SALINAS, CA – With 20 years of produce industry experience in tow, John Landa is ready to tackle Ippolito International’s sales.
“I’ve enjoyed the fast pace of this industry and am looking forward to continually learn as I ramp up with the growing Ippolito product line,” said Landa in a recent press release.
His experience spans from his early years on Fresh Network's brokerage side to his most recent position at Dole in Salinas, California, where he started working in vegetable sales before moving on to covering the full line of berries. Other roles he has taken in between have been at New Star as the Sales/Leaf Commodity Manager and Tanimura and Antle as the Cauliflower and Broccoli Commodity Manager.
“We are extremely fortunate to have John join our expanding sales team," said Dan Canales, Senior Vice President of Sales, Marketing, and Processing, in a recent press release. “John has handled accounts in all arenas of the industry and areas of the country. He brings a wealth of experience that will complement our expanding needs.”
With a degree in food nutritional science from Fresno State University, the Stockton native has not only gone into the business aspect of his degree, but also leads an all-around health-conscious life. His interests include running, attending hot yoga classes, and spending quality time with his two sons when they ride their mountain bikes or do any other outdoor activities together.
The undertaking of his new role at Ippolito will include tasks such as handling sales and commodity management. Landa’s experience will only further establish this second-generation farming company.
For more news on Ippolito's growth and the produce industry, check back with us at AndNowUKnow!
LEAMINGTON, ON - Celebrating the golden anniversary mark, The Ontario Greenhouse Vegetable Growers met with more than 130 members and guests at the Pelee Island Winery in Kingsville, ON, earlier this week.
The 50th Annual General Meeting also saw a required election for District 1 of the over 200 growers, representing nearly 2,900 acres of high-tech hydroponic greenhouse production.
Following a vote, Kevin Safrance and Hilco Tamminga were elected for a second term, according to a press release, while Bill Heeg, Marco Hoogenboom, and James Neven acclaimed seats in District 2.
The new Board of Directors for the 2017-2018 fiscal year per OGVG are:
District 1
- Paul Mastronardi (1 year remaining) - Hazel Farms
- Jason Whitcher (1 year remaining) - Cecelia Acres
- Peter Quiring (1 year remaining) - Nature Fresh Farms
- Kevin Safrance - EnviroFresh Farms
- Hilco Tamminga - Truly Green
District 2
- Jan VanderHout (1 year remaining) - Beverly Greenhouses
- Mike Vanderzwet (1 year remaining) - St. David’s Hydroponics
- Bill Heeg - Sunchoice Greenhouses
- Marco Hoogenboom - Hoogenboom Family Farms
- James Neven - Foothill Greenhouses
District 1 growers who have acclaimed a seat as Committee Persons for the 2017-2018 fiscal year, with one vacancy, are:
- Albert Mastronardi
- Jim Slater
- Rodney Wright
- Jordan Kniaziew
Trish Fournier claimed a seat as Committee Persons for the 2017-2018 fiscal year for District 2, while four seats remain vacant. The Board said it will appoint members to fill vacancies as a Committee Person at the next Board meeting, currently scheduled for November of 2017.
Congratulations to all these produce pros on their appointments.
WOLCOTT, NY - It’s a seller’s life for Crunch Time Apple Growers, as the organization prioritizes a brand refresh for SnapDragon® apples with customer engagement. The end goal? The organization wants to produce more sales than ever before. The approach the apple growers are taking is multi-tiered, creating a new website, fresh social media channels, and a new look for the apple that will replace older varieties seen in produce aisles.
“Something we discovered when we executed our online strategy, was there was an audience of SnapDragon enthusiasts out there waiting for our apple and trying to buy it before we had even started picking,” said Rena Montedoro, Director of Marketing at Crunch Time, in a recent press release.
With a honed mindset on the desires of consumers wrapped up in their active lifestyles and looking for healthy snacks, new partnerships supporting the value proposition of SnapDragon Apples are the product of its recent brand refresh.
Montedoro then pointed to fans such as Debbie Selke of Schenectady, New York. “Mrs. Selke literally drove from market to market ‘Seeking the Snap.’"
