NEWARK, DE - The recent launch of Center for Growing Talent’s (CGT) short video series is one to watch out for. The series supports the Women’s Fresh Perspectives Portfolio and brings to light a variety of conversations surrounding opportunities and resources for women in the industry, the unique challenges facing women in today’s pandemic landscape, and more.
“Women’s Fresh Perspectives Portfolio is created by women to support women in the industry and, especially in the wake of the pandemic, that work is more urgent than ever,” said Megan Nash, Director of Programs at Center for Growing Talent. “I’m grateful that our volunteer leaders, Brenda and Julie, have joined us to keep the conversation going between our virtual programs to ensure that we’re keeping these important topics on the forefront.”
The conversations, broadcast on Produce Marketing Association (PMA) and CGT social channels, will invite engagement from audiences to share ideas, resources and experiences. The first discussion debuted on February 11 at noon EST and is available for audiences now.
The first in the series, a press release explained, featured conversations with Julie Lucido, CEO and President of Marketing Plus and Outgoing Chair of the Women’s Fresh Perspectives Committee; Brenda Necic, Account Manager at Mastronardi Produce and Incoming Chair of the committee; and CGT’s Megan Nash.
Topics ranged from reflections on the past year, the long-term effects on women in the produce industry, and how COVID has changed the way we see professional development. These topic areas reflected many of the topics from the Listen, Learn Connect Series supporting the Women’s Fresh Perspectives Portfolio that began last year.
“When we couldn’t come together at WFP Conference this year, it was disappointing, but we also had a renewed sense of urgency to make sure we filled that gap with meaningful connections and opportunities for development,” said Nash. “These kinds of conversations are a great sign of that commitment, that while we work through the challenges, we’re continuing to hold ourselves and our colleagues accountable for always enhancing and promoting our industry.”
The other two conversations will appear on the CGT LinkedIn and other social channels. Those interested in joining and learning more about conversations on the Women’s Fresh Perspectives portfolio or the state of talent in the industry in general, are encouraged to follow the Center’s page.
AndNowUKnow looks forward to the future conversations surrounding women and fresh produce.
SANTA MARIA, CA - While home cooking has become an increasingly popular trend as the newly christened home chefs experimented with recipes this past year, who doesn’t love a good value-added option to cut down cooking time? Gold Coast Packing was likely thinking the same thing as it launched its new 2 lb items that offer a larger pack of fresh vegetables to boost healthy eating choices and limit grocery trips.
“Before COVID, smaller pack sizes dominated at the retail level, but as consumers shop less, and cook at home more, our 2 lb retail items are the perfect pack-size,” said Crystal Chavez, Marketing Coordinator. “Our newest items, Brussels Sprouts and Broccoli & Cauliflower floret blend, are perfect for trying new recipes at home and they are guaranteed fresh with a 16-day shelf life—a win-win for the busy work-from-home and teach at home lifestyle.”
Gold Coast’s 2 lb product line includes: Broccoli Florets, Cauliflower Florets, Broccoli and Cauliflower Floret blend, Garden Blend (mix of Broccoli Florets, Cauliflower Florets, and Baby Carrots), Brussels Sprouts, and Broccoli Slaw. And, according to a press release, the offerings are now available to ship nationwide along with the company’s other product lines such as its Caulifornia™ Rice, Spinach, and Cilantro.
So, as consumers everywhere continue to try their hands at preparing exciting new dishes, give them the easy option to incorporate fresh produce into any meal by adding these 2 lb offerings to your shelves.
As more new products pop up around the industry, AndNowUKnow will continue to keep you updated.
FRESNO, CA - Although onions are known for bringing a tear to the eye, I see them as tears of joy, standing firm in my belief that onions are one of the most versatile vegetables nature has to offer. As 2021 continues to move at lightning speed, it is only a matter of time before demand for the delicious category hits a high note. The heat will bring with it the promise of barbeques and summertime favorites like burgers and hot dogs—two classics best topped with onions. The above reasons are why I was excited to discuss Baloian Farms’ upcoming red onion season and its expanded offerings with Red Onion Commodity Manager and Salesperson, Reiley Johnstone.
“These onions are so delicious that both consumer demand and culinary demand are increasing for them every season, and we are very pleased and blessed to offer these incredible onions to our customers,” Reiley raves. “We will be setting up promotional opportunities for Memorial Day and the 4th of July, so get your BBQ’s ready and Purchase Order Books open, because 2021 is looking to be a great year for our onions!”
To expand its value-added offerings this year, Baloian will include 40 lb bulk cardboard cartons, a 25 lb bulk net sack, and 10 and 5 lb cardboard boxes, all of which will benefit the needs of both its retail and foodservice partners.
