NORTHFIELD, WI - Save the planet. Feed the world. These two ambitious goals are the driving philosophies behind Superior Fresh and its aquaponic ecosystem and vision for progressive and regenerative agriculture. With a sustainability rebrand and a new SKU igniting change across its retail investments, I took a beat with President Brandon Gottsacker to discuss some of the thriving elements of the Superior Fresh business model and how they are generating unique value for the company.
“We have an incredibly rare sustainability paradigm at Superior Fresh and a key component of this strategy is using the nutrients from our Atlantic salmon farm—our fish house—to grow superior organic leafy greens,” Brandon says. “Our nearly 600,000 fish thrive in a closed-loop water system that feeds our organic leafy greens. To complete the cycle, our greens purify the water that is then returned to our fish. The system provides a vital equilibrium that we believe comes across in all of our products.”
Talk about a delicate balance and an incredible value-added benefit to an already stellar portfolio of innovative organic leafy greens, medleys, and mixes. Oh, and, by the way, Superior Fresh salmon is also on its product menu. Superior Fresh sold its first salmon at retail on the 4th of July in 2018, and since then it has increased production nearly tenfold. A new expansion is just wrapping up and will see harvestable fish this June, to boot.
“Most land-based aquaculture facilities choose to treat their water before they send it to the river, the ocean, or even pump it into the ground. This is not an easy thing to do and it can be very costly. Superior Fresh chose to find solutions to create value out of this nutrient-rich water and grow another crop, such as our certified organic leafy green vegetables,” Brandon adds. “Our customers have come to rely on us for such innovation, especially in an environment where the consumer’s desires, demands, and buying behaviors are shifting toward more sustainably sourced food.”
Superior Fresh’s sister company, Superior Fresh Family Farms, is also generating excitement across consumer and retail demographics as it also focuses on the regenerative agriculture side of the story—and with a delicious product I can vouch for 100 times over: maple syrup. But, that is just one of several diverse elements of its program.
“Superior Fresh Family Farms is coming up with unique, sustainable methods to show the dedication we have as a company to change how we treat our land and grow our food. We believe that regenerative ag has many ways to be expressed. Maple syrup, honey, native flowers, and mushrooms are just scratching the surface of the cool work Superior Fresh is doing to help reshape the land and its resources,” Brandon adds.
So, what’s next on the sustainability front for Superior? The company will continue to invest in ways to achieve greater sustainability with its packaging to start. In the near future, Superior Fresh salads will be housed in resealable trays that work to cut the amount of post-consumer recycled plastic use by almost one-half.
“We are excited to be at the forefront of technology that supports our environment,” Brandon shares with me as we wrap up the conversation.
And, I must say, I am quite excited about Superior Fresh, too.
GREECE - We regret to report that another shipment of fresh produce has fallen victim to the nefarious deeds of drug smugglers. Thanks to the hard work and diligence of local authorities, a shipment of bananas was intercepted and the nearly 73 pounds (33 kilograms) of cocaine hidden inside was seized.
The shipment, which arrived from Ecuador at the port of Piraeus in Greece yesterday, was uncovered by the country’s Financial and Economic Crime Unit (SDOE) in partnership with a team from the U.S. Department of Homeland Security. According to local news source iEidiseis.gr, the shipment was intended to arrive in Turkey.
The officials discovered 28 packages of cocaine hidden within the shipment of bananas, which was subsequently confiscated. While further information regarding the criminal activity was not released, the SDOE is now conducting a thorough investigation surrounding the matter.
As the industry continues working to mitigate such activity, keep a tab open for AndNowUKnow.
CHICAGO, IL - New faces often bring with them creative ideas that can take companies to new heights. Foodmix Marketing Communications likely finds this to be true as it has announced the addition of Michele Underwood to its leadership team as the new Executive Creative Director. With a diverse background in strategic brand marketing, Underwood will play a pivotal role in bolstering the creative team.
Underwood will use her expertise to craft and implement campaigns across Foodmix’s B2B and B2C clientele including industry names like B&W Quality Growers as well as companies like Wesson Oil, Broaster Company, and Smithfield Culinary, according to a press release.
