LA CAÑADA FLINTRIDGE, CA - Produce and trucking is like peaches and cream: they work better together. Many industries have worked to shorten distribution routes, like adding plants close to metropolitan cities. Since it’s hard to grow strawberries in Nevada or Alabama, however, long haul trucking has always filled the bill for many produce commodities.
After opening his first office across from the produce market in downtown Los Angeles in 1976, Allen Lund identified growing regions across the nation and began to open offices in Oregon, Washington, Florida, Georgia, and Texas. The formula was not just the growing regions, but also identifying the right folks to open those offices and give them the support and tools to be successful—all the while stressing the importance of developing relationships with growers and carriers.
Over the years our industry has experienced vast changes that now present a fairly different fabric across the country. Transportation, regulations, hours of service, ELD mandates, changes in emission requirements have all had an impact, as has the issue of marketing the career of truck driver to millennials. Produce long-haul drivers are always in demand. While the driver shortage is well documented, mostly for asset based and short haul carriers, the produce industry has long been the wheelhouse of owner operators and small fleets. These are the hard-working drivers that become experts in produce which makes communication with growers/shippers invaluable. Tracking and documenting load temps, handling produce, recording HOS, etc., are all areas of education required for a successful driver. There are thousands of these drivers that have built strong businesses based on the availability of produce throughout the growing regions of the U.S.
There are continuing challenges to our industry. While much of the nation was used to having access to fresh vegetables and fruit only seasonally, we now find that the general public demands access to seasonal produce year-round. Retailers reacting to that demand have pushed growers to provide year-round fresh products. This demand also affects the 12 months a year job market for the long-haul produce driver. The farm-to-table movement has encouraged more locally grown produce with shorter hauls to the end consumer. And let’s throw in immigration and finding experienced produce workers—an added challenge on top of paying a living wage.
We are seeing growers develop relationships with options in Mexico so that they may expand their brands to year-round availability, which now adds the challenge of the cross border of product. A straight forward TX to MA run may now include product coming in through Nogales or McAllen, warehousing, consolidation, and trucking to the final destination. This means drivers with certain knowledge, as well as warehousing and logistics providers offer a more sophisticated supply chain. What role will the development and utilization of greenhouses play into this picture?
Produce and transportation have been business buddies since wagons delivered farmer’s goods to local towns and there is no end in sight to the evolution of our industries. The expansion of growing options, multi-country agreements, career challenges, immigration, government input on engine manufacturing and emission requirements will continue to challenge us all but there is no better relationship than the grower/shipper, logistics providers and the truck driver. It harkens back to the original ALC plan…find the right locations, develop strong relationships with growers and carriers, and you must have the right people running ALC offices. Mr. Lund would be thrilled as his first career was that of a truck driver, and in fact, up until his death earlier this year, he always referred to himself as “just an old truck driver.” Blessings to those “old truck drivers,” our industry is dependent upon their hard work!
LEAMINGTON, ON - Amidst the wave of new products heading to PMA Fresh Summit this week, Lakeside Produce is stepping out on the show floor with a whole new look. The company announced plans to unveil a complete company rebrand at PMA 2018, which includes its historic logo.
“Our brand is a critical asset when we are looking for the right partner for the network,” said Robert Najm, VP of Global Sales and Marketing. “It’s a critical asset when we are working to add new customers, or for that matter when we are a recruiting new talent.”
Since its inception, the Lakeside logo has undergone small changes. But now, according to a press release, the family-owned company is investing in establishing a new logo and brand guidelines that represent its core brand identity: simplicity, innocence, honesty, and approachability.
The following include assets undergoing rebrand changes:
- A complete overhaul of the logo, color scheme, and brand guidelines
- Redesigned packaging crafted to be eye catching, and feel inviting to consumers
- A custom, reimagined tradeshow booth to be unveiled at PMA
- New brand assets to enhance the company’s online presence, including product photography, videos, and logo animations
The rebrand also comes at a time of expansion for the company, and thus is a means to maintain broad appeal, one thing it hopes to achieve with its colorful new iconographic logo.
But don’t take my word for it! Go check out the rebrand for yourself at booth #4073.
WATSONVILLE, CA - California Giant Berry Farms is touting a number of innovations as the company heads to the year’s PMA Fresh Summit.
