EAGLE, ID - The Idaho Potato Commission (IPC) has named Michael Ybarra as Foodservice Promotion Director – West, following the retirement of longtime produce industry leader Armand Lobato.

Ybarra brings nearly three decades of experience in foodservice and produce, with leadership positions at US Foods, Sysco, FreshPoint, and Alliant Foodservice. Over his 27-year career, he has served as a produce specialist, buyer, and director of national sales. He also worked closely with the Military Joint Services Navy and managed business for major hotel and restaurant accounts, experiences that have given him a broad perspective on the food industry.

Drawn to IPC by the long-standing tradition and integrity of Idaho® potatoes, Ybarra is eager to build strong connections across the industry.

“I’m honored to join the Idaho Potato Commission and represent such a respected brand,” said Ybarra in a press release. “I look forward to partnering with growers, shippers, processors, and foodservice operators to highlight Idaho potatoes in exciting new ways.”

Outside of work, Ybarra pursues hobbies including hiking, biking, tennis, and traveling. He and his wife live in the San Diego area, where they enjoy spending time with their two sons, one in college and the other in high school. Around the table, his favorite way to enjoy Idaho potatoes is oven-roasted.

“We are excited to welcome Michael to the Idaho Potato Commission,” said Jamey Higham, President and CEO. “His experience in foodservice and produce, together with his commitment to building strong industry relationships, will be a valuable asset as we continue to support the Idaho potato industry."

OVIEDO, FL - Legacy is taking center stage at Duda Farm Fresh Foods’ booth at the 2025 Global Produce & Floral Show. For nearly 100 years, the supplier has set out to redefine what celery can be—crispier, sweeter, less stringy. Flexing its strength in the category, Duda’s most popular crop will be on display for attendees visiting Anaheim, California, this October 16–18.

“From pioneering growing practices to setting industry standards, our family's legacy is rooted in innovation and a passion for better-tasting celery,” explains Nichole Towell, Senior Director of Marketing. “Duda Generations™ proprietary seed varieties offer unmatched flavor with sweeter, crispier celery. Each year, we evaluate 6,000 celery plots for flavor analysis and variety development. Duda Generations varieties of celery are consistently proven to deliver a much sweeter flavor as compared to other varieties.”

Rising trends in convenience, health, and wellness are supporting consumer demand for delicious, high-quality celery.

“Convenience as well as consistent quality and flavor have always been top trends in produce. However, there has also been an increase in the health and wellness aspect of fresh foods,” Nichole adds. “From plant-based diets and nutrient-rich foods to functional eating, produce is seen not just as a side or garnish but as part of core meals that deliver wellness benefits.”

To tap into these trends, retailers can cross-merchandise celery with dips, spreads, fillings, and recipe cards offering unique ways to use celery in the kitchen. Promoting the health and dietary appeal of celery can also help boost sales and increase consumer demand.

“The key is to take the guessing out of it for shoppers,” says Nichole. “Sparking ideas for usage beyond just a salad or garnish can significantly boost purchases.”

Attendees of the GPFS can stop by booth #3083 to get a closer look at the company’s celery offerings.

“We always look forward to the largest show of the year to see everyone in person! Not only is IFPA such a great opportunity for quality face-to-face time with the majority of the industry, but it also offers educational sessions, a one-stop opportunity to showcase innovation, connect with buyers, explore new markets, and stay ahead of emerging trends in packaging, sustainability, and technology,” Nichole concludes. “With unmatched networking, education, and brand visibility, the show offers an efficient way to build partnerships, strengthen credibility, and generate meaningful business growth.”

The Global Produce & Floral Show is not the only exciting occasion approaching for Duda Farm Fresh Foods, as the supplier has also teased a new addition to its product lineup coming soon.

In the meantime, keep checking AndNowUKnow for the latest industry updates!

NEWARK, DE - The Foundation for Fresh Produce announced the launch of the Child Nutrition Education Network, a bold new initiative designed to change the trajectory of children’s health by strengthening fruit and vegetable education efforts around the world.

