TORONTO, ONTARIO, CANADA - One category that seems to know no bounds is the plant-based beverage sector, which is constantly optimizing the rising consumer demand for both fresh and flavorful drink products. Greenhouse Juice Company’s portfolio is tapping into the opportunities of this booming sector while delivering on nutrition and sustainability.

“First and foremost, our products represent functional, healthy habits that consumers can fit into their day-to-day. Our products address several prevailing trends,” says Anthony Green, Co-Founder. “In terms of sugar-savviness, our products are lower in sugar than the competition, while still formulated for great taste. All our beverages are USDA-certified organic, with a focus on being free of chemical residuals like glyphosate while having a long-term outlook on the health of soil and water systems. We also address plastic and micro-plastic pollution, as we will have eradicated all plastic from our primary packaging by this summer as we move to aluminum caps and recycled-paper labels on our glass bottles.”

Greenhouse is now manufacturing across eight functional, plant-based categories, including:

• Wellness shots
• Cold-pressed juices
• Protein shakes
• Plant milks
• Probiotic lemonades
• Kombuchas
• Sparkling waters
• Functional coffee lattes

All of these products are produced in-house at the company’s state-of-the-art plant in Toronto, Canada, which is organic-, SQF- and B Corp-certified.

Marking its entry into the United States market, the supplier recently launched juices and probiotic lemonades with The Fresh Market in April, with Central Market up next to carry its products. While the details are still undisclosed, Greenhouse also has a number of further commitments planned for the rest of the year.

“Typically, we are merchandised in the produce or functional beverages section. Our wellness shots are our fastest-growing category, and we are the dominant market leader in Canada for the category, with millions of units sold over the last year alone,” explains Anthony. “Our organic formulations, bottled in glass, are unique in the sector, and our natural formulation has the longest shelf-life in the category, along with the versatility of being merchandised both in and out of the fridge. We’ve seen tremendous success in merchandising accompanying four packs of these shots alongside the single units as customers seek to incorporate the shots into more of a daily routine.”

Greenhouse’s fresh portfolio is produced in Toronto, so its distribution focus remains on the East Coast of the U.S. for products with a shorter shelf-life; with the wellness shots having some of the longest natural shelf-lives in the category, they are suitable for retailers nationwide.

Keep reading ANUK as we continue to explore the portfolios driving demand in the fresh sector.

Greenhouse Juice Company

GOODLETTSVILLE, TN - A new role has been created by Dollar General Corporation (DG), and along with it a new leader. Recently, the retailer appointed Steve Deckard as the new Executive Vice President, Growth, and Emerging Markets, effective June 1, 2023.

Deckard most recently served as the retailer’s Senior Vice President of Emerging Markets. As noted in the release, Deckard also led the company’s international expansion into Mexico. He began his Dollar General career in 2006 as a Regional Director.

During his tenure at DG, Deckard has held roles of increasing responsibility in store operations, asset protection, corporate process improvement, strategy, and financial planning. Prior to joining Dollar General, Deckard spent more than 10 years at Walmart in various leadership roles. He earned a bachelor’s degree and master’s degree from the Kelley School of Business at Indiana University.

As Executive Vice President, Growth and Emerging Markets, Deckard will provide leadership over initiatives including Mi Súper Dollar General in Mexico, pOpshelf, and DG Well Being, along with the company’s Real Estate and Decision Science and Analytics teams.

“Over the past 17 years, Steve has played an important role in the expansion of our business, helping to further our mission of Serving Others both in the United States and now Mexico,” said Jeff Owen, Dollar General’s Chief Executive Officer. “His proficiency in data science, retail operations, and strategic implementation has been critical, and we look forward to extending our reach and progressing key strategic initiatives under Steve’s leadership.”

Congratulations, Steve Deckard, on your new position!

Dollar General

WASHINGTON, DC - Four fresh produce violators in California and Texas have recently been sanctioned by the United States Department of Agriculture (USDA). Under the Perishable Agricultural Commodities Act (PACA), the USDA imposed said sanctions for failing to meet contractual obligations to the sellers of produce they purchased and failing to pay reparation awards amounting to $99,653.

Direct from the USDA Agricultural Marketing Service:

These sanctions include suspending the businesses’ PACA licenses and barring the principal operators of the businesses from engaging in PACA-licensed business or other activities without approval from USDA.