“We were especially impressed with Michele’s strong track record of developing comprehensive campaigns that work together across all mediums to tell a story. Her attention to detail and understanding of what drives engagement—and ultimately ROI—drove our decision to have her lead our creative department,” said Dan O’Connell, CEO. “We look forward to bringing our clients the elevated creativity that Michele will lead our team to produce.”
Before joining Foodmix, Underwood gained a strong history of executing campaigns for well-known clients such as Johnsonville Sausage, Butterball, and Babybel Cheese, among many others.
Her experience comes from her time spent at creative agencies including Cramer-Krasselt, J Walter Thompson, and Y & R Chicago, where she fine-tuned her leadership skills and effective marketing techniques.
Congratulations are in order for Michele Underwood as she takes on this impressive new position!
BRENTWOOD, MO - Matt Middleton will soon be lending his retail expertise to the Produce for Better Health Foundation (PBH). His appointment of Chairman to PBH’s Board was approved during a recent PBH Board of Trustees meeting, and he will be central to the overarching goal to break through to consumers and inspire healthy change.
“I want to thank the PBH Board of Trustees as well as extend my sincere appreciation to my predecessor, Bil Goldfield of Dole Food Company, for his tremendous leadership of PBH during a tumultuous year,” said Matt Middleton, Vice President of Retail Sales at Ventura Foods. “I’m excited for what the future has in store for the new PBH—destined for greatness—and I am both humbled and honored for the opportunity to lead.”
According to a press release, PBH is a member-driven organization led by the decisions of its Executive Officers, as well as the commitment, monetary support, and leadership of the Board of Trustees.
“Matt Middleton has served as a trusted advisor on the Executive Committee since my start at PBH in 2017, and I am thrilled to have his leadership as Chairman of the Board,” said Wendy Reinhardt Kapsak, MS, RDN, President and CEO of PBH. “His dedication over the years has been invaluable. Matt is driven to grow PBH and the Have A Plant® Movement, while also advancing the industry’s collective commitment to overall fruit and vegetable consumption in America.”
The 2021 PBH Executive Committee includes:
PBH 2021 Executive Committee Officers
- Bil Goldfield, Dole Food Company – Immediate Past Chairman
- Matt Middleton, Ventura Foods – Chairman of the Board
- CarrieAnn Arias, Naturipe Farms – Vice Chairman of the Board
- Desiree Olivero, Wakefern Food Corporation – Secretary and Treasurer
PBH 2021 At-Large Executive Committee Members
- Kimberely Challoner, Seneca Foods Corporation
- Brittni Furrow, Ahold USA
- Fernando Herrera, Sun-Maid Growers of California
- Leona Neill, Red Sun Farms
- Jason Osborn, The Wonderful Company
- Jeff Scramlin, HZPC
- Brianna Shales, Stemilt
- Milton Stokes, Bayer
- Nichole Towell, Duda Farm Fresh Foods
PBH also thanks those transitioning off the Executive Committee for their leadership and dedication during their term:
- Roger Pepperl, Stemilt (retired)
- Andrew Burchett, Bayer
- Garland Perkins, Oppy
- Teri Rose, Kroger (retired)
Another element of the January meeting was the discussion of the 2020–2022 PBH Strategic Plan, as well as a reviewing of the 2021 PBH Business Plan, which reinforces the PBH Strategic Plan.
