IRVINGTON, NY - Sometimes I walk into the grocery store and feel at home. Surrounded by neighbors and members of my community, as we all peruse the familiar names and shapes of the produce I personally stock-pile in my cart, makes Saturday mornings something to look forward to. And on the grower-side of grocery, teams like BrightFarms are taking what I love about grocery shopping—the sense of local community—and using it to start an easy and trustworthy way to shop for fresh fruit and veg.
I chatted with Paul Lightfoot, CEO of BrightFarms, to find out more about how the grower is successfully wielding local as a category driver.
“'Local' can mean different things to different people,” Paul tells me. “Generally, local means consumers have a greater sense of trust in the product and believe it is fresher and more sustainable, which, in our case, is true. Our version of local is telling consumers exactly where our greens are from and ensuring that we're the freshest product on the shelf. Local is certainly one of the biggest demand drivers over the last several years. Bringing people to local produce is what we do, and we feel lucky that markets have been so strong on it.”
BrightFarms has built a reputation around its iconic labels that feature a state map and the proximity of its farms to supermarkets in the area. Typically, its greenhouse farms are only 50-100 miles away, something that is unique in parts of the country that primarily receive salad products from the West Coast.
“No one chooses supermarkets because of their Cheerios,” Paul jokes. “For most supermarket chains, salad is the number one category for produce, and we’re the only local salad most grocery stores have. Typically, supermarkets give us some sort of preferred space with custom signage that emphasizes local and lists how many miles away our farms are. We learned that this speaks to what consumers are looking for.”
And with the emphasis on local, transparency is a must, something BrightFarms values as it seeks to build consumers’ trust. As a result, the company is as transparent as it can be in all endeavors, including labeling, packaging, and constantly communicating with retailers and consumers. Specifically, its pre-packaged salad clam-shells are clear, and the labels list important attributes shoppers are looking for like local, non-GMO, and pesticide-free.
“Consumer response has been great. Our data from across half a million households and 600 stores shows that we’re essentially bringing a better demographic of consumers—the model consumers, if you will, because they are less price-sensitive, more health-conscious, and interested in purchasing more—into the category. We’re aligning with where retailers want to go which is exciting,” Paul says.
He goes on to explain how salads are a code-date category, which means shoppers compare best by dates at shelf. And thanks to BrightFarms emphasis on local, most BrightFarms’ salads have 11-13 days of code left in stores, generally 5 days or more than competitors. According to Paul, the code and the brighter, fresher looking leaves encourage shoppers to purchase more than just one salad, which helps retailers sell more salads in the same shelf space.
For more on the ways those in the produce industry are driving category growth, keep checking back with AndNowUKnow.
SALINAS, CA - Half the battle of getting information to the public is getting it to them through engaging, beautiful design. For Moxxy Marketing, this is a piece of cake. The company recently won an eminent American Graphic Design Award from Graphic Design USA (GDUSA) for its work on the 2016 Monterey County (CA) Crop Report. This is GDUSA’s 54th annual celebration of excellence in design, and has received recognition in a number of other GDUSA categories in the past, including brochures & collateral, web design, television & video design, logos, and trademarks & symbols.
"We are thrilled with how the team at Moxxy took very data-driven material and brought it to life to engage and inform readers," said Bob Roach, Assistant Agricultural Commissioner/Sealer with Monterey County. "Their strategic use of color, imagery and layout makes the Monterey County Crop Report a document that shares critically important information in a very visually appealing way. Their award is richly deserved."
The Monterey Crop Report is prepared each year in accordance to provisions in the California Food & Agricultural Code. The 2016 edition provides details on the county’s $4.25 billion in production value for the year.
"We’re honored to have won this award and enjoyed our collaboration with Bob Roach, Kim Stemler, Executive Director of Monterey County Vintners & Growers Association, Christina McGinnis, Agricultural Resources and Policy Manager, and everyone at the Monterey County Agricultural Commissioner’s Office," said Molly Briseño, Director of Key Accounts at Moxxy. "Turning the very data-focused content of the Crop Report into material that is visually appealing, engaging, and informative was a challenge, but one that our whole team embraced. It’s gratifying to know the way the information was organized and presented helped readers understand the importance of agriculture in Monterey County."
The report is provided with other county governments and individuals around the state, not just Monterey County. This includes business leaders, farmers, and others involved in all areas of the agriculture industry.