The following businesses and individuals are currently restricted from operating in the produce industry:

• Soltierra Inc., operating out of Villa Park, California, for failing to pay a $17,798 award in favor of a California seller. As of the issuance date of the reparation order, Scott Castanon was listed as the sole officer, director, and stockholder of the business

• Monarca Natural Foods Inc., operating out of Los Angeles, California, for failing to pay a $54,745 award in favor of a Texas seller. As of the issuance date of the reparation order, Carolina Reynoso was listed as the sole officer, director, and stockholder of the business

• Produce and More Enterprise LLC, operating out of Houston, Texas, for failing to pay a $7,477 award in favor of a Texas seller. As of the issuance date of the reparation order, Anatana Capital Sapi DE CV and Miguel Pedraza Villareal were listed as the managers and members of the business

• Florencio Torres, doing business as Torres Fresh Herbs, operating out of Houston, Texas, for failing to pay a $19,633 award in favor of a Pennsylvania seller. As of the issuance date of the reparation order, Florencio Torres was listed as the sole proprietor of the business

PACA provides an administrative forum to handle disputes involving produce transactions. This may result in USDA’s issuance of a reparation order that requires damages to be paid by those not meeting their contractual obligations in buying and selling fresh and frozen fruits and vegetables. USDA is required to suspend the license or impose sanctions on an unlicensed business that fails to pay PACA reparations awarded against it, as well as impose restrictions against those principals determined to be responsibly connected to the business when the order is issued. Those individuals, including sole proprietors, partners, members, managers, officers, directors, or major stockholders, may not be employed by or affiliated with any PACA licensee without USDA approval.

By issuing these penalties, USDA continues to enforce the prompt and full payment for produce while protecting the rights of sellers and buyers in the marketplace.

For contact information and to read the release in its entirety, click here.

USDA's Agricultural Marketing Service

WATSONVILLE, CA - The sun is shining here in California as retailers and shoppers prepare for Memorial Day weekend, and luckily, they will have access to a plethora of quality California Giant Berry Farms strawberries to get the summer started right. The grower recently forecasted strong volumes of the product, with high yields anticipated despite a later-than-average start for some of its growing regions.

“2023 was a challenging year for some of our growing regions,” said Andy Rice, Vice President of Field Operations and Product Supply. “Ultimately, weather impacted crops early on—from above average amounts of rain, flooding, or uncharacteristically cold weather. Like most California production, our production curve was shifted, and peak promotable volumes are arriving, albeit later than average.”

In spite of these challenges, California Giant is on track to deliver peak promotable volumes of California strawberries, a release stated. Out of its Santa Maria region, the supplier is reporting sizeable, high-quality fruit and is in its peak volume window, which is expected to maintain through mid-June.

The Watsonville and Salinas growing regions are seeing week-over-week increases in volumes, with estimates projecting substantial harvested volumes beginning mid-June and spanning to early August. Due to the area’s late start, California Giant is forecasting fruit will be available late into summer. The region's ranches are reporting excellent quality and flavor, alongside sizeable fruit.

To support the expected influx of strawberries, the grower is utilizing Instacart advertising and Ibotta consumer promotions to drive purchase intent. The brand will also launch consumer engagement sweepstakes to further drive brand awareness and demand.

California Giant’s peak promotable volumes come at an optimal time, as recent USDA data reports that gains in retail per capita consumption for berries have been very strong compared with many other fresh fruits. Strawberry consumption specifically has grown from 4.6 pounds in 2011 to 6.7 pounds in 2021, an overall gain of 45 percent.

Are you ready for summer berry demand? If not, reach out to a California Giant rep soon!

California Giant Berry Farms

OVIEDO, FL - If you have social media, it’s highly likely that you saw videos of the catchy—and adorable—corn song, “It’s Corn,” that went viral. With corn still fresh in everyone’s mind, Duda Farm Fresh Foods has launched the Sizzling Sweet Summer Sweepstakes, encouraging consumers to add Dandy® sweet corn to their baskets while positioning the company as a premier brand this season.

“We’ve seen corn become synonymous with the summer season, especially on the grill and in fresh salads or dips,” said Nichole Towell, Senior Director of Marketing and Packaging Procurement at Duda Farm Fresh Foods. “Though we are known for our celery products, we are excited to showcase our Dandy sweet corn throughout this promotion and to offer our shoppers more insight on cooking and enjoying the vegetable!”

