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IRVINE, CA - In California, Cinco de Mayo is revelatory. California once was part of Mexico, and Mexican food and beverages are in the fabric of Californian life. Here, Cinco de Mayo has evolved from its battle origins to a celebration expressing appreciation for Mexican cuisine and culture. As both the supply- and buy-sides prepare for the fresh produce fanfare that Cinco de Mayo generates, I turned to Jan DeLyser, Vice President of Marketing for California Avocado Commission (CAC), who knows a thing or two about merchandising fresh.
“The key for Cinco de Mayo merchandising is to create a festive atmosphere in the produce department, and avocados are a truly festive produce item. So, building displays centered around avocados is a great start!” Jan explains. “We provide display bins that can be used throughout the California avocado season, along with recipe cards—including one for guacamole that is perfect for Cinco de Mayo.”
CAC works in tandem with retailers to create customized promotions that include sales and display contests, in-store merchandising, social and digital support, and many other programs—all in the name of drawing in regular and impulse shoppers alike.
“Some involve recipes that we create, which retailers feature in their materials. We also sponsor retail dietitian programs. An upcoming program will feature produce-rich street tacos starring California avocados,” Jan notes.
The recipes are an important call-out, as many of Cinco de Mayo celebrations pre-COVID-19 occurred in restaurants and bars.
“Last year, that activity was minimal, but this year we anticipate that some foodservice operators will take advantage of the event to encourage a return to dining out," Jan explains. "That will vary state by state and county by county. Last year, we did see that retail sales of avocados experienced a lift with Cinco de Mayo, despite the pandemic. We expect that will happen again this year and it may be stronger than in 2020.”
Cinco de Mayo occurs during a period of peak California avocado supply this year, and CAC isn’t the only one looking forward to strong pull-through at retail.
Keep checking in with AndNowUKnow as we cover the latest across holiday merchandising.
BAKERSFIELD, CA - We are deeply saddened to share that Sal Giumarra passed away at the age of 95 in Bakersfield, California, on March 25. During his tenure as President of Giumarra Vineyards, the team and company expanded its footprint and established the GrapeKing label. Overall, Sal was with the company for 50 years.
He was known for a boots-on-the-ground approach, working in the fields alongside his employees, with many of his farming innovations now standard practices in the industry. For 41 years, Sal served as a member of the Arvin-Edison Water Storage District Board of Directors, providing leadership to the District when it implemented critical water management programs and projects for District landowners.
Like many of his generation, Sal was born to immigrant parents and grandparents. His father and grandfather, Salvatore, came from Ragusa, Sicily, and settled in Los Angeles, where Sal was born on July 16, 1925. He began a life of farming at age 13, working in the fields beside his father after school hours and every summer.
Sal attended Pacific Military Academy in Culver City beginning in the second grade. Pacific reinforced the core values he learned at home with his family: honor, discipline, pride, and duty. Sal’s father, Joe, began to grow his own produce in Delano and Bakersfield, and in 1942 moved his family from Los Angeles to Bakersfield. Sal graduated from Bakersfield High School in 1943, lettering in football, the sport which he loved. He received his draft notice shortly after graduation and, although he might have claimed exemption as part of a farming family, he joined the Army Air Force that October.
After the Army and graduation from Bakersfield College, where he played football on the 1948 Renegades championship team, Sal joined his brother, Al, raising cattle and farming cotton until his father prevailed on them to join the grape-growing operations at Giumarra Vineyards. In the 1960s, Sal was President, helping to grow Giumarra Vineyards global business.
Joe Giumarra, Sal’s nephew and currently Vice President of Field Operations and member of Giumarra Vineyards’ Board of Directors, described Sal as a force of nature, a visionary, and a life-long inspiration whom he saw as a second father.
