WATSONVILLE, CA - Field Fresh Farms reveals a bold new website to reflect four generations of family heritage, land stewardship, and exceptional customer service. The updates were made to better showcase the Dobler family’s innovative approach to growing, processing, packing, and shipping vibrant, flavorful greens to their foodservice and retail customers.

For more than 75 years, the Dobler family has been growing superior-quality produce on California’s Central Coast. The family’s farming legacy first started as a small strawberry patch before eventually emerging as the vertically integrated grower-shipper it is today. Field Fresh Farms was formed in 2005 to focus on the company’s greens, and more than 20 years later, it offers an array of conventional and organic products, including arugula, romaine hearts, spinach, and more.

“Our new site honors our family’s history of trailblazing farming practices by authentically aligning with our forward-looking operations and our excitement about the future of farming,” says Claire Cagnacci, Field Fresh Farms’ marketing coordinator and a member of the Dobler family’s fourth generation, in the recent release. “My grandfather and his brother had a passion for farming from a young age, and their devotion to the land, the people working it, and the community supporting it has always served as an undercurrent for our dedication to excellence.”

The Dobler family’s primary intention for the new website was to help their customers succeed by providing them with simple, straightforward access to the farm’s conventional and organic product line-up, detailed product specs, and the sales team that oversees each order with care. This redesign was also implemented to highlight the consistency, reliability, and precision that Field Fresh Farms brings to every crop. The new site achieves this by featuring eye-catching photography, unique graphics, playful colors, and stylish scrolling animation.

The redesign marks the first changes to the company’s website since 2018. This online refresh is a visual representation of the grower-shipper’s commitment to continual improvement for their customers, their community, and the environment. It was designed by Moxxy, an award-winning marketing and branding agency focused on serving agriculture and fresh food/beverage companies.

“We were inspired by the Dobler family’s four generations of farming innovation and tenacity,” says Molly Briseño, president of Moxxy Marketing. “The Dobler family has never been afraid to stand out and always looks for the next innovation in sustainable farming. We’re honored to help them show that visually with a modern, vibrant new website.”

Field Fresh Farms is Good Agricultural Practices (GAP) and World Quality Service certified, and its organic products are certified through Organic Certifiers and distributed under the Beach Road Organics brand. The state-of-the-art operation allows for start-to-finish control over its produce. Field Fresh Farms offers year-round availability of its greens and vegetables to customers across North America.

For more information or to place an order, visit fieldfreshproduce.com, call 831-722-1422, or visit them at booth 541 at Southern Exposure, February 26 – March 1 in Orlando, FL.

WINSTON-SALEM, NC - Westfalia Fruit, a global leader in avocado production, ripening, and distribution, announced the opening of its newest Fresh Distribution and Ripening Center (FDC) in Winston-Salem, North Carolina. The strategic expansion, developed in partnership with Foster USA, strengthens Westfalia Fruit’s presence along the Eastern Seaboard while enhancing access to ripe-and-ready avocado programs across the Mid-Atlantic region.

The new Winston-Salem FDC features Westfalia Fruit’s state-of-art avocado ripening rooms equipped with advanced, digitally controlled technology to deliver consistent, customer-specific ripeness. The facility also includes sophisticated storage and packing capabilities, designed to reinforce Westfalia Fruit’s forward-distribution model and ensure faster, fresher deliveries to retail and foodservice customers.

Meeting Rising Demand with Localized Ripening Expertise

With avocado consumption continuing to grow across the Mid-Atlantic, Westfalia Fruit’s expansion directly addresses evolving customer needs for speed to market, quality fruit, and supply chain efficiency. Strategically located near major Mid-Atlantic transport corridors, the Winston-Salem facility enables shorter transit times, reduced carbon footprint, and improved freshness for customers throughout the region.

“Our partnership with Foster USA allows us to meet customers where they are,” said Raina Nelson, President of Westfalia Fruit North America, in the recent release. “The Mid-Atlantic is one of the fastest growing produce markets in the U.S., and this new facility positions our avocado expertise closer to customers — enhancing consistency, service levels, and overall performance.”