From this experience, the Seek the Snap Campaign was born. The driven campaign will run from October 23rd through the end of December, said Montedoro. Facebook users can share where they purchased their SnapDragons to be entered in to win a tote bag and some of the organization's apples.
“We want to further engage our online fans as well as show retailers that consumers are demanding our product and sometimes go to great lengths to get their ‘Snaps,’” continued Montedoro.
As the official Apple Sponsor at the nationwide Tough Mudder events that tap into a 3 million viewer audience, the company is well on its way to creating a relationship with active consumers. The apple growers are also teaming up with Schwinn bicycles, which opened October 5th, for a prize-rich promotion. The partnership will be giving away a bike a week throughout November.
Promotions for SnapDragon Apple have proven to be fruitful as they have run throughout this season, with a reported 8,000+ people signed up within the first week for the bike promotion with Schwinn on SnapDragon’s website. Views have also jumped from 15 to over 85,000 within just 60 days for Facebook and Twitter.
“People love this apple. Our consumers tell us SnapDragon has replaced every other apple for them–including Honeycrisp,” said Montedoro.
While boosting posts has helped the organization, conversations with core consumer Facebook users has proven to be the real story, according to Montedoro.
SnapDragon has not lost sight of more traditional methods of marketing, as it returns to a variety of retailers for in-store demos for a personal touch with its fanbase. This has allowed consumers to discover the crunchy deliciousness of this artisanal apple variety.
For the 145 farmers growing SnapDragon Apples, who farm under the name of Crunch Time Apple Growers, this marketing exposure has been invaluable.
“Our most important marketing objective is to build our consumer base and share our exceptional apples with as many people as possible,” said Montedoro.
With attentive highlights specifically shed on the carriers of SnapDragon, Crunch Time hopes to drive consumers to its doors for purchasing.
For more bites into the the fresh produce industry, stay tuned into AndNowUKnow!
LONGVIEW, TX – Project Bald Eagle has taken flight in Longview. After years in the making, Dollar General’s 17th distribution center, dubbed “Project Bald Eagle” by state officials, might be underway in Longview, Texas.
“We are honored Dollar General has selected Longview as a potential location for their newest distribution facility,” said The Longview Economic Development Corp. President CEO Wayne Mansfield, in a statement released last week. “We look forward to positive and continued discussions with Dollar General as this project would support additional diversification of our local economy, which is expected to realize a $700 million economic impact to the community over the next 25 years.”
For years, local and state officials have made efforts to build solid relationships between government and economic development officials, find sufficient land available, and strategize cooperative spending to improve transportation in order to collaborate on the package that led Dollar General to declare Longview as its sole finalist.
“We all know Longview is a great location to handle major distribution operations, and I am very proud of the staff at LEDCO for coordinating this major project in partnership with the city, the county, and the Dollar General Team,” said Mayor Andy Mack.
The Longview News-Journal affirms that the project will have a positive ($700 million) impact on the area as it continues the trend towards diversifying Longview’s economy beyond energy. At 1 million-square-feet and an initial investment of $70 million, the distribution center, planned to be housed in North Business Park, could create as many as 400 jobs, with other areas of the city, like facilities, housing, and food, also reaping the benefits of this project.
As the project unfolds, we look forward to seeing what the future holds for the citizens of Longview. For more news like this, AndNowUKnow will continue to report.
WASHINGTON, DC – A bill that looks to revitalize America’s guestworker program for farmers has passed its first major landmark. The U.S. House Judiciary Committee has approved the Goodlatte AG Act by a vote of 17-16. H.R. 4092, or as it has been dubbed, the Agricultural Guestworker Act (AG Act), is a bill authored by House Judiciary Committee Chairman Bob Goodlatte (R-Va.), and if passed, would replace the current H-2A guestworker program.
“Farming is a central part of American life and fuels our economy. Although no other country in the world rivals America’s agriculture industry, our nation’s farmers face many obstacles in today’s global economy,” Goodlatte said in a statement following the bill’s passing in the House Judiciary. “One challenge in particular is access to a stable and reliable workforce when not enough American workers can be found to fill jobs. The current agricultural guestworker program is unworkable for farmers, buries them in red tape and excessive costs, and must be replaced.”
If the AG Act were to pass, the new program would increase the number of temporary farmworkers, according to source KUNC, as well as eliminating the mandate for employers to provide housing and transportation for the immigrant workers.
