WATSONVILLE, CA - Monterey Mushrooms is growing the sales team, welcoming one new Sales Manager and hunting for another as the company restructures and expands current job openings.
Erica Manfre, who brings a sales and leadership resume spanning ten years, has joined as a Sales Manager to operate from the company’s home base of Watsonville, CA.
In this new role, Manfre will be responsible for maintaining relationships with customers and will seek new opportunities.
“I am excited to add Erica Manfre to our sales team,” Mike O’Brien, VP of Sales and Marketing, said in a press release. “Not only will she bring a focus on customer relationship quality to our team, but she will bring new insights and exuberance to an already talented group.”
Kevin Eichele, Western Region Sales Director and Manfre’s direct supervisor, commented, “Erica’s career path has given her many of the skills we’re looking for in a sales manager. She’s proven to come up with creative ways to drive business initiatives and her experience in produce distribution will bring an interesting perspective to our team.”
Manfre’s joining the team is just one part of the company’s growth.
Not only is Monterey Mushrooms hiring an additional sales manager, responsible for maintaining business relationships with accounts in Southern California, Nevada, and Arizona, but it has also established a marketing internship program.
The program is under Marketing Specialist Lindsey Roberts, who reports directly to Mike O’Brien, collaborates with sales, product development, and procurement to execute new concepts to position Monterey Mushrooms as an innovator in the mushroom industry.
This is a team that enjoys friendship, community, and an informal work environment with a culture that looks to embody intellect, integrity, and creative imagination.
For any interested in the sales management position, which would allow for managing business out of their home office in a city that logistically makes sense to the region they would be responsible, can connect with the company here.
ROCHESTER, NY – How hot is too hot? Perhaps when hot peppers leave their corporeal state as someone’s dinner, to become a food-based peppery spray infiltrating the entire surrounding area is the new line. Residents of one New York apartment building found this out firsthand, after their building was evacuated by Hazmat teams.
According to source UPI.com, the James A. Dobson building in Rochester was fully evacuated once hazmat teams were called to the scene after residents reportedly inhaled an odor which caused difficulty breathing.
Shortly after arriving and clearing the building, authorities quickly pinned down the worrisome culprit; a microwaved hot pepper.
"It seems whatever kind of pepper they were using, once it's aerosolized, if you've ever gotten pepper in your eyes, you know how hard it can be on your system," Lt. Dana Cieslinski of the Rochester Fire Department told WHAM-TV. "I do not know what kind of pepper it was, but clearly spicy enough to affect the people in the hallway."
Never put a ghost pepper in your microwave!!! https://t.co/3He7yrzYjE
— Scott Wischmeyer (@OurTinyEarth) August 30, 2016
It turns out there is a bit more scientific truth to this homemade pepper spray than just an innocent pepper. Once microwaved, the pepper’s spicy chemical makeup of capsaicin was released into the air, causing the slightly toxic effect.
The building’s website says the high rise houses 254 units within its walls. Authorities stated that it allowed all residents back into their homes less than two hours after arriving on the scene, and no one required medical attention.
Although some news outlets are pinning the pepper fiasco on the ghost pepper, officials maintained that they did not not identify the particular kind of spicy pepper used.
As the spicy peppers continue their upward trend, what heated situations will they find themselves in next? AndNowUKnow will report on all the latest.
WATSONVILLE, CA - In a pivotal move to help the fresh produce industry break the chains of traditional norms and move towards emotion-driven marketing like world class CPG brands, Driscoll’s is rebranding for the first time in its 100 year history.
This new branding strategy, driven by Driscoll’s desire to create more authentic consumer connections, took root four years ago as an intuition the company wanted to explore and is launching in the U.S. today as part of a worldwide plan to roll-out a cohesive visual brand statement.
The new look includes a refreshed logo and new design elements for packaging, in-store merchandising, digital, and social media touch-points. According to the company, the rebrand already hit Australia and Europe in previous months with great response.
“We had this sense, being in the business, that consumers had more of an emotional feeling about berries,” said Soren Bjorn, EVP of Driscoll's of the Americas. “Once we started heading down that road, we quickly realized that our current expression of our brand - our physical assets and how we talk about the berries - were more functionally oriented.”
Consequently, the company invested in a worldwide study of nearly 5,000 consumers, asking them to write about their experiences with berries.
Bjorn said, “It was amazing. Consumers would describe these experiences they had with berries in very emotional terms, and in very universal language. You’d have a consumer in Shanghai writing about going to a strawberry farm with Mom and Dad to pick strawberries, and you’d have no idea it wasn’t someone from California or Holland. These stories were so similar around the world, and they were all about the special moments that berries create for people. Once we saw that, we realized it was something we could tap into.”