Specifically, the 2020–2022 PBH Strategic Plan includes four pillars and corresponding 2021 priorities:
- Consumer and Behavioral Expertise – PBH will continue its commitment to translating research into compelling content that delivers actionable insights to various stakeholders, particularly with the launch of its State of the Plate: America’s Fruit and Vegetable Consumption Trends Report in late February. In 2021, PBH will also form a Scientific Advisory Council, which includes PBH Chief Food and Nutrition Scientist Dr. Taylor Wallace and PBH Chief Behavioral Scientist Dr. Jason Riis as well as other renowned experts, to inform PBH’s research platform; exchange behavioral insights; and amplify consumption solutions broadly
- Consumer and Influencer Engagement – PBH will continue to optimize its significant reach to ignite Millennials’ and Gen Z’s inherent desire to be advocates and mobilize them in extending the award-winning and consumer-facing Have A Plant Movement. PBH’s digital ecosystem will drive the Movement, and the PBH ambassador network further amplifies the Movement utilizing PBH’s KNOW-FEEL-DO™ Behavioral Framework. 2021 will again include PBH’s signature National Fruits & Veggies Month promotion in September, as well as a comprehensive public relations and media relations strategy to include both trade press and mainstream media. PBH is also well-positioned to respond to issues and provide much-needed context to millions of consumers through its digital ecosystem and ambassador network
- Convening Thought Leadership – PBH will maximize the power of its credible thought leadership, relationships, partnerships, and membership to bring stakeholders together with one purpose, one voice, and one call-to-action. This pillar is focused on elevating new fruit and vegetable consumption behaviors as a national priority (one purpose). PBH will also form a multi-sector Consumption Coalition (one voice) further galvanizing support for changing the approach to fruits and vegetables given the lack of new fruit and vegetable consumption behaviors. PBH plans to convene the first-ever National Fruit and Vegetable Consumption Summit in fall of 2022 and develop a multi-sector national action plan to advance America’s consumption of fruits and vegetables (one call-to-action)
- Operational Excellence – PBH remains committed to ensuring that PBH operates effectively and efficiently as well as demonstrates overall accountability and fiscal transparency to its members, partners, and supporters
"PBH’s Strategic Plan is big and aggressive, and it is exactly what is needed to break through to consumers and inspire behavior change. PBH is also providing the industry with valuable platforms to help Americans choose fruits and vegetables first,” said Middleton. “I strongly encourage the industry to get on board with supporting PBH and the Have A Plant Movement. The time is now to come together with one purpose and one collective voice.”
Congratulations to Matt Middleton on this new role! We look forward to hearing about more of your work.
SANTA CRUZ, CA - It may be time to make some room in the produce department as Awe Sum Organics, in partnership with PAI Argentina, announced that it is rolling out its delicious organic pears from the Southern hemisphere.
“Our organic pears are grown in the Rio Negro Valley, which is well known for producing some of the finest and best tasting pears in the world,” said CEO and Founder David Posner. “The region naturally has a unique and perfect climate and soil for pear production.”
PAI has been growing organic pears in the southern hemisphere for over two decades, according to a press release, and supplies Awe Sum Organics with all of its organically grown pears.
“Long-term supply chain partnerships are at the core of Awe Sum Organics’ culture, and our relationship with PAI goes back over 15 years,” Posner added. “While adapting to the ever-growing and changing market for organic produce, we continue to remain 100 percent focused and true to our mission statement, which is why we are proud to offer organic, biodynamic, Fair Trade certified pears from PAI Argentina. Most of PAI’s organic pear production is Fair Trade certified, which means a portion of the purchase price for all of PAI’s Awe Sum Organic Fair Trade labeled organic pears goes back to the communities in the Rio Negro Valley of Argentina where our pears are grown and packed."
Posner continued, stating that, “These funds are sent directly to a social responsibility program established for PAI’s workers and their communities. Fair Trade USA certification guarantees fair wages and safe working conditions. Some of the community projects that have been funded by the social responsibility program are books and school supplies for local schools, funds for emergency medical facilities that serve the community, funds for community services such as water and heating, food and diapers for single mothers, and much more.”
PAI Argentina’s Fair Trade certified pears are monitored and certified by the Argencert based on compliance with organic standards for growing the fruit, and a significant percentage of its fruit is grown using biodynamic methods.
“Fair trade certification creates a platform for social change and community building that allows us to support everyone in the supply chain, and hopefully raises the bar in terms of how we look at labor standards worldwide,” said Vice President and General Manager Matt Landi.
Awe Sum is bringing many different varieties to retail, with its Bartlett variety running from early March through mid-April, alongside the Red Bartlett in mid-March through mid-April. Awe Sum’s Abate Fetel is expected to be available by the end of March, until mid-May, with D’Anjous arriving at the beginning of April until the end of June. The Autumn Bartlett will offer a nice transition from the regular Bartlett, arriving in mid-April and also running through the end of June. The brand’s popular organic Forelle pears will arrive in early April and run through May, and its Bosc variety will run beginning mid-April and ending in the beginning of June.