Duda and its Dandy brand are seeking to elevate consumption of fresh, United States-grown sweet corn among shoppers through corn-inspired recipes, cooking tips, super corny facts, and the opportunity to win the ultimate summer prize pack.

According to a release, now through July 7, consumers can enter the sweepstakes to take home a brand-name, 20-piece stainless steel grill set; a seasoned cast iron grill pan; a denim cooking apron, spiral corn holders; heavy-duty oven mitt; and a $500 gift card. Duda will also be choosing one winner every week during the promotion to take home Dandy sweet corn and a $100 gift card as well.

To support the sweepstakes, Duda will utilize a 360-degree marketing strategy that includes a regional TV segment, public relations efforts, influencer support, corn use and application inspiration, online advertising, social media and email campaigns, and more to drive in-store demand.

Dandy sweet corn is available in bulk as well as pre-shucked and pre-cut tray pack options to help reduce meal prep time and offer a bit more convenience to cater to shoppers’ busy lifestyles. The brand grows and harvests its sweet corn from farms in Florida, Georgia, and Michigan.

Let the corn song be your muse as you help your shoppers get corny this summer!

Duda Farm Fresh Foods

TAMPA, FL - From the field to the stage, the radio waves to the written word, if it connects and potentially advocates for our industry, chances are you have seen Patrick Kelly at it. So I was thrilled when an opportunity recently opened up to get to know the Founder of The Produce Industry Podcast a little better. What I found is that while his passion for the business started early on in the orchards, it has—pun totally intended—only grown from there on.

“Although I grew up in the citrus industry, and continue to work with citrus companies, I’m driven to foster a community of like-minded produce professionals across our supply chain who work passionately to advance the industry,” Patrick recently shared with me.

That pursuit has led him through a number of channels, from several weekly shows on the podcast, a YouTube channel, and LinkedIn events, to speaking engagements and the co-authorship of a book, Millennial Boom, with Hans Finzel.

“The fresh produce supply chain is experiencing a renaissance; an awakening. Through my generational work co-authoring Millennial Boom I explored how Millennials and Boomers could build mutually-beneficial working relationships, each bringing unique and valuable experiences to the table,” Patrick said of the changes in our industry that compelled the book. “If you look at the community of produce professionals who support The Produce Industry Podcast, you’ll see that I’ve created a space for exploration and understanding where professionals from all generations interact and learn from one another. I believe we will advance as an industry when we accept our differences and begin to appreciate the value in all perspectives.”

This topic reminded me of how, whenever I see Patrick, it is usually at the head of an invitation of some kind.

“I host monthly networking calls which are open for anyone in the industry to join,” he agreed. “I’ve found that in-person events also have afforded me the opportunity to bring people together who have only met online. My career has taken me to where I am today because the people in my network have been willing to support my endeavors. This is a cultural behavior that I want to foster through The Produce Industry Podcast.”

Not only does Patrick see opportunity in learning from folks outside of produce as well as leaders in companies across our own chain, but he shared how bringing people together regularly through networking Zooms is one way to maintain an open industry dialogue.

“The intangible benefits of the networking events I host all depend on the participants’ efforts after the calls. On each call, people are quick to drop an introduction and contact information into the chat. I hear regularly that new relationships made on my networking calls result in new business for the participants. As I learn about these relationships, the more driven I am to create additional opportunities for this to happen,” Patrick said.

In fact, he plans to organize more in-person events, so that a larger group of produce professionals might experience the culture of The Produce Industry Podcast community.

“Grower, Entrepreneur, Author, and Podcaster are all hats that I wear, but the most important is as a produce and supply chain advocate. My passion for creating The Produce Industry Podcast came from the desire to connect the supply chain, specifically during the start of the pandemic,” he explained.

Since its April 2020 launch, Patrick’s listenership has grown to reach a global audience, averaging 4,000 weekly downloads of podcast episodes and has become an overarching brand to house a number of others. Fresh From the Field Fridays partners Patrick with retail veteran Dan Avakian to continue to voice his merchandising expertise in promoting produce, and recent addition of Juanita Gaglio hosts global perspectives from produce leaders around the world on Wednesdays. Meanwhile, Patrick complements these offerings with visual content through the Produce Industry Show on YouTube.