Baloian specializes in the farming and distribution of an exclusive heirloom variety of Italian Sweet Red Onions that are harvested throughout the summer and fall seasons in Fresno, California. In the past, the product has succeeded in capturing the attention of retail buyers from across the U.S. and Canada with its distinct flavor and quality.
The company’s Italian Sweet Red Onion harvest season will hit full swing from May through September, with Baloian currently in the growing stages of production. As the weather has remained cooperative—outside of a few rogue storms that ended up delivering additional water resources—great quality is to be expected this season.
“Quality looks to be excellent this year,” explains Reiley. “The onions have a strong vertical stand and are currently enjoying a growth stage in the nutrient-rich soil of the San Joaquin Valley. With cooler nights and warmer days in the forecast, these onions will be ready for harvest before we know it.”
This year’s acreage of red onions will be similar to that of last year’s crop. Additionally, Baloian is anticipating an earlier start to the harvest and a later finish, providing ample time to produce enough onions to meet the growing needs and demands of its consumer base, as well as expand into new markets in 2021.
For market updates from across the industry and the latest news in fresh produce, AndNowUKnow has you covered.
MILLEN, GA - Supporting the next generation of potential produce leaders is on the docket for the Southeast Produce Council. Recently, the association announced this year’s SEPC Vorhees Vision Scholarship recipient, Emily Lessard, whose parents are associated with The GIANT Company.
The scholarship was created to reward the achievements of young individuals who demonstrate a true entrepreneurial spirit in their lives as they pursue their educational goals. It is named in honor of the late Terry L. Vorhees, Founder and first Executive Director of the Southeast Produce Council.
According to a press release, all SEPC Scholarships are awarded to applicants who meet the application criteria of having a parent or grandparent who is a corporate member in good standing with the SEPC, which means they have been on the SEPC membership roster for at least 12 months and have personally attended at least one SEPC event within the last 12 months.
Those who win the scholarship receive one $7,500 scholarship annually. Applicants must be either graduating high school seniors or enrolled as college freshmen, sophomores, juniors, or seniors and must have a minimum grade point average of 3.0.
This year, applicants were asked to write an essay regarding how they’ve witnessed essential workers within our industry who have risen above the challenges to make a difference in the communities they serve during the COVID-19 pandemic.
Congratulations to Emily Lessard on this win. We wish you the best of luck!
ROCHESTER, MN - As competition amongst the retail industry continues to push the envelope of expansion and development forward, the grocery world is seeing lightening fast changes that has led to increasing innovation. One of the latest retailers to get in on the movement is Hy-Vee, which has confimed the installation of a new grocery pickup kiosk at the largest of its four Rochester, Minnesota, stores.
“The objective with these kiosks is to improve the Aisles Online pick-up process for our customers and increase capacity to be able to serve more customers,” said Christina Gayman, Director of Public Relations, in an article from Post Bulletin. “It is something that we are bringing to other stores throughout our eight-state region, though this is the only one currently slated for the Rochester market.”
Hy-Vee has filed plans with the City of Rochester to begin construction on the 1,200-square-foot kiosk that will be located at its store at 4221 West Circle Drive.
According to Post Bulletin, the kiosk will be set up in the parking lot and staffed by employees. It is intended for use by customers who place their orders online. Hy-Vee has already installed lockers to house online orders for pickup in other cities, in which customers use a one-time combination to securely receive their orders.
There is currently no announced date or timeline for the construction of the kiosk.
As retailers implement new innovative convenience and safety tools, AndNowUKnow will continue to bring you updates from across the industry.
THE NETHERLANDS - In a joint deal that will dissolve DEEN, a grocery store operator in the Netherlands, Ahold Delhaize is taking over 39 stores from the chain. These 39 stores will be converted to the Albert Heijn banner.
“Together with the Deen family and the CEO of DEEN Supermarkets, we have extensively and carefully explored the options. We are happy that together with them, Vomar, and DekaMarkt, we have achieved this result today,” stated Marit van Egmond, CEO of Albert Heijn, in a press release. “For Albert Heijn, it is a unique addition to our store base in North Holland and an important strategic step. DEEN is a traditional Dutch family business, committed with heart and soul to their employees and customers. The expertise, the experience in the stores, and their strong commitment to the community are a great fit with everything we also stand for. Together with DEEN’s employees, we look to the future with confidence.”
Competitors Vomar Voordelmarkt and DekaMarkt were also part of the deal, with the former buying 22 stores and the latter buying 19.
Financial details were not disclosed at this time. It is expected that the transaction will close sometime later this year.
Although the move is international, it speaks to Ahold’s thirst for expansion and bringing unique retail formulas to market. We expect that this type of behavior will naturally translate to Ahold’s U.S. foothold.
