OCEANSIDE, CA - I’m a sucker for art—take me to any museum and I will find something to stare at for hours on end. In our industry, marketing endeavors are an art form of their own, with a goal to capture the interest of consumers everywhere. The Singh family’s Oceanside Pole is donning bright new packaging with an iconic Southern California aesthetic, logo, and color scheme. The new look is called On a Mission, a phrase the company has proudly supported since its 1939 beginning. The thought process behind the new branding is to boost its well-renowned, incredible tasting, and easy-to-slice tomatoes.
After almost eight decades of business, Oceanside Pole is one of the last true pole-grown tomato producers in California, according to a press release, which offers insight into the Singh family’s devotion to its authentic brand appeal for both trade and consumers alike.
“Our consumer insights show us that people love Oceanside Pole tomatoes for the simple reason that they are grown outside as Mother Nature intended by a family whose heritage is profoundly connected to the land,” expressed James Milne, Vice President of Marketing for Oppy, which is the marketer for Oceanside Pole. “The tomatoes are picked at the right stage of maturity to naturally develop the perfect color and rich tomato flavor—which definitely gets noticed and applauded.”
Milne had the opportunity to discuss the development of Oceanside Pole’s unique branding with Harry Singh and his family.
“All of this led us to a wonderful new positioning statement and brand platform for the Singh’s full assortment of fresh produce,” Milne said. “On a Mission, since 1939 speaks to their powerful legacy, daily commitment to flavor and quality, and the pursuit of excellence into the future.”
In addition to his active growing business, Singh and his family throughout past generations have partaken in the building and sustaining of Oceanside’s historic Mission San Luis Rey, the press release conveys. Showing pride in the company’s Southern California roots, the packaging showcases the silhouette of Mission San Luis Rey like its past materials, as well as a contemporary color scheme and logo.
“As a family, we felt it extremely important to develop a brand that honored our deep roots in Oceanside, our heritage and our beliefs, while conveying the intent of our approach,” Priya Singh, Oceanside Pole General Manager and fourth-generation grower, said in the release. “We’re very serious about our mission to grow tomatoes and Brussels sprouts of outstanding quality and flavor, applying the expertise of many generations to provide delicious, beautiful fresh produce that enriches the lives of those who enjoy it.”
As the company boosts its logo and packaging creativity to stay up-to-date with consumers’ interests, it has also doubled its Roma acreage since 2015 to keep up with the growing demand for the variety.
Come July, Romas and then rounds will be making their way into retail locations exclusively through Oppy. To connect with all retail, wholesale, and foodservice needs over the summer, Oppy’s Senior Sales Representative James Galindo will settle into Oceanside to join Priya and the whole Oceanside Pole team.
For retailers looking for “Grown in California” tomato promotions, this is a great option, but the tomatoes are also available throughout the U.S. and can be to the buyer’s color specification anywhere.
For more fresh produce news on marketing revamps and business strategy, check back with us at AndNowUKnow.
HOOD RIVER, OR - There’s no sweeter time than cherry season, and nothing screams summer more to me than open road and a bag of cherries in the passenger seat. Hood River Cherry Company is gearing up for its cherry season now, so all of us road trippers can rest assured that we’ll be prepped and ready with the quintessential summer snack.
I caught up with Brad Fowler, Co-Founder, to learn more about the cherry season starting July 18th and running until September.
“This year, we’re seeing a much lighter crop than last year, which actually means better quality. Last year, we didn’t have as good of quality as we’re used to, but we have better expectations for this year’s crop turning out a pretty good quality product,” Brad tells me. “We’re always going to want bigger cherries, and this crop’s fruit size looks to be more like what we’ve always had and what we do.”
Kicking off the season is Hood River’s Bing and Rainier varieties, with Skeena, Lapin, and Sweetheart finishing off the season in September. All of Hood River’s orchards are located at higher elevations, which Brad notes makes growing a pain in the neck but produces a better-quality fruit that turns out to be the best of the season.
“We should be getting back to our purpose this season. Our purpose has always been only taste, which is a simple concept, but one that is sometimes lost on most of our competitors,” Brad explains. “We’re a small operation and with our cherries you can taste the difference in our big, flavorful, and sweet fruit. If we can grow a cherry that is the best on the market and tastes good, then we’ve had a successful season.”
With the start of the season just around the corner, I ask Brad if there have been any challenges, and Brad knocks on wood.
“So far, it’s been good. Rain clouds can roll in quickly, but so far, we haven’t had any growing challenges. It’s been an ideal year,” Brad hesitates to tell me.
And, here’s to hoping the blue skies are here to stay!
