SALINAS, CA - In a recent blog post celebrating the ten-year anniversary of Measure to Improve (MTI), Chief Executive Officer and Founder Nikki Cossio reflected on how MTI got its start and where it’s headed.

In 2014, Cossio created Measure to Improve with the express goal of shaping a sustainable fresh produce industry that is resilient, healthy, collaborative, and prosperous.

“When I first started thinking about the business concept for Measure to Improve, sustainability was a relatively niche concept in the fresh produce industry. However, from my experience founding and leading sustainability programs at my family’s business, Gills Onions and Rio Farms, I knew this could evolve into something bigger. I could see the immense potential of sustainability for the industry,” Nikki writes.

When she first started MTI, the focus was on building awareness and support for sustainability programs. As the company grew, so did the attention to sustainability.

“Today, the landscape of sustainability in produce is quite different. It’s less about generating awareness and selling the value proposition of sustainability, because it’s now seen as an inherent part of doing business. Sustainability is discussed at every level of an organization and has become a core driver of business decisions,” Nikki shares. “Today, Measure to Improve works with our clients to advance their existing sustainability programs, build capacity, and prepare for what’s next in sustainability.”

Over the years, Nikki has created a team of passionate experts who guide clients through every stage of their sustainability journey.

As MTI looks ahead, Nikki reflects on what’s to come.

“The fresh produce industry is poised for significant growth and innovation, and sustainability is a catalyst for that. Trends like regenerative agriculture, data-driven decision-making, and consumer-driven demands for eco-conscious practices are taking center stage,” she observes. “Measure to Improve was ahead of the sustainability curve when we launched in 2014. Because of that we now have 10 years of experience and a proven track record of working on sustainability in the fresh produce industry. Now, more than ever, we are positioned to navigate this rapidly evolving landscape and continue empowering our clients and the industry towards a sustainable future.”

Congratulations to MTI on this milestone! We can’t wait to see what’s next for sustainability in our industry.

DELTA, BC, CANADA - Vancouver, Canada, was the most recent location for a fresh produce trade show. At the Canadian Produce Marketing Association’s (CPMA) Convention, WINDSET FARMS® welcomed industry members to its beautiful city for the first time since 2018, showing off several items including its award-winning ECO Paper Packs.

“These environmentally friendly, 100 percent recyclable packs not only contribute to our sustainability efforts but also offer excellent merchandising opportunities with exceptional product visibility,” said Ryan Cherry, Director of Sales. “We’re excited to provide this pack option for our Organics line, a testament to our commitment to high quality, sustainably grown products.”

Windset Farms went home with the award for Best Organics for its ECO Paper Packs.

The company also presented a diverse range of products, including the innovative YUM YUMS™ Cherry Tomatoes. These super sweet, candy-tasting red and orange tomatoes are delicious and feature a fun, colorful design. Also introduced were SWEETIES™ Seedless Mini Peppers, a tri-color pack of sweet-flavored peppers that offer the convenience of no seeds, a feature that sets them apart from traditional peppers. These products are available year-round in western Canada, British Columbia, and Santa Maria, California, a press release stated.

Windset thanks everyone for stopping by its booth during the show to learn about what’s new and looks forward to continuing to lead the industry with innovative products, packaging, and growing practices.

Congrats to Windset on the big win!

GARDNERS, PA - A game-changing program is being put into action as Rice Fruit Company furthers its commitment to environmental responsibility and sustainability. The apple supplier joined forces with the Alliance for the Chesapeake Bay’s Pennsylvania Lawn Conversion Project.

“We are collectively working with the Alliance for the Chesapeake Bay to transition the lawn area into a thriving native habitat,” noted Valerie Ramsburg, Marketing at Rice Fruit Company. “We plan to plant over 440 trees to create a riparian forest buffer, which serves as a vital sanctuary for wildlife and promotes biodiversity.”

Supporting the Lawn-to-Forest Program, the planting will be completed on April 30 as part of a volunteer event. As the company explained in a press release, this hands-on involvement exhibits Rice Fruit’s dedication to tangible change and the power of collective action in saving and preserving natural habitats.

The planting will make a vital impact, as the Chesapeake Bay is lined with conventional mowed lawns that inadvertently disrupt crucial ecological processes by restricting filtered runoff, diminishing natural habitats for pollinators and wildlife, and limiting carbon sequestration, the release stated.

“By embracing this effective restoration approach, communities can reduce the burden of traditional lawn maintenance while practicing sustainable land management that prioritizes environmental stewardship,” shared Rebecca Lauver, Forests Projects Manager at the Alliance for the Chesapeake Bay. “These lawn conversion projects mitigate runoff and offer multiple benefits, from shading streams and urban areas to enhancing local ecosystems.”

Complementing the Land-to-Forest planting, the grower will also collaborate with the Alliance on the implementation of a native meadow planting in the fall of 2024 as part of its pollination efforts. Rice Fruit Company takes all actions possible to support ecosystems and the pollinators who play a vital role in its apple orchards. By advancing healthy pollinator populations, the supplier is able to ensure optimal fruit production through a sustainable system for future generations.

This strategic collab not only advances the Alliance’s mission to advance regional land management practices but also demonstrates Rice Fruit’s dedication to land sustainability and environmental responsibility.

We applaud both organizations for their efforts to restore critical ecosystems and uphold a high sustainability standard. As more outfits across produce put similar strategies into play, ANUK will be here to report.

RIO RICO, AZ - A gauntlet has been thrown on the battle being waged between whether we need to see to believe or believe to see. Enter the return of Fresh Farms’ Taste to Believe.

The highly anticipated campaign is back and building upon the success of last season in time for the ramping up of Mexican grapes.

“Fresh Farms is making a grand return with the Taste to Believe campaign as the Mexican grape season starts increasing in volume. We are set to tantalize taste buds with an even more extensive offering,” shared Charly Molina, Creative Director for Fresh Farms.

Some may recall the car-stopping steps the company took in partnership with Jewel-Osco, accurately described by Raul and the team as a campaign which promises an unparalleled marketing spectacle.

“Patrons can expect to immerse themselves in captivating displays showcasing Fresh Farms’ signature grapes alongside the irresistible Candy line, featuring favorites like Cotton Candy, Candy Snaps, and Candy Hearts. But that’s not all—customers can indulge in sampling these fruity delights and learn about the varieties at their nearest Jewel-Osco stores. And we plan to extend this flavor extravaganza nationwide to supermarket chains across the country!” Charly said.

From attention-grabbing in-store displays to engaging digital and social media campaigns, Fresh Farms is taking any and all available avenues to ensure these grapes become experiences and memories for consumers. And it is a strategy it hopes to see many more adopt in a mission to elevate not just sales, but the entire grape category. Seeking an impact like that of tomatoes and apples, Raul painted for me a category revolution.

“We are not only increasing Candy grape sales but also transforming consumer perceptions. I am spearheading an immersive digital journey, providing insights into grape cultivation and the magic behind their renowned Candy grapes,” he explained.

Join Fresh Farms on one very sweet ride with a destination set to redefining the fresh produce category one grape at a time.