DELTA, BC, CANADA - Village Fresh Greenhouse Grown, a leading grower of premium greenhouse-grown produce, today announced the appointment of Richie Keirouz as Vice President of Sales.

Keirouz brings more than 25 years of sales leadership experience in the fresh produce and greenhouse-grown sector, with a strong track record of building strategic retail partnerships and driving commercial growth across North America. In his new role, he will lead Village Fresh’s sales strategy, oversee key account relationships, and support the company’s continued expansion.

Prior to joining Village Fresh, Keirouz served as Vice President of Business Development at Westmoreland Sales, where he focused on market expansion and customer engagement initiatives. He previously held the role of Senior Director of Sales at Mastronardi Produce, working closely with retail partners to support category performance and bringing innovative greenhouse-grown products to market.

Earlier in his career, Keirouz held sales and marketing roles with Mucci Farms, representing the company’s greenhouse-grown portfolio at major industry events and engaging with retail customers. He also served as a Retail Account Manager at Nature Fresh Farms, gaining foundational experience in retail collaboration and partner-focused selling.

In addition to his commercial leadership experience, Keirouz is an award-winning motivational speaker, known for emphasizing discipline, accountability, and high-performance leadership — principles that inform his approach to team development and customer engagement.

“Richie’s extensive experience across multiple leading greenhouse operations and his deep understanding of the retail landscape make him an excellent addition to our leadership team,” said Michael DeGiglio, CEO, Village Fresh Greenhouse Grown, in the recent release. “His customer-centric approach and industry expertise will be instrumental as we continue to grow.”

“I’m excited to join Village Fresh Greenhouse Grown and contribute to its strong reputation for quality and innovation,” said Keirouz. “I look forward to working with the team to build long-term value for our customers and partners.”

EMERYVILLE, CA - Grocery Outlet Holding Corp., a high-growth, extreme value retailer of quality, name-brand consumables and fresh products, announced the upcoming opening of its store in Falls Church, Virginia. This store opening, slated for Feb. 12, 2026, will mark Grocery Outlet’s official entrance into Virginia and kick off a series of openings across the state.

The Virginia launch represents a key milestone in Grocery Outlet’s disciplined, long-term growth strategy, reinforcing the Company’s commitment to bringing Xtreme Value™ to new communities. Grocery Outlet is proud to be able to offer community members products at prices 40% to 70% below those of conventional retailers, especially in areas that had been or would otherwise be considered food deserts. Virginia customers will also enjoy unbeatable deals on a wide selection of premium wines.

“Extreme Value is coming to Virginia!” said Jason Potter, Chief Executive Officer of Grocery Outlet, in the recent release. “We are thrilled to open our first Grocery Outlet store in Falls Church and give shoppers the best of both worlds: unbeatable treasure-hunt deals on unique finds and significant savings on everyday grocery essentials. This is all part of our commitment to helping families stretch their budgets without sacrificing quality. We’re excited to continue that commitment in Virginia.”

With more than 560 stores open across the country, Grocery Outlet is constantly evaluating growth opportunities and helping consumers stretch their dollar on name-brand items.

CALIFORNIA - Today’s fresh produce landscape is not simply complex. It is under sustained pressure. Weather volatility, rising production costs, labor constraints, market uncertainty, and regulatory demands continue to stack season after season. Yet this ecosystem is held together by something less quantifiable but no less critical: relationships. When conditions are unforgiving, those relationships stabilize the industry. When there is progress, they ensure success is shared.

As California’s citrus season unfolds, Patrick Kelly, Founder of Aglife Media and The Produce Industry Network, offered a perspective on the current state of the crop during a recent episode of The Produce Industry Podcast. His update provides timely context for what citrus growers and trade partners are navigating and for what the industry must understand to put our best foot forward for each other. Listen here for the full episode.

“This season is being shaped by a perfect storm of weather challenges and market pressure, but what matters most is how we show up for each other,” Patrick reflects. “When the industry stays aligned, communicates clearly, and supports every link in the chain, we can navigate even the toughest citrus year with strength and purpose.”

This season will demand adaptability at every level of the supply chain. Fortunately, adaptability is not new to fresh produce. It is foundational. What is required now is not only flexibility, but alignment.

