WINTER SPRING, FL - The National Watermelon Promotion Board (NWPB) assessment increase has been approved by USDA after a 20-month process. As of December 20, 2024, the final rule is in Public Inspection status, set to publish in the Federal Register on Monday, approving the new assessment rate for the NWPB; the total assessment of 9 cents per hundredweight versus the current 6 cents per hundredweight. This amount is split between producers and handlers and paid in total by importers. The rule will go into effect after a 30-day period, on or around January 22, 2025.

“An assessment increase is a critical first step in ensuring the continued growth and success of our industry,” said Lee Wroten, board President. “By investing in enhanced research, marketing, and promotion efforts, we can drive greater demand for watermelon and strengthen our industry’s position, creating more long-term opportunities for everyone involved.”

The rule in Public Inspection can be viewed here.

Following the 2017-2021 Econometric Evaluation conducted by Armada Corporate Intelligence, some board and industry members started a discussion regarding the need for an assessment increase for the Board. Then President Christian Murillo and now President Lee Wroten included the Assessment Rate proposition on the monthly agenda for the Executive Committee in April 2023 and presented “The Case for the Assessment Increase” at the September 2023 board meeting. Between September 2023 and March 2024, Mr. Murillo and Mr. Wroten presented at more than 10 watermelon industry organization meetings, a press release explained.

The Board met February 24 in Scottsdale, Arizona, in conjunction with the National Watermelon Association Annual Convention. Following a favorable report on industry support, the Board voted to move forward with a 3 cent per hundredweight increase to the assessment level. The Board staff, overseen by the Executive Committee, then submitted all necessary documentation to the USDA for the Rulemaking Process which included a 30-day comment period. During the comment period which closed on August 8, 2024, industry members were encouraged to share their opinions on the potential assessment increase. There were 33 comments, which can be reviewed here.

Moving forward, the board will prioritize efforts to increase the demand of watermelon through research, promotion, and education. Each part of the program will receive increased funding, with the retail space receiving the largest allocation. On April 1, 2025, the committees and Board will launch a new program aligned with the new assessment level and fiscal year.

Click here for comprehensive information on the assessment increase including more on the board, the history of the assessment rate, inflation’s impact, justification of the increase including the growth of watermelon volume and FOB, proposed assessment levels, and how those funds will be spent to promote watermelon.

For more updates from the National Watermelon Promotion Board, keep reading ANUK.

WASHINGTON - In a complaint filed on June 27, 2023, the U.S. Department of Agriculture (USDA) alleged that Los Angeles, California-based VIP Marketing failed to make full payment promptly in the total amount of $408,983 to three sellers for multiple lots of produce in violation of the Perishable Agricultural Commodities Act (PACA).

Direct from the USDA:

After the complaint was filed, USDA and VIP Marketing Inc. entered into a Consent Decision and Order wherein VIP Marketing Inc. agreed to pay the unpaid produce sellers listed in Appendix A to the Complaint and to pay a civil penalty in the amount of $40,000. As a result of VIP Marketing Inc. satisfying the terms of the consent decision and order, the finding that it had committed repeated and flagrant PACA violations was permanently abated without further process, and the case has been closed.

For more information, contact Corey Elliott, Chief, Investigative Enforcement Branch, at (202) 720-6873 or [email protected].

To read the release in full, click here.

LOS ANGELES, CA - Berry Fresh is thrilled to announce the appointment of Ashley West as its Director of Sales. With over a decade of experience in the berry industry, Ashley brings a proven track record of customer focus and operational excellence. Her expertise and leadership will play a vital role in driving the company’s continued growth and strengthening its position in the market.

“I hit a point in my career where I wanted a new challenge,” says Ashley. “Berry Fresh offers an exciting platform to apply my experience on a large scale and help shape the future of the company. There’s so much opportunity here,” she shares. “The team is incredibly experienced and hardworking, and the focus on quality and customer service is unparalleled. I’m excited to contribute to Berry Fresh’s dynamic environment.”

According to a press release, West started her career in the berry industry in 2011, where she rose through the ranks, gaining experience in sales, grower communication, logistics, and market growth. Through this well-rounded experience, she learned the value of every part of the supply chain and each department’s importance in bringing quality products to customers. By 2018, she was leading her sales department, where she was instrumental in building strong customer relationships.

West is excited to bring her customer-centric approach to Berry Fresh. Her focus will be on fostering strong relationships with current customers, exploring new market opportunities, and enhancing internal processes to support the company’s rapid growth.