“Wearing so many hats afforded me the perspective to create new content channels, and I’ve had the privilege of speaking at both the Southeast Produce Council’s Southern Exposure and the Fresh Produce and Floral Council’s Luncheon, engaging the industry from the stage. There are no limits to when and where I advocate for the industry; I am here and ready to serve the produce supply chain,” he said with enthusiasm. An enthusiasm that is already impacting the next generation close to home. “I’ve introduced my son to my passion, and he often joins me in sampling produce and giving product reactions from his tween perspective. It fills my cup to nurture the next generation of produce advocates as he learns about our industry and the supply chain.”

It all comes back to a purpose we see as kindred at AndNowUKnow: advancing the fresh produce industry in every possible way.

Patrick Kelly

GREENSBORO, NC - The big 160 milestone was hit recently by The Fresh Market as it opened its 160^th store in Carmel, Indiana. To celebrate the grand opening, a celebration featuring a “bread breaking” ceremony, vendor sampling, specialty presentations, giveaways, drawings, and more was held on May 24 to officially welcome Carmel guests to The Fresh Market.

“We’re proud to expand in the Carmel community and provide guests with an inspired, unique shopping experience that will pique the interest of food lovers,” stated Jason Potter, Chief Executive Officer of The Fresh Market. “Our team has worked hard to create a store that not only offers the freshest and highest-quality products but also provides a warm and welcoming atmosphere for our guests.”

The Fresh Market now has five locations in the state and two in Carmel. As a destination for epicurean discovery, the grocer differentiates itself from the competition with an unmatched assortment of hard-to-find delicious specialty fresh foods and ingredients sourced locally and from around the world.

Located at 1392 S. Rangeline Rd., the store offers a wide selection of fresh produce, meats, seafood, and bakery items, as well as a variety of prepared foods, a large gourmet cheese selection, and wines. It features a full-service floral department and a special sensory experience for its guests—a center-store culinary kitchen called The Square. Guests now have a made-to-order station and build-your-own fresh salad. Guests can also choose from an assortment of fresh hot foods, and all items are created with distinct flavors, fresh ingredients, and recipes uniquely developed by The Fresh Market.

In addition, The Fresh Market is committed to supporting the communities it serves through Feeding America® food banks. The new store in Carmel has partnered with the Gleaners Food Bank of Indiana to donate food to people in need.

Check out the release here for more information about the store, and keep a tab open for ANUK.

The Fresh Market

REEDLEY, CA - Stonefruit is on the way, folks! Fruit World is keeping retailers locked and loaded for this highly anticipated category this summer with a bounty of cherries, peaches, nectarines, and more. The produce company has embraced a delayed start to stonefruit season, and it is now shipping the ripest early cherry varieties.

“Spring pollination was staggered this year, which led to mixed maturity in the orchard,” reported Cindy Richter, Director of Sales at Fruit World. “We are having to harvest each block of cherries several times, selecting fruit at peak color, size, and quality, which also increases production cost. Our retail partners are hoping to drive sales by offering organic stonefruit to their shoppers this summer, leading to higher rings at the register.”

As noted in the release, Fruit World has embraced a delayed start to the California stonefruit season to ensure ideal ripening and fruit quality. Hazel and Royal Lynn cherry varieties are on the way, with the Coral variety soon to follow. Fruit World is creating plenty of opportunities to brighten the retail produce department this spring as it delivers some of the earliest organic cherries on the market.

“Stonefruit purchases are often impulsive due to the short season and limited availability of this desirable product, making it a can’t-miss merchandising opportunity you can provide to customers each season,” Bianca Kaprielian, Chief Executive Officer, reported. “We partner with exceptional California fruit growers like the Masumoto family, who share our values.”

In addition to its organic cherries, Fruit World is bringing organic apricots, nectarines, and peaches. As the company celebrates its sixth anniversary, Fruit World is honoring its commitment to keep family farms thriving by offering unparalleled organic, in-season fruit to more retailers than ever before.

“This season, we are excited to offer a value pack on Blossom Hill apricots,” added Kaprielian. “This pack will allow retailers and home delivery companies to offer a cost-effective option with mild imperfections from weather events this spring, balanced by high Brix and superior eating quality and flavor.”

Eager to learn more? Stop by booth #812 this July at the Organic Produce Summit, where Fruit World will be showcasing a stunning lineup of premium organic fruit.

