YAKIMA, WA - If the dictionary included images, a shining picture of an apple would sit next to the word “versatility.” Whether an on-the-go snack option or crisp recipe ingredient, apples are a staple in shoppers’ baskets year-round, which is why I sat down with Catherine Gipe-Stewart, Communications Manager at Superfresh Growers®, to see how buyers can further tap into the category to increase register rings this summer.
“This coming season, we are especially focused on organic and conventional Honeycrisp, Gala, Pink Lady®, Autumn Glory®, and Cosmic Crisp®,” explains Catherine. “We are expecting promotional volumes of Gala and Honeycrisp right out of the gate in August, which is perfect timing for back-to-school ads. There will also be plenty of bulk and bag sizes.”
In terms of pricing, Nielsen data has shown that apples are averaging $1.78/lb, up 8 percent YOY, with Honeycrisp leading in-store at $2.66/lb, up by 9 percent. Organic apples have also seen a 10 percent YOY boost in price, averaging $2.39/lb.
Growing all of its apple varieties in both organic and conventional options, Superfresh Growers has something to offer for every buyer and consumer—including families and children as they spend the summer not only enjoying outdoor activities and vacations, but preparing for the return to in-classroom learning this fall.
“Our two pouch bag programs include Superfresh Organics® and Superfresh Kids®, featuring a convenient family-sized pack with a family-friendly dollar ring,” continues Catherine. “They are currently available in Honeycrisp, Gala, Granny Smith, and Fuji, and each bag has fun graphics and games on the back that are unique to every variety. Adding Superfresh Kids bags to your produce aisles will create consistency on the shelf and showcase engaging graphics to grab consumer attention.”
In addition to its Superfresh Kids bags, the grower’s Superfresh Organics pouch bag program offers high-quality organic Pink Lady, Gala, Honeycrisp, Granny Smith, and Fuji apples in eye-catching packaging while allowing retailers to capitalize on the success of the organic sector. According to Catherine, since March 2020, organics have catapulted from 9 percent of the apple category to more than 13 percent.
If buyers want to get in on the apple action, now is the time as Superfresh’s new crops hit in August with its organic and conventional Gala and Honeycrisp varieties anticipated to yield promotional volumes, followed by its proprietary varieties, Autumn Glory and Cosmic Crisp, later in the fall. Leading up to the new crops, Catherine tells me the market is tight, especially with Granny Smith and Honeycrisp, but the grower is wielding its expertise to keep supplies coming.
“As fifth-generation farmers, we’ve worked hard to expand our acreage, increase storability, and increase our technology to maintain a year-round crop. We will have all core varieties of apples through the summer and have promotional volumes of Fuji and Red Delicious. Also, the market is strengthening on Galas as they are eating amazingly right now, and there are fewer suppliers during this time of year,” Catherine adds.
Wanting to add some versatility to your apple displays? Superfresh Growers has you covered with a plethora of high-quality varieties and exclusive marketing tools to make your produce department the destination of the season. So, heed Catherine’s advice, and add Superfresh’s delicious offerings to your aisles.
DALLAS, TX - Heavy hearts can be felt throughout the industry as we mourn the loss of an indelible leader—Adam Wampler, Kroger’s Dallas division President—who has recently passed away.
Wampler first joined Kroger in 2019, and quickly became President of the 109-store division just a few months later, right when COVID-19 began to amplify the retailer’s role in consumers’ lives, according to The Dallas Morning News.
During this time, Wampler became a familiar face, building valuable relationships with most of his team.
“When Adam joined our Kroger Dallas division in 2020, he brought such a wealth of knowledge, positive energy, and selflessness that helped guide our division through one of our most challenging periods in our nation’s history,” said April Martin, Corporate Affairs Manager for the Dallas division.
During the industry stalwart’s tenure, the Kroger division also established a pivotal new agreement with the United Food and Commercial Workers Union Local 1000 to increase wages and benefits for 11,000 hourly employees.
Wampler’s career in the retail industry spans three decades. Prior to joining Kroger, he held key leadership roles with Safeway and Albertsons, playing a key part in the companies’ 2015 merger.
“His incredible talent and compassion for our associates, customers, and communities has left an unforgettable impact on us all,” Martin said. “Our thoughts and prayers are with Adam’s wife, children, family, and friends.”
