LEAMINGTON, ON - The overhaul necessary to complete a rebrand cannot be overstated, yet often the result is seen as a modification of the familiar face. A lift rather than true change. This is far from the case for Highline Mushrooms.

“Our rebrand has been nothing short of transformative, and its fresh reach is reshaping how the industry sees mushrooms,” Sales and Marketing Manager Kelsey Coon reflected. “Since unveiling our bold new rebrand, we’ve activated it coast to coast across the U.S.”

The refreshed look spans every touchpoint; packaging, marketing campaigns, digital platforms, and—of course—trade shows.

“Highline Mushrooms is cranking the energy up at booth #4184, and everyone’s invited!” Kelsey shared. “Following last year’s buzzworthy booth debut, we’re back with a fully merchandised refrigerated case, bold new visuals, and immersive storytelling that bring our ‘Be Super’ brand to life on the show floor.”

This year, the company is adding something brand new: An exclusive first look—and taste!—at the latest ready-to-cook innovation.

“These craveable creations are designed to help retailers meet rising demand for fast, nutritious meal solutions and inspire shoppers to see just how simple it is to incorporate mushrooms into more meals,” Kelsey teased. “Come for the party. Stay for the future of mushrooms.”

2025 has been a year of momentum overall for Highline, energy that the company is carrying through the holiday season and beyond.

“By combining bold packaging design with strategic digital storytelling, we’re not just modernizing the mushroom set—we’re building long-term loyalty with the shoppers who will define its future,” Kelsey continued. “With Millennials on track to become the majority of produce purchasers within two years and already driving 68 percent of all new produce dollar growth (Circana, Integrated Fresh, Total U.S., 52 w.e. 4/20/2025), the next decade marks a major generational shift. As Millennials and Gen Z take the lead, we knew we had to meet them in a bold new way—reimagining how mushrooms show up to spark excitement, build trust, and reflect their values.”

It is with this in mind that the company looks back on a few key highlights, including:

• National Mushroom Month 2025 has brought record engagement, with multi-channel campaigns driving excitement, digital buzz, and increased visibility across the category
• Farm of the Future expansion is well underway, integrating advanced automation and climate-smart growing systems to support sustainable growth and consistent supply
• Highline continues to lead the industry in sustainability, removing tens of millions of coloured tills from the waste stream and scaling our clear rPET packaging

“With shoppers gearing up for the high-traffic holiday season, our focus is on supporting retailers with the merchandising, data, and storytelling they need to drive mushroom sales into 2026,” Kelsey concluded. “To amplify it all, we’re partnering with retailers on targeted digital campaigns that bring our refreshed brand to life. These campaigns are designed to spark curiosity, drive click-throughs, and pull these younger shoppers into the mushroom category.”

As Kelsey pointed out to me, it’s not just a new look; it’s a movement to elevate mushrooms to their rightful place in produce. One buyers can experience firsthand at booth #4184 in Anaheim, California, October 16–18.

COLLINSVILLE, IL - With convenience, sustainability, and freshness remaining at the top of consumers’ demands for fresh produce, the packaging sector is one area where companies are constantly looking to secure an advantage. Sev-Rend is helping its partners achieve this with a comprehensive portfolio of flexible packaging solutions, including conventional and sustainable options.

As the provider attends this year’s Global Produce & Floral Show, Sev-Rend will highlight its pouch bags, FFS film, tags, wire, and netting—all designed to meet the evolving needs of the produce and floral industry.

“Sev-Rend stands out as one of the few flexible packaging companies that manufactures its products here in the United States,” shared Brittnie Hammack, Director of Marketing, ahead of the show. “Based in Collinsville, Illinois, our centralized location ensures quick, reliable delivery without delays, import costs, or risks that often come with overseas shipping. In fact, we’ve seen a shift firsthand as companies transition away from sourcing packaging overseas toward domestically manufactured products—driven by both cost and shipping concerns.”

Beyond high-quality packaging, Sev-Rend provides added value with customer-focused services at no extra cost. This includes:

• Online Ordering Portal: A 24/7 platform displaying SKUs with images, product numbers, and artwork to reduce errors, plus easy access to invoices, shipments, and more
• Sustainability Hub: An exclusive resource for Sev-Rend’s customers, offering compliance checklists, material innovation updates, and tools to help navigate industry shifts
• In-House Graphics Team: From simple edits to full design, the Sev-Rend team delivers faster turnaround by eliminating the need for outside agencies

Together, these advantages deliver efficiency, cost savings, and peace of mind for the company’s customers.

“We’re excited to showcase how Sev-Rend continues to lead with innovation, service, and sustainability in packaging,” Brittnie continued, looking ahead to the October event. “We look forward to connecting with both new and existing partners at the show to explore how our solutions can support their success. The Global Produce & Floral Show brings the entire industry together under one roof, creating a space to showcase innovation from packaging solutions to the latest fresh produce varieties and commodity offerings. It’s a valuable opportunity to connect with customers, network with industry leaders, attend educational sessions, and see firsthand how far the industry has advanced.”

To connect with the Sev-Rend team, stop by booth #3305 in the Business Solutions segment during the IFPA show!

Keep clicking on ANUK as we continue to provide more fresh-focused industry updates.

NOGALES, AZ - Malena Produce announced that its team will participate in the “Race for a Healthier World” 5K during the upcoming Global Produce & Floral Show in Anaheim, California. Ten team members will run together, completing a combined 50 kilometers in support of a meaningful cause.

Through the initiative called “Miles for Team Malena,” the company invites clients, partners, and friends from across the produce industry to join in by “donating kilometers.” Each sponsorship directly benefits the California Fire Foundation, which provides assistance to firefighters, their families, and communities across the state.