As part of the brand journey, Driscoll’s made a significant investment in global consumer research as part of its strategy. The company comments that survey findings demonstrate a direct connection between eating berries and happiness, which allowed the company to evolve its brand strategy from fruit as function, to a stronger emotional connection. In a statement, Driscoll’s cited findings which support the decision to update to a more emotional, joy-driven brand, including:
- A recent U.S. survey of 1,000 men and women further showing that more than 85% of people agree eating berries make them happy as compared to other types of fresh produce.
- Berries consistently trigger the strongest, most positive, emotional connections, while kale, beets and lettuce are more often associated with functional benefits.
- Happy memories (79%) and summertime (82%) as strong positive emotional links associated with berries.
“We have introduced some elements that are softer, more emotional, and more relatable to consumers,” Bjorn commented on the updated branding.
Driscoll’s new look was inspired by berries as colorful pop icons of fresh produce, with the individual colors and shapes of strawberries, blueberries, raspberries, and blackberries captured in a fresh color palette paired with expressive typography. The updated Driscoll’s brand logo reflects a personalized handwritten stylistic approach, along with an iconic Driscoll’s Dot which sits atop of the “i” and will lend itself to many different digital and social applications down the road. The Driscoll’s Dot can take on the color of each berry, while the main dot will remain red, as a nod to strawberries, which are where Driscoll’s got its start.
“Creating global brand value is key to any company’s future. When you consistently deliver on a great consumer experience, successful brands build a loyal consumer base willing to pay premium pricing. We’ve seen berry consumption significantly grow over the last five years. Fresh berries continue to lead fresh produce sales as a top selling retail category. Our passion is to grow great tasting berries and we are one of the few berry companies with a dedicated R&D team focused on breeding proprietary varieties,” said Bjorn. “As a market leader in fresh berries, we are excited to elevate the brand opportunity to further capture the hearts of our berry consumers – such an opportunity is rare and a privilege in the produce industry.”
As the company continues rolling out the visual branding worldwide, Bjorn comments that while there aren’t currently any major changes to the company’s core products, this rebrand has the potential to open new doors down the road. He adds, “Our brand is the last name of our founders, so this has been a very emotional change for us. The founding families have been very involved in the process, so for our company this is a bit bigger. We’re excited to see this come into fruition, and it’s been a very rewarding process.”
While the updated and modern design approach is new, the brand will still be familiar to loyal consumers as it maintains the foundational colors of green and yellow. The brand identity also retains the promise “Only the Finest Berries” which speaks to the superior flavor that has earned credibility and trust with consumers.
To learn more about the Driscoll’s new visual brand identity system and to access the U.S. survey details, please visit Driscolls.com/ShareTheBerryJoy.
CUBA - After more than half a century, a U.S. commercial plane touched down on Cuban soil.
JetBlue Flight 387 touched down today, August 31st, making a notable stride in our relations with the country since the Cold War, and stirring up possibilities of what this means across the board from travel to trade.
The door is not yet completely open, U.S. citizens still need to sign an affidavit swearing their travel falls within permitted categories, including educational, religious, and humanitarian reasons, according to a CNN report. However, Cuba has seen almost double the amount of U.S. visitors since the relaxation of the embargo.
"This process of establishing regular flights is a positive step," said Eduardo Rodríguez, the Cuban Vice Minister of Transportation at a news conference on Monday in Havana. "Although the restrictions of the blockade remain, which among other things impede United States citizens from traveling to our country as tourists."
That could mean key exposure to Cuban culture and, of course, Cuban foods.
According to the Global Exchange, fruits and veggies are playing a critical role in guiding the Cuban diet in a more healthy direction in recent years, including tropical fruits, peppers, and other fresh produce.
And Americans are curious about that untouched culture, it appears.
"Our friends had been here and said, why don't you come to Cuba before it’s too Westernized," Gerry Hall, a New York educator who joined a "people-to-people" tour of the island in August, told CNN. "We wanted to come before you see McDonald's and Walmart and other U.S. companies in Cuba.”
So is this one small step for tourists, and one big step for fresh produce? We can’t wait to find out.
SALINAS, CA – As consumers continue to increase their purchases of Brussels sprouts, Ippolito International is also continuing to put an emphasized focus on not only the distinct, crave-inducing taste of the veggie, but its versatility and ease in use and preparation.
As Dan Canales, VP Sales, Marketing and Processing, recently told me, the company’s latest Brussels sprouts endeavor is a series of videos providing consumers quick and easy ideas on the diversity of Brussels sprouts, for all of its offerings.
“We are excited to now offer value-added Brussels sprouts in a variety of new pack sizes and styles for both retail and foodservice markets. For our first video recipe, we decided to focus on bulk, whole Brussels sprouts, and plan on creating more recipe and video ideas in the future for our halved and shredded Brussels sprouts,” Dan says.
