SAN LUIS OBISPO, CA - Grapevine Capital Partners, LLC has officially entered into an advisory relationship with Clarifresh (Clarifruit Ltd.), a leading provider of AI-powered Quality Management technology for the fresh food and produce industry.

Alongside the advisory role, Grapevine has made an initial investment in Clarifresh, reflecting strong confidence in the platform's capabilities and its long-term growth trajectory.

Grapevine intends to deepen its involvement over time, working alongside Clarifresh's leadership team to support strategic initiatives, capital planning, and continued market expansion across the global fresh produce supply chain.

"We are investing in Clarifresh because their AI-powered platform addresses one of the most critical inefficiencies in the fresh produce industry — avoidable waste. Clarifresh standardizes quality control and creates objectivity across the supply chain," said Ben Toland, Partner at Grapevine Capital Partners, in the recent release. "Clarifresh has established itself as an innovative market leader with real growth potential. Partnering our capital relationships and operational expertise with their team and technology will accelerate their expansion and is core to our mission of serving farmers."

"We are looking forward to working with Ben Toland and the Grapevine Capital Partners team," said Elad Mardix, CEO & Co-founder of Clarifresh. "They bring industry expertise, experience, and capital relationships that are invaluable."

CASTROVILLE, CA - Ocean Mist Farms, North America's leading grower and shipper of fresh artichokes, is heading to Orlando for the 2026 IFPA Global Produce & Floral Show, bringing its expansive portfolio of premium fresh vegetables and a continued focus on helping consumers enjoy fresh, nutritious, and flavorful foods.

“We always look forward to the IFPA Global Produce Show and the opportunity to showcase our premium fresh vegetables while connecting with customers, industry colleagues and friends,” said Chris Drew, president and CEO of Ocean Mist Farms, in the recent release. “Our focus this year has been on highlighting healthy eating and the important role fresh vegetables play in delivering nutrition.”

Now in its fourth generation of family farming, Ocean Mist Farms continues to maintain direct stewardship over the production of its vegetables, farming across multiple growing regions to provide customers with a consistent supply of fresh produce throughout the year. This hands-on approach provides oversight at every stage of the growing process – from seed development and selection through harvest. And Ocean Mist Farms’ responsibility doesn’t end there.

“We harvest, cool, process, and pack our vegetables, helping us maintain continuity and accountability throughout the journey from field to customer,” Drew said. “This vertically integrated approach provides exceptional visibility into every stage of production and supports the rigorous traceability standards that have long been foundational to our company.”

Customers continue to trust Ocean Mist Farms not only for their premium-quality vegetables, but also for the care, accountability and integrity that come from generations of hands-on farming. That commitment continues to shape how the company grows, handles and delivers fresh vegetables today.

“Earning and maintaining trust begins long before a product reaches the grocery store shelf,” Drew added. “It starts in the field and carries through every step of what we do.”

Of course, no Ocean Mist Farms show experience would be complete without something fresh coming out of their booth. Corporate Chef Tony Baker will once again be cooking up some tasty Ocean Mist vegetables on the show floor, giving attendees an opportunity to experience firsthand how fresh vegetables can deliver on nutrition, flavor, and versatility simultaneously.

Attendees can find Ocean Mist Farms beneath the unmistakable 8-foot-tall overhead artichoke at booth #1353 to meet with the team, explore its portfolio of fresh vegetable offerings, and enjoy some freshly roasted vegetables.

See you in Orlando!

SANTA MONICA, CA - Gem-Pack Berries and Plant Sciences Genetics invite Global Show attendees to take part in the excitement around the new Rejoice™ blackberry platform and sample two beverages, Blackberry Honey Tea and non-alcoholic Blackberry Colada, at booth #2053. Produced exclusively for the show and made from the first Rejoice branded varietal, you can sip a new standard of blackberry in booth #2053 at the event expo, October 15-16 in Orlando, Florida.

The only proven year-round primocanes on the market.

Rejoice primocane blackberries bring new genetics to the supply chain that are optimized to enable a steady annual supply of fruit. The first high-yield varietal released under the Rejoice platform is currently in production with shipper marketers and available in clamshell packaging. This blackberry requires zero chill, which makes it ideal for a variety of climates, altitudes, and planting dates. With low to no reversion and a shelf life of over 13 days, it's making year-round promotable blackberry programs possible.

