PLEASANTON, CA - Yesterday’s Northern California Fresh Produce & Floral Expo went off with flying colors, thanks to the wonderful range of attendees and impressive planning by the FPFC.
More than 200 companies exhibited at this year's sold out show, with an attendance of over 1,200 and even a waiting list. The event offered an intimate and friendly atmosphere with a workable floor.
One of the best parts of the one day show is its convenience to California retailers who won't need to travel far to meet with produce companies and suppliers.
And this year's show did not disappoint on retailer attendence. AndNowUKnow talked to Carissa Mace, President of the Fresh Produce and Floral Council, about the event and the wide array of people who came out to experience the show.
Mace said, “This year’s event brought together a bevy of vendors that span some of the best companies in produce. Retailer attendees also run the gamut with bigger chains like Raley’s, Safeway, Save-Mart, Walgreen’s, Grocery Outlet, Berkeley Bowl, and more.”
The show was also filled with delicious and innovative new products, including everything from new snacking solutions, to expanded organics, to every flavor of fresh juice you can imagine.
This year’s winners for the best in show were:
For Produce
- CDS Distributing
For Floral
- B-Fresh Floral
CDS Distributing is a San Francisco, California-based company with over 30 years in the produce industry. B-Fresh Floral is a grower and bouquet company based in Carpintera, California that has been growing for 46 years.
We’re right in the heart of show season! So stay tuned for a year of innovative and exciting showings from companies across the board.
Mike O'Brien, Montery Mushrooms' new Vice President of Sales and Marketing, was featured in the latest edition of AndNowUKnow’s print publication, The Snack Magazine. Mike is well-versed with years of experience on the buy-side of the industry, and is now switching roles as he steps over to the supply-side. The multi-faceted veteran talks about setting out on this latest venture, as well as others he has in the works.
Check out The Snack article by clicking here, or read the full article below:
Making The Leap With Monterey Mushrooms' Mike O'Brien
“I have always been a believer in pushing yourself outside of your comfort zone,” Mike O’Brien, the new Vice President of Sales and Marketing for Monterey Mushrooms, tells me. “I don’t know anyone in this industry who doesn’t see the benefit of constantly growing and evolving. If making that jump from the buy-side to the supply-side doesn’t invite that experience, I don’t know what does.”
It helps that Mike brings a 42-year tenure at Schnuck Markets to his new role. The industry veteran has shown his adaptability and versatility over the years, beginning “as a puppy” bagging groceries in 1972, and working his way through a host of Schnucks leadership roles before landing the position of VP of Produce and Floral. Mike thrived in that role for 14 years.
“I consider myself a merchant,” Mike notes, “and I believe that my experience with marketing, merchandising, and strategic development can only help me in my new role on the supply side of things. I see it as exercising new muscles to become an even better merchant.”
From the moment Mike announced his plans to retire from Schnucks, he knew it would be more a transition and less of a farewell.
He approached his uncertain future as an opportunity to grow and expand his repertoire of experience in fresh produce.
Monterey Mushrooms is making the experience an enjoyable one. With company values that center on quality, customer service, innovation, and people, Monterey Mushrooms presented itself as a perfect fit for the retail merchant.
“The principles that drive Monterey Mushrooms’ business philosophy align significantly with my own. They focus on the entire well-being of the company as well as each individual from the ground up. Many of the sales and marketing people come from diverse backgrounds like myself. I hope to be a complement to that great group of people,” Mike tells me.
Many produce buyers in our industry have successfully made their way to the supply-side. From Roger Pepperl at Stemilt and Kori Tuggle at Church Brothers, to Joe Sbrocchi at SUNSET® and Bob Mast from CMI, could these produce chameleons signify a growing trend?
“I could’ve gone back into retail, but Monterey Mushrooms was a natural match for me. I have had a relationship with them for a while now and knew their reputation well. Monterey Mushrooms is a visionary leader and also a very loyal company to its people, customers, standards, and philosophies,” Mike tells me.
When asked about Monterey Mushrooms, Mike chooses phrases like ‘incredibly progressive' and ‘forward thinking’ to describe the company’s dynamic business model. Monterey Mushrooms is continually evolving its program with the most up-to-date and technologically advanced packing facilities and investments, while also improving its cold chain efficiencies.
