Vic Smith, President and CEO of JV Smith Companies, was featured in the latest edition of AndNowUKnow's print publication, The Snack Magazine. This produce aficionado has always had a taste for adventure and the sense to tackle the world head-on under the guise of the infamous Butch Cassidy… or so he likes to say. Check out our exclusive interview with Vic as he discusses planes, trains, and vegetables.
Check out The Snack article by clicking here, or read the full article below:
Would You Rather Be Butch or Sundance?
Vic Smith isn’t one for robbing trains and running from the law, but his quick wit and cunning have nonetheless landed him smack dab in the middle of a wild ride through produce. It may not have been without its bumps along the way, but this produce aficionado has always had a taste for adventure and the sense to tackle the world head-on under the guise of the infamous Butch Cassidy… or so he likes to say.
“I always saw myself as Butch,” he laughs. “I’d love to have Sundance by my side.”
“The Future’s All Yours…”
Before I put together the mystery surrounding this industry kingpin, Vic took me back to a time when he and his father were working hand-in-hand as partners-in-crime, so to speak. It was in the mid-1970s, just after studying Business Administration and Economics at the University of Colorado. Vic spent his dog days at Skyview Cooling Co., a venture his father founded in 1970, learning the tools of the trade before branching further into the depths of the industry. There, he and his father helped take the business into Yuma, and then Salinas the following summer. Vic hasn’t looked back since.
“Without a doubt, my father was a great mentor. He was the fountain of wisdom and strength that I was able to draw from for many years,” Vic tells me, reflecting on the lessons his father had instilled in him growing up. “Working with him for 35 years was a blessing – sometimes very challenging, but really a blessing.”
Born and raised on a poor farm in rural Missouri during the Great Depression, Vic’s father was one of three sons who learned first-hand the conservative fiscal values of spending money. Looking back, there was little opportunity for three boys to make a living off the farm, so they all moved to different areas across the country to achieve success. The experience his father shared has shaped Vic’s personal and professional life tremendously, and he’s eager to thank him for everything that he has taught him.
“My father loved farming, and he always had the passion to go back,” Vic tells me. “You can take the boy out of the farm, but not the farm out of the boy.”
“Manos Arriba!”
Butch had his trusty steed to get around on land, and similarly, Vic had his own preferred method of transport – flight.
Flying their own plane was more economically sound than other methods of travel, and it meant Vic and his father could cover ground much faster even if their facilities weren’t currently in operation. When travel meant four days a week, Vic made sure every minute and dollar of his time was spent wisely. Overseeing improvements and expanding operations were common during his travels.
“From a business standpoint, I was flying around 200 – 300 hours a year in our own airplane,” he says. “That was a lot of time spent in Colorado, then to New Mexico, then Arizona, then to California.”
“Back in Business…Just Like the Old Days”
With Skyview Cooling Co. safely secured under their belts, Vic and his father had a bigger score in mind. Down in the vibrant, agriculturally diverse land of Yuma, AZ, both men sought a number of partnerships with major shippers to establish a new farming operation that would meet their needs for various crops. Together, their hard work, charisma, and smart business sense paid off. This multi-million dollar enterprise would ultimately come be known as JV Farms in 1988.
“We are fortunate to develop relationships with top shippers in the leafy green industry, and we continue to reach out to them to be part of the growth in that sector,” Vic explains. “Our main mission at JV Farms is to be relevant and meet the customers’ needs.”
With their headquarters firmly planted in Yuma, Vic and his father started farming operations in Sonora in 1982 and moved into Baja California ten years later. This location, fifteen miles southwest of Yuma, is now the main Mexico unit, aptly dubbed “El Toro” all for good reason. In that region, Vic tells me that the company farms 8,000 acres worth of lettuce, broccoli, and other heavily sought-after leafy greens.
Vic’s ambitions never stopped there. Keeping on the heels of the latest industry trends, he started JV Organics in 2012, based in Monterey County, right north of Soledad in Salinas Valley. On annual, JV Farms covers 19,000 acres of vegetables between Arizona, Mexico, California, and southern Colorado. With this latest venture, Vic is capitalizing on highly demanded categories in organics, such as spinach, kale, and arugula.