PSG works closely with its industry partners to prove the value of Rejoice-platform genetics. Early members like Gem-Pack, Well-Pict, and others grow and test Rejoice varieties as PSG brings them to market. At the IFPA Global Show, PSG is joining Gem-Pack Berries, which helped to put the first Rejoice blackberry through its paces in the field before its official launch. PSG and Gem-Pack are excited to offer IFPA attendees two unique, co-branded drinks and share details about Rejoice blackberries. "Gem-Pack has forged a strong partnership with PSG, and other innovative berry genetics enterprises, to continuously offer a vibrant, retail-focused varietal line up," said Michelle Deleissegues, SVP Marketing.

"Many varieties look great in a breeding plot, but the impact of our genetics becomes real when a partner can grow it, pack it and ship it to a buyer," said JP Thompson, commercial vice president of PSG. "Partners like Gem-Pack help us to confirm the exciting specs we're seeing from Rejoice blackberries. We're thrilled to join them at IFPA Global Produce & Floral Show."

Raise a bottle to Rejoice blackberries.

Rejoice Blackberry Honey Tea and non-alcoholic Blackberry Colada highlight the great flavor of Rejoice blackberries. Global Show visitors can pick up a bottle at Gem-Pack booth #2053 during the expo on October 15 and 16.

FALLBROOK, CA - A new face is joining the Del Rey Avocado team just in time to head to the International Fresh Produce Association’s Global Produce & Floral Show. Patrick Lucy, President and Owner, announced that Josh “JT” Estebane has joined on as Sales Account Manager.

"I'm super excited to join Del Rey Avocado. I look forward to learning from the Del Rey family, developing year-round avocado programs, and selling other California varieties like GEM and Lamb Hass," JT shared.

He brings 11 years of produce experience and a lifelong connection to the industry. Born and raised in Southern California, mostly in Orange County, JT comes from a family with deep roots in produce.

He shared that he began his career at the Los Angeles Wholesale Produce Market, then moved into avocado sales with a California shipper and an expansive produce wholesaler.

“We are very excited to welcome JT Estebane into the Del Rey Avocado Family,” Patrick said of the move. “It is very rare that you can find someone with JT’s success and experience in the avocado category. We are looking forward to the energy JT will bring to our customers, our growers, and Del Rey Avocado. He has a very exciting future in the produce industry, and we are thrilled it will be at Del Rey Avocado.”

If you run into JT at GPFS in Orlando, Florida, next week, he is a big sports fan who spends his free time hunting down the best taco spots and losing at fantasy football. Congratulations, JT and the Del Rey team, on this new chapter!

LEE'S SUMMIT, MO - New research from the Mushroom Council is providing fresh insight into an important opportunity for category growth: consumers who already enjoy fresh mushrooms but could be persuaded to buy them more often.

The national study of 1,000 U.S. mushroom consumers ages 18–45 examined the attitudes, shopping behaviors and purchase triggers of Gen Z and Millennial consumers across light, medium and heavy levels of mushroom consumption. The research found Younger Millennials (ages 27-35) with at least one child in the household and medium-frequency buyers are particularly promising: they already like mushrooms, enjoy cooking and are open to buying more, but mushrooms have not yet become a consistent part of their shopping routines.

The research is especially important for a category in which 73% of fresh mushroom volume is purchased by heavy mushroom consumers. Building the next generation of frequent buyers means identifying consumers who already have an affinity for mushrooms but still have room to increase their purchase frequency.

“We’re focusing on the most persuadable consumer and what it will take to make mushrooms a staple in their shopping cart,” said Amy Wood, President and CEO of the Mushroom Council. "The research gives us a clear understanding of the familiar meal occasions and purchase triggers that can help make that happen.”

Among the findings:

• Upgrade the meal they are already planning to make. Mushrooms are strongly associated with familiar favorites including pizza, pasta, steak and burgers, and 89% of respondents say they at least occasionally use mushrooms to upgrade quick meals such as frozen pizza, jarred pasta sauce or ramen. The findings point to an opportunity to merchandise mushrooms as an addition to meals consumers already plan rather than requiring shoppers to seek out mushroom-specific recipes.

• Cross-merchandising can create additional occasions. Roughly one-third of consumers said seeing mushrooms near complementary foods such as steak, eggs, pasta or pizza could trigger an unplanned purchase. Digital merchandising offers another opportunity to make those connections through retailer apps, e-commerce recommendations, retail media and meal-based search.

