In the latest edition of AndNowUKnow’s print publication, The Snack Magazine, we delve in to Prime Time International and how change is something to embrace in this industry as the company continues to grow past original founders Carl and Mark Nickerson's expectations.
Check out The Snack article by clicking here, or read the full article below:
Make Dust, Don't Eat It.
“We were looking for a niche, and I think we found it,” Carl Sam Maggio of Prime Time International tells me from his desk in Coachella, California. “When we started the business we looked for an opening… and that opportunity was the year-round bell pepper category.”
Carl and Mark Nickerson, two of Prime Time’s three original Founders and Principle Owners, joined me along with Mike Way and Jeff Taylor, Owners as well, to discuss the growth of Prime Time’s bell pepper program and how change isn’t something to fear, but embrace.
While Mike and Jeff have taken the reins when it comes to managing the day-to-day operations at Prime Time, the shift in roles now allows Carl and Mark to concentrate more heavily in developing the company’s long term goals of expanding its product line, acreage, and partnerships in California and Mexico.
“We want to make dust, not eat it,” Mark Nickerson laughs as we talk about the business model for the company. “We asked ourselves, ‘how do we maintain a business this expansive and growing?’ It’s necessary to have integrity, for starters, and a good gene pool from the industry.”
“Times are changing. By taking feedback from all levels of the business and implementing better processes, we are adapting to that change...”
“You cannot just sit on your laurels," Carl tells me.
That is where Mike and Jeff step in. As a team, these two California natives are always looking toward the next step in improving Prime Time’s operations, whether it’s expanding the company’s use of protected agriculture, and utilizing plastic and mesh houses to better control variables, to streamlining quality, consistency, and crop productivity.
“Jeff has demonstrated an exceptional ability in leading the sales department,” Mark notes. “His foresight allows Prime Time to be more proactive and diligent when managing market conditions and mitigating risks. While he’s cautious, it’s more the caution of a fighter pilot. Meticulous, yet daring and efficient.
Jeff Taylor came into the fold a few years after Mike Way joined Prime Time, in effect solidifying the sales team. Mike brought with him a tireless work ethic and the ability to build trust with customers and partners alike.
“The more we let Mike take the reins, the more he accomplishes. He’s got a way with building relationships that is second to none..."
"While Mike also works on the sales desk and has built a loyal following over the years, he is transitioning now more to the administrative and organizational aspects of our business. Whether dealing with our largest Mexican grower, or a small scale farming operation, they both treat everyone like family,” Mark says.
While Jeff and Mike may seem like opposites, it is those opposites that have made them such an effective and successful team.
“We all crossed paths early in our careers,” Carl notes, allowing the team ample opportunity to learn and grow together. The company’s roots date back to 1987, when Carl and Mark formed Sun and Sands Enterprises, the premium vegetable arm at Sun World during that time.
Carl had grown up in El Centro and the Imperial Valley of California. After getting out of the army in ’57, he worked for several growers including Joe Maggio, the carrot king, and also worked with Javier Tostado. Carl met Mark in ’72 and in ‘76 they entered into Sun World before forming Sun and Sands.
In 1992, Mark and Carl formed a partnership with the late Chuck Hodges, Owner of C.H. Sales, who acted as their exclusive sales agent and as distributor. Around this time, the Prime Time brand was introduced and quickly became known for its quality and ability to respond quickly to the ever-changing produce environment. In 1997, the two companies merged under the name of Prime Time International and the company began the search for its niche. The result? The colored pepper category.
Mike Way and Jeff Taylor came to Prime Time within a few years of each other. Mike grew up in Salinas, California and graduated from Fresno State in ‘88 before joining Sun World. He transitioned to Prime Time in ‘91. Jeff was born into the industry in Coachella, California where his father worked for Howard Marguleas in the date industry. Jeff started at Sun World, then moved to C.H. Sales in ’94 before making the transition to Prime Time.