“Organics are where the demand is, so that’s where we’re going,” he tells me. “Iceberg and romaine lettuce are still our biggest categories, but we’re doing more organic kale, baby broccoli, chards, greens, spring mixes, arugula, and so on. We’re big on organics in the winter.”
So big, in fact, that Vic says El Toro farms 6,000 acres of organic vegetables during the winter season. And that’s just the beginning.
“We’re going to be in organics for the long haul,” Vic continues. “One of our biggest priorities is establishing a year-round organic program to make it more seamless for customers. We’re committed to growing that category.
When I ask him how he plans to grow the category in such a competitive arena, Vic tells me it’s all about understanding the customers’ needs.
“We have to constantly look at how we’re creating value for our customers,” he says. “Every day, we’re working with our customers to see what their customers are demanding of them. We look further down the supply chain to make sure that the ultimate customer – the consumer – is happy at the end of the day. Commit to your consumer and your customers. That’s how you create value.”
“We Can Either Fight or Give…”
Cementing his place in the industry surely didn’t come without its ups and downs. It’s no surprise to many that the biggest obstacle this industry faces is environmental pressures, such as water and climate change. Perhaps what sets JV Farms apart is Vic’s willingness to accept change and adapt.
“If we don’t accept or embrace these challenges and face them head-on, we probably won’t be around five or ten years from now,” he tells me.
It’s a tough pill to swallow without a doubt. Nevertheless, knowing that ‘the end’ could be just around the corner is what pushes Vic to the limits and motivates him to continue innovating. He’s not one to stop moving – he’s always looking for the next big thing. It’s during these times that Vic tells me about the professional mentors he has admired throughout the industry. Names like Bruce Taylor of Taylor Farms, Steve Barnard at Mission Produce, and the Driscoll’s Reiter brothers come to mind.
“Seeing Bruce and his successes in the industry is a huge source of motivation for me. Watching him create a two billion dollar company in annual revenue and become a dominant factor in leafy greens has been very illuminating. Same goes for Steve and the Reiter brothers,” he says. “There is good to be learned from them. I admire their success and recognize their achievements. They’re who I’m trying to emulate.”
Having been involved with the PMA Board of Directors, United Fresh, and most recently Western Growers as its new Chairman, Vic has already solidified his place among the best in the business. And with enough charm and charisma to rival Butch Cassidy, I would say he’s one major contender to keep an eye on. Just remember what Butch tells the Sundance Kid.
“Boy, I got vision, and the rest of the world wears bifocals.”
FRESNO, CA - Starting to feel a little stressed? Grapes may be the solution to your anxiety.
A new study published in the Journal of Nutrition Research suggests that eating grapes can reduce the negative impact of stress, according to a press release from the California Table Grape Commission.
“Grapes appear to influence several processes that support brain health,” said Samina Salim, Ph.D., the lead investigator. “The potential interplay between grapes’ antioxidant activity and their impact on cell communication is very intriguing to us and we intend to study it further.”
The study, which was conducted at the University of Houston, examined the protective role of grapes against stress, as well as the mechanisms by which grapes achieved this.
Researchers placed rats on grape-enriched diets, whereupon freeze-dried, whole grape powder was added to their drinking water for 3 weeks. They were then exposed to stressful or controlled exposure scenarios where their behavior was tested.
The results were intriguing. Animals fed with a grape-enriched diet were resistant to the memory impairment and anxiety-like behaviors that were observed in rats with stress but no grapes in their diet. According to the study, the enhanced antioxidant activity in grapes reduced the rats’ oxidative stress levels, subsequently activating key genes that help promote the survival of brain nerve cells.
So, the next time you get an inkling to reach for that stress ball, you might want to reach for a grape instead.
PHILADELPHIA, PA - Best described as a “produce mall,” the Philadelphia Wholesale Produce Market (PWPM) is the world’s largest fully-enclosed, fully-refrigerated wholesale produce terminal at nearly 700,000 square feet of space.