Her leadership comes at a pivotal time as Berry Fresh continues to expand its reach in the market through a commitment to top-tier quality, premium varieties, and exceptional customer service. With investment in new genetics and constantly striving to improve its quality offering, Berry Fresh is positioning itself as a strong player in the berry industry.

“Berry Fresh’s combination of quality products, a diverse sourcing portfolio, and a people-first culture set it apart,” she says. “I’m excited to be part of a company with such a strong vision for the future.”

Congratulations to Ashley West on this new role!

REEDLEY, CA - With consumer and market demand supporting the 2024 stonefruit season, the cycle comes to a close marking high volume and high performance. Mountain View Fruit Sales’ (MVFS) Brett Brothers Bo, Chief Financial Officer, and Rob, Sales Manager, were kind enough to look back and ahead with me.

“The 2024 stonefruit season was a successful one with more inventory this year without leading to a cut in prices, thanks to demand remaining strong throughout the season. Stonefruit consumption was high across the nation, which allowed retailers to have successful in-store sales, and consumer confidence was at an all-time high,” Bo shared.

This year MVFS’ stonefruit volume was significantly higher with favorable weather stretching the season, as well as additional acreage the company acquired earlier this year.

“Unlike previous years, California avoided early-season freezes and weather conditions were ideal for growing,” Rob explained. “Our late-season program was particularly strong. We launched the Autumnripe brand this year and, thanks to ideal August and September weather, we were able to extend the nectarine shipping window later than we ever have before. This allowed the team to pack and sell red and black plums into late October, along with a good supply of yellow peaches and nectarines.”

Looking ahead to the 2025 season, the team is optimistic about building on this momentum. With the additional acreage and high consumer demand, the Brett brothers conveyed MVFS is in the prime position for further success.

“Weather permitting, we anticipate another strong season with continued demand for our premium stonefruit varieties,” Rob said.

Currently on the citrus front, the colder weather in Central California has allowed for plenty of volume and excellent eating fruit to be harvested. Likewise, as its domestic grape season wraps up, next on the horizon for MVFS is ramping up its import program.

“We are excited by the quality of the grapes making it to market with an increase of boxes available. There is plenty to come as we start off a new season and a new year,” Bo concluded.

With much to look forward to AndNowUKnow is looking forward to a bright, fresh new year!

WASHINGTON, DC - The U.S. Department of Agriculture (USDA) has imposed sanctions on four produce businesses for failing to meet contractual obligations to the sellers of produce they purchased and failing to pay reparation awards issued under the Perishable Agricultural Commodities Act (PACA). These sanctions include suspending the businesses’ PACA licenses and barring the principal operators of the businesses from engaging in PACA-licensed business or other activities without approval from USDA.

Direct from the USDA Agricultural Marketing Service:

The following businesses and individuals are currently restricted from operating in the produce industry:

• Mendoza Fresh Produce, operating out of Houston, Texas, for failing to pay a $11,440 award in favor of a Texas seller. As of the issuance date of the reparation order, Victor Mendoza was listed as the member and manager of the business
• A Z Puchi III Enterprises, operating out of Nogales, Arizona, for failing to pay a $11,580 award in favor of a California seller. As of the issuance date of the reparation order, Alberto Puchi, III was listed as the sole officer, director, and major stockholder of the business
• Rossman Fruit & Veg. Dist., operating out of Brooklyn, New York, for failing to pay a $102,729 award in favor of a New York seller. As of the issuance date of the reparation order, Nitzan Rozman was listed as the sole officer, director, and major stockholder of the business
• G & S Produce, operating out of Los Angeles, California, for failing to pay a $10,676 award in favor of a California seller. As of the issuance of the date of the reparation order, Guadalupe Serafin was listed as the sole officer, director, and major stockholder of the business

PACA provides an administrative forum to handle disputes involving produce transactions; this may result in USDA’s issuance of a reparation order that requires damages to be paid by those not meeting their contractual obligations in buying and selling fresh and frozen fruits and vegetables. USDA is required to suspend the license or impose sanctions on an unlicensed business that fails to pay PACA reparations awarded against it as well as impose restrictions against those principals determined to be responsibly connected to the business when the order is issued. Those individuals, including sole proprietors, partners, members, managers, officers, directors, or major stockholders, may not be employed by or affiliated with any PACA licensee without USDA approval.

By issuing these penalties, USDA continues to enforce the prompt and full payment for produce while protecting the rights of sellers and buyers in the marketplace.

For contact information and to read the release in its entirety, click here.