BAKERSFIELD, CA - How can we continue to fuel demand? This question is posed across all aspects of the produce industry, with both new and traditional strategies taking root to achieve the common goal.

Through a series of recent AndNowUKnow articles, Phil Gruszka, Founder of Gruszka Consulting, recently dove into the importance of persistence and consistency in fresh and how silence in marketing often comes at a cost. Now, the industry vet is exploring another crucial facet of fresh produce, emphasizing how digital attention is a key marker of consumer interest.

In today’s marketing landscape, demand is driven on a digital scale—and the digital world is not something that should be minimized or ignored.

“Too often, numbers like social media impressions, video views, or website visits are brushed aside, questioned, or discounted, because they don’t directly convert into sales overnight. This view undersells the role of marketing in general and its digital component in shaping consumer behavior, influencing retail buyers, and ultimately protecting the value of produce categories,” Phil explains, revealing how this advantageous vehicle for stimulating demand often goes overlooked.

As Phil goes on to note, consumers don’t just wake up one morning and decide to buy a new apple variety, a clamshell of grapes, or a bag of carrots due to a single ad. Instead, their decisions are shaped long before they enter a store, and this begins with repeated digital encounters. While that journey may not appear in a weekly sales report, it’s a clear and measurable reflection of a brand’s presence and long-term potential.

Attention Is the New Shelf Space

“For decades, CPG and produce companies have fought for space on physical shelves. I fondly remember, in a previous life, sales calls for Hostess Twinkies and Cupcakes vying for more shelf space. Today, digital feeds are just as important. Instagram, YouTube, Facebook, and retail apps are the new ‘front end caps’ where consumer preference is built,” Phil continues. “When packaged snack foods dominate those spaces, produce gets pushed to the background. But when fresh produce companies step in and show up consistently, they claim visibility in the very channels where tomorrow’s buying habits are being formed.”

And it’s not just consumers who notice this digital attention. It also demonstrates a brand’s success for retailers.

Phil illustrates a supplier walking into a retail pitch with two scenarios: one in which a supplier can highlight its product, quality, availability, and competitive pricing, and another in which a supplier can provide all of that information, in addition to strong consumer engagement across digital channels.

“Which of those scenarios gives the buyer confidence that stocking your product will drive movement?” Phil asks. “Digital attention is evidence. It reduces risk for buyers and strengthens your seat at the table.”

Measuring What Matters

Even with the digital world's heightened impact, produce companies don’t need to become social media giants overnight. What they do need to do, Phil emphasizes, is move past dismissing metrics as “empty numbers.”

“The real task is measuring the right things: How many people are seeing your brand? How often do they encounter it? Are they interacting, clicking, saving, commenting, sharing? Can you connect digital campaigns to retail activations, like QR codes, shoppable recipes, or retailer tie-ins? When tracked together, these metrics can highlight a period of strong brand momentum,” Phil says.

Avoiding the Silence Trap

For fresh produce companies, digital attention is a year-round strategy that should not be limited to the seasonality of one’s product portfolio.

“As I wrote in The Cost of Silence, the absence of a story quickly reduces products to commodities,” adds Phil. “Digital platforms are the fastest way to avoid that silence. A brand that disappears online for a season risks being forgotten in weeks. A brand that keeps showing up, even modestly, remains visible and relevant. This is still true for seasonal fruits and vegetables. The momentum you have diligently built on social media platforms during the season needs to be nurtured even when your product is not on the shelf. Maintenance levels of awareness advertising will help you build an audience even in the off-season.”

Digital attention has already driven real-world impact across multiple categories, such as blueberries gaining traction on TikTok, Avocados From Mexico’s digital-first Super Bowl strategy, successful potato campaigns with QR codes linking to video content, and geotargeted apple ads causing local demand spikes.

The Call to Action

“These examples show that digital attention isn’t noise—it’s fuel. And when aligned with retail strategy, it’s measurable in movement,” Phil concludes. “Digital impressions, video views, and web traffic are not vanity metrics. They are signals of reach, relevance, and recognition. They show that your story is being seen and heard—even if the payoff isn’t immediate.”

The lesson across Phil’s multi-part series is clear: persistence builds value, silence erodes it, and digital attention accelerates recognition when applied consistently. The question he poses for every grower and marketer is: Will you be patient enough to let those impressions add up?

In fresh produce, we know better than any other industry that growth takes time. The day you plant the seed is not the day you enjoy the fruit. The same can be said for the digital marketing strategies of today—but the payoff is certainly worth the long-term investment.

