NEW ZEALAND – With branded apples increasingly growing category sales, it’s important to stay atop the shifting landscape of new varieties and value-added options and know what customers are looking for in an apple.
With that in mind, I spoke with Brock Nemecek, Marketing Manager, North America for T&G Global Limited, to find out more about the company’s ongoing marketing efforts with its popular Jazz™, Envy™, and Pacific Rose™ apples.
“Our approach to marketing is certainly brand first,” Brock notes. “We want consumers to always think of Envy, Jazz, and Pacific Rose—not necessarily at the time of year of the season.”
To that end, the company is working to close in on the goal of year-round supply. And T&G Global is building demand through segmentation, on-trend packaging, and unique brand messaging.
“Each of the brands is very distinct and unique just like each of the apples is very distinct and unique,” Brock explains. “Our marketing plans have identified target audiences for each type of apple—for the flavor profile, for use and different kinds of applications. Because of that, each of them have a stand-alone brand, we promote each of them individually to a different segment.”
For more, watch my video interview in its entirety above.
And for more fresh produce news, stick with AndNowUKnow.
MINNEAPOLIS, MN – Last week, Business Insider held its IGNITION conference, and amongst guests and panelists was Target’s Chairman and CEO Brian Cornell. Taking jabs at competitors like Walmart in order to tout his company’s success strategy, Cornell revealed the retailer’s focus remains on innovations it can roll out in stores and online within a five-year time frame.
“Experimentation is interesting, but if I can’t scale it—if I can’t do it 1,800 times—it’s not going to add a lot of enterprise value,” Cornell said, responding to a question about Walmart’s Store No. 8, robots, and virtual reality, as reported by Business Insider. “To do things at scale, they have to have broad-based applications. Otherwise they are nice little experiments that distract the organization and distract resources that really need to be reapplied to the core enterprise.”
However, not to be left behind by Walmart’s current ventures with shelf-scanning robots and new produce varieties, Target has partnered with the venture capital firm BCG Digital Ventures to launch a fourteen-week “innovation sprint” aimed at coming up with new ideas for growing its business. With it closing this week, the project involved Target managers collaborating with BCG Digital Ventures’ designers, engineers, and investors to produce ideas for new products and potential businesses.
“We’re going to see some pretty exciting ideas,” said Cornell, who will review the ideas after the programs end.
Target also recently announced the reimagining and remodeling of many of its brick-and-mortar stores in order to feature fresh food and grocery conveniently front and center.
As we embrace the future, will Target’s remodeling and innovation sprint strategies continue to fare well against competitors’ more unique approaches? AndNowUKnow will continue to report.
FRANCE - While jolly Saint Nick’s Christmas gifts aren’t thinning out, it looks like he might be. French grocery store Intermarché released a holiday advertisement titled “I’ve Dreamt So Much,” which might go beyond the traditional grocery-paying, older audience by addressing a younger audience and inviting them into the produce aisle for some fun. In the ad commercial, a little boy is taken to sit atop Santa’s lap like so many other little boys and girls have done before; this time, however, Santa is in for a few surprises of his own after making the little boy’s acquaintance.
"The transformation of lntermarché’s marketing and communication is putting us on the path of becoming the 'emotional leader' of the market," said Vincent Bronsard, the brand’s Strategic and Operational Marketing Head, according to Adweek. "More than anything else, these choices are bearing fruit... store traffic has gone up 0.5 points. Our ambition with this film is to take the 'Eat better' crusade even further, and to continue our progression."
As the ad goes on, consumers frequently get a glance of the little boy and his sister leaving their local Intermarché with diet on the brain—not for themselves, but for Santa! He has to fit down their chimney somehow, doesn’t he? Their grocery trips’ plunder is produce-filled and health-conscious, as they continue to visit Santa with their healthy and produce-packed meal suggestions—they even go so far as to leave an artichoke to accompany the staple glass of milk left as Santa’s snack.