We here at AndNowUKnow extend our deepest condolences during this difficult time to all those who had the privilege of knowing Adam Wampler.
USA - If America’s present-day economy were on a Monopoly Game revamp, grocery would be the new Boardwalk.
To quote an excerpt from the just-released Retailing in United States of America (USA) - Market Shares, Summary and Forecasts to 2025 (RUSA) report, “Food and Grocery is the dominating sector with USD 1,446.9B [...] Hypermarkets, Supermarkets, and hard discounters is the leading channel, but vending machines are expected to see the maximum growth during the forecast period, registering a CAGR of 24.1 percent between 2020-2025 to reach USD 9.8B.”
This comes after the National Retail Federation (NRF) revised its annual forecast for 2021, anticipating that sales for retail as a whole will see between 10.5 and 13.5 percent growth, shooting up to $4.44 trillion this year. Though this did not single out grocery numbers individually, it did encompass the category in its halo of these numbers. And with the latest from the RUSA report, and what we have seen firsthand in the industry, grocery is not an insignificant contributor.
A direct beneficiary of the grocery surge can be measured in the delivery boom that has been seen riding its coattails in what a recent Pitchbook article called a “Wild West” of grocery startups. According to the report, a host of rapid grocery delivery companies have secured mega-rounds of $100 million or more.
A more intentional benefit could be found in Walmart’s having announced this past spring its intent to invest $350 billion in U.S. manufacturing over the next 10 years, naming food processing among its priority categories. Likewise, sustainability and workforce investments have also emerged as grocers strategize how to continue this trajectory beyond the bottom line.
What other possible aftershocks might be felt from such an economic quake?
To read the summary and 2025 forecasts, which include the overall scope of the retail industry in the U.S., the state of the nation and of retail including food and grocery, and covers Amazon, Whole Foods, Walmart, Sam’s Club, Kroger, Publix, Costco, Dollar General, Safeway, and Food Lion, among others, click here.
DUBAI - Once again, precious fresh produce has fallen victim to the harsh world of pills and potions. Recently, Saudi Arabia’s customs have stopped an attempt to smuggle more than 4.5 million pills of amphetamines in a shipment of oranges.
The amphetamines found amongst the shipment are known locally as Captagon, according to local news source Zawya. However, the initial report did not mention the origin of the drugs.
This recent seizure comes shortly after Saudi Arabia banned imports of Lebanese produce back in April due to increased attempts to smuggle drugs from the country. In April, officials discovered 5.3 million similar pills hidden within pomegranate shipments from Lebanon.
We extend a huge thanks to the officials who defended fresh produce in this nefarious operation. AndNowUKnow will be here to report if more criminals try—and fail—to use produce to advance their hidden agendas.
LAKELAND, FL - As it’s been said time and time again, children are the future, and to provide them with nutritious, healthy foods as they grow up, Publix and Healthy Family Project’s Produce for Kids once again teamed up for the retailer’s bi-annual Publix Produce for Kids cause-marketing campaign. The campaign ended June 16 with 12 produce partners coming together to provide 700,000 meals to 32 Feeding America® member food banks in the Publix market area.
“At Publix, we recognize the importance of helping families achieve their wellness goals through innovative campaigns and programs,” said Dwaine Stevens, Publix Director of Community Relations. “Giving back to our local communities is at the core of our company culture, and we are proud to collaborate with Healthy Family Project for the Produce for Kids campaign.”
To help inspire shoppers to enjoy fresh produce from the dozen produce partners that took part in the campaign, newly designed signage was positioned near their products in more than 1,200 Publix locations. According to a press release, the displays featured QR codes leading consumers to a downloadable eCookbook featuring recipes, details on each partner, and a new section that showcases the sustainable practices of each supplier.
Produce for Kids has been working with Publix and its produce suppliers for 19 years, and through its cause-marketing campaign has raised more than $3.4 million for local families in need. With more than 42 million people across the U.S. facing food insecurity, according to Feeding America, the campaign plays a vital role in overcoming the issue.
“We are proud of the impact the Produce for Kids campaign has been able to make in Publix communities over the years,” said John Shuman, Founder of Healthy Family Project and President of Shuman Farms. “This collaboration has not only helped families facing hunger, but also those tasked with planning meals for their families each week. It is our mission to help them find new and innovative ways to incorporate fruits and vegetables into every meal.”