“We are bringing in adequate volumes of each variety to supply the customer programs we have built with some additional volumes for our spot market customers,” explained Posner. “The growing conditions climatically have been excellent this season with near-perfect temperatures for our pears. Hail is common in the region and this season we were lucky, as there was less hail than usual.”.
Don’t miss out on these delicious organic varieties this season! And stay dialed in with AndNowUKnow to stay up to date on the fresh produce industry.
SAN FRANCISCO, CA - With its growth on the rise and expansion in its sights, GrubMarket is one step closer to moving its services to more areas across the U.S. as it has announced it has completed $90 million in an oversubscribed Series D financing round in 2020. The California-based startup turned household name secured the financing from accounts managed by the likes of BlackRock, ACE & Company, Celtic House Venture Partners, Sixty Degree Capital, and more.
"I want to thank all of our supporters. Series D round was many times oversubscribed as we originally intended to raise no more than $30 million. We have made quite some efforts to keep this round under $100 million. Such oversubscription continues to happen in the current pre-IPO round," said Mike Xu, CEO of GrubMarket. "Delivering ultra-high growth and profitability remain the priority in all of our geographies. With this injection of capital, we will deepen our investment in people, technology, and acquisitions to reach the next level of success. Our objective is to grow our ARR by $200 million in the first quarter of 2021 and expand to most of the regions of the country to reach $1 billion of ARR within the next 12 months. Moreover, we will keep following the fundamentals of conducting a sustainable business and maintain profitability as the foundation of this company. Above all, the only and ultimate success criterion of my entrepreneurial pursuit is whether I can scale up GrubMarket to eventually achieve $100 billion of annual sales."
This key $90 million investment comes following a series of major accomplishments from GrubMarket, including the expansion of its services into four new states in 2020, including Washington, Texas, Massachusetts, and New York. According to a release from the company, it now operates in over 30 warehouses across California, Washington, Texas, Massachusetts, New York, and Michigan and has plans to grow into other major markets across the country.
The company's business is comprised of commercial segments to grocery stores, meal-kit companies, and restaurants, as well as direct-to-consumer segments and WholesaleWare. Additionally, its vertical software business has seen significant growth in recent months, growing over 1,000 percent and managing hundreds of millions of dollars of food wholesale activities annually.
"Having a proven record of sustained hyper-growth and profitability, GrubMarket stands out as a rare Silicon Valley startup in the food technology and ecommerce segment," said Jay Chen, Managing Partner of Celtic House Venture Partners. "GrubMarket's creativity and capital efficiency is unmatched by anyone else in this space. Mike's team has done an incredible job growing the company thoughtfully and sustainably. We are proud to be a partner in the company's rapid nationwide expansion and excited by the strong momentum of WholesaleWare, their SaaS suite, which is the best we have seen in space."
GrubMarket’s start came as a way to evolve the B2B food supply chain by establishing a producer-centric platform. The service is able to offer its market participants price advantages and has created exclusive producer and customer relationships, as well as retention rates of over 95 percent. Its B2B customers include over 5,000 grocery stores, more than 8,000 restaurants, and over 2,000 corporate offices.
How will this new funding enable GrubMarket to continue expanding its platform? Keep a tab open for AndNowUKnow as we bring you the answers.
THE WORLD - Across the industry, both sides of buy and supply are working to support sustainability within fresh produce. Teaming up with GLOBALG.A.P., a food safety certification company, Lidl announced that the two have collaborated on a new Biodiversity add-on to promote biodiversity in conventional fruit and vegetable production.
“Lidl’s initiative to promote farm-level biodiversity perfectly supports the aspirations of the GLOBALG.A.P. version 6 revision,” said Kristian Moeller, Managing Director, GLOBALG.A.P. “The Biodiversity add-on will help market participants better understand how to evaluate science-based biodiversity criteria in ways which can create value for fruit and vegetable farmers.”
The Biodiversity add-on is being developed in conjunction with GLOBALG.A.P.’s version 6 revision process, as noted by Moeller above, which will be completed with the launch of the new version 6 standard in 2022.