“Sal had a green thumb. His first love was grapes, but he was also a grower of tree fruit, potatoes, tomatoes, onions, carrots, wheat, barley, and cotton. He was as capable with tree fruit and with wheat, barley, and cotton. His early application of scientific methods, especially in the use of size and bloom sprays for Thompson Seedless, made Giumarra one of the premier growers in the world,” Joe said. “That success was equally attributable to Sal’s attention to packing methods and his obsession with quality control. But most of all, Sal was persistent. He would not allow failure to discourage him or disillusion his employees. If something didn’t work he’d say, ‘it was just a trial experiment,’ and move on. He inspired loyalty in all-from managers to field employees. His is a great loss.”
Leroy Kuntz, a long-time Giumarra veteran and also Vice President of Field Operations, also reflected on Sal’s leadership.
“He was a pioneer in our industry, from using Gibberellic acid in the stretch/bloom and sizing of table grapes to developing the first two-row sprayers. His findings are still in use worldwide. But it was his personal qualities that stood out,” Kuntz said. “He never asked anyone to do anything he wouldn’t do. He trained everyone, raising people up, teaching those who couldn’t read or do the math needed for a job until they could advance. He ran his ‘escuelas’ in a mix of English and Spanish with an occasional bit of Italian. I loved working with him, and I loved him.”
Sal, who knew no bounds in the love for his family, was predeceased by his wife of 48 years, Florence Easton, and by their daughter Sally. He is survived by Cynthia, his wife of 25 years, his brother Alfred and his wife Rosemary, and by his daughters from his first marriage, Gina Giumarra MacArthur, Dede Giumarra, and Terri Giumarra, by his grandson Henri MacArthur and his wife Sarah, his granddaughter Grace MacArthur, and his great-grandchildren, Cassidy, Jace, and Raelynn MacArthur. Beloved husband, father, and grandpa, he is and will be deeply missed by all and will be remembered as a man whose word was his bond and who was kind, generous, and ready to help anyone in need.
Sal was a faithful member of the Canyon Hills Assembly of God. A Memorial and Celebration of Life will be held at Canyon Hills Church at 10:30 a.m. on July 16, which would have been Sal’s 96th birthday.
In lieu of flowers, memorial gifts in Sal’s honor may be directed to Veterans of Foreign Wars or to a charity of your choice.
We extend our deepest condolences to those who knew and loved Sal Giumarra as we grieve this great loss.
WESTBOROUGH, MA - Crucial shifts are happening all across this retailer’s leadership team as BJ’s Wholesale Club Holdings has announced several new executive appointments. The retailer recently revealed that it has appointed Bob Eddy as President and Chief Executive Officer, and Laura Felice has taken over his role as Executive Vice President and Chief Financial Officer.
“In the last year, we’ve truly transformed our business by every measure, and we continue to accelerate our strategic initiatives,” said Eddy. “I’m honored and humbled to lead this growing company and great team. We are a much stronger and better company today than we were at the time of our IPO in 2018. I look forward to continuing to work with Chris, our Board of Directors, and our entire leadership team, including Laura, Paul, and Bill, to build on this momentum and take advantage of the opportunities ahead of us.”
Eddy first joined BJ’s in 2007 and assumed the role of Executive Vice President, Chief Financial Officer in 2011, and Chief Administrative Officer in 2018, according to a press release. He was recently named Interim CEO in April 2021, following the passing of Lee Delaney. Before joining the team at BJ’s, Eddy worked as a member of the audit and business advisory practice of PwC in Boston and San Francisco, as well as chaired the Financial Executives Council of the National Retail Federation.
“Bob’s leadership, strategic vision, and deep knowledge of the business have been pivotal in driving BJ’s Wholesale Club’s transformation and record growth across all key metrics,” said Executive Chairman Christopher J. Baldwin. “We delivered industry-leading results this past year and made significant progress on each of our long-term strategic pillars under Lee’s leadership and we’ll continue to honor his legacy. Looking ahead, the Board and I are confident that Bob is the right person to lead the company and to drive profitable growth and long-term shareholder value.”
Taking over Eddy’s previous role, Felice will be responsible for overseeing finance as well as controls, accounting, tax, treasury, risk management, audit, and investor relations.
