PLANT CITY, FL - A leader in marketing fresh produce in order to attract a wide array of consumers, Wish Farms continues to stay at the forefront of innovation. The berry purveyor is once again upping its prowess in the produce aisle, announcing a revamp of its brand messaging. The rebrand includes a new look for Wish's labels as well as an updated website and newly designed smartphone application.
“Providing the best tasting berries is at the heart of our mission, but in order to be a brand that people ask for by name, we need to be more and do more,” said Owner Gary Wishnatzki. “We didn’t need to redefine who we are, because Wish Farms has always been involved in our community. But now we are sharing that message effectively and upping the ante.”
The refreshed designs are being introduced to the marketplace along with a smartphone program that brings the label to life, according to a press release. In late 2019, brand refresh efforts kicked-off with the rollout of Wish Farms’ tagline: Generations of Sweetness. In January 2020, all-new labels and boxes started featuring the trademarked emblem: Feel Good. Eat Berries. Make A Difference.
The underside of all berry labels displays state “You buy. We give. See how.” The messaging then directs the consumer to the website to learn more. The label showcases gingham designs with eye-catching colors that complement each berry.
“After thoughtful research and discussion, we decided that we needed to better convey who we are. The ‘Feel Good’ statement not only refers to berries’ health benefits, but how people can feel good about choosing our brand because of our commitment to social responsibility and active charitable efforts,” said Director of Marketing Amber Maloney. “We wanted to do something that stands out; the berries' natural colors really pop against the new label design.”
The company is also promoting its brand refresh through a revamped website featuring consumer favorites such as recipes in a Pinterest format along with detailed grower information. Improving upon the innovative “How’s My Picking” traceability platform, the company has now replaced it with the “Happiness Survey.”
The company began The Wish Farms Family Foundation in order to make a commitment to contribute a notable percentage of profits to worthy causes. Its focus is based on three pillars: Food Insecurity, Youth Education, and Community. The site contains new pages that detail the company history which underscores the generational aspect of the business.
“By downloading our Wish Farms mobile app, consumers can now watch Misty the Garden Pixie come to life through the use of augmented reality technology,” said Marketing Project Manager Nick Wishnatzki.
Moloney continued, noting how augmented reality has increased brand awareness.
“Product feedback is extremely important to us. Now consumers can easily share feedback by simply scanning the QR code on our berry label,” she explained. “This new platform highlights our commitment to giving consumers a voice and displaying an easier way to connect with us.”
In addition to the augmented reality feature, the app will be home to a consumer feedback portal, berry facts, and recipes as well as fun take on Tic-Tac-Toe called “Trick-Tac-Toe”. For each download, Wish Farms will donate a meal to Feeding America. The app is available for download in the Apple App Store and Google Play.
How will this revamp strengthen brand awareness for Wish Farms? Stay tuned as AndNowUKnow reports.
MISSION, TX - The heat is on as the Texas International Produce Association's (TIPA) Viva Fresh Clean Eating Challenge 2.0 has kicked off and participants are working their way to a healthier lifestyle. Starting on October 1, contestants began their journey through the challenge, which will wrap up at the 2021 Viva Fresh Expos in Dallas, Texas, March 26–27, 2021.
“As a past participant, I am truly honored to help lead this great group of people looking to take charge of not just their weight but their overall health and wellness,” said Michelle Cortez, Chairwoman of the 2021 Clean Eating Challenge. “A year ago, as we were going through this challenge ourselves, we didn’t truly realize we were changing our lives for the better, day by day, pound by pound, inch by inch. I know I speak for all the mentors when I say this is what we want for this group, but this is also what we want for our entire industry as we learn to value the power of fresh produce to change our health.”
Last year, the event, which started as an educational and promotional opportunity, led to the success of all participants in ways that were never fathomed. According to a press release, the industry professionals guided by Dr. Ian Smith, best-selling author, TV personality, and physician, changed their diets and habits as they worked toward healthier lifestyles. The end result was that the group lost over 160 pounds combined, reduced cholesterol, regulated blood sugar, and some were even able to lower medication usage.