Available in 2.5 lb and quarter lb bags, Hood River Cherry Company’s cherries are hitting the market soon and I’ll be buckling a bag into my car faster than you can say “Happy Summer!”
For more crop updates like this, stick with us at AndNowUKnow.
WASHINGTON, DC - The U.S. Department of Agriculture (USDA) announced that Maya Fresh LLC satisfied a reparation order issued under the Perishable Agricultural Commodities Act (PACA).
According to a press release, the Forest Park, GA, company can operate in the produce industry upon applying for and being issued a PACA license. Doris E. Martinez was listed as a member of the business and may now be employed by or affiliated with any PACA licensee.
PACA provides an administrative forum to handle disputes involving produce transactions; this may result in a reparation order being issued 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 impose sanctions on a 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.
Once a reparation order is fully satisfied and it is confirmed that there are not any outstanding unpaid awards, USDA lifts the employment restrictions of the previously named, responsibly connected individuals. USDA also requires any unlicensed company that fully satisfies all unpaid reparation awards to obtain a license if it continues to operate in the industry.
The PACA Division, which is in the Fair Trade Practices Program in the Agricultural Marketing Service, regulates fair trading practices of produce businesses that are operating subject to PACA including buyers, sellers, commission merchants, dealers and brokers within the fruit and vegetable industry.
In the past three years, USDA resolved approximately 3,400 PACA claims involving more than $58 million. PACA staff also assisted more than 8,500 callers with issues valued at approximately $151 million. These are just two examples of how USDA continues to support the fruit and vegetable industry.
SANTA PAULA, CA - Citrus packing, sales, and marketing company extraordinaire Limoneira is experiencing major changes on its own front as of recently. After announcing its acquisition of Chile-based Fruticola San Pablo S.A., Limoneira is making headlines again with the closing of its underwritten registered public offering of 3,136,462 shares of its common stock with a public offering price of $22.00 per share.
This closing includes 409,090 shares sold upon full exercise of the underwriters’ option to purchase more shares of common stock, and the total gross proceeds came out to $69 million for the transaction.
The closing on the public offering will fund its purchase of Fruticola San Pablo S.A, which we previously reported on, as well as capital expenditures associated this type of acquisition, future attainments, and corporate purposes.
Before estimated expenses of the offering payable by the coming, and yet after underwriting discounts, net proceeds come out to about $64.5 million, with all shares of common stock sold in the offering coming from Limoneira.
One might ask what those proceeds will go toward. To this point, Limoneira has strategically planned to fund its recent acquisition of Fruticola San Pablo S.A.
In this transaction, Stephens Inc. and Stifel took the reins as Book-Running Managers for the offering, while Roth Capital Partners took the role of Lead Manager and Lake Street Capital Markets joined in as Co-Manager, according to a press release.
For more fresh produce happenings, check back with AndNowUKnow.
UNITED STATES - As the potential effects of Kroger’s recent and sudden move to standardize its payment terms to “Net 90” across all aspects of its business sink in, industry voices are continuing to rise. Leaders of the California Fresh Fruit Association (CFFA), Texas International Produce Association (TIPA), and NAPAR all released reactions to the retailer’s move yesterday.
Matthew D’Arrigo, of D’Arrigo Bros Co. of New York, Inc. and Chairman of NAPAR, advised members “to proceed with extreme care.”
“Agreeing to any retailer’s 90-day payment policy would forfeit their rights and protection from the PACA Trust,” he commented, according to a press release.
A produce trade association that exclusively represents produce wholesalers and receivers, NAPAR noted it is deeply concerned about the new payment policy, citing that many produce suppliers, especially wholesalers and receivers, are small family-owned and operated businesses providing highly perishable produce to large retailers and foodservice businesses.
“It is inappropriate, if not illegal to force suppliers to forfeit their rights under the Perishable Agricultural Commodities Act (PACA), an act created specifically to protect the perishable fresh fruit industry. We are very disappointed with Kroger’s decision,” said CFFA President George Radanovich in a statement. “It is our understanding that Kroger has expressed a willingness to be flexible with this new policy, but 'flexibility' in this matter won’t help.”
As President and CEO of TIPA, Dante Galeazzi also shared with me that he has heard the retailer is open to meeting with and discussing the produce industry’s plight.
“We are concerned with the stance that Kroger has taken in wanting to go to 90 days on pay. Many people in Texas and those throughout the country have limited cash flow that gets tied up in the crop,” Dante tells me. “A lot of our industry is putting money in the crop and depending on being able to collect revenue within 20-30 days after the sale. This will put them in a challenging position and we want to let Kroger know those challenges and forfeiting companies’ PACA trust is an unnecessary risk.”
