, inherently giving them greater responsibility.
Will Walmart’s new wage tests heat up big-box retail competition? Follow along with us at AndNowUKnow as we report on the latest.
LOS ALAMITOS, CA - The industry is still reeling from the loss of Dr. Frieda Rapoport Caplan, whose contributions to the world of fresh produce were vast. In order to celebrate the life of this amazing visionary, produce champion, and woman, Frieda’s daughters and grandchildren invite all those who knew her to her celebration of life.
The celebration will take place Saturday, February 22, 2020, at 11 am at Cottonwood Church in Los Alamitos, California. The family asks that after submitting your name and email when sending an RSVP, you please update the number of people attending. If you are unable to attend, they ask that you still login to the link below and choose “regrets” so they know who has received the invitation.
Frieda Rapoport Caplan: Celebration of Life
Our thoughts and prayers go out to Frieda’s family and friends at this time.
DALLAS, TX - While it is true that Super Bowl fans love their football, it’s no secret that the ads that run during the big game have earned the attention of everyone. Avocados From Mexico (AFM) is running with that promotional opportunity, recently announcing that the company has partnered with Golden Globe-nominated actress, singer, and author Molly Ringwald for its Super Bowl 2020 ad campaign. The company released the first teaser of the campaign, titled “Tiara,” that highlights AFM’s brand.
“Our creative concept is a lot of fun and brings together a few of our favorite things—avocados, Molly Ringwald, and, of course, humor,” said Kevin Hamilton, Head of Brand Marketing, PR, and Strategy. “We felt Molly was the perfect fit for the brand given her prestigious career and the fact that she genuinely loves Avocados From Mexico.”
In the first teaser, fans will see Ringwald as she preps one of the AFM avocados in its hair and makeup chair ahead of their big Super Bowl ad debut. In doing so, she drives home the idea that avocados are worth the extra attention, as noted in a press release.
“When I first heard about this opportunity, not only was I excited because it’s my first Super Bowl ad, but I was thrilled to work with a brand that I am both familiar with and eat on a regular basis,” said Ringwald. “Avocados From Mexico are worth it because they are healthy, delicious on everything, and always in season. I hope people love this funny, entertaining ad as much as I loved filming it.”
This is the second year that AFM is partnering with the creative agency Energy BBDO to develop its big game campaign. In addition to these strategic partnerships, the company recently launched a digital activation called #AvoNetwork. The campaign is targeted toward fans in order to build excitement ahead of the Super Bowl using cutting-edge technology to display digital assets on the blockchain.
To stay up to date with the industry’s most creative Super Bowl campaigns, follow along with us at AndNowUKnow.
CASTROVILLE, CA - 100 years of artichoke expertise has resulted in an Ocean Mist® Farms that knows no limits. While the peak season for artichokes has long been the spring, the grower has developed a proprietary seed variety to go beyond the traditional season. In 2019, this led to a successful winter promotion, encouraging Ocean Mist to once again help retailers rack up those artichoke sales with another seasonal promotion of Coachella Valley winter artichokes.
“Now is the peak time to purchase artichokes,” said Diana McClean, Senior Director of Marketing. “Because Ocean Mist is committed to being a helpful resource for our shoppers, we created a giveaway to align with our shoppers' state of mind going into the new year—one that is health-focused and set on encouraging active lifestyles.”
Ocean Mist’s proprietary seed varietal is highly compatible with Coachella Valley’s cool winter temperatures and desert soil, and yields the same high standards in flavor and quality that the brand is known for, according to a press release. As a result, Ocean Mist’s desert-grown winter artichokes offer a variety of opportunities to create rings at the register at retail, which is why the grower is once again unleashing a host of marketing activations centered on the expansive nutritional value of artichokes.