All this to say, “We all have a good reason to eat better every day.” Well, so goes the Intermarché story, stamped with perfection as the little boy and girl hug with holiday cheer amongst the Christmas presents Santa was able to deliver—thanks to their dietary suggestions.
Looking for some holiday marketing inspiration? Enjoy Intermarché ingenious ad below for healthier eating during the holiday season that will attract jolly consumers both big and small.
The French grocery store's "I've Dreamt So Long" is the brainchild of Romance agency, whose Executive Creative Director is Alexandre Hervé. The child’s found affinity for healthier eating is in the same vein as the brand’s “L’Amour L’Amour” advertisement, another commercial directed by Romance agency, which was released earlier this year. In it, a young man is after a grocery store cashier’s heart, only to fall in love with the entirety of his grocery experience—cooking and all! The advertisement is signed off with the same quote at the end, procuring its signature healthy eating message that addresses the heartstrings attached to the gut.
How will holiday-specific marketing advertisements like "I've Dreamt So Much" that are being rolled out during this heartwarming and group gathering-filled time of year affect sales in our industry? AndNowUKnow will continue to report.
SALINAS, CA - Tanimura & Antle is expanding its organic line with three new additions: Organic Celery and Celery Hearts, Organic Broccoli, and Organic Cauliflower.
“We’re thrilled to once again be providing high-quality organic produce to our retail partners,” said Rick Antle, CEO. “Organic produce has long been a passion of ours, which is why we acquired a one-third interest in Earthbound Farm Organic in 1999 and played a pivotal role in the growth of that brand.”
As the company re-enters the organics market after an eight-year absence, these offerings are part of a growing list of products, according to a press release.
This includes the launch earlier this year of:
- Organic Romaine Hearts
- Organic Artisan Romaine
- Organic Artisan Sweet Italian Red Onions
The company stated that, following the sale of Earthbound Farm Organic in 2009, it was restricted from participating in the organic market until recently.
“The demand for fresh organic produce is climbing rapidly, and our company is pleased to be helping retailers meet that demand while continuing to provide fresh and delicious conventional produce,” Antle continued. “Our extensive experience as a pioneer and leader in organic produce allows us to be a key resource to our valued partners as they seek to provide consumers with the best products on the market.”
The CEO concluded that, according to a report published by the United Fresh Produce Association, organic vegetable sales were up 6 percent in the third quarter of this year versus the same period last year. "We're excited to be back in organics and contributing to this tremendous growth," he said.
Keep an eye out as we continue to report on the ever-dynamic organic sector of fresh produce.
SANTA PAULA, CA – Thanksgiving may already be in our rearview mirror, but the holiday season is just heating up. For those consumers that find themselves in hosting mode for much of the month of December, a few helpful tips and tricks can help ease the holiday planning headache.
Here to save the day once again is Limoneira spokesperson and Healthy Grocery Girl’s Megan Roosevelt, with a wide array of her favorite holiday entertaining recipes and décor ideas, as well as Simply Quinoa Founder Alyssa Rimmer with a yummy, healthy holiday treat of her own. For a helpful demonstration, watch Megan create the following recipes in the video below, or continue further down to see the full instructions!
Now take a look at this month’s recipes and décor tips!
Cinnamon Orange Hot Coco
A deliciously sweet treat, sure to chase any winter blues away.
Ingredients:
- 1 cup fresh squeezed Limoneira orange juice
- 2 cinnamon sticks
- 2 cups non-dairy milk
- 3 tbsp raw cacao powder
- 3 tbsp real maple syrup
- 1 pinch sea salt
Directions: Juice a Limoneira navel orange. Add cinnamon sticks and orange juice to a small pot and simmer for 5 minutes. Then remove the cinnamon sticks, and add the milk, maple syrup, cacao powder, and just a pinch of sea salt. Whisk everything together until the hot cocoa is silky smooth. Finally, place back on the stove and heat until bubbling. Pour into mugs, top with just a couple of marshmallows (to taste) or even a cinnamon stick, and just a dash of navel orange zest as a finishing touch. Serve and enjoy!