As Patrick explains, premature fruit drop driven by weather conditions and fungal pressure is compounding an already constrained outlook, with some category crop estimates projected down approximately 24 percent. The result is a supply environment that calls for clear communication, thoughtful planning, and market strategies grounded in realism rather than reaction.

With January already behind us, much of the citrus season still lies ahead. There is opportunity in what remains, but only if the industry continues to lead with collaboration. Relationship-driven decision-making, paired with transparency and patience, will be essential in supporting growers, maintaining consumer confidence, and helping the citrus category navigate another challenging chapter.

ELGIN, MN - This February during National Cancer Prevention Month, Honeybear Brands® Pazazz® apple is inviting shoppers to check out the American Institute for Cancer Research (AICR) online tool, cancer health check, which gives instant feedback about how well they match up with AICR’s evidence-based recommendations to lower the risk of cancer and other chronic diseases.

This is the fifth year Honeybear Brands and AICR have partnered to share healthy eating and cancer protection tips, reaching more than 25 million Americans to-date. This year’s campaign, which encourages consumers to consider including more apples in their diet, is being promoted via social media, earned and paid media, and in-store wherever Pazazz is available.

Thanks to its peels, apples are rich in fiber, which helps promote a “good gut,” which in turn supports good overall health. One medium sized apple delivers approximately 4.4 grams of dietary fiber, which can help lower the risk of certain cancers. That is more than one-third of the minimum 15 grams of daily recommended fiber for the average adult.

In-Store AICR + Pazazz Apple Activations

This February, retailers can encourage shoppers to:

• Super charge their diets with apples that provide dietary fiber, antioxidants, and help support “good gut,” the foundation for overall good health.
• Take the online cancer health check utilizing the digital and in-store POS with QRCode.

“Apples are an easy and delicious way to get more fiber to your daily diet. The age-old advice to eat ‘an apple a day to keep the doctor away” is true. Whether you eat apples on the run as a snack or in a lunch box or include them as a quick ingredient in your favorite recipe, apples immediately increase the health benefit,” said Kristi Harris, Honeybear Brands Brand Manager, in the recent release.

Pazazz: like Honeycrisp with Giddy-Up

Pazazz apples are available year-round with orchards in Washington state, the Midwest, New York, Nova Scotia and Chile. A cross between the all-American favorite Honeycrisp and a mystery pollinator, this apple has that unmistakable wow-factor… both perfectly sweet and tangy with an explosive, loud crunch. Like a Honeycrisp with giddy-up, it is often described as the jolly-rancher of apples.

Find Pazazz apples at your local grocer. Visit https://pazazzapple.com/ to learn more.

SAINT AUGUSTINE, FL - Publix announced the opening of a new 48,387 sq. ft. store located at Elevation Point, 2875 State Road 16, Saint Augustine, FL, 32092.

“We’re excited to open a Publix in this growing section of the I-95 corridor,” said Hannah Herring, Publix media relations manager, in the recent release. “Whether folks are making this area their new home or are just visiting, our associates are looking forward to welcoming them in and treating them to the Publix difference.”

Traditional departments

• Deli — features a full-service deli counter with a variety of meats and cheeses, an international selection of olives, antipastos, hummus and more than 200 artisan cheeses from the United States and around the world.
• Produce — carries organic and conventionally grown fresh fruits and vegetables, with locally grown produce and exotic choices from around the world. The floral department stocks bouquets bursting with colors depicting the changing seasons.
• Bakery — scratch bakery that offers an array of cakes, cookies and pies as well as wedding cakes and decadent desserts made by skilled decorators. Breads and rolls are baked fresh throughout the day.
• Meat — features custom cuts of meats, including Publix private label all-natural and organic GreenWise chicken. Customers seeking a home-cooked meal with minimal prep time can choose from ready-to-cook items prepared fresh daily.
• Seafood — carries fresh seafood delivered throughout the week. It includes wild and farm-raised fish, as well as a wide variety of shellfish. Publix’s whole fish and fillets are fresh, never frozen. Sushi chefs create delectable hand-rolled selections daily.

Special services

• Publix Liquors — offers beer, wine, spirits and a variety of soft drinks and accessories all in one convenient adjacent location.
• Pharmacy Delivery — powered by Instacart.
• Pharmacy drive thru — convenient drive-thru option for prescription pickup.