So far, the bill has been met with support from the agricultural committee, including Agriculture Secretary Sonny Perdue and the produce industry’s own Western Growers President and CEO Tom Nassif.
"We applaud Chairman Goodlatte and the Committee for advancing this legislation,” Nassif said in a statement. “During the committee process several changes were made to the legislation that would make this bill unworkable, particularly when coupled with expedited mandatory E-Verify. We must ensure practical and reasonable solutions are achieved for both the current and future workforce that American farmers depend on in order for our industry to remain competitive.”
Nassif also confirmed that he and Western Growers will continue to work with House Leadership, Chairman Goodlatte, and the House to further improve the legislation.
There is still opposition from some, however, with some politicians arguing that this would allow for unfair wages, displace American workers, and weaken guestworker protections.
The next step for the bill will be to hit the U.S. House. As more news comes to light about the newly proposed bill, AndNowUKnow will share the updates.
NEW ORLEANS, LA - It seemed like the entire industry unveiled their proudest work of the year for the latest PMA Fresh Summit. Between the New Orleans back drop, the latest in trends, and an onslaught of innovative flavors, my senses were in heaven—it seemed impossible to choose what resonated most. Yet somehow, here are some that echoed once my feet landed back in California.
Zespri Green Back-To-School Pack
The kiwifruit was an ideal breakfast when I let sleep get in the way of a well-rounded start to my day in junior high school and beyond. Now, kids can take their kiwis along for the ride in a safe pouch of Zespri’s Back-to-School Pack. With cute, kid-friendly characters laughing on the cover, this is sure to make it off the shelf and into lunchboxes.
Babé Farms CaliCabbage
As Babé Farms like’s to say, “It’s time to enter the Cabb-Age!” and I am on board with this cone-shaped green. CaliCabbage gives a new lease on what otherwise might have just been another leafy green. Now, with an authentic single-pack that could easily stand out on the rack, this item can spur consumer imaginations of all the cabbage-wrapped possibilities they’ve been missing out on for lack of a cylindrical vehicle. I’ve seen consumers statistically continue to lean towards impulse buys and standout brands, and this snazzy tagline is sure to make its mark.
Monterey Mushrooms Let’s Blend™ Line
It’s safe to say convenience is all the rage in produce retail, as is the ability to swap in some or most of traditional meats for a plant-based substitute. Monterey Mushrooms’ new line of finely-diced mushrooms not only brings the blending trend from restaurant plates to consumer kitchens, it spares fingers from the possible damage consumers might inflict attempting that “perfect chef’s cut.” If you didn’t get a chance to stop by on the floor, you might want to check the retail aisles ASAP.
Tasteful Selections Take & Shake
We all love a good shake-up. In this case, a flavorful potato cup mix that you can shake to your heart’s desire. RPE’s most recent introduction, Black Pepper, Rosemary & Thyme, not only meets the consistent need for on-the-go packaging, but even caters to the gluten-free consumer. Oh, Take & Shake, the places you will go...
Pero Family Farms New Fresh-Cut Organic Side Dishes
From a firsthand perspective, I can’t say enough how much of a leg-up convenience can give. And this is coming from someone without children running around in the background of their dinner preparation. Amplify that by multiple mouths to feed, and every second truly counts. Offering both cauliflower and a vegetable medley, Pero Family Farms is one of the curve leaders to take this beyond the mushroom category.
We not only survived the New Orleans craze, but came back stronger. Keep up with our team as we continue to deliver on key moments and finds from the 2017 Fresh Summit.
Babé Farms Zespri Monterey Mushrooms Tasteful Selections Pero Family Farms
FOWLER, CA – Satsuma Mandarins are definitely not a new kid on the block, and every domestic season they are welcomed home like the dear old friend they are. Grown in the Central Valley of California, these snacks are one of those preferred amongst sweet citrus varieties.
“Our Satsumas have arrived and are eating well,” said Director of Sales Joe Berberian, in a recent press release. “Not only do they taste great, they’re also extremely healthy and easy to peel.”
Customers can bite into this Bee Sweet treat through the month of November, making them a great option for Thanksgiving promotions, potentially boosting sales even more when families seek goods from stores nationwide.
