A little fall fun in the fresh produce world!
HOUSTON, TX - From flavor-forward innovations like EarthFresh Butter Potatoes to enhanced packaging developments like the company’s 2 lb organic bags, EarthFresh continues to bring new excitement to the potato category, increasing retailers’ opportunity to capitalize on the category’s popularity.
“EarthFresh is focused on bringing innovation to the fresh potato category through exclusive variety breeding, packing, distribution, and product and development,” shares Jessica Anderson (Hughes), Vice President of Marketing and Innovation. “Our company is known for combining deep category expertise with a commitment to innovation and premium quality, helping bring differentiated products and programs to the North American produce market.”
EarthFresh’s robust potato portfolio is backed by a unique set of strengths that drive value for retailers while delivering greater choice, convenience, and quality for consumers.
Exclusive Variety Breeding
EarthFresh specializes in breeding exclusive varieties that are resilient, high-yielding, and visually appealing, with strong storability, versatility across cooking applications, and ultimately great taste.
“Our team has spent years studying the genetic makeup and growth patterns of potato varieties,” Anderson shares. “This in-depth knowledge and understanding allows us to identify and cultivate the best varieties for different climates, soil types, and culinary uses.”
Innovation
“EarthFresh is committed to quality, innovation, and expanding access to premium produce,” Jessica continues. “Our dedicated food and packaging scientists work tirelessly to grow our advanced line of products that are unique, high-quality, and packaged in ways that preserve freshness, extend shelf-life, and include more sustainable packaging.”
Distribution
The company is able to execute national strategies regionally through its eight state of the art packing facilities strategically located across North America. The company's goal is to reduce lead time and increase freshness across the potato category through this strategy. The company’s broad distribution capabilities across North America allow EarthFresh to deliver seamlessly from coast to coast across the United States and Canada.
Packing Efficiencies
“Our flexible packing capabilities allow us to meet a range of customer needs, from pack sizes and sustainable packaging to organic, conventional, private label, and value-added products,” Jessica notes. “Our modern facilities feature advanced packing lines and robotics to help us deliver greater efficiency, flexibility, and consistency at scale.”
Grower Networks
The potato maven’s extensive grower network ensures EarthFresh provides a reliable source of premium-quality, fresh potatoes year-round, enabling the brand to meet the evolving needs of its customers and consumers.
Food Safety
EarthFresh maintains rigorous food safety standards across its facilities, with established protocols and dedicated quality-control measures designed to protect product safety, quality, and consistency.
Consumer Insights and Research
By using industry data and conducting robust research programs that generate valuable consumer insights, the team can develop better products and program solutions that reflect evolving retail and foodservice needs.
Brand Building
For retail partners, distinctive branding drives differentiation and loyalty.
“We work closely with buyers to create custom-branded programs that align with shopper needs and market trends,” Jessica shares. “These branded platforms don’t just move potatoes, they help differentiate the category, encourage repeat purchases, and create value throughout the supply chain.”
Each of these strengths pave the way for EarthFresh’s continuous path toward category innovation.
“Together, these capabilities allow us to take a long-term approach to innovation,” Jessica concludes. “From developing exclusive varieties to building differentiated consumer brands and bringing them to market, we’re focused on advancing the category and delivering meaningful value for our retail and foodservice partners.”
ATLANTA, GA - As retailers look for new ways to drive growth and strengthen performance across the produce department, Cox Farms is bringing the complementary strengths of BrightFarms and Mucci Farms to the Global Produce & Floral Show, Oct. 14–16 in Orlando, Fla. At booth #1243, the company will showcase how its greenhouse network and diverse portfolio of leafy greens and vine crops can help retailers meet evolving consumer needs with consistent quality, reliable supply, and year-round availability.
According to the newly released State of Greenhouse Agriculture report from Cox Farms, greenhouse-grown produce is gaining momentum across multiple key categories, including tomatoes, cucumbers, peppers and packaged salads. NielsenIQ data cited in the report shows greenhouse-grown packaged salads increased 27.4% year over year, while greenhouse-grown tomatoes, cucumbers and peppers also outpaced their field-grown counterparts. This growth comes as overall produce category growth remains relatively modest, highlighting the role greenhouse agriculture can play in creating new opportunities across the produce department.
