LOS ANGELES, CA - Surety of supply and an innovative produce pipeline are two areas of industry strategy that continue to win over retailers time and time again. Giumarra Companies is one such company consistently marrying these advantages and bringing new and exciting products and initiatives to market. As Gary Caloroso, Regional Business Development Director, shares, the July 14-16 Organic Produce Summit (OPS) is the perfect time to collaborate with customers on what is here now and what is coming down the line.

"We are committed to supporting our retail partners in driving organic produce sales through compelling storytelling and consumer engagement," Gary shares with me. "We believe organic growers have a unique opportunity to create meaningful emotional connections with shoppers. Our goal is to help retailers effectively communicate both the functional benefits and the personal values associated with choosing organic produce, strengthening consumer awareness and demand for these products."

Giumarra's eye is on the prize at this year's OPS, working to increase awareness of its expanding availability of organic offerings, including apples, avocados, blueberries, bell peppers, and melons.

"With a global competition-inspired booth called Team Giumarra 26, we are highlighting our 'Organic Category Champions.' As grocers continue to see growth in the organic sector, consistent availability is key. The Giumarra Companies can support our retail and foodservice partners with consistent program coverage and reliable supply, particularly during periods of market tightness," Gary reveals.

As consumer demand for organic produce has grown in recent years, companies have adapted their strategies to leverage this impact across production and product development.

"Consumer demand for organic continues to increase. Data support that this is a long-term shift in behavior, not a passing trend. Particularly, Millennial and Gen Z consumers prioritize values-driven, health-focused purchasing," Gary expresses. "We have strong confidence in the long-term growth and success of organic within the fresh produce industry. For our high-volume core items, such as avocados and blueberries, we offer Certified Organic products year-round in line with our conventional products. Retailers can source both from us to maintain consistent availability in these categories."

For bell peppers and watermelons, which Giumarra sources from Mexico on a semiannual seasonal basis, the company has organic product that mirrors Giumarra's conventional product availability.

And let’s not forget about exclusive varieties.

"For Lemonade™ apples, a yellow club variety exclusive to The Giumarra Companies and our partners, we started offering organic this past domestic season and have seen great success with a couple of retailers. This upcoming fall season, we will be expanding organic volumes to be able to offer it to more retailers," Gary reflects. "As one of the largest avocado suppliers in North America, we also offer one of the industry's most extensive organic avocado programs. A cornerstone of our strategy is sourcing the highest-quality produce from premier growing regions worldwide. We continue to expand our family of domestic and international growers to increase the availability of organic fresh produce across our portfolio. In addition, we support our retail partners with comprehensive, customized marketing programs designed to help them effectively promote and merchandise our organic offerings to consumers."

A broad, versatile lineup is only half of what Giumarra brings to OPS. Its talented, service-driven team is the other half—you can meet them at booth #504 this July.

SALINAS, CA - The Organic Produce Summit (OPS) is nearly here, and I can’t be the only one with organic berries on the mind. Naturipe Farms will be showcasing its full portfolio of fresh berries at this year’s event, highlighting a robust selection of organic strawberries, blueberries, raspberries, and cranberries. Brian Vertrees, Senior Director of Business Development, took a moment to share some details.

One of the biggest highlights this year, Brian tells me, will be the introduction of Naturipe’s new Organic Mighty Blues 12x9.8 oz pack.

“After seeing strong demand for jumbo blueberries on the conventional side, Naturipe wanted to ensure organic shoppers had access to the same premium eating experience in an organic option,” Brian explains. “These are grown 100 percent organically and are packed with our top seasonal varieties. Flavor, size, and overall eating experience will be exceptional; 19mm and larger, this fruit highlights what exceptional organic growing practices can accomplish.”

Naturipe will also be spotlighting its larger 18 oz organic blueberry packs at OPS, as both retailers and consumers continue trending toward larger purchase sizes.

“With strong domestic and import supply volumes, now is an ideal time to support that growing demand and help retailers capitalize on the continued momentum around organic blueberries,” Brian shares. “Naturipe’s strength in organics really comes down to the combination of strong grower owners with years of experience, innovation, and scale. We operate one of the largest organic blueberry programs in the U.S., which allows us to provide retailers with a reliable, year-round supply of high-quality organic berries.”

This incredible achievement is marked by continued collaboration with Naturipe’s grower-owners, guaranteeing top quality and flavor for the consumers who enjoy Naturipe Farms’ organic berries.

