MURRIETA, CA - California living has many perks, but arguably none are so great as the avocado production that comes along with it. Bringing California avocados to Canadian soil is Murrieta-based West Pak Avocado, as it exhibits at this year’s Canadian Produce Marketing Association Annual Convention & Trade Show (CPMA) for the first time. The event, one of the largest trade shows for fruits and veggies in Canada, is slated for April 24-26 at Vancouver Convention Centre.
“The production of avocados worldwide is changing very dramatically, very quickly,” mentions Christine Connell of West Pak’s Export Sales division. “Now the international marketplace is the hottest part of sales for all of the avocados right now. West Pak has always focused on building relationships while offering the best possible service to our clients—something not every produce company does, even in this competitive market. At CPMA we look to expand our international reach within Canada and to offer our family to the north this same level of respect and service.”
With 3,000+ participants pouring into the forum from all corners of the supply chain, the event offers industry leaders to gain insight into the Canadian business opportunities with education and networking happenings, all the while showcasing produce from all over the globe. Some industry-known heavy hitters that attend the event include buyers from Costco, Walmart, and Safeway, as well as foodservice distributors from Farm Boy, Gordon, and H.Y. Louie.
“This is the first year exhibiting at CPMA, and our team is excited about the prospects it may bring. As growers and packers in both California and Mexico, we have a lot to bring to the table. With our dedication to customer service and our commitment to providing the best possible product and customized offerings, we feel that West Pak is a perfect fit for the Canadian market,” said Vice President of Global Sourcing and International Business Development Kellen Newhouse.
For more details on this year's event and for more fresh produce news, keep checking back with us at AndNowUKnow!
TAMPA, FL - With a new facility in operation and hot new category offerings on their way, the future is looking bright for SunFed.
I recently had the opportunity to chat with Craig Slate, President and CEO, to learn more about SunFed’s new expansion and its new products—onions, avocados, and limes.
“We moved into a new facility; it’s in Weslaco, Texas. It’s actually both a cold storage and an onion line operation,” explained Craig. “We’re bringing in our onions, avocado, [and] limes. The avocado is a category that continues to grow. The onions complement the other stuff we do, and when you look at our Roma program [and] having avocado, all those things work well together, and then limes—we see tropicals as a place that fits in with what we’re trying to do, as well.”
With an onion program that runs January through March and year-round offerings of avocados and limes, SunFed is hoping to add one-stop-shopping convenience to its many advantages as a supplier.
“We’re excited to be able to jump into these big categories and be able to take what we do in Mexico with our team and be able to apply it to these items,” added Craig. “Ideally, we’ll continue to be a service-oriented supplier, but we’re looking to bring stuff so customers won’t have to go multiple places to get their product.”
For more, watch our brief interview above.
BERLIN, GERMANY - HelloFresh has made its newest full-on foray into the meal kit delivery service. The Berlin, Germany-based company has acquired Boulder-Colorado-based Green Chef, which offers USDA-certified organic, vegan, and gluten-free meal kits, some of which are paleo and keto-friendly.
“Our customers are at the center of our thinking when it comes to offering great dinner experiences. Green Chef has a groundbreaking approach to its organic menus and will be the perfect addition to HelloFresh’s meal plans. HelloFresh will now offer the most customized meal choices to customers, and we are excited to welcome Green Chef’s talented team and production resources to HelloFresh,” said Tobias Hartmann, HelloFresh President for North America, in a recent press release.
The company has been enjoying rising revenue, as we previously reported, with shares increasing 16 percent this year and 35 percent since its last German listing in November, according to Bloomberg. The company’s newest acquisition is based in the U.S., so this seems to be a strategic move to further increase the 60 percent of its revenue that hails from the States. And the addition of Green Chef provides HelloFresh with one of the largest arrays of meal kit offerings for its customers, the source said.
“We were the first certified organic and gluten-free meal kit company in the U.S., an important distinction to consumers who are committed to eating organically or are sensitive to gluten. With HelloFresh, we will only further amplify our mission to give consumers across the country a simple way to eat and live healthier,” said Green Chef’s Chief Executive Officer Michael Joseph.
