ORANGE COUNTY, CA - Backstories matter. This term is one of the first Tristan Simpson shared with me—one still at the center of firm tristan michele™ marketing (tmm). The brief but powerful message is a mission statement, a foundation, and a championing sentence for marketing.

With more than 25 years of successful brand experiences ranging from the retail- to supply-side, she has been at the branding table with Smart & Final®, Ready Pac Foods®, Frieda’s Branded Produce, and Roll Corporation (Sunkist®), just to name a few. Now, amid technological advances and a changing fresh culture, Tristan and her team are doing far more than eyeing the racing pulse of our business, and the Founder and Chief Executive Officer took a moment to share her insights with me.

“Produce is a people business. Technology is certainly an enabler, but human connection, contacts, and networks are the lifeblood of any business, and the fresh business is no different. Marketing is a skill,” she emphasizes, although she points out “everyone is a marketer” with a laugh. “It is a skill taught, learned, and valued and can’t be substituted with tools or trade. I am proud to be a marketer and debunk the myths about it not getting a seat at the table with other functions.”

The latest enabler of the “everyone is a marketer” misconception is having artificial intelligence (AI) for statement and image generation, spotlighting the role people actually play in the marketing field.

“I sometimes feel like a people's champion (of marketers for sure), and I am happy to do so, as there are so many talented folks in this industry!” Tristan responds to my query about the misconceptions of AI potentially replacing such roles. “I think the misconceptions are…human. The fear of what can and could be. From the impact that AI can have on the efficiency of a farming operation and automation in a processing plant to capturing consumer shopping patterns, it is often misunderstood what is possible and the consequences as a result.”

Not unlike other industries, Tristan points out AI can enable or disable aspects of a fresh produce or food business. If utilized in the spirit in which it was intended, she believes it can be quite powerful—a plus rather than a versus.

“From a marketing perspective, there is a misconception that AI can do literally everything, and so the entire department can be replaced with it. I want to think that humans have an (upper) hand sometimes and that it isn’t all or nothing in the wide landscape of tools like AI,” she states. “Misuse is another area of fear that is real and human, too.”

Tristan herself sees strong value in human support, especially under tmm’s own proverbial roof.

“After seven-plus years in business, knowing that we are a team here at tmm—it isn’t just me—is so important,” she says. “I have a group of uber-talented marketers (generalists and specialists) serving as a fractional marketing department. We supplement the existing team or are the team for many companies. We are doing everything and anything a marketing department would, from strategic to tactical. Going back to AI as an example, many companies are not resourcing marketing the same way they did years ago, allowing firms like ours to be that seamless, bolt-on team. I have always treated my firm as an additive (of value), never to replace but to build on what exists—not unlike AI.”

As a marketer, Tristan explains being taught to utilize tools—not all of which are tangible—to interpret and anticipate human needs and wants. To do so is an incredible human experience, and one that the tmm team is excited to showcase in tandem with technologies like AI.

WASHINGTON, DC - The United States Department of Agriculture (USDA) filed an administrative complaint against New York-based Marchella of NY for alleged violations of the Perishable Agricultural Commodities Act (PACA).

Direct from the USDA Agricultural Marketing Service:

The company, operating from New York, allegedly failed to make payment promptly to four produce sellers in the amount of $188,706 from November 2021 through September 2022.

Marchella of NY Inc. will have an opportunity to request a hearing. Should USDA find that the company committed repeated and flagrant violations, it would be barred from the produce industry as a licensee for three years, or two years with the posting of a USDA-approved surety bond. Furthermore, its principals could not be employed by or affiliated with any PACA licensee for two years, or one year with the posting of a USDA-approved surety bond.

For contact information, and to read the release in its entirety, click here.

PHOENIX, AZ - Arizona State University (ASU) is taking home a coveted award for its sustainability leadership, recently honored by produce distributor Peddler’s Son with the company’s first Sustainability Excellence Award. The presentation of this prestigious award is part of the company’s broader commitment to sustainability.

“We are incredibly proud to present the first Sustainability Excellence Award to Arizona State University,” said Ted Palmisano and Joe Palmisano, Co-Owners of Peddler's Son. “ASU’s leadership in sustainability sets a powerful example, and this award underscores our commitment to reducing our carbon footprint, particularly by cutting emissions, as detailed in our ESG report. Sustainability is central to our mission, and this award is a testament to our shared values.”

According to a press release, the Sustainability Excellence Award was inspired by the findings and recommendations of Peddler's Son's first Environmental, Social, and Governance (ESG) report, crafted under the guidance of Dr. Anastasia Psomiadi, ESG and Sustainability Expert and Social Innovator.

“Introducing the Sustainability Excellence Award marks a pivotal moment for Peddler's Son,” added Psomiadi. “It reflects the vision presented in our ESG report, which emphasizes the importance of sustainability in every aspect of Peddler Son’s business.”

ASU’s achievements inspire not only the local community but also resonate across the nation and throughout the global business landscape. Through this award, we hope to encourage others to prioritize sustainability. I am particularly excited about this award's potential to drive meaningful change and motivate other academic and business entities to build bridges and develop fruitful partnerships.”

Peddler’s Son’s recently published ESG report underscored the produce distributor’s longstanding dedication to sustainability and the importance of recognizing organizations that exemplify those values.

Recognized for its innovative programs and leadership in sustainable practices, ASU has been chosen as the first recipient of the award, which was presented during PeddlerCon, Peddler's Son’s flagship event.

“Peddler's Son's commitment to sustainability is evident through the support they provide to our environmentally friendly dining initiatives at Arizona State University,” Krista Keisu, Sustainability Manager Sun Devil Hospitality, ASU, commented. “Having a local distributor who understands our needs and connects us to local partners that we bring to campus has been invaluable. We are honored to be recognized and excited about this partnership and the opportunities it presents at Arizona State University Dining.”

Congrats to ASU on this recent recognition! For more industry news, stick around.

WASHINGTON, DC - The United States Department of Agriculture (USDA) recently imposed sanctions on Northeast Tomato Distributors for violating the Perishable Agricultural Commodities Act (PACA). These sanctions include barring the business and the principal operators of the business from engaging in PACA-licensed business or other activities without approval from USDA.

Direct from the USDA Agricultural Marketing Service:

Northeast Tomato Distributors failed to pay $219,173 to five sellers for produce that was purchased, received, and accepted in interstate and foreign commerce from August 2022 to November 2022. This is in violation of the PACA. Northeast Tomato Distributors cannot operate in the produce industry until July 9, 2026, and then only after it applies for and is issued a new PACA license by USDA.

The company’s principals, Linda Good and Patrick Good, may not be employed by or affiliated with any PACA licensee until July 9, 2025, 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 violations of PACA as well as impose restrictions against 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, and to read the release in its entirety, click here.