Another excellent example of a long time employee who has risen to the challenges of the continued growth is Davidi Compton, the Director of Operations. “Davidi has done a remarkable job of handling the responsibility of managing our operations in all locations,” Mark says.
So what does this vision of Carl’s and Mark’s look like?
Investments, investments, investments.
“We have been making more investments into growing our mini pepper programs as well ramping up our availability in value added arenas,” Mike tells me. “Mini peppers continue to be a growing category at Prime Time, and acreage and production have increased dramatically to meet the rising demand.”
The company also has a recently acquired 80,000 sq. ft. packing house and distribution facility in Somis, California in anticipation of future expansion in the area. The deal not only allows Prime Time to expand its packing and shipping operations, but also to develop a line of services for other produce industry companies that includes handling, cooling, consolidation, and cross docking. Carl and Mark have been overseeing the transition to the new facility.
“Our goal is to grow our presence in Oxnard and other areas as well in the coming years and to consolidate more of our growers’ operations and resources,” Jeff notes.
Prime Time has been focusing on giving retailers a more tailored selection of bell pepper options with its ability to pack any combination of counts and colors that a retailer might want.
“Prime Time’s fully automated flow-through packaging system enables the company to quickly change to accommodate the many requirements of our customers,” Jeff says.
Prime Time has also teamed up with Pacific Gold Farms to grow, pack, and market the Pacific Gold pepper crop in Southern California. Pacific Gold will continue to grow, harvest, and pack the crop, and Prime Time will then take over the sales and marketing. The peppers will be packed with the Prime Time label and Prime Time’s southern California shipping location will give customers another option, in addition to Prime Time’s new facility in Somis.
“All of us are dedicated to what we’re doing..."
"There may be a lot of long days and long nights, but we refuse to cut corners,” Mike tells me.
It all started when Prime Time saw an opportunity to make a name for themselves and began to shift their focus to the bell pepper category over other produce items. The next step was to find a way to take the program year-round, and that they did.
That was more than 15 years ago. On an average day, Prime Time ships more than 30,000 cases of mini, green, yellow, orange, and red peppers from their growing areas throughout California and Mexico. The company also grows hot house tomatoes and cucumbers through its strategic partnerships in Mexico, in addition to a Coachella product mix of watermelon, sweet corn, and green beans. Today, the company operates five state-of-the-art facilities and has instituted a comprehensive quality control program in which its fresh produce undergoes numerous checkpoints and a safe cleaning process that enhances the product’s natural beauty. By operating a Good Agricultural Practices program, retailers receive a product that is of the highest quality, and both clean and safe.
The Managing Members of Prime Time International are now composed of Carl and Mark as well as the two industry vets, Jeff and Mike. Chuck Hodges, one of the founding members of the company has since passed, but played an integral part in the success of the Prime Time plan.
Carl met Chuck at a poker game in late 60’s in Indio, California – during a time when a handful of players got together every Monday night to place their bets. “We kept a running total,” Carl laughs. “Chuck always had the most but I came in at a close second.”
“He was a natural salesman and had this sixth sense when it came to building the team. Chuck was instrumental in finding talent for Prime Time,” Carl says.
It was easy for Carl and Mark to see the talent that Chuck brought to the table. From his deep understanding of the poker game, and his ability to see a few hands ahead, Chuck applied his repertoire of knowledge to all of the moving parts that made up Prime Time.
“I’ve learned something from every relationship I’ve formed in this industry...”
“Chuck’s influence is everlasting,” Mark says.
“Take Cookie and Bobby Bianco,” Carl says, of the two brothers currently at the helm of Anthony Vineyards grape growing operation. Prime Time has been involved with them in various ways throughout the years and the company still has joint ventures together in several key locations. Carl tells me, “They have a perspective and a way of saying things that has always made sense to me. Cookie and Bobby have always told me ‘Never bet your shooter.’ Basically, don’t go out on limb and bet the whole ranch. It’s advice I have been given and it’s advice that I think it is important to give.”