Keep reading us here as we continue to cover the latest in all things retail.
AMADO, AZ - Sustainability is at the forefront of Wholesum’s most recent growth strategy. Aiming to up shopper loyalty across the produce aisle, the company has unleashed a new line of packaging set to hit shelves later this month. The new line will be featured across Wholesum’s organic slicer cucumbers, zucchini, yellow squash, bell peppers, and tomatoes on the vine.
“Being an organic grower not only means exploring and implementing sustainable farming practices, but also creating sustainable packaging that won’t be detrimental to the earth,” says Ricardo Crisantes, Chief Commercial Officer. “It has been a long road of research and prototype testing, but we are very pleased with what we can now offer our customers and consumers.”
The new packaging features a recyclable and biodegradable corrugated formed tray, as well as a biodegradable band. Each tray is custom made to fit two counts of each vegetable and one pound of tomatoes on the vine. Moisture-resistant and sturdy, the trays ensure breathability, visibility, and food safety from farm to shelf, as noted in a press release.
Each band is a distinct and vibrant color, which was specifically selected to create a rich color contrast against the packed vegetables and the tray design. Stackable and easy to prop up, the packs can be used to create beautiful and colorful retail displays, offering endless opportunities to get creative with merchandising.
“The need for packaging has greatly increased the past year due to COVID-19, and the growth of e-commerce along with the need for more sustainable options, so the timing of our new packaging couldn’t be more relevant,” says Crisantes. “We are confident that the new line of packaging will align well with our customers and their consumers’ needs, and we are excited to see the success across retail and digital shelves.”
Wholesum has been exploring new packaging alternatives that significantly reduce and/or eliminate the use of non-renewable resources such as plastic that can end up in landfills. The company has worked to impact the food system, promoting human wellbeing and ecological balance while growing flavorful produce.
New packaging with a sustainable focus to boot? That is a produce aisle sales driver if I’ve ever seen one. For more ways to capture shopper dollars with fresh, keep clicking back to ANUK.
DALLAS, TX - Avocados From Mexico (AFM) took a big risk this Super Bowl season, and it paid off in a big way. After six years of successful advertising for the Big Game, the avocado company made the decision not to air a Super Bowl commercial this year, and instead introduced a new strategy to promote and drive retail sales during the fall season to prepare the market for the Big Game.
"We had plans to pivot our strategy ahead of the pandemic, and I'm impressed with the results in a year rocked by challenges," said Alvaro Luque, President and CEO of Avocados From Mexico. "We decided some time ago that we wanted to start changing the sales dynamic of the industry and reinforce fall as a key season for AFM in preparation for an unprecedented Big Game push. Given the impressive results, we will continue with this strategic approach. Following this proven formula, we are already working on the biggest promotional program for Cinco de Mayo.”
AFM’s strategy to reinforce avocado sales during the final quarter of 2020 and first weeks of 2021 led to one of its most successful Big Game digital campaigns to date, as well as record-breaking imports, according to a press release. The company’s “Guac Bowl” campaign featured a fully integrated shopper and digital campaign that included major football stars like Hall of Famer and Sports Newscaster Troy Aikman, as well as fellow Sports Newscaster Erin Andrews.
Successes and key aspects of the campaign include:
- The "Guac Bowl" program drove baskets and consumption with a national shopper marketing campaign themed around Game Day Guacamole
- In-store POS materials and displays featured Aikman and Andrews that served as guacamole destinations throughout the stores. With more than 51,000 equivalized displays in over 65 accounts, this is AFM's largest shopper and trade marketing program for the Big Game to-date
- Shoppers were able to immerse themselves in a Virtual Guac Bowl Stadium at the POS by scanning the QR code on AFM's materials; this digital experience served as a one-stop shop to celebrate the Big Game, with exclusive messages from Aikman and Andrews, game day guacamole recipes, and the chance to win limited-time only avocado gear and weekly prizes of $1,000, as well as the opportunity to enter to win the grand prize
- This digital activation drove an unprecedented engagement with AFM audiences throughout January, delivering over two billion social impressions during just the first week, and paved the way for AFM to set a historical record for the brand of six billion social impressions in total. To put this in context, AFM achieved this amount of brand impressions in three prior Big Game campaigns combined
Avocados From Mexico’s approach led to several new records. Despite the changes in retail and demand caused by the pandemic, the U.S. imported a record 277 million pounds of Mexican avocados in the first four weeks of 2021, that is a 19 percent increase from the same period of 2020. Additionally, 78 million pounds of Mexican avocado imports were recorded in a single week for the first time ever.
Between October and December (OND), the avocado market sustained over a 49-million-pound weekly average in 2020 of Mexican fruit compared to the 46-million-pound weekly average in 2019.