• Online retail is an increasingly important mushroom shelf. Twenty-eight percent of respondents purchased fresh mushrooms through grocery delivery or pickup during the past year, increasing to 33% among Younger Millennials and 37% among heavy mushroom consumers.

• Freshness can directly influence purchase. An especially fresh-looking mushroom display was among the top triggers consumers said could prompt a spontaneous purchase. Among consumers who reported increasing their mushroom consumption, nearly one-third cited improved quality and freshness at the store as a contributing factor.

• Encourage larger packs for multiple mushroom meals. Seventy-one percent of respondents typically purchase the same mushroom package size, but more than half said they could be encouraged to purchase a larger package when planning multiple mushroom meals. Promotions and confidence that mushrooms will stay fresh long enough to use were also important trade-up triggers.

• Specialty mushrooms need education and usage inspiration. Sixty percent said a recipe could encourage them to try an unfamiliar mushroom variety, while flavor and texture descriptions were also important. Simple information explaining how a variety tastes and how to use it can help remove barriers to trial.

Retailers interested in exploring the data or discussing promotional opportunities with the Mushroom Council can contact Cristie Mather, VP of Marketing at [email protected].

EL CENTRO, CA - For Altar Produce, growth has always meant more than expanding its product portfolio. It has been about building meaningful relationships, understanding what its customers need, and finding new ways to bring value to the fresh produce industry.

Although asparagus has often been synonymous with its name, Altar Produce is making an increased effort to bring visibility to its other commodities – particularly its established green onion program – while continuing to raise its pillars of quality, consistency, and service.

“As we prepare for IFPA's Global Produce & Floral Show 2026, we're excited to showcase not only what we grow, but also the story behind our products,” says Eva Viveros, Domestic Sales and Marketing leader at Altar Produce.
This year, Altar is bringing something different to the show: an immersive virtual reality experience that takes visitors directly into its fields and gives them a closer look at what happens before fresh produce reaches their tables.

More Than Asparagus

Asparagus has always been the most prominent commodity in Altar’s product line. It is the world’s largest producer and distributor of green asparagus. However, its expansive portfolio also includes an array of fresh produce items that are beginning to gain more attention, including green onions, Brussels sprouts, broccoli, and dates.

In operation since 1998, the green onion program is one that Altar has proudly spent years developing and strengthening.

“With year-round production in Mexico, we've built our green onion program around consistent availability, quality, and the ability to adapt to our customers' needs,” says Viveros. “We understand how important reliability is, especially in a category where buyers depend on a steady supply throughout the year.”

Bringing Our Fields to You at IFPA 2026

To showcase that diversity, Altar Produce is especially excited to introduce a new experience at its IFPA booth at the Orlando Convention Center – an immersive 360-degree virtual reality experience that takes visitors through its green onion production process, from seed to box. Guests will be able to step virtually into Altar Produce’s fields, see how green onions are grown and harvested, and follow the different stages involved in preparing them for distribution.

“We've been looking for ways to make our marketing more interactive, educational, and meaningful,” says Melissa Valenzuela, Marketing Coordinator at Altar. “Rather than simply displaying our products, we wanted to give people the opportunity to see where those products come from and understand the work that goes into producing them. That's how we developed the concept Bringing Our Fields to You.”

Using technology to create this immersive experience, Altar is making it possible for people to connect with its operations in a way that traditional marketing can't always achieve.

“For us, it's not just about showing how we grow green onions,” says Valenzuela. “It's about creating a stronger connection between the field and the final consumer.”

Making Healthy Eating More Accessible

Alongside the VR experience, Altar Produce will be promoting healthy eating and encouraging greater fresh produce consumption.
“We believe that education plays an important role in helping people make informed food choices,” says Valenzuela. “While most consumers understand that vegetables are part of a healthy diet, there is still an opportunity to make fresh produce more approachable, interesting, and easier to incorporate into everyday meals. That's something we want to contribute to.”

The Altar Produce team says there is often a disconnect between agriculture and the end consumer. While most people see the finished product in stores, very few have the opportunity to visit a farm or understand the growing and harvesting process.

“We want to help close that gap and help fresh produce feel like an enjoyable, convenient, and essential part of everyday life,” says Viveros.

Looking to IFPA Global

The IFPA Global Show will give Altar Produce an opportunity to highlight its products, reconnect with industry partners, build new relationships, exchange ideas, and share their vision for the future.