In addition to signage, this year, Healthy Family Project’s Amanda Keefer and two junior chefs hosted a Facebook Live cooking class, with viewership of more than 12,000. A targeted social media strategy was also put in play, with photographs and videos highlighting participating produce suppliers throughout May and June.
Publix produce suppliers for 2021 included Acosta Sales & Marketing, Ayco Farms, Coast Tropical, Driscoll’s®, Fresh Express®, Litehouse®, Marie’s®, Mission Produce, RealSweet Onions®, SUNSET®, Village Farms, and Wonderful® Pistachios.
Since the partnership’s inception, the campaign has raised over $3.4 million to benefit local charities and has donated more than 5.7 million meals to Feeding America food banks within the seven-state Publix footprint since 2002.
Cheers to Produce for Kids and Publix for continuing to care for communities and in need through the power of fresh produce.
DONNA, TX - Kingdom Fresh Produce. When I hear that company name, I immediately think of cool cucumbers, an abundant program of year-round produce, and a team primed for retail success and industry growth. As July kicks off, Kingdom Fresh is ramping up its cucumber shipments from Torreon, Mexico, with buy-side partnerships and the consumer plate in mind.
“There is a very strong demand for cucumbers right now, and it will continue to exist due to the rainy season which we have entered early this year,” Jaime Garcia, General Manager, shares with me. “This year, the months with peak production have been a bit later than usual, but the high markets also started earlier. We foresee a very strong summer market since we are expecting a lot more rain than last year.”
Currently, Kingdom Fresh is growing and harvesting American Slicers and is starting to plan for a mini cucumber program for the end of the year. The company has cucumbers year-round in this region and plans its operation in three different stages in order to overlap supplies and provide customers consistent product all year without interruptions.
“Every year, the demand for protected produce grows more and more due to the higher quality and shelf-life span of the items,” Jaime says. “We grow all our cucumbers hydroponically and in greenhouses, which gives us the advantage of reaching every corner of the country. The demand on these higher quality cucumbers gives our partners the flexibility of moving them in any market condition.”
The company will continue to ship all of its product through Texas to reach distribution points throughout the U.S.
“It’s our natural crossing point, and we have established a very strong presence in the state. If you take into consideration the exorbitant prices of freight for the past 18 months, Texas is a key position to target the Midwest and Northeast,” Jaime reveals.
He adds that the team has become a one-stop shop for dry veg in the past two years.
"When we started our diversification into cucumbers, we realized that we needed the green bell peppers, zucchini, yellow squash, and eggplant so we can add more value to our items. This has been very well received with our customers and partners, and we are currently in an expansion of more volume on these items,” Jaime expresses.
With the cucumber market powered by heightened demand, keep checking back with AndNowUKnow as we keep our finger on the pulse of the popular category.
WASHINGTON, DC - With our industry up against several challenges from rising transportation costs to labor shortages to record-breaking heat and drought, there has never been a better time to implement meaningful policy changes at the government level. United Fresh Produce Association’s annual Washington Conference is quickly approaching, and the organization recently announced its new Playbook Series webinars.
“Our complimentary webinars will help you understand key industry issues and techniques to strengthen the impact of your meetings with Members of Congress and their staff,” United Fresh stated in a release sent to its members.
This year’s Washington Conference is scheduled for September 20–22, and the Playbook Series webinars will take place ahead of time on July 8, August 5, and September 13, all set to kick off at 2:00 p.m. EST.
The first session, titled “What You Need to Know!” offers members key updates and insights on the primary policy issues impacting the fresh produce industry. At the second session, “Critical Messaging – How to Sell Fresh to Congress!” United Fresh will divulge the best techniques for capturing the attention of House and Senate representatives. Third, the association will host its “Final Chance Review!” session, providing a space for small group discussions ahead of the conference.
As they say, there is no such thing as being overly prepared, so gear up for the event now and become a bonafide policy expert by September.
ROCKINGHAM, VA - In the relay race that is fresh produce, the baton was recently passed from one C-suite leader to the next as Shenandoah Growers continues its executive transitions. Most recently, the company named Matthew Ryan as its new Chief Executive Officer, who succeeds Timothy Heydon after his more than 20 years as CEO. Additionally, the grower named Mike Buckley as its new Chief Financial Officer.