This fully integrated company produces the spawn (seed) as well as its own compost, in addition to growing, harvesting, and packing its fresh mushrooms. Monterey also continually innovates within the industry by developing new spawn strains, new packaging, new washed sliced products, and new category analyses. The company’s nine domestic mushroom farms, spread throughout the country, provide locally grown mushrooms in every region of the U.S., while its own fleet of refrigerated trucks provide product distribution. Monterey Mushrooms is bringing a fresher product to market as the company attempts to minimize the time its mushrooms spend on the road.
“For now, I am looking to absorb everything I can, at every accessible level of the company…"
"Learning how mushrooms are grown, getting more involved in the marketing, ” Mike says. “Relationships are key. I have made it my goal to connect with each grower, salesman, and marketer at Monterey. The supply-side is a different beast. But, one thing I’ve learned is that a foundation starts with your relationships - no matter what side of the industry you are on.”
Monterey’s family-values and culture are truly what Mike fell in love with…and the fact that mushrooms are a growing and versatile category doesn’t hurt. “I love produce, period… and mushrooms are a powerhouse of nutrition and flavor,” he tells me.
Mushroom popularity has grown over the past 5 years from the surging celebrity chef shows to the younger generations’ interest in exploring new foods. The flavor, versatility, nutrition, and weight management aspects are all factors in the continuing growth curve for mushrooms. Mushrooms happen to be one of those lucky foods that take on a broth-like or meaty flavor. The taste also comes in handy for preparing healthy dishes. If you’re looking to keep off the pounds, adding mushrooms to your diet could help, Mike notes, “They are considered a low-energy-density food. You’ll get fewer calories in larger food portions.”
The "Blendability" initiative is also keeping mushrooms top of mind. This effort communicates to consumers about how blending fresh mushrooms with ground meat (beef, pork, or poultry) can enhance flavor, and substantially reduce fat, sodium, and calories. It has a fast-growing following across the country in school lunch programs and in colleges. Meatless Mondays are helping mushrooms gain popularity as well, encouraging consumers to try produce items as alternatives to their usual proteins.
One of the larger marketing initiatives for Monterey Mushrooms has been promoting the health benefits within the category, highlighting one in particular – Vitamin D. “They are the only produce item with natural Vitamin D, important not only for bones, but essential for a healthy immune systems,” Mike notes. “Vitamin D is just as important for bone health as calcium. If you’re running low, the calcium you get from food won’t get absorbed properly, leading to thin and brittle bones. The main source of Vitamin D is exposure to sunlight. When we’re exposed to the sun’s UV rays, our bodies produce vitamin D; mushrooms do the same.” Monterey’s 100% Vitamin D mushrooms provide all the required input for Vitamin D in only one 3 oz serving.
“There is a huge opportunity to grow the category. While we find that a lot of people are unsure what to do with mushrooms, more and more are finding access to recipes and all their possibilities,” Mike notes. “It’s really about the connection with the consumer and then building a relationship from there.”
While Mike is continuing to challenge himself on the produce front, you can be sure that his thirst for knowledge also translates into his off-time. Take guitar. “I’ve always been a big music fan and picked up guitar at 50. When people ask me ‘why now?’ I think, why not? No matter what age you are, if you get yourself out of your comfort zone, it keeps you sharp. I love playing guitar and entertaining people.”
When I ask him what’s next, he tells me, “I am thinking about learning another instrument, like a mandolin. This will make me a better guitarist. Before I started at Schnucks, I thought I was going to go into broadcasting or the D.J. arts. This may be my chance.”
His zest for life and the desire to constantly improve are both inherent and learned, he says. And Mike has had some great mentors over the years.
“Joe Croce was my store manager when I was a young Co-manager. He took me under his wing and taught me how to be a great store manager. The blocking and tackling for sure. But more important, he taught me how to use straight talk when dealing with people. People want to know where they stand and it’s good to establish a common ground in order to move forward,” Mike says.
When it comes to his loyalty and dedication, Mike attributes much of what he has learned to Ike Berry, an Executive Vice President of Supermarkets at Schnucks when Mike was a store manager. “He taught me about teamwork and a commitment to people. As a leader, I am committed to people and their careers.”
Dick Davis was also a huge influence on Mike. The then Vice President of Store Operations for Schnucks gave Mike a few simple words of advice, “You get what you inspect.” In other words, you can't run a store from your desk and it’s imperative that you be on the sales floor where everything happens. “It's not about micromanaging but being involved. As a produce VP, visiting the stores becomes essential to seeing how the items you purchase are interacting in the real world.” From personally constructing displays to revising merchandising concepts, Mike discovered what it meant to be a part of those decisions and concerns made at the store level.
