FRESNO, CA - Fun, fresh, and full of flavor, Fowler Packing Company’s Peelz® Citrus is a perfect snack for on-the-go consumers and their families. Showcasing the simplicity and whimsy of the kid-friendly offering, Fowler has announced the launch of its first-ever national media campaign for the brand, Thiz iz Peelz.

“Our Thiz iz Peelz campaign is multifaceted and is designed to continue to build brand recognition and introduce Peelz in new markets,” said Justin Parnagian, Chief Executive Officer. “We are communicating with consumers with a healthy dose of attitude and personality that provides a counterpoint to the mostly wholesome, child-focused world of fruit and mandarins. This campaign speaks to everyone, all while cementing the Peelz name in the minds of every shopper, buyer, and supplier across America.”

The aim of the light-hearted campaign is to emphasize that while life is complex, snacking doesn’t have to be. According to a press release, Fowler is showcasing the simplicity of Peelz amidst the backdrop of other more complicated snacking options.

Having launched this week, the Thiz iz Peelz campaign will appear across media formats including TV, streaming, social media, in-store, and more. This marks a large investment for the Peelz brand and a precursor for what is to come as it continues to expand.

“We made a huge financial investment in our Peelz brand and will continue to utilize marketing strategies to drive strategic growth,” added Parnagian. “This is an exciting time for Peelz, launching its first national campaign, with many more to come in the future. This is just the beginning, and we couldn’t be more thrilled to introduce Peelz to a broader audience, keeping Peelz top of mind as they shop with our valued retail partners.”

With Peelz making its national media debut, what will be next for the exciting brand? Stick with AndNowUKnow to see what developments the future holds.

Fowler Packing Company

UNITED STATES - As of this Monday, November 29, the United States Department of Agriculture (USDA) was reporting pricing ranging between $18.95 and $19 for a carton of size 24 Romaine lettuce. With this being slightly higher than previous trends, I got in touch with several industry members who gave me a read on current market conditions.

“As the desert growing season begins, organic Romaine production is currently a week and a half ahead of anticipated harvest date due to warm weather. Comparatively, overall organic Romaine acreage appears to be less than last year. As the weather cools heading into mid-December, we do anticipate supplies to tighten further in conjunction with the projected increase in demand for the Christmas holiday,” Casey Mills, Director of Sales at Braga Fresh Family Farms, told me.

Cody Hontalas, Sales Executive and Commodity Manager at Pacific International Marketing, explained some of the “whys” behind this tightening of supplies, and how regional transitions will bring a shift in the market.

“Over the last few months, most shippers had been dealing with Romaine shortages in the Salinas growing area due to disease, the most prominent being Impatiens Necrotic Spot Virus (INSV). This really lowered yields out in the field and caused the market to react accordingly, which is why we saw such an increase in the price of Romaine industry-wide,” Cody stated. “Most of the industry's Romaine production is finally coming out of the desert. Product overall looks pretty clean with few problems to report.”

Additionally, Cody commented, “Overall demand for Romaine still seems to be up, which is causing the market to be fairly active, but we should start to see more Romaine become available as the weeks go on as most shippers will be hitting their stride in the desert.”

Church Brothers Farms’ Manager of Commodities Jason Lathos jumped on the phone with me to discuss how he anticipates the market will continue to shift.

“If you asked me what I would forecast for the Romaine market, I think the deal is going to stair-step down lower based on the last two-to-three-year formulae,” he said. “When you have really good growing conditions in the desert and colder weather back East, it usually makes for a soft market because you've got good supplies and demand shifts. When we get cold weather in the desert and warmer temperatures back East, the markets are usually higher because you have less supplies and higher demand. We're getting into that time of year where winter starts coming on the East Coast. West Coast supplies, as long as growing regions see good weather, increase and demand decreases. That movement usually means some slightly lower markets.”

Jason also added that demand was greater than anticipated surrounding the Thanksgiving holiday—a sentiment Brian Peixoto, Sales Manager at Lakeside Organic Gardens, echoes.

“We aren't seeing a whole lot of changes in the market. The price has been steady at $20 for a couple of weeks. We had a great Thanksgiving pull, but overall prices remain the same,” Brian added.

It sounds as though there are still changes yet to come for the ever-moving Romaine lettuce market. You can count on ANUK to share any news as it comes to light.

Braga Fresh Family Farms Pacific International Marketing Church Brothers Farms Lakeside Organic Gardens

LEAMINGTON, ONTARIO, CANADA - Thanksgiving may well be the first experience many of us have in North America where food is not just the main event, but the cast, conductor, and star of the show. With such a stage set, the possibilities to shift the focus on fresh are nearly endless. Pure Flavor^® took the latest revolution of the holiday to truly explore those possibilities with content focused on inspiring healthy eating through its “Healthy Thanksgiving!” theme.

