PELION, SC - The easier, the better, is a trend that continues to drive the market. WP Rawl is kicking off the year with new campaign Back to Fresh: Make Your Plate Green in 2016.
A fresh campaign to make eating better a clearer process, the end result is that purchasing fresh produce will be all the more tempting for shoppers.
“This is one of the most dynamic and exciting campaigns we have launched to date,” Ashley Rawl, Vice President of Sales, Marketing, and Product Development at WP Rawl, said, according to a press release. “We have been growing leafy greens for 91 years and feel that our Back to Fresh campaign is the perfect way to teach the newer generations about these good-for-you leafy greens that our grandparents and great-grandparents discovered long ago.”
The program, according to the company, is a year-round, all-encompassing and tightly-branded campaign whose heroes are, of course, leafy greens.
Back to Fresh is focused on monthly recipe and lifestyle content themes that launched on the first of the year, continuing the efforts of WP Rawl’s marketing team, which has tuned in to the growing popularity of “clean eating” while following the trends and social chatter around the market.
With consumer curiosity continuing to rise when it comes to leafy greens beyond kale and into collards, mustards, turnips, and more, WP Rawl is thrilled to show what to do with them once they leave the store.
The campaign included a variety of components such as:
- Videos
- Infographics
- Healthy tips
- Recipes
- Special edition leafy green bags featuring three-time New York Times best-selling author Cynthia Sass
Sass, a registered dietitian, enriches WP Rawl’s nutritional endeavors while providing social media content and support by distributing information to her followers.
Back to Fresh will roll out rich content throughout the year to show consumers how versatile, tasty, and healthy greens are, as well as introducing a monthly Back to Fresh Challenge encouraging small changes in consumers’ daily lives towards better health via its monthly newsletter, The Leaflet.
You can follow WP Rawl’s Back to Fresh campaign onits website, www.rawl.net/backtofresh, as well as through social media via the hashtags #backtofresh and #backtofreshchallenge.
VALENCIA, CA - It’s officially peak citrus season, folks, and Sunkist has found just the way to let consumers know that Sunkist® Navel oranges are at their prime with a new, high-graphic giro bag available for a limited time.
“Consumers today want to eat seasonally, and retailers can capitalize on this desire by educating consumers in-store about what produce items are at their best,” explained Joan Wickham, Sunkist's Manager of Advertising and Public Relations in a statement. “Sunkist’s new Peak Season Navel orange program tells consumers that we are now harvesting peak-season Navels, with a perfect blend of sweetness, flavor and eating quality.”
Even more than alerting consumers to peak season, the new program helps to emphasize the citrus company’s more than century-long heritage. The packaging and related point of sale materials highlight the phrasing, “Sunkist, with Rich Citrus Heritage since 1893.”
“As a cooperative of thousands of family farmers, we have a unique and powerful story to tell at Sunkist,” added Wickham. “Our new Peak Season Navel program helps to tell this story by bringing consumers into the groves of one of our growers’ multigenerational family farms. Rich, vibrant imagery shows the quality that Sunkist offers, quality that stems from over 120 years growing experience.”
Sunkist said in its press release that the company offers retailers a broad array of customizable point-of-sale materials to help retailers share its growers’ commitment to quality, innovation and sustainability with consumers.
To learn even more about Sunkist and its citrus programs, check out www.sunkist.com or contact the Sunkist sales team directly at [email protected].
MILLEN, GA - Southern Exposure is looking to bring innovation and valuable information with all the fun of the upcoming show. Along with quality networking opportunities, the 2016 SEPC will also host New York Times best selling author and reporter Michael Moss, as well as present a new farm tour video series.
“Providing an informative, yet fun, atmosphere for our members to learn is at the core of our educational goals,” David Sherrod, SEPC Executive Director, said in a press release.
The sessions will lead off with the video series, aptly called "Fresh from the Farm Field Trips," starting Friday morning, March 4th, at 8:30am.