“I’m grateful to have partnered closely with Bob for the last five years and am thrilled to assume the role of CFO for BJ’s. Last year, we delivered extraordinary financial performance, and our business structurally changed for the better. We are poised for even more growth in the future, and I’m honored to help lead the company into this next phase of its transformation,” Felice said.
Felice joined the company in 2016 as Senior Vice President, Controller, where she was responsible for the integrity of the retailer’s financial records. Prior to joining the team, Felice worked at shoe manufacturer and retailer Clarks Americas, Inc., where she held the position of Senior Vice President of Finance and led all aspects of commercial finance for the company’s distribution channels. She holds a master’s degree in Accounting and a bachelor’s degree in Finance and Accounting from Boston College.
“Laura is ideally positioned to serve as our CFO and drive the next phase of our strategy,” Eddy explained. “She has played an integral role in transforming our balance sheet and in capitalizing on opportunities to invest back into our business. Under her leadership, we’ll continue to invest in growth initiatives to create value for our shareholders.”
In addition to these new appointments, the retailer also announced other moves to bolster its management team, promoting Paul Cichocki to Executive Vice President, Chief Commercial Officer, and Bill Werner to Executive Vice President, Strategy and Development. Cichocki will oversee merchandising, membership, analytics, and marketing, while Werner will lead the company’s market expansion.
“We remain committed to accelerating our transformation and to delivering outstanding value and service to our members,” continued Baldwin. “Our management team is comprised of seasoned executives with deep talent and breadth of experience in the retail and consumer industries. In addition to Bob’s appointment as President and CEO, we continue to strengthen our team with accomplished leaders like Laura, Paul, and Bill. This world-class team will continue to build on our existing momentum and fuel the next phase of growth for the company.”
All of these appointments are effective immediately. To read more about these talented leaders, click here.
We at ANUK want to congratulate each of these individuals on their recent appointments and the growth of the company!
WENATCHEE, WA - When it comes to cherries, the excitement surrounding the season’s start cannot be overstated. Retailers and shoppers alike eagerly await the return of cherries to the produce department—you can count me among them. To learn all I could about the start to California’s cherry season, I turned to Brianna Shales, Stemilt’s Marketing Director.
“We will begin harvest in early May. California appears to have a larger crop than last year (which was considered a small crop) with estimates of over 9 million 18 lb cartons from the industry,” she noted. “Of course, that will always depend on Mother Nature, but we are seeing a good crop set in most districts. Sizing and quality should be very strong. There is a lot of pent-up demand for cherries globally, so we are looking forward to helping to fill that demand in a few short weeks.”
As retailers prep to handle this pent-up demand, I asked Brianna what some of her best tips were for marketing cherries.
“Cherries are one of the few true seasonal items left, so you don’t want to miss a week or opportunity in promoting them,” she remarked. “It’s important as they return to season and once volumes pick up, that they are given great placement in store and online. Cherries are purchased on impulse, so it is important that we remind shoppers they are back. Focusing on quality really helps drive that repeat purchase. And finally, plan promotions closely with your supplier, as things can change often during the season. So far, it looks like California cherries will have good volumes for retailers to run Memorial Day ads, which is always nice timing.”
With generations of experience at its back, Stemilt is an excellent supply-side partner for retailers anxious to capture cherry dollars.
“Our cherry king and fourth-generation grower, Kyle Mathison, always says that cherries are a game that you win by inches, and I would say that Stemilt has become the premium place for cherries because of all of those little things that we strive to do right for cherries, and doing them consistently,” Brianna noted. “We are obsessive about lining up harvest timing with cherry quality, as this fruit doesn’t gain flavor once it is picked, and that consumer experience is so important for repeat purchases. We have a robust cold chain for cherries—starting in the field with hydro-cooling and running all the way until cherries are shipped on refrigerated trucks. It’s very important to maintain quality and give the retailer and consumer the extra time with a perishable item like cherries.”
Stemilt also offers unique brands, like 5 River Islands® hand-picked cherries in California to Skylar Rae® cherries and A Half Mile Closer to the Moon® cherries in Washington to help differentiate the program.