Greenhouse growing can also offer more predictable quality, appearance, and availability, helping retailers navigate weather volatility and supply-chain pressures while meeting shoppers’ expectations for fresh produce year-round. As greenhouse-grown products continue to gain traction, clear consumer education and a focus on consistent product quality will be important to translating category momentum into sustained sales.
“Greenhouse-grown produce is delivering meaningful momentum across the category, but there is still an opportunity to help consumers understand why growing methods matter,” said Jessica Soare, Assistant Vice President of Marketing at Cox Farms, in the recent release. “By bringing BrightFarms and Mucci Farms together, we can offer retail partners a broad greenhouse-grown portfolio while helping tell a clearer story about freshness, quality, consistency and the people and practices behind their produce.”
Through BrightFarms, Cox Farms offers greenhouse-grown leafy greens and ready-to-eat salads, including its signature Crunch Kits™. Mucci Farms complements the portfolio with greenhouse-grown tomatoes, peppers, cucumbers, strawberries and other vine crops. Together, the brands give retailers access to a broad assortment spanning everyday staples and differentiated offerings from a single greenhouse partner.
Beyond offering a broad portfolio of greenhouse-grown products, Cox Farms is focused on helping people understand the care and expertise behind them. Following IFPA, the company will introduce It Matters, an educational campaign designed to build awareness and trust in greenhouse-grown produce. The campaign will highlight produce protection, food safety practices, freshness, the people behind each harvest, and responsible resource use.
Visit Cox Farms at Booth #1243
The show will also offer an opportunity to experience the complementary portfolios of BrightFarms and Mucci Farms firsthand. Attendees are invited to visit booth #1243 to explore showcase offerings and new innovations from BrightFarms and Mucci Farms. Attendees can also sample greenhouse-fresh salads at the booth’s salad bar on both show days from 12–2 p.m., featuring BrightFarms Ultimate Caesar, BrightFarms Sweet Onion, and Mucci Farms Greek Salad.
Cox Farms brings together the scale, expertise and complementary capabilities of BrightFarms and Mucci Farms to serve retail partners across the produce department. Cox Farms is the complete greenhouse solution.
WENATCHEE, WA - CMI Orchards was honored with the Environmental Stewardship Award at the North Star Awards hosted by The Northwest Seaport Alliance on October 7, recognizing the company’s leadership in regenerative agriculture and environmental sustainability.
The North Star Awards celebrate outstanding companies utilizing the Seattle-Tacoma gateway. Among 29 nominations across seven categories, CMI was selected for its sustainability initiatives.
“This award is a tribute to our growers, who are dedicated to leaving the planet healthier with every piece of fruit we grow,” said Rochelle Bohm, Vice President of Marketing at CMI Orchards. “Every apple, pear, and cherry we ship through Seattle and Tacoma carries their work to rebuild soil health and build a better food system. We’re proud the Northwest Seaport Alliance recognized that commitment, and we’re determined to keep raising the bar for sustainable fruit production.”
The Northwest Seaport Alliance, a partnership between the Ports of Seattle and Tacoma, serves as a key export gateway for CMI’s apples, pears, and cherries destined for international markets. CMI was recognized for its innovative approach to environmental stewardship and its ongoing efforts to reduce the environmental footprint of fruit production.
Central to those efforts is The Soil Center™, CMI’s regenerative agriculture hub, which helps growers adopt practices that improve soil health, increase biodiversity, and remove carbon from the atmosphere. Since 2022, The Soil Center™ project has sequestered more than 1 million tons of carbon dioxide, with a goal of reaching 2 million tons by 2030. The work has also led to Planet Positive™, CMI’s consumer-facing program highlighting carbon-negative fruit production.
The award adds to a growing list of sustainability recognitions for CMI, including being named among the world’s 50 most sustainable companies by the 2026 SEAL Business Awards, earning Silver at the 2026 Global Good Awards, and being named a finalist for the 2026 Sustainable Food Awards Sustainability Pioneer Award.
WINTER SPRINGS, FL - The National Watermelon Promotion Board (NWPB) announced the launch of the Watermelon Performance Hub, a new resource on watermelon.org designed to help athletes and active individuals understand how watermelon can fit into fueling, hydration, and recovery.
Developed in collaboration with Umo Callins, MS, RD, CSSD, LD, CPT, a board-certified sports dietitian and fitness coach, the free hub brings evidence-based performance nutrition guidance together with practical ways to incorporate watermelon into an active lifestyle.