A Partnership Built on Fresh Food Excellence

Based in Winston Salem, North Carolina, Foster USA is a fresh-food full-service logistics company proudly serving the Mid-Atlantic for over 120 years. The company recently expanded into Winston Salem with a 170,000-square-foot facility on Lowery Street, which includes advanced cold storage, ripening, packaging, and fresh-cut capabilities — supported by its vertically integrated Foster360 supply chain system.

“We are proud to partner with Westfalia Fruit on this exciting expansion,” said Scott Bland, CEO and Owner of Foster USA. “Together, we’re improving access to ripe-and-ready avocados for Mid Atlantic customers while setting a new standard for produce distribution and supply chain innovation in the region.”

Driving Growth and Education Across the Supply Chain

Beyond distribution, the Winston-Salem facility will also serve as a hub for ripening education and customer collaboration, hosting programs that promote category growth, tailored retailer promotions, and best-in-class ripening practices. These initiatives reflect Westfalia Fruit’s commitment to industry leadership, sustainability, and long-term category development.

IRELAND - As I walk a trade show floor, there are a handful of companies that always remain at the top of my list for their ability to marry vision, execution, philanthropy, and an enriched culture in a way that simply sets them apart. Fyffes is one of those companies. With SEPC Southern Exposure upon us, I connected with the Fyffes team to learn what they have in store for the coveted event.

“At this year’s Southern Exposure, we will continue highlighting our category-driven retail programs across bananas with special emphasis on organics, pineapples, plantains, and our ethnic tropicals portfolio,” Ahiby Rodriguez, Trade Marketing Manager shares with me. “We want buyers to leave the show with the understanding that Fyffes is more than a supplier; we are a strategic category partner committed to working collaboratively with our customers to grow the category and strengthen how they connect with shoppers and consumers.”

Growth for Fyffes has always been an intended process, and this involves planning their presence and strategies around events that hold the most value and vision. When I ask Ahiby how the Southeast Produce Council has helped support their company’s growth or strengthened their relationships within the industry, the response is multifaceted.

“Through Southern Exposure, we’ve been able to strengthen partnerships with regional retailers and wholesalers while engaging in open dialogues about supply category trends and solutions,” Ahiby reflects.

Learn more about the amazing program and team attending SEPC Southern Exposure by visiting booth #519. Justin Heffernan, VP of Sales – Retail; Lisa Netzel, VP of Sales; Ricardo Echeverri, VP of Sales - Tropicals; and Diego Villegas, Sales Manager – Tropicals will be on hand to carry the Fyffes conversation forward.

ORLANDO, FL - As SEPC’s Southern Exposure approaches, February 26–March 1, Giumarra Companies plans to highlight its strengths in both core, year-round programs and exclusive, branded specialty commodities to reinforce a platform that showcases value and quality for its buyers.

“Southern Exposure is an important show for us to solidify existing customer partnerships and make new connections,” Kellee Harris, Vice President, Retail Merchandising Services, shares. “Giumarra is a key 52-week supplier in several major categories, including avocados, berries, grapes, and citrus. Our exclusive branded items complement our program availability with flavorful, limited-time offerings that generate excitement in the produce department, supported by innovative merchandising. We look forward to putting together customized programs that best serve each unique customer.”

Giumarra Companies will be highlighting several key exclusive brands at SEPC Southern Exposure 2026, including SugarWild™ blackberries, DulceVida™ nectarines, and Lemonade™ apples.

Launched in fall 2025, SugarWild™ is a premium blackberry shipping through May in all three clamshell offerings: standard, jumbo, and Certified Organic. Upon the conclusion of the spring season, Giumarra will resume shipping in the fall with increased volumes.

“We are already working with our retailers on planning fall programs and promotional support as this program expands for next year. SugarWild is a very exciting addition to the blackberry category,” Kellee discusses.

Giumarra’s proprietary DulceVida nectarine program will be available again this summer in several packstyles.

“We will display colorful packaging and point-of-sale options for our DulceVida nectarines at the show,” Kellee states. “Pending harvest timing, the nectarines will begin shipping in June with Twilight Edition™ white nectarines, followed by Midnight Edition™ and Sunrise Edition™ yellow nectarines in late June and mid-July, respectively. This premium branded program is designed to complement retailers’ summer sets with fragrant, great-tasting fruit originally bred in France, now grown in California. The colorful, eye-catching branding on display bins and packaging alike creates a destination, and we encourage retailers to connect with our team to plan for summer.”