The acquisition relays into a multitude of efficiencies felt throughout operations, logistics, and procurement, which includes HelloFresh’s first Colorado-based production facility that will integrate Green Chef into its operations and culinary teams. The companies expressed that this partnership combines their shared vision to provide the freshest ingredients and sauces, use sustainable packaging, and pursue data-driven approaches in order to meet and surpass customer expectations with every purchase.
Will this new alignment between HelloFresh and Green Chef push competitor Blue Apron, which is currently going through its own changes, and other meal kit delivery companies to partner up and increase their industry influence? AndNowUKnow will continue to report.
AUSTIN, TX - Whole Foods met with vendors yesterday to outline a new loyalty program and further discuss a new in-store system that will provide more consistency and transparency as the company seeks a balance for both its larger and smaller vendors.
The summit was called to assuage concerns from suppliers since seeing some of the changes implemented since Whole Foods’ acquisition by Amazon. Fortune reports that the retailer outlined its new affinity program that it sees as a chance for suppliers to grow. With it, Amazon Prime members will get exclusive discounts on the most popular Whole Foods items, plus additional savings on regular weekly sales.
As for the amount of smaller suppliers versus more commercial, a balance which has been an area of concern as Whole Foods looks to deliver lower prices, the retailer’s President and COO A.C. Gallo told the news source that his team added about 700 new local suppliers last year and will “continue to do that.”
“We realize for a lot of smaller suppliers, we’re a great incubator,” he told Fortune, noting that Whole Foods has the ability to allow a new product to come into just one of its stores.
Instead of nixing regional buyers, Gallo said that a new “hybrid system” frees up the buyers in local markets to scout new items.
This system steps away from Whole Foods’ model that necessitated large national suppliers meet with global buyers in Austin and then each regional office.
“It was cumbersome to do that,” Gallo said of the former process, explaining that the teams started to develop a system under which larger suppliers would only have to liaise with the global team in Austin about two years ago. Now, having been tested, it rolls out this year.
Another area Gallo discussed was creating more accountability on Whole Foods’ side to ensure that promotions and other in-store programs are being run as promised and that pricing is done correctly.
“We’re going to have an internal system in place,” he says, adding that it will lead to better execution and more transparency.
Suppliers will now pay Whole Foods for services that they used to pay a broker for, which came in to stores individually to ensure such processes were being met, but Gallo told Fortune he doesn’t believe it will raise their costs upfront, and that, in the long term, it will reduce their costs.
As for how the retailer has benefited from its new parent, the executive said that speed has been a big advantage.
“Amazon moves very quickly,” Gallo said. “So many of the things we wanted to do over the last few years we didn’t have the ability or resources. They bring the big vision on what’s possible and where things are going.”
So, with that speed, a new, more centralized buying system, in-house services to ensure sign and sales consistency, and an overall promise to not only retain, but boost its commitment to all suppliers, it seems that this year will see a very different operational side for Whole Foods.
TORONTO, CANADA - Execulytics Consulting will offer key retail insights to produce companies at this year’s Canadian Produce Marketing Association Convention and Trade Show; the consulting company’s Senior Vice President and Managing Partner Mike Mauti announced plans to offer personal retail tours at the annual trade show taking place in Vancouver, from April 23-26.
“The CPMA Show is an excellent opportunity to visit retail where it all happens, with the companies that make it all possible,” said Mike. “It’s no secret that there is an important collaborative relationship between retailers and produce suppliers, sometimes that collaboration needs to be encouraged and what can be more encouraging than touring stores?”
Execulytics noted, in a press release, that it will offer tours throughout the week-long trade show, including:
- Monday, April 23rd, 1 p.m. – 5 p.m.
- Tuesday, April 24th, 8 a.m. – 12 p.m. and 1 p.m. – 5 p.m.
- Wednesday, April 25th, 8 a.m. – 12 p.m.
- Thursday, April 26th, 8 a.m. – 12 p.m.
The tours, guided by Execulytics Retail Expert Paul Thompson, will be available in two distinct options—each visiting four retail grocery stores. One option will allow participants to gain insights into a number of mainstream national supermarket chains such as Superstore and Sobeys. While a second tour option will visit a collection of retailers that cater to an upscale or organic customer base like Whole Foods and Urban Fare.
“Although these retail tours are going to be a great time, there is a greater purpose to them,” noted Paul. “Our intention is that the tours will bring produce suppliers closer to retail, Vancouver style. In essence, we hope they will help bridge the gap between suppliers and retailers.”
