FRESNO, CA - Baloian Farms, a family-owned agricultural company with over a century of history in farming and a long-standing reputation for premium quality vegetables and exceptional customer service, is pleased to announce the appointment of Diana Ybarra to the position of Account Manager.

Diana brings over two decades of sales, account management, and customer service within the produce industry. She is well-versed in all aspects of the supply chain. "We are very excited to have Diana join our team, exclaimed Jeremy Lane, SVP of Sales and Marketing for Baloian Farms, in a recent release. Her extensive experience, strong work ethic, and dedication make for a perfect fit within our culture here. Diana is an enthusiastic, highly motivated, results-driven professional with a natural ability to forge relationships.

We look forward to the added experience, enthusiasm, and insights she will bring. We look forward to supporting her growth here at Baloian Farms."

Diana's prior experience and engaging personality have been instrumental in her ability to build and maintain lasting relationships in the produce industry. These skills will play a crucial role in supporting Baloian Farms' continued success and growth in an ever-evolving market.

Baloian Farms has built its legacy by producing and shipping top-quality vegetables while fostering strong relationships with customers and partners. The addition of Diana to the team reflects the company's commitment to continuing that tradition and further expanding its reach in the produce industry.

"I've spent most of my career in produce sales; I'm passionate about the industry and enjoy building long-term relationships with food service, retail, and wholesale customers," said Diana. The support Baloian Farms delivers to growers, local communities, and employees is impressive, and I look forward to contributing to the continued success here."

BOISE, ID - Albertsons Media Collective, the retail media arm for Albertsons® Companies, Inc., announced the launch of its in-store digital display network during the Cannes Lions International Festival of Creativity in France. Designed to revolutionize the shopping experience and enhance customer engagement, this initiative underscores an unwavering commitment to creating an engaging and seamless shopping environment for customers. By driving brand visibility, Albertsons Media Collective aims to set new standards in the retail experience.

In partnership with STRATACACHE, Inc., one of the leading global suppliers of interactive, intelligent shopper engagement experiences and analytic tools, Albertsons Media Collective will power its new in-store advertising solution through a fleet of digital screens. This collaboration leverages STRATACACHE's advanced technology to promote product discovery and create media offerings that allow brand partners of all sizes to participate and engage their customers.

“At Albertsons Cos., we’ve identified a significant opportunity to enhance our in-store customers' shopping experience by delivering relevant and impactful messaging at the point of purchase,” said Jennifer Saenz, Chief Commercial Officer at Albertsons Cos, in the recent release. “Our partnership with STRATACACHE enables brand partners to engage directly with our shoppers at this key moment, providing them with compelling offers, meal inspiration and timely information.”

According to EMARKETER, in-store shoppers are highly attentive to in-store advertising, with 75% of adults likely to notice advertising, as reported by Morning Consult. Additionally, EMARKETER projects in-store retail media spending to exceed $1 billion by 2028. With retail media’s anticipated growth and the substantial opportunities that physical stores present, advertisers are recognizing the potential of this channel.

Albertsons Media Collective’s in-store digital display network pilot will launch this summer in select Albertsons Cos. stores in two key regions, featuring large format premium displays in high traffic areas at impactful touchpoints in the customer journey throughout the store, such as store entry and the produce department. This initiative will not only enhance the shopping experience for customers but also provide valuable insights through advanced measurement capabilities for brand partners, allowing for proof of play, direct sales attribution and sales lift.

“Understanding the impact of in-store digital advertising is key. STRATACACHE's technology foundation for closed-loop measurement was a significant factor in our decision to partner with them,” said Liz Roche, VP of Media and Measurement at Albertsons Media Collective. “Being able to reach customers through compelling brand messaging at the point of purchase and then understand performance helps us fully realize the potential of the in-store channel. We're especially excited to enhance our measurement offerings as the fleet of digital screens is rolled out.”