“We’re proud to match every dollar donated, doubling the impact of our industry’s support,” said John Davidson, Director of Sales at Malena Produce, in the recent release. “As produce professionals, health and community are central to who we are, and this initiative allows us to give back while coming together as a team."

The Global Produce & Floral Show is one of the most important gatherings in the industry, and this year’s event in California provided the perfect opportunity to connect the passion for health with a local cause.

How it works:

• Malena Produce team members will run 5 kilometers each (50 kilometers total).
• Sponsors can donate at different levels ($2, $5, $10 per kilometer).
• Malena Produce will match every contribution dollar-for-dollar.
• All proceeds will be delivered with full transparency through a direct check to the California Fire Foundation.

To participate, visit Malena Produce at Booth 739 during the Global Produce & Floral Show, or connect through the company’s GoFundMe page https://gofund.me/d13f2b695.

RIVERSIDE, CA - Focused on creating solutions that make fresh produce more approachable and versatile, F&S Fresh Foods combines high-quality vegetables with innovative, ready-to-use packaging. Fresh off of Southern Innovations with the Global Produce & Floral Show on the horizon, I caught up with Brian Klekner, Vice President of Retail Sales–East, to discuss how the company is bridging the gap between convenience and freshness.

“This approach reinforces our strategy: delivering value to retailers by meeting the evolving needs of today’s busy consumer,” Brian said. “We’re continuing to explore packaging and product innovations that enhance convenience, reduce food waste, and drive produce consumption.”

The latest to come to fruition out of the company’s resources is its new Film Sealed Vegetable line. Designed to deliver on convenience, freshness, and flavor, the offering is available in a variety of vegetable blends, from staples like Broccoli Florets to value-added flavors like Broccoli & Cauliflower with Garlic Butter.

“Our Film Sealed Veg line is just one example of how we’re investing in solutions that benefit retailers and shoppers alike. At Southern Innovations, we were excited to share more about how these innovations can boost the fresh category and support retailer growth,” Brian reflected.

F&S Fresh Foods’ Film Sealed Vegetable line is a complete, ready-to-heat solution that requires no extra prep. The film-sealed packaging helps reduce food waste and allows consumers to heat product directly in the microwave or oven. For retailers, this means a product that meets shopper demand for quick, fresh meals with minimal waste.

“Events like Southern Innovations are key opportunities for retailers to connect directly with suppliers who are shaping the future of fresh. It’s where innovation is showcased first, and where strategies for driving sales and meeting consumer demand come to life. For F&S Fresh Foods, we were excited to take the chance to share our freshest products and collaborate with retailers on ways to grow the produce category together,” Brian concluded.

With the industry gathering once more in a matter of weeks, this time in Anaheim, California, those who might have missed this opportunity will have another to connect with the F&S team at booth #889. Hope to see you there!

ANAHEIM, CA - The upcoming Global Produce & Floral Show gives us here at AndNowUKnow an opportunity to dive into the fresh developments, growth strategies, and inspiring ideologies that make fresh produce so great. As we continue this exploration in the lead-up to the 2025 event, a recent conversation with Frieda’s Branded Produce’s Alex Jackson, Vice President of Sales and Marketing, revealed how we can influence industry trends and demand by truly tapping into the consumer experience.

What are you most looking forward to about this year’s Global Produce & Floral Show?

“We are thrilled to welcome the global floral and produce industry to our backyard. With our facility 11 minutes away from the convention center, the week will not only be filled with tours and meet-and-greets, but our entire team will be able to show our passion for what we do at our booth and on the show floor.

This year, we are spotlighting the experience of working with Frieda’s and our family of companies. We do it with passion, and in a way that meets our clients' individual needs, as well as what consumers are looking for when walking through the produce department or dining at a restaurant. We take our clients’ strengths, identify opportunities for growth, and work together to bring specialty produce to market in a way that inspires new food experiences while increasing unit sales, something every retailer and distributor is challenged with right now. We welcome everyone to stop by our backyard for a true Frieda’s experience at booth #939!”

How can our industry both harness and influence the trends of today in favor of fresh produce?

“For retail, trends in the produce department are often determined by the vision of a Category Manager or the amount of supply available to the market. When we only think of trends through a product-focused lens, we limit the possibilities of what experience we can create for the consumer. Looking at trends through an experience lens creates limitless possibilities to innovate, move more units, and increase produce consumption.

In the foodservice space, chefs create trends—not only by the products they feature, but by the theater they create in their restaurants and in their dishes. The Shishito example is one we use time and again: it wasn’t just the product that consumers were intrigued by, it was the way in which the chef prepared them, the way they served it, and the way they encouraged diners to eat it.

This is what Frieda’s is focused on: harnessing the consumers’ lens, the strengths in supply, and the capabilities of the retailer or foodservice operator to create theater for consumers and a great business experience for our clients.”

How does the Global Produce & Floral Show support the growth of Frieda’s and the overall produce industry?

“IFPA’s Global Produce & Floral Show provides the opportunity to show the industry what your company stands for. Whether it is showing existing clients a great experience to remind them of why you’re their partner, a potential supplier why they should supply you, a competitor what makes you different, or a consumer why they should buy your products. Everyone at the show is a consumer, and it’s the largest stage for U.S.-based produce companies to show off our prowess at a global level.”

Get to know the passionate team at Frieda’s Branded Produce at booth #939 during IFPA’s highly anticipated Global Produce & Floral Show. In the meantime, keep checking ANUK for the latest show updates!