With more than 400 million children at risk of malnutrition globally, the need for early, evidence-based nutrition education has never been greater, the press release stated. The Network is part of The Foundation’s broader commitment to systemwide change, as outlined in the Produce Industry’s Commitment to Global Health – a strategic framework affirming six core levers that increase access to and desirability of fruits and vegetables, starting in childhood and continuing through every stage of life.

“The Network is a tremendous opportunity to galvanize support and align resources so more children learn to love fruits and vegetables early in life,” said Lauren M. Scott, president, The Foundation for Fresh Produce. “Healthy habits formed in childhood can last a lifetime – and this work ensures they do.”

The Network is free to join and welcomes any organization delivering or supporting fruit and vegetable-focused nutrition education for children. It aims to build visibility, expand capacity, and spark greater investment in these efforts – addressing a critical gap where high-quality nutrition education is often overlooked, underfunded, and disconnected.

In its first year, The Network will begin building a global map of child nutrition education programs, offer professional development and peer learning opportunities, and cultivate new relationships between mission-aligned educators and funders. These efforts will be shaped in close collaboration with early participants, with the first in-person Leadership Fellows Retreat planned for 2026.

“Fruits and vegetables are our most powerful tool against diet-related disease,” said Dwight Ferguson, chair, The Foundation for Fresh Produce; board of directors, Nourse Farms. “This Network is our commitment to make sure every child, everywhere, has the chance to learn that early – and live it for life.”

The Network will serve as the first global hub to:

• Map child nutrition education programs worldwide
• Scale impact through shared tools, training, and peer learning
• Connect educators and funders to drive collaboration and collective action

Get Involved: If you or someone you know leads or funds a nutrition education program, please complete our interest form to join The Network.

LEE'S SUMMIT, MO - The Mushroom Council announces a bold new marketing platform and tagline, “It’s Not Magic. It’s Mushrooms.,” aimed at attracting the next generation of mushroom shoppers and driving long-term category growth.

Developed with direct input from a marketing task force made up of mushroom industry leaders, the platform addresses a new target audience of emerging consumers: current light and medium mushroom shoppers whose profiles skew younger to Millennial and Gen Z. The goal is to move these consumers up the purchase-frequency ladder toward heavy mushroom shoppers.

The strategy behind the campaign reflects fresh mushroom industry alignment and an elevated investment in consumer marketing. Following an assessment increase that took effect October 1, 2025, the Mushroom Council and its grower and handler members will deploy more consumer ad dollars than ever before across digital, social, and streaming channels to drive trial, repeat purchase, and long-term category growth.

“The task force brought real-world retail and marketing leadership together to define where the category grows fastest,” said Amy Wood, President, Mushroom Council, in a press release. “Targeting Millennial and Gen Z light and medium shoppers gives us the best opportunity to build long-term loyalty and lift overall category demand."

Cristie Mather, Vice President of Marketing, Mushroom Council noted that “‘It's Not Magic. It's Mushrooms.’ grew from a simple insight: younger shoppers don’t want gimmicks. They want flavorful, convenient, and functional foods that fit their fast-paced, purpose-driven lives. This campaign platform is designed to be bold, authentic, and attention-grabbing with a tagline that lands perfectly in short-form video, influencer voices, and recipe-driven content.” Mather added, “By spotlighting delicious taste, everyday convenience, and the functional benefits mushrooms deliver, the platform speaks the language of busy Millennials and Gen Z. It invites trial and makes it easy to see mushrooms as a go-to ingredient for more of their meals.”

Key elements of the new campaign approach:

• New Target Audience Focus: Prioritize light and medium mushroom shoppers, predominantly Millennial and Gen Z, to increase purchase frequency and lifetime value.
• Creative Content and Channels: Produce culturally relevant creative content that raises awareness of mushroom benefits, optimized for streaming and social channels.
• Influencer Partnerships: Engage high-profile influencers and creators, including an Emmy-winning celebrity, to capture attention, inspire trial and build mushroom habits across meals and occasions.
• Increased Marketing Investment: Leverage the recent assessment increase to expand paid media and promotional support in ways that attract this busy target audience’s attention.

