OXNARD, CA – While consumers may be shaking their fists at the sky in frustration over the recent span of California rain, berry growers throughout the state are launching off the long-awaited moisture into excellent upcoming crops. Subsequently, the recent weather has also made for a tight strawberry market in the lead-up to Valentine’s Day.
As Dan Crowley, Vice President of Sales and Marketing at Well•Pict, recently told me, the company is preparing for the holiday bustle with increased volume from this time last year.
“Our stem demand leading up to Valentine’s Day is 20-30% higher than last year’s numbers,” he tells me. “Due to the recent rain, we’re also getting good plant growth and nice uniformity from the field, which will be perfect for the holiday and retailers.”
Dan says that even though the consistent rainstorms have caused a small amount of lost crops from rain damage, making for the tight market as demand rises, the long-term benefits offer growers lots to look forward to. Along with sufficient moisture for the plants to pull from, rains also get the salt out of the soil and will make for excellent crops three weeks from now.
“We’re really positive and enthusiastic about the crop coming in. We expect great size, quality, and condition from our berries, and will have promotable volumes for our retail partners,” Dan says, adding that Well•Pict is still on time. “Our trading partners know that we’ll do everything we can to keep them in supply of high-quality product.”
As the high demand before Valentine’s Day continues to build, Well•Pict plans to offer a special Valentine’s Day-themed presentation of its proprietary variety, to offer an alluring presentation of full-colored fruit that Dan says is full of the “wow factor” that consumers love.
The company will continue to harvest out of Oxnard through April, and will begin production in its Northern districts in March as well.
How will markets be affected as winter weather continues? AndNowUKnow will have all the latest.
BAKERSFIELD, CA - A leaf of kale, a carrot, and a beet walk into a bar—a juice bar, that is. Last week, premium juice producer TRUE Organic by Grimmway Farms introduced the first of three vegetables starring in its witty “Veggie Musings” campaign on social media.
Debuting just days into the new year, the trio is here to help consumers develop healthier habits—and social platforms are the right places to reach them.
Developed with millennials and active families in mind, the TRUE Organic product line addresses the demand for healthy food options on the go.
“Our core customers want something convenient, portable, and certified organic,” said Kellen Stailey, Senior Director of Marketing and Merchandising, according to a press release.
The social campaign is positioned across Facebook, Instagram, and Twitter where TRUE continues to see positive engagement. Last summer, it launched a promotion encouraging consumers to reset their resolutions through a series of posts focused on goal-setting and how-to tips.
The “Mid-Year Resolutions” campaign incited 194% growth in engagement on Twitter, according to the company, and drove average interaction on Facebook to increase more than seven times.
“For our audience, social has proven to be an effective method to raise brand awareness,” said Stailey. “We’ve seen consistent success using these platforms to connect with our target shoppers.”
A report from acquisition marketing agency Fluent supports her claim, citing that 41% of consumers aged 18 to 34 and 49% of those 35 and older use Facebook every day. But knowing where they are is one thing, and capturing their attention is another.
Delivering nutrition facts through bold illustrations and video shorts, “Veggie Musings” capitalizes on two of the most influential aspects of modern digital marketing—rich visual content and authentic storytelling. This is good news for TRUE Organic, and better news for the personable produce stealing the show through mid-February.
Aside from the jokes and clever quips, the vegetable crew offers a tangible way for consumers to stick to a healthier routine. Followers can engage with their posts for a chance to win a six-month supply of juice.
Just tune in to TRUE Organic on social media for three servings of vegetables and a few tasty tips.
PORTERVILLE, CA – Homegrown Organic Farms is making some crucial additions to its operations, as the company looks to grow both its team and a key category. Homegrown has welcomed Caylan Gingerich as its new Grower Services Manager.
“I’m excited to be joining the team here at Homegrown and continue with my passion of serving growers,” stated Caylan. “The growth of the organic market has proved itself as more than a fad and I look forward to continuing to build upon that growth as a member of the Homegrown team.”
Caylan will operate in her position for the company’s organic blueberry category, and will be based out of Jefferson, Oregon, in her new role. Caylan will first learn Homegrown’s system of operations, and eventually focus on the company’s specific blueberry grower services. According to a press release, Caylan will use her lifetime of agricultural experience to boost her performance, and the overall mission of Homegrown.
“We are thrilled to have Caylan on board. I believe her experience and roots in the industry will be a great addition to the team and will only help further the mission, vision and values of Homegrown,” stated Chad Hansen, Homegrown’s Blueberry Category Director.
