BAKERSFIELD, CA - Committed to consistently delivering the highest-quality table grapes, Castle Rock Vineyards is experiencing an excellent year for both quality and flavor across its California program.

“The weather has been cooperating on all levels, signaling plenty of great fruit for our customers,” shares Laura Berryessa, Sales Manager. “Strong grape movement and elevated consumer confidence are fueling positive momentum and delivering meaningful value for Castle Rock’s partners.”

To execute a truly premium table grape program, Castle Rock carefully manages every stage of the process—from growing and picking to packing, cooling, and shipping—ensuring its coveted fruit maintains the highest standards.

“Supply should be strong this year, pending any disruptive weather events,” Laura notes. “We are well-positioned to provide our customers with jumbo fruit, premium varieties, excellent flavor, and consistent value throughout the season.”

Castle Rock’s vineyards span Coachella, Arvin, Bakersfield, Delano, Ducor, Lindsay, and Reedley, California, offering strategic access to the state’s most productive grape-growing regions.

“Location is everything, and having a trusted team behind your retail programs ensures you never have to compromise on your grape destination at retail,” Laura concludes.

Keep checking back with AndNowUKnow as we continue to keep our finger on the pulse of today’s table grape industry.

WENATCHEE, WA - School is back in session, and while much has changed since I was wearing backpacks to start my day, something still holds up: The image of presenting a teacher with an apple.

Treefruit and teachers are intertwined in the U.S. narrative, so what better way to continue ringing fresh sales than to check in with Stemilt?

“Back-to-school time is usually a busy time, so offering convenience through packaged options and the easy snackability of produce items, like apples and pears, are great themes to emphasize to help overwhelmed parents include healthy options in their child’s snacks or lunchboxes,” Brianna Shales, Marketing Director, advised. “Apples and pears are what we’d call ‘no prep’ items for lunchboxes. They’re easy to grab and put in a backpack or lunch pale, then wash up for enjoyment later. Focusing on high-flavor varieties is a great way to increase the chance of kids requesting more fruit in their meals.”

Rave® is the first apple to harvest of the season, with Honeycrisp parentage that Brianna shared, is perfectly positioned as the back-to-school apple. It can be tied into promotions via signage, retail ads, or displays, while Lil Snappers®, another Stemilt-branded offering for apples and pears, is the package choice for back-to-school ads.

“Rave is great to highlight in August and September during its short season, then SweeTango® as it becomes available in September. Both apples bring a balanced, sweet-to-tart flavor experience that will appeal to kids. Most retailers see smaller sizes as a positive for merchandising fruit to kids as healthy snacking and lunch options. Some have their own package for small fruit, while others partner with us to carry Lil Snappers, which features a colorful bag with playful fruit characters as part of the branding that makes them stand out to kids. Both are proven ways to drive apple sales through volume and intent,” Brianna explained.

New crop Bartlett and Starkimson pears are now in season, and Gala apples will be coming soon to help promote this long-time successful package. In a 3 lb format, Lil Snappers are easy for little hands to reach in and grab a healthy snack. Plus, it can stand up by itself in the fridge for convenience!

“We are right at the transition from last year’s crop to this year’s, and supply will increase as we head into September and harvest additional apples. Focusing on the seasonal offerings like Rave and SweeTango is a great way to build apple momentum while other varieties await harvest,” Brianna stated. “For pears, there’s a huge opportunity this year as the volume rebounds from last year’s down crop, and smaller-sized fruits will lend well to the Lil Snappers program.”

So what in-store or digital marketing strategies can help retailers connect apples and pears with parents, kids, and lunchbox occasions? Brianna told me Stemilt is working with influencer partners to share the timing and outrageously juicy flavor of Rave with consumer audiences on social media.

“We’re also helping retailers set their back-to-school ads by leaning into offerings from the new crop. Integrating apples and pears into back-to-school events or communication to shoppers will help make sure these popular produce items are top of mind for consumers alongside school supplies, clothes, and other things that parents have to shop for to prep kids for the classroom,” she said.

With fresh produce movement always in mind, AndNowUKnow will continue to report on this and other categories key to the changing of the seasons.

IMMOKALEE, FL - Continuing a legacy of fresh produce advocacy and commitment to industry advancement, a generational Lipman Family Farms leader has stepped into a crucial new role. The grower’s Chief Executive Officer, Elyse Lipman, was recently elected to the International Fresh Produce Association (IFPA) Board of Directors as this year’s Chair-Elect.