LEAMINGTON, ONTARIO - Between mounting market pressures, shifting consumer expectations, and rising competition, retailers continue to seek supplier partners who deliver tailored solutions. As the International Fresh Produce Association’s Global Produce & Floral Show (GPFS), October 16–18, approaches, attention turns to companies that stand out through innovation and collaboration–companies like Topline Farms®.

“At Topline Farms, we’ve built over 75 years of expertise in controlled-environment agriculture. What sets us apart is managing the entire process, from seed to shelf, under one roof. That vertical integration, paired with our in-house logistics through Westmoreland Transportation, means buyers can count on us for consistent quality and reliable delivery every time,” says Dino DiLaudo, Senior Vice President of Sales and Marketing. “Retailers benefit from steady supply without seasonal gaps, and operators can build menus with confidence knowing flavor and quality remain consistent.”

Topline has also reinvested in sustainable practices, such as water recycling and LED lighting – to reduce resource use while meeting consumer expectations for responsible sourcing. Consumers increasingly value sustainability, local connection, and year-round supply.

“They want food that’s responsibly grown, close to home, and reliably available. Buyers can highlight these attributes through in-store storytelling, online content, and menu positioning–building trust with consumers who prioritize transparency and ethical sourcing,” Dino explains. “Recognizing these priorities, we’ve made sustainability central to our business by dedicating staff and leadership to measurable progress across operations. From reducing packaging and energy use to partnering with growers on continuous improvement, we’re turning expectations into action, creating authentic, data-backed stories buyers can share with confidence.”

At GPFS, Topline will spotlight two priorities that connect its strong foundation with forward-looking strategies.

“This year, we’re excited to showcase innovations that reflect where demand is headed: convenience and culinary versatility. Our Grab & Go Tomato Snack Packs combine medley and grape tomatoes in sustainable multi-packs, ideal for today’s consumer seeking healthy, portable options,” Dino says. “We’re also featuring our year-round Roma Revolutions. Expanding acreage, innovative pack sizes, and chef-inspired versatility make these tomatoes ideal for retailers and operators looking to offer consistent, high-quality produce while driving menu creativity.”

Supporting retail partners is central to navigating the dynamic greenhouse space. Topline provides tools to help partners market and move product effectively.

“We see ourselves as partners, not just suppliers,” Dino notes. “That means collaborating on everything from custom packaging to in-store merchandising and promotions–tools designed to help partners connect with consumers and drive sales. Our sustainability team also works closely with customers to align on goals such as improving private label packaging recyclability, reducing food waste, and supporting transparent sourcing. Together, we turn sustainability into a selling point, building consumer trust while driving category growth.”

Visit GPFS booth #2197 to learn more about Topline Farms’ toolkit of buy-side solutions. See you in Anaheim.

CASHMERE, WA - Tony Freytag has always been about evolving his purpose. This perceptible gift is one of the first things I noticed about Tony nearly 15 years ago when I started in this industry. He always seemed to have his feet firmly planted in the moment while taking in the many components of the landscape in an effort to see the world—and its possibilities—differently. Today is no different, even as he announces his retirement from Crunch Pak on December 31, 2025, where he has served as Executive Vice President and Founding Partner since the company’s inception.

“Produce has always been about two things for me: health and people. At its core, this industry is about getting nutritious food into people’s hands in the most accessible way possible. That mission has kept me inspired for decades,” Tony shares. “The other part is the people—growers, retailers, industry colleagues—it’s a community built on hard work, trust, and shared purpose. Once you experience that, it’s hard to imagine doing anything else.”

As a Founding Partner, Tony has seen the apple industry evolve dramatically. In many ways, Crunch Pak has influenced consumer habits and the broader fresh-cut category over the years.

“Crunch Pak showed that convenience and health don’t have to be separate. By making apples more accessible, we helped families incorporate fruit into their daily routines,” Tony explains. “That, in turn, helped normalize fresh-cut produce as a category. We proved that with the right innovation, packaging, and quality, consumers would opt for a sliced apple tray over a processed snack. That shift in behavior is now reflected across the industry—and I’m proud Crunch Pak helped lead the way.”

It has been a beautiful journey for Tony. Over 25 years, he has contributed not only expertise and vision, but also deep dedication and heart. The defining milestones that shaped both the company and his own career are numerous, but Tony narrows them to the ones that immediately come to mind.

“Several moments stand out. First was proving the concept itself—showing fresh-cut apples could have a national footprint,” Tony recalls. “Developing anti-browning solutions, building strong retail partnerships, and creating consumer trust were all turning points. Another milestone was licensing, marked by the introduction of the first Mickey-shaped Foodle tray, which demonstrated the power of connecting produce with families through trusted brands. For me personally, the biggest milestone has been watching Crunch Pak’s culture take root—a ‘can-do’ spirit that made even the toughest challenges possible to overcome.”