Caylan grew up in Oregon on her family’s blueberry farm. She launched off this beginning into building a career. Most recently, Caylan most recently worked on the North American Blueberry Procurement team for Gourmet Trading. In this position, she managed growers in the Pacific Northwest and helped build the East Coast program. Caylan has also worked for the Giumarra Companies on its East Coast Berry Sales team.
Caylan also possesses a B.S. degree in International Business from Messiah College.
Congratulations on the appointment, Caylan!
IRWINDALE, CA – Looking to further launch the recognition and influence of its brand, Ready Pac Foods, Inc. has announced the addition of an industry veteran to its team. Nannette Richardson has been named as Vice President of Portfolio Marketing.
Nannette joins Ready Pac with more than 15 years of experience to boost the company in her new position. Familiar with both the retail and foodservice sectors, Nannette will now lead the Portfolio Marketing Team at Ready Pac. According to a press release, this role will have Nannette focusing on the development and execution of Ready Pac’s core product portfolio.
“I am thrilled with Nanette joining the Ready Pac Foods team. Her extensive experience in brand management and product marketing will be vital in ensuring our continued significant growth,” said Ready Pac Foods CMO, Tristan Simpson. Nannette will report directly to Tristan in her role. “The restructuring of the Portfolio Marketing team, with Nanette at the helm, will create new opportunities for innovation within our existing portfolio, giving our consumers more options to have the freedom to eat healthier.”
Most recently, Nannette worked as Senior Director of Business Strategy for Farmer Brothers Co. In this position, Nannette developed and launched an e-commerce site for the company which drove revenue and Business-to-Consumers (B2C) sales. Nannette was also responsible for other major change management initiatives, including the following:
- Headquarters move to Texas
- Integration of strategic acquisition to strengthen core service platform
- Executed a SKU optimization effort which resulted in 12% reduction of complexity
Nannette has also provided strategic leadership in marketing and promotions for notable global foodservice brands such as Burger King and Taco Bell, as well as smaller brands like Smile Brands–a service provider for dental practices. It was during these appointments that Nannette developed marketing campaigns that drove traffic and increased revenues through locally relevant programs, promotions, and new product launches.
Nannette first began her industry career in Brand Management and Research Engineering through a role as Plant Engineer for Kraft Foods, later moving to Unilever.
Congratulations, Ready Pac and Nannette!
As companies streamline their operations and make new appointments to further bolster their products, AndNowUKnow will have all the latest.
LIMA, PERU – Asparagus is in season in Peru, and unfortunately, apparently so is drug smuggling. This Wednesday, January 11, Peruvian police raided a shipment of the veggies and found more than 4,500 pounds of cocaine. The shipment was valued at $4 million in Peru and over $170 million at its intended destination, in packages headed for Amsterdam.
According to news source Business Insider, authorities from the Peruvian Nation Police’s Anti-drug Office raided a property run by exporter Fresh Aromas of Peru Corporation in the district of Ate on the eastern outskirts of Lima late Wednesday night. Police found pallets with cans of asparagus concealing packages of cocaine.
Six people were arrested in conjunction with the cocaine—a Serbian man and five Peruvians suspected of running a smuggling operation from a local gourmet food business. Additionally, authorities seized two SUVs, $75,000 in cash, computer and communication equipment, and a single pistol.
Local prosecutors believe the arrested group are part of an international drug-trafficking network shipping cocaine from Latin America to Europe.
Peru is among the world’s largest producers of asparagus, quinoa, avocado, artichoke—and unfortunately, cocaine. According to Business Insider, drug trafficking has risen to the point where some officials have warned that the country is in danger of becoming a “narco state.”
Where will these nefarious characters infiltrate the produce industry next? Stay tuned to AndNowUKnow for developments.
LA CAÑADA FLINTRIDGE, CA – A brand new year means an assemblage of fresh opportunities for the Allen Lund Company (ALC). At the forefront of these possibilities comes a brand new office opening.
ALC has announced the opening of its Nashville, TN, office. The company has tapped veteran John Maxwell to lead its operations.
"I am honored to join Allen Lund Company, with its rich history and stellar reputation with customers, carriers, and employees. I look forward to sharing that same high level of service, commitment, and integrity here in Nashville," stated John Maxwell.
According to a press release, John is bringing 17 years of diverse 3PL experience to ALC in his leadership position. John’s expertise spans LTL, management, and customer service.
"John brings a great deal of experience and enthusiasm to our company and we are excited he is joining our team. Nashville is a terrific city and opening an office there fits in perfectly with our plans to grow," stated Jim McGuire, Vice President of Sales Branch Operations.