"When someone takes a stand for you, they are committed to your success as much as you are committed to your own success. That is how I try to lead today and will also in the future."
And of course, there is Craig Schnuck and Scott Schnuck. Mike reflects, “All these people believed in me when I was starting my career. When someone takes a stand for you, they are committed to your success as much as you are committed to your own success. That is how I try to lead today and will also in the future. Being committed to others’ success with a shared goal will produce results beyond your expectations. It's about a partnership.”
It’s been quite a journey for Mike since his bagging days at Schnucks. For a guy who always thought he was going to end up in broadcast journalism, it looks like produce just found its way into his blood. We are glad it did.
REEDLEY, CA - DJ Forry is welcoming Central Valley natives Jeff Weaver and Hunter Teafatiller to the company’s sales team.
Mike Forry, General Manager at DJ Forry, said in a press release that he looks forward to the new opportunities Weaver and Teafatiller’s addition will bring with them.
“Hunter and Jeff come to us with a fresh perspective and high energy level that we all find refreshing,” said Forry. “We believe that enthusiasm will no doubt lead to a more successful sales team.”
Weaver and Teafatiller shared a similar sentiment, noting how excited they were to be joining the family owned and operated company.
“I’ve been around the produce business for my entire life and have known the Forry family for many years,” said Weaver. “I’m looking forward to bringing the experience gained over the last several years of my career to the next level.”
Teafatiller commented, “I grew up right down the road in Kingsburg, and you can’t get any closer to the center of the produce business than that. I’ve had a goal to build a career in the produce business and I’m looking forward to doing so with DJ Forry.”
Their addition will ultimately help DJ Forry develop new customer relationships, as well as enhance current long term partnerships.
CENTRAL U.S. - Portions of the Central United States are in for a downpour this week.
Rain, thunderstorms, and an increased risk of tornadoes have been forecasted for the region on Wednesday and into Thursday, ranging from farming communities to major metropolitan areas.
Hail, violent wind gusts, and tornadoes pose the most cause for concern.
“Wednesday is part of a multiple-day severe weather outbreak that will continue to progress eastward into the end of the week,” said AccuWeather Senior Meteorologist Henry Margusity. “The outbreak will include hundreds of incidents of damage from wind and hail, as well as perhaps a number of dangerous tornadoes.”
AccuWeather reports that the thunderstorms will extend northward from central Oklahoma to the eastern half of Kansas and the northwestern half of Missouri and includes part of southern Iowa and central Texas. The greatest risk for tornadoes range from eastern Kansas, northern and western Missouri, and west-central Illinois to central and northeastern Oklahoma.
Following the brunt of the storm on Wednesday, the severe weather outbreak may transition more to a wind damage threat on Thursday, though “large hail and a few tornadoes will still be possible,” said Alex Avalos, AccuWeather Enterprise Solutions Meterologist.
Current forecasts suggest the risk of severe thunderstorms, including tornadoes, will continue on Thursday and will stretch from southern Wisconsin and southwestern Michigan to northeastern Texas.
Stay tuned to AndNowUKnow for any continuing coverage on this storm as it progresses.
CINCINNATI, OH - Kroger has promoted 38 year retail veteran and Marlene Stewart to President of the company’s Dillons division. Her predecessor, Joe Grieshaber, had recently been named President of Kroger’s Columbus division.
Mike Ellis, Kroger’s President and COO, shared a few words about his confidence in Marlene’s abilities to take the Dillons chain to a new level.
“Marlene combines a passion for people and proven merchandising and operations leadership,” said Mike Ellis, Kroger’s President and COO. “We look forward to Marlene bringing her knowledge of our customers and business, and commitment to our associates, to the Dillons team.”
Since starting her career with Kroger in 1977 in the company’s Cincinnati division, Marlene has continued to rise up the ranks within the company having taken roles in store and district management, training, and merchandising, according to a press release. In 2005, she was named Director of Operations for Kroger’s Mid-Atlantic division before being named Vice President of Operations in 2007. She was named to her current role, Vice President of Merchandising at Seattle, Washington-based QFC, in 2011.