Adding to its partnerships focused on breeding, mechanical harvesting, and sustainability, the company has announced a “scary and playful” new collaboration with Santa Cruz Mountain Brewing, debuting at the company’s booth—#2159—at PMA Fresh Summit in Orlando, Florida, October 19-20.
The two have created a unique blend of organic strawberries and hops resulting in a custom strawberry-infused beer that aligns strategically with California Giant’s seasonal Scary Berry promotion launching October 10th.
“We have always enjoyed forming partnerships to be creative while extending our brand reach and visibility,” said Cindy Jewell, Vice President of Marketing for California Giant Berry Farms, in a press release. “This partnership is more local—but definitely fun and a great way to think beyond produce and typical recipes for berries. We also know that serving unique items at conventions is a challenge. We think because of this partnership, booth #2159 will be busy and so will the tap room at Santa Cruz Mountain Brewery!”
California Giant is also already planning its Second Annual Chef Invitational—building on the success of the first event this July.
According to the company’s press release, the Invitational unites foodservice partners and their talented chefs for the first time ever in a new industry competition to strengthen foodservice relationships, develop creative, create innovative recipe content, promote their new foodservice program, and encourage the utilization of all four berry types, while uniting local sponsors during this 3-day culinary event.
“Foodservice is a key factor in our strategic growth plan. The California Giant label on all four berries year-round and expanded logistics and service capabilities will continue to solidify our place as a premium berry supplier to the foodservice industry,” noted Tom Smith, Director of Foodservice. “We will continue to innovate and elevate the berry category with chefs, restaurants, influencers, bloggers, and our foodservice distribution partners. We are excited that our Second Annual Chef Invitational will be announced in the coming months and we look forward to further collaboration with our foodservice partners and their wonderful chefs!”
California Giant noted that they will also continue to work with previous chef participants to gather timely recipe content, trends, and collaborate on future initiatives to continue to strengthen these direct relationships with leading industry chefs. Just this year, the company launched its foodservice website—offering Chef Invitational news; foodservice data; and a soon-to-debut section titled “Tom Talks” that is dedicated to Smith’s views on restaurant trends, foodservice insights, and his very own foodie-findings.
The company also noted that its 2018 marketing efforts have focused on generating lifestyle, people-centric content that showcases everyday people and various, everyday moments that California Giant berries live in. With its new mantra, “Everybody’s Berry,” the company plans to highlight its four year-round berry offerings—strategically grown in a variety of regions and climates for consistent supply.
The berry company just wrapped up the summer with their Fresh Start promotion—targeting mothers of children headed to college and new college-age shoppers—and reported impressive results from this “untapped” demographic.
“This is the next generation of shoppers and with discretionary income we have already captured their attention and a portion of their shopping basket,” added Jewell. “The late summer promotion generated over 185,000 entries in our sweepstakes and over 20,000 new contacts in our database full of shoppers looking for fresh and healthy solutions as they enter college.”
Visit booth #2159 to see more from the innovative berry provider.
MISSISSAUGA, ON - In an effort to enhance customer experience, Walmart Canada recently announced an investment of U.S. $134 million (CAN $175 million) in its network of stores.
"This investment in our stores is part of our commitment to provide our customers with an improved in-store shopping experience," said Lee Tappenden, President and CEO of Walmart Canada. "We are modernizing our stores, ensuring a seamless omni-channel shopping experience and meeting evolving customer needs."
The investment will be dedicated to features and improvements. According to a press release, 23 Walmart stores across Canada are set for renovation before February 2019, creating more than 2,500 construction jobs. Walmart Canada is also opening a new Supercenter in Burnaby, BC, equipped with a vast East Asian ethnic food offering. The retailer recently expanded its Supercenter store format into Newfoundland with the conversion of three stores, bringing a fresh grocery offering to every province across Canada.