John is an alumnus of Middle Tennessee State University, where he acquired a B.S. in Music Business.
Congratulations on your appointment, John! The team at AndNowUKnow can’t wait to see where ALC’s Nashville office will head next.
ASHEVILLE, NC - Health is at the forefront of retailer Earth Fare’s strategy. Which is why, after an NCHS report that life expectancy for Americans in 2015 declined for the first time in two decades, the company has responded by announcing store expansion, a new loyalty program, exclusive brands, and a compelling new message empowering Americans to improve their health, with standards enforced by the company’s signature Food Philosophy and Boot List.
“If the Food Philosophy and Boot List are our constitution, then our more than 2,800 Earth Fare Team Members comprise our enforcement agency, constantly monitoring and filtering ingredients to ensure customers find only the cleanest foods in our stores,” said Frank Scorpiniti, Earth Fare’s President and CEO, according to a company statement. “We believe, and science supports us, that the better you eat the healthier, happier, and longer life you can live. Today we are dedicating ourselves to shouting louder as advocates for healthy food and the power it has on our health and our lives.”
To support the connection between healthy food and healthy lives, Earth Fare—which boasts offering one of the highest percentages of organic produce—is embarking on a significant store growth plan in new and existing markets. The company is introducing dozens of new and exclusive private brand items; relaunching its website with additional healthy living resources; and, launching its new Healthy Rewards™ loyalty program, to reflect a substantially improved value proposition.
Further, the company is launching Live Longer with Earth Fare™, a timely and provocative campaign as the rallying cry for Americans to choose only the cleanest, healthiest foods; the kind that can be found at Earth Fare. The company’s Food Philosophy forbids hundreds of chemicals and ingredients from making their way onto its shelves, and is among the strictest in America. The campaign makes the case that better food choices lead to a longer and healthier life and challenges other supermarkets to come clean. Learn more about Earth Fare’s unique approach to living longer at EarthFare.com/LiveLonger or follow along on Facebook and Instagram.
In another unprecedented move, the company is sharing the details of its Boot List with its competitors. “We have 40 years’ experience with what NOT to sell, and in the interest of the health and wellbeing of Americans we are willing to share our common-sense criteria and the lessons we have learned with other supermarket leaders. Whether you are a conventional supermarket or one of the so called ‘fresh and healthy’ new entrants to the market, this is where our industry needs to get to, the sooner the better,” said Scorpiniti. “My team and I will catch the next flight to meet with any management team if it will help our competitors come clean.”
The company has made it easy for customers to shop confidently for healthier options. The company’s restrictive standards for Clean Food make it possible to shop blindfolded, as seen in Earth Fare’s latest television ad above.
“Our Boot List represents the highest level of commitment to offer the cleanest selection of food for our customers,” said Justin Jackson, Earth Fare’s Chief Merchandising Officer. “Our entire team takes great pride in reading the labels so you don’t have to, because at the end of the day it’s about much more than selling groceries–it’s about living longer and making it easier to do so.”
Earth Fare’s unwavering commitment to provide 100 percent Clean Food is even more important today given the recent rise in health concerns affecting many Americans. By banning suspect ingredients, such as high fructose corn syrup which has been linked to obesity; as well as artificial colors, artificial preservatives, artificial fats, trans-fats, bleached or bromated flour, added hormones, antibiotics; the company is reinforcing its position as a health-centric retailer.
For the latest in health-forward retail expansions, continue following with AndNowUKnow.
COVINGTON, KY – Club Chef, a company belonging to the Castellini Group of Companies, has announced a new Senior Vice President of Quality and Food Safety.
Dr. Peter Taormina has assumed the role, assuring quality and food safety is made a top priority, according to a company release. Taormina has previously held a number of similar roles, and served in various advisory and academic capacities.
“As Senior Vice President of Quality and Food Safety, Dr. Taormina will focus on the continuous improvement of the quality and food culture and management systems while implementing the best available technologies to minimize risk and assure the production of safe, wholesome foods,” said Brian Kocher, President and CEO of the Castellini Group of Companies, in a company statement. “While Peter’s time will predominantly be focused towards Club Chef operations and customers, his extensive background in food safety, quality assurance, and research will be leveraged as an important asset for the entire Castellini Group of Companies. We are excited to have Peter join our team.”
Most recently Taormina served as the Director of Science, Food Safety, and Quality for Smithfield Foods; his responsibilities included food safety, quality assurance, shelf-life, and microbiology testing and research for 36 Smithfield and co-packing meat facilities.