The Watermelon Performance Hub features six performance-focused recipes, downloadable resources, expert Q&A, and videos addressing common questions around fueling, hydration, and recovery. Resources are also available for dietitians, coaches, athletic trainers and other professionals who support active individuals.
“As a sports dietitian and fitness coach, I wanted the Watermelon Performance Hub to make performance nutrition easier to understand and apply in everyday life,” said Callins in the recent release. “Watermelon is often thought of as a summer fruit, but its natural carbohydrates, high water content, and versatility give athletes and active individuals plenty of ways to incorporate it into fueling and hydration throughout the year. The hub brings the science and application together with recipes, resources, and guidance that show what that can look like around training and an active lifestyle.”
Watermelon is 92% water by weight, and a 2-cup serving provides 21 grams of natural carbohydrates. It also provides naturally occurring nutrients and compounds including vitamin C (25% DV), potassium (6% DV), lycopene (12.7 mg), and beta-carotene (8% DV). The Performance Hub explores practical applications for watermelon before activity, as part of recovery meals and snacks, and throughout the year.
For produce retailers and other industry stakeholders, the new resource provides another way to connect watermelon with consumers’ evolving interest in active lifestyles and practical, whole-food approaches to fueling. The hub also reinforces the versatility of fresh, pre-cut, and frozen watermelon for use in snacks, meals, smoothies, and performance-focused recipes.
The Watermelon Performance Hub is available now at watermelon.org/performance.
ORLANDO, FL - Walking down the rows at an IFPA Global Produce & Floral Show, you can't miss the Giumarra Companies booth. The team has always ensured its presence is a reflection of its deep intention and commitment to fresh, as well as its creativity, dynamic energy, and passionate drive to bring value to customers. As we approach the Global show this week, I spoke with Megan Gorgisheli, Vice President of Marketing Administration and Brand, and Kristina Lorusso, Vice President, Retail Partner Services, to learn more about how they plan to bring their vision to life on the show floor.
"Our message at this year's 2026 GPFS is that Giumarra remains a trusted, full-service produce partner with 52-week supply across key categories such as avocados, berries, citrus, and grapes," Megan begins. "Our major supply capabilities are complemented by branded proprietary programs that champion the produce department and add value for consumers. We are focused on helping our customers succeed through consistent supply, innovative branded offerings, and a robust suite of services to support our products."
In Orlando, Giumarra will highlight its comprehensive fresh portfolio, including avocados, berries, grapes, citrus, asparagus, treefruit, melons, and vegetables.
Giumarra will also showcase key upcoming proprietary programs, including SugarWild™ blackberries and Lemonade™ apples, along with other branded initiatives designed to drive consumer engagement and differentiate the produce department.
With a floor presence designed to amplify this messaging, the company will welcome attendees to its Giumarra Club Fresh booth. The beach club-themed experience brings the company's culture and produce expertise to life, highlighting its fresh offerings and the energy and partnership-driven approach that define its business.
"The concept is designed to create a welcoming space where customers, growers, and industry partners can step away from the busy trade show floor and connect with our team in a relaxed environment. The booth serves as a platform to showcase not only our products, but also the people, partnerships, and programs that are unique to Giumarra," Megan describes.
Those people, partnerships, and programs are what drive Giumarra's differentiation and thought leadership at a time when the industry is walking a road of challenges, constraints, and changes.
"The industry is seeing a lot of consolidation at the moment, and we want to remind our customers that we remain committed to providing the personalized service, flexibility, and entrepreneurial mindset that have been hallmarks of our business for more than a century," Kristina reflects. "Remaining true to our founding values makes us better partners as we work to elevate this industry and sustain growers."
Giumarra's ability to combine the resources and reach of a large supply organization with the responsiveness and customer focus of a multi-generational, privately held company is only one way that the team sets itself apart.
"We maintain deep relationships with growers around the world, invest in proprietary brands and marketing programs, and offer category-specific expertise that helps our customers navigate an increasingly complex marketplace. Our goal is to be a committed strategic partner," Kristina shares with me.
Kristina also notes that shopper engagement is another front where challenges lie, but also solutions. While many households continue to feel the effects of inflation, Giumarra is creating more opportunities to meet consumers where they are.