Enhancements customers can expect to see in their local stores include the following:
- Contemporary updates: Physical updates that provide a refreshed look and feel including wider aisles, updated color palette, new signage, and, in some stores, an updated exterior storefront design to provide clearer access
- Optimized omni-channel experience: Creating seamless integration of online shopping and in-store experience for omni-channel customers. Updated features include dedicated parking spaces for online grocery pickup and new areas in stores devoted to online orders to help facilitate the interaction between Walmart Canada's e-commerce and bricks and mortar operations
- Expanded assortment: Adding more product assortments to further integrate stores into the community including new ethnic selections and organics
"Walmart Canada is committed to helping Canadians shop when they want, how they want and where they want," added Tappenden. "As we move into 2019, we'll continue to invest in more store remodels, including new and creative concepts in key urban stores."
For the latest in retail happenings that affect the produce industry, keep reading AndNowUKnow.
WENATCHEE, WA - You ever wonder how Stemilt seems to know what its partners want before they even know they want it? While that prowess may not always be due to the work of a world famous “Mentalist,” this year at PMA Fresh Summit in Orlando, Florida, the company will have more than a few tricks up its sleeve at booth #2055 to make sure its partners can differentiate their businesses and stay ahead of the curve.
“Stemilt will be featuring a world famous ‘Mentalist,’ Tom Kennedy, in our booth with the idea that we want to know what our partners and potential partners are thinking,” Brianna Shales, Communications Manager, shares with me. “How can we get into your heads and focus on sales driven programs to build categories? This is a fun way to open up the discussion on how to build business.”
And if the team at Stemilt are business builders, its many innovations and product offerings are the building blocks. At Fresh Summit, Stemilt will be showcasing its Honeyhill premium Honeycrisp program, along with its trademark varieties, Rave, Piñata, and SweeTango.
But top on my radar is the company’s latest apple creation: the brand new “It’s Red” apple juice made with the company’s secret RedWave apples. These RedWave apples are red-fleshed and make for a delicious red-colored juice that is high in vitamin C.
And while standby favorites like the award-winning Lil Snappers program will be front and center, attendees will also be able to learn more about emerging differentiators, like the Rushing Rivers pear program. Stemilt has been hard at work on Operation Flavor this year, which is a program in which the company partners with retailers to drive sales through pears that have dessert-quality flavor and promotional programs to support them. And last-but-not-least, Stemilt will be offering a new E-Z pallet display system for an in-store marketing tour de force.
“Our new Stemilt E-Z pallet display system combines a short pallet of mixed product for one store set and an attached display unit. This, together, builds sales and display space around snacking and a lifestyle theme. The E-Z pallet system provides the 4 P’s of marketing in one pallet: Placement (a built in display unit), Product (a selection of the right items), Promotion (built around pricing and items that fit the ad period) and Pricing (a predetermined retail price point that we will help you hit to drive the category),” Brianna explains.
Beyond the show floor, Stemilt will have a video featured at Thursday’s State of the Industry breakfast session. In the video, Stemilt will highlight its social and environmental responsibility program, “Responsible Choice,” which is part of the company’s new focus on culture building.
“We want to invest in people and planet to create an even better company to serve our industry. We are proud of our progress on this journey we are on,” Brianna says. “Stemilt is about branded products that can differentiate your business and create transparency through the stories we share with our products. Our horticulture, processes, marketing, and ownership all offer a unique partnership opportunity to retailers who care about the food they sell.”
Want to let Stemilt get into your head and begin to build a business or just want to get your eyes on that bright red juice? Find Stemilt at booth #2055.
SACRAMENTO, CA - On September 12, 2018, Adam J. Bazarnik with Nugget Markets passed away unexpectedly in his Sacramento home at the age of 43. He is the beloved son of Linda and Brian Smith of Shelton, WA, and Ted Bazarnik of Sacramento. He is survived by his brother Neal Bazarnik (Sacramento); half-brother Greg Bazarnik and his wife Brandi (Roseville); step-siblings Patty Mendisco (Polaris, MT), Erinn Whittemore (Davis), and Brian Smith (Pleasant Hill); as well as numerous nephews and nieces.
Born in Santa Barbara County in California on February 12, 1975, Adam graduated from Davis High School in 1993 and resided in the Davis and Sacramento region. He is preceded in death by his grandparents Andrew and Marion Bazarnik (Auburn, NY) and Martha Wood (Davis, CA). He had a very loving relationship with his family.