“We believe the future of fresh produce marketing is about more than communicating availability and quality,” says Viveros. “It's also about education, transparency, and creating experiences that help people connect with their food. We invite everyone attending IFPA 2026 in Orlando to visit us at Booth #2771 or the Mexican Pavilion, Booth #763D, and experience our fields firsthand through our immersive 360° experience.”

NOGALEZ, AZ - As Divine Flavor approaches its 20th year, the company is continuing to build on the agricultural principles that have guided its growth while expanding a produce business focused on quality, flavor, responsible farming, and long-term relationships with growers and retailers.

Nearly two decades ago, Alan Aguirre, Carlos Bon and Pedro Batiz established the foundation for Divine Flavor, developing a distribution platform that connected Grupo Alta’s agricultural operations with retail customers across North America. Since then, that foundation has expanded into a broader network of growers throughout Mexico, Peru and Chile, offering a diverse portfolio of conventional and organic produce.

Michael DuPuis, head of public relations and quality assurance at Divine Flavor, said the company’s foundation has always extended beyond simply growing and distributing fresh produce.

“From the beginning, the idea was that we wanted to do things the right way,” said DuPuis in the recent release. “That means producing food with quality and flavor at the forefront, while also focusing on food safety, social responsibility, organics, and sustainability. Those principles were established through Grupo Alta, and they continue to shape Divine Flavor today.”

As the company expanded, those same values became part of a larger grower network and an increasingly diverse product offering. Today, Divine Flavor’s portfolio includes more than 20 commercial varieties of table grapes, along with bell peppers, mini peppers, cucumbers, tomatoes and squash, with additional specialty tomato varieties on the horizon.

“Divine Flavor isn’t just another produce brand,” DuPuis said. “It’s a promise to our retail partners and their consumers. Behind every product is a grower, a farm and a person. There is a story of passion, dedication, hard work and a commitment to doing things the right way.”

Expanding a year-round grape program

That philosophy can be seen throughout Divine Flavor’s table grape program, which has grown to include production from Mexico, Peru and Chile. Antonio Escobar, Divine Flavor’s table grape category manager, said the program brings together premium, value-oriented and flavor-focused varieties while providing retailers with consistent quality and supply throughout the season.

“Our goal has always been to give our customers consistency without losing sight of what makes grapes exciting in the first place — flavor,” Escobar said.

As the industry moves into the fall and winter grape season, Peru remains an important part of Divine Flavor’s program. Escobar points to southern Peru, particularly the Ica and Nazca regions, as key production areas and highlights varieties such as AUTUMNCRISP® grapes for their strong eating experience.

“Peru continues to demonstrate what it can produce from a quality standpoint,” he said. “Our grower partners continue to amaze us with the quality and a fantastic eating experience they deliver every season.”

Having production across multiple origins also gives Divine Flavor greater flexibility when managing seasonal transitions and the natural uncertainties of agriculture. In addition to Peru and Chile, Mexican production from regions including Jalisco and Sonora provides further options as programs transition throughout the year.

“Every season is different, and there are always variables that we have to deal with,” Escobar said. “Having a strong presence in Peru, Chile and Mexico gives us options. When weather or other challenges affect one region, our job is to navigate those circumstances and continue looking for ways to provide our retail partners with quality, flavor and consistency.”

That flexibility could prove particularly valuable this season as changing weather patterns, including potential El Niño impacts, add another element of uncertainty to South American production.

Keeping flavor at the forefront

While consistency and dependable supply remain essential, Escobar said the consumer eating experience continues to be a major focus for Divine Flavor. Varieties gaining momentum within the company’s program include AUTUMNCRISP® grapes, APPLAUSE®, FLAVORCRUSH™, Candy Hearts™ and Jellyberries™, among other emerging varietals.

“The list keeps getting longer every year,” Escobar said. “Our breeder partners are continuing to improve flavor, and that’s something we’re excited about because great-tasting grapes result in repeat purchases with consumers.”

For DuPuis, the emphasis on flavor and responsible production connects directly with Divine Flavor’s broader mission: Better Food for a Better World.

“We’ve always believed that better agriculture should lead to better food,” DuPuis said. “It’s about healthy farms, healthy plants, responsible production and, ultimately, better eating experiences.”

Nearly 20 years of teamwork

As Divine Flavor nears its 20-year milestone, DuPuis said the company’s growth represents the collective work of the many people who have contributed to the organization over the years, from its growers and partners to employees throughout the company.

He points specifically to the contributions of Alan Aguirre Camou, Divine Flavor’s chief marketing officer, as well as the company’s sales, management, administration, and operations teams.