"When I looked at the booming business of indoor agriculture, Shenandoah Growers stood out as the company with the strongest track record, and the best technical and biological know-how to transform its existing market-leading position into a long-term strategic advantage," said Ryan. "My career has been shaped and defined by innovative, market-leading companies. Here, the opportunity for growth could be even greater, as Shenandoah Growers is uniquely positioned to deliver against the converging demand for affordable, high-quality and organic produce, and the need to grow it sustainably and reliably."
According to a press release, Ryan is the former Chief Marketing Officer and Chief Strategy Officer for Starbucks. He also gained expertise as the head of Brand Management for The Walt Disney Company, contributing to his keen understanding of what it takes for a company like Shenandoah to achieve scaled topline growth.
In addition to his previous roles, Ryan currently sits on the Board of Directors for Kaiser Permanente. He received a Bachelor of Arts from Harvard University, graduating magna cum laude.
"Matt is a proven leader and strategist with an impressive track record of building strong, competitively advantaged brands in roles at Starbucks and Disney. As Shenandoah Growers seeks to do the same in produce, scaling across many different crops, sales channels, and geographies, Matt's leadership will be invaluable," said Philip Karp, President. "Shenandoah Growers is also incredibly fortunate to be retaining the deep institutional knowledge of our outgoing CEO, Tim Heydon. Tim's vision and steady hand have guided the company's growth for the past two decades. The strong position we hold today as both a market and technology leader are a credit to Tim, and we are so pleased that he will continue to be an integral part of our team as this journey continues."
In addition to Ryan, Mike Buckley has joined the executive team, most recently serving as the Senior Vice President of Business for Postmates and holding numerous business and financial executive roles during its acquisition by Uber.
"I was attracted by what Shenandoah Growers has already been able to accomplish through its 'biology first, technology to scale' approach, in terms of sales growth and profitability, growth in market share, and long-standing retail customer relationships," said Buckley. "I'm excited to help maintain the company's current course financially, while simultaneously scaling to serve new and diverse markets."
Buckley brings several decades of experience in financial, operational, and executive roles, guiding both public and private companies through periods of rapid growth and change. In addition to Postmates, he worked at Nike as CFO of Nike Direct, overseeing its fast-growing direct-to-consumer business, among other roles. Buckley was also a Managing Director at Intel Capital, where he headed its consumer investment practice. He is a graduate of Harvard Business School's General Management Program and received his Bachelor of Arts in Quantitative Economics from Stanford University.
"Mike's sharp business acumen and track record of developing and implementing winning growth strategies at consumer brands like Postmates and Nike make him an incredible asset to our fast-growing company," said Karp. "As we continue to expand, Mike will ensure that we are well-positioned to maintain our current momentum well into the future."
Heydon will continue to be fully engaged with the company, working directly with the Board of Directors to offer strategic counsel rooted in his decades of leadership shepherding the company through its evolution.
The appointments of Ryan and Buckley follow the addition of Cameron Geiger as Chief Operating Officer and Dr. Tessa Pocock as Chief Science Officer.
Congratulations to all of Shenandoah Growers' recently appointed executives!
MIAMI, FL - As it looks to continue its efforts toward sustainability in its growing regions, Fresh Del Monte Produce has formed an innovative new alliance. The purveyor recently revealed it has teamed up with the German Federal Ministry for Economic Cooperation and Development (BMZ) to develop a three-year, multi-stakeholder partnership to maximize the use of natural resources and ensure the stability of landscapes in Costa Rica and Guatemala.
“Our goal is to elevate our sustainable agriculture programs beyond just our operations to create resilient and multifunctional landscapes throughout our entire watersheds,” said Hans Sauter, Chief Sustainability Officer and Senior Vice President of Research and Development at Fresh Del Monte. “We view this partnership as a powerful opportunity to enhance the capacity of the communities we live and work in, to build a better, more sustainable environment for future generations. With GIZ’s help, we’re taking our techniques and learnings from Costa Rica to Guatemala to continue our mission.”
According to a press release, the alliance aims to restore productive landscapes, boost the economic development of communities that have been impacted by COVID-19, conserve water resources in watersheds, and provide education for the sustainable development in neighboring lands surrounding Fresh Del Monte’s banana and pineapple farms in Costa Rica and Guatemala. As of now, 25 percent of Fresh Del Monte’s farmland has been set aside for conservation efforts.