The video boasts a contemporary feel for a classic veggie choice, and details to consumers in under two minutes how to quickly prepare Brussels sprouts in five different and delicious ways. Take a look for yourself in the video below.
Retailers can increase rings at the register with Brussels sprouts by highlighting the below preparation ideas for a health-minded consumer looking for an effortless treat:
- Microwaved
- Sautéed
- Grilled
- Steamed
- Oven Roasted
Foodservice operators can also increase their profit margins and offer time-saving opportunites with the value-added Brussels sprout packages now being offered by the company.
Ippolito International’s website is brimming with even further veggie ideas for fast, easy, and tasty recipes starring the many uses of Brussels sprouts.
“As North America’s largest fresh Brussels sprouts grower and shipper, we are always excited about giving customers ideas on how easily Brussels sprouts can be to prepare,” Dan finishes. “And how quickly a tasty dish can come from them!”
As Ippolito International continues to push Brussels sprouts to the consumer forefront with innovative videos and promotions, AndNowUKnow will have the latest.
MONROVIA, CA - Trader Joe’s now has the authority to continue its lawsuit against Canadian store Pirate Joe’s, which is allegedly designed to be a knockoff and reseller of Trader Joe’s products. Earlier this week, the 9th U.S. Circuit Court of Appeals overturned an earlier court's decision to dismiss California-based Trader Joe's federal trademark claims.
While the original court that had denied the lawsuit argued that Trader Joe’s could not clearly explain how the Canadian knockoff could affect U.S. commerce, the 9th Circuit says the store’s conduct could harm Trader Joe's reputation, decreasing the value of its American-held trademarks.
The defendant and creator of Pirate Joe’s, Michael Hallatt, reportedly buys Trader Joe’s products from Washington State, and resells them at higher prices in his Vancouver-based store. According to the Chicago Tribune, a Trader Joe’s location even refused to sell to Hallatt, but he put on disguises to avoid detection, shopped at other stores as far away as California, and hired others to shop for him. The lawsuit estimates that Hallatt spent more than $350,000 on its products.
“Pirate Joe's is an unaffiliated unauthorized re-seller of Trader Joe's products (we were sued, they lost, they appealed, they won a second try),” Pirate Joe’s explains on its website. “We stock what we are asked to stock by Trader Joe's lovers who don't always have the time (or a car or a passport) to head south to Bellingham (the nearest Trader Joe's)."
Hallat responsed in court documents by saying he was providing a service and never represented himself as an authorized reseller of Trader Joe's products or as an affiliate of Trader Joe's.
As of now, the 9th Circuit sent the case back to the district court for further proceedings, so keep watching AndNowUKnow for more on the continued legal battle.
CITRUSDAL, SOUTH AFRICA - What’s summer without citrus? As demand for the category continues to increase, Summer Citrus from South Africa (SCSA) is ramping up its business opportunities with retailers across the United States. This year’s significant growth in supply, the addition of new retail partners as well as new vessels to the Port of Houston, are creating a buzz around SCSA’s recently re-branded program.
With summer citrus on the brain, CEO Suhanra Conradie joins me to discuss SCSA, and the excitement around the group’s continued expansion in the U.S. and growing distribution footprint.
“Quality is good, with fresh, sweet fruit available as expected. Our expansion in the Port of Houston is something that is very promising for our growers,” Suhanra tells me. “We represent a group of South African citrus growers who consolidate their logistics, marketing, and sales efforts to bring the finest citrus fruit to market during the U.S. summer season. Now is the time to jump on-board.”
Bringing a business degree from the University of Stellenbosch, Suhanra joined the group in 2011 and has elevated the South African citrus presence in the United States by advocating the brand, bringing high-quality fruit from South African farms to the tables of families across the U.S. With a collaborative approach to building relationships, Suhanra’s goal is to ensure the development, expansion, and success of the South African citrus producers’ position in the U.S. market.
When I ask Suhanra what trends are currently driving the citrus category and how SCSA is responding to these changing consumer buying behaviors, she tells me that trends in portable fruit options have been an excellent opportunity for SCSA.
“This growth can be seen specifically with Easy Peelers,” she says. “People value having a whole fruit that they can throw in their bag and eat on-the-go, and Easy Peelers deliver that convenience along with good taste.”
In addition, SCSA has launched a new website and expanded the groups social media platforms to include Facebook, Twitter, Pinterest, and LinkedIn, and are also currently running a Sweet Summer Sweepstakes and blogger partnership with three Texas bloggers to support growth in that area.
With continued efforts to secure additional entry points into the U.S. market, you can be sure we will be keeping an eye out for SCSA’s accelerated growth and presence across the country.
WASHINGTON, D.C. - Ambassador Darci Vetter, Chief Agricultural Negotiator for the U.S. Trade Representative, has been added to the keynote docket for United Fresh’s Washington Conference Opening Breakfast General Session.