"I'm honored to further engage with IFPA as this year's Chair-Elect. Together with my fellow executive committee members, we will continue to push for solutions that will drive our industry forward and bring us together to create a vibrant and healthy future for all,” said Elyse of her new role. “I look forward to the rewarding work ahead."

Joining the Executive Committee alongside Elyse are 2026 Treasurer Mohammed Abbas, EVP & COO, Del Monte Fresh Produce; at-large Executive Committee member and incoming US Council Chair Steve Grinstead, CEO, FreshEdge; and at-large Executive Committee member and incoming Sustainability Council Chair Adriëlle Dankier, CEO of Nature’s Pride, a recent IFPA release stated.

As one of North America's largest field tomato and vegetable growers, Lipman Family Farms continues to be an active voice in shaping the future of produce. Elyse’s election to this role underscores her commitment to advancing fresh produce and collaborating with peers to address the industry’s biggest opportunities and challenges, the company shared.

Congratulations to Elyse Lipman on this recent appointment! For more industry news, keep reading AndNowUKnow.

OXNARD, CA - Any way you slice it, the popularity of avocados and mangos continues to skyrocket, making each category ripe for promotion. Whether it's a summer holiday or, in this case, the back-to-school season, retailers can expect a healthy dose of consumer traffic around avocado and mango produce department destinations.

“Back to School is all about setting kids up for success, and better-for-you snacks are leading the way. Approximately 64 percent of consumers are actively seeking snacks that offer health benefits, such as protein, energy, and immune support.1 Both avocados and mangos are naturally nutrient-dense,^2,3 kid-friendly, and versatile—whether it’s a creamy avocado paired with protein-rich items or a mango as a refreshing, vitamin-packed snack,” Diana McClean, Director of Marketing and Communications, Mission Produce, shares.

While we all have felt the rise of healthy snacking in recent years, it was great to learn that snacking is driving eating habits more than ever, with nearly half of consumers snacking three or more times a day.¹

“Parents want snacks that fuel, not just fill, and that’s where avocados and mangos shine: They’re nutrient-dense, kid-friendly, and packed with energy-boosting benefits.^2,3 Today’s families need fresh, healthy, grab-and-go options,” Diana explains. “Our bagged avocados and retail-ready mango packs make it easy for parents to bring home value, convenience, and nutrition in one stop.”

Diana continues to share her insights, adding that bagged avocados sales doubled between 2019 and 2024, driving the majority of category growth.

“Similarly, our Retail Ready Mango Bag is an easy option that gives families the flexibility to enjoy mangos all week,” she details. “We also offer a wide range of avocado sizes—from Minis for quick snacking to Jumbos that work beautifully for meal prep. These innovations ensure families have fresh, healthy options that fit seamlessly into their routines. This season, Jumbo fruit is in strong supply–so it’s the perfect time for retailers to GO BIG and promote meal prep solutions that add value to the basket.”

Along with data-backed insights, Mission supports its partners with a reliable supply, promotion opportunities, and category insights that help merchandise for shopper appeal.

“Our bagged avocados are a natural fit for secondary displays near lunchbox staples, while our mango bags offer families a grab-and-go solution that makes healthy eating simple during the busy Back-to-School season,” Diana describes. “By highlighting avocados’ kid-friendly texture and mangos’ immunity-boosting vitamin C, retailers can capture parents’ desire for health while appealing to kids’ love of taste and fun.^2,3”

Back-to-school season provides ample opportunities to meet shoppers where they are, and Mission Produce has the location dialed in.

<sup>End Notes:
1. 2025 Circana Snack Survey
2. Hass Avocado Nutrition Copy Points – USDA APPROVED July 2025
3. National Mango Board. Mango Nutrition Handout. 2022.</sup>

BAKERSFIELD, CA - In fresh produce, we often talk about longevity, legacy, and lasting impact. These goals are not built by flashes in the pan, but by steady and strategic planning brought to fruition through focused execution. A single product, campaign, or clever ad will only suffice as a blip on the radar. Becoming memorable, becoming impactful comes from showing up, season after season, with persistence and consistency.

“In produce marketing, buyers are influenced by trends, seasonal availability, and competing commodities. It often takes multiple touchpoints—whether through in-store promotions, digital campaigns, or trade communication—before a product truly captures attention,” Phil Gruszka, Founder, Gruszka Consulting, shares with me.

As Phil breaks it down for me, persistence matters because results don’t always appear immediately, especially with awareness advertising. Social media and email advertising are two examples.