"One of the reasons we put a great deal of effort into making the information in the report clear, concise, and compelling is that ultimately it is used in many ways and in many forms," said Christina McGinnis. "For example, the 2016 report focused on the significant economic impact that the growing of wine grapes has in our county and beyond. To tell that story in another way, we pulled infographics that Moxxy created for the report into an informative video. The quality of the components developed for the report greatly enhances the value of the information in the report wherever it is used."
Congratulations to Moxxy!
LA CAÑADA FLINTRIDGE, CA - The Allen Lund Company announced the promotion of Eddie Lund to the position of President. Formerly the VP of Sales & Operations, he transitioned into the role after the passing of Founder, President, and CEO D. Allen Lund this April.
"I am honored to be President of the Allen Lund Company. Our executive team is determined to continue the legacy which my dad created. A legacy of taking great care of our employees, customers, and community," stated Eddie Lund in a press release.
Eddie Lund began his career with the Allen Lund Company in 1994 as a broker in the company’s Portland office and was promoted to Assistant Manager in 1995. After relocating to Texas, Eddie took the reigns of ALC San Antonio in 1997, and in 2002 he was promoted to Vice President of Sales and Branch Operations, moving to corporate headquarters in La Cañada Flintridge, California.
Additionally, Eddie is a graduate of the University of Notre Dame and holds a degree in finance. Following his graduation from college, he joined the Los Angeles Dodgers minor league system, playing baseball for four years before entering the family business he now heads.
"I am looking forward to meeting the challenges this ever-changing industry provides," Eddie added.
Here's to the Allen Lund Company and Eddie as they take this next step together in the company's legacy.
FOWLER, CA - Summertime is right around the corner, and as we step into warmer days, Bee Sweet Citrus is stepping into its import program to bring its citrus to retailers all summer long.
“Bee Sweet Citrus is a grower, packer, and shipper of premium California citrus,” Sales Representative Joe Berberian said, according to a press release. “While our domestic season is nearing an end, we can continue to provide exceptional citrus to our consumers through our summer import program.”
Over the past 15 years, the company has relished close ties with Chilean and Peruvian citrus growers. Bee Sweet’s Food Safety and Quality Control Team makes sure the products are certified and audited in food safety, social accountability, and sustainability to make sure the produce is safe, fresh, and high quality.
“All imported citrus is sent straight to our facility where it’s re-graded to ensure high quality,” Sales Representative Jason Sadoian said. “We also offer our customers the ability to repack and reconfigure the fruit to any specific pack style that they may want during the program.”
Clementines, Navel Oranges, Cara Cara Navels, Minneola Tangelos, and lemons are all imported, making their way stateside from May to October. The Bee Sweet sales team ensures all import clearance, logistics, and inventory, and it conducts weekly market analysis calls with international partners.
“High-quality citrus is always in demand,” Berberian shared. “Through our summer import program, we can provide retailers with citrus they need to meet their consumer’s needs.”
With summertime quickly approaching, it looks like Bee Sweet Citrus is up to the task of bringing citrus to consumers throughout the season—can someone pass me a big glass of ice-cold lemonade to cheers to that?
THE DALLES, OR - Orchard View’s partnership with Omeg Family Orchards is about to see the first fruits of its labor, as its cherry season is due to start with a Chelan crop between June 12-15 and continue with preferred varieties to the beginning of August. A partnership between the two multi-generational growers began at the start of the year, and the respective farms have been neighbors and friends since Orchard View’s start in 1923. Owner of Omeg Family Orchards, Mike Omeg, and Orchard View President, Brenda Thomas, decided that a union between the two companies would help build their position in the marketplace.
“Mike Omeg is an exceptional grower,” said David Nelley, Vice President of Categories for Apples, Pears, Cherries, and Global Exports at Oppy, Orchard View’s exclusive partner for its ninth season. “He was named the 2017 Good Fruit Grower of the Year, a designation also awarded to the Baileys of Orchard View in 2003, we have no doubt these two powerhouses are a great match. Now with roughly 3,200 acres of cherries, grown, packed, and harvested to Orchard View’s superior standards. Taking on new acreage in this particular season will result in the best cherries we’ve seen yet.”
While this year’s poor pollination weather resulted in roughly two to three flowers per spur—and therefore 15 percent less volume—the Northwest still expects to yield bigger and better cherries.
“We’ll see a manageable volume compared to the cherry fatigue the industry experienced last year,” stated Jon Bailey, Oppy Sales Manager responsible for Orchard View, in a press release. “At an estimate of 1.2-1.3 million cartons, Orchard View could have a 30 percent increase over 2017. We think fewer buds on the trees will mean better tasting cherries, which will set us up well for good repeat purchases along with having export quality and sizing earlier in the season.”