The two different half-day tour options will, according to Execulytics’ press release, allow companies to tour relevant stores while being free to discuss their observations amongst themselves as they pertain to their own business strategy.
“All retail tours are a great experience,” added Mike, “but having the comfort level to discuss private business-related issues right on the store floor, while it’s happening can sometimes add to the overall value of the tour.”
Tours will be available in parties of 4-6, 7-10 or more than 10 people, and interested parties can book tours at www.execulytics.ca/cpma-retail-tour. Execulytics encourages interested parties to book early to ensure availability and to avoid missing the April 11th deadline.
For more fresh-focused news, keep reading AndNowUKnow.
IRVINE, CA - With this year’s avocado season already underway, the folks at the California Avocado Commission (CAC) have been hard-at-work preparing an innovative advertisement and media campaign to support the harvest and sale of close-to-home California avocados. The commission’s thoughtful labor has resulted in the continuation of the “Made in California” marketing campaign with both print and outdoor ads that apply a fresh new look to market-specific illustrations and showcase how close California avocados are grown to consumers in the area. Outside of California, the ads will promote “A Taste of California” and will feature “Iconic California” recipes to emphasize how closely-tied the California avocado is to the Golden State.
“CAC’s advertising is focused to reach avocado consumers and customized for retailers who merchandise California avocados,” said Jan DeLyser, Vice President Marketing. “The messaging is designed to increase the value and preference for, and loyalty to California avocados in season."
The commission plans to target its marketing campaign toward regions that are key markets in distribution and use, and to blend a plethora of media campaigns, including print, outdoor, in-store, digital, audio, online, and social media. In addition to these efforts, the campaign will remain flexible and eager to customize advertisement to support participating retailers. Taking full advantage of the power of social media, outdoor “wild posting” are ideally situated to engage consumers in taking and sharing selfies featuring the graphics.
“This year’s campaign has multiple firsts: the first retail produce activation with Tasty branding on California avocado display bins, a custom California mixtape on Pandora, and branded playlist on Spotify as well as sponsorship of premium events such as Disney California Adventure’s Food and Wine Festival,” said DeLyser.
On top of these multi-faceted promotional efforts, the commission will also promote California Avocado Month in June and will capitalize on American summer holidays, CAC announced in a press release. To accomplish these goals, CAC has teamed up with a wide range of chefs, bloggers, and dietitians, encouraging consumers to take full advantage of local fresh fruits and veggies, like California avocados.
To stay in the know on shrewd integrated marketing campaigns, keep reading AndNowUKnow.
TAMPA, FL - Winter weather need not prevent produce departments from stocking fresh, in-season offerings—not when an abundance of high-quality Chilean fruit can be procured from companies represented by the Chilean Fresh Fruit Association.
I recently had an opportunity to talk with Merchandiser Allison Myers and learn more about Chile’s current crops and the merits of its counter-seasonal stonefruit, berry, and grape offerings.
“Chile is in its height of the season in terms of grapes [and] stonefruit; blueberries have had a terrific season, and organics, actually, this year, have represented about 12.5 percent of our total volume,” Allison told me. “Chile’s got a great geographic position. It’s got the volcanic soil. It’s got the Mediterranean climate, and as vertical as it is, it enables fruit to be grown from the south up to the north in a season that usually begins harvest in December and will continue up to the beginning of April.”
And because Chile’s growing season is generally counter-seasonal to the U.S.’s, Allison noted, retailers in the Northern hemisphere can import Chilean fruit to offer year-round supplies of an expanding number of categories.
“Chile has also been really focused on concentrating on increasing their acreage with a lot of the varieties,” Allison surmises, varieties including lemon plums, muscat grapes, and other unique offerings, “and hopefully, in the coming years, that’s what you’re going to be seeing in the U.S.”
For more information on Fruits from Chile, check out our brief interview above. And for more fresh produce news, stay tuned to AndNowUKnow.
CALIFORNIA - The Pineapple Express, an atmospheric river, which originated in the Pacific Ocean near Hawaii, is set to rumble through California this week, pouring rain at a rate of one inch per hour in many places and snow by the foot in the Sierra Nevada, according to Bloomberg.
