WINTER SPRINGS, FL - The National Watermelon Promotion Board (NWPB) announced the launch of the Watermelon Performance Hub, a new resource on watermelon.org designed to help athletes and active individuals understand how watermelon can fit into fueling, hydration, and recovery.
Developed in collaboration with Umo Callins, MS, RD, CSSD, LD, CPT, a board-certified sports dietitian and fitness coach, the free hub brings evidence-based performance nutrition guidance together with practical ways to incorporate watermelon into an active lifestyle.
The Watermelon Performance Hub features six performance-focused recipes, downloadable resources, expert Q&A, and videos addressing common questions around fueling, hydration, and recovery. Resources are also available for dietitians, coaches, athletic trainers and other professionals who support active individuals.
“As a sports dietitian and fitness coach, I wanted the Watermelon Performance Hub to make performance nutrition easier to understand and apply in everyday life,” said Callins in the recent release. “Watermelon is often thought of as a summer fruit, but its natural carbohydrates, high water content, and versatility give athletes and active individuals plenty of ways to incorporate it into fueling and hydration throughout the year. The hub brings the science and application together with recipes, resources, and guidance that show what that can look like around training and an active lifestyle.”
Watermelon is 92% water by weight, and a 2-cup serving provides 21 grams of natural carbohydrates. It also provides naturally occurring nutrients and compounds including vitamin C (25% DV), potassium (6% DV), lycopene (12.7 mg), and beta-carotene (8% DV). The Performance Hub explores practical applications for watermelon before activity, as part of recovery meals and snacks, and throughout the year.
For produce retailers and other industry stakeholders, the new resource provides another way to connect watermelon with consumers’ evolving interest in active lifestyles and practical, whole-food approaches to fueling. The hub also reinforces the versatility of fresh, pre-cut, and frozen watermelon for use in snacks, meals, smoothies, and performance-focused recipes.
The Watermelon Performance Hub is available now at watermelon.org/performance.
ORLANDO, FL - Walking down the rows at an IFPA Global Produce & Floral Show, you can't miss the Giumarra Companies booth. The team has always ensured its presence is a reflection of its deep intention and commitment to fresh, as well as its creativity, dynamic energy, and passionate drive to bring value to customers. As we approach the Global show this week, I spoke with Megan Gorgisheli, Vice President of Marketing Administration and Brand, and Kristina Lorusso, Vice President, Retail Partner Services, to learn more about how they plan to bring their vision to life on the show floor.
"Our message at this year's 2026 GPFS is that Giumarra remains a trusted, full-service produce partner with 52-week supply across key categories such as avocados, berries, citrus, and grapes," Megan begins. "Our major supply capabilities are complemented by branded proprietary programs that champion the produce department and add value for consumers. We are focused on helping our customers succeed through consistent supply, innovative branded offerings, and a robust suite of services to support our products."
In Orlando, Giumarra will highlight its comprehensive fresh portfolio, including avocados, berries, grapes, citrus, asparagus, treefruit, melons, and vegetables.
Giumarra will also showcase key upcoming proprietary programs, including SugarWild™ blackberries and Lemonade™ apples, along with other branded initiatives designed to drive consumer engagement and differentiate the produce department.
With a floor presence designed to amplify this messaging, the company will welcome attendees to its Giumarra Club Fresh booth. The beach club-themed experience brings the company's culture and produce expertise to life, highlighting its fresh offerings and the energy and partnership-driven approach that define its business.
"The concept is designed to create a welcoming space where customers, growers, and industry partners can step away from the busy trade show floor and connect with our team in a relaxed environment. The booth serves as a platform to showcase not only our products, but also the people, partnerships, and programs that are unique to Giumarra," Megan describes.
Those people, partnerships, and programs are what drive Giumarra's differentiation and thought leadership at a time when the industry is walking a road of challenges, constraints, and changes.
