YAKIMA, WA - As I look out in front of me at the expansive tree fruit category, I see a rainbow of colors ranging from deep ruby reds to tangy greens. With each variety serves a purpose, each flavor profile different from the last. I started to wonder what it’s like to manage popular varieties such as the Cosmic Crisp®, Pink Lady®, and many other proprietary brands. Thankfully, I could turn to Lynnell Brandt, CEO and Founder, and Kathryn Grandy, Director of Marketing, at Proprietary Variety Management (PVM) to find out more.
“I founded PVM because I felt there was a need to introduce new and exciting varieties that were coming onto the board. There needed to be a different focus, not only from the breeder and the packer to the retailer, but also ultimately the consumer. The consumer is the one that brings new money to the table for the entire distribution chain, which requires a different recognition and interactive focus. There was not an expertise generally available at the time,” Lynnell tells me. “I felt we needed to develop that expertise along with new IT and cutting-edge programs to help manage that on a global basis. We built the company, and it wasn’t very long after that when we had our first opportunity, eventually partnering with Washington State University.”
In 2013, PVM developed a partnership with Washington State University (WSU), forming a collaborative science program to develop different pome breeds. With so many brands and breeds to manage, many marketing aspects have to be established. PVM’s proprietary software, Idyia™, is useful in assisting all of PVM’s growers, packers, and sales desks partners in managing intellectual property across the spectrum, such as the licensing, branding, trademarks, social media, and flavor profiles. This comes in handy when managing the many varieties already in the system, and more being developed with WSU.
“We take care of the business side by helping set the brand’s quality standards, developing the name, helping to ascertain what the characteristics are, and illustrating how it will be marketed and presented to the industry and consumers,” says Kathryn. “Every aspect of commercializing the new fruit we touch. We then work with researchers on harvest maturity indices, such as when the best time is and how you tell when the apple is ready to harvest because they're all new and unknown cultivars.”
PVM works closely with the grower, distributor, and marketer to best collaborate with companies to find the right fruit for them to grow in the right soil and climate that they're growing in. These factors all have to find the correct combination together in order to yield the perfect results.
“It's a mammoth investment with a huge amount of risk. We need to help companies make sure that this is the right fruit for them, it will get a good return, and that it is what consumers want. All the way through the value chain, everybody has to be successful and succeed, or it simply will not work,” continues Kathryn. “We help companies with the research and testing side. Our growers in Washington State are an example across the country, and we take pride in being a national and international visionary, with connections all over the world.”
With industry allies like PVM, fresh produce varieties can shine from retailers’ shelves to consumers’ homes. Stay up-to-date with fruit and veg insights at AndNowUKnow.
ORANGE COUNTY, CA - Zespri is excited to announce the early start of its kiwi season from the beginning of May following an excellent growing season. Zespri’s goal is to support retailers as shoppers look for fruits with a lot of vitamin C, which is known to support immunity. Shoppers are looking for options during these unprecedented times as online searches for Vitamin C and related combinations including food, fruits, and supplements continue to increase.
“We are glad that our season is starting so we can provide consumers with a healthy fruit option,” explains Sarah Deaton, Shopper Marketing Manager. “We are dedicated and working hard to get our fruit to the market. Serving to serving, our SunGold Kiwifruit has more vitamin C than an orange and the same amount of potassium as a banana. Because of its sweet, tropical flavor, kids love the taste so that helps parents fuel themselves and their children with a nutrient-rich fruit to help support their immune system.”
In addition to delivering SunGold Kiwifruit to stores, Zespri is offering retailers a 360-degree approach to services, which help consumers locate SunGold and also reinforces sell-through with an extensive consumer digital campaign that includes social media, email campaigns, coupons, online videos, and display advertising. The marketing initiatives will begin rolling out at the start of the season.
“We are increasing our consumer messaging through a variety of vehicles to educate consumers about the nutritional benefits and unique flavor of Zespri SunGold,” states Deaton. “We are continuing our successful ‘Let Your Taste Wander’ campaign that we launched last year. Consumers enjoy the excitement of the promotional offers and the eye-catching graphics and animation. Consumers in our test market enjoyed the sense of escape the campaign offers during these trying times.