Participants last year included Ed Bertaud (IFCO), Michelle Cortez (River Fresh Farms), Jed Murray (Tenaza Organics), and Tommy Wilkins (Grow Farms Texas).
This year, those who saw such great success in the inaugural event have become mentors to the new contestants. In the second annual Clean Eating Challenge, 40 participants from across the industry have stepped up to make healthy changes. Those partaking in the challenge come from eight states and two Canadian provinces and range between 30 and 67, showing that it’s never too late to make a change or take on a new challenge.
Due to the large number of industry members participating, TIPA has recruited James Bassetti (Little Bear Produce) and TJ Flowers (Lone Star Citrus Growers) to lead two of the five groups taking part in the challenge.
To encourage accountability, shared experience, and provide moral support, 12 of the 40 industry members have volunteered to be Featured Participants, and share their progress through blogs and vlogs which can be found on the new Viva Fresh Clean Eating Challenge website.
Featured participants include:
- Ashley Porter, HEB
- Blake LaGrange, Val Verde Vegetable Co.
- Bret Erickson, Little Bear Produce
- Chris Diaz, Sunkist Growers
- Jen Velasquez, Full Tilt Marketing
- John Toner V, United Fresh Produce Association
- Kimberly Avendaño
- Lance A. Peterson, Super Starr International
- Marcia Green, AA Organic
- Roxanne Martinez, Frontera Produce
- Tim Hodges, Union Standard Insurance Group
- Amy Sowder, The Packer
As the challenge has already taken off, participants have reported over 300 pounds lost between all contestants in the first five weeks alone, showing that this year’s challenge has already yielded positive results. What other beneficial changes will come from this life-changing challenge? Keep reading AndNowUKnow as we continue to report on the latest.
PHARR, TX - London Fruit recently partnered with Hazel Technologies, heralding a dynamic new collaboration in the lime category. The partnership focuses on the use of a new technology, Hazel™ for Lime, on fresh limes marketed by London Fruit.
“We are excited to announce our partnership with Hazel Tech™ and to be the first in the industry to introduce this value-added service to our lime program,” said Mario Cardenas, Sales Manager, London Fruit. “We see food waste as a growing concern to our customers and the consumer, and using Hazel Tech for Limes will ensure the best quality product reaches our customers throughout the country.”
Food safety and quality continues to drive London Fruit, as its dedicated production team examines and regrades each case of limes that enters its facilities.
“Being that London Fruit is one of the very few operations with such a thorough lime process, we found that Hazel Tech is a cost-efficient way of maintaining quality during transport and gives our customers much needed time,” said Jerry Garcia, London Fruit’s Vice President.
Hazel for Lime, according to a press release, is a small, biodegradable packaging insert, placed in the box during the packing process following harvest, which helps maintain the full green color of the lime during the shipping and retail merchandising process.
Following the implementation of Hazel for Lime in its supply chain, London Fruit observed improved color retention for a period of 14 days in Persian lime produced in Mexico.
“Today’s consumers care deeply about sustainability and environmental footprint, but also demand the freshest, greenest limes possible,” said Amanda Horney, Business Development Manager, London Fruit. “Using Hazel for Lime allows us to sustainably provide the best quality limes to our valued consumers and continue the tradition of innovation we have embraced since the founding of London Fruit in 1981.”
Aidan Mouat, CEO of Hazel Technologies, added, “Following our successful launch in limes, Hazel Technologies’ is now active in over 15 different fresh produce categories. We are excited to continue our innovation progress with our valued partners at London Fruit, a leading innovator in the lime category for nearly four decades.”
As exciting new partnerships continue to drive innovation, AndNowUKnow will be here to report.
BAKERSFIELD, CA - Winter weather decided to make a quick appearance along the Golden State this past weekend, most notably bringing snow to mountain regions as close to growers as some Kern County communities, according to a Bakersfield Californian report.
While snow didn’t appear to sneak below 4,000 feet, a significant amount of hail fell in ag-heavy Bakersfield, California, though product appears to remain safe and on track per a handful of producers ANUK reached out to.