"The industry is seeing a lot of consolidation at the moment, and we want to remind our customers that we remain committed to providing the personalized service, flexibility, and entrepreneurial mindset that have been hallmarks of our business for more than a century," Kristina reflects. "Remaining true to our founding values makes us better partners as we work to elevate this industry and sustain growers."
Giumarra's ability to combine the resources and reach of a large supply organization with the responsiveness and customer focus of a multi-generational, privately held company is only one way that the team sets itself apart.
"We maintain deep relationships with growers around the world, invest in proprietary brands and marketing programs, and offer category-specific expertise that helps our customers navigate an increasingly complex marketplace. Our goal is to be a committed strategic partner," Kristina shares with me.
Kristina also notes that shopper engagement is another front where challenges lie, but also solutions. While many households continue to feel the effects of inflation, Giumarra is creating more opportunities to meet consumers where they are.
"Fresh fruits and vegetables remain one of the best values in the grocery store, and our industry should continue to communicate that they are not only delicious and healthful, but also affordable and versatile for busy families," Kristina says. "At Giumarra, we work with retail partners to support programs that emphasize quality, convenience, and value for shoppers. We are committed to partnering with our customers to create compelling produce experiences that generate excitement in the department and encourage repeat purchases."
Team members from across all of Giumarra Companies' fresh sales divisions will be at the show, including specialists in avocados, asparagus, berries, grapes, citrus, melons, treefruit, and vegetables, as well as representatives from sourcing, sales, business development, marketing, food safety, and technology across the organization.
Stop by booth #3755 to see the program in action and enjoy a delicious bite courtesy of Giumarra Club Fresh.
See you on the floor, my friends!
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LOS ANGELES, CA - Wonderful® Pistachios is bringing NFL star Josh Allen’s real-life roots as a pistachio farmer to screens nationwide this football season as it expands its partnership with Allen into its second year. The new campaign is centered on new commercials, with additional ways to fans will engage through behind-the-scenes social content, including Josh Allen-autographed item giveaways on Wonderful Pistachios’ social channels and fan-focused activations nationwide.
Debuting on Monday Night Football on October 12 when Allen’s Buffalo Bills plays the Los Angeles Rams, the new commercials extend the humor of Wonderful Pistachios’ “The Don’t Hold Back Snack®” campaign while highlighting what makes Allen’s partnership unique: he doesn’t just promote pistachios, he grows them.
“While Josh Allen is known to most as an NFL superstar and MVP quarterback, at Wonderful Pistachios we also celebrate his work off the field, as a pistachio farmer,” said Michael Perdigao, president of The Wonderful Agency. “Because as the on-screen disclosure in these ads say, ‘Seriously, Josh Allen really owns a pistachio farm.’”
“I’m excited to be back with Wonderful Pistachios for another year because they keep finding new ways to have fun with the farmer side of my life,” said Josh Allen. “I get to eat pistachios, make some funny commercials and remind people I actually know my way around a pistachio orchard. Hard to complain about that.”
Developed in-house by The Wonderful Agency, the new commercials build on the comedic world established during the first year of the partnership. Both spots find Allen’s teammates going to increasingly ridiculous lengths to stop themselves from snacking, only for Allen to explain that there is no reason to hold back from Wonderful Pistachios.
In “Tackle Sled,” a teammate stuffs himself inside a football training sled in an attempt to physically prevent himself from snacking. Allen lets him in on a much simpler solution: Wonderful Pistachios that are both tasty and nutritious. How does he know? He’s a pistachio farmer.
“Resistance Bands” takes the same idea even further. This time, a teammate straps himself to a wall with resistance bands to keep himself away from a bag of Wonderful Pistachios. Allen once again explains why all that effort is unnecessary, prompting his teammate to use every bit of strength he has to stretch toward the pistachios anyway.