The SunGold Kiwifruit has been a growth engine for retailers, delivering 112 percent dollar sales growth over the past two years and early indications from retailers and consumers indicate strong growth to continue in 2020. Additionally, the SunGold is packaged in a new 1-lb custom-designed clamshell that sits vertically on the display for greater shopper visibility and purchase. The plastic clamshell also encourages sales because products enclosed in packaging tend to sell better than open product at this time.
Zespri is committed to strict standards that produce the best-tasting kiwifruit that is consistently sweet, nutritious, and delicious. To ensure exceptional quality and safety measures, Zespri has developed a comprehensive, multi-stage process to ensure that only the highest standards are met. The over 2,500 growers worldwide supply retailers with the perfect kiwifruit maintained with a secure supply chain with numerous checks and best-practices food safety measures. The same measures are used for all Zespri fruit including the Organic SunGold that will be in stores mid-May followed by Zespri Green at the end of May.
WEST SACRAMENTO, CA - As a Sacramento native, Raley’s has always been one of my family’s go-to grocers. The chain is extremely invested in this community and is continuously working on expanding and better serving its customers. Earlier this week, the grocer announced another monumental expansion effort on the books, opening its new flagship location in Sacramento’s Land Park neighborhood.
“For 85 years, Raley’s has been committed to serving our communities, even during uncertain times,” said Keith Knopf, President and CEO. “Today’s unique situation is no different. It is our hope that opening a modern, customer-centric store in Land Park will help the community during this challenging time. Our team members are eager to serve our neighbors.”
According to a press release, the 55,000-square-foot store has a large selection of quality, prepared foods. Specialized culinary offerings include fresh juices, smoothies, acai bowls, a gourmet salad bar, and more. However, self-serve offerings are temporarily closed out of an abundance of caution. The store also expands Raley’s partnership with Chocolate Fish Coffee Roasters, offering a variety of coffee and tea drinks from the Sacramento-based coffee company.
Raley's is also offering delivery through its eCart platform, with grocery pickup services available as well via covered, pull-through parking spots.
The company noted that a more traditional opening celebration and ribbon cutting will take place at a future date once it is safe to do so.
Keep a tab open for us at ANUK as we continue bringing you the industry’s latest news.
MURRIETA, CA - Our industry’s best are continuing to do their part in helping the community during the COVID-19 pandemic. As part of the company’s West Pak Cares committee community involvement program, West Pak Avocado is donating pallets of nutritious avocados each week from now through June to Feeding America Riverside | San Bernardino (FARSB).
“West Pak is giving back to our communities to help feed those in need in a time of crisis,” said CEO Mario Pacheco. “Now more than ever before, people need our help. We have the ability to provide and the desire to step up where we can be most effective. We’re honored to partner with FARSB to do our part, and we implore others to follow suit.”
According to a press release, FARSB is a member of Feeding America, the national network of food banks that provides over 4.3 billion meals annually, helping one in seven Americans facing hunger live more secure and stable lives.
FARSB provides food to over 200 partner charities in Riverside and San Bernardino counties, including soup kitchens, pantries, emergency shelters, senior centers, and more. Through the COVID-19 pandemic, FARSB has also begun to serve individuals with fresh produce, snacks, and boxes of emergency shelf-stable items to ensure that families are not going hungry during these uncertain times.
“Feeding America Riverside | San Bernardino is more than a food bank, we are a nutrition bank, and we are grateful to those who help ensure produce is available to our most vulnerable neighbors. Thank you, West Pak Avocado, for helping to feed the Inland Empire,” stated Feeding America Riverside | San Bernardino Philanthropy Director Carolyn Solar.
Communities in need are continuing to carry on through the generosity shown by companies like West Pak and charitable arms like Feeding America.
AndNowUKnow will continue to report on everything fresh in the industry through this crisis, so keep checking back as we bring you the latest.
REDWOOD SHORES, CA - Consumers’ purchases of mushrooms at retail continue to outpace overall produce sales increases, giving the Mushroom Council® optimism mushrooms will rebound at foodservice when restaurants begin to reopen.