“Cherries are a huge dollar generator for the produce department each summer and Stemilt is a leader in helping retailers understand the crop and making the most out of promotion opportunities through quality first to drive repeat sales. We have the longest cherry season in the industry, starting in May in California and not wrapping up until we harvest the last cherries on our high altitude cherries in Washington State. This year, we will have a nice transition between California and Washington. July is always a big cherry promotion month and will have opportunities for conventional, organic, and Rainier cherries,” Brianna concluded.
Be sure to continue checking in with AndNowUKnow as we cover the latest info on the cherry season.
WATSONVILLE, CA - Earth Day is approaching, and now is the perfect time to reflect on all of the amazing things this beautiful planet grants us. What better way to celebrate Mother Earth than serving as a driving force for sustainability in our industry? That is just what California Giant Berry Farms is doing, as the berry purveyor is leading the way in the produce industry with its sustainability efforts around Sustainably Grown, Bee Better, and TRUE Zero Waste certifications.
“We have always been focused on having a sustainable business that cares for the environment and for the hardworking people that make it possible. We support our grower-partners in their efforts to farm for the future and set that path with the company’s three-pillar approach to sustainability: People, Planet, and Profit,” shared Eric Valenzuela, Director of Food Safety and Sustainability.
California Giant prioritizes growing its delicious berries sustainably and keeping the Earth’s future in mind, a press release noted, with standards that center around environmental, social, economic, and business transparency.
“As stewards of the land, we are extremely proud of the hard work our growers have put into their sustainable efforts. In fact, our strategic grower-partner, Satsuma Farms, who grows on California Giant-owned land, became the first Sustainably Grown Certified strawberry operation in the world last year, and now we have two additional farms well on their way to achieving this same certification by the Fall,” Valenzuela continued.
In addition to its sustainable strawberry operation, many of the grower’s blueberry fields are Bee Better Certified, which demonstrates the company’s commitment to keeping pollinator habitats safe and encouraging healthy populations.
“One way that we could exemplify our dedication to sustainability to our growers was to walk the walk and set a goal for our company headquarters to become zero waste certified,” shared Valenzuela. “Doing so meant that the building had to achieve a minimum 90 percent diversion rate for solid, non-hazardous waste away from landfill. Our TRUE Gold for Zero Waste certificate validates our efforts and will keep us all accountable as we set our sights on Platinum.”
California Giant also goes beyond these earth-friendly certifications, as the supplier has found other opportunities to be sustainable, such as changes to its packaging, resulting in the overall material and weight reduction of corrugated and resin, as well as the conversion of its labels from paper to BOPP for improved recyclability.
“Our goal is to benefit not only the environment, but the supply chain and handling of the berries as well,” said Thomas Taggart, VP of Operations. “It’s been crucial that any material edits made do not compromise the performance of the growers nor the quality of their fruit.”
To learn more about California Giant’s many sustainability efforts, click here.
Keep reading ANUK as we bring you the latest news in fresh produce.
WASHINGTON, DC - As we reported last week on AndNowUKnow, Walmart has unveiled new pollinator health commitments in the U.S. in an effort to preserve the environment and habitats of pollinating species. Today, the Equitable Food Initiative (EFI) has announced that is has been recognized by the retailer as a qualified third-party-verification program to help Walmart ensure its suppliers meet the company’s new standards.
“Our multistakeholder approach created a program to mitigate the supply chain risks of greatest concern to retail buyers. Our workforce development and certification approach drives efficiencies throughout farming operations and helps relieve audit fatigue. EFI engages workers to identify and address labor, food safety, and pest management threats to improve both company productivity and labor conditions,” said Peter O’Driscoll, Executive Director at EFI. “We are proud to work with Walmart to promote pollinator health and responsible labor practices.”
EFI maintains strong integrated pest management (IPM) standards that address a range of indicators and promote pollinator health. This will aid Walmart U.S. in its new commitment to source from suppliers that have third-party verified IPM practices by 2025, according to a press release.