BAKERSFIELD, CA - The world of carrots is getting wider, thanks to consistent innovation and category exploration from Bolthouse Fresh Foods^™. As the company prepares to meet face-to-face with the Southeast market at this year’s Southern Exposure in Orlando, Florida, the team took the time to spotlight not only the innovation it has added to the category with its latest offerings, but the importance of those connecting at the Southeast Produce Council’s (SEPC) first show of the year.

“Events like Southern Exposure provide important context beyond individual products, creating space for meaningful discussions around category performance, execution at shelf, and opportunities to simplify the shopper experience,” Karen White, Vice President of Marketing, shared. “Carrots remain a foundational item in the produce department, and continued growth depends on keeping the category easy to navigate, relevant to everyday meals and snacks, and supported by both core volume drivers and thoughtful innovation.”

Keeping the category ahead of the curve, Bolthouse Fresh is focused on continuing to expand carrot reach through innovation, versatility, and everyday convenience. The key, Karen said, is in delivering solutions that walk the line of feeling familiar to shoppers while opening them up to new ways to enjoy carrots.

“A highlight at the show will be our Carrot Fries, a fresh take on a home mealtime favorite. This offering is a complete fresh kit designed for air fryer or oven preparation, making it easy for shoppers to achieve a crispy, craveable result at home. A proprietary crisping agent helps deliver the texture consumers expect from sweet potato fries,” she explained.

Flavor profiles for the Carrot Fries, including Classic Sea Salt, Rockin’ Ranch, and Spicy Chipotle, are designed to pair naturally with everyday meals like burgers, tacos, and sandwiches, or stand on their own.

“We are also highlighting the introduction of our Organic Side Dish Sizzlers, building off the success of our conventional platform and extending the product line to organic. This is the only organic rainbow value-added carrot offering, delivering both visual appeal and flavor-driven convenience. The offering appeals to organic shoppers while remaining approachable and craveable for the entire household,” Karen said.

Organic Side Dish Sizzlers are available in Sweet and Smoky BBQ, Sweet Teriyaki and Ginger, and Greek Vinaigrette, each flavor designed to complement the natural range of tastes found in organic rainbow carrots.

Recognizing the importance of carrots’ already strong position, Karen shared, is another large part of the equation.

“Alongside our value-add platforms, we continue to support retailers with a strong core carrot portfolio, giving buyers flexibility to build a set that balances everyday staples with innovation that drives interest and engagement. Overall, buyers can expect solutions that flex across both meal and snacking occasions while making the carrot set easier to shop and more engaging at the shelf,” she concluded.

Knowing that shelf presence is a direct result of conversations with current and prospective retail partners, Karen and the rest of Bolthouse Fresh are more than ready to meet Southern Exposure attendees at Bolthouse Fresh Foods booth #611.

Taking the discussions from the SEPC showfloor directly to its in-house approach to category stewardship throughout the year, the Bolthouse Fresh team is among those to watch when it comes to keeping the produce department front-and-center for all shoppers.

ORLANDO, FL - The SUNSET^® brand is headed to the Sunshine State with plans to further enrich the fresh produce horizon, including a new spin on its recently introduced Pop Its™ cucumbers.

“Attendees at the IFPA GPFS got the first look at this product back in October, and we're excited that this will be the first time they'll get a look at our new oval container,” Geoff Kosar, Vice President of Marketing for Mastronardi Produce^®, shared.

That first look Geoff speaks of will be at the Southeast Produce Council (SEPC) Southern Exposure in Orlando, Florida, at the end of February.

“The SEPC theme ‘Fields to Families’ underscores the important role food plays in everyday lives. We're honored to be able to bring fresh and healthy produce from our greenhouses to families across the country,” Geoff observed.

Food, he reminded me, plays such an important role in everyday lives. So, it's more important than ever to highlight the connection between agriculture, retail, and families while aligning with consumers’ on-the-go and convenience needs.

Shaped to fit in a cup holder, the new oval carrier top seals and features new film technology that helps keep the cucumbers fresh and crunchy.

“Consumers are increasingly moving away from ultra-processed foods, and snacks like Pop Its cucumbers fulfil consumers' desires for natural alternatives when it comes to snack and meal time,” Geoff said. “We're making it simpler than ever before to make healthy choices that are fast and flavorful. Healthy snacking is as easy as Pop It, Dip It, Love It™.”