Adam worked at Nugget Markets for more than 25 years, where he was Corporate Director of Produce and Floral for all stores. In addition to his duties in his role, Adam assisted in planning and producing employee events. He is remembered by his family, friends, and work associates for his dedication, mentoring, work ethic, and professionalism.
Adam’s passions included travel with friends and family and being near the ocean. He is remembered for his ability to form and nurture lasting close friendships.
One of the many ways that Adam is remembered for his optimism and generosity was when he spent countless hours helping his brother survive and recover from neuroinvasive West Nile Fever. Adam played guitar to unwind and frequently attended concerts and music festivals. His infectious smile and laugh, as well as his lightning-fast humor, always brought life to every party and family gatherings.
Family and close long-time friends held a private viewing on Wednesday, September 19, 2018. On October 27, 2018—since Halloween was his favorite holiday)—there will be a celebration of Adam’s life at the Old Soul Capitol Mall at 555 Captiol Mall, Sacramento, CA, at 2:30 p.m.
AndNowUKnow’s thoughts and prayers are with Adam’s family and friends during this difficult time.
WASHINGTON, DC - Agriculture Secretary Sonny Perdue announced last week that 25 members have been appointed to the recently re-established Fruit and Vegetable Industry Advisory Committee (FVIAC). The newly appointed members will serve terms of up to two years beginning immediately and ending in 2020.
“I am honored and proud to be selected to serve on this committee, a crucial touchpoint between producers and policymakers,” Jeff Huckaby, CEO of Grimmway Farms, shared. “I look forward to representing the unique needs of the agriculture industry in this role.”
Tommy Wilkins, Director of Sales at Grow Farms Texas, is also among the 25 produce veterans appointed, commenting, “Agriculture has been part of my entire career and I really appreciate the opportunity to pay back an industry that has been good to me. Our industry continues to evolve, and I look forward to working with the committee to advise Mr. Perdue and the USDA on what will be best for it.”
The purpose of the FVIAC, according to a press release, is to examine the full spectrum of issues faced by the fruit and vegetable industry and provide recommendations and ideas to the Secretary on how USDA can tailor its programs to better meet the needs of the fruit and vegetable industry.
“At the forefront of my mind are our family and friends in the Southeast and East Coast who have been severely impacted by two major storms just in the last few weeks. It’s a sobering reminder of the power that Mother Nature holds over our industry. With that being said, we have plenty of other challenges that we do have some control over such as the serious labor shortage, which is bringing the industry to its knees and contributing to declining agricultural specialty crop production in the U.S.,” Bret Erickson, Sr. VP Business Affairs at J&D Produce, shared with me about his appointment. “There is a long list of issues that I expect this committee to review, from regulatory challenges, invasive pest and disease issues, water, food safety, labor, research initiatives, the list goes on and on. I am pleased to see that the USDA has renewed its commitment to the FVIAC. My strong expectation is that we will be strong advocates who will demand real changes that ultimately improve not only the livelihoods of U.S. producers but the health and food security of U.S. consumers. My congratulations go out to each and every newly appointed committee member, and I look forward to continuing to serve the industry.”
Tommy’s, Bret’s, and Jeff’s fellow members are the following:
- David K. Bell, Cherryfield Foods Inc. Farm/Maine Wild Blueberry Company
- Richard E. Bowman, JJ Family of Farms
- Chalmers R. Carr III, Titan Farms LLC
- John Chandler, Chandler Farms L.P.
- Kristine (Tina) Ellor, Phillips Mushroom Farms L.P.
- Kelly Carl (KC) Ely, FreshPoint
- Molly Gleason, Illinois Stewardship Alliance
- Julie L. Gordon, Cherry Marketing Institute
- Kiley Harper-Larsen, NK Lago Farms LLC
- Michael Janis, San Francisco Wholesale Produce Market
- Brian Kirschenmann, Kirschenmann Farms Inc.
- Tom Lipetzky, Colorado Department of Agriculture
- Paul Palmby, Seneca Foods Corporation
- Luis A. Pérez-Codina, Liaison CAN/US Logistics dba Can/US Fresh
- Kelly Powell-McIver, North Carolina Sweet Potato Commission
- Reade Sievert, Associated Wholesale Grocers
- Steve Smith, Red Gold Inc.