In-store digital ads are crucial for full-funnel advertising, allowing brands to connect with consumers at the point of purchase. These ads effectively reach customers throughout their shopping journey, encouraging them to add items to their cart with engaging content on digital screens, including meal or snack inspiration, product usage, and lifestyle and health benefits. For a full store immersion, brands can enhance this experience with in-store audio and promotional offers. Additionally, advertisers can leverage CTV, offsite display and social video campaigns to bring their brand message to life in the store.

“Mondelēz’s focus is to meet customers in the moments that matter—and few are more powerful than when they’re standing at the shelf, ready to decide,” said Melissa Pitmon, Customer Director, OmniChannel Activation of Mondelēz International. “Albertsons Media Collective’s new digital screens will enable us to deliver inspiring, hyper-relevant content right where purchase decisions are made. It’s a natural complement to our digital strategy and a powerful reminder that the store remains one of the most influential spaces to build brand connection and drive conversion.”

With a comprehensive plan for store rollouts following the pilot and advanced measurement capabilities, Albertsons Media Collective looks forward to driving brand messaging and resonance with in-store customers.

To learn more about Albertsons Media Collective, please visit LinkedIn.

BAKERSFIELD, CA - Experience is one of the most valuable commodities in our industry. Thanks to a leadership shift earlier this year, Top Brass is among the most recent companies showcasing the ROI on mentorship and shared wisdom.

Brett Dixon, President and Founding Member of Top Brass, retired at the conclusion of 2024 after more than three decades with the brand.

“Brett Dixon has served as a mentor to me throughout my entire career; for over 20 years, I worked under his guidance,” April Myers, President of Sales, recently shared with me. “I could not have wished for a more exemplary leader to learn from and collaborate with. Additionally, the high quality of our produce greatly simplifies my role in sales!”

While she recently stepped into her latest position, April has been with Top Brass since 1998.

“Throughout my tenure, I have held various positions, and this role is undoubtedly the most challenging and fulfilling one I have experienced,” she assured me. But, she added, the team and brand make it all more than worth it. “The Vignolo family has consistently embraced me as one of their own. I began my journey with the company at a young age, during the summer breaks when school was out. My mother, Lorna Myers, held the position of Office Manager at the administration office of Vignolo Farms for 40 years, collaborating with all four generations of the Vignolo family.”

Reflecting on the roots of those beyond Top Brass’s success, April described a legacy of long-serving employees, ranging from office management to field management.

“Every employee understands the significance of being valued, and the Vignolo family certainly exemplifies that,” she summed up.

With organic potatoes underway and the company’s California grape season quickly approaching, now is the perfect time to experience both the people and product of Top Brass.

Congratulations to April and the company on this newest chapter of its expanding story!

SINALOA, MX - With a vast network of growers located in Sinaloa, Veggies From Mexico (VFM) is currently gearing up for the start of the 2025–2026 season. The operation’s grower partners will begin with seedlings in July for a wide variety of tomatoes, peppers, cucumbers, string beans, hot peppers, and eggplants, among other offerings.

“In recent years, our state has experienced a significant drought. According to weather forecasts, we expect to receive substantial rainfall this summer,” shared Georgius Gotsis, Chief Executive Officer, Veggies From Mexico. “Fortunately, vegetable production has been the least affected, as high-tech irrigation systems, protected agriculture, and other technological tools that help conserve water are being used. For the 2025–2026 season, we expect production volumes similar to last year’s. In the case of corn production, which serves the local market, there will be more challenges due to the lack of water.”

As Georgius notes, now is the ideal time for growers to sit with retailers and plan this year’s sales through contracts with attractive prices for both farmers and consumers. Weekly harvest and sales scheduling by volume allows for efficient planning, streamlining of processes, and maximizing profits for all parties involved.

Another key driver of category growth at retail is consumer education.

“We must continue working to share with the North American consumer that Mexican veggies production has been known for over 100 years for its high quality, flavor, and nutritional value,” Georgius added. “It is essential that they know our produce is backed by food safety and social responsibility standards and certifications. This is especially important in light of the critical situation regarding potential tariffs on our exports to the United States, where consumers could ultimately be the most affected.”

To learn more about Veggies From Mexico’s growers, production timeframes, and contacts, click here.