Although the snow will provide a much-needed addition to the snow pack, which is currently 83 percent below normal, after last year’s wildfires, which left much of Southern California barren, the deluge of rain may pose a threat. Bloomberg reported that the widespread rainfall of up to four to six inches expected by Thursday's end may cause mudslides and flashfloods in the fire-affected areas.
Weathermelon stated that this storm will be the biggest to hit California yet in this current winter season and that all harvesting in impacted regions will be halted. Rainfall for major growing regions in the state is projected as follows:
- Bakersfield – 2”
- Fresno – 3.25”
- Modesto – 1.5”
- Oxnard – 3.5”
- San Diego - .5”
- Santa Paula – 3.5”
- Salinas/Watsonville – 1.35”
- Santa Maria – 4.5”
Some crops that may be affected include strawberries, broccoli, celery, lettuces, other veg, citrus, and avocados.
With just under half of California facing drought, according to the United States Drought Monitor, will the beneficial snow pack offset the threat of mudslides and harvest delays? Stay with us at AndNowUKnow to find out.
BOISE, ID - With more and more shoppers looking for local and upstart brands on grocery store shelves, big-name grocers are looking to enter the niche arena Whole Foods Market has long dominated and that which Amazon has since latched onto. This week, Albertsons is upping its chances for success in this arena after announcing plans to launch a digital marketplace for small or new-to-the-game brands and to curb its own buying decisions for the better, according to a report by CNBC.
“If you’re a small player with a very good product or a big consumer packaged goods company with a small unit, you will struggle to get the attention of some of our larger banners,” said Narayan Iyengar, Senior Vice President of Digital Marketing and E-commerce. But, according to CNBC, by opening its digital marketplace to outside vendors capable of picking and shipping, Albertsons is helping brands receive more exposure and a larger platform to manage sales and customer service.
And, with the help of data from the marketplace, brands can also advocate for shelf space in Albertsons’ stores, while Albertsons itself can use the sales data to better understand its customer trends and choose the vendors it sees as the most fitting for its shelves.
Yet another move to bolster its e-commerce offerings, Albertsons’ latest announcement also comes at a time of choppy sailing for Whole Foods, who is in the midst of soothing its own vendors, unhappy with Amazon’s acquisition and the changes it brings, at a summit this week.
Will Albertsons’ latest venture tapping into local and upstart give the retailer an edge over its competitors like Whole Foods and Amazon? AndNowUKnow will continue to report as the story unfolds.
MCALLEN, TX - Texas-based Lone Star Citrus has had another banner Winter Sweetz grapefruit season, due to what the company said was a combination of sales and marketing successes. With a goal of highlighting unique ways to consume the fruit since its 2015 inception, Winter Sweetz has prioritized its strategic marketing to offer inspiring content that educates and showcases all the potential Texas Red grapefruit has to offer.
“We’re fully committed to continuing to grow our marketing efforts because we want people across the country to experience what we know to be true—that Texas Red grapefruit truly is the sweetest and most delicious,” said April Flowers, Director of Marketing. “Our sales and marketing teams work hand-in-hand to ensure that our retail partners are supported by our marketing efforts in order to get shoppers into their stores, and we’re seeing the results of that as we sell out every year with increased demand.”
For its most recent promotion in December of last year, Winter Sweetz hosted 12 Dayz of Sweetz, which unlocked a new prize on Facebook every day for 12 days to encourage active engagement with the brand on social media. In only 12 days, according to a press release, Winter Sweetz earned more than 4,500 new and qualified brand advocates to nurture and engage with throughout the year.
To further push the Texas red grapefruit mission, the brand has partnered with five nationally-recognized food bloggers, who, together, produced 13 approachable and seasonal recipes to share with their fans. Having earned more than two million branded impressions over the course of the winter season, the recipes encouraged the use of Winter Sweetz grapefruit in every eating occasion, while it pushed education for consumers about segmenting the fruit and creating optimal flavor.
As we previously reported, Lone Star Citrus’ third successful season was punctuated with President Jud Flowers being inducted into Texas International Produce Association’s Hall of Fame, as well as an increase in Texas Red grapefruit sales.
To learn more about the continued push for Winter Sweetz, be sure to stop by booth #79 at the Viva Fresh Expo in San Antonio, Texas, April 5-7. At the show, Winter Sweetz will be highlighted in the Innovation Showcase as a finalist for Most Innovative New Fruit Product and Most Innovative Packaging or POS Solution.