“The launch of our new Fresh from the Farm Field Trips will provide our members with a valuable learning experience,” Sherrod said. “Additionally, as we move forward, they will also provide those member companies that are based outside of Florida with an opportunity to showcase their farms to retail and foodservice decision makers in attendance at the conference every year, saving everyone time and money in travel expenses.”
The tours will transport attendees to the following three SEPC member farms:
- Shuman Produce, Inc. in Reidsville, Georgia
- J&J Family of Farms in Loxahatchee, Florida
- Red Sun Farms in Dublin, Virginia
Without ever needing to leave the hotel, the council stated, viewers will be provided with a fun field trip-like experience while learning about the grower/supplier side of the produce industry.
The videos, which cover a broad overview of everything from growing, packing, and shipping, will end with a live visit with growers, as well as leave room for live stream question and answer polling.
As for session number two, New York Times best selling author Michael Moss kicks off at 10 am, with the investigative reporter leading a discussion on how produce can compete with processed food giants surrounding the topic of his book SALT, SUGAR, FAT: How the Food Giants Hooked Us.
“The topic of processed versus fresh food is at the forefront of discussions in both boardrooms and kitchen tables across North America,” Harold Paivarinta, Red Sun Farms and SEPC Education Committee Chairman, said. “We believe Michael’s insights provide a platform that will compel CEO’s and parents alike to re-evaluate their current behaviors and set plans in motion to provide healthier alternatives to what’s found on shelves and in pantries today. In addition, Mr. Moss will share ideas on how retailers and growers can partner together to market fresh produce in a way that gives 'center store,' food giants a run for their money.”
Moss’ session promises to delve deeper into understanding the support of the processed food industry, while the Fresh from the Farm Field Trips will kick off an annual educational workshop at the conference featuring different SEPC member farms from across the country.
Don’t miss these key opportunities. To register for SEPC, taking place March 3rd-5th, visit seproducecouncil.com.
SCHENECTADY, NY - Price Chopper’s parent company has new leadership lined up for the new year. The Golub Corporation has announced that Scott Grimmett as its President and Chief Executive Officer. The family-owned company, which also parents Market Bistro and Market 32, has set Grimmett on a succession plan since he joined the company in January 2012 as Executive Vice President and Chief Operating Officer.
Grimmett has been noted by his company for leading its efforts to reposition the Price Chopper brand. Results from his development of the Market 32 brand has already been strong, making his vision the basis for the chain’s next generation of stores, the company says.
“This is an exciting time for our company,” shared Neil Golub, Golub’s Chairman of the Board in a statement on Grimmett appointment. “The design work that we invested in Market Bistro (circa 2010-2014), coupled with the brand-defining innovation that has given rise to our first few Market 32 concept stores has not only laid the groundwork for our continued growth, but also fueled the acceleration of our plans to modernize our stores under the Market 32 banner. ”
Prior to his career with the Golub, Grimmett had spent 37 years working his way up to top spots at Safeway. From bagger to Vice President of Retail Operations, his tenure with Safeway eventually took him into the role of President for several divisions of the company including the 141 store Denver division.
“Scott possesses unique skills and perspectives that have helped us significantly elevate how we approach our business. I am confident that in this new role he will continue to lead us to new heights,” said Jerry Golub, the newly appointed Vice Chairman of the Board whose focus is to accelerate the conversion of Price Chopper stores to the new Market 32 banner.
Grimmett responsibilities include running the overall day-to-day operations of Price Chopper Supermarkets/Market 32, and influencing the strategic direction of the company. Grimmett will report to the board of directors through Neil Golub, who remains Chairman of the Board.
CHILE - Blueberry demand is continuing to climb as growers across the industry are reporting a strong market during peak import season.
Giumarra is just starting to get into the middle of its Chilean import season, and is currently sourcing blueberries from Chile, Peru, and now Mexico. Chile, in particular, had a rough start to its season with cold weather and rain early on, which slowed production down and had an adverse effect on volume coming out of the region.
“The weather in Chile leading up to the season has affected production, so not only has the season been delayed, but volume is down year on year. Prices right now are a bit stronger than what we might see historically," said Marco Nuques, Giumarra's West Coast Sales Manager for its Berry Division. “This is usually the time when we start seeing peak volumes, but because Chile is behind we might not see volumes out reach the forecasted levels.”