“We actually had a full ten minutes of hail yesterday afternoon, south of Bakersfield near our farming operations. Thankfully it won’t impact the last days of sweet potato harvest nor do we see any damage to our organic cabbage fields. It was wild weather though, and it brought us a beautiful Monday,” Mike Valpredo, President of Country Sweet Produce, shared this morning.
Scattered showers continued across the southern half of the state, while snow was seen in the higher elevations of Tehachapi, most notably on Saturday into Sunday.
The National Weather Service reported snow accumulating at less than half an inch, however, and this morning is clear and cold.
“We definitely saw some rain and wind, but nothing out of the ordinary for this time of year,” Randy Giumarra, Vice President of Sales for Giumarra Vineyards, assured. “From a growing standpoint, the below freezing temperatures in some areas are going to be the concern for tonight.”
Earlier this year, Bakersfield Now celebrated the 21st anniversary of the last measurable snowfall in Bakersfield, when the south valley received 4–6 inches of snow in January of 1999. 2020 has certainly served up more than a couple of extraordinary circumstances, so we will continue to be on the lookout.
ARGENTINA - To view Walmart’s strategic moves is to look to the global scale in which the retailer reaches, the latest move being a step away from the Agrentenian market it has been active in for a quarter of a century. Walmart announced it is selling its business in Argentina to Latin American group Grupo de Narváez, entrusting new ownership to push the existing business even further.
“We are very proud of our Argentina business and associates as they’ve led and shown resilience throughout this year serving customers when they needed them most. We are excited by the local retail expertise the new owners bring to this already strong business, and we believe this deal creates the right structure to help it truly flourish for many years,” said Judith McKenna, President and Chief Executive Officer of Walmart International.
Grupo de Narváez has retail operations in Argentina, Ecuador, and Uruguay, bringing strong local expertise that makes the sale, according to Walmart, an exciting new chapter in the business’ 25-year history.
“We are very proud and excited about this new investment. We share the same values: a customer-centric philosophy, focus on operational excellence and commitment to the communities in which we operate. The company’s performance and dedication of its incredible associates through the COVID-19 pandemic have demonstrated the fundamental strength and resilience of the business, and we are thrilled to support the team, drive long-term growth, and create new opportunities for associates and suppliers across Argentina,” Fernando Minaudo, Grupo de Narváez CEO, said.
Under the new structure, Dolores Fernandez Lobbe will continue to support the business through a transition period, after which she will move into a new role within Walmart, which will continue to support the business through transition services and sourcing agreements under the new ownership. The company noted in a press release, however, that it will not retain an equity stake.
Walmart Argentina has grown to more than 90 stores and 9,000 associates under banners Changomas, Mi Changomas, Walmart Supercenter, and Punto Mayorista since it started in 1995. While Walmart Supercenters will be rebranded following a transition period, the Changomas, Mi Changomas, and Punto Mayorista banners will continue to serve customers in Argentina and the company said it will remain one of Argentina’s largest employers, continuing to work closely with suppliers to provide the best value for customers while maintaining its commitment to supporting domestic suppliers and small businesses.
The financial terms of the sale were not disclosed in the release, though both companies noted the dynamic retail environment and optimism for the chain’s continued success.
WENATCHEE, WA - When those in the produce industry are recognized for their contributions to the community it has a way of making our hearts happy here at AndNowUKnow. Our hearts are definitely smiling as CMI Orchards has announced that it has been recognized as the 2020 Washington Apple Education Foundation (WAEF) Volunteer Organization of the Year.
Every year the non-profit organization recognizes an organization for its volunteer work as it continues to make a difference in the community. CMI was presented with this year's award during a ceremony at its headquarters on November 4.
“CMI is honored and humbled to be named WAEF’s Volunteer Organization of the Year. We are extremely thankful for the time, effort, and enthusiasm our employees have demonstrated to help further the mission and work of such an impactful organization. WAEF is the leading charitable organization for the treefruit industry and works to champion and guide students through educational opportunities with direct links back to the industry. It is an honor to support this important effort,” explained Bob Mast, President of CMI Orchards.
In addition to providing financial support to the organization, CMI Orchards’ staff had 16 volunteers who supported eight events and activities with WAEF as it furthered its goal of impacting lives through education, according to a press release.
