LEAMINGTON, ON - Canadian-grown fresh produce is currently in the spotlight as the industry prepares to land in Montreal, Canada, on April 8 for the kickoff of the Canadian Produce Marketing Association’s (CPMA) annual convention and trade show. Pure Flavor® is tapping into this opportunity to explore the latest marketing trends, deepen its industry connections, and more.

“The CPMA show is a fantastic forum that unites the Canadian produce industry in networking, learning, and showcasing all that we have to offer to the Canadian market,” said Julia Shreve, Marketing Director. “It also allows for important discussions about ever-changing trends and regulatory and governmental policies that affect the industry today and in the future. It’s inspiring to gather with industry peers to see how together, we are addressing both industry opportunities and challenges—in the end, we’re all united by our passion for produce!”

Pure Flavor will showcase a few premium culinary staples during this year’s convention and trade show, including its new Rocco Reds™: The Chef’s Tomato™ and popular Seedless Mini Peppers.

“We are very excited about our new Rocco Reds™: The Chef’s Tomato™,” Julia shared. “We’ve already seen good success with this new item. Our second crop is fully sold-out, and we are taking orders now for our third crop which will be planted in the Spring for Fall production. We believe the bold red color and robust flavor of this premium on-the-vine tomato will stand out within a category segment that doesn’t typically offer this level of quality and flavor.”

“Rocco Reds™ offer better flavor, color, and quality than your average Roma tomato,” Julia continued. “Their compact size gives them an intense tomato flavor and a rich red color inside and out. As an on-the-vine tomato, it also augments the sensory experience, and we know that both appearance and aroma are important factors that help drive purchases in the category. Lastly, it’s offered in a paperboard tray, which removes uncertainty about recyclability.”

In addition to its Rocco Reds, Pure Flavor will showcase its ultra-convenient Craft House Collection® Seedless Mini Peppers. With a satisfying crunch, bright colors, and sweet flavor, these peppers make snacking easy and entice adults and kids alike.

“Excellent flavor is a big driver of purchase, and it’s also become an expectation as the produce category continues to expand with new varieties and offerings. New products should check that box first and foremost. From there, we see the need for convenience as a trend that continues to be very important for busy consumers. Any way to make it easier for them to incorporate healthy eating into their lives is valuable,” Julia explained. “Highlighting how easy it is to eat/use products like our Seedless Mini Peppers can help reinforce the idea of convenience.”

The focus on a dish’s aesthetic appeal is another rising trend in the food space.

“Another trend we’re seeing is the desire to be inspired by how the visual appearance can elevate any dish,” Julia added. “Driven by the continued prevalence of social media and its ability to showcase recipes with beautiful visual appeal, products with vibrant or unique color—like the vibrant red of our Rocco Reds™ tomato or the uniquely two-toned appearance of our Tiki Tomatoes™—can influence unplanned purchases as consumers become more experimental in the kitchen.”

To explore the opportunities provided by this flavor-forward lineup further, be sure to visit Pure Flavor at booth #2407 during the CPMA show!

CARLSBAD, CA - The most valuable components are often difficult to quantify. International Fresh Produce Association’s Women's Fresh Perspectives Conference (WFPC), for example, is one of the events where a lot of work is talked about, but not a lot of business. Conversations cultivate support and solutions beyond the tasks of purchase orders or ad deals.

“Being a woman in the produce industry undoubtedly comes with its challenges, but when we support and uplift one another, the sky is the limit. Events like WFPC are so important because they create a safe space where we can learn, grow, and encourage one another to reach new heights. By fostering mentorship, building strong networks, and advocating for one another, we not only strengthen our own careers, but also pave the way for future female leaders in the industry. Together, we have the power to drive meaningful change and create more opportunities for women to thrive,” Danielle Hudgick recently shared with me.

Danielle has been in the produce industry for 19 years, exclusively on the retail side of natural and organic specialty chains such as Sunflower Farmers Market, Fresh Thyme Market, and Sprouts. We haven’t gotten to meet in person, and I look forward to changing that in Carlsbad, California, the week of April 13.

“I spent the majority of my career as a produce buyer, where I had the opportunity to build lasting connections and cultivate relationships that I deeply value. In my current role as Senior Category Manager at Sprouts, I work with a fantastic team to develop strategies that drive growth, support our supplier partnerships, and bring the freshest, most flavorful produce to our customers,” she explained.

Further deepening her capabilities in this role, Danielle has had the opportunity to attend events like WFPC and shape a unique perspective on its role in cultivating female industry members.

“Events like the Women’s Fresh Perspectives Conference are incredibly valuable. Businesses that invest in sending their female colleagues to this event are not only supporting individual development but also strengthening their teams and the industry as a whole by empowering future leaders,” she said. “My biggest takeaway after attending this event for the past two years is the confidence and empowerment it has given me. Being surrounded by strong, inspirational women in the industry creates an environment where we can openly share challenges, celebrate successes, and learn from one another. Each time I attend, I walk away feeling energized and inspired to bring that same energy back to my team and continue to grow both personally and professionally.”

As her third WFPC approached, Danielle said she is looking forward to the incredible energy the event brings.

“It’s always an inspiring experience to connect with other women in the industry, exchange ideas and challenges, and build new relationships that continue beyond the event. The speakers are always outstanding, offering fresh insights and perspectives that challenge me to think differently and grow as a leader. I know I’ll leave feeling motivated, recharged, and ready to bring new ideas and confidence back to my work,” she reflected.

Here is to an opportunity that replenishes our wells of support and inspiration. In the fast-paced, high-energy industry that is produce, such an event is one I, like Danielle, am eager to return to!

PLANT CITY, FL – Plant City based, international grower and year-round marketer of strawberries, blueberries, blackberries, raspberries and pineberries, Wish Farms, is pleased to share that it opened its headquarters for the first ever Berry Bolt 5k Run For Sweetness. The company welcomed runners, sponsors, and the public to its blueberry farm to raise money for its philanthropic efforts and the United Food Bank of Plant City.

The event kicked off the local blueberry season in central Florida and raised over $169,000 for the Wish Farms Family Foundation.

“This was a great way for us to give back, while featuring our local Florida blueberry crop”, said Public Relations Director Nick Wishnatzki in a recent press release. “It was the ultimate feel-good, full-circle event. It achieved our give back objectives while highlighting the health benefits of blueberries and a fun, athletic activity.”

Forty-six companies and individuals contributed to the event, with top sponsors including Jerue, Farm Credit, Sweet Life Farms, and Patterson Companies. An army of volunteers from the Food Bank and the Kiwanis Club of Plant City were on hand to support and make the event a success.

150 runners partook in the 5k race, which featured a cross-country trek around the blueberry farm, lake, office, and treehouse of the scenic Plant City property. Families enjoyed the festive atmosphere of the race, face painters, and inflatable bounce houses, while having the opportunity to u-pick fresh blueberries.

One-third of the money raised will be granted to the United Food Bank and Services in Plant City. “We plan to use the generous funds raised to directly support the Kids' Food Break Bags program this summer,” said Mary Heysek, President and CEO of the Food Bank, “It will help provide nutritious, easy-to-prepare meals for children during the summer break, ensuring they have access to healthy food. We are very grateful for Wish Farms’ support and commitment to helping children thrive.”