“We work very closely with our grower-owners to make sure everything—from flavor and quality to consistency and freshness—is where it needs to be,” Brian adds. “We’re also constantly investing in new berry varieties, regenerative farming practices and growing techniques that help us push the category forward and remain at the forefront of organics.”

Looking ahead, the berry maven plans to continue growing the category through innovation and consumer-focused products, including the development of proprietary varieties, value-added offerings, and packaging that makes berries even more convenient for shoppers.

“We will keep investing in sustainability and regenerative agricultural practices that support healthier soils and long-term production. At the same time, our focus remains on helping retailers grow berry sales by delivering strong supply, great flavor, and merchandising opportunities that keep consumers coming back to the category,” Brian tells me.

Naturipe’s impressive organic portfolio will be on display at OPS at booth #407.

“OPS gives the Naturipe team a great opportunity to connect directly with customers, discuss category trends, and showcase our new innovations within the blueberry category,” says Brian. “We’ve been working on new varieties, and we’re excited to get real-time feedback.”

You heard it here first, folks! Don’t miss out on the chance to see the latest innovations from Naturipe Farms at this year’s Organic Produce Summit.

SAN DIEGO, CA - The stories and experiences our industry offers align perfectly with everything customers seek, if only we could bring them to the fields. But the sad fact is that many consumers will never stand where their food is grown.

This is where industry advocates and creatives like Alexandra Molumby are crucial to growth. The photographer, videographer, and personality behind Harvest Joy Design is closing that distance one visit at a time.

"Harvest Joy started when I borrowed a camera and began visiting farms to photograph the people and produce behind our food," Alexandra shares. "I just wanted to connect people to where their food comes from, but over time it turned into something bigger."

That "something bigger" now spans farms across the United States, where she captures photos fresh produce companies can use in their marketing materials and creates video content designed to show shoppers exactly where their food comes from.

“One of the easiest ways to figure out what's in season is, of course, you can always find a list of what's in season each month on my Instagram page. I always pin it at the top. But if you're in a store that doesn't have reception, for example, a simple way to look for seasonal produce is to actually look at what the produce managers are placing in the front of the stores,” Alexandra advised consumers via a podcast interview with longstanding podcast Farm Traveler.

The potential of those visits she and the Harvest Joy brand are making was on full display during a shoot with Hitchcock Farms at their baby iceberg fields in Yuma, Arizona. While Alexandra was on-site, Chief Executive Officer and self-described "farmer-in-chief" Jeff Hitchcock spontaneously demonstrated the different ways to cut and serve baby iceberg—in halves, in wedges, as a lettuce bowl—and the resulting reel went viral on Instagram.

"I've long admired Alexandra's field photography—she has an incredible talent for capturing the beauty of farming, from the produce itself to the people behind it," said Lauren Hitchcock, Marketing Director for Hitchcock Farms. "Agriculture isn't always an easy subject to photograph, but Alexandra has a unique ability to showcase both its authenticity and natural beauty. The video ended up being quite the hit!"

That kind of authentic, unscripted moment is precisely what the visits are built to capture, and what Lauren says resonates most with consumers.

 

 

 

 

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A post shared by Alexandra Rae 👩🏼‍🌾 Harvest Joy (@harvest.joy)

"I think many people feel disconnected from where their food comes from, so we always try to bring people along with us by sharing a real, behind-the-scenes look at the many facets of farming," she continued. "Alexandra captures all of it in such a fun, approachable, and authentic way, and her passion and creativity truly shine through in her work."

Connect with Alexandra on LinkedIn or follow Harvest Joy on Instagram @harvest.joy. And as we continue to help spread the industry word, keep reading AndNowUKnow.

WENATCHEE, WA - In today’s competitive marketplace, simply having an organic program is not enough. The suppliers staying in the game are those leading the way in regenerative ag and storytelling, both of which communicate authenticity and stewardship to savvy consumers. Before the Organic Produce Summit, CMI Orchard’s Rochelle Bohm stresses the importance of this messaging in driving organic growth.

“We are actively building a regenerative future and bringing that vision to market in a meaningful, measurable way,” Rochelle, Vice President of Marketing, tells me. “For the first time at the show, CMI will highlight our Planet Positive™ program, which showcases our regenerative farming system and carbon-negative fruit. Bringing these efforts to market with carbon-negative fruit and linking environmental stewardship with consumer value, these combined initiatives position CMI as an industry leader in scaling regenerative agriculture.”