"The desire to make a difference is evident throughout this company. The genuine commitment of CMI employees that take time to connect with students, help with events, and serve on Foundation committees is inspiring. Our thanks to the individuals that volunteered this year and to the company for encouraging their involvement,” said WAEF Board Chairman Chris Willett.
CMI Orchards’ employee volunteer contributions include:
- December Career Tour Hosts: nine volunteers
- December Holiday Dinner Table Facilitators: two volunteers
- Scholarship Committee Members: three volunteers
- Student Mentors: two volunteers
- Virtual Learning Circle and Workshop Presenter: one volunteer
- Event Support: two volunteers
- WAEF Board of Directors: one volunteer
- Care Package Organization: four volunteers
“CMI Orchards was one of the earliest supporters of the WAEF mission. In fact, they joined with two other industry partners to create our first scholarship and have been a tremendous partner since,” explained WAEF Executive Director Jennifer Witherbee.
Annually, WAEF relies on the help of over 200 volunteers as they provide outreach and support to recipients of the Foundation’s scholarships. CMI Orchards and its employees have played an integral role in helping shape the lives of those involved with WAEF, and continue to do so.
We would like to thank CMI Orchards for continuing to go above and beyond, setting an example for the produce industry. We would also like to congratulate the team on this honor.
SAN MATEO, CA - Sometimes it's worth rethinking your central operations in order to continue growing a business. Walmart recently took a closer look at its source-to-pay process and ultimately decided to make a change. Expanding its partnership with Coupa Software, a leader in Business Spend Management (BSM), the retailer hopes to enhance visibility into its global spend, create better efficiencies across its business, and drive incremental savings in the company's end-to-end procurement process.
"Today, we have multiple, complex procurement systems across our business. Coupa's unique technology solution will help us optimize and harmonize our source-to-pay processes, providing cost savings, a simplified system and greater ease of use," said DK Singh, Chief Procurement Officer at Walmart.
Walmart selected Coupa to leverage its modern and comprehensive platform, industry-leading source-to-pay and contracting solutions, and like- minded focus on delivering the best value to its customers. The retailer currently uses Coupa to optimize the sourcing of significant third-party spend in North America, according to a press release.
The two will now embark on a phased rollout to expand adoption of the Coupa BSM Platform with procurement and advanced management solutions. This will help Walmart to not only optimize spend for highly complex sourcing events and categories, but also drive incremental savings through spend efficiencies.
"We are thrilled to be selected as Walmart's Business Spend Management provider to help optimize performance, visibility and control, and value across their spend and contracting processes," said Rob Bernshteyn, Chairman and CEO at Coupa. "We look forward to bringing the same cost-conscious mindset to their business spend activities that they employ through their omni-channel, everyday low price approach to serving millions of customers each week."
How will this strategic move continue to drive growth for Walmart? Stay tuned as ANUK reports.
SPARTA, MI - I will never forget my kindergarten trip to an apple orchard, learning perhaps for the first time where my food came from by exploring beautiful orchards and dipping apples into a vat of caramel for my very own treat. With a new partnership and new packaging, fourth-generation grower Applewood Fresh® is ensuring the students of 2020 make fruitful memories of their very own despite extenuating circumstances.
“Right now, it’s obviously not possible to physically offer field trips to students to see the wonderful operations behind Applewood Fresh’s uniquely delicious Michigan apple crop. We were not going to let that stop us from giving them the same field trip experience virtually!” Antonia Mascari, Vice President of Marketing for Applewood Fresh, explained.
The grower has teamed up with known produce influencer The Produce Moms® to introduce co-branded apple packaging just in time for the holiday baking season.
In addition to being resealable for 3 and 5 lb increments, as well as featuring popular Applewood Fresh Michigan-grown apples riding in the back of The Produce Moms car filled with The Produce Moms’ characters, the new packaging features a way to bring virtual classrooms to the orchards via QR code.