OAKLAND, CA - Coffee, nuts, and now produce. More and more grocery stores are labeling their produce with a “Fair Trade Certified” label, but what is it, and what kind of impact does it make for your business?
Hoping to learn more about Fair Trade Certification, I spoke with Jenna Larson, Senior Manager of Communications at Fair Trade USA. She tells me that demand for responsibly-grown fresh produce is thriving.
“Demand for Fair Trade products is growing, as is awareness,” said Larson. “Today, more than 55% of the U.S. population is aware of the Fair Trade Certified label (up from 38% in 2012), and volumes are growing as well.”
In fact, volumes of Fair Trade Certified produce sold in the U.S. grew 37% in 2013, making it one of Fair Trade USA’s fastest growing and most diverse product categories, Larson noted. There are now 23 varieties of Fair Trade produce available.
The Fair Trade program ensures that farms around the world adhere to the best social and environmental practices, and it gives consumers the opportunity to give back to these communities.
“The Fair Trade standards cover things like safe working conditions, no child or forced labor, regulations on work hours and overtime, maternity leave, elimination of harmful chemicals, grievance procedures, freedom of association, and trainings on worker’s rights,” said Larson.
Also unique to Fair Trade is the Community Development Premium. This is an additional amount of money that is paid directly into a farmer – or worker – controlled bank account. Through a democratic vote, these Premiums are invested in much-needed community projects, like educational stipends, environmental training, healthcare services, and productivity investments.
“In Southern Mexico, for example, a group of workers have voted to spend their Premiums on a mobile health clinic, which will serve the rural communities that many of the migrant laborers come from,” Larson tells me.
This is just one of several stories farm laborers have told Fair Trade USA. Hector Pulgarin, another farm worker in Colombia says, “My family used to live in a small apartment with a dirt floor in the bad part of town. Thanks to Fair Trade, we now live in the new home built with the community premium. I no longer have to fear for my wife and children’s safety.”
It’s incredible what Fair Trade has done for farm laborers in 70 developing countries across Africa, Asia, Oceania, Latin America, and the Caribbean. With more retailers doing what they can to promote Fair Trade Certification among their suppliers, consumers can be assured the produce they’re buying has been grown in responsible, safe, and sanitary farms.
PLANT CITY, FL - The Southern states have been cold this winter, and berry growers are feeling the effects. I spoke with Teddy Koukoulis, Wish Farms’ Director of Blueberry Operations, about how the blueberry market will fare following the region’s deep freezes.
“South Georgia blueberries were hurt by the freeze events this winter,” Koukoulis tells me. “It will certainly affect Wish Farms and the industry as a whole because there will be a lighter supply. Our farms in North Florida will continue to push volume through the transition period, but volume is expected to be lighter compared to last season.”
It is early blueberry varieties in Georgia that have taken the most significant hit. Koukoulis shared that there are currently estimates of 25-30% loss, and in some regions as high as 50% loss, causing a significantly lighter volume for early Georgia fruit than in past seasons. Georgia production should start near the last week of April or first week of May, as opposed to the typical start time of mid-April.
“Because of the freeze events, we anticipate higher than average pricing due to lack of early season supply out of Georgia,” says Koukoulis.
Despite the setbacks in early production out of Georgia, Wish Farms believes this will not affect the quality of the region’s berries. The quality of Florida blueberries in particular have been above-average, and this is expected to continue throughout the Florida season. The company’s volume and supply in Florida are also expected to improve.
“This season, our Florida volume is increasing by 50%. This increase is a combination of adding a few key growers and retaining past growers,” says Koukoulis. “We have been extremely cognizant of adding the appropriate supply each season specific for each region. Controlled manageable growth is a strategic focus for our blueberry team. We want to ensure we do the best job we can for our growers and our retail partners.”
In terms of market share, Wish Farms is expecting to obtain a Florida organic blueberry share similar to its Florida organic strawberries this past season. This is good news for retailers, Koukoulis suggests.
“Right now we are in a transition period. Many retailers are starting to come out of the Chilean blueberry season and move into Florida. Retailers and consumers are excited that domestic blueberry season is starting.”
All signs point to an easy recovery for Wish Farms. Stay tuned to AndNowUKnow for the latest updates on the blueberry market.
GLENNVILLE, GA - Vidalia onions are approaching, and President and Owner Delbert Bland took a minute to talk with us about what is going on at Bland Farms now that they’re almost here.