In its mission, Walmart has committed to source from suppliers who endorse the the Ethical Charter on Responsible Labor Practices by 2022. EFI has already integrated the principles set forth in the Charter into its standards after it was published in 2018. This will allow certified suppliers to demonstrate to their customers that they have adopted responsible labor practices.
"As a company that works with so many suppliers and brands, we appreciate EFI's robust certification and training program because it helps suppliers meet multiple requirements in a single audit," explained Anabella de Freeman, Senior Manager of Sustainability and Strategic Initiatives in Produce for Walmart. “We accept EFI certification for responsible sourcing and now IPM verification, which can help certified suppliers provide transparency to their retail customers.”
Since its creation, EFI has worked to engage workers in meeting and verifying industry standards for responsible labor practices, food safety, and IPM. This new verification continues the organization’s goal of helping those in the industry meet these standards.
How will relationship continue to evolve Walmart’s pollinator health commitment? Keep reading AndNowUKnow for answers.
MOUND, MN - It is a sorrowful day as another industry leader is gone too soon. Don Goodwin, Founder and former Owner of GoldenSun Insights, passed away on Sunday, April 18, at the age of 58 after battling multiple myeloma since November 2013.
In his wake, Goodwin leaves behind an extensive produce industry career spanning four decades and weaving its way through every aspect of the supply chain from procurement to wholesale to marketing.
Goodwin started his impressive career as a graduate of Western Michigan University’s Food Distribution program. Throughout his 40 years in the industry, he held many other roles, including Chief Operating Officer at Green Giant Fresh and leader of Target’s product division with the rollout of Super Target in 1998. Goodwin then founded GoldenSun Insights in 2004.
With an expertise in licensing, Goodwin also helped found Imagination Farms, a fresh produce distribution company focused on increasing children's consumption of fruits and vegetables. Additionally, he negotiated a partnership with Disney Consumer Product’s food, health, and beauty division to include fresh produce under the Disney Garden brand.
Goodwin also served as a member of the Advisory Board for Titan Farms. Throughout his time in the produce industry, he was awarded many accolades and honored as an influential leader.
He was known by those who worked with him from his strategic planning skills, having successfully planned processes for many companies across the supply chain. Goodwin is also remembered for his charisma, quick wit, and compassion by all who knew him.
Randy Riley, Co-Owner of GoldenSun Insights, reflected on Goodwin’s impact on the industry and those who came in contact with him.
“As an advisor to us, the company, and our clients, Don will forever hold a special place in our hearts. Don was a brilliant man; he was kind and compassionate,” said Riley.
Jason Fuller, Co-Owner of GoldenSun Insights, also commented on Goodwin’s legacy.
“He was an example of a hard-working businessman, husband, and father. He was a sounding board for all of us, and we will miss him dearly,” explained Fuller.
Always a devoted husband and father, Goodwin leaves behind his wife Roxanne and daughter Isabella.
A funeral service for close family and friends will be held this Friday, April 23, at St. John’s Lutheran Church in Mound, Minnesota, and a celebration of life will be held later in July. In lieu of flowers, the family requests memorials be made to the Multiple Myeloma Foundation.
Our thoughts and prayers are with his family and loved ones as they deal with the loss of this remarkable leader.
CHELAN, WA - Chelan Fresh is once again proving its dedication to its community, having recently been a part of a significant donation to help families living in rural Washington. At the Church of Christ building in Pateros, Washington, Chelan Fresh—alongside Gebbers Farms and Apple House Warehouse & Storage—presented a check for $110,000 to help with the purchase and renovation for a new child care and learning center. The companies made the donation after learning about the area’s extreme daycare shortage and the organization’s effort to help families.
“Chelan Fresh is proud to support the Pateros Treehouse project,” said Tom Riggan, Chief Executive Officer of Chelan Fresh. “This project helps meet the basic need for child care, which is fundamental to the health and sustainability of rural communities.”