“We’ll see increasing volumes from Mexico arriving over the coming weeks, but likely not the sort of volume that would dramatically affect the market," Nuques continued. “We’ve seen a nice increase in our Peruvian Blueberry imports this year, which started back in September. This has been a great compliment to our overall import berry program.”
Wish Farms’ Director of Blueberry Operations, Teddy Koukoulis, shared a similar view on Chilean operations, saying, “We had some rain and cold weather early on that pushed the season back about two weeks later than normal early on. The supply is a little shorter than demand currently, but pricing seems to be holding well.”
Leslie Simmons, Marketing Manager at Dave's Specialty Imports, also reported that supply is running a week or two behind.
“The market seems to be holding steady, and the demand has continued to be favorable,” she said. “With the farms reporting lower volumes than in years past the prices are still about normal for this time of year.”
Simmons went on to say that the biggest development for Dave’s has been increased organics this season in the blueberry and blackberry growing areas, so expect big plans and stronger programs for upcoming seasons.
Despite the shortage in volume from Chile, the overall message seems to be that the quality of the fruit is up to par and that both growers and receivers in the United States are happy with the returns this season as far as crop condition goes.
“The import quality out of Chile and New Zealand has been good so far,” said Chad Hansen, Blueberry Category Manager with Homegrown Organic Farms. “We have been advised that there were some weather struggles in Chile, but the farmers have been navigating through those conditions and the crop looks strong. New Zealand quality is amazing.”
California Giant Berry Farms is also reporting a similar message for Chilean blueberries.
Vice President of Marketing Cindy Jewell said, “We have had excellent quality and size, and we look forward to strong promotional programs to support the season. Currently the market is strong and our key trading partners are promoting to keep the volume moving and consumer demand up.”
California Giant is still on track for its spring harvest season in California, which typically begins in late March-early April. As the season nears, look forward to hearing more news on California blueberries soon.
For more updates on the blueberry market, stick to AndNowUKnow.
Giumarra Wish Farms Homegrown Organic Farms California Giant Berry Farms Dave's
CALIFORNIA – After a tumultuous season, warming temperatures throughout the valley are starting to change the dynamic of the broccoli market.
“Supply is finally getting back to ‘normal numbers’ after a rough last few months. As the weather slowly warms up, product is coming on,” said Janelle Seebeck, Commodity Manager with Salinas, CA-based Tanimura & Antle. “Many are ‘filling the pipeline’ that we’ve been short of filling the last few months as an industry. We’ve personally got a lot of promotions going on with customers to move additional volumes these next few weeks.”
Ben Wilson, Broccoli Commodity Manager with Salinas, CA-based D’Arrigo Bros., had a similar response to the calming market, but assured that quality is continuing to meet expectations.
“The Brawley broccoli market has begun to come off this week as we continue to experience warm days and nights throughout the valley,” said Wilson. “As a result, we are seeing exceptional yields and quality. Demand has slumped off a bit as customers in the north east corridor brace for a harsh winter storm expected to hit this weekend.”
The storm that Wilson is referring to will severely impact travel in the Washington D.C., Baltimore, Philadelphia, New York, and Boston areas during the peak of the blizzard, which is expected to hit Friday night and Saturday this week, according to the National Weather Service and Weather.com.
As for the effects of the storm, the National Weather Service says that there will heavy snow and wind, with temperatures in the mid to upper 20s for most locations from Friday through Saturday night.
We will continue to follow this storm and the potential impacts it has on the produce and transportation industry. Stay tuned for more.
IRVINE, CA - California Avocado growers—this commission needs your help. The California Avocado Commission (CAC) is seeking re-approval for its operations, and is asking the state’s 4,000 commercial avocado growers to make the vote.
As required by state law, the California Department of Food and Agriculture (CDFA) conducts a referendum every five years to determine whether or not CAC can continue its operations. “Ballots will be mailed on January 29, so avocado producers can expect to receive them the first week of February,” explained CAC President Tom Bellamore.