Check out the release here for more information.

ANUK will keep a pulse on the radar, so stay tuned for more updates.

Fruit World

BREWSTER, WA - S-U-G-A-R-B-E-E. SugarBee®. Already a fan-favorite amongst many consumers, the apple variety is gaining even more popularity as the newest sponsor of the 2023 Scripps National Spelling Bee, a week-long televised event that celebrates students and their educators.

“To all of the families and students who work hard each year to compete in local, state, and national competitions, we are proud of your continued drive to excel,” said SugarBee orchardist Cass Gebbers, one of the proud growers of the SugarBee apple. “We are thrilled to be sponsoring the Scripps National Spelling Bee. We believe in the power of words and the importance of literacy. We are proud to support the Bee’s educators and their devotion to inspiring every child to unlock their potential and strive to reach incredible goals.”

Over 200 students from across the nation will take the stage in Washington, DC, on May 28 to experience Bee Week and compete for the title of National Spelling Bee Champion. As a press release explained, SugarBee Apple growers proudly support The Bee’s mission to help every child unlock their potential, and honor the commitment of more than 70,000 educators who continue to champion the Scripps National Spelling Bee program year after year.

In addition to sponsoring the event, SugarBee is also presenting the Scripps Educator of the Year award, which recognizes teachers who have demonstrated exceptional dedication to their students and have made a significant impact on their education and personal development. The 2023 Educator of the Year is Gina Calhoun, an 8^th-grade language arts and social studies teacher at Ashe County Middle School in Warrensville, North Carolina.

“We are honored to present the Scripps Educator of the Year award to Mrs. Calhoun,” said Julie DeJarnatt, Marketing Director of SugarBee Apple. “Teachers play a crucial role in shaping the minds and futures of our children, and we want to recognize and celebrate their exceptional efforts in creating a positive learning environment. SugarBee Apple growers proudly support the Bee’s educators and their devotion to inspiring every child to discover their potential to innovate and create something magical.”

For more information on the brand’s latest sponsorship, click here.

Keep clicking on ANUK for the latest in fresh produce.

SugarBee®

WATSONVILLE, CA - The finalists are in! If you have been keeping up with AndNowUKnow over the past couple of weeks, you know that California Giant Berry Farms is hosting its fifth annual Chef Invitational. The berry supplier has officially announced its People’s Choice winner and chef finalists for this year’s competition.

“The introduction of the trend requirement this year yielded impressive recipe submissions,” said California Giant Director of Sales Tom Smith. “The chefs came forth with innovative, on-trend recipes that leveled up the event as we know it. We’re looking forward to seeing who takes home the title of Top Chef!”

This year’s People’s Choice winner is David McGurn, Performance Foodservice, gaining voters’ attention with his Congee with Brulé Berries and Quick Berry Pickles. McGurn will automatically progress to the final in-person round of the competition and take home a $500 cash prize, accompanied by a matching grant to his selected non-profit organization, The Dana-Farber Cancer Institute.

Alongside McGurn, four chef finalists will attend an in-person, four-day finale event on California’s Central Coast from June 25–28, a press release explained.

The event finalists include:

• Dontre'al Haigler, Denny’s – Fruity Fried Octopus with Blueberry Sticky Rice
• Jereme Nemeth, Sysco – Blackberry Fennel Scallops with Blueberry Risotto
• Katie Bulger, Performance Foodservice – Blackberry Brown Butter Seabass with Strawberry Chimichurri
• Steven Halliday, Gordon Food Service – Red Thai Berry Chicken Curry with Blueberry Lemon Rice

The immersive event will include field tours of California Giant’s berry fields, meet-and-greets with growers, and a grand finale at which the Top Chef will be named. The fifth annual event also introduces an educational session led by Chef Rosalyn Darling, in which she will highlight her culinary innovation methodology that combines macro societal trends and Culinary Compassion™ for meaningful menu development.

Each of the finalists will compete during the finale by re-creating their custom, berry-forward recipe, and a panel of judges will select the Top Chef based on appearance, usage of berries, flavor, and creativity. The panel of judges includes the previous Chef Invitational Top Chefs, accompanied by California Giant Influencer, Chef, and Cookbook Author Marie Reginato.

Stay tuned as we continue to cover this exciting industry event!

California Giant Berry Farms