“There are a lot of people who deserve credit for where we are today,” DuPuis said. “Alan Aguirre Camou has put an incredible amount of hard work into building the Divine Flavor brand and helping tell our story, while our sales, administration and operations teams work tirelessly to support our growers and retail partners. You simply don’t get to 20 years without great people throughout the organization. This has always been a team effort.”

As Divine Flavor prepares for its next chapter, the company remains focused on strengthening its grower partnerships, continuing to expand its produce portfolio, and helping retail partners deliver fresh produce consumers can feel confident purchasing.

NEW ZEALAND - VentureFruit has launched ADORE™ apples, a new global premium apple program bringing together a family of climate-resilient varieties. By uniting under one brand, the program gives growers and marketers greater flexibility to build supply across different regions, harvest windows, and market needs.

Unveiled at Fruit Attraction in Madrid, ADORE™ is the latest commercial development from the Hot Climate Partnership, a long-term international initiative breeding high-quality apples and pears for resilience in hot and warming climates. The new program will initially launch with ‘HOT03A1’ alongside a second complementary variety that harvests four to six weeks earlier, with further varieties in development to broaden production and supply opportunities.

Under the global ADORE™ brand, licensees can select the variety or combination of varieties best suited to their region and market. Territory partners retain autonomy to grow, pack, market, distribute and sell fruit within their licensed region, while benefiting from consistent brand investment, program expertise and the scale of a global peer-to-peer network.

Morgan Rogers, VentureFruit General Manager, says ADORE™ apples respond to the global premium apple growth opportunity, while supporting resilience to climate change for growers.

“The global premium apple category is growing rapidly, creating a real opportunity for growers and investors; however, at the same time, global temperatures continue to rise. Growers need varieties that can deliver strong orchard and commercial performance as climates, growing conditions and markets change. ADORE™ brings together a suite of climate-resilient genetics, a premium consumer proposition and a global commercial framework designed to support sustained growth.

“By offering complementary varieties through one program, partners have greater choice in how they build supply for their region, conditions and market, as well as consolidating effort and investment under one global brand. That adaptability can help strengthen orchard performance and give growers confidence when making long-term investment decisions,” says Rogers on the recent release.

ADORE™ apples draw on more than two decades of breeding and scientific development through the Hot Climate Partnership, which brings together The Catalan Institute of Agrifood Research and Technology (IRTA), New Zealand’s Bioeconomy Science Institute (BSI), FruitFutur and VentureFruit. Together, the partners contribute expertise spanning breeding, agronomic evaluation, consumer research and commercialization, with VentureFruit responsible for bringing varieties developed through the partnership to market.

“The launch of ADORE™ is a significant milestone for the Hot Climate Partnership and another demonstration of what long-term breeding science can deliver. Our team is incredibly proud to have played a part in developing apples that thrive in warming climates and that consumers love,” says Emma Brown, BSI General Manager Plant Varieties.

The initial ADORE™ varieties have undergone extensive agronomic evaluation and consumer sensory research in Spain, Germany, France, Italy and Hong Kong. Results showed strong overall liking against industry benchmarks and a consistent brand experience across appearance, flavor and texture.

The radiant red apples offer a balanced eating experience: sweet and fruity rather than sugary, fresh rather than tart, with a juicy, crunchy texture.

“We tested the positioning, name and visual execution across markets, and the response was overwhelmingly positive and consistent. That gives us, and our partners, confidence they are investing in a distinctive apple brand consumers will seek out and keep coming back to,” says Rogers.

The ADORE™ apple program enters the market with momentum, with 120 hectares already licensed in Catalonia through FruitFutur and early interest from broader European partners, South America and South Africa.

“As one of the first regions to progress the varieties commercially, Catalonia’s fruit research and production ecosystem has played an important role in their development and transfer to market," says Eva Ogué, Head of the Technology Transfer Office at IRTA.

The program will be developed progressively, beginning in regions where the varieties offer the strongest commercial and horticultural fit. Global plantings will be managed to align supply with demand, protect the varieties and brand, and support licensees with agronomic expertise in key regions.

ADORE™ builds on the Hot Climate Partnership’s existing commercial portfolio, which includes TUTTI™ apples and STELLAR™ apple trees.

Licenses are now open to growers and fresh produce marketers. Interested parties are invited to attend upcoming ADORE™ apples evaluation activities or contact Kate James at [email protected].