Dante also explained that he has heard from many that have talked to Kroger who are receiving feedback that the retailer is open to discussion.
“I think communicating with the industry about our concerns is the way to go, as Kroger has a great history with companies down in Texas and with the produce industry at large, and I’m sure they are very conscious that many in the industry are worried,” he said.
PACA was meant to level the playing field in the produce supply chain and protects the wholesaler supplying the food industry’s giants, and Matthew called upon Kroger to exempt produce suppliers from its new policy.
“This is not a decision to be made lightly and may not be good business practice,” he concluded. “It may be a workable policy for the many non-perishable suppliers Kroger has, but providing fresh produce is a very different business. The process from harvest to sale in the grocery store is short, and produce suppliers need to be paid promptly to cover their expenses.”
As we previously reported, it is not only the concerns of what this could do to many of the produce suppliers who work with Kroger, but the precedent it could set for the buy-side industry.
“By this action, they have opened the door for other retailers to violate supplier rights protected by law. Our industry should not and will not stand for attacks like this,” George said. “The fresh produce industry has been a good partner to Kroger, we hope they will remember that partnership and fix the mess they’ve created. Kroger must withdraw this threatening proposal.”
With much potentially at stake for our industry, AndNowUKnow will continue to report as this story develops.
PHILADELPHIA, PA - Working to bring fresher bananas to consumers, Del Monte Fresh partnered with AgroFresh Solutions, Inc., which will give it direct access to AgroFresh’s RipeLock™ Quality System, an innovative technology for extending yellow-life and delivering better-quality bananas.
“Del Monte has always been committed to delivering fresh, premium-quality bananas to our customers throughout North America. Now, with the collaboration with AgroFresh, we will have even more tools to support our customers and further improve their banana program,” said Emanuel Lazopoulos, Del Monte’s Senior Vice President of North America Sales, Marketing, and Product Management.
According to a press release, RipeLock works with the banana’s natural ripening process, using a two-part system to control respiration during transport, ripening, and distribution, as well as reducing weight loss and improving the appearance and taste profile of the bananas.
“Our demonstrated success in revolutionizing the apple industry has provided more people with healthy produce year-round and helps to reduce food waste,” said Jordi Ferre, AgroFresh CEO. “Our latest solution for bananas promises to do the same while underscoring our overall commitment to enhancing fruit quality for both our customers and consumers alike. Partnering with a trusted company such as Del Monte is a privilege and we look forward to working together to deliver the highest-quality bananas.”
The collaboration between AgroFresh and Del Monte supports both companies in the commitment to explore and develop technologies to extend freshness and enhance quality of produce. The companies noted that research indicates bananas are the number one planned produce purchase as well as the top supermarket impulse buy. Displaying the preferred color bananas turns shoppers into buyers. An NPD Group study showed that nearly 50 percent of consumers prefer to buy bananas that are more yellow than green. RipeLock enables partners to consistently display high-quality bananas, keeping them bright yellow and fresh longer, resulting in higher sales.
“RipeLock technology has proven to deliver better quality ripe bananas that stay fresh longer,” said Narciso Vivot, Retail Solutions Global Director at AgroFresh. “While we will continue our independent efforts to expand RipeLock’s presence, we’re proud of this opportunity to partner with Del Monte to give more consumers the fresh and tasty yellow bananas they demand.”
For the latest in fresh produce tech, keep following us at AndNowUKnow.
SANTA MARIA, CA - Bill Munger is making new moves in the produce industry, taking the role as Vice President of Sales and Marketing at Gold Coast Packing Inc. Munger has more than 25 years of foodservice, retail, and industrial sales experience, including roles as Executive Vice President at Greengate Fresh and CEO of Amerifresh.
“I am excited to join the Gold Coast team,” Bill Munger, shared upon his appointment. “It is refreshing to be part of an organization focused on creativity, innovation, and putting the customer first. Gold Coast has a lot of great things ahead.”
According to a press release, Munger’s background in sales and management has helped him grow his teams, leading them to acquire new accounts and develop new product offerings.
“Bill brings a wealth of knowledge and experience to our team,” Crystal Chavez, Marketing Coordinator, commented. “We are looking forward to growing the company and our product offerings through his ideas and direction.”
Congratulations to this industry veteran for the next major milestone in his career and to Gold Coast Packing for growing its team.
CARLISLE, PA - GIANT Food Stores recently announced a $22 million investment in Lancaster County, hoping to double down on e-commerce and fresh foods. The company will see a new e-commerce facility and remodel four stores in this key region.
“Grocery shopping is changing and the pace is accelerating; as a customer-centric company, innovation is the cornerstone of our go-to business strategy,” said Nicholas Bertram, President. “Our e-commerce hub will drive growth while helping our customers to shop how they want, when they want, and most importantly, where they want.”