“Consumers are a huge fan of Satsumas because they’re great for snacking and can be used for seasonal celebrations like Thanksgiving and Christmas,” continued Berberian. “Its versatility and nutritional benefits make them a hit amongst households everywhere.”
Because Satsuma Mandarins have much to offer the consumer, the ideas for fall promotions of Bee Sweet’s fall favorites are endless, the company says.
To find out more information about Bee Sweet’s tasty variety, check out its website at www.beesweetcitrus.com/variety-availability. And to stay in-the-know on industry trends and releases, check back with us at AndNowUKnow!
SAN FRANCISCO, CA - Have you ever had a love affair with a brand? Felt yourself so completely attached to a company that you find yourself coming back again and again? You’ve likely felt this way because of something called, “Emotional Marketing,” and no that doesn’t mean you call your customers in tears and tell them about your breakup—it means you make connections that go deeper than just having a great product. It’s about establishing a brand identity that your customers want to be a part of.
And, lucky for fellow attendees of United Fresh’s upcoming BrandStorm™ conference on November 13 through 15, we will have an emotional marketing master in our midst. For the event’s opening keynote, emotional marketing expert, man behind firm 602 Communications, and author of Red Goldfish, Graeme Newell, will be sharing with attendees how they can attract passionate brand loyalists to their own produce industry brands.
“Emotional marketing moves beyond just having a great product, but connects on an instinctual level because it builds upon the customer’s ego,” Graeme tells me as we discuss what BrandStormers can expect during his keynote. “At 602 Communications, we specialize in the neurological traits that make people love these brands, and we actually throw them inside an MRI, show them images, and we can see objectively just what parts of the brain light up. We even use eye tracking software to see what makes their pupils dilate.”
Marketers that have been in the industry for a while now probably remember a time when you could just market based on the quality of your product, but Graeme says those tactics just don’t work as well in an era where it isn’t as difficult to produce high-quality products. People today–particularly millennials–don’t just want good brands, but want brands that stand for something and match their values.
“It’s not just transactional. It’s a relationship, it’s a love affair, it’s about buying into a special club where you know you belong,” Graeme explains. “Think of Whole Foods—that is a company with incredible customer loyalty. It has a clear vision for suppliers and for customers, and isn’t just selling organic produce, it’s selling the mission of wellness and fair trade practices as well.”
So how does Graeme think the produce industry specifically can tap into emotional marketing? The key is to step into the idea of owning what your company stands for and showing yourself in a light that makes consumers want to be a part of your club.
“Companies just need a viewpoint and to speak to more than just a product,” he says. “In produce, we can do this by selling the sensual attributes of the product. An experience as simple as eating a perfectly ripened peach can be one of the greatest pleasures in the world. It’s about putting our produce on par with chocolate or even brandy by appealing to people on a core and gut level. I want to see produce ads that look as indulgent as Applebees ads.”
Helping produce companies, Graeme says, is a bit of a personal mission for him, having revolutionized his diet with fruits and vegetables about four years ago. Seeing things like food deserts, or unhealthy products being marketed to children, he believes the produce industry has a huge role to play and even an opportunity to lead the conversations.
Are you ready to lead the conversation through emotional marketing? Catch Graeme Newell’s full discussion at BrandStorm on November 13 by registering here, and pick up his latest book, The Red Goldfish, to learn even more of his marketing expertise.
SALINAS, CA - The Nunes Company farm labor housing in Salinas is officially underway! After years of planning, shovels finally broke ground this month on a four-acre parcel in Salinas, known as the Boronda neighborhood, for the second farmworker housing complex in the region.
“This is a win-win situation for our employees, our company, and our customers,” said Tom Nunes Jr., in a recent press release. “It is not only the right time for such a large undertaking, it is simply the right thing to do.”
Avila Construction of Monterey, CA, hosted a groundbreaking ceremony on October 10, 2017, to honor the Hibino, Nunes, and Rodriguez families who recognized the need for beautiful, safe, and affordable housing for their company’s farm labor force. Receiving overwhelming support from city and county leaders, as well as affordable housing advocates, Casa Boronda will not only serve as a model for the future of California agriculture, but also for the nation’s agriculture industry.