Citrus Garland
Easy to make and lovely to look at—a holiday classic with a citrusy twist!
You’ll need:
- Garland greenery
- Dried Limoneira orange slices
- Ornament hooks
Directions: Take dried oranges (or lemons, for that matter) and an ornament hook (green is ideal, as they’re nearly invisible within the garland) and attach to each citrus slice. Use hooks to hang garland in the chosen location, and then hang citrus slices from the garland for a festive, totally D-I-Y décor piece—perfect for stair railings, mantles, or any flat surface where the citrus can hang.
GUEST VLOGGER RECIPE: Alyssa from Simply Quinoa's Vegan Lemon Protein Bites
Easy, delicious, and nutritionally-balanced, these are the perfect addition to the pre-dinner appetizer spread, or can be wrapped for a yummy present.
Ingredients:
- 12 medjool dates
- 1 cup brazil nuts
- 1 scoop vanilla protein powder
- 1 tbsp maca powder
- 1 tbsp Limoneira lemon zest
- 1 tbsp cashew butter
- ½ tsp cinnamon
- ¼ tsp salt
- 1 tbsp water
Directions: Blend dates and brazil nuts in a food processor. Blend until a crumbly, dough-like texture forms. Add in remaining ingredients and blend until the dough becomes sticky. Use hands to roll into bite sized pieces – if it is too dry, add additional water or coconut oil to bring the ingredients together. Once rolled into balls, store in fridge or freezer until it’s time to enjoy them.
Want more Megan Roosevelt? Each month, Megan will be featuring another wonderful facet of citrus living. Don’t forget to subscribe to Limoneira’s Youtube channel for more information on the many ways this endlessly versatile fruit can improve life inside the home and beyond. Videos with more recipes, tips, and tricks not detailed in this release will be added to the channel each Friday throughout the month.
BAKERSFIELD, CA – Bolstering the company’s grape growing and selling operations, Giumarra Vineyards has announced the addition of three new members to the company’s sales and production teams. The company has hired Michael Walsh, Alex Giumarra, and Mark Forrest as Sales Representative, Junior Sales Representative, and Viticulturist/Ranch Superintendent, respectively.
“We’re excited to bring in two young, energetic and talented salespeople to the Giumarra Vineyards / Giumarra International Marketing family. With our increasing volume of diversified table grape varieties, we needed to expand our sales team and are lucky to have Alex Giumarra and Mike Walsh fill these positions,” noted Randy Giumarra, Vice President of Sales, in a press release. “Both young men have grown up in produce families and they have that innate passion that it takes to succeed in this industry. Their talent and personality will be a wonderful addition to our sales team and a tremendous benefit to our family of growers and our loyal customers.”
Effective November 27th, Michael Walsh has joined the company as Sales Representative. In his new role, Walsh will be responsible for developing new business and expanding sales with current customers in the North American market. Walsh joins the company from CH Robinson, and Giumarra Vineyards noted in a press release, he brings experience in account sales and category management for the grape and stone fruit categories. As Sales Representative, Walsh will be based at Giumarra’s Port of Wilmington office, where he will report directly to Mike Rodgers, Director of East Coast Operations.
Alex Giumarra has also joined the Giumarra sales team in the capacity of Junior Sales Representative, assisting with and handling new customer accounts. In this capacity, Alex will report directly to Randy Giumarra. Alex graduated this June from Cal State Bakersfield with a BS degree in Agriculture Business and Finance, and also brings experience from internships at the Wonderful Company and Walgreens.
Mark Forrest has joined the Giumarra production team as Viticulturist/Ranch Superintendent. Forrest brings prior experience including farm management roles at Family Farms, Munger Brothers, and Sunview, in addition to studying vineyard and tree fruit management and Agriculture Economics and Accounting at Kings River Community College.
“Mark brings a wealth of farming and production expertise to our team in Bakersfield,” said CEO Wayne Childress. “His recent experience in California table grapes, blueberries, and organic production will help support and broaden Giumarra’s knowledge base, and support our vineyard redevelopment projects and market growth. We are very happy to have Mark join our team and look forward to our shared success in the future.”