According to a press release, the new e-commerce hub will serve as a grocery delivery center and will be the fifth facility of this type that GIANT has opened in Pennsylvania in collaboration with parent company Ahold Delhaize’s recently acquired Peapod. Curbside pickup features will allow online orders to be delivered right to customers’ cars parked outside of the hub and a walkable pickup point will be designed to meet the growing local demand for online grocery. The 38,000-square-foot facility will reportedly allow the retailer to serve up to 40 percent more shoppers.
“We’re seeing double-digit growth in online ordering and grocery delivery,” said Nicholas Bertram, President. “We are rededicating ourselves to the Lancaster market, and we want this cutting-edge facility to be unique—something the Northeast neighborhood will be proud of while we meet this demand. We’re excited because the e-commerce hub will allow us to increase capacity quickly.”
As for the company’s remodels, GIANT has already implemented the following changes as part of the $22 million investment:
- Expanded its product selection in stores by adding fresh produce, meat, and seafood, including a new service meat and seafood destination case
- In locations on Columbia Avenue and Lititz, expanded deli department will feature new hot foods and cheese offerings, and a wider variety of grab-and-go items and pre-sliced deli meats and cheeses
- In the Lititz Pike location, it built a new, expansive cheese shop, a Chef Prepared case with ready to eat meal solutions, an Asian hot bar, and a produce juicing station
Is this $22 million investment making GIANT Food Stores one to watch as the retail battle continues? AndNowUKnow will keep you posted.
SALINAS, CA - Just days after the first day of summer, there is another first to celebrate. In a newly created role, Dustin Hahn will be the first West Coast Sales Director for Naturipe Avocado Farms, where he will lead the development and management of the Western half of the United States.
“We are excited to have Dustin join the Naturipe family. His sales and marketing background will be instrumental in driving avocado sales and expanding campaigns with retailers,” CarrieAnn Arias, Vice President of Marketing, said in a press release. “He is a tremendous addition to Naturipe Avocado Farms, and we are excited to see Dustin take the program to the next level.”
Before settling into his new role, Hahn worked at Frieda’s Specialty Foods. He enters his new role with 10 years of business development and retail marketing experience in tow, including having previously held roles at West Pak Avocado and Whole Foods Market, and has a master’s degree in business administration.
“Naturipe continues to grow and I am thrilled to take on this role and be part of the journey with such a great organization,” said Hahn.
Congratulations to Dustin Hahn and the whole Naturipe team on this exciting new addition! We look forward to seeing how Hahn shapes the company’s growth in his newly minted role.
SACRAMENTO, PA - The Fresh Solutions Network is welcoming a new member of the family. Network grower Masser Potato Farms has appointed Charles “Chip” Callahan to Director of Foodservice Sales, effective immediately.
“My entire career has been devoted to the foodservice industry. I learned early in my career as a restaurant owner/operator that in order to grow the business, you must do things differently, be creative, and pleasantly surprise your customer,” said Callahan upon his hiring. “Product innovation that delivers high levels of color, texture, and taste to the plate makes a positive difference to the bottom line. I’m looking forward to working closely with the Masser team to unlock further innovation and provide foodservice customers with incredible culinary experiences.”
Callahan has developed a deep well of experience over his 30 years spent working in the foodservice industry. He has led sales and marketing teams for a number of fresh produce companies, as well as merchandised for the buy-side at US Foods. In his new role, Callahan said he’s ready to “make potatoes sexy again,” and elevate Masser’s foodservice program to new heights, according to a press release.
“Chip’s deep industry knowledge and connections will help us fulfill our ongoing mission and vision to serve our customers by delivering innovative solutions and extraordinary service,” said President & CEO Dave Masser. “As an eighth generation farmer, we understand the importance of fresh produce to the foodservice industry and strive to innovate by bringing culinary drivers into our fresh product portfolio. Chip’s leadership and experience will help us deliver even more value to our foodservice customers. I am delighted to welcome him to the Masser team.”
Callahan will report to Brock Snyder, VP of Sales & Procurement.
“We have made significant progress in expanding our value-added fresh and fresh-cut potato offerings in foodservice through our Keystone Potato facility,” explained Snyder. “Chip’s leadership and experience will be a valuable asset to the company as we continue to advance our product portfolio and culinary expertise so that we can fully leverage what we expect to be significant and differentiating foodservice capabilities in order to capitalize on our future growth opportunities.”
With Callahan bringing sexy back to the potato category, I can’t help but think the future looks bright for Fresh Solutions Network and Masser Potato Farms.