“We are blessed to be in this business, and doubly blessed to be able to provide beautiful housing for our employees,” said Mark Rodriguez, the spokesperson for the Rodriguez family and the Growers Company. “This project speaks to our three families’ commitment to the well-being of each and every employee who works for our companies.”
The Salinas Valley community is well-known for embracing change, cutting-edge technology, sustainability and stewardship, and respect and care for the hard-working people who help to feed our nation. The gated Casa Boronda community, when completed, will be available for seasonal agricultural employees and will include six, two-story apartment buildings (75 units total) with up to eight residents and two full bathrooms per unit. The community will also have recreation rooms, a manager’s unit, laundry facilities, basketball and volleyball courts, and a sports and recreation field.
Nunes’ philosophy toward this project is shared by the entire group of families involved in bringing this dream to a reality. Innovative and beneficial, this project not only helps recruit and retain employees, while providing an affordable and safe housing environment, but also serves as a model for social responsibility in the agriculture industry.
“Three very diverse families from very different backgrounds, coming together to accomplish a project like this is indeed rare in the agriculture industry,” said Henry Hibino, partner in the project, grower and former Mayor of Salinas. “While we come from different cultures, we share the same core values of dignity and rewarding hard work.”
Casa Boronda Groundbreaking from TMD on Vimeo.
The first phase of the project is scheduled to be completed by April 2018 with the first occupants moving in on or around May 1, 2018. The Casa Boronda partners teamed up with Avila Construction, a well-known and respected local, family business who has expertise in building projects of this kind.
“This is not only a great project for the employees of The Nunes Company; it is important work,” said Mike Avila, Principal of Avila Construction, about spearheading this project. “It is the type of project everyone at Avila Construction can feel good about.”
The Nunes Company (owners of the Foxy and Foxy Organic brand names) has been a leader and innovator in the fresh produce industry for generations–with the fourth generation now managing the family’s farming operation. The company farms more than 22,000 crop acres in California, Arizona, Nevada, and Mexico. The families share a vision, and are committed to improving the health of their land, vibrancy of their communities, and quality of life for their employees, while growing produce of the highest quality.
We look forward to watching Nunes Company’s housing project unfold. For more produce industry news, keep checking back with AndNowUKnow.
SEATTLE, WA - Amazon has announced two new products that, when combined, ensure its ability to deliver to its shoppers when they aren’t home: Amazon Key and Amazon Cloud Cam.
“Amazon Key gives customers peace of mind knowing their orders have been safely delivered to their homes and are waiting for them when they walk through their doors,” said Peter Larsen, Vice President of Delivery Technology, in today’s announcement. “Now, Prime members can select in-home delivery and conveniently see their packages being delivered right from their mobile phones.”
Available on November 8 in 37 cities to its Prime members exclusively, the new offering works with Same-Day, One-Day, Two-Day, and Standard Shipping at no extra cost to members. Amazon said that it will roll out more locations over time across the U.S.
The state-of-the-art technology doesn’t simply replace a key with a digital passcode, according to the release. Instead, Amazon verifies the correct driver is at the right address at the intended time, through an encrypted authentication process each time the program is requested. Once the requirements are met, Amazon Cloud Cam starts recording, and the door is then unlocked with no access codes or keys ever provided to delivery drivers.
For those of us still thinking this might be a bit nerve-wracking, Amazon said that, for added peace of mind, in-home delivery is backed by Amazon’s Happiness Guarantee.
The technology rolls out not long after Walmart announced its “direct to your fridge” delivery partnership with August Home announced at the end of September, which similarly allows online grocery orders to be delivered inside your home, even placing your perishables inside your refrigerator.
While Amazon’s statement didn’t include grocery specifics such as putting food away for the shopper, it did note Amazon Key would make customers’ lives easier in many ways beyond delivery. The service offers keyless access for family and friends, for example, allowing customers to set the frequency and length of time a person has access and add or remove contacts as they see fit.
Prime members can pre-order the Amazon Key In-Home Kit, which includes Amazon Cloud Cam and one of several compatible smart locks, starting at $249.99.
What will the latest convenience strategy be as retailers fight to be the consumer favorite? AndNowUKnow will continue to report.