Mark says, “Being around Carl in the early days helped to create a culture of trust and cooperation. You have to treat your people with sincerity. You can’t demand respect, you have to earn it. That goes for all roles in the company.”
Over the years, the company’s vertically integrated operation has thrived, taking the benefits of its fresh produce program hand-in-hand with the hurdles. Through trial and error, the company has learned to focus its energy where Prime Time’s strengths lie - building a network of individuals to expand its year-round bell pepper program, while maintaining the integrity of the relationships that the company was founded upon.
Whether it is the combined gene pool of the Prime Time partners, Carl Sam Maggio, Mark Nickerson, Mike Way, and Jeff Taylor that continue to bring the company to new heights, or their ever-evolving philosophy, the future for Prime Time is just that… Prime for the taking.
NORTH AMERICA - July is National Picnic Month and Red Sun Farms and Avocados from Mexico are teaming up with Produce for Kids (PFK) for an upcoming event modeled to spur more fresh produce consumption and awareness among its consumer base.
Slated for Wednesday, July 15, 2015 at 6 pm PST/9 pm EST, the companies will host a Twitter party featuring hashtag #PackAPicnic and handles @produceforkids for PFK, @ShopRedSun for Red Sun Farms, and @AvosFromMexico for Avocados from Mexico.
“Our organizations want consumers to grab their baskets and blankets and get ready for a family picnic during the #PackAPicnic Twitter party,” Sabrina Pokomandy, Red Sun's Marketing and Communications Manager, tells me. “We are inviting consumers and likeminded brands, and retailers, to join the conversation where favorite picnic recipes and tips will be shared!”
This is a great opportunity to see what is top of mind for consumers and how best to target the appetites of the consumer. There will also be produce prize packs given away during the party.
Don't forget to follow @produceforkids, @ShopRedSun and @AvosFromMexico on Twitter, as well.
Happy picnicking!
FOWLER, CA - Bee Sweet Citrus is making big moves to expand its presence in Arizona.
The company has enlisted the help of former Safeway retail buyers, Manie Lovato and Marcus Vincent, to open a new sales office in Phoenix.
“This is an exciting time for Bee Sweet Citrus,” said Jim Marderosian, President. “Our new sales office in Phoenix will give us the opportunity to network with new retailers and further develop the Bee Sweet Citrus name brand.”
With over 30 years of retail and sales experience each, Lovato and Vincent will be instrumental in overseeing Bee Sweet’s new sales office and will be responsible for playing an integral role in the company’s continuing expansion, according to a press release.
“We’re very excited about joining the Bee Sweet Citrus family,” said Lovato. “We’re looking forward to building new relationships and utilizing our citrus expertise as Bee Sweet Citrus continues to grow.”
The new sales office will be fully operational by July 6, 2015.
CHICAGO, IL - Coming to a plane near you, United Airlines has announced they will now be using biofuel generated from farm waste and animal fats to power some of their flights.
The New York Times reports that United is planning to announce a $30 million investment in one of the largest producers of aviation biofuels, Fulcrum BioEnergy. This will reportedly be the biggest investment so far by any domestic airline in alternative fuels.
“We know alternative fuels is an emerging industry that is vital to the future of aviation and this is just one of our initiatives to help make these fuels saleable and scalable,” United’s Executive Vice President and General Counsel Brett Hart told the Daily Mail. “Investing in alternative fuels is not only good for the environment, it’s a smart move for our company as biofuels have the potential to hedge against future oil price volatility and carbon regulations.”
Fulcrum, based out of California, has developed a technology that turns waste, including household trash, into sustainable aviation fuel that can be blended directly with traditional jet fuels. The New York Times reports that it is currently building a biofuel refinery in Nevada to open in 2017, and has plans for five more plants around the country.
Fulcrum believes its technology can cut an airline’s carbon emissions by as much as 80 percent compared with traditional jet fuel, and plans to introduce the new biofuel slowly over time. The company predicts they’ll be able to make the fuel at a cost of less than $1 a gallon, an over $1 decrease in cost from the company’s current fuel costs.