“While the health crisis’ impact is staggering to the foodservice industry, this retail sales data demonstrates that fresh mushrooms continue to climb up the staple scale,” Bart Minor, President and CEO of the Mushroom Council, said. “Prior to the crisis reaching the U.S., our industry was riding tremendous momentum. Our monthly shipping reports revealed a run of record highs in late 2019, driven in part by high demand in the foodservice channel. December volume exceeded 90 million pounds, the first time that has occurred.”
Data from IRI show strong mushroom retail sales increases throughout March as consumers stockpiled grocery purchases while social distancing measures began taking effect. In each of the last three weeks of March, year-over-year mushroom sales outpaced overall produce sales increases:
- Week ending March 29: fresh mushroom sales increased 18 percent, compared to all fresh produce increasing 8.1 percent
- Week ending March 22: fresh mushrooms increased 31.4 percent, while fresh produce increased 29.7 percent
- Week ending March 15: fresh mushrooms at 35.1 percent, fresh produce at 34.5 percent
Mushroom increases were in the company of other top performing staples like potatoes, tomatoes, apples, oranges, onions, and carrots, noted Minor.
“By January, media placed mushrooms in their top 2020 top food trend forecasts in more than 50 articles. In February, CNN took notice and declared mushrooms the ‘new grocery aisle celebrities,’” Minor added. “Now, this IRI data shows promise that mushroom momentum will continue in the channels where they are available and will likely be in high demand once the foodservice channel begins to recover. Our supply is strong and stable. As consumers stock up on groceries and pivot to home cooking, they are considering mushrooms not just a nutritious, delicious and sustainable ingredient, but an important staple.”
PASADENA, CA - As we’ve learned lately, not all heroes wear capes. In fact, many of our world’s greatest heroes are decked out in scrubs and sanitary medical gear. That’s right, healthcare workers are at the frontlines of this pandemic and the Cuties® growers know it. The heroic efforts of medical staff have not gone unnoticed as many in the industry pool their resources to support this sector.
The Cuties growers recently joined in on this effort, pledging to donate 100,000 bags, totaling 2.5 million mandarins, to healthcare workers at 28 hospitals throughout Southern California.
“Cuties is saying thanks by helping those who help others,” said Berne Evans, Chairman. As noted in a press release, the company is overwhelmingly grateful for all the hard work and fearless efforts of healthcare workers in fighting this global pandemic.
Deliveries have been scheduled for yesterday, April 16, and today, Friday, April 17, for those in need.
The Cuties brand joins many others in the fight to keep our communities healthy and safe, a testament to the vision and gratitude of its growers.
As more industry operators step up to support our capeless heroes, keep reading reports from AndNowUKnow.
OVERLAND PARK, KS - Grocers continue to extend an olive branch to foodservice operators and restaurants hit hard by shelter-in-place directives. Thus far, Kroger and H-E-B have lent a hand to local restaurants. Now, Price Chopper is doing the same. The retailer announced that, in a new foodservice partnership, some of Jack Stack Barbecue’s meals will be sold at its stores. In addition, the company has also hired roughly 300 Jack Stack employees temporarily furloughed during this time.
“Kansas City is all about lending a helping hand to your neighbors,” said Casie Broker, Chief Marketing Officer, Price Chopper Enterprises. “Price Chopper is proud to serve Jack Stack’s amazing barbecue and help keep its staff employed during these difficult times.”
Jack Stack Barbecue will be available at metro Price Chopper stores as of April 15.
Taylor Dorman and Keaton Dorman, Managing Partners at Fiorella’s Jack Stack and fourth-generation family owners, have been charged with developing the local grocery partnership.
“We knew Price Chopper would be a perfect fit for our brand because it is also a local, family-owned operation,” commented Keaton Dorman, addressing how the vision between the two companies align.
Taylor Dorman added, “Our goal was to create a win-win for Price Chopper, for our employees, and for our community.”
How else will grocers lend a hand to those who need it most? As retailers continue to link arms with local restaurants, this generous trend certainly shows no signs of stopping. In the meantime, AndNowUKnow will keep you in the loop on all things retail.