The PWPM has created a new promotional video in which Dan Kane, General Manager, discusses why everyone, including the public, should shop there.
Check out the 2-minute video below, as Dan talks about some of the benefits about shopping at the PWPM.
The video lists three reasons why you should shop at the PWPM:
- Selection
- Quality
- Price
Since the PWPM is indoor and consistently chilled, the produce is kept safe from the elements, maximizing shelf life and ensuring the utmost freshness and crispness.
The PWPM serves neighborhood cooperative groups, small mom & pop shops, chefs, catering companies, and large regional grocery stores. The public is welcome to shop at the facility, but they are required to buy in wholesale quantities.
To find out more about the PWPM, check out our previous story here, or by visiting the website below.
LOS ANGELES, CA - Critics laid siege on Gwyneth Paltrow last week when she accepted celebrity Chef Mario Batali’s challenge to eat on the same budget as families with food stamps for seven days: $29.
Yes, $29 for a week of food.
She didn’t hesitate. Good old Gwyn set out with her cash and tried to stick to her produce-loving diet, a challenge for the woman who shared her eating intel and revealed that she can spend up to $300 a day, according to the Guardian.
She showed her haul, and set out to learn how it is to eat on the budget of a family on food stamps… and lasted four days.
“As I suspected, we only made it through about four days, when I personally broke and had some chicken and fresh vegetables (and in full transparency, half a bag of black licorice),” the actress wrote on her blog, GOOP.
And honestly, who hasn’t done this? Received a challenged or set a goal that was derailed by a tasty treat we didn’t anticipate? Or we did, we just missed it so much!
When given a tight budget Paltrow still went for the produce (have to love her for that!) but wasn't entirely practical. But what she took away from it may be a bit more than chicken and licorice.
“My perspective has been forever altered by how difficult it was to eat wholesome, nutritious food on that budget, even for just a few days — a challenge that 47 million Americans face every day, week, and year,” the actress wrote.
While many have hopped on to the critical side, claiming it was a certainty for the wealthy, successful actor to fail, the other side argues that the practice served its purpose.
“The purpose, it seems, was really more about proving that it can’t be done,” Lindsey Beever of the Washington Post wrote, emphasizing that the actor had stated the challenge was for raising awareness, in which it succeeded. “In the end, it gave Paltrow a reason to speak out about income equality.”
So next time you accept, over even set, a personal challenge that gets thrown, remember; it really does happen to all of us.
MONTREAL, QC - This past week I was lucky enough to attend CPMA’s 90th Annual Convention and Trade Show and spend a few days with industry members from across the globe. From April 15 through 17, CPMA hosted the show in Montreal, and showed us a glimpse of what the future of the produce industry might look like. There were over 3,500 participants, 19 represented countries, and nearly 300 exhibitors that came out to learn the latest. The tagline for 2015 was, “Educate, Innovate, Create!” and I can certainly say CPMA did not disappoint.
One question that seemed to be on the minds of many at this year’s event was, “Who will be the ones to drive us to change?” CPMA President Ron Lemaire had one answer: our next generation.
“Generation alpha is the first generation who can send a flow of information to communicate instantly,” Lemaire said in his speech at CPMA’s Awards Brunch. “This is our largest leap forward ever.”
This newest generation is expected to lead the way in both sustainability and transparency for the produce industry.
“This group really requires integrity in their food,” said Rich Dachman, Sysco’s VP of Produce. “They want transparency in what they eat, they want to know what’s in their food. I think we need to be very careful and market them correctly. You can’t fool this group, they can mine data faster than we can produce it.”
While produce is why we all flocked to Montreal last week, the city’s love of hockey definitely made the trip a lot more fun. The National Hockey League playoffs began this week and graced the television screens of every bar and restaurant in the city. CPMA members also dropped a puck of their own for the first annual “Half Your Plate” Hockey Classic on April 15 at Concordia University in Montréal.