"For six consecutive years we had delivered the No. 1 or No. 2 digital Big Game campaigns. We thought we had our formula down and that our performance was maxed out. However, this campaign proved that there is always more room for growth," said Ivonne Kinser, Head of Digital Marketing. "We learned that playing hard within a territory that we own like avocado recipes, and with a simplified message aimed to drive purchase intent, can go a long way."
With a 97 percent market share in OND, the company pivoted its strategy to focus on driving retail demand and expanding its retail programs. The new strategy included not only its Super Bowl campaign, but a $500K home giveaway, a national incentive contest with over 35 participating retailers, consumer and loyalty offers, and an emphasis on bagged fruit programs.
According to Nielsen data, the risk paid off and consumption during OND was up double digits across the U.S. with an increase of 16.5 percent in volume compared to OND 2019.
"Our campaign helped reinforce our association with football in an effort to generate excitement with our retailers and drive baskets for the #1 guacamole occasion of the year. A combination of a very strong promotable market and robust trade and shopper marketing programs contributed to driving consumption and demand to sustain our biggest OND ever, a great segue leading up to our record-breaking Big Game season," said Stephanie Bazan, Vice President, Trade and Market Development.
How will AFM’s strategy continue to benefit the company as the year progresses? Stick with AndNowUKnow as we bring you the answers.
ROSEMONT, IL - US Foods is taking the “new year, new me,” mindset to the next level as it has announced that it will be rebranding its Smart Foodservice® Warehouse Stores. The distributor has revealed that the chain of cash and carry markets, which it aquired in March 2020, will now go by CHEF’STORE® effective March 1, 2021. The rebrand will bring together the power of the US Foods brand with the customer service, pricing, and variety of Smart Foodservice Warehouse Stores to create an upgraded customer experience. US Foods has also unveiled two new store openings to help usher in the rebrand.
“Our new CHEF’STORE branding represents the next step in our continued partnership with US Foods,” said Derek Jones, President, US Foods CHEF’STORE. “Smart Foodservice Warehouse Stores and US Foods share a commitment to providing best-in-class service to our broad customer base, which includes restaurant operators and foodservice professionals. We are excited about the additional benefits this will offer our loyal customers.”
As a part of the rebrand, all of Smart Foodservice Warehouse's 72 stores will get new signage, marketing and promotional material, and associate uniforms, according to a press release. Additionally, over time US Foods' exclusive brands will be introduced to help grow the product assortment offered in stores.
In tandem with the new rebrand, US Foods has also announced the opening of two new CHEF’STORE locations in Myrtle Beach, South Carolina, and Clarkston, Washington. The stores will be opening their doors on March 1, in line with the official rebrand unveiling.
The newly opened CHEF'STOREs will act as a one-stop shop for restaurant operators and food industry professionals, featuring thousands of food products from fresh produce to fresh meat, as well as restaurant-grade equipment and supplies. The stores will be open to the public with no membership required.
The addition of the two new stores will bring the number of CHEF’STORE locations to 80 across the U.S.
As US Foods continues to expand its footprint in the retail sector with its CHEF’STORE banner, AndNowUKnow will bring you the latest.
GONZALES, CA - Misionero’s distribution operation gained a strategic ally this week, as the grower recently announced a new supply-side partnership. Teaming up with Grupo Altex, an agricultural company in Mexico, Misionero will be able to expand across the United States and Canada as well as explore new opportunities in Mexico.
"We're excited to partner with Altex, as the company's culture and values align with what we've built since Harbinger Group acquired Misionero in 2016," said Joe Merenda, President of Misionero. "The expertise in protected farming and the use of technology will allow us to bring greater value to our customers. Our shared vision for opportunities within our industry will ensure both an exciting and rewarding future."
The partnership will add resources, growing regions, and processing capabilities, allowing for better distribution, according to a press release. Created with the customer in mind, the partnership will lead to a product catalog expansion for Misionero's value-added vegetables, salad blends and kits, and hydroponic lettuces.
Both companies are committed to their cultural foundations and investing in their communities, each of which are led by the desire to build a world-class operation. Misionero has focused on social responsibility through its Equitable Food Initiative certifications, while Altex built the "Agricultural Entrepreneurs" program, which has graduated over 800 farmers.
"When we had the opportunity to visit the team in person, we recognized the natural, cultural fit," said Mauricio Servitje, Corporate Director at Grupo Altex. "Combined with strategic alignment, the path to the partnership was a natural fit, allowing Grupo Altex better access and distribution to the U.S. and Canadian markets."
How will Misionero leverage its newfound prowess in the Mexican market? Stay tuned as ANUK reports.