Ian Chandler, Director of Field Operations, will be managing 90 percent of this year’s crop. David Ortega, Director of Packing Operations, has expanded the production line. New cluster cutters and bin dumpers add to the front end line of the 48 lane Unitec optical sorting system for consistent size and color. The companies noted that employing the latest technology from beginning to end results in the best quality possible.
For the latest in fresh fruit, partnerships, and more, continue reading AndNowUKnow.
SEATTLE, WA - Amazon’s dive into grocery is proving fruitful for shoppers with Prime memberships. This week, the e-tailer announced that Prime members will get an additional 10 percent off hundreds of sale items as well as receive access to weekly discounts on select best-selling items.
"This new Prime benefit at Whole Foods Market is a perfect pairing of healthy and delicious food at even more affordable prices," said Amazon Prime’s Vice President Cem Sibay. "Our vision is that every day Prime makes your life better, easier, and more fun, and shopping at Whole Foods Market with exclusive deals and savings is all of this and more."
While the deals and savings will initially roll out in Florida only, Prime members nationwide will get a chance to tap into these deals starting this summer. The deals will be featured in stores as well as on the Whole Foods Market app. However, Amazon is giving nationwide shoppers a sneak peek of what’s to come, announcing from May 16 to May 22, Florida will have access to offers like:
- Organic strawberries: 1 lb for $2.99, save $2
- Magic Mushroom Powder: 50% off
- Sustainably-sourced, wild-caught halibut steaks: $9.99/lb., save $10/lb
- Cold brew coffee at Allegro coffee bars: 50% off 16 oz
- KIND granola: 11 oz. bag 2/$6
- 365 Everyday Value sparkling water: 12-pack case buy one, get one free
- Plus, an additional 10% off hundreds of sale items throughout the store
“We’re thrilled for Whole Foods Market to be part of the Prime experience,” said John Mackey, Co-Founder and CEO of Whole Foods Market. “By offering greater discounts on sale items, and exclusive deals like $10 off a pound for sustainably-sourced, wild-caught halibut, launching savings for Prime members is an amazing opportunity to bring our industry-leading quality standards and delicious food to more customers at a better price.”
According to a press release, Amazon and Whole Foods Market have reduced prices for all customers on hundreds of grocery items, like organic baby kale and broccoli; responsibly-farmed salmon, raw shrimp and tilapia; animal welfare-rated lean ground beef; and organic and no-antibiotic, boneless skinless chicken breasts.
Earlier this year, Amazon also launched free two-hour delivery on Whole Foods Market groceries through Prime, as well as made in-store shopping more convenient for both of the companies’ shoppers thanks to Amazon Lockers, where customers can pick up and return online Amazon purchases.
Will Amazon’s latest move pacify shoppers and continue to help the company find success in grocery? AndNowUKnow will continue to report with the latest.
NEW YORK, NY - With a new campaign celebrating home cooking, Blue Apron is taking its fresh-focus to seven cities across the U.S. in an effort to bring communities together. The company’s “Unboxed” campaign marks the first time that Blue Apron has hosted physical experiential events.
“We have always believed in the connective power of a home-cooked meal,” said Michelle Chiu, Vice President of Operations Strategy, who led the experiential strategy and activations for Blue Apron. “As we work to serve the diverse needs of our customers by creating new products and expanding into new distribution channels, these experiential events are an opportunity to extend our brand outside of the home where customers typically enjoy our product, and celebrate home cooking with communities across the country.”
The company noted in a press release that the campaign is part of an ongoing effort to expand Blue Apron’s product offerings to serve more cooking occasions, deepen its engagement with customers and communities, and extend the reach of its brand to more households.
The first of its experiential retail locations will open in New York City on May 29 and run through the end of June. In addition to showcasing Blue Apron’s newest products, including its retail offering and its special occasion box intended for large gatherings, visitors will enjoy unique programming such as cooking classes and panel discussions with notable chefs.
Blue Apron will also host two-day mobile pop-up events in Los Angeles, San Francisco, and Seattle and free movie nights in Austin, Dallas, and Minneapolis.
For more detail information, interested parties can visit www.blueapron.com/unboxed.
And for more fresh produce news, keep reading AndNowUKnow.
SAN ANTONIO, TX - A member of the H-E-B family will be taking a newly-created executive role with the San Antonio, Texas-based retailer. Jag Bath, currently CEO of H-E-B subsidiary Favor Delivery, has been appointed as the company’s Chief Digital Officer. In this role, Bath will oversee all of the company's digital products and services, making him an important player in H-E-B as it continues to rapidly expand its omnichannel offerings across the state. Bath will report to H-E-B Chief Operating Officer Martin Otto as CEO of Favor Delivery and Chief Digital Officer of H-E-B.