With the new snacks hitting select retail shelves this month, SEPC’s Southern Expo lines up perfectly with the official launch, and the Mastronardi Produce team is excited and ready to show off Pop Its’ new oval design. Be sure to swing by booth #126 when in Orlando, February 26–March 1.

ISSAQUAH, WA - Operating with a clear focus on producing and exporting fresh produce for global markets, Vanguard Group International emphasizes quality, sustainability, and operational efficiency for the benefit of retail partners. As 2026 begins, the company is navigating current industry challenges by prioritizing precision in how it reaches customers and staying closely attuned to market conditions. President Ethan Williams took a moment to fill me in on a season update, beginning with a look at Peruvian grapes.

The Peruvian grape season brings highly valuable supplies to the United States that consistently meet consumer demand.

“We have hit our stride within the Peruvian table grape season, seeing peak arrival weeks occurring mid-January through mid-February and then continuing with our late harvest in support of our program business into May. This enables our teams to manage allocations with greater fluidity by hitting our peak several weeks before Chile is expected to reach its peak arrival weeks,” Ethan explained. “Such a staggered arrival schedule is highly beneficial for both suppliers and market stability in general.”

According to Ethan, it is still too early to accurately analyze the supply outcome for this season.

“Piura had adverse weather that has led to lower quality and quantity compared to original estimates. Ica has been delayed on early varieties, but warmer weather can realign mid and late-season variety forecasts. South Africa has struggled considerably in being able to export grapes due to adverse port conditions,” Ethan told me. “It has been a season overflowing with unknowns, making each week’s due diligence on global market conditions a critical necessity.”

Ethan went on to note that freight rates jumped 30 percent nearly overnight as Vanguard transitioned from the South American citrus season to the South American grape season.

“Rapid growth in Peru’s blueberry production has placed new demands on container availability and vessel space. As a result, growers are navigating tighter equipment supply and more complex booking dynamics across the industry,” Ethan relayed. “Speaking of blueberries, another challenge this fruitful category has created is competition for labor. Blues reach peak harvest weeks September-November, directly overlapping with grape harvest in northern and southern Peru. Both commodities are labor-intensive, but the value of blueberries can be two to three times the value of table grapes, depending on genetics, creating a wage battle for labor and pressuring small and large grape growers alike.”

When it comes to the recent tariffs in the United States, Ethan told me the company has been faced with other challenges.

“This will be the first Peruvian grape season with a 10 percent tariff in effect. Taking industry averages into consideration, growers are facing an estimated $2.00-$2.50 per carton increase in costs,” he noted. “While some customers have been incredible in offering tariff support, tariff support doesn’t directly correlate to a higher price than last season. Competition still reigns supreme in steering market pricing regardless of growers’ breakeven costs.”

With Peruvian grapes in the spotlight, Vanguard is looking toward another exciting category later in the year.

“Vanguard’s Peruvian blueberry plantations and packhouse are advancing quickly, forcing our global teams to actively contain the excitement for that project while we maintain focus on the table grape season,” Ethan shared. “With our first premium-genetics jumbo blueberries being harvested mid-2026, it has been a very popular subject with every one of our customers. After a highly successful 2025 expansion into citrus led to results more than five times our initial forecasts, the addition of our premium blueberry offerings equips Vanguard Direct to become a one-stop shop for citrus, grapes, and blueberries in 2026.”

There is much to look forward to as 2026 gets underway! For more updates, stick with AndNowUKnow.

GREENCASTLE, PA - Keystone Fruit Marketing, a division of Progressive Produce, is pleased to announce the promotion of Matthew Gideon to Director of Sales. Since joining Keystone in 2009, Gideon has played a key role in supporting the division’s growth, strengthening its year-round sweet onion program, and building relationships with key accounts.

In his new role, Gideon will be responsible for all aspects of sales for the Keystone division. He will lead the company’s sales team in strategy, execution, and customer partnerships across the company’s onion, sweet onion, apple, watermelon, and citrus categories.

“I’m honored to step into this role and continue building on the strong foundation we have at Keystone,” said Gideon in the recent release. “By working closely with our teams across Progressive Produce and Pacific Trellis Fruit, we’re able to align programs and deliver dependable supply, strong programs, and consistent value to our customers.”

Keystone Fruit Marketing looks forward to continued growth under Gideon’s leadership and remains committed to providing high-quality produce programs and exceptional service.