Across generations and operations, scaling innovative solutions is paramount to the company’s success. In partnership with Royal Family Farming and The Soil Center®, it integrates orchards, row crops, and livestock into a circular system. CMI also advances regenerative practices within its orchards through technology that improves yields, efficiency, water use, and pollinator protection.

Backed by sustainable growing practices, CMI Orchard’s core organic programs are built on both robust consumer demand and a diverse, high-quality product portfolio.

“Organic apples continue to be a bright spot in the category, with steady sales and strong performance across most varieties. CMI supports this demand with one of the industry’s most comprehensive organic offerings, including core apples, pears, and cherries, as well as the largest selection of specialty organic apples such as Ambrosia Gold®, Cosmic Crisp®, Envy™, Jazz™, KIKU®, Kanzi®, SugarBee®, and EverCrisp®. This spread of options allows retailers to meet a wide range of shopper preferences in the organic segment,” Rochelle explains.

Strong brand recognition helps to drive demand, she adds, especially through the company’s Daisy Girl Organics® line. The company has also invested in creative campaigns, like the recent Apple Crush™, to keep its brand top of mind.

“The origin of Apple Crush™ stems from a clear shift in consumer behavior, particularly among younger, tech-savvy generations who are highly engaged in social media and digital experiences,” Rochelle explains. “Today, over half of consumers are fluent in digital interactions, yet they increasingly expect personalization and want to feel like brands are speaking directly to them. They also prioritize values and seek tailored, meaningful experiences. Apple Crush was developed as our response to these ever-evolving consumer expectations.”

Apple Crush™ is an interactive tool that matches consumers with an apple based on their unique flavor and texture preferences, and offers fun facts, flavor notes, and even personality profiles, creating an engaging and personalized connection with the product.

“Creative campaigns like Apple Crush drive brand value by deepening consumer engagement while also delivering practical insights. The customization element not only enhances the shopper experience but also allows retailers to capture real-time data on consumer preferences,” Rochelle states. “This helps retailers to better understand which apple varieties and attributes resonate with their customers, informing effective merchandising and promotional strategies.”

With its eyes on consumer behavior, CMI Orchards understands another critical aspect behind produce consumption this year.

“To address rising economic pressures, we work closely with retail partners to develop customized promotional strategies that keep organic options accessible and appealing,” Rochelle says, addressing a key factor of consumer behavior in 2026. “By aligning promotions with each retailer’s customer base and leveraging its wide product mix, CMI helps drive continued engagement and growth in the organic category.”

You won’t want to miss seeing CMI Orchards’ impressive portfolio at booth #620 and its sustainability showcase in the second-floor lobby.

UNITED STATES - A widespread severe weather pattern is expected to affect much of the Plains, Midwest, and eastern United States through the weekend, bringing the potential for damaging winds, large hail, heavy rainfall, and localized flooding concerns.

According to AccuWeather, an active jet stream interacting with warm, moisture-rich air will fuel repeated rounds of thunderstorms across key agricultural regions from the Northern Plains to the East Coast. Some storms may become severe.

Friday's strongest storms are expected to stretch from southern Kansas into southern Minnesota and Wisconsin, with the greatest concentration of severe weather forecast from southeastern Nebraska through central Iowa and parts of northwest Missouri. Damaging wind gusts, large hail, and isolated tornadoes are possible.

The system shifts and expands on Saturday. Severe storms are expected across portions of eastern Montana, northwestern South Dakota, and southern Saskatchewan, while another area of concern develops across the Midwest and interior Northeast. Storms may impact parts of Indiana, Ohio, Pennsylvania, and upstate New York, with localized wind gusts potentially reaching 75 to 80 mph.

By Sunday, the severe weather extends farther east and south. Thunderstorms capable of producing localized damage and power outages are forecast from Kentucky through the Mid-Atlantic, including portions of Virginia, West Virginia, and the Delmarva Peninsula. Additional storms are possible from New York to New England.

Beyond the severe weather risk, repeated rounds of heavy rainfall could create localized flooding issues and field delays in some production areas. Frequent lightning and gusty winds may also disrupt outdoor operations and transportation activities.

Stay with ANUK for continued weather updates.