"I'm excited to take on this new role as we accelerate H-E-B's efforts to become the digital industry leader in Texas," Bath said. "The investment we are making is reflective of the importance of building out new digital products and services to complement H-E-B's world-class brick-and-mortar stores."
Prior to Bath’s role as CEO of Favor Delivery, he was most recently the Senior Vice President of Product at RetailMeNot, Inc. Bath has also held several executive positions at the luxury retailer Gilt Groupe, including Vice President of Strategy and New Business, Vice President of Product Management and Engineering, and Acting CIO. Before his time at Gilt Groupe, Bath was the Director of Global Business Development at WeightWatchers.com, according to a press release.
"Jag is a leading national figure in the digital space and this appointment reflects the central importance of building out H-E-B's omnichannel service to meet customers' evolving needs and expectations," Otto said. "Our primary goal is to enable our customers to shop, pay for, and receive their products in whatever way they choose—all while delivering an exceptional customer experience."
This news is the latest in a series of announcements, strategic investments in technology, and partnerships that H-E-B has forged to enhance its digital offerings in Texas, the company said. In addition to Favor, these include HEBtoyou Delivery and H-E-B Curbside, which is available in over 100 locations and is on track to reach 200 locations in 2018.
BAKERSFIELD, CA - All good things must come to an end, and Sun World International, LLC knows the truth of this. The company announced the retirement of industry veteran and its own Grape Category Director Richard “Rick” Paul yesterday. Rick’s departure, effective May 18, marks the end of an era for Sun World, including 26 years of impact that he has had both inside and outside of the company.
“Through 26 years, and so much history, my time has come. From my start at the Superior Farming Company to the Sun World we have created, today we stand in our strongest position in new varieties and plantings domestically, and licensees around the world,” Paul stated in a press release. “This season will be a game changer, and Sun World is poised for success today and the years to come.”
Rick has seen many industry and company changes over the years and has built strong relationships with customers, growers, and coworkers during his career. Sun World noted that it is indebted to Rick for being an integral part in leading the company to its present position in the industry. His tireless work, passion for the business, and mentorship to many have set a solid foundation for Sun World’s future.
Congratulations, Rick, on your successful career in our industry and this new chapter you are starting!
LOS ANGELES, CA – POM Wonderful recently launched its most robust digital campaign in brand history. The company’s largest digital spend to date, this multimillion dollar media plan is hyper-targeted to reach health-conscious consumers. Titled “Dolphin,” the new ads feature Jeff Kowalczyk, a man living with a live dolphin impaled through his chest. Even with this massive upset, Jeff doesn’t let his “health scare” slow him down.
“As you start to get a little older, thinking about your health is never fun, yet nothing could be more important,” said Darren Moran, Chief Creative Officer of Wonderful Agency, the in-house agency that created the campaign. “We came up with the metaphor of dolphin impalement to make the subject of health scares a little less, well…scary, and to deliver the POM message in a way that’s impossible to ignore. We think Jeff’s story will inspire a lot of folks to get a little healthier with POM, or to at least steer clear of the beach.”
In a press release, the company revealed that the creative executions will be shown on relevant TV shows (The Doctors and Dr. Oz), online (through WebMD, CNN Health, and FoxNews Health), and on screens in doctors’ offices across the country. These spots use humor to talk about what people typically want to avoid: what they should do after a health scare.
“Whether through a health scare of their own or simply feeling winded after playing with their kids, consumers often experience a realization that causes them to make better choices around their diet and health,” said Adam Cooper, Vice President of Marketing. “POM Wonderful has seen a strong growth trajectory in the past year, reaching best-ever months of sales for the past 12 months. In fact, our 48 oz 100 percent Pomegranate Juice has been the highest selling item in the category in the grocery store channel for two years now, which demonstrates that consumers are figuring out how to incorporate our healthy beverage into their everyday lives.”
The “Dolphin“ campaign is inspired by POM Wonderful’s research, which reveals that consumers of POM Wonderful 100% Pomegranate Juice often turn to the beverage after experiencing a health awakening—a moment in time that makes them reassess their health choices. Once learning about the benefits of drinking POM Wonderful, consumers incorporate the beverage into their lifestyle, just like Jeff did after his own dolphin-imposed health awakening.
To view the complete new ad campaign, interested parties can visit https://www.pomwonderful.com/dolphin.
For more breaking news in fresh produce, keep reading AndNowUKnow.