The first flights to use this fuel will be out of Los Angeles' LAX airport.
BOSTON, MA - Wegmans continues to further its focus on expansion, this time entering the urban Boston market.
According to the Boston Business Journal, the retail chain is breaking ground on its first store in the area and is expected to be finished in 2018.
As we previously reported, Wegmans has committed to invest millions of dollars in New York City’s Admirals Row, which is just part of the company’s investments in the area. According to the Business Journal, this new Boston location is part of the retailer’s commitment to a $500 million renovation and expansion Samuels & Associates is planning for the historic Landmark Center in the Fenway later this year. The report calls Wegmans’ contribution of its first Boston location a central piece to that renovation.
“We are still committed to the project and are working with Samuels and are making great progress,” Jo Natale, Spokeswoman for Wegmans, said in the report. She also clarified that while there are no final plans yet for the store’s design, it is estimated that the square footage and inventory will be similar to that of its 80,000-square-foot location at Chesnut Hill.
Keep checking in with AndNowUKnow as we continue to follow this developing story.
VALENCIA, CA - As Sunkist continues to look for new ways to meet the growing demand for premium fresh citrus, the company has added organic-certified California-grown Persian limes to its fresh produce portfolio. These Persian limes are being grown in the Coachella Valley, and began shipping as of last week.
“With growing consumer demand for organic produce and also in the lime category, we think this offering has a lot of promise,” Joan Wickham, Marketing and Communications Manager, tells me. “Volume is currently limited as production just began, but will increase during peak season in the late fall/early winter and in years to come as the trees mature. This is a new offering for Sunkist, and we are evaluating demand domestically and abroad.”
At the retail level, Sunkist will be offering highly customizable merchandising options for retailers to promote citrus in-store, including merchandising tools to help tell the story of Sunkist’s California growers and their innovations in organic production and sustainability.
Given consumers’ increasing interest in how their food is grown, Sunkist believes that telling its growers’ stories is a powerful opportunity for retailers to connect with consumers on a deeper level and drive sales.
NOGALES, AZ - Welcome to Behind the Greens.
Dedicated to providing excellence and quality across its Perfect Produce line, Nogales, Arizona-based SunFed is ramping up its bell pepper program in the heart of Mexico’s best growing regions. SunFed grows and markets both conventional and organic bell peppers to supplement its portfolio of squash, eggplant, cucumbers, cantaloupe, honeydew, and watermelon. Organic acreage is continuing to be an area of focus for SunFed as a key opportunity for growth in its Perfect Produce program.
With summer underway, SunFed is also helping to enhance the aesthetic value of the bell pepper category with its popular new campaign featuring vibrant, high graphic, pop art inspired packaging. Currently available in 1,2,3, and 6-count offerings, this new packaging design delivers a farm-fresh product, with visual appeal across multiple demographics as SunFed’s focus on its retail partners' success continues to grow.
To help boost organic growth in produce departments, SunFed is now offering a new Perfect Organic label for bell peppers which seeks to promote the item’s USDA certified-organic nature, and also ensures the peppers are rung up correctly, and with ease, at the register.
In addition to the company’s newest marketing resources, SunFed continues to remain committed to its food safety initiatives; ensuring that food safety standards are not only met but exceeded. SunFed field and packinghouse personnel work to ingrain a culture of food safety that is backed up by the company’s 100% GFSI certification.
Keep an eye out for more from SunFed’s Perfect Produce Program as the summer months get underway.
Thank you for watching Behind the Greens.
MANTECA, CA - Just before we hit the Fourth of July holiday, Manteca, California-based Van Groningen & Sons, Inc. is reporting that this season’s melons out of Bakersfield and Manteca are hitting their peak with high demand. Though volumes are currently tight, quality all around looks to be solid with excellent color and brix.
