NASHVILLE, TN - Melon 1 is coming off of one of its largest production periods to date, with growers increasing production by extending acreage and broadening its supply time frame. Combined with increased distribution for existing and new retail partners alike, Marian Lapide, Vice President of Sales and Marketing, took some time to tell me how the company’s strategic stars are aligning for the supplier.

“At Melon 1, we pride ourselves on having strong relationships on both the retailer side as well as with our growers. The partnership and trust that we have built and continue to build on both ends is the reason we are able to continue to grow our business year over year,” she explained. “We practice and administer the highest of food safety standards. By going above and beyond what is expected and required of suppliers, retailers know they can depend on us to deliver a high-quality product year-round, and consumers know that when they see a Melon 1 sticker on a watermelon they can expect consistent delicious fruit.”

One example of increasing availability of this high-quality fruit is the company’s North Carolina crop, which extended into September this year.

“We have team members in all growing regions at all times. Our growers are not just our partners; they are like an extension of our families—watching a watermelon go from a tiny seed to a fruit in store and being involved in that entire process helps us to stand behind our product wholeheartedly,” Marian pointed out, explaining that it is crucial to the company’s commitment to quality that growers know they are fully supported. The promise of premium product is a team endeavor, working side-by-side to get to consumers.

That teamwork continues through the point of sale, ensuring retailers have what they need to maximize opportunities in the store. Specifically, Melon 1 is coming off of providing stand-out retail display bins to highlight summer sales.

“July 4th is always one of the most important holidays for the watermelon industry, so we wanted to do something extra special this year to help celebrate this important milestone in our country while promoting our product,” Marian said. “We created our bins to help celebrate the 250th anniversary of our country. The bins are festive, vibrant, and attract attention to not only the watermelon display but the entire produce department.”

Melon 1 delivered 300,000 45-count bins to retail partners through Labor Day, the perfect buoy into its next big event: Southeast Produce Council’s Southern Innovations in Nashville, Tennessee.

“We are looking forward to coming to Nashville, seeing our friends and colleagues in the industry, and talking about all things produce. It's always interesting and inspiring to see what other produce categories are doing to expand their businesses. We leave shows feeling motivated and recharged!” Marian shared.

As our industry of innovators gathers in Music City, be sure to shake hands with Melon 1 at booth #442 on Friday, September 11.

WASHINGTON, DC - The U.S. Department of Agriculture (USDA) has imposed sanctions on Valvilla Produce LLC. The company, operating from Texas, failed to make prompt payment to three produce sellers in the amount of $1,493,960 for produce that it purchased, received, and accepted in interstate and foreign commerce from Feb. 2020 to May 2020, in violation of the Perishable Agricultural Commodities Act (PACA).

Valvilla Produce LLC has been barred from operating in the produce industry until May 6, 2028, and then only after it applies for and is issued a new PACA license by USDA and posts a USDA-approved surety bond. The company’s principal, Luis Villa, may not be employed by or affiliated with any PACA licensee until May 6, 2027, and then only with the posting of a USDA-approved surety bond.

USDA is required to publish the finding that a business has committed willful, repeated, and flagrant PACA violations and impose restrictions on those principals determined to be responsibly connected to the business during the violation period. Those individuals, including sole proprietors, partners, members, managers, officers, directors, or major stockholders, may not be employed by or affiliated with any PACA licensee without USDA approval. By issuing these penalties, USDA continues to enforce the prompt and full payment for produce while protecting the rights of sellers and buyers in the marketplace.

For more information, contact the PACA Investigative Enforcement Branch at (202) 720-6873 or [email protected].

LAKE MARY, FL - Village Fresh LLC, the pioneer of controlled environment agriculture (CEA) in North America, announced the appointment of Gisela Saenz as Senior Director of Marketing. Saenz brings over 17 years of marketing experience leading some of the largest and most innovative brands within CPG and Produce. Saenz will oversee marketing strategy with a focus on reinvigorating the 37+ year old brand. As the lead of marketing, she will partner cross-functionally with Sales, Operations, Product Development, and Executive Leadership to strengthen the Village Fresh brand, enhance messaging, and elevate customer and consumer engagement.

Krysten DeGiglio, Chief Revenue Officer, stated in the recent release, “Gisela is an accomplished marketing professional with more than 15 years of experience building iconic brands, leading high-performing teams, and driving business growth. Her unique background in CPG and Fresh Produce positions her exceptionally well to navigate the complexities of our industry by leveraging her experience leading larger, well-known brands while understanding the entrepreneurial spirit and innovation that drive our business.

She brings a fresh perspective that will help us reintroduce and strengthen the Village Fresh brand. Having spent her entire marketing career working in Food and Beverage, she understands the emotional and functional role food plays in consumers’ lives. We believe she can channel her passion for the industry by bringing renewed energy and purpose to how we tell our greenhouse-grown story.”

Gisela commented, "I am incredibly excited to join the team at this pivotal time, where we are setting the stage for a period of growth and transformation for Village Fresh. I’m inspired by the opportunity to build upon the foundation and legacy that has been cultivated over the past 37 years in Produce by this amazing team, who are pioneers in the Greenhouse Industry within the US. After visiting the greenhouses in both West Texas and Delta, BC, I am honored to continue to build on the equity and hard work of all our employees to deliver a sustainably grown product that is not only healthy for our people, but also for our planet. From the unique locations to the latest in greenhouse technology, there is such an exciting juxtaposition between using the best modern tools out there, combined with the best parts of nature that I am very excited to highlight for consumers as we share our brand story.”

Gisela Saenz earned her Bachelor of Science at Trinity University and a Master of Business Administration degree from Duke University. She began her marketing career at PepsiCo, where she remained for nearly fifteen years, gaining experience across Brand, Global, Innovation, and Shopper roles, in areas of increasing responsibility across the organization, with positions including Doritos®, Cheetos®, and SunChips®.

She directed marketing for multi-billion-dollar brands, launched highly successful product innovations, developed global brand strategies, and led award-winning campaigns that generated billions of consumer impressions and hundreds of millions of dollars in revenue. She later decided to focus on her passion for bringing fresh produce to consumers and joined Avocados From Mexico as Head of Marketing, where she led the strategic direction of a multi-billion-dollar brand spanning brand marketing, innovation, digital media, consumer engagement, sponsorships, and integrated communications. During her tenure, she significantly increased brand awareness, modernized digital platforms, and led award-winning campaigns that set new benchmarks for the organization.