Taking place on Tuesday, September 13, in Washington D.C., this year’s Washington Conference will bring attendees face-to-face with key members of Congress, their staff, top regulatory officials, and now, the most up-to-date information on major trade negotiations from Vetter herself.
Vetter brings an impressive resume to the event’s agenda, responsible for bilateral and multilateral negotiations and policy coordination regarding agricultural trade.
“We’re honoured to have Ambassador Vetter present the case for the passage of the Trans-Pacific Partnership trade deal,” said United Fresh President & CEO Tom Stenzel, according to a press release. “Despite negative rhetoric from both the Republican and Democratic presidential campaigns, free and fair trade is critically important to our industry, as well as the U.S. economy overall.”
Before her current role, Vetter served as the Deputy Under Secretary for the USDA, as well as an International Trade Advisor on the Democratic Staff of the U.S. Senate Committee on Finance. There she advised Chairman Max Baucus and other Committee members on trade issues relating to agriculture, the environment and labor, including provisions in the 2008 Farm Bill and pending legislation on climate change, according to the release.
Other highlights in her experience include:
- Six years working to facilitate NAFTA implementation and resolving agricultural trade issues with Canada and Mexico at the Office of the U.S. Trade Representative
- Master of Public Affairs degree from the Woodrow Wilson School at Princeton University
- Certificate in Science, Technology, and Environmental Policy from the Woodrow Wilson School at Princeton University
- Bachelor’s degree from Drake University in Des Moines, IA
The upcoming conference will also feature the Rising Leaders Program for up-and-coming industry employees. You can register for the event, which takes place September 12-14, here.
SALINAS, CA - As we near the end of California’s summer season, Tanimura & Antle is forecasting another six weeks left to the lettuce season in the state’s “salad bowl,” Salinas, CA, before making the transition to Huron, CA.
“There has been a slight increase in demand this week as retailers are stocking-up for the last holiday (Labor Day) of the summer,” T&A’s John Georgalos, Commodity Manager, tells me. “In addition, as homegrown winds down across the nation, we should see a lift in demand.”
The market has remained steady thanks to mild weather in recent weeks, John shares, translating to attractive prices for buyers compared to this time last year.
“Current prices are in the $10.00 to $11.00 range for a carton of 24 count Wrap Lettuce,” John says, adding that industry volume has been right at one million cases per week–just enough to meet demand.
As for the upcoming move to Huron, Tanimura & Antle is currently anticipating a smooth transition.
“Seed has been planted in Huron and we see no interruptions in supplies as we transition from Salinas to Huron," John explained. "Currently in Salinas, days to harvest are about two to three days behind schedule, which means the lettuce volume for the remainder of the Salinas season should remain strong as we push to finish the season here.”
While shippers not growing in Huron will stay in Salinas a while yet before shifting to Yuma, AZ, T&A currently reports that, barring Mother Nature’s influence in the last half of September and first two weeks of November, we should see an excellent time to promote lettuce.
AndNowUKnow will continue to keep you up to date on lettuce and other fresh produce categories throughout the remainder of 2016 and beyond.
SAN FRANCISCO, CA - Jeff Jones, Target’s Chief Marketing Officer, has announced he will be leaving the position he’s held since 2012 in order to become President of ride service company Uber.
Jeff has been a major part of revamping Target’s image under relatively new CEO Brian Cornell, and also expertly navigating through moments like the company’s highly publicized data breach. Jeff is not unfamiliar with leading a company, however, having been Partner and President of McKinney, a Durham, NC-based advertising agency; EVP and CMO at Gap; and Division President for Gap’s gift card subsidiary, Direct Consumer Services LLC, among other leadership positions.
“Since joining Target in 2012 as our Chief Marketing Officer, Jeff Jones has modernized Target’s marketing and helped drive Target’s strategy, creating momentum for the company and positioning Target for the future,” Cornell said about his exiting marketing head. “These campaigns not only drove the business, but created a deep, emotional connection with our guests. Because of his many contributions, Target continues to be among the world’s most recognized and beloved brands.”
Now at Uber, Jeff’s role will reportedly include everything from Uber’s operations, marketing, and customer support globally. According to Travis Kalanick, Uber’s CEO and Co-Founder, he first met Jeff at his TED Talk this past Feburary, where they talked about how the company could improve its reputation.
“As we move into the next phase at Uber, one in which we will build a global brand infused in every customer interaction, I cannot think of a better person to lead us on this journey than Jeff,” Travis wrote in a post on the Uber website. “It’s super clear to me that Jeff understands scale, operational excellence, innovation, and storytelling—and that he’s up for learning and testing his limits. Most of all I love Jeff’s optimism about, and enthusiasm for, our mission.”
Where will Target head next now that its marketing strategies are likely to shift? Stay tuned for updates from AndNowUKnow as more information on the company’s plans are revealed.