“Currently, the majority of California production is in Bakersfield, California. A few growers started in Mendota this past week,” said Ryan Van Groningen, Sales Manager for Van Groningen & Sons, Inc. “We’re seeing some smaller sizing this year, but when it comes to quality, brix is there and the internal color looks fantastic as well.”
Compared to the same time last year, the acreage isn’t that much different. The increased demand, however, coupled with the decreased yield, has now led to higher prices for this time of year.
According to the USDA, as of July 1, 24 inch bins of red flesh seeded watermelons were $0.14 - $0.16 for 35 count and 45 count. Red flesh seedless watermelons were $0.19 - $0.22 for 35 count, $0.22 - $0.24 for 45 count, and $0.22 - $0.24 for 60 count.
“We’re starting to see higher prices because of the increased demand from the Fourth of July holiday,” Van Groningen continued. “Less production and less volume in the marketplace have driven prices up a bit.”
The warm weather, on the other hand, has been ideal for the fruit and hasn’t affected quality. Movement continues to be steady as well.
Stay tuned to AndNowUKnow as we follow up with the tight watermelon market.
ROSEMONT, IL - US Foods is not waiting for the dust to settle from last week’s events that effectively put an attempted merger with Sysco to rest. The company is charging forward locked and loaded with a new campaign to show that not only is it still strong, but getting stronger.
“It’s evident that we have the talent, passion and financial foundation to become an even stronger force in the foodservice industry,” John Lederer, President and CEO of US Foods, said in a press release as the company announced its new campaign “Just Taking Off” to reinforce its strength. “Our unprecedented momentum is going to propel us farther and faster forward. I can’t wait for our customers to see all that we have in store for them.”
According to US Foods, its “Just Taking Off” campaign officially marks the beginning of the company’s re-launch as an even stronger force.
And as for the merger attempt with Sysco falling flat after 18 months of talks and plans?
“Throughout the unique environment of the past 18 months, we’ve continued to serve our customers by never forgetting what we’re about: delivering great food, cultivating talented food people and making it easy for our customers to work with us,” Lederer said. “It’s because of this unwavering dedication that I can confidently say that we are ready to take this company to the next level.”
The campaign looks to be focused on further pushing the momentum the company already has, with a re-launch strategy presenting a unified, consumer-centric strategy at its core. According to the company, it includes new technology enhancements, intuitive business solutions, and pushing its Food Fanatics program to change the way the industry experiences food and business consultation.
While US Foods turns its eyes to the future and ways to empower operators across the country in exploring dish and menu trends, at present the distributor feels that investing millions of dollars into new technology and fleet and building improvements over the last 18 months has put it in a strong financial position for what is to come.
DALY CITY, CA - Daly City is about to get a burst of California culture. Save Mart has announced a new banner under its Lucky Supermarkets brand, this time with the name “Lucky California.” Officials for Lucky say the new banner will be a fusion of Bay Area culture and California grown products, making for a store that is sure to be as eclectic as the state it’s named after.
Save Mart, Lucky’s parent company, told Bay Area news station KRON4 it has found that shoppers are turning to more specialty stores instead of the traditional grocery stores. This new concept is designed to offer consumers the choices they may find at gourmet shops, farmers markets, as well as items found in big box stores. The hope for the company is the new banner will become a one-stop-shop for shoppers with eclectic tastes
"The entire grocery market is different than it was 10 years ago," said Nicole Presco, Co-President and Chief State and Branding Officer for Lucky in the Marin Independent Journal. "Everyone is trying to create their own niche in some way. We're trying to be a better reflection of how people eat."
Themed sections with names like "lunchbox" and "bakery basket" will showcase unique meal ideas and flavors with both recipes and the ingredients nearby. The Marin Independent Journal reports that the new store layout will encourage customers to venture beyond their normal routine to explore and discover new foods and flavors.
Officials told KRON4 that their plan is to rebrand and renovate the other 72 Lucky stores in the Bay Area throughout the year.