YAKIMA, WA - FirstFruits is expanding its Michigan leadership team as the company continues building on the growth and opportunities created by its 2023 acquisition of Applewood Fresh. With recent expansions of growers and record crops, the supplier has announced the addition of a new general manager, Scott Morrison, and sales account manager, Mike Fuher, in the Michigan office. They will be joining FirstFruits’ recently promoted Senior Sales Account Manager, Tristan Hauck.

Starting in agriculture at age 12, Scott has built a career spanning transportation, logistics, production, finance, forecasting, and food safety within packing house operations. As Business Manager, he led key operational, financial, and data-tracking initiatives that strengthened facility performance and grower insight. FirstFruits is excited to welcome Scott’s strategic leadership as the multi-regional company continues strengthening its integrated sales and marketing efforts.

“I value working directly with growers and believe strongly in open communication. I am committed to creating an environment where questions are encouraged, and problems are solved through honest conversation," said Scott Morrison, General Manager, Applewood Fresh, in the recent release.

Mike Fuher joins the team with more than three decades of experience in the fresh produce industry, having held roles in both operations and sales. Fuher is known for his deep industry knowledge and long-standing relationships across the produce sector.

FirstFruits is honored to bring Mike on for his expertise in customer relationships and market-responsive sales strategies. Mike will make an exceptional addition to FirstFruits’ Michigan-based team, Applewood Fresh.

“I’m excited to join FirstFruits and look forward to working alongside the teams in both Michigan and Washington to continue building strong relationships and delivering value to our customers," said Mike Fuher, Sales Account Manager, Applewood Fresh.

“Bringing Scott and Mike onto the team represents an exciting step forward for our Michigan operations at Applewood Fresh. Their experience and leadership will help strengthen our team and further our mission of delivering the highest quality fruit to our customers," said Chuck Zeutenhorst, VP of Sales and Marketing, FirstFruits.

With the addition of Scott and Mike, FirstFruits continues to build a strong foundation for growth while expanding its ability to serve customers across its growing multi-regional network.

WASHINGTON, DC - The U.S. Department of Agriculture (USDA) has imposed sanctions on three produce businesses for failing to meet contractual obligations to the sellers of produce they purchased and failing to pay reparation awards issued under the Perishable Agricultural Commodities Act (PACA). These sanctions include suspending the businesses’ PACA licenses and barring the principal operators from engaging in PACA-licensed business or other activities without USDA approval.

The following businesses and individuals are currently restricted from operating in the produce industry:

• Del Rancho Produce LLC, operating out of Rio Rico, Ariz., for failing to pay a $17,398 award in favor of a California seller. As of the issuance date of the reparation order, Maria Arellano was listed as the sole member of the business.
• ARG Global Trade LLC, operating out of Kerman, Calif., for failing to pay a $131,419 award in favor of a Washington seller. As of the issuance date of the reparation order, Jose Ramirez Carmona was listed as a manager/member of the business. Another principal of the business at the time of the order was Jamie Verduzco.
• Guercio & Sons, operating out of Buffalo, N.Y., for failing to pay a $27,547 award in favor of a New York seller. As of the issuance date of the reparation order, John Guercio, Salvatore Guercio and Gaetano Guercio were listed as the officers, directors, and major shareholders of the business.

PACA provides an administrative forum to handle disputes involving produce transactions; this may result in USDA’s issuance of a reparation order that requires damages to be paid by those not meeting their contractual obligations in buying and selling fresh and frozen fruits and vegetables. USDA is required to suspend the license or impose sanctions on an unlicensed business that fails to pay PACA reparations awarded against it as well as impose restrictions against those principals determined to be responsibly connected to the business when the order is issued. 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 Penny Robinson-Landrigan, Chief, Dispute Resolution Branch, at (202) 720-2890, or [email protected].

LEAMINGTON, ON - We always look forward to the Canadian Produce Marketing Association (CPMA) Convention and Trade Show and the abundance of industry innovations it brings into the spotlight, and this year is no different! As attendees prepare for another exciting showcase, Highline Mushrooms’ Janis Deschenes, Sales Manager, Retail, Wholesale and Foodservice, gave us a glimpse of what to expect from the mushroom maven.

Emerging as a star of this year’s showcase is Highline’s bilingual-labeled Stuffed Mushrooms, part of its Fresh Gourmet Series.

“These products were developed with today’s shopper in mind,” Janis explains. “Consumers are increasingly looking for fresh items that offer both convenience and elevated meal experiences, and stuffed mushrooms fit perfectly into that space. They’re easy to prepare, versatile for entertaining or weeknight meals, and they give retailers an opportunity to introduce value-added innovation within the mushroom category. From a retail perspective, these products are Built to Sell, Built to Supply, and Built for Margin, which is exactly what buyers are looking for as they continue to evolve the produce department.”