This add-on is planned for launch by the end of 2021 and is an addition to GLOBALG.A.P.’s Integrated Farm Assurance (IFA) standard for Fruit and Vegetables.
GLOBALG.A.P. offers these add-ons as customized solutions for safe and sustainable agriculture. According to a press release, the add-on will be publicly available, so that all fruit and vegetable producers can evaluate their agricultural practices against biodiversity criteria and communicate their environmental commitment to food retailers.
Lidl has been working to bring project partners and international experts together to further develop the guideline for biodiversity criteria. The GLOBALG.A.P. multi-stakeholder Environmental Sustainability Focus Group will be involved in the development of the new add-on. This focus group compiles comprehensive, science-based criteria on farm-level environmental sustainability.
How will this project initiate change for both the retailer and producers hoping to get their products in the door? AndNowUKnow will continue to report.
SCHENECTADY, NY - When brainstorming ideas, my mother instilled in me the notion that two heads are better than one. As I've become more adept within the retail business world, I've noticed how often this applies to grocery. Perhaps that idiom wasn't exactly what Price Chopper/Market 32 and Tops Friendly Markets had in mind when they announced that both entered into a definitive merger agreement—but it's applicable all the same.
"This merger marks a major step forward and collectively elevates our ability to compete on every level," said Scott Grimmett, Price Chopper/Market 32's President and CEO, who will serve as the new CEO of the parent company. "It leverages increased value for our customers; advances shared opportunities for innovation; fortifies the depth of our workforce, community, and trade partnerships; and ultimately accelerates our capacity to deliver a distinctively modern and convenient shopping experience. Given the vital role that supermarkets and their workforces play in our communities, particularly this past year, I am excited to lead the parent company of these two historic grocery retailers."
On top of being CEO of the new parent company, which will oversee the operations of nearly 300 Price Chopper, Market 32, Market Bistro, and Tops Markets stores, Grimmett will also serve on the Board of Directors.
Both companies noted that this merger positions both companies to better compete and offer even more value and outstanding services to customers. It also nearly doubles both chains collective footprint across the Northeast.
According to a press release, Frank Curci, Tops Markets Chairman and CEO, will serve on the Board of Directors of the new parent company and will also act as a consultant to assist in the transition.
"We have long believed that this merger makes sense both strategically and based on the similar ways in which we each put customers first, go to market and treat our people," said Curci. "We look forward to working closely with the Price Chopper/Market 32 team and together becoming an even stronger competitor with more scale, as we continue serving our customers and communities."
Blaine Bringhurst, Price Chopper/Market 32's Executive Vice President of Merchandising, Marketing and Store Operations, will lead the Price Chopper/Market 32 business.
"I've seen tremendous change in our industry across my 65-year career and have long been an advocate for the promise of innovation and partnership, like that which has driven this merger forward," said Neil Golub, Price Chopper/Market 32's Executive Chairman of the Board. "I can assure you that our commitment to sustaining and improving the communities in which we operate remains steadfast."
John Persons, Tops Markets President and Chief Operating Officer, will lead the Tops Markets business.
"Tops has always put serving customers and providing an exceptional shopping experience at the center of everything we do, and this merger is no different," said Persons. "Our associates, who take pride in their work and recognize the importance of the role they play in taking care of customers and communities, will continue to be the backbone of our company."
The new parent company will be headquartered in Schenectady, New York. The Price Chopper/Market 32 and Tops Markets businesses will retain main offices in Schenectady and Williamsville and will continue to be managed locally by their respective leaders.
Stay tuned to AndNowUKnow to keep up to date on the latest in all things retail.
SAN FRANCISCO, CA - Earlier this year, Imperfect Foods upped the expansion ante by announcing it received a commitment for an investment of $95 million. That number has since been increased to $110 million due to two new investors, private markets investment management firm Hamilton Lane and Blisce, both of which bring a track record of building long-term value to mission-driven companies.
“Finding a scalable solution for online grocery shopping that is also sustainable is a giant problem to tackle. We’re in it for the long haul and that’s why it’s important to have investors that align with our mission and values,” said Imperfect Foods CEO Philip Behn. “We’re excited to continue to do our part in not only making fresh food more accessible to all communities across the country, but also striving to take care of farmers and the planet while we do so.”