Taking the Campaign Beyond the Commercial
The TV launch anchors a broader integrated campaign designed to keep the partnership in front of football fans throughout the season. Wonderful Pistachios and Allen will collaborate on social content, while the brand will host a series of giveaways through @wonderfulpistachios on Instagram featuring custom and autographed Josh Allen collectibles.
Prizes will include signed jerseys, footballs and other merchandise, along with a one-of-a-kind Josh Allen bobblehead depicting Allen on a tractor, bringing his football and farming worlds together in a collectible created specifically for the campaign. Giveaways will launch at different points throughout the season, giving fans a reason to continue following the campaign beyond the TV spots.
Wonderful Pistachios is also bringing the October 12 launch directly to football fans watching the game together. Select Bills Backers Bars across the country will host Wonderful Pistachios activations where fans can receive complimentary bags of Wonderful Pistachios and take photos with Wonderful Pistachios’ life-size Josh Allen standee. Participating locations include Pennsylvania 6 NYC in New York City; The Harp in Boston; Rizzo’s Wrigleyville in Chicago; Exiles Bar in Washington D.C.; Bar W Dallas in Dallas; Tin Roof Demonbreun in Nashville; Tin Roof Fort Lauderdale in Fort Lauderdale; Stoney’s Uptown Joint in Denver; Cheerful Tortoise in Portland; The Horseshoe in Charlotte; Ziggy’s Roc in Rochester, NY; and The Shannon in Hoboken, NJ.
Building on the Partnership
The new campaign builds on other elements of Allen’s second year with Wonderful Pistachios already announced earlier this season. This includes a limited-edition Josh Allen package of its 16-ounce Roasted & Salted In-Shell Pistachios, bringing the partnership directly to store shelves, and the renewed Josh Allen Scholarship, which supports students in Allen’s hometown of Firebaugh, California. Students who are accepted into the program receive support with college applications and up to $12,000 over four years of college. Together, the product collaboration and scholarship complement a partnership rooted in Allen’s authentic connection to California’s Central Valley and the pistachio farming community.
For more information about Wonderful Pistachios, and to follow along as content, giveaways and activations roll out throughout the season, visit wonderfulpistachios.com or follow @wonderfulpistachios on Instagram, TikTok, and Facebook.
YAKIMA, WA - Northwest Cherries has announced the inaugural recipients of its Cherry Picked Partner Award, recognizing three industry partners for their commitment to supporting Northwest cherry growers through responsible sourcing, consistent seasonal pricing, and strong promotional execution.
The inaugural honorees are Sunset Foods in the 0–50 stores category, Giant Eagle in the 51+ stores category, and Four Seasons Produce in the wholesaler category. Each organization has demonstrated the importance of collaboration across the supply chain in supporting a sustainable future for Northwest cherry growers.
The Cherry Picked Partner Award was established by Northwest Cherries to recognize retail and wholesale partners who help support growers through meaningful promotions, merchandising, and sales support. The program emphasizes the importance of consistent, shopper-friendly pricing that encourages repeat purchases, supports category performance, and helps maintain the long-term viability of cherry-growing operations.
“Strong retail and supply chain partnerships are essential to the future of our industry,” said Karley Lange, Director of Domestic Promotions for Northwest Cherries, in the recent release. “Our growers continue to face rising production costs while making significant investments in quality and responsible farming practices. We are grateful to Sunset Foods, Giant Eagle and Four Seasons Produce for their partnership and commitment to supporting Northwest cherry growers, especially during a time when long-term sustainability is more important than ever.”
Award recipients were evaluated on their commitment to consistent seasonal retail pricing, support for Northwest cherry supply continuity, collaborative engagement with the Northwest Cherries program, and overall promotional execution. The program encourages industry partners to work together to maintain consumer demand while helping growers achieve more sustainable returns.
“When value is prioritized throughout the supply chain, everyone wins at retail,” Lange added. “Consistent pricing helps build shopper confidence, encourages repeat purchases, and supports more predictable movement throughout the season. The Cherry Picked Partner Award celebrates the partners who recognize that the success of the cherry category and the sustainability of our growers go hand in hand.”