- Harry (Bruce) Talbott, Talbott's Mountain Gold LLLP
- Lawrence (Greg) Tison, Jacksonville Farmers Market
- Derrin Wheeler, MBG Marketing
- Charles A. Wingard, Walter P. Rawl & Sons
- Donn Zea, California Dried Plum Board/Prune Marketing Committee
“This is a strong group representing a cross section of the fruit and vegetable industry,” said Secretary Perdue in his announcement. “I look forward to having them as a resource for feedback and firsthand information to help us better understand the impact of USDA programs on farmers, ranchers, packagers, shippers, and everyone involved in bringing quality food to American families and exporting American-grown products around the world.”
Committee members represent organic and non-organic growers, shippers, wholesalers, retailers, industry trade associations, importers, processors, foodservice suppliers, food brokers, state departments of agriculture, and farmers markets; and represent local, regional and national levels. USDA’s Agricultural Marketing Service (AMS) ensures the committee is administered according to the Federal Advisory Committee Act.
Congratulations to those making up this important group. More information about the committee is available on the Fruit and Vegetable Industry Advisory Committee page on the AMS website.
NOGALES, AZ - Everyone knows when the days get shorter, the air gets cooler, and the leaves begin to change that it’s time to gear up for the Fresh Produce Association of the America’s Nogales Produce Convention. It’s also a sign that fall is on its way, which means the produce season for Nogales is almost here.
Every year, the FPAA kicks off the season with the Nogales Produce Convention, a three-day celebration complete with seminars, elegant parties, and the famous golf tournament. This year, however, is special in that it marks a mile stone for the association, the convention, and the industry as a whole: the 50th anniversary of the Fall Produce Convention.
Given the fanfare surrounding the celebration, it is no coincidence that this year’s Pillar of the FPAA award will go to someone who has a long and storied history in developing and coordinating the Nogales Produce Convention. The coveted Pillar Award recognizes individuals who not only demonstrate the values of the organization, but also who have dedicated their lives to the produce industry and the community.
This year’s honoree, Rosie Favela Cornelius, has a special place in the history of the association and its annual convention, said FPAA President Lance Jungmeyer. “Not only is she a pioneer for women working to make their mark on the business, but she’s also responsible for the success of so many conventions past,” Jungmeyer said.
Rosie has been involved in the convention for four decades and has seen a lot of changes over the years. She’s seen it move from La Roca restaurant, to “warehouses dressed up like ballrooms”, to Kino Springs, and finally to the Tubac Golf Resort where the convention is currently held.
“It used to be more of a networking event.” Rosie has said of the convention. “It’s transformed into more of a celebration and promotional event for the industry.” That transformation is in no small part due to her own participation in the organization of the convention. “I just love decorating and putting events together. I do it with the Boys and Girls Club also. It’s just something I really enjoy, and you might say I have a knack for.”
“Rosie has a gift for partying and decorating,” says Chris Ciruli of Ciruli Brothers. “She can turn anything, even a warehouse, into an elegant venue… She’s an expert with lighting.” And Rosie herself proudly boasts her involvement in the 50th Annual Fresh Produce Convention. Though, true to her humble nature, rather than give credit to herself, Rosie says her talent isn’t in the execution but rather in her ability to “find the right people to execute our (the committee’s) vision.”
Mark your calendars for November 1-3, to ensure you don’t miss out on this monumental occasion with a blowout that not only rings in season after season, but that gives everyone attending a chance to learn, network, and relax before their phones start ringing off the hook and trucks move in and out of their warehouses, bringing fresh produce and opportunity to southern Arizona.
For all of those friends and colleagues that want to celebrate with Rosie, she will be formally honored with the FPAA Pillar Award during the FPAA’s Gala Dinner on Friday, November 2, 2018. She will also be a speaker at the Convention’s Women’s Leadership Invitational on Friday afternoon. Of course, Rosie and many Nogales industry colleagues will be at events throughout the Convention, so the FPAA encourages attendees to plan on joining the celebration starting on Thursday. The golden anniversary of the Nogales Produce Convention is an event to be celebrated, and the FPAA wants everyone to join in this great event.
For more information and to register for the Produce Convention and Golf tournament, go to www.freshfrommexico.com.