Expected to be ready to go by the middle of this month, according to Delbert, this is a crop that Bland Farms is excited about as we come out of the winter season.
The company is hailing the season with an annual promotion, Delbert tells us, that begins as soon as the onions hit the boxes and will continue all the way through summer time. Because this specialty product has such a brief window, Delbert emphasizes that they will sell themselves, making the promotional deal of a dollar off a bag of onions for every bag of petals you purchase as sweet as the onions themselves.
To hear all this from Delbert himself, watch the video above.
BAKERSFIELD, CA - At Grimmway Farms, according to the plans the company has mapped out for the first quarter of 2015, the company is looking to enhance consumer engagement through the use of social media.
Having just celebrated the first birthday of its TRUE Organic Juice distribution, the company has turned its focus on social media marketing in the coming months. For more detail on the TRUE Organic Juice line, check out the 43 second video below.
Bob Borda, Vice President of Marketing for Grimmway Farms, spoke on reinforcing the company's core values to consumers.
“We’re excited to introduce promotions that will engage consumers by prompting them to share more about their lifestyles with us, while also offering them a first-hand look at Grimmway and Cal-Organic Farms,” Borda said in a press release.
The company plans to use these promotions and strategic media marketing to create a “legion of brand ambassadors.” While it did state in the release that the value of social media efforts in marketing is still up for debate, Grimmway Farms has seen high success rates from social media campaigns like its weekly #JustCrunchEm Twitter parties, which were initially linked to NBC’s The Biggest Loser.
“With our Twitter parties, and now subsequent promotions across other platforms, we’re able pursue new consumers and simultaneously deepen our relationship with existing fans,” Borda said in the release.
Future media marketing strategies include more of the content-driven promotions that have been benefiting the company so far, centered around various themes like the Spring program with a farming and gardening focus. These will take place throughout the year to give a direct connection to Grimmway Farms from both the retailer and consumer sides.
All these plans add up to one endeavor; providing a connection.
“We’re fortunate to have an active community that is not only interested in our products, but also in the family behind our farms,” Borda concluded in the release. “It’s important to us to make meaningful connections between our fans’ lifestyles and how we grow the products they enjoy.”
Through increased engagement, be it Twitter parties and sending those that participate branded Grimmway items, or giving coupons to those who sample the new TRUE Organic Juices, the company is continuing to build brand loyalty through making its consumers more knowledgeable and familiar with what they are buying.
LOS ANGELES, CA - Giumarra Nogales is joining forces with Fair Trade USA and Oscar the Grouch to get kids to eat more produce in a more socially responsible way.
Giumarra has announced its spring grape season, and the debut of the company’s high-graphic packaging exclusively highlighting both Sesame Street eat brighter!™ characters and Fair Trade USA certification at today’s Northern California Fresh Produce & Floral Expo, Booth #147.
“We have allocated a large percentage of our supply to the eat brighter! program, and all of our grapes grown in Mexico can be marketed as Fair Trade Certified™, as well,” says TW Wilson, Grape Sales Manager for Giumarra. “Giumarra is proud to work with growers who value these strong marketing initiatives, which respectively serve to increase consumption in children and better the lives of farm workers in Mexico.”
According to a press release, Giumarra will offer Nature’s Partner green, red, and black seedless grapes grown in the state of Sonora, Mexico. The company expects large volumes of all three varieties for Memorial Day-themed promotions, as well as a small volume of Red Globe variety red seeded grapes.
“Combining the impact of the PMA eat brighter! movement with the social and environmental responsibility of Fair Trade USA certification unites the best of both worlds,” says Kellee Harris, Western Region Business Manager for Giumarra. “Our grape program helps families encourage their children to eat healthy food and also gives back to farm workers and their families to better their lives.”
These brightly colored bags feature Oscar on green seedless, Abby Cadabby on black seedless, Elmo on red seedless, and Ernie on Red Globes.
“Here at Fair Trade USA, we celebrate those who work to embrace the principles of Fair Trade from farm to shelf,” says Hannah Freeman, Director of Produce & Floral at Fair Trade USA. “Giumarra and their new Fair Trade Certified™ eat brighter! grapes do just that, supporting farming families across the globe while inspiring conscious, healthy eating right here at home.”
Giumarra will ship Mexican grapes through July and can supply its customers with retail promotions featuring customized point-of-sale materials and social media campaigns.