The Cherry Picked Partner Award will be presented annually, recognizing industry partners who demonstrate leadership in promoting Northwest cherries and supporting the growers who produce them. Through this recognition, Northwest Cherries hopes to encourage even greater collaboration and promotional commitment across the industry.
UNITED STATES - Who knew mangos could be scary-good! In the spirit of spooky season, the National Mango Board is showing the industry how mangos can be incorporated into the fright fun.
Three-fourths of a cup of mango provides 50 percent of the daily recommended vitamin C, 8 percent of daily vitamin A, and 8 percent of daily vitamin B6—a far cry from the typical sweets associated with Halloween while still offering plenty of flavor.
Scary faces, spooky spiders, and—of course—delicious mangos. If it’s a monster mash, then this is one recommendation that will make sure your shoppers have that graveyard smash.
Speaking of smashes and mashes, this offers quite the twist on both Halloween offerings and guacamole, keeping consumers highly focused on the fresh produce department with a toothy-grinned pepper to serve the treat up in. Honestly, who wouldn’t want to grab these ingredients to craft these cuties?
Layers of mango nectar-soaked sponge cake, fresh homemade mango custard, fresh mango, and whipped cream. Need I say more?
We are all suckers for googly-eyed goodies, making the marshmallows with this mango pudding extra kid-friendly, with chocolate cookies sure to please “boys and ghouls” alike. I admit, this departs from the healthy approach a bit, but is still a better option than the candy aisle. And who says you can’t find a little indulgence in the produce aisle?
As we continue to explore ways to bring consumers to the produce aisle for every eating occasion, keep an eye on AndNowUKnow for more.
CHICAGO, IL - Some produce departments wait for you to walk through the doors. Scott Bennett's starts in the parking lot.
For Jewel-Osco's latest grand opening in St. John, Indiana, an heirloom pumpkin display greets shoppers before they've even parked. Scott tells me it can be seen from the road, thousands of feet away.
"Fresh produce. Big displays. Big energy. Grand opening success!" he shares.
By the time customers reach the entrance, the stage is set for what can only be described as the Bennett effect: vibrant colors, full displays, and an abundance of fresh fruits and vegetables ready to welcome a whole new community of shoppers.
For the occasion, Scott, Produce Sales and Merchandising Manager for Albertson’s owned Jewel-Osco, keeping it local with several suppliers, including:
- Go Ro
- Regal
- Gotham Green
- Superior
- SMP
- Earthbound local greenhouse
- Fresh Express
- Mouzin Brothers
- SunBelle
- Organic Valley
- None Better Roma Tomatoes
- Bushman
- Affy Tapple
The excitement didn't wait for the doors to open, either. Del Monte Fresh leaned in with a free truckload of bananas, handed out to shoppers before they walked in. Scott also worked with Mouzin Brothers in Indiana on a giveaway of local cantaloupes he describes as big and super tasty.
For Scott, it all comes back to exciting people, thanking customers, and building Jewel-Osco loyalty from day one.
A grand opening is a first impression, and in grocery, first impressions have a way of becoming habits. A free banana on the walk in and a cantaloupe carried home to the kitchen counter are small gestures. But they are the kind people remember when deciding where to shop next week, and the week after that.
When shoppers can find a Wisconsin or Illinois farm on the shelf, it tells them the store knows its neighbors. Pair that with a produce department built to impress from the parking lot in, and you've given new customers more than a reason to stop by. You've given them a reason to come back.
Judging by the photos and high-energy video Scott shared, I'd call that a well-stocked success.
FALLBROOK, CA - Del Rey Avocado has introduced a refreshed line of avocado bags designed to bring greater visibility to the produce department while helping retailers merchandise bagged avocados across a range of shopper needs.