Eligible growers who do not receive a ballot by February 5 should contact CAC at 949-341-1955.
“Management believes that the Commission has been an effective tool which has allowed growers to maintain a strong brand presence in an increasingly crowded marketplace, speak with one voice on important issues, and pool resources to conduct research to meet the challenges of farming avocados,” Bellamore added.
Each grower will receive a postage paid envelope to mail their ballot to CDFA for tabulation. In order to be counted, ballots must be postmarked no later than February 29, 2016, or received by CDFA as of the close of business on February 29.
Growers can expect CDFA to announce the results of the referendum in early March, according to a press release. For more information on the referendum process, growers can contact CAC at 949-341-1955.
ROCHESTER, NY - Wegmans Food Markets is looking to crack into a new market with its first North Carolina store in its sights.
Vice President of Media Relations, Jo Natale, confirmed that the increasingly popular retailer is currently in talks over a site west of Raleigh, the Charlotte Observer reports, with hopes for finalizing an agreement before this year’s first quarter is out.
Wegmans already has stores in a number of eastern states, including:
- New York
- Pennsylvania
- New Jersey
- Virginia
- Maryland
- Massachusetts
Questions remain as to whether or not this North Carolina store is the first of many, Natale told the Observer, saying that she "couldn’t speak to the possibility of future sites” in the state.
While further growth in this new state wasn’t confirmed, the retailer’s website does promise other plans of expansion in the works, seeking to open at least 13 new stores in coming years, according to the report.
Wegmans, which continues to be a family-owned chain, currently has 88 stores and was ranked one of the top U.S. supermarkets for 2015. The retailer received high marks, in particular, for its freshness, baked goods, and overall shopping experience from consumers.
SOLEDAD, CA – Braga Fresh Family Farms is expanding its Josie’s Organic portfolio with five new additions, all of which are available now:
- Green and Red Dandelions
- Easter Egg Radishes
- Fennel
- Leeks
The new products come at an opportune time for the company as consumers are actively seeking out more organic produce.
“Demand for organic produce continues to soar; at the end of Q3 2015 global sales were heading for the $1 billion mark, as cited by the United Fresh Produce Association,” said Peter Cling, Vice President of Sales at Braga Fresh. “Our third-generation family farm has been growing organically for 20 years, and has the organic land base, control, and flexibility that allows us to continue meeting market demand.”
Josie’s Organics now carries 29 varieties of fresh vegetables, including cauliflower, broccoli, sweet baby broccoli, celery, chard, collards, kale, beets, cilantro, parsley, radishes, romaine hearts, iceberg, green leaf, red leaf, and more.
Products from Josie’s Organics can be found in most Whole Foods, Central Market, Kroger, H-E-B, Meijer, Save Mart, and Wegman’s locations throughout the U.S., as well as many other grocery stores and supermarkets.
CAMARILLO, CA – In its pursuit to continually protect its intellectual property rights against infringers, Houweling’s is increasing applications for patent protection worldwide and enforcing its existing patent rights.
To ensure that its advancements in greenhouse technologies are properly defended against infringers attempting to misappropriate these developments, the company has obtained patent protection for its novel greenhouses, air/gas distribution systems, and closed loop air-drying systems.
“Houweling’s commitment to defending its intellectual property rights mirrors its commitment to the development of new and innovative technology,” the company said in a press release. “Houweling’s will continue in this commitment to be a world leader in innovation and to protect its investments.”
The greenhouse grower plans to enforce its patent rights in both the United States and overseas in areas such as Europe, Australia, New Zealand, Israel, Canada, and Mexico. Furthermore, Houweling’s said that it would “vigorously defend any challenges to its patents worldwide” and exhaust all avenues of appeal against such challenges.
The move comes at a time when the company has had to enforce its patent rights against infringers throughout the years.
Houweling’s operations include 200 acres of greenhouse farms across Delta, BC, Camarillo, CA, Mona, UT, and Loveland, CO.