“Social media advertising can also easily be discounted as a valuable tool, especially if you personally do not use it. A company may see thousands or millions of views on their posts during the season or with their advertisements within an industry publication without an immediate bump in sales,” Phil explains. “It’s easy to question the value of those numbers. Each impression represents someone seeing your brand, your product, or your story.”

When that exposure happens consistently over time, it builds recognition. Recognition creates trust, and trust is the foundation that separates strong produce brands from the rest of the pack.

“Recognition elicits trial, trial elicits repeat purchases,” Phil describes. “The companies that stay committed to these long-term efforts are the ones consumers remember when it’s time to buy. Ultimately, it is the consumer who is opening their wallet to purchase our products. Their purchases are a pure measure of your persistence and consistency–the quality of your produce matching the promises you have made consistently through your advertising."

Consistency across every facet of your company and brand is what reinforces that trust and makes those impressions meaningful.

According to Phil, every point of contact should reflect the same quality and values. He explains it’s worth asking yourself:

• Does your packaging stand out in the crowd or blend into the background?
• Do your sales materials and presentations reflect the quality of your product?
• Does your social media make customers want to be part of your community?
• When a consumer or buyer has an issue, does your customer service reflect your brand promise?

“If you can answer yes across the board to these and related questions, you’re ensuring that each new impression—whether online, in-store, or face-to-face—adds to a consistent and reliable brand identity,” Phil says. “Of course, keeping that message steady isn’t always easy. Harvest season can divert attention away from marketing, and awareness campaigns require patience before they yield results. This is where outside marketing consultants can be of assistance. They can bring an objective perspective, manage the ongoing workload, and apply experience across commodities to ensure that every touchpoint continues to build momentum—while enhancing the important work your team is already doing.”

When persistence and consistency are applied with intention, the cumulative effect is powerful.

"Those thousands of social media or email advertisement views aren’t just empty numbers—they’re seeds of recognition. Over time, they grow into stronger brand awareness, loyal customers, and sustainable long-term growth,” Phil concludes.

In a crowded marketplace, patience and discipline are often what distinguish one company from another. And in our business, that is everything.

Please follow these links to read more about Gruszka Consulting's diverse services and past work.

WATSONVILLE, CA - California Giant Berry Farms is proud to announce the success of its 19th annual Skirt Steak BBQ. The event, which brought together over 1,200 community members, raised $49,800 to benefit local organizations. This year's fundraising milestone is a testament to the community's support and reflects our company's mission to nourish our community—our commitment to doing good.

The annual BBQ has grown from a small lunch for the sales team into one of California Giant Berry Farms' largest fundraising events. For $20, guests enjoyed a delicious lunch of skirt steak, garlic bread, salad, fruit, and a chocolate chip cookie.

"We are incredibly proud of our team and our community for coming together to make this year's BBQ such a success," said Joe Barsi, President of California Giant Berry Farms, in a recent release. "This event is a living example of our commitment to nourish our communities, and it’s truly inspiring to see so many people come together to support this event."

This year's event holds special significance as it follows California Giant Berry Farms being honored as the 2024 Food Donor of the Year by Second Harvest Food Bank Santa Cruz County. The Food Bank recognized California Giant for its steadfast support since 2016, which includes a donation of over 120,000 pounds of fresh strawberries, blueberries, raspberries, and blackberries last year alone. The proximity to the Food Bank allows for an ideal partnership, ensuring fresh, nutritious berries reach those in need. Beyond food donations, California Giant has shown exceptional community commitment by sponsoring key fundraising events and providing invaluable support during crises, including a significant donation to the 2023 Flood Relief campaign for neighbors in Pajaro.

The success of the BBQ is a team effort, with California Giant staff handling every detail—from pre-planning and soliciting sponsorships to cooking and serving. Every dollar raised is matched by California Giant Berry Farms' founder, Bill Moncovich, further amplifying the event's impact.

Proceeds from this event will be distributed at the end of the year to a variety of nonprofit organizations, including CASA of Santa Cruz County, CASA of Monterey County, CASA of San Benito County, Jacob’s Heart Children’s Cancer Support Services, Kinship Center, Teen Kitchen Project, Pajaro Valley Loaves and Fishes, Partnership for Children, Monarch Services, and Pajaro Valley Shelter Services.

California Giant Berry Farms would like to extend a special thank you to our event sponsors:

• Polymer Pak LLC
• Royal Interpack North America
• Alliant Insurance Services
• Lassen Canyon Nursery Cool Pak
• Pactiv
• EBX Logistics
• Wells Fargo
• QIMA
• KipTraq
• Hutchinson & Bloodgood
• Muzzi Family Farms

To learn more about the work of these incredible organizations, click here.