CPMA provides a valuable platform for growth by bringing together the entire Canadian produce industry in one place and creating a naturally collaborative environment.

“Many of the conversations we have at CPMA go beyond just products—they’re about category growth, innovation, and long-term partnerships. It’s an opportunity to sit down with retailers and talk about where the category is going, what shoppers are looking for, and how we can work together to grow mushrooms,” Janis explains.

“For us at Highline, CPMA is a great opportunity to reconnect with long-standing retail partners, meet new buyers, and share what we’re investing in as a company—both from a product innovation standpoint and from a production standpoint,” Janis continues. “It’s also an important moment to showcase the strength of the Canadian produce industry, while continuing to build relationships that extend across North America. Many of our retail partners operate in both markets, so it’s a great environment to discuss category growth from a broader perspective.”

The CPMA show comes at an exciting period of growth for Highline Mushrooms, as the company is bringing its Farm of the Future in Leamington, Ontario, fully online this year, representing the next chapter of mushroom growing in Canada.

“By integrating advanced growing technology, automation, and data-driven systems, the Farm of the Future will allow us to deliver greater consistency, improved forecasting, and scalable supply for our retail partners,” Janis tells me. “At the same time, we’re continuing to drive category growth through our rebrand and through solutions that help retailers grow the mushroom category. From packaging and merchandising strategies to value-added innovation like our Fresh Gourmet Series, our focus is on creating programs that attract shoppers, introduce new meal occasions, and increase basket size.”

Don’t miss the Highline Mushrooms booth at this year’s CPMA show, and keep reading ANUK for more exclusive insights in the lead-up to the event!

FORT LAUDERDALE, FL - Practice makes perfect, especially in an art form. And to call Chiquita’s Pop By Nature anything less would do the move a disservice.

Now taking on its third iteration, Pop By Nature is finding its stride. Marco Volpi, Chief Marketing Officer, took some time to share how the company has implemented insights from its first two years to shape this retail-ready activation and in-store execution.

“Pop by Nature is a multi-year creative journey, and each new artist brings a distinct interpretation of the brand,” Marco begins. “One of our biggest learnings from the previous two years of the campaign is that the platform works best when it evolves artistically each year while staying anchored in a consistent emotional idea: that Chiquita bananas are a pop icon ingrained in consumers' everyday lives.”

This year, artist Jiaqi Wang places even greater focus on Miss Chiquita as the emotional heart of the campaign, transforming her from a traditional brand ambassador into a true contemporary icon.

“In the campaign’s key visual, Miss Chiquita is portrayed in her true essence. Despite the modern aesthetic and vibrant colors, she remains proudly connected to her roots and to the values of her land. This is symbolized by the Chiquita banana she holds close to her chest with pride,” Marco explains. Moreover, with the second campaign artwork, he shares that the creative went a step further. “For the first time, she is portrayed in specific, relatable everyday moments that are dynamic, confident, and fully immersed in modern life. In some scenes, her signature fruit hat gives way to a chic foulard, signaling a refined reinvention that reflects the style, strength, and individuality of a modern woman, while honoring her heritage. This evolution translates clearly across international markets as both culturally relevant and unmistakably Chiquita at shelf.”

Working across three pillars, Marco shares that Pop by Nature translates into incremental value for retailers, from increased foot traffic to stronger banana category visibility in stores.

• Distinctiveness: Leveraging Chiquita’s history as something more than just a fruit, with an unmistakable pop personality
• Relevance: Giving voice to meaningful, authentic messages for current and potential Chiquita consumers
• Memorability: Leaving lasting impressions thanks to collaborations with several international artists who have enriched and celebrated the brand’s image

“Pop by Nature strengthens the brand equity of a banana brand that has always positioned itself as a true cultural icon. This is why we found our natural space within the world of pop art, which also allows us to further differentiate and innovate within a category that still has significant room for improvement in this respect,” Marco says.

As we reported initially, the campaign includes limited-edition Jiaqi Wang Blue Stickers and related merchandising elements. When asked how this will further drive shopper engagement and conversion, Marco shares that it is the most tangible expression of the campaign at shelf.

“Because the Blue Sticker is already one of the most globally recognized brand assets in produce, reimagining it through seasonal artwork immediately signals that something new and culturally relevant is happening,” he says. “This year’s design transforms the sticker from a quality mark into a storytelling device. The result is stronger visual disruption in the banana set, increased product interaction, and a more emotionally driven purchase decision rather than a purely transactional one.”

Pop by Nature is a fully integrated global campaign across digital, social, and PR channels so that this is a familiar, even sought-after, image by the time the consumer steps into the store. Leveraging social storytelling, influencer engagement, and digital retail touchpoints, Chiquita is showcasing a fresh crossover between life and art that brings even more color to the produce department by the time it is seen in-store.