"Fresh fruits and vegetables remain one of the best values in the grocery store, and our industry should continue to communicate that they are not only delicious and healthful, but also affordable and versatile for busy families," Kristina says. "At Giumarra, we work with retail partners to support programs that emphasize quality, convenience, and value for shoppers. We are committed to partnering with our customers to create compelling produce experiences that generate excitement in the department and encourage repeat purchases."
Team members from across all of Giumarra Companies' fresh sales divisions will be at the show, including specialists in avocados, asparagus, berries, grapes, citrus, melons, treefruit, and vegetables, as well as representatives from sourcing, sales, business development, marketing, food safety, and technology across the organization.
Stop by booth #3755 to see the program in action and enjoy a delicious bite courtesy of Giumarra Club Fresh.
See you on the floor, my friends!
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LOS ANGELES, CA - Wonderful® Pistachios is bringing NFL star Josh Allen’s real-life roots as a pistachio farmer to screens nationwide this football season as it expands its partnership with Allen into its second year. The new campaign is centered on new commercials, with additional ways to fans will engage through behind-the-scenes social content, including Josh Allen-autographed item giveaways on Wonderful Pistachios’ social channels and fan-focused activations nationwide.
Debuting on Monday Night Football on October 12 when Allen’s Buffalo Bills plays the Los Angeles Rams, the new commercials extend the humor of Wonderful Pistachios’ “The Don’t Hold Back Snack®” campaign while highlighting what makes Allen’s partnership unique: he doesn’t just promote pistachios, he grows them.
“While Josh Allen is known to most as an NFL superstar and MVP quarterback, at Wonderful Pistachios we also celebrate his work off the field, as a pistachio farmer,” said Michael Perdigao, president of The Wonderful Agency. “Because as the on-screen disclosure in these ads say, ‘Seriously, Josh Allen really owns a pistachio farm.’”
“I’m excited to be back with Wonderful Pistachios for another year because they keep finding new ways to have fun with the farmer side of my life,” said Josh Allen. “I get to eat pistachios, make some funny commercials and remind people I actually know my way around a pistachio orchard. Hard to complain about that.”
Developed in-house by The Wonderful Agency, the new commercials build on the comedic world established during the first year of the partnership. Both spots find Allen’s teammates going to increasingly ridiculous lengths to stop themselves from snacking, only for Allen to explain that there is no reason to hold back from Wonderful Pistachios.
In “Tackle Sled,” a teammate stuffs himself inside a football training sled in an attempt to physically prevent himself from snacking. Allen lets him in on a much simpler solution: Wonderful Pistachios that are both tasty and nutritious. How does he know? He’s a pistachio farmer.
“Resistance Bands” takes the same idea even further. This time, a teammate straps himself to a wall with resistance bands to keep himself away from a bag of Wonderful Pistachios. Allen once again explains why all that effort is unnecessary, prompting his teammate to use every bit of strength he has to stretch toward the pistachios anyway.
Taking the Campaign Beyond the Commercial
The TV launch anchors a broader integrated campaign designed to keep the partnership in front of football fans throughout the season. Wonderful Pistachios and Allen will collaborate on social content, while the brand will host a series of giveaways through @wonderfulpistachios on Instagram featuring custom and autographed Josh Allen collectibles.
Prizes will include signed jerseys, footballs and other merchandise, along with a one-of-a-kind Josh Allen bobblehead depicting Allen on a tractor, bringing his football and farming worlds together in a collectible created specifically for the campaign. Giveaways will launch at different points throughout the season, giving fans a reason to continue following the campaign beyond the TV spots.
Wonderful Pistachios is also bringing the October 12 launch directly to football fans watching the game together. Select Bills Backers Bars across the country will host Wonderful Pistachios activations where fans can receive complimentary bags of Wonderful Pistachios and take photos with Wonderful Pistachios’ life-size Josh Allen standee. Participating locations include Pennsylvania 6 NYC in New York City; The Harp in Boston; Rizzo’s Wrigleyville in Chicago; Exiles Bar in Washington D.C.; Bar W Dallas in Dallas; Tin Roof Demonbreun in Nashville; Tin Roof Fort Lauderdale in Fort Lauderdale; Stoney’s Uptown Joint in Denver; Cheerful Tortoise in Portland; The Horseshoe in Charlotte; Ziggy’s Roc in Rochester, NY; and The Shannon in Hoboken, NJ.