This year’s marketing activations include a “Get Up & Groove” giveaway that will take place from February 3 to March 13. The giveaway will give participants the opportunity to win one of 10 music-themed grand prizes or 25 secondary prizes, in addition to keeping consumers on track with their new year health and wellness goals. Google advertising and targeted social media advertising will support the sweepstakes, drive visitors to a newly-launched artichoke nutrition webpage, and encourage shoppers to purchase artichokes at their local grocery store.
Ocean Mist is also partnering with influencers to drum up inspiring blog posts that cover inclusive cooking tips and tricks on all the ways to enjoy artichokes. These partnerships will include a newly updated digital cookbook as well.
For more breaking fresh produce news, stay tuned to AndNowUKnow.
BROOKLYN, NY - Gordon Food Service (GFS) has actively been putting a spotlight on fresh-forward initiatives, demonstrated earlier this year through a partnership with Square Roots to advance its urban indoor farming operations. Now, the wholesaler is bringing its pro-produce message to retail with a new test concept to overhaul its fresh fruit and vegetable department. GFS has reportedly tested the concept at six other brick-and-mortar stores, including locations in Toledo, Ohio; Maumee, Ohio; and Detroit, Michigan, and has now announced Trotwood, Ohio, as its next target for the new concept.
“We are a unique retailer in that we serve a broad audience of both foodservice restaurant operators and home consumers,” said Mark Dempsey, Director of Marketing. “That makes us a little different than regular retail grocery stores.”
GFS will be upgrading its existing Trotwood store, according to Dayton Daily News, to include more fresh produce and vegetables, along with overhauls to other departments. The wholesaler will also offer online ordering with in-store pickup at the Trotwood location as well. The Trotwood store changes have been prioritized, and the renovation project has been scheduled ahead of others planned this year in different locations, the news source reports.
Other stores in Ohio, including locations in Dayton, Kettering, and Miamisburg, are possible recipients of the new concept, but so far GFS has not confirmed whether those three other stores will be overhauled as well.
Keep reading AndNowUKnow for grocery retail news.
GREENSBORO, NC - After announcing in May of last year that it would be expanding its Instacart partnership to all 161 stores, The Fresh Market has even bigger news to share. The retailer is building on the successful partnership by launching a new online store along with a corresponding mobile app.
“Our new online store makes it even easier for our guests to shop The Fresh Market from the comfort of their home, or on-the-go with the mobile app,” stated Mary Kellmanson, Chief Marketing Officer. “It really is about helping our guests eat extraordinary every day and making it quick and convenient to do so.”
The new site makes it easier for shoppers to peruse by department or by collections of items, such as easy meals and seasonal offerings, according to a recent press release. Building and planning menu options is another way that The Fresh Market banks on making its new site as user-friendly as possible. Another feature includes filtering products by dietary restriction, such as gluten-free, vegan, or organic.
As this type of format becomes a necessity for shoppers, who will be the next retailer to push the envelope and innovate delivery? AndNowUKnow will continue to be on the lookout.
MISSION, TX - If I could bottle Tommy Wilkins for retailers to showcase in the produce department like the Herbal Essence days of old, I absolutely would. A bona fide Texas experience of a person, Grow Farms' Director of Sales and Business Development loves this industry and what we stand for. Thanks to Texas International Produce Association’s (TIPA) Viva Fresh Clean Eating Challenge (CEC), Tommy has taken a unique and essential step in advocating for it.
“In November, I embarked on the TIPA Clean Eating Challenge. Watching trade news, it seemed more peers my age were having major health issues. For myself, I was tipping the scales at 260 pounds-plus and on three medications for a high-stress, overweight, poor diet-type lifestyle,” Tommy shares with me.
As you may have read in previous coverage, he was among a few in our industry to take on this challenge, and if there is anything I learned from speaking with him, it is that there is nothing like selling something you believe in.
“We are all in the business of selling produce, so increasing consumption helps on our business side. Beyond that, though, I have weaned off massive medications just by eating what we are all promoting,” Tommy emphasizes. “I am a living testament to what we do and what our product is capable of.”