“Thanksgiving is all about family, friends, football, and, of course, food. Across the country, we gather with loved ones to enjoy mouthwatering meals and great conversation. We collected our favorite Thanksgiving recipes, blogs, and more to help make the best of the season,” Chris Veillon, Chief Marketing Officer, reflected.

To do so, the company launched an entirely in-house-originated arsenal of content, ranging from Pure Flavor team-crafted healthy tailgating snacks and NFL Football schedules to signature recipes and blogs.

“We need to be creating more mouth-watering moments for our products,” Chris said of the move. “This is certainly one way to do it!”

With a well-placed #FoodForThought, the marketing maven pointed out that it is high time to take the food-centric opportunity of the holidays to flip the script on what dishes make the crescendo entrance to the center of the table. And for that trend to galvanize fruit and vegetable eating perceptions the rest of the year.

Last week’s big “turkey dinner” may have kicked off the holiday season once again, but this is a show our industry is more than ready to see re-cast. As key players like Pure Flavor work to make that happen, AndNowUKnow will be here to report the latest.

Pure Flavor^®

MCLEAN, VA - The Gladstone Land Corporation’s portfolio seems to be ever-evolving. Following the acquisition of farmland and water facilities in Georgia, nut orchards in California, and a citrus grove in Florida, the company has pulled back the curtain on yet another advantageous deal. This time, the corporation has purchased 165 gross acres of farmland located near Milton-Freewater, Oregon, for approximately $2.4 million.

"This land, with established water rights, will be a great addition to our portfolio," said David Gladstone, President and Chief Executive Officer. "We are pleased to expand the relationship with our tenant and help them to continue providing premium wines to their customers."

​​In connection with the acquisition, Gladstone Land has also entered into a 10-year, triple-net lease agreement with the existing tenant, who is a leader in the wine industry, according to a press release.

"We are excited to make another acquisition in Oregon," said Tony Marci, Managing Director. "Our tenant will plant a vineyard on this land, which is located within the Walla Walla Valley AVA. The property is in a beautiful setting on land overlooking the Walla Walla Valley."

Gladstone Land currently owns 162 farms comprising approximately 109,000 acres across 15 different states and 45,000 acre-feet of banked water in California, valued at approximately $1.4 billion.

Each of the farms are predominantly located in regions where the company’s tenants can grow fresh produce and annual row crops, such as berries and vegetables. The company also owns farms growing permanent crops, such as almonds, apples, cherries, figs, lemons, pistachios, and other orchards, as well as blueberry groves and vineyards.

Where will the land purveyor stake its claim next? Keep reading ANUK as we continue to report on the company's ongoing growth strategy.

Gladstone Land Corporation

MISSION VIEJO, CA - While the avocado category may already be a prime destination for shoppers in search of a go-to ingredient for their favorite meals, the Hass Avocado Board (HAB) is working to further highlight the endless benefits of the avocado. Going beyond the fruit’s delicious flavor, the Board has joined forces with AltaMed Health Services to share insights on how good nutrition can reduce risk factors for type 2 diabetes.

“We are pleased to partner with AltaMed, a leader in community healthcare, to leverage the popularity and goodness of avocados to creatively amplify the impact of their diabetes public education outreach,” said Gina A. Widjaja, Director of Marketing and Communications of the Hass Avocado Board. “Our goal is to increase awareness about the importance of managing blood glucose levels within Latino communities given diabetes is disproportionately rising—right now, the CDC is tracking that more than half of United States Latinos will develop diabetes in their lifetime. We are proud to help step up access to testing as well as access to science-based information about the role of nutrition.”

As the duo works to spotlight the role of a healthy diet and good nutrition in preventing diabetes, the new partnership will center avocados as a creative strategy to ensure public health, showcasing their benefits to boost avocado sales. Several vital resources will be put in place to help the pair achieve its ambitious goal, according to a recent release.

“HAB research and helpful resources from Aguacates Frescos - Saborea Uno Hoy are being shared in English and Spanish to educate communities across Southern California about the positive role dietary fiber, like that found in fresh avocados, can play in helping maintain healthy blood glucose levels. Delicious recipes and tools are available at events and online to inspire families to eat healthy and boost fiber intake with this traditional favorite,” Widjaja added.

According to the CDC, adults in the U.S. have a 40 percent chance of developing T2D, with a more than 50 percent chance for Hispanic/Latino adults. For this reason, the HAB is employing joint efforts to provide Southern California communities with bilingual resources to fight diabetes. These resources include free glucose testing and education about how good sources of fiber—such as avocados—can help to reduce the risk factors.

Stay tuned as ANUK continues to report on the latest and greatest alliances in the industry.

