SALINAS, CA - Brussels sprouts are in season and taking over shoppers' baskets! Capitalizing on this opportunity is Ippolito International, after it announced a new product line for the fresh-cut vegetables category, Queen Victoria Brussels Bites™ Kits.

“We are excited to expand our Brussels sprouts offerings,” said Dan Canales, Senior Vice President of Sales, Marketing, and Processing. “The growth in Brussels sprouts has been rapid, and our position as the leading Brussels sprout grower and processor has given us unique insights to what the consumer wants. Flavor and convenience are always at the top of the list, and Brussels Bites deliver both. We will sample these at this week’s IFPA Global Show in Atlanta, and we look forward to seeing you at booth 3761.”

The proprietary Brussels sprouts cut is bite-sized, making it easier to cook Brussels Bites on the stove-top in about 10 minutes, a press release shared. Brussels Bites Kits include flavorful seasonings and toppings that the consumer adds to the Brussels sprouts before cooking, as well as easy to follow sauté and roasting instructions on the packaging.

The four flavors launching in January 2025 include Barbecue Cheddar, Garlic Parmesan, Mediterranean Feta, and Asian Chili.

“The opportunity with Brussels sprouts is that consumers enjoy them at restaurants and want to replicate that flavor and texture at home,” added Lara Grossman, Director of Marketing. “This led us to perceive a gap in the retail market for an easier-to-cook, fresh-cut Brussels sprout, packaged with seasonings and toppings.”

Brussels sprouts have been a rapidly growing segment within the fresh vegetables market, with significant growth occurring in the foodservice arena as Brussels sprouts continue to increasingly appear on the menu.

Stop by booth 3761 to experience these tasty little Brussels sprouts and meet the team!

FRESNO, CA - From a national and motivational campaign to a new look across its offerings, Fowler Packing is ensuring that it maximizes its strategic gusto and is putting all on display at the International Fresh Produce Association’s (IFPA) coming Global Produce & Floral Show (GPFS).

“At IFPA, Fowler will be unveiling our Peelz Citrus brand refresh, which includes bold new packaging and a vibrant brand identity. We’ve modernized our look, incorporated a more lively color palette, and significantly reduced plastic in our packaging—keeping sustainability front and center,” Kiah Ruvalcaba, Director of Marketing, recently shared.

With its full product suite on display alongside elements of its marketing campaigns and brand partnerships, the company has plans in place to make its booth a memorable experience for buyers.

“We’ll be serving citrus-inspired cocktails and desserts, and we’ll even have a photo booth area. It’s a great opportunity to see what’s new with Peelz and learn how we’re innovating in the citrus category,” Kiah said. “We don’t take ourselves too seriously, and our booth is full of fun! If you're attending IFPA, come stop by for a fresh take on produce, a lively atmosphere, and enjoy some light-hearted citrus fun. We love what we do, and we think you’ll see that in every aspect of our booth.”

An exciting glimpse at the reach of the company’s campaigns can be found in Peelz's official citrus partnerships with four NFL teams: the Kansas City Chiefs, Miami Dolphins, Atlanta Falcons, and Detroit Lions, as well as two top College Basketball teams, the Duke Blue Devils and Memphis Tigers.

“Our strategy centers around showing up in key markets and connecting with the community through experiences, which we know people value deeply. Sports, in particular, offer a powerful avenue to engage consumers in fun, memorable ways,” Kiah explained. “These partnerships are designed to build brand awareness while creating unique interactions, like in-stadium activations and trigger events where fans could win a free bag of Peelz.”

Additionally, Peelz’s road tour truck will be at major games to offer fruit sampling, interactive games, and coupon distribution—all part of a broader localized marketing strategy that includes a fitness partnership with Planet Fitness and the Peelz road tour to connect with people across the country.

With its California citrus season kicking off in November, the show is the perfect gateway to partnering with Fowler.

“Retailers and buyers looking to prepare for the season should act now,” Kiah advised. “We are nearing the end of our 2024 Samsons grape season, which means that on top of coming California citrus, this is also a key time to plan ahead for grape programs in 2025.”

With fresh offerings, exciting marketing strategies, and a history of making working in fresh fun, be sure to get to know the Fowler team and save booth #B3861 among your “must-visits” for GPFS!

PELION, SC—WP Rawl announced a significant rebranding of its flagship value-added brand from Nature's Greens® to WP Rawl Farms®. The decision was made to improve brand recognition across its product lines, aiming to better connect the brand with the farm by adding “Farms” to the brand name.

“As we approach our 100-year anniversary, we reflect on our rich heritage and the journey that shaped us. For the past 17 years, we have grown to love our Nature’s Greens brand, but as we honor our legacy, we are proud to bring the WP Rawl name back to the forefront,” said Ashley Rawl, Vice President of Sales, Marketing, and Product Development. “WP Rawl has always stood for quality, reliability, and freshness. We're excited to reintroduce our name on our packaging, representing the trust and value we've built over a century through vertical integration, food safety, and our commitment to innovation and sustainability.”

This transition is a major milestone for the company as it returns to its roots, building on the legacy established in 1925 by founders Walter and Ernestine Rawl.

Adopting the WP Rawl name front and center keeps the company true to its legacy while also creating a more unified brand identity. The company’s vertical integration brings value and helps maintain reliability and consistency, and as a press release added, its focus on innovation and sustainability shows WP Rawl Farms' dedication to responsible farming and continuous improvement.

Throughout the design process for the new look, the company performed consumer research to determine appeal, purchase intent, and shelf impact. According to the findings, nine out of 10 consumers stated that the new packaging attributes fit with the brand, had an appealing color scheme, and looked high quality.

The new packaging is slated to roll out during the final quarter of 2024, with full product availability on shelves by January 2025.

The company will debut the new packaging at the upcoming IFPA Global Produce & Floral Show in Atlanta. Go visit the team at booth #B2153!