Before that, Taormina held a number of progressively-more responsible roles in quality and food safety leadership with companies like The Coca-Cola Company and John Morrell & Co. The doctor was also an Assistant Professor at the University of Georgia’s Center for Food Safety and Department of Food Science and Technology, College of Agricultural and Environmental Sciences.
Taormina has produced a number of peer-reviewed publications and also served as the Chairman of the North American Meat Institute’s Scientific Advisory Committee and has received the Scientific Achievement Award from the Meat Institute and the Harold Barnum Industry Award from the International Association for Food Protection.
We here at AndNowUKnow congratulate Peter on his new position, and wish him well in his new endeavors!
CHELAN, WA - Chelan Fresh is celebrating one of the biggest eating and marketing events of the year with its annual Fuel Up to Play 60 promotion in partnership with the NFL.
The fourth year running for the campaign that looks to inspire kids to move more and eat healthy by seeing their pro athlete idols do the same, Mac Riggan took the time to share some details with me about how everyone benefits from this particular produce push.
"This is a cost-effective way to help moms make eating healthy cool for their kids,” Mac shares with me, explaining that professional athletes are a key influence for both children and teenagers.
The program also gives all promotional proceeds to schools on an on-merit basis to create healthier food programs and/or playground equipment for their schools. “The hope is that kids will notice the branding in-store as matching what they see in the Fuel Up to Play 60 images at schools and on ads during football games. Then they will tell the moms that this program helps promote nutrition and exercise at their schools,” Mac adds.
As for playing a dynamic role in the buy-side, Mac shares that the program helps put retailers in the minds of parents as pillars in the community.
“This is something that we look to make a big part of the community, and the retailer gets to capitalize on that. In many ways, having this brand in the store is helping the community to remember the retailer even more than they will Chelan Fresh,” Mac explains.
Another benefit is the Fuel Up to Play 60 branded packaging, which makes fruit available in both 5 and 10 lb poly bags.
“Retailers do a good job of putting convenient, healthy food in sight, and making people aware of that in the store, and we do our best to help with a good piece of real estate,” Mac tells me when describing the bags. He explains that not only are they attractive to the eye, but help to generate sale volume by guaranteeing a 5 or 10 lb buy.
Various apple varieties are available in the poly bags, with hi-graphic DRC's. Seen by millions of kids every day, this NFL-partnered promotion piggy-backs the massive amount of attention the Super Bowl garners to help parents make apples more appealing to children. In other words, every player wins.
SACRAMENTO, CA - In our latest challenge to the industry, we wanted to know who could be the first to find the ANUK logo hidden like an “Easter egg” on the cover of our sister publication The Snack Magazine. We enjoyed your submissions so much, we created a gallery above of a few of our favorites! If you missed out, don’t worry, we will be hiding this logo on every issue of The Snack moving forward, and the race to find it starts once ANUK sends out the email.
When we challenge the produce industry, the AndNowUKnow staff is continually impressed with the competitive spirit displayed by our readers. Despite an exciting race, only one could claim first place. In this case Ciruli Brothers' Director of Supply Chain Management, Scott Hakes claimed the $100 prize. Coming in a close second was Chris Veillon, Director of Marketing for NatureFresh. Nipping at his heels was Danny Ortiz, Quality Assurance Inspector for Sysco.
While there was only one prize winner, congratulations go out to not only Scott, but all who hunted down the logo on the cover. Take a look to see if you or someone you know made it into our top ten fastest submissions!
- Scott Hakes, Director of Supply Chain Management, Ciruli Brothers
- Chris Veillon, Director of Marketing, NatureFresh
- Danny Ortiz, Quality Assurance Inspector, Sysco
- Jim Hickey, Senior Buyer, Redner's Warehouse Markets
- Kristin Yerecic, Marketing Manager, Yerecic Label
- Claudia Pizarro-Villalobos, Marketing and Culinary Manager, D'Arrigo Bros.
- Tommy Wilkins, Director of Sales, Grow Farms Texas
- Mimmo Franzone, Director of Produce and Floral, Longos
- Frank Padilla, Vice President, GMM Produce & Meat, Costco
- Megan Zweig, Vice President, DMA Solutions
If you missed the logo challenge, make sure to subscribe to The Snack Magazine here (subscription is valued at $129 per year) and keep an eye out on ANUK for future opportunities to show off your abilities. The contest to submit the photo of yourself pointing at the logo on the cover of the magazine doesn’t start until we put the call out on ANUK. Once we announce the contest, the countdown begins.
December, 2016 Snack Magazine–Volume 21
Best of luck, and congratulations to all those who found the logo!