If we are going to boost consumption, we have to start from within. Stories like Tommy’s and those following TIPA’s Clean Eating Challenge could and should be the catalyst for our industry practicing what it preaches.
“With the growing popularity of the plant-based diet trend, produce has the opportunity to take center stage. During the Viva Fresh keynote luncheon on May 1, we plan to show how the industry can use this information to boost produce consumption,” shares Heidi McIntyre, Managing Partner at Full Tilt Marketing. “It’s inspiring to witness first-hand Tommy’s and the other participants’ personal journey. They are providing a real, authentic account of how a clean diet with more fruits and vegetables can have a huge, positive impact on their overall health and wellness.”
And if you know Tommy, you know he is good at spreading the word, helping to set a strong example for others to follow.
“You and all the CEC folks are not only impacting your own lives but thousands that are being touched by your stories. The ripple effect from this journey you all are on will be felt by many long into the future. God Bless you all and enjoy that journey,” Craig Slate, President and CEO of SunFed, told Tommy and the team helping him with this transition.
Tommy points out that the core of this goes back to the Viva Fresh vision initiated by Jimmy Bassetti, President of J&D Produce: Consumers who eat what our industry grows will discover that the medicine is in the soil.
Today, Tommy is under 230 pounds and losing in a healthy, produce-powered way.
“This started as a diet and became a lifestyle,” Tommy says. “It takes a village to pull this off with a hard-headed old man. ‘Thank you’ isn’t enough, but boy is Viva going to have living proof of its message!”
The best way to trigger change is to start with the person in the mirror, their friends, and their co-workers. If we want to see fresh produce take up more real estate on the plate, we have to walk the walk. Thank you, to Tommy, the challengers, and the Viva Fresh team for leading this charge!
IRVINE, CA - Good morning, AndNowUKnow readers!
Today, I am bringing you some of the category and weather news from around the industry. Check back twice weekly to see the latest around all growing regions.
FLORIDA SAW FREEZING TEMPERATURES TUESDAY NIGHT INTO WEDNESDAY MORNING
The temperatures Wednesday morning in Florida dropped lower than what was originally projected. Immokalee was projected to have a minimum temperature of 36°, but ended up dropping to 32° for two hours Wednesday morning. The temperature dropped to 34° at 4:00 am Wednesday morning and then dropped to 32° at 5:00, where it stayed until 7:30. The temperature finally rose above 35° around 8:00am.
Growing in Immokalee right now are tomatoes, bell peppers, green beans, cukes, eggplant, and corn. You should check with shippers with regard to any immediate damage to the fruit, but also take into consideration possible bloom drop due to these temperatures, which will lead to less fruit weeks down the road. Mark your calendars to plan for possible drops in production.
Wednesday morning, Plant City saw temperatures at 34° or below from 4:00 to 8:00, with two hours at 32° from 5:30 to 7:30 am. This region is big in strawberries, which can better tolerate this colder weather.
Belle Glade didn’t seem to experience such cold temperatures Wednesday morning with minimums only dropping into the low 40°s. Check with shippers to see if any complications arise from these temperatures.
These extreme cold temperatures were a one-night phenomenon. By Wednesday night / Thursday morning minimum temperatures were back in the mid-50°s, where they will stay for at least the next ten days.
HEAT WAVE COMING TO WEST LATE NEXT WEEK
Temperatures in California and Arizona are forecast to be average for the next seven days. On Saturday, February 1, the temperatures will significantly rise as coastal regions such as Oxnard and Santa Maria will see high temperatures reach into the mid-70°s. The desert regions of Yuma and Coachella will reach into the mid-80°s. These warmer temperatures will continue into the first week of February. Look for good volume and quality on products out of these regions.
The remainder of U.S. regions and Mexico are forecast to experience normal temperatures for this time of year.
Thank you as always! We will be back next week with another report.