Building on the Partnership
The new campaign builds on other elements of Allen’s second year with Wonderful Pistachios already announced earlier this season. This includes a limited-edition Josh Allen package of its 16-ounce Roasted & Salted In-Shell Pistachios, bringing the partnership directly to store shelves, and the renewed Josh Allen Scholarship, which supports students in Allen’s hometown of Firebaugh, California. Students who are accepted into the program receive support with college applications and up to $12,000 over four years of college. Together, the product collaboration and scholarship complement a partnership rooted in Allen’s authentic connection to California’s Central Valley and the pistachio farming community.
For more information about Wonderful Pistachios, and to follow along as content, giveaways and activations roll out throughout the season, visit wonderfulpistachios.com or follow @wonderfulpistachios on Instagram, TikTok, and Facebook.
YAKIMA, WA - Northwest Cherries has announced the inaugural recipients of its Cherry Picked Partner Award, recognizing three industry partners for their commitment to supporting Northwest cherry growers through responsible sourcing, consistent seasonal pricing, and strong promotional execution.
The inaugural honorees are Sunset Foods in the 0–50 stores category, Giant Eagle in the 51+ stores category, and Four Seasons Produce in the wholesaler category. Each organization has demonstrated the importance of collaboration across the supply chain in supporting a sustainable future for Northwest cherry growers.
The Cherry Picked Partner Award was established by Northwest Cherries to recognize retail and wholesale partners who help support growers through meaningful promotions, merchandising, and sales support. The program emphasizes the importance of consistent, shopper-friendly pricing that encourages repeat purchases, supports category performance, and helps maintain the long-term viability of cherry-growing operations.
“Strong retail and supply chain partnerships are essential to the future of our industry,” said Karley Lange, Director of Domestic Promotions for Northwest Cherries, in the recent release. “Our growers continue to face rising production costs while making significant investments in quality and responsible farming practices. We are grateful to Sunset Foods, Giant Eagle and Four Seasons Produce for their partnership and commitment to supporting Northwest cherry growers, especially during a time when long-term sustainability is more important than ever.”
Award recipients were evaluated on their commitment to consistent seasonal retail pricing, support for Northwest cherry supply continuity, collaborative engagement with the Northwest Cherries program, and overall promotional execution. The program encourages industry partners to work together to maintain consumer demand while helping growers achieve more sustainable returns.
“When value is prioritized throughout the supply chain, everyone wins at retail,” Lange added. “Consistent pricing helps build shopper confidence, encourages repeat purchases, and supports more predictable movement throughout the season. The Cherry Picked Partner Award celebrates the partners who recognize that the success of the cherry category and the sustainability of our growers go hand in hand.”
The Cherry Picked Partner Award will be presented annually, recognizing industry partners who demonstrate leadership in promoting Northwest cherries and supporting the growers who produce them. Through this recognition, Northwest Cherries hopes to encourage even greater collaboration and promotional commitment across the industry.
UNITED STATES - Who knew mangos could be scary-good! In the spirit of spooky season, the National Mango Board is showing the industry how mangos can be incorporated into the fright fun.
Three-fourths of a cup of mango provides 50 percent of the daily recommended vitamin C, 8 percent of daily vitamin A, and 8 percent of daily vitamin B6—a far cry from the typical sweets associated with Halloween while still offering plenty of flavor.
Scary faces, spooky spiders, and—of course—delicious mangos. If it’s a monster mash, then this is one recommendation that will make sure your shoppers have that graveyard smash.
Speaking of smashes and mashes, this offers quite the twist on both Halloween offerings and guacamole, keeping consumers highly focused on the fresh produce department with a toothy-grinned pepper to serve the treat up in. Honestly, who wouldn’t want to grab these ingredients to craft these cuties?
Layers of mango nectar-soaked sponge cake, fresh homemade mango custard, fresh mango, and whipped cream. Need I say more?
We are all suckers for googly-eyed goodies, making the marshmallows with this mango pudding extra kid-friendly, with chocolate cookies sure to please “boys and ghouls” alike. I admit, this departs from the healthy approach a bit, but is still a better option than the candy aisle. And who says you can’t find a little indulgence in the produce aisle?
As we continue to explore ways to bring consumers to the produce aisle for every eating occasion, keep an eye on AndNowUKnow for more.