The redesigned packaging features a fresh, colorful look that makes Del Rey avocados easy to identify on shelves while communicating the convenience, value, and versatility of bagged avocados. The updated line also introduces two new offerings, Big Reys and lil’ reys, designed around different avocado sizes and usage occasions.
Big Reys feature larger avocados ideal for sharing and family meals, while lil’ reys offer smaller avocados suited for individual portions and snacking. Together with Del Rey’s existing bag offerings, the new designs give retailers more options for merchandising avocados based on size, household needs, and everyday use.
“As the avocado category continues to grow, especially in bagged avocados, we wanted to create a bag line that captures the energy of our brand and the different ways consumers are shopping for avocados,” said Patrick Lucy of Del Rey Avocado. “Big Reys and lil’ reys allow us to offer retailers more variety within our bagged avocado program while giving shoppers more options based on size and occasion.”
For more information about Del Rey Avocado and its packaging and retail programs, visit delreyavocado.com.
BAKERSFIELD, CA - From efficient shipping times to closing supply gaps, all with a high focus on quality, Giumarra Vineyards makes it its mission to offer a steady grape supply, even in years like this with potential El Niño challenges.
“The Giumarra team works tactically to ensure our customers’ grape needs are met regardless of the erratic and unprecedented circumstances that continue to arise in recent years,” said Randy Giumarra.
Centered around grape experts who have the knowledge, experience, and confidence to help customers navigate supply constraints and supply abundances alike, Giumarra Vineyards stays in constant communication with field teams and customers. As the company prepares to head to IFPA’s Global Produce & Floral Summit (GPFS), Dan Gomez shares that the team is excited to showcase varieties that continue to perform well with domestic and export customers.
“We will highlight what we do best, which is to grow delicious grapes,” Gomez said. “Quality starts in the vineyard for us. Our focus is on growing the best possible fruit and harvesting it when it reaches its peak, rather than simply harvesting to meet a date on the calendar. We want our customers to enjoy grapes that deliver the eating experience consumers are looking for.”
It is an unwavering focus that the company leans into as a differentiator, combined with the ability to be a year-round partner. Now, as El Niño conditions threaten to disrupt the pending transition from California to the Southern Hemisphere, Giumarra is importing significant volume from Peru starting in November, and thereafter Chile, as they work to provide the best varieties from each breeding program. This year will bring significant growth in Autumn Crisp, Applause, Sweet Globe, Cotton Candy, and some volume of Fire Crunch.
“We provide a seamless transition from all growing regions, and we tailor our program to meet customer needs. We don’t want to be the biggest, we want to be the best and most trusted partner out there. Our strategy is to bring in the right product, from the best growers to service our customers when the grapes are needed with no gaps,” Mike Walsh said. “This is also the belief we carry into our own ranches in California. We are investing heavily by making varietal changes yearly to meet customer needs.”
Proprietary varieties like Honey Pop, Fire Crunch, and Cherry Crush have become favorites among many of Giumarra Vineyards customers, generating strong interest in both domestic and export markets and speaking directly to its commitment to constant improvement.
“Customers want three things: timely, accurate information, consistent quality, and dependable supply. In an industry where there are many variables, the first is most important because it allows customers to plan around the other two,” Walsh explained. “Without reliable information, retailers are left reacting to changes instead of anticipating supply gaps, developing contingency plans, and planning promotions with confidence. Clear, proactive communication is the foundation for a broader strategy that protects sales, margins, and the shopper experience.
"Giumarra Vineyards’ tailored programs are designed to rotate our fruit much quicker than industry averages, so we’re providing our customers with the freshest grapes possible during," said Mike Rodgers.
You can hear more about it from the grape sales team in person at IFPA booth #3953. Shake hands with Randy Giumarra, Alex Giumarra, Dan Gomez, Mike Rodgers, Mike Walsh, Shauna Rockwell, and Claudia Lagos in Orlando, Florida, October 15-16.
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