Growing in momentum and popularity with its crisp, tart-sweet flavor profile, Giumarra’s exclusive Lemonade apples will be shipping through spring, then transition into New Zealand imports to provide fresh-crop fruit during the summer.

“Apples remain a staple category in the department, with many consumers purchasing weekly. A diversified mix, including strong yellow apple offerings, can help retailers maintain performance in this category and give an attractive color break in their sets to draw customers to displays,” Kellee said. “With so many apple options, we also encourage informational point-of-sale to help consumers choose between apple flavor profiles. We offer a range of creative signage for this purpose, including a flavor-meter chart to help!”

Giumarra is also a full-service 52-week avocado supplier sourcing conventional and Certified Organic fruit from multiple origins.

"Opportunities abound to promote avocados year-round, and our team will be ready to share the robust service capabilities and seasonal promotional materials to support our avocado program,” Kelle concludes.

Stop by SEPC Southern Exposure booth #237 and visit with Kristina Lorusso, Kellee Harris, and Gary Caloroso from Giumarra’s corporate marketing and business development team attending the show. Sales representatives from Giumarra’s avocado, berry, Nogales, and Wenatchee divisions will also be in attendance to round out a one-stop shopping experience.

ATLANTA, GA - Cox Farms will soon be flexing the strengths of its powerhouse brands at this year’s Southern Exposure, bringing its full lineup of greenhouse-grown BrightFarms and Mucci Farms products to the show under one unified vision.

“At Cox Farms, we deliver a true one-stop, greenhouse-grown produce solution, combining the scale and expertise of BrightFarms leafy greens with Mucci Farms vine crops, including the largest supply of indoor-grown strawberries,” shares Jessica Soare, AVP of Marketing, Cox Farms. “Together, our portfolio spans both premium and staple offerings across both leafy greens and vine crops, giving retail partners year-round access to a diverse, high-quality indoor assortment from a single trusted source.”

BrightFarms will be showcasing the newest addition to the signature Crunch Kit lineup: the Asian Sesame Crunch Kit™ salad. Designed to meet growing consumer demand for convenient, ready-to-eat meals, the brand’s latest innovation features bold, globally inspired flavors, pairing restaurant-quality Crunchy Green Leaf lettuce with roasted edamame, crispy carrots, chow mein noodles, and a sweet-and-savory Asian dressing for a satisfying crunch in every bite. An innovative peel-and-reseal clamshell allows shoppers to mix, shake, and enjoy straight from the container, cutting down on prep, dishes, and meal planning.

Mucci Farms will be bringing its Cherto™ Cherry Tomatoes On-The-Vine into the spotlight at this year’s SEPC. Now presented as a striking blend of red, brown, orange, and yellow tomatoes, Cherto™ proves that exceptional flavor and visual appeal come in every color. An updated look, enhanced flavor profile, and expanded varieties have elevated the line, building on the qualities that have made this a coveted offering for consumers. With its eye-catching appearance, higher BRIX levels for reliable sweetness, and availability in both 12 oz and club pack formats, Cherto™ continues to deliver strong consumer appeal while creating added value for retailers.

In 2026, Cox Farms will focus on bringing its brands together to educate and engage consumers and retailers on the health, value, and sustainability benefits of greenhouse-grown produce, especially in the Southeast, Jessica tells me.

“We are focusing on storytelling, in-store engagement, and community partnerships to help demystify how greenhouse growing works and why it delivers consistent quality, resource efficiency, and year-round freshness,” Jessica says. “This includes spotlighting our new greenhouse in Macon, Georgia, which grows BrightFarms leafy greens.”

Southern Exposure attendees will get a chance to explore these exciting updates and advancements at booth #216.

“Southern Exposure is a show that our team always looks forward to,” Jessica concludes. “It also comes at an important time for our industry, particularly with the continued growth of greenhouse-grown fruits and vegetables across the Southeast region of the U.S. Southern Exposure provides a valuable opportunity to come together with the retailers in this area to reflect on what has been successful, share insights, and collaborate on strategies to sustain that growth and momentum moving forward. This interaction is made even more meaningful with our newest lettuce greenhouse located just a few hours away in Macon, Georgia. The relaxed atmosphere makes dialogue flow easily and reinforces a true sense of industry community—helped along by some pretty great Florida weather.”

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