The development of this unique partnership is part of the program that German Development Cooperation, GIZ, implements on behalf of the German Federal Ministry for Economic Cooperation and Development (BMZ), to support cooperation between the private sector and developmental organizations, as noted in the release. GIZ plays a key role by facilitating relationships with government agencies and providing technical expertise in the implementation of activities related to biodiversity, conservation, and sustainability.
“To ensure the sustainability and resilience of the landscapes in the face of climate change, it is necessary to empower stakeholders and secure financial resources to promote the conservation of ecosystems,” said Svenja Paulino, Director of the Biodiversity and Business Program in Central America and the Dominican Republic. “For this reason, it is also important to create awareness in different players who impact and depend on biodiversity about the appropriate sustainable development of watersheds and their ecosystem services."
For over three decades, Fresh Del Monte has demonstrated commitment to Costa Rica’s sustainable development and biodiversity conservation, playing a vital role in protecting its forests and supporting its local communities.
As the company continues to push for sustainability in these key regions, keep reading AndNowUKnow for its latest moves and strategies.
CALIFORNIA - As a California resident, I intimately experience our state’s changing landscape due to today’s destructive drought, along with the ones that have preceded it in recent years. Reconciling California’s fresh produce growing and production, the long history of family farming, and the impacts of this drought have been a challenge for many, from state officials and suppliers to the wallets purchasing fresh produce in an ever-more uncertain space.
When I spoke to Ian LeMay, President of the California Fresh Fruit Association (CFFA), he told me that industry and consumer awareness is one way to begin going toe-to-toe with the drought impacts, and buying and supporting California-grown fresh produce is another essential factor.
“California is blessed with layers of aquifers that make up our groundwater basins, but due to the implementation of the Sustainable Groundwater Management Act (SGMA), our ability to rely on those aquifers will change. When the growers find themselves in a drought, they can no longer rely on groundwater to fill the void of surface deliveries, the law just does not allow it,” Ian shared with me earlier this month. “This will present an immense challenge because, traditionally, most of our commodities need about three-acre-feet of water in a given season to produce and to bear fruit. When allowances are restricted to something like one-and-a-half acre-feet of water, growers will be forced to make difficult cropping decisions.”
Historically, in California, when we find ourselves in a drought, it limits surface deliveries of water to our farmers, so we must rely on an underground aquifer. But, many of our state’s previous solutions are antiquated and need infrastructure investments now, as we previously reported.
“CFFA represents 13 permanent fresh fruit commodities from grapes and cherries to peaches, apples, and pears. The reason our group uses the word ‘permanent’ is that when one of our growers puts a tree or a vine in the ground, they are making, in most cases, a 20- to 25-year commitment for that tree or vine to grow,” Ian reveals. “For some of our commodities like pears, you can have a tree in the ground even longer than 25 years. One of our members has a 100-year-old pear tree on their property,” Ian reflects.
He pauses to let the gravity of these facts sink in.
“You are truly making a lifetime commitment to that product, that tree, or that vine. Our members are amazing stewards of the land. They are multi-generation families who understand that you have to take care of the land to continue to farm,” Ian says. “We need water to do this, and to address this challenge, we need to keep as much flexibility within our current water system as we can. This means flexibility in water transfers, in our ability to mobilize state and federal funds for infrastructure and thus, start reconstructing our state’s water system now—all of this needs to be done with urgency.”
Ian shares that he would put California farmers up against any other growers in the world in terms of the sustainable farming practices used and the quality of product that they grow.
“During this great time of the year, where our grocery store produce sections are bountiful with California product, we really should take the opportunity to promote California Grown,” Ian tells me. “By the consumer making the choice to ‘Buy Californian,’ they are helping the employer and the employee who picked it, who packed it, and it’s helping their families and their local communities. We want consumers to understand that when they choose California, they’re supporting their next-door neighbors, they’re supporting their fellow Californians.”
As we look to the heightened demand for fresh produce in the Northern Hemisphere this summer, we will keep an eye out for the shifts and initiatives that are addressing our state’s dire needs and those of the entire industry. So, please, keep checking back with AndNowUKnow.