“At The Produce Moms, we have a resounding increased demand for more virtual education content as well as virtual experiences focused on fresh produce. People of all ages, in any part of the country, where Applewood Fresh and The Produce Moms co-branded apples are sold, will be able to ‘travel’ to Michigan to learn more about how apples are grown. Our suite of downloadable lesson plans not only incorporates fresh produce into the virtual or in-school classroom, but also fulfills pre-kindergarten through third grade national academic standards,” Lori Taylor, CEO and Founder of The Produce Moms, pointed out. “With this new packaging we’re bringing the Michigan apple farm to the consumer with a unique educational tie-in!”
The QR code serves as a call to action, according to a press release, linking consumers to an online treasure trove of curriculum perfect for distance learning, including activity sheets and the grower’s pièce de résistance—a virtual online field trip to a Michigan apple farm and production facility.
“Educators and parents are looking for more ways to enrich the Zoom classroom, and virtual field trips are wildly popular right now,” Mascari concluded. “We believe visiting a Michigan apple orchard online through our packaging will appeal to everyone, not just students!”
Distribution kicks off in the Midwest next week as the new co-branded bags begin shipping Monday, November 9, with room to expand south following demand. As baking season sets in and the 2020 syllabus seeks freshening up, this seems a strong and innovative way to launch your produce into any classroom!
HOUSTON, TX - As COVID-19 continues to force companies across all industries to be nimble with their strategies, Sysco has begun to implement changes as it now looks to divest its 106-acre property in Houston, Texas. Sysco has partnered with JLL to list the property, originally purchased in 2010, for sale.
According to an article from the Houston Business Journal, JLL has not disclosed the price of the property on its listing, but it was valued at $28.4 million on January 1, based on Harris County Appraisal District records.
Previously owned by Hewlett-Packard, Sysco purchased the property in 2010 to establish a shared services facility for its North American Distribution centers. Based on JLL’s listing, the property has 94.11 usable acres and also includes a vacant 660,717-square-foot building standing on the property.
Although affected by the ongoing pandemic, Sysco beat out estimates of $11.75 billion for its most recent quarter revenue, recording $11.78 billion. Sysco also recorded net earnings of $216.9 million, which surpassed analyst estimates.
Although the motivations behind Sysco’s divestment are not completely clear yet, what will the company’s future strategy look like? ANUK will continue to report.
LAGUNA NIGUEL, CA - Some companies simply ride the waves of change. Others make them. With organics on a skyward trajectory, LIV Organic Produce is one of those key operations making waves this year as it invests in its key categories and evolution with the introduction of a new member to its forward-thinking and innovative Sales and Grower Relations team, industry veteran Ken Rutledge.
“I am very excited to be a part of the team at LIV Organic Produce,” Ken tells me, diving into his goals. “The main priority in this position will be planning, designing, and implementing a strategy to expand organic farming and packing opportunities in the Pacific Northwest, beginning in Washington. This incredible investment will allow LIV Organics to continue to enhance year-round supplies of onions and potatoes for our customers."
In Ken’s new role, he will oversee grower relations for onions and potatoes and so much more.
One of the greatest motivations for joining the LIV Organics team for Ken was the company’s commitment to strong relationships with its growers.
“Relationships are critical to any business’ success, and LIV Organic understands this,” Ken reflects. “There are great things in the works, and I can’t imagine growing my career anywhere else but with LIV Organic Produce."
And, the feeling is mutual. With passion to rival the most driven in the industry, Ken not only aligns with the company’s values, but has a keen eye for the strategic evolution that LIV Organic is looking for.
“We are incredibly excited to welcome Ken onboard. His knowledge and expertise in organic potatoes and onions further exemplify LIV Organic’s commitment to the future of our vertically integrated growth,” Co-Founder Anthony Innocenti shares.
Ken brings nearly a decade to his role with LIV Organic, cultivating his knowledge with companies from Wong Potatoes and Chin Farms to CSS Farms in Pasco, Washington.
“My experiences in the industry so far have been invaluable, and I have learned how large and small companies work to impact the industry throughout the world,” Ken says. “Now, I have the amazing opportunity to jump in with a young and nimble company that I am sure is ready to do some really great things in the fresh produce space, and I am excited to be a part of it all.”
With the times a-changing, companies must follow suit in order to thrive and LIV Organic Produce is riding a full-scale wave of change as it maps out a future primed for success.