From all of us at AndNowUKnow—congratulations, Michael, Alex, and Mark, on these exciting new roles.
NOGALES, AZ - What is Mas? In this new, short video from Nogales, Arizona-based Mas Melons & Grapes, Mikee Suarez, second generation leader in the company and son of Founder Miguel 'Miky' A. Suarez, sums up the company’s values in just sixty-seconds, touching on the aspects of the company that make it so valuable to its customers.
“What really amazes me about what my father and his partners have done, is that Mas is here because all that wasn’t enough,” shares Mikee in the video, referring to the high-quality standards the Mas Melon team adheres to every single day. “Our customers expect more, and they know that the more they get from Mas, the more empowered they are, and the further the stay ahead of the ever-changing consumer. They expect Mas because that’s what they get.”
In 2017, Mas Melons & Grapes celebrated its 20th anniversary, also revealing a new customer-oriented tagline: “Expect More?.. Expect MAS!” This, along with refreshing its corporate brand identity, has set the company up to have a strong and focused 2018.
“In Spanish MAS means more, and this is exactly what we have focused on over the last 20 years,” said Miky in a press release earlier this year. “Our company has invested in having an expanded product portfolio sourced from strategically located growing areas across Mexico, in state-of-the-art packing facilities and equipment, in global outreach and improved customer service through additional sales staff and offices, and in achieving internationally recognized food safety and quality certifications.”
But don’t take my word for it. Watch the 1-minute video featuring Mikee Suarez and the Mas Melons & Grapes team above.
NEW YORK, NY - In an effort to excite investors and boost sales, Blue Apron is changing its executive team’s direction. However, the company looked to those most familiar with its recent rough rides in the market by transitioning its CFO, Brad Dickerson, into the newly opened President and CEO position. Former CEO Matt Salzberg, who is a Co-Founder of the company, has transitioned into his new Executive Chairman role.
“I know that I speak for everyone at Blue Apron in thanking Matt for his leadership and tireless dedication to the company,” said Dickerson in a press release. “I am incredibly excited to assume this new role and for the future of the company. We have an exceptionally talented team at Blue Apron that is focused on taking decisive actions to transform the business, continuing to innovate our product in new and diverse ways, and unlocking future growth opportunities. We remain confident in our previously stated financial guidance for the second half of 2017, and I believe we are taking the right steps to move the business forward.”
After the company’s fall from its $2.2 billion grace, this move is an attempt to bolster itself against the foray of successful competing meal-kit delivery options. It now has a market capitalization of $568 million, as Dickerson’s financial familiarity with Blue Apron now takes center stage.
“It has been a tremendous honor to serve as the CEO of Blue Apron since founding the company and I am incredibly proud of everything our team has accomplished together in just five years,” said Salzberg. “We’ve made meaningful progress toward our top company priorities. Since we completed the transition of volume to our fulfillment center in Linden, New Jersey, less than two months ago, our most recent On-Time-In-Full rates have improved to be in line with our other fulfillment centers. Additionally, as expected, our margins since the end of the third quarter have significantly improved.”
Blue Apron has had a tough go-of-it lately, with the loss of 6 percent of its workforce and the onslaught of news about Amazon’s growth with its acquisition of Whole Foods, as well as Amazon's move into the meal-kit market. But, while the company’s specific market continues to flourish, Blue Apron’s shrinking number of customers, down by 6 percent in its third quarter, has only been met with additional financial woes with its costly business model and new fulfillment center.
Will Dickerson's move into the leading roles assist in Blue Apron's hopeful reignited popularity? AndNowUKnow will continue to keep you up-to-date with the latest.
PASADENA, CA - As Vallarta Supermarkets celebrated the unveiling of its 50th location earlier this week, the Latin-inspired retailer debuted a new format that offers expanded inventory, a complete remodel, and a colorful, fiesta-worthy presentation.