Hass Avocado Board

WATSONVILLE, CA - It looks as though this year we will be having a blue Christmas, but not for the reasons Elvis sings about. According to recent California Giant Berry Farms reports, the global grower's partners are recording peak volumes of organic and conventional blueberries for the start of the winter season, and the trend is expected to continue on.

"We've started harvesting fruit from Chile that will provide for a constant winter supply of high-quality blueberries for export," said Nader Musleh, Executive Director of Internal Business Development. "Organic volumes from Chile are increasing with the release of moth-free areas, and conventional varietal changes are producing exceptional quality fruit."

This strong seasonal outlook for California Giant's blueberry supply comes after the company recently added new growers in Chile and expanded its acreage in the region. According to a press release, the grower is positioned to deliver increasingly high volumes following these program changes.

As with its Chilean crops, blueberry production in Mexico is expected to continually increase in the coming months as well, with the region's season currently in its early stages. Known for its strong spring harvest, Mexico is on track to produce as expected for California Giant.

"We're looking forward to another strong season in Central Mexico" added Rodrigo Aceves, Director of Operations, Mexico. "We are expecting high yields, larger fruit, and improved flavor profiles."

Here in the States, organic production out of California has begun earlier than in past years for the grower, with the first picks anticipated in early December. After that, a gradual increase in volume is expected with peaks in April and May.

California Giant's coastal organics program works hand-in-hand to complement the company's import program for the continuity of blueberry supply year-round. Currently, strong volume is eagerly awaited by the grower, as the United States supply of blueberries will bypass the port issues and delays that have been an ongoing hurdle for the produce industry.

"Overall, we've seen an astonishing year-over-year volume increase," said Markus Duran, Director of Bushberry Supply. "We are coming off Peru's largest production year ever. It broke its all-time high export volume for the third consecutive year. Demand and consumption exceeding the all-time high is exciting, and we look forward to keeping the strong momentum throughout the Chilean season."

In order to support the predicted influx of blueberries this winter, California Giant will employ several consumer engagement opportunities in order to build brand awareness and drive basket share for its fresh berries.

With all of that being said, too bad Elvis isn't around to see this kind of blue Christmas—I feel like he might be inspired to rewrite a classic!

California Giant Berry Farms

WASHINGTON, DC - After allegedly failing to pay produce sellers a combined $62,195, the United States Department of Agriculture (USDA) has imposed sanctions on Minnesota-based J&J Distributing as well as New York-based Produce Depot USA. In addition to failing to pay sellers a combined $62,195, the two businesses failed to meet contractual obligations to the sellers of produce and did not pay reparation awards issued under the Perishable Agricultural Commodities Act (PACA).

The sanctions imposed 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.

Direct from the USDA Agricultural Marketing Service:

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

• J & J Distributing Co., operating out of St. Paul, Minnesota, for failing to pay a $19,655 award in favor of a California seller. As of the issuance date of the reparation order, New Harvest Foods and Jason Jaynes were listed as the officers, directors, and major stockholders of the business
• Produce Depot USA, operating out of the Bronx, New York, for failing to pay a $42,540 award in favor of a Texas seller. As of the issuance date of the reparation order, Gaetano Balzano was listed as member and/or manager 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 Agricultural Marketing Service

YUMA, AZ - The expansion of the date category has been exciting to watch, especially as shoppers turn to the fruit for a variety of eating experiences. To meet increasing shopper demand, companies like Bard Valley Natural Delights^® are strengthening date programs with product expansion and more. I spoke with David Baxter, Director of Marketing, to learn more.

“We just relaunched our date roll under the Mini Medjool sub brand. We made them smaller and more snackable, and upgraded the Almond recipe, as well. In addition to this, we’re launching three new organic flavors: Organic Cacao Coconut, Organic Cranberry Pistachio, and Organic Fruit & Nut,” David shared with me.

Bard Valley Natural Delights will be also be re-releasing its Dark Chocolate Covered Medjool Dates for the holiday season. This product will be available from now until Easter for special holiday gift-giving events.

As the company looks to the future, David noted that its focus on innovation will allow Bard Valley Natural Delights to pursue exciting opportunities.

“Our goal is to get more people into the category through products other than just whole and pitted dates. You can expect to see some very exciting updates in the future, as well as intriguing promotions in the new year focusing on health and wellness as folks reset their habits and set new goals,” David remarked.

As a one-stop shop for the category, Bard Valley Natural Delights differentiates itself by providing an innovative assortment of products, merchandising, and retail support. The company also launched its trade resources site to better support retailers’ efforts to grow the date category with their consumers.

Stick with AndNowUKnow as we continue to catalog the latest in the industry.

Bard Valley Natural Delights®