Of all these moments, an overriding lesson is that every part of the chain matters—growers, packers, retailers, and consumers all need to feel the value.

“At Crunch Pak, success came from aligning those pieces: respecting the grower, building trust with retailers, and delivering something consumers wanted. Advocacy works the same way. If we can maintain those perspectives in a connected and balanced way, we’ll continue to grow the industry sustainably,” Tony reflects.

While Tony will be retiring from Crunch Pak’s day-to-day operations, he will not be stepping away from the industry as a whole. He has too much left to do, and that continues with his board service and industry leadership.

“I’ve never really looked at this as ‘retirement.’ It’s simply a new chapter,” Tony says. “I want to lend my experience and network to help future leaders make bold decisions, while continuing to represent the industry at the board and association level. It’s about supporting others as they take the wheel, while still being deeply invested in the health and future of produce.”

Upcycling, food as medicine, and supply-chain innovation are areas where Tony gravitates. They fuel that downfield perspective he so carefully hones.

“These areas resonate because they’re about impact—both immediate and long-term,” Tony says. “Upcycling ensures we honor the grower by using more of what’s harvested and processed, creating new value streams. Food as medicine is central to improving public health—the idea that fresh fruits and vegetables are frontline healthcare is incredibly powerful. Supply-chain innovation ties it all together; without efficiency and resilience, the best ideas don’t reach consumers. In the next chapter, I plan to champion these causes through mentorship, board service, and continued support for projects that demonstrate their value on the ground.”

As a beacon of thought leadership, Tony is a man of stories and carefully chosen words—words I take in eagerly.

“A few guiding ideas have stayed with me. First, persistence. Never take ‘no’ as the final answer if you believe in the vision,” Tony advises. “Second, fairness. Treat people with respect, and they’ll bring out their best work. And third, curiosity. Always ask, ‘What's next?’ This industry rewards people who are willing to take a leap, grounded in both data and intuition. Those mottos have helped me through both the toughest challenges and the most rewarding milestones.”

I am lucky to have had this amazing conversation with Tony on the cusp of his “retirement,” though we will continue to have the gift of his passion for many years to come in fresh produce.

Congratulations, Tony, and welcome to your next chapter.

MCALLEN, TX - Transparency is no longer "optional." Whether reporting from the retailer’s perspective or the consumer, this has moved beyond an extra offering into a necessity.

“Buyers want to see every line of the spec sheet: resin type (LDPE or PP), mono-material confirmation, film gauge and tolerance, sealing window, coefficient of friction, PFAS-free status, recyclability guidance, and country of manufacture. Providing that data up front not only speeds approvals but also strengthens trust with retail partners who are under pressure to meet their own sustainability and compliance goals,” Aaron Fox, Vice President of Fox Packaging, recently shared with me.

As a leader in flexible packaging solutions for over 60 years, Fox Packaging differentiates its pouch program through a PFAS-free portfolio in LDPE and PP; a film front/mesh-back Stand-Up Combo®—an all-PE construction that adds breathability to reduce condensation for items like apples, limes, and peppers; and domestic manufacturing that delivers responsive lead times and traceability.

Recyclable mono material designs are further supported by resin coding and How2Recycle guidance to give programs clarity at end-of-life (collection access varies by location), helping check that necessary box for both sides of the supply chain.

Equally, Aaron emphasized that the shopper experience can’t be an afterthought.

“Consumers expect a pouch they can open and re-close cleanly, with windows that show off the product inside without weakening the package. At the same time, that pouch has to leave room for certifications, date codes, and traceability details that give shoppers and retailers confidence in what they’re buying,” he observed.

Material decisions affect budgets and schedules immediately, with the biggest cost lever being gauge, according to the packaging expert. Breaking it down for me, he and his team explained using the lightest workable film that still holds seals and survives the route is critical. Additionally, mono-material pouches can shorten production by avoiding extra lamination/cure steps, while features like zippers, vents, and mesh backs add performance but also time and cost, so plan for that. On the line, PP’s web stability and flatness help pouches track and register at speed; LDPE seals easily but may need tighter tension and temperature control on high-speed automation.

“As a domestic Texas manufacturer, we can reduce lead times, cut freight risk, and respond faster to seasonal swings, keeping pouch programs moving smoothly,” Aaron said. “Domestic manufacturing keeps lead times honest and freight risk low. The rest is relationships, daily check-ins, fast trials, and shared problem-solving with suppliers and customers.”

Whether it is the route the product is delivered, or the packaging that brings it to the shelf, it is critical for all in the supply chain to have a plan as transparent as your pouch bags.