HOLLISTER, CA - Berry People, an integrated company which last year hit the ground running with a year-round full-line supply of branded organics, is delighted to announce the launch of its inaugural Chilean blueberry season and its Avo People brand organic avocados from both Mexico and Chile.
Berry People is also announcing a full line of branded conventional berries and avocados to complement its core organic offering, providing North American retailers with a one-stop shop for the two rapidly growing superfruits.
Alongside Chilean blueberries, the company’s Mexican raspberry season is now underway. The organization, together with select third-party growers, holds important organic berry production assets in Mexico and California.
Berry People was founded by three business partners in the U.S. and Mexico – company President Jerald Downs, Chairman Francisco Ortiz, and Gerardo Escalera – who between them have decades of experience in the berry and avocado businesses and significant expertise in the entire supply chain from farm to retail distribution.
By filling a U.S. market need for a consolidated, branded, year-round and balanced portfolio of organic and conventional berries, and thanks to its personal and transparent style of operating, the company has experienced increased demand in its first year and is poised for substantial growth in the near future.
First Chilean Blueberry Season
The first shipments of organic Chilean blueberries begin this September. The fruit is grown in the coastal areas of the Valparaiso and Coquimbo regions, and Downs says that expectations are high for the inaugural season.
“The maturity of the region’s production and the quality of the people we are working with are the setting for an intense and ultimately rewarding season,” says Downs.
“There is a real group effort going on now between our grower-exporters, retailers, and sales team to create transparent, win-win value by synchronizing expectations on pricing and costs, volumes, and promotional activity. This season will be a modest, but solid step forward.”
Conventional, organic and biodynamic blueberries will be offered, helping retailers to fulfil consumers’ rising preferences for healthy and sustainably-grown produce.
Mexican Raspberry Deal
Coming in tandem with the start of the Chilean blueberry season is the beginning of the company’s Mexican raspberry deal. Berry People’s Mexican berries are grown by company shareholders and alliance partners in the states of Michoacán, Jalisco, and Baja California.
The raspberry harvests have already begun, and production is expected to build in October with steady volumes from November onward.
“There is a swell of unmet demand for quality raspberries, and the flow of investment and development of production looks to be outpaced by the demand on the visible horizon,” Downs says.
Quality raspberry production is in relatively few hands at this point, but he says Berry People shareholders have the established acreage and the expertise to maintain a consistent flow of excellent product from season start to finish.
Avo People Avocados
Complementing the company’s full line of branded berries are AvoPeople brand organic and conventional avocados.
Packing of conventional fruit began in the first week of September, and the first harvests of organic avocados from both Mexico and Chile are getting started now.
“While Francisco has been farming avocados since 1972, as a company we are taking the avocado business slowly and methodically, making sure to do right by the farm and by our retailers, making continuity and transparency of business a priority,” says Downs.
“The close personal relationship and end-to-end value chain perspective of the partners allows us to make win-win decisions for all ‘Avo People’ involved.”
Berry People is straddling two very different worlds between the avocado and berry categories, but Downs highlights that the partners are taking a deep-dive expertise approach on each product to ensure success across the board.
Berry People will be at PMA Fresh Summit from October 19-20 and invites anyone attending the event to drop by booth #285 and say hello.
For more information, please visit www.berrypeople.com
GREENWOOD, IN - Amazon is upping its distribution network after entering into a lease agreement to establish an $80 million distribution center in Greenwood, Indiana.
“Greenwood is pleased to welcome Amazon to the community. It’s a strong sign for our city when the world’s second largest company chooses Greenwood to invest more than $80 million and $2 million in public infrastructure,” Greenwood Mayor Mark Myers said in a statement. “They plan to hire more than 1,250 people and pay them more than double the current minimum wage in Indiana. It’s a win-win for all involved, and we look forward to a promising future.”
According to a Retail Insight Network report, Amazon will invest $45 million on the building and the remaining $35 million on the facility’s equipment, including conveyor systems, parcel sorters, racking systems, material-handling equipment, IT scanning, and picking equipment.
The e-tailer’s latest distribution center is expected to help it meet its fulfilment centers’ packaging needs.
To stay up-to-date on retail developments as they relate to fresh produce, stick with us at AndNowUKnow.