Awards presented at CPMA’s 90th Annual Convention and Trade Show included:
Best New Product Award:
Fresh Express' Healthy Plus Salad Kits
Fresh Health Award:
Walmart Canada
The Mary FitzGerald Award:
Ben Alviano, Canadian National Account Manager for Mann Packing
CPMA Lifetime Achievement Award:
Christian Bourbonnière, Metro’s Senior Vice President and Quebec Division Head
Overall, this was an amazing event to attend for all branches of the industry. The AndNowUKnow team can’t wait to see what CPMA will do at next year’s event in Calgary.
MONTREAL - Wal-Mart Canada has been named as the recipient of Canadian Produce Marketing Association’s (CPMA) 2015 Fresh Health Award.
The award recognizes companies or organizations that have shown outstanding leadership in their efforts to increase consumption of fruits and vegetables by using messaging and marketing materials developed by Half Your Plate or Freggie Children’s programs, according to a press release.
Wal-Mart Canada was the first major retailer partner for CPMA’s healthy eating campaign. Ron Lemaire, CPMA President, congratulated the company on making the campaign a success.
“This year, the award recognizes one of the early adopters of the Half Your Plate message,” said Lemaire. “Through an active social media campaign, an integrated strategy across their marketing channels and an outreach to their suppliers, they have helped to share the message of ‘Make a Healthy Choice, fill Half Your Plate with Fruits and Veggies at every meal.’”
Wal-Mart Canada’s usage of the Half Your Plate logo, message, and information has effectively reached over 10 million consumers across Canada via company fliers, social media, and other marketing channels.
The Half Your Plate campaign is based on Canada’s Food Guide to Healthy Eating, offering Canadians a simple, clear message for making better food choices at any age. It was developed in consultation with representatives from the produce industry, health organizations including the Canadian Cancer Society, Heart and Stroke Foundation, the Canadian Public Health Agency, as well as regional produce marketing associations (BC, Calgary, Ontario, and Quebec), and other concerned stakeholders.
CHILE - Top representatives of the Association of Exporters of Fruits of Chile AG (ASOEX) met to discuss the state of the fruit sector for the Atacama region after it was attacked by torrential storms and record floods.
So far of the 5,000 fruit hectares, 30 percent or more were affected by the flooding, with 400 of them having suffered total losses, according to an ASOEX press release.
"The situation in the Region atacama is serious,” Lina Arrieta, President of Asociación de Productores y Exportadores Agrícolas del Valle de Copiapó (APECO), said in a statement addressing an initial diagnosis of the situation. “Of the nine districts of the region, five were seriously damaged by the floods, and only four of them had no major effects.”
APECO and the agriculture officials in the area seem to be doing everything possible to aid the growers during this time, reporting that Minister of Agriculture Carlos Furche made another visit with various other officials yesterday and today to further assess the damages and try to come up with viable solutions.
The association is also supporting Atacama farmers, performing various meetings and coordinating with the authorities to find a timely and effective solution, especially with regard to channeling the Copiapó River, irrigation systems, and property taxes.
"We know it is very sad to lose your house, your things, as is all one life stress, and therefore we continue and will continue to support our workers," Arrieta said, saying that providing shelter and food to its employees was APECO’s first task when the state of emergency took place.
As far as providing aid for the agriculture itself, Arrieta said it is first a matter of getting the canals clean and the irrigation systems back online, however the initial damages sustained are significant.
"Currently 100 percent of the Valley vegetable production was affected by the alluvium, and a similar figure is in the cultivation of olive trees," Arrieta said.
For now, he continued, growers in the area are not sure how much will be recovered, but the association will continue to do what it can to assist.
LOS ALAMITOS, CA - Frieda’s Specialty Produce’s exclusive Angelcots®, the “heavenly white apricots,” are making their long-awaited return, but only for a limited time.
Grown in Northern California, the specialty hybrid of Moroccan and Iranian apricot varieties will be packed in 16/1 lb. clamshells and will be available for only three weeks starting in mid-June.