"The opening of our 50th store located in Pasadena provides us with an opportunity to expand into a new arena and expand the Vallarta brand," said Rick Castillo, Marketing Director. "Our motto is that we are a supermarket for all families, so we do not necessarily differentiate between consumer profiles. However, we are confident that the products we offer in our stores satisfy the tastes and needs of all ethnic groups."
The 50,000-square-foot facility, formerly a Vons, has been completely revamped with an $8 million investment, according to a press release, hiring renowned interior design firm of DL English Design which has extensive experience in the design of grocery stores in the U.S., Mexico, and Europe, to create a bold new look.
"The result of our investment was a new supermarket with a contemporary style and very colorful patterns in vibrant pastels," said Castillo. "With 32 years of grocery success under our belt, the company wanted to introduce an image that looked and felt more contemporary for our customers."
Providing locals with a wide variety of food and bev products and services, the milestone location offers:
- An authentic Mexican kitchen or “La Cocina” with authentic, ready-to-eat meals, and a hot and cold food island with fresh salads, enchiladas, build-your-own taco bowls, and more
- "La Isla" (The Island) will provide refreshing made-to-order fruit beverages and ice cream
- Latin-infused sushi prepared daily by an in-house sushi chef
- A full service floral department and expanded wine selection
- A Tortilleria to produce freshly made tortillas and masa for holiday tamale making needs
- The Panaderia to produce made-from-scratch items like pan dulce, bolillos, savory cakes, pastries, and more
- A Cremeria (Deli) which will offer a wide selection of fresh Latin-style cheeses, cremas, store prepared chorizos, salsas, guacamole, and pico de gallo
Also keeping true to its "Home of the Original Carne Asada," Vallarta will have a full-service meat and seafood department including a wide variety of fish, beef, pork, and chicken, along with grass-fed and organic selections.
With the opening of its new store in Pasadena, the team said that Vallarta Supermarket has launched into a new, multicultural market with a store that could improve the quality of life for local residents with convenient one-stop shopping and access to traditional, healthy food options.
As made-from-scratch foods and Latin flavors continue to climb the trend ladder, AndNowUKnow will report the latest developments.
CAMARILLO, CA – With 39 years of service to the fresh produce industry, Houweling’s Group is pleased to congratulate and announce the retirement of RJ Deakins after an accomplished produce career in sales management.
RJ’s history in the produce industry extends back to 1979, when he began working with Sunkist. He then worked for Perricone, Genova & Associates, Eco Farms, Oceanside Produce, and Sun Pacific before finally becoming an integral member of Houweling’s sales team in 2011.
At an intimate gathering of Houweling’s colleagues to celebrate his retirement, RJ reflected on his nearly 40 years in the industry, recalling fondly the many people he had met and the incredible changes he has seen since starting at Sunkist. In his speech, he revealed his greatest pride in looking back is the relationships he forged with colleagues and customers over the years.
Reflective of RJ’s strong character and ability to maintain personal connections is his eulogy for his second-grade teacher a few years back. His ability to foster and maintain strong relationships over the years is also something of value he carried into his professional life.
A man of many interests, RJ is an accomplished body surfer, competing in last year’s Manhattan Beach Gillis Body Surfing Competition, and finishing 3rd in the Master’s division. He swims every day, enjoys the serenity of the golf course, can talk Lakers Basketball to anyone, and is an avid reader and music lover.
In retirement RJ will have the opportunity to pursue his athletic and intellectual passions, while spending more time with his wife Ruthie, and their adult children Casey and Brooke. All at Houweling’s, including his customers and former colleagues, offer RJ thanks for his dedication to our industry, and we here at AndNowUKnow wish him the best in his retirment.
Houweling’s Group is an industry leading greenhouse vegetable grower, propagator and marketer with operations in Delta, BC; Camarillo, CA; Mona, Utah; and Loveland, CO. A year-round grower, with over 200 acres of greenhouse farms, Houweling’s sustainably produces fresh and flavorful tomatoes, peppers, and cucumbers.
For more produce industry news like this, stay tuned to AndNowUKnow.