UNITED KINGDOM - We all know there’s a first time for everything, and with each new “first” in the grocery sector comes a slew of growth opportunities. The retail landscape is going digital, and many of our industry’s leaders have turned to online services to keep pace with demand during this time. Aldi U.K. recently announced an all-new first for the company, rolling out an online program to distribute grocery parcels to consumers.
“We are committed to providing quick, safe, and affordable access to food for all our customers and understand that, for some, visiting one of our stores is not an option at the moment,” Fritz Walleczek, Managing Director for Corporate Responsibility, said. “We’re constantly looking for new and better ways to support our customers in these uncertain times and I’m hopeful that these food parcels will make life a little easier for some of the country’s most at-risk people.”
The parcels will be for home delivery and contain 22 different products. Each parcel will also include antibacterial handwash and a four-pack of toilet paper. According to a press release, this first-ever service for Aldi is meant to distribute food to those who are currently self-isolating.
The parcels are only available on Aldi’s website and became available to customers today. The move marks the first time Aldi U.K. has ever sold groceries online.
As more of our industry’s firsts come to light, AndNowUKnow will keep you up to date.
ATLANTA, GA - You know spring has sprung when the Vidalia® onion pack date is announced! As of yesterday, the iconic, sweet onion is ready to hit stores around the country, as both the Vidalia Onion Committee and the Georgia Department of Agriculture set April 16 as the official pack date.
“We are going to have a strong harvest this year,” said Aries Haygood, the newly elected Chairman of the Vidalia Onion Committee. He also noted that 9,400 acres of Vidalia onions were planted for the season. In addition, Haygood touted the continuance of the Sweet Life marketing campaign launched last year. “The campaign has enabled us to elevate our brand with broad groups of consumers who value good taste and living well.”
According to a press release, Vidalia onions are prized because they are hand-cultivated by 60 registered growers in 20 southeastern Georgia counties.
For those who follow the crop, the pack date is an annual rite of spring—given that the onion itself is only available a short time of the year. Each pack date differs due to the fact that they are determined by the soil and weather conditions of each growing season. This helps ensure only the highest quality Vidalia onions are shipped to stores.
“Along with the Vidalia Onion Committee, I am pleased to announce April 16, 2020, as the official pack date for Vidalia onions,” said Georgia Agriculture Commissioner Gary W. Black. “As the keeper of the official trademark for our state vegetable, we are proud of the reputation Vidalia onions have earned around the world by both renowned chefs and home cooks.”
The press release also noted that Vidalia onions represent approximately 40 percent of the sweet onion market in the country and are sold in every state. To be considered a Vidalia onion, the vegetables must be cultivated in the South Georgia soil from a distinctive Granex seed and packed and sold on or after the official pack date each year.
As we cover the latest in all things fresh produce, be sure to keep clicking back to AndNowUKnow.
YAKIMA, WA - Springtime is representative of rejuvenating showers that bring about fruitful blooms across the country. Superfresh Growers® is in the midst of a characteristically fruitful spring as it sees a new bloom flourishing. In a recent orchard update, Episode 49, the grower details an abundant cherry bloom and exclusive details of a successful crop.
“We’re seeing good flower development and good potential across all our crops at the moment,” said Dave Gleason, Chief Horticulturalist. “We’re not quite to apples yet, but pears and cherries are in bloom. We’ve already seen bloom develop through apricots, nectarines, and peaches.”
According to Dave, it’s still early in the bloom stage for Superfresh. The grower is seeing roughly 50 percent of the bloom that’s open now. The pollination process is highly dependent on weather and other factors, so Superfresh is taking the necessary precautions to ensure a successful harvest.
Dave continued, explaining the complicated process by which a flower is pollinated. The end of the episode calls out the industry-wide efforts of growers to mitigate the spread of COVID-19.
“We’re excited to be part of the American agricultural engine. We’re considered a strategic industry, so during this difficult time when we’re fighting the COVID-19 virus, we’re continuing to do our jobs and go out every day to produce food for not only the United States but…the world,” he concluded.
Check out the orchard update video above for more exclusive insights from Dave. Keep checking back for the latest reports from AndNowUKnow.