This exclusive fruit is known for its buttery, perfume-like sweetness and much work has gone into balancing the acid and sugar content. Rich in vitamins A and C, as well as fiber, Angelcots have the juiciness of the ripest nectarine and the delicate texture and aroma of an apricot, with floral and tropical notes, according to a press release.
Interested retailers, wholesalers, and foodservice distributors can contact Frieda’s for promotional ideas, marketing tools, product information, and high resolution images to assist with any marketing needs.
Keep an eye out for this exclusive fruit in mid-June!
WESTERVILLE, OH - Kroger’s Columbus Division is slashing prices for thousands of items across its stores, primarily fresh produce, meat, and its natural and organic foods.
“In addition to natural foods, produce is one of Kroger’s fastest growing departments,” said Mary Ellen Adcock, Vice President of Merchandising for Kroger's Columbus Division, according to the Jackson County Times-Journal. “We also know that the meat department plays a critical role in where customers chose to shop. We are listening to what our customers are telling us and lowering prices on items that are relevant to them.”
Examples of some of the produce getting price cuts include organic broccoli (from $2.69/lb to $1.79/lb), 16 oz. mini-peeled carrots (from $1.49 to 99 cents), mangos (from three-for-$5.00 to 99 cents each), and cucumbers (from 49 cents to 10 cents), according to the Toledo Blade.
In an attempt to close the price gap between conventional and organic produce, Kroger is also cutting back prices on natural foods. In total, approximately 2,700 items will see some kind of price reduction.
This isn’t the first time Kroger has enacted price cuts to its most frequently purchased items. In March 2014, the company also reduced fresh produce prices, but offset those cuts by eliminating giving double-value on coupons. This time, however, the company is not compensating for the price reduction by raising prices on other items.
“It’s not a campaign, it’s not a promotion, it’s a price reduction plan that reduces the prices on the most frequently purchased items,” Jennifer Jarrell, Spokesperson for Kroger’s Columbus Division, tells the Toledo Blade.
Though these price reductions are currently only in effect for the retailer’s Columbus Division, it remains to be seen whether other divisions will follow suit.
MINNETRISTA, MN - Golden Sun Marketing (GSM) has spent 10 successful years helping clients across the fresh produce supply chain develop and sell compelling strategies. I spoke with Founder Don Goodwin and Director of Marketing Lisa Friedrich about the company’s strategies for growth and its recipe for success for the past 10 years.
“GSM may be the only produce consulting firm with active clients from seed to retail. Our clients include breeders, seed distributors, grower-shippers, wholesalers, entertainment companies and retailers. This spectrum of clients gives us a comprehensive view of the challenges and opportunities within our supply chain. We take great pride in helping the various players in the supply chain understand each other,” Goodwin tells me.
Don Goodwin has spent most of his career in produce merchandising, and has the advantage of many key retail relationships in addition to his insider’s knowledge of what key players in retail produce procurement look for when selecting vendors. Marry that with a team of passionate marketing professionals who develop programs that differentiate products to stand out from competitors and you have a recipe for success.
“Our team can support a client in all phases of marketing, and clearly understands the ROI of each element,” Friedrich says. “We constantly evaluate our marketing tactics to assure that we are giving our clients the best return on their investment.”
Golden Sun Marketing has a knack for finding unique products within the produce space and elevating those products from commodities to regional and national brands. Most recently, GSM was behind the launch of Kalettes, which have been named one of the top food trends for 2015 by multiple media outlets.
One of GSM’s strengths is its team’s diversity. Diverse in age, ethnicity, gender, and life stage, this affords a well-rounded point of view when crafting effective consumer marketing strategies.
Another important strategy GSM has used is organically growing its clients base. Don Goodwin’s extensive knowledge of the produce industry often results in interest from companies, GSM says, and some eventually becoming clients. Today, most of the company’s growth has come from referrals.
"In many ways it is very flattering to gain new clients referrals," says Goodwin. "It is a measure of our company values, the talent of our team and our expertise in fresh produce.”
The company’s organic growth means that they can focus on its current clients. It sees itself as an extension of our clients in-house team, helping it provide the best service possible.