More than a dozen mushroom companies will be attending and exhibiting at the IFPA Global Produce & Floral Show. Attendees can visit the Mushroom Council in the Grand Plaza outside the Anaheim Convention Center (Booth GP8) to get a first look at the "It’s Not Magic. It’s Mushrooms.” platform, explore what’s ahead for 2026, and see how the Council is ready to support at retail. Plus, attendees will have a chance to test their cognitive performance with a memory game where each day’s high scorer will win a coveted prize package.

“The IFPA Global show is a prime opportunity to see how the exciting new campaign platform will capture attention and drive shopper demand,” added Wood. “We encourage mushroom retailers to stop by the Grand Plaza to get a first look and discuss custom retail activations.”

BAKERSFIELD, CA - Mid-season is when grapes really come into full swing for Jasmine Vineyards, offering a healthy spread of varieties to keep produce departments flush with color.

“We’re in the midst of a big, beautiful crop,” Jon Zaninovich, company President, remarked. “It’s a season of plenty; our hope is that this abundance makes its way to families’ tables through strong promotions and great value at retail.”

With that abundance in mind, Jon pointed to the varieties carrying the season forward.

“Sweet Celebration, Sweet Globe, and Great Green are our heavy-hitters right now, with Autumn King, Allison, and Autumn Royal right around the corner. Having strong mid-season varieties like these makes it easy for retailers to keep grapes in front of shoppers during one of the busiest times of the year for families—grapes are going straight into lunchboxes, showing up as snacks at fall sports, or just as something cold and hydrating on those hot autumn days,” Jon shared.

With a calculated overlap that ensures continuous availability and dependable quality, keeping the grape category strong without gaps, Jon explained how differentiation shows up in the details—whether it’s the way Jasmine packs and presents grapes, how quickly it can respond to orders, or the fact that the company ships under multiple labels to give partners more flexibility.

“We also put a lot of focus on communication with buyers so they know exactly what’s coming out of the field and when,” he said.

Digging into flavorful options, Jon shared how Sweet Globe and Great Green both give that crisp crunch and light, sweet flavor people love in green grapes. Sweet Celebration is the top favorite for reds.

“It just hits all the marks with that gorgeous ruby color, well-formed bunches that present well, and a taste beyond compare,” he elaborated. “We are currently working with a retail partner to promote this one by name, since shoppers are also looking for this variety at the retail level.”

As we approach IFPA and the holiday season, Jon said 2025 has been a strong year quality-wise so far.

“Fruit is showing good size and color across the board, and retailer feedback has been excellent. That’s given us a lot of confidence as we move through mid-season, and it sets us up well for late-season continuity,” he commented. “Our crews are out there every day making sure bunches are picked, packed, and shipped with care, and our team at the ranch and in the warehouse is focused on getting orders out quickly and smoothly. We have an amazing, dedicated, hardworking crew who are proud to show their Jasmine Vineyards spirit!”

For Jasmine Vineyards, consistency comes first, building trust by ensuring retailers can count on the grower for fruit that sizes up well, has good color, and is going to end up in shoppers’ baskets, no matter when they’re buying during the season. Likewise, striking a balance by giving retail partners reasons to come back to Jasmine Vineyards specifically is critical.

“Partnership support is a big part of how Jasmine Vineyards works with retail partners. We support promotions by giving buyers clear updates on timing and quality so they can plan ads or in-store pushes with confidence. We share high-quality images and point-of-sale materials when it’s helpful, and we also highlight promotions on our end through trade press and social media to give them a little extra lift,” Jon said.

Harvesting different varieties across the season, with various promotional windows to match, is what the grape veteran tells me ensures retailers have the right tools and information.

“At the end of the day, retailers are the best gauge of what resonates," Jon concluded. "When our grapes stand out, it reinforces the trust they’ve built by giving customers great quality at a fair price.”

As the season transitions and the suppliers keep fresh produce growing, AndNowUKnow will continue to report the latest.