Kailee Tanneberg, President of the Pateros Treehouse Early Education Organization, a non-profit organization which has worked tirelessly to raise funds for a licensed childcare and early education facility in Pateros, wrote a letter to prospective donors. In it, she explained to the group of companies above that she needed to raise $110,000 in matching funds by April 15, or the non-profit would lose the funds awarded by the Washington Department of Commerce through an Early Learning Facilities (ELF) grant.
According to a release, Gebbers Farms, Chelan Fresh, and Apple House Warehouse & Storage answered the call to help the group and its rural community. Together, the companies donated the entire $110,000 necessary to meet the grant requirement by the April 15 deadline and make the center a reality.
“I couldn’t believe it,” reflected Tanneberg. “I was just hoping for any donation, no matter how small. Not in my wildest dreams did I think it would equal the entire amount needed by April 15. The Board is sincerely grateful to everyone who has so generously donated money, made in-kind contributions, and volunteered their time to get the project this far. We also want to extend a special thanks to Chelan Fresh, Gebbers Farms, and Apple House Warehouse for their tremendous support. Their philanthropic donation has made the Pateros Treehouse Early Education Center a reality.”
Cass Gebbers, CEO of Gebbers Farms, added his thoughts regarding this donation.
“The shortage of licensed child care facilities in rural America is a real problem that affects parents, their families, employers, and entire communities,” commented Gebbers. “The Pateros Treehouse will be a cornerstone of strength and stability for future generations in our area, and we couldn’t be prouder to contribute to this project.”
Corey Riggan of Apple House Warehouse & Storage also commented on the announcement.
“We believe strongly in giving back to the communities in which we live and work,” Corey added. “Apple House feels extreme pride in awarding The Pateros Treehouse Learning Center this donation to help bring high-quality child care to local families.”
Much of central Washington is a child care desert where there are at least three kids, five and under, for every child care slot, and the pandemic has made it even worse. Even before the pandemic, 60 percent of rural Americans lived in a child care desert, according to The Center for American Progress.
The Pateros Treehouse Early Education Organization is still $30,000 short of its total project budget of $780,000. For those looking to help, donations are greatly appreciated and accepted on the website.
For more ways on how those in our industry are working to help out, keep reading us here at AndNowUKnow!
CHARLOTTE, NC - There are plenty of holidays that shoppers can go bananas over, but none more fitting than this one. In honor of National Banana Day on April 21, Dole Food Company has unveiled an entire week’s worth of exciting celebratory strategies to motivate shoppers to enjoy even more bananas than usual and urge retailers to stock more of the delicious fruit.
“As the producer of America’s favorite banana, we see National Banana Day as an opportunity to thank the tens of thousands of growers, packers, retailers, transportation specialists, and others that have kept the fruit at the top of everyone’s shopping list,” said Bil Goldfield, Director of Communications. “Given the past year, we knew we couldn’t accomplish all of that in just one day, so we extended the festivities to a full week.”
Dole will be launching an integrated marketing campaign featuring banana-themed digital, PR, social media, blogger and influencer, and in-store elements to spotlight all of the benefits of the beloved fruit, ranging from health and convenience to taste, according to a press release.
In addition to these elements, some Dole retailers will also host fun, Produce Manager display competitions, which put bananas center stage during the week of celebration. Retailers can also use Dole’s downloadable content to engage more shoppers, which features a social media find-the-banana contest; a seven-day Banana Activity Plan hosted by Dole’s Bobby Banana; consumer- and retailer- friendly info on the stages of banana ripening and the use of banana peels to make organic fertilizer; an assortment of favorite Dole banana recipes; and digital thank-you cards for supermarket employees, a press release noted.
Dole is also highlighting the banana category for National Banana Day with a feature in the company’s popular Dole Nutrition News newsletter, as well as by the distribution of the “DOLE® Bananas by the Numbers” information to retailers, bloggers, and influencers, which includes key information surrounding delicious DOLE Bananas.
Load up on these amazing offerings as National Banana Day approaches, and I’m sure your shoppers will thank you.
Keep clicking on ANUK as we continue to bring you information from across the fresh produce industry.