With this investment, Imperfect noted in a press release, it will accelerate its goal of becoming the global leader in sustainable online grocery. This will be done by increasing production capacity, accelerating its private label program, improving the shopping experience, and supporting farmers, suppliers, and communities.
“For nearly 20 years, we’ve been creating targeted impact strategies with an eye towards generating both attractive returns and a positive impact for our clients. This recent investment underscores our longstanding commitment to this space, and demonstrates our shared mission along with Imperfect Foods to promote and support sustainable practices,” Jackie Rantanen, Managing Director and Head of Product Management at Hamilton Lane, commented.
In 2020 alone, Imperfect Foods’ sourcing strategy saved over 50 million pounds of food and avoided over 20,000 tons of carbon dioxide. The company’s last mile delivery model avoided another 12,000 tons of carbon dioxide emissions.
In addition to this, the company diverted more than 70 percent of its material waste from landfill. With these new investments, Imperfect hopes to further strengthen its commitment to building what it deems the most sustainable online grocery service.
“Imperfect Foods’ ability to reduce food waste while delighting customers is unique, and embodies the idea of doing well by doing good. Their direct sourcing from farmers combined with national direct-to-consumer delivery stands out and makes them the clear sustainable choice for online grocery shopping,” stated Alexandre Mars, Founder and CEO of Blisce. “We are proud to back the team at Imperfect Foods as they pursue this important mission to provide high quality service to their customers while simultaneously building a better food system and reducing food waste across the United States.”
We’ll continue to keep an eye on companies disrupting the traditional retail space, so stick around.
BAKERSFIELD, CA - With February, Valentine’s Day, National Sweet Potato Month, and American Heart Health Month upon us, now is the time to look to premium fresh produce categories to drive traffic this winter. Responding to such ideal timing is Country Sweet Produce (CSP), as the company looks to boost the value of the sweet potato category with its new retail campaign I Heart Sweet Potatoes.
“Retailers and consumers love sweet potatoes for their flavor, versatility, and high nutritional content. They are loaded with potassium, which helps promote heart health and can reduce the risk for heart disease, as the American Heart Association shares with us. To further promote this superstar in the fresh produce department, we have launched our I Heart Sweet Potatoes campaign,” Chris Carroll, Vice President of Sales and Marketing, shares with me.
Demand continues to be robust as the pandemic persists with consumers spending more time cooking at home, which makes the timing perfect for retailers to connect with consumers through the sweet potato category.
“During the I Heart Sweet Potatoes campaign, our goal is to increase consumption of sweet potatoes by communicating the health benefits of sweet potatoes this month, tying into American Heart Health Month. We are raising awareness about sweet potatoes as an ideal choice by talking about their health benefits on social media. We are also giving consumers a chance to win prizes every week during the entire month of February,” Alexandra “Rae” Danell, Marketing Manager, expresses.
A lucky many will get the gifts that keep on giving: prizes include free sweet potatoes, cooking accessories for sweet potatoes, and newly designed swag.
“We are giving consumers another reason to purchase sweet potatoes during a period of time where they are focused on eating healthy,” Rae says.
Additionally, a grand prize winner will get a year’s supply of free Bako Sweet sweet potatoes along with a free Le Creuset dish and newly designed swag. Retailers can also share the posts or participate in the giveaway themselves for a chance to win. Details to enter can be found here.
“Country Sweet Produce had a fantastic harvest in 2020 with great quality, and the company’s Bako Sweet storage stocks are looking solid throughout 2021,” Chris adds. “To bolster sales in February, we are offering new Bako Sweet retail display bins which retailers can request directly from us to add more space for sweet potatoes in the produce department.”
And, along with CSP’s exciting merchandising displays and campaign, the company is showcasing its new organic sweet potato steam bags which make it convenient for consumers to cook healthy meals in minutes.
As we look to the spring months and beyond, retailers should keep the sweet potato category stocked and consumers engaged, as sweet potatoes have become a year-round item with clear spikes during Easter and Thanksgiving.
With abundant opportunities aligning increased